The number of mobile apps launched in the market has exponentially grown to more than 2 million, but little is known about how users choose and consume apps of numerous categories. This study develops a utility theory-based structural model for mobile app analytics. We use the theoretical...

In 2013, the global mobile app market was estimated at over US $50 billion and is expected to grow to $150 billion in the next 2 years. In this paper, we build a structural econometric model to quantify the vibrant platform competition between mobile (smartphone and tablet) apps on the Apple iOS...