What are instant apps?

Instant apps allow users to access content from an app without installing. They are designed to save users space on their device and conveniently deep link users to an app’s specific function. They are only available for Android.

When Android instant apps were first announced, Google used a parking meter app as an example of what they have to offer. The number of users who would keep a parking meter app on their device is presumably lower than, for example, a mobile game, but its functions can be useful on certain occasions. If the user is able to access this as an instant app, they can immediately use the parking meter app’s capabilities on their device without signup or install. As long as the necessary payment details have been entered into Android pay, the user can make a purchase with just a few clicks.

Google Play Instant also gives users the opportunity to try an instant app before they purchase and install the app in full.

When a user clicks on an instant app’s URL–whether through a link, banner or otherwise–that user will be sent (via a deep link) directly into a specific section of the app. This is possible because the app has been split up into modules, meaning only the code needed to display that module is downloaded. This means that an instant app is still technically downloaded onto the device, but this works much like a mobile browser because the app is cached once it’s closed.

For example, let’s say you’re looking for a new television. It’s unlikely that you shop for televisions on a regular basis, so you probably don’t have an e-commerce app purely for that purpose. However, if you browse Google for the model of your choice, you can be deep linked into an app’s product page for that item. Only the code for that product page will be downloaded, so you can seamlessly enter the app, complete the purchase at your leisure, and leave the app without needing to uninstall.

Instant apps will only work for apps published on the Play Store, and can be used on devices with Android 5.0 (Lollipop) or later.

All Android users can toggle instant apps on or off in their settings. While Android Instant Apps allow users to run apps without installing them, users can choose whether to enable or disable this feature.

Instant apps are toggled on by default, but the option to turn them on or off can be found in Play Store settings: 

1. Open the Google Play Store app. 
2. Tap on the profile picture (top-right corner) and select Settings. 
3. Google Play Instant can be found under ‘General’.
4. Here ‘Upgrade web links’ can be toggled on or off. Toggling off with disable Instant Apps functionality.

 

As Android instant apps require Android Lollipop (Android 5.0, API Level 21) or higher to function, this menu functionality won’t exist on earlier versions of the OS.

Instant Apps offer a user-friendly way to access app content. They benefit users by allowing them to experience the exact app feature they need at that moment, without the requirement of downloading the app and finding what they need. 

For marketers and developers, they work to increase conversion rates by directing users right where they need to go, capturing the cohort that may have chosen not to download, or may not have had the space on their device to do so. This, in turn, can increase installs. If the instant app experience is seamless and successfully demonstrates the app’s value, those users who probably wouldn’t have downloaded in the first place, may now prioritize taking that step or making the space. 

To learn more about deep linking and engagement solutions see Engage, or request a demo with Adjust today to learn how we can take your mobile marketing measurement to the next level.