App Size


What is App Size
Every app has a megabyte size which determines the amount of storage it requires in order to run on on users’ devices. As storage space is limited, it’s important that an app offers a reasonable file size to the user.
The average app sizes vary for the two operating systems, for iOS it’s around 35MB and for Android the number is around 12MB and obviously average sizes vary depending on which app category they are assigned to. For any gaming apps or those that are feature-heavy, average file size will be larger than apps, let’s say, with simpler functionality and less content.
Why App Size is Important
To put it simply, the size of an app affects conversion rates. Naturally, the bigger a file size, the more space it takes up on a device.
It’s unlikely that users would be keen on installing what seems like a very large app. Any user that has only a limited amount of storage to play with may be less inclined to download an app with a large app size. To be fair, storage is becoming less of an issue thanks to the mobile market offering up larger phones, but it’s an important factor nonetheless. For a user who is running out of phone space, they may wish to cull the apps in their phone in order to make space. Apps with the largest file size are in the firing line in this situation.
In addition, users may prefer to download over WIFI in order to avoid sacrificing their data usage by downloading a large app. Less on-the-move downloads will have a negative impact on conversion rates.
App Size and ASO
For the reasons discussed, a smaller app size within reason is better; it’s important for an app developer to take download size into consideration. If the size of an app is high, it may
- Deter users who visit the product page into making a successful download
- Result in eventual removal of the app if the device is limited on space and MB’s are needed (a notification will list all apps from largest file size to smallest; that’s one list an app doesn’t want to be at the top of.)
There are optimization tools that an app developer can implement to reduce the size of an app that will lead to good conversion numbers. The size of an app’s APK (Android Package Kit) or IPA (iOS App Store Package) which compiles all the files needed for app installation, affects how an app performs on a device, from load time to memory usage and how much phone energy it uses. By reducing it and also optimizing parts of the code such as compressing PNG and JPEG files, reusing resources or removing those that are no longer in use, would be beneficial.

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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
- Decisive Users
- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
- Soft Launch
- SKAdNetwork
- Sessions Per Active Device
- Sales Per Paying User
- Google Play Search
- Apple Search Ads
- App Store Subtitle
- App Store Seasonality
- App Store Search
- App Store Screenshots
- App Store Screenshot View Rate
- App Store Sales
- App Store Analytics: Standard Downloads
- App Store Analytics: Source Type
- App Store Analytics: App Store Sessions
- Rewarded Video Ads
- Return on Ad spend (ROAS)
- Replicated App Store Page
- Real-Time Bidding (RTB)
- Re-engagement
- Google Play Third-party Referral
- Google Play Ranking
- App Store Web Referral
- App Store Reviews
- App Store Review Engagement Rate
- App Store Redownloads
- App Store Ratings
- App Store Ranking
- App Store App Referral
- App Store Analytics: Region
- App Retention Rate
- Product Page Conversion Rate
- Proceeds Per Paying Users
- Preloaded Apps
- Pre/Post App Store Tests
- Post-Install Event
- Playable Mobile Ads
- Performance Marketing
- Pay Per Install
- Google Play Product Page
- Google Play Personalization
- Apple’s Product Page Optimization (PPO)
- App Store Product Page Views (Unique Devices)
- App Store Product Page Views
- App Store Product Page
- App Store Proceeds
- App Store Preview Videos
- App Store Pre-Orders
- App Store Pre-Launch
- App Store Personalization
- App Store Paying Users
- App Store Page Scroll Rate
- App Store Analytics: Purchasable Item
- App Store Analytics: Product Page
- App Store Analytics: Pre Orders
- App Store Analytics: Platform Version
- App Store Analytics: Page Type
- Monthly Active Users (MAU)
- Mobile Growth
- Mobile Game Monetization
- Mobile Game Marketing
- Mobile Game Business Model
- Mobile Delivery Platform
- Mobile Bid Adjustment
- Mobile Attribution Window
- Mobile Attribution Manipulation
- Mobile App Retention
- Mobile App Onboarding
- Mobile App Monetization
- Mobile App Advertising
- Mobile Ad Viewability
- Mobile Ad Fraud
- Mobile App Growth
- Average Revenue Per Paying User (ARPPU)
- Average Revenue Per Daily Engaged User (ARPDEU)
- Average Revenue Per Daily Active User (ARPDAU)
- Attribution
- ARPU – Average Revenue Per User
- Apple Arcade
- Apple App Store Connect
- App Store Optimization (ASO)
- App Store Audience Testing
- App Store Analytics: App Version
- App Store Analytics: App Store Active Devices
- App Store Analytics: App Referrer
- App Store Analytics: Active In Last 30 Days
- App Store Acquisition Channels
- App Store A/B testing
- Ad Unit
- Ad Server
- Ad Revenue
- Ad Network
- Ad Mediation
- Ad Impression
- Ad Exchange
- A/B Testing Statistics
- Keyword Localization
- K-Factor
- Google Play Keywords
- App Store Keywords Research
- App Store Keywords
- App Store and Google Play Keywords Optimization
- Interstitial Ads
- Interactive Ads
- Installs Per Mille (IPM)
- In-App Events
- In-App Bidding
- In-App Advertising
- Identifier for Advertisers (IDFA)
- App Store In-App Purchases
- App Store Impressions (Unique Devices)
- App Store Impressions
- App Store Icon
- App Store Analytics: Installations
- App Install Rates
- App Influencer Marketing
- Growth Loop
- Google Play Points
- Google Play Pass
- Google Play Experiments
- Google Play Developer Console
- Google Advertising ID (GAID)
- Gametech (Game Technology)
- Game Bundles
- Google Play Short Description
- Google Play Long Description
- Deep Linking
- Daily Active Users (DAU)
- App Store Description Read Rate
- App Store App Description
- App Store Analytics: Device
- App Store Analytics: App Store Deletions
- App Store Analytics: App Download Date
- Google Play Creatives
- CTR (Click Through Rate)
- Cross Promotion
- Cost Per View (CPV)
- Cost Per Mille (CPM)
- Cost per Install
- Cost Per Engagement (CPE)
- Cost Per Completed View (CPCV)
- Cost Per Click (CPC)
- Cost Per Action (CPA)
- Churn Rate
- Casual Games
- Apple’s Custom Product Pages
- App Store Culturalization
- App Store Creatives
- App Store Conversion Rate
- App Store Categories
- App Store Analytics: Campaign
- App Store Analytics: App Store Crashes
- App Conversion Rate
- App Clip Sessions
- App Clip Installations
- App Clip Crashes
- App Clip Card Views (Unique)
- App Clip Card Views
- App Clip Active Devices
Related Terms
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App Store Creatives
App store creatives are all the visual elements that appear on an App Store or Google Play product page.
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App Store Product Page
The App Store product page is the landing page for a mobile app or game distributed and published on Apple’s App Store.
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App Store Icon
The app store icon is the only creative element that appears throughout the user journey in the app stores.
Related Resources

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