【Adjust_Sensor_Tower】2024年日本移动应用趋势报告_53页_7mb

Mobile App Trends 2024: Japan Edition Summary

Core Content

The Mobile App Trends 2024: Japan Edition report provides a comprehensive analysis of the Japanese app market, highlighting key performance metrics, user engagement trends, and the role of emerging technologies in shaping the future of app marketing in Japan. The report focuses on four main categories: Gaming, Finance, E-commerce, and Connected TV (CTV), with an emphasis on install and session trends, user acquisition, and monetization strategies.

Key Trends and Insights

App Market Overview

• Smartphone usage: Over 73% of the Japanese population used smartphones in 2023.
• Mobile internet penetration: Reached 93% in 2023.
• App downloads: Exceeded 2.5 billion in 2023.
• Consumer spending: Hit $17.9 billion in 2023, ranking Japan third globally after China and the U.S.
• Market adaptability: Japan's app market is highly adaptable, with emerging channels like CTV and PC/console playing a growing role.
• Data privacy and regulation: Marketers must stay ahead of evolving data privacy laws and focus on consented first-party data.

App Performance Benchmarks

• ATT opt-in rates:
  • Increased from 23% to 24% YoY.
  • Gaming had the highest rate at 30% in Q1 2024.
  • Food & drink saw a significant jump from 16% to 24%.
  • Entertainment increased from 20% to 23%.
  • E-commerce declined slightly from 23% to 21%.
• Install and session trends:
  • Gaming app installs declined in 2022 but stabilized in 2023, with an 18% increase in Q1 2024 compared to Q4 2023.
  • Gaming app sessions showed a more stable pattern, with a 1% increase in Q1 2024.
  • Overall, gaming app installs are balanced across iOS (55%) and Android (45%).
  • Puzzle games led in Android installs (61%), while adventure games dominated iOS installs (77%).

User Engagement and Retention

• Retention rates:
  • Day 1 retention decreased slightly from 28% in 2023 to 27% in Q1 2024.
  • Day 7 retention dropped to 13%, showing a trend of declining engagement over time.
  • Hyper casual games had the lowest retention, with day 30 retention at 5%.
• Average session length:
  • Rose from 26.37 minutes in 2022 to 27.37 minutes in Q1 2024.
  • Simulation games saw the largest increase, rising from 26.63 to 40.56 minutes.
  • Action games also showed growth, from 22.97 to 25.5 minutes.

Consumer Spend

• Gaming consumer spend:
  • Remained relatively stable over the past year, with a 2.23% QoQ growth from Q4 2023 to Q1 2024.
  • RPGs accounted for 48.8% of total gaming spend.
  • Strategy games followed with 12.4%, while puzzle games had 8.2%.
  • Sports and arcade games contributed 7.3% and 5.9%, respectively.
  • Ad revenue-based games had lower consumer spend compared to those with in-app purchases.

Paid vs. Organic Installs

• Paid/organic ratio:
  • Increased from 1.82 in 2023 to 2.31 in Q1 2024, indicating a shift toward paid campaigns.
  • Hyper casual games led in this ratio, increasing from 5.26 to 5.69.
  • Board games and simulation games also saw growth, from 1.55 to 2.07 and 1.29 to 1.93, respectively.
  • Action games showed a slight decrease, suggesting strong organic growth.

E-commerce

• Install and session trends:
  • E-commerce app sessions increased by 4% from 2022 to 2023, with an additional 2% in Q1 2024.
  • LTV (Lifetime Value):
    • Day 0 LTV reached $2.96, with a monthly LTV of $9.67, surpassing global and U.S. medians.
    • Retention rates:
      • Day 7: 13%
      • Day 14: 12%
      • Day 30: 9%
• Consumer spending:
  • E-commerce apps saw a 3.5% increase in average consumer spending from Q4 2023 to Q1 2024.
  • The market remains stable despite external economic factors.

Finance

• Install and session trends:
  • Finance app sessions increased by 22% YoY in 2023, with an additional 11% in Q1 2024.
  • Consumer spending:
    • Grew by 39% YoY in 2023 and 53% in Q1 2024.
• Key apps:
  • Rakuten Pay and PayPay are among the top finance apps in terms of consumer spend.
  • The finance sector is seeing strong growth, driven by digital innovation and user engagement.

Connected TV (CTV)

• Growth channel:
  • CTV is a booming growth channel in Japan, with increasing ad spend and user engagement.
  • CTV advertising is expected to grow further with the integration of advanced analytics and AI.
• Adjust's solution:
  • Offers CTV measurement tools to help marketers optimize campaigns and track performance across platforms.

Main Verticals and Their Performance

Gaming

• Top 10 by downloads:
  1. Fat Goose Gym ほらやガチヨ！
  2. Legend of Mushroom
  3. Locked Rings マジックカード
  4. Last War: Survival Game
  5. Royal Match
  6. Block Blast!
  7. Wood Nuts & Bolts Puzzle
  8. Dragon Ball Z Dokkan Battle
  9. Puzzle & Dragons
  10. Dragon Quest Walk
• Top 10 by consumer spend:
  1. Monster Strike
  2. Uma Musume Pretty Derby
  3. Fate/Grand Order
  4. Professional Baseball Spirits A
  5. Dragon Ball Z Dokkan Battle
  6. Puzzle & Dragons
  7. Dragon Quest Walk
  8. Houkai:Star Rail
  9. Genshin Impact
  10. eFootball™ 2024

Finance

• Top 10 by consumer spend:
  1. Rakuten Pay
  2. PayPay
  3. LINE Pay
  4. My Number Portal
  5. Other finance apps (not listed)

E-commerce

• Top 10 by downloads:
  1. Temu: 億万長者気分でお買い物
  2. MatsuKiyo Cocokara マツキヨコカ力ラ公式アプロリ
  3. Other e-commerce apps (not listed)

Connected TV (CTV)

• Top apps:
  • TVer（テイ一八一）民放公式テレビ配信サイド
  • Other CTV apps (not listed)

Summary of Key Findings

• Gaming:

  • Install and session growth: Both increased by 18% and 6% respectively in Q1 2024 compared to Q4 2023.
  • Subvertical growth: Arcade games showed the highest growth in installs and sessions at 38%, while card games led in install growth at 40%.
  • Session length: Puzzle games had the highest session length at 23%, with simulation games showing the most significant increase.
  • ARPMAU (Average Revenue Per Monthly Active User): RPGs had the highest ARPMAU at $5.09, while hyper casual games saw a slight increase to $0.45.
  • eCPI (Effective Cost Per Install): Action games had the highest eCPI increase, rising from $2.07 to $3.03, while simulation games improved in acquisition efficiency.
  • User demographics: The gaming user base is predominantly male (63.6%), with significant variations across genres. Sports and adventure games attract younger audiences, while simulation and puzzle games attract more mature users.

• Finance:

  • Sessions increased by 22% YoY in 2023 and 11% in Q1 2024.
  • Consumer spending grew by 39% YoY in 2023 and 53% in Q1 2024.
  • Key apps include Rakuten Pay and PayPay.

• E-commerce:

  • Sessions increased by 4% from 2022 to 2023, and 2% in Q1 2024.
  • LTV for e-commerce apps reached $9.67 by month 0, surpassing global and U.S. averages.
  • Retention rates were 13% on day 7, 12% on day 14, and 9% on day 30.
  • Temu and MatsuKiyo Cocokara were among the top e-commerce apps in Q1 2024.

• CTV:

  • Growth channel: CTV is a significant and growing platform for app marketing in Japan.
  • Future trends: CTV advertising is expected to expand with the use of AI and next-gen analytics.
  • Measurement solutions: Adjust provides tools to help marketers track and optimize CTV campaigns effectively.

Conclusion

The Japanese app market is dynamic, with gaming leading in growth and engagement, followed by finance and e-commerce. The integration of AI and next-gen analytics is crucial for optimizing marketing strategies and understanding user behavior. As the market evolves, data-driven approaches and cross-platform strategies will become increasingly important for success. The future of app marketing in Japan lies in a holistic approach that includes attribution, user insights, and personalized experiences to drive both engagement and ROI.