Page 8 - AeM_September_2022

RESEARCH, ANALYSIS & TRENDS

Mobile app industry is bigger than ever

Mobile e-commerce is performing better than ever:
installations of e-commerce apps increased by 12% in
2021 compared to the previous year. The top month
was November with 20% more installations than the
annual average.

• The two top growth markets for e-commerce app
installs were EMEA and LATAM, up 18% and 14%
year-over-year, respectively.
According to the latest Mobile App Trends
Report from Adjust, mobile app growth has • In May 2021, e-commerce apps had the highest in-
continued to accelerate globally in 2021. After a app sales that Adjust has ever measured in this
year of industry changes and upheaval caused category. Global sales here increased by 46% in
by the COVID-19 pandemic, app installs, and 2021 compared to the previous year.
sessions have grown across industries. Apps in • Marketplace apps showed significantly higher user
the fintech, e-commerce and gaming categories retention than other e-commerce apps: the
are the frontrunners and recorded the highest retention rate was 27% on day one and 10% on
monthly in-app sales in 2021 ever measured, day 30, versus 19% and 7% in the year 2020.
Adjust revealed.
Hyper-casual games are on the rise and made up the
With the introduction of Apple's iOS 14.5 and the largest percentage of installs (27%) in the gaming
AppTrackingTransparency (ATT) framework in April category, while action games made up the largest
2021, the mobile marketing industry was forced to percentage of sessions (30%).
fundamentally rethink how it deals with data protection
and the tracking of iPhone users. Early forecasts • Global installs in the gaming category increased by
assumed that only around 5% of iPhone users would 32% in 2021 compared to the previous year,
agree to the use of their data. However, Adjust data continuing the 2020 pandemic-driven growth. The
shows that opt-in rates for iOS 14.5+ are higher than second half of 2021 even exceeded the first half by
forecasted. Across all categories, the global opt-in rate 12%.
was 16% in May 2021 and has increased to around
25%. Apps from the gaming category even achieved • Gaming app installs grew steadily in 2021 in
opt-in rates of 30% in 2021. several key regions. LATAM and EMEA recorded
the highest growth rates at 35% and 33%,
Key findings of the Mobile App Trends Report include:
respectively, followed by APAC and North
America.
Global fintech app installs and sessions increased
34% and 53%, respectively, year-over-year.
• Session length, sessions per user per day, and
time spent in apps all increased in 2021.
• While trading and crypto apps accounted for just
7% and 2% of all app installs in the fintech • In January 2021, the highest in-app sales
category, respectively, they recorded 17% (trading) worldwide that Adjust has ever recorded were
and 6% (crypto) of all sessions in this category. measured.
Crypto apps also had the longest average sessions
with over 15 minutes. The Mobile App Trends Report is based on the 2,000
apps that account for 90% of all traffic and additional
• Comparing fintech app installs internationally, North data from the entire Adjust database. The report
America led the way with a 69% increase in 2021, analyzes long-term trends in installs, sessions, length
followed by LATAM (62%), APAC (29%), and of stay in the app, user retention, reattribution rates and
EMEA (16%). more in an international comparison. ◊

• In-app sales in fintech apps increased consistently By MediaBUZZ
from January 2020 to December 2021, with March
2021 being the busiest month.

8 September 2022: Mobile Marketing