New report co-authored by Adjust and AppLovin
brings robust set of data, benchmarks and actionable advice to the
mobile apps industry
SAN
FRANCISCO, Feb. 20, 2024 /PRNewswire/ -- Leading
measurement and analytics company Adjust, today released its annual
Mobile App Trends Report with global app data along with expert
tips from AppLovin, on trends and patterns – namely personalization
powered by AI – driving the evolution of the industry. The
report finds that despite the downward trend throughout 2022, app
installs grew 4% globally in 2023, demonstrating mobile's ability
to deliver significant returns is as strong as ever and full of
untapped opportunities.
Incorporating predictive analytics into
cross-channel marketing provides the insights needed for fast,
smart decisions.
"Successful mobile app marketing and campaign optimization
doesn't require a crystal ball," said Simon "Bobby" Dussart, CEO of
Adjust. "By incorporating predictive analytics into cross-device
and cross-channel marketing efforts, mobile marketers and
developers can unlock the data and insights needed to make fast,
smart decisions on budget allocation and to scale confidently."
Personalization, privacy and the role of AI
The
gaming hybrid casual genre has demonstrated that strategically
incorporating personalization into a game's UX can dramatically
boost retention rates and revenue. Verticals like e-commerce and
finance should adopt a similarly data-centric and AI-driven
approach to customize their in-app experiences.
"The best way for gaming developers to increase long-term
retention is to make their game or app feel like it's designed
especially for their players," noted Daniel Tchernahovsky, VP of
International Business Development at AppLovin. "AI enables
developers to segment users and customize game progression so it
feels as if the game's level of difficulty has been uniquely
calibrated to a user."
Notably, App Tracking Transparency (ATT) opt-in rates have
continued to gradually climb as communication and transparency
about the value of data sharing has improved. Industry wide, app
user consent rates increased from 29% to 32% in 2023. Gaming had
the highest rate globally (39%), and fintech and e-commerce had the
biggest rate jumps (7 percentage points each).
A mobile app strategy that outpaces the
competition
Mobile App Trends 2024 is based on a
mix of Adjust's top 5,000 apps and the total dataset of all apps
tracked by Adjust, providing marketers and developers with
essential information to build and execute a strategy that outpaces
the competition.
Additional key takeaways from the report include:
- Mobile payments driving fintech app adoption, with
payment apps comprising approximately one-third of overall fintech
app sessions in 2023. In-app revenue for fintech apps surged 118%
year-over-year, and app installs and sessions grew an impressive
42% and 24%, respectively.
- Gaming app installs bounced back in Q4 2023, up 7%
globally. The largest shares of gaming app installs were action
(18%), hyper-casual (14%) and puzzle (14%).
- Mcommerce is soaring with shopping app installs growing
by 56% and overall global e-commerce app installs up to 43% in
2023. North America saw the
largest growth in e-commerce app installs (98%).
The report also explores how CTV and new channels like PC
and console will become the next frontier for advertisers.
"Acquiring high-value users begins with an effective channel
acquisition strategy," added Andrey
Kazakov, VP of Demand, Non-Gaming at AppLovin. "Marketers
must understand the channels compatible with their specific app's
audience and goals, and determine how much they need to spend to
hit a critical mass of experiments that can drive more efficient
performance."
For additional findings and best practices, download the full
report here.
About Adjust
Adjust, an AppLovin (NASDAQ: APP)
company, is trusted by marketers around the world to measure and
grow their apps across platforms, from mobile to CTV and beyond.
Adjust works with companies at every stage of the app marketing
journey, from fast-growing digital brands to brick-and-mortar
companies launching their first apps. Adjust's powerful measurement
and analytics provide visibility, insights and essential tools that
drive better results.
Media Contact
Adjust
Joshua Grandy
pr@adjust.com
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SOURCE Adjust