According to Google’s research “Mobile App Marketing Insights: How Consumers Really Find and Use Your App” (2015), apps are often discovered outside the app store. The main sources of awareness of smartphone apps are the following:
52% friends, family, and colleagues
40% browse the app store
27% search engines
24% company website
Since 40% of users discover apps browsing the app store, it is important to gain visibility in the app stores. The perfect way to achieve that is with ASO (App Store Optimization). ASO consists basically of improving the visibility of your app in an app store by getting higher ranks in the app store’s search results.