Cash App, SHEIN, McDonalds drive mobile performance and brand growth: BRAG Index II

As young apps like BeReal can become the most downloaded, non-gaming app globally seemingly overnight, it’s a reminder that top apps should aim to be future-proof. In the latest iteration of the Brand Relative App Growth report created with Digital Turbine, the BRAG Index II pulls apart brand strength and mobile performance to determine which apps have serious staying power.

Each app category we cover in the index (Fintech, QSR, Streaming, Shopping, News) faces its own BeReal, be it another app or changing consumer behaviors. By using the methodology established in the inaugural BRAG Index – to isolate brand as a variable and create a comparison of end-of-quarter install volume that “normalizes” and “corrects” for the various sizes of Brand Funnel – the BRAG Index II surfaces otherwise buried brand strength and performance metrics that point to an app’s sustainability.