What are preloaded apps?
Preloaded apps are applications installed on a mobile device straight out of the box, before the user visits an app store. The device manufacturer (OEM), the mobile carrier, or even third-party developers can add these apps.
Unlike apps users actively download, preloaded apps are integrated into the device setup process, giving them a significant advantage in visibility and engagement.
The term most commonly refers to factory preloads—apps that are permanently installed during the manufacturing process. These are embedded into the device’s memory and are available to the user the first time they power on their phone.
It’s important to distinguish factory preloads from dynamic preloads. Factory preloads are installed at the production stage and typically cannot be removed by the user, while dynamic preloads are installed over-the-air (OTA) after the device has been shipped but before the user activates it. This flexibility in dynamic preloads allows for regional targeting and updates that weren’t possible at the time of manufacturing.
In mobile marketing, preloaded apps represent a unique channel for user acquisition. They bypass traditional discovery hurdles by placing the app directly into the user’s hands at the moment of greatest attention—device unboxing.
Why preloaded apps matter in marketing
With the app economy more competitive than ever, visibility is currency. Getting discovered organically in app stores or through ads requires ongoing effort and budget. Preloaded apps eliminate several steps in that journey.
From a marketing perspective, it’s not just about presence—it’s about timing. When users are setting up a new device, they’re more open to trying new apps. It is a high-intent moment where preloaded apps can shine.
Moreover, apps delivered this way often benefit from higher install rates, faster onboarding, and improved brand recall. The placement feels native and trusted, which naturally reduces user hesitation.
Strategic advantages
1. Elevated user trust
Preloaded apps can benefit from a level of implicit trust. They’re seen as part of the official experience, something the device manufacturer deems essential.
2. Reduced acquisition costs
By securing distribution through preload partnerships, marketers often reduce their dependence on paid channels like search or display ads. It’s a more direct path to the user.
3. Enhanced lifecycle metrics
Because preloaded apps are part of the initial setup flow, they achieve higher engagement early on. When paired with smart onboarding, this can translate into better retention and stronger lifetime value.
Use cases across verticals
Preloads work exceptionally well in industries where early visibility drives long-term usage. For example:
- Finance apps can capture user interest during setup, securing early log-ins or account creation.
- E-commerce platforms use preload placements to drive first purchases or app-based onboarding.
- Gaming studios can attract players from day one, reducing churn caused by delayed discovery.
It’s not about forcing apps on users—it’s about surfacing relevant tools at the right moment.
Considerations and best practices
Not every app is suited for preloading. The key is relevance. Apps that align with the device’s target audience or offer immediate utility see the best results. Additionally, marketers should ensure the app experience is lightweight, intuitive, and doesn’t disrupt the setup flow.
User experience is everything. Preloaded doesn’t mean guaranteed usage—retention still depends on value.
In conclusion
Preloaded apps give marketers a powerful way to meet users where they are—before the competition even begins. When executed thoughtfully, this strategy offers a head start in user acquisition and brand engagement, setting the tone for long-term success in today’s crowded mobile landscape.