Grab a cup of tea and some cookies – I’ve prepared a cozy article for you about the most popular App Store keywords for the first half of 2024. This analysis explores trends across the 10 largest mobile app markets, and, of course, Ukraine, the birthplace of RadASO.
Spoiler alert: most of the keywords are branded, which makes sense. Brands are trustworthy, relevant to the search term, and, of course, invest in advertising.
Often, the data on the most searched-for keywords does not substantially differ on a year-to-year basis. But it’s worth keeping an eye on trends. Changes in user interest and shifting market focus help businesses and professionals adapt to demand and stay on top of market trends.
Search Ads Popularity (SAP) is an index reflecting how often users search for a specific keyword in a given region. SAP ranges from 5 to 100, with higher values indicating greater popularity.
Even more insights from ASO & UA pros in ASO Busters on Discord!
🔔The popularity of key search terms is only available for regions where Apple Search Ads (ASA) are supported.
In this article, I:
Colleagues from ASOlytics, a Ukrainian ASO service that provides modern tools for promoting mobile applications, helped collect the data for the analysis. By the way, ASOlytics has a maximum SAP score of 99 points.
External factors influence the search requests of App Store users. During the acute phase of the Covid pandemic and lockdown, people were looking for an outlet in the form of online communication with loved ones via Zoom or Skype. About a year later, interest shifted toward dating and social apps. And nowadays, secure messengers and VPN applications are rising to the top.
What about artificial intelligence? Interestingly, terms like ChatGPT and similar AI tools don’t appear among the top searches. It turns out that social networks and games are more important, and Skynet can wait.
So, let’s dive into the world of search terms, explore which brands are popular in different countries, and, most importantly, uncover the answer to the question: what do users really want?
I think that if the popularity of the keyword could go beyond SAP, Instagram would soar to new heights with a strong launch in the United States. The United States is ahead of the rest of the world in terms of the amount of content created and sets the trends for the rest of the globe.
Social networks dominate the top six spots in the U.S. rankings, followed by the YouTube platform, WhatsApp messenger, and two debit card apps.
America is actively producing and consuming content from social media, socializing and dating.
In China, the top spot is held by Douyin, the local version of TikTok (known as Jitterbug), followed by WeChat, which serves as a social network, messenger, and payment platform for goods and services. The third position is occupied by Quick hands (Kuaishou), an app for sharing short videos and broadcasts similar to TikTok.
Followed by:
In China, social networking and content sharing are key, but users also favor gaming, shopping, browsing, and browsing the web. Notably, there are no non-Chinese apps in the top ten, a trend closely tied to political factors.
Also, read How the right localization led to a 452% increase in impressions and a 1600% increase in downloads in China.
In 2024, Apple Search Ads became available in Latin American countries, including Brazil.
As a result, the SAP indicator was introduced later in this region. Thus, the data for the top keywords covers the period from April 16 to July 1, 2024.
Instagram is No. 1 in the hearts of Brazilian iPhone users. It significantly surpasses the two popular messengers, Telegram and WhatsApp, followed by Facebook and TikTok.
The second half of the list begins with iFood, a popular food delivery service in Brazil, followed by Tinder for dating and the local video editing app, CapCut.
Nubank is a financial app from the digital bank of the same name, and Uber needs no introduction.
It is interesting to note the taxi service here. In Brazil, public transportation is not always safe, especially in large cities like Rio de Janeiro and São Paulo. In addition, taxi fares are relatively low, making it the best way to get around for the middle class.
What is life like in one of the world’s most technologically advanced countries?
First and foremost, people there search for the local messenger LINE, followed by a surprising choice – a puzzle game about watermelons – and YouTube takes third place.
Next are three social networks that need no introduction: a dating app, Google, Instagram again (but in English this time), and Twitter (now called “X”), which has not yet faded from people’s memories.
The search for Twitter reminded me of how streets are renamed – people often continue using the old names even a decade later. If anything is eternal, it’s resistance to change 😅
The United Kingdom is in line with the United States in terms of trends, with only slight differences in the ranking of top terms.
The top five spots are dominated by social networks, with Snapchat edging out Instagram. Following them are a messenger app, YouTube, another social network, and two dating apps.
The British drink tea, leisurely browse social media, chat and watch videos, and then go on a date. Everyone should do it!
The birthplace of champagne (in case you didn’t know, only sparkling wine from the province of Champagne can be called champagne – everything else is just sparkling wine) came with a surprise – the first non-branded search term. But let’s take it one step at a time.
The French first browse social media and chat, then go on a date, and then chat again and watch videos. And in the end, they look for a messenger, not a specific one, but simply a messenger app. This could be due to several factors:
One way or another, Vive la France!
Overall, the country's top list closely resembles those in the US, England, and France. The standout here is Brawl Stars, a multiplayer action game featuring arena battle elements.
After socializing on social media, dating, and chatting, it’s time to unwind with a game. And, of course, a beer.
What surprises await us in Deadpool’s homeland? The top five spots are dominated by social networks, with YouTube in sixth place, followed by a dating app, WhatsApp, and the ever-present (and possibly familiar, Zuckerberg?) search term “messenger.” Surprisingly, the top ten is rounded out by Discord, a communication app primarily popular among gamers and students.
While the gaming community thrives in other countries, it’s in Canada that Discord claims a top spot. The application’s versatility, support for local communities, and events such as tech exhibitions and gaming competitions, have allowed it to take the last but not least place in the top.
By the way, my colleagues and I are actively developing our community in Discord ASO Busters. It’s committed to helping you find answers to obvious and not-so-obvious questions, catering to both experienced ASO professionals and beginners alike.
Instagram takes the top spot in South Korea, followed by an unbranded VPN search term in second place. Why is this the case? South Korea enforces internet censorship, blocking content deemed a threat to national security, promoting DPRK propaganda, or undermining social stability and public morality. As a result, users are seeking ways to bypass these restrictions. KakaoTalk, a popular Korean messenger, rounds out the top three.
Then there’s YouTube, a delivery service, two tweets for the price of one, a local streaming service, a local search/news service similar to Google, and Tibing, a platform for online broadcasts and video content.
Learn more about the peculiarities of promoting a VPN app – case study
The top four are “classic” social networks, followed by a break with YouTube, another social network, a debit card app, yet another social network, WhatsApp, then our abstract Schrödinger messenger, and the highlight was Spotify (a music listening service).
It seems that music was the missing element to complete the perfect atmosphere, complementing the continent's beautiful nature and cuisine.
In Ukraine, the war has driven people to prioritize communication with loved ones, which is why the top two spots are held by the most popular messaging app, Telegram. Brawl Stars and PUBG (battle royale) occupy third and fourth places, which makes sense as people seek ways to pass the time in shelters during frequent air raids.
In fifth place is Diia, a digital platform for managing public services. The app contains official documents recognized in the country and offers a variety of popular services, ranging from applications for compensation for war-destroyed property to driver’s services and even the ability to get married.
Then there are classic social networks, Brawl Stars again, and the Viber messenger, which is popular mainly among a more mature audience.
Ukrainians stay connected with their families, relieve stress through gaming, actively engage with government services, and return to social media at the end of the day.
VPNs in South Korea are highly popular due to censorship in the country, so it is essential to focus on this market if you are promoting an app with similar functionality.
🔔Security is a growing trend among messengers. If you are promoting a messenger app, consider highlighting security information in both visuals and text metadata.
🔔In China, a market nearly as large as the US, local apps dominate, and breaking into the top rankings with a foreign product will be challenging.
🔔Global and local events significantly influence trends, so staying updated on regional news is crucial when promoting in specific areas.
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