Branch：2022年澳大利亚移动应用报告_43页_4mb

Australian Mobile App Report 2022 Summary

Core Content

The 2022 Australian Mobile App Report highlights the evolving landscape of mobile app usage, engagement, and the challenges faced by marketers in a post-pandemic environment. Despite economic and social headwinds, the app ecosystem in Australia remains robust and continues to grow in key categories such as entertainment, shopping, and travel.

Key Trends and Insights

Mobile App Usage

• Daily mobile usage in Australia reached 4.6 hours in Q1 2022, up 35% from 2 years prior.
• Smartphone penetration remains high at 94% in Q1 2022, well above pre-pandemic levels.
• Younger age groups (16-34) spend the most time on mobile, with over 3 hours of daily usage.
• App engagement has remained steady despite a decline in installs, showing that users are more focused on retaining and using existing apps.

Market Maturation

• App marketers are transitioning from user acquisition to user retention as the market matures.
• High vaccination rates (over 95% of Australians aged 16+ are fully vaccinated) have led to a return to pre-pandemic activities, including in-person shopping and visiting public spaces.
• The youngest age groups are leading the shift to streaming platforms, with Netflix, Amazon Prime, and Disney+ dominating the entertainment space.

Economic Factors

• Inflation (forecasted at 6% headline and 4.75% underlying) and rising living costs are affecting consumer spending power.
• High household debt (at 119.3% of GDP in Q3 2021) may lead to downsizing of consumer spending.
• Supply chain issues and political changes (e.g., change of government) introduce uncertainty and potential disruptions.

Shopping Behavior

• Entertainment and shopping account for over 50% of app installs in Australia.
• Shopping app installs have normalised and engagement has plateaued, but purchases continue to grow.
• Grocery and fashion apps are driving significant growth, with Woolworths leading in app engagement.
• Free delivery, coupons, and easy checkout are top drivers of online shopping.

Travel App Trends

• Travel is the top reason for saving among Australians, with 70% planning holidays in 2022.
• Domestic travel is more popular than international, with 70% of Australians planning at least one domestic trip per year.
• App engagement in travel has increased, especially with the reopening of borders and the use of apps for safety and convenience.
• Hotel booking apps like Booking.com, Airbnb, and TripAdvisor are leading in usage, while flight apps saw a surge in installs post-lockdown.

Fintech & Digital Payments

• Digital wallets and payment apps have seen steady growth, with PayPal and Beem leading the way.
• BNPL apps (Buy Now Pay Later) are gaining traction, with Afterpay and Zip Pay being the most popular.
• Women are more likely to use BNPL services, and iOS users show higher engagement with digital payment apps.
• App installs peak during the summer/holiday season, especially for Xmas shopping.

Key Challenges

• Marketers need to acquire new users efficiently while maintaining user engagement.
• User retention is critical, especially in the first 3-7 days post-install.
• Economic pressures such as inflation, debt, and supply chain issues may reduce consumer spending.
• Increased competition in the entertainment and shopping sectors requires personalisation and value-driven strategies.

Regional Breakdown

• New South Wales and Victoria account for over 60% of app installs due to their large populations.
• Local OTT platforms are gaining traction, especially in advertising video on demand (AVOD).
• Smart TV apps are becoming a major channel for app installs, with Netflix and Amazon Prime leading the way.

Conclusion

The Australian app market continues to thrive, with strong engagement and increased reliance on mobile for entertainment, shopping, and travel. While user acquisition is becoming less of a focus, retention strategies and cost-effective marketing are now central to success. Despite economic challenges, consumer behavior remains resilient, with a clear preference for convenience, value, and personalisation in app usage.