2021年电子商务应用报告（英）-26页_1mb

E-commerce App Report 2021 Summary

Core Content

This report provides insights into the trends and growth of e-commerce apps in 2021, focusing on user acquisition, in-app behavior, and revenue performance. It also highlights the impact of iOS 14.5+ and Apple's App Tracking Transparency (ATT) framework on marketing strategies.

Main Trends and Predictions

• Mobile as the New Leader in E-commerce: Mobile e-commerce has surpassed previous predictions, with 54% of total e-commerce sales expected by the end of 2021. Global mobile e-commerce sales are projected to hit $3.56 trillion, up 22% from 2020.
• CTV (Connected TV) Growth: CTV engagement has increased year-over-year, with 40% of all digital video impressions now coming from CTV. Platforms like Roku and YouTube are expanding their CTV ad formats to enhance e-commerce integration.
• Social Commerce: Social platforms such as TikTok, Instagram, and Snapchat are integrating shopping features, making it easier for users to make purchases directly. TikTok, with 1 billion active users, is a leader in short-form video shopping.
• Conversational AI: The use of chatbots and voice assistants for e-commerce has grown significantly. In 2020, 7% of connected device owners in the U.S. used voice assistants for shopping, up from previous years.
• Gamification: Gamification techniques are being used to reduce cart abandonment and increase customer loyalty. Campaigns like Burger King's "Whopper Detour" have shown success in driving app downloads and engagement.

Top 3 Takeaways

1. Install Growth: E-commerce app installs grew by 10% in 2021 compared to 2020, with sessions increasing by 12%.
2. Session Lengths: Average session lengths increased from 10.07 minutes in 2019 to 10.56 minutes in 2021. EMEA had the highest session lengths at 10.97 minutes.
3. In-App Revenue: In-app revenue increased significantly in 2021, with May being the highest revenue month so far. It is expected to reach an all-time high during the holiday season.

Key Metrics and Insights

User Acquisition

• Global Install Growth: 10% increase in e-commerce app installs in 2021 compared to 2020.
• Regional Growth:
  • APAC: 9% growth
  • LATAM: 11% growth
  • EMEA: 15% growth
• Paid vs. Organic Installs:
  • Paid/organic ratio slightly decreased in Q1 and Q2 of 2021 compared to Q1 of 2020.
  • LATAM saw a significant drop in the paid/organic ratio, indicating stronger organic growth.
• Effective Cost Per Install (eCPI):
  • Increased from $1.06 in Q1 2020 to $1.67 in Q1 2021, and further to $2.42 in Q2 2021.
  • APAC had the highest eCPI increase, more than tripling from 2020 to 2021.
• Effective Cost Per Click (eCPC):
  • Increased from $0.15 in Q2 2020 to $0.25 in Q2 2021.
• Number of Partners per App:
  • Median number of partners per app increased globally to five in Q2 2021, up from four in Q1.
  • EMEA saw the most significant increase, rising from three to four partners per app.

User Behavior and Engagement

• Sessions:
  • Global sessions increased by 12% from 2020 to 2021.
  • LATAM experienced the highest growth at 27%.
• Sessions per User per Day:
  • The median number of sessions per user per day dropped slightly in 2021 compared to 2020.
  • APAC and North America had the highest engagement on Day 1 and Day 7.
• Retention Rates:
  • Retention rates improved in Q2 of 2021, with Day 1 at 26%, Day 7 at 17%, and Day 30 at 11%.
  • Retention rates in 2021 were higher than those in 2020, indicating stronger user loyalty.

Methodology

• Adjust Dataset: Combines data from Adjust's top 2,000 apps and all apps tracked by Adjust across 45 countries.
• Sensor Tower Dataset: Reflects the top 150 e-commerce apps by installs between Q1 2019 and Q3 2021.
• Date Range: 01.01.2019 to 09.30.2021.
• Download Metrics:
  • Figures are based on App Store and Google Play.
  • Only one download per user is counted, excluding re-installs and updates.
• Consent Rates:
  • E-commerce opt-in rate on iOS 14.5+ is around 17%, higher than the previously reported 5%.
  • Advertisers are adapting to SKAdNetwork and conversion value models to optimize user acquisition despite reduced data granularity.

Conclusion

The e-commerce vertical has shown resilience and growth in 2021, with mobile continuing to dominate. Marketers and developers are leveraging new channels, technologies like conversational AI and gamification, and optimizing user experiences to drive engagement and loyalty. As the market evolves, data-driven and user-focused strategies will be essential for continued success.