深度-SensorTower-2021年支付应用报告（英文）-2021.6-40页_5mb

报告摘要

The State of Payment Apps: Summary

Core Content

This report provides an analysis of payment app market trends in the U.S. from Q1 2018 through Q1 2021. It categorizes payment apps into three main subcategories: Digital Payment, Money Transfer, and Payment Solution. The report highlights the growth in downloads, rankings, and advertising strategies of top apps in each category.

Main Points

Market Overview

Payment apps in the U.S. reached a peak of 35 million installs in Q2 2020, driven by the first federal stimulus checks.
Despite a drop in Q3 2020, the market showed consistent growth, with 34 million installs in Q1 2021.
The report notes that download estimates are based on the top 25 digital payment apps and top 5 payment solution apps.

Digital Payment Apps

Cash App led the digital payment category in Q1 2021, accounting for 30% of market share.
Google Pay experienced a significant surge in downloads in December 2020, surpassing 3 million downloads and achieving 263% growth month-over-month.
Google Pay's rebranding and advertising efforts in Q4 2020 led to 15% share of voice on YouTube.
The "buy now, pay later" concept gained traction, with PayPal, Venmo, and Cash App integrating cryptocurrency features in 2021.
Venmo and PayPal saw a decline in downloads, while Google Pay and Cash App maintained high growth.

Money Transfer Apps

Western Union dominated the money transfer space, with 33% of downloads in Q1 2021.
The pandemic increased demand for money transfer apps, with Western Union gaining nearly 500K downloads in April 2020.
Remitly saw a 89% surge in downloads during the first 60 days of the pandemic.
Xoom, owned by PayPal, also experienced a 58% increase in installs.
Western Union actively bid on keywords like "exchange rate" and "currency converter", achieving a 71% and 62% share of voice in 2020, respectively.

Payment Solution Apps

Klarna led the payment solution space, with 1.1 million downloads in November 2020.
Payment solution apps saw a 115% year-over-year growth in Q4 2020, and 114% growth in Q1 2021.
Klarna's ASO strategy included 14 screenshot updates in 2020, emphasizing features like "shop at any store" and "get rewards for shopping".
Klarna shifted its advertising strategy during the pandemic, using video creatives and influencers to target younger audiences.
Afterpay and Affirm were also major players, with Afterpay showing 225% growth in March 2021 due to promotions.

Key Information

Cash App was the most downloaded finance app in 2019 and 2020, but was surpassed by Robinhood in early 2021.
Google Pay was the second most downloaded finance app in March 2021 and showed strong growth after its rebranding and advertising push.
Payment solution apps experienced the fastest growth, with Klarna and Afterpay leading the way.
Cryptocurrency became a mainstream feature in digital payment apps, with Cash App launching support in 2018 and PayPal in 2020.
Money transfer apps saw increased demand during the pandemic, especially for sending support to family and friends overseas.

Summary of Trends

The pandemic significantly influenced payment app adoption, with a rise in demand for digital payment, money transfer, and payment solution apps.
Google Pay and Cash App were the top performers in terms of download growth and market share.
Klarna and Western Union led in advertising and keyword bidding, showing strong ASO and marketing strategies.
Cryptocurrency is becoming a more common feature in payment apps, signaling a shift in consumer behavior and payment methods.