Liftoff-2019年移动应用趋势报告（英文）64页_13mb

Mobile App Trends Report Summary

Core Content

This report provides an in-depth analysis of the global mobile app market, covering the App Economy, User Acquisition Trends, User Retention, Platform Insights, Geographical Analysis, Seasonal Trends, and Challenges. It highlights the shifting dynamics of app downloads, revenues, and marketing strategies across different regions and app categories.

Main Points

• App Economy Growth: The global app economy is expanding rapidly, with consumers expected to spend $120 billion in 2019, 5x the global economy's growth rate. India leads in app downloads, followed by the U.S., Brazil, and Russia.
• Platform Dominance: Android leads in app uploads, with 1.45 million new apps compared to iOS's 489K. However, iOS dominates in revenue, accounting for 1.5x the amount of revenue compared to Android.
• Category Performance: Gaming apps lead in total downloads, while non-gaming categories like Travel, Finance, and Shopping are showing signs of decline. Entertainment and Social apps are also experiencing significant revenue growth.
• User Acquisition: Marketers are increasingly using programmatic advertising, which is expected to grow as more marketers adopt audience-first strategies. Facebook and Google remain the top channels for ad spend, but other platforms are gaining traction.
• User Retention: Retention rates decline sharply after Day 1, with only 25.2% of users still engaging on Day 1. Marketers are advised to focus on early re-engagement efforts. Retention rates are similar across platforms, but iOS users tend to be more loyal.
• Geographical Insights: Growth is global, but different regions have varying costs and engagement rates. EMEA offers a better balance between cost and engagement than mature markets. Japan leads in retention, while Russia and Brazil offer the best value for money.
• Seasonal Trends: Spring is the most favorable season for app installs, with lower costs and higher engagement. Summer is a good time for capturing share of wallet, particularly for In-App Purchases.
• Challenges: Mobile ad fraud is a growing concern, with fake installs and SDK spoofing being the most prevalent. While fraud detection tools are improving, the problem persists and costs companies billions annually.

Key Information

App Economy

• Total App Downloads in 2019: 86.3 billion, up from 84.6 billion in 2018.
• Gaming App Growth: Increased by 3.3%, but still faces challenges.
• In-App Revenue: Gaming apps lead with $41.5 billion in revenue, while Shopping apps show a significant drop in revenue (down 48%).

User Acquisition Trends

• Costs by Action YoY: Subscription costs dropped by 58.2%, but purchase remains the most expensive engagement activity.
• Engagement Rates by Action YoY: Shopping and Finance apps have the highest engagement rates (7.7% and 5.9% respectively).
• Media Partners: High-spenders use more media partners (up to 25% more) to drive scale and engagement.
• Top Channels: Google and Facebook combined account for 71% of mobile acquisition marketing spend.

User Retention

• Day 1 Retention: Ranges from 25.9% in LATAM to 32.9% in APAC (News), with an average of 25.2%.
• Day 7 Retention: Most mature markets outperform the global benchmark (8.6%), with Japan leading at 11.8%.
• Day 30 Retention: Japan leads with 5.4%, while China has the lowest at 1.5%. Marketers are advised to focus on re-engagement efforts early.
• Retention by Source: Paid promotion early in the retention curve yields better results than organic methods.

Platform Insights

• iOS vs. Android: iOS users are more loyal and willing to spend, while Android users are more numerous and cost-effective for certain categories.
• Retention Rates by Platform: Retention rates are similar, but iOS users show a slight edge in loyalty.

Geographical Analysis

• Market Maturity Curve: Countries are grouped into three phases (Experimentation, Expansion, Maturation) based on their app market maturity.
• Install Costs by Country: Japan is the most expensive, followed by Australia and the U.S. Russia and Brazil offer the best value for money.
• Register Costs by Country: Phase 2 countries show a moderate price tag, with the U.S. and Japan being the most expensive.
• Purchase Costs by Country: Canada leads in purchase costs, followed by the U.S. and Japan. Russia offers the lowest cost.
• Subscribe Costs by Country: Mature markets are more cost-effective for subscriptions, with Russia being the best value.

Seasonal Trends

• Install Costs: Spring is the most favorable season for app installs, with the lowest costs and highest engagement.
• Register Conversion: September through February sees a balanced cost and conversion rate for registration.
• Purchase Engagement: Purchase activity peaks in spring and summer, with summer being a key period for capturing share of wallet.
• In-App Purchase: Engagement increases in spring, making it an ideal time to drive in-app purchases.

Challenges

• Mobile Ad Fraud: Fake installs and SDK spoofing are the most common forms of ad fraud, with fake installs accounting for nearly 40% of fraud instances.
• Fraud Costs: Estimates range from $6.5 billion to $19 billion annually, with the problem only worsening due to automation.
• Fraud Detection: Tools are improving, but the detection of SDK spoofing remains a challenge. Adjust reports a significant drop in rejected fraud instances due to enhanced detection methods.

Conclusion

The mobile app market continues to grow, driven by user engagement, innovation, and the rise of programmatic advertising. While iOS remains the dominant platform in terms of revenue, Android offers a better value for money in terms of app downloads. Marketers must focus on early re-engagement and user retention to maximize long-term value. Geographically, mature markets offer high engagement but at a higher cost, while emerging markets like Russia and Brazil provide significant opportunities for cost-effective growth. Seasonal trends suggest that spring is the optimal time for app installs and purchases. The challenge of mobile ad fraud remains a critical issue, requiring ongoing investment in detection and prevention strategies.