Mobile Tool App Delivery Insight Report for the First Half of 2019

In the first half of 2019, mobile tool apps ranked seventh among application apps in terms of both the number of materials and products released. Among them, the newly launched mobile tool apps are mainly launched at the end of the quarter;

●Overall, the proportion of security optimization materials released in the first half of this year has increased significantly. In Q2, the proportion of mobile personalized apps increased by 10%, and the majority of them were apps with the "incoming call video" function;

●360 Cleaner, Speed ​​Cleaner, and Baidu are the three mobile tool apps with the highest amount of creatives in the first half of this year;

●January and February are the two months with the highest concentration of mobile tool apps, and the competition for buying traffic is relatively fierce in May and June;

●Sorting out and analyzing the materials used by the top buying apps in the mobile tool category in the first half of 2019.

According to Reyun data monitoring, the number of mobile tool apps launched in the first half of 2019 accounted for 6.7% , ranking seventh after online education apps.

However, judging from the increase in the number of products launched in the first half of the year, mobile tool apps ranked relatively high, becoming the third type of application app in terms of the number of newly launched products.

Specifically, the proportion of mobile tool apps launched in the first two quarters of the year was roughly the same, with Q2 slightly higher than Q1.

In addition, the new addition rates of mobile tool apps in each month of the first half of the year were generally higher in Q2 than in Q1 year-on-year. Therefore, the growth of mobile tool apps in Q2 is related to the increase in the rate of new product launches in the same quarter.

In addition, according to the comparison of the monthly addition rates in the right figure, the new products launched by mobile tool apps in the first half of the year were mainly concentrated at the end of the quarter.

In terms of the proportion of advertising materials, mobile tool apps accounted for 1.2% of advertising materials in the first half of the year , still ranking seventh. On the one hand, considering the above-mentioned product launch proportion dimension, the comprehensive launch volume of mobile tool apps ranks relatively stable among the overall application apps.

In addition, affected by the significant increase in the release of materials for online shopping apps after the New Year, the corresponding proportion of mobile tool apps in the same period has declined slightly; on the other hand, combined with the comparison of the new release rates of the above-mentioned products, in the months with a higher rate of new release of mobile tool apps, the growth rate of their release materials did not show a correspondingly significant increase.

Therefore, the "main force" of mobile tool app launches in the first half of the year were still the "old veterans"; the launch of new mobile tool apps did not show any "emergence of a new force" phenomenon.

Comparing the number of mobile tool apps launched on both devices in the first half of the year, due to the relevant listing policies of Apple App Store, the proportion on iOS devices is significantly lower than that on Android, at only 32%, and the proportion in Q2 has further decreased compared with Q1.

In addition, the materials delivered by mobile phone tools are still mainly single large pictures, which account for as much as three quarters.

The following is the specific ranking of the top 20 mobile tool app delivery materials in the first half of the year.

Among the top 20, security optimization apps account for the largest proportion of 11, and the distribution ratios of search engines, cameras, input methods/browsers, etc. are relatively even.

According to the analysis results of the "head-level placement" of mobile tool apps in the first half of the year in the right figure, January and February are the months with the highest level of head-level placement (the ratio of the top 10 placement materials to the total number of placement materials of mobile tool apps in that month), while May and June have the lowest proportion. It can be seen that the competition for buying traffic among mobile tool apps was relatively fierce in May and June.

Camera apps were the mobile tool apps with the largest number of products launched in the first half of the year, accounting for 21% , followed by security optimization apps . At the same time, these two types of apps have been ranking No. 1 in the number of launched products in each month of the first half of the year.

Overall, the proportion of security optimization materials released in the first half of this year has increased significantly . Especially since this year, as users have become more sensitive to mobile phone security and relevant policies have been introduced at the national level, security optimization apps have been the No. 1 placement material in the first half of the year.

In addition, in Q2, the proportion of personalized mobile phone apps increased by 10%, and the majority of them were functional apps such as "incoming call video".

The following are the mobile tool apps with the most creative content in the first half of 2019 and the top 3 apps with the most creative content . Among them, 360 Cleaner, Baidu, Hi Call and B612 ranked No.1 in these four types respectively.

Judging from the creative trends of these four apps in the first two quarters of the year, 360 Clean Master and Hi Call saw their share of creatives rise as their secondary categories improved significantly in Q2; on the contrary, the share of creatives of Baidu and B612 declined in Q2.

According to the proportion of material formats released by the four apps in the first half of the year, the two apps in the "upper half" of the figure below released single-image large-image materials at a much higher rate than other material types;

The two apps in the "lower half", Hilaidian and B612, have significantly increased the proportion of video materials released by these two apps due to their own positioning and video functions. However, in comparison, the proportion of single-image and large-image materials released by B612 is still the mainstream.

The following are the top 5 keywords and hot materials/copy for the materials released by the above-mentioned 360 Cleaner, Baidu, Hi Call and B612 in the first half of the year.

Author: Reyunjun

Source: Hot Cloud Data