Research conducted by Pixalate found that over 1.6MM apps listed in the Google Play and Apple App stores haven’t been updated in over two years, with the number increasing on the Google Play Store but decreasing on the Apple App Store
Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Abandoned Mobile Apps Report: Q2 2022, showing that over 1.6 million apps between the Google Play Store and Apple App Store appear to have been “abandoned,” meaning that they haven’t been updated in over two years.
Pixalate’s analysis also found 306k+ “Super-Abandoned” apps (5+ years with no update), which are spread almost evenly between the two stores, with 141k in the Apple App Store and 166k+ in the Google Play Store.
1.1MM+ ‘Abandoned’ mobile apps available for download in Google Play Store, 500k+ in Apple App Store
Here are some of Pixalate’s key findings:
Apple apps received more updates, Google’s app ecosystem became more abandoned: There were about 200k fewer abandoned apps in the Apple App Store compared to Q1 2022 (-28%), but 150k+ more abandoned in the Google Play Store (+16%).
There are more abandoned apps (32%) than apps that have been updated in the last six months (30%).
Apps registered in Russia and China are the most likely to be abandoned (42%) on the Google Play Store (among the top 12 countries based on number of apps).
14k abandoned apps transmitted geo location in the ad bid stream, according to Pixalate’s data.
37% likely child-directed apps* are abandoned (81k in Google, and 75k in Apple).
Why tracking ‘Abandoned’ Apps important
“Abandoned” apps may harbor serious privacy and security concerns.
The most innovative apps regularly release new improved versions with bug fixes and security patches.
With the growing awareness of consumer privacy concerns, this issue becomes even more important.
Advertisers need to take notice of how frequently apps are updated before deciding to invest.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”