Liftoff-移动应用趋势报告-2020.3-64页_26mb

Mobile App Trends Report Summary

Core Content

This report provides an in-depth analysis of the global mobile app market in 2019, focusing on the App Economy, user acquisition, user retention, platform dynamics, geographical trends, seasonal variations, and challenges such as mobile ad fraud.

Main Points

• App Economy Growth: The global app economy is expanding rapidly, with consumers expected to spend $120 billion in app stores in 2019, a 5x growth rate over the global economy. India leads in app downloads, followed by the U.S., Brazil, and Russia.
• Android Dominance: Android has a larger number of new app uploads (1.45 million) compared to iOS (489K), with a 3:1 ratio. Google Play is a major hub for new games, outpacing iOS by 4:1.
• iOS Revenue Leadership: Despite Android's dominance in downloads, iOS leads in revenue generation, accounting for $32.6 billion in in-app revenue compared to Android's $22 billion.
• App Category Performance: Gaming apps dominate in downloads and revenue, while non-gaming categories show signs of decline. Shopping and Finance apps have the highest engagement rates, with Shopping at 7.7% and Finance at 5.9%.
• User Acquisition Trends: Gaming app users offer high value, with conversions in Finance and Shopping apps showing strong growth. Marketers are increasingly using paid advertising early in the user journey to boost retention.
• User Retention Insights: Retention rates decline significantly after Day 1, with only 25.2% of users remaining engaged. Marketers are advised to re-engage users early to improve retention. Only 15% of marketers are actively re-engaging users on Day 1, while 10% neglect it entirely.
• Platform Differences: Both iOS and Android users are loyal, but iOS users tend to have higher retention rates. Install and purchase costs vary by region and market maturity.
• Geographical Analysis: The App Economy is global, but growth and engagement rates differ by region. EMEA offers a better balance between cost and engagement, while APAC and LATAM show high retention rates in certain countries.
• Seasonal Trends: Spring is the best season for app installs and conversions, with lower costs and higher engagement. Summer is particularly favorable for in-app purchases and share of wallet capture.
• Challenges: Mobile ad fraud is a growing concern, with fake installs and SDK spoofing being the most prevalent forms. Adjust reports that nearly 40% of ad fraud is attributed to fake installs, and 33.4% to SDK spoofing. The industry is developing more sophisticated tools to combat these issues.

Key Information

• Total App Downloads in 2019: 86.3 billion, up from 84.6 billion in 2018.
• Gaming App Revenue: $41.5 billion, up 4.27% from 2018.
• Shopping App Revenue: $95.6 million, down 48% from 2018.
• Programmatic Advertising: Expected to account for 65% of all digital ad spend in 2019, with the U.S. leading the market.
• Mobile Ad Fraud: Estimated to cost companies between $6.5 billion and $19 billion annually, with fake installs and SDK spoofing being the top fraud types.
• User Retention Rates:
  • Day 1: 25.2% globally, with Japan and APAC countries leading.
  • Day 7: 8.6% global benchmark, with Japan at 11.8%.
  • Day 30: 5.4% in Japan, the highest among all countries.
• Media Partners: High-spenders use more media partners (25% more) to drive scale and engagement, with Google and Facebook accounting for 71% of total marketing spend.
• Marketing Spend Allocation: 65% of marketers focus on user acquisition, spending 20% or less on re-engagement efforts.
• Costs by Action:
  • Install: Varies significantly by region, with Russia and Brazil offering the lowest costs.
  • Register: Mid-funnel activity with moderate costs, especially in Phase 1 and Phase 2 countries.
  • Purchase: Most expensive action, with costs in Phase 3 countries being notably higher.
  • Subscribe: Lower cost compared to purchases, with Phase 1 countries like Russia offering the best value.

Conclusion

The mobile app market in 2019 is characterized by rapid growth, increased reliance on programmatic advertising, and a growing need for user retention strategies. While Android leads in app downloads, iOS dominates in revenue generation. Marketers must balance acquisition and retention efforts, focusing on early re-engagement and leveraging regional and seasonal trends to maximize ROI. Ad fraud remains a critical challenge, requiring advanced detection tools and strategies to maintain campaign integrity and effectiveness.