Research conducted by Pixalate found that over 1.5MM apps listed in the Google Play and Apple App stores haven’t been updated in over two years.
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: Q1 2022, showing that over 1.5 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 314,000 “Super-Abandoned” apps (5+ years with no update), which are spread almost evenly between the two stores, with 58% in the Apple App Store (184k apps) and 42% in the Google Play Store (130k apps).
Why This is Important
“Abandoned” apps may harbor serious safety 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.
1.5MM abandoned mobile apps (30% of the 5MM+ available for download)
Here are some of Pixalate’s key findings:
30% (1.5 million out of 5 million) of all mobile apps appear to have been abandoned (i.e., no update in 2+ years).
By way of comparison, 1.3 million apps across the Google and Apple app stores have been updated in the past six months, as of the end of Q1 2022.
More updates means more downloads: Of apps with 1MM+ downloads, 88% have been updated within the last six months.
App categories most likely to be abandoned: Education, Reference, and Games, which are often popular with children.
App categories most likely to be innovative (regularly updated): Finance, Health, and Shopping.
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.”