During the last week, I was reading an extremely credible article called about app uninstall rates. As per it, a regular app has an uninstall rate as high as 77% by day 3 of app install. Have written earlier about how brands have a tiny window to escape the app uninstall axe. Despite knowing that their apps will finally get uninstalled marketers go behind the vanity metric of app installs on both Google Play and Apple App Store.
With many startups raising tons of money the quest for traction once the investment is made is ever increasing. This pressure on traction by investors is leading to many startups pushing vanity metrics like number of app installs, number of engaged users etc. Due to this lot of effort is made to push these vanity metrics by pushing the app using ad networks. But some of these networks resort of bot based fake downloads, which don’t lead to users showing up as DAUs(Daily Active Users). In response, marketers started to push for engagement based app install campaigns where the user has to download the app and perform certain actions like make a query or keep the app installed for 1 week.
Platforms to arbitrage on demand
Given the demand for instant traction and marketing demand of getting engaged users, many platforms have sprung up to cater to this need. These platforms marry needs of students in India to get data/voice recharges with the marketing demands. They offer students tasks like downloading an app, using an app for a week etc and in return give them Airtime/Data Packs on their mobile. These platforms have been used by large Ad networks to get engaged app installs to spruce up metrics !. There are many such platforms the biggest being the mCent from China which has 10 million apps downloads on Android App store and is very popular among students in India. In addition, there are others like Ladoo Apps, TaskBucks App and several other small ones which are springing up to make hay while the sun shines !.
mCent ,TaskBucks & Ladoo..
mCent which is from a company called Jana(based in Boston) is the biggest network of such app globally and is a big player in India too. It offers daily tasks to be done by the users in return for these tasks it is willing to pay some money. The task can be as simple as just install the app , mCent app will be able to read the Andriod settings to know that these apps have been installed , after which you get Rs X worth of recharge in your account next day. The amount of money which a user can earn varies from day to day depending on marketing campaigns which are live. mCent claims to have marketed over 4000+ unique apps till date.
Ladoo is an India specific service which allows users to make install recharge money for app installs . In a sense it a copy of the mCent but it too has around 5 million installs in India !