Research conducted by Pixalate found that 49% of likely child-directed apps on the Apple App Store are abandoned (not updated in 2+ years) as of Q3 2022
LONDON, November 16, 2022 -- 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: Q3 2022, showing that over 1.76 million apps between the Google Play Store and Apple App Store appear to have been “abandoned,” meaning that they have not been updated in over two years.
Pixalate’s analysis also found 324k+ “Super-Abandoned” apps, which means the app has gone 5+ years with no update. This is an increase of 6% quarter-over-quarter.
Abandoned apps may harbor serious privacy and security concerns, as updates often include bug fixes and security patches.
There were 1.76M+ abandoned apps in Q3 2022, a total rise of 8% quarter-over-quarter. Apple’s number decreased (-1%) but Google’s increased (+18%).
14k+ abandoned apps with programmatic ads accumulated $8MM+ in ad spend.
44% (22k+) of abandoned apps registered in Russia are abandoned, 39% (34k+) in China, and 36% (126k+) in the U.S.
49% of likely child-directed* apps available for download in the Apple App Store are abandoned as of Q3 2022.
*According to Pixalate’s COPPA methodology for determining the likely audience of an app.
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com
The content of this press release, and the Abandoned Mobile Apps Report: Q3 2022 (the "Report"), reflect Pixalate’s opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Any 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, opinions, which means that they are neither facts nor guarantees. It should be noted that the mere fact an app does not appear to have been updated in a certain period of time does not necessarily mean that such app's publisher has abandoned the app, or is otherwise violating any policy, best practice, or regulation. Instead, we are merely noting the apparent inactivity and rendering an opinion that this apparent absence of updates may be suggestive of heightened risks to end users. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to render opinions and report trends pertaining to apps available for download via the official Apple App Store and Google Play Store.
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.”