2024年金融应用报告（英）_30页_14mb

Mobile Financial Services App Market Analysis, 2024

Financial services app downloads globally increased 73% YoY to 7.7 billion by 2024, with India (1.7B downloads) leading growth followed by the U.S. and Southeast Asia. Top regions included US, Japan, China, South Korea and APAC.

Key trends included:

• Surge in cryptocurrency adoption (+133% YoY downloads) as the fastest-growing sub-category
• P2P wallets continue outpacing others (+7.9% YoY downloads) globally despite wider declines in traditional finance
• Traditional declines – Lending (-7.7%), Consumer Banking (-2.8%) globally, Buy Now Pay Later (-4.4%) despite remaining strong in US
• Regional variations:
  • US: Cryptocurrency saw 95% YoY growth, offsetting declines in core finance apps
  • Japan: Consumer Banking rose 10% while Cryptocurrency reached 30% YoY growth
  • South Korea: Tax apps grew 34% YOY as wallets stagnated, Cryptocurrency accelerated 45%
  • India: A massive crypto surge (106% YoY) driven by Binance, alongside stable wallet growth
• Strongest performer: Blockchain wallets like Binance dominated India's market after a strategic relaunch

Advertising & Company Strategies demonstrate financial services embracing digital:

• US markets saw $6.47B Ad spend up 33% YoY across channels
• Instagram and Facebook were highest platforms globally for financial app promotion
• Binance's targeted campaigns leveraged localization and partnerships (e.g., India, Ramadan) to drive explosive growth (+20M wallet downloads from Jan-Sep 2024)

Main Conclusions:

• Crypto remains the fastest-growing mobile financial service category
• Declining traditional lending and consumer banking apps reflect converging services (banking -> P2P -> Wallets)
• Markets like India are experiencing unprecedented adoption rates, driving global fintech growth
• Blockchain operations like Binance are successfully competing with legacy institutions through targeted local campaigns