2019全球APP趋势（英文版）_35页_1mb

Adjust Global App Trends 2019 Summary

Core Content Overview

The Adjust Global App Trends Report for 2018 provides insights into app installs, growth, retention, engagement, and the impact of mobile ad fraud across different app verticals and countries. It covers data from January 1, 2018, to December 31, 2018, analyzing the top 1,000 performing apps with over 7 billion installs and 120 billion sessions.

Key Metrics and Trends

App Installs

• Total Installs: 194 billion in 2018, up from previous years.
• Paid Installs: Increased by 4%, consistent with 2017 trends.
• Android Growth: Led the growth with a 5% increase in installs.
• Top Verticals by Country:
  • China: Games Mid-core, Games Casual, Games Sports, Communication, Video & Streaming
  • Germany: Games Casual, Communication, Games Mid-core, Music, Marketplace & Classifieds
  • Japan: Games Mid-core, Games Casual, Music, Marketplace & Classifieds, Video & Streaming
  • U.S.: Games Casual, Communication, Games Mid-core, Music, Games Sports

Paid vs. Organic Installs

• Organic Dominance: Most verticals rely on organic traffic, with Tools (97%), Communications (95%), and Social Networks (90%) leading.
• Paid Performance: Shopping (65%), Weather (52%), and Comics (50%) show higher reliance on paid traffic.
• Marketer Insights:
  • Paid installs are expected to grow due to competition in organic channels and the rise of hyper-casual games.
  • "Hidden organic" installs via K-Factor (influencers, podcasts, TV) are also increasing.

Growth Index

• New Metric: The Growth Index measures the growth rate of apps relative to their MAU.
• Top Growth Verticals:
  • Mid-core Games: Highest Growth Index score (18.52), driven by Battle Royale and MOBA games.
  • Rideshare Apps: High growth (17.63), attributed to daily use patterns.
  • Video & Streaming: Grew by 12.34, influenced by blockbuster content and eSports.
• Fastest Growing Countries:
  • Indonesia: 17.62
  • Brazil: 9.39
  • Korea: 9.11
  • Malaysia: 8.23

Retention

• Day 1 Retention:
  • High: Games, Publications, Social
  • Low: Food Delivery (16%), Shopping (25%), Travel (20%)
• Day 7 Retention:
  • News (31%), Comics (28%) showed high retention.
  • Gaming had a high churn rate, with Sports (18%) and Mid-core (14%) losing users.
• Day 30 Retention:
  • Average retention: 14%
  • News apps had the highest retention (24%), followed by Communications (20%).

Engagement and Sessions

• Average Sessions per User:
  • Overall: 2.18 per day
  • High Engagement: Social apps (Dating, Communication), Mid-core Games
  • Low Engagement: Food apps (Recipes, Food Delivery)
• Country-Level Engagement:
  • Mid-core Games: Top in China, Germany, and U.S.
  • Social Network: Top in China and Germany
  • Communication: Top in U.S. and Japan

Time Spent

• Most Active Apps:
  • Comics, Mid-core Games, Casual Games
• User Behavior:
  • Comics: Popular late at night
  • News: Active in the early morning
  • Casual & Sports Games: Used most between 4-8 p.m.
  • Health Apps: Used between 11 p.m. and 2 a.m.

Fraud

• Total Fraudulent Installs: 269,036,991
• Fraud Types:
  • Click Spam and Click Injections: 73% of all fraud
  • SDK Spoofing and Fake Installs: Remaining 27%
• Anti-Fraud Measures:
  • Adjust's SDK Signature and Click Injection filters blocked 40% of fraud.
• Fraud Impact by Vertical:
  • Top Affected: Dating, Banking, Shopping
  • CPA Campaigns: High risk for fraud due to high cost per action.
  • Recommendations:
    • Be selective with CPA campaigns
    • Use bait events to identify fraudulent sources
    • Consider stopping campaigns if fraud is rampant

App Trends Lowdown

• Gaming: Dominates installs but varies by region.
• Shopping: High paid traffic, strong growth in emerging markets like Brazil.
• Banking: High organic installs, but low retention for paid users.
• Travel: High growth in Rideshare apps, with significant seasonal spikes.
• Social and Communication: High engagement but plateauing retention.
• Ad Fraud: A growing concern, with sophisticated methods and increasing industry efforts to combat it.

Conclusion

The report highlights the evolving dynamics of the app market in 2018, emphasizing the need for marketers to focus on both user acquisition and retention. With the rise of paid traffic and the complexity of ad fraud, data-driven strategies and robust attribution tools are essential for success. The report also underscores the importance of understanding regional differences and leveraging insights from the Growth Index and session data to optimize marketing efforts.