Pixalate examined programmatic advertising data across Android and iOS smartphones and tablets in March 2018 to identify the top trending mobile apps within each U.S. state (including Washington D.C.).
The data shows that popular apps tend to be popular throughout the entire country — although there can be instances of geography influencing an app's popularity (as ranked by programmatic ad volume).
For example, on Android smartphones, Words With Friends 2 was the top trending Android smartphone app in just three states in March 2018. But those three states are all in New England: Maine, New Hampshire, and Rhode Island.
The data below identifies the most popular apps in each state based on programmatic ad volume — inclusive of both display and video ads — in March 2018.
The most popular iOS apps in every state (based on programmatic ad volume)
iOS Smartphones:
- Based on Pixalate's research, in March 2018, Musi was the top trending app — in terms of programmatic ad volume — on iOS smartphones in 38 of 51 states/territories in the U.S. (including Washington D.C.)
- iFunny was the top trending iOS smartphone app in five states
iOS Tablets:
- On iOS tablets, Words With Friends 2 was the top trending app in terms of programmatic ad volume in 37 states/territories
- Magic Jigsaw Puzzles was the other top trending app on iOS tablets (14 states/territories)
The most popular Android apps in every state (based on programmatic ad volume)
Android Smartphones:
- Based on Pixalate's research, in March 2018, TextNow was the top trending app on Android smartphones in 37 of 51 states/territories in the U.S., based on programmatic ad volume
- iFunny was the top trending app in four states on Android smartphones
- Weather by WeatherBug (three states) and Words With Friends 2 (three states) were also among the top trending Android smartphone apps, based on Pixalate's research into programmatic ad volume in March 2018
- The popularity of Words With Friends 2 could be geographically influenced, as all three states in which it was the top trending app are in New England: Maine, New Hampshire, and Rhode Island
- Similarly, the WeatherBug app is the top trending app in South Dakota, Minnesota, and Iowa (which are all located next to each other)
Android Tablets:
- In March 2018, Solitaire was the top trending Android tablet app in 49 of 51 U.S. states/territories, based on programmatic ad volume
- Heroes Evolution World was the top app in the remaining two states (Alabama and Maine)
Methodology and Disclaimer
Pixalate examined mobile in-app display and video advertisements sold via programmatic channels throughout March 2018 for this study. The data is based on activity within apps that engage in programmatic advertising in the open marketplace. Invalid Traffic (IVT) — including General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT) — were removed prior to ranking the apps. The data contained herein is based solely on Pixalate's Share of Voice analysis of programmatic advertising impressions in March 2018, and any reference to "top" or "trending" apps refers solely to an app's Share of Voice of programmatic advertising impressions.
