The report from AppsFlyer cited Facebook’s mobile app install ads as a key factor, saying that prior to the first quarter of 2013, social scored well in terms of delivering high-quality users, but it lagged behind in volume and reach.
AppsFlyer added that app categories that performed particularly well with social marketing channels included games, travel, social, and location-based, concluding:
We believe that the social channel will continue to grow very fast as initial campaigns delivered high-quality users. We expect social campaign costs to increase as more advertisers seek to leverage social channels like Facebook.
Readers: Where do you discover most of the apps you use?