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RESEARCH, ANALYSIS & TRENDS
In terms of content, social media apps are well ahead Adjust concludes that understanding the difference be-
with an average of 65.4%, followed by banking (54.9%) tween demographics and markets is vital in developing
and gaming apps (44.9%). Second screeners, especial- the right types of creatives and campaigns to reach
ly in the APAC region, have an appetite for food deliv- target audiences — which is why accurate and granular
ery services, with the use of apps in this category being measurement is so important. ◊
most pronounced in China (65.2%), Korea (36.6%) and
Singapore (48.2%). By Daniela La Marca
8 July 2021: Mobile Marketing & Analytics
