Business of Apps https://www.businessofapps.com/feed/ Connecting the app industry Wed, 20 Dec 2023 12:49:36 +0000 en-US hourly 1 BidsCube teams up with Pixalate to combat ad fraud https://www.businessofapps.com/news/bidscube-teams-up-with-pixalate-to-combat-ad-fraud/ Tue, 19 Dec 2023 12:37:43 +0000 https://www.businessofapps.com/?p=92082 BidsCube, a full-stack programmatic advertising company, has officially unveiled its strategic collaboration with Pixalate, a leading platform specializing in ad fraud protection, privacy, and compliance analytics. The partnership aims to address the growing concerns surrounding ad fraud within the programmatic advertising space, providing publishers and advertisers with a more secure and trustworthy environment. This collaboration reinforces BidsCube’s dedication to providing safe and compliant programmatic advertising solutions that align with the needs of the digital advertising industry. “As the programmatic advertising continues to evolve, addressing ad fraud and ensuring transparency has become paramount for success,” said Dmytro Chebakov, CEO of BidsCube. “Our collaboration with Pixalate reflects our commitment to delivering trustworthy and secure programmatic advertising solutions. By integrating Pixalate’s advanced ad fraud protection tools, we are

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BidsCube, a full-stack programmatic advertising company, has officially unveiled its strategic collaboration with Pixalate, a leading platform specializing in ad fraud protection, privacy, and compliance analytics.

The partnership aims to address the growing concerns surrounding ad fraud within the programmatic advertising space, providing publishers and advertisers with a more secure and trustworthy environment. This collaboration reinforces BidsCube’s dedication to providing safe and compliant programmatic advertising solutions that align with the needs of the digital advertising industry.

“As the programmatic advertising continues to evolve, addressing ad fraud and ensuring transparency has become paramount for success,” said Dmytro Chebakov, CEO of BidsCube. “Our collaboration with Pixalate reflects our commitment to delivering trustworthy and secure programmatic advertising solutions. By integrating Pixalate’s advanced ad fraud protection tools, we are taking a substantial step towards creating a more transparent ecosystem that benefits advertisers and publishers.”

Pixalate’s sophisticated tools for protecting against ad fraud will smoothly integrate into BidsCube’s programmatic ecosystem, enhancing the company’s comprehensive quality approach powered by AI and machine learning. The partnership is designed to improve the overall transparency of programmatic advertising, ensuring that BidsCube partners get the value they expect while holding the integrity of the digital ecosystem.

“Our partnership with BidsCube provides their customers with comprehensive fraud detection and prevention solutions,” said Jalal Nasir, CEO of Pixalate. “We are encouraged by their proactive approach in creating a programmatic advertising ecosystem built on transparency, efficiency, and quality.” 

About BidsCube

BidsCube is a full-stack AdTech company developing a programmatic ecosystem to make digital advertising simple and accessible for everyone. Offering adaptable programmatic solutions, the company empowers market players to harness the best of AdTech. With global trust from hundreds of partners, BidsCube offers advertisers and publishers feature-rich products with a top-notch user experience.

About Pixalate

Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising.

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The key data trends shaping the app industry in 2023 https://www.businessofapps.com/news/the-key-data-trends-shaping-the-app-industry-in-2023/ Fri, 15 Dec 2023 10:19:00 +0000 https://www.businessofapps.com/?p=92054 This shall be my last post for BusinessofApps. After a decade of sharing insights, trends, and stories from the world of mobile apps, it comes with a mix of gratitude and sadness. If the app world teaches us anything, it’s that things move incredibly fast. So in the spirit of dynamic shifts, let me leave you with an overview of the top trends of 2023. In 2023, the mobile app industry faced a range of challenges and opportunities that shaped its trajectory. From a decline in app install ad spending to the resurgence of iOS non-organic installs, here’s AppsFlyer’s  overview of the top five predictions that defined the year: 1. App install ad spend declines by 6% to reach $82 billion The global economic downturn

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This shall be my last post for BusinessofApps. After a decade of sharing insights, trends, and stories from the world of mobile apps, it comes with a mix of gratitude and sadness. If the app world teaches us anything, it’s that things move incredibly fast. So in the spirit of dynamic shifts, let me leave you with an overview of the top trends of 2023.

In 2023, the mobile app industry faced a range of challenges and opportunities that shaped its trajectory. From a decline in app install ad spending to the resurgence of iOS non-organic installs, here’s AppsFlyer’s  overview of the top five predictions that defined the year:

1. App install ad spend declines by 6% to reach $82 billion

The global economic downturn cast a shadow over mobile app user acquisition budgets in 2023, resulting in a 6% year-over-year decline to a total of $82 billion worldwide. Interestingly, this decline was more pronounced for Android, with a 10% decrease, while iOS experienced a 2% growth.

Share of non-gaming app install ad spend trend and % change by category

Source: AppsFlyer

2. iOS non-organic installs rebound with a 9% YoY increase

After enduring a 15% drop in iOS non-organic installs (NOI) in 2022, compared to the previous year, 2023 witnessed an impressive rebound. NOI experienced a 9% year-over-year increase, outpacing Android’s modest 3% growth. This resurgence can be attributed to a 10% reduction in media costs on iOS, along with improved adaptability among marketers and ad networks to the changes brought about by ATT and SKAdNetwork.

3. Total app downloads increase by a modest 2% in 2023

While 2022 saw a robust 10% rise in total app downloads, 2023 experienced a more subdued 2% increase. This slowdown was primarily due to a 4% decline in non-gaming Android apps, driven by declines in India, Indonesia, and Brazil. However, Android gaming installations increased by 6%, and iOS non-gaming installs grew by 7%.

YoY % change in total app installs by country

Source: AppsFlyer

4. In-app purchase revenue thrives in both gaming and non-gaming apps

In-app purchases (IAPs) made a strong comeback in gaming apps, registering an 11% increase in 2023. This resurgence was driven by gains in casino and casual games, while midcore games saw slight declines. In the realm of in-app advertising (IAA) revenue in gaming, there was a 4% year-over-year increase, primarily driven by casual games.

YoY % change in revenue from in-app purchases and in-app advertising among gaming apps

Source: AppsFlyer

Among non-gaming apps, IAP consumer spending surged by an impressive 19% year-over-year. Travel, food & drink, utility & productivity, and lifestyle apps led the charge in this growth. Subscription revenue also soared, jumping 30% in 2023, emerging as a key revenue stream for non-gaming apps.

5. Android remarketing conversions decline by 9% YoY

Remarketing faced headwinds in 2023, particularly on the Android platform, where conversions dropped by 9% year-on-year. This decline was closely linked to the decrease in app install ad spend due to the economic downturn. While India and Brazil experienced declines, the United States witnessed an uptick in remarketing activity, particularly in entertainment, finance, and food & drink apps.

Looking toward the future, the state of the global economy will play a pivotal role in budget allocation for app install ad spending in 2024. Encouragingly, economic parameters like GDP growth, inflation, and market performance are showing improvement, fostering cautious optimism for increased budgets.

The digital marketing industry also continues to grapple with privacy-driven challenges following iOS 14.5. With Android’s Privacy Sandbox and Chrome’s cookie deprecation on the horizon, marketers will need to adapt to a shifting landscape.

The integration of AI will undoubtedly disrupt many industries. And such changes may be disruptive and aren’t always going to be positive.

Stay tuned and keep watching this space. And as always: thanks for reading!

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New Venue for APS London 2024 https://www.businessofapps.com/news/new-venue-for-aps-london-2024-2/ Thu, 14 Dec 2023 16:56:02 +0000 https://www.businessofapps.com/?p=92051 APS London is back on 25th April 2024 and it’s going to be bigger than ever with a new venue and capacity for 700+ app marketers, product and growth attendees and an expanded exhibition area. We will be covering the latest app growth topics including AI, SKAN, Apple Search Ads and first party data. Apply here to take part as a speaker. We would like to offer you early access to a special launch ticket. This will secure your place at what promises to be the app growth event of the year. If you’d like to join the world’s leading user acquisition, analytics & engagement platforms and agencies as an APS London sponsor then contact us to become a partner or exhibitor.

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APS London is back on 25th April 2024 and it’s going to be bigger than ever with a new venue and capacity for 700+ app marketers, product and growth attendees and an expanded exhibition area.

We will be covering the latest app growth topics including AI, SKAN, Apple Search Ads and first party data. Apply here to take part as a speaker.

We would like to offer you early access to a special launch ticket. This will secure your place at what promises to be the app growth event of the year.

If you’d like to join the world’s leading user acquisition, analytics & engagement platforms and agencies as an APS London sponsor then contact us to become a partner or exhibitor.

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Over 90% of app gamers engage with in-app audio ads https://www.businessofapps.com/news/over-90-of-app-gamers-engage-with-in-app-audio-ads/ Thu, 14 Dec 2023 10:51:57 +0000 https://www.businessofapps.com/?p=92030 When it comes to in-app audio advertising, research conducted by Odeeo, an Israel-based in-game audio ad platform, found that more than 90% of audio ads manage to capture gamers’ attention without being skipped. This percentage jumps even higher, exceeding 95%, when it comes to shorter ads. Let’s take a look. First ads have the highest click-through rates Based on an analysis of 75 million ad impressions and a collaboration with 400 game partners, these findings shed light on optimal audio ad lengths, volumes, and other critical factors. Unlike some other forms of advertising that can disrupt the user experience, in-app audio ads can be seamlessly integrated into the app’s content. This allows advertisers to reach their target audience without causing irritation or disruption. Odeeo’s approach

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When it comes to in-app audio advertising, research conducted by Odeeo, an Israel-based in-game audio ad platform, found that more than 90% of audio ads manage to capture gamers’ attention without being skipped. This percentage jumps even higher, exceeding 95%, when it comes to shorter ads. Let’s take a look.

First ads have the highest click-through rates

Based on an analysis of 75 million ad impressions and a collaboration with 400 game partners, these findings shed light on optimal audio ad lengths, volumes, and other critical factors.

Unlike some other forms of advertising that can disrupt the user experience, in-app audio ads can be seamlessly integrated into the app’s content. This allows advertisers to reach their target audience without causing irritation or disruption.

Odeeo’s approach to audio ads is designed to maintain uninterrupted gameplay, presenting players with non-intrusive ads in the form of clickable icons that do not take over the screen.

The research highlights a fascinating trend: the first ad encountered by players boasts the highest click-through rate, with a mere 6% skip rate. This emphasises the significance of a brand’s ad being the first to appear, although it’s not the sole determinant of success.

Time to realising it’s an ad

Source: Odeeo

Turning up the volume

The research also indicates that a majority of mobile gamers prefer to have their volume settings above the standard 10% mark during gameplay. Surprisingly, click-through rates on ads actually increased as players’ volume settings went higher, peaking at 60% before stabilising.

In addition to volume considerations, shorter ads demonstrated greater success, experiencing fewer skips and higher engagement. This trend suggests that shorter ad formats are often more effective in most advertising scenarios.

Odeeo CEO Amit Monheit commented on these findings, saying: “Over the past few years, we’ve had the privilege to run thousands of campaigns for major advertisers all around the world. As our offering has started to mature, we’re now able to quantify the impact of different drivers of ad performance at scale, and it’s exciting to share these insights with our partners.”

Odeeo has established its presence across the Middle East, Europe, and the Americas, gaining a reputation for in-game advertising that seamlessly integrates with gameplay.

Key takeaways

  • Over 90% of audio ads in apps capture gamers’ attention, rising to over 95% for shorter ads.
  • The first ad encountered by players achieves the highest click-through rate, emphasizing its importance.
  • Gamers prefer higher volume settings, with click-through rates peaking at 60%, especially with shorter ads.

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Remerge launches a newsroom for the latest developments in mobile ad privacy https://www.businessofapps.com/news/remerge-launches-a-newsroom-for-the-latest-developments-in-mobile-ad-privacy/ Thu, 14 Dec 2023 10:40:24 +0000 https://www.businessofapps.com/?p=92010 In recent years, the mobile advertising industry has come under increased pressure from consumers and regulators to limit the sharing of users’ cross-app behavioral data. In response, Apple rolled out their App Tracking Transparency framework (ATT) in 2021, and Google is currently developing their own privacy-centric ad framework called the Privacy Sandbox. While in-app advertising remains a lucrative channel, advertisers must adapt their approach to ensure they achieve the best possible return on ad spend. Remerge is proud to be one of a select few DSPs to play an active role in shaping the future of privacy-first advertising and is working directly with Google, AppsFlyer and our clientele of advertisers to test and build the necessary tools. To help you navigate the latest developments, we

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In recent years, the mobile advertising industry has come under increased pressure from consumers and regulators to limit the sharing of users’ cross-app behavioral data.

In response, Apple rolled out their App Tracking Transparency framework (ATT) in 2021, and Google is currently developing their own privacy-centric ad framework called the Privacy Sandbox.

While in-app advertising remains a lucrative channel, advertisers must adapt their approach to ensure they achieve the best possible return on ad spend.

Remerge is proud to be one of a select few DSPs to play an active role in shaping the future of privacy-first advertising and is working directly with Google, AppsFlyer and our clientele of advertisers to test and build the necessary tools.

To help you navigate the latest developments, we created Remerge’s Mobile Privacy Newsroom. A single resource that aims to document:

  • The progress of our work on the Privacy Sandbox
  • Updates on ATT and SKAdnetwork
  • Strategic insights from advertisers navigating the privacy-first era

Visit the privacy newsroom now.

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Out-of-app monetisation and new payment methods are emerging trends https://www.businessofapps.com/news/out-of-app-monetisation-and-new-payment-methods-are-emerging-trends/ Wed, 13 Dec 2023 09:50:48 +0000 https://www.businessofapps.com/?p=92004 For many years, app stores were the go-to places for finding, selling, and making money from apps. But today, game and content creators want more flexibility and options. They’re looking for ways to sell their content in a more versatile manner that can reach a broader audience while giving them direct feedback from customers. New research from content monetisation solutions expert Coda and Niko Partners sheds light on what’s happening. Out-of-app monetisation The report highlights the increasing importance of digital distribution and monetisation methods for mobile game publishers. To meet growing demand, developers are turning to different approaches. One is first-party web stores, where creators sell directly on their own websites. Another is third-party web stores, where they team up with other online marketplaces. These

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For many years, app stores were the go-to places for finding, selling, and making money from apps. But today, game and content creators want more flexibility and options. They’re looking for ways to sell their content in a more versatile manner that can reach a broader audience while giving them direct feedback from customers. New research from content monetisation solutions expert Coda and Niko Partners sheds light on what’s happening.

Out-of-app monetisation

The report highlights the increasing importance of digital distribution and monetisation methods for mobile game publishers. To meet growing demand, developers are turning to different approaches.

One is first-party web stores, where creators sell directly on their own websites. Another is third-party web stores, where they team up with other online marketplaces. These new methods are not only cheaper than using traditional app stores but also open up exciting opportunities to make money outside of those familiar platforms.

The report also points out the growing trend of out-of-app monetisation, particularly through web stores. This trend is gaining traction in regions with limited credit card access, such as Southeast Asia, which accounts for 21% of global mobile game revenue. In certain markets, like China, third-party distribution contributes to 53% of app monetisation.

“Out-of-app monetisation helps to unlock revenue in markets where gamers have different options compared to Western markets, from alternative payment methods to tighter budgets for game spending,” said Lisa Hanson, President and CEO of Niko Partners.

Web and alternative app stores

Source: Coda

Adapting payment methods

Recognising the diverse payment options in various markets, the report emphasises the importance of adapting payment methods, including e-wallets and phone carrier billing. In Asia, first and third-party web stores have been the norm for over a decade.

With the Southeast Asian games market generating $5.8 billion in revenue in 2023 and expected growth, Coda plans to expand its global reach through partnerships with publishers. The report predicts an increase in mobile gamers from 286 million in 2023 to 326 million in 2027.

Despite challenges posed by a significant “unbanked” adult population, around 40-50%, and over 100 payment methods and providers, the report advocates for diverse payment options. Collaboration with partners who have local expertise, diverse marketing channels, and influencer networks is highlighted to unlock the potential of Southeast Asian markets.

How out-of-app monetisation works

Source: Coda

To make the most of this chance, it’s vital to create a campaign that convinces users to start shopping on a web store.

At the same time, gamers also win when they buy things outside of the app because publishers offer them enticing incentives. These perks can include exclusive bonuses, one-of-a-kind in-game items, cashback deals, special promo codes, and more – all designed to make customers more engaged and excited about their purchases.

Key takeaways

  • Publishers are adopting web stores to diversify revenue streams, reflecting a shift away from traditional app stores.
  • Web stores are gaining traction, particularly in regions like Southeast Asia, responsible for 21% of global mobile game revenue.
  • To succeed, publishers must adapt to diverse payment options, with Southeast Asia’s games market predicted to grow from 286 million to 326 million mobile gamers by 2027. Collaboration with local experts and influencers is crucial.

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TikTok achieves $10 billion in consumer spending https://www.businessofapps.com/news/tiktok-achieves-10-billion-in-consumer-spending/ Tue, 12 Dec 2023 09:24:35 +0000 https://www.businessofapps.com/?p=91972 TikTok has just become the first non-gaming app to rake in an impressive $10 billion in consumer spending, as reported by data.ai. This year, the app has crossed the $1 billion mark for earnings during Q1 to reach $10 billion by the end of the year. TikTok joins rank of highest-grossing apps TikTok joins an exclusive club of top-grossing mobile apps, including Candy Crush Saga, Honor of Kings, Monster Strike, and Clash of Clans, all of whom have also crossed the $10 billion revenue milestone. What’s all the more noteworthy is TikTok’s growth story, with a remarkable 61% increase in consumer spending throughout 2023, surpassing its 2022 earnings by a whopping 15%. Impressively, TikTok even outshone heavyweights like Tinder and YouTube, maintaining a substantial lead

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TikTok has just become the first non-gaming app to rake in an impressive $10 billion in consumer spending, as reported by data.ai. This year, the app has crossed the $1 billion mark for earnings during Q1 to reach $10 billion by the end of the year.

TikTok joins rank of highest-grossing apps

TikTok joins an exclusive club of top-grossing mobile apps, including Candy Crush Saga, Honor of Kings, Monster Strike, and Clash of Clans, all of whom have also crossed the $10 billion revenue milestone.

What’s all the more noteworthy is TikTok’s growth story, with a remarkable 61% increase in consumer spending throughout 2023, surpassing its 2022 earnings by a whopping 15%. Impressively, TikTok even outshone heavyweights like Tinder and YouTube, maintaining a substantial lead of $2 to $3 billion in revenue.

Source: data.ai

The boom in revenues is driven by the US and iOS users in China, both contributing around 30% each, forming a substantial 60% chunk of the app’s total earnings. Notable contributors to TikTok’s coffers also include Saudi Arabia, Germany, the United Kingdom, and Japan, collectively chipping in about 13% of the app’s in-app purchase revenue.

The secret sauce behind TikTok’s financial success?

It’s none other than TikTok coins, a virtual currency. Users opt for one-time in-app purchases, with the popular 1,321 coins bundle at $19.99 leading the way, constituting a whopping quarter of the app’s IAP revenue. These coins are used by users to lavish virtual gifts on content creators, fostering a vibrant ecosystem of digital giving.

Looking forward, TikTok’s financial future appears brighter than ever, with a projected $15 billion in consumer spending expected in 2024. This forecast, coupled with TikTok’s diversified revenue streams, including in-app advertising and the recent addition of TikTok Shop for eCommerce, firmly positions TikTok as a frontrunner in the race to become the world’s highest-earning mobile app.

Source: data.ai

According to Lexi Sydow, Head of Insights at data.ai, “TikTok’s extraordinary success is set to scale new heights, inching closer to the $15 billion milestone in 2024. The app’s innovative monetisation strategies and user engagement showcase its potential to outshine even the most lucrative mobile games, establishing a new industry standard.”

Key takeaways

  • TikTok joins elite club: Becomes first non-gaming app to hit $10 billion in consumer spending
  • TikTok coins fuel growth: Virtual currency, virtual gifting, and diverse revenue streams contribute to success
  • Bright future ahead: Projected $15 billion consumer spending in 2024 cements TikTok’s lead in mobile app earnings

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App growth empowered: AppsFlyer acquires Oolo https://www.businessofapps.com/news/app-growth-empowered-appsflyer-acquires-oolo/ Mon, 11 Dec 2023 09:44:56 +0000 https://www.businessofapps.com/?p=91932 User acquisition is a pivotal concern for app developers in today’s fast-paced digital landscape. AppsFlyer, recognised as a global leader in marketing measurement, attribution, and data analytics, has recently made a strategic move that underscores the significance of this challenge. Oolo by AppsFlyer AppsFlyer just acquired oolo, a prominent AI-powered platform specialising in user acquisition and monetisation decision-making. This acquisition reinforces AppsFlyer’s commitment to providing comprehensive solutions tailored to the ever-evolving needs of modern marketing, growth, and monetisation teams. Under its new ownership, oolo will operate as “oolo by AppsFlyer”. As marketing, growth, and monetisation teams expand their roles and seek to optimise strategies related to customer acquisition, engagement, and monetisation, the demand for real-time, data-driven decision-making has reached new heights. Oolo dashboard Source: oolo

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User acquisition is a pivotal concern for app developers in today’s fast-paced digital landscape. AppsFlyer, recognised as a global leader in marketing measurement, attribution, and data analytics, has recently made a strategic move that underscores the significance of this challenge.

Oolo by AppsFlyer

AppsFlyer just acquired oolo, a prominent AI-powered platform specialising in user acquisition and monetisation decision-making. This acquisition reinforces AppsFlyer’s commitment to providing comprehensive solutions tailored to the ever-evolving needs of modern marketing, growth, and monetisation teams.

Under its new ownership, oolo will operate as “oolo by AppsFlyer”.

As marketing, growth, and monetisation teams expand their roles and seek to optimise strategies related to customer acquisition, engagement, and monetisation, the demand for real-time, data-driven decision-making has reached new heights.

Oolo dashboard

Source: oolo

Here, oolo plays a pivotal role by leveraging powerful AI capabilities to offer insights and alerts that facilitate the immediate optimisation of key metrics such as return on ad spend (ROAS), media revenue, and customer retention. This empowers app developers to make informed decisions swiftly, which is crucial in a competitive landscape.

Moreover, the integration of oolo into AppsFlyer’s ecosystem extends beyond user acquisition. It includes its placement within the Privacy Cloud Marketplace, a groundbreaking initiative by AppsFlyer that addresses data privacy concerns head-on. The Privacy Cloud Marketplace focuses on reducing signal loss and fostering data collaboration within customers’ Data Clean Rooms, all while adhering to a privacy-by-design approach.

Critical insights for development teams

“Adapting to the ever-changing digital ecosystem requires innovative solutions that can offer privacy-centric, actionable insights for optimal decision-making,” said Oren Kaniel, CEO and co-Founder at AppsFlyer. “oolo’s unique technology, team and expertise will play a key role in our continual pursuit to build a holistic platform that accommodates the shifting expectations, roles and challenges of modern marketing teams. The combination of oolo’s innovative technology with AppsFlyer’s industry leading measurement platform offers brands new opportunities to harness AI’s full capabilities to optimise their growth and monetisation strategies. We believe the future of data-driven decisions is in smart AI rather than the static tools which are common today, and oolo’s cutting-edge AI technology enables us to better serve the increasing demands of our customers and meet their evolving needs.”

oolo brings to the table a dynamic alert system that continuously identifies anomalies, growth opportunities, and inefficiencies in real-time, providing valuable support for growth marketers. By harnessing data from marketing campaigns to train its AI algorithms, oolo can swiftly prioritise and present critical insights, enabling marketing teams to achieve better results with less effort.

This acquisition by AppsFlyer follows its recent purchase of devtodev, a comprehensive data analytics solution for game and app developers. Both oolo and devtodev will play integral roles within AppsFlyer’s Privacy Cloud Marketplace, offering data, analytics, and AI providers the opportunity to build products using AppsFlyer’s APIs while ensuring data privacy.

The introduction of “oolo by AppsFlyer” is poised to serve both existing AppsFlyer customers and those seeking independent access to these powerful tools.

The move promises to have a profound impact on the digital marketing landscape, addressing the critical importance of user acquisition in the ever-evolving app development industry.

Key takeaways

  • AppsFlyer’s acquisition of oolo strengthens their commitment to comprehensive solutions, enhancing user acquisition and monetization strategies for modern marketing and growth teams.
  • Oolo’s AI-driven platform provides real-time insights, optimizing key metrics like ROAS, media revenue, and retention, vital for success in the competitive digital landscape.
  • Integration into the Privacy Cloud Marketplace showcases AppsFlyer’s dedication to data privacy and collaboration, while oolo’s dynamic alert system and AI technology enable privacy-centric decision-making.

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Chinese aps are reshaping the global market https://www.businessofapps.com/news/chinese-aps-are-reshaping-the-global-market/ Fri, 08 Dec 2023 09:35:25 +0000 https://www.businessofapps.com/?p=91821 Chinese app developers are not only thriving internationally but also reshaping the global app ecosystem. Based on new data from Adjust, Chinese-developed apps are making significant inroads into various countries. Let’s dive in! India Emerges as Key Market for Chinese Export Apps While India wasn’t traditionally considered a dominant market for Chinese export apps, recent data highlights its significant presence. In 2023, India stood out with an impressive 50% availability rate for Chinese apps, signalling a growing appetite for these offerings among Indian users. Chinese apps availability overseas Source: Adjust Kenya’s Share in Chinese Entertainment Apps In the same year, Kenya claimed a noteworthy share of the Chinese entertainment app market, with a 33% installation rate. This suggests a substantial user base in Kenya engaging

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Chinese app developers are not only thriving internationally but also reshaping the global app ecosystem. Based on new data from Adjust, Chinese-developed apps are making significant inroads into various countries. Let’s dive in!

India Emerges as Key Market for Chinese Export Apps

While India wasn’t traditionally considered a dominant market for Chinese export apps, recent data highlights its significant presence. In 2023, India stood out with an impressive 50% availability rate for Chinese apps, signalling a growing appetite for these offerings among Indian users.

Chinese apps availability overseas

Source: Adjust

Kenya’s Share in Chinese Entertainment Apps

In the same year, Kenya claimed a noteworthy share of the Chinese entertainment app market, with a 33% installation rate. This suggests a substantial user base in Kenya engaging with Chinese entertainment content.

India’s Remarkable Hold on Chinese E-commerce Apps

India made an even more remarkable impact in the realm of Chinese e-commerce apps, securing a remarkable 72% share of installations in 2023. This underscores India’s growing role in the global e-commerce landscape and its embrace of Chinese platforms.

Chinese e-commerce app install share by country 2023

Source: Adjust

Rapid App Session Growth in Emerging Markets

The global app landscape is witnessing a surge in overall app session growth, surpassing the rate of app installations in several regions, including INSEA (India, Southeast Asia), LATAM (Latin America), and MENAT (Middle East, North Africa, and Turkey). This trend reflects the increasing engagement of users with existing apps, indicating a maturing user base.

App installs and sessions

Source: Adjust

Explosive Growth in Casino Gaming Apps in Brazil

Brazil experienced a notable spike in casino gaming app installations in Q3 2023, with a staggering 168% year-over-year increase. This surge suggests a growing interest in casino gaming within the Brazilian market, presenting opportunities for developers and operators.

These developments demonstrate the dynamic nature of the global app ecosystem, with emerging markets like India and Kenya playing pivotal roles in shaping the preferences and trends in app usage.

Key takeaways

  • India emerges as a significant market for Chinese export apps with a remarkable 50% availability rate in 2023.
  • Kenya establishes a notable presence in the Chinese entertainment app market, boasting a 33% installation rate.
  • India’s dominance extends to Chinese e-commerce apps, capturing a remarkable 72% share of installations in 2023.

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App Growth Awards Winners Announced https://www.businessofapps.com/news/app-growth-awards-winners-announced/ Thu, 07 Dec 2023 11:28:34 +0000 https://www.businessofapps.com/?p=91833 Last week we had the pleasure of hosting the 7th annual App Growth Awards. We had over 250 entries from around the globe with a range of finalists across 16 different categories. All entries were evaluated independently by our panel of judges from the likes of GSMA, Omdia, CCS Insight and IBM. The winners are: App Advertising Platform – Gamelight  App Analytics Platform  – Swaarm  App Data Platform – Data.ai Intelligence App Engagement Platform – Airship App Messaging Platform – CleverTap App Revenue Platform – Adapty MMP of the Year – Adjust ASO Company – ConsultMyApp User Acquisition Company – Phiture  App Marketing Agency of the Year – Kurve App Growth Innovation – ShareTheMeal Video In-App Impact Loop  App Marketer of the Year – Megan

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Last week we had the pleasure of hosting the 7th annual App Growth Awards.

We had over 250 entries from around the globe with a range of finalists across 16 different categories. All entries were evaluated independently by our panel of judges from the likes of GSMA, Omdia, CCS Insight and IBM.

The winners are:

  • App Advertising Platform – Gamelight 
  • App Analytics Platform  – Swaarm 
  • App Data Platform – Data.ai Intelligence
  • App Engagement Platform – Airship
  • App Messaging Platform – CleverTap
  • App Revenue Platform – Adapty
  • MMP of the Year – Adjust
  • ASO Company – ConsultMyApp
  • User Acquisition CompanyPhiture 
  • App Marketing Agency of the Year – Kurve
  • App Growth Innovation – ShareTheMeal Video In-App Impact Loop 
  • App Marketer of the Year – Megan Dean
  • Fastest Growing App – Reframe
  • Growth Team of the Year – SplashLearn
  • App Marketing Campaign of the Year – TATAM x Babbel: Unlocking the Power of Data
  • Outstanding Contribution – Shamanth Rao

Thanks to all of the entrants, finalists, judges and winners. The calibre and range of entries this year was amazing and every single entry deserves kudos and praise for their success.

Photos from the event can be found here.

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Titan AI secures $500,000 in pre-seed funding for gaming app development using generative AI https://www.businessofapps.com/news/titan-ai-secures-500000-in-pre-seed-funding-for-gaming-app-development-using-generative-ai/ Thu, 07 Dec 2023 09:33:15 +0000 https://www.businessofapps.com/?p=91819 Generative AI start-up, Titan AI, has just secured over $500,000 in pre-seed funding, led by Berkeley SkyDeck. This investment underscores the growing interest in generative AI, particularly within the gaming industry. Cheaper mobile game development Creating mobile games can be a costly endeavour, with some projects exceeding $250,000. Titan AI has devised an innovative approach to this challenge. The company is a generative AI gaming company that aims to streamline the production of 2D and 3D content for games, reducing both cost and development time. Leveraging image generators like Stable Diffusion and DALL-E, the company crafts 2D graphics. It then employs proprietary technology to seamlessly integrate these elements with 3D models. Furthermore, Titan AI is actively training its AI to design game levels of varying

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Generative AI start-up, Titan AI, has just secured over $500,000 in pre-seed funding, led by Berkeley SkyDeck. This investment underscores the growing interest in generative AI, particularly within the gaming industry.

Cheaper mobile game development

Creating mobile games can be a costly endeavour, with some projects exceeding $250,000. Titan AI has devised an innovative approach to this challenge.

The company is a generative AI gaming company that aims to streamline the production of 2D and 3D content for games, reducing both cost and development time.

Leveraging image generators like Stable Diffusion and DALL-E, the company crafts 2D graphics. It then employs proprietary technology to seamlessly integrate these elements with 3D models. Furthermore, Titan AI is actively training its AI to design game levels of varying difficulty, ranging from easy to hard, a task that typically demands significant human effort.

The studio’s primary objective is to create more inclusive gaming experiences, addressing underrepresentation in the gaming world.

Three prototypes in the making

One of Titan AI’s inaugural games, “Aztec Spirit Run,” challenges the prevailing trend by featuring a protagonist racing against Conquistadores to protect the temple’s treasure, offering a fresh perspective on Mesoamerican culture.

In addition to “Aztec Spirit Run,” Titan AI has introduced three other game prototypes: “KPop Dream Run,” “Reptile Dream Run,” and “Holy Bible Run: Jesus Miracles.”

While the runner game template may seem familiar, Titan AI brings its generative AI prowess to the table, offering hundreds of in-game character customisation options, including outfits and tattoos. Future plans involve enabling characters to run faster and collect more items, such as golden skulls.

Titan AI’s decision to pursue endless runner games aligns with research indicating that many underrepresented players enjoy this genre. However, the company remains open to exploring other possibilities within generative AI gaming, such as allowing players to design their own in-game avatars from scratch.

To ensure accessibility for underserved audiences, Titan AI has made all its games free to play, generating revenue through in-app advertisements and paid features.

According to co-founder Fabien-Pierre Nicolas, Titan AI’s funding round signifies “a story of hope and optimism in the current ‘doom and gloom’ in the gaming industry: a new studio raising money with a positive mission for the world”.

Key takeaways

  • Titan AI secures $500,000 in pre-seed funding, highlighting the rise of generative AI in gaming.
  • Titan AI aims to reduce mobile game development costs and time by harnessing generative AI for 2D and 3D content.
  • The studio’s inclusive approach challenges gaming norms, offering unique game prototypes and customization options for underrepresented players.

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Hybrid casual games soar: a 30% revenue surge in 2023 https://www.businessofapps.com/news/hybrid-casual-games-soar-a-30-revenue-surge-in-2023/ Wed, 06 Dec 2023 09:32:58 +0000 https://www.businessofapps.com/?p=91795 In 2023, hybrid casual games have seen a significant boost in revenues, surging by 30%. That’s according to the latest data from SensorTower. Let’s dive in. Hybrid casual is on a roll As we approach the end of the year, mobile hybrid casual games are expected to make over $2.1 billion in total revenue. The biggest increases in revenue were seen in action-based and puzzle hybrid games. The overall genre has experienced a remarkable fourfold increase in annual revenue since 2019 when it was at $600 million. In China alone, the top 10 hybrid casual games of 2023 have made nearly $600 million in total, almost matching the global milestone set four years ago. Interestingly, this growth is not limited to a specific type of

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In 2023, hybrid casual games have seen a significant boost in revenues, surging by 30%. That’s according to the latest data from SensorTower. Let’s dive in.

Hybrid casual is on a roll

As we approach the end of the year, mobile hybrid casual games are expected to make over $2.1 billion in total revenue.

The biggest increases in revenue were seen in action-based and puzzle hybrid games. The overall genre has experienced a remarkable fourfold increase in annual revenue since 2019 when it was at $600 million.

In China alone, the top 10 hybrid casual games of 2023 have made nearly $600 million in total, almost matching the global milestone set four years ago. Interestingly, this growth is not limited to a specific type of game, as hyper casual games have become less popular in China this year. Moreover, in 2023, China’s top 30 mobile revenue earners have shifted from 20% hybrid casual games in 2019 to a substantial 43%, claiming nearly half of the list in this important market.

Trend in mobile in-game purchases

Source: Sensor Tower

Globally, hybrid casual game revenues reached $1.6 billion in 2022, showing an impressive 60% yearly increase. While revenues have continued to rise, reaching $2.1 billion in 2023, the growth rate has slowed down to 30%.

Hybrid casual is mobile

Mobile gamers are clearly embracing current retention strategies and the more midcore elements of hybrid casual games, contributing to the ongoing success of the genre as it passes the $2 billion milestone. However, as the genre continues to grow, whether it can avoid the challenges faced by hyper casual games is a key question for 2024.

Hybrid casual mobile games are also diversifying their sources of revenue beyond advertising. From January to November 2023, a notable 93% of the world’s top 100 hybrid casual mobile games have adopted the currency wallet model. Additionally, 74% and 67% of these games have incorporated Novice Gift packs and online event monetisation strategies, indicating a shift towards various and innovative monetisation approaches.

Ranking of top Chinese hybrid games

Source: Sensor Tower

One notable company highlighted in the report is Voodoo, a French developer that transitioned to a hybrid casual model last year, resulting in an impressive 250% increase in revenue.

France quickly recognised the decline of hypercasual games, with only 3% of its games produced last year belonging to the genre, while nearly twice as many had already adopted a hybrid approach.

Key takeaways

  • Hybrid casual games are thriving, with a 30% revenue surge in 2023.
  • China plays a significant role, with top games nearing $600 million in revenue.
  • Mobile gamers embrace retention strategies, diversifying revenue sources, but challenges lie ahead in 2024.

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Spanish media groups sue Meta platforms for €550 million damages https://www.businessofapps.com/news/spanish-media-groups-sue-meta-platforms-for-e550-million-damages/ Tue, 05 Dec 2023 09:54:37 +0000 https://www.businessofapps.com/?p=91784 A group of 83 Spanish media organisations is taking legal action against Meta, the parent company of Facebook. They’re seeking damages amounting to €550 million. Let’s take a look. What’s the lawsuit all about? The lawsuit, filed by the AMI newspaper publishing association in a commercial court, accuses Meta of engaging in unfair competition within the advertising market. These media outlets argue that Meta gains an unfair advantage by extensively and systematically utilising personal data collected from users of its Facebook, Instagram, and WhatsApp platforms. They claim that this data allows Meta to create and display personalised ads, which they believe constitutes an unfair competitive practice. Prominent participants in this legal action include Prisa, the publisher of Spain’s major newspaper, El Pais, and Vocento, the

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A group of 83 Spanish media organisations is taking legal action against Meta, the parent company of Facebook. They’re seeking damages amounting to €550 million. Let’s take a look.

What’s the lawsuit all about?

The lawsuit, filed by the AMI newspaper publishing association in a commercial court, accuses Meta of engaging in unfair competition within the advertising market.

These media outlets argue that Meta gains an unfair advantage by extensively and systematically utilising personal data collected from users of its Facebook, Instagram, and WhatsApp platforms. They claim that this data allows Meta to create and display personalised ads, which they believe constitutes an unfair competitive practice.

Prominent participants in this legal action include Prisa, the publisher of Spain’s major newspaper, El Pais, and Vocento, the owner of ABC and other media properties. This coalition of media entities, which includes privately-owned companies, asserts that a substantial portion of Meta’s advertisements rely on personal data acquired without users’ explicit consent, thereby violating data protection regulations.

Personal data violations

In a press release, the consortium stated, “Meta has repeatedly failed to comply with data protection legislation, ignoring the regulatory requirement that citizens must consent to the use of their data for advertising profiling, as can be seen from the different resolutions of the European authorities competent in this matter”.

They further noted that Meta’s systematic and extensive use of users’ personal data, tracked without their consent during their online activities, appears to have given the American company an unfairly obtained competitive edge in the advertising market.

It’s the second time that Spanish media organisations have taken a stand against tech companies to protect their interests. In 2014, the Spanish government compelled Google News, a service provided by Alphabet, to cease its operations. The service remained offline until 2022, following the implementation of new legislation that enabled media outlets to engage in direct negotiations with the tech giant.

Key takeaways

  • Spanish media consortium, comprising 83 organizations, is suing Meta Platforms for €550 million in damages.
  • Lawsuit alleges unfair competition, claiming Meta utilizes user data without consent to gain an advertising advantage.
  • Prominent media companies like Prisa and Vocento are part of the legal action, citing violations of data protection regulations.

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Gaming app installs among French users jump 17% in 2023 https://www.businessofapps.com/news/gaming-app-installs-among-french-users-jump-17-in-2023/ Mon, 04 Dec 2023 10:01:59 +0000 https://www.businessofapps.com/?p=91750 France, the driving force behind Europe’s mobile revolution, has a thriving app ecosystem. With over 76% of its population actively using smartphones, the market is set to exceed $7.3 billion by 2027. That’s according to the latest data roundup provided by app experts Adjust. Let’s dive in. Mobile game sessions rose 17% In 2022, French users spent an average of 3.9 hours per day on mobile apps, up from 2.7 hours in 2019. Explore the latest trends shaping the French app market in 2023, from gaming and social apps to economic challenges affecting overall app sessions. In the dynamic French Android market, gaming apps rule the revenue charts, with six out of the top ten grossing apps belonging to this category. Coin Master, a gaming

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France, the driving force behind Europe’s mobile revolution, has a thriving app ecosystem. With over 76% of its population actively using smartphones, the market is set to exceed $7.3 billion by 2027. That’s according to the latest data roundup provided by app experts Adjust. Let’s dive in.

Mobile game sessions rose 17%

In 2022, French users spent an average of 3.9 hours per day on mobile apps, up from 2.7 hours in 2019. Explore the latest trends shaping the French app market in 2023, from gaming and social apps to economic challenges affecting overall app sessions.

In the dynamic French Android market, gaming apps rule the revenue charts, with six out of the top ten grossing apps belonging to this category. Coin Master, a gaming app, reigns supreme in the first place, followed closely by TikTok (social) at second. Another gaming sensation, Monopoly Go, secures a high spot.

On iOS, the landscape shifts slightly. Deezer, a popular music and audio app, takes the top spot, with TikTok following closely in second place and Tinder (social) rounding out the top three.

App installs and sessions – France

Source: Adjust

France’s mobile gaming sector is on quite the growth trajectory, with projected revenues of $0.83 billion by the end of 2023, expected to soar to $1.07 billion by 2027. Games already account for a substantial 43% of all mobile app downloads in France.

Furthermore, a recent study reveals that 71% of the French population engages in mobile gaming occasionally. This surging interest is supported by Adjust data, showcasing a significant 17% increase in gaming app installs from the second to the third quarter of 2023, along with a 5% rise in user sessions.

Gaming and social take highest retention rates

In January 2023, 86.9% of France’s internet users, spanning all age groups, actively engaged with at least one social media platform. TikTok emerged as a standout top-grossing social app, boasting approximately 21 million users aged 18 and above in early 2023.

According to Adjust data, while social app user sessions experienced a modest 3% decline from Q2 to Q3 2023, app installs surged by 9%. This presents a strategic window for mobile marketers to employ tactics like personalised content, gamification elements, and push notifications to attract and retain users in an increasingly competitive mobile app landscape.

The French app market demonstrates a notable shift toward utility apps. Despite a marginal 1% drop in user sessions from Q2 to Q3 2023, utility apps recorded a slight 2% increase in installations. Additionally, in October 2023, there was significant year-over-year (YoY) growth, with installs surging by 21% and sessions by 8% for utility apps.

Strong game retention rates

Source: Adjust

Gaming and social apps in France exhibit the highest Day 1 retention rates, standing at 24% and 17%, respectively, as of July 2023. Entertainment and utility apps follow closely, with retention rates of 11% and 10%, respectively.

To foster further retention growth, gaming, social, and entertainment apps can enhance their personalised content offerings, while utility apps can focus on incorporating practical, everyday features and elevating the overall user experience.

To thrive, app marketers must prioritise French localisation, tapping into both the domestic and global Francophone audience. However, caution is required in monetisation, notably in-app advertising (IAA). French consumers are less tolerant of mobile ads, with 40% favouring alternative approaches, exceeding the global average of 20%. Hence, tailored and considerate monetisation strategies are imperative.

Key takeaways

  • France’s mobile app market shows remarkable growth, driven by gaming and social apps, despite economic fluctuations
  • Mobile gaming thrives, set to generate $1.07 billion by 2027, with 71% of the French population occasionally engaging in mobile games
  • French consumers prefer tailored monetization strategies, with 40% favouring alternatives to in-app advertising, emphasizing the need for considerate approaches

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Shopping on social apps is on the rise in the UAE https://www.businessofapps.com/news/shopping-on-social-apps-is-on-the-rise-in-the-uae/ Fri, 01 Dec 2023 09:49:17 +0000 https://www.businessofapps.com/?p=91743 While social media is not playing a dominant role in online shopping in Western markets (yet), a new study shows that it has caught on in the UAE. Let’s explore. Social media usage According to the RetailX Middle East Ecommerce Region 2023 report, many people in the Middle East use social media, with Qatar having nearly 98% of its population on at least one platform. TikTok is gaining popularity rapidly, while Facebook and Instagram’s reach for advertisers is declining. In Turkey, TikTok ads reach about 75% of the population, and Facebook has around 32.8 million users. However, Facebook’s advertising reach dropped by 4.7% in 2022-2023, while TikTok’s increased by 12.4%. Countries with fastest mobile and app shopping growth Source: RetailX In the UAE, people are

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While social media is not playing a dominant role in online shopping in Western markets (yet), a new study shows that it has caught on in the UAE. Let’s explore.

Social media usage

According to the RetailX Middle East Ecommerce Region 2023 report, many people in the Middle East use social media, with Qatar having nearly 98% of its population on at least one platform.

TikTok is gaining popularity rapidly, while Facebook and Instagram’s reach for advertisers is declining.

In Turkey, TikTok ads reach about 75% of the population, and Facebook has around 32.8 million users. However, Facebook’s advertising reach dropped by 4.7% in 2022-2023, while TikTok’s increased by 12.4%.

Countries with fastest mobile and app shopping growth

Source: RetailX

In the UAE, people are active on social media, spending almost three hours a day. They use it to research products, with 79% looking for brands or things to buy. UAE consumers are also into social commerce, with 59% saying they’ve purchased through social media in the past year.

Growing social commerce

Social commerce is expected to grow as more people shop online, especially using mobile devices. The market is predicted to increase by 35% in 2023, reaching $1,338 million in Saudi Arabia alone. New players like live streaming platforms are entering the market, trying to attract retailers, brands, and shoppers.

Shopping devices

Source: RetailX

One such platform is Hoods, which combines shopping and entertainment. Content creators can tag products, turning them into shoppable links within videos. This trend is driven by younger generations who seek entertainment and interaction in their online shopping experiences.

Customer services are also using social media, with brands using chatbots and platforms like WhatsApp to handle customer inquiries efficiently.

Key takeaways

  • In the UAE, social media is a dominant force in online shopping, with nearly three hours spent daily. 79% use it for product research, and 59% have made purchases via social platforms
  • TikTok is rapidly gaining popularity, with ads reaching 75% of the Turkish population. Facebook’s advertising reach has declined by 4.7% in 2022-2023
  • Social commerce is on the rise, with a projected 35% growth in 2023, reaching $1,338 million in Saudi Arabia alone. Innovative platforms like Hoods are combining shopping and entertainment to cater to younger generations. Customer service is also leveraging social media for efficient inquiries

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Remerge releases a complete guide for app retargeting campaigns in 2024 https://www.businessofapps.com/news/remerge-releases-a-complete-guide-for-app-retargeting-campaigns-in-2024/ Thu, 30 Nov 2023 15:24:18 +0000 https://www.businessofapps.com/?p=91729 So you’ve evaluated your mobile app retention strategy and decided to launch a new retargeting campaign? But what happens next? How do you get started? What’s the best way to set and achieve your goals? Remerge has the solution in its complete guide to in-app retargeting. Remerge has covered everything you need to know about running app retargeting campaigns in 2024. The guide includes insights on how the programmatic ecosystem works, segmentation strategies, retargeting’s role in the privacy-first era, and why creative strategies matter more than ever when bringing users back into your app. Highlights include: A full overview of the technical setup required for a successful retargeting campaigns The most important goals, KPIs, and metrics How the Android Privacy Sandbox will transform app retargeting

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So you’ve evaluated your mobile app retention strategy and decided to launch a new retargeting campaign? But what happens next? How do you get started? What’s the best way to set and achieve your goals? Remerge has the solution in its complete guide to in-app retargeting.

Remerge has covered everything you need to know about running app retargeting campaigns in 2024. The guide includes insights on how the programmatic ecosystem works, segmentation strategies, retargeting’s role in the privacy-first era, and why creative strategies matter more than ever when bringing users back into your app.

Highlights include:

  • A full overview of the technical setup required for a successful retargeting campaigns
  • The most important goals, KPIs, and metrics
  • How the Android Privacy Sandbox will transform app retargeting
  • The status of the mobile marketing industry following the rollout of Apple’s ATT framework  

Access the guide for free. 

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Mobile gaming spending drops 5% to $110 billion in 2022 https://www.businessofapps.com/news/mobile-gaming-spending-drops-5-to-110-billion-in-2022/ Thu, 30 Nov 2023 09:53:13 +0000 https://www.businessofapps.com/?p=91714 Spending on mobile gaming dropped by 5% to $110 billion in 2022, according to a new report from Shorooq Partners. The data provides important insights into the gaming scene in the Mobile, Esports, North Africa, and Pakistan (MENAP) region. Let’s take a look. Mobile gaming spending shortage Although mobile game downloads shot up in 2022, there was a global trend where spending on mobile gaming dropped by 5% to $110 billion. That’s happened because companies were focusing more on making money than on growing their user base. The report says this change was influenced by new rules about how companies can track and target users due to privacy changes. Apple’s App Tracking Transparency (ATT) rules, especially the Identifier for Advertisers (IDFA) and SKAN 4, have

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Spending on mobile gaming dropped by 5% to $110 billion in 2022, according to a new report from Shorooq Partners. The data provides important insights into the gaming scene in the Mobile, Esports, North Africa, and Pakistan (MENAP) region. Let’s take a look.

Mobile gaming spending shortage

Although mobile game downloads shot up in 2022, there was a global trend where spending on mobile gaming dropped by 5% to $110 billion. That’s happened because companies were focusing more on making money than on growing their user base. The report says this change was influenced by new rules about how companies can track and target users due to privacy changes.

Apple’s App Tracking Transparency (ATT) rules, especially the Identifier for Advertisers (IDFA) and SKAN 4, have had a big impact on mobile gaming. While SKAN 4 helps with privacy and measuring user behaviour, it might take most of 2023 for marketers to fully use its features.

Consumer spending in games

Source: Shorooq Partners

The report emphasises the importance of having a strong payment system for gaming companies. It’s crucial to have smooth ways for players to subscribe or make in-game purchases without disrupting their gameplay.

Problems like technical glitches, user errors, and security concerns cause about 15% of gaming payments to fail in the MENAP region, making it harder to reach users effectively.

Gaming in MENAP to hit $2.8 billion

According to the report, the gaming market in MENAP is expected to grow to $2.8 billion by 2026, with a yearly growth rate of 10%. This growth is driven by more people playing mobile games, affordable technology, and more game developers and publishers in the region.

The report also mentions that MENAP is publishing three times more games in 2023-2023 compared to the previous period, and it could become a strong competitor to China, especially as China faces restrictions on its gaming companies.

In the first quarter of 2023, investments in the gaming industry reached over $6 billion, bringing the total investment to $15 billion. The Public Investment Fund (PIF) of Saudi Arabia was a significant investor in this industry.

MENA funding in games

Source: Shorooq Partners

The report predicts that the number of gamers in the MENAP region will increase from 67.4 million in 2022 to 87.3 million in 2026. MENAP gamers prefer skill-based and social games, and titles like “Rise of Kingdoms” and “PUBG Mobile” are becoming popular. Local favourites like “Yalla Ludo” also continue to do well.

Match3 games have seen a 30% increase in downloads, but the high demand has led to a 200% increase in the cost of getting players to install these games. Simulation games have seen a 35% decrease in in-game purchases, contributing to a 20% drop in overall in-game purchases and ad revenue.

Players have become more selective and some use ad-blocking technology to avoid new ways of making money in games.

Key takeaways

  • Mobile gaming spending decreased by 5% to $110 billion in 2022 due to a focus on monetization over user growth
  • Apple’s ATT rules, like IDFA and SKAN 4, significantly impacted mobile gaming, with full adoption expected by 2023
  • MENAP gaming market set to reach $2.8 billion by 2026, driven by more players, affordable tech, and increased game development, with 87.3 million gamers predicted by 2026

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UK AI sector growing rapidly despite consumer disconnect https://www.businessofapps.com/news/uk-ai-sector-growing-rapidly-despite-consumer-disconnect/ Wed, 29 Nov 2023 10:08:01 +0000 https://www.businessofapps.com/?p=91691 In the year since ChatGPT’s launch, the UK’s AI sector has experienced substantial growth. The number of newly established companies using ‘AI’ in their names has more than tripled, rising to 1,284, which represents a significant 202% increase. AI companies popping up all over the UK A recent study by media company Hard Numbers examining data from UK Companies House to quantify the expansion of the AI sector following the introduction of ChatGPT, found that London has emerged as the primary hub for AI innovation, hosting nearly half of the new AI companies. Out of the 1,284 new AI firms since ChatGPT’s launch, 625 are based in London, surpassing other cities by a considerable margin. Manchester, the second-largest centre, is home to just over 3%

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In the year since ChatGPT’s launch, the UK’s AI sector has experienced substantial growth. The number of newly established companies using ‘AI’ in their names has more than tripled, rising to 1,284, which represents a significant 202% increase.

AI companies popping up all over the UK

A recent study by media company Hard Numbers examining data from UK Companies House to quantify the expansion of the AI sector following the introduction of ChatGPT, found that London has emerged as the primary hub for AI innovation, hosting nearly half of the new AI companies.

Out of the 1,284 new AI firms since ChatGPT’s launch, 625 are based in London, surpassing other cities by a considerable margin.

Manchester, the second-largest centre, is home to just over 3% of London’s total, highlighting London’s predominant role in AI innovation compared to cities like Cambridge and Oxford.

In the 12 months leading up to November 30th, 2022, there were 425 companies incorporating ‘AI’ in their names.

Source: Hard Numbers

“This data paints a clear picture: we have officially entered the fifth phase of the industrial revolution,” said Paul Stollery, Co-Founder and Creative Director of Hard Numbers. “The impact of AI will be as profound as that of any great technology to have come before it – from the first revolution of mechanisation and steam power, to the fourth, ushered in by the internet.

And yet, consumer demand and interest in AI aren’t going hand in hand with the trend.

Consumers aren’t interested in using AI

A report from Storyblok recently found that more than four in five (85%) consumers aren’t interested in using AI to help them decide on purchases.

Three in five respondents said that if they were presented with an AI recommendation, it would not increase their likelihood of making a purchase. And 17% expressed that AI recommendations would actually decrease their inclination to buy.

The study also sheds light on other aspects where consumers may not be up to date. A majority (43%) of consumers find the greatest value in a company’s website, while fewer value mobile apps (34%) and social media accounts (16%).

Interestingly, despite the clear preference for websites over mobile apps, seven out of ten consumers reported that they predominantly shop using their smartphones. This underscores the importance of having a mobile-optimised website.

Discussing these consumer trends, Storyblok CEO Dominik Angerer remarked that brands sometimes fall into the trap of chasing the latest trends instead of delivering what consumers truly desire. As indicated by the survey results, consumers prioritise authentic content and user-friendly websites during the holiday season.

Key takeaways

  • In one year, UK added 1,284 new AI-named companies, a 202% rise, but consumer interest in AI lags
  • London dominates AI innovation with 625 new firms, highlighting its leadership in the sector
  • Over 85% of consumers show no interest in AI for purchase decisions; websites hold more value than mobile apps or social media

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Majority of consumers do not trust social apps for online shopping https://www.businessofapps.com/news/majority-of-consumers-do-not-trust-social-apps-for-online-shopping/ Tue, 28 Nov 2023 09:54:32 +0000 https://www.businessofapps.com/?p=91660 While social media apps have not yet fully embraced eCommerce in the West, the trend of making purchases through social apps is on the rise. A growing number of users seem increasingly willing to make in-stream purchases, even though they still prefer dedicated eCommerce platforms. Majority of consumers opt for website over social media shopping A recent survey conducted by The Influencer Marketing Factory, in which 1,000 US consumers were interviewed to gain insights into their online shopping behaviours and preferences, found that 62% of consumers prefer eCommerce platforms to social media for online shopping. Around half of consumers prefer both online and offline shopping. Shopping options consumers prefer Source: The Influencer Marketing Factory Every social media app aspires to tap into this trend and

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While social media apps have not yet fully embraced eCommerce in the West, the trend of making purchases through social apps is on the rise. A growing number of users seem increasingly willing to make in-stream purchases, even though they still prefer dedicated eCommerce platforms.

Majority of consumers opt for website over social media shopping

A recent survey conducted by The Influencer Marketing Factory, in which 1,000 US consumers were interviewed to gain insights into their online shopping behaviours and preferences, found that 62% of consumers prefer eCommerce platforms to social media for online shopping.

Around half of consumers prefer both online and offline shopping.

Shopping options consumers prefer

Source: The Influencer Marketing Factory

Every social media app aspires to tap into this trend and increase in-app spending, potentially boosting their revenue. But the latest survey finds that most consumers still harbour reservations about trusting social platforms for in-stream transactions, opting for the security and reliability offered by dedicated online shopping platforms.

Trust is the issue

According to the survey, 31% of consumers do not trust social media when it comes to purchasing something. They’re worried about their data as well as not knowing enough about the seller.

Almost half of consumers have never or just a few times a year purchased on social media with apparel being the most frequently bought category.

Half of consumers do not trust social apps

Source: The Influencer Marketing Factory

40% consumers consider product reviews to be very important for making purchasing decision on social apps.

But the findings also highlight that most users need to see a product just one to two times on social media before making a decision to buy it.

Path to purchase

Source: The Influencer Marketing Factory

The report highlights the significant trust issue that remains a barrier, especially considering the prevalence of scams on social platforms. Overcoming this hurdle may take some time, but there may be a gradual shift happening.

Key takeaways

  • 62% of consumers favour dedicated eCommerce platforms over social media for online shopping
  • 31% of consumers do not trust social media for purchases due to data and seller concerns
  • Users often decide to purchase a product after seeing it one to two times on social media

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Adsterra’s Interstitials bring new definition of sparking your audience’s interest https://www.businessofapps.com/news/adsterras-interstitials-bring-new-definition-of-sparking-your-audiences-interest/ Mon, 27 Nov 2023 14:48:16 +0000 https://www.businessofapps.com/?p=91646 Adsterra is bringing a new game-changer to the stack of its famous Social Bar format: Interstitials are available for Self-Serve Platform advertisers! Interstitials used to be a privilege for managed accounts, but even so they reached an impressive  50% of ad demand among Social Bar users. Now, they’re not just an exclusive feature anymore: they are ready for action by all the savvy advertisers registered on Adsterra’s SSP.   What are Interstitials? Interstitials are full-screen ads that overlay a webpage with a large visual and vignetted background, appearing on top of the content to ensure users can’t ignore the message. The visuals are strategically designed to cover 45% to 80% of the screen, making them impossible to overlook. The key elements of Interstitials are: Large

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Adsterra is bringing a new game-changer to the stack of its famous Social Bar format: Interstitials are available for Self-Serve Platform advertisers!

Interstitials used to be a privilege for managed accounts, but even so they reached an impressive  50% of ad demand among Social Bar users. Now, they’re not just an exclusive feature anymore: they are ready for action by all the savvy advertisers registered on Adsterra’s SSP.  

What are Interstitials?

Interstitials are full-screen ads that overlay a webpage with a large visual and vignetted background, appearing on top of the content to ensure users can’t ignore the message. The visuals are strategically designed to cover 45% to 80% of the screen, making them impossible to overlook.

The key elements of Interstitials are:

  • Large picture or text area containing the main ad message.
  • Optional heading and description.
  • Darkened full-screen background.
  • Call-to-action (typically a button).
  • A corner “Close” icon or alternative option for ad closure.
  • Extra layout elements to add a spark.

Intrigued? Take a glance at Adsterra’s Interstitials and set up a campaign here.

The perks of Interstitials: Social Bar subformat

Before revealing all the alluring details behind Adsterra’s Interstitials, it’s worth mentioning that they are released under the umbrella of the incomparable Social Bar format. Second to none, Social Bar shook the ad market in 2020, presented by Adsterra, and it keeps growing and gaining popularity, now expanding its stack of subformats to include Interstitials. 

Here’s what Interstitials bring to the table:

  • UX guidelines compliant.
  • Brand-friendly.
  • Easy creative uploads.
  • Extraordinary viewability.
  • Securing prime ad position. 
  • Potentially eliminating the need for prelanders due to delivering the entire message.
  • Excelling in CPI, CPD, and CPL conversions.
  • Competitive CPM rates, saving you from overpaying for superior ad placement.

All of this sounds attractive enough already, but stick until the end of the article, as we are about to give you some Pro Tips to squeeze the maximum out of your Interstitials from the very beginning.

Adsterra’s Interstitials: Pro Tips to skyrocket

No surprise Adsterra has a wide variety of smart tools integrated to its SSP platform; after all, they make it stand out. These tools help advertisers to optimize their campaigns and achieve ROI beyond expectations. Now that Interstitials are up and running, a new list of tips is due to enhance the performance of this new ad format:

  • Smart Bidding Magic: Let the real-time auction-savvy Smart CPM algorithms bid for optimal traffic based on your targeting.
  • Conversion Boost: Optimize CPM traffic by activating CPA Goal.
  • Test Wisely: Begin with broader targeting during the test period; narrow down based on high-converting placements.
  • Go Diverse: Add numerous creatives using various skins/templates.
  • Offer, Don’t Just Tell: Use discounts, bonuses, and bargains for engagement.
  • Visual Power: Don’t burst into long texts on your images, keep them concise.
  • Clickbait Done Right: Think of headings that grab attention.
  • Numbers Speak: Back your claims with stats for credibility.
  • Urgency Wins: Limit offers by time for a conversion boost.

High-time to implement these tips! With them, you’re bound to achieve remarkable results, so wait no more, and try Interstitials on Adsterra.

Summarizing

Adsterra’s Interstitials are here for each and every advertiser, registered on SSP. Interstitials will elevate your marketing success by expanding Popunder campaigns with high-value traffic, introducing innovative creativity to Social Bar campaigns for top-tier leads, and re-engaging users with an attractively redesigned ad message. They’ve proved to enhance CTR and CR, meeting agency or affiliate KPIs, ensuring a friendly and smooth user experience that outshines traditional pop-up windows.

Oh, and did we mention you can snag $200 by sharing your results running an Interstitial campaign? Now you know, so fetch your Interstitials case study to Adsterra, and it could well become the next big thing on the blog!

Try Interstitials NOW!

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The growing threat of invalid traffic – a $71 billion problem in 2024 https://www.businessofapps.com/news/the-growing-threat-of-invalid-traffic-a-71-billion-problem-in-2024/ Mon, 27 Nov 2023 10:26:12 +0000 https://www.businessofapps.com/?p=91639 The advertising world is facing some tough challenges as its growth slows down by 5.3%. One big problem on the horizon is something called “invalid traffic” or IVT. Let’s take a closer look at the impact of IVT on ad waste and efficiency. 33% rise in fake traffic According to Lunio, a company that helps advertisers be more efficient, in 2024, advertisers might waste more than $71 billion on fake or invalid traffic. That’s a whopping 33% increase from 2022. Lunio studied 2.6 billion paid ad clicks and 104 billion impressions on major platforms like Google, Meta (formerly Facebook), LinkedIn, X (used to be Twitter), and TikTok. They found that 8.5% of all paid traffic is fake. So, basically, one out of every 12 visits

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The advertising world is facing some tough challenges as its growth slows down by 5.3%. One big problem on the horizon is something called “invalid traffic” or IVT. Let’s take a closer look at the impact of IVT on ad waste and efficiency.

33% rise in fake traffic

According to Lunio, a company that helps advertisers be more efficient, in 2024, advertisers might waste more than $71 billion on fake or invalid traffic. That’s a whopping 33% increase from 2022.

Lunio studied 2.6 billion paid ad clicks and 104 billion impressions on major platforms like Google, Meta (formerly Facebook), LinkedIn, X (used to be Twitter), and TikTok. They found that 8.5% of all paid traffic is fake. So, basically, one out of every 12 visits to a website is not real.

This is a big problem not just because it’s a waste of money, but it also messes up how advertisers plan their budgets and predict how much money they’ll make. Lunio says that in 2024, this could lead to a staggering $204.8 billion in lost revenue.

Invalid traffic by channel

Source: Lunio

Meanwhile, annual viewability averages on mobile and desktop web and video worldwide have risen 9% between 2019 and 2022. The upward trend has pushed average viewability levels to hover between 70% and 75% for several years, with the global average reaching 73.6% in H2 2022.

Platforms with the highest fake traffic

One surprising finding is that LinkedIn has the highest fake traffic rate at 25%, which means over $1.43 billion of ad spending could be a waste. Other platforms like Meta, Bing, X, and Pinterest also have high fake traffic rates, costing around $54.8 billion.

On the other hand, Google’s platforms have a lower fake traffic rate of 5.5%, which is still a significant $16.6 billion.

If we add up the money wasted on fake traffic for Google and non-Google platforms, it’s a massive $71 billion.

Some 65% of advertisers said they actively reduced wasted ad spend by applying exclusion audiences to campaign types while 69.7% acknowledge that there are issues with spam or fake lead submissions.

Advertiser concerns

Source: Lunio

So, in this tough advertising landscape, one of the most important things for advertisers is to fight against fake traffic and minimise its impact.

Marketers need to prioritise addressing this issue in their campaign strategies across all channels.

Key takeaways

  • Invalid traffic (IVT) is a major challenge for the advertising industry, with a projected $71 billion wasted in 2024 due to a 33% increase from 2022
  • Platforms like LinkedIn, Meta, Bing, X, and Pinterest have high fake traffic rates, costing advertisers billions, while Google fares better with a lower fake traffic rate
  • Marketers must prioritize combatting fake traffic across all channels to protect budgets and campaign efficiency

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SKAN 4’s game-changing effect on mobile apps https://www.businessofapps.com/news/skan-4s-game-changing-effect-on-mobile-apps/ Fri, 24 Nov 2023 09:41:20 +0000 https://www.businessofapps.com/?p=91621 Migrating to SKAN 4 led to a reduction in the cost per acquisition and an increase in conversion rates, according to a new report from Adjust in collaboration with TikTok, which sheds light on the impact of iOS SKAdNetwork (SKAN) campaigns for mobile marketers. SKAN 4 reduces cost per acquisition The reduction in acquisition cost leads to greater scalability on iOS to benefit marketers aiming to refine their optimisation strategies. Adjust’s SKAN 4 was officially launched in October 2022, introducing features like conversion mapping, value optimisation, and enhanced privacy measures. This launch coincided with a growing emphasis on user and data privacy in the tech world. Consequently, post-ID attribution on iOS has been gaining traction, as Apple has gradually reintroduced analytics opportunities. The new report

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Migrating to SKAN 4 led to a reduction in the cost per acquisition and an increase in conversion rates, according to a new report from Adjust in collaboration with TikTok, which sheds light on the impact of iOS SKAdNetwork (SKAN) campaigns for mobile marketers.

SKAN 4 reduces cost per acquisition

The reduction in acquisition cost leads to greater scalability on iOS to benefit marketers aiming to refine their optimisation strategies.

Adjust’s SKAN 4 was officially launched in October 2022, introducing features like conversion mapping, value optimisation, and enhanced privacy measures. This launch coincided with a growing emphasis on user and data privacy in the tech world. Consequently, post-ID attribution on iOS has been gaining traction, as Apple has gradually reintroduced analytics opportunities.

The new report by Adjust offers practical tactics to maximise success on iOS and provides valuable insights for mobile marketers aiming to enhance conversion rates for their apps. The study involved collaboration with TikTok and examined 37 apps in TikTok’s beta testing phase across the UK, US, and Japan. It focused on understanding how SKAN 4’s extended 35-day attribution window impacted conversions.

Source: Adjust

Conversion rates surge 220% on TikTok

The results of the study were impressive, with TikTok’s overall cost per acquisition improving by 37%, and conversion rates surging by a substantial 220%. These outcomes represent significant advantages for mobile app developers and marketers utilising SKAN 4. Additionally, these improved metrics enable more precise evaluations of campaign effectiveness.

Out of the 37 apps analysed in the beta test, TikTok confirmed that 17 were from mobile gaming clients.

Katie Madding, Chief Product Officer at Adjust, commented on the findings, saying: “Mobile app marketers are eager to refine their iOS campaign measurement and optimisation strategies with privacy-centric attribution, but there’s still hesitancy about moving to SKAN 4. With the continued industry shift toward prioritising user and data privacy, now is the time for a shift in mindset toward the possibilities of post-ID attribution on iOS. The data-backed insights detailed in our guide empower growth marketers to dig into and embrace SKAN 4’s functionality.”

Adjust’s comprehensive report delves deeper into optimising campaigns and enhancing their performance on iOS. It also offers a sneak peek into SKAN 5.

The introduction of SKAN 4 last year coincided with Android’s dominance, accounting for over 70% of ad creatives. Apple aimed to simplify iOS campaigns in response to this trend.

Key takeaways

  • Migrating to SKAN 4 lowers cost per acquisition, benefiting iOS marketers’ optimisation efforts
  • The study reveals impressive results with increased acquisition cost and soaring conversion rates
  • Adjust’s report highlights the shift towards post-ID attribution on iOS for privacy-centric campaign optimisation

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ESPN app hits $1 billion consumer spend milestone https://www.businessofapps.com/news/espn-app-hits-1-billion-consumer-spend-milestone/ Thu, 23 Nov 2023 09:24:27 +0000 https://www.businessofapps.com/?p=91528 The ESPN app, acquired by Disney in 1995, has proven to be a lucrative investment over the years, with its valuation recently reaching an impressive $24 billion. According to a recent report by data.ai, the app has officially surpassed $1 billion in lifetime consumer spending. An app for sports enthusiasts Since its launch on iOS in May 2009 and on Google Play in June 2010, the ESPN app has become a staple for sports enthusiasts worldwide, amassing nearly 166 million downloads. But 2023 has proven particularly lucrative for the ESPN app, contributing approximately $303 million in consumer spending. This marks a substantial 26% increase compared to the same period in the previous year when it generated $240 million. While it offers a range of free

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The ESPN app, acquired by Disney in 1995, has proven to be a lucrative investment over the years, with its valuation recently reaching an impressive $24 billion. According to a recent report by data.ai, the app has officially surpassed $1 billion in lifetime consumer spending.

An app for sports enthusiasts

Since its launch on iOS in May 2009 and on Google Play in June 2010, the ESPN app has become a staple for sports enthusiasts worldwide, amassing nearly 166 million downloads.

But 2023 has proven particularly lucrative for the ESPN app, contributing approximately $303 million in consumer spending. This marks a substantial 26% increase compared to the same period in the previous year when it generated $240 million.

While it offers a range of free sports content, including news, scores, highlights, and expert analysis, it’s the premium subscription option, ESPN+, that has been the driving force behind its latest financial milestone. Priced at $10.99 per month, ESPN+ provides subscribers with access to live sports events, including NFL, NBA, MLB, NHL, XFL, college sports, golf and tennis.

ESPN sees consumer spend skyrocket

Source: data.ai

A standout month for the app was March 2023, setting a new record for revenue. Fueled by the March Madness basketball event and the return of Major League Baseball, ESPN+ raked in approximately $35.5 million, experiencing nearly a 70% surge compared to March 2022.

It’s all happening in the US

Notably, ESPN’s revenue is heavily skewed toward its American user base, with 99% of its lifetime revenue originating in the United States. In terms of downloads, the U.S. leads with 131 million out of 166 million, followed by Mexico, Brazil, India, and Argentina.

Expanding on its mobile success, ESPN recently introduced the ESPN Bet app in collaboration with gaming specialist PENN Entertainment. Launched in November in 17 states where sports gaming is legal, ESPN Bet made an impressive entry by immediately securing the top spot in iOS downloads across all apps and games. This triumph solidifies ESPN’s continued dominance in the competitive arena of mobile sports applications.

As the 2023 NFL season kicks off, significant changes are underway in the realm of sports betting apps. While sportsbook app downloads have slightly decreased from the previous year, there’s a notable increase in user engagement. This shift suggests a focus on retaining and satisfying the existing user base rather than solely concentrating on acquiring new users.

Key takeaways

  • ESPN app’s lifetime consumer spending surpasses $1 billion, driven by ESPN+ and premium sports content
  • March 2023 saw record-breaking revenue thanks to March Madness and Major League Baseball’s return
  • ESPN’s revenue is mainly from the US, with 99% of its lifetime revenue originating there, but its global presence is significant

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Troubling stats: almost half of mobile games fail to make it past development https://www.businessofapps.com/news/troubling-stats-almost-half-of-mobile-games-fail-to-make-it-past-development/ Wed, 22 Nov 2023 09:40:17 +0000 https://www.businessofapps.com/?p=91496 SuperScale, a company based in London that helps mobile games grow, recently published a report based on interviews with 500 game developers in the UK and US. It found that 43% of mobile gaming apps do not make it past the development stage. Let’s take a look. Many games stuck in development stage The fact that 43% of mobile games don’t make it past the development stage highlights the high level of risk and uncertainty in game development. It might also raise concern over a high portion of resources invested in game creation going to waste. The report also found that among the games that do get released, a whopping 83% stop getting updates and services within three years. The short lifecycle of games is

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SuperScale, a company based in London that helps mobile games grow, recently published a report based on interviews with 500 game developers in the UK and US. It found that 43% of mobile gaming apps do not make it past the development stage. Let’s take a look.

Many games stuck in development stage

The fact that 43% of mobile games don’t make it past the development stage highlights the high level of risk and uncertainty in game development. It might also raise concern over a high portion of resources invested in game creation going to waste.

The report also found that among the games that do get released, a whopping 83% stop getting updates and services within three years.

The short lifecycle of games is a serious challenge for developers who are already struggling to maintain relevance and profitability in the highly competitive mobile gaming market.

This is a tough situation for game developers. Many of them prefer working on new games rather than improving existing ones. However, 62% of their most profitable games rely on constant updates and engagement with players.

So, even though developers want to create new games, it might not be as financially rewarding, especially when so many games fail even before they’re launched.

Economic challenges

The report also cites economic difficulties and job layoffs in the gaming industry this year. In fact, 32% of the developers who were interviewed had to let go of employees, and 40% had to hire external help for tasks, especially in hypercasual and collectable card game studios.

Nearly 25% of developers came close to shutting down completely in 2023.

Ivan Trancik, the founder and CEO of SuperScale, acknowledged that these are tough times for the gaming industry. He mentioned challenges like competition, economic conditions, and changes like the ATT (App Tracking Transparency) policy. However, he also sees an opportunity for the industry to revisit and revitalize existing gaming content.

SuperScale’s report also provides insights into current trends, how developers measure their game’s success, and the ways they make money from their games.

Key takeaways

  • 43% of mobile games face uncertain futures, raising concerns about resource wastage and industry risk
  • A staggering 83% of released mobile games stop receiving updates within three years, posing a challenge to sustained profitability
  • Layoffs, outsourcing, and nearly 25% of developers facing shutdown highlight economic challenges in the gaming industry’s volatile landscape

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Roku and Unity join forces to revolutionise mobile app advertising https://www.businessofapps.com/news/roku-and-unity-join-forces-to-revolutionise-mobile-app-advertising/ Tue, 21 Nov 2023 10:55:47 +0000 https://www.businessofapps.com/?p=91464 Roku and Unity have announced a strategic collaboration aimed at assisting mobile app businesses in expanding their app installation campaigns to TV streaming platforms. This partnership, currently in beta testing, brings together Roku’s premium TV inventory and Unity’s user acquisition technology. The goal is to offer mobile app marketers a more efficient way to run TV streaming campaigns. Growing competition Miles Fisher, Senior Director, Head of Emerging and Programmatic Sales at Roku, emphasized the importance of TV streaming as a performance channel for mobile app marketers. “Mobile app marketers seek to maximize their budgets and ad opportunities. TV streaming has become the right performance channel to enable growth and provide channel diversity in a highly competitive market,” he said. “Roku’s scale, tech, and direct connection

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Roku and Unity have announced a strategic collaboration aimed at assisting mobile app businesses in expanding their app installation campaigns to TV streaming platforms. This partnership, currently in beta testing, brings together Roku’s premium TV inventory and Unity’s user acquisition technology. The goal is to offer mobile app marketers a more efficient way to run TV streaming campaigns.

Growing competition

Miles Fisher, Senior Director, Head of Emerging and Programmatic Sales at Roku, emphasized the importance of TV streaming as a performance channel for mobile app marketers.

“Mobile app marketers seek to maximize their budgets and ad opportunities. TV streaming has become the right performance channel to enable growth and provide channel diversity in a highly competitive market,” he said. “Roku’s scale, tech, and direct connection with the viewer are uniquely positioned to make the largest screen in the home work harder for mobile performance marketers on Unity.”

The collaboration links Roku’s premium TV streaming inventory to Unity’s Luna app marketing platform. This integration enables mobile app marketers to seamlessly incorporate connected TV into their user acquisition strategies. It not only improves campaign measurement and optimisation but also allows marketers to use Roku’s Action Ads for a smoother user experience.

Multi-channel app marketing

Viewers can easily initiate game downloads on their mobile devices using their Roku remote and then return to their TV streaming content seamlessly. Additionally, app marketers gain the ability to measure the entire journey of their TV streaming campaigns, from the initial exposure to TV ads to the ultimate app downloads, making their growth strategies more cost-effective.

Omer Kaplan, SVP Revenue and Operations for Unity Grow, emphasized the goal of turning Connected TV (CTV) into a high-scale performance channel for apps and games. This partnership aims to tap into the vast potential of CTV as an untapped opportunity for app marketers, providing unique value and growth opportunities.

After the beta testing phase, Luna will collaborate with a select group of partners to expand their presence on the Roku platform. Roku has also recently partnered with Spotify for video ads on the popular music and podcast platform.

Key takeaways

  • Roku and Unity’s partnership enhances app marketers’ ability to expand to TV streaming, optimizing user acquisition and ad campaigns
  • The collaboration uniquely combines Roku’s premium TV inventory with Unity’s technology for a streamlined advertising experience
  • This partnership empowers app marketers to measure and optimize TV streaming campaigns while improving user engagement and cost-efficiency

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AppsFlyer’s latest Performance Index shows impact of economic downturn on mobile advertising https://www.businessofapps.com/news/appsflyers-latest-performance-index-shows-impact-of-economic-downturn-on-mobile-advertising/ Mon, 20 Nov 2023 09:29:46 +0000 https://www.businessofapps.com/?p=91428 The mobile app media landscape felt the repercussions of the economic downturn in 2023, with nearly all major media sources witnessing declines. In the third quarter of 2023, app install ad spend budgets were slashed by 20% when compared to the same period in 2022. That’s according to the latest Performance Index by data analytics firm AppsFlyer. Apple Search Ads and Meta lead in iOS gaming and non-gaming The objective of the Index is to aid marketers in making informed choices when selecting partners for app advertising, with outcomes differing significantly depending on the platform in question. “Only four of the top 20 media source players saw budget increases this year, costs of media continue to fluctuate and channels like CTV are leading ecosystem players

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The mobile app media landscape felt the repercussions of the economic downturn in 2023, with nearly all major media sources witnessing declines. In the third quarter of 2023, app install ad spend budgets were slashed by 20% when compared to the same period in 2022. That’s according to the latest Performance Index by data analytics firm AppsFlyer.

Apple Search Ads and Meta lead in iOS gaming and non-gaming

The objective of the Index is to aid marketers in making informed choices when selecting partners for app advertising, with outcomes differing significantly depending on the platform in question.

“Only four of the top 20 media source players saw budget increases this year, costs of media continue to fluctuate and channels like CTV are leading ecosystem players to quickly adapt and think outside of the box to reach consumers,” aid Shani Rosenfelder, Director of Content and Market Insights at AppsFlyer. “For marketers, selecting the best media partners is particularly important on iOS because of its high quality audience. However, privacy-driven fragmentation in measurement has only created more uncertainty, increasing the need for accurate performance rankings for the platform.” 

AppsFlyer’s new SSOT iOS index reveals that Apple Search Ads (ASA) is the top iOS media source for both gaming and non-gaming apps. ASA dominates in most rankings across regions and categories.

Meta ads, though not as dominant as before iOS 14.5, holds the second spot, excelling in non-gaming apps.

iOS Power ranking

Source: AppsFlyer

In third place in the rankings is Google Ads, primarily due to its widespread adoption among non-gaming apps. It’s worth noting that iOS serves as a secondary focus for Google compared to its primary emphasis on the Android platform and web-based services.

AppLovin and Unity Ads shine in gaming, while in non-gaming, Meta ads, Google Ads, Snapchat, and Moloco stand out for their quality.

Google Ads dominate Android mobile ad rankings

Google Ads continues to dominate both Android gaming and non-gaming categories, widening its lead over second-place Unity. In fact, it secures the top spot in power and volume rankings across every category in Android gaming, except for hypercasual, where it comes in second.

Unity Ads maintains its second-place global power ranking but slips one spot in the volume ranking to fifth. Its success is primarily seen in Match genre games, where it ranks second, and in Puzzle, Shooting, and Tabletop game apps, where it secures a third-place global ranking.

Android Power ranking

Source: AppsFlyer

IronSource experiences significant growth in the global rankings, surging to third place in both power and volume rankings, a notable jump of three positions compared to the previous Index edition.

Meta ads climbs to the fourth spot in the global power ranking, up one position from 2022. This success is attributed to its top ranking in the casino category and second-place positions in midcore games (RPG, Shooting, Strategy genres), as well as in puzzle, and sports & racing games.

It’s important to highlight that the differences in power rankings between Unity, ironSource, and Meta are relatively minor.

Key takeaways

  • The economic downturn in 2023 had a significant impact on mobile app media, with major media sources witnessing declines and a 20% reduction in app install ad spend budgets in Q3 2023 compared to the same period in 2022
  • AppsFlyer’s Performance Index helps marketers choose partners for app advertising. Apple Search Ads leads in iOS, while Meta remains strong in non-gaming
  • Google Ads dominates Android mobile advertising, leading in both gaming and non-gaming categories. Unity Ads, IronSource, and Meta also perform well, with minor differences in rankings

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Number of users who access news through TikTok doubles to 43% https://www.businessofapps.com/news/number-of-users-who-access-news-through-tiktok-doubles-to-43/ Fri, 17 Nov 2023 09:37:09 +0000 https://www.businessofapps.com/?p=91401 A recent study conducted by the Pew Research Center has revealed a significant shift in news consumption habits among TikTok users in 2023. According to the study, the percentage of users accessing news through the app has surged from 22% to 43%. What’s happening? More users are checking news on TikTok According to the study, which was based on a survey of 8,842 US adults conducted between September 25 and October 1, 2023, a growing number of social media users are checking the news on these platforms. While traditional news websites and apps continue to be popular, with 67% of respondents indicating their usage, the remarkable increase in news consumption on TikTok highlights the platform’s ability to shape narratives and engage users with current affairs.

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A recent study conducted by the Pew Research Center has revealed a significant shift in news consumption habits among TikTok users in 2023. According to the study, the percentage of users accessing news through the app has surged from 22% to 43%. What’s happening?

More users are checking news on TikTok

According to the study, which was based on a survey of 8,842 US adults conducted between September 25 and October 1, 2023, a growing number of social media users are checking the news on these platforms.

While traditional news websites and apps continue to be popular, with 67% of respondents indicating their usage, the remarkable increase in news consumption on TikTok highlights the platform’s ability to shape narratives and engage users with current affairs.

This could raise some red flags among critics particularly when it comes to the spreading of fake news and news manipulation. TikTok is primarily a short-form video platform, which may not always provide in-depth or reliable news coverage. Users may be exposed to sensationalized or misleading information. The rapid spread of news on TikTok could also make it susceptible to manipulation and the dissemination of fake news, which can have real-world consequences.

What’s more, its user base is predominantly younger, and they may have less experience discerning credible news sources from unreliable ones, making them more vulnerable to misinformation.

Social media used for news access

Source: Pew Research Center

In the realm of social media platforms serving as sources for news, Facebook maintains its top position as the most popular choice among Americans, with 30% of the population reporting regular access to news content on the platform. Not far behind is YouTube, with a close 26% following, while Instagram and TikTok trail with 16% and 14%, respectively. Despite Meta’s efforts to reduce the prevalence of news content across its platforms, Facebook continues to demonstrate robust news consumption, underscoring its enduring relevance in the media landscape.

Who’s consuming news on social media?

The study also sheds light on distinct demographic patterns in news consumption across various platforms. Women are more likely to be regular news consumers on platforms like Nextdoor, Facebook, Instagram, and TikTok. Conversely, men tend to dominate platforms such as Reddit, X, LinkedIn, and YouTube. Of particular interest, X, formerly known as Twitter, presents a balanced political split among its regular news consumers, with 46% identifying as Republican or Republican-leaning and 49% as Democrat or Democratic-leaning. This reflects the platform’s diverse user base and political engagement.

Platform preferences among app users

Pew Research Center

As social media platforms continue to play a pivotal role in shaping how audiences access and engage with news content, news organisations are adapting their strategies to capture the attention of TikTok’s substantial Gen Z audience. This highlights the dynamic nature of the digital news landscape and the evolving strategies needed to remain relevant.

In another notable shift, Gen Z’s approach to discovering groceries is increasingly turning to digital channels. Recent research indicates that a significant 28.0% of Gen Z consumers have adopted search engines as their primary resource for exploring grocery items, showcasing the evolving consumer behaviour in the grocery sector.

Key takeaways

  • TikTok’s news consumption doubled from 22% to 43% in 2023
  • 30% of Americans access news on Facebook, maintaining its top position
  • Women prefer Nextdoor, Facebook, Instagram, and TikTok for news, while men dominate Reddit, X, LinkedIn, and YouTube

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SplitMetrics acquires App Radar to boost AI-driven app growth solutions https://www.businessofapps.com/news/splitmetrics-acquires-app-radar-to-boost-ai-driven-app-growth-solutions/ Thu, 16 Nov 2023 09:36:17 +0000 https://www.businessofapps.com/?p=91336 American startup SplitMetrics, specialising in app growth solutions, just acquired Austria’s App Radar, a prominent app marketing and analytics platform, in an all-cash deal. A power move This strategic move brings together two industry leaders, creating a comprehensive platform offering AI-powered services, including paid user acquisition (UA), app store optimisation (ASO), conversion rate optimisation, and data analytics. Max Kamenkov, CEO and co-founder of SplitMetrics, said: “App Radar has a range of very powerful tools that are fully complementary to our own. By combining these services we can offer a market leading end-to-end solution that will drive incredible growth for our customers.”  The influence of AI is rapidly ushering in the end of isolated app marketing strategies. Kamenkov anticipates a significant wave of industry transformation and

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American startup SplitMetrics, specialising in app growth solutions, just acquired Austria’s App Radar, a prominent app marketing and analytics platform, in an all-cash deal.

A power move

This strategic move brings together two industry leaders, creating a comprehensive platform offering AI-powered services, including paid user acquisition (UA), app store optimisation (ASO), conversion rate optimisation, and data analytics.

Max Kamenkov, CEO and co-founder of SplitMetrics, said: “App Radar has a range of very powerful tools that are fully complementary to our own. By combining these services we can offer a market leading end-to-end solution that will drive incredible growth for our customers.” 

The influence of AI is rapidly ushering in the end of isolated app marketing strategies. Kamenkov anticipates a significant wave of industry transformation and consolidation which could be driven by the immense potential of AI automation and the development of comprehensive services that unify and harness marketing data in a single platform. In essence, there exists a tremendous opportunity in app marketing to establish an all-encompassing solution that addresses every requirement.

How the businesses will operate

Notably, SplitMetrics and App Radar will continue to operate as separate brands, catering to a vast clientele of over 1,000 customers across Europe, the UK, North America, and the APAC region.

With a global team of 160, SplitMetrics currently manages an annual ad spend exceeding $250 million. Its client portfolio boasts well-known names like Babbel, Skyscanner, Glovo, and Rakuten Viber. On the other hand, App Radar specialises in app store optimisation and automation, serving 30,000 app developers and marketers, including DEGIRO, ProCamera, Chatterbug, and Cronometer. Impressively, it monitors more than 30 million keywords on app stores daily.

The amalgamation of these services positions both companies to offer a comprehensive suite of tools to empower app developers in major app stores.

Silvio Peruci, Managing Director of App Radar, said: “Over the past year, AI has opened the door to the creation of a range of new AI driven marketing techniques that use deep analysis of data to enable much richer and impactful campaigns. The best way to make the most of this is to offer a product to customers that pulls together all their app marketing data and channels and this is exactly what the tie up between App Radar and SplitMetrics achieves.”

SplitMetrics’ acquisition is part of a broader strategy aimed at capitalising on the growth of AI-enabled marketing. The goal is to transform into an AI company providing integrated services that bridge the gap between UA, ASO, and conversion optimisation. By eliminating silos, businesses can leverage their data and employ AI automation to significantly enhance the efficiency, effectiveness, and insights of their app marketing campaigns.

Key takeaways

  • SplitMetrics merges with App Radar to reshape the landscape of app marketing
  • By combining their efforts, these companies are poised to deliver AI-driven solutions for app growth
  • Notably, both brands will continue to operate independently, catering to a diverse global clientele

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Amazon partners with Meta and Snap in push to expand in-app shopping https://www.businessofapps.com/news/amazon-partners-with-meta-and-snap-in-push-to-expand-in-app-shopping/ Wed, 15 Nov 2023 09:07:42 +0000 https://www.businessofapps.com/?p=91315 Amazon appears to be bolstering its in-app shopping partnership. In two separate news pieces emerging over the past week, the eCommerce giant has struck a deal with both Meta and Snap to feature in-app shopping capabilities. We’ll take a closer look. Meta and Amazon Although Meta dropped its live shopping efforts on Facebook and Instagram, the company still sees potential for shopping on its apps. Now, it’s collaborating with Amazon, enabling users to link their Facebook and Instagram accounts to Amazon for in-app shopping. Customers can shop Amazon ads on these platforms, check out using their Amazon payment info, and ship to their Amazon address without leaving the social apps. Amazon’s spokesperson, Callie Jernigan, confirmed this, adding that users in the US will see real-time

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Amazon appears to be bolstering its in-app shopping partnership. In two separate news pieces emerging over the past week, the eCommerce giant has struck a deal with both Meta and Snap to feature in-app shopping capabilities. We’ll take a closer look.

Meta and Amazon

Although Meta dropped its live shopping efforts on Facebook and Instagram, the company still sees potential for shopping on its apps. Now, it’s collaborating with Amazon, enabling users to link their Facebook and Instagram accounts to Amazon for in-app shopping.

Customers can shop Amazon ads on these platforms, check out using their Amazon payment info, and ship to their Amazon address without leaving the social apps. Amazon’s spokesperson, Callie Jernigan, confirmed this, adding that users in the US will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads on Facebook and Instagram.

This in-app shopping feature applies to select products advertised on Facebook or Instagram, sold by Amazon or independent sellers on Amazon’s platform.

Linking Instagram and Amazon accounts

Source: LinkedIn

Users link their Meta account to Amazon once, and then they can seamlessly check out with Amazon, using their default shipping address and payment info.

Meta is shifting its Shop sellers to its own checkout experience, with processing fees remaining unchanged. Amazon, on the other hand, benefits from this collaboration as it seeks a foothold in social apps and e-commerce platforms.

The partnership was initially revealed by Maurice Rahmey, a Meta and Google Ads partner and co-CEO of Disruptive Digital. Rahmey emphasized the benefits of better targeting, optimisation, and conversion rates for Meta by leveraging Amazon’s data. This partnership also avoids challenges posed by Apple’s App Tracking Transparency policy.

Snap wants in on the Amazon craze

This week, Amazon revealed a similar partnership with Snap, which lets users purchase its products directly from ads on the social app.

As with Meta, Amazon’s ads on Snapchat will feature real-time pricing, delivery estimates, product details, and Prime eligibility.

The process to sign up is much the same as with Meta.

The partnership allows Amazon to tap into Snapchat’s user base, particularly younger millennials and Gen Z users. By exposing its products to this audience, Amazon can potentially reach customers it might not have reached otherwise and showcase products they may not have considered during their usual Amazon purchases.

This move comes as Amazon has been attempting to establish its own social apps similar to Instagram and TikTok. While it has a TikTok-like shopping feed, it has faced challenges in making its social apps as engaging for shopping as other platforms.

The partnership with Snap is not only advantageous for Amazon but also beneficial for Snap’s advertising business, which has faced difficulties in recent years.

Following the announcement, Snap’s shares saw a jump of over 9%.

This collaboration strengthens both Amazon’s and Snap’s positions in the competitive social commerce landscape and offers new opportunities for both companies.

Key takeaways

  • Amazon is intensifying its social commerce efforts through partnerships with Meta and Snap, enabling in-app shopping experiences on popular social platforms
  • These collaborations allow Amazon to tap into younger user bases, potentially expanding its reach and showcasing products to new audiences
  • These strategic partnerships signify Amazon’s commitment to compete in the social commerce space, while also benefiting Snap by bolstering its advertising business

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37 Chinese app publishers among top 100 and $1.91 billion in revenue https://www.businessofapps.com/news/37-chinese-app-publishers-among-top-100-and-1-91-billion-in-revenue/ Tue, 14 Nov 2023 09:30:17 +0000 https://www.businessofapps.com/?p=91295 China’s leading mobile publishers contributed a 38.7% share of the global revenue for the month of October. That’s according to the latest data from Sensor Tower. Let’s dive in! 37/100 A whopping 37 Chinese mobile publishers secured spots within the top 100 global revenue earners for October 2023, contributing almost two-fifths of revenue. Collectively, they generated $1.91 billion in revenue during this period. Familiar names in mobile gaming, like NetEase and miHoYo, performed particularly well. NetEase’s game, Danzi Party, held the number two spot for daily active users for the 10th month in a row. It expanded its reach to Southeast Asia, Taiwan, Hong Kong, and Macau in September. NetEase’s Pig Man also noted a 47% rise in revenue and returned to the top 10

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China’s leading mobile publishers contributed a 38.7% share of the global revenue for the month of October. That’s according to the latest data from Sensor Tower. Let’s dive in!

37/100

A whopping 37 Chinese mobile publishers secured spots within the top 100 global revenue earners for October 2023, contributing almost two-fifths of revenue. Collectively, they generated $1.91 billion in revenue during this period.

Familiar names in mobile gaming, like NetEase and miHoYo, performed particularly well. NetEase’s game, Danzi Party, held the number two spot for daily active users for the 10th month in a row. It expanded its reach to Southeast Asia, Taiwan, Hong Kong, and Macau in September. NetEase’s Pig Man also noted a 47% rise in revenue and returned to the top 10 best-selling iOS mobile games in China.

MiHoYo experienced a 10% month-on-month growth in mobile revenue in October, making it their second-highest revenue-generating month of the year. This growth was driven by updates to Genshin Impact and Honkai: Star Rail.

Top 30 Chinese mobile game publishers by revenue

Source: Superpixel

Diandian Interactive has shown continuous growth for 12 consecutive months. In October, they increased the revenue of Whiteout Survival by 10%. Overall, Diandian Interactive’s revenue went up by 5%, achieving a new personal best and ranking fourth among all Chinese publishers.

Tencent, not surprisingly, had a successful month in October, thanks to the eighth anniversary of Honor of Kings, which boosted revenue by 12% compared to the previous month.

Standout games

In terms of individual game releases, Hortor Games’ casual card-based title “King of Salted Fish” within the Three Kingdoms setting experienced remarkable growth in October. Its revenue increased by an impressive 129% compared to the previous month, ranking it among the top three best-selling iOS games in China for October.

Another card placement game, “Toto Brave” contributed to a 10% revenue growth for its publisher Yihuan Network.

Goat Games’ “Dungeon Hunter 6” achieved the top position on the iOS download charts in the US and Germany on its release date. This success made it the highest-grossing mobile game for the publisher, effectively doubling its overall revenue compared to September.

Chinese App Store mobile game revenues

Source: Superpixel

Despite the growth of individual companies and games, it’s worth noting that collective revenue among Chinese publishers decreased last month, falling from $1.96 billion in September, primarily due to the absence of two additional companies within the top 100.

Key takeaways

  • Chinese mobile publishers dominated October, contributing 38.7% of global revenue, led by NetEase and miHoYo’s impressive performance
  • “King of Salted Fish” saw phenomenal growth with a 129% revenue increase, among top three best-sellers
  • Despite individual successes, collective Chinese publisher revenue dipped in October due to two absent top 100 companies

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Aptoide secures €8.5 million from Digital Turbine to Catappult independent app store https://www.businessofapps.com/news/aptoide-secures-e8-5-million-from-digital-turbine-to-catappult-independent-app-store/ Mon, 13 Nov 2023 09:43:13 +0000 https://www.businessofapps.com/?p=91273 Alternative Android app store, Aptoide, just secured €8.5 million in funding from mobile growth and monetisation platform Digital Turbine. This investment means that the companies will be able to provide app developers and app users with an open alternative for app distribution and monetisation. How will Aptoide use the funds? The investment will be used to primarily support Aptoide’s vision to develop and promote GamesHub and Catappult, two mobile app ecosystem platforms. GamesHub is a joint effort between Digital Turbine and Aptoide. The game app store is slowly building its reputation in the US as an alternative store. It will use the funds to expand its market presence and to target availability on 80 to 100 million devices by the end of 2023. It has

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Alternative Android app store, Aptoide, just secured €8.5 million in funding from mobile growth and monetisation platform Digital Turbine. This investment means that the companies will be able to provide app developers and app users with an open alternative for app distribution and monetisation.

How will Aptoide use the funds?

The investment will be used to primarily support Aptoide’s vision to develop and promote GamesHub and Catappult, two mobile app ecosystem platforms. GamesHub is a joint effort between Digital Turbine and Aptoide. The game app store is slowly building its reputation in the US as an alternative store.

It will use the funds to expand its market presence and to target availability on 80 to 100 million devices by the end of 2023. It has already secured several strategic partnerships with major carriers in the US including ATT, Verizon, USCellular, Tracfone, Cricket and BLU US.

Catappult is an alternative mobile gaming distribution and monetisation platform that already has hundreds of millions of users connecting to more than 20 alternative app stores globally and enabling developers to promote and monetise their apps. Catappult reported good results for 2022. Developers using Catappult saw a monthly revenue increase of over 20%, which shows the platform’s ability to drive substantial growth for mobile game developers.

Catappult business and financing trajectory

Source: Catappult

Its top 5 games – Lords Mobile, Mobile Legends, Clash of Kings, Z Day, and War and Magic – performed exceptionally well in terms of ARPPU (Average Revenue Per Paying User), with an average revenue of over $100 per paying user, setting a new industry standard in the mobile gaming sector.

In 2022, Catappult achieved a milestone when surpassing 100 million downloads and generating $60 million in sales.

“We are thrilled to strengthen our partnership with Digital Turbine and leverage their expertise to enhance app discovery and distribution,” said Paulo Trezentos, Aptoide’s CEO, commented on the strategic partnership and investment, stating. “This investment underscores the incredible growth and potential of Aptoide, showcasing the tremendous potential of this partnership to transform the mobile app distribution landscape.”

Aptoide also plans to use the cash injection to repurchase stock from current shareholders.

Strategic partnerships and Commission rulings

It’s not the first time the two companies have partnered up. Late last year, Digital Turbine announced a strategic investment in Aptoide, leading its Series-B funding round of a total $12 million which includes investments from Faurecia, Portugal Ventures and the 200M Fund.

Aptoide funding trajectory

Source: Aptoide

Last month, Aptoide celebrated a European Commission decision to install six tech giants as gatekeepers under the Digital Markets Act (DMA). The DMA defines gatekeepers as large online platforms with a strong position in the market that can act as a gateway between businesses and consumers.

They are: Alphabet, Amazon, Apple, ByteDance, Meta and Microsoft. Under this ruling, gatekeepers have several obligations including The DMA imposes a number of obligations on gatekeepers, including prohibition of anti-competitive pricing, ensuring fair and non-discriminatory access to platform, and allowing business communication to promote their own offers to users.

Key takeaways

  • Aptoide secures €8.5 million from Digital Turbine for app innovation and expansion
  • Aptoide will use the funds to expand globally and repurchase stock
  • Catappult reports impressive 20%+ monthly revenue growth, showcasing mobile game developer potential

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Google’s new app testing mandate aims to enhance app quality and user experience https://www.businessofapps.com/news/googles-new-app-testing-mandate-aims-to-enhance-app-quality-and-user-experience/ Fri, 10 Nov 2023 09:28:16 +0000 https://www.businessofapps.com/?p=91262 In a recent announcement, Google outlined new policies for prospective Android developers using personal Play Console accounts. These changes mandate comprehensive app testing involving a minimum of 20 individuals over a two-week period before an app can be published. Rigorous app testing The new initiative aims to elevate the overall quality of apps available on the Play Console, and Google has committed to investing more in the app review processes. It’s important to note that developers may encounter delays in app approvals as these changes are implemented. Google also underscores the benefits of using its testing tools, citing an average increase in app installs and user engagement by threefold. While this success may not be solely attributed to Google’s tools, the emphasis is on developers

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In a recent announcement, Google outlined new policies for prospective Android developers using personal Play Console accounts. These changes mandate comprehensive app testing involving a minimum of 20 individuals over a two-week period before an app can be published.

Rigorous app testing

The new initiative aims to elevate the overall quality of apps available on the Play Console, and Google has committed to investing more in the app review processes. It’s important to note that developers may encounter delays in app approvals as these changes are implemented.

Google also underscores the benefits of using its testing tools, citing an average increase in app installs and user engagement by threefold. While this success may not be solely attributed to Google’s tools, the emphasis is on developers adopting rigorous app testing practices.

In the future, app testing will be a mandatory requirement for developers creating new Play Console accounts, marking a shift away from its previous optional status.

What are the new measures?

The new requirements state that developers must test their apps with a minimum of 20 users for at least two weeks before publishing. This measure aims to help developers identify and rectify issues, bugs, and collect valuable user feedback before officially launching their apps. The implementation of this requirement in the Play Console is expected in the near future.

Account verification process on the Google Play Console

Source: Google

In the meantime, existing developers are now obliged to meet verification requirements, including providing a D-U-N-S number, before they can publish their apps. Google has allowed developers to select their preferred deadline in Play Console, with deadlines assigned on a first-come, first-served basis. Failure to choose a deadline by February 29, 2024, will result in Google assigning one automatically.

In conjunction with these changes, Google is bolstering its focus on the app review process. Its review team will now dedicate more time to assess new apps for policy compliance and to combat fraud, both within and outside the Play Store.

The strategic shift is in response to issues observed in both the App Store and Google Play in India, where predatory lending apps targeted financially vulnerable consumers. Google aims to enhance its app review process to protect users from fraudulent practices.

What’s more, Google is addressing concerns regarding app permissions with the upcoming release of Android 14. Developers will have more precise permission flow options, enabling them to request access to specific photos or videos rather than the entire gallery.

While these changes are expected to improve app quality and user protection, Google cautions that the more rigorous app review process may lead to longer review times for certain apps, especially those requiring specific device permissions or targeting children.

Key takeaways

  • Mandatory testing for Android developers enhances app quality and user experience, with a focus on user safety
  • Google addresses permissions concerns in Android 14, offering more precise controls
  • Expect potential delays with Google’s rigorous app review process implementation

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2024 App Promotion Summit Events Lineup https://www.businessofapps.com/news/2024-app-promotion-summit-events-lineup/ Thu, 09 Nov 2023 10:04:28 +0000 https://www.businessofapps.com/?p=91224 As the year progresses, we want to express our gratitude for your unwavering support throughout 2023. Your dedication has been instrumental in making the global app community thrive in the face of challenges. We are thrilled to unveil our exciting plans for 2024. App Promotion Summit is back, and it promises to be bigger and better than ever before. With a wider range of opportunities for involvement, we invite you to mark your calendars for the following dates. Tickets and partnerships are now available for all of them. App Promotion Summit London Date: 25th April 2024 Venue: The Brewery in the City of London (now with a capacity of 700+) App Promotion Summit NYC Date: 27th June 2024 Venue: 360 Madison Avenue in Midtown Manhattan (capacity for

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As the year progresses, we want to express our gratitude for your unwavering support throughout 2023. Your dedication has been instrumental in making the global app community thrive in the face of challenges.

We are thrilled to unveil our exciting plans for 2024. App Promotion Summit is back, and it promises to be bigger and better than ever before. With a wider range of opportunities for involvement, we invite you to mark your calendars for the following dates. Tickets and partnerships are now available for all of them.

App Promotion Summit London

  • Date: 25th April 2024
  • Venue: The Brewery in the City of London (now with a capacity of 700+)

App Promotion Summit NYC

  • Date: 27th June 2024
  • Venue: 360 Madison Avenue in Midtown Manhattan (capacity for 300+)

App Promotion Summit SF

  • Date: 26th September 2024
  • Venue: The W Hotel in SoMa (now with a capacity of 250+)

App Promotion Summit Berlin and the App Growth Awards

  • Date: 5th December 2024
  • Venue: Hotel Adlon Kempinski in Mitte (capacity for 500+)

We’re not just expanding our venues, we’re also enhancing our offerings to create a more enriching experience for our attendees. This is where you come in.

Exhibition and sponsorship opportunities

Be part of our journey by becoming a sponsor for our events. Generate new business, qualified leads and authentic connections and relationships with app marketing and product decision-makers from the world’s top apps.  Contact us for details on our sponsorship packages.

Speaker opportunities

Share your insights, expertise and experiences with the app community. We’re on the lookout for dynamic speakers who can inspire and educate our audience. If you have a compelling story to tell, we want to hear from you. Reach out to us to discuss speaking opportunities.

Register now to secure your spot at these fantastic events. Stay tuned for more updates and exciting announcements. We can’t wait to embark on this remarkable journey with you in 2024.

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AppsFlyer acquires devtodev to boost data analytics of mobile apps and games https://www.businessofapps.com/news/appsflyer-acquires-devtodev-to-boost-data-analytics-of-mobile-apps-and-games/ Thu, 09 Nov 2023 09:43:17 +0000 https://www.businessofapps.com/?p=91221 AppsFlyer, the mobile measurement, attribution, and data analytics solutions, just announced its acquisition of devtodev, a comprehensive data analytics solution designed for game and app developers. This strategic move is likely to boost AppsFlyer’s core offerings and bolster the development of the AppsFlyer Privacy Cloud Marketplace. Empowering user experiences Founded in 2014, devtodev specialises in assisting developers in analysing their games and apps, providing data-driven insights to optimise user retention, maximise conversions, and create personalised user experiences. The integration of AppsFlyer and devtodev technologies consolidates the entire customer data set into a robust measurement and data analytics platform. The move brings with it a range of powerful tools, insights, and experiences aimed at enhancing the user lifecycle and driving business growth. It also strengthens AppsFlyer’s

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AppsFlyer, the mobile measurement, attribution, and data analytics solutions, just announced its acquisition of devtodev, a comprehensive data analytics solution designed for game and app developers. This strategic move is likely to boost AppsFlyer’s core offerings and bolster the development of the AppsFlyer Privacy Cloud Marketplace.

Empowering user experiences

Founded in 2014, devtodev specialises in assisting developers in analysing their games and apps, providing data-driven insights to optimise user retention, maximise conversions, and create personalised user experiences. The integration of AppsFlyer and devtodev technologies consolidates the entire customer data set into a robust measurement and data analytics platform.

The move brings with it a range of powerful tools, insights, and experiences aimed at enhancing the user lifecycle and driving business growth.

It also strengthens AppsFlyer’s capabilities to cater to the evolving requirements of modern gaming and digital businesses while serving as a natural extension of the AppsFlyer for games suite of products and resources tailored to gaming companies.

“Devtodev’s technology, team, and expertise are a perfect match for AppsFlyer, creating a synergy that fuels not just business growth, but a visionary approach to the future,” said Oren Kaniel, CEO and Co-founder of AppsFlyer. “This collaboration fosters a spirit of unity among marketing, product, and monetisation teams, empowering them with a fully integrated data ecosystem.”

Digital transformation in fast spin

Digital transformation is in fast spin and has brought with it an increased complexity to the role of marketers, underscoring the significance of product-led growth in the gaming and app sectors.

Marketers are now placing greater emphasis on retention and customer lifetime value (LTV), leading to a surge in demand for advanced data analytics. Simultaneously, the focus on privacy measures and recent signal loss issues has exacerbated data silos and inconsistencies, complicating the marketing decision-making process.

The acquisition addresses these challenges, providing gaming and app developers with access to unified data analytics and actionable insights, unlocking efficient growth opportunities.

“Our vision at devtodev has always been to empower gaming and app developers to make the best data-driven decisions,” said Dmitry Kravtsov, Founder and CEO of devtodev. “By joining forces with AppsFlyer, we will provide developers the ability to leverage integrated data, AI, and insights to create powerful, captivating experiences that drive efficient business growth.”

Devtodev will be integrated into AppsFlyer’s Privacy Cloud Marketplace. AppsFlyer’s Data Clean Room will serve as an open and interoperable platform.

The inclusion of devtodev underscores AppsFlyer’s commitment to a future where businesses can seamlessly integrate third-party services and AI models from various providers while safeguarding data privacy and operational efficiency.

Key takeaways

  • AppsFlyer’s acquisition of devtodev strengthens mobile analytics, offering comprehensive data-driven insights for user retention and growth
  • Amid rapid digital transformation, marketers prioritize retention, data analytics, and privacy, making devtodev’s integration crucial for efficient growth
  • Devtodev’s inclusion underscores AppsFlyer’s commitment to a future of seamless, privacy-conscious third-party integration for mobile businesses

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TikTok’s creator fund closure: What’s next for creators? https://www.businessofapps.com/news/tiktoks-creator-fund-closure-whats-next-for-creators/ Wed, 08 Nov 2023 09:30:32 +0000 https://www.businessofapps.com/?p=91174 TikTok‘s $1 billion creator fund will close on December 16, 2023, according to the company’s announcement. What’s happening and where should existing creators move? Creativity Program As of mid-December, the Creator Fund won’t be available in the United States, United Kingdom, France, and Germany. Creators who are currently part of the Creator Fund will have the choice to switch to the Creativity Program. The creator fund began in 2020 with the promise to give $1 billion to people who create popular content on the platform over three years. However, many creators have been unhappy with the small payments they received, even for videos that got millions of views. In February of this year, TikTok rolled out an updated way for popular creators to earn money,

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TikTok‘s $1 billion creator fund will close on December 16, 2023, according to the company’s announcement. What’s happening and where should existing creators move?

Creativity Program

As of mid-December, the Creator Fund won’t be available in the United States, United Kingdom, France, and Germany. Creators who are currently part of the Creator Fund will have the choice to switch to the Creativity Program.

The creator fund began in 2020 with the promise to give $1 billion to people who create popular content on the platform over three years. However, many creators have been unhappy with the small payments they received, even for videos that got millions of views.

In February of this year, TikTok rolled out an updated way for popular creators to earn money, known as the Creativity Program. Unlike the original fund, this program requires creators to make longer videos, a change from the platform’s initial focus on short clips. Additionally, in this new program, creators’ earnings are determined by the number of views and engagement metrics on their videos, rather than a fixed pool of money set aside for payments.

Higher earning potential

Since the introduction of the Creativity Program, TikTok has been inviting eligible creators to switch over. To qualify for this program, creators need to be at least 18 years old, have a minimum of 10,000 followers, and at least 100,000 views on their videos in the past 30 days.

TikTok claims that eligible creators who post high-quality, original videos longer than one minute can potentially earn up to 20 times more than what the Creator Fund used to offer.

The Creativity Program is an important part of TikTok’s efforts to help creators make money, along with features like LIVE subscriptions and TikTok Pulse. The platform also offers ways for creators to earn money through tips, gifts, and a Series feature that lets eligible creators share content that people can access by paying.

A recent report suggests that TikTok users are shifting from buying physical products to making in-app contributions to content creators, possibly indicating a larger trend towards in-app sales. In the third quarter (Q3), TikTok users sent over $250 million in digital gifts to live-streamers within the app, which has the potential to boost TikTok’s revenue from in-app sales.

Key takeaways

  • TikTok’s Creator Fund ends December 16, 2023; creators have the option to join the more lucrative Creativity Program
  • Creativity Program rewards longer videos and engagement, potentially offering creators up to 20 times more earnings
  • TikTok users’ shift towards in-app contributions hints at a trend in favour of in-app sales, boosting TikTok’s revenue

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Marketers prioritise mobile channels for ads this holiday season https://www.businessofapps.com/news/marketers-prioritise-mobile-channels-for-ads-this-holiday-season/ Tue, 07 Nov 2023 09:46:38 +0000 https://www.businessofapps.com/?p=91147 With the holiday season fast approaching, over half of all marketers intend to allocate the majority of their holiday budgets to the upcoming month. Their primary focus will be on digital channels and direct purchases as they gear up for this lucrative season. That’s according to a comprehensive study conducted by Comscore’s Proximic, in collaboration with the ad-tech platform Nexxen. Marketers favour mobile ads By September, nearly 75% of holiday budgets are already locked in, and this figure rises to 97% by October, as per the industry survey focused on marketers overseeing programmatic holiday ad budgets. In November, however, 53% of respondents anticipate depleting the majority of their holiday budget. Approximately one-third (34%) of marketers intend to allocate their highest spending to December. Marketers plan

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With the holiday season fast approaching, over half of all marketers intend to allocate the majority of their holiday budgets to the upcoming month. Their primary focus will be on digital channels and direct purchases as they gear up for this lucrative season. That’s according to a comprehensive study conducted by Comscore’s Proximic, in collaboration with the ad-tech platform Nexxen.

Marketers favour mobile ads

By September, nearly 75% of holiday budgets are already locked in, and this figure rises to 97% by October, as per the industry survey focused on marketers overseeing programmatic holiday ad budgets.

In November, however, 53% of respondents anticipate depleting the majority of their holiday budget. Approximately one-third (34%) of marketers intend to allocate their highest spending to December.

Marketers plan to spend big in November

Source: Proximic

Interestingly, concerns about a potential recession or inflation seem to be diminishing among the surveyed marketers, with a resounding 86% indicating their plans to maintain or increase their holiday ad spending compared to the previous year.

In terms of advertising channels, marketers are notably favouring mobile ads this holiday season.

Approximately 79% of marketers plan to run website or browser ads on both desktop and mobile devices, excluding social media platforms. A slightly smaller portion aims to utilise CTV or OTT ads (74%), while linear channels will be leveraged by 51% of marketers. About one-quarter (27%) expressed their intention to run audio ads.

It’s all about brand awareness this holiday season

Despite Comscore’s survey targeting marketers overseeing programmatic budgets, it’s worth noting that they are allocating a slightly higher portion of their holiday spending to direct buys. The report forecasts that just over 51% of holiday budgets will be channelled into direct purchases, while approximately 49% will be dedicated to programmatic spending.

In terms of the allocation of holiday ad budgets, the largest chunk is earmarked for brand awareness campaigns, constituting around 37% of the total. This is closely followed by investments in customer acquisition, accounting for 33%, and customer retention efforts, making up roughly 31%.

Marketing tactics this holiday season

Source: Proximic

In a fascinating data-related twist, it appears that while Santa has a penchant for cookies, marketers are exploring alternatives this holiday season, as indicated by Comscore and Nexxen’s findings.

A significant majority (69%) of marketers intend to harness first-party data to target their holiday campaigns, with a closely trailing 68% planning to utilise contextual data. Additionally, more than half (58%) have plans to employ third-party data for their targeting strategies. In contrast, only a modest 18% expressed intentions to use alternative identifiers such as The Trade Desk’s Unified ID 2.0.

Change in focus on content vertical

Source: Proximic

Key takeaways

  • Marketers allocate over half of holiday budgets to digital channels, focusing on direct purchases for a lucrative season
  • Holiday budgets peak in November, with 53% spent, while recession fears decline, as 86% plan to maintain or increase ad spending
  • Mobile ads lead, with 79% planning website and browser ads; brand awareness tops spending priorities at 37% of budgets

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Lemon8 struggles to kickstart in US despite influencer marketing push https://www.businessofapps.com/news/lemon8-struggles-to-kickstart-in-us-despite-influencer-marketing-push/ Mon, 06 Nov 2023 10:05:14 +0000 https://www.businessofapps.com/?p=91113 ByteDance, the parent company of TikTok, has been working to propel its Pinterest-Instagram rival, Lemon8, but their ambitions have not materialised as planned. Recent data from Appfigures, an app store market intelligence provider, reveals that since its US launch earlier this year, the Lemon8 app has accrued a mere 2.6 million total downloads. Influencer push This lacklustre reception is particularly perplexing given the substantial influencer marketing campaign that accompanied its introduction. Several TikTok creators enthusiastically endorsed the app to their followers, a move that coincided with speculation about a potential TikTok ban in the US. Nevertheless, Lemon8‘s ascent in the American social media landscape remains an elusive goal. The strategic timing behind ByteDance’s promotion of Lemon8 appears far from coincidental. With potential uncertainties surrounding TikTok’s

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ByteDance, the parent company of TikTok, has been working to propel its Pinterest-Instagram rival, Lemon8, but their ambitions have not materialised as planned. Recent data from Appfigures, an app store market intelligence provider, reveals that since its US launch earlier this year, the Lemon8 app has accrued a mere 2.6 million total downloads.

Influencer push

This lacklustre reception is particularly perplexing given the substantial influencer marketing campaign that accompanied its introduction. Several TikTok creators enthusiastically endorsed the app to their followers, a move that coincided with speculation about a potential TikTok ban in the US. Nevertheless, Lemon8‘s ascent in the American social media landscape remains an elusive goal.

The strategic timing behind ByteDance’s promotion of Lemon8 appears far from coincidental. With potential uncertainties surrounding TikTok’s US audience, ByteDance seemed to view Lemon8 as a viable contingency plan, capitalising on TikTok’s massive user base to fuel its growth.

In the first quarter of the year, influencers on TikTok enthusiastically embraced the app, painting a rosy picture of the lifestyle community it offered, using descriptors like “cute” and “aesthetically pleasing.” Comparisons to a fusion of Pinterest and Instagram were also not uncommon.

Lemon8 had been available in Japan since 2020, finding success in various Eastern markets such as Thailand and Indonesia. However, it wasn’t until April 2020 that the app experienced a substantial uptick in installs, going from less than a thousand per month to an impressive 13,000.

Subsequently, the app achieved its first-ever record high in monthly downloads, peaking at an impressive 292,000 in July 2021, as per Appfigures’ data. The app’s expansion continued into 2022, reaching another peak with a staggering 1.5 million downloads in July 2022, ultimately amassing a total of 10.6 million downloads for the entire year.

Source: Appfigures

ByteDance’s marketing push

Since launching in February, ByteDance paid creators to generate Lemon8 content, fostering its US presence. The following month, TikTok creators began promoting Lemon8 in positive videos. Within 24 hours in late March, over 350 Lemon8 videos appeared on TikTok. Strikingly, none of these videos were labelled as sponsored, implying organic growth through word-of-mouth.

Despite this effort, TikTok wasn’t banned in the US, except for specific cases, including Montana from January 2024 (subject to legal challenge). Even if TikTok were to face a ban or sale, Lemon8 wouldn’t necessarily replace it. Most Lemon8 installs came in spikes, possibly due to TikTok’s influence.

iOS dominated US downloads at 2.5 million, securing Lemon8 the second spot in the Lifestyle category on the US App Store. However, its overall ranking fluctuated, reaching No. 90 Overall during data collection and now at No. 70 on the Top Apps Chart in the US. Yet, these rankings fall short for an app positioned as a TikTok alternative.

In September 2023, Lemon8 had its peak month with 525,000 US installs, but downloads don’t guarantee active users. In contrast, TikTok boasted 150 million monthly active U.S. users as of March 2023.

There’s still potential for ByteDance to leverage TikTok to boost Lemon8. Watchful.ai uncovered TikTok’s feature development allowing users to sync Lemon8 posts and use TikTok’s editor, although TikTok hasn’t commented on it.

At the time, Lemon8 had about 25 million worldwide downloads. Its biggest markets are Japan (7.6 million), Thailand (6.5 million), and the US (2.6 million). However, Lemon8 faces challenges in becoming a TikTok replacement, especially in the US.

Key takeaways

  • Lemon8’s influencer-backed US launch with TikTok creators didn’t yield expected success despite a potential TikTok ban scenario
  • ByteDance strategically timed Lemon8’s promotion, using TikTok’s user base as a growth catalyst
  • While successful abroad, Lemon8 faces challenges in the US market, with TikTok’s shadow looming large

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Tech groups challenge Apple’s in-app payment policies in Supreme Court review https://www.businessofapps.com/news/tech-groups-challenge-apples-in-app-payment-policies-in-supreme-court-review/ Fri, 03 Nov 2023 09:55:16 +0000 https://www.businessofapps.com/?p=91031 Several tech industry organisations, including NetChoice and Chamber of Progress, have expressed their concerns to the Supreme Court regarding the potential consequences for free iOS apps if mobile app developers are compelled to incorporate in-app links to alternative payment platforms. The case These organisations are calling on the court to review an injunction that would limit Apple from enforcing its longstanding anti-steering policies. These policies effectively prevent app developers from including in-app links to payment alternatives other than those provided by Apple. The primary concern is that if Apple cannot enforce these anti-steering rules for in-app purchases, app developers might seek out alternative payment processors that charge lower fees. In doing so, they could effectively bypass Apple’s transaction systems. This could have a ripple effect

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Several tech industry organisations, including NetChoice and Chamber of Progress, have expressed their concerns to the Supreme Court regarding the potential consequences for free iOS apps if mobile app developers are compelled to incorporate in-app links to alternative payment platforms.

The case

These organisations are calling on the court to review an injunction that would limit Apple from enforcing its longstanding anti-steering policies. These policies effectively prevent app developers from including in-app links to payment alternatives other than those provided by Apple.

The primary concern is that if Apple cannot enforce these anti-steering rules for in-app purchases, app developers might seek out alternative payment processors that charge lower fees. In doing so, they could effectively bypass Apple’s transaction systems. This could have a ripple effect on the way apps are offered to users.

Should this scenario come to pass, Apple might find itself in a position where it needs to start charging developers for the initial downloads of their apps, which were previously free. This could substantially increase deployment costs for developers, and they may have to make the difficult choice of either discouraging downloads or instituting charges for app downloads.

Ongoing disputes

The enduring dispute between tech giants Apple and Epic Games, which began in 2020, has its roots in Apple’s stringent policies surrounding in-app purchases. Central to the conflict was Apple’s insistence that developers exclusively utilise its payment platform, coupled with a substantial commission of up to 30% on such transactions.

In 2021, Apple made a notable concession by permitting developers to inform app users about external payment options via email or phone, but the company maintained its prohibition on in-app notifications. Responding to this, Epic Games facilitated direct purchases through its platform, contravening Apple’s policy. Apple’s response was swift – it removed the popular game Fortnite from its App Store, setting the stage for a protracted legal battle.

In 2021, U.S. District Court Judge Yvonne Gonzalez Rogers ruled in favor of Apple on certain antitrust claims but found that Apple’s anti-steering policy violated California’s unfair competition law. This judgment resulted in an injunction mandating Apple to allow developers to integrate in-app links to payment alternatives outside of Apple’s platform. Both Apple and Epic Games have subsequently appealed this decision, with the 9th Circuit temporarily suspending the injunction’s enforcement while awaiting review by the Supreme Court. Further arguments from both sides are expected in the near future, underscoring the complexity of this ongoing legal saga.

Key takeaways

  • Tech groups seek Supreme Court review of Apple’s anti-steering policies, fearing consequences for free iOS apps and developer costs
  • Apple vs. Epic Games: ongoing legal clash rooted in in-app purchase rules and commissions
  • App Store payment policies impact app downloads and fees, sparking industry concerns and legal battles

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UK government wants to collaborate with app developers to enhance cybersecurity awareness https://www.businessofapps.com/news/uk-government-wants-to-collaborate-with-app-developers-to-enhance-cybersecurity-awareness/ Fri, 03 Nov 2023 09:35:03 +0000 https://www.businessofapps.com/?p=91029 In a concerted effort to bolster cybersecurity measures, the UK government is joining forces with app developers, taking significant strides towards ensuring the UK’s resilience in the digital age. The National Cyber Strategy in a nutshell As a pivotal component of the government’s National Cyber Strategy, the Department for Science, Innovation, and Technology (DSIT) is spearheading an approach aimed at elevating the standards of cybersecurity in digital services and consumer technologies. To achieve this goal, DSIT has engaged the services of Pye Tait Consulting, an esteemed independent research agency, to spearhead research initiatives. The primary objective of this research is to gain comprehensive insights into the current security and privacy practices adopted by app developers. Of particular interest is understanding the impact and awareness surrounding

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In a concerted effort to bolster cybersecurity measures, the UK government is joining forces with app developers, taking significant strides towards ensuring the UK’s resilience in the digital age.

The National Cyber Strategy in a nutshell

As a pivotal component of the government’s National Cyber Strategy, the Department for Science, Innovation, and Technology (DSIT) is spearheading an approach aimed at elevating the standards of cybersecurity in digital services and consumer technologies.

To achieve this goal, DSIT has engaged the services of Pye Tait Consulting, an esteemed independent research agency, to spearhead research initiatives. The primary objective of this research is to gain comprehensive insights into the current security and privacy practices adopted by app developers. Of particular interest is understanding the impact and awareness surrounding recent voluntary government initiatives within this industry.

For those eager to contribute their perspectives and insights to this crucial endeavour, two avenues are available. Interested parties can either participate in the online survey or request a callback from a dedicated member of the Pye Tait team. This collaborative effort marks a significant stride forward in fortifying the nation’s cybersecurity infrastructure and ensuring that digital services and technologies meet rigorous cybersecurity standards.

Key takeaways

  • DSIT leads the government’s National Cyber Strategy, elevating cybersecurity in digital services and tech
  • Pye Tait conducts research on app developers’ security practices and government initiatives
  • Public engagement through surveys or callbacks supports strengthening cybersecurity

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APS Berlin has MOMENTUM https://www.businessofapps.com/news/apsberlinhasmomentum/ Thu, 02 Nov 2023 14:37:35 +0000 https://www.businessofapps.com/?p=91021 App Promotion Summit is back in Berlin in 4 weeks’ time and we’re building up some serious MOMENTUM. We would love for you to join us at Hotel Adlon on Thursday 30th November. But why should you register and what exactly do we mean by MOMENTUM? Details below. 🚀 Ticket sales are up 22% on last year with app growth, retention, revenue and product leaders from Europe’s top app and game publishers like OneFootball, StudySmarter, ImmoScout24, Funstage, kaufDA, TomTom, Prematch, Flink, Surfshark, Zenjob, Hily, KptnCook and Wooga booked on for the in-person conference 🚀 The exhibition areas are already packed with the best app marketing, engagement and product management platforms, networks and tools but we still have a few spaces left so get in touch

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App Promotion Summit is back in Berlin in 4 weeks’ time and we’re building up some serious MOMENTUM.

We would love for you to join us at Hotel Adlon on Thursday 30th November. But why should you register and what exactly do we mean by MOMENTUM? Details below.

🚀 Ticket sales are up 22% on last year with app growth, retention, revenue and product leaders from Europe’s top app and game publishers like OneFootball, StudySmarter, ImmoScout24, Funstage, kaufDA, TomTom, Prematch, Flink, Surfshark, Zenjob, Hily, KptnCook and Wooga booked on for the in-person conference

🚀 The exhibition areas are already packed with the best app marketing, engagement and product management platforms, networks and tools but we still have a few spaces left so get in touch now if you’d like to reserve one

🚀 The speaker faculty features heavyweights from Wolt, Sweatcoin, Delivery Hero, Fabulous, Game Hive, Blinkist, Taxfix, InnoGames, Deezer, Tandem, Gismart, FREENOW and Vinted

🚀 The agenda is bursting at the seams with 5 rooms of cutting edge app marketing content including the main stage plus 4 breakout rooms with sessions covering ASO/ASA, UA and product & engagement

🚀 We’ve added new rooms and more space for learning and networking: Roundtable Zone hosting interactive discussions on key topics; Chill Out Zone for that must-send email or important call; larger workshop rooms; expanded Afterparty

Want to attend? Grab your ticket here: apppromotionsummit.com/berlin

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Dutch watchdog challenges Apple’s dating app fees https://www.businessofapps.com/news/dutch-watchdog-challenges-apples-dating-app-fees/ Thu, 02 Nov 2023 09:36:21 +0000 https://www.businessofapps.com/?p=91003 Apple is under increased scrutiny in the Netherlands as the Dutch consumer watchdog, the Authority for Consumers and Markets (ACM), challenges the fees it imposes on dating app providers. The outcome may carry wider ramifications for other global markets. The dating app issue In February 2022, Apple reduced commissions it charged dating app developers in the Netherlands, lowering them from 30% to 27%. However, the ACM did not publicly confirm whether it considered this reduction as a satisfactory response. More recently, the ACM released a summary of its counterarguments against Apple’s objections, shedding light on an undisclosed issue. According to them, this undisclosed dispute revolves around Apple imposing a higher fee on dating app providers for the same services it provides to other categories of

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Apple is under increased scrutiny in the Netherlands as the Dutch consumer watchdog, the Authority for Consumers and Markets (ACM), challenges the fees it imposes on dating app providers. The outcome may carry wider ramifications for other global markets.

The dating app issue

In February 2022, Apple reduced commissions it charged dating app developers in the Netherlands, lowering them from 30% to 27%. However, the ACM did not publicly confirm whether it considered this reduction as a satisfactory response.

More recently, the ACM released a summary of its counterarguments against Apple’s objections, shedding light on an undisclosed issue. According to them, this undisclosed dispute revolves around Apple imposing a higher fee on dating app providers for the same services it provides to other categories of app developers.

Continued challenges

Apple has been investigated by the ACM for some time now. Previous allegations focused on anticompetitive behaviour within its app store.

In 2021, Apple was fined €50 million for its non-compliance with the regulatory reforms mandated for Apple’s app store. The ACM contended that Apple’s actions contravened European Union antitrust regulations.

In a retaliatory move, Apple lodged an appeal against the fines, and the case is currently awaiting resolution in a Rotterdam Court.

Following the case, Apple changed its app store policies, permitting alternative payment mechanisms for dating apps specifically within the Netherlands.

The current case remains in court and no specific date for a verdict has been set. Apple has refrained from making any public statements regarding this ongoing legal matter.

Key takeaways

  • Dutch watchdog challenges Apple’s dating app fees, potentially impacting global markets
  • Apple faces ongoing scrutiny, fined €50 million for antitrust violations
  • Legal battle continues as ACM alleges higher fees for dating apps than other developers

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77% of payment apps are not safe from malware data exfiltration attack https://www.businessofapps.com/news/77-of-payment-apps-are-not-safe-from-malware-data-exfiltration-attack/ Wed, 01 Nov 2023 09:57:19 +0000 https://www.businessofapps.com/?p=90987 Mobile payment apps have become vital for seamless financial transactions, revolutionising money management. By 2025, experts predict over 4.8 billion digital wallets and transaction values exceeding $16 trillion by 2028. However, security is a growing concern amid rising cyber threats, making data and transaction protection a priority for service providers. Promon, the Norwegian app security firm, analysed 73 of the world’s most-used payment apps to assess their security level and understand how they tackle a common malware-style screen reader attack. Let’s dive in. Most payment apps aren’t secure To verify the security of top payment apps, Promon used a screen reader similar to those used against major financial services apps. Its objective was to see if it could retrieve sensitive information from 73 of the

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Mobile payment apps have become vital for seamless financial transactions, revolutionising money management. By 2025, experts predict over 4.8 billion digital wallets and transaction values exceeding $16 trillion by 2028. However, security is a growing concern amid rising cyber threats, making data and transaction protection a priority for service providers. Promon, the Norwegian app security firm, analysed 73 of the world’s most-used payment apps to assess their security level and understand how they tackle a common malware-style screen reader attack. Let’s dive in.

Most payment apps aren’t secure

To verify the security of top payment apps, Promon used a screen reader similar to those used against major financial services apps. Its objective was to see if it could retrieve sensitive information from 73 of the world’s most-used payment apps, thereby evaluating their security measures and their ability to thwart common malware-style exfiltration attacks.

Using this methodology, the group found that 77% of the payment apps tested did not have sufficient screen reader protection in place.

The experiment also found that in six apps (8.2%), the screen reader logged the username during the simulated data exfiltration attack. However, the password remained secure in these instances, highlighting a partial vulnerability.

Majority of financial apps are not safe

Source: Promon

Just three apps (4.1%) demonstrated robust defense mechanisms against the screen reader’s attempts to access and log user data. These apps effectively thwarted any efforts to log both the username and password. Interestingly, eight of the apps (10.9%) lacked a conventional login page altogether. This unique attribute made them impervious to data exfiltration attempts via the screen reader. While this could be viewed as a security advantage, it also raises considerations regarding user convenience and functionality.

What developers can do to bolster security

“This is beyond concerning to say the least,” says Benjamin Adolphi, Head of Security Research at Promon. “This is an extremely basic tool that is used regularly alongside common social engineering attacks. Malware that can successfully gain access to a device’s screen and its contents in this way can steal sensitive information, such as passwords and credit card numbers, but also intercept 2FA codes and give the hackers access to other accounts. In more serious cases, bad actors could even take control of the device and bypass other integral security measures. You would like to think that the developers of these apps would be taking the security of their products seriously, but apparently protecting users’ highly sensitive information is but a mere afterthought for the vast majority.”

Developers can enhance security against malicious screen readers using App Shielding technology. They can also take immediate steps such as detecting active screen readers within their apps. However, these approaches have drawbacks. Warning messages can be bypassed by malware with accessibility features, ignoring screen readers may expose users to risks, and shutting down the app can hinder accessibility and potentially lead to legal issues.

To address these challenges, developers can identify well-known accessibility applications and allow them to operate without shutting down the app. For lesser-known ones, ongoing maintenance is required to recognise legitimate accessibility tools.

Android 14 promises new security features to prevent accessibility service abuse, allowing developers to restrict interactions with specific Views to declared accessibility tools like TalkBack. While this is a positive development, it may take time to roll out. It’s crucial to combine OS features with robust app-level defences for comprehensive user protection.

Key takeaways

  • Mobile payment apps are essential for financial transactions, with predictions of 4.8 billion digital wallets and $16 trillion in transactions by 2028
  • Security is a growing concern due to increasing cyber threats. Promon’s analysis of 73 top payment apps revealed that 77% lacked adequate protection against screen readers
  • Developers can enhance security through App Shielding and screen reader detection. Balancing security measures is crucial to protect sensitive user data in the face of evolving threats

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Meta introduces ad-free subscriptions for social apps in response to European data rules https://www.businessofapps.com/news/meta-introduces-ad-free-subscriptions-for-social-apps-in-response-to-european-data-rules/ Tue, 31 Oct 2023 09:47:02 +0000 https://www.businessofapps.com/?p=90960 In response to the evolving European regulatory landscape, Facebook and Instagram are set to launch a new subscription service tailored to users in the European Union (EU), European Economic Area (EEA), and Switzerland. This move comes as part of criticism over Meta’s commitment to ensure compliance with regional data protection and privacy rules. Personalisation targets ads Starting in November, users residing in these regions will be given a choice: continue using the app with personalised ads for free or opt for a subscription-based service that eliminates ads and safeguards their personal information from being used for advertising purposes while subscribed. The subscription pricing will vary depending on the platform and region. Users on the web can subscribe for €9.99 per month, while those using iOS

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In response to the evolving European regulatory landscape, Facebook and Instagram are set to launch a new subscription service tailored to users in the European Union (EU), European Economic Area (EEA), and Switzerland. This move comes as part of criticism over Meta’s commitment to ensure compliance with regional data protection and privacy rules.

Personalisation targets ads

Starting in November, users residing in these regions will be given a choice: continue using the app with personalised ads for free or opt for a subscription-based service that eliminates ads and safeguards their personal information from being used for advertising purposes while subscribed.

The subscription pricing will vary depending on the platform and region. Users on the web can subscribe for €9.99 per month, while those using iOS and Android devices will be charged €12.99 per month. Meta said that the pricing structure was designed to account for the fees imposed by Apple and Google through their respective purchasing policies for in-app subscriptions.

Starting from March 1, 2024, an additional charge of €6 per month for web users and €8 per month for iOS and Android users will be applied for each additional account listed in a user’s Accounts Center.

Meta said in a blog post that for those choosing to continue to use their products for free, the experience will stay the same. Users can still adjust their advertising preferences from the Ad Preferences dashboard.

A shift in the industry

The move towards subscription-based services underscores a broader shift in the industry. Privacy regulations, particularly in the European Union, have become increasingly stringent, requiring companies to bolster data protection measures and provide users with greater control over their personal information.

This has presented a significant challenge for platforms that rely heavily on targeted advertising, as they must now strike a delicate balance between monetisation and safeguarding user privacy.

Moreover, the dynamics of digital marketing budgets are evolving. Advertisers are becoming more discerning in their spending, demanding greater transparency and accountability in return for their investments.

A Luxembourg court ruling mandated that Meta, as the owner of Facebook, cannot justify the use of personal data for targeted advertising unless explicit consent is obtained from users. This legal decision has prompted Meta to explore the implementation of a subscription-based model, marking a pivotal shift in the industry.

For example, Chinese video app TikTok has begun testing an ad-free subscription service, while Snapchat and X (formerly Twitter) offer optional subscriptions that grant paying users exclusive features.

Meta is now actively engaging with European regulators to ensure its approach aligns with evolving regulatory requirements. As the tech industry adapts to changing dynamics and regulatory pressures, the debate over the intersection of data privacy and business models continues to evolve.

Key takeaways

  • Meta adapts to stringent EU data laws, introducing subscriptions for ad-free experiences while respecting user privacy
  • Growing privacy regulations redefine digital advertising, encouraging platforms like TikTok, Snapchat, and X to explore subscription models
  • Actively collaborating with European regulators, Meta navigates the evolving data privacy landscape while preserving its business model

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App Growth Awards 2023 – Finalists Announced https://www.businessofapps.com/news/app-growth-awards-2023-finalists-announced/ Mon, 30 Oct 2023 16:32:37 +0000 https://www.businessofapps.com/?p=90956 We are excited to unveil the 2023 shortlisted finalists for the App Growth Awards, marking its seventh year of recognizing excellence in the global app industry. Our expert panel of 12 independent judges whittled down over 250 submissions. The vast array of entries from a multitude of companies highlights the size and calibre of an increasingly sophisticated app growth ecosystem. All of the shortlisted finalists will be celebrated and the winners announced at our ceremony on November 30th at Hotel Adlon in Berlin. The shortlisted finalists, organised by category, are as follows: App Advertising Platform – SplitMetrics – Bidease – InMobi – Moloco – Gamelight App Analytics Platform – Apptica – Swaarm – Appfigures App Data Platform – Data.ai Intelligence – AppTweak – Apptica – APPlyzer

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We are excited to unveil the 2023 shortlisted finalists for the App Growth Awards, marking its seventh year of recognizing excellence in the global app industry.

Our expert panel of 12 independent judges whittled down over 250 submissions. The vast array of entries from a multitude of companies highlights the size and calibre of an increasingly sophisticated app growth ecosystem.

All of the shortlisted finalists will be celebrated and the winners announced at our ceremony on November 30th at Hotel Adlon in Berlin.

The shortlisted finalists, organised by category, are as follows:

App Advertising Platform
– SplitMetrics
– Bidease
– InMobi
– Moloco
– Gamelight

App Analytics Platform
– Apptica
– Swaarm
– Appfigures

App Data Platform
– Data.ai Intelligence
– AppTweak
– Apptica
– APPlyzer
– Adapty

App Engagement Platform
– MoEngage
– EMMA
– OneSignal
– CleverTap
– Upshot.ai
– Airship

App Messaging Platform
– CleverTap
– Airship
– Upshot.ai

App Revenue Platform
– Adapty
– RevenueCat
– Glassfy
– Digital Turbine
– Purchasely
– AdInMo

MMP of the Year
– AppsFlyer
– Kochava
– Adjust

ASO Company
– AppTweak
– Redbox
– REPLUG
– AppAgent
– ConsultMyApp
– Aix

User Acquisition Company
– Wuzzon
– Phiture
– AVOW
– AppAgent
– REPLUG

App Marketing Agency of the Year
– Yodel Mobile
– AVOW
– ARKANA
– Kurve
– Rocket10

App Growth Innovation
– Sweatcoin Growth Engine
– ShareTheMeal Video In-App Impact Loop
– SplashLearn Product Funnel
– Persona.ly’s ML Journey
– Gamelight AI Platform

App Marketer of the Year
– Saif Rasheed
– Marcus Burke
– Rosie Hoggmascall
– Megan Dean
– Natalie Rozenblat
– Nathan Hudson

Fastest Growing App
– Fairo
– The ChatOn App
– Duolingo
– Reframe
– VPN – Super Unlimited Proxy

Growth Team of the Year
– Redbox Mobile
– ZigZag Puppy Coach
– Splashlearn
– Sweatcoin
– Apps With Love

App Marketing Campaign of the Year
– Gamelight and GOAT Games
– Burger King and CleverTap
– Caliber’s Viral App Install Campaign on Reddit
– TATAM x Babbel: Unlocking the Power of Data
– In-app Events Engagement at Taimi LGBTQ+ Dating App
– REPLUG & Jelly Juice

Outstanding Contribution to the App Industry
– The winner will be announced on the night

Congratulations to them all, and commiserations to the entries that didn’t make it through.

The App Growth Awards 2023 winners will be announced at App Promotion Summit Berlin on Thursday 30th November 2023.

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Unity’s Runtime Fee sparks a 15% drop in US mobile app advertisers https://www.businessofapps.com/news/unitys-runtime-fee-sparks-a-15-drop-in-us-mobile-app-advertisers/ Mon, 30 Oct 2023 09:58:08 +0000 https://www.businessofapps.com/?p=90924 After mobile advertising network, Unity, announced a rather controversial Runtime Fee, the number of US advertisers on the ad network dropped by 15% in a single week. That’s according to data from Sensor Tower seen by PocketGamer. Let’s take a look. The Runtime Fee Early in September, Unity launched a revised scheme that would have required developers to pay up to $0.20 for each installation of games created with the Unity Engine. The announcement immediately drew widespread criticism from the industry. In a matter of days, a collective letter was signed by over 1,000 developers, including prominent names like Voodoo, CrazyLabs, Homa, and Playgendary. The developers also acted by disabling monetisation through ironSource and Unity Ads within their apps, pending a review of the new

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After mobile advertising network, Unity, announced a rather controversial Runtime Fee, the number of US advertisers on the ad network dropped by 15% in a single week. That’s according to data from Sensor Tower seen by PocketGamer. Let’s take a look.

The Runtime Fee

Early in September, Unity launched a revised scheme that would have required developers to pay up to $0.20 for each installation of games created with the Unity Engine.

The announcement immediately drew widespread criticism from the industry. In a matter of days, a collective letter was signed by over 1,000 developers, including prominent names like Voodoo, CrazyLabs, Homa, and Playgendary. The developers also acted by disabling monetisation through ironSource and Unity Ads within their apps, pending a review of the new terms and the search for a fair resolution.

Source: PocketGamer

Unity reacted promptly and changed the terms again, but didn’t entirely get rid of the new fee. Meanwhile, its CEO John Riccitiello left the company and was replaced by James Whitehurst.

Advertisers are dropping like flies

Sensor Tower data shows that the initial backlash sparked a significant decrease in the number of US advertisers on Unity’s ads network. During the week of September 11, there was a 15% decline, followed by an additional 8% drop the following week.

During the same period the previous year, the number of US advertisers on Unity’s ad network had increased by 13% week-on-week. Therefore, it’s likely that the announcement of the Runtime Fee played a role in the network exodus.

In the week starting September 18, the number of US advertisers continued to decrease, this time by 8%, which was a reduction from the 15% drop the previous week.

As a result of Unity’s apology and revision of terms, it saw a 5% increase in US advertisers compared to the previous week.

By October there was a 15% rise in advertisers again, which coincided with John Riccitiello’s departure from the company on the same day. It’s important to consider that Halloween likely played a role in advertiser growth during this period.

Interestingly, despite the week-to-week fluctuations, Unity managed to end the month with a 9% month-on-month increase in the total number of US advertisers for September when compared to August.

Key takeaways

  • Unity’s contentious Runtime Fee resulted in a swift 15% decrease in the number of US advertisers within a single week, following its announcement
  • Following a collective industry outcry, Unity swiftly revised its terms and apologized. This action yielded a 5% week-on-week increase in US advertisers
  • Despite initial turbulence, Unity demonstrated resilience by concluding September with a notable 9% month-on-month increase in total US advertisers compared to August, showing its capacity to rebound

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RPG gamers are the most loyal and half of players install mobile games after seeing ad https://www.businessofapps.com/news/rpg-gamers-are-the-most-loyal-and-half-of-players-install-mobile-games-after-seeing-ad/ Fri, 27 Oct 2023 08:56:22 +0000 https://www.businessofapps.com/?p=90896 Among mobile gaming genres, Role Playing Games (RPGs) and Strategy games have some of the most loyal players. Mistplay analysed 500+ mobile games and millions of players to rank mobile gaming genres based on metrics such as retention, repeat purchase rate, and average user sessions.  Let’s take a closer look. Genres under the lens According to Mistplay‘s Loyalty Index, RPGs secured the highest ranking with a remarkable score of  75 out of 100, closely trailed by Strategy games at 70, while Simulation games and Lifestyle games scored 67 and 61, respectively. Lifestyle games stand out as the genre with the highest average sessions per user, driven by their engaging and repeatable gameplay tasks. Notably, they also excel in monetisation, ranking first in the percentage of spenders by Day

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Among mobile gaming genres, Role Playing Games (RPGs) and Strategy games have some of the most loyal players. Mistplay analysed 500+ mobile games and millions of players to rank mobile gaming genres based on metrics such as retention, repeat purchase rate, and average user sessions.  Let’s take a closer look.

Genres under the lens

According to Mistplay‘s Loyalty Index, RPGs secured the highest ranking with a remarkable score of  75 out of 100, closely trailed by Strategy games at 70, while Simulation games and Lifestyle games scored 67 and 61, respectively.

Lifestyle games stand out as the genre with the highest average sessions per user, driven by their engaging and repeatable gameplay tasks. Notably, they also excel in monetisation, ranking first in the percentage of spenders by Day 30 and third for repeat purchases. These games are strategically designed to entice players to return multiple times throughout the day, motivating them to make incremental purchases as they pursue their in-game aspirations.

Game genres ranked by player loyalty

Source: Mistplay

Puzzle games, on the other hand, reign supreme in terms of pure player retention. They claim the top spot for Day 30 retention, and with a substantial gap between overall and top quartile performance, this genre offers significant growth potential, especially considering its appeal to a broad casual gaming audience.

“Player loyalty is perhaps the single most important element for mobile publishers to focus on as the industry continues to evolve,” said Jason Heller, CEO of Mistplay. “It’s the lifeblood of strong LTV and long term enterprise value for gaming publishers. Loyalty can be a challenge to measure by just a single metric, and its complexities must be carefully considered within the context of each game. We designed the Mobile Gaming Loyalty Index and our Player Survey to help publishers and developers take a deep dive into what loyalty really means. We also want to help the industry understand that cultivating player loyalty isn’t just an empty buzzword to throw around, but a required set of mindsets, behaviours, and capabilities to operationalise.” 

Engagement by genre

Source: Mistplay

Ads boost installs

The journey of player loyalty begins with the very first ad impression. Approximately half of players decide to install a game within a few days of encountering an ad, showing just how important leaving a lasting impact can be. Authenticity in advertising is a key factor, with 71.7% of mobile gamers emphasising the importance of seeing actual gameplay footage in ads. However, not all players respond to ads, as 36.7% typically ignore them entirely.

Game discovery

Source: Mistplay

High-value spenders exhibit distinct gameplay and spending motivations. Players who invest over $100 in mobile games are 28% more likely than their counterparts to engage with at least eight games per week. Moreover, they are 55% more inclined to spend money to maintain competitiveness with other players, highlighting their dedication to in-game advancement compared to other spenders (22.2% vs. 14.3%).

Monetisation by genre

Source: Mistplay

A sense of progression serves as a critical motivator for mobile gamers. The top two reasons players continue playing a game are the desire to advance further (56.8%) and the avoidance of abandoning their in-game progress (50.3%). This underscores the significance of providing players with a clear sense of achievement and continued growth within the gaming experience.

Key takeaways

  • RPGs and Strategy games lead in loyalty, scoring 87 and 79, respectively, on Mistplay’s Loyalty Index, showcasing their dedicated player base
  • Lifestyle games boast the highest average sessions per user and rank first in the percentage of spenders by Day 30, highlighting their engaging gameplay and strong monetisation potential
  • 71.7% of mobile gamers emphasise the importance of seeing actual gameplay footage in ads, while 36.7% typically ignore ads entirely, underscoring the significance of authentic advertising in attracting players

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Mobile ad spending grows 9% while video surges by 11% https://www.businessofapps.com/news/mobile-ad-spending-grows-9-while-video-surges-by-11/ Thu, 26 Oct 2023 09:04:26 +0000 https://www.businessofapps.com/?p=90851 The mobile and digital advertising market in the UK saw an uptick of £13.8 billion in spending during the initial six months of 2023. That’s according to new data shared by IAB UK and PwC. Mobile video highly resilient Despite the UK’s economic fluctuations, the digital advertising arena remained robust in H1 2023, with a substantial investment of £13.8 billion. Notably, the mobile and video advertising sectors demonstrated remarkable resilience and growth during this period. Video advertising experienced the most substantial surge, with an impressive 11% increase. Advertisers are obviously recognising the potential for brand building with this format, aligning with the surge in popularity of short-form video content. Mobile share reached 60% in H1 2023 Source: IAB According to Ofcom’s Media Nations report, more

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The mobile and digital advertising market in the UK saw an uptick of £13.8 billion in spending during the initial six months of 2023. That’s according to new data shared by IAB UK and PwC.

Mobile video highly resilient

Despite the UK’s economic fluctuations, the digital advertising arena remained robust in H1 2023, with a substantial investment of £13.8 billion. Notably, the mobile and video advertising sectors demonstrated remarkable resilience and growth during this period.

Video advertising experienced the most substantial surge, with an impressive 11% increase. Advertisers are obviously recognising the potential for brand building with this format, aligning with the surge in popularity of short-form video content.

Mobile share reached 60% in H1 2023

Source: IAB

According to Ofcom’s Media Nations report, more than a third of UK adults now watch short-form online videos daily, with a staggering 68% of 15-24-year-olds following suit. In the broader context, overall spending on display formats, encompassing both video and non-video elements, also expanded by a noteworthy 8% year-on-year.

Jon Mew, IAB UK’s CEO, said: “It’s particularly encouraging that video formats are seeing strong investment. Advertisers are increasingly harnessing the creative power of digital channels to bring campaigns to life and deliver long-term results, and we see this reflected in robust video investment. As we head into the final months of 2023 and the lead up to Christmas, advertisers should be doubling down on a digital-first approach to make an impact, drive results and resonate with consumers where they’re choosing to spend their time.

Mobile grows 9%

In terms of device-specific spending, mobile ads saw a robust 9% growth, while non-mobile formats remained relatively stable.

Conversely, search ads continued to dominate the market, constituting 50% of the total expenditure. This category sustained a steady 5% growth, amassing nearly £7 billion in the initial half of 2023.

Search revenue nearly reached £7bn in H1 2023

Source: IAB

On the other hand, classified ads saw a decline in spending, albeit less pronounced than the 21% drop observed in H1 2022, with a 13% decrease.

“The results […] reflect two things – that the digital ad market isn’t immune to wider economic pressures, but also that it’s repeatedly resilient in the face of challenging circumstances,” Mew added “Over the years, we have become used to seeing extremely strong growth and there is no getting away from the fact that spend has slowed so far this year. And yet the industry is still growing despite the UK’s soaring inflation, the threat of recession, and the impact of structural changes.”

Key takeaways

  • Video advertising saw notable 11% increase in spending during H1 2023, reflecting advertisers’ recognition of its brand-building potential
  • Mobile advertising grew 9% in spending, indicating the increasing importance of mobile platforms in ad campaigns
  • Despite economic fluctuations, the UK’s digital ad market remained resilient, attracting £13.8 billion in spending, showcasing the industry’s adaptability in the face of challenges

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Festive boost: 71% surge in Indian in-app purchases https://www.businessofapps.com/news/festive-boost-71-surge-in-indian-in-app-purchases/ Wed, 25 Oct 2023 08:46:54 +0000 https://www.businessofapps.com/?p=90843 India’s economic outlook for the year remains optimistic as consumer spending on in-app purchases rose during the first half of 2023. That’s according to the India Festive Report for 2023, an effort between AppsFlyer and Meta Platforms which highlights signs of economic recovery. Let’s take a look. Festive season boost to IAPs Consumer spending has been on the rise in India, leading to an impressive 71% increase in in-app purchase (IAP) revenue during the first half of 2023. This growth in IAP spending is expected to continue with the approaching festive season. IAP revenue trend on Android Source: AppsFlyer “The festive season in India promises robust growth for mobile ecommerce. Projections from Redseer hint at a spectacular 18-20% growth this year, translating to an astounding

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India’s economic outlook for the year remains optimistic as consumer spending on in-app purchases rose during the first half of 2023. That’s according to the India Festive Report for 2023, an effort between AppsFlyer and Meta Platforms which highlights signs of economic recovery. Let’s take a look.

Festive season boost to IAPs

Consumer spending has been on the rise in India, leading to an impressive 71% increase in in-app purchase (IAP) revenue during the first half of 2023. This growth in IAP spending is expected to continue with the approaching festive season.

IAP revenue trend on Android

Source: AppsFlyer

“The festive season in India promises robust growth for mobile ecommerce. Projections from Redseer hint at a spectacular 18-20% growth this year, translating to an astounding GMV of INR 90,000 crores. With the surge, we anticipate nearly 140 million eager online shoppers gearing up for festive purchases. While Shopping and Food & Drink apps will undoubtedly see a spike, Gaming isn’t far behind in capturing user engagement,” says Aditya Maheshwari, Director of Customer Success at AppsFlyer.

India’s festive season is usually a good opportunity for marketers across various app categories. App installations follow a pattern, starting in August, peaking in October, and reaching the highest point in December.

Overall install trends by category

Source: AppsFlyer

September tends to see activity rise across sectors as users prepare for festivities. Marketers focus on installations and reserve later efforts for remarketing conversions. So, it’s wise for marketers to start user acquisition early and increase efforts as the festive season nears. Finance, Food & Drink, and Gaming apps are popular in October.

Remarketing dominance during the festive season

Leading up to Diwali, non-organic installs (NOIs) take the spotlight, especially for Shopping apps, which see an early increase, while Travel apps begin their upward trajectory in August. Timing is crucial for NOIs, with campaigns typically kicking off three to four weeks before Diwali.

Remarketing conversions on Android

Source: AppsFlyer

Remarketing conversions shine during the festive season, outperforming non-organic installs. In the first half of 2023, these conversions showed impressive year-over-year growth, with Android conversions rising by 24%. Interestingly, Shopping apps record their highest non-organic share, indicating that consumers tend to plan their shopping activities well in advance of the festivities.

However, the festive season also sees a rise in fraudulent activities, particularly on Android apps, with a 47% year-on-year increase in fraud rates. Finance apps are particularly vulnerable, necessitating stronger anti-fraud measures.

App install fraud

Source: AppsFlyer

During this season, consumers shift their focus from online to offline activities, emphasising family time. Insights reveal that messaging and video content have become vital channels for consumer engagement, with content creators and partnership ads playing a significant role in influencing purchasing decisions.

“The festival season always brings a buoyancy in consumer demand and marketers look to tap into the same,” says Arun Srinivas, Director & Head, Ads Business India at Meta. With increased digital penetration, and upbeat consumer sentiments this year, there is good scope for businesses to tap the right audience and unlock growth. Brands should focus on full funnel strategies, influencing the consumers at each stage of the funnel to take full advantage of this opportunity.”

Key takeaways

  • India’s economy shows resilience with a 71% increase in in-app purchases during H1 2023, expected to continue during the festive season
  • India’s festive season offers a strategic window for marketers, with app installations peaking in October and early planning in September. Finance, Food & Drink, and Gaming apps are favourites
  • Remarketing conversions dominate during festivals, with a remarkable 24% growth in Android conversions. However, a 47% rise in fraud rates calls for stronger anti-fraud measures

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APS Berlin Early Bird Tickets End Friday https://www.businessofapps.com/news/aps-berlin-early-bird-tickets-end-friday/ Tue, 24 Oct 2023 09:32:10 +0000 https://www.businessofapps.com/?p=90827   We’re just 5 weeks away from the much anticipated App Promotion Summit Berlin. Now is the time to take advantage of our Early Bird offer that ends this Friday – 27th October. We have a great lineup of speakers ready to share their insights and the packed agenda covers the full spectrum of channels and approaches across the app growth funnel including user acquisition, app store marketing, social ads and app engagement. Last chance to save over €300 for in-person tickets: https://apppromotionsummit.com/berlin/register/ We’re excited to welcome you at the conference – don’t miss out on this opportunity.

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We’re just 5 weeks away from the much anticipated App Promotion Summit Berlin. Now is the time to take advantage of our Early Bird offer that ends this Friday – 27th October.

We have a great lineup of speakers ready to share their insights and the packed agenda covers the full spectrum of channels and approaches across the app growth funnel including user acquisition, app store marketing, social ads and app engagement.

Last chance to save over €300 for in-person tickets:
https://apppromotionsummit.com/berlin/register/

We’re excited to welcome you at the conference – don’t miss out on this opportunity.

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Doubts over ‘X’s user growth as app sees 13% decline in DAUs since 2022 https://www.businessofapps.com/news/doubts-over-xs-user-growth-as-app-sees-13-decline-in-daus-since-2022/ Tue, 24 Oct 2023 08:56:56 +0000 https://www.businessofapps.com/?p=90821 It appears social media app X, formerly Twitter, may not boast the daily active users figure it’s claiming to have. As a consequence, the app is finding itself under intensifying scrutiny concerning its user statistics and the reliability of its officially disclosed figures. X sees drop in DAUs A recent in-depth examination conducted by Apptopia reveals a discrepancy in the numbers. According to their findings, X currently boasts approximately 121 million daily active users. This statistic diverges significantly from the self-reported data released by X which asserts a daily active user count of 253 million. Source: Big Technology According to a report from Big Technology, since Elon Musk acquired the company in October 2022, “X” saw a notable decrease in its daily active user base,

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It appears social media app X, formerly Twitter, may not boast the daily active users figure it’s claiming to have. As a consequence, the app is finding itself under intensifying scrutiny concerning its user statistics and the reliability of its officially disclosed figures.

X sees drop in DAUs

A recent in-depth examination conducted by Apptopia reveals a discrepancy in the numbers. According to their findings, X currently boasts approximately 121 million daily active users. This statistic diverges significantly from the self-reported data released by X which asserts a daily active user count of 253 million.

Source: Big Technology

According to a report from Big Technology, since Elon Musk acquired the company in October 2022, “X” saw a notable decrease in its daily active user base, amounting to roughly 13%. The rebranding of the platform from Twitter to X appears to have expedited this decline.

Apptopia’s analysis further underscores that users who have opted to remain on the platform continue to engage with it at levels consistent with the past.

Additionally, the introduction of X’s Threads feature doesn’t appear to have directly influenced the decline in user numbers.

The numbers are off

Over the last few weeks, there have been increasing doubts over the accuracy of user metrics and claims of the app’s growth.

Initially, the platform reported a robust 250 million daily active users following Elon Musk’s takeover. However, 20% of these users were reported as bots. If we accept Musk’s assertion of bot reduction, this would imply that X added a mere 12 million legitimate users while removing a staggering 47.6 million fake profiles within the same timeframe, casting doubt on the credibility of these claims.

Twitter time spent per DAU

Source: Big Technology

In general, social platforms typically boast about 1.8 times more monthly users than daily users. Applying this ratio, X likely hovers around 223 million monthly active users, a significant departure from the reported 550 million.

Furthermore, Apptopia’s analysis signals a growing rift between daily and monthly users on the platform. This suggests that X may possess even fewer monthly active users than the aforementioned calculation would suggest, potentially placing it behind other social media heavyweights like Facebook, Instagram, TikTok, Snapchat, and Pinterest in terms of active user counts.

Despite these questions, the company recently shared an optimistic outlook, suggesting it would break even in 2024.

Key takeaways

  • X experiences a notable 13% decrease in daily active users since Elon Musk’s takeover in October 2022
  • Skepticism arises over user growth claims as Elon Musk reveals 20% of reported users were bots, raising concerns about the accuracy of the platform’s reported metrics
  • An estimate based on common social platform ratios suggests ‘X’ may actually have around 223 million monthly active users, significantly lower than the officially reported figure of 550 million

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ChatGPT mobile reaches new milestone of 15.6 million downloads in September https://www.businessofapps.com/news/chatgpt-mobile-reaches-new-milestone-of-15-6-million-downloads-in-september/ Mon, 23 Oct 2023 08:52:06 +0000 https://www.businessofapps.com/?p=90812 By September, OpenAI’s ChatGPT mobile app has been downloaded 15.6 million times worldwide. But despite the surge in installation the app’s noticed a notable deceleration in revenue growth. Subscriber number levelling off In contrast to the robust 31% growth observed in July and the even more substantial 39% in August, September’s revenue growth tapered off to 20%. This deceleration may signify that ChatGPT is edging closer to market saturation in terms of the number of mobile users willing to invest in the enhanced ChatGPT Plus subscription service. It also underscores the heightened competition in the field, with alternative options vying for the attention and subscription dollars of mobile users. Since its launch in February, ChatGPT Plus has been providing users with a premium subscription experience. This

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By September, OpenAI’s ChatGPT mobile app has been downloaded 15.6 million times worldwide. But despite the surge in installation the app’s noticed a notable deceleration in revenue growth.

Subscriber number levelling off

In contrast to the robust 31% growth observed in July and the even more substantial 39% in August, September’s revenue growth tapered off to 20%. This deceleration may signify that ChatGPT is edging closer to market saturation in terms of the number of mobile users willing to invest in the enhanced ChatGPT Plus subscription service. It also underscores the heightened competition in the field, with alternative options vying for the attention and subscription dollars of mobile users.

Since its launch in February, ChatGPT Plus has been providing users with a premium subscription experience. This subscription-based service offers access to GPT-4, availability even during peak usage hours, quicker response times, and priority access to OpenAI’s latest ChatGPT enhancements. Moreover, it plays a vital role in sustaining free access for ChatGPT users who rely on the service.

Despite the recent slowdown in revenue growth, ChatGPT managed to amass $4.6 million in gross revenue throughout September, spanning both its iOS and Android apps on a global scale.

This places ChatGPT in the upper echelons of AI chatbot apps, with only Ask-AI surpassing it in revenue, primarily owing to substantial advertising investments.

Growing competition

Ask-AI has managed to outperform ChatGPT’s app in terms of revenue primarily due to its aggressive advertising strategy. Thanks to its CEO’s strong track record in advertising, Ask-AI, founded in 2021, distinguishes itself by enhancing employee search results within internal knowledge bases and communication sources.

It streamlines what is typically a labor-intensive process by harnessing AI to deliver contextually relevant information, rather than merely providing links to internal documents.

Mode Mobile, a startup dedicated to making it more convenient for individuals to earn income using their smartphones, is another contender.

It’s worth noting that ChatGPT’s net revenue, while impressive, may be lower than its gross revenue due to the revenue share taken by tech giants Apple Inc. and Alphabet Inc.’s Google from in-app purchases. Nevertheless, even after these deductions, ChatGPT managed to amass approximately $3.2 million in net revenue for the month of September.

The US remains ChatGPT’s largest revenue source, accounting for 60% of its income, highlighting the nation’s continued appetite for the ChatGPT platform.

Despite its ongoing growth and substantial revenue, ChatGPT’s mobile app may face continued slowing as it approaches market saturation.

Key takeaways

  • ChatGPT reached 15.6 million global downloads in September
  • Revenues rose to $4.6 million which is a 20% growth, less than the previous months
  • Competitors like Ask-AI thrive with aggressive advertising, while ChatGPT faces market saturation despite substantial revenue

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Musk considers blocking X app in Europe and launches new subscription tiers https://www.businessofapps.com/news/musk-considers-blocking-x-app-in-europe-and-launches-new-subscription-tiers/ Fri, 20 Oct 2023 09:18:19 +0000 https://www.businessofapps.com/?p=90750 It seems that Elon Musk, who acquired Twitter for a staggering $44 billion and promptly rebranded it as X, is finding himself at odds with the stringent requirements imposed by the Digital Services Act (DSA) recently enforced by the European Commission. As a consequence, he’s apparently contemplating blocking the platform in Europe. What the DSA says The DSA, which came into effect this past August, necessitates the creation of robust and transparent content moderation systems, aimed at filtering out false, deceptive, and detrimental information. As the platform grapples with the rampant spread of misinformation, notably in contexts such as the Israel-Hamas conflict, it becomes increasingly plausible that X may find itself on the wrong side of the DSA. Frustrated with the DSA’s demands, Musk has

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It seems that Elon Musk, who acquired Twitter for a staggering $44 billion and promptly rebranded it as X, is finding himself at odds with the stringent requirements imposed by the Digital Services Act (DSA) recently enforced by the European Commission. As a consequence, he’s apparently contemplating blocking the platform in Europe.

What the DSA says

The DSA, which came into effect this past August, necessitates the creation of robust and transparent content moderation systems, aimed at filtering out false, deceptive, and detrimental information. As the platform grapples with the rampant spread of misinformation, notably in contexts such as the Israel-Hamas conflict, it becomes increasingly plausible that X may find itself on the wrong side of the DSA.

Frustrated with the DSA’s demands, Musk has contemplated two options. One involves rendering X inaccessible in Europe, effectively blocking European Union users from the platform. This mirrors the actions taken by Meta in blocking access to its new app, Threads.

The other consideration is preventing European Union users from accessing X, following a similar trajectory as Meta.

Standing to lose a tenth of its MAUs

In response, the European Commission, has initiated an official investigation into X’s compliance with the DSA. If found to be in violation, X could face substantial fines, in the form of “periodic penalty payments”, amounting to up to 6% of its global revenue.

Data from Apptopia shows that Europe accounts for approximately 9% of X’s global monthly active user base.

However, daily usage in the region has experienced notable declines in the last three months, with drops ranging from 10% to 40%. Downloads and user engagement have similarly dwindled across nearly every country where the app is accessible.

Subscription tiers

Shortly thereafter, X confirmed upcoming premium subscription tiers: one priced below the existing $8/month plan with ads and a higher-priced ad-free option.

Meanwhile, new users in New Zealand and the Philippines face a $1 annual fee for the “Not A Bot” subscription, charging for likes, reposts, and other actions.

Musk recognises revenue challenges and introduced an $8/month subscription with a blue checkmark to woo advertisers back. The company anticipates profitability by 2024 on the back of its 245 million daily users and 500 million daily posts.

Key takeaways

  • Elon Musk’s X faces potential DSA compliance issues in Europe, which could lead to substantial fines of up to 6% of its global revenue
  • Daily usage of X in Europe has seen significant declines, ranging from 10% to 40% over the past three months, indicating a potential loss of user engagement
  • X is exploring revenue diversification through premium subscription tiers, with one option priced below the existing $8/month plan and a higher-priced ad-free tier

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Temu reaches $1 billion monthly gross merchandise volume https://www.businessofapps.com/news/temu-one-billion-gmv-june/ Fri, 20 Oct 2023 07:00:01 +0000 https://www.businessofapps.com/?p=90741 Discount eCommerce marketplace Temu reached $1 billion monthly gross merchandise volume (GMV) in June, according to market research firm YipitData. The app connects buyers directly with manufacturers in China, reducing the cost of individual or bulk buys for everyday items. It has been a hit in the United States ever since it launched in September 2022, with nine months of growth in GMV. Temu has rolled out to other countries, but the US remains its largest market by a significant margin. To get a better understanding of Temu’s rapid growth, according to Bloomberg Second Measure, it surpassed Shein in the US on monthly sales and customers in June. It has been the most downloaded app in the US every month of the year, and has

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Discount eCommerce marketplace Temu reached $1 billion monthly gross merchandise volume (GMV) in June, according to market research firm YipitData.

The app connects buyers directly with manufacturers in China, reducing the cost of individual or bulk buys for everyday items.

It has been a hit in the United States ever since it launched in September 2022, with nine months of growth in GMV. Temu has rolled out to other countries, but the US remains its largest market by a significant margin.

To get a better understanding of Temu’s rapid growth, according to Bloomberg Second Measure, it surpassed Shein in the US on monthly sales and customers in June. It has been the most downloaded app in the US every month of the year, and has twice as many downloads in 2023 than the second most downloaded app, TikTok, according to data from AppMagic.

Temu is wholly owned by Pinduoduo, an eCommerce giant in China responsible for the new wave of direct-to-consumer eCommerce which happened in China in the late-2010s. Pinduoduo has shifted this model to the US, reducing the middleman costs that are added to almost all everyday products available on Amazon and other marketplaces.

That lack of middleman to check quality has led to Temu getting a lot of negative reviews, but the company has added some consumer safety checks to ensure that the product gets to the customer at a reasonable time and is how it is described on the app.

TikTok broke ground for Chinese apps by gaining a huge audience in the West. Previous attempts by Baidu, Alibaba, and Tencent ended in failure, although the latter two are still investing heavily in Latin America and Europe. Shein and now Temu show there is potentially space for new competitors in what some analysts considered closed markets. This is especially true for upstarts that have the ability to connect directly with manufacturers, reducing the overall costs of items.

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Social media usage declines on the back of evolving user motivations https://www.businessofapps.com/news/social-media-usage-declines-on-the-back-of-evolving-user-motivations/ Thu, 19 Oct 2023 08:49:41 +0000 https://www.businessofapps.com/?p=90729 Daily time spent on social media has decreased in 36 out of 48 markets tracked since 2022, according to the latest GWI social media trends report. This marks only the second time since tracking began in 2012 that global usage has declined year-on-year, with average daily usage in Q1 2023 falling below that of 2019. Has social media usage reached a plateau? Gen Z spends more time on social media but eyes reduction While some emerging regions like the Middle East & Africa experience more significant fluctuations, most other regions have seen minimal changes in daily usage over the past three years. Notably, North America is an outlier, with usage continuing to rise beyond its lockdown peak. While the pandemic induced a surge in social

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Daily time spent on social media has decreased in 36 out of 48 markets tracked since 2022, according to the latest GWI social media trends report. This marks only the second time since tracking began in 2012 that global usage has declined year-on-year, with average daily usage in Q1 2023 falling below that of 2019. Has social media usage reached a plateau?

Gen Z spends more time on social media but eyes reduction

While some emerging regions like the Middle East & Africa experience more significant fluctuations, most other regions have seen minimal changes in daily usage over the past three years. Notably, North America is an outlier, with usage continuing to rise beyond its lockdown peak.

While the pandemic induced a surge in social media usage, this has now largely levelled out. For brands and businesses, the key takeaway is that changes are less about the duration consumers spend online and more about how and where they choose to spend their time.

Across the world, Gen Z spends an average of 2 hours and 51 minutes on social media daily, surpassing older generations. However, Gen Z is starting to consider reducing their time spent online and shifting their focus to offline activities. In 2023, 30% of Gen Z express concerns about their social media usage, leading to efforts to limit their time online. Notably, Gen Z is the only generation whose daily time on social media has decreased since Q1 2021, likely influenced by the disruptions caused by the pandemic.

Gen Z aspirations

Source: GWI

In certain APAC and Western markets, users are also increasingly setting their social media profiles to private due to concerns about personal privacy. Younger age groups are particularly inclined toward this trend. This shift can limit brands’ access to user data, necessitating the development of trust and authentic relationships with customers.

Content length varies, YouTube and WhatsApp dominate

While short-form content platforms like TikTok are on the rise, longer-form content remains prevalent. YouTube, with 67% of consumers, overshadows TikTok’s 45% reach. Instagram Live and Reels are also expanding content length options. WhatsApp continues to dominate as a favourite platform, especially among older age groups.

The top social apps haven’t changed all that much

Source: GWI

Changing Motivations for Social Media Use

Consumers’ motivations for using social media are evolving, with differences observed across regions. Western consumers, like baby boomers, are diversifying their reasons for using social media. TikTokers in the West now use the platform to stay informed about news and products, while Instagram’s focus shifts from personal sharing to entertainment. Twitter is also evolving, with video becoming a primary focus.

Privacy is shifting into focus

Source: GWI

While social media is a primary tool for product discovery, brands need to keep up with cultural trends to resonate with their target audiences and answer their questions effectively. Trends like #QuietLuxury on TikTok reflect changing consumer preferences, as people seek minimalist styles and neutral palettes. This shift is driven by economic factors and a decreased desire for flashy outfits.

Brand discovery happens on social media

Source: GWI

Key takeaways

  • Daily social media usage dropped in 36/48 markets since 2022
  • Gen Z spend 2h51m daily but aims to cut usage by 30% in 2023
  • More users set profiles to private due to privacy concerns, impacting data access for brands

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Learn how to scale app subscriptions [live event with an industry expert] https://www.businessofapps.com/news/learn-how-to-scale-app-subscriptions-live-event-with-an-industry-expert/ Wed, 18 Oct 2023 15:24:50 +0000 https://www.businessofapps.com/?p=90663 Today App Subscriptions is one of the most viable app monetization models, it spans across TV, Music, Dating, Fitness, Games, Education, Productivity, and more. Scaling app subscriptions can feel like an uphill battle because it is and you need every bit of help from app industry experts to win it. Join us on November 2d to learn new strategies and solutions with the webinar hosts: Niraj Naik VP of Product Management at Recurly James Cooper, Director, Business of Apps Some of the highlights for this conversation: Rapid product innovation through subscriber data Scaling personalized subscriber experiences Boosting revenue retention Join the webinar

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Today App Subscriptions is one of the most viable app monetization models, it spans across TV, Music, Dating, Fitness, Games, Education, Productivity, and more. Scaling app subscriptions can feel like an uphill battle because it is and you need every bit of help from app industry experts to win it.

Join us on November 2d to learn new strategies and solutions with the webinar hosts:

Some of the highlights for this conversation:

  • Rapid product innovation through subscriber data
  • Scaling personalized subscriber experiences
  • Boosting revenue retention

Join the webinar

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Generational insights: from boomers to Alpha, 50% embrace mobile gaming https://www.businessofapps.com/news/generational-insights-from-boomers-to-alpha-50-embrace-mobile-gaming/ Wed, 18 Oct 2023 08:32:24 +0000 https://www.businessofapps.com/?p=90710 It’s a busy week for gaming research with the latest research from Newzoo suggesting that mobile is still the most popular gaming platform across all generations and the only one that’s used by over half of any generation. We’ll take a deep dive below. Accessible, easy to use and free Mobile gaming remains the undisputed favourite platform across all generations, boasting the unique distinction of being the sole platform used by over 50% of any age group. Notably, it enjoys significant popularity among Gen Z, with 81% of them actively engaging in mobile games. But even among baby boomers, 70% partake in mobile gaming. Mobile is a top platform among all generations Source: Newzoo The appeal of mobile gaming can be attributed to its accessibility

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It’s a busy week for gaming research with the latest research from Newzoo suggesting that mobile is still the most popular gaming platform across all generations and the only one that’s used by over half of any generation. We’ll take a deep dive below.

Accessible, easy to use and free

Mobile gaming remains the undisputed favourite platform across all generations, boasting the unique distinction of being the sole platform used by over 50% of any age group.

Notably, it enjoys significant popularity among Gen Z, with 81% of them actively engaging in mobile games. But even among baby boomers, 70% partake in mobile gaming.

Mobile is a top platform among all generations

Source: Newzoo

The appeal of mobile gaming can be attributed to its accessibility and the widespread availability of free-to-play titles. These factors make smartphones exceptionally effective at engaging new players, especially when compared to other platforms that often present higher entry barriers.

Socialising is a big motivator for gaming

Source: Newzoo

Interestingly, gamers across all generations are making in-game purchases, demonstrating a high player-to-payer conversion rate. According to Newzoo, mobile gaming stands out with the highest share of paying players across all platforms.

Gen Z and Millennials emerge as the most inclined to be significant spenders, with console gaming leading the way here. That’s because console games tend to be more expensive than mobile games to begin with.

Nonetheless, mobile gaming retains the highest proportion of paying players among all generations. An impressive 38% of Gen Alpha, Gen Z, and Millennials have made monetary contributions to mobile games in the last six months, while 26% of Gen X’ers and 16% of Baby Boomers have done the same.

What’s driving players to play?

Source: Newzoo

In-game currency is reported as the most popular in-app purchase across all generations, closely followed by purchases of new characters, gear, and expansion or content packs, illustrating the diverse spending preferences within the gaming community.

Millennials and Gen Z lead in in-game purchases”

Gaming enthusiasts span every age group but a pattern emerges: its popularity escalates with each succeeding generation. As per the findings, 40% of baby boomers are actively involved in some form of gaming. That sounds like a lot but compare it to the whopping 94% of Gen Alpha and the generational shift is real.

On average, baby boomers dedicate 11% of their weekly leisure time to gaming. This figure steadily increases across successive generations, with Gen Alpha leading the pack, devoting a substantial 22% of their weekly leisure time.

Younger generations more likely to spend

Source: Newzoo

However, younger generations, encompassing Millennials, Gen Z, and Gen Alpha, exhibit a greater propensity for playing on console or PC, platforms that, while less accessible than mobile gaming, foster higher levels of brand loyalty.

Interestingly, these younger generations are also more inclined to engage in gaming across multiple platforms, including mobile, with 50% of them embracing a versatile approach to gaming.

WhileGen Alpha play as many as six different game genres, baby boomers prefer to stick to a more manageable 2.8 genres. Among these genres, adventure games emerge as the most universally appealing, consistently ranking in the top three across four generations and claiming the number one spot for Gen Alpha, Gen Z, and Millennials.

Notably, the consumption of gaming content, including gameplay streams, YouTube videos, esports contests, and more, plays a pivotal role in engaging younger generations. Though individuals of all age groups indulge in watching gaming content, it’s the younger generations that show a greater inclination, with a staggering 70% of Gen Alpha actively participating in both watching and playing gaming-related content.

Share of game enthusiasts, viewers and esports audience

Source: Newzoo

The report underscores the enduring popularity of mobile gaming across all generations, while highlighting the evolving landscape of gaming habits, spending patterns, and content consumption among different age groups.

Key takeaways

  • Mobile gaming is the preferred choice for over 50% of all generations, with 94% engagement in Gen Alpha
  • Millennials and Gen Z lead in in-game spending
  • 70% of Gen Alpha actively engage in both watching and playing gaming content

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Mobile gaming offers diverse benefits as 71% of gamers notice reduced stress https://www.businessofapps.com/news/mobile-gaming-offers-diverse-benefits-as-71-of-gamers-notice-reduced-stress/ Tue, 17 Oct 2023 08:42:45 +0000 https://www.businessofapps.com/?p=90686 71% of those playing games on mobile and other devices say that it reduces stress in just a few minutes. That’s according to the “Power of Play 2023” report, released by the Entertainment Software Association (ESA), which highlight the multifaceted advantages of gaming that reach far beyond mere entertainment. Let’s take a look. Gamers report boosted health The report finds that the majority of gamers said they noticed some stress reduction within just a few minutes of engaging in gaming. 61% reported feeling less anxious and 58% said they felt less isolated. What’s particularly noteworthy is that this stress-relieving effect is not limited by factors such as age, location, or cultural background. Gamers around the world are experiencing the therapeutic benefits of gaming. Gaming reduces

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71% of those playing games on mobile and other devices say that it reduces stress in just a few minutes. That’s according to the “Power of Play 2023” report, released by the Entertainment Software Association (ESA), which highlight the multifaceted advantages of gaming that reach far beyond mere entertainment. Let’s take a look.

Gamers report boosted health

The report finds that the majority of gamers said they noticed some stress reduction within just a few minutes of engaging in gaming. 61% reported feeling less anxious and 58% said they felt less isolated.

What’s particularly noteworthy is that this stress-relieving effect is not limited by factors such as age, location, or cultural background. Gamers around the world are experiencing the therapeutic benefits of gaming.

Gaming reduces stress

Source: ESA

However, the benefits of gaming extend even further. Mobile gamers are constantly refining their skills while enjoying themselves. Whether it’s through improved reading comprehension, enhanced communication, or sharpened problem-solving abilities, gaming serves as a dynamic and effective learning platform.

Some 64% said it provided a healthy outlet for daily challenges while 63% said they felt happier after gaming.

Gamers feel happier

Source: ESA

The social side of gaming

What’s driving some of this increased satisfaction is the fact that gaming can be a good way to connect to other gamers. Approximately half of gamers say they play video games online with others each week.

One of the primary motivations for playing is of course fun. But Italy distinguishes itself as a unique outlier in the world of gaming with Italian predominantly viewing games as a means to “pass the time”. This distinction sets Italy apart from other countries like Australia, France, the UK, or Japan, where the quest for enjoyment remains a universal driving force for gamers.

Reasons to play

Source: ESA

The findings underscore that mobile gaming is not merely a form of entertainment but a tool with diverse benefits, bringing joy, stress relief, skill development, and social connection to people across the globe.

Key takeaways

  • Gaming, regardless of age or location, offers a quick and effective way to reduce stress, with 71% of players experiencing relief in just minutes
  • Gamers report feeling less anxious (61%) and less isolated (58%), highlighting the positive impact of gaming on mental well-being
  • Italy stands out as a nation where gaming is predominantly viewed as a way to “pass the time,” distinguishing it from countries where the primary motivation for gaming is pure enjoyment

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43% of mobile gamers are boomers https://www.businessofapps.com/news/43-of-mobile-gamers-are-boomers/ Mon, 16 Oct 2023 08:24:40 +0000 https://www.businessofapps.com/?p=90650 Gaming is not just for the young as a recent survey by Monetizr, a platform for in-game ads, reveals, providing a fresh look at the world of mobile gaming and how gamers view ads. Based on responses from over 207,000 mobile gamers, the study sheds light on how brand marketers can engage and keep their gaming audience. Changing demographics The survey shows a big change in mobile gaming demographics. It reveals that 43% of the respondents are Boomers or GenX, challenging the idea that gaming is just for the young. Around 40% of gamers are GenZ and younger, and just 17% are millennials. More importantly, over half (51%) of these gamers are female, highlighting the gender diversity in the mobile gaming community. In terms of

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Gaming is not just for the young as a recent survey by Monetizr, a platform for in-game ads, reveals, providing a fresh look at the world of mobile gaming and how gamers view ads. Based on responses from over 207,000 mobile gamers, the study sheds light on how brand marketers can engage and keep their gaming audience.

Changing demographics

The survey shows a big change in mobile gaming demographics. It reveals that 43% of the respondents are Boomers or GenX, challenging the idea that gaming is just for the young.

Around 40% of gamers are GenZ and younger, and just 17% are millennials. More importantly, over half (51%) of these gamers are female, highlighting the gender diversity in the mobile gaming community.

In terms of engagement, the study found that 31% of respondents clock over five hours of gameplay each day. This level of engagement makes it a prime arena for advertisers. Meanwhile, 60% of gamers confessed to spending two to four daily hours gaming, while 30% allocated up to an hour to their favourite games, demonstrating mobile gaming’s broad allure.

Gamers by generation

Source: Monetizr

Are ads disrupting the gaming experience?

When it comes to in-game advertising, player preferences vary. A significant 49.28% felt that ad placement, whether woven into gameplay or kept separate, didn’t significantly disrupt their gaming experience.

Regarding ad format, 26% favoured ads seamlessly incorporated into gameplay, while 25% preferred distinct ads, highlighting the need for a careful balance between advertising and gameplay.

Surprisingly, 45% of players were open to engaging with in-game ads that offered real-world rewards or discounts, providing advertisers with chances to add tangible value.

In the realm of Free-to-Play (F2P) games, 16% might consider abandoning gameplay if publishers continued using ads, but 44% would persevere, with 20% expressing interest in clicking on ads for further exploration.

When it comes to ad integration formats, 28% believed that whether an ad was seamlessly integrated or kept separate didn’t make a big difference. Furthermore, 29% favoured the immersive “reward centre experience,” underscoring the potential for innovative ad formats.

The findings underscore the increasing prominence of mobile gaming and its allure for both gamers and advertisers.

Key takeaways

  • Demographics shift as 43% are Boomers or GenX, and 51% female gamers
  • Engagement is high with 31% playing over 5 hours daily
  • 49% are unaffected by in-game ads, and 45% are open to rewards-based ads

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Crunchyroll app surpasses $1 billion in global consumer spending https://www.businessofapps.com/news/crunchyroll-app-surpasses-1-billion-in-global-consumer-spending/ Fri, 13 Oct 2023 08:55:14 +0000 https://www.businessofapps.com/?p=90576 Crunchyroll, Sony’s app for streaming anime and manga content, has recently surpassed the $1 billion mark in global consumer spending. The achievement comes more than a decade after its initial launch in 2011, according to data.ai. Slow burner Crunchyroll has now joined a select group of only 101 mobile games and 26 mobile apps, including TikTok and Bumble, worldwide to achieve the milestone on both the iOS App Store and Google Play Store. While Crunchyroll was an early adopter of app store monetisation strategies, it wasn’t until 2015 that the platform started to see substantial success. From October 2022 to September 2023, the popular app experienced a spike in downloads, with the United States leading the way, closely followed by Brazil, India, and Mexico. This

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Crunchyroll, Sony’s app for streaming anime and manga content, has recently surpassed the $1 billion mark in global consumer spending. The achievement comes more than a decade after its initial launch in 2011, according to data.ai.

Slow burner

Crunchyroll has now joined a select group of only 101 mobile games and 26 mobile apps, including TikTok and Bumble, worldwide to achieve the milestone on both the iOS App Store and Google Play Store.

While Crunchyroll was an early adopter of app store monetisation strategies, it wasn’t until 2015 that the platform started to see substantial success.

From October 2022 to September 2023, the popular app experienced a spike in downloads, with the United States leading the way, closely followed by Brazil, India, and Mexico.

This surge resulted in an impressive total of 35.5 million downloads worldwide, pushing the app’s cumulative lifetime downloads to 147 million.

Top entertainment apps by consumer spend

Source: data.ai

During the first half of 2023, Crunchyroll reached a significant milestone by securing the top spot among the highest-grossing Entertainment OTT apps globally, with users spending over $181 million on the platform.

The US emerged as the primary driver of consumer spending, contributing approximately $103 million during the same period. Following closely behind were Germany, France, and Brazil, with respective spending figures of approximately $10.9 million, $10.7 million, and $7.8 million.

A bumpy road ahead

The app, originally purchased from AT&T and WarnerMedia, has faced a few uphill struggles.

Sony recently reached a settlement in a class action lawsuit. According to the complaint Sony was accused of potentially sharing individual viewing information of Crunchyroll users with third-party websites without proper consent.

Subscribers who used the app between 2020 and 2023 may now be eligible for compensation of up to $30. To receive payment, individuals must submit their claims online by December 12 through the provided platform.

The app just made anime even more accessible with the launch of its own 24-hour anime channel in the US. This free, ad-supported channel is scheduled to debut nationwide on October 11 and will be accessible on platforms such as LG Channels, the Roku Channel, and Vizio WatchFree+.

Key takeaways

  • A decade after its launch, Crunchyroll crosses the global consumer spending threshold, driven by anime popularity
  • Sony settles data-sharing lawsuit, offering potential compensation to subscribers who used Crunchyroll between 2020-2023
  • Crunchyroll launches a 24-hour anime channel in the US, enhancing accessibility for anime enthusiasts nationwide

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Consumers to spend 50 billion hours in shopping apps in 2023 https://www.businessofapps.com/news/consumers-to-spend-50-billion-hours-in-shopping-apps-in-2023/ Thu, 12 Oct 2023 09:49:14 +0000 https://www.businessofapps.com/?p=90546 Shopping apps saw a notable uptake during the Covid years, but interest in using them hasn’t waned following the end of lockdowns. This year alone, consumers are estimated to be spending 50 billion hours in shopping apps on Android alone. That’s a 42% surge over 2020 which signifies a major shift in consumer patterns and preferences. Features, features… The latest report from data.ai shows that the surge in mobile shopping was primarily fuelled by companies that have adapted to a mobile-centric approach. Notably, apps associated with retailers, supermarkets, and pharmacies also saw substantial growth. Furthermore, the downloads of buy-now-pay-later (BNPL) apps surged but displayed a slight dip in the first half of 2023, following their impressive ascent. Downloads of shopping apps on iOS and Google

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Shopping apps saw a notable uptake during the Covid years, but interest in using them hasn’t waned following the end of lockdowns. This year alone, consumers are estimated to be spending 50 billion hours in shopping apps on Android alone. That’s a 42% surge over 2020 which signifies a major shift in consumer patterns and preferences.

Features, features…

The latest report from data.ai shows that the surge in mobile shopping was primarily fuelled by companies that have adapted to a mobile-centric approach.

Notably, apps associated with retailers, supermarkets, and pharmacies also saw substantial growth. Furthermore, the downloads of buy-now-pay-later (BNPL) apps surged but displayed a slight dip in the first half of 2023, following their impressive ascent.

Downloads of shopping apps on iOS and Google Play

Source: data.ai

But what exactly makes a shopping app successful?

When looking at the top 10 shopping apps, they stand out by providing a more extensive range of features compared to the other 20 apps in the top 30. These features encompass popular elements such as third-party payment options, curated shopping content, daily or hourly deals, buy-now-pay-later functionality, and member rewards programs.

What sets these top 10 apps apart is their higher adoption rate of these key features in comparison to their counterparts within the top 30 apps.

Users and engagement

From the first half of 2022 to the same period in 2023, nine out of the top 10 shopping apps witnessed substantial growth in global time spent. Notably, eCommerce apps such as SHEIN, AliExpress, and Temu played a prominent role in driving this growth.

Must-have features of shopping apps

Source: data.ai

Temu, in particular, exhibited remarkable momentum in 2023, ultimately surpassing SHEIN to become the leading app by global downloads across both iOS and Google Play in August 2023.

Additionally, several of these apps secured a place in the top 10 shopping apps list based on total time spent during the first half of 2023, further cementing their dominance within the mobile shopping landscape.

These apps were not only attracting a large number of users but also keeping them engaged for extended periods, demonstrating their dominant position in the mobile shopping industry during this timeframe. Overall, it underscores the dynamic and competitive nature of the mobile shopping market.

Key takeaways

  • Shopping apps thrive post-pandemic, with Android users projected to spend 50 billion hours in 2023, a 42% increase
  • Leading shopping apps excel with third-party payments, curated content, deals, BNPL, and member rewards
  • Top 10 shopping apps show substantial growth, with Temu emerging as the global leader in downloads

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RPGs claim 60% of mobile game sales in South Korea https://www.businessofapps.com/news/rpgs-claim-60-of-mobile-game-sales-in-south-korea/ Wed, 11 Oct 2023 11:00:05 +0000 https://www.businessofapps.com/?p=90529 Role-playing games (RPGs) now dominate the South Korean gaming landscape, comprising 60% of mobile game sales. That’s according to new Sensor Tower data which shines a spotlight on RPGs and their subgenres in the country. Why are people playing RPGs? RPGs as a mobile game genre stand out due to their focus on character control, customisation, and story-driven progression, often involving battles with foes. Within the mobile RPG genre, various sub-genres exist, including Idle RPGs, Action RPGs, MMORPGs, Fighting RPGs, and Puzzle RPGs. Japan and South Korea are among the countries with the highest affinity for mobile RPGs. Among RPG subgenres, Massively Multiplayer Online Role-Playing Games (MMORPGs) reign supreme, making up 69.5% of 2023 sales. While MMORPGs have consistently led South Korea’s RPG subgenres, this

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Role-playing games (RPGs) now dominate the South Korean gaming landscape, comprising 60% of mobile game sales. That’s according to new Sensor Tower data which shines a spotlight on RPGs and their subgenres in the country.

Why are people playing RPGs?

RPGs as a mobile game genre stand out due to their focus on character control, customisation, and story-driven progression, often involving battles with foes.

Within the mobile RPG genre, various sub-genres exist, including Idle RPGs, Action RPGs, MMORPGs, Fighting RPGs, and Puzzle RPGs. Japan and South Korea are among the countries with the highest affinity for mobile RPGs.

Among RPG subgenres, Massively Multiplayer Online Role-Playing Games (MMORPGs) reign supreme, making up 69.5% of 2023 sales.

While MMORPGs have consistently led South Korea’s RPG subgenres, this represents a 9.6% dip from 2019’s 77%.

Global mobile game sales in 2023 so far

Source: SensorTower

Squad RPGs, exemplified by titles like Goddess of Victory: Nikke and Cookie Run: Kingdom, saw a remarkable 39% surge in market share between 2019 and 2023, climbing from 12.7% to 17.7%, securing their position as the second highest-grossing RPG subgenre in the country.

Idle games experienced substantial growth during the same period, increasing by 159%, rising from 1.7% market share in 2019 to 4.4% in 2023.

A separate study by Udonis found that 57% of South Koreans play RPGs to relieve stress. A third play to pass the time and as much as 40% will abandon a game if it gets too boring or in-app purchases are being pushed too aggressively (36%).

South Korea’s top squad RPG is…

Goddess of Victory: Nikke emerges as the leading squad RPG in South Korea from January 1 to August 31, 2023. It achieved a remarkable feat by securing the 10th spot in the country’s overall RPG charts, standing alongside only one other non-MMORPG title, Honkai: Star Rail, in the top 10.

Squad RPGs emphasise team-building with synergistic characters, leading to a trend of character collection as a meta feature. Frequent character releases and character-centric events contribute to genre sales. For instance, following the introduction of the character Modernia, Goddess of Victory: Nikke saw a staggering 372% increase in daily sales on January 1. Similarly, the launch of new cookies Stardust and Alien Donut boosted Cookie Run: Kingdom’s sales by 148% on March 9.

Mobile game sales by country

Source: SensorTower

Legend of Slime: Idle RPG dominated idle RPG sales, generating $77 million globally and $10 million in South Korea since its August 2022 release. Although it excelled in revenue, the game reached only 36th place in the overall charts.

Its success is attributed to effective advertising, a unique storyline, and an accessible learning curve. Legend of Slime led ad share on ironSource, ranked second on TikTok, and seventh on Unity in January 2023.

Five Minutes to Battle, released on July 28, 2023, emerged as a strong contender in the idle RPG market. Between its launch and the end of August, the game secured fourth place in year-to-date idle RPG sales charts and reached 65th place in the overall RPG charts.

Key takeaways

  • RPGs dominate South Korea’s mobile gaming, comprising 60% of sales
  • MMORPGs lead subgenres at 69.5% sales but are down 9.6% from 2019
  • Squad RPGs surge by 39%, while idle games grew 159% from 2019 to 2023

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62% of marketers plan to use Instagram Reels for influencer campaigns by 2025 https://www.businessofapps.com/news/62-of-marketers-plan-to-use-instagram-reels-for-influencer-campaigns-by-2025/ Tue, 10 Oct 2023 10:32:10 +0000 https://www.businessofapps.com/?p=90498 Brands continue to diversify the platforms they use for influencer marketing and yet Instagram continues to hold the top spot. Instagram Reels is emerging as the dominant influencer marketing platform in the US, according to the latest Influencer Marketing by Platform 2023 study from Insider Intelligence. In 2023, 53.7% of US marketers intend to incorporate it into their campaigns. Let’s dive in. Instagram Reels surging in popularity Instagram Reels’ popularity is set to rise even further, with a projected 62.2% of marketers planning to utilise it for influencer marketing by 2025, placing it on par with Facebook. The forecast predicts a significant surge in the adoption of Instagram Reels among marketers, jumping from 53.7% in 2023 to 62.2% in 2025. This growth trajectory aligns it

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Brands continue to diversify the platforms they use for influencer marketing and yet Instagram continues to hold the top spot. Instagram Reels is emerging as the dominant influencer marketing platform in the US, according to the latest Influencer Marketing by Platform 2023 study from Insider Intelligence. In 2023, 53.7% of US marketers intend to incorporate it into their campaigns. Let’s dive in.

Instagram Reels surging in popularity

Instagram Reels’ popularity is set to rise even further, with a projected 62.2% of marketers planning to utilise it for influencer marketing by 2025, placing it on par with Facebook.

The forecast predicts a significant surge in the adoption of Instagram Reels among marketers, jumping from 53.7% in 2023 to 62.2% in 2025.

This growth trajectory aligns it closely with Facebook in terms of influencer marketing usage.

Instagram, as a whole, is poised to be used by 97.6% of US marketers in 2023. This widespread adoption is credited to Instagram’s versatile content formats, robust creator tools, and expansive audience reach.

Growing number of US marketers using Reels

Source: eMarketer

The battle for influencer marketing supremacy

But competitors are encroaching on Instagram’s territory. While Instagram Reels dominates for usage, TikTok’s higher engagement rates mean that it could potentially be attracting the remaining 46.3% of US marketers yet to tap into it for influencer marketing.

Marketers should aim for effective audience engagement by diversifying influencer marketing campaigns across various social channels.

Prioritising a video-first approach, rather than focusing on a specific platform, enables connection with audiences on platforms like TikTok, Instagram, YouTube, and more.

Instagram Reels’ rise in the influencer marketing arena underscores the power of video content in engaging audiences. Another recent report from Insider Intelligence predicts that US influencer marketing spending will surpass $2 billion in 2024, with Instagram leading the way.

Notably, TikTok, YouTube, and Facebook are also expected to reach the billion-dollar mark in influencer marketing spending. As competition intensifies, marketers must remain adaptable and explore multiple platforms to effectively reach their target demographics.

Key takeaways

  • Instagram Reels dominates with 53.7% adoption in 2023, projected to reach 62.2% by 2025
  • TikTok’s higher engagement may attract 46.3% of untapped US marketers
  • US influencer marketing spending to exceed $2 billion in 2024, Instagram leading, with TikTok, YouTube, and Facebook following

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Hypercasual game downloads drop 8% in Q3 2023 https://www.businessofapps.com/news/hypercasual-game-downloads-drop-8-in-q3-2023/ Mon, 09 Oct 2023 10:18:32 +0000 https://www.businessofapps.com/?p=90462 In the third quarter of 2023, hypercasual game downloads hit the 3.5 billion mark, as indicated by a recent report from Appmagic. That’s an 8% drop from the 3.8 billion in the second quarter of 2023. What’s happening? Hypercasual downloads down 12.5% According to figures from Appmagic, hypercasual game downloads were down 12.5% compared to the same timeframe the previous year. The dwindling numbers in hypercasual game downloads have been noticeable over recent years. Hypercasual downloads Source: Appmagic Despite an overall slump, Tier-1 East experienced a 7% sequential quarter rise in hypercasual downloads, amassing 113 million. Yet, this uptick was insufficient to balance out the declines elsewhere. Tier-1 West encountered a 10% drop, dipping to 529 million, while there was a 7% decrease, down to

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In the third quarter of 2023, hypercasual game downloads hit the 3.5 billion mark, as indicated by a recent report from Appmagic. That’s an 8% drop from the 3.8 billion in the second quarter of 2023. What’s happening?

Hypercasual downloads down 12.5%

According to figures from Appmagic, hypercasual game downloads were down 12.5% compared to the same timeframe the previous year.

The dwindling numbers in hypercasual game downloads have been noticeable over recent years.

Hypercasual downloads

Source: Appmagic

Despite an overall slump, Tier-1 East experienced a 7% sequential quarter rise in hypercasual downloads, amassing 113 million. Yet, this uptick was insufficient to balance out the declines elsewhere. Tier-1 West encountered a 10% drop, dipping to 529 million, while there was a 7% decrease, down to 2.8 billion, in the remaining global regions.

Top hypercasual apps

The My Perfect Hotel app maintained a steady performance, solidifying its position as the most successful hypercasual game of the quarter worldwide. The game garnered an impressive 31.5 million downloads and generated a remarkable $2.47 million in revenue. Notably, My Perfect Hotel stands out with a cumulative revenue per install of $0.06, surpassing all other games in the top ten, which averaged below $0.05.

Top hypercasual titles

Source: Appmagic

In a close second place for downloads, we find Race Master 3D – Cat Racing, boasting 30.32 million downloads. However, the game’s revenue falls considerably short, amounting to just $291,341, resulting in a meagre revenue per install of only $0.009.

Among the top 10 charts, My Perfect Hotel is part of a trio of newcomers. Magic Piano Tiles: Music Game secured the seventh spot with 23.25 million downloads and $298,492 in revenue, while Twerk Race 3D – Running Game claimed the ninth position with 22.71 million downloads and $6,805 in revenue.

Interestingly, AppMagic’s report highlights the absence of specific trends influenced by social media within the top ten, a noteworthy observation. Nonetheless, the report underscores the persistence of clones of existing game titles.

Furthermore, the report points to an emerging trend of hybridcasual titles and notes that some previously prominent games have made a resurgence in the rankings. This resurgence is attributed to their efforts in refining game mechanics and creative elements, allowing them to reclaim their positions on the charts.

Key takeaways

  • Q3 2023 saw an 8% drop in hypercasual game downloads compared to Q2, totalling 3.5 billion downloads
  • My Perfect Hotel leads with 31.5 million downloads and $2.47 million revenue, achieving a remarkable $0.06 revenue per install
  • Hybridcasual titles rise, and refinements propel previously successful games back into the top rankings

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Petal Ads’ game-changing solutions for entering the Chinese market at DMEXCO 2023 https://www.businessofapps.com/news/petal-ads-game-changing-solutions-for-entering-the-chinese-market-at-dmexco-2023/ Mon, 09 Oct 2023 09:34:55 +0000 https://www.businessofapps.com/?p=90436 Huawei’s mobile advertising ecosystem, Petal Ads, had a productive time at DMEXCO this year, engaging advertisers and offering valuable insights for crafting effective digital campaigns in the ever-changing digital marketing landscape. DMEXCO 2023 attracted a global audience, with 800 international speakers, 40,000 international trade visitors, and 650 exhibiting companies and partners. It was an enlightening experience for everyone as they rubbed shoulders with industry experts and marketing professionals. Alongside leading players in digital business, Petal Ads hosted a masterclass that offered a peek at their strategies for connecting with high-value audiences in the Chinese market or Chinese consumers on international travel. Attendees had the opportunity to experience Petal Ads’ advertiser solutions firsthand at their booth, and an MMA Panel discussion on capturing the attention of

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Huawei’s mobile advertising ecosystem, Petal Ads, had a productive time at DMEXCO this year, engaging advertisers and offering valuable insights for crafting effective digital campaigns in the ever-changing digital marketing landscape. DMEXCO 2023 attracted a global audience, with 800 international speakers, 40,000 international trade visitors, and 650 exhibiting companies and partners. It was an enlightening experience for everyone as they rubbed shoulders with industry experts and marketing professionals.

Alongside leading players in digital business, Petal Ads hosted a masterclass that offered a peek at their strategies for connecting with high-value audiences in the Chinese market or Chinese consumers on international travel. Attendees had the opportunity to experience Petal Ads’ advertiser solutions firsthand at their booth, and an MMA Panel discussion on capturing the attention of high-value
audiences.

Jaime Gonzalo, VP Huawei Mobile Services Europe, said, “DMEXCO 2023 united people from all over the world to explore the latest ideas and trends in digital business. Petal Ads was thrilled to feature their two key business priorities at DMEXCO: helping brand advertisers craft compelling digital campaigns while imbuing them with the tools to connect with high-value international audiences, mainly from China.”

Petal Ads Masterclass

Helmed by Jaime Gonzalo, the Petal Ads Masterclass emphasised the importance of targeting high-quality users over aiming for sheer user volume. The masterclass left no doubt: companies that dared to set their sights on the vast potential of the Chinese market reaped success. It cited market leaders across various sectors, including retail and automotive, who successfully blazed trails into China.

He explained that companies who hope to enter the Chinese market will be in good hands with the help of Petal Ads, the ticket to thriving in the bustling Chinese landscape. Huawei’s mobile advertising ecosystem has a deep understanding of the Chinese market, owns the exclusivity of a large amount of high-value users in this demographic, and exerts significant influence in this market.

Huawei commands the top spot in China in terms of popularity, according to YouGov Global Best Brand Ranking 2022. It is a force to be reckoned with in the high-end smartphone space, with an impressive 47.4% market share in the foldable phone segment, and over 115 million users wielding devices valued at over 800 euros.

Being part of Huawei, Petal Ads offers partnering brands exclusive access to over 500 million active users in China every month, all through the mobile advertising platform. Beyond that, brands who advertise with them can enjoy a holistic journey. From language and visuals to setup, Petal Ads offers unwavering support with a dedicated team in Europe by your side. It is an all-in-one solution for connecting with this vast user base.

MMA Panel

Moderated by Peggy Anne Salz, a writer with Forbes.com, the MMA panel featured a lineup of industry experts. Attendees heard from industry experts such as Alessandro Schintu, the Director of Ecosystem Development & Operations at Huawei–Petal Ads, Jan Heumüller, the Managing Director of Ogury, and Anna Keller, the Marketing Director at Bayer, who came together to discuss the dynamic landscape of business and communication.

Their insights resonated with the audience, emphasising the importance of connecting with high-value audiences. During the discussion, they delved into how to identify and target high-value users, stressing that using first-party data is crucial for achieving a highly granular segmentation. Drawing from their deep industry knowledge, the panel’s conversation served as a wellspring of guidance for anyone aiming to reach and sustain excellent audience engagement. It was an enlightening conversation that transformed the way many approached audience engagement strategies.

Petal Ads Booth

Located in the bustling international hall, right alongside other major advertising platforms in the industry, the Petal Ads booth was a hub of activity. The team of seasoned experts held court, engaging with hundreds of advertisers, agencies, and networks. These conversations delved deep into insights into branding and app campaigns, as well as tactics for overseas expansion.

Visitors were in for a treat as they got hands-on experience with some of Huawei’s most innovative devices, including the HUAWEI P60 Pro, the HUAWEI Mate X3, and the HUAWEI Matepad 11.5-inch. The Petal Ads team also shared their own success stories that featured partnerships with top international brands across various industries, highlighting their dedication to delivering effective, game-changing business resources and solutions. It was a showcase of innovation and collaboration that left a lasting impression.

Satisfaction with Petal Ads–A genuine partnership

About their partnership with Petal Ads, both Simone Renna, Marketing and Partnerships Manager at Mediaset, and Johan Othelius, CEO at Squid, shared positive sentiments.

Simone Renna said, “It was a genuine partnership between the companies, as it involved not only the investment in advertising but also comprehensive strategy development. We really found the best people to work with and achieved all our goals, leaving us very satisfied.”

Meanwhile, Johan Othelius shared, “The excellent cooperation and support from the team in helping us achieve our metric targets allowed us to concentrate on our core responsibilities and focus on innovating and continuously improving our product.”

Petal Ads at DMEXCO

DMEXCO 2023 left an indelible mark, reinforcing its position as the leading event for the digital industry and Europe’s digital hotspot. With diverse global attendance and fruitful networking opportunities, the event proved to be an unmissable experience.

At the event, Petal Ads showcased its steady growth since 2020, empowering advertisers, marketers, and publishers to expand their businesses and connect with bigger audiences. The platform has witnessed a 9-fold growth in its advertiser network, reaching over 730 million monthly active users globally in 170 countries.

If you missed out on the event, you can watch the Highlights video here and the Petal Ads Masterclass hosted by Jaime Gonzalo here.

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Mobile gamers in the West spend twice as much in-game as those in the East https://www.businessofapps.com/news/mobile-gamers-in-the-west-spend-twice-as-much-in-game-as-those-in-the-east/ Fri, 06 Oct 2023 08:38:58 +0000 https://www.businessofapps.com/?p=90382 In 2023, mobile gaming is poised to claim a 56% share of gaming revenue, as per data from data.ai and IDC. Now a new study sheds light on the differences in mobile gaming behaviours between East and West. Let’s dive in. Where preferences diverge A recent study by Coda Payments, which examines the spending behaviours of mobile gamers in Eastern and Western regions found that while more than 90% of mobile gamers in both regions are open to making in-game purchases, significant disparities exist in where consumers choose to allocate their funds. In Eastern countries, gamers prioritise customisation and collectables, investing in cosmetics for personalisation. In the West, gameplay and progression matter most, with spending on unlocking features. In the West, consumers spend an average

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In 2023, mobile gaming is poised to claim a 56% share of gaming revenue, as per data from data.ai and IDC. Now a new study sheds light on the differences in mobile gaming behaviours between East and West. Let’s dive in.

Where preferences diverge

A recent study by Coda Payments, which examines the spending behaviours of mobile gamers in Eastern and Western regions found that while more than 90% of mobile gamers in both regions are open to making in-game purchases, significant disparities exist in where consumers choose to allocate their funds.

In Eastern countries, gamers prioritise customisation and collectables, investing in cosmetics for personalisation. In the West, gameplay and progression matter most, with spending on unlocking features.

In the West, consumers spend an average of $72.47 monthly on direct purchases, significantly more than the $30.70 spent in the East. This discrepancy is attributed to the stronger currency in the West, providing users in countries like Britain and the USA with greater spending power.

In-game spending habits

Source: Coda Payments

Interestingly, the report reveals that female gamers in Western countries outspend their male counterparts by an average of $22.93, underscoring the growing popularity of mobile gaming among women.

Additionally, payment preferences vary between regions. E-wallets are favoured in the East, while Western consumers predominantly opt for debit and credit cards when making payments for mobile gaming.

What about time in-game?

The report also noted that gamers in the East dedicate more time to mobile gaming, with 40% playing for over 16 hours weekly, compared to 33% in the West.

Thailand leads with 45% highly engaged gamers, followed by Indonesia (43%) and the Philippines (40%) in the East.

In the West, Brazil stands out with 36% of gamers playing for over 16 hours, surpassing Mexico (33%) and the USA (30%).

Time spent in games and user payment preferences

Source: Coda Payments

The finding underscores Latin America’s prominence in the rapidly expanding mobile market, particularly in Brazil, a mobile gaming powerhouse responsible for 38% of all domestically developed games.

The nuanced distinctions underscore the diversity in motivations and spending habits among mobile gamers in Eastern and Western regions and highlight the necessity for game developers to tailor their in-game offerings to align with these regional preferences and inclinations.

Key takeaways

  • Mobile gaming claims 56% of 2023 gaming revenue, outshining consoles and desktops
  • Eastern gamers focus on customisation; Western gamers prioritise gameplay and spend more
  • Eastern gamers play longer, with Thailand leading; in the West, Brazil emerges as a highly engaged market

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App evolution: from fewer downloads to the rise of the super-apps https://www.businessofapps.com/news/app-evolution-from-fewer-downloads-to-the-rise-of-the-super-apps/ Thu, 05 Oct 2023 07:49:46 +0000 https://www.businessofapps.com/?p=90376 Around 98% of people who use smartphones (that’s approx. 255.8 million individuals) are expected to explore different apps this year, as stated in the Mobile App Users 2023 report by Insider Intelligence. However, there’s an interesting change happening: most users are now downloading fewer apps and sticking with their favourite ones in different categories. Bucking the trend The majority of new app users aren’t experts in technology; they’re just getting started with smartphones. Approximately 4 million new individuals join the world of smartphone apps every year. However, these newcomers aren’t the ones who have been avoiding apps; they’re a result of the increasing number of people adopting smartphones. New data finds that users are going against the usual trend of exploring new apps. Despite the

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Around 98% of people who use smartphones (that’s approx. 255.8 million individuals) are expected to explore different apps this year, as stated in the Mobile App Users 2023 report by Insider Intelligence. However, there’s an interesting change happening: most users are now downloading fewer apps and sticking with their favourite ones in different categories.

Bucking the trend

The majority of new app users aren’t experts in technology; they’re just getting started with smartphones. Approximately 4 million new individuals join the world of smartphone apps every year. However, these newcomers aren’t the ones who have been avoiding apps; they’re a result of the increasing number of people adopting smartphones.

New data finds that users are going against the usual trend of exploring new apps.

Despite the ever-expanding app ecosystem, users are, in fact, downloading and experimenting with fewer apps with each passing year. By 2023, the average smartphone user is projected to have 18.5 apps on their device, which is 2.5 fewer than in 2020. This shift can be attributed to users finding their preferred apps and steadfastly adhering to them.

Super apps!

Intriguingly, we’re witnessing the emergence of “super-apps”, a concept popularised by Asian giants such as WeChat, AliPay, and Grab. These multifaceted apps offer a plethora of services, simplifying users’ lives.

Even X, formerly known as Twitter, is actively striving to become an “everything app”. While this approach proves highly effective in regions with limited infrastructure, in the Western world, where app options abound, it’s leading to a reduction in the number of apps users have on their devices.

Users are installing ever fewer apps

Source: eMarketer

Now, let’s shift our focus to a rather thought-provoking development. Out of 17 app categories, 15 are on course to surpass the growth rate of new app users.

Between 2023 and 2026, the overall number of smartphone app users is projected to grow by approximately 1.54% annually. Most app categories are poised to outpace this rate, indicating that the average smartphone user is gradually exploring a wider array of app categories.

As the landscape of apps undergoes a significant transformation, users are increasingly gravitating towards their favoured apps and showing reluctance to explore new ones.

While super apps simplify users’ lives by offering a wide range of services in one place, an increased focus on super apps could also mean stiffer competition for traditional single-purpose apps.

Key takeaways

  • In 2023, the average user has 18.5 apps, down by 2.5 from 2020
  • Asian-inspired multifunctional apps gain traction, simplifying users’ lives
  • Most app categories outpace the 1.54% annual growth rate, indicating broader exploration

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Join the conversation about the future of mobile ad attribution & targeting [live event] https://www.businessofapps.com/news/join-the-conversation-about-the-future-of-mobile-ad-attribution-targeting-live-event/ Wed, 04 Oct 2023 17:04:16 +0000 https://www.businessofapps.com/?p=90354 2024 is closer than you may think, in just 3 months mobile advertisers around the globe should be ready for Apple’s Privacy Manifests and Google’s Android Privacy Sandbox coming to life. Fingerprinting for attribution and ad targeting on mobile will become history and you need to be ready for this drastic change. Register “RIP Fingerprinting in 2024: how should advertisers prepare?” online event that features: Adam Landis, Head of Growth, Branch Sergio Serra, Head of Product, InMobi DSP Peggy Anne Salz, Founder, MobileGroove

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2024 is closer than you may think, in just 3 months mobile advertisers around the globe should be ready for Apple’s Privacy Manifests and Google’s Android Privacy Sandbox coming to life.

Fingerprinting for attribution and ad targeting on mobile will become history and you need to be ready for this drastic change.

Register “RIP Fingerprinting in 2024: how should advertisers prepare?” online event that features:

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Phiture launches AI Labs and new ChatGPT ASO PlugIn https://www.businessofapps.com/news/phiture-launches-ai-labs-and-new-chatgpt-aso-plugin/ Wed, 04 Oct 2023 13:12:28 +0000 https://www.businessofapps.com/?p=90287 AI is changing the face of Mobile Growth at an astounding pace, which is why we’re proud to announce the launch of AI Labs. It’s the digital playground where our Designers, Data Leads, and Marketing Experts can experiment with even more compelling strategies, amidst a renewed wave of innovation in Mobile Growth. What’s our motivation? We want to see how AI can help businesses grow. And to do this as both a part and an extension of AI Labs, we’ve created a dedicated task force. This task force tests new AI Proof-of-Concepts, and scales, iterates, or kills these projects based on the direct revenue impact we can gain for our clients. Below is exactly what we’re up to, and how Phiture plans to use AI

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AI is changing the face of Mobile Growth at an astounding pace, which is why we’re proud to announce the launch of AI Labs. It’s the digital playground where our Designers, Data Leads, and Marketing Experts can experiment with even more compelling strategies, amidst a renewed wave of innovation in Mobile Growth.

What’s our motivation? We want to see how AI can help businesses grow. And to do this as both a part and an extension of AI Labs, we’ve created a dedicated task force. This task force tests new AI Proof-of-Concepts, and scales, iterates, or kills these projects based on the direct revenue impact we can gain for our clients.

Below is exactly what we’re up to, and how Phiture plans to use AI to help you – our clients – succeed.

Why AI?

Phiture’s AI Labs is about more than just experimenting with new technology. It represents a seismic shift that will place AI at the core of our service proposition, and in effect, see us become an AI-first agency by 2026 – but always with a human touch.

To ensure we maintain this human-centric approach, AI Labs’ testing environment was founded with these twin purposes in mind:

  • To conceptualize and develop new AI-powered solutions that will drive direct revenue growth for our clients. Mobile marketers will also benefit from these propositions, in the form of increased growth.
  • To integrate AI into our existing service offerings. By automating repetitive tasks, our experts can spend more time on high-value strategic work.

Initiative, intuition, and ingenuity from AI Labs

Our AI Labs initiative is a blend of advanced technology and human ingenuity, where the AI Labs Task Force is working together to take machine learning and automation to the next level for our clients. The doors of the lab will be open for a further six months, and several enriching programs will run during this time.

Our AI Champions program, for instance, brings together team members from across various departments who act as liaisons between AI Labs and their respective teams, ensuring AI-driven thinking is integrated throughout the company.

Additionally, our AI Lunch Break Sessions offer a weekly platform for education and open dialogue on the latest trends and applications in the sector. Already, we’re witnessing a wellspring of new ideas coming out of these sessions.

Through hackathons, bootcamps, and AI learning days, we are and we will continuously foster a culture of innovation and creativity.

Strategic initiatives

The above-outlined programs all rest on a ‘build-measure-learn’ approach focused on rapid prototyping. Already we’re working on several strategic initiatives for AI and mobile growth, and we can offer a glimpse into the lab here. Read about them in detail on our dedicated website.

In the meantime, the scope of the topics currently at play within Phiture’s AI Labs is far-ranging:

  • Automated User Acquisition Creatives at Scale: AI-generated campaign creatives to promise faster launches and lower customer acquisition costs.
  • Personalized CRM Messaging: Tailored CRM with AI, to make user experiences more engaging and contribute to retention.
  • Experiment Insights at Scale: Analyze experiments using AI, and adapt your growth strategy based on proven results to drive impact faster.
  • AI-driven Keyword Optimization: Revolutionize keyword optimization with AI, to expand impact and global reach with increased efficiency.
  • Automated ASO Audits: Speed up optimization with AI-generated audits, providing faster insights to clients.
  • Optimized Campaign Management: Continuous adjustment of bids underpinned by AI-optimized Cost-per-Acquisition goals.
  • Internal AI Guidelines: Foster responsible and ethical AI innovation with rigorous internal guidelines.

The results so far: ChatGPT Plugin and more

Already we’re seeing impactful and measurable results from this dynamic, creative environment.

  • Optimized ASA bidding: To find the optimal ASA bidding system, we’ve deployed a self-learning Machine Learning model in the Apple Search Ads campaigns of one of our clients.
  • Creative campaign tracking: We’ve launched a dashboard for our creative team, so they can track what experiments the market is running, and which were most successful for ASO.
  • Keyword research & labelling: We’ve handed over all of our keyword research and labelling to AI, leading to new, more relevant keywords being found and used. We’re aiming to automate the entire process with our AI-first Keyword Optimization initiative.

We’ve also recently launched our ASO Plugin for Chat GPT. This plugin emerged from a Phiture AI Labs Hackathon that explored all things developmental and forward-thinking. The plugin facilitates access to essential ASO information such as keyword search popularity for iOS, estimated impressions, and many more variables that we’re tracking directly from stores.

Rather than a game-changer, we view this plugin as a platform that can generate leads for advanced explorations. And as a free tool in its infancy, we welcome feedback and insights that may refine and expand this experimental offering. The overall goal? To meet with Phiture’s mission, aligning the plugin more closely with the needs of a global network of ASO professionals and enthusiasts.

How will Phiture’s ChatGPT plugin elevate your ASO? To kick things off, in the following ways:

  • Real-time Keyword Popularity: Quickly fetch and analyze keyword search popularity.
  • Estimated Impressions Insight: Gain insights into your app’s potential maximum reach.
  • Streamlined User Experience: Access insights directly through ChatGPT, simplifying your workflow.

How to use this ChatGPT plugin for your domain?

It’s a straightforward task to install the plugin – simply type “ASO” in the ChatGPT Plus plugin store to find and install it. As to the plugin’s true value, this lies in the real-world insights it provides.

It’s important to note that Language Learning Models (LLMs) are not designed for data analysis as they may produce inaccurate results when attempting to analyze large data sets. To mitigate this, our plugin limits the amount of data to one day per week for API requests that exceed a 90-day range.

For deeper data analysis, you can use tools like the ChatGPT Code Interpreter or other data analysis plugins, such as Wolfram.

Let’s run through some of the practical use cases for our ChatGPT plugin.

Use Case 1: Making sense of changing brand popularity

Objective: Determine if a brand’s popularity in the app store is evolving.

Prompt: “Fetch the daily impressions for the past 12 months for ‘clubhouse’ in the US from the Phiture ASO plugin and provide an analysis detailing the trends.”

Expected Outcome: Understanding the brand’s positioning in the App Store over time by spotting peaks, dips, and potential growth strategies.

Use Case 2: Prime positioning that leads to impressions

Objective: Understand the interplay between ‘hiking’ and ‘walking’ apps.

Prompt: “Fetch the data for the past 12 months for ‘hiking’ and ‘walking’ in the US from the Phiture ASO plugin. Compare past 12 months impression trend for ‘hiking’ and ‘walking’, and annotate their popularity movement.”

Expected Outcome: Get a comparative analysis that helps tailor your app positioning. If ‘hiking’ apps are on the rise, consider repositioning aspects of your app to appeal more to hikers.

Use Case 3: Understanding the changing of the seasons and keyword popularity

Objective: Fine-tuning your marketing strategy around key periods by exploring seasonality, and its subsequent effects on trending and popular keywords.

Prompt: “Analyze notable monthly searches for the keyword ‘fitness apps’ in the US over the past 24 months. Provide insights into any noticeable seasonal trends.”

Expected Outcome: The plugin will generate a month-on-month breakdown of noted keywords. By examining this data, you may spot trends related to seasonality. For example, you may witness increased popularity in January due to New Year’s resolutions.

Use Case 4: The influence of competitor keyword strategies

Objective: Understand a competitor’s keyword performance to help influence your own ASO strategy.

ChatGPT Prompt: “Compare the keyword popularity for ‘social networking’ and ‘friend finder’ related to the ‘Facebook’ app over the past 12 months. Provide insights into the performance and trend of these keywords.”

Expected Outcome: The plugin will generate a comparative analysis of the keywords’ popularity. From this, you can infer which keywords are contributing more to your competitor’s visibility and potentially incorporate similar keywords into your own strategy.

How to follow our progress

There’ll be more results to share soon, as more real-world applications of AI emerge from the creativity of the lab. If you’d like to stay in the loop about how the results of the AI Labs can drive growth impact for your business, I’d highly recommend following Moritz Daan and Merlin Penny on LinkedIn.

Merlin has already contributed a blog article on LinkedIn regarding AI Labs, and he’ll continue to share more updates in the coming months. You can also subscribe to our Growth Newsletters here, a fortnightly summary of updates to inspire growth which will report on the progress of our AI Labs.

Before you go

  • Make sure you’re signed up to Phiture’s Growth Newsletters to stay up to date on the latest from the AI Labs. We’ll be sharing our latest creations that are designed to drive growth.
  • AI – naturally – was the hot topic at the 2023 ASO Conference. You can watch the recordings of all the main stage discussions here, ⦁ many of which touched upon the impact of AI on ASO.
  • Preparing your strategy for the anticipated importance of AI-generated search results is important. Check out our article here on how managers can prepare for future success in the era of AI-assisted search and discovery.

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Hurdles for app developers: Apple enforces Chinese licensing on App Store https://www.businessofapps.com/news/hurdles-for-app-developers-apple-enforces-chinese-licensing-on-app-store/ Wed, 04 Oct 2023 08:08:20 +0000 https://www.businessofapps.com/?p=90341 In a move towards adherence to local regulatory norms, tech giant Apple has recently mandated new apps to provide evidence of licensing from the Chinese government before making their debut on its China App Store. The shift is reflective of a strategy already in place among local competitors, including Tencent and Huawei, since 2017. Apple clamps down As Chinese lawmakers are clamping down on app stores, Apple is just now catching up with the practice of asking app makers to prove their conform. The company shared the update on its website last Friday. The ICP filing, an entrenched registration system in China, is pivotal for websites seeking legal operational status within the country. Predominantly, local app stores have been abiding by this prerequisite since at

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In a move towards adherence to local regulatory norms, tech giant Apple has recently mandated new apps to provide evidence of licensing from the Chinese government before making their debut on its China App Store. The shift is reflective of a strategy already in place among local competitors, including Tencent and Huawei, since 2017.

Apple clamps down

As Chinese lawmakers are clamping down on app stores, Apple is just now catching up with the practice of asking app makers to prove their conform.

The company shared the update on its website last Friday.

The ICP filing, an entrenched registration system in China, is pivotal for websites seeking legal operational status within the country. Predominantly, local app stores have been abiding by this prerequisite since at least 2017. A roster published last week by Chinese regulatory bodies, which showed that 26 mobile app stores have added app filings, did not feature Apple’s App Store.

But getting a license isn’t easy

For foreign app developers acquiring an “internet content provider (ICP) filing” license now necessitates having an established presence in China, or at the very least, joining forces with a local publisher.

Apple, renowned for its somewhat accommodating ICP policy, has historically provided a broader array of mobile applications than its local counterparts, underpinning its popularity in China.

The repercussions of Apple’s compliance status could potentially ripple through the App Store in China, affecting the accessibility of hundreds of thousands of apps, inclusive of notable foreign applications like X (previously known as Twitter) and Telegram, which saw a surge in popularity amidst protests against COVID-19 lockdowns in the preceding year.

Simultaneously, some Chinese iPhone users have expressed apprehensions on X, suggesting that they might be compelled to utilise Apple accounts from overseas to access their preferred apps.

What happens if apps do not comply? Apps that lack the necessary filings will incur penalties following a grace period that prolongs until March of next year. Conversely, freshly developed apps have been bound by the rule since September.

The Wall Street Journal reported last week that discussions have been ongoing between Apple and Chinese officials, addressing concerns regarding new regulations that could potentially restrict the availability of foreign apps on its app store in China – Apple’s third-largest market, following the Americas and Europe.

Key takeaways

  • Apple mandates ICP filings for new apps, aligning with stringent Chinese government licensing requirements for digital platforms
  • Policy change might restrict the availability of numerous foreign and independent apps on the China App Store
  • Non-compliant apps face penalties post-March grace period, while discussions with Chinese officials address potential future app restrictions

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Is Meta’s latest social media venture Threads more of a revelation than we thought? https://www.businessofapps.com/news/is-metas-latest-social-media-venture-threads-more-of-a-revelation-than-we-thought/ Tue, 03 Oct 2023 08:58:47 +0000 https://www.businessofapps.com/?p=90333 Meta’s new venture, Threads, may be changing the way we think about social media. Unlike most social networks that start from scratch and grow over time, Threads quickly joined forces with Instagram’s user base, and millions signed up in just a few weeks. What’s happening in social media? What is Threads all about? Understanding Threads’ unique vibe is crucial for brands, publishers, and advertisers who want to succeed here. But it seems users are still figuring out what the app is all about. According to a recent report from GWI as of August 2023, Threads has caught the attention of one in every ten internet users worldwide. Most early users seem likely to use Threads again, with about half of them very inclined to do

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Meta’s new venture, Threads, may be changing the way we think about social media. Unlike most social networks that start from scratch and grow over time, Threads quickly joined forces with Instagram’s user base, and millions signed up in just a few weeks. What’s happening in social media?

What is Threads all about?

Understanding Threads’ unique vibe is crucial for brands, publishers, and advertisers who want to succeed here. But it seems users are still figuring out what the app is all about.

According to a recent report from GWI as of August 2023, Threads has caught the attention of one in every ten internet users worldwide. Most early users seem likely to use Threads again, with about half of them very inclined to do so, which bodes well for the platform’s future.

The main reason people are signing up for Threads is its smooth integration with Instagram. Users are not only looking to connect with friends and followers but also because they have a positive view of the Instagram brand.

While Instagram initially drew people in, early Threads users are leaning towards a more “Twitter-style” information network. The big question for the platform is whether it will be more like Instagram with text or like Twitter (now X) with images. Insights suggest that a significant portion of the US user base expects Threads to resemble Twitter.

Preference for news

According to the report, Threads users are leaning towards using it in a Twitter-like manner, engaging with and retweeting news. Early users have shown a strong interest in news-related content, making it a significant segment on the platform.

Threads attracts a diverse user base, including gamers, social media enthusiasts, fashion aficionados, and tech-savvy individuals. These early users have varied interests, with some preferring an Instagram-style experience and others seeking news and information. The success of Threads hinges on whether these early adopters remain engaged and how the platform defines its identity. This presents a challenge for Meta as they strive to balance news and preserve Instagram’s aesthetics.

Threads has experienced its share of ups and downs as a relatively new platform. It initially gained popularity but saw a decrease in users due to missing features such as web accessibility. However, Meta has introduced new features like customisable notifications and chronological post-viewing. Furthermore, Meta is reportedly planning to launch a web version in the near future.

Key takeaways

  • Threads blends Instagram’s user base with Twitter-style interactions, reshaping social media
  • Early Threads users show a strong appetite for news, posing identity challenges
  • Meta’s adaptability and upcoming web version may determine Threads’ success

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Summer travel app boom: 14% spike in usage https://www.businessofapps.com/news/summer-travel-app-boom-14-spike-in-usage/ Mon, 02 Oct 2023 08:39:17 +0000 https://www.businessofapps.com/?p=90260 In the summer of 2023, there was an uptick in the utilisation of travel apps, surpassing the records of the preceding year. As per the most recent findings by data.ai, summer travellers exhibited an unprecedented reliance on their mobile devices. Let’s dive right in. 14% surge in travel app usage Between May and August 2023, Android smartphone users collectively dedicated four billion hours to travel apps, averaging over one billion hours each month. That’s a 14% surge compared to the previous year. But in contrast to 2022, when the surge was predominantly attributed to vacation-related apps, the growth observed between 2022 and 2023 was predominantly propelled by day-to-day travel applications. Surge in travel app usage Source: data.ai Notably, transportation apps like Uber and InDrive, along

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In the summer of 2023, there was an uptick in the utilisation of travel apps, surpassing the records of the preceding year. As per the most recent findings by data.ai, summer travellers exhibited an unprecedented reliance on their mobile devices. Let’s dive right in.

14% surge in travel app usage

Between May and August 2023, Android smartphone users collectively dedicated four billion hours to travel apps, averaging over one billion hours each month. That’s a 14% surge compared to the previous year.

But in contrast to 2022, when the surge was predominantly attributed to vacation-related apps, the growth observed between 2022 and 2023 was predominantly propelled by day-to-day travel applications.

Surge in travel app usage

Source: data.ai

Notably, transportation apps like Uber and InDrive, along with rail and coach booking apps such as IRCTC Rail Connect, witnessed substantial spikes in their usage throughout the summer of 2023.

Which apps come out on top?

When examining the top breakout travel apps in terms of year-over-year growth during the summer of 2023, transportation apps clearly dominate the landscape.

Eight out of the top 10 breakout apps globally fall within the transportation subgenre. Notably, apps like “Where is my Train”, “inDrive”, and “Grab Driver” emerged as the standout breakout apps during the summer of 2023.

Interestingly, despite the prevalence of transportation apps, a variety of apps outside this subgenre also achieved top breakout rankings in crucial markets such as the US and the UK. In the US, apps related to flight tracking, airline services, and integrated travel services secured positions among the top 10 breakout apps.

Travel app type growth index

Source: data.ai

In the UK, apps focused on rail and coach booking, integrated travel services, and airline services also claimed prominent spots in the breakout rankings.

Post-Covid upswing

Reflecting on the backdrop of these trends, it’s essential to note that the year 2020 witnessed the onset of the COVID-19 pandemic, which brought unprecedented challenges, wreaking havoc across various industries and affecting lives worldwide. Businesses faced closures, economies experienced hardships, and daily routines were disrupted as lockdowns and restrictions became the new normal.

One of the most profoundly impacted sectors was the travel industry. However, as vaccination rates steadily increased and a sense of hope emerged on the horizon, a noticeable shift occurred. The installation of travel apps has now experienced a 123% year-over-year surge.

Key takeaways

  • Travel app usage surges 14% YoY, with mobile reliance at an all-time high
  • Top breakout apps are predominantly transportation-based, but diverse apps shine in key markets
  • Travel app installs soared 123%, signalling a strong recovery from pandemic challenges

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App Charts – Risers and Fallers (September 2023) https://www.businessofapps.com/news/app-charts-risers-fallers-september-23/ Mon, 02 Oct 2023 06:00:25 +0000 https://www.businessofapps.com/?p=90180 We’re back with the second edition of App Charts, where we take a look at five apps which have seen their downloads rise over the past month, and five which have declined. Similar to the previous month, we have not seen any change in the top four, with TikTok, Instagram, Facebook, and WhatsApp taking the top four spots. Temu remains in the top ten with its rollout to other countries keeping downloads high, while its main competitor Shein is struggling to drum up as much interest. Risers Snapchat (up 4) Snapchat has seen its monthly downloads rise by about five million in September, pushing it into the top five for this month. The majority of downloads came from India, and Pakistan surpassed the US in

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We’re back with the second edition of App Charts, where we take a look at five apps which have seen their downloads rise over the past month, and five which have declined.

Similar to the previous month, we have not seen any change in the top four, with TikTok, Instagram, Facebook, and WhatsApp taking the top four spots.

Temu remains in the top ten with its rollout to other countries keeping downloads high, while its main competitor Shein is struggling to drum up as much interest.

Risers

Snapchat (up 4)

Snapchat has seen its monthly downloads rise by about five million in September, pushing it into the top five for this month. The majority of downloads came from India, and Pakistan surpassed the US in monthly downloads.

ChatGPT (up 5)

ChatGPT continues its climb up the rankings, rising by 36 places last month and by five this month. Expect even more growth next month with the announcement that ChatGPT can access real-time internet trends.

Canva (up 11)

Another app that has been steadily rising up the charts over the past few months, from 12 million downloads in June to 15 million in September.

Hotstar (up 109)

Hotstar lost a lot of ground to JioCinema with the loss of the Indian Premier League, but has managed to draw users back in with exclusive rights to the Asia Cup.

Microsoft Teams (up 22) 

Microsoft Teams pulled in one million more downloads this month compared to last, dragging it into the top 50 apps.

Fallers

X (down 16)

X is struggling to draw in new or returning users, with a drop of 2.8 million downloads this month, knocking it out of the top 50. Threads, for reference, was in 12th place, although it is a much newer app.

Monopoly Go (down 18)

Monopoly Go has been one of the most popular mobile games over the past three months, but it looks like the interest is starting to drop off. Downloads declined by 4.4 million in September.

Royal Match (down 12)

Another mobile game that has been a staple in the top 50 since June, but may be running out of steam. It has been downloaded five million times less than the previous month.

JioCinema (down 10)

As Hotstar surges forward, JioCinema has to take a back seat. It appears that unlike Netflix and Amazon Prime Video, which retain interest throughout the year, JioCinema and Hotstar are always fighting for attention through exclusive sports viewings.

Phone Finder by Clap and Flash (down 3715)

A bit of an unfair end to this month’s edition, but one that underscores how fast a new app can fall off the top charts. This phone finder app went viral for its clap and flash function, but the initial buzz has died off with a 97 percent decline in downloads.

That’s all for this month, come back next month to see the top risers and fallers! And if you want to check out the charts at any time, head over to App Rankings.

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Mobile spending hits $100 billion milestone early in Q3 https://www.businessofapps.com/news/mobile-spending-hits-100-billion-milestone-early-in-q3/ Fri, 29 Sep 2023 08:32:32 +0000 https://www.businessofapps.com/?p=90225 In the third quarter of 2023, global consumer spending on mobile devices hit a new milestone, reaching a total of $33.6 billion. This resurgence in spending suggests that the mobile market is making a strong comeback after a sluggish year in 2022, as reported by data.ai. Mobile spending reaches $100 billion mark The quarter’s achievement is particularly remarkable because it marks the first time that consumer spending on mobile devices has reached the $100 billion mark by the third quarter of the year. In previous years, it took until October to reach this milestone in both 2021 and 2022, and December in 2020 – the inaugural year when global consumer spending reached $100 billion. In Q3 of 2023, iOS maintained its position as the leading

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In the third quarter of 2023, global consumer spending on mobile devices hit a new milestone, reaching a total of $33.6 billion. This resurgence in spending suggests that the mobile market is making a strong comeback after a sluggish year in 2022, as reported by data.ai.

Mobile spending reaches $100 billion mark

The quarter’s achievement is particularly remarkable because it marks the first time that consumer spending on mobile devices has reached the $100 billion mark by the third quarter of the year.

In previous years, it took until October to reach this milestone in both 2021 and 2022, and December in 2020 – the inaugural year when global consumer spending reached $100 billion.

In Q3 of 2023, iOS maintained its position as the leading platform for consumer spending, raking in a substantial $21.2 billion, while Google Play generated $12.4 billion in revenue.

Global consumer app spending

Source: data.ai

When it comes to mobile gaming, Google Play experienced a modest growth of 5% in consumer spending, but iOS saw a decrease of 5.6% in mobile game spending during the same period.

In terms of app downloads, consumers worldwide downloaded a total of 38.4 billion apps in the third quarter of 2023. This figure represents a slight decline when compared to the same period in the previous year.

No surprises: US leads

The US emerged as the frontrunner in consumer spending, experiencing a significant increase of over $600 million compared to the same period in the previous year. Impressively, nearly one-third of the total global consumer spending in the third quarter was attributed to the US.

South Korea also demonstrated robust year-over-year growth, recording an increase of $477 million in consumer spending during Q3 2023.

Meanwhile, the UK showcased a commendable performance, generating a total of $224 million in consumer spending during the same quarter.

Threads dominates downloads

Meta’s recently launched microblogging app, Threads, made an astonishing debut in early July by achieving a staggering 150 million downloads within its first week. This achievement set a new record, as Threads reached this milestone 5.5 times faster than any other app in history.

As a direct consequence, Threads dominated the downloads charts throughout the third quarter of 2023.

Leading apps globally

Source: data.ai

In fact, Meta had a rather successful quarter overall, with four out of the top five apps in terms of downloads during this period, solidifying its position as a dominant player in the mobile app market.

Key takeaways

  • Global consumer mobile spending reaches $33.6 billion in Q3, signaling market recovery
  • US accounts for 30% of global Q3 consumer spending increase
  • Threads app’s record-breaking 150 million downloads, driving Meta’s Q3 success

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APAC leads app growth with travel and shopping apps surging in Europe https://www.businessofapps.com/news/apac-leads-app-growth-with-travel-and-shopping-apps-surging-in-europe/ Thu, 28 Sep 2023 08:52:32 +0000 https://www.businessofapps.com/?p=90191 The APAC app market has boomed thanks to better mobile networks and cheaper smartphones. In 2022, there were 1.29 billion people using mobile internet, up from 700 million in 2015. That’s according to the latest Adjust Growth Score which assesses how well apps and app marketing are doing in different places worldwide. It looks at over 2,500 of the best apps and how they’ve been doing in the first half of 2023. Travel and shopping apps are bouncing back In 2022, there were 1.29 billion people using mobile internet, up from 700 million in 2015. Europe’s app market is also on the rise, with estimated revenues of $63.3 billion in 2023, up from $56.24 billion in 2022. By 2027, it could reach a whopping $87.35

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The APAC app market has boomed thanks to better mobile networks and cheaper smartphones. In 2022, there were 1.29 billion people using mobile internet, up from 700 million in 2015. That’s according to the latest Adjust Growth Score which assesses how well apps and app marketing are doing in different places worldwide. It looks at over 2,500 of the best apps and how they’ve been doing in the first half of 2023.

Travel and shopping apps are bouncing back

In 2022, there were 1.29 billion people using mobile internet, up from 700 million in 2015. Europe’s app market is also on the rise, with estimated revenues of $63.3 billion in 2023, up from $56.24 billion in 2022. By 2027, it could reach a whopping $87.35 billion.

Even though the expenses and prices are going up in Europe, travel apps are bouncing back impressively. They’ve achieved the highest Growth Score in the region, sitting at 47.3, which is way ahead of other regions.

Games, shopping and travel experience highest growth

Source: Adjust

Europe’s e-commerce market is predicted to grow by 12% annually from 2020 to 2026, and shopping apps in the region are doing well with a solid score of 41.1.

Mobile gaming comes in third place with a Growth Score of 30.4, followed by utility apps at 27.1, and lifestyle apps with 25.5.

Gaming app scores

Source: Adjust

APAC leads growth score

When it comes to the growth of mobile apps by region, APAC is leading the way with a Growth Score of 43.3. Europe and North America are close behind with scores of 35.9 and 30, respectively.

In terms of individual countries, India stands out with the highest growth score of 31.2. This is mainly because more and more people in India are getting access to affordable smartphones and mobile data plans.

Growth scores by country

Source: Adjust

Among different types of mobile apps, gaming apps are at the forefront in terms of growth. The top-ranking gaming subverticals globally include action, hyper-casual, sports, RPG, and casual gaming apps.

“Adjust is continually developing solutions that promote this new wave of global growth marketing to empower our clients to execute high-performance, measurable campaigns at a time when the mobile app ecosystem has never been more challenging ,” said Lou Hong, VP of Marketing at Adjust. “Adjust’s Growth Score tells marketers and developers where they can grow. Understanding which app verticals and regions have the highest potential for growth is essential when creating and scaling campaigns successfully.”

Key takeaways

  • APAC mobile internet booms with 1.29 billion users in 2022, up from 700 million in 2015, driving app market growth
  • Europe revenues set to reach $63.3 billion in 2023 (up from $56.24 billion in 2022), driven by travel and shopping apps
  • APAC leads with a Growth Score of 43.3, India excels at 31.2, and gaming dominates growth

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Appodeal and Pollen VC announce new partnership https://www.businessofapps.com/news/a-mobile-growth-platform-with-credit-lines-to-scale-your-monthly-revenues-new-appodeal-and-pollen-vc-partnership/ Wed, 27 Sep 2023 11:45:25 +0000 https://www.businessofapps.com/?p=90175 Appodeal and Pollen VC announce a strategic partnership to empower app developers and game studios. This collaboration provides immediate access to essential resources and financial support, enabling rapid and efficient app scaling. The partnership is a natural extension of Appodeal and Pollen VC’s mission to empower app creators and developers. Appodeal, a pioneer in in-app bidding and mobile app growth, and Pollen VC, a provider of credit lines to mobile game and app developers, join forces to offer a comprehensive solution that combines ad mediation, user acquisition, business intelligence, and financial support. “Pollen VC’s innovative financing solutions perfectly align with our vision to empower app creators to stay independent and retain control over their intellectual property,” says Pavel Golubeff, CEO and founder at Appodeal. “Together

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Appodeal and Pollen VC announce a strategic partnership to empower app developers and game studios. This collaboration provides immediate access to essential resources and financial support, enabling rapid and efficient app scaling.

The partnership is a natural extension of Appodeal and Pollen VC’s mission to empower app creators and developers.

Appodeal, a pioneer in in-app bidding and mobile app growth, and Pollen VC, a provider of credit lines to mobile game and app developers, join forces to offer a comprehensive solution that combines ad mediation, user acquisition, business intelligence, and financial support.

“Pollen VC’s innovative financing solutions perfectly align with our vision to empower app creators to stay independent and retain control over their intellectual property,” says Pavel Golubeff, CEO and founder at Appodeal. “Together with Pollen VC, we can offer a comprehensive solution that addresses both the operational and financial challenges faced by mobile app businesses, enabling them to scale rapidly and achieve maximum growth.”

This partnership will benefit not only Appodeal users but also all applicants to the Appodeal Accelerator Program. By joining forces with Pollen VC, Appodeal is taking a step further to provide mobile app businesses with non-dilutive financing options and flexible credit lines, enabling them to unlock the value trapped in their accounts receivable (AR) and reinvest into UA to scale quickly without relying on dilutive equity funding.

For Pollen VC, the partnership with Appodeal reinforces its commitment to providing mobile app developers and game studios with the financial tools and resources they need to succeed.

“Appodeal’s comprehensive growth platform and expertise in ad mediation, user acquisition, and business intelligence make them an ideal partner for us,” says Martin Macmillan, CEO at Pollen VC. “We are excited to work together to provide mobile app businesses with the most simple and transparent financing solutions to supercharge their revenue growth in a safe and capital-efficient way.”

Appodeal and Pollen VC are jointly committed to helping mobile app businesses thrive in a competitive market. With Appodeal’s cutting-edge tools and Pollen VC’s flexible financing options, app creators can optimize their monetization strategies, accelerate user acquisition, and manage ad campaigns—all from a single dashboard. Additionally, the collaboration will enable app creators to access financial education tools, helping them make informed decisions and optimize their capital mix.

As of today, app creators and game studios can join the Appodeal Accelerator Program and, in parallel apply for a credit line with Pollen VC. The application processes are simple and straightforward, and the partnership provides all the necessary tools to evaluate metrics, set up UA campaigns, and optimize finances.

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App Growth Awards 2023 Entries Closing This Week https://www.businessofapps.com/news/app-growth-awards-2023-entries-closing-this-week/ Wed, 27 Sep 2023 11:35:15 +0000 https://www.businessofapps.com/?p=90173 We wanted to give you a friendly nudge – the App Growth Awards 2023 entries are about to close THIS FRIDAY. Why should you jump in ASAP? 1. Zero Cost: Entering the awards won’t cost you a dime. It’s a golden opportunity without breaking the bank. 2. Easy Peasy: We promise it’s a breeze. Just answer 5 quick questions, and you’re in the running. 3. Shine Bright: Winning an award is like a spotlight on your company. Get ready for some well-deserved recognition. 4. Stay Ahead: Your competition is already in the game. Don’t let them steal the spotlight. We’ve got submissions pouring in from all over the world – publishers, developers, platforms, agencies – and your company should be on that list. Quick reminder of

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We wanted to give you a friendly nudge – the App Growth Awards 2023 entries are about to close THIS FRIDAY.

Why should you jump in ASAP?

1. Zero Cost: Entering the awards won’t cost you a dime. It’s a golden opportunity without breaking the bank.

2. Easy Peasy: We promise it’s a breeze. Just answer 5 quick questions, and you’re in the running.

3. Shine Bright: Winning an award is like a spotlight on your company. Get ready for some well-deserved recognition.

4. Stay Ahead: Your competition is already in the game. Don’t let them steal the spotlight.

We’ve got submissions pouring in from all over the world – publishers, developers, platforms, agencies – and your company should be on that list.

Quick reminder of the categories:

– App Advertising Platform
– App Analytics Platform
– App Data Platform
– App Engagement Platform
– App Messaging Platform
– App Revenue Platform
– MMP of the Year
– ASO Company
– User Acquisition Company
– App Marketing Agency of the Year
– App Growth Innovation
– App Marketer of the Year
– Fastest Growing App
– Growth Team of the Year
– App Marketing Campaign of the Year

No entry, no shot at winning. Take a few minutes this week to send in your entry at zero cost and start prepping that victory speech.

Got questions or need a hand? Just hit us up with a reply, and we’ll sort you out.

Don’t wait – this is your last chance to be a part of the App Growth Awards 2023.

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65% of companies increased their mobile ad budgets https://www.businessofapps.com/news/65-of-companies-increased-their-mobile-ad-budgets/ Wed, 27 Sep 2023 08:31:14 +0000 https://www.businessofapps.com/?p=90161 Mobile app marketing’s performance is on a steady rise across industries. In 2023, 64.7% of global companies increased their mobile ad budgets compared to the previous year. For UK businesses, this number spiked to 67%, with a budget boost of over 29%. That’s according to new research from performance advertising experts Moloco. Let’s dive right in. Performance mobile app marketing on a wave UK-based firms increased their mobile performance ad budgets by almost 26% of the global average. Moreover, 63.2% of global firms, and 68% of UK organisations, shared plans to allocate more of their mobile ad budget to performance marketing in 2022. Notably, performance marketing claimed a lion’s share at 45.7% in 2023, surpassing brand marketing at 41.4%. This shift underscores the widely recognised

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Mobile app marketing’s performance is on a steady rise across industries. In 2023, 64.7% of global companies increased their mobile ad budgets compared to the previous year. For UK businesses, this number spiked to 67%, with a budget boost of over 29%. That’s according to new research from performance advertising experts Moloco. Let’s dive right in.

Performance mobile app marketing on a wave

UK-based firms increased their mobile performance ad budgets by almost 26% of the global average. Moreover, 63.2% of global firms, and 68% of UK organisations, shared plans to allocate more of their mobile ad budget to performance marketing in 2022.

Notably, performance marketing claimed a lion’s share at 45.7% in 2023, surpassing brand marketing at 41.4%. This shift underscores the widely recognised importance of performance marketing in driving sales and profits.

Companies’ allocation in the marketing budget for mobile ads: 2023 vs. 2022 comparison

Source: Moloco

Performance-driven marketing creates a positive loop by boosting user acquisition and enhancing Return on Ad Spend (ROAS).

Companies proficient in performance-driven mobile marketing programs are not just skilled but also highly content with their outcomes, giving it a solid 4.4 out of 5 rating. They attribute this success to performance marketing’s ability to effectively bring in new users, secure high-quality user acquisitions, and improve ROAS.

Performance boost is a major reason for rise in marketing budgets

Source: Moloco

Interestingly, a significant 58.2% of marketers believe that performance marketing is more effective for driving revenue growth compared to traditional brand marketing methods. Furthermore, 55.5% of marketers consider performance marketing as the key to achieving profitability, especially in uncertain economic times. This sentiment is even more prevalent in the UK, where an impressive 68.6% of marketers share this viewpoint.

Machine learning and AI are top technologies

The top criterion for choosing a mobile app performance marketing solution is advanced machine learning, garnering the coveted #1 spot. Across the globe, marketers are finding that advanced ML/AI technology takes precedence, with a substantial 37% of them selecting it as the paramount factor from a list of ten possible considerations. Following closely behind are factors such as global reach, securing second place with a 23.1% preference, and high-quality user acquisition, claiming the third spot with an 18.1% vote.

MI and AI as top marketing tech

Source: Moloco

The pivotal role of machine learning is underlined by its ability to furnish real-time, precise data for informed decision-making and the meticulous tracking of objectives. It stands as the linchpin for success in the realm of mobile app performance marketing solutions.

“The global shift in marketing from reach to results continues to gain momentum across different countries and various industries,” said Daisuke Yokokawa, Vice President, Global Marketing, Moloco. “Many mobile app marketers are aware that the secret of big tech’s success in advertising is advanced ML technology and the performance marketing solutions that they provide. This global trend is due to the clear and resounding power that mobile app performance marketing has to drive revenue, user acquisition, and profit, especially during times of economic uncertainty.” 

Key takeaways

  • In 2023, 64.7% of global companies increased mobile ad budgets, rising to 67% for UK businesses
  • 37% of marketers prioritize advanced ML/AI in mobile app marketing solutions
  • Performance marketing claims 45.7% of the mobile ads budget, exceeding brand marketing at 41.4%

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How streaming apps tailor their ad strategies to meet core demographics https://www.businessofapps.com/news/how-streaming-apps-tailor-their-ad-strategies-to-meet-core-demographics/ Tue, 26 Sep 2023 08:01:31 +0000 https://www.businessofapps.com/?p=90078 Streaming apps are a dynamic bunch. Companies continually refine strategies to stay competitive and new data from Sensor Tower reveals the user demographic trends among major competitors in the space. As the streaming landscape evolves, Disney+ and others are adjusting digital ad strategies. Disney+, for instance, targets mature, high-spending users by increasing ad spending on platforms favoured by this demographic. On the flip side, Pluto TV hones in on younger users, noticeably boosting investments in platforms popular among the youth. We’ll take a closer look below. Disney+ targets older audiences Disney+ has effectively tailored its ad strategy to attract a more mature audience. Initially focused on family-friendly content, Disney+ strategically shifted its approach by increasing ad spending on platforms such as Facebook, Instagram, and websites

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Streaming apps are a dynamic bunch. Companies continually refine strategies to stay competitive and new data from Sensor Tower reveals the user demographic trends among major competitors in the space.

As the streaming landscape evolves, Disney+ and others are adjusting digital ad strategies. Disney+, for instance, targets mature, high-spending users by increasing ad spending on platforms favoured by this demographic. On the flip side, Pluto TV hones in on younger users, noticeably boosting investments in platforms popular among the youth. We’ll take a closer look below.

Disney+ targets older audiences

Disney+ has effectively tailored its ad strategy to attract a more mature audience. Initially focused on family-friendly content, Disney+ strategically shifted its approach by increasing ad spending on platforms such as Facebook, Instagram, and websites commonly frequented by older demographics.

This change, combined with a broadened content selection featuring more mature themes, bolstered Disney+’s appeal and contributed to the growth of users aged 45 and above.

Disney+ ad spend overview

Source: Sensor Tower

The key lesson here for other streaming platforms is clear: comprehending your audience and directing advertising efforts accordingly can significantly impact user demographics and overall growth. The strategic adaptation becomes particularly critical during times of high inflation, as it prioritises reaching customers with greater disposable income.

Growth of older streaming users among select streaming apps

Source: Sensor Tower

Pluto TV channels younger users

Pluto TV increased its ad budget on platforms that resonate with younger audiences, such as Hulu and TikTok. The company is also intensifying its efforts to compete with platforms like Netflix and Disney+. These platforms now offer more affordable, ad-supported subscription options.

Pluto TV ad spending by channel

Source: Sensor Tower

Of particular note is Pluto TV’s amplified investment in TikTok, which ranks among the top five apps where Netflix users in the US spend significant time. This indicates a keen understanding of cross-app usage patterns and could be a good lesson for app publishers and streaming rivals alike: delving into cross-app usage data and adjusting strategies accordingly can be a game-changer in the fiercely competitive streaming industry.

Key takeaways

  • Disney+ boosts appeal with mature themes, reaching users aged 45+, proving tailored ads impact demographics and growth
  • Pluto TV invests in TikTok and Hulu to compete with Netflix and Disney+, adapting to younger audiences
  • Streaming’s future relies on understanding audiences and strategic adjustments, crucial in a competitive, ever-changing landscape

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Subscription app strategies from top experts this Thursday in W Hotel in San Francisco https://www.businessofapps.com/news/subscription-app-strategies-from-top-experts-this-thursday-in-w-hotel-in-san-francisco/ Mon, 25 Sep 2023 15:01:32 +0000 https://www.businessofapps.com/?p=90106 It’s that time of the year again – the App Promotion Summit opens its doors in San Francisco at W Hotel to greet subscription app strategy experts. This is your chance to meet more than 100 app marketers and pick up the brains of more than 20 speakers during 10 sessions. You will hear from Appsflyer, Gummicube, LTV Labs, Remerge, App Masters, and more. This is your window into the latest thinking on what it takes to launch, grow, and sustain your subscription app. Register here.

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It’s that time of the year again – the App Promotion Summit opens its doors in San Francisco at W Hotel to greet subscription app strategy experts.

This is your chance to meet more than 100 app marketers and pick up the brains of more than 20 speakers during 10 sessions. You will hear from Appsflyer, Gummicube, LTV Labs, Remerge, App Masters, and more.

This is your window into the latest thinking on what it takes to launch, grow, and sustain your subscription app.

Register here.

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APPlyzer relaunches with unlimited ASO data for app developers https://www.businessofapps.com/news/applyzer-relaunches-with-unlimited-aso-data-for-app-developers/ Mon, 25 Sep 2023 11:34:48 +0000 https://www.businessofapps.com/?p=90031 Today’s app economy is crowded and competitive, yet there are 255 billion downloads per year and that’s only set to get higher. The advances of other platforms, ranging from CTV to alternative app stores, turn up the pressure on app developers to tackle a new set of opportunities and challenges. More platforms for apps means more opportunities to reach and engage new audiences and generate new revenues. But there is a catch. To drive this positive outcome, app companies have to double down on efforts to ensure their app is discovered by audiences genuinely interested in downloading and interacting with it on a frequent basis. It’s ongoing and expensive work in a marketplace where audience segments are fluid, not static. Simply put, optimizing your app

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Today’s app economy is crowded and competitive, yet there are 255 billion downloads per year and that’s only set to get higher.

The advances of other platforms, ranging from CTV to alternative app stores, turn up the pressure on app developers to tackle a new set of opportunities and challenges. More platforms for apps means more opportunities to reach and engage new audiences and generate new revenues.

But there is a catch. To drive this positive outcome, app companies have to double down on efforts to ensure their app is discovered by audiences genuinely interested in downloading and interacting with it on a frequent basis. It’s ongoing and expensive work in a marketplace where audience segments are fluid, not static.

Simply put, optimizing your app store presence to attract valuable users from the get-go is core to achieving and maintaining a competitive advantage. It’s also an activity that will devour more time and resources than most developers can commit.

In 2023, mastering ASO analytics is essential

In this environment, leveraging ASO keyword data is a must.

But, in a market where many tools are similar, it’s critical to choose tools that are both affordable and innovative.

The vast majority of platforms are pricey, charging complex fees for access to comprehensive data and limiting keyword research until you spend more. It’s a model that effectively limits your keyword universe, forcing you to miss out on longer-tail keywords and other features that would rocket the visibility and discoverability of your app.

In a nutshell, the prevalent pricing model used by most platforms stunts growth for app developers already feeling the pinch.

Providing easier access to unlimited and uncapped ASO data

A challenging and competitive market demands smart approaches that seek out every opportunity for growth. APPlyzer was designed from the ground up to be real-time and offer real value for money.

To do this, APPlyzer now offers uncapped ASO data. That means no limits on keywords and no limits on an app’s growth potential. It provides App Store, Play Store and Mac Store insights in every country and every language at a price up to 8 times less than many other platforms.

APPlyzer in summary

APPlyzer is built by ASO experts, for ASO experts. After 14 years of experience, we know what really matters in crafting a market-leading ASO strategy, those essential tools are what you’ll find in the platform—and more importantly—that’s all you’ll pay for.

Added to that, we’ve worked hard to keep the costs low on our end without sacrificing quality. Optimizing processes and storage, so that we can offer developers the best price possible.

Visit APPlyzer to learn more about the new features.

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Mobile commands 97% share of India’s gaming landscape https://www.businessofapps.com/news/mobile-commands-97-share-of-indias-gaming-landscape/ Mon, 25 Sep 2023 08:40:09 +0000 https://www.businessofapps.com/?p=90075 A recent analysis conducted by Niko Partners has taken a closer look at the mobile gaming market in India, highlighting significant growth in both revenue and the number of gamers. India’s gaming industry is on an upward trajectory, with projections indicating a revenue increase to $868 million in 2023, representing a 21.2% year-on-year growth. Let’s take a closer look. Gaming community surges 12% India is now one of the fastest-growing mobile gaming markets globally, seeing exponential growth in both gamer population and revenue. The forecasts suggest that by 2027, the overall Indian gaming market could achieve a staggering valuation of $1.6 billion, reflecting a compound annual growth rate (CAGR) of 10.1% over a five-year span. The number of gamers in India is poised to reach

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A recent analysis conducted by Niko Partners has taken a closer look at the mobile gaming market in India, highlighting significant growth in both revenue and the number of gamers. India’s gaming industry is on an upward trajectory, with projections indicating a revenue increase to $868 million in 2023, representing a 21.2% year-on-year growth. Let’s take a closer look.

Gaming community surges 12%

India is now one of the fastest-growing mobile gaming markets globally, seeing exponential growth in both gamer population and revenue. The forecasts suggest that by 2027, the overall Indian gaming market could achieve a staggering valuation of $1.6 billion, reflecting a compound annual growth rate (CAGR) of 10.1% over a five-year span.

The number of gamers in India is poised to reach 444.4 million in 2023, marking a robust 12.1% year-on-year upsurge.

Looking ahead, the Indian gaming community is expected to swell to an impressive 641.2 million by 2027, maintaining the same CAGR of 10.1%. This astonishing growth signifies a staggering 343% increase from the 144.9 million Indian gamers recorded in 2017.

Overview of India’s gaming market

Source: Niko Partners

Mobile gaming commands the lion share

Mobile gaming reigns supreme in India, commanding a whopping 96.8% share of the nation’s gaming landscape. Several factors contribute to this dominance, including the affordability of mobile devices compared to other gaming platforms and the vast availability of diverse game titles, including free-to-play options.

Additionally, the increasing accessibility of the internet across the nation has ushered in a wave of new users into the realm of mobile gaming.

The popularity of mobile gaming is further underscored by the fact that an estimated 31% of Indian mobile gamers are expected to invest money in video games in 2023, with an average revenue per paying user reaching $6.38. This surge in spending among gamers hints at substantial revenue potential, especially considering India’s penchant for free-to-play games.

Key takeaways

  • Indian gaming surges with 12% more gamers, eyeing $1.6 billion revenue by 2027
  • Mobile gaming dominates with 96.8% market share, driven by affordability and diverse titles
  • 31% of Indian mobile gamers spending, average user revenue at $6.38, indicating substantial profit prospects

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CapCut video app sees $100 million milestone in consumer spend https://www.businessofapps.com/news/capcut-video-app-sees-100-million-milestone-in-consumer-spend/ Fri, 22 Sep 2023 09:23:34 +0000 https://www.businessofapps.com/?p=90034 CapCut, ByteDance’s video editing app, has achieved a staggering milestone, surpassing $100 million in consumer spend across iOS and Android devices, according to data.ai. Let’s dive in. CapCut by the numbers Originally launched in China in 2019, CapCut quickly gained momentum on the international stage, riding on the coattails of its wildly popular sibling, TikTok. The app’s seamless integration with TikTok has played a pivotal role in attracting users from TikTok’s vast global audience, propelling CapCut to new heights of success. As of August 2023, CapCut boasts a user base of 490 million across both iPhones and Android phones. This figure accounts for nearly a quarter of TikTok’s user base, which stands at a staggering 2.1 billion individuals worldwide. CapCut’s ascent to the summit of

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CapCut, ByteDance’s video editing app, has achieved a staggering milestone, surpassing $100 million in consumer spend across iOS and Android devices, according to data.ai. Let’s dive in.

CapCut by the numbers

Originally launched in China in 2019, CapCut quickly gained momentum on the international stage, riding on the coattails of its wildly popular sibling, TikTok. The app’s seamless integration with TikTok has played a pivotal role in attracting users from TikTok’s vast global audience, propelling CapCut to new heights of success.

As of August 2023, CapCut boasts a user base of 490 million across both iPhones and Android phones. This figure accounts for nearly a quarter of TikTok’s user base, which stands at a staggering 2.1 billion individuals worldwide.

CapCut’s ascent to the summit of the video editing app world has been nothing short of meteoric. In the first half of 2023, the app surpassed Splice to claim the title of the most profitable video editing app globally for the first half of the year. During this period, CapCut recorded an astonishing $50 million in consumer spending, setting a new industry standard.

Top video editing apps H1 2023

Source: data.ai

Notable expansions include a 51% increase in the UK and a 99% surge in Egypt. In H1 2023, China, Indonesia, and Brazil led in downloads.

The app’s monetisation strategy is driven by subscriptions, with the “One-year PRO” option at $74.99 accounting for 34% of consumer spending, followed by the $7.99 Monthly Subscription at 26%.

What’s behind CapCut’s rise?

CapCut’s growth has been fuelled by its user-friendly interface and a suite of editing tools that have resonated with a diverse range of creators worldwide. Its close connection with TikTok allows users to seamlessly transition from editing their videos to sharing them on TikTok.

CapCut versus other apps – usage

Source: data.ai

Analysts anticipate that CapCut’s ascent is far from over, as the app continues to innovate and expand its features, attracting a growing number of content creators and enthusiasts.

The $100 million milestone signals not only CapCut’s remarkable growth but also the enduring influence of ByteDance’s suite of creative and social platforms on the global digital landscape.

Key takeaways

  • ByteDance’s CapCut achieves $100M in consumer spending, marking its digital content industry impact
  • CapCut boasts 490M users worldwide, nearly 25% of TikTok’s user count, strengthening its global influence
  • CapCut’s success is rooted in subscriptions, with “One-year PRO” at $74.99 and Monthly Subscription at $7.99 leading revenue

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APS Berlin: Speakers + Super Early Bird Ends This Week https://www.businessofapps.com/news/aps-berlin-speakers-super-early-bird-ends-this-week/ Thu, 21 Sep 2023 08:49:09 +0000 https://www.businessofapps.com/?p=89967 We have a couple of updates for you… 🥁 Firstly, the Super Early Bird Ticket option ends THIS Friday. Save up to €250 and secure your place at what will be the app growth event of the year. Secondly, we’re delighted to announce our initial line-up of speakers ready to share their insights on Thursday 30th November, including: Brad Richards, Managing Director & CPO, LOVOO Irina Ashkenazy, Head of Growth Marketing, Sweatcoin Ekaterina Gamsriegler, Head of Marketing, Mimo Niklas Henckell, Head of Community Development, Jodel Marton Varga, Senior Product Manager, adidas Runtastic Alexander Beresford, Chief Growth Officer, Taxfix Anja Obermüller, Head of Digital Marketing, Raiffeisen Bank International Anton Tatarinovich, Senior ASO & ASA Manager, Freeletics Jessica Gotti, Performance Marketing Lead, Paired Quoc Anh Luong, ASO Manager, Vinted Deniz Kekec, Performance Marketing Manager, InnoGames We’re busy building a great agenda with

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We have a couple of updates for you… 🥁

Firstly, the Super Early Bird Ticket option ends THIS Friday. Save up to €250 and secure your place at what will be the app growth event of the year.

Secondly, we’re delighted to announce our initial line-up of speakers ready to share their insights on Thursday 30th November, including:

  • Brad Richards, Managing Director & CPO, LOVOO
  • Irina Ashkenazy, Head of Growth Marketing, Sweatcoin
  • Ekaterina Gamsriegler, Head of Marketing, Mimo
  • Niklas Henckell, Head of Community Development, Jodel
  • Marton Varga, Senior Product Manager, adidas Runtastic
  • Alexander Beresford, Chief Growth Officer, Taxfix
  • Anja Obermüller, Head of Digital Marketing, Raiffeisen Bank International
  • Anton Tatarinovich, Senior ASO & ASA Manager, Freeletics
  • Jessica Gotti, Performance Marketing Lead, Paired
  • Quoc Anh Luong, ASO Manager, Vinted
  • Deniz Kekec, Performance Marketing Manager, InnoGames

We’re busy building a great agenda with 4 rooms of content (and some new surprises!).

We will be covering app growth across the funnel from acquisition to retention with a focus on the New Era of App Growth topics including AI enabled marketing, product-led growth, ASO 2.0 and Rebuilding User Acquisition.

APS Berlin WILL sell out, so if you want to attend now is a great time to get your ticket.

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Over half (57%) of monitored apps are susceptible to cyber threats https://www.businessofapps.com/news/over-half-57-of-monitored-apps-are-susceptible-to-cyber-threats/ Thu, 21 Sep 2023 08:35:16 +0000 https://www.businessofapps.com/?p=89994 In a study that pulls back the curtain on the escalating cybersecurity challenges of our digital age, a staggering 57% of monitored apps were found to be at risk of cyber threats. This recent data comes from a comprehensive survey carried out by Digital.ai, who gleaned insights from their global application security clientele. App popularity does not equal higher risk of attacks Gaming apps, which constitute a significant portion of the digital landscape, seem particularly exposed, with 63% reporting attacks. Financial Services apps, intricately tied to the world’s financial arteries, are not far behind at 62%. These numbers underscore the mounting pressures these sectors face in ensuring user trust and data integrity. Interestingly, an app’s standing in popularity charts doesn’t necessarily equate to its vulnerability.

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In a study that pulls back the curtain on the escalating cybersecurity challenges of our digital age, a staggering 57% of monitored apps were found to be at risk of cyber threats. This recent data comes from a comprehensive survey carried out by Digital.ai, who gleaned insights from their global application security clientele.

App popularity does not equal higher risk of attacks

Gaming apps, which constitute a significant portion of the digital landscape, seem particularly exposed, with 63% reporting attacks. Financial Services apps, intricately tied to the world’s financial arteries, are not far behind at 62%. These numbers underscore the mounting pressures these sectors face in ensuring user trust and data integrity.

Interestingly, an app’s standing in popularity charts doesn’t necessarily equate to its vulnerability. The survey revealed a disconnect: there’s no consistent correlation between an app’s popularity and its likelihood of facing an attack.

However, the operating system appears to play a significant role in an app’s security paradigm. Android apps, for instance, find themselves more frequently housed in riskier environments, with 76% at potential risk compared to iOS apps, which stand at 55%. This trend is consistent with the observation that Android apps have a 28% likelihood of operating with altered code, a stark contrast to the 6% probability for their iOS counterparts.

Android apps more likely to see attacks

Source: Digital.ai

The statistics presented are based on point-in-time data, curated between February 1 and February 28, 2023. As the digital realm continues to expand and mutate, these insights offer a telling snapshot of the challenges — and imperatives — facing developers and businesses today.

Multiple factors raise risk of cyper attacks

A combination of factors is increasing the likelihood of cyber attacks in 2023.

  • Tools in the Wrong Hands: Hacking tools are getting better and more accessible. Tools like Ghidra and Frida are becoming more sophisticated, making it easier for cybercriminals to carry out attacks.
  • Cryptocurrencies and Easy Cashouts: Cybercriminals find it simpler to cash out from their schemes, especially when using ransomware, thanks to cryptocurrencies and P2P payment apps.
  • Nationalisation of Attacks: Cyberattacks are not just isolated efforts anymore. Some may have backing from governments, giving hackers more resources and power.

Gaming apps and fintech apps more likely to be attacked

Source: Digital.ai

This growing threat highlights the need for strong cybersecurity measures.

“Application owners know all too well the pressures of creating more apps, faster, especially with the addition of AI-code assist tools,” said Derek Holt, CEO, Digital.ai. “This leads to security getting short-changed; it is often not included the DevOps process or it is seen as an impediment without an obvious starting point. Digital.ai’s platform enables teams to inject security capabilities and procedures early into the development cycle, without blocking innovation or slowing down the development and delivery process. This means security teams can monitor applications in production for better visibility into when apps are at risk.”

Key takeaways

  • A staggering 57% of monitored apps are at risk of cyber threats
  • Android apps face a higher risk (76%) compared to iOS apps (55%)
  • Gaming apps (63%) and Financial Services apps (62%) are particularly exposed to attacks

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Adoption rate of Apple’s Focus and Live Activities rises to 56% as users prioritise digital wellbeing https://www.businessofapps.com/news/adoption-rate-of-apples-focus-and-live-activities-rises-to-56-as-users-prioritise-digital-wellbeing/ Mon, 18 Sep 2023 09:31:20 +0000 https://www.businessofapps.com/?p=89554 More and more people around the world care about their digital well-being. One out of every four consumers is using apps to reduce how much time they spend on screens or to avoid annoying interruptions. That’s according to new research shared by Airship. Digital wellbeing While users are looking to reduce the time they spend online, ever more folks are turning to Apple’s Focus and Live Activities features – tools that help them stay focused on important information and apps during different parts of their day, all while minimising distractions. Since it was introduced in September 2021, 56% of iPhone users have used Apple’s Focus feature to choose which apps, people, and notifications can get through to them at different times of the day. Among

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More and more people around the world care about their digital well-being. One out of every four consumers is using apps to reduce how much time they spend on screens or to avoid annoying interruptions. That’s according to new research shared by Airship.

Digital wellbeing

While users are looking to reduce the time they spend online, ever more folks are turning to Apple’s Focus and Live Activities features – tools that help them stay focused on important information and apps during different parts of their day, all while minimising distractions.

Since it was introduced in September 2021, 56% of iPhone users have used Apple’s Focus feature to choose which apps, people, and notifications can get through to them at different times of the day. Among those who haven’t used Focus, 42% are unaware of it, and 29% feel they don’t get interrupted enough to need it.

Surprisingly, 41% of respondents have already tried Live Activities with their apps, while 35% haven’t and only 24% remain unaware of this new feature. What’s worth noting is that global consumers seem quite pleased with Live Activities, with 62% of users who’ve tried it rating their experience as “Good” or “Exceptional,” and only 6% rating it as “Poor” or “Bad.”

Why people continue to use apps

Source: Airship

“It’s no surprise that Apple is looking to double down on the success of Live Activities with new updates that will transform the lock screen into something that closely resembles a remote control for your life,” said Thomas Butta, Chief Strategy and Marketing Officer, Airship. “Now more than ever, brands can gain front-and-centre visibility by simplifying customers’ lives and saving them time – rather than commanding or demanding their attention. That’s key to unlocking a valuable new era of customer experience.”  

Convenience is still king

Consumers are downloading more apps than ever, and what keeps them using these apps might surprise brands. While brands may expect consumers to be drawn by deals or loyalty rewards, the key reasons for continued app use are actually about ease and convenience. Most users rely on apps because they find them easy to use (35%) and because they simplify their lives (31%). This desire for convenience and efficiency is far more significant than other reasons. “Saves me time” (27%) comes in third place among 11,000 global respondents.

But even in our uncertain economy, convenience remains king. However, “saves me money with the best deals” ranks as the fourth most important reason for using apps (23%). Deals, rewards, and targeted offers have also seen significant growth as reasons for opting into notifications from mobile apps, as we’ll discuss later.

Ease of use and convenience are primary motivations

Source: Airship

Convenience and efficiency are important to all age groups. “Ease of use” was the top factor for app usage among all generations, and it’s particularly noteworthy that 43% of boomers ranked it as their top factor. The second-highest factor for boomers was “saves me time,” whereas for other generations, it was “simplifies my life.”

From onboarding customers to getting them to come back for more, it’s crucial to build an app experience that’s intuitive and easy to navigate, while delivering value. The app experience should make an otherwise time-consuming and laborious task be as simple as clicking a button — and feel intuitive and effortless too.

Key takeaways

  • 25% of consumers prioritize digital wellbeing, using apps like Apple’s Focus and Live Activities
  • 66% value app ease of use and simplification of life, while 27% use apps for time-saving
  • 23% consider saving money with deals a key app benefit, showing its importance

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Deciphering the App Store slowdown: Why installs are declining https://www.businessofapps.com/news/deciphering-the-app-store-slowdown-why-are-installs-declining/ Fri, 15 Sep 2023 09:06:12 +0000 https://www.businessofapps.com/?p=89546 In the US App Store, many apps are experiencing a drop in downloads, even as the overall revenue generated from the App Store continues to rise. Data from app intelligence firm Appfigures reveals that some of the most prominent apps are gradually losing their appeal in the face of intensifying competition, which is contributing to an overall decline in app installations. So what exactly is happening? Slowdown in sight Based on US App Store and Appfigures’ Mobile Market Index, which tracks the top 25 apps’ downloads and revenues in each category and country, app installs stood at 91.87 last year, indicating a slight decline from 2018 but not a significant one. However, by August 31, 2023, the Index had dropped to 83.59, marking an 8.28-point decrease, equivalent to

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In the US App Store, many apps are experiencing a drop in downloads, even as the overall revenue generated from the App Store continues to rise. Data from app intelligence firm Appfigures reveals that some of the most prominent apps are gradually losing their appeal in the face of intensifying competition, which is contributing to an overall decline in app installations. So what exactly is happening?

Slowdown in sight

Based on US App Store and Appfigures’ Mobile Market Index, which tracks the top 25 apps’ downloads and revenues in each category and country, app installs stood at 91.87 last year, indicating a slight decline from 2018 but not a significant one. However, by August 31, 2023, the Index had dropped to 83.59, marking an 8.28-point decrease, equivalent to a 9% decline from the initial figure. This suggests a worsening trend.

Downloads on the US Apple App Store

Source: Appfigures

Throughout the past year, the Download Index experienced fluctuations, with a temporary surge in December 2022, a typical peak month for new app installs due to holiday season device activations and increased user leisure time. However, these gains diminished by April, with the Index plummeting to as low as 64.50 points.

While this decline isn’t drastic enough to dethrone dominant apps like Facebook, it does signify a notable slowdown.

Not all apps are declining equally

But not all app categories are affected by this decline. Categories like sports streaming, medical, business, education, shopping, travel, and productivity apps continue to exhibit growth or stability. Conversely, news, games, entertainment apps, and several others have experienced significant double-digit declines, likely due to market saturation. In summary, a substantial number of apps across various categories are witnessing declines instead of growth.

A factor contributing to the decline seems to be that established apps are losing their appeal as new entrants enter the market. Although App Tracking Transparency has made user acquisition more challenging, it’s not a primary driver of this trend.

Mobile app revenues

Source: Appfigures

While recent months have seen shifts in the top ranks of the App Store, with Meta’s dominance diminishing and apps like TikTok, CapCut, Temu, and Shein ascending, the app economy isn’t entirely gloomy. As of now, Meta’s Threads is the sole non-gaming app in the US App Store’s top 10 free apps, holding the second position.

Despite declining installations, US app revenue is flourishing as developers prioritize monetization. Last year, the Mobile Revenue Index soared to 363.13, significantly surpassing 2018 figures. By August 31st, it surged to 458.3, marking a 36.4% increase.

Productivity apps stood out with a remarkable 69.3% revenue growth, while Board games in the games category saw a staggering 584.9% increase. Only four US App Store game categories – Sports, Racing, Music, and Action – reported revenue declines.

So while US App Store app downloads may be decreasing, the app economy thrives with revenue-focused developers and substantial growth in various categories.

Key takeaways

  • App installs in the US App Store have dropped by 9% from January 1, 2018, to August 31, 2023
  • While some app categories decline due to market saturation, others, like productivity and board games, experience significant growth
  • Established apps are losing appeal to newcomers, a trend influenced but not solely driven by App Tracking Transparency

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App Growth Awards entries close in 2 weeks https://www.businessofapps.com/news/app-growth-awards-entries-close-in-2-weeks/ Thu, 14 Sep 2023 18:23:14 +0000 https://www.businessofapps.com/?p=89762 It’s all systems go with the App Growth Awards 2023 and the deadline for entries is in 2 weeks. Why should you enter? Simple: It is completely free It’s easy – you only have to answer 5 simple questions You and your company are going to look like superstars when you win You can guarantee that at least one of your competitors has entered (so they could walk away with the prize instead of you!) We’ve got hundreds of entries from across the globe, ranging from publishers and developers to platforms and agencies – don’t you want to make sure your company is on that list? Here is the full list of categories to choose from: App Advertising Platform App Analytics Platform App Data Platform

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It’s all systems go with the App Growth Awards 2023 and the deadline for entries is in 2 weeks.

Why should you enter? Simple:

  • It is completely free
  • It’s easy – you only have to answer 5 simple questions
  • You and your company are going to look like superstars when you win
  • You can guarantee that at least one of your competitors has entered (so they could walk away with the prize instead of you!)

We’ve got hundreds of entries from across the globe, ranging from publishers and developers to platforms and agencies – don’t you want to make sure your company is on that list?

Here is the full list of categories to choose from:

  • App Advertising Platform
  • App Analytics Platform
  • App Data Platform
  • App Engagement Platform
  • App Messaging Platform
  • App Revenue Platform
  • MMP of the Year
  • ASO Company
  • User Acquisition Company
  • App Marketing Agency of the Year
  • App Growth Innovation
  • App Marketer of the Year
  • Fastest Growing App
  • Growth Team of the Year
  • App Marketing Campaign of the Year

IF YOU DO NOT ENTER, YOU CANNOT WIN! Take ten minutes before the deadline on 29th September to submit your entry at no cost and then you can start planning your victory speech.

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77% of retailers believe apps drive store and website traffic https://www.businessofapps.com/news/77-of-retailers-believe-apps-drive-store-and-website-traffic/ Tue, 12 Sep 2023 08:35:45 +0000 https://www.businessofapps.com/?p=89532 As the holiday shopping season approaches, retailers face the challenge of adapting to shifting consumer behaviour, with a strong emphasis on mobile app shopping. Shoppers are now more deliberate, with 74% planning their purchases in advance, managing budgets, and conducting thorough research and 42% consider holiday shopping easier thanks to apps and websites. That’s according to a survey of 450 retail app decision-makers by Google and Ipsos. Let’s dive right in. Investment in mobile apps vital for success Mobile apps are vital for retailers, driving profitability (74% agree) and boosting online sales (42%). App users tend to spend more (72% higher average basket ring), making apps a top ROI channel (44%). So it comes as little surprise that the majority of retailers (85%) view investing

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As the holiday shopping season approaches, retailers face the challenge of adapting to shifting consumer behaviour, with a strong emphasis on mobile app shopping. Shoppers are now more deliberate, with 74% planning their purchases in advance, managing budgets, and conducting thorough research and 42% consider holiday shopping easier thanks to apps and websites. That’s according to a survey of 450 retail app decision-makers by Google and Ipsos. Let’s dive right in.

Investment in mobile apps vital for success

Mobile apps are vital for retailers, driving profitability (74% agree) and boosting online sales (42%). App users tend to spend more (72% higher average basket ring), making apps a top ROI channel (44%).

So it comes as little surprise that the majority of retailers (85%) view investing in mobile apps as crucial for long-term success. These apps bolster customer retention and loyalty, especially in uncertain economic times.

Reaching customers where they are is important for holiday retail success, and apps offer a versatile omnichannel solution. Most retailers (77%) believe apps drive store and website traffic, with 93% reporting in-store app usage for tasks like product info, payments, price comparisons, and loyalty rewards.

The convenience of mobile apps in-store

Source: Ipsos

Seamless omnichannel experiences enhance brand building and customer satisfaction, leading 75% of app-enabled retailers to believe their app customers are more content. Additionally, 90% plan to increase or maintain mobile app promotion investments, seeing it as a path to future revenue growth and customer loyalty.

Integrating online and offline channels simplifies the customer journey, aligning with their habits and lifestyles. Prioritising mobile app investments becomes essential for retailers navigating the holiday season amid economic uncertainty, ensuring long-term marketing channel value.

Focus on loyalty

Retailers who prioritise brand loyalty for long-term success can benefit from loyal customers becoming brand advocates.

When customers trust a company, they recommend it to others (88%). Retailers see a direct link between app customers and brand loyalty, with 85% reporting app customers stick around longer. Indeed, app users make more purchases, repeat purchases, and buy more items. They offer immediate and long-term value, remaining loyal even when prices change (62%). By nurturing relationships through mobile apps, retailers can build a dedicated customer base resilient to economic shifts.

The survey also highlights that retailers can use their mobile apps to gather consented first-party data, enabling personalised shopping experiences during the holidays and beyond. This data enhances customer insights, refines future marketing campaigns, and boosts sales.

Brand loyalty as most important reason for business success

Source: Ipsos

Due to stricter privacy regulations and evolving user expectations, retailers now rely on consented first-party data instead of third-party data for understanding customer behaviour. Mobile apps provide a direct channel for customers to willingly share personal information, offering retailers insights into buying habits without violating privacy rules.

While some retailers are already using mobile apps for data collection and customer feedback (39%), those who do recognise its value (34% plan to invest more in mobile apps next fiscal year). This approach is especially relevant as consumers become more deliberate in their spending.

Making the most out of the holiday season

As the holiday season approaches amid economic uncertainty, retailers can thrive by prioritising their mobile apps and investing in effective promotions. Paid promotion methods, including social media ads, search engine ads, and app store ads, offer benefits beyond organic methods, with 85% of retailers already investing in paid promotion.

Paid promotions

Source: Ipsos

With tighter budgets, mobile apps become extremely valuable (75% of retailers agree) and essential for customer retention (88% agree). Retailers should boldly embrace paid promotions to harness the full potential of their apps, fostering loyal customers, collecting first-party data, and establishing market leadership.

Key takeaways

  • 85% of retailers recognize the pivotal role of mobile apps in long-term success
  • App users tend to spend 72% more, are 62% less price-sensitive, and demonstrate higher brand loyalty
  • 85% of retailers invest in paid app promotions, underscoring their importance in driving sales and customer retention

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Welcome to The New Era of App Growth https://www.businessofapps.com/news/welcome-to-the-new-era-of-app-growth/ Thu, 07 Sep 2023 09:30:27 +0000 https://www.businessofapps.com/?p=89552 Are you joining us in Berlin on 30th November to learn about the new era of app growth? In 2024 apps will have more opportunities than ever before… There are now 5 billion iOS and Android devices – creating a global platform with unprecedented scale for app services across multiple verticals from education to travel to healthcare. Increasingly apps are the default channel for consumers to access digital services with global app downloads estimated to reach 299 billion by the end of 2023. However, existing ways of growing and retaining app users are being disrupted, and now, more than ever, new approaches are required including: AI-enabled app marketing Data-driven decision making Product-led growth New creative angles Subscription focused business models SKAN 4.0 attribution ASO reporting

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Are you joining us in Berlin on 30th November to learn about the new era of app growth?

In 2024 apps will have more opportunities than ever before…

There are now 5 billion iOS and Android devices – creating a global platform with unprecedented scale for app services across multiple verticals from education to travel to healthcare.

Increasingly apps are the default channel for consumers to access digital services with global app downloads estimated to reach 299 billion by the end of 2023.

However, existing ways of growing and retaining app users are being disrupted, and now, more than ever, new approaches are required including:

  • AI-enabled app marketing
  • Data-driven decision making
  • Product-led growth
  • New creative angles
  • Subscription focused business models
  • SKAN 4.0 attribution
  • ASO reporting

Join us and our already amazing lineup of speakers from adidas Runtastic, Vinted, LOVOO, Freeletics, InnoGames, Paired, BodyFast, Mimo, Taxfix, Raiffeisen Bank International, Tandem, Delivery Hero and Blacklane.

Make the most of our Super Early Bird pricing and get your ticket today.

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Quick Service Restaurant consumers are twice as likely to have streaming apps installed https://www.businessofapps.com/news/qsr-consumers-are-twice-as-likely-to-have-streaming-apps-installed/ Thu, 07 Sep 2023 08:35:12 +0000 https://www.businessofapps.com/?p=89525 During the Covid-19 pandemic, people flocked to their phones to order food through apps. While the trend to shop online has outlived the end of lockdowns, the market is more crowded than ever before and quick service restaurants (QSR) now must adapt their advertising campaigns to stand out. The streaming habits of QSR customers New insights from Sabio, a connected TV ad platform, analysed QSR consumer mobile app data and streaming habits to collate in-depth audience insights that are useful for marketers to make more informed campaign decisions. The study found that QSR consumers are at least 2.3x as likely to stream the XUMO and Pluto TV apps compared to others. They’re also 2.15x as likely to stream the Dance, Holiday, and Soap Opera genres

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During the Covid-19 pandemic, people flocked to their phones to order food through apps. While the trend to shop online has outlived the end of lockdowns, the market is more crowded than ever before and quick service restaurants (QSR) now must adapt their advertising campaigns to stand out.

The streaming habits of QSR customers

New insights from Sabio, a connected TV ad platform, analysed QSR consumer mobile app data and streaming habits to collate in-depth audience insights that are useful for marketers to make more informed campaign decisions.

The study found that QSR consumers are at least 2.3x as likely to stream the XUMO and Pluto TV apps compared to others. They’re also 2.15x as likely to stream the Dance, Holiday, and Soap Opera genres on CTV.

But streaming habits aren’t everything. The apps we keep on our phones can offer unique insights into the habits of QSR consumers.

Top streaming apps installed by QSR customers

Source: Sabio

QSR consumers are at least 4.44x as likely to have apps in the Card Games and Board Games app categories.

According to the findings, this audience has a high affinity for fun and intellectually engaging apps, allowing them to test their knowledge and engage in interactive and brain-stimulating activities.

In other words, advertisers may benefit from ad formats that feature product-focused interactive elements, such as games or trivia when targeting QSR consumers.

Other app habits

Facebook, Instagram, Snapchat, and TikTok were found to be the most popular social media apps downloaded by QSR consumers. But consumers are also 3.28x as likely to have the music apps Audiomack and Stitcher and 5.51x as likely to have the GasBuddy app installed on their phones.

Top social apps

Source: Sabio

For advertisers, these segments offer various avenues to target audiences at a time when they’re both engaged and connected.

For QSR apps, consumers were 3.76x as likely to have the QSR apps Little Caesars and Whataburger. Loyalty rewards and special offers can foster QSR app downloads, but they also offer in-app delivery, which may contribute to decreased foot-traffic/store visitation and promote the convenience factor that’s associated with app ordering.

Top QSR apps

Source: Sabio

Key takeaways

  • QSR consumers engage with specific apps and content genres, indicating tailored advertising opportunities
  • Intellectual apps suggest interactive ad formats like games and trivia could resonate with QSR audiences
  • Leveraging loyalty rewards and in-app convenience enhances QSR app adoption and user engagement

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Meta eyes paid subscriptions for its social app https://www.businessofapps.com/news/meta-eyes-paid-subscriptions-for-its-social-app/ Wed, 06 Sep 2023 08:45:11 +0000 https://www.businessofapps.com/?p=89493 Meta, the parent of Instagram and Facebook, is reportedly contemplating the idea of giving users the opportunity to avoid advertisements by subscribing to a paid service. According to the New York Times, Meta’s intention is to maintain free accessibility to its websites and apps. The specific pricing details for this subscription service have not been revealed at this point. Meta response to regulations The potential shift towards paid subscriptions comes in response to increased regulations that dictate how Meta gathers and employs user data. It signifies an upcoming contrast in the digital experiences of users in Europe and the US. By introducing this choice, Meta aims to navigate the scrutiny of European Union regulators. In July, the company faced restrictions on merging data across its

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Meta, the parent of Instagram and Facebook, is reportedly contemplating the idea of giving users the opportunity to avoid advertisements by subscribing to a paid service. According to the New York Times, Meta’s intention is to maintain free accessibility to its websites and apps. The specific pricing details for this subscription service have not been revealed at this point.

Meta response to regulations

The potential shift towards paid subscriptions comes in response to increased regulations that dictate how Meta gathers and employs user data. It signifies an upcoming contrast in the digital experiences of users in Europe and the US.

By introducing this choice, Meta aims to navigate the scrutiny of European Union regulators. In July, the company faced restrictions on merging data across its platforms, including WhatsApp, Instagram, and Facebook. Additionally, Meta received a 390 million euro fine for requiring users to agree to personalised ads as a prerequisite for utilising Facebook services.

Regulatory hurdles ahead

Meta faced a series of fines, including a penalty of €1.2 billion for failing to comply with a previous court ruling by transferring user data to the US. Additionally, they were fined €225 million for violations associated with WhatsApp. As a result of these challenges, Meta encountered regulatory hurdles in the European market. They chose not to release their latest app, Threads, in European countries.

The company now believes that offering subscription options could help ease regulatory concerns, despite the possibility of facing resistance from users.

If just a few members subscribe the company could absorb the losses.

Europe is Meta’s second most profitable market, following North America with the EU contributing 10% of the company’s annual revenue. This underscores Meta’s substantial financial incentive to address the concerns raised by European regulators.

In response to the upcoming EU Digital Services Act, Meta recently introduced new features to comply with the regulations. These features offer expanded control and transparency rules for users of Facebook and Instagram in Europe.

Key takeaways

  • Meta considers offering paid subscriptions to avoid ads, aiming to balance revenue and user preferences
  • Meta’s shift to subscriptions responds to stricter data regulations, aiming to address EU concerns and regulatory fines
  • Meta faces fines and market challenges in Europe, but its financial strength and EU revenue drive efforts to meet regulatory standards

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APS SF early bird tickets end this Friday https://www.businessofapps.com/news/aps-sf-early-bird-tickets-end-this-friday/ Tue, 05 Sep 2023 17:16:35 +0000 https://www.businessofapps.com/?p=89489   APS SF early bird tickets end this Friday – don’t miss out on saving over $2,000. 🐥 We hope you can join us at APS SF – Subscription App Strategies in person on Thursday 28th September, along with other app marketers, as we teach you how to grow and scale your subscription apps. 🚀 Book your ticket now to learn from the likes of MyFitnessPal, Canva, CoinStats, Together Labs and Sago Mini and network with the biggest names in app marketing. Brands booked on include Calm, Amazon Music, PlaySide Studios, The Weather Channel, Reddit, Chegg, VIZ Media, Pinger, Pixelberry Studios, DistroKid, SmartNews, Buddy .ai and Epic Games. Reserve your ticket by this Friday (8th September). ⏳ If you represent an app or brand you can apply to attend

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APS SF early bird tickets end this Friday – don’t miss out on saving over $2,000. 🐥

We hope you can join us at APS SF – Subscription App Strategies in person on Thursday 28th September, along with other app marketers, as we teach you how to grow and scale your subscription apps. 🚀

Book your ticket now to learn from the likes of MyFitnessPal, Canva, CoinStats, Together Labs and Sago Mini and network with the biggest names in app marketing.

Brands booked on include Calm, Amazon Music, PlaySide Studios, The Weather Channel, Reddit, Chegg, VIZ Media, Pinger, Pixelberry Studios, DistroKid, SmartNews, Buddy .ai and Epic Games.

Reserve your ticket by this Friday (8th September). ⏳

If you represent an app or brand you can apply to attend at the link here.

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Chinese app stores enforce new rules https://www.businessofapps.com/news/chinese-app-stores-enforce-new-rules/ Tue, 05 Sep 2023 08:42:01 +0000 https://www.businessofapps.com/?p=89443 Mobile app stores in China, run by companies like Tencent and Xiaomi, are now stopping app makers from releasing new apps if they haven’t met all the required rules from authorities. This follows new regulations introduced last month to have more control over mobile apps in the country. What’s happening in Chinese app stores? New regulations in China now mandate mobile app creators to share their business information with the government. App stores in China were given until the end of August to set up their systems for managing these submissions related to new apps. Starting from Friday, new apps on Android app stores are required to have these filings, and existing apps must have them by March 31. This essentially means that all apps

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Mobile app stores in China, run by companies like Tencent and Xiaomi, are now stopping app makers from releasing new apps if they haven’t met all the required rules from authorities. This follows new regulations introduced last month to have more control over mobile apps in the country.

What’s happening in Chinese app stores?

New regulations in China now mandate mobile app creators to share their business information with the government. App stores in China were given until the end of August to set up their systems for managing these submissions related to new apps.

Starting from Friday, new apps on Android app stores are required to have these filings, and existing apps must have them by March 31. This essentially means that all apps on these stores, whether they are global or local, need to establish a presence in China or collaborate with a local partner.

People in the industry are worried that it might become really hard to publish apps in the second-biggest economy and that many apps might even have to be taken down.

These regulations highlight that even though Chinese authorities seem to have concluded a prolonged period of extensive regulations targeting the technology sector, there’s still ongoing scrutiny. This is in line with Beijing’s goal to align business operations with its socialist principles.

How will stores respond?

Last week, major Android-based app stores run by companies like Tencent, Huawei Technologies, Xiaomi, OPPO, and Vivo sent out notifications to app developers, informing them that new apps lacking proper documentation would not be featured on their platforms.

It’s not clear how Apple’s app store in China will adapt to the new regulations from Beijing. As of Monday, Apple hasn’t been verifying the filing status of apps, as reported by AppInChina based on their own checks.

Apple, the Ministry of Industry and Information Technology, as well as Tencent, Huawei, Xiaomi, OPPO, and Vivo, have not responded to requests for comments.

Tencent’s WeChat, which is China’s most popular social media platform, notified app publishers that the same filing requirement would apply to “WeChat mini apps” referring to apps directly published on the WeChat platform.

According to Huawei’s notice, a special task force has been established by the ministry to enforce the new policy. The ministry has also planned discussions with industry participants about the implementation of this policy. The notifications explained that app stores will need to clearly indicate the filing status of each app on their platforms.

Key takeaways

  • Chinese app stores (Tencent, Xiaomi) block new apps that don’t follow rules, following stricter regulations to control mobile apps
  • New rules require disclosing business info; stores had until August to set up systems for app submissions
  • Apple’s approach uncertain; major app stores issue notifications for compliance; Tencent’s WeChat also affected; ministry establishes enforcement task force

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Google partners with game app developers to boost in-game rewards https://www.businessofapps.com/news/google-partners-with-game-app-developers-to-boost-in-game-rewards/ Mon, 04 Sep 2023 08:32:53 +0000 https://www.businessofapps.com/?p=89415 Google has partnered with ten mobile game developers following the successful launch of its Play Live event. The partnership aims to provide players with exclusive in-game items, accessible through Play Points and underscores Google’s commitment to enhancing the gaming experience for its users. Google partners with game developers The selection of games in this collaboration includes popular titles like Lord’s Mobile: Kingdom Wars, Match Masters, Evony: The King’s Return, PUBG MOBILE, and Clash of Clans. Additional surprises await gamers, promising to add an extra layer of excitement to their virtual experiences. To kick things off Google is granting all users a seven-day Play Points booster. This allows players to accumulate eight times the points for each in-game item they acquire in the specified games. For

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Google has partnered with ten mobile game developers following the successful launch of its Play Live event. The partnership aims to provide players with exclusive in-game items, accessible through Play Points and underscores Google’s commitment to enhancing the gaming experience for its users.

Google partners with game developers

The selection of games in this collaboration includes popular titles like Lord’s Mobile: Kingdom Wars, Match Masters, Evony: The King’s Return, PUBG MOBILE, and Clash of Clans. Additional surprises await gamers, promising to add an extra layer of excitement to their virtual experiences.

To kick things off Google is granting all users a seven-day Play Points booster. This allows players to accumulate eight times the points for each in-game item they acquire in the specified games. For devoted gamers, this enhancement is akin to advancing to a higher level within their gaming journey.

But the excitement doesn’t stop there – Google is expanding the horizons of its Play Points rewards program. In the near future, Platinum members will enjoy the opportunity to exchange their diligently earned points for rewards extending beyond the realm of gaming. These offerings encompass benefits from Walmart Plus, Instacart, and Discord, rendering Play Points even more versatile and valuable in everyday life.

What rewards will be available?

Google is also enhancing the gaming experience with a range of deals and offers. Fans of Candy Crush Saga can now enjoy double the rewards value, while RAID: Shadow Legends provides a limited-time chance for 50% more materials and vital resources. Gardenscapes is offering substantial discounts of up to 80% on special events, offering bundles that accelerate progress with in-game treasures like coins, boosters, extra lives, and event tickets.

Bumble is extending its Spotlight special, granting users an extra hour to connect with potential friends or romantic interests. Meanwhile, Duolingo is providing a one-month free trial of “Super Duolingo” to supercharge language learning.

All these opportunities are available from August 31st to September 6th. Players can access the offers and events within their favourite gaming apps or through the Google Play Store.

In addition to Google’s Play Live event, which allowed fans to engage with top content creators and delve into their preferred games, these fresh deals and in-game rewards are part of Google’s Labor Day Deals Week, with more exciting offers on the horizon for gamers and tech enthusiasts alike.

Earlier this year, Google hosted its annual Google I/O developer conference, unveiling new features for Google Play developers, including AI-powered tools. It also introduced the initial beta of Google Play Games on PC in January 2022, enabling users to play popular Android games on Windows devices.

Key takeaways

  • Google’s collaboration with 10 mobile game developers follows the success of Play Live event, aiming to offer exclusive in-game items through Play Points
  • Google broadens Play Points rewards for Platinum members, allowing redemption for offers beyond gaming, adding versatility to its program
  • From boosted rewards in popular games to extended app benefits and language learning trials, Google’s efforts enrich the gaming experience for users

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More apps are embracing premium tiers to boost revenues https://www.businessofapps.com/news/more-apps-are-embracing-premium-tiers-to-boost-revenues/ Fri, 01 Sep 2023 08:38:08 +0000 https://www.businessofapps.com/?p=89389 In an effort to diversify and generate more cash from subscriptions, apps are turning toward premium tiers. Dating apps such as Tinder, Match and Bumble are leading the way by introducing premium tiers that could run as high as $500 a month. Weekly isn’t enough Earlier this month, Tinder announced that it was to launch premium tiers for its membership subscriptions. And it’s far from the only one. Notable dating platforms such as Match and Bumble are actively seeking ways to sustain their revenue growth, as they’ve seen users opting for paid features flatline. According to Bloomberg, a tactic that’s gaining traction involves the introduction of weekly subscription plans in order to attract a larger audience towards paid offerings. Match Group saw robust interest in

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In an effort to diversify and generate more cash from subscriptions, apps are turning toward premium tiers. Dating apps such as Tinder, Match and Bumble are leading the way by introducing premium tiers that could run as high as $500 a month.

Weekly isn’t enough

Earlier this month, Tinder announced that it was to launch premium tiers for its membership subscriptions. And it’s far from the only one.

Notable dating platforms such as Match and Bumble are actively seeking ways to sustain their revenue growth, as they’ve seen users opting for paid features flatline.

According to Bloomberg, a tactic that’s gaining traction involves the introduction of weekly subscription plans in order to attract a larger audience towards paid offerings.

Match Group saw robust interest in its recently unveiled weekly subscription models. In the UK, there’s been a noteworthy 73% upswing in the adoption of paid plans by Gen Z women on Tinder ever since its introduction in April. A similar trend was observed on Hinge, another app within the Match Group umbrella as well as Bumble.

Bumble app paying users and revenues per user

Source: Bumble

There’s just one problem: weekly subscriptions often result in less predictable revenue as users may subscribe for short periods and then cancel.

Bring on premium

To address this issue, companies are exploring premium tiers at higher price points. Match Group, for instance, is preparing to launch a subscription tier priced at $500 per month in the upcoming months. Bumble, which already offers weekly subscription options, intends to test a premium tier later this year, alongside a more budget-friendly choice specifically tailored for Gen Z users. Grindr is also seeing favourable results from its new weekly subscription option and is contemplating the introduction of more affordable choices as well as a premium tier.

These premium tiers cater to individuals seeking a more personalised and precise matchmaking experience. Whitney Wolfe Herd, CEO of Bumble, noted during a recent earnings call that some users consider spending $40 to $50 per month to find a meaningful connection as a worthwhile investment.

While introducing these high-priced tiers, both Bumble and Grindr are also exploring the possibility of offering new tiers at lower costs compared to their current subscription plans.

Dating apps aren’t the only companies striving to adapt to the preferences of Gen Z users. In April, YouTube announced two new advertising alternatives aimed at making it easier for advertisers to connect with this demographic.

Key takeaways

  • Dating apps like Tinder, Match, and Bumble are introducing premium tiers to diversify and enhance subscription revenue
  • Weekly subscriptions face challenges due to unpredictable user retention, leading companies to explore higher-priced premium tiers for stability
  • Match Group and Bumble are preparing to launch high-priced premium tiers, aiming to offer more personalized matchmaking experiences while also considering lower-cost options

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App Charts – Risers and Fallers (August 2023) https://www.businessofapps.com/news/app-charts-risers-fallers-august-2023/ Fri, 01 Sep 2023 06:00:36 +0000 https://www.businessofapps.com/?p=89329 August is an interesting time for the app industry, with the summer holidays throwing into disarray usual app usage patterns. That being said, most of the top apps retained their position as the most downloaded of the month, with TikTok in pole position and Meta Platforms’ Instagram, Facebook, and WhatsApp rounding out the top four. Outside of the usual top four, there have been some risers and fallers this month. One of the biggest talking points of the month has been the decline of both Threads and X (formerly Twitter) in usage and both have seen declines in downloads, but they still both managed to feature in the top 50. If you want to see the full list of apps by downloads and in-app revenue,

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August is an interesting time for the app industry, with the summer holidays throwing into disarray usual app usage patterns. That being said, most of the top apps retained their position as the most downloaded of the month, with TikTok in pole position and Meta Platforms’ Instagram, Facebook, and WhatsApp rounding out the top four.

Outside of the usual top four, there have been some risers and fallers this month. One of the biggest talking points of the month has been the decline of both Threads and X (formerly Twitter) in usage and both have seen declines in downloads, but they still both managed to feature in the top 50.

If you want to see the full list of apps by downloads and in-app revenue, visit our App Rankings page.

Risers

ChatGPT (up 36)

ChatGPT had a bit of a slump in downloads last month, dropping 23 per cent. This month was much better for the AI chatbot, even though web usage has reportedly dipped.

Duolingo (up 7)

Duolingo has had two months of increased downloads, which is to be expected in the summer holidays. India is the app’s largest market in terms of downloads.

JioCinema (up 65)

JioCinema is aiming to overtake Disney’s Hotstar in India as the premier video streaming service. It received a decent boost in downloads in August, after a two-month slump following the end of the Indian Premier League.

Telegram (up 3)

At fifth in monthly downloads, Telegram is meeting a need for many people as an alternative to WhatsApp and Facebook Messenger. Almost half of its monthly downloads came from India.

Shopee (up 11)

Shopee has seen a lot of growth in the Indonesian market over the past year. It has been attempting to expand to more locations to offset ending operations in India.

Fallers

Threads (down 8)

Threads dropping eight places might not seem that worrying, but it is a significant decline of over 40 million downloads. More troubling, interest in Threads’ key market, the US, appears to be waning at a faster rate than other countries.

X (down 22)

While it may seem like X has had an even harder decline than Threads, it has only dropped about four million downloads in comparison to July. This is the lowest monthly downloads total in 2023.

Amazon Prime Video (down 21)

There doesn’t appear to be a reason why Amazon Prime Video has seen a downturn in downloads, as it has some of the most popular TV shows available on its platform. May just be due to the summer holidays, and fewer people watching TV.

Remini (down 24)

AI photo-enhancing app Remini has dropped 24 places in the charts, dropping back to its usual download rate of 8 – 12 million. It had a large spike in downloads last month.

That’s all for this month, come back next month to see the top risers and fallers! And if you want to check out the charts at any time, head over to App Rankings.

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New Venue for APS London 2024 https://www.businessofapps.com/news/new-venue-for-aps-london-2024/ Thu, 31 Aug 2023 10:37:23 +0000 https://www.businessofapps.com/?p=89358 You asked so we have delivered… We are more than excited to announce that we will be back for APS London 2024 on Thursday 25th April in a much BIGGER venue. The Brewery is a historic, Grade II listed London building located in central London and will be the new home for App Promotion Summit London. This will mean that we can increase capacity to over 700+ attendees and up to 40 exhibition and networking spaces. So please put April 25th in your diary for what will be the UK’s biggest ever gathering of app marketers and product leaders. Reserve your place here or let us know if you’d like to participate as a speaker or join us as partner or exhibitor.

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You asked so we have delivered… We are more than excited to announce that we will be back for APS London 2024 on Thursday 25th April in a much BIGGER venue.

The Brewery is a historic, Grade II listed London building located in central London and will be the new home for App Promotion Summit London.

This will mean that we can increase capacity to over 700+ attendees and up to 40 exhibition and networking spaces.

So please put April 25th in your diary for what will be the UK’s biggest ever gathering of app marketers and product leaders.

Reserve your place here or let us know if you’d like to participate as a speaker or join us as partner or exhibitor.

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Instagram holds strong among creators amid TikTok’s ascent https://www.businessofapps.com/news/instagram-holds-strong-among-creators-amid-tiktoks-ascent/ Thu, 31 Aug 2023 10:22:26 +0000 https://www.businessofapps.com/?p=89356 For content creators looking to share their work, Instagram is still the top choice according to a recent study by research firm Mavrck. That’s despite TikTok gaining momentum. Let’s dive in. Why creators are still flocking to Instagram The latest report reveals that a staggering 98% of creators opt for Instagram’s feed posts, Stories, and Reels to showcase their content. This positions Instagram as a leader in creator engagement, surpassing platforms like TikTok and Facebook in this aspect. In the US, nearly 60% of social media users are expected to utilise Instagram this year. This statistic underscores Instagram’s continued popularity for influencer marketing and its effectiveness in connecting with a broad audience. The enduring appeal of Instagram is projected to persist, largely due to its

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For content creators looking to share their work, Instagram is still the top choice according to a recent study by research firm Mavrck. That’s despite TikTok gaining momentum. Let’s dive in.

Why creators are still flocking to Instagram

The latest report reveals that a staggering 98% of creators opt for Instagram’s feed posts, Stories, and Reels to showcase their content. This positions Instagram as a leader in creator engagement, surpassing platforms like TikTok and Facebook in this aspect.

In the US, nearly 60% of social media users are expected to utilise Instagram this year. This statistic underscores Instagram’s continued popularity for influencer marketing and its effectiveness in connecting with a broad audience.

The enduring appeal of Instagram is projected to persist, largely due to its unique ability to empower creators with significant earning opportunities. Notably, Instagram allows creators to generate substantial income through partnerships, a well-established avenue. Additionally, the platform’s innovative approach to monetisation, which hinges on the performance of their posts, further enhances the income potential for creators. This dual-pronged approach is expected to solidify Instagram’s allure and continued success among content creators.

But TikTok is catching up

However, TikTok remains a strong contender in capturing creators’ attention with 89.6% of US creators expected to engage in sharing sponsored videos on TikTok in 2023.

TikTok’s distinctive algorithm, which optimises content exposure, has magnetised a multitude of video-focused creators. This is due to the platform’s enhanced capacity to connect creators with receptive audiences, setting it apart from counterparts such as Instagram and YouTube. This dynamic has greatly contributed to TikTok’s meteoric rise in the realm of creator-driven content.

As the social media landscape evolves, platforms continually refresh their offerings and integrate new functionalities to captivate and safeguard their user base. Recently, Instagram introduced a novel feature designed to shield users from unwarranted direct messages containing images or videos.

TikTok, meanwhile, has embarked on testing innovative advertising tools that enable advertisers to align their customer relationship management (CRM) data with audience insights while preserving user privacy.

Key takeaways

  • 98% of creators opt for Instagram, utilizing its feed, Stories, and Reels, outpacing TikTok and Facebook
  • With nearly 60% of US social media users expected to use Instagram in 2023, it remains a favoured influencer marketing platform
  • 89.6% of US creators engage in sponsored TikTok videos; its unique algorithm and audience connection fuel its ascent

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Consumers set to spend $108 billion on mobile gaming in 2023 https://www.businessofapps.com/news/consumers-set-to-spend-108b-on-mobile-gaming-in-2023/ Wed, 30 Aug 2023 08:26:46 +0000 https://www.businessofapps.com/?p=89322 Consumers globally are expected to allocate $108 billion towards mobile gaming in 2023, as per a new report by mobile analytics firm data.ai. The projection underscores the enduring popularity of mobile gaming, which is anticipated to account for over 56% of total global consumer spending within the gaming sector for 2023. In contrast, console game revenue is predicted to make up just 22% of the market share. Competitive Strategy Games up their share of the market The latest data points to a significant shift in the allocation of global hours, with Competitive Strategy Games (CSG) on smartphones and tablets projected to capture a 26% share this year, a significant rise from the 16% recorded in 2019. The trend bodes well for CSG programmers forecasted to

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Consumers globally are expected to allocate $108 billion towards mobile gaming in 2023, as per a new report by mobile analytics firm data.ai. The projection underscores the enduring popularity of mobile gaming, which is anticipated to account for over 56% of total global consumer spending within the gaming sector for 2023. In contrast, console game revenue is predicted to make up just 22% of the market share.

Competitive Strategy Games up their share of the market

The latest data points to a significant shift in the allocation of global hours, with Competitive Strategy Games (CSG) on smartphones and tablets projected to capture a 26% share this year, a significant rise from the 16% recorded in 2019.

The trend bodes well for CSG programmers forecasted to reach $3.8 billion in consumer spending this year, an increase of over 50% compared to the revenue achieved in the previous year.

Top games by download score

Source: data.ai

Amid these dynamic changes, the global Monthly Active User (MAU) base is predicted to surpass 60 million this year, underscoring the escalating global interest in mobile gaming.

Another interesting development mentioned in the report is the recent announcement by streaming giant Netflix, signalling its entry into the cloud-streamed gaming sector. This strategic move has the potential to catalyse further growth within the genre, potentially paving the way for noteworthy expansion.

Noteworthy gaming successes in 2023

Within the competitive gaming landscape, two titles have particularly stood out, capturing the attention of players. Monopoly GO garnered an impressive 45 million downloads, consistently ranking at the top for daily downloads within the first 60 days since its launch in Italy and the UK. This achievement has translated into a substantial $232 million in global consumer spending.

Top games for consumer spending

Source: data.ai

Similarly, the heightened excitement surrounding the 2022 World Cup bolstered the popularity of FIFA Soccer, resulting in a remarkable 135% increase in downloads compared to the previous year. During the first half of 2023, the game ascended to the 8th position for global downloads and the 12th position for breakout consumer spending. The total consumer spending on this title has now reached an impressive $992 million since its debut.

Reflecting the prevailing trend, simulation gaming experienced a notable surge in downloads during the initial half of 2023, while Team Battle Role-Playing Games (RPGs) have expanded their share of consumer expenditure.

Key takeaways

  • Consumers set to spend $108B on mobile gaming in 2023, reflecting enduring global appeal
  • Competitive Strategy Games (CSG) share rises to 26%, predicted to generate $3.8B consumer spending this year
  • Monthly Active Users (MAU) exceed 60 million, underscoring escalating worldwide interest in mobile gaming

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Clash Royale hits $4 billion revenue milestone, joins elite ranks in mobile gaming https://www.businessofapps.com/news/clash-royale-mobile-game-hits-4-billion-revenue-milestone/ Tue, 29 Aug 2023 08:41:42 +0000 https://www.businessofapps.com/?p=89293 Supercell’s Clash Royale game achieved the milestone of $4 billion in total revenue. The accomplishment is quite the rarity, shared by only 15 other mobile games. It solidifies Clash Royale’s position as a standout in the industry. Rising through the ranks New data from Sensor Tower shows that Clash Royale managed to achieve the revenue highlight in just 92 months, joining other titans of gaming. Notably, Genshin Impact shines in this group, accomplishing the impressive feat of reaching $4 billion in revenue within just 26 months from its late 2020 launch. In comparison, PUBG Mobile achieved this milestone in 32 months, while Clash of Clans, the predecessor to Clash Royale, took a comparatively longer 43 months to reach the same level. While it may not

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Supercell’s Clash Royale game achieved the milestone of $4 billion in total revenue. The accomplishment is quite the rarity, shared by only 15 other mobile games. It solidifies Clash Royale’s position as a standout in the industry.

Rising through the ranks

New data from Sensor Tower shows that Clash Royale managed to achieve the revenue highlight in just 92 months, joining other titans of gaming.

Notably, Genshin Impact shines in this group, accomplishing the impressive feat of reaching $4 billion in revenue within just 26 months from its late 2020 launch.

In comparison, PUBG Mobile achieved this milestone in 32 months, while Clash of Clans, the predecessor to Clash Royale, took a comparatively longer 43 months to reach the same level. While it may not have led the pack in terms of speed in generating revenue, its steady performance spanning 7 years has been impressive. In Q4 2021 it brought in a substantial $160 million in revenue.

Top rankings of mobile games by revenue

Source: Sensor Tower

Opportunities in mobile gaming

The achievement underscores the lasting profitability of the mobile gaming market and the strong demand for captivating app gaming experiences. It also points out the key role of consistent updates, well-crafted mechanics, and live events in ensuring sustained success in mobile gaming.

What Clash Royale has accomplished shows that combining these elements can lead to continued player interest and financial growth. This success confirms the effectiveness of smart game design and long-term player engagement strategies in the competitive world of mobile gaming.

In addition to Clash Royale, Clash of Clans has given rise to two spinoffs: Clash Quest and Clash Mini. However, Clash Quest was discontinued after making just $4 million in total revenue over 18 months.

Clash Mini, which launched in November 2021, earned a modest $2.7 million up to now. When compared to Clash Royale’s impressive $1.7 billion in revenue during the same period after its launch, it’s clear that Clash Mini faces a significant challenge in achieving similar profitability.

While the potential for Supercell’s third success remains uncertain, their past achievements hint that placing a bet on Supercell might be a winning move.

Beyond merely arranging cards, Clash Royale has stacked up an impressive $4 billion in total revenue, securing its position among the top players in mobile gaming. Ultimately, the mobile gaming landscape is ever-evolving and there’s a lot of space for innovative game design.

Key takeaways

  • Clash Royale’s $4 billion revenue cements its mobile gaming dominance, spotlighting consistent performance and player engagement
  • Genshin Impact’s rapid ascent signals the potential for quick revenue growth in the industry
  • Clash Mini’s struggle highlights the challenge of replicating Clash Royale’s financial triumph

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Approximating the value of influencer audiences: Intellifluence introduces Herd Worth https://www.businessofapps.com/news/approximating-the-value-of-influencer-audiences-intellifluence-introduces-herd-worth/ Mon, 28 Aug 2023 15:01:37 +0000 https://www.businessofapps.com/?p=89228 There’s a saying in SaaS that managing a product development team is a lot like herding cats. The joke of the saying is that everyone involved in a project has their own set of goals and ideas surrounding what success looks like, much in the way my cats do whatever they feel like doing despite family’s efforts to stop 2am meowing and couch clawing. This project was no exception. Carrying the analogy forward, the subscribed audience of any particular influencer is also an amalgamation of individuals with their own set of desires and reasons for following an influencer. How do we then measure and display as a singular number the overall power of an influencer across so many different social networks with different audiences? Herd

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There’s a saying in SaaS that managing a product development team is a lot like herding cats. The joke of the saying is that everyone involved in a project has their own set of goals and ideas surrounding what success looks like, much in the way my cats do whatever they feel like doing despite family’s efforts to stop 2am meowing and couch clawing. This project was no exception.

Carrying the analogy forward, the subscribed audience of any particular influencer is also an amalgamation of individuals with their own set of desires and reasons for following an influencer. How do we then measure and display as a singular number the overall power of an influencer across so many different social networks with different audiences?

Herd Worth (HW) ties together audience values, experiences, and expectations

For the past several years Intellifluence has been gathering data through influencer compensation surveys as a means to provide a simple prediction model for each of the social networks we support, allowing both brands and influencers to see whether an amount associated with a single action project is within the expected range based on audience size. Once we had reliable data on expectations, we began to fold in data associated with compensation realities; in other words, we compared the overall expectation against what actually occurred. This opened the doors to what Herd Worth would eventually become.

The problem with audience size is that it doesn’t tell the full story for a creator. Do they have street cred with their audience on topical matters, do they have the clout brands are looking for, and how can that be measured?

We can’t be giving away the secret sauce, but it’s reasonable to look at consumable metrics such as a variety of engagement scores available across social networks and community interactions that occur within our platform as a means to determine whether an influencer has a truly interested herd or whether it’s an empty flock.

Weighing the variables available to us, we distilled it all into a single expressed monetary value of what a single action project would be worth from an influencer, across all their listed social accounts associated within Intellifluence.

An example of what this looks like from an authenticated brand evaluating an influencer inside the platform

Click on image for full size

Source: Intellifluence

One of the questions we’re already starting to get from influencers is “How can I improve my Herd Worth?” — the most obvious answer here is to make sure that every controlled social account appears on the influencer profile. Beyond that, it’s important to be visible, real, and focused. Brands care just as much about relevancy as they do how many followers you have.

The other most important factor, ignoring our scoring model, is to be responsive when working with brands. Doing good work tends to result in being highly sought after in the influencer community, which will ultimately be reflected in your HW score.

Want to discover your Herd Worth? Sign up for free as an influencer today.

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Travel app installs surpass pre-pandemic levels by 18% https://www.businessofapps.com/news/travel-app-installs-surpass-pre-pandemic-levels-by-18/ Fri, 25 Aug 2023 09:12:18 +0000 https://www.businessofapps.com/?p=89207 Travel apps are poised to generate $1.23 billion in revenue despite prevailing economic challenges, according to new data insights shared by Adjust. With the relaxation of most restrictions and stringent border controls, a trend known as “revenge travel,” people are eager to embark on journeys. Let’s dive in. Installs beyond pre-pandemic levels Based on Adjust‘s data, travel app installs exceeded pre-pandemic levels by 18% than the average of Q4 2019. The first half of 2022 saw a 8% year-over-year increase in installations. Building on this, the first half of 2023 experienced a year-on-year rise of 5%. Notably, June stands out as an active month for travel app installations, often surpassing the yearly average. In June 2021, installations of travel apps were 7% higher than the

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Travel apps are poised to generate $1.23 billion in revenue despite prevailing economic challenges, according to new data insights shared by Adjust. With the relaxation of most restrictions and stringent border controls, a trend known as “revenge travel,” people are eager to embark on journeys. Let’s dive in.

Installs beyond pre-pandemic levels

Based on Adjust‘s data, travel app installs exceeded pre-pandemic levels by 18% than the average of Q4 2019. The first half of 2022 saw a 8% year-over-year increase in installations.

Building on this, the first half of 2023 experienced a year-on-year rise of 5%. Notably, June stands out as an active month for travel app installations, often surpassing the yearly average. In June 2021, installations of travel apps were 7% higher than the yearly average. And they were 11% higher in June 2023.

Change in global travel app installs

Source: Adjust

Consistent session growth

The data also reveals that travel app usage is on the rise, with users engaging in more app sessions. These sessions are 87% higher than what was recorded in Q4 of 2019. This growth has been consistent and steady over the past two years, from June 2021 to June 2023.

Despite the increased number of sessions, user engagement has not suffered – in fact, it has improved. In 2022, travel app sessions saw a 14% year-on-year increase. In the first half of 2023, sessions are already 13% higher than the 2022 yearly average. These trends suggest that the percentage is likely to continue growing by the end of the year, especially during the summer and holiday travel seasons.

Changes in session length

Source: Adjust

What’s more, session lengths also increased year-on-year.

What momentum tells us about retention

The momentum of 2023 surpasses that of 2022, especially when we focus on the sessions each user engages in per day within travel apps. This growth is not solely due to longer individual sessions; rather, users are participating in more sessions overall.

This suggests that the overall increase in sessions is primarily driven by existing users engaging in multiple sessions per day, alongside a notable surge in new installations. This combination contributes to enhanced user retention. In essence, this is an incredibly positive period for travel apps.

Sessions per user per day

Source: Adjust

When we compare the performance to the preceding two quarters, Q1 of 2023 stands out as a standout performer in terms of the frequency of app sessions per user, as depicted in the chart below.

Key takeaways

  • 18% increase in travel app installs compared to the Q4 2019 average. H1 2022 saw an 8% YoY increase, followed by a 5% rise in H1 2023. June 2023 installs were 11% higher
  • Travel app usage surges, with app sessions 87% higher than Q4 2019. 2022 witnessed a 14% YoY increase in sessions, while H1 2023 is already 13% above 2022’s average
  • 2023’s growth outpaces 2022. Not just longer sessions, but more sessions per user drive overall growth and retention. Q1 2023 boasts exceptional session frequency

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Bumble becomes second dating app ever to reach $2 billion in user spending https://www.businessofapps.com/news/bumble-becomes-second-dating-app-ever-to-reach-2-billion-in-user-spending/ Thu, 24 Aug 2023 09:33:36 +0000 https://www.businessofapps.com/?p=89175 Popular dating app Bumble has crossed the $2 billion spending mark by users worldwide, becoming the second dating app to achieve this feat. The latest report comes from data.ai, the mobile analytics company, which studied Bumble’s success in the dating app market. What this means for Bumble? Data.ai’s analysis reveals that Bumble has joined a small group of just 52 mobile apps and games that have reached the $2 billion milestone. This group includes big gaming names like Clash of Kings, Brawl Stars, and Bingo Blitz. The app’s growth has been notable in key markets including the UK, US, Australia, and Canada. Among dating apps, Bumble follows only Tinder in terms of user spending. It took Bumble just 19 months to double its spending after

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Popular dating app Bumble has crossed the $2 billion spending mark by users worldwide, becoming the second dating app to achieve this feat. The latest report comes from data.ai, the mobile analytics company, which studied Bumble’s success in the dating app market.

What this means for Bumble?

Data.ai’s analysis reveals that Bumble has joined a small group of just 52 mobile apps and games that have reached the $2 billion milestone. This group includes big gaming names like Clash of Kings, Brawl Stars, and Bingo Blitz.

The app’s growth has been notable in key markets including the UK, US, Australia, and Canada.

Among dating apps, Bumble follows only Tinder in terms of user spending. It took Bumble just 19 months to double its spending after hitting the $1 billion mark in 2021.

Recent data also shows that Bumble was the second most downloaded dating app globally in the last year, up to June 2023.

Tinder remains the only other dating app to have hit the $2 billion mark in app store spending.

Bumble’s journey

Since starting in 2014, Bumble has gained over 125 million users globally. In the past year alone, the app was downloaded 31.8 million times, with the most downloads happening in the US. In terms of earnings, the US led with $400 million over the year, followed by the UK with $54 million.

Bumble’s journey continued with the launch of its second app, Bumble for Friends. Introduced in July, the new app quickly became popular, ranking among the top 150 downloaded and top 100 grossing iPhone Lifestyle apps in the US.

Bumble for Friends rankings

Source: data.ai

In the UK, it performed even better, ranking in the top 120 downloaded and top 90 grossing Lifestyle apps.

Bumble’s steady rise, seen through the $2 billion milestone and its expansion into new areas, highlights its role as a leader in the tech-driven dating scene. The extension through Bumble for Friends signifies not only the app’s success but also its strategic expansion to encompass a broader user base.

Key takeaways

  • Bumble hits $2B spending, second dating app to do so, reflects strong growth and market influence
  • This means, the app doubled spending in 19 months, ranking second in global dating app downloads
  • Bumble’s expansion, including Bumble for Friends, cements its role as a tech-driven dating leader

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New TikTok ad format lets brands engage search-focused app user https://www.businessofapps.com/news/new-tiktok-ad-format-lets-brands-engage-search-focused-app-user/ Wed, 23 Aug 2023 08:34:42 +0000 https://www.businessofapps.com/?p=89144 TikTok has just expanded its advertising tools in a move that could see more brands and marketers flock to the app. The brand new “Search Ads Toggle” helps advertisers to focus on individuals on the platform who are actively seeking more information about novel products or brands through search queries within the app’s search bar. So how does it work? What are Search Ads Toggle? Search Ads Toggle marks TikTok’s initial foray into ad placements that enable brands to pinpoint users who are actively engaging in searches relevant to their business. However, it’s important to recognise that the ad format is an extension of an advertiser’s existing TikTok video ad campaign, rather than a standalone advertising offering. Ads Manager dashboard Source: TikTok The company emphasised

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TikTok has just expanded its advertising tools in a move that could see more brands and marketers flock to the app. The brand new “Search Ads Toggle” helps advertisers to focus on individuals on the platform who are actively seeking more information about novel products or brands through search queries within the app’s search bar. So how does it work?

What are Search Ads Toggle?

Search Ads Toggle marks TikTok’s initial foray into ad placements that enable brands to pinpoint users who are actively engaging in searches relevant to their business.

However, it’s important to recognise that the ad format is an extension of an advertiser’s existing TikTok video ad campaign, rather than a standalone advertising offering.

Ads Manager dashboard

Source: TikTok

The company emphasised brand safety as a key component of this initiative. Advertisers are afforded the option to incorporate “Negative Keywords” into each ad group, enabling them to steer clear of having their ads displayed alongside queries that are not aligned with their brand identity.

But are they working?

Following an initial test run of the format,  TikTok said that around 70% of ad groups experienced a reduced cost per action (CPA), indicating enhanced efficiency in converting from this ad placement. Notably, TikTok had been engaged in testing these advertisements since the previous year.

Among the initial test subjects were renowned brands such as Clinique and DIBS Beauty. In the case of Clinique, there was an impressive 441% surge in conversion rates, a 51% upswing in click-through rates, and a noteworthy 7.4% increase in ad recall.

Similarly, DIBS Beauty observed an 8% rise in conversion volume, a six-fold escalation in conversion rates, and a substantial 22% decrease in CPA when contrasted with their non-search ads.

Search on TikTok

Source: TikTok

It’s not entirely clear whether this will have an effect on Google search ads which has seen some younger users steer away from the search engine in favour of social apps.

TikTok has been leveraging its role as a search platform for Generation Z, and brands might still be in the process of comprehending the evolving trend in how young individuals find information today.

The extent to which these search ads will deliver results in comparison to more conventional advertising methods familiar to marketers remains to be seen. However, given TikTok’s substantial influence on users’ shopping habits, it wouldn’t be unexpected for more brands to explore this opportunity in the upcoming months.

Key takeaways

  • TikTok’s “Search Ads Toggle” amplifies brand engagement through user searches, prioritizing safety with “Negative Keywords”
  • Initial trials reveal increased conversions and recall for brands, challenging Google’s influence
  • TikTok’s Gen Z search behaviour shift offers brands a fresh path to authentic connection and marketing exploration

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App Growth Awards 2023 categories announced https://www.businessofapps.com/news/app-growth-awards-2023-categories-announced/ Tue, 22 Aug 2023 09:42:53 +0000 https://www.businessofapps.com/?p=89124 The App Growth Awards 2023 will be presented on Thursday 30th November. Here are the categories for 2023: 1. App Advertising Platform Awarded to the mobile advertising platform, network or DSP that has provided an outstanding solution in terms of app installs, user acquisition and brand advertising. 2. App Analytics Platform Awarded to the mobile analytics, app analytics, ad tracking and attribution platform that has delivered the most value and understanding of big data analytics in the past 12 months. 3. App Data Platform This award is awarded to the app data platform that has provided the best intelligence to the app industry. 4. App Engagement Platform Open to technology platforms and services that support app engagement including push notifications, in-app messaging, marketing automation and chatbots. 5.

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The App Growth Awards 2023 will be presented on Thursday 30th November.

Here are the categories for 2023:

1. App Advertising Platform
Awarded to the mobile advertising platform, network or DSP that has provided an outstanding solution in terms of app installs, user acquisition and brand advertising.

2. App Analytics Platform
Awarded to the mobile analytics, app analytics, ad tracking and attribution platform that has delivered the most value and understanding of big data analytics in the past 12 months.

3. App Data Platform
This award is awarded to the app data platform that has provided the best intelligence to the app industry.

4. App Engagement Platform
Open to technology platforms and services that support app engagement including push notifications, in-app messaging, marketing automation and chatbots.

5. App Messaging Platform
Awarded to the app messaging platform that has delivered outstanding results in the past 12 months.

6. App Revenue Platform
This award is open to all platforms working in the field of app revenue that can illustrate outstanding achievement.

7. MMP of the Year
This award is for the mobile measurement partner that has demonstrated outstanding best practices for marketing and growth.

8. ASO Company
This award is open to all tools and agencies working in the field of app store optimization that can illustrate outstanding achievement and/or has provided the best ASO solution to its users.

9. User Acquisition Company
Open to platforms and agencies offering user acquisition services that can demonstrate they are leaders in the UA field and experts at acquiring new users.

10. App Marketing Agency of the Year
Open to all mobile and app marketing and non-specialist agencies that can illustrate outstanding offerings in the area of mobile growth and app marketing.

11. App Growth Innovation
Open for entries from any brand, agency, service provider or developer that has created new and innovative channels, techniques, tactics or strategies to increase growth in the app ecosystem.

12. App Marketer of the Year
This award is for an individual that has demonstrated outstanding best practices for marketing and growth at an app brand, startup or agency.

13. Fastest Growing App
Awarded to an app that has demonstrated rapid growth and traction in the last year. Evidence must show significant growth in one of these areas: usage, downloads and revenues.

14. Growth Team of the Year
Open for entries from app developers and agencies that have a team of rock stars dedicating their time to user acquisition, growth and marketing.

15. Subscription App Campaign
Open to agencies and any subscription app companies that can demonstrate outstanding results within the subscription space.

16. App Marketing Campaign of the Year
Open for entries from agencies or publishers from across all app sectors that can demonstrate outstanding results in any recent app campaign.

You can enter or nominate for any of these categories over at the App Growth Awards website until the closing date of Friday 29th September 2023.

If you would like to take part as a judge or be a partner of the event you can contact us here.

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Rising costs lead to 2.3% hike in annual in-app subscription pricing https://www.businessofapps.com/news/rising-costs-lead-to-2-3-hike-in-annual-in-app-subscription-pricing/ Tue, 22 Aug 2023 08:53:52 +0000 https://www.businessofapps.com/?p=89115 As of 2022, global economic difficulties and a rise in the inflation rate have affected the rate and pricing of in-app subscriptions. On average, there’s been a 1.29% monthly rise in mobile subscription costs, based on the latest data shared by app experts Adapty. Let’s dive into the report. Annual subscription price hikes A closer look at in-app subscription price changes reveals that annual prices grew 2.3% from an average $31 in January 2022 to $45 in 2023. As the costs for advertising, attracting users, optimising app store visibility, and other forms of promotion rise, developers and publishers of apps have to change how they price their products. This is affecting overall increases in subscription prices across different levels, which is a normal reaction in

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As of 2022, global economic difficulties and a rise in the inflation rate have affected the rate and pricing of in-app subscriptions. On average, there’s been a 1.29% monthly rise in mobile subscription costs, based on the latest data shared by app experts Adapty. Let’s dive into the report.

Annual subscription price hikes

A closer look at in-app subscription price changes reveals that annual prices grew 2.3% from an average $31 in January 2022 to $45 in 2023.

As the costs for advertising, attracting users, optimising app store visibility, and other forms of promotion rise, developers and publishers of apps have to change how they price their products. This is affecting overall increases in subscription prices across different levels, which is a normal reaction in the market.

Rise in in-app subscription pricing

Source: Adapty

At the same time, given price hikes, monthly subscription retention fell 10% year-on-year with the high-price segment seeing the highest churn.

A whopping 51% of all mobile app subscriptions come from the US which shows that the country continues to lead in the mobile app subscription market, solidifying its role as the biggest and most profitable market for services based on subscriptions.

This is mainly due to the country’s population that is well-versed in technology, widespread use of smartphones, and easy access to fast internet connections, all of which contribute to its ongoing superiority.

Countries dominating in-app subscriptions

Source: Adapty

Lifetime values are affected too

Another important factor in app economics is their lifetime value (LTV) which represents the average earnings generated by a customer over their entire engagement with the app. This measure helps in gauging how much one can invest in their app without the concern of expenses outweighing profits.

Weekly subscriptions had a higher LTV compared to monthly, but lower LTV compared to annual subscriptions and high-priced products had the highest LTV.

The report also noted higher trial churn during Q2 2023 indicating a drop in subscription retention.

When it comes to paywalls, a combination of offering three products appears to be the most financially advantageous choice in the market. This approach assists marketers in effectively emphasising the most appealing price for the suitable subscription product, especially when contrasted with the other two options.

The one-product paywall appears to be the least appealing to users. This might suggest that customers prefer having options and feeling that they’re making an important choice, or it could be a result of price anchoring working as intended.

Key takeaways

  • Annual subscription prices grew 2.3% ($31 to $45) in 2022-2023, impacting pricing trends
  • US holds 51% of app subscriptions, reaffirming market dominance
  • Optimal: 3-product paywall; high-priced products show highest LTV

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TikTok launches its own Shop allowing creators to sell products directly https://www.businessofapps.com/news/tiktok-launches-its-own-shop-allowing-creators-to-sell-products-directly/ Mon, 21 Aug 2023 09:02:50 +0000 https://www.businessofapps.com/?p=89079 Creators have flocked to TikTok Shop to offer up their products just two weeks ago after TikTok officially unveiled its shopping platform poised to reshape social commerce. But what’s in store for creators and app marketers? Why launch TikTok Shop? TikTok’s motivation behind this move is clear: it’s all about boosting the earning potential of its creators who are the main drivers behind the app’s success. Instead of the usual route of linking to external websites or dealing with the intricacies of third-party platforms like Amazon or Facebook Marketplace, TikTok Shop provides a streamlined space for creators to sell their goods, free from added fees or binding contracts. That’s not exactly a new concept, but unlike its predecessors such as Instagram, Facebook, YouTube, and Snapchat,

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Creators have flocked to TikTok Shop to offer up their products just two weeks ago after TikTok officially unveiled its shopping platform poised to reshape social commerce. But what’s in store for creators and app marketers?

Why launch TikTok Shop?

TikTok’s motivation behind this move is clear: it’s all about boosting the earning potential of its creators who are the main drivers behind the app’s success. Instead of the usual route of linking to external websites or dealing with the intricacies of third-party platforms like Amazon or Facebook Marketplace, TikTok Shop provides a streamlined space for creators to sell their goods, free from added fees or binding contracts.

That’s not exactly a new concept, but unlike its predecessors such as Instagram, Facebook, YouTube, and Snapchat, TikTok has taken its time to roll it out. The app introduced shoppable ads initially.

TikTok Shop feedback

Source: TikTok Shop

How Shop works?

TikTok’s new features bring influencers closer to their audience’s purchasing decisions. For influencers accustomed to swift product pitches in short videos, this transition to self-directed sales on a virtual store seems seamless.

Shops were initially trialled in November 2022 in the UK and US with limited users.

Notably, TikTok Shop features an affiliate program, allowing creators to earn commissions for promoting products. These commissions can range from 1% to customised percentages set by brands and the company.

In this evolving landscape, TikTok Shop bridges creators with commerce, enabling them to monetise their creativity and brands while refining the shopping experience for its users.

At the same time, it gives creators greater freedom in exactly how they wish to promote products.

Surely, it was only a matter of time before the app would jump on the commerce bandwagon but what sets TikTok apart is its precise algorithm that guides users to products featured in videos, a contrast to platforms like Facebook. TikTok’s strength lies in its ability to help users find not only mainstream products but also offerings from small businesses.

Key takeaways

  • Just two weeks post-launch, creators rush to reshape social commerce on TikTok’s new platform
  • TikTok Shop boosts earnings, offering direct selling minus third-party complexities, with a customisable affiliate program
  • Gradual rollout, influencer-driven promotion, precise algorithm: TikTok bridges creativity and commerce, guiding users to products

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Tencent’s Q2 revenue jumps 11% on the back of strong gaming apps and ad revenues https://www.businessofapps.com/news/tencents-q2-revenue-jumps-11-on-the-back-of-strong-gaming-apps-and-ad-revenues/ Fri, 18 Aug 2023 09:09:57 +0000 https://www.businessofapps.com/?p=89020 Tencent, the major Chinese mobile game maker, behind titles such as PUBG and Roco Kingdom, just announced that it made 149.2 billion yuan (which is about $20.6 billion) in Q2 2023. This is 11% more than what the company earned in the same time in 2022. Let’s dive in. Tencent scores another win The company, which captures about 61% of the local PC and mobile gaming market together with NetEase, also reported increasing operating profit of 50.1 billion yuan (around $6.9 billion), 37% higher than the previous year. This is in part due to better cost management, boosting operating margins from 22% to 26% compared to last year. Profits rose by 33% to about 38.6 billion yuan (approximately $5.3 billion). Ma Huateng, chairman and CEO

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Tencent, the major Chinese mobile game maker, behind titles such as PUBG and Roco Kingdom, just announced that it made 149.2 billion yuan (which is about $20.6 billion) in Q2 2023. This is 11% more than what the company earned in the same time in 2022. Let’s dive in.

Tencent scores another win

The company, which captures about 61% of the local PC and mobile gaming market together with NetEase, also reported increasing operating profit of 50.1 billion yuan (around $6.9 billion), 37% higher than the previous year.

This is in part due to better cost management, boosting operating margins from 22% to 26% compared to last year.

Profits rose by 33% to about 38.6 billion yuan (approximately $5.3 billion).

Ma Huateng, chairman and CEO of Tencent, said: “In the three months from April to June 2023, we kept making more money, especially from better types of income that bring in more profit. We also made sure to spend money carefully, and this, along with changes we made last year, helped our profit to grow more than our income did.

“Our advertising part of the business grew quickly, thanks to using smart technology on our ads and making money from Video Accounts. We’re going to keep being creative and trying new things. For example, we’re using special AI to come up with new ideas, and we’re sharing these with our partners through our Tencent Cloud Model-as-a-Service (MaaS) program. We’re also improving our own special starting idea.”

Tencent earnings overview

Source: Tencent

Beyond local markets

Tencent’s international gaming revenue climbed 19% to reach 12.7 billion yuan in the past quarter. This boost was propelled by popular titles like Valorant, Goddess of Victory: Nikke, and PUBG Mobile.

Meanwhile, revenue from domestic games held steady at $31.8 billion. Tencent attributes this stability to the launch of less commercial content in its major games after a strong start to the year. Additionally, income from emerging competitive esports games like Arena Breakout and Fight of the Golden Spatula rose compared to the previous year.

The latest data suggests that Tencent has adeptly navigated the challenges posed by the Chinese market in 2022. The company had previously lost its standing as China’s largest corporation. However, it’s important to note that China has recently introduced new regulations regarding mobile phone usage, which could introduce further uncertainty.

In 2022, we recognised Tencent as one of the leading 50 mobile game developers. Our updated list for 2023 will be unveiled during our event at Gamescom in August 2022.

Key takeaways

  • Tencent’s Q2 revenue up 11% to 149.2B yuan ($20.6B), driven by international game success and improved profit margins
  • Steady domestic game revenue at $31.8B, attributed to strategic content releases
  • Despite 2022 challenges, Tencent navigates well, but new mobile regulations introduce uncertainty

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The agenda for APS SF – Subscription Strategies is now live https://www.businessofapps.com/news/the-agenda-for-aps-sf-subscription-strategies-is-now-live/ Fri, 18 Aug 2023 08:25:54 +0000 https://www.businessofapps.com/?p=89015 We are excited to announce that the first look agenda for APS SF – Subscription App Strategies 2023 is now live and covering the latest in growth and product marketing for subscription apps including Generative AI, SKAN 5, monetization and data driven decision making. 🚀 The in-person conference at W San Francisco on Thursday September 28 will feature talks, panels and interactive discussions including: Lessons Learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki – Mansi Sharma, Vice President, Growth Marketing @ MyFitnessPal Using AI to Boost Your App Monetization Strategy – Jenny Pollock, Lead Monetization Program Manager @ Together Labs  Crafting Reward Programs via Advanced CRM – How we Increased Subscriber Engagement by 300% – Karan Tibdewal, CRM & Subscriptions Consultant  Preventing Subscriber

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We are excited to announce that the first look agenda for APS SF – Subscription App Strategies 2023 is now live and covering the latest in growth and product marketing for subscription apps including Generative AI, SKAN 5, monetization and data driven decision making. 🚀

The in-person conference at W San Francisco on Thursday September 28 will feature talks, panels and interactive discussions including:

  • Lessons Learnt while Driving Growth Marketing at MyFitnessPal and Rakuten Viki – Mansi Sharma, Vice President, Growth Marketing @ MyFitnessPal
  • Using AI to Boost Your App Monetization Strategy – Jenny Pollock, Lead Monetization Program Manager @ Together Labs 
  • Crafting Reward Programs via Advanced CRM – How we Increased Subscriber Engagement by 300% – Karan Tibdewal, CRM & Subscriptions Consultant 
  • Preventing Subscriber Churn: Identifying Signals and Implementing Preventive Measures – Vahe Baghdasaryan, Senior Growth Marketing Manager @ CoinStats 
  • Optimizing Monetization: Prioritizing User Experience for Lasting Success – Lana Dubinskiy, Senior Director of Product @ IMVU

Apply for an in-person ticket here if you haven’t already, but hurry as there are a limited number of passes left for the physical conference.

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Disney’s Hotstar audience cratering, with 23.6% drop in subscribers https://www.businessofapps.com/news/disneys-hotstar-audience-cratering-with-23-6-drop-in-subscribers/ Fri, 18 Aug 2023 06:00:36 +0000 https://www.businessofapps.com/?p=89007 Disney has seen a massive drop off in the number of subscribers to its Indian streaming service Disney Hotstar over the past 12 months, with 12.5 million fewer subscribers in July 2023 than at the same point last year. In the company’s latest quarterly financial statement, it removed the ‘total Disney’ paid subscriber count from its reporting to emphasize the separation between Hotstar and the core Disney+ service. Disney+ core, which includes domestic and international subscribers, increased by 0.7 percent year-on-year. Hotstar, while potentially of immense value in the future for Disney, is currently responsible for three percent of Disney+ total revenues. It also has a much lower average revenue per user than the core Disney+ product, at $0.59 in the most recent financial quarter

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Disney has seen a massive drop off in the number of subscribers to its Indian streaming service Disney Hotstar over the past 12 months, with 12.5 million fewer subscribers in July 2023 than at the same point last year.

In the company’s latest quarterly financial statement, it removed the ‘total Disney’ paid subscriber count from its reporting to emphasize the separation between Hotstar and the core Disney+ service. Disney+ core, which includes domestic and international subscribers, increased by 0.7 percent year-on-year.

Hotstar, while potentially of immense value in the future for Disney, is currently responsible for three percent of Disney+ total revenues. It also has a much lower average revenue per user than the core Disney+ product, at $0.59 in the most recent financial quarter to Disney+ core’s $6.58.

Disney+ vs Netflix subscriber count 2020 to 2023 (mm)

Disney was riding high off the back of successive quarters of growth for the company’s streaming service, with news articles declaring Disney+ likely to surpass Netflix in overall subscribers by 2024. However, it was only through beefing the subscription numbers with Hotstar that it was able to come close to Netflix’s 238 million subscriber count.

Now, as Hotstar starts to falter, Disney is trying to make sure investors see the two services as separate.

Disney was already warning of a downturn in subscribers following Hotstar losing the rights to stream the Indian Premier League (IPL) cricket matches, which was a major selling point for the service with most advertising in the country mentioning IPL.

On top of that, India’s largest company by market capitalisation, Reliance Industries, has started aggressively promoting JioCinema, its competitor to Hotstar. It acquired the rights to stream the IPL and is currently offering it for free on its platform, to get more users to sign up.

Outside of Hotstar, Disney is seeing its subscriber count grow for Disney+ but at a much slower rate than in 2021 and 2022. At the same time, Netflix’s new lower cost subscription service with ads, alongside its password sharing ban, has led to an eight percent year-on-year increase in subscribers.

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X stops advertisers using timeline for promotion, prioritising new approaches https://www.businessofapps.com/news/x-stops-advertisers-using-timeline-for-promotion-prioritising-new-approaches/ Thu, 17 Aug 2023 08:16:31 +0000 https://www.businessofapps.com/?p=89003 Changing strategy, social media platform X, aka Twitter, has opted to pull the plug on advertisers using its timeline to push their accounts and reel in fresh followers. The development was noticed by Axios, quoting an email dispatched to advertising clients. What’s X doing now? According to the report, these boosted accounts, coined as “Follower Objective” ads, contribute a whopping $100 million in revenue annually to X’s coffers worldwide. In simple terms, “Follower Objective” ads involve a unique type of advertisement wherein a tweet is shown on a user’s timeline even if they’re not following the advertiser’s account. Complete with a clickable “follow” button, this ad format encourages users to become followers themselves. X posits that this ad type offers a straightforward method to rapidly

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Changing strategy, social media platform X, aka Twitter, has opted to pull the plug on advertisers using its timeline to push their accounts and reel in fresh followers. The development was noticed by Axios, quoting an email dispatched to advertising clients.

What’s X doing now?

According to the report, these boosted accounts, coined as “Follower Objective” ads, contribute a whopping $100 million in revenue annually to X’s coffers worldwide.

In simple terms, “Follower Objective” ads involve a unique type of advertisement wherein a tweet is shown on a user’s timeline even if they’re not following the advertiser’s account. Complete with a clickable “follow” button, this ad format encourages users to become followers themselves. X posits that this ad type offers a straightforward method to rapidly up the follower count.

Despite still showcasing the Follower Objective format as an advertising avenue on its business portal, a communication from August 10, acquired by Axios, spilt the beans that X plans to gradually dial down the prominence of the “Followers Objective” ad component, with the process having kicked off last week.

Why promoted ads matter

X has acknowledged the deprecation of the ad unit, saying that. The platform is suggesting clients try different ad types. One is the engagement campaign, which highlights the advertiser’s name and account in the ad for more interaction. Another is the reach campaign, where advertisers pay for more people to see the ad. These options aim to help advertisers connect better with their audience and get more visibility.

Promoted follower ads have played a significant role for advertisers in connecting with their audience and fostering business growth on the platform. These ads serve as a tool for companies to target specific groups of users.

One of the primary advantages of promoted follower ads is their capability to target specific groups of users. Advertisers can fine-tune their campaigns to reach individuals based on various demographics, interests, behaviours, and other data points. This granular targeting lets companies direct their promotional efforts towards the individuals most likely to resonate with their brand or product.

Key takeaways

  • X, formerly Twitter, alters strategy, reduces timeline ads, and explores novel advertising avenues for engagement
  • “Follower Objective” ads boost X’s revenue, now transitioning to alternative methods
  • Advertisers embrace targeted engagement and reach campaigns post-X’s timeline ad shift

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Setapp preparing to launch independent app store as Apple rules change https://www.businessofapps.com/news/setapp-preparing-to-launch-independent-app-store-as-apple-rules-change/ Wed, 16 Aug 2023 08:56:38 +0000 https://www.businessofapps.com/?p=88952 Setapp, an app subscription service, is getting ready to launch its own app store as a different choice. They’re planning to do this when new rules from the EU start next year. Setapp is relying on the EU’s Digital Markets Act (DMA), which is supposed to let people put other apps on iOS without needing to use Apple’s App Store. Better revenue sharing for developers Setup currently offers a subscription service where users pay $9.99 per month to access more than 240 apps for their Mac. These apps cover various categories like utilities, productivity tools, customisation, lifestyle, and more. They have different plans, including those with iOS apps ($12.49/mo), options for power users with more devices ($14.99/mo), family plans, and plans for teams. For their

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Setapp, an app subscription service, is getting ready to launch its own app store as a different choice. They’re planning to do this when new rules from the EU start next year. Setapp is relying on the EU’s Digital Markets Act (DMA), which is supposed to let people put other apps on iOS without needing to use Apple’s App Store.

Better revenue sharing for developers

Setup currently offers a subscription service where users pay $9.99 per month to access more than 240 apps for their Mac. These apps cover various categories like utilities, productivity tools, customisation, lifestyle, and more. They have different plans, including those with iOS apps ($12.49/mo), options for power users with more devices ($14.99/mo), family plans, and plans for teams.

For their upcoming standalone app store, Setapp has partnered with over 30 developers who are ready to offer their apps. Some of these partners include Ulysses, Taskheat, NotePlan, PDFSearch, and Soulver. The company is also inviting more developers to join in.

Setapp is trying to attract developers by offering them better revenue sharing compared to Apple. While developers get a 70/30 split when customers use their app, Setapp also shares an additional 20% with developers who bring in new customers. This means developers have the chance to earn up to 90% of Setapp’s user fees every month.

Top-rated apps on Setapp store

Source: Setapp

Oleksandr Kosovan, the founder and CEO of Setapp, mentioned that 60% of developers are interested in using third-party app stores for distributing their iOS apps. Setapp aims to support iOS-only developers and give them a platform to gain users and increase their revenue.

Customers who are interested can join a waitlist to receive updates about the launch of the new app store.

What’s Apple got to say about it?

According to a report in December 2022 by Bloomberg, Apple seemed to be getting ready to permit different app stores on iPhones and iPads to follow the DMA rules.

This is happening even though Apple has worries about the security problems linked to installing apps from sources other than the official App Store.

The process, known as “sideloading,” can impact the safety and privacy of users. However, the report pointed out that Apple was still talking about various ideas on how this new system would function. They might even ask for a fee to verify these apps before allowing them.

For now, Setapp is proceeding with the belief that Apple devices will eventually need to allow other app stores, and they are actively making preparations to introduce their own app store.

Key takeaways

  • Setapp readies own app store, betting on EU law for alternative to Apple’s store
  • Developers offered improved revenue share, up to 90% through Setapp’s model
  • Apple’s approach to third-party app stores and security remains uncertain

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Threads vs Twitter: from rival to retreat in 3 weeks https://www.businessofapps.com/news/threads-vs-twitter-from-rival-to-retreat-in-3-weeks/ Tue, 15 Aug 2023 08:49:20 +0000 https://www.businessofapps.com/?p=88901 Within just three weeks, Threads seems to have gone from formidable Twitter rival to just another social app. Similarweb, the data aggregation and software firm, recorded a drastic decline of nearly 80 percent in daily user numbers, indicating a significant setback for the app. Could this spill the end for Threads? Capturing attention Similarweb data recorded a drop in daily active users on Android mobile devices, plummeting from 49 million to 11 million. But this analysis didn’t encompass user figures for Apple’s iOS mobile platform. The count of global users on Android devices surged from 6 million on July 5, the day of Meta’s app launch, to 41 million the next day. It then reached a peak of nearly 50 million on July 7, equivalent

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Within just three weeks, Threads seems to have gone from formidable Twitter rival to just another social app. Similarweb, the data aggregation and software firm, recorded a drastic decline of nearly 80 percent in daily user numbers, indicating a significant setback for the app. Could this spill the end for Threads?

Capturing attention

Similarweb data recorded a drop in daily active users on Android mobile devices, plummeting from 49 million to 11 million. But this analysis didn’t encompass user figures for Apple’s iOS mobile platform.

The count of global users on Android devices surged from 6 million on July 5, the day of Meta’s app launch, to 41 million the next day. It then reached a peak of nearly 50 million on July 7, equivalent to around 45 percent of Twitter’s usage on that particular day.

Threads vs Twitter change in usage

Source: Similarweb

Threads previously managed to capture more attention than its Twitter rivals such as Mastodon and Bluesky, but the steep decline in user engagement underscores the difficulties in attracting and retaining users in a highly competitive social media landscape.

Quick to rise, quick to fall

Threads quickly amassed 100 million users within just five days, a milestone that took Twitter 5.4 years to accomplish. A crucial factor in this achievement was Instagram, also a Meta-owned entity, which leveraged its existing audience of 1.4 billion to facilitate the recruitment of users for Threads.

However, it’s worth noting that Threads currently lacks a number of fundamental features and still needs to provide a compelling incentive for users to transition from Twitter or adopt Threads as their preferred social media platform.

App engagement on Threads

Source: Similarweb

Consequently, usage of the app has steadily dwindled since its launch, with daily active users on Android devices remaining at around 11 to 12 million over the last seven days.

Interestingly, the launch of Threads has not significantly impacted Twitter’s usage on the same platform. Following Elon Musk’s rebranding, Twitter, now known as X Corp, recorded a daily active user count ranging from 107 to 109 million on Android devices during the week after Meta introduced its text-based rival. In the subsequent week, this count oscillated between 108 and 114 million.

Key takeaways

  • Threads saw an 80% drop in daily users within weeks, indicating challenges in social media competition
  • Instagram’s support boosted Threads to 100M users quickly, a feat Twitter took years to achieve
  • Despite initial attention, Threads faces decline and needs compelling features to rival Twitter’s dominance

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Adsterra marks milestone 10th anniversary https://www.businessofapps.com/news/adsterra-marks-milestone-10th-anniversary/ Mon, 14 Aug 2023 10:36:10 +0000 https://www.businessofapps.com/?p=88866 Adsterra, a prominent digital advertising network, is celebrating a decade of remarkable success by hosting an extraordinary Anniversary Giveaway. Lucky participants who remain active for a minimum of 15 days, from now until August 31st, stand a chance to win thrilling prizes. Joining the giveaway is as simple as 1-2-3: Create a publisher’s, advertiser’s, or affiliate’s account. Submit your login details on Adsterra’s dedicated form at the bottom of the anniversary landing page to enter the Giveaway. Get involved by running ad campaigns or monetizing traffic during the specified period. Over the past ten years, Adsterra has been at the forefront of empowering aspiring individuals and businesses, providing them with tools to overcome challenges and achieve extraordinary milestones. Through enhanced exposure and revenue opportunities, the

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Adsterra, a prominent digital advertising network, is celebrating a decade of remarkable success by hosting an extraordinary Anniversary Giveaway. Lucky participants who remain active for a minimum of 15 days, from now until August 31st, stand a chance to win thrilling prizes.

Joining the giveaway is as simple as 1-2-3:

  • Create a publisher’s, advertiser’s, or affiliate’s account.
  • Submit your login details on Adsterra’s dedicated form at the bottom of the anniversary landing page to enter the Giveaway.
  • Get involved by running ad campaigns or monetizing traffic during the specified period.

Over the past ten years, Adsterra has been at the forefront of empowering aspiring individuals and businesses, providing them with tools to overcome challenges and achieve extraordinary milestones. Through enhanced exposure and revenue opportunities, the Adsterra network has played a crucial role in propelling numerous startups to resounding success. Publishers and affiliates have also benefited greatly from Adsterra’s Self-Serve tools, elevating their accomplishments to new heights.

Adsterra takes pride in collaborating with skilled and dedicated publishers, affiliates, and advertisers, whose unwavering efforts have resulted in exceptional revenue generation and conversions. Currently, the platform boasts an impressive 28,000 publishers earning $65 million annually, while its 13,000 advertisers contribute to a staggering 1.34 billion conversions each year. However, Adsterra believes its success goes beyond mere numbers.

For Adsterra, partners are more than just clients, customers, or users; they are cherished companions on a mutual journey towards profit growth. The company has fostered strong bonds with partners through unique Partner Care Standards and a shared commitment to development.

As the 10th-anniversary festivities kick off, Adsterra embraces a central idea: offering partners more than just traffic and offers. This milestone celebration is a testament to Adsterra’s commitment to going above and beyond, acknowledging partners’ integral role in the company’s narrative of success.

Don’t miss out on this exciting opportunity! Join Adsterra’s 10th Anniversary Giveaway now!

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35% of consumers embrace cashless transactions through payment apps and mobile wallets https://www.businessofapps.com/news/35-of-consumers-embrace-cashless-transactions-through-payment-apps-and-mobile-wallets/ Mon, 14 Aug 2023 08:02:33 +0000 https://www.businessofapps.com/?p=88876 Mobile wallets and payment apps are all the rage, especially since the pandemic forced many into going cashless. But one mobile payment app stands out as being the favourite among customers – whether shopping online or in-store. Let’s find out more. The top payment apps are… A growing number of Americans are now using mobile wallets for their shopping transactions, according to recent insights from CivicScience. Approximately 35% of participants utilise at least one e-wallet or mobile payment app with varying frequency for in-store purchases, while 44% report the same usage pattern for online transactions. So which app comes out on top? PayPal stands out as the top choice among users of payment apps. Irrespective of whether transactions occur in physical stores or the digital

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Mobile wallets and payment apps are all the rage, especially since the pandemic forced many into going cashless. But one mobile payment app stands out as being the favourite among customers – whether shopping online or in-store. Let’s find out more.

The top payment apps are…

A growing number of Americans are now using mobile wallets for their shopping transactions, according to recent insights from CivicScience. Approximately 35% of participants utilise at least one e-wallet or mobile payment app with varying frequency for in-store purchases, while 44% report the same usage pattern for online transactions. So which app comes out on top?

PayPal stands out as the top choice among users of payment apps. Irrespective of whether transactions occur in physical stores or the digital realm, consumers prefer to use PayPal over Apple Pay, Venmo, and Google Wallet.

Notably, Apple Pay claims the second spot in the race, outperforming Google Wallet, and gains further traction for in-person transactions compared to online dealings.

Leading payment apps

Source: Civic Science

When it comes to in-store transactions, PayPal usage lags by seven percentage points, whereas Apple Pay gains a two-point advantage over its online counterpart. Despite its expanding influence, PayPal’s adoption as a recognised payment method in physical stores remains limited, thus underscoring the role of e-wallets in this context.

Security and convenience still major barriers

Just 14% of consumers frequently use mobile payment solutions. In contrast,  24% hold a steadfast aversion towards using them. The majority of Americans, however, fall somewhere in between – they either use mobile payments infrequently or are open to the idea but haven’t fully embraced it yet.

The reasons behind this cautious embrace of mobile payments are twofold. Firstly, those who use mobile payments sporadically or are hesitant about them commonly express concerns about the security of these apps. Interestingly, this worry about security is a top concern across generations, with those aged 55 years and above registering the highest degree of concern at 48%.

Main reasons for not using mobile payment apps

Source: Civic Science

The second major barrier is convenience. Many consumers believe that mobile wallets and payment apps don’t offer any greater convenience compared to traditional payment methods. To sway non-users, it’s crucial to demonstrate how e-wallets and mobile payment apps can genuinely offer more convenience than their current ways of paying for goods and services. This could potentially encourage a much larger group of people to give mobile payments a chance.

Who’s using payment apps and why?

The younger demographic, those under the age of 35, are the driving force behind the general population’s use of mobile payment apps. A notable 10% of Gen Z adults claim mobile payment apps as their primary choice, in contrast to a mere 1% among those aged 55 and above.

Those who prioritise mobile payment apps are also keen on exploring alternative financial tools. For instance, 16% of these mobile pay enthusiasts express their intention to give ‘buy now, pay later’ apps a shot in the near future, and an impressive 38% have already embraced this option.

Furthermore, individuals who hinge on mobile payment apps for their primary transactions hold a rosier perspective regarding their personal finances. They are more inclined to express optimism about their financial prospects, stating that their financial situation is likely to improve in the times ahead.

Nevertheless, mobile payment apps and e-wallets have yet to emerge as dominant forms of payment within the consumer landscape. Although Apple Pay setups and Venmo usage are commonplace, a mere 5% acknowledge mobile payments as their foremost payment method. While younger generations exhibit greater openness to alternative payment methods, there still exist entrenched perceptions that must be overcome before mobile payments can achieve more widespread acceptance.

Key takeaways

  •  35% use e-wallets for in-store, 44% for online purchases, signalling increasing digital payment adoption
  • PayPal is preferred over Apple Pay and Google Wallet, with Apple Pay excelling for in-person transactions
  • Just 14% use mobile payments often; 24% resist. Security and convenience concerns impact broader adoption

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In-app purchases increase 24% in H1 2023 https://www.businessofapps.com/news/tenjin-report-highlights-androids-23-and-ioss-24-increase-in-in-app-purchases/ Fri, 11 Aug 2023 09:43:53 +0000 https://www.businessofapps.com/?p=88851 The average eCPM dropped 26% on Android and 12% on iOS between H2 2022 and H1 2023. That’s according to the latest report from app and software firm Tenjin. Let’s dive in. Changes ahead While some might interpret the declining eCPMs as a sign of an impending transformation in how digital content is monetised, it’s crucial to recognise that ad monetisation remains a resilient and integral facet of the digital landscape. The key to navigating this new landscape then lies in striking a harmonious equilibrium between various monetisation models. Drop in eCPMs between H2 2022 and H1 2023 by platform Source: Tenjin The report also highlights a significant boost in in-app purchases with Android seeing a 23% increase and iOS in-app purchases up 24%. “The

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The average eCPM dropped 26% on Android and 12% on iOS between H2 2022 and H1 2023. That’s according to the latest report from app and software firm Tenjin. Let’s dive in.

Changes ahead

While some might interpret the declining eCPMs as a sign of an impending transformation in how digital content is monetised, it’s crucial to recognise that ad monetisation remains a resilient and integral facet of the digital landscape.

The key to navigating this new landscape then lies in striking a harmonious equilibrium between various monetisation models.

Drop in eCPMs between H2 2022 and H1 2023 by platform

Source: Tenjin

The report also highlights a significant boost in in-app purchases with Android seeing a 23% increase and iOS in-app purchases up 24%.

“The remarkable growth in the number of in-app purchases is a testament to that. Game developers have embraced hybrid monetisation and successfully implemented it,” said Roman Garbar, Marketing Director at Tenjin.

Regional differences

There’s been little shift in the top 5 countries based on total app installs on Android between 2022 and 2023. However, on iOS the UK has now overtaken China, Japan, Canada and Germany.

The changes in the iOS landscape are causing app developers and advertisers to rethink their strategies. The UK’s growing importance as a user hub and potential revenue source means advertisers might want to customise their campaigns to match the preferences of UK users. Adjusting app monetisation tactics could also attract this expanding user base, leading to more in-app purchases and subscriptions.

Top 5 countries by app installs (iOS)

Source: Tenjin

This shift also highlights the importance of understanding local preferences for app monetisation and advertising. As the UK becomes more influential, other regions could follow suit with their app engagement. Developers and advertisers should stay flexible and adaptable, considering the changing user behaviours across different platforms and regions.

Key takeaways

  • eCPMs decline on Android and iOS in 2023, challenging ad strategies and monetization models
  • In-app purchases surge, driven by hybrid monetization and adaptable game developers
  • UK’s iOS ascendancy sparks tailored strategies, highlighting regional importance and need for flexible adaptations

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China imposes business registration on app developers https://www.businessofapps.com/news/china-imposes-business-registration-on-app-developers/ Thu, 10 Aug 2023 08:55:28 +0000 https://www.businessofapps.com/?p=88823 China’s Ministry of Industry and Information Technology (MIIT) has revealed its latest move to exert control over the market, as it announced that all mobile app developers must soon register their businesses with the government. This directive marks Beijing’s continued efforts to regulate the sector. Penalties for apps that don’t comply In a recent announcement made late on Tuesday, MIIT outlined that mobile apps lacking the necessary documentation will face penalties following the conclusion of a grace period. This grace period is set to conclude by March of the upcoming year. The ministry stipulated that entities involved in internet information services via apps across various domains such as news, publishing, education, film and television, as well as religion, are also required to furnish pertinent documentation.

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China’s Ministry of Industry and Information Technology (MIIT) has revealed its latest move to exert control over the market, as it announced that all mobile app developers must soon register their businesses with the government. This directive marks Beijing’s continued efforts to regulate the sector.

Penalties for apps that don’t comply

In a recent announcement made late on Tuesday, MIIT outlined that mobile apps lacking the necessary documentation will face penalties following the conclusion of a grace period. This grace period is set to conclude by March of the upcoming year.

The ministry stipulated that entities involved in internet information services via apps across various domains such as news, publishing, education, film and television, as well as religion, are also required to furnish pertinent documentation.

Let’s delve further into the dynamic of these upcoming changes. The mandate could cast a shadow over the accessibility of widely recognised social networking behemoths – think X, Facebook, and Instagram. Though locked away from the grasp of China’s populace within their borders, these apps remain within arm’s reach for Chinese citizens navigating foreign terrain.

What are app developers to do?

In order to navigate this new terrain, app developers are staring at a fork in the road: they must either plant their flag within China’s realm or strike a harmonious partnership with a local conductor.

2020 unfurled with an exodus of tens of thousands of unlicensed mobile apps and games from various app emporiums in China. Mind you, this is no novice concept – games must obtain a license to be released in the country.

More recently, over 100 AI apps were removed from the Chinese App Store.

At the same time, China granted new game app licenses to 88 titles.

Bear in mind, the numerical crescendo of China’s gaming domain reached an astronomical $45.5 billion just last year, and could reach $57 billion by 2027. Still, the latest policy shift could limit the number of apps available and have a significant impact on small developers.

Key takeaways

  • China’s MIIT mandates mobile app developers register, extending control over the digital landscape
  • Non-compliant apps face penalties as MIIT outlines a post-grace period crackdown on lacking documentation
  • MIIT mandates documentation for app services in domains like news and education

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48% of mobile game developers felt bullied and 61% released games under pressure https://www.businessofapps.com/news/48-of-mobile-game-developers-felt-bullied-and-61-released-games-under-pressure/ Wed, 09 Aug 2023 09:36:06 +0000 https://www.businessofapps.com/?p=88799 Plenty of mobile app gamers have a desire to be involved in game development, but it’s not all fun and games. The latest data from Sauce Labs, an automated testing platform, finds that nearly half have experienced online threats or bullying due to their involvement in a mobile game app. Let’s dive in. Feedback loop improvements Sauce Labs’ 2023 Gaming Experience Survey Report focuses on the mental well-being of game developers. Surveying 150 full-time and part-time developers along with 500 gamers in the US, the report examines how new releases, feedback, and feedback loops impact their experiences. It underscores the significance of an “open channel of communication” between developers and players. And this is becoming ever more important with a growing number of gamers skewing

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Plenty of mobile app gamers have a desire to be involved in game development, but it’s not all fun and games. The latest data from Sauce Labs, an automated testing platform, finds that nearly half have experienced online threats or bullying due to their involvement in a mobile game app. Let’s dive in.

Feedback loop improvements

Sauce Labs’ 2023 Gaming Experience Survey Report focuses on the mental well-being of game developers. Surveying 150 full-time and part-time developers along with 500 gamers in the US, the report examines how new releases, feedback, and feedback loops impact their experiences.

It underscores the significance of an “open channel of communication” between developers and players. And this is becoming ever more important with a growing number of gamers skewing toward playing on mobile devices.

Majority of gamers now play on mobile devices

Source: Sauce Labs

A substantial 71% of developers prioritise feedback on performance, playability, and game mechanics.

However, 55% of developers find the current feedback lacking in detail, impeding the effective implementation of player-desired changes. A significant cause is the scarcity of manual reports from users, as highlighted by 45% of developers.

Even during beta testing, which aims to gather user opinions, 44% of developers encounter challenges in getting post-testing feedback. Furthermore, locating experienced testers presents an additional hurdle.

Negative feedback affects app developers

Source: Sauce Labs

Mounting pressures

Amid the rising clamour of gamers expressing dissatisfaction with incomplete and glitch-ridden games online, developers find themselves under mounting pressure, taking a toll on their mental well-being.

An alarming 48% of developers have experienced threats or bullying linked to their game development work, leading to stress, depression, and even adverse effects on physical health.

As technology advances, expectations for games soar, yet development timelines often lag. 61% of developers admitted releasing games under pressure, despite awareness of their unfinished state.

Developers want more actionable context

Source: Sauce Labs

Another 79% highlighted increased pressure to release incomplete games in the last five years, compounding the issue.

Sauce Labs’ report underscores the need for change at a higher level, as developers bear the brunt of backlash with limited decision-making power.

Key takeaways

  • Sauce Labs’ data reveals 48% of developers threatened, impacting mental health and well-being
  • 55% of devs find current feedback lacking, hindering player-desired changes due to manual report scarcity
  • 61% of developers release unfinished games, 79% feel mounting pressure for incomplete releases, demanding change

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Users spent 2.5 trillion hours on Android apps in H1 2023 https://www.businessofapps.com/news/users-spent-2-5-trillion-hours-on-android-apps-in-h1-2023/ Tue, 08 Aug 2023 08:34:48 +0000 https://www.businessofapps.com/?p=88729 In 2023, consumers are spending far more time using their mobile phones and apps, amassing over 2.5 trillion hours on Android phones in H1. This marks a 4% rise from H2 2022 and a 16% increase year-over-year, according to new data from app experts data.ai. At this rate, consumers are projected to surpass 5 trillion hours on Android phones throughout 2023. Breakout apps in H1 2023 With mobile app growth soaring on Apple and Google’s platforms, it’s no surprise given a third of consumers dedicate their waking hours to mobile usage. The latest tech trends, including AI and GPT algorithms, are flourishing in this domain. In the US, Ask AI and Character AI have made a splash, securing spots among the top 5 breakout apps.

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In 2023, consumers are spending far more time using their mobile phones and apps, amassing over 2.5 trillion hours on Android phones in H1. This marks a 4% rise from H2 2022 and a 16% increase year-over-year, according to new data from app experts data.ai. At this rate, consumers are projected to surpass 5 trillion hours on Android phones throughout 2023.

Breakout apps in H1 2023

With mobile app growth soaring on Apple and Google’s platforms, it’s no surprise given a third of consumers dedicate their waking hours to mobile usage. The latest tech trends, including AI and GPT algorithms, are flourishing in this domain.

In the US, Ask AI and Character AI have made a splash, securing spots among the top 5 breakout apps. Meanwhile, in Canada, apps utilising AI and GPT algorithms, such as Microsoft’s Edge and Bing, claimed the sixth to tenth positions.

The global adoption of Chinese apps, like TikTok and CapCut from ByteDance and Temu from PDD Holding, has been astounding.

Not to be left behind, the UK witnessed a surge in the popularity of the government services app GOV.UK ID Check, ranking as the fifth breakout app by download growth.

In Europe, BeReal gained considerable traction, featuring among the top five apps by YoY download growth in H1 2023 across France, Germany, and Italy.

Dating apps secure top spots for consumer spending

Dating giants Tinder and Bumble took centre stage as the top breakout apps in H1 2023, ranking 2nd and 4th in consumer spending growth.

Not to be outdone, LinkedIn made an impressive leap of 12 spots globally, securing its position among the top 10 apps by consumer spend in H1 2023 compared to the previous year. LinkedIn’s allure extended across borders, as it emerged as a top breakout app in the US, the UK, Italy, and Saudi Arabia.

Breakout apps for consumer spending

Source: data.ai

The video streaming market continues to expand with Disney+ and Paramount+ blazing into the UK’s top 10 apps by consumer spending growth, landing at 6th and 9th place, respectively. The appetite for streaming content remains insatiable, driving these platforms to greater heights in the mobile app landscape.

Key markets in Asia and South America

When examining the leading markets, India takes the lead with 26% growth in time spent on Android phones from H1 2021.

China, Indonesia, Mexico, and Thailand also showed double-digit growth with +13%, +16%, +14%, and +18% respectively.

In the United States, mobile usage increased by 1% over the past two years, a slight decline from H1 2022.

Consumer spending by country

Source: data.ai

The UK stood out as one of the top markets to bounce back following a global decline in consumer spending in H1 2022.

Notably, South Korea experienced a significant rebound with +10%, while Brazil and Mexico roared back with remarkable growth rates of +44% and +43% respectively in early 2023.

Key takeaways

  • Mobile app usage skyrockets in 2023, with 2.5 trillion hours on Android phones in H1, driven by tech trends and AI
  • Breakout apps like TikTok, GOV.UK ID Check, and BeReal gain global popularity, while dating apps lead consumer spending
  • Key markets in Asia and South America see significant growth, while the UK and US maintain steady app engagement

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Duolingo’s ‘streak’ feature drives record 17 million DAUs https://www.businessofapps.com/news/duolingos-streak-feature-drives-record-17-million-daus/ Mon, 07 Aug 2023 08:45:08 +0000 https://www.businessofapps.com/?p=88724 If you’ve been wondering how exactly you could retain more of your app users, Duolingo may be a good one to turn to. The language app uses a unique approach to retaining app users through its ‘streak’ feature, which motivates users to maintain a consistent daily app usage. And the results of this approach are truly impressive with Duolingo achieving a record 17 million daily active users (DAUs) in June 2023. Let’s dive in. Copy cats Duolingo’s success in boosting DAUs is even more noteworthy given that education apps, overall, have seen downloads decline. Education app installs fall Source: Sensor Tower Based on data from Sensor Tower, there has been a noteworthy rise in the adoption of the ‘streak’ feature among education apps. For instance,

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If you’ve been wondering how exactly you could retain more of your app users, Duolingo may be a good one to turn to. The language app uses a unique approach to retaining app users through its ‘streak’ feature, which motivates users to maintain a consistent daily app usage. And the results of this approach are truly impressive with Duolingo achieving a record 17 million daily active users (DAUs) in June 2023. Let’s dive in.

Copy cats

Duolingo’s success in boosting DAUs is even more noteworthy given that education apps, overall, have seen downloads decline.

Education app installs fall

Source: Sensor Tower

Based on data from Sensor Tower, there has been a noteworthy rise in the adoption of the ‘streak’ feature among education apps. For instance, two prominent apps, Busuu and Drops, recently integrated this feature into their platforms and witnessed a substantial upswing in total sessions.

Following the implementation of the ‘streak’ feature, Busuu experienced a 15 percent surge in total sessions within just one month. It shows just how powerful such motivational elements can be and the significant impact they can have on user engagement and overall app usage, contributing to the success of these apps in the competitive education market.

The benefits of adding a ‘streak’ feature

An analysis of language learning apps reveals that those that incorporate the ‘streak’ feature exhibit outstanding levels of user engagement. Duolingo, in particular, stands out as a prominent example of this phenomenon. Users are highly motivated to maintain their daily streaks, which translates to increased time spent on the app and more frequent weekly sessions.

Whether there’s a broader application to the ‘streak’ feature remains to be determined.

Higher user engagement with streak feature

Source: Sensor Tower

However, the potential benefits it offers are substantial and worth considering for app developers aiming to boost user engagement, decrease churn, and maintain a high DAU count.

To leverage the potential benefits of the ‘streak’ feature effectively, it’s essential to design it thoughtfully, ensuring it aligns with your app’s purpose and offers genuine value to users. When executed well, incorporating this feature can be a promising strategy to enhance user loyalty and elevate your app’s performance in the competitive landscape of mobile applications.

Key takeaways

  • Duolingo’s ‘streak’ feature effectively retains users by encouraging consistent daily app usage
  • Data shows a rise in ‘streak’ feature adoption in education apps, boosting engagement and sessions
  • The ‘streak’ feature enhances user engagement and retention, making it a valuable strategy for app developers

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Enter the App Growth Awards 2023 – Seize the Glory 🏆 https://www.businessofapps.com/news/enter-the-app-growth-awards-2023-seize-the-glory-%f0%9f%8f%86/ Fri, 04 Aug 2023 17:40:06 +0000 https://www.businessofapps.com/?p=88757  Get ready for the ultimate showdown. The App Growth Awards 2023 is back ⚡Do you have what it takes to be crowned a champion in the app growth industry? 🏆 Submit your entry before Friday 29th September 2023 and let your success story shine.To enter, simply visit our website now – it’s completely FREE. You can only have 1 entry per category, so get your best case study ready. Get recognized and celebrate with the best on 30th November at Hotel Adlon in Berlin 🎉 2023 categories: App Data Platform App Revenue Platform App Analytics Platform App Marketing Agency User Acquisition Company App Advertising Platform App Engagement Platform App Messaging Platform MMP of the Year ASO Company App Marketer of the Year Fastest Growing App

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Get ready for the ultimate showdown. The App Growth Awards 2023 is back ⚡

Do you have what it takes to be crowned a champion in the app growth industry? 🏆

Submit your entry before Friday 29th September 2023 and let your success story shine.

To enter, simply visit our website now – it’s completely FREE.

You can only have 1 entry per category, so get your best case study ready. Get recognized and celebrate with the best on 30th November at Hotel Adlon in Berlin 🎉

2023 categories:

  • App Data Platform
  • App Revenue Platform
  • App Analytics Platform
  • App Marketing Agency
  • User Acquisition Company
  • App Advertising Platform
  • App Engagement Platform
  • App Messaging Platform
  • MMP of the Year
  • ASO Company
  • App Marketer of the Year
  • Fastest Growing App
  • App Growth Innovation
  • Growth Team of the Year
  • App Marketing Campaign of the Year


Don’t miss out. Enter now and seize the glory.

All the best,

James, Andrew, Talha, Emily, Fiona & Ravi

Organizers
App Promotion Summit
info@apppromotionsummit.com
https://apppromotionsummit.com
For industry news and event information follow @apppromotion

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Domino’s Pizza reports 46% surge in app users https://www.businessofapps.com/news/dominos-pizza-reports-46-surge-in-app-users/ Fri, 04 Aug 2023 08:02:32 +0000 https://www.businessofapps.com/?p=88701 Domino’s Pizza just announced that app orders rose around 25% percentage points in H1 2023 versus the previous year. The latest financial results showed continued strong growth from H1 orders and market share gains. Here’s what’s happening. 46% rise in app users In the wake of the pandemic, food delivery apps have changed the way people order and enjoy their favourite meals. On the back of its latest financial guidance, Domino’s Pizza has emerged as a shining example of this digital transformation, reporting a surge in app customers and orders. The pizza giant announced a 46% increase in active app customers compared to H1 2022 and a commendable 16% rise from Q1 2023. 7.9 million active app customers are now using Domino’s mobile app to

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Domino’s Pizza just announced that app orders rose around 25% percentage points in H1 2023 versus the previous year. The latest financial results showed continued strong growth from H1 orders and market share gains. Here’s what’s happening.

46% rise in app users

In the wake of the pandemic, food delivery apps have changed the way people order and enjoy their favourite meals. On the back of its latest financial guidance, Domino’s Pizza has emerged as a shining example of this digital transformation, reporting a surge in app customers and orders.

The pizza giant announced a 46% increase in active app customers compared to H1 2022 and a commendable 16% rise from Q1 2023.

7.9 million active app customers are now using Domino’s mobile app to place their pizza orders. This growth reflects the company’s unwavering commitment to enhancing the customer experience through digital innovation and ease of use.

Domino’s Pizza app orders make up over 75% of all online orders

Source: Domino’s Pizza

App penetration in the food space has soared, with Domino’s app orders accounting for 75.2% of all online orders, an increase of 24.8 percentage points from Q2 2022.

More recently, the group announced a partnership with Uber Eats and Postmates that will allow for even greater penetration of its food delivery services.

Food delivery app resurgence

Domino’s has certainly benefitted from a bit of a revival of food delivery app installs in 2023 after they dipped in the previous years just as most countries relaxed pandemic rules and people returned to eating outside.

A comparison between the average installs in 2022 and those from January to April 2023 reveals a notable increase of 12%.

Data from app experts Adjust also shows that food delivery app installations skyrocket by 25% on Saturdays. This pattern mirrors the trend observed in 2022 when Saturday app installs were 26% higher than on Mondays.

Food delivery app installs on the up again

Source: Adjust

When it comes to the number of sessions, weekends also reign supreme, while Mondays lag behind. In 2023 Saturday sessions were 13.7% higher than the Monday averages for the same period.

Furthermore, during Q1 2023, Saturday sessions exceeded the overall average by an impressive 16%.

Key takeaways

  • Domino’s app users surged by 46% in H1 2023, with 7.9 million active customers, accounting for 75.2% of online orders.
  • Food delivery app installs revived with a 12% increase, Saturdays leading with 25% rise in installations.
  • Domino’s partnership with Uber Eats and Postmates will enhance food delivery services and market share gains.

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Apple cracks down on ChatGPT-like apps in China App Store  https://www.businessofapps.com/news/apple-cracks-down-on-chatgpt-like-apps-in-china-app-store/ Thu, 03 Aug 2023 08:41:05 +0000 https://www.businessofapps.com/?p=88693 Apple has now responded to new regulations in China by taking measures against ChatGPT-style apps. An update by the South China Morning Post indicates that more than 100 apps providing similar services have been removed from the Chinese App Store in preparation for upcoming changes in the country’s rules. Why is Apple removing ChatGPT-style apps? This move is part of a crackdown intended to promote healthy content and ensure adherence to “core socialist values.” Several apps in this category have been taken down by Apple. The reason stated in the notifications sent to the affected developers was that the apps included content that is considered illegal in China. According to data from Chinese online data services provider Qimai, all of the apps in this category

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Apple has now responded to new regulations in China by taking measures against ChatGPT-style apps. An update by the South China Morning Post indicates that more than 100 apps providing similar services have been removed from the Chinese App Store in preparation for upcoming changes in the country’s rules.

Why is Apple removing ChatGPT-style apps?

This move is part of a crackdown intended to promote healthy content and ensure adherence to “core socialist values.”

Several apps in this category have been taken down by Apple. The reason stated in the notifications sent to the affected developers was that the apps included content that is considered illegal in China.

According to data from Chinese online data services provider Qimai, all of the apps in this category were removed from the China iOS App Store. Among them was Spark, an app developed by iFlyTek, which offered ChatGPT-type services and had garnered significant attention since its launch on June 29.

Additionally, ChatGAi Plus, a popular app that provided chatbot, AI translation, and writing services, was ranked 9th on the China iOS App Store’s paid app chart before being taken down on Tuesday afternoon, as recorded by Qimai.

In the wake of new regulations

The removal comes ahead of several new regulations in the China App Store, which were introduced collaboratively by seven Chinese regulators, including the Cyberspace Administration of China (CAC) and China’s Ministry of Industry and Information Technology (MIIT).

The rules are scheduled to be enforced on August 15 and apply to all generative AI content services, such as text, pictures, audio, and video.

To comply with these regulations, companies offering generative AI products to the public must prioritise promoting healthy content and refrain from generating false information or content that poses a threat to national security.

Apple regularly removes apps from the App Store worldwide when regulations and requirements change. In the case of China, such actions are more frequent compared to other markets.

While China has been granting new licenses, and the number of game approvals in 2023 is expected to surpass those of the previous two years, Apple has taken its own precautions in recent years due to Chinese game approval regulations.

Key takeaways

  • Apple responds to China regulations by cracking down on ChatGPT apps, removing 100+ from the App Store.
  • Crackdown ensures healthy content, and upholds socialist values
  • Generative AI services are affected and regulations apply to text, audio, video

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MiHoYo reaches $8 billion in user spending across top mobile games https://www.businessofapps.com/news/mihoyo-reaches-8-billion-in-user-spending-across-top-mobile-games/ Wed, 02 Aug 2023 08:20:52 +0000 https://www.businessofapps.com/?p=88677 MiHoYo, the Chinese gaming app developer behind Genshin Impact, has now reached $8 billion in user spending across its catalogue of mobile games. That’s according to data published by app experts AppMagic. But what’s been driving the company’s success? The impact of Genshin Impact Based on Appmagic data, Genshin Impact stands out as the primary contributor to MiHoYo’s $8 billion in user spending, accounting for 73% of the total. It’s no surprise, considering the game’s continued popularity nearly three years after its launch, reaching an 11-month peak earlier this year. The sustained success of Genshin Impact has undoubtedly played a pivotal role in driving MiHoYo’s remarkable financial achievement. miHoYo Games revenues and download tracker Source: AppMagic No one-hit wonder Naturally, many industry experts and gamers

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MiHoYo, the Chinese gaming app developer behind Genshin Impact, has now reached $8 billion in user spending across its catalogue of mobile games. That’s according to data published by app experts AppMagic. But what’s been driving the company’s success?

The impact of Genshin Impact

Based on Appmagic data, Genshin Impact stands out as the primary contributor to MiHoYo’s $8 billion in user spending, accounting for 73% of the total.

It’s no surprise, considering the game’s continued popularity nearly three years after its launch, reaching an 11-month peak earlier this year. The sustained success of Genshin Impact has undoubtedly played a pivotal role in driving MiHoYo’s remarkable financial achievement.

miHoYo Games revenues and download tracker

Source: AppMagic

No one-hit wonder

Naturally, many industry experts and gamers have wondered if MiHoYo’s achievement with Genshin Impact was replicable or if it was a one-off phenomenon. Since its announcement as MiHoYo’s first new release after Genshin Impact in 2020, Honkai: Star Rail attracted some impressive attention among gamers.

The title surpassed expectations and reached 20 million downloads within just two days. As a result, the game’s consumer spending has flourished, even surpassing Genshin Impact’s revenue in May. Perhaps more impressively, the data shows that MiHoYo can create hugely successful and engaging gaming experiences beyond Genshin Impact.

Honkai Impact 3rd follows in second place with 18% of the total spending, while the newly released Honkai: Star Rail has quickly amassed 6% of the total consumer spending.

Regarding regional consumer spending, Asia takes the lead, with China accounting for 39% and Japan at 21%. The United States represents 15% of the consumer spending.

When it comes to spending per store, the App Store leads the way with 69% of the total spending, with Google Play trailing behind at 31%.

China has been a dominant force in the mobile gaming industry, particularly in June, with MiHoYo playing a significant role. The top three most lucrative mobile games in June all originated from China, showcasing the country’s remarkable influence in the mobile gaming landscape.

Key takeaways

  • MiHoYo’s mobile game spending reached $8 billion in consumer spending, with Genshin Impact contributing 73%
  • Honkai: Star Rail generated enough spending to account for 6% of the total consumer spending in just a few months
  • Asian markets, particularly China, play a dominant role in driving consumer spending

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China grants new licenses to mobile gaming apps https://www.businessofapps.com/news/china-grants-new-licenses-to-mostly-mobile-gaming-apps-as-first-half-sees-668-million-gamers/ Tue, 01 Aug 2023 08:12:41 +0000 https://www.businessofapps.com/?p=88642 China has granted licenses to 88 new games in the month of July, with an overwhelming 86% of these gaming titles specifically designed for mobile apps. The approvals are touted as a pivotal moment because China’s mobile gaming industry has been grappling with substantial regulatory changes that sent ripples through the market in recent years. Notably, in 2021, the country imposed a prolonged hiatus on new game approvals, leading to a severe impact on its mobile games market. So what exactly is happening? Leading players missing China’s gaming landscape has been in the grasp of mobile gaming for a long time, making it a market that garners immense attention. As the birthplace of some of the globe’s major mobile developers such as Tencent, the country

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China has granted licenses to 88 new games in the month of July, with an overwhelming 86% of these gaming titles specifically designed for mobile apps. The approvals are touted as a pivotal moment because China’s mobile gaming industry has been grappling with substantial regulatory changes that sent ripples through the market in recent years. Notably, in 2021, the country imposed a prolonged hiatus on new game approvals, leading to a severe impact on its mobile games market. So what exactly is happening?

Leading players missing

China’s gaming landscape has been in the grasp of mobile gaming for a long time, making it a market that garners immense attention. As the birthplace of some of the globe’s major mobile developers such as Tencent, the country holds is an important indicator for the global gaming sphere.

The recent issuance of licenses to 88 new games in July is seen as a positive development and an indication that the market is gradually finding its footing. While notable names like Tencent and NetEase were missing from this particular list, the very act of reintroducing approvals demonstrates a willingness to revitalize the gaming sector and signals a potential easing of previous restrictions.

Among the fortunate studios that have secured licenses are notable names like 4399, Glacier Network, and Xishanju.

Mobile remains the leading platform in the country’s gaming domain. It is still considered one of the most profitable domains for releasing new gaming apps and the recent wave of approvals reflects this, with a staggering 97.7% of the newly granted licenses dedicated to mobile titles.

China mobile gaming market predictions

Source: Niko Partners

Turbulent waters

As part of its measures to address concerns over video gaming addiction among young gamers, China implemented strict restrictions on playtime. These restrictions, while aiming to curb potential negative effects, have posed additional challenges for some of the leading developers.

For instance, Tencent experienced a significant setback, losing its position as China’s largest company and even posting its first-ever quarterly financial loss.

Furthermore, the highly publicised breakdown of NetEase’s partnership with Blizzard added to the turbulence in the industry.

Following a downturn in October 2022 with a complete absence of granted licenses, experts believe that 2023 ushered in a bit of a turnaround for the country’s gaming sector.

Number of Chinese gamers on the rise

What’s more, according to the China Audio-video and Digital Publishing Association, the first half of 2023 saw an impressive surge in China’s gamer base, reaching a record 668 million individuals. That’s one in two people across the nation who engage in gaming.

But the increase in the gamer population hasn’t equalled rising revenues. Gaming revenues came in at 144.3 billion yuan ($20 billion), indicating a modest decline of 2.39% compared to the first half of 2022.

The revenue dip suggests that while the Chinese gaming market is on a path to recovery, the financial rebound has been relatively slow to materialise.

At the same time, the Chinese gaming market is showing promising signs of revival, as revenues for Q2 saw 22% growth compared to the previous quarter. This positive trend is expected to continue into the second half of the year.

Key takeaways

  • China issued licenses to 88 games in July 2023, with 86% mobile titles, showing the continued prominence of mobile gaming
  • China’s gamer base reached 668 million in H1 2023, signifying substantial engagement in gaming
  • H1 2023 gaming revenue at 144.3 billion yuan ($20 billion), a 2.39% decline from H1 2022, indicating a slow recovery

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X officially launches its Ads Revenue Sharing platform for content creators https://www.businessofapps.com/news/x-officially-launches-its-ads-revenue-sharing-platform-for-content-creators/ Mon, 31 Jul 2023 09:18:34 +0000 https://www.businessofapps.com/?p=88609 In a bid to maintain its most influential users amid growing competition from platforms like Instagram Threads and others, X, formerly Twitter, introduced an initiative to compensate creators by sharing a portion of the ad revenue generated from replies to their posts earlier this month. Now, the company has officially launched its Ads Revenue Sharing platform. What’s X’s revenue sharing platform all about? Elon Musk said that the first block payment, an impressive sum amounting to $5 million had now been paid out. Furthermore, Musk clarified that the revenue payout to content creators would be cumulative, stretching back to his initial promise made back in February. With these promising strides towards empowering content creators, X aspires to foster a thriving community where talents can flourish

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In a bid to maintain its most influential users amid growing competition from platforms like Instagram Threads and others, X, formerly Twitter, introduced an initiative to compensate creators by sharing a portion of the ad revenue generated from replies to their posts earlier this month. Now, the company has officially launched its Ads Revenue Sharing platform.

What’s X’s revenue sharing platform all about?

Elon Musk said that the first block payment, an impressive sum amounting to $5 million had now been paid out. Furthermore, Musk clarified that the revenue payout to content creators would be cumulative, stretching back to his initial promise made back in February.

With these promising strides towards empowering content creators, X aspires to foster a thriving community where talents can flourish and be duly rewarded for their contributions.

X announcement to launch Ads Revenue Sharing scheme

Source: X

Linda Yaccarino, the CEO of X, expressed her enthusiasm for the program, stating that it represents an “absolute game changer” for the platform’s creators. The revenue-sharing program is expected to provide new and exciting opportunities for content creators to monetize their efforts and contributions on the platform.

So how does ad revenue sharing work on X?

In order to participate in X’s Ads Revenue Sharing program, users must meet specific criteria. Firstly, they need to be subscribers to Blue or Verified Organizations. Additionally, they must have garnered a minimum of 15 million impressions on all of their posts over the past three months. Moreover, eligible users must possess a following of 500 or more individuals.

To access the Monetization feature within the X app, users can find it in the side menu on iOS and Android, and in the overflow menu on the web platform. Once deemed eligible, users can sign up and configure their payment settings in this section. By clicking on the “Join and setup payouts” button, qualified users will be redirected to Stripe, where they can establish an account to receive their earnings.

Elon Musk tweeted a chart showing the company’s monthly users reach in 2023

Source: X

Once a user accumulates at least $50 in revenue, they become eligible for regular payouts. This enables content creators to receive their rightful share of the ad revenue generated from their posts in a timely and consistent manner. X’s Ads Revenue Sharing program aims to incentivize and reward creators for their contributions while fostering a vibrant and engaging platform for its users.

According to X, the goal is to ensure a straightforward and accessible process for all eligible subscribers of X Blue and Verified Organizations. As long as these users meet the specified eligibility criteria and opt to join the program, they are entitled to a share in the revenue generated. By streamlining the process, X aims to make it as simple as possible for creators to participate and benefit from the Ads Revenue Sharing initiative.

Key takeaways

  • X launches Ads Revenue Sharing, compensating eligible creators for ad revenue from replies
  • Elon Musk confirms $5 million payout and cumulative revenue sharing promise
  • X aims to empower content creators, making the process accessible and rewarding

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Japanese app spending rose 13% in Q1 2023, sessions and installs increased https://www.businessofapps.com/news/japanese-app-spending-rose-13-in-q1-2023-sessions-and-installs-increased/ Fri, 28 Jul 2023 08:29:55 +0000 https://www.businessofapps.com/?p=88577 Japanese users spent 13% more on apps in Q1 2023 compared to the previous year, according to a new report from analytics firm Adjust and mobile data analytics provider data.ai. Spending is expected to exceed a whopping $17.7 billion this year. So what’s driving the growth? Mobile installs and sessions rise Based on an analysis of 2,500+ apps and the complete dataset of all apps tracked by Adjust, the report finds that mobile installs rose 7% compared to the Q4 2022 average while sessions jumped 9% year-over-year. In 2023, mobile gaming in Japan is experiencing a gradual yet consistent resurgence. Comparing the data from Q4 2022 to Q1 2023, there has been a noteworthy growth of 12% in app installs and a 6% increase in gaming sessions.

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Japanese users spent 13% more on apps in Q1 2023 compared to the previous year, according to a new report from analytics firm Adjust and mobile data analytics provider data.ai. Spending is expected to exceed a whopping $17.7 billion this year. So what’s driving the growth?

Mobile installs and sessions rise

Based on an analysis of 2,500+ apps and the complete dataset of all apps tracked by Adjust, the report finds that mobile installs rose 7% compared to the Q4 2022 average while sessions jumped 9% year-over-year.

In 2023, mobile gaming in Japan is experiencing a gradual yet consistent resurgence. Comparing the data from Q4 2022 to Q1 2023, there has been a noteworthy growth of 12% in app installs and a 6% increase in gaming sessions.

Furthermore, during Q1 2023, Japanese mobile gamers have shown a remarkable boost in their spending on gaming apps, with a substantial 13% rise compared to Q4 2022.

All verticals app install and session growth

Source: Adjust

Puzzle games, in particular, have gained immense popularity in Japan, capturing a significant portion of the gaming market. They account for an impressive 19% of all gaming sessions, indicating their strong appeal and widespread engagement among Japanese mobile gamers.

E-commerce apps were pretty resilient with deal discovery apps up 24% YoY in 2022 and another 11% in Q1 2023. Marketplace apps achieved an impressive 28% Day 1 retention rate in Q1 2023. Though e-commerce app installs dipped, sessions increased 5% YoY in 2022.

E-commerce app sessions by vertical 2022

Source: Adjust

“With one of the highest adoption rates in the world and continually increasing spend across verticals, the opportunity for mobile marketers and developers in the Japanese mobile app market is enormous,” said Naoki Sassa, General Manager of Japan, Adjust. “Fierce competition, coupled with a complex economic climate and continually changing user needs and expectations, makes it essential to be ruthlessly data-driven and strategic. Now is the time to scale by building a diversified channel mix and leveraging tools that enable insight into aggregated data.”

Toward a cashless society

Perhaps even more noticeable is a marked trend toward Japan as a cashless society with digital payment apps capturing an impressive 77% of the install share. These apps have seen a 7% increase in sessions when compared to Q4 2022.

Another notable trend is the explosive popularity of crypto apps, which saw significant growth in both app installs and sessions. This surge in interest has resulted in a captive audience, leading to a Day 1 retention rate of 28% in Q1 2023, showcasing the strong appeal of cryptocurrency-related services in the Japanese market.

Fintech app install growth percentages by vertical

Source: Adjust

The fintech sector, as a whole, experienced a substantial boost. Overall app sessions increased by 17% in Q1 2023 compared to Q4 2022, reflecting the growing importance of financial technology solutions in Japan.

Amidst these advancements, data privacy remains a top priority for Japanese mobile app users. The iOS App Tracking Transparency (ATT) opt-in rates in Japan are consistently below global averages across various verticals. Social apps have the highest opt-in rate among Japanese users at 37%, followed by gaming at 30% and e-commerce at 23%.

Key takeaways

  • Japanese app spending rose 13% in Q1 2023, expected to exceed $17.7 billion this year
  • Mobile gaming rose 12% in installs, but sessions dropped 6% in Q1 2023
  • Digital payment apps hold 77% install share, sessions increased 7% in Q1 2023

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Key subscription app statistics https://www.businessofapps.com/news/key-subscription-app-statistics/ Thu, 27 Jul 2023 12:52:14 +0000 https://www.businessofapps.com/?p=88572 The number of apps with subscription revenue as their main form of income has taken off in recent years across all verticals with installs of subscription apps reportedly reaching 5.2 billion between January 2022 and April 2023. Here are some key subscription app statistics: In 2023 so far, there has been 35% rise in total consumer spend in subscription based iOS apps and a 24% on Android Subscriptions accounted for around 70% of in-app purchase revenue for non-games Average yearly subscriptions have hit $37.51 Social media platforms like Twitter, Meta and Snap are offering subscription models with their monthly charges hitting $11, $14.99 and $3.99 respectively It remains that more and more apps are moving to monetization models but how can you ensure sustainable, profitable

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The number of apps with subscription revenue as their main form of income has taken off in recent years across all verticals with installs of subscription apps reportedly reaching 5.2 billion between January 2022 and April 2023.

Here are some key subscription app statistics:

  • In 2023 so far, there has been 35% rise in total consumer spend in subscription based iOS apps and a 24% on Android
  • Subscriptions accounted for around 70% of in-app purchase revenue for non-games
  • Average yearly subscriptions have hit $37.51
  • Social media platforms like Twitter, Meta and Snap are offering subscription models with their monthly charges hitting $11, $14.99 and $3.99 respectively

It remains that more and more apps are moving to monetization models but how can you ensure sustainable, profitable growth?

Join us at App Promotion Summit SF – Subscription App Strategies on September 28 to find out how to successfully market subscription apps and learn best practices to ensure growth.

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Despite slashed ad budgets, consumers are spending 35% more on iOS apps https://www.businessofapps.com/news/despite-slashed-ad-budgets-consumers-are-spending-35-more-on-ios-apps/ Thu, 27 Jul 2023 08:30:22 +0000 https://www.businessofapps.com/?p=88550 As a growing number of mobile app marketers have shifted focus from growth to customer loyalty, app install spending dropped a whopping 41% on Android subscription apps and 30% on iOS. That’s according to the 2023 State of App Marketing for Subscription Apps report from industry experts Liftoff and AppsFlyer. But are consumers actually spending less on apps? Consumers are still happy spending While user acquisition dropped significantly on both Android and iOS, media re-engagement budgets jumped 48% in 2023. Although the mobile marketing industry witnessed a decline in 2023 (thus far), there was a notable surge in total consumer expenditure on subscription-based iOS and Android apps. The spending on iOS apps increased by 35%, while Android apps experienced a 22% rise. Consumers responded to

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As a growing number of mobile app marketers have shifted focus from growth to customer loyalty, app install spending dropped a whopping 41% on Android subscription apps and 30% on iOS. That’s according to the 2023 State of App Marketing for Subscription Apps report from industry experts Liftoff and AppsFlyer. But are consumers actually spending less on apps?

Consumers are still happy spending

While user acquisition dropped significantly on both Android and iOS, media re-engagement budgets jumped 48% in 2023.

Although the mobile marketing industry witnessed a decline in 2023 (thus far), there was a notable surge in total consumer expenditure on subscription-based iOS and Android apps.

The spending on iOS apps increased by 35%, while Android apps experienced a 22% rise. Consumers responded to this trend by either subscribing to more services or accommodating the price increases of their existing subscriptions.

Android remarking conversions among subscription apps

Source: Liftoff

The upward trajectory in spending is anticipated to persist as subscription-based apps continue to gain popularity, particularly when accompanied by attractive discounts for extended commitments.

“Despite the economic downturn, app marketers should feel assured by our latest findings – which show a rise in consumer spend and revenue growth per user, especially where subscriptions are concerned”, said Scott Reyburn, Senior Content Marketing Manager at Liftoff.

Apple users are eager subscribers

This data reaffirms the prevailing notion that Apple users are more inclined towards subscription-based services.

Previous reports show that iOS users tend to spend more than Android users.

Moreover, the install-to-subscription conversion rates saw substantial growth, attributed to a significant emphasis on deep paywall optimisation. On Android, the conversion rates surged by 20%, while on iOS, they increased by 15%.

Nearly half of iOS users seeing the app tracking transparency (ATT) prompt in subscription apps agreed to be tracked, with utility apps obtaining the highest consent rate at 59%. This suggests that users are more likely to provide consent if they perceive a clear value proposition that enhances their overall user experience.

iOS ATT opt-in rate

Source: Liftoff

Non-gaming app subscribers

While around 30% of subscription apps belong to the gaming category, their revenue share from subscriptions is notably lower compared to non-gaming apps. Non-gaming apps, on the other hand, generate the majority of their revenue through subscriptions.

Distribution of subscription apps by category

Source: Liftoff

Multiple categories, including utility, health & fitness, and entertainment apps, utilise subscriptions as a prominent monetisation strategy.

Key takeaways

  • App install spending dropped 41% on Android and 30% on iOS as marketers focused on customer loyalty
  • Consumers continue to spend happily, with media re-engagement budgets rising by 48% in 2023
  • Apple users are eager subscribers, with higher spending and better conversion rates for subscriptions compared to Android users

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Gaming app downloads in India soar taking 15% of global total, but revenues can’t catch up https://www.businessofapps.com/news/gaming-app-downloads-in-india-soar-taking-15-of-global-total-but-revenues-cant-catch-up/ Wed, 26 Jul 2023 08:02:56 +0000 https://www.businessofapps.com/?p=88508 India’s mobile gaming market is growing at a rapid pace with 4.32 billion game downloads in 2023, or 15.3% of the global total. That’s according to the latest report from app experts Apptica which finds that the country is now even surpassing leading players such as the US and Brazil. Let’s take a closer look. A near 1% increase over 2022 The rise in game app downloads represents a notable 0.9% increase compared to the same period in 2022. In comparison, Brazil ranked second with 2.99 billion downloads (10.59%), followed closely by the US with 2.57 billion downloads (9.08%). The figures demonstrate India’s significant presence and influence in the mobile gaming industry, suggesting that its position in the market is likely to continue ascending. Gaming

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India’s mobile gaming market is growing at a rapid pace with 4.32 billion game downloads in 2023, or 15.3% of the global total. That’s according to the latest report from app experts Apptica which finds that the country is now even surpassing leading players such as the US and Brazil. Let’s take a closer look.

A near 1% increase over 2022

The rise in game app downloads represents a notable 0.9% increase compared to the same period in 2022. In comparison, Brazil ranked second with 2.99 billion downloads (10.59%), followed closely by the US with 2.57 billion downloads (9.08%). The figures demonstrate India’s significant presence and influence in the mobile gaming industry, suggesting that its position in the market is likely to continue ascending.

Gaming app downloads in the top 15 countries

Source: Apptica

China, known for being the largest mobile-first gaming market globally, surprisingly ranked sixth in terms of total game downloads with 1.3 billion, representing 4.59% of the overall downloads.

But revenues leave much room for improvement

However, revenues in India remain low. The country didn’t even rank among the top 15 markets for revenue generation from gaming apps.

The US led at a revenue of $5.71 billion, claiming a market share of 26.61%, which is an increase from 22.61% in the same period of 2022. Japan followed closely with $4.17 billion in revenue (19.43%), and China secured the third position with $3.32 billion (15.05%).

Comparison of gaming app revenues

Source: Apptica

Google vs Apple

Google Play emerged as the dominant platform for game downloads, accounting for a significant 88.63% of the market, leaving the App Store with just 11.37%.

Top platforms

Source: Apptica

However, in terms of revenue, the App Store pulled ahead, claiming 56.26%, while Google Play accounted for 43.74%. This suggests that although Android and iOS platforms come close to each other in terms of revenue, iOS users spend significantly more on average than Android users.

Genre by genre

In H1 2023, most genres experienced declines in downloads compared to the same period in 2022. Casual games took the lead in terms of downloads with 4.15 billion, slightly lower than the 4.25 billion in the first six months of 2022. But its market share rose by 0.62%.

The second most popular genre during this period was Action, but it experienced a decrease in market share, dropping from 4.29 billion to 3.9 billion downloads, resulting in a reduction of 0.18%. Simulation games secured the third spot with 3.27 billion downloads.

Download share by gaming app subcategories

Source: Apptica

As for revenue, all genres faced year-on-year declines, marking an ongoing trend of normalisation in the market after the surge during the “Covid boom.”

In terms of highest-earning genres, the top three remained unchanged from H1 2022.

Subway Surfers had a strong showing as the most downloaded Android title with 116.5 million downloads and ranked seventh on the iOS charts. Eggy Party claimed the top spot on the iOS charts with 32.2 million downloads. On the revenue side, Coin Master led on Android with $228 million, while Honour of Kings dominated on iOS with a staggering $766 million.

Key takeaways

  • India sees 4.32 billion in gaming app downloads (15.3% global) in H1 2023, outpacing US and Brazil, but low revenue ranking
  • Google Play leads downloads (88.63%), App Store dominates revenue (56.26%) in H1 2023
  • Casual games lead with 4.15 billion downloads, Action declines to 3.9 billion, all genres face revenue declines

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FTC and OCR raise caution over privacy concerns in mobile health apps https://www.businessofapps.com/news/ftc-and-ocr-raise-caution-over-privacy-concerns-in-mobile-health-apps/ Tue, 25 Jul 2023 08:02:42 +0000 https://www.businessofapps.com/?p=88471 Amid growing concerns about data privacy and security in the healthcare app sector, the Federal Trade Commission (FTC) and the US Department of Health and Human Services’ Office for Civil Rights (OCR) have taken a proactive step to address potential risks. In a joint letter, they have reached out to nearly 130 hospitals and health-app developers to caution them about the use of online tracking technologies. The potential safety risks of health apps One of the main issues with health apps raised by the FTC and OCR is the issue surrounding tracking technologies like Meta Pixel and Google Analytics, which have the capability to collect personally identifiable information from users as they interact with healthcare websites or mobile apps. What’s worrisome is that users may

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Amid growing concerns about data privacy and security in the healthcare app sector, the Federal Trade Commission (FTC) and the US Department of Health and Human Services’ Office for Civil Rights (OCR) have taken a proactive step to address potential risks. In a joint letter, they have reached out to nearly 130 hospitals and health-app developers to caution them about the use of online tracking technologies.

The potential safety risks of health apps

One of the main issues with health apps raised by the FTC and OCR is the issue surrounding tracking technologies like Meta Pixel and Google Analytics, which have the capability to collect personally identifiable information from users as they interact with healthcare websites or mobile apps.

What’s worrisome is that users may not always be aware of this data collection, and in many cases, they may have limited or no means of avoiding it.

A study published in 2021 by the BMJ revealed serious privacy issues in over 20,000 health-related mobile apps (mHealth apps).

Of the estimated 99,366 medical and health apps on Google Play and Apple Store, researchers found that 88% of mHealth apps could access and potentially share personal data.

Data collection operations in mobile health (mHealth) apps files and code

Source: BMJ 

Data transmissions occurred on insecure channels, with top third parties responsible for most data collection operations, including tech giants like Google and Facebook.

Shockingly, 28% of mHealth apps had no privacy policy, and at least 25% of user data transmissions violated stated policies. Experts have long emphasised the need for greater regulation and accountability in the industry to protect user privacy.

Consistency of data collection disclosure in privacy policy with user data transmissions in apps traffic

Source: BMJ 

Raising awareness

The letter states:

‘’Impermissible disclosures of an individual’s personal health information to third parties may result in a wide range of harms to an individual or others. Such disclosures can reveal sensitive information including health conditions, diagnoses, medications, medical treatments, frequency of visits to health care professionals, where an individual seeks medical treatment, and more,‘’ the agencies wrote.

‘’In addition, impermissible disclosures of personal health information may result in identity theft, financial loss, discrimination, stigma, mental anguish, or other serious negative consequences to the reputation, health, or physical safety of the individual or to others,’’ they added.

The aim of the communication is to raise awareness among healthcare providers and app developers about the potential privacy implications of these tracking tools. By doing so, the FTC and OCR hope to encourage better data protection practices and ensure that users’ personal information is handled responsibly and transparently within the healthcare ecosystem.

After all, disclosure of such information could violate Health Insurance Portability and Accountability Act, as well as the FTC Act.

Key takeaways

  • FTC and OCR caution health-app developers on privacy risks from online tracking technologies
  • Privacy issues affect over 20,000 health-related mobile apps
  • Data breaches in health apps could lead to identity theft and other serious negative consequences

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Australia to allow developers to take home greater cut from IAPs https://www.businessofapps.com/news/app-store-shake-up-australia-to-allow-app-developers-to-take-home-greater-cut-from-in-app-purchases/ Mon, 24 Jul 2023 09:11:07 +0000 https://www.businessofapps.com/?p=88469 Apple and Google may face changes in their app store regulations as the Australian Competition and Consumer Commission (ACCC) has proposed new rules that would enable app developers to charge for in-app purchases without sharing a portion of their revenue with the app store. So what’s happening? Curbing anticompetitive behaviour According to Gina Cass-Gottlieb, the Chair of ACCC, the measures are meant to stop anticompetitive behaviours on the app stores, as per The Guardian. The proposed changes are expected to be part of the government’s response to the ACCC’s consultation from December last year. Within this consultation, the ACCC put forward a proposal for a compulsory code of conduct targeted at specific digital platforms, namely Google and Apple. The primary objective of this code is

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Apple and Google may face changes in their app store regulations as the Australian Competition and Consumer Commission (ACCC) has proposed new rules that would enable app developers to charge for in-app purchases without sharing a portion of their revenue with the app store. So what’s happening?

Curbing anticompetitive behaviour

According to Gina Cass-Gottlieb, the Chair of ACCC, the measures are meant to stop anticompetitive behaviours on the app stores, as per The Guardian.

The proposed changes are expected to be part of the government’s response to the ACCC’s consultation from December last year. Within this consultation, the ACCC put forward a proposal for a compulsory code of conduct targeted at specific digital platforms, namely Google and Apple.

The primary objective of this code is to tackle issues concerning anti-competitive behaviours. These include self-preferencing, unfair business practices, and hindrances to interoperability and consumer freedom in choosing alternative services.

It’s a bit of a deja vu moment to 2020 when Apple and Google removed Fortnite from their app stores because the game maker attempted to bypass the mandatory in-app purchasing systems that allow the tech giants to claim up to a 30% share of sales.

Legal proceedings in that case aren’t expected until 2024 in Australia. And the government, meanwhile, is likely to move forward with implementing its new rules.

Changes are needed and coming

Australia is by no means the only country challenging the dominance of the app stores. In India, Google is encountering resistance to its revised commission structure, according to Reuters.

The tech giant’s policy of imposing a service fee ranging from 11% to 26% on in-app payments has been challenged in court by Disney. Google implemented this fee structure as a result of an antitrust directive, which compelled the company to permit third-party payments. However, critics argue that this new service fee arrangement is merely a continuation of the same issue.

There are minimal competitive restraints on the digital platform services provided by Apple and Google. As a result, mobile app developers have limited or no viable alternatives for distributing their apps. This lack of competition allows Apple and Google to impose fees and terms unilaterally. This means developers face a “take it or leave it” scenario when it comes to distributing their apps on these platforms.

Recently, a court in India ruled in favour of Disney, directing Google to lower its service fee to 4%. This applied specifically to Disney’s streaming service, Disney+ Hotstar. Despite the fee reduction, the court also emphasised that Google must ensure the continued availability of the Disney+ Hotstar app on the Play Store.

The legal decision showcases the growing scrutiny and pushback against the commission practices of major tech companies operating in India.

Key takeaways

  • ACCC aims for fairer app store fees by proposing changes to empower developers
  • India legally challenges Google’s commission structure, sparking resistance
  • Antitrust measures tackle app store dominance and promote competition for developers

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37% increase in app spending during Q4 holiday season https://www.businessofapps.com/news/37-increase-in-app-spending-during-q4-holiday-season/ Fri, 21 Jul 2023 10:00:52 +0000 https://www.businessofapps.com/?p=88453 Consumer spending in shopping apps increased 37% during the Q4 holiday period compared to Q3 2022, marking a 30% higher rise than the same period in 2021. That’s given hope to retail marketers seeking to explore the mobile space and in-app purchases. In-app purchases are popular According to the latest State of eCommerce App Marketing report from AppsFlyer, retail apps, in particular, experienced a boost in revenue during the peak shopping month of November 2022, generating an average of 10% more income compared to November 2021. This growth can be attributed to retailers’ efforts in enticing customers through early discounts and continuous holiday season incentives. One key factor contributing to the success of mobile retail was the sustained popularity of in-app purchases throughout the entire

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Consumer spending in shopping apps increased 37% during the Q4 holiday period compared to Q3 2022, marking a 30% higher rise than the same period in 2021. That’s given hope to retail marketers seeking to explore the mobile space and in-app purchases.

In-app purchases are popular

According to the latest State of eCommerce App Marketing report from AppsFlyer, retail apps, in particular, experienced a boost in revenue during the peak shopping month of November 2022, generating an average of 10% more income compared to November 2021. This growth can be attributed to retailers’ efforts in enticing customers through early discounts and continuous holiday season incentives.

One key factor contributing to the success of mobile retail was the sustained popularity of in-app purchases throughout the entire holiday season. Retailers effectively attracted shoppers to their favourite shopping apps, encouraging return visits and repeat purchases. This positive trend played a significant role in driving the economic engine of mobile shopping.

Overall CPI trend by country and platform among eCommerce apps with a marketing budget (in USD)*

Source: AppsFlyer

As mobile technology continues to shape consumer behaviour, retailers have recognised the potential of in-app experiences to engage shoppers, leading to increased revenue and growth opportunities in the dynamic world of mobile retail.

“Shopping spend that increased 81% on Apple’s iOS and increased 61% on Google Android on Black Friday of last year compared to the daily average in November highlights how critical this period is for eCommerce apps,” said Sue Azari, Industry Lead for eCommerce, AppsFlyer. “Marketers looking to capitalize on the critical shopping days in November should start planning now. This includes organizing user acquisition campaigns in the months leading up to Black Friday to benefit from the more affordable costs during this timeframe, and using remarketing strategies to guide users to the app to keep them engaged until those peak sale days.”

Despite cut marketing budgets, marketers see positive signs during holiday season

The data also showed that in-app consumer spending soared 81% on Black Friday 2022 compared to November’s daily average, with Android showing a remarkable 61% increase.

Global eCommerce marketers invested $4.9 billion in-app user acquisition during 2022, witnessing a 25% downturn in spending during H2 2022 amid the economic slump.

Apple iOS apps outperformed Android with an 85% higher share of paying users, and November conversion rates on both platforms rose 15% above the monthly average.

Day 30 retention rates

Source: AppsFlyer

The cost of media in the eCommerce sector dropped significantly by 30% YoY in Q1 2023 compared to Q1 2022.

Customer acquisition costs, in CPIs, peaked in November 2022 but then fell by 30% in Q1 2023, with iOS seeing a 33% decrease and Android an 11% drop.

On iOS, marketing-driven non-organic installs increased by 19%, attributed to lower CPIs and enhanced measurement confidence in the post-iOS 14.5 app landscape.

Marketers are now prioritising remarketing as a vital and cost-effective strategy, consistently holding a share of over 40% monthly in the global marketing landscape.

“The impact of the downturn on ad spend as seen during the first quarter of 2023 has been significant with marketers cutting budgets, but the success of the 2022 holiday season, even amidst the prevailing financial slowdown worldwide, should instill greater confidence in marketers as they plan for the upcoming holiday season,” said Shani Rosenfelder, Director of Content Strategy & Market Insights, AppsFlyer. “Emotional marketing offers a greater resonance now more than ever, so marketers should stay attuned to the needs and sentiments of their audience to connect with them on a deeper level.”

Key takeaways

  • Q4 holiday season saw 37% rise in in-app spending, showcasing strong interest in mobile shopping
  • iOS apps outperform Android with 85% more paying users, making iOS a lucrative platform for eCommerce marketers
  • Remarketing remains cost-effective, claiming over 40% share in global marketing, ensuring user engagement and increased sales

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Instagram Reels outperforming other content types with 55% more interactions https://www.businessofapps.com/news/instagram-reels-outperforming-other-content-types-with-55-more-interactions/ Thu, 20 Jul 2023 07:19:33 +0000 https://www.businessofapps.com/?p=88425 If you’re still not entirely sure how to use short-form video to boost your app marketing success, Emplifi’s latest research “Unleashing the Power of Video: Key Trends Driving Social Media Engagement” offers some key pointers. Let’s dive right in. Reels to the rescue Based on an analysis of social media behaviours and ad trends in Q2 2023, the report found that Instagram Reels outperformed all other content types on social apps, generating 55% more interactions than single-image posts on the app and 29% more than standard video posts. “Because the social media landscape is evolving and changing at such a rapid pace, it’s crucial marketers have access to insights that can help them earn the biggest bang for their marketing bucks. A key insight from

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If you’re still not entirely sure how to use short-form video to boost your app marketing success, Emplifi’s latest research “Unleashing the Power of Video: Key Trends Driving Social Media Engagement” offers some key pointers. Let’s dive right in.

Reels to the rescue

Based on an analysis of social media behaviours and ad trends in Q2 2023, the report found that Instagram Reels outperformed all other content types on social apps, generating 55% more interactions than single-image posts on the app and 29% more than standard video posts.

“Because the social media landscape is evolving and changing at such a rapid pace, it’s crucial marketers have access to insights that can help them earn the biggest bang for their marketing bucks. A key insight from this report is that despite an ongoing decline in engagement on Instagram last quarter, the platform still delivers the highest engagement rates for brands compared to Facebook and Twitter,” said Zarnaz Arlia, CMO at Emplifi. 

Both Reels and Instagram Carousels, known as multi-image posts, have emerged as the top-performing content for brands on the platform. During Q2, brands experienced significant success with these engaging formats, with Reels earning a median of 75 interactions per post and Carousels closely following with a median of 74 interactions per post.

Surprisingly, Instagram Reels account for only 11% of all Instagram ads. However, a whopping 87% of brands experimented with Reels placements at least once in Q2 2023, marking a notable 26% increase compared to the previous year. In fact, brands’ usage of Instagram Reels soared by an impressive 86% in Q2 2023 when compared to the same period in 2022, with 90% of brands posting at least one Reel.

Nevertheless, it’s crucial to acknowledge that Instagram Reels’ engagement has experienced a downward trend for the past five quarters, plummeting by 30% year-over-year in Q2 2023.

With intense competition for engagement on the platform and the recent deprioritisation of Reels by Meta, Instagram’s parent company, it becomes evident that brands must diversify their social content and embrace multiple channels for their video marketing endeavours.

Facebook…not so much

While Instagram Reels continue to gain immense popularity, the same cannot be said for Facebook Reels. Interestingly, Facebook Live Video takes the lead as the dominant video content on the platform, surpassing all other formats by a significant margin.

In fact, Facebook Live Video garners nearly four times the number of interactions compared to static video posts.

Facebook post type performance

Source: Emplifi

It’s important to note that Facebook Reels entered the scene two years after Instagram launched its highly successful video format. As a result, Facebook Reels are still finding their footing and haven’t garnered the same level of traction as their Instagram counterpart. However, as more brands begin cross-posting their Instagram Reel content to Facebook, there is a possibility of witnessing a shift in engagement on the platform.

The data reveals that in Q2 2022, only 31% of brands utilised Facebook Reels for ad placements. Remarkably, this figure surged to an impressive 82% during the same period in 2023, representing a staggering 166% increase in usage.

What about TikTok?

It’s the question that everyone’s asking: so what about TikTok versus Instagram Reels?

The growth of TikTok’s user base continues to skyrocket – TikTok saw a  five-fold increase in followers for the average brand during Q2 2023.

TikTok vs Instagram Reels

Source: Emplifi

Despite TikTok’s impressive ability to attract new users, Instagram Reels still outperforms TikTok content in terms of median reach, median interactions, and median video views. However, when it comes to median engagement rates, TikTok emerges as the winner when compared to Instagram Reels.

A graph depicting blue and black lines showcases the trends.

“It is high time for marketers to fully embrace the power of video in their marketing efforts, encompassing platforms like Instagram Reels, Facebook Live Video, TikTok content, and even GIFs on Twitter,” remarked Arlia. “The explosive growth of short-form video demands that brands leverage this trend to gain a significant competitive edge. As a leading customer engagement platform, we recognize that implementing a successful video strategy takes time. That’s why we devote considerable effort to creating these reports and sharing valuable data. Our aim is to assist marketers by equipping them with a headstart in developing social media strategies that yield measurable impact.”

Key takeaways

  • Instagram Reels generate 55% more interactions than single-image posts and 29% more than standard video posts
  • TikTok sees a five-fold increase in brand followers, but Instagram Reels surpass it in median reach and interactions
  • Facebook Live Video earns nearly four times the interactions compared to static video posts

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Mobile game app revenue expected to decrease to 47% by 2027, while entertainment grows https://www.businessofapps.com/news/mobile-game-app-revenue-expected-to-decrease-to-47-by-2027-while-entertainment-grows/ Wed, 19 Jul 2023 08:34:18 +0000 https://www.businessofapps.com/?p=88368 The global mobile app market is set to reach a whopping 189 billion installs and generate $186 billion in revenues by 2027, according to the latest report from mobile experts Sensor Tower. Let’s check out the data. Full steam ahead There’s much reason to be optimistic with the latest data from Sensor Tower’s Mobile Market Forecast revealing a boost to mobile app installs and revenues over the next few years. The forecast predicts an 8.4% compound annual growth rate in worldwide user spending. That signals a remarkable 50% increase in revenue compared to the previous year’s total of $124 billion. The growth is driven by both the App Store and Play Store, but Apple’s marketplace is projected to have a significant edge here. By 2027,

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The global mobile app market is set to reach a whopping 189 billion installs and generate $186 billion in revenues by 2027, according to the latest report from mobile experts Sensor Tower. Let’s check out the data.

Full steam ahead

There’s much reason to be optimistic with the latest data from Sensor Tower’s Mobile Market Forecast revealing a boost to mobile app installs and revenues over the next few years.

The forecast predicts an 8.4% compound annual growth rate in worldwide user spending. That signals a remarkable 50% increase in revenue compared to the previous year’s total of $124 billion.

The growth is driven by both the App Store and Play Store, but Apple’s marketplace is projected to have a significant edge here.

By 2027, the App Store will contribute $125 billion in user spending. In comparison, the Play Store is expected to account for slightly less than half of that amount, specifically $60 billion.

Consequently, Sensor Tower believes that now’s as good a time as any for developers and marketers to assess the potential of the iOS market and take it into careful consideration when making strategic decisions.

India is projected to be the leading country in terms of mobile app downloads and is expected to maintain its top position in 2027. Brazil, on the other hand, is projected to surpass the United States and grow more rapidly by 2027. Over time, the country could become a dominant player.

Brazil to displace the US as global number two

Source: Sensor Tower

Entertainment, video and photo revenues

There appears to be a noteworthy trend regarding the distribution of app revenue across different categories. Currently, mobile games contribute to 54% of the total app revenue.

Entertainment apps eating into gaming apps’ pie

Source: Sensor Tower

However, the report suggests that this dominance will diminish by 2027, with their share decreasing to 47%.

On the contrary, the Entertainment and Photo & Video categories are predicted to witness an increase in their market share.

This growth can be attributed to the rising number of users who are transitioning towards and allocating more funds to apps with engaging content such as TikTok and YouTube.

Key takeaways

  • Global mobile app market to reach 189 billion installs and $186 billion in revenues by 2027
  • App Store leads with $125 billion in user spending, while Play Store contributes $60 billion
  • Mobile games decrease to 47%, entertainment and photo & video categories grow

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APS Berlin is BACK https://www.businessofapps.com/news/aps-berlin-is-back/ Tue, 18 Jul 2023 09:04:34 +0000 https://www.businessofapps.com/?p=88343 We’re excited to announce that App Promotion Summit Berlin will return to Hotel Adlon in Mitte on Thursday 30th November. We’ll be bringing together the European app growth community to share new ideas, tactics and actionable strategies that will help you grow and scale in 2024. You’ll be able to learn and connect with Europe’s leading app marketers in interactive workshops, talks, panel discussions and roundtable sessions. As always, the finest 5* food and drink will be on offer in a super-friendly atmosphere, including our legendary cocktail roundtables. Reserve your place here or let us know if you’d like to participate as a speaker or partner.

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We’re excited to announce that App Promotion Summit Berlin will return to Hotel Adlon in Mitte on Thursday 30th November.

We’ll be bringing together the European app growth community to share new ideas, tactics and actionable strategies that will help you grow and scale in 2024.

You’ll be able to learn and connect with Europe’s leading app marketers in interactive workshops, talks, panel discussions and roundtable sessions.

As always, the finest 5* food and drink will be on offer in a super-friendly atmosphere, including our legendary cocktail roundtables.

Reserve your place here or let us know if you’d like to participate as a speaker or partner.

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Discovering app download trends: from 100 to 10 million downloads in a month https://www.businessofapps.com/news/discovering-app-download-trends-from-100-to-10-million-downloads-in-a-month/ Tue, 18 Jul 2023 08:25:31 +0000 https://www.businessofapps.com/?p=88338 Ever wondered about which apps get the most downloads on the App Store and Google Play? An analysis from AppFigures has taken a closer look at download estimates including expanded country coverage. 300 downloads a day AppsFigures grouped apps by downloads and looked at all apps with more than 100 up to 10 million downloads in the last month. The analysis revealed that approximately 47.7% of the apps examined received between 100 and 1,000 downloads globally within the last month. Approximately 33.3% of the apps examined garnered between 1,000 and 10,000 downloads in the past 30 days across both the App Store and Google Play. By combining the aforementioned findings, it becomes evident that a significant majority of apps and games, comprising approximately 80%, receive

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Ever wondered about which apps get the most downloads on the App Store and Google Play? An analysis from AppFigures has taken a closer look at download estimates including expanded country coverage.

300 downloads a day

AppsFigures grouped apps by downloads and looked at all apps with more than 100 up to 10 million downloads in the last month.

The analysis revealed that approximately 47.7% of the apps examined received between 100 and 1,000 downloads globally within the last month.

Approximately 33.3% of the apps examined garnered between 1,000 and 10,000 downloads in the past 30 days across both the App Store and Google Play.

By combining the aforementioned findings, it becomes evident that a significant majority of apps and games, comprising approximately 80%, receive fewer than 10,000 downloads on a monthly basis. On average, this translates to around 300 downloads per day at the upper end of the spectrum.

It’s important to note that this figure pertains to 80% of apps that surpass the threshold of 100 downloads per month. Thus, it excludes a substantial portion of the App Store and an even smaller proportion of Google Play, underscoring the limited visibility and recognition achieved by the majority of apps within these platforms.

Less than 1% get more than a million downloads

The other substantial group consists of apps that receive downloads ranging from 10,000 to 100,000. This range marks a point where increased investment in paid advertisements, including Apple Search Ads, becomes more prevalent.

Within the examined apps, only a small fraction, accounting for approximately 3.8%, attained download figures between 100,000 and 1 million in the past 30 days.

It’s noteworthy that a larger number of apps in this category originate from Google Play compared to the App Store.

Moving further, when focusing on apps with download counts ranging from 1 million to 10 million, the percentage decreases significantly to just 0.5%. Notably, many well-known and widely-used apps such as Twitter, TikTok (App Store version), and Instagram (App Store version) belong to this particular group.

Lastly, the smallest group comprises a mere 21 apps in total with 10 million or more downloads. Among these, 20 apps are sourced from Google Play, while only one app represents the App Store. This group stands as the most exclusive in terms of download figures.

It’s worth mentioning that while this analysis emphasises the distribution of downloads, it differs from the Monthly Millionaire’s Club article, which focuses on revenue. Notably, Google Play tends to attract a higher volume of downloads overall, highlighting its popularity in this regard.

Key takeaway

  • Majority of apps receive under 10,000 downloads monthly, averaging around 300 per day
  • Only a small percentage of apps achieve between 100,000 and 1 million downloads
  • A tiny fraction of apps (less than 1%) exceed 10 million downloads, mostly on Google Play

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India gambles on gaming taxes: imposes 28% tax on mobile games https://www.businessofapps.com/news/india-gambles-on-gaming-taxes-imposes-28-tax-on-mobile-games/ Mon, 17 Jul 2023 08:43:37 +0000 https://www.businessofapps.com/?p=88322 India has decided to impose a substantial tax on online gaming companies including app makers. The decision, announced during the 50th meeting held in New Delhi, entails treating online gaming on par with gambling, including activities like horse racing and casinos. What are the changes? Under the new levy, online games will be subject to a tax of 28% of their total value. This move signifies a notable shift in how the Indian government views and regulates the online gaming industry, aligning it with the taxation principles applied to gambling activities. By implementing this tax, the authorities aim to generate revenue from the booming online gaming sector and bring it under similar regulatory frameworks as traditional gambling forms. What will the implications be for app

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India has decided to impose a substantial tax on online gaming companies including app makers. The decision, announced during the 50th meeting held in New Delhi, entails treating online gaming on par with gambling, including activities like horse racing and casinos.

What are the changes?

Under the new levy, online games will be subject to a tax of 28% of their total value. This move signifies a notable shift in how the Indian government views and regulates the online gaming industry, aligning it with the taxation principles applied to gambling activities.

By implementing this tax, the authorities aim to generate revenue from the booming online gaming sector and bring it under similar regulatory frameworks as traditional gambling forms.

What will the implications be for app makers?

The decision to impose a hefty tax on online gaming companies is expected to have a significant impact, particularly on the mobile gaming sector, which dominates the gaming landscape in India.

Games such as social casino and hypercasual games, known for their revenue-generating potential, have gained immense popularity. Notably, hypercasual game installations in India witnessed a 32% increase in 2022.

The tax isn’t the only recent measure taken by India against the gaming industry. Just last month, Rajeev Chandrasekhar, the Minister of State for Electronics and Information Technology, hinted at the possibility of banning three types of mobile games.

However, with regards to the new levy, the Goods and Services Tax (GST) Council has decided not to differentiate between “a game of skill and a game of chance,” adopting a simplified and less nuanced approach compared to aspects like loot boxes.

Industry leaders expressed their concerns regarding the tax decision. While some game makers agree that the government’s measures may be necessary for casinos, horse racing, and gambling, the higher tax rate has been called unjustified for the competitive gaming community, including the esports sector.

Rohit Agarwal, Founder and Director of Alpha Zegus, highlighted the skill-based nature of esports and the ongoing fight to separate it from other gaming labels.

It remains to be seen how India’s tax changes will affect the mobile industry but doubt has been cast on whether the country could reach a valuation of $8.6 billion by the end of 2027.

Key takeaways

  • India imposes 28% tax on online gaming companies, treating gaming on par with gambling activities
  • Mobile gaming sector, especially social casino and hypercasual games, to be heavily impacted
  • Concerns raised over lack of distinction between skill-based and chance-based games in tax policy

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Google’s policy update brings blockchain transparency for apps and games on Play https://www.businessofapps.com/news/googles-policy-update-brings-blockchain-transparency-for-apps-and-games-on-play/ Fri, 14 Jul 2023 08:50:10 +0000 https://www.businessofapps.com/?p=88266 Google has unveiled updates to its policy, aiming to provide new avenues for transactions involving blockchain-based digital content within apps and games available on Google Play. According to Joseph Mills, Google’s group product manager, this policy revision requires apps to maintain transparency with users regarding tokenised digital assets. Let’s dive in. Blockchain transparency Google noted that, as per the changes, developers are prohibited from promoting or glorifying potential earnings derived from playing or trading activities. The policy changes reflect Google’s recognition of the growing significance of blockchain technology and its potential to transform the way digital content is transacted. By allowing transactions involving blockchain-based digital assets, Google is opening up avenues for innovation and engagement within the app and gaming ecosystem. However, the company also

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Google has unveiled updates to its policy, aiming to provide new avenues for transactions involving blockchain-based digital content within apps and games available on Google Play. According to Joseph Mills, Google’s group product manager, this policy revision requires apps to maintain transparency with users regarding tokenised digital assets. Let’s dive in.

Blockchain transparency

Google noted that, as per the changes, developers are prohibited from promoting or glorifying potential earnings derived from playing or trading activities.

The policy changes reflect Google’s recognition of the growing significance of blockchain technology and its potential to transform the way digital content is transacted. By allowing transactions involving blockchain-based digital assets, Google is opening up avenues for innovation and engagement within the app and gaming ecosystem.

However, the company also emphasises the importance of transparency and responsible promotion, seeking to protect users from deceptive or misleading practices.

The move that developers must clearly declare if their app or game involves the sale or earning of such assets aligns more broadly with the company’s efforts to emphasise user protection by prohibiting developers from promoting or glamorising potential earnings derived from playing or trading activities.

What happens to apps that fail to comply?

Google Play enforced strict guidelines for apps that fail to comply with its Real-Money Gambling, Games, and Contests policy. Such apps, as well as those that do not meet eligibility criteria, are prohibited from accepting payment for chances to win prizes, including Non-Fungible Tokens (NFTs).

Joseph Mills, Google’s group product manager, clarified that this includes features like “loot boxes” where randomised blockchain-based items are obtained through purchases.

To ensure a smooth transition, Google is currently piloting the new policy with a select group of developers before implementing it widely on Google Play later this year.

The company anticipates that customers will begin to experience updated in-app and gaming experiences as early as the summer season. By imposing these regulations, Google aims to foster a more secure and transparent environment for users, aligning with its commitment to responsible app development and user protection.

Reddit said it had partnered with Google “to help update their policy, aimed at creating a level playing field that promotes user trust, and responsible usage of blockchain technology.”

Key takeaways

  • Google’s policy updates prohibit promotion of potential earnings from playing or trading activities, emphasizing transparency
  • Apps violating guidelines on Real-Money Gambling, Games, and Contests are prohibited from accepting prize payments
  • Updated in-app and gaming experiences prioritise user trust and responsible blockchain usage

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Global in-app consumer spending rebounds with 5.3% rise in H1 2023 https://www.businessofapps.com/news/global-in-app-consumer-spending-rebounds-with-5-3-rise-in-h1-2023/ Thu, 13 Jul 2023 08:41:53 +0000 https://www.businessofapps.com/?p=88228 It appears mobile is starting to bounce back after the initial economic downturn following the COVID pandemic and the war in Ukraine. Global in-app spending grew to a whopping $67.5 billion during the first half of 2023, according to the latest data from mobile experts data.ai. Glimmers of hope The global app market seems to have recovered somewhat following the challenges posed by the macroeconomic headwinds of 2022. The first half of 2023 saw a robust resurgence, with $67.5 billion in consumer spending and a staggering 76.8 billion app downloads worldwide, encompassing both iOS and Google Play platforms. The findings from data.ai also suggest that consumer spending growth, which rebounded in the latter part of 2022, continued its upward trajectory in the first half of

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It appears mobile is starting to bounce back after the initial economic downturn following the COVID pandemic and the war in Ukraine. Global in-app spending grew to a whopping $67.5 billion during the first half of 2023, according to the latest data from mobile experts data.ai.

Glimmers of hope

The global app market seems to have recovered somewhat following the challenges posed by the macroeconomic headwinds of 2022. The first half of 2023 saw a robust resurgence, with $67.5 billion in consumer spending and a staggering 76.8 billion app downloads worldwide, encompassing both iOS and Google Play platforms.

The findings from data.ai also suggest that consumer spending growth, which rebounded in the latter part of 2022, continued its upward trajectory in the first half of 2023.

App spending rises during H1 2023

Source: data.ai

In total, consumer spending increased by 5.3% compared to the previous year, with a 16% growth specifically in the app sector. However, spending in the gaming category has remained relatively stable year-over-year.

The resurgence of positive growth in the first half of the year offers a glimmer of hope, suggesting that the downturn in mobile consumer spending during 2022 may have been a momentary blip in the sustained expansion of the mobile app market.

Both app stores benefit…

The resurgence is notable across both Apple’s App Store and Google’s Play Store. iOS consumer spending increased by 5.8% year-over-year, while Google Play experienced a 4.3% growth.

Notably, iOS generated an impressive $43.5 billion in revenue, while Google Play grossed $24 billion in the first half of 2023. It is worth mentioning that iOS users consistently outspend their Google Play counterparts.

iOS accounts for nearly 65% of the total app store expenditure, and this figure rises even higher to 71% in non-gaming apps.

App spending by platform

Source: data.ai

TikTok remains a standout in terms of consumer spending outside of games with growth of 31% year-over-year.

Other subscription-based apps like Disney+, YouTube, and Duolingo have also achieved solid growth rates of 33%, 39%, and 48%, respectively. These apps continue to capture the attention and spending of consumers.

In the gaming sector, engagement and growth remain strong. Global consumer spending in gaming apps has reached $40.9 billion in the current year, marking an increase from $32.8 billion in H1 2019. Additionally, gaming app downloads reached 30.4 billion in H1 this year, up from 21.6 billion in H1 2019.

Notably, in May 2023 alone, global consumer spending on games exceeded $94 million, surpassing the previous high set in May 2020, three years prior.

But Google ranks top for downloads

In H1 2023, app downloads demonstrated consistent growth, reaching a total of 76.8 billion, marking a 3.2% year-over-year increase.

While Google Play remains the dominant platform for downloads, iOS experienced faster growth, with a remarkable 10% year-over-year increase and surpassing 18 billion installs.

App downloads in H1 2023

Source: data.ai

Among the top markets for Google Play downloads were India, Brazil, and Indonesia, while China, the United States, and Japan emerged as the leading countries in iOS downloads. Notably, Brazil, China, and the United States exhibited substantial growth compared to the second half of 2022 on the iOS platform.

Key takeaways

  • Global in-app spending reached $67.5 billion in H1 2023, signalling recovery in the mobile app market
  • TikTok surpassed $2.1 billion in consumer spending in H1 2023 – a 24% YoY increase
  • Gaming apps saw significant growth, with $40.9 billion in consumer spending and 30.4 billion app downloads in H1 2023

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The Subscription App Opportunity in 2023 https://www.businessofapps.com/news/the-subscription-app-opportunity-in-2023/ Thu, 13 Jul 2023 08:01:48 +0000 https://www.businessofapps.com/?p=88236 The number of apps with subscription models has grown rapidly in the last few years and nearly 30% of IAP spend came from subscriptions in Q1 2023.  The app economy is projected to hit $614 billion by 2026 and apps across all verticals are building huge recurring revenue streams and engaged user bases through subscriptions. However, with monthly app subscriptions costing on average $8.94 and less than 2% of app downloads converting to paid subscribers, succeeding with subscription apps remains tough as users cut back on spending. At APS San Francisco – Subscription App Strategies we will cover how to drive subscription app growth through better analytics, acquisition, activation, monetization and retention. We will explore how to level up your subscription app marketing game by answering questions like… How

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The number of apps with subscription models has grown rapidly in the last few years and nearly 30% of IAP spend came from subscriptions in Q1 2023. 🤑

The app economy is projected to hit $614 billion by 2026 and apps across all verticals are building huge recurring revenue streams and engaged user bases through subscriptions.

However, with monthly app subscriptions costing on average $8.94 and less than 2% of app downloads converting to paid subscribers, succeeding with subscription apps remains tough as users cut back on spending.

At APS San Francisco – Subscription App Strategies we will cover how to drive subscription app growth through better analytics, acquisition, activation, monetization and retention.

We will explore how to level up your subscription app marketing game by answering questions like…

How to acquire subscription app users?

  • Getting your product-market fit right
  • Targeting the right, paying users
  • Referral and reward programs

How to activate them after download?

  • Optimizing onboarding experience
  • Push permissioning
  • Getting the value proposition right

How to get a monetization strategy right?

  • A/B testing of pricing tiers
  • Paywall optimization and promotions
  • Using LTV:CAC

How to achieve long-term retention?

  • Cross-channel messaging
  • Predicting (and preventing) friction areas and churn
  • Win-back programs

Would you like to join us on Thursday 28th September? Apply for a ticket here.

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Threads scores 100 million app signups in just five days of launch, but will it retain users? https://www.businessofapps.com/news/threads-scores-100-million-app-signups-in-just-five-days-of-launch-but-will-it-retain-users/ Wed, 12 Jul 2023 08:53:20 +0000 https://www.businessofapps.com/?p=88194 Instagram’s text-based app Threads reached an impressive milestone of 100 million signups within just five days of its launch on June 6. That’s according to the Quiver Quantitative tracker data. Threads, Threads, Threads As of July 11th, Threads users were up to 105 million. The milestone was also confirmed by Instagram’s very own Adam Mosseri, who wrote: “100 million people signed up for Threads in five days. I’m not sure I can wrap my mind around that fact. It’s insane; I can’t make sense of it. The team has been busting their ass, but we know this is a race to the starting line. They say “make it work, make it great, make it grow.” Well, we certainly did things out of order, but I

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Instagram’s text-based app Threads reached an impressive milestone of 100 million signups within just five days of its launch on June 6. That’s according to the Quiver Quantitative tracker data.

Threads, Threads, Threads

As of July 11th, Threads users were up to 105 million. The milestone was also confirmed by Instagram’s very own Adam Mosseri, who wrote:

“100 million people signed up for Threads in five days. I’m not sure I can wrap my mind around that fact. It’s insane; I can’t make sense of it.

The team has been busting their ass, but we know this is a race to the starting line. They say “make it work, make it great, make it grow.” Well, we certainly did things out of order, but I promise we will make this thing great.”

The app’s impressive climb was well-documented by Meta’s Mark Zuckerberg, who noted that the app garnered 2 million signups in two hours, 5 million in four hours, and surpassed 10 million registered users within seven hours.

By the next morning, over 30 million people had signed up, despite the app not yet being available in the EU due to privacy concerns.

Threads achieves over 100 million app sign-ups in first week

Source: Quiver Quant

In terms of user acquisition speed, Threads even outpaced OpenAI’s ChatGPT bot, which achieved 10 million daily users in 40 days and 100 million monthly users in around two months. Of course, retaining all that users is a very different challenge and one many apps fail at.

But what actually is Threads?

Threads is essentially Meta’s very own Twitter spin-off. That said, many early adopters have already complained that the app feels nothing like Twitter.

Threads is missing some features such as support for ActivityPub, the protocol used for posts on decentralised networks. While Meta has indicated that they are working on integrating it, until this integration occurs, the app will not be fully part of the fediverse.

Some also feel that the app’s focus on self-congratulatory posts and the absence of a chronological timeline or topic search feature add to the perceived dullness. It seems Threads doesn’t offer a compelling or engaging experience that could keep users coming back for more.

Other limitations are a read-only web interface, the absence of features like post search, direct messages, hashtags, and a “Following” feed, and restrictions on nudity due to Instagram’s rules.

And yet, there’s little denying that Threads’ achievement of reaching 100 million users in a short time is undeniably impressive.

Key takeaways

  • Threads app reaches 100 million signups in five days, surpassing OpenAI’s ChatGPT bot in user acquisition speed
  • Critics highlight missing features and perceived dullness, including absence of chronological timeline and topic search
  • Retention figures remain to be seen

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Female gamers account for 37% of total gamers in Asia https://www.businessofapps.com/news/female-gamers-account-for-37-of-total-gamers-in-asia/ Tue, 11 Jul 2023 08:38:14 +0000 https://www.businessofapps.com/?p=88130 Female gamers now account for 37% of total gamers in Asia. That’s according to the latest report from Asian game market analytics firm Niko Partners. Let’s take a closer look. Gaming is for everyone Female gamers comprise more than a third of gamers in Asia, making them a force to be reckoned with. According to the latest research from Niko Partners, female gamers are growing at a rapid rate of 11% per year. This growth outpaces that of new male gamers, indicating the tremendous potential this market holds. Currently, mobile gaming dominates among female gamers in Asia. However, PC and console gaming have ample room for growth. This presents exciting opportunities for developers and publishers across all three platforms to tap into this thriving market

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Female gamers now account for 37% of total gamers in Asia. That’s according to the latest report from Asian game market analytics firm Niko Partners. Let’s take a closer look.

Gaming is for everyone

Female gamers comprise more than a third of gamers in Asia, making them a force to be reckoned with. According to the latest research from Niko Partners, female gamers are growing at a rapid rate of 11% per year. This growth outpaces that of new male gamers, indicating the tremendous potential this market holds.

Currently, mobile gaming dominates among female gamers in Asia. However, PC and console gaming have ample room for growth. This presents exciting opportunities for developers and publishers across all three platforms to tap into this thriving market segment. With the right strategies, the industry can cater to the diverse preferences of female gamers and unlock their full potential.

Top game genres among female gamers in Asia

Source: Niko Partners

The market for female gamers in Asia is also not just limited to casual gaming, as there’s a growing presence of female Gen Z gamers venturing into competitive games and esports genres. This shift presents an opportunity for monetisation and growth within the female gaming community.

Room for improvement in revenues

The report also finds that while female gamers contribute approximately 23.5% of total revenue in the Asian games market, there’s room for expansion in the coming years. As the female gamer market steadily approaches parity with their male counterparts, revenue generated by female gamers could more than double.

Esports, in particular, can play a pivotal role in driving engagement and financial investment among female gamers. Women who actively participate in esports through activities like live streaming, competing, or playing esports games demonstrate a higher propensity to spend money and time on gaming content.

Furthermore, the findings indicate that over half of gamers expressed dissatisfaction with the portrayal of women in games. There is a pressing need for a more diverse representation of female appearances in avatars and characters.

The gaming community as a whole must work towards addressing gender discrimination and combating negative online interactions to create a more inclusive environment for female gamers.

By embracing the evolving interests and needs of female gamers, the industry can tap into their significant potential and foster a more inclusive and diverse gaming landscape.

Key takeaways

  • Female gamers in Asia comprise 37% of total gamers, growing at 11% annually, outpacing new male gamers
  • Esports can drive monetization and growth among female gamers who are more likely to spend money and time on gaming content
  • Over 50% of gamers are dissatisfied with how women are portrayed in games, calling for improved diversity and reduced gender discrimination

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Global app install ad spending to increase 20% by 2025 https://www.businessofapps.com/news/global-app-install-ad-spending-to-increase-20-by-2025/ Mon, 10 Jul 2023 08:37:18 +0000 https://www.businessofapps.com/?p=88115 Global app install ad spend, which refers to the expenditure made by mobile apps to attract new users and encourage them to install their apps, is estimated to reach $94.9 billion by 2025. That’s according to the latest report from mobile app experts AppsFlyer. Market fluctuations The projected rise indicates a significant 20% growth compared to the figures recorded in 2023. But it’s important to note that ad spending in this sector is expected to experience notable fluctuations due to the current economic downturn and the subsequent anticipated recovery. Changes in global app install ad spending Source: AppsFlyer Between 2021 and 2023, AppsFlyer projects a decline of 15% in ad spending. However, starting from 2023, the forecast predicts a substantial 20% surge in ad spending

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Global app install ad spend, which refers to the expenditure made by mobile apps to attract new users and encourage them to install their apps, is estimated to reach $94.9 billion by 2025. That’s according to the latest report from mobile app experts AppsFlyer.

Market fluctuations

The projected rise indicates a significant 20% growth compared to the figures recorded in 2023.

But it’s important to note that ad spending in this sector is expected to experience notable fluctuations due to the current economic downturn and the subsequent anticipated recovery.

Changes in global app install ad spending

Source: AppsFlyer

Between 2021 and 2023, AppsFlyer projects a decline of 15% in ad spending. However, starting from 2023, the forecast predicts a substantial 20% surge in ad spending by 2025. These fluctuations reflect the dynamic nature of the market influenced by economic conditions and recovery trends.

Influential factors

The mobile app marketing landscape saw significant and unprecedented changes recently. Apple’s App Tracking Transparency (ATT) framework, introduced in April 2021, no doubt, had a profound impact on marketers’ ability to measure and optimise campaigns. This shift towards aggregate data instead of user-level data optimisation has prompted the emergence of alternative measurement solutions. However, the industry has yet to fully recover to pre-ATT levels.

Add to that the Covid-19 pandemic which drove rapid digital acceleration with lockdowns and social distancing measures. Mobile apps capitalised on this by running aggressive user acquisition campaigns, particularly in the gaming sector. However, contrary to expectations, digital usage eventually cooled down and returned to pre-pandemic levels.

App install ad spending by region

Source: AppsFlyer

Furthermore, the global economic downturn and rising inflation rates in 2022 affected mobile businesses. Consumer-facing B2C mobile apps reduced marketing budgets and even downsized staff. The war in Ukraine added another shock to the global economy, particularly impacting energy and food markets in Europe, causing supply constraints and price hikes.

These developments have brought about significant volatility.

AppsFlyer’s data for the first five months of 2023 compared to the same period in 2022 indicates a 20% decline. Considering the ongoing recession and the projections of financial analysts, a further 6% decrease in ad spending is forecast for this year.

Toward privacy

In addition to the projected economic recovery, advancements in privacy-enhancing technology and measurement solutions are playing a crucial role in impacting ad budgets. Many apps and media sources have also adapted to Apple’s SKAdNetwork and continue to invest in the platform due to the high quality of its user base, despite the data restrictions.

Looking ahead, the adoption of SKAdNetwork 4.0, along with subsequent releases and enhancements like SKAN 5.0, is expected to reach critical mass. These updates bring significant upgrades to measurement capabilities, further empowering marketers.

Another significant development on the horizon is Google’s planned release of Privacy Sandbox for Android in 2024, which is anticipated to be smoother than Apple’s privacy changes and is likely to provide marketers with substantial visibility into campaign performance for both user acquisition and remarketing.

Data clean rooms

Source: AppsFlyer

Among the notable privacy-enhancing technologies, data clean rooms stand out. These secure environments enable the processing and management of sensitive data in a privacy-compliant manner, ensuring its appropriate usage.

Marketers face pressure to meet the growing demand for smartphones, particularly in developing countries, where a 13% increase in smartphone usage is projected between 2022 and 2025. This demand requires marketers to demonstrate continuous growth and adapt to evolving market dynamics.

Key takeaways

  • App install ad spend is projected to reach $94.9B by 2025, with fluctuations due to the economy and privacy changes.
  • Privacy-enhancing technology and measurement solutions impact ad budgets
  • Marketers face pressure to meet smartphone demand in developing countries

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38% of games in Brazil were developed for mobile devices https://www.businessofapps.com/news/38-of-games-in-brazil-were-developed-for-mobile-devices/ Fri, 07 Jul 2023 08:43:14 +0000 https://www.businessofapps.com/?p=88066 A whopping 38% of all games developed in Brazil between 2020 and 2021 were primarily designed for mobile devices. That’s according to data from Abragames’ 2022 Brazil Games Industry Report. What does this mean for Latin America and the mobile gaming industry at large? Brazil emerges as a mobile gaming powerhouse Brazil has quickly emerged as a leading force in the global gaming market, currently ranking as the tenth-largest market worldwide and the foremost market in Latin America. The immense popularity of mobile gaming has contributed to this growth, with a diverse range of developers and over 12,000 employees working across more than a thousand game-making companies. Games developed for various device types Source: Brazilgames Notably, Wildlife Studios has been recognised as the country’s first unicorn achieving

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A whopping 38% of all games developed in Brazil between 2020 and 2021 were primarily designed for mobile devices. That’s according to data from Abragames’ 2022 Brazil Games Industry Report. What does this mean for Latin America and the mobile gaming industry at large?

Brazil emerges as a mobile gaming powerhouse

Brazil has quickly emerged as a leading force in the global gaming market, currently ranking as the tenth-largest market worldwide and the foremost market in Latin America. The immense popularity of mobile gaming has contributed to this growth, with a diverse range of developers and over 12,000 employees working across more than a thousand game-making companies.

Games developed for various device types

Source: Brazilgames

Notably, Wildlife Studios has been recognised as the country’s first unicorn achieving a valuation of $3 billion in 2020, further cementing Brazil’s status as a key player in the gaming industry.

All eyes on Brazil

This has attracted international investment such as Epic Games’ investment in Aquiris Game Studio. This move resulted in the acquisition and rebranding of the studio as Epic Games Brasil.

57% of the country’s 1,009 developers reported generating revenue from abroad, either through games or services provided to foreign partners, amplifying Brazil’s global reach.

Revenues from abroad

Source: Brazilgames

Among respondents, 55% identified the US as a major market, showcasing the nation’s enduring significance on the world stage. Following closely behind were Latin America (53%), Western Europe, and Canada, with each region capturing the attention of 49% of respondents. Curiously, China, renowned as the world’s largest mobile market, was recognised as a major market by only 23% of respondents, sparking intrigue and raising questions about its relative prominence in the industry.

A diverse sector

The report notes that Brazil stands out among LATAM countries, with revenue surpassing $2.3 billion in 2021, reflecting year-on-year growth of 5.1%. Some 75% of Brazilian consumers are dedicated gamers, frequently indulging in gaming experiences primarily on phones, tablets, and PCs.

What’s more, Brazil’s gaming industry is rather diverse with 30% of employees being women, and a majority of 62% holding essential positions in art design, programming, and project management.

Women in the industry

Source: Brazilgames

Emphasising inclusivity, 57% of Brazilian game studios actively cultivate diverse workforces, embracing individuals from diverse ethnic backgrounds, the queer community, people with disabilities, and those who are neurodiverse. This commitment to diversity contributes to the vibrant and inclusive nature of Brazil’s thriving games industry.

Key takeaways

  • Brazil’s gaming industry witnesses a staggering 38% of games developed for mobile devices
  • Brazil emerges as the leading gaming market in Latin America, with revenue exceeding $2.3 billion in 2021
  • Brazil’s gaming industry embraces diversity, with women comprising 30% of employees and inclusive workforces in many game studios

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Hypercasual gaming apps reach ATT opt-in rates of 44% https://www.businessofapps.com/news/hypercasual-gaming-apps-reach-att-opt-in-rates-of-44/ Thu, 06 Jul 2023 08:46:41 +0000 https://www.businessofapps.com/?p=88039 According to recent findings by analytics firm Adjust, the opt-in rates for Apple’s App Tracking Transparency (ATT) feature have grown significantly, reaching an impressive 37%. Among various gaming genres, hypercasual games topped the list with an opt-in rate of 44%. Gaming apps have the highest opt-in Apple’s ATT initiative aims to empower users by providing privacy controls and making it necessary for individuals to actively choose to allow data tracking through apps, instead of having to opt out. Analysing the opt-in rates on Apple platforms, Adjust’s research reveals that gaming apps have the highest opt-in rate compared to other app categories. Gaming apps have the highest opt-in rates Source: Adjust The second-highest opt-in rate belongs to the food and drink category, with 36%, while the

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According to recent findings by analytics firm Adjust, the opt-in rates for Apple’s App Tracking Transparency (ATT) feature have grown significantly, reaching an impressive 37%. Among various gaming genres, hypercasual games topped the list with an opt-in rate of 44%.

Gaming apps have the highest opt-in

Apple’s ATT initiative aims to empower users by providing privacy controls and making it necessary for individuals to actively choose to allow data tracking through apps, instead of having to opt out.

Analysing the opt-in rates on Apple platforms, Adjust’s research reveals that gaming apps have the highest opt-in rate compared to other app categories.

Gaming apps have the highest opt-in rates

Source: Adjust

The second-highest opt-in rate belongs to the food and drink category, with 36%, while the lowest opt-in rate is observed in the education category, at just 7%. This lower rate in education apps can be attributed to stricter guidelines regarding the collection of data from younger users.

With hypercasuals leading the pack

Hypercasual games had the highest opt-in rate at 44%, followed closely by sports and racing games at 44% and 40% respectively.

Hybridcasual games were not far behind, with an opt-in rate of 39%.

Hypercasuals have the highest opt-in rates

Source: Adjust

On the other hand, family and education games had the lowest opt-in rates, standing at 2% and 4% respectively, primarily due to compliance requirements.

According to Adjust, the higher opt-in rate for hypercasual games can be attributed to the fact that their user base is more aware of the benefits of targeted advertising, particularly in finding their next gaming title.

To improve opt-in rates for ATT, Adjust suggests experimenting with cross-promotion. Interestingly, the opt-in rate for hypercasual game installations from cross-promotion jumps significantly to an impressive 59%.

Using ATT as part of your campaign

Incorporating ATT into your app marketing campaign can yield promising results, as indicated by the rising opt-in rates. As seen in the data hypercasual games have the potential to boost their ATT opt-in rates by offering tangible benefits to users, such as targeted advertising that helps them discover their next gaming experience.

ATT opt-in status

Source: Adjust

Focusing on demographics that prioritise security and have a deeper understanding of data collection purposes can contribute to higher opt-in rates.

To maximise the effectiveness of your campaign, it’s crucial to enhance the onboarding experience and optimise UX.

While investments in measurement and attribution tools like Apple’s SkAdNetwork have shown positive outcomes, obtaining consent for first-party data will consistently deliver more accurate attribution.

Key takeaways

  • Gaming apps, including hypercasual games, saw impressive opt-in rates due to targeted advertising and user awareness, with rates as high as 44%
  • Cross-promotion experiments can result in a significant surge in opt-in rates, reaching a remarkable 59% for hypercasual game installations
  • Leveraging Apple’s ATT in your campaign enables precise attribution with first-party data, catering to security-conscious demographics and optimizing the onboarding experience

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Malicious screen readers can extract data from 92% of finance apps https://www.businessofapps.com/news/malicious-screen-readers-can-extract-data-from-92-of-finance-apps/ Wed, 05 Jul 2023 08:05:59 +0000 https://www.businessofapps.com/?p=88013 Screen readers may be the latest malware to watch out for, according to testing from app shielding expert Promon. The company uncovered some pretty disturbing vulnerabilities among the top financial apps on the Google Play Store. Let’s take a look. What are screen readers? Screen readers are used to transform digital text into synthesised speech or braille output. That makes them essential tools for accessibility. And unsurprisingly, their main purpose is to aid visually impaired individuals in navigating and engaging with digital content. However, the extensive access required by screen readers and other accessibility services poses a potential risk for misuse, as it grants wide-ranging access to the screen and its contents. Malware that can access a user’s screen is also capable of stealing sensitive

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Screen readers may be the latest malware to watch out for, according to testing from app shielding expert Promon. The company uncovered some pretty disturbing vulnerabilities among the top financial apps on the Google Play Store. Let’s take a look.

What are screen readers?

Screen readers are used to transform digital text into synthesised speech or braille output. That makes them essential tools for accessibility. And unsurprisingly, their main purpose is to aid visually impaired individuals in navigating and engaging with digital content.

However, the extensive access required by screen readers and other accessibility services poses a potential risk for misuse, as it grants wide-ranging access to the screen and its contents.

Malware that can access a user’s screen is also capable of stealing sensitive information, intercepting two-factor authentication, controlling the device and bypassing security features.

Screen readers as malicious actors

The Security Research team at Promon developed a simulated malicious screen reader capable of reading and extracting data from an application. They conducted tests on 100 apps and found that the screen reader program successfully read and exfiltrated data from 85 out of 92 apps (92.4%). Only seven apps (7.6%) demonstrated effective defence mechanisms against the screen reader’s attempts to access the data.

Android’s operating system contains numerous loopholes that malicious actors frequently exploit to infiltrate devices and acquire unauthorised access to sensitive information. This information encompasses confidential conversations, personal data, and financial transactions.

Through the exploitation of these vulnerabilities, malware can operate silently in the background, executing tasks and actions without the user’s knowledge. This includes the covert reading and interception of content displayed on users’ screens, even within financial apps responsible for handling delicate data like banking transactions, PINs, and account balances.

Majority of financial services apps not adequately protected against screen reader malware

Source: Promon

Malware with elevated permissions can also exfiltrate captured data through various channels, allowing analysis, extraction of personal details, and exploitation for financial gain or illegal activities.

Where do we go from here?

App Shielding technology can help mitigate the threat of malicious screen readers, but developers can also take immediate steps. They can implement code to detect screen readers and decide whether to display a warning, shut down the app, or continue normally. However, these solutions have drawbacks, such as warning messages being bypassed by malware. Developers can verify the application using accessibility features to avoid shutting down legitimate apps.

Furthermore, upcoming security features in Android 14 aim to prevent accessibility service abuse. Developers will be able to restrict non-accessibility tools from interacting with their app, ensuring that only declared tools can access certain views.

Although this is a positive development, it’s important to note that the rollout of Android 14 will take time, and OS features should always be complemented with strong defensive measures at the app level to safeguard end-users.

Key takeaways

  • 92.4% of finance apps were susceptible to data extraction by malicious screen readers
  • Malware leveraging screen reader capabilities can silently intercept sensitive information, posing risks to confidentiality and security
  • Implementing app-level defenses, such as code to detect screen readers can help mitigate these threats while upcoming security features in Android 14 offer additional protection

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Tencent leads chart of top 50 app publishers by consumer spending https://www.businessofapps.com/news/tencent-leads-chart-of-top-50-app-publishers-by-consumer-spending/ Tue, 04 Jul 2023 08:57:00 +0000 https://www.businessofapps.com/?p=87952 The majority of the top 50 mobile app publishers achieved notable monetisation success through in-app purchases last year, and this trend is expected to persist. New research from data.ai reveals the top app publishers by consumer spending and the factors driving their success. Mobile app usage in 2022 According to data.ai, mobile usage skyrocketed in 2022 reaching an average of 5 hours per day, with entertainment consuming a substantial 70% of that time. Short-Form Video apps, spearheaded by TikTok, took centre stage, capturing a significant portion of consumers’ attention and expenditure. Recognising the need to maximise monetisation within their apps, the leading publishers of 2022 implemented hybrid strategies, combining one-time purchases with recurring subscriptions. Last year, 42 out of the top 50 publishers achieved notable

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The majority of the top 50 mobile app publishers achieved notable monetisation success through in-app purchases last year, and this trend is expected to persist. New research from data.ai reveals the top app publishers by consumer spending and the factors driving their success.

Mobile app usage in 2022

According to data.ai, mobile usage skyrocketed in 2022 reaching an average of 5 hours per day, with entertainment consuming a substantial 70% of that time.

Short-Form Video apps, spearheaded by TikTok, took centre stage, capturing a significant portion of consumers’ attention and expenditure. Recognising the need to maximise monetisation within their apps, the leading publishers of 2022 implemented hybrid strategies, combining one-time purchases with recurring subscriptions.

Last year, 42 out of the top 50 publishers achieved notable success in monetisation primarily through in-app purchases, and this trend is expected to persist. In contrast, a smaller group of 8 out of the top 50 publishers predominantly relied on a subscription model to monetise their suite of apps.

Top 50 publishers overall

Source: data.ai 

Top app publishers by consumer spending

Tencent secured the top spot for the sixth consecutive year, while ByteDance made a significant leap to claim the second position. TikTok’s immense popularity propelled both companies, with the app captivating consumer attention and driving record-breaking consumer expenditure. In 2022, TikTok generated a staggering $3.3 billion in consumer spending, doubling its revenue from the previous year.

Several publishers experienced growth as their apps continued to entertain consumers. Match Group, Disney, Bumble, and Kakao piccoma Corp all saw positive results. Despite an overall decline in gaming expenditure at the market level, certain publishers achieved noteworthy success.

Top 10 publishers EMEA

Source: data.ai 

TakeTwo Interactive, following its acquisition of Zynga in May 2022, climbed an impressive 49 places in the rankings. The accomplishment was largely driven by the triumph of Zynga’s popular titles such as Empires & Puzzles and Zynga Poker. Dream Games and Top Games also enjoyed double-digit jumps, with their games Royal Match and Evony garnering significant success, respectively.

Headquartered in the Asia Pacific region, more than half of the top 50 publishers (27) hailed from this area. However, the United States claimed the highest number of top publishers from a single country, with 17 entries, closely followed by China with 12.

Key takeaways

  • In-app purchases dominate monetisation for top mobile app publishers, with 42 out of 50 achieving success
  • Tencent and ByteDance lead as top app publishers, driven by TikTok’s popularity and record-breaking consumer spending
  • The Asia Pacific region houses the majority of top publishers, while the US has the highest number per country

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SuperScale secures $5.4 million in Series A funding to support gaming app developers https://www.businessofapps.com/news/superscale-secures-5-4-million-in-series-a-funding-to-support-gaming-app-developers/ Mon, 03 Jul 2023 09:35:37 +0000 https://www.businessofapps.com/?p=87947 SuperScale, a revenue growth platform for mobile game developers and publishers, just secured $5.4 million in a Series A funding round. The financing was spearheaded by Venture to Future Fund, accompanied by investments from Across Private Investments and Zero One Hundred. The cash injection is quite the milestone for a company that last secured seed funding in 2020. What SuperScale offers app developers Founded in 2015, SuperScale launched a Software-as-a-Service analytics platform which equips game developers and publishers with the tools to identify lucrative revenue-boosting strategies. Moreover, SuperScale provides publishing and game management services, with the aim of boosting game earnings. To date, the company has provided support to over 150 mobile games, resulting in two billion downloads globally. Renowned developers, including EA, Lego, Big

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SuperScale, a revenue growth platform for mobile game developers and publishers, just secured $5.4 million in a Series A funding round. The financing was spearheaded by Venture to Future Fund, accompanied by investments from Across Private Investments and Zero One Hundred. The cash injection is quite the milestone for a company that last secured seed funding in 2020.

What SuperScale offers app developers

Founded in 2015, SuperScale launched a Software-as-a-Service analytics platform which equips game developers and publishers with the tools to identify lucrative revenue-boosting strategies. Moreover, SuperScale provides publishing and game management services, with the aim of boosting game earnings.

To date, the company has provided support to over 150 mobile games, resulting in two billion downloads globally. Renowned developers, including EA, Lego, Big Fish Games, and BoomBit, have all worked with SuperScale.

SuperScale plans to use the latest injection of capital to expand its operations, enhance its range of services, and further contribute to the growth of the mobile gaming sector.

“For nearly 10 years SuperScale has been quietly gaining traction with its unique blend of data and professional services – combined with a ‘grow games or go home’ approach,” says Ivan Trancik, CEO and Founder at SuperScale.

“In 2023, it’s arguably more difficult than ever for companies to scale their games, so it felt like time to expand the scope and depth of our services to support more developers and publishers to succeed. This funding endorses the incredible hard work of our team, and will help us hit major milestones in our ambitious roadmap as we drive rapid growth for SuperScale and our customers alike.”

SuperScale UA pipeline approach

Source: SuperScale

Venture Publishing

With the newly acquired funding, SuperScale outlined plans to expand its services and extend them to a broader range of developers and publishers across the globe. A key aspect of this expansion involves the implementation of their ‘Venture Publishing’ approach.

Under this model, SuperScale invests directly in customers’ games, assuming responsibility for various aspects such as marketing, monetisation, and LiveOps. The company recoups its investment through a revenue share based on the additional profits generated by the games.

The demand for SuperScale’s services has witnessed a remarkable surge following Apple’s privacy-first policy changes in 2021. These changes have prompted significant modifications in the mobile gaming business model, driving increased interest in SuperScale’s offerings. To accommodate this growing demand, the company not only expanded its workforce but also established new offices. In 2022, SuperScale opened an office in London, followed by another in Gdansk in 2023. These strategic expansions have effectively more than doubled the company’s staff since 2019.

“SuperScale offers an ingenious blend of scalable technology and an expert team which combine to create something unique and remarkable in the market today. It has an innovative yet robust business model which is ideal for the current economic climate both globally and within the games industry specifically. We couldn’t be more excited to make this investment into Ivan and the SuperScale team. It has been a privilege for Across to be a part of this unique and once in a generation opportunity emerging in our region,” added Peter Jakubička, CEO at Across Private Investments.

Key takeaways

  • SuperScale raises $5.4M in Series A funding, led by Venture to Future Fund, for mobile game growth platform
  • SuperScale’s analytics platform aids game developers, with over 150 games supported and two billion downloads globally
  • Funding to expand operations, enhance services, and implement ‘Venture Publishing’ approach for revenue sharing with game developers

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Upptic unveils new Creative Hub for app growth https://www.businessofapps.com/news/upptic-unveils-new-creative-hub-for-app-growth/ Fri, 30 Jun 2023 09:00:58 +0000 https://www.businessofapps.com/?p=87832 User acquisition and app growth experts, Upptic, just launched a new product that targets creative workflows and digital asset management. Here’s what you need to know about the new Creative Hub. What’s the Creative Hub? Upptic’s Creative Hub aims to streamline and optimise various aspects of the creative process. This all-in-one platform facilitates efficient workflow management, seamless storage and organisation of assets, and delivers insightful analytics to evaluate creative performance. Key features of the solution include seamless workflow tracking from concept to retirement. Marketers can now store and organise creative assets using flexible digital asset management system. Users can gain campaign insights through a creative analytics suite, and proprietary modelling enables accurate measurement of iOS Creative ROAS developed to scale iOS UA profitably in today’s

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User acquisition and app growth experts, Upptic, just launched a new product that targets creative workflows and digital asset management. Here’s what you need to know about the new Creative Hub.

What’s the Creative Hub?

Upptic’s Creative Hub aims to streamline and optimise various aspects of the creative process. This all-in-one platform facilitates efficient workflow management, seamless storage and organisation of assets, and delivers insightful analytics to evaluate creative performance.

Key features of the solution include seamless workflow tracking from concept to retirement. Marketers can now store and organise creative assets using flexible digital asset management system.

Users can gain campaign insights through a creative analytics suite, and proprietary modelling enables accurate measurement of iOS Creative ROAS developed to scale iOS UA profitably in today’s privacy era.

You can find out more about the Creative Hub here.

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Fitness app adoption hit its worst quarter but sessions remained consistent at 1% rise https://www.businessofapps.com/news/fitness-app-adoption-hit-its-worst-quarter-but-sessions-remained-consistent-at-1-rise/ Fri, 30 Jun 2023 08:15:48 +0000 https://www.businessofapps.com/?p=87834 Fitness and health apps saw some of the worst adoption on both app stores in Q4 2022 since the beginning of 2020. That’s according to a new report from performance marketing agency AdQuantum based on SensorTower data. Let’s take a look at the changing fitness app market, emerging trends and best-performing strategies. Why did fitness and health app adoption slow in 2022? The decline in fitness app uptake in recent years needs to be considered in the context of strong growth during the COVID-19 pandemic as lockdowns and social distancing measures prevented people from accessing in-person fitness activities. This led to increased demand for indoor entertainment options. Additionally, cancelled classes and gym memberships freed up budgets for alternative fitness solutions. Following the peak growth in

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Fitness and health apps saw some of the worst adoption on both app stores in Q4 2022 since the beginning of 2020. That’s according to a new report from performance marketing agency AdQuantum based on SensorTower data. Let’s take a look at the changing fitness app market, emerging trends and best-performing strategies.

Why did fitness and health app adoption slow in 2022?

The decline in fitness app uptake in recent years needs to be considered in the context of strong growth during the COVID-19 pandemic as lockdowns and social distancing measures prevented people from accessing in-person fitness activities. This led to increased demand for indoor entertainment options. Additionally, cancelled classes and gym memberships freed up budgets for alternative fitness solutions.

Following the peak growth in the second quarter of 2020, the growth rate gradually decelerated with fluctuations. This decline in growth can be attributed to the resumption of in-person activities as restrictions eased.

Quarterly downloads by app store

Source: AdQuantum 

But session numbers are still up

Despite the drop in app installs, there are positive indicators when examining user sessions. Session numbers remained consistent and even increased by around 1%. in 2023. This suggests that a significant portion of users acquired during the peak install period have been retained, and the current user acquisitions are more active and likely to have higher lifetime value (LTV).

Day 1 retention rates showed an increase from 25% in Q3 2021 to 35% in Q3 2022, and from 21% in Q4 2021 to 38% in Q4 2022. These metrics highlight that volume alone is not the sole determinant of success.

Health & Fitness App retention rates H2 2021 vs. H2 2022 (Global)

Source: AdQuantum 

Median stickiness rates for health and fitness apps rose from 15% and 14% in Q3 and Q4 2021, respectively, to 20% in Q3 2022 and 21% in Q4 2022. In other words, users are still actively engaging with fitness apps.

It’s not surprising that higher-income countries also see higher conversation rates of free trials and paid subscriptions. Prices of weekly plans tripled in Q4 of 2022 and monthly subscriptions followed that trend at a slower pace.

Total revenue in the Health & Fitness category by country

Source: AdQuantum 

Optimising your benchmarks

It’s crucial for marketers and developers in the health and fitness app industry, as well as the mobile marketing industry as a whole, to adapt to the evolving needs of their users. By understanding the specific experiences users seek within their respective markets and regions, better user acquisition campaigns and retention initiatives can be developed to attract the right users and provide them with the experiences that drive LTV.

In 2022, user-generated content style ad creatives were preferred by users of health and fitness apps. Three effective marketing approaches emerged: demonstrating simple exercises, incorporating gamification, and featuring real people in good shape.

To cater to the evolving needs of fitness enthusiasts, health and fitness app developers must prioritise creating an enhanced user experience. This includes developing apps that facilitate seamless management of activities with a high level of customisation and compatibility with wearable technologies.

Key takeaways

  • Fitness and health app growth declined in Q4 2022, the worst adoption since the beginning of 2020
  • User session numbers remained consistent and increased by around 1% in 2023
  • Retention rates improved significantly, with Day 1 retention rates reaching 35% in Q3 2022 and 38% in Q4 2022

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APS returns to San Francisco https://www.businessofapps.com/news/aps-returns-to-san-francisco/ Thu, 29 Jun 2023 14:30:55 +0000 https://www.businessofapps.com/?p=87855 We are excited to announce that App Promotion Summit is coming back to San Francisco on Thursday 28th September 2023 with an event 100% focused on subscription apps. The agenda will cover how to drive subscription app growth through better analytics, acquisition, activation, monetization and retention. You’ll end the event full of new ideas, tactics and actionable strategies that will help you grow and scale subscription apps. Join us at the W San Francisco for a 5 star in-person experience in our legendary friendly atmosphere, or as a digital attendee. This is THE event for subscription apps and you don’t want to miss it. Get in touch if you’d like to participate as a speaker or partner as we discover the future of subscription app growth.

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We are excited to announce that App Promotion Summit is coming back to San Francisco on Thursday 28th September 2023 with an event 100% focused on subscription apps.

The agenda will cover how to drive subscription app growth through better analytics, acquisition, activation, monetization and retention. You’ll end the event full of new ideas, tactics and actionable strategies that will help you grow and scale subscription apps.

Join us at the W San Francisco for a 5 star in-person experience in our legendary friendly atmosphere, or as a digital attendee.

This is THE event for subscription apps and you don’t want to miss it.

Get in touch if you’d like to participate as a speaker or partner as we discover the future of subscription app growth.

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Midcore gamers almost twice as expensive as casual gamers at average CPI of $2 https://www.businessofapps.com/news/midcore-gamers-almost-twice-as-expensive-as-casual-gamers-at-cpi-of-2/ Thu, 29 Jun 2023 08:11:50 +0000 https://www.businessofapps.com/?p=87826 A brand new study reveals that midcore gamers are almost twice as expensive to acquire than casual gamers. Yet, their lifetime value can be substantially higher, according to Liftoff’s latest 2023 Midcore Gaming Apps Report. We’ll dive straight in. Why are install costs twice as high for midcore gamers? Based on programmatic data from over 30 billion ad impressions and 1.1 billion clicks across 5.5 million installs, the latest report finds that the average CPI for midcore games is approximately $2, which is double the cost of casual games at $1. When it comes to cost-effectiveness, Android takes the lead with a CPI of $0.73 per install, making it roughly one-fifth of the cost of iOS, which has a CPI of $3.86 per install. CPI

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A brand new study reveals that midcore gamers are almost twice as expensive to acquire than casual gamers. Yet, their lifetime value can be substantially higher, according to Liftoff’s latest 2023 Midcore Gaming Apps Report. We’ll dive straight in.

Why are install costs twice as high for midcore gamers?

Based on programmatic data from over 30 billion ad impressions and 1.1 billion clicks across 5.5 million installs, the latest report finds that the average CPI for midcore games is approximately $2, which is double the cost of casual games at $1.

When it comes to cost-effectiveness, Android takes the lead with a CPI of $0.73 per install, making it roughly one-fifth of the cost of iOS, which has a CPI of $3.86 per install.

CPI overall and by platform

Source: Liftoff

“While casual games still dominate mobile, the challenges facing user acquisition, including Apple’s IDFA changes and rising inflation, have caused an increasing number of developers to set their sights on the midcore market,” explained Joel Julkunen, Head of Analytics at GameRefinery, a Liftoff company.

Additionally, midcore games exhibit a lower average day 7 ROAS compared to casual games, with a 4.3% day 7 ROAS as opposed to 7% for casual games. This difference can be attributed to the fact that midcore games require more time, beyond seven days, for their enhanced monetisation strategies to take effect.

Day 7 ROAS overall and by platform

Source: Liftoff

Interestingly, acquisition costs for midcore games show significant fluctuations throughout the year, with CPI noticeably higher during the summer months. In August, the CPI reaches its peak at $2.81. However, during the month of October, the costs become more favourable, offering the best deals with a CPI of $1.66 per install.

Additionally, from January to April, the acquisition costs for midcore games remain below $2, providing another period of relatively lower expenses.

The best deals are where?

When looking at the regional breakdown, EMEA stands out as the most favourable for user acquisition in midcore games. It offers a comparatively high day 7 ROAS of 4.4% and lower costs at $0.80 per install.

North America is the most expensive region, with a CPI of $5.45. However, despite the higher costs, North America still demonstrates a similar day 7 ROAS to EMEA.

On the other hand, Latin America has the lowest install costs at $0.27, making it the most cost-effective region. However, it has a relatively lower day 7 ROAS of 1.5%, indicating that the monetisation of midcore games in this region takes longer to generate returns compared to EMEA and North America.

ROAS by region

Source: Liftoff

When it comes to sub-genres, shooter games exhibit the highest CPI at $7.47, but they also generate the highest average day 7 ROAS at 6%. This indicates that while acquiring shooter game players may be more expensive, they tend to yield better returns within the first seven days.

On the other hand, strategy players are more cost-effective to acquire compared to shooter players, with an average CPI of $2.77 per install. Strategy games offer a mid-range option in terms of acquisition costs.

RPG games stand out as the most cost-effective option among the three genres, with a significantly lower CPI of $0.60 per install. However, RPG games also demonstrate a substantially lower day 7 ROAS, averaging around 1.7%. This suggests that while the acquisition costs for RPG players are relatively low, it takes longer for their monetisation to generate significant returns within the first seven days.

Key takeaways

  • Midcore games have a higher CPI of approximately $2, compared to casual games at $1
  • Android is a more cost-effective platform with a CPI of $0.73 per install, while iOS has a higher CPI of $3.86 per install
  • Shooter games have the highest CPI at $7.47 but generate the highest average day 7 ROAS of 6%

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WeChat’s mini-games attract 400 million users a month https://www.businessofapps.com/news/wechats-mini-games-attract-400-million-users-a-month/ Wed, 28 Jun 2023 08:34:15 +0000 https://www.businessofapps.com/?p=87795 A surprising revelation was recently made about WeChat, the popular Chinese messaging and social app. The app now has over 400m monthly active users for its mini-games. How did it get there? And what are mini-games? Mini-games in WeChat According to a presentation from Chinese game analytics firm Gamelook, WeChat, which boasts over 1 billion users globally, has a thriving subset of mini-games. Initially introduced in China in 2017, WeChat’s mini-games became available worldwide in 2019. The games incorporate a wide range of features including video streaming and document sharing, making WeChat a versatile platform for personal and business use. WeChat was launched by Tencent in 2011 and has been growing rapidly ever since. It’s now one of the key revenue drivers for the app

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A surprising revelation was recently made about WeChat, the popular Chinese messaging and social app. The app now has over 400m monthly active users for its mini-games. How did it get there? And what are mini-games?

Mini-games in WeChat

According to a presentation from Chinese game analytics firm Gamelook, WeChat, which boasts over 1 billion users globally, has a thriving subset of mini-games.

Initially introduced in China in 2017, WeChat’s mini-games became available worldwide in 2019. The games incorporate a wide range of features including video streaming and document sharing, making WeChat a versatile platform for personal and business use.

WeChat was launched by Tencent in 2011 and has been growing rapidly ever since. It’s now one of the key revenue drivers for the app maker.

Mini-games are good for business

Given the immense user base of WeChat, it’s not surprising that its mini-games attract a significant number of players. With over 1 billion users engaging with the app for various purposes, from messaging to shopping to viewing video, it’s unsurprising that games are thriving as part of the social ecosystem the app created.

Pinball King is a successful mini-game on WeChat 

Source: The Bejinger

This trend has caught the attention of businesses, that started exploring ways to capitalise on the mini-game craze as early as 2019.

Competitors such as TikTok have also ventured into integrating mini-games into their offerings. TikTok has recently experimented with mini-games in the UK, primarily focusing on hypercasual titles.

For developers and publishers, the challenge lies in figuring out how to monetise the emerging trend. Mini-games differ significantly from full-fledged mobile titles, posing a unique set of considerations.

However, given user numbers and data, it’s likely we’ll soon be able to access insights into whether mini-games will emerge as major contenders in the gaming industry or remain a passing trend.

Key takeaways

  • WeChat’s mini-games thrive with 400m users, showcasing their popularity and impact within the platform’s ecosystem
  • Mini-games on WeChat drive revenue for Tencent
  • Businesses seek to capitalize on the mini-game trend, exploring opportunities for monetisation and engagement in this growing market

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Apple gives ads on the Today tab a makeover https://www.businessofapps.com/news/apple-gives-ads-on-the-today-tab-a-makeover/ Tue, 27 Jun 2023 08:32:50 +0000 https://www.businessofapps.com/?p=87773 Apple revealed a new ad format for the App Store, exclusively tailored for the Today tab. The revamped design presents a more concise layout compared to the previous full-height card style. Let’s take a closer look. What’s the new Today tab ad format? If an app is featured on the Today tab it’s displayed on the front page of the App Store. This means users will instantly see apps. To enhance the user experience, the new format for the Today tab will be streamlined to showcase essential elements such as the app icon, name, and subtitle as entered in App Store Connect. In this updated format, ads will be fully visible on the Today tab without the need for scrolling. Users will no longer have

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Apple revealed a new ad format for the App Store, exclusively tailored for the Today tab. The revamped design presents a more concise layout compared to the previous full-height card style. Let’s take a closer look.

What’s the new Today tab ad format?

If an app is featured on the Today tab it’s displayed on the front page of the App Store. This means users will instantly see apps.

To enhance the user experience, the new format for the Today tab will be streamlined to showcase essential elements such as the app icon, name, and subtitle as entered in App Store Connect.

In this updated format, ads will be fully visible on the Today tab without the need for scrolling. Users will no longer have to navigate through the page to view the entire advertisement, ensuring a more convenient browsing experience.

The simplified design will be implemented across all countries and regions where Today tab ads are currently featured. But it’s important to note that the new format will only be available on iPhone devices running iOS 16.4 and later. Users with iOS 16.3 or earlier versions, as well as iPad users, will not have access to the Today tab ads in this updated format.

Cutting time by cutting the review process

Some marketers will rejoice at the mention that due to the new ads no longer utilising creative content from a custom product page, the custom product page designated as an ad tap destination won’t undergo a review process before an ad is launched.

However, it’s important to note that Apple Search Ads will still review app icons, names, and subtitles to ensure compliance with the content guidelines specific to Today tab ads and adherence to Apple Advertising Policies.

Updated ad guidelines

Apple also shared some updated ad guidelines. App marketers should not use images in app icons and names or subtitles that are considered inappropriate. Pricing or phrases such as “game (or app) of the day” are also not allowed. Custom product pages for redirects much be localised to the primary languages and app names and subtitles should match the language for associated countries and regions.

Existing campaigns will be changed over to the new format in July and developers won’t need to take any further actions.

Key takeaways

  • Apple’s Today tab gets a sleek ad makeover, showcasing app icons instantly without scrolling.
  • The new format is limited to iPhone devices on iOS 16.4+, not available on older iOS versions or iPad.
  • The review process for custom product pages was eliminated, but ad content is still subject to Apple’s guidelines

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Existing customers bring success: 95% of mobile marketers deepen focus on customer retention https://www.businessofapps.com/news/existing-customers-bring-success-95-of-mobile-marketers-deepen-focus-to-customer-retention/ Mon, 26 Jun 2023 08:15:25 +0000 https://www.businessofapps.com/?p=87730 With more consumers using mobile apps and mobile devices than ever before, 95% of marketers have shifted their focus toward customer retention. That’s according to new research by OneSignal, the customer engagement platform. Why retention is in According to the survey of over 1,000 product and marketing experts, engineers, and C-suite executives, customer retention held significant importance for a majority of the participants, with 95% stating that it was either very important or somewhat important to their businesses. Furthermore, 71% of the respondents believed that customer retention would gain even greater importance in the upcoming three to five years. Industry estimates reveal that the success rate of selling to an existing customer ranges between 60% and 70%. In contrast, the success rate of selling to a

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With more consumers using mobile apps and mobile devices than ever before, 95% of marketers have shifted their focus toward customer retention. That’s according to new research by OneSignal, the customer engagement platform.

Why retention is in

According to the survey of over 1,000 product and marketing experts, engineers, and C-suite executives, customer retention held significant importance for a majority of the participants, with 95% stating that it was either very important or somewhat important to their businesses. Furthermore, 71% of the respondents believed that customer retention would gain even greater importance in the upcoming three to five years.

Industry estimates reveal that the success rate of selling to an existing customer ranges between 60% and 70%.

In contrast, the success rate of selling to a new customer falls significantly lower, ranging between five and 20%.

Retention rate is most important KPI

Source: OneSignal

The shift in focus towards customer retention is particularly vital for subscription-driven industries like mobile apps and SaaS. Here, the ability to retain and engage users plays a crucial role in their overall survival and success. However, more traditional industries such as finance and healthcare can greatly benefit from prioritising customer retention too.

When customers feel valued and engaged with a brand, they are more inclined to recommend it to others, resulting in increased organic growth.

Adapting to an evolving marketplace

The study also found that 88% have made adjustments to their marketing and engagement strategies for the year 2023 as a direct response to the prevailing economic downturn.

Furthermore, an impressive 82% of respondents have actively taken measures to reduce their marketing and product expenditures in order to enhance their return on investment (ROI).

Economic downturn means reduced marketing spending

Source: OneSignal

“Companies need to resist the urge to make cuts in the wrong places – our survey shows that many are making decisions that can hurt retention in today’s economy. Customers expect highly relevant, timely, and personalised communication and engagement at every touchpoint – this should be your customer retention strategy for the market we’re in right now,” said George Deglin, CEO of OneSignal. “In a tight economy, increasing customer retention rates by just 5% can increase profits by 25% to 95%. Focusing on best practices like segmentation, personalisation, multichannel engagement, and real-time, automated messaging will play a pivotal role in growth.”

The survey also revealed that personalised communication was the most effective tactic for customer retention. Personalised messages based on customer behaviour and preferences can increase click-through rates (CTR) by up to 58%. Additionally, user segmentation leads to a 21% higher CTR.

Omnichannel engagement strategies yield more than 3x higher click-through rates compared to single-channel approaches.

In-app messages boast click-through rates 25 to 30 times higher than average push notification rates. Leveraging multiple communication channels caters to user preferences, enhances the user experience, and fosters stronger brand loyalty.

Key takeaways

  • 95% of marketers prioritize it, leading to increased organic growth and profitability
  • Personalized communication boosts CTR by up to 58% and user segmentation increases it by 21%
  • Over 3x higher CTR with omnichannel than single-channel approaches, with in-app messages performing exceptionally well

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BRAG Index III: Cracking the code to app growth and brand building https://www.businessofapps.com/news/brag-index-cracking-the-code-to-app-growth-and-brand-building/ Fri, 23 Jun 2023 07:27:51 +0000 https://www.businessofapps.com/?p=87663 App developers recognise the crucial connection between brand building and expanding their user base. However, navigating the vast marketing landscape can be overwhelming, given the multitude of available options. That’s why Digital Turbine and Apptopia have taken a closer look at common winning strategies among leading apps to find out just which strategies are working the best. In analysing app install volumes and brand power for 20 leading apps across five popular app categories, there were four strategies that really stood out as separating the winners. Community approach Some apps have flourished by catering to specific niche communities, such as BeatMaker Pro for DJs. By understanding the unique needs and preferences of their target audience, these apps have been able to deepen connections within their communities. Through organic

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App developers recognise the crucial connection between brand building and expanding their user base. However, navigating the vast marketing landscape can be overwhelming, given the multitude of available options. That’s why Digital Turbine and Apptopia have taken a closer look at common winning strategies among leading apps to find out just which strategies are working the best. In analysing app install volumes and brand power for 20 leading apps across five popular app categories, there were four strategies that really stood out as separating the winners.

Community approach

Some apps have flourished by catering to specific niche communities, such as BeatMaker Pro for DJs. By understanding the unique needs and preferences of their target audience, these apps have been able to deepen connections within their communities. Through organic growth, they have effectively expanded their user base by providing valuable features and services tailored to the interests of their users.

Other apps have grown by employing well-executed marketing tactics that target micro-communities. Peacock TV, for instance, successfully captured the attention of WWE fans through intimate and focused campaigns. By focusing on specific audience interests and preferences, apps can create personalised marketing strategies that resonate with fans. This approach enables the forging of a strong bond with target users, leading to increased app adoption and user engagement.

Product-led growth

Certain apps have demonstrated the ability to leverage their product effectively to attract new users and stimulate business from existing ones. In some instances, the uniqueness and quality of the product itself have driven organic growth.

Additionally, other apps have achieved success by implementing various strategies, including loyalty programs, generating significant buzz around their product, and incentivising users to recommend the app to their loved ones.

Video streaming app index

Source: Apptopia

Tubi, for example, is an app that launched a “Watch Movies Free” approach which attracts users looking for cost-effective options. The appeal of a free service sets Tubi apart and makes it easy for users to recommend to their friends, contributing to its user acquisition and growth. Tubi’s brand momentum and positive word-of-mouth recommendations play a crucial role in its growth. Its ability to generate excitement and maintain a strong brand presence contributes to its competitive advantage.

Advertising execution

Several apps have successfully employed creative storytelling, a well-crafted media mix, social media influencers, innovative campaign sequencing, and other mobile advertising strategies to outgrow their competitors. These approaches have allowed these apps to differentiate themselves, capture user attention, and achieve significant growth.

For example, during the first quarter, Spotify made a strategic move to diversify its advertising channel strategy by incorporating more Mobile Web placements. Mobile web is considered the ultimate discovery channel since it’s widely accessed by mobile device users. To further enhance the discovery experience, Spotify placed a significant emphasis on preloads with top carriers and original equipment manufacturers.

Device integration

Several apps have experienced significant growth by forming partnerships that integrate them into the device experience, providing seamless access and increased visibility.

Social media index

Source: Apptopia

Take Shazam. The app remains in pop culture due to the “Beat Shazam” game show, but the app’s continued user acquisition success certainly isn’t due to its below-average brand love or its near-bottom brand velocity. It is due to its integration with Apple. Apple uses smart discovery throughout its devices for news, music, and video. And thanks to the premium placement of Shazam, the app continues to thrive even after 20 years.

Meta properties, which include popular platforms like Facebook, WhatsApp, and Instagram, exhibit remarkable brand power and growth. Despite occasional negative press, these platforms continue to thrive, demonstrating their ability to sustain and expand their user base. One key driver of this success is Meta’s effective integration of its properties.

Key takeaways

  • Niche Focus: Target specific communities, cater to their needs, and foster organic growth through tailored features and services
  • Product Power: Unique offerings and free services attract users, generate positive recommendations, and drive growth and brand loyalty
  • Strategic Integrations: Partnering with devices or platforms ensures seamless access, increased visibility, and expanded user bases for app growth

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Attention grabbers: in-game ads score 98% for viewability https://www.businessofapps.com/news/attention-grabbers-in-game-ads-score-98-for-vviewability/ Thu, 22 Jun 2023 08:50:12 +0000 https://www.businessofapps.com/?p=87648 In-game ads tend to attract higher viewability rates according to new research from game ad platform Anzu, in collaboration with global attention tech company Lumen Research. This study, the most extensive of its kind thus far, delved into the influence of attention on digital advertising, with a particular focus on intrinsic-in-game ads. The objective was to asses the impact of ads on gamers, explore the connection between attention and purchase intent, and delve into other pertinent aspects. Viewability is higher for in-game ads To conduct the study, researchers collected data using eye-tracking technologies, analyzing information from 25 Anzu studies, 90 studies on in-game ad attention, forced exposure tests, and more. According to Lumen’s dataset, across 42 different digital ad formats such as YouTube ads and Facebook

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In-game ads tend to attract higher viewability rates according to new research from game ad platform Anzu, in collaboration with global attention tech company Lumen Research. This study, the most extensive of its kind thus far, delved into the influence of attention on digital advertising, with a particular focus on intrinsic-in-game ads. The objective was to asses the impact of ads on gamers, explore the connection between attention and purchase intent, and delve into other pertinent aspects.

Viewability is higher for in-game ads

To conduct the study, researchers collected data using eye-tracking technologies, analyzing information from 25 Anzu studies, 90 studies on in-game ad attention, forced exposure tests, and more.

According to Lumen’s dataset, across 42 different digital ad formats such as YouTube ads and Facebook feeds, the average viewability score was 78 percent, but in many cases, it fell below 50 percent.

Viewability by average and in-game

Source: Anzu

However, Anzu’s in-game advertising achieved an impressive viewability score of 98 percent.

Interestingly, not only Anzu’s in-game ads but ads in games overall demonstrated higher viewability scores compared to the average of 78 percent for all formats studied. Among gamers, the viewability score increased to 85 percent. Furthermore, the time spent watching ads in games was slightly longer as well, with an industry average of 2.9 seconds per ad compared to 3.1 seconds in games.

There’s one caveat…

The active attention span of gamers towards these ads is actually slightly lower compared to other formats. Then again, mobile ads outperformed desktop ads overall, and gamers showed a higher likelihood of making a purchase from brands they encountered through in-game ads.

Viewability across different formats

Source: Anzu

Anzu’s co-founder and CEO, Itamar Benedy, highlighted the growing concerns among advertisers about the quality and value of ad delivery and media impressions.

“With the average global ad blocking rate now estimated at 37 percent, 52 percent of all consumers not paying attention when ads come on the TV, and 65 percent of people skipping video ads at the first chance they get, unsurprisingly, advertisers are beginning to question the quality and value of ad delivery and media impressions.”

In contrast, Benedy emphasized that gaming provides a highly impactful channel that captures significant levels of attention, which has not been witnessed to this extent in the digital ad space.

Key takeaways

  1. In-game ads achieve viewability score of 98%, surpassing the average of 78% for other digital ad formats
  2. Gamers show an 85% viewability score overall, indicating their engagement with in-game ads
  3. Advertisers are increasingly questioning the value and effectiveness of ad delivery and media impression

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79% of gamers play on mobile apps and 50% discover new brands in-game https://www.businessofapps.com/news/79-of-gamers-play-on-mobile-apps-and-50-discover-new-brands-in-game/ Wed, 21 Jun 2023 08:44:29 +0000 https://www.businessofapps.com/?p=87595 Over two-thirds of gamers play on mobile devices, according to the latest Global Gamers Study 2023 from app experts Newzoo. The latest study found that 79% of gamers used their mobile devices to play and almost half (47%) played on multiple platforms. Mobile gaming endures The latest report examines how and why gamers play on their mobile devices. It shows that mobile gaming remains the dominant platform among gamers, with an impressive 35% exclusively playing on mobile devices. In comparison, only 9% exclusively use consoles, and 8% opt for PC gaming. 8/10 of the total online population have engaged in gameplay Source: Newzoo The strength of mobile gaming can be attributed to its lower barriers of entry and enhanced accessibility compared to other platforms. This has

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Over two-thirds of gamers play on mobile devices, according to the latest Global Gamers Study 2023 from app experts Newzoo. The latest study found that 79% of gamers used their mobile devices to play and almost half (47%) played on multiple platforms.

Mobile gaming endures

The latest report examines how and why gamers play on their mobile devices. It shows that mobile gaming remains the dominant platform among gamers, with an impressive 35% exclusively playing on mobile devices.

In comparison, only 9% exclusively use consoles, and 8% opt for PC gaming.

8/10 of the total online population have engaged in gameplay

Source: Newzoo

The strength of mobile gaming can be attributed to its lower barriers of entry and enhanced accessibility compared to other platforms. This has also made mobile an enticing investment opportunity for developers. At the same time, advancements in technologies, coupled with the emergence of cloud gaming services, have further improved player experiences.

Over half of gamers are spending in-game

Some 57% of gamers have spent money on gaming. But here’s an area where mobile gaming falls behind other platforms, with a play-to-pay conversion rate of 45% compared to 55% for PC and 66% for consoles.

Newzoo attributes this disparity to the widespread adoption of the free-to-play business model in mobile gaming, which places greater emphasis on in-game item purchases as a crucial revenue source. Consequently, in-game items play a vital role in generating revenue within the mobile gaming ecosystem

Players pay

Source: Newzoo

A total of 87% of players spent money on in-game items over the past six months. The top three reasons given for spending money on games were a good price, sale, or special offer (34%), extra or exclusive playable content (34%) and personalising characters or things built in-game (29%).

Top reasons for spending in-game

Source: Newzoo

In-game currency proved to be the most popular item for players to spend money on, at 29%, followed by expansion or content packs and in-game gear at 25% each.

Interestingly, mobile games are good ways for users to discover new brands with 50% of players agreeing. It seems gaming brings added value to advertisers and marketers while providing an array of creative options to reach consumers in a way that feels more personal, playful, and immediately actionable.

Mobile games are a great way to discover brands

Source: Newzoo

Gamers worldwide proved to be more receptive to branded content and media collaborations, having more positive attitudes towards brands in every category studied.

Key takeaways

  1. Over two-thirds of gamers choose mobile devices, with 35% exclusively playing on mobile
  2. Mobile gaming lags behind PC and consoles, with a 45% play-to-pay conversion rate
  3. 87% of players spend on in-game items, with in-game currency being the most popular choice

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Japan takes on tech titans and imposes app payment regulations https://www.businessofapps.com/news/japan-takes-on-tech-titans-and-imposes-app-payment-regulations/ Tue, 20 Jun 2023 07:29:10 +0000 https://www.businessofapps.com/?p=87579 In a bid to enhance competition within the app payments market, the Japanese government recently unveiled its intention to enforce new regulations on Google and Apple. These rules will mandate the tech giants to allow developers to utilise alternative payment systems, distinct from their own. Changes in Japan The government panel’s report suggests that Google and Apple should enable smartphone users to securely install applications from sources other than their respective platforms, namely the App Store and Google Play Store. These proposed measures aim to foster a more competitive and diverse app ecosystem in Japan. Alongside these measures, the government intends to implement additional regulations that would compel Apple and Google to streamline the removal of pre-installed apps from iPhones and Android devices. This move

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In a bid to enhance competition within the app payments market, the Japanese government recently unveiled its intention to enforce new regulations on Google and Apple. These rules will mandate the tech giants to allow developers to utilise alternative payment systems, distinct from their own.

Changes in Japan

The government panel’s report suggests that Google and Apple should enable smartphone users to securely install applications from sources other than their respective platforms, namely the App Store and Google Play Store. These proposed measures aim to foster a more competitive and diverse app ecosystem in Japan.

Alongside these measures, the government intends to implement additional regulations that would compel Apple and Google to streamline the removal of pre-installed apps from iPhones and Android devices. This move aims to offer users greater control and flexibility over their device’s software.

The government panel’s report comes in the wake of a comprehensive investigation conducted by the Japan Fair Trade Commission, which highlighted the lack of competitive pressure faced by Apple and Google in Japan’s mobile operating system and app distribution service market. These findings serve as a catalyst for a more proactive approach in introducing new rules.

Worries over tech monopolies are a global matter

Google and Apple have faced regulatory scrutiny worldwide due to concerns over competition, leading to changes in their business practices. Apple, for instance, faced a €50 million fine by the Dutch Consumers and Markets Authority (ACM) and subsequently allowed Dutch dating apps to offer alternative payment options.

To comply with the EU’s Digital Markets Act, Apple is expected to introduce the ability to sideload apps for European users, though it wasn’t included in the initial beta of iOS 17.

On the other hand, Google launched its User Choice Billing program in Japan in September, enabling Android developers to offer alternative payment methods alongside Google’s own system. This program, which reduces the contentious in-app purchase fee by 4%, was later expanded to the United States, South Africa, and Brazil in November.

These initiatives reflect the efforts of both companies to address competition concerns and accommodate alternative payment preferences in different regions.

Key takeaways

  • New regulations on Google and Apple aim to diversify app payments and installation sources
  • Google and Apple face regulatory pressure worldwide, resulting in changes to their business practices
  • Initiatives like alternative payment methods and app sideloading cater to evolving consumer preferences

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Gen Z install the most games and make the most frequent in-app purchases https://www.businessofapps.com/news/gen-z-install-the-most-games-and-make-the-most-frequent-in-app-purchases/ Mon, 19 Jun 2023 07:37:28 +0000 https://www.businessofapps.com/?p=87554 Gen Z’s interest in gaming apps is undeniable. According to new research from marketing firm Fluent, almost half of the generation’s users have at least four gaming apps installed on their phones. Let’s dive in. Even non-gamers install gaming apps Gen Z is the generation with the highest interest in mobile gaming with 48% of them having installed four mobile games and 26% having installed seven or more. Millennials rank second with 45% having at least four games and 23% having at least seven or more games installed on their phones. Interestingly, gamers who exhibit a distinct inclination towards role-playing (RPG) and strategy titles are notably more inclined to have more than four gaming apps on their smartphones – 58% fall into this category. Following

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Gen Z’s interest in gaming apps is undeniable. According to new research from marketing firm Fluent, almost half of the generation’s users have at least four gaming apps installed on their phones. Let’s dive in.

Even non-gamers install gaming apps

Gen Z is the generation with the highest interest in mobile gaming with 48% of them having installed four mobile games and 26% having installed seven or more.

Millennials rank second with 45% having at least four games and 23% having at least seven or more games installed on their phones.

Interestingly, gamers who exhibit a distinct inclination towards role-playing (RPG) and strategy titles are notably more inclined to have more than four gaming apps on their smartphones – 58% fall into this category.

Following closely behind are enthusiasts of casino games, with 52% of them having a multitude of gaming apps on their devices. Additionally, puzzle and mind game aficionados make up 49% of gamers.

Surprisingly, even among those who claim not to be avid gamers, the report unravels an intriguing fact: 50% confess to having at least one game installed on their phones. This finding underscores the notion that non-gamers may still carry gaming titles on their devices, such as parents who download games for their children’s amusement.

Gaming app installs by generation

Source: Fluent

Who’s likely to download more games?

While 59% of respondents have no plans to change the number of gaming apps on their phones in the coming year, 19% intend to download additional games.

Interestingly, 23% of Gen Z and 24% of Millennials expressed their likelihood of downloading more games. However, among Gen Z, 26% of participants revealed their intention to reduce the number of games on their phones, making them the most inclined to do so.

The study highlighted that RPG enthusiasts are the most likely to download more games in the next year, accounting for 25% of respondents. However, similar to Gen Z, RPG fans also represent the group with the highest likelihood of decreasing their gaming app collection, with 26% planning to do so.

The survey noted a positive correlation between the number of games currently installed on one’s phone and the likelihood of downloading more games in the upcoming twelve months.

Individuals with seven games on their phones were found to be 33% more likely to download additional games, with 24% expressing their intent to do so, compared to 18% among those with fewer games.

Conversely, individuals who have not yet embraced gaming, primarily consisting of baby boomers and the silent generation, were found to be the least inclined to download more games.

Do users have ad preferences?

When examining user preferences for in-game and external app ads, 48% reported having no strong preference. However, younger generations exhibited a higher likelihood of favouring one ad format over the other, with 31% expressing a preference in either direction. Surprisingly, the silent generation stood out, as they were 45% more likely to prefer ads outside of apps.

The study also identified three primary factors that significantly influence new game downloads. Among respondents, 32% stated that they were more inclined to download a game if it offered opportunities to earn rewards.

Users prefer rewarded video ads in-game

Source: eMarketer

In comparison, 20% were receptive to ads on social media, and 16% were swayed by gameplay videos.

Notably, 38% admitted to downloading a game that provided monetary rewards. Millennials (44%) and Gen X (41%) emerged as the most likely demographics to engage in such downloads. When considering genre preferences, casino and gambling players exhibited the highest likelihood of downloading games offering monetary incentives.

Let’s not forget in-app purchases

In-app purchases have become a prevalent trend among mobile gamers, as revealed by the survey results. 55% of respondents make in-app purchases at least once a year, with 45% doing so monthly and 12% on a daily basis.

Generation Z and Millennials are the most frequent in-app purchasers, with 62% and 61% respectively.

Additionally, when considering gaming preferences, RPG and strategy players exhibited the highest inclination, with a striking 73% of them indulging in such purchases. Notably, 42% of RPG and strategy players made in-app purchases on a weekly basis.

Interestingly, gamers continue to spend despite price rises on in-app purchases from 2021 to 2022.

Price of in-app purchases on the rise

Source: Apptopia

Millennials stood out as the demographic most likely to spend money on gambling, with 30% of respondents from this group indulging in such purchases. On the other hand, Gen Z users were more inclined towards spending money on cosmetic items or gameplay customisation, with 18% of them engaging in such transactions.

Key takeaways

  • 48% of Gen Z have at least 4 gaming apps installed, and 26% have 7 or more.
  • 59% plan to keep the same number of gaming apps, while 19% intend to download more.
  • 48% of gamers have no strong preference for in-game or external app ads

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77% of players make in-app purchases within the first two weeks of downloading a game https://www.businessofapps.com/news/77-of-players-make-in-app-purchases-within-the-first-two-weeks-of-downloading-a-game/ Fri, 16 Jun 2023 07:25:34 +0000 https://www.businessofapps.com/?p=87454 Some 77% of players who have ever converted to in-app purchases (IAP) did so within the first two weeks of downloading a mobile game. That’s according to the latest report by Unity, the platform for creating and operating interactive, real-time 3D content, which examined current efficiency in monetisation and user acquisition strategies in mobile games. Let’s take a look. Timing is everything Developers of gaming apps are well aware that managing a game with IAPs demands significant resources. Understanding effective player conversion strategies and optimal timing for IAP implementation is crucial to develop a sustainable monetisation approach without unnecessary resource allocation. Now, Unity revealed that timing is a critical factor, as a whopping 77% of players who have ever converted to IAP do so within

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Some 77% of players who have ever converted to in-app purchases (IAP) did so within the first two weeks of downloading a mobile game. That’s according to the latest report by Unity, the platform for creating and operating interactive, real-time 3D content, which examined current efficiency in monetisation and user acquisition strategies in mobile games. Let’s take a look.

Timing is everything

Developers of gaming apps are well aware that managing a game with IAPs demands significant resources. Understanding effective player conversion strategies and optimal timing for IAP implementation is crucial to develop a sustainable monetisation approach without unnecessary resource allocation.

Now, Unity revealed that timing is a critical factor, as a whopping 77% of players who have ever converted to IAP do so within the first two weeks of engaging with the game. Players who have not made an in-game purchase during the initial 14-day period should be regarded as prime candidates for exploring alternative monetisation methods. Segmenting these players and offering them opportunities to view ads or engage with in-game offerwalls can serve as effective revenue streams.

Notably, the study found that players are most receptive to rewarded ad placements between game levels, followed by placements within the IAP store and in the lobby or pre-level phase.

Where the most engaged users are

Source: Unity

While 18% of games incorporate rewarded video ads within their IAP stores, the audience visiting the IAP store consists primarily of players who are already considering making purchases. This implies that in-store placement strategies may limit the exposure of these ads to a specific subset of players, as many players who have no intention of making in-app purchases may never visit the store.

Offerwalls and tier 2 countries

Since player behaviours continue to evolve, developers must find additional monetisation avenues. Unity says that offerwalls, in particular, have the potential to generate substantial revenue for games employing multiple monetisation strategies. Some 38% of total ad revenue is derived from offerwalls in games that incorporate this feature.

User retention with offer-walls

Source: Unity

Moreover, the data demonstrated a distinct advantage in player retention for those who engage with offerwalls. Comparing retention rates from day 7 to day 120, players who converted through offer-walls exhibited up to 5x higher likelihood of continuing to play.

This retention advantage is most pronounced in later stages. Take day 90, where offer-wall converters maintained a retention rate of 14%, while other players fell below 3%.

Of course, there’s always the argument that managing limited resources can make paid user acquisition a challenge. Which is why identifying even minor opportunities for campaign optimisation becomes paramount to maximising the value of every dollar spent.

Tier-2 country CTR

Source: Unity

The data suggests that advertising in tier-2 countries can be more cost-effective compared to tier-1 countries. Tier-1 countries tend to have lower buying power. Tier-2 countries here included Australia, Germany, Denmark, France, Italy, Japan, South Korea, Norway, Sweden, and Singapore. On the other hand, tier-1 countries consisted of the US, Canada, and the UK.

Key takeaways

  • 77% of players make in-app purchases within the first two weeks of downloading a game
  • Non-purchasing players are prime candidates for in-game advertising
  • Cost-effective user acquisition and revenue generation opportunities lie in tier-2 countries

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The bigger picture: the benefits of view-through attribution for mobile ad campaigns https://www.businessofapps.com/news/the-bigger-picture-the-benefits-of-view-through-attribution-for-mobile-ad-campaigns/ Thu, 15 Jun 2023 08:33:32 +0000 https://www.businessofapps.com/?p=87421 How VTA improves campaign measurements When using VTA, marketers track the number of times an ad is seen by potential customers (impressions), and this information helps them analyse and optimise their campaigns. It helps marketers understand the impact of platforms like Facebook, Instagram, TikTok, Snapchat, and Twitch on their marketing efforts, assessing how these platforms contribute to purchase intent, brand awareness, and favourability. Adjust conducted a study on apps around the world that used VTA, and they found that sometimes an increase in ad views can also lead to more clicks on the ad. On the other hand, a decrease in clicks doesn’t always result in fewer app installations. For example, in February 2022, there was a 16% decrease in clicks compared to the previous

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Optimising mobile and app advertising campaigns has never been easy. But for those still focused on tracking click-throughs only, it’s time to consider the wider picture, according to a brand new guide by measurement experts Adjust. Let’s take a look at the alternative – so-called view-through attribution (VTA) and how it helps app marketers improve their ROI.

How VTA improves campaign measurements

When using VTA, marketers track the number of times an ad is seen by potential customers (impressions), and this information helps them analyse and optimise their campaigns. It helps marketers understand the impact of platforms like Facebook, Instagram, TikTok, Snapchat, and Twitch on their marketing efforts, assessing how these platforms contribute to purchase intent, brand awareness, and favourability.

Adjust conducted a study on apps around the world that used VTA, and they found that sometimes an increase in ad views can also lead to more clicks on the ad. On the other hand, a decrease in clicks doesn’t always result in fewer app installations.

For example, in February 2022, there was a 16% decrease in clicks compared to the previous month, and this correlated with a 21% drop in app installations. However, in the following months, the number of clicks increased slightly, while app installations increased by 10%.

Clicks vs impressions

Source: Adjust

By May 2022, the number of app installations attributed to ad views was 19% higher than the February decrease, even though the number of clicks had only recovered by 11%.

“VTA is crucial to measuring and understanding overall campaign performance strategically and holistically,” said Reggie Singh, Adjust Director of Partnerships. “In light of greater privacy measures, such as Apple’s iOS 14.5 and Google’s upcoming Privacy Sandbox on Android, every little bit of insight into the user journey counts. It’s great to attribute an install to a click, but it’s even more powerful to know if more clicks, and ultimately conversions, occur after impressions have been served on a specific channel.”

First impressions aren’t everything

According to Youmna Borghol, the Head of Marketing Science at Snap Inc., Snapchatters tend to open the app multiple times a day and often seek guidance from their friends and creators when making purchasing decisions. However, when users encounter ads on Snapchat, they may not click on them immediately. Instead, they prefer to continue their experience within the app. Nevertheless, many users eventually complete their purchases at a later time after being influenced by the ads they viewed earlier.

Delving into vertical-specific data, it becomes evident that the food and drink sector reigns supreme with an impressive 43% of impression-based installs worldwide. Fintech follows closely behind at 36%, while the travel industry captures 30% of such installs. E-commerce holds a respectable 24%, while entertainment and social apps both claim 11%, and gaming trails at 5%.

Impressions vs clicks by app vertical

Source: Adjust

The study also notes that among the top five regions boasting the highest share of impression-based installs are Japan with a commanding 17%, followed by France and Benelux at 14%, MENA at 11%, INSEA at 10%, and the US with nearly 9%.

When to utilise VTA?

As VTA window lengths can vary significantly across industries, Adjust advises adopting vertical-specific windows to optimise VTA initiatives effectively.

For gaming apps, a 24-hour window proves adequate, whereas fintech apps benefit from a slightly extended period of 32.5 hours. By tailoring VTA windows to specific verticals, app marketers can enhance their attribution strategies and gain more accurate insights.

Install shares vary widely between operating systems. Android holds an average share of 9.2%, whereas iOS enjoys a significantly higher share of 14.1%. The app categories most frequently downloaded on iOS, such as eCommerce, food and drink, and lifestyle, largely contributed to this discrepancy, as they are more conducive to VTA. Conversely, Android dominates the mobile game download landscape, driven by high-intent, click-centric campaigns.

When it comes to diversifying their advertising mix, marketers are urged to focus on Connected TV (CTV) due to its exceptional ad recall rates. With CTV boasting an impressive 46% ad recall, significantly surpassing the mere 9% recall rates of website ads, it emerges as the highly recommended channel for holistic ad measurement. By leveraging VTA in the CTV space, marketers can unlock valuable insights and maximise their advertising impact.

Key takeaways

  • VTA improves mobile ad campaigns
  • Tailor VTA windows based on verticals
  • like a 24-hour window for gaming apps and a 32.5-hour window for fintech apps.
  • CTV has a significant impact, with a 46% ad recall rate, surpassing website ads’ 9%

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Pop-up or pop-out: what’s the ideal moment for ATT pop-ups in mobile games? https://www.businessofapps.com/news/pop-up-or-pop-out-whats-the-ideal-moment-for-att-pop-ups-in-mobile-games/ Wed, 14 Jun 2023 08:14:44 +0000 https://www.businessofapps.com/?p=87371 Ever wondered if there’s a right time to display your in-app pop-up notification asking users to allow or deny tracking? Mobile gaming experts Game Refinery wondered about just that and analysed the ATT tracking pop-up data of the 200 top-grossing US games. How ATT impacted tracking In April 2021, Apple introduced its App Tracking Transparency (ATT) policy, which required companies to obtain permission from app users before tracking their data and activity for advertising purposes across other apps and websites. This policy update has had a significant impact on mobile marketers and advertisers, making it more challenging for them to access the data they rely on for user acquisition. According to Snap, Facebook, Twitter, and YouTube, the implementation of ATT resulted in losses of nearly

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Ever wondered if there’s a right time to display your in-app pop-up notification asking users to allow or deny tracking? Mobile gaming experts Game Refinery wondered about just that and analysed the ATT tracking pop-up data of the 200 top-grossing US games.

How ATT impacted tracking

In April 2021, Apple introduced its App Tracking Transparency (ATT) policy, which required companies to obtain permission from app users before tracking their data and activity for advertising purposes across other apps and websites. This policy update has had a significant impact on mobile marketers and advertisers, making it more challenging for them to access the data they rely on for user acquisition.

According to Snap, Facebook, Twitter, and YouTube, the implementation of ATT resulted in losses of nearly $10 billion at the time, as reported by the Financial Times.

To get ATT permission, companies typically employ an in-app pop-up notification, giving users the option to allow or deny tracking on a per-app/game basis. However, there are no specific guidelines regarding when or where this pop-up notification should appear within the app.

This raises the question:

Is there an ideal timing for requesting users’ consent for data tracking?

The majority of sampled games (88%) implemented ATT pop-ups within a 25-minute timeframe. This indicates a widespread adherence among app developers to Apple’s privacy policy guidelines.

However, 11% of games didn’t feature any pop-ups within the same time frame. This could be attributed to the pop-up appearing much later in the game or the developers choosing not to seek access to the identifier.

Top 50 games ask for tracking earlier

Source: Game Refinery 

The analysis also found that 81% of the 177 games with ATT pop-ups displayed them within the initial 30 seconds of gameplay.

The specific timing of the pop-ups varied from 1 second to 15 minutes after launching the application, suggesting that some games opt to establish trust with users during their gameplay session before requesting permission to track their data.

Learning from the top games

Examining the top 50 grossing games, the timing of ATT pop-ups ranged from 1 second to 2 minutes and 20 seconds. In this subset, 84% of the games exhibited the pop-up within the first 30 seconds, and 58% of the top 50 games displayed the pop-up between 6 and 15 seconds.

These findings suggest that there’s a “golden window” for ATT pop-up timing, typically occurring within the first six to 30 seconds of gameplay.

The study also found that 26% of games utilise additional, personalised pop-ups. And games within the top 100 are twice as likely to feature additional pop-ups, suggesting that personalized pre-ATT prompts may be more common in top-grossing games or games that aim to maximize revenue through targeted advertising.

Personalisation matters

Source: Game Refinery 

Collecting more user information

The analysis revealed a small percentage of the sampled games that included additional prompts for user information. Specifically, 13% of the examined games implemented supplementary prompts, requesting details such as email addresses, phone numbers, age, gender, and other personal data.

Notably, the presence of these additional prompts varied based on the games’ rankings in the top-grossing chart. Among the games within the top-grossing 100 chart, 17% included such prompts, whereas only 9% of the games ranked between 101 and 200 featured them.

Top games ask for more user information

Source: Game Refinery 

It indicates that games generating higher revenue are approximately 89% more likely to request additional user information compared to games ranking between 101 and 200.

The data suggests that the most effective time to display ATT pop-ups is within the initial 30 seconds of gameplay. However, the study lacked information on user acceptance or rejection of these notifications.

Key takeaways

  • Majority of games implement ATT pop-ups within 25 minutes
  • 84% display ATT pop-ups within 30 seconds, indicating an ideal window for user engagement
  • Higher-revenue games (top 100) are 89% more likely to request additional user information compared to lower-ranked games

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Onymos unveils IoT expansion to accelerate enterprise app development https://www.businessofapps.com/news/onymos-unveils-iot-expansion-to-accelerate-enterprise-app-development/ Tue, 13 Jun 2023 08:57:16 +0000 https://www.businessofapps.com/?p=87360 Onymos, the developer of a Features-as-a-Service platform, just announced the extension of its platform to support the creation of Internet of Things (IoT) and Internet of Medical Things (IoMT) ecosystems and apps. Enterprises will now be able to access the IoT capabilities through the Onymos Features-as-a-Service platform. What changes is Onymos making? Onymos Features-as-a-Service platform improves app development and innovation in industries like retail, healthcare, and entertainment. With over 20 foundational app features, including access, biometrics, and payments, companies can achieve unmatched speed, quality, and value. The platform covers UI/UX, security, compliance, device logic, cloud storage, and automatic updates. It supports popular frameworks and messaging protocols for seamless integration. According to McKinsey enterprises could unlock $5.5 trillion to $12.6 trillion in value through IoT by 2023. Its findings

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Onymos, the developer of a Features-as-a-Service platform, just announced the extension of its platform to support the creation of Internet of Things (IoT) and Internet of Medical Things (IoMT) ecosystems and apps. Enterprises will now be able to access the IoT capabilities through the Onymos Features-as-a-Service platform.

What changes is Onymos making?

Onymos Features-as-a-Service platform improves app development and innovation in industries like retail, healthcare, and entertainment. With over 20 foundational app features, including access, biometrics, and payments, companies can achieve unmatched speed, quality, and value.

The platform covers UI/UX, security, compliance, device logic, cloud storage, and automatic updates. It supports popular frameworks and messaging protocols for seamless integration.

According to McKinsey enterprises could unlock $5.5 trillion to $12.6 trillion in value through IoT by 2023. Its findings emphasize that IoT will have the most significant impact in production environments and human-health settings, like manufacturing and hospitals.

Onymos options for teams

Source: Onymos

Onymos has become a trusted partner for enterprises in these sectors and beyond, enabling them to build IoT and IoMT ecosystems with an impressive 80% faster time-to-market compared to traditional development timelines.

Powering IoT

Onymos IoT provides engineering teams with:

Onymos Edge: A versatile gateway facilitating seamless communication between IoT devices and applications, regardless of the protocol used.

Onymos Access: A convenient login solution provided as a front-end code library, offering compatibility with major authentication providers such as Okta, Auth0, Azure AD, Apple, Google, and Facebook, empowering enterprises to select their preferred authentication method.

Onymos DataStore: A comprehensive set of utility functions ensuring secure data storage and retrieval in the cloud. It provides standardized access and connectivity to leading cloud platforms like AWS, Azure, and Google Cloud Platform (GCP).

“IoT is growing more and more popular each day, and many industries like healthcare, agriculture, and energy are beginning to deploy the technology as part of their operations. However, for enterprises to benefit from the technology, they must first assemble the underlying ecosystem that enables the devices to connect and exchange data with other devices and systems — an activity that is extremely complex and arduous,” said Shiva Nathan, Founder and CEO of Onymos. “Our IoT solution provides engineering teams and developers with the necessary building blocks to create the ecosystem required for the devices and systems to function properly.”

Key takeaway

  • Onymos extends platform to support IoT and IoMT ecosystems, enabling seamless app development
  • McKinsey projects $5.5-12.6 trillion value through IoT, with significant impact in production and healthcare
  • Onymos empowers enterprises with 80% faster time-to-market in building IoT and IoMT ecosystems

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TikTok surpasses $1 billion in consumer spending in a single quarter https://www.businessofapps.com/news/tiktok-surpasses-1-billion-in-consumer-spending-in-a-single-quarter/ Mon, 12 Jun 2023 07:28:05 +0000 https://www.businessofapps.com/?p=87308 TikTok has become the first-ever app to exceed $1 billion in consumer spending within a single quarter. That’s according to new data from mobile app experts data.ai. Let’s dive in. One-time purchases can still succeed TikTok amassed $1 billion in consumer spending in Q1 2023, followed by Honor of Kings, a popular game, which saw $570 million in global consumer spending across iOS and Google Play platforms. YouTube secured the third position with an impressive figure of over $530 million in consumer spending. TikTok stands out as a true unicorn in the realm of in-app purchases, going against the grain when it comes to consumer spending trends. Unlike non-game apps, where subscriptions account for nearly 70% of in-app purchase spending, TikTok distinguishes itself by relying

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TikTok has become the first-ever app to exceed $1 billion in consumer spending within a single quarter. That’s according to new data from mobile app experts data.ai. Let’s dive in.

One-time purchases can still succeed

TikTok amassed $1 billion in consumer spending in Q1 2023, followed by Honor of Kings, a popular game, which saw $570 million in global consumer spending across iOS and Google Play platforms. YouTube secured the third position with an impressive figure of over $530 million in consumer spending.

TikTok stands out as a true unicorn in the realm of in-app purchases, going against the grain when it comes to consumer spending trends. Unlike non-game apps, where subscriptions account for nearly 70% of in-app purchase spending, TikTok distinguishes itself by relying on one-time purchases, a model typically more popular in the gaming industry.

Subscription vs non-subscription spending on iOS app

Source: data.ai

TikTok users have the option to purchase gifts for their favourite streamers, and this unique approach has propelled TikTok to the top of the charts. In fact, TikTok is the only non-gaming app among the top 10 in the United States in terms of revenue generated from one-time purchases, surpassing popular titles like Candy Crush Saga, Roblox, and Pokémon GO.

Thanks to its large and devoted fan base, TikTok has been able to forgo the subscription model and instead accumulate billions of dollars through the sale of TikTok coins. This success is likely to have captured the attention of other social platforms that have yet to crack the code of monetisation beyond advertising. The ability of TikTok to achieve such remarkable financial success through in-app purchases demonstrates its strong position as a social video giant.

Changing landscape of in-app spending

As mobile devices dominate our lives and apps become our go-to source for entertainment, health, fitness, and even dating, consumer spending habits undergo an evolution.

Subscriptions, riding high on their popularity, cater to the demand for affordable options, providing the convenience of auto-renewal and ensuring developers a steady stream of revenue.

In the world of in-app purchases, price sensitivity takes centre stage. In Q1 2023, a staggering 70%+ of non-gaming in-app purchase revenue in the US stemmed from purchases priced between $10 and $100, marking a 6-point surge from Q1 2022.

iOS consumer spending share in the US

Source: data.ai

This shift highlights consumers’ recognition of the value and affordability within this price range. The tide of consumer spending is changing, prompting both users and developers to adapt to this dynamic app economy.

In mobile games, mid-tier in-app purchases ($10 – $99) make up 42% of spending. Consumers tend to favour low-priced items or splurge on high-priced purchases above $100.

About 45% of game in-app purchase revenue in the US comes from purchases under $10, while a significant portion is generated by purchases priced over $100.

Case example: Hinge

Hinge, the dating app, revamped its monetisation strategy to achieve a 60% year-over-year revenue growth in the US during 2022. Recognising the need to stay ahead, Hinge introduced Roses (akin to Tinder’s Super Likes) as an enticing one-time purchase option alongside its subscription services in late 2020. This in-app purchase proved to be a success, contributing to over one-third of Hinge’s revenue in the US on iOS by Q1 2023.

Hinge US revenues

Source: data.ai

Hinge also recently expanded its membership levels to cater to these preferences. Earlier this year, the dating app introduced a $60 per month subscription option, which garnered significant attention. Moreover, it witnessed an upward trajectory in popularity for its most sought-after subscription option in Q1 2023, priced at $30, up from $20 the previous year.

Key takeaways

  • TikTok shatters records with $1 billion in consumer spending, leveraging one-time purchases and a devoted fan base
  • Subscription models dominate non-game app spending, but in-app purchases priced $10-$100 see significant growth
  • Mid-tier in-app purchases make up 42% of in-app consumer spending

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Chinese game companies contributing 47% of mobile gaming revenues https://www.businessofapps.com/news/chinese-game-companies-contributing-47-of-mobile-gaming-revenues/ Fri, 09 Jun 2023 08:30:10 +0000 https://www.businessofapps.com/?p=87272 China retains its unrivalled position as the dominant force in the global mobile gaming industry, capturing a staggering 31.7% share of the worldwide mobile games revenue, all generated domestically. That’s according to the latest research from video games market research firm Niko Partners. China leads in revenues China is expected to reach $57 billion in gaming revenues by 2027. That figure includes mobile, PC and console games. Game companies in the country now account for 47% of mobile gaming revenues and 39% of PC revenues globally. “Chinese game companies are growing internationally, and they are making bold investments at higher rates than ever,” said Lisa Hanson, CEO and founder of Niko Partners. “PC games revenue generated overseas by Chinese owned companies rose by 22% in

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China retains its unrivalled position as the dominant force in the global mobile gaming industry, capturing a staggering 31.7% share of the worldwide mobile games revenue, all generated domestically. That’s according to the latest research from video games market research firm Niko Partners.

China leads in revenues

China is expected to reach $57 billion in gaming revenues by 2027. That figure includes mobile, PC and console games. Game companies in the country now account for 47% of mobile gaming revenues and 39% of PC revenues globally.

“Chinese game companies are growing internationally, and they are making bold investments at higher rates than ever,” said Lisa Hanson, CEO and founder of Niko Partners. “PC games revenue generated overseas by Chinese owned companies rose by 22% in 2022 and is expected to grow by a 13.8% CAGR through 2027 – which is higher than the domestic growth rate by a significant margin. You must get to know Chinese developers and publishers both in the domestic market and abroad if you are serious about the global games industry.”

China mobile gaming revenues projected to grow

Source: Niko Partners

Gamers on the rise

Despite a declining population, the country is projected to reach a whopping 730 million gamers. In terms of revenue distribution, mobile games account for 66%, PC games for 31%, and console games for 3%.

In 2022, Tencent and NetEase dominated the domestic PC and mobile games revenue, capturing a combined market share of 61%.

However, their dominance weakened compared to 2021 due to underperformance of existing titles and a lack of new game launches. This suggests that other competitors are gaining ground.

In Q1 of 2023, both companies reported positive earnings, with Tencent’s domestic game revenue growing by 10.9% year-on-year and NetEase’s total games revenue increasing by 7.6% year-on-year.

Interestingly, 42.8% of active gaming and esports content viewers in China make in-game purchases every month, compared to only 2.2% of gamers who do not watch esports or gaming content. Furthermore, gamers who engage in live streaming tend to spend, on average, 70% more per month than those who do not.

“China’s market can be tough for domestic and foreign companies, but the country remains the #1 market globally for games revenue and the number of gamers, and cannot be ignored,” stated Lisa Hanson, CEO and founder of Niko Partners. “Game companies are successful in China, both through officially approved releases on app stores and unlicensed releases through platforms such as Steam International. If we consider games published through Steam in China as if Steam were a single entity, the revenue generated from the platform would make surpass all other publishers in the country except for Tencent and NetEase.”

Key takeaways

  • China accounts for 31.7% of worldwide mobile games revenue
  • China is projected to achieve $57 billion in gaming revenues by 2027
  • China is expected to have a massive 730 million gamers, with mobile games accounting for 66% of revenue

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Out with influencers, in with consumers: 90% prefer real content https://www.businessofapps.com/news/out-with-influencers-in-with-consumers-90-prefer-real-content/ Thu, 08 Jun 2023 08:34:05 +0000 https://www.businessofapps.com/?p=87227 Perhaps it was only a matter of time before we’d all get tired of the endless stream of influencers on our social apps unpacking or promoting products. Now research by SaaS platform provider EnTribe confirms that the majority of consumers aren’t interested in influencer posts and, worse, do not trust brands using them. Let’s dive in.  Influencers are out To understand consumer sentiment, EnTribe polled over one thousand American consumers in April 2023 to get their views on influencer content and how purchasing habits would differ if brands used consumer content instead.  A whopping 81% of consumers said that a brand’s use of an influencer had no impact on their brand perception. In some cases, it even had a negative impact. Roughly half (51%) said

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Perhaps it was only a matter of time before we’d all get tired of the endless stream of influencers on our social apps unpacking or promoting products. Now research by SaaS platform provider EnTribe confirms that the majority of consumers aren’t interested in influencer posts and, worse, do not trust brands using them. Let’s dive in. 

Influencers are out

To understand consumer sentiment, EnTribe polled over one thousand American consumers in April 2023 to get their views on influencer content and how purchasing habits would differ if brands used consumer content instead. 

A whopping 81% of consumers said that a brand’s use of an influencer had no impact on their brand perception. In some cases, it even had a negative impact. Roughly half (51%) said they simply scrolled past these pasts. With 86% of users regularly seeing influencer posts on their social media feeds, perhaps it comes as little surprise that they’re a bit fed up. In fact, nearly a third said they hated these posts and found them untrustworthy.

Losing faith in influencers

Source: EnTribe

Just 12% have actually made a purchase of a product promoted by an influencer compared to 62% who had not.

And perhaps even more damning, 42% said they regretted their purchase.

But what’s the alternative for brands?

Consumers are in

Well, there are good news for marketers, because 90% of respondents said they would prefer for brands to share content from consumers instead. And not the ones you pay. No, actual consumers. 

86% said they would trust a brand more if it publishes user-generated content and 12% would make a purchase.

A whopping 90% of respondents had previously made a purchase after a friend or family recommended a brand. 

Greater trust in UGC

Source: EnTribe

And reassuringly, 82% would be inclined to make a purchase from user-generated content. 

The findings underscore an increasingly negative attitude consumers hold toward social media influencers. As a consequence, brands are reducing their reliance on mega-influencers and opting for user-generated content instead. 

Key takeaways

  • 81% of consumers are unaffected by influencers
  • 90% prefer brands sharing consumer content
  • 90% made purchases based on recommendations

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Tweet retreat: Twitter’s ad revenue takes a nosedive https://www.businessofapps.com/news/tweet-retreat-twitters-ad-revenue-takes-a-nosedive/ Wed, 07 Jun 2023 08:04:44 +0000 https://www.businessofapps.com/?p=87197 Twitter’s ad revenues in the US have taken quite the hit during April and May according to an internal presentation obtained by The New York Times. It also seems that the company has failed to meet sales projections during this period. Let’s take a look. Ad revenues are falling During the five weeks between April 1 and the first week of May Twitter ad revenues came to $88 million. That’s a significant decline of 59% compared to the previous year. The findings also indicate that Twitter frequently failed to meet its weekly sales projections in the US, sometimes by as much as 30%. What’s more, interviews with current and former staff of the microblogging site reveal that the underperformance isn’t going to improve any time

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Twitter’s ad revenues in the US have taken quite the hit during April and May according to an internal presentation obtained by The New York Times. It also seems that the company has failed to meet sales projections during this period. Let’s take a look.

Ad revenues are falling

During the five weeks between April 1 and the first week of May Twitter ad revenues came to $88 million. That’s a significant decline of 59% compared to the previous year. The findings also indicate that Twitter frequently failed to meet its weekly sales projections in the US, sometimes by as much as 30%.

What’s more, interviews with current and former staff of the microblogging site reveal that the underperformance isn’t going to improve any time soon. Ad revenues are expected to drop around 56% each week compared to last year. So what’s behind the drop?

Twitter has a problem

Part of what may be fuelling the drop in revenues are concerns over a rise in hate speech and pornography on the platform and an increasing number of ads promoting online gambling and marijuana products. These factors are raising apprehensions that advertisers may be deterred from using Twitter’s advertising services.

It was previously reported that over 500 advertisers stopped spending on Twitter earlier this year and daily revenues were 40% lower than the year before. 

Major advertisers like Apple and Amazon reduced their expenditure on the platform and earlier this year, Insider Intelligence revised its forecast for Twitter’s global ad revenue in 2023, reducing it by 37% to $2.98 billion. This represents a 28% decline from Twitter’s projected ad revenue of $4.14 billion for 2022.

It seems Twitter is now determining ways to simplify buying ad space and creating automated ways to purchase ads outside of the US.

Key takeaways

  • Twitter’s US ad revenue dropped by 59% in April-May, falling short of sales projections
  • Content concerns, including hate speech and explicit material, may deter advertisers from using Twitter’s platform
  • Major advertisers, such as Apple and Amazon, reduced spending on Twitter

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Gamelight expands mobile game ad operations to more countries https://www.businessofapps.com/news/gamelight-expands-mobile-game-ad-operations-to-more-countries/ Tue, 06 Jun 2023 08:40:43 +0000 https://www.businessofapps.com/?p=87192 Gamelight, a mobile game advertising platform, has expanded its operations to nine countries around the world. In addition to the US, Germany, the UK, Canada, and Australia, Gamelight has now introduced its services in France, Italy, Spain, and the Netherlands. What’s the gist? Launched by LOUD Ventures in Germany, Gamelight is now a major player in the rewarded marketing space. The platform taps a broad user base across various self-published game recommendation platforms, effectively attracting top-tier users for mobile game publishers worldwide. One of Gamelight’s key strengths lies in its development of a unique ROAS algorithm. This algorithm basically analyzes important data points such as users’ playtime, engagement levels, competitor game usage, and demographic information.  By leveraging this comprehensive data, Gamelight can identify users who

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Gamelight, a mobile game advertising platform, has expanded its operations to nine countries around the world. In addition to the US, Germany, the UK, Canada, and Australia, Gamelight has now introduced its services in France, Italy, Spain, and the Netherlands.

What’s the gist?

Launched by LOUD Ventures in Germany, Gamelight is now a major player in the rewarded marketing space. The platform taps a broad user base across various self-published game recommendation platforms, effectively attracting top-tier users for mobile game publishers worldwide.

One of Gamelight’s key strengths lies in its development of a unique ROAS algorithm. This algorithm basically analyzes important data points such as users’ playtime, engagement levels, competitor game usage, and demographic information. 

By leveraging this comprehensive data, Gamelight can identify users who are highly likely to engage with partner games over the long term. This strategic advantage sets Gamelight apart from other user acquisition sources that rely solely on third-party app connections.

Gamelight has a 100% retention rate

Source: Gamelight

Rewarded playtime

The platform operates on a rewarded playtime system, where users earn points by actively playing and engaging with recommended games. This loyalty program helps to foster a devoted fanbase for the recommended games. Consequently, it not only acquires new users for its clients but also strengthens the bond between existing players and the games they enjoy, ensuring enhanced user engagement and overall satisfaction.

As part of its efforts, Gamelight has formed strategic partnerships with major mobile game publishers worldwide, offering them access to a pool of new and dedicated users to significantly boost their ROAS and retention rates. Advertisers retain autonomy over their user acquisition campaigns through Gamelight’s self-serve dashboard.

But what sets Gamelight apart is its track record of 100% advertiser retention rate and a 0% churn rate. Now users in France, Italy, Spain, and the Netherlands will be able to benefit.

Key takeaways

  • Gamelight expanded its operations to nine countries, including France, Italy, Spain, and the Netherlands
  • Gamelight’s unique ROAS algorithm analyzes playtime, engagement, competitor usage, and demographics
  • The platform operates on a rewarded playtime system, earning points for users through active engagement with recommended games, fostering loyalty and enhancing user engagement

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81% of devices are now using iOS 16 according to Apple https://www.businessofapps.com/news/81-of-devices-are-now-using-ios-16-according-to-apple/ Mon, 05 Jun 2023 08:24:03 +0000 https://www.businessofapps.com/?p=87164 Some 81% of devices now use iOS 16 according to data released by Apple in the lead-up to the highly anticipated WWDC 2023 event. The company recently unveiled fresh insights into the widespread adoption of iOS 16, just as it gears up to introduce its newest mobile operating system, iOS 17. iOS adoption While 81% of devices adopted iOS 16, a notable 13% of devices remain loyal to iOS 15. Another 6% persist with earlier variations of the operating system. Among iPhones released in the past four years, 90% use iOS 16, while 8% use iOS 15 and just 2% are still running older versions of the operating system.  Apple iOS 16 adoption Source: Apple In addition to sharing insights on iOS 16 adoption, Apple

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Some 81% of devices now use iOS 16 according to data released by Apple in the lead-up to the highly anticipated WWDC 2023 event. The company recently unveiled fresh insights into the widespread adoption of iOS 16, just as it gears up to introduce its newest mobile operating system, iOS 17.

iOS adoption

While 81% of devices adopted iOS 16, a notable 13% of devices remain loyal to iOS 15. Another 6% persist with earlier variations of the operating system.

Among iPhones released in the past four years, 90% use iOS 16, while 8% use iOS 15 and just 2% are still running older versions of the operating system. 

Apple iOS 16 adoption

Source: Apple

In addition to sharing insights on iOS 16 adoption, Apple also disclosed fresh statistics regarding the adoption of iPadOS 16. These numbers shed light on the software preferences among iPad users.

According to the data, a substantial 71% of all devices opt for the feature-rich iPadOS 16, while a notable 20% continue to rely on the previous iteration, iPadOS 15. The remaining 9% of iPad users are still using earlier versions of the operating system, showcasing a diverse range of preferences.

Taking a closer look at iPads introduced within the last four years, the majority of 76% are now equipped with the advanced capabilities of iPadOS 16. A respectable 18% of these modern tablets are running on iPadOS 15, while 9% persist with previous versions.

Operating system adoption on iPads

Source: Apple

WDC 2023

The news arrives just a few days before Apple’s much-anticipated 2023 Worldwide Developer Conference, where the tech giant is poised to unveil its latest hardware and software updates. 

Among the announcements expected at the conference is the introduction of iOS 17, which is rumoured to incorporate the capability for European users to side-load apps. This move is aimed at ensuring compliance with the Digital Services Act. 

As the iOS App Store boasts a staggering 101 million monthly active users in Europe alone, it will fall under the classification of a very large online platform (VLOP) according to the regulations set forth by the European Union.

Apple also made headlines earlier this week by disclosing forthcoming tax modifications for iOS developers. Furthermore, the company shared an astounding figure, revealing that the App Store ecosystem contributed a staggering $1.1 trillion in revenue in 2022.

It seems the company is all too aware of needing to comply more effectively with regulatory requirements.

Key takeaways

  • 81% of devices are now using iOS 16, according to recently released data from Apple
  • 13% of devices are still running on iOS 15, while 6% continue with earlier versions
  • Among iPhones released in the past four years, 90% are on iOS 16, 8% on iOS 15, and only 2% on older versions

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Apple announces upcoming tax changes for App Store https://www.businessofapps.com/news/apple-announces-upcoming-tax-changes-for-app-store/ Fri, 02 Jun 2023 08:45:05 +0000 https://www.businessofapps.com/?p=87099 Tech giant Apple made this week announced a series of upcoming tax changes that will impact apps, in-app purchases, and subscriptions. These changes are set to take effect from May 31. Let’s take a closer look. App Store tax changes In a blog post, the iPhone-maker highlighted that developers on the App Store will see modifications in their proceeds from the sale of apps, in-app purchases, and auto-renewable subscriptions, all in accordance with newly implemented tax adjustments. Prices won’t be affected. The changes are as follows: Ghana: Increase of the VAT rate from 12.5% to 15%. Lithuania: Reduction of the VAT rate from 21% to 9% for eligible e‑books and audiobooks. Moldova: Reduction of the VAT rate from 20% to 0% for eligible e‑books and

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Tech giant Apple made this week announced a series of upcoming tax changes that will impact apps, in-app purchases, and subscriptions. These changes are set to take effect from May 31. Let’s take a closer look.

App Store tax changes

In a blog post, the iPhone-maker highlighted that developers on the App Store will see modifications in their proceeds from the sale of apps, in-app purchases, and auto-renewable subscriptions, all in accordance with newly implemented tax adjustments. Prices won’t be affected.

The changes are as follows:

  • Ghana: Increase of the VAT rate from 12.5% to 15%.
  • Lithuania: Reduction of the VAT rate from 21% to 9% for eligible e‑books and audiobooks.
  • Moldova: Reduction of the VAT rate from 20% to 0% for eligible e‑books and periodicals.
  • Spain: Digital services tax of 3%.

Apple also revealed that it will now withhold taxes for all sales made in Brazil. This decision is in response to the new tax regulations introduced in the country. As part of its role in administering the collection and remittance of taxes, Apple will handle these responsibilities on a monthly basis.

Accessing your tax information

Source: Apple

Developers will be able to access information about the amount of tax deducted from their earnings starting in June 2023, with the May earnings report. It’s important to note that developers based in Brazil are not affected by this change.

Why is Apple updating its tax regulations?

Apple regularly updates the proceeds received by iOS developers in specific markets. That’s because of evolving tax regulations across the globe. 

The most recent update happened in January, which had an impact on App Store prices in various countries, including the UK and South Africa. 

These adjustments demonstrate Apple’s commitment to aligning with local tax regulations and ensuring compliance with the changing legal landscape.

Once the latest changes have taken effect, Apple will provide iOS developers with the opportunity to update their prices through the Pricing and Availability section of My Apps in App Store Connect. With a selection of over 900 price points, developers can adjust their app pricing to align with the revised tax regulations and market conditions.

Key takeaways

  • Apple unveiled a series of upcoming tax changes that will affect apps, in-app purchases, and subscriptions on the App Store
  • The modifications in developers’ proceeds will be in line with newly implemented tax adjustments and will not impact app prices
  • Apple will now withhold taxes for all sales made in Brazil due to the country’s new tax regulations

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APS NYC early bird ending https://www.businessofapps.com/news/aps-nyc-early-bird-ending/ Thu, 01 Jun 2023 12:29:50 +0000 https://www.businessofapps.com/?p=87106 With 3 weeks to go until App Promotion Summit NYC, now is the time to take advantage of our Early Bird offer that ends this Friday (June 2nd). ⌛ The packed agenda features 3 rooms of app growth talks, panels, workshops and interactive sessions. We have some great sessions lined up including: Generative AI’s Impact on Mobile Strategic Analytics for App Growth The Role of “The Product” in your App Growth Strategy In-person ticket holders can enjoy our networking coffee breaks ☕, lunch 🍽️, drinks reception 🥂 and afterparty. 🎉 You’ll be meeting app marketers, growth managers and product leaders from brands including MyFitnessPal, Babbel, Lyft, NBA, American Express, WeWork, Citizen, The New York Times, Current, HelloFresh, CBS Sports, Uncommon Goods, The Knot, Wealthsimple, Gannett, Vanguard, Pocket Worlds,

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With 3 weeks to go until App Promotion Summit NYC, now is the time to take advantage of our Early Bird offer that ends this Friday (June 2nd). ⌛

The packed agenda features 3 rooms of app growth talks, panels, workshops and interactive sessions.

We have some great sessions lined up including:

  • Generative AI’s Impact on Mobile
  • Strategic Analytics for App Growth
  • The Role of “The Product” in your App Growth Strategy

In-person ticket holders can enjoy our networking coffee breaks ☕, lunch 🍽, drinks reception 🥂 and afterparty. 🎉

You’ll be meeting app marketers, growth managers and product leaders from brands including MyFitnessPal, Babbel, Lyft, NBA, American Express, WeWork, Citizen, The New York Times, Current, HelloFresh, CBS Sports, Uncommon Goods, The Knot, Wealthsimple, Gannett, Vanguard, Pocket Worlds, Yousician and Paramount.

This is the last chance to save over $500 for in-person tickets.

We look forward to seeing you in NYC.

Register here.

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Mobile game revenues decline 6.7% in 2022 https://www.businessofapps.com/news/mobile-game-revenues-decline-6-7-in-2022/ Thu, 01 Jun 2023 07:40:26 +0000 https://www.businessofapps.com/?p=87095 The global games market witnessed a slight setback in 2022, as total revenues experienced a year-over-year decline of 5.1%. Despite this dip, the industry remained a force to be reckoned with, showcasing the diverse gaming landscape that captivates millions worldwide. That’s according to a new report from Newzoo. Mobile games climb, browsers decline Last year, mobile games accounted for 50% of the global market. With revenues reaching an impressive $91.8 billion, that’s a drop of 6.7% from the previous year. The convenience and accessibility offered by smartphones and tablets continue to contribute to the growth of the sector, attracting a wide range of players across various demographics. Regional breakdown of global gaming market in 2022 Source: Newzoo Console games secured the second-highest revenue total in 2022, with

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The global games market witnessed a slight setback in 2022, as total revenues experienced a year-over-year decline of 5.1%. Despite this dip, the industry remained a force to be reckoned with, showcasing the diverse gaming landscape that captivates millions worldwide. That’s according to a new report from Newzoo.

Mobile games climb, browsers decline

Last year, mobile games accounted for 50% of the global market. With revenues reaching an impressive $91.8 billion, that’s a drop of 6.7% from the previous year. The convenience and accessibility offered by smartphones and tablets continue to contribute to the growth of the sector, attracting a wide range of players across various demographics.

Regional breakdown of global gaming market in 2022

Source: Newzoo

Console games secured the second-highest revenue total in 2022, with earnings amounting to $52.2 billion. Although console gaming experienced a decline of 3.4% compared to the previous year, it remained a formidable force in the industry. 

Browser PC games faced substantial challenges, as they witnessed the largest year-on-year revenue drop of 14.8%. 

Regional differences

The gaming market stagnated in most regions with two notable exceptions: Latin America and the Middle East and Africa. Although these markets accounted for only 9% of the total revenue, they experienced remarkable growth during the year. 

Latin America’s games market revenue saw a positive increase of 3.3% year-on-year, while the Middle East and Africa enjoyed a significant revenue bump of 5.8%.

Gaming market forecast for 2025

Source: Newzoo

China and the United States accounted for a substantial 49% of all consumer spending globally. Both countries have a strong gaming culture and a massive population of gamers, contributing significantly to the growth and development of the global games market.

Newzoo expects the global games market to grow by a healthy 2.9% to reach $206.4 billion in 2025.

Key takeaways

  • The global games market saw a 5.1% decline in revenues in 2022
  • Latin America and the Middle East and Africa emerged as growth markets, with respective revenue increases of 3.3% and 5.8%
  • Global games market predicted to grow by 2.9% and reach $206.4 billion by 2025

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ChatGPT’s downloads surged to 500k in the first six days https://www.businessofapps.com/news/chatgpts-downloads-surged-to-500k-in-the-first-six-days/ Wed, 31 May 2023 07:21:06 +0000 https://www.businessofapps.com/?p=87039 OpenAI’s ChatGPT saw downloads jump to 500k during the first six days after its launch, only surpassed by Truth Social, which garnered over 600k downloads. What makes the results even more startling is that by then, the app had only been available on iOS in the US. Let’s take a look. Top iOS downloads in May Since ChatGPT has been available as an app, its makers have launched the app in 11 more countries. That’s according to new data from mobile experts data.ai. Only Microsoft Edge and Bing saw similarly impressive downloads during five days in 2023.  When comparing the number of iOS downloads alone, ChatGPT outperformed Bing and Edge by a significant margin. ChatGPT amassed an impressive 480,000 installs, surpassing Bing’s 250,000 and Edge’s 195,000

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OpenAI’s ChatGPT saw downloads jump to 500k during the first six days after its launch, only surpassed by Truth Social, which garnered over 600k downloads. What makes the results even more startling is that by then, the app had only been available on iOS in the US. Let’s take a look.

Top iOS downloads in May

Since ChatGPT has been available as an app, its makers have launched the app in 11 more countries. That’s according to new data from mobile experts data.ai.

Only Microsoft Edge and Bing saw similarly impressive downloads during five days in 2023. 

When comparing the number of iOS downloads alone, ChatGPT outperformed Bing and Edge by a significant margin. ChatGPT amassed an impressive 480,000 installs, surpassing Bing’s 250,000 and Edge’s 195,000 downloads.

In May, when considering all US downloads across both app stores, Bing and Edge still held a lead over ChatGPT. However, when specifically examining iOS installs for the month, ChatGPT surpassed both Bing and Edge. This suggests that ChatGPT is on track to potentially surpass search-focused alternatives in the near future.

Bing and Edge still in the lead for downloads in May

Source: data.ai

As the demand for AI chatbots soared among consumers, numerous third-party apps emerged in the App Store, branding themselves as “ChatGPT” or “AI chatbot.” While a significant portion of these apps were essentially fleeceware, deceptively urging users to subscribe to costly plans in order to utilise their AI capabilities. 

With such a competitive environment prevailing among AI chatbot apps, one might have expected challenges for an official ChatGPT app to establish a foothold in the market. However, contrary to expectations, this has not been the case.

Competition? What competition?

Based on Data.ai’s analysis, ChatGPT not only outperformed its competitors but also surpassed numerous apps that took advantage of generic names to capitalise on consumer searches for “AI” and “chatbot” on the App Store. In terms of downloads, ChatGPT ranked among the top five when compared to other apps’ best five-day periods throughout 2023 on both the App Store and Google Play.

Downloads of chatbots on app stores in 2023

Source: data.ai

However, it’s worth noting that one app managed to exceed ChatGPT’s performance. “Chat with Ask AI” garnered 590,000 installs from April 4th to 8th, 2023, surpassing ChatGPT’s 480,000 installs between May 18th and 22nd of the same year, as indicated by the data.

In comparison to other chatbot apps, ChatGPT showcased commendable performance by amassing a total of 550,000 downloads. This tied it with Genie – AI Chatbot, the closest-ranked AI chatbot app in terms of May downloads on the U.S. App Store.

Top chatbot apps by downloads

Source: data.ai

While a few other apps, namely ChatOn – AI Chat Bot Assistant with 610,000 installs, AI Chatbot – Nova with 680,000 installs, and Chat with Ask AI with a significant 1.4 million installs, maintained a lead, it is worth noting that ChatGPT swiftly surpassed the milestone of half a million installs. This impressive growth indicates that ChatGPT is poised to potentially surpass these competing rivals in the near future. However, it’s important to remember that downloads often do not equate to usage. That data remains to be revealed.

Key takeaways

  • ChatGPT: 500k downloads in 6 days, 2nd largest launch after Truth Social
  • ChatGPT outperformed Bing and Edge on iOS with 480k installs
  • But “Chat with Ask AI” surpassed ChatGPT’s with 590k installs

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Quarter of app users delete apps because they never use them https://www.businessofapps.com/news/quarter-of-app-users-delete-apps-because-they-never-use-them/ Tue, 30 May 2023 08:01:11 +0000 https://www.businessofapps.com/?p=86997 In today’s fast-paced world, consumers are increasingly seeking convenience and efficiency through the use of mobile apps. That’s according to a survey of 11,000 global respondents which shows that the top three reasons for using apps are “ease of use” (35%), “simplifies my life” (31%), and “saves me time” (27%).  App stores dominated discovery The latest study by mobile app experience company Airship takes a closer look at what motivates consumers to continue to use mobile apps, how they discover them and why and when they are likely to delete them.  While economic challenges persist, the growth of opt-in motivators such as deals, rewards, and targeted offers indicates a shift towards higher-level benefits. Consequently, consumers are increasingly drawn to apps that prioritise ease, speed, and simplicity. Apps

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In today’s fast-paced world, consumers are increasingly seeking convenience and efficiency through the use of mobile apps. That’s according to a survey of 11,000 global respondents which shows that the top three reasons for using apps are “ease of use” (35%), “simplifies my life” (31%), and “saves me time” (27%). 

App stores dominated discovery

The latest study by mobile app experience company Airship takes a closer look at what motivates consumers to continue to use mobile apps, how they discover them and why and when they are likely to delete them. 

While economic challenges persist, the growth of opt-in motivators such as deals, rewards, and targeted offers indicates a shift towards higher-level benefits. Consequently, consumers are increasingly drawn to apps that prioritise ease, speed, and simplicity.

Apps simplify user life

Source: Airship

App discovery remains heavily reliant on searching and browsing through app stores, irrespective of household income levels, generations, and the majority of countries. Search engines come in as the second most popular method for app discovery, followed by word of mouth (WOM).

Notably, personal recommendations play a significant role in driving app downloads in the UK, France, and Canada, where consumers rely on WOM as much as, or even more than, app stores. Similarly, in the US, Germany, and Singapore, WOM stands as the second most prevalent means of finding apps.

App stores remain top spot for finding new apps

Source: Airship

A quarter of users never use apps

Worryingly, 26% of users delete apps because they never used them. It highlights that first impressions are everything – at least in the app economy. In Canada, France, and Germany, “never used” takes the lead as the primary cause for app deletion, while in the US, UK, and Singapore, it ranks second. 

A majority of consumers (57%) only give an app one or two chances before making up their minds. Additionally, within the first two weeks of downloading an app, a staggering 73% of consumers determine whether they will keep or delete it. This behaviour holds true across all countries, household income levels, and generations, highlighting the universal importance of making a strong impression within the early stages of app usage.

17% of users delete app after first use

Source: Airship

When it comes to app deletion, other top reasons cited are “freeing up phone storage” (32%) and “excessive in-app ads” (30%). 

These findings underline the importance for brands to swiftly and effectively communicate the value of their apps to customers. Enhancing the onboarding experience for mobile apps is crucial for encouraging usage and optimising retention. Additionally, establishing connections with customers beyond the app, such as through email or SMS, can help drive engagement and encourage users to return to the app.

“App user acquisition means almost nothing if brands aren’t able to retain their users and drive repeat usage. Brands today need to deliver value by using every opportunity to make life better for their customers,” said Thomas Butta, Chief Strategy and Marketing Officer, Airship. “No one else besides Airship can unify and optimize the entire mobile app customer lifecycle, from app features and discovery to campaigns outside the app and experiences inside the app.”

Key takeaways

  • “Simplifies my life” is one of the top three reasons (31%) users use apps from their favourite brands
  • Within the first two weeks, 73% of users decide to keep or delete an app
  • Top reasons for app deletion: “never used” (26%), “freeing up phone storage” (32%), “excessive in-app ads” (30%)

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Builder.ai secures $250 million in Series D funding to help developers create apps faster https://www.businessofapps.com/news/builder-ai-secures-250-million-in-series-d-funding-to-help-developers-create-apps-faster/ Fri, 26 May 2023 08:28:27 +0000 https://www.businessofapps.com/?p=86933 Builder.ai, a mobile app building platform based in London, just secured a whopping $250 million in Series D funding round, spearheaded by the Qatar Investment Authority (QIA). What’s going on and what’s all the hype about? What’s Builder.ai? Builder.ai has been around since 2016. The platform enables people to create mobile and web apps maximising productivity while minimising resource consumption. It’s an AI-powered tool that’s designed to be so simple and accessible that everyday businesses and individuals can turn their ideas into apps while also reducing costs by up to 70%.  The secret to Builder.ai’s success lies in its unique approach of breaking down apps into modular, reusable components, akin to building blocks, which are then customised by their network of skilled designers and developers.

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Builder.ai, a mobile app building platform based in London, just secured a whopping $250 million in Series D funding round, spearheaded by the Qatar Investment Authority (QIA). What’s going on and what’s all the hype about?

What’s Builder.ai?

Builder.ai has been around since 2016. The platform enables people to create mobile and web apps maximising productivity while minimising resource consumption. It’s an AI-powered tool that’s designed to be so simple and accessible that everyday businesses and individuals can turn their ideas into apps while also reducing costs by up to 70%. 

The secret to Builder.ai’s success lies in its unique approach of breaking down apps into modular, reusable components, akin to building blocks, which are then customised by their network of skilled designers and developers. The traditional notion of apps, which had a long lifespan spanning years, is now evolving into a dynamic entity with a lifespan akin to a conversation. 

Growing and growing

Over the last few years it has experienced remarkable growth, nearly doubling its workforce since January 2022. Furthermore, the company has expanded its presence in the United Kingdom by inaugurating four additional offices in the USA, the UAE, France, and Singapore, starting from 2021.

Builder.ai uses AI to boost its capabilities

Source: Builder.ai

In terms of financial performance, Builder.ai achieved an impressive revenue growth of 2.3 times in 2022. 

Additionally, the company successfully deployed over 40,000 features to its valued customers during the same period.

The latest funding round is a testament to its success and elevates Builder.ai’s total raised capital to surpass $450 million, accompanied by a significant 1.8x surge in its valuation.

“With the support of our investors and the dedication and drive of our team, we are further empowered to unlock our own potential. Our growth strategy has always been driven by a DNA based on being able to do more with less and this has weaved into our shared vision with our customers around the world as everyone pushes the envelope to do more,” said Sachin Dev Duggal, Chief Wizard and Founder of Builder.ai. 

“It is what attracted our first-round investors in 2018, and what drives this Series D today. Our team is already investing this capital in our AI and automation capabilities, not only keeping pace with the fast-moving industry, but leading from the front so we can empower our customers more and at the same time use new frontier technology responsibly.”

Key takeaway

  • Builder.ai secures $250M in funding, led by Qatar Investment Authority
  • Builder.ai doubles its workforce and deploys over 40,000 features to customers
  • The platform enables cost-effective app development

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Ease of use reigns: 42% of British consumers favor apps based on user-friendliness https://www.businessofapps.com/news/ease-of-use-reigns-42-of-british-consumers-favour-apps-based-on-user-friendliness/ Thu, 25 May 2023 08:19:02 +0000 https://www.businessofapps.com/?p=86854 In an era dominated by smartphones and an abundance of mobile applications, understanding what drives consumers to adopt and retain apps is crucial for companies seeking to thrive in the digital landscape. According to new research from Airship, 42% of British consumers say the primary reason for their unwavering commitment to apps lies in their “ease of use”, underscoring the critical role that user-friendly interfaces and seamless navigation play in cultivating long-term engagement and brand loyalty. Simplifying daily life Based on the insight from a global survey of 11,000 respondents, Airship found that both word of mouth and app store browsing emerged as the most popular methods, each accounting for 41% of the respondents’ discoveries.  The top three reasons behind app usage from favourite brands

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In an era dominated by smartphones and an abundance of mobile applications, understanding what drives consumers to adopt and retain apps is crucial for companies seeking to thrive in the digital landscape. According to new research from Airship, 42% of British consumers say the primary reason for their unwavering commitment to apps lies in their “ease of use”, underscoring the critical role that user-friendly interfaces and seamless navigation play in cultivating long-term engagement and brand loyalty.

Simplifying daily life

Based on the insight from a global survey of 11,000 respondents, Airship found that both word of mouth and app store browsing emerged as the most popular methods, each accounting for 41% of the respondents’ discoveries. 

The top three reasons behind app usage from favourite brands were “ease of use” (35%), “simplifies my life” (31%), and “saves me time” (27%). Even amidst challenging economic times, it is clear that consumers are increasingly drawn to apps for their ability to deliver higher-level benefits—offering ease, speed, and simplicity.

Deals, rewards, and targeted offers experienced the most significant growth as opt-in motivators for app usage. But that’s not all. The reasons consumers continue to use apps are increasingly about higher-level benefits: ease, speed, and simplicity.

The power of word of mouth

App stores continue to dominate as the preferred avenue for discovering new apps, transcending household income levels, generational gaps, and national boundaries. Whether searching or browsing, users consistently turn to app stores to explore the latest offerings. 

How users find apps

Source: Airship

Following closely behind, search engines emerged as the second most popular method for app discovery. However, the power of word of mouth (WOM) should not be underestimated. In the UK, France, and Canada, personal recommendations play a significant role, with consumers relying on WOM as much as, if not more than, app stores to guide their app choices. 

Similarly, in the US, Germany, and Singapore, WOM ranks as the second most common method for finding apps. Clearly, in an ever-evolving digital landscape, the discovery of new apps remains influenced by a blend of technological tools and good old-fashioned word-of-mouth recommendations.

Why users delete apps

When it comes to deleting apps, two key factors emerged as primary culprits: the need to free up phone storage and an overwhelming number of in-app ads.

 Astonishingly, the third most common reason for app deletion globally is simply “never used”, signalling a significant challenge for app developers and brands as it underscores the urgent need for brands to effectively communicate the value of their apps to customers. Improving mobile app onboarding experiences and establishing connections with users beyond the app itself is crucial for optimizing app usage and enhancing retention rates.

Why users delete apps

Source: Airship

Among the reasons for app deletion, the desire to free up phone storage emerges as the leading motive, with 32% of respondents worldwide citing it as their primary driver for removal. As smartphones become increasingly filled with data, users are compelled to declutter their devices, making storage management a critical consideration for app retention.

Moreover, the prevalence of in-app advertisements serves as a major deterrent, with 30% of respondents expressing frustration over excessive ads. This highlights the importance of striking a delicate balance between monetization efforts and user experience, ensuring that ads do not overwhelm or disrupt the app’s functionality.

How long users keep using apps before deletion

Source: Airship

The study also notes that most consumers (57%) only use an app once or twice before deciding whether to delete it or not. And within the first two weeks of downloading a new app, 73% of consumers will decide if they’ll delete it – a behaviour consistent across all countries, household income levels and generations.

Key takeaways

  • 42% of British consumers prioritize “ease of use” as the primary reason for app usage
  • App stores and word of mouth each account for 41% of app discoveries globally
  • 32% of users delete apps to free up storage, while 30% are deterred by excessive in-app ads

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Top chatbot app dominates downloads and revenue charts https://www.businessofapps.com/news/top-chatbot-app-dominates-downloads-and-revenue-charts/ Wed, 24 May 2023 08:52:58 +0000 https://www.businessofapps.com/?p=86844 The use of artificial intelligence technology is increasingly prevalent among developers, as they follow the trend to enhance their mobile apps and expand their user base. Recent data provided by Sensor Tower reveals a substantial rise in the number of productivity apps incorporating the term “AI” in their names.  More developers using AI In 2020, a mere 3% of such apps embraced this technology, while in the first quarter of 2023, that figure surged significantly to reach 34%. Consequently, the Play Store and App Store saw a notable surge in downloads and revenue for these AI-powered apps throughout the initial three months of this year. The revenue generated soared to an impressive $20 million, marking a remarkable growth of 396% compared to the preceding quarter. 

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The use of artificial intelligence technology is increasingly prevalent among developers, as they follow the trend to enhance their mobile apps and expand their user base. Recent data provided by Sensor Tower reveals a substantial rise in the number of productivity apps incorporating the term “AI” in their names. 

More developers using AI

In 2020, a mere 3% of such apps embraced this technology, while in the first quarter of 2023, that figure surged significantly to reach 34%.

Consequently, the Play Store and App Store saw a notable surge in downloads and revenue for these AI-powered apps throughout the initial three months of this year. The revenue generated soared to an impressive $20 million, marking a remarkable growth of 396% compared to the preceding quarter. 

Simultaneously, the number of installations experienced a substantial upswing, surpassing 45.8 million, which represents a remarkable increase of 378% compared to the previous quarter.

Throughout this period, the US emerged as the leading market for these apps, witnessing a substantial number of downloads and revenue. Impressively, they garnered nearly 10 million installs in the country, marking an impressive quarter-over-quarter growth of 550%. Moreover, these apps generated a remarkable revenue of $8.3 million.

Downloads by country

Source: Sensor Tower

In terms of downloads, India secured the second position, accounting for 6% of the total downloads, followed by Brazil with 5%. Regarding gross revenue, the UK ranked second with $958K (5%), closely followed by China with $882K (5%), Japan with $836K (4%), and Canada with $702K (4%) respectively.

Chatbots come out top for downloads

The latest report also provided insights into the most popular AI-powered Android and iOS apps that experienced the highest number of downloads and revenue during the initial quarter of 2023. Leading the charts in both categories was the app “AI Chatbot” developed by Vulcan Labs, which amassed an impressive 9.5 million downloads and generated $3.3 million in gross revenue.

In terms of downloads, Microsoft’s newly introduced AI-powered Bing app claimed the second spot of the quarter, accumulating 7.3 million new installations. Following closely were “Genie – AI Chatbot” by AppNation, “AI Chat – Chatbot AI Assistant” by Social Media Apps, and “ELSA: AI Learn” by ELSA, securing the third, fourth, and fifth positions, respectively.

Top apps by downloads and revenue

Source: Sensor Tower

The introduction of ChatGPT’s iOS app is anticipated to intensify the competition in the mobile market, according to Sensor Tower. With this new addition.

Key takeaways

  • Productivity apps with “AI” in their names increased from 3% (2020) to 34% (Q1 2023)
  • AI-powered apps witnessed a 396% revenue growth ($20M) and 378% installation increase (45.8M)
  • “AI Chatbot” by Vulcan Labs tops charts with 9.5M downloads and $3.3M in gross revenue

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70% of app developers struggle with time constraints in app innovation https://www.businessofapps.com/news/70-of-app-developers-struggle-with-time-constraints-in-app-innovation/ Tue, 23 May 2023 08:32:37 +0000 https://www.businessofapps.com/?p=86801 A staggering 70% of app developers are unhappy with the current amount of time available to their engineering teams for fostering innovation. In an industry where groundbreaking ideas and forward-thinking solutions are highly valued, this pronounced discontentment signals a significant hurdle for application development professionals.  Running low on time As the demand for cutting-edge applications continues to surge, it is evident that current development processes must be reevaluated to address these pressing concerns and foster a more conducive environment for creative problem-solving.  Now, new research from Onymos, a developer of a Features-as-a-Service platform, based on the answers of over 100 app developers found that the majority are dissatisfied with the time they’re being given.  The majority (56%) of leaders reported that the workload for updating

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A staggering 70% of app developers are unhappy with the current amount of time available to their engineering teams for fostering innovation. In an industry where groundbreaking ideas and forward-thinking solutions are highly valued, this pronounced discontentment signals a significant hurdle for application development professionals. 

Running low on time

As the demand for cutting-edge applications continues to surge, it is evident that current development processes must be reevaluated to address these pressing concerns and foster a more conducive environment for creative problem-solving. 

Now, new research from Onymos, a developer of a Features-as-a-Service platform, based on the answers of over 100 app developers found that the majority are dissatisfied with the time they’re being given. 

The majority (56%) of leaders reported that the workload for updating apps was increasing year by year.

The survey also discovered that nearly one-third of app development leaders (30%) expressed that their teams allocate approximately half of their time to maintenance tasks. That’s a significant amount of resources dedicated to managing existing applications, which leaves less room for innovative pursuits.

App developers aren’t being given enough time for innovation

Source: Onymos

Taking longer to innovate

Nearly half of the respondents (45%) reported being dissatisfied with the efficiency of their teams in this aspect. This dissatisfaction signifies a pressing need for streamlined processes and strategies that can expedite the development of new features, enabling organizations to remain competitive in an increasingly dynamic market.

Approximately 30% of leaders stated that it takes their teams between 4 to 6 months to complete such projects. An additional 28% reported even lengthier development periods, with more than 6 months required for completion. These findings underscore the challenges faced by organizations in meeting project deadlines and the need for improved efficiency in the application development lifecycle.

Innovation only takes a quarter of app developers’ time

Source: Onymous

“There is tremendous pressure from the market for companies to innovate and provide applications that provide real value for end-users through novel features and functionality. However, engineering teams and developers are unable to dedicate the appropriate amount of time required for these activities due to overwhelming workloads that primarily consist of maintenance and recouping technical debt,” said Shiva Nathan, Founder and CEO of Onymos. “Companies must find a way to make their development processes more efficient so that their teams can be truly innovative and focus on the activities that contribute to their application and company success.”

Key takeaways

  • 70% of app developers are unhappy with the available time for innovation
  • 30% of teams spend half their time on maintenance tasks
  • 45% were dissatisfied with efficiency in developing new features; 30% take 4-6 months for new app development

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The app-roval bottleneck: manual processes delay app delivery https://www.businessofapps.com/news/the-app-roval-bottleneck-manual-processes-delay-app-delivery/ Mon, 22 May 2023 08:07:03 +0000 https://www.businessofapps.com/?p=86794 In today’s fast-paced digital landscape, mobile applications play a crucial role in business success. However, a recent study reveals that a significant number of companies are falling short when it comes to releasing updates to app stores at an optimal frequency. This oversight can have a detrimental impact on their app store rankings, potentially limiting their reach and visibility among users. Let’s dive in. Failing to release updates A staggering 62% of companies have acknowledged their failure to release app updates frequently enough to app stores. That’s according to a new survey conducted by mobile app development platform Bitrise.  While a small fraction of companies (11%) manage to release updates as frequently as once a week, Bitrise has identified a distinct group of high performers.

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In today’s fast-paced digital landscape, mobile applications play a crucial role in business success. However, a recent study reveals that a significant number of companies are falling short when it comes to releasing updates to app stores at an optimal frequency. This oversight can have a detrimental impact on their app store rankings, potentially limiting their reach and visibility among users. Let’s dive in.

Failing to release updates

A staggering 62% of companies have acknowledged their failure to release app updates frequently enough to app stores. That’s according to a new survey conducted by mobile app development platform Bitrise. 

While a small fraction of companies (11%) manage to release updates as frequently as once a week, Bitrise has identified a distinct group of high performers.

These top-tier performers are characterized by their ability to release updates every 14 days or even less frequently. Comparatively, the average release frequency across all companies stands at a modest 32%, translating to updates being rolled out every 15 to 30 days. 

How long does it take for a scoped feature to be deployed to the app stores?

Source: Bitrise

But what’s slowing down updates?

The approval process

A staggering 44% of companies have release approval procedures that are predominantly or entirely manual, significantly impeding their ability to swiftly deliver apps to consumers. 

In stark contrast, a mere 9% have successfully implemented fully automated approval systems, enabling streamlined and efficient app releases.

App updates and releases are critical for maintaining a competitive edge and meeting user expectations, making the efficiency of the approval process a crucial factor.

How frequently do you deploy new versions of your app to the app stores?

Source: Bitrise

User expectations and performance are at odds

Despite users downloading apps, companies are struggling to engage them in a timely manner. Optimal user engagement is achieved when apps open in under two seconds. However, a mere 34% of companies are currently meeting this crucial threshold.

By ensuring that apps open within the desired two-second timeframe, companies can enhance user engagement, improve overall user experience, and ultimately increase customer satisfaction.

High-performing companies also stand out by addressing bugs within a remarkable timeframe of less than 24 hours. And yet, 75% are taking anywhere from two to 30 days to rectify bug fixes.

One solution would be the installation of robust bug tracking and resolution systems, and proactive strategies to identify and address bugs promptly.

Key takeaways

  • 62% of companies fail to release app updates frequently enough, impacting app store rankings
  • 44% of companies have manual approval processes, hindering swift app delivery
  • Only 34% of companies meet the optimal threshold of app opening within two seconds

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DMS makes strategic move into home services with acquisition of HomeQuote.io https://www.businessofapps.com/news/dms-makes-strategic-move-into-home-services-with-acquisition-of-homequote-io/ Fri, 19 May 2023 08:19:04 +0000 https://www.businessofapps.com/?p=86724 Digital Media Solutions, Inc., (DMS) a prominent player in the mobile and digital advertising landscape, has made a bold move that could reshape its position in the market. The company revealed its intentions to acquire the HomeQuote.io home services marketplace from Customer Direct Group for approximately $35 million. The move signals a strategic shift towards expanding its offerings in the US. What’s driving this move? DMS, known for its technology-driven advertising solutions across a wide range of consumer sectors, including auto, home, health, and life insurance, aims to leverage this acquisition to establish a foothold in the promising home services market.  By integrating HomeQuote.io into its portfolio, DMS seeks to tap into the growing demand for digital solutions in the home services industry. DMS will

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Digital Media Solutions, Inc., (DMS) a prominent player in the mobile and digital advertising landscape, has made a bold move that could reshape its position in the market. The company revealed its intentions to acquire the HomeQuote.io home services marketplace from Customer Direct Group for approximately $35 million. The move signals a strategic shift towards expanding its offerings in the US.

What’s driving this move?

DMS, known for its technology-driven advertising solutions across a wide range of consumer sectors, including auto, home, health, and life insurance, aims to leverage this acquisition to establish a foothold in the promising home services market. 

By integrating HomeQuote.io into its portfolio, DMS seeks to tap into the growing demand for digital solutions in the home services industry. DMS will also gain access to the media and technology assets of the ClickDealer international ad network. 

“With this acquisition, we will be executing on our key strategic growth initiatives. We will be expanding our marketplace solutions to now include home services, a vertical which we believe will perform well in a down market as homeowners turn to renovating their homes as opposed to buying new homes. We will also be expanding our brand direct business internationally. Through the acquisition, we will be continuing to invest and expand in key verticals and end markets,” stated Joe Marinucci, CEO of DMS.

Tapping into emerging markets

As the Joint Center For Housing Studies‘ recently released data for Q4 2022 indicates, the trajectory for home remodelling and repairs remains on an upward trajectory, with homeowner improvement spending anticipated to reach an impressive $485 billion in 2023.

Homeowner improvement market

Source: JCHS

For homeowners, the process of identifying and selecting a reliable product or service provider in the home services sector can be a convoluted and time-consuming endeavour. The costs associated with mid- to large-scale home improvement projects often stretch into the thousands or even tens of thousands of dollars, further adding to the complexity.

Likewise, service providers encounter obstacles when attempting to connect and effectively communicate with homeowners. Reaching this demographic can prove challenging and expensive, leading to a need for innovative solutions.

This is where home services marketplaces like HomeQuote.io play a crucial role. Acting as intermediaries, these platforms facilitate connections between homeowners seeking multiple bids and offers to compare job pricing, and contractors looking to expand their reach within local markets.

The impending acquisition of HomeQuote.io by DMS signifies a strategic move to tap into the immense potential of the home services marketplace. By incorporating this platform into its existing portfolio, DMS aims to provide a value-additive process for both homeowners and service providers alike. This initiative seeks to streamline the often intricate and time-intensive process of home services procurement while simultaneously enabling contractors to expand their customer base and establish a stronger presence in their local markets.

Key takeaways

  • DMS acquires HomeQuote.io to tap into the growing U.S. home services market
  • The acquisition streamlines connections between homeowners and service providers
  • DMS aims to expand its brand direct business internationally through the acquisition

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OpenAI launches ChatGPT mobile app https://www.businessofapps.com/news/openai-launches-chatgpt-mobile-app/ Fri, 19 May 2023 07:28:06 +0000 https://www.businessofapps.com/?p=86754 OpenAI is introducing its ChatGPT app on Apple’s App Store, in a push to extend the reach of its AI chatbot. This makes access to the chatbot more user-friendly but also has potentially negative consequences. The mobile app replicates the functionality of the ChatGPT website, enabling users to ask questions and receive AI-generated responses directly on their smartphones or tablets.  Mobile AI The app also incorporates Whisper, OpenAI’s voice recognition technology, enabling users to interact with the AI engine through spoken commands.  This app release follows a series of recent product launches by various tech giants and startups, all vying to bring generative AI tools to market since the initial launch of ChatGPT in November.  The ChatGPT app will contribute to the advancement of OpenAI’s

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OpenAI is introducing its ChatGPT app on Apple’s App Store, in a push to extend the reach of its AI chatbot. This makes access to the chatbot more user-friendly but also has potentially negative consequences. The mobile app replicates the functionality of the ChatGPT website, enabling users to ask questions and receive AI-generated responses directly on their smartphones or tablets. 

Mobile AI

The app also incorporates Whisper, OpenAI’s voice recognition technology, enabling users to interact with the AI engine through spoken commands. 

This app release follows a series of recent product launches by various tech giants and startups, all vying to bring generative AI tools to market since the initial launch of ChatGPT in November. 

The ChatGPT app will contribute to the advancement of OpenAI’s extensive language models, which form the foundation of chatbots. Initially available in the US, the app will gradually expand to other countries and will also be made compatible with Android devices in the coming weeks.

Tech groups are also working to make generative AI accessible on mobile handsets instead of relying on cloud servers, aiming to expand the availability of the ChatGPT iPhone app and lower the associated computing expenses.

Regulation is urgently needed

The emergence of the ChatGPT app has intensified the ongoing examination of the burgeoning field of AI by regulatory bodies and governments worldwide. This scrutiny stems from growing concerns expressed by many AI ethicists and experts as well as an ever-growing number of users regarding the potential for technology misuse and the widespread job losses it could cause.

The utilization of AI algorithms on mobile devices raises concerns about the accelerated spread of misinformation. With AI algorithms capable of generating content at unprecedented speeds, there’s an increased risk of fake news dissemination and even disruption to democracies. The accessibility of generative AI technology on mobile handsets enables the creation and distribution of false information anywhere and everywhere, potentially exacerbating the challenges faced by societies in combating misinformation and preserving the integrity of public discourse.

On a more personal level, AI apps could lead to greater dishonesty. Take dating for example. Users of Tinder, Bumble and co can no longer be sure that the person they’re chatting to isn’t using bots to enhance their writing or photos. In other words, we may be increasingly speaking to modified versions of each other if not entirely fake profiles that appear more real than ever before.

Sam Altman, a key contributor to the development of AI technology, recently appeared before a US Senate subcommittee on privacy, technology, and the law. Altman advocated for the regulation of this rapidly advancing technology, emphasizing the need to establish frameworks that mitigate the potential for abuse and promote responsible AI usage.

Key takeaways

  • ChatGPT app is launching as an app on the Apple App Store
  • The accessibility of generative AI on mobile devices raises worries about the spread of misinformation and fake news
  • The co-founder of ChatGPT agrees that regulation is urgently required to halt the negative effects of AI on humanity

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Who’s coming to App Promotion Summit NYC? https://www.businessofapps.com/news/whos-coming-to-app-promotion-summit-nyc/ Thu, 18 May 2023 15:13:10 +0000 https://www.businessofapps.com/?p=86743 The app growth event for NYC returns on Thursday 22nd June and we’d love to see YOU there. 🚀 Want to make some new app marketing friends? You will be able to network with 1,000+ attendees on our online networking platform. 🚀 App marketing and product leaders from companies like Bumble, Lyft, NBA, Babbel, Paramount, American Express, WeWork, Citizen, Yousician, Current, HelloFresh, Gannett and CBS Sports have registered to attend. 🚀 We’ve confirmed speakers from major brands and the hottest app startups and scale-ups including News Corp, Spotify, Hopper, Life360, Audible, Brigit, Dow Jones, Audiomack, HER and many more. 🚀 The exhibition area is filling up with the industry’s best app marketing & engagement platforms and agencies including AppsFlyer, Iterable, Gummicube, Adjust, Optimove, Liberteenz, Moloco, InMobi, Addict Mobile, Usercentrics, Edge 226 and CleverTap. 🚀 Alongside 5*

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The app growth event for NYC returns on Thursday 22nd June and we’d love to see YOU there.

🚀 Want to make some new app marketing friends? You will be able to network with 1,000+ attendees on our online networking platform.

🚀 App marketing and product leaders from companies like Bumble, Lyft, NBA, Babbel, Paramount, American Express, WeWork, Citizen, Yousician, Current, HelloFresh, Gannett and CBS Sports have registered to attend.

🚀 We’ve confirmed speakers from major brands and the hottest app startups and scale-ups including News Corp, Spotify, Hopper, Life360, Audible, Brigit, Dow Jones, Audiomack, HER and many more.

🚀 The exhibition area is filling up with the industry’s best app marketing & engagement platforms and agencies including AppsFlyer, Iterable, Gummicube, Adjust, Optimove, Liberteenz, Moloco, InMobi, Addict Mobile, Usercentrics, Edge 226 and CleverTap.

🚀 Alongside 5* food and drink all day, we will be hosting a drinks reception and an after party in a top secret location…

Want to join us at APS NYC? We have a limited number of in-person tickets so get yours now.

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Apple’s App Store blocks over $2B in fraudulent transactions https://www.businessofapps.com/news/apples-app-store-blocks-over-2b-in-fraudulent-transactions/ Thu, 18 May 2023 07:05:42 +0000 https://www.businessofapps.com/?p=86717 In a recent announcement, tech giant Apple revealed that its renowned App Store has successfully thwarted over $2 billion worth of potentially fraudulent transactions in the year 2022 alone. The prevention of fraudulent transactions and the rejection of millions of app submissions are part of the company’s strong review policy. Let’s dive in.  Making the App Store safer Apple shared that it had rejected approximately 1.7 million app submissions during the same period. These rejections were a result of these apps failing to meet the stringent quality and content standards set by Apple. By upholding these rigorous criteria, Apple aims to ensure that only the most reliable, user-friendly, and innovative applications are made available to its vast user base. Furthermore, an estimated 3.9 million stolen

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In a recent announcement, tech giant Apple revealed that its renowned App Store has successfully thwarted over $2 billion worth of potentially fraudulent transactions in the year 2022 alone. The prevention of fraudulent transactions and the rejection of millions of app submissions are part of the company’s strong review policy. Let’s dive in. 

Making the App Store safer

Apple shared that it had rejected approximately 1.7 million app submissions during the same period. These rejections were a result of these apps failing to meet the stringent quality and content standards set by Apple. By upholding these rigorous criteria, Apple aims to ensure that only the most reliable, user-friendly, and innovative applications are made available to its vast user base.

Furthermore, an estimated 3.9 million stolen credit cards were successfully intercepted and prevented from being utilised for deceitful purchases. 

Apple’s efforts led to the blocking of 714,000 suspicious accounts, effectively hindering them from engaging in any further illicit transactions. These measures amounted to a total prevention of approximately $2.09 billion in fraudulent transactions over the course of the previous year. 

Apple protects app users with security measures

Source: Apple

Out of the 1.7 million app submissions rejected by Apple in 2022, approximately 400,000 were turned down for privacy violations. Another 153,000 were rejected for spam, copying other apps, or misleading users, while 29,000 were rejected for containing hidden or undocumented features. Apple’s strict approach aims to ensure user privacy, prevent deceptive practices, and maintain a transparent and reliable app ecosystem.

Taking action

In a noteworthy development, Apple revealed a significant decline in terminated developer accounts due to potential fraudulent activity. In 2021, the company took action against over 802,000 developer accounts involved in suspicious practices. However, this number witnessed a notable reduction to 428,000 accounts in the following year.

Apple attributes this decline to the successful implementation of new methods and protocols aimed at combating app fraud within its ecosystem. By continuously refining its fraud detection systems and implementing stricter measures, Apple has been able to identify and take appropriate action against accounts engaging in fraudulent activities.

Other notable achievements

In 2022, the company rejected approximately 105,000 enrollments in the Apple Developer Program, suspecting fraudulent activities. To further safeguard its users, Apple took action against nearly 57,000 untrustworthy apps originating from illegitimate storefronts. By curating a reliable selection of apps, Apple ensures that users can confidently explore the App Store without compromising their privacy or security.

Apple blocks fraudulent reviews

Source: Apple

In a proactive measure, Apple disabled over 282 million customer accounts linked to fraudulent and abusive activity. This decisive action protects users from potential scams and maintains the overall integrity of the platform.

To prevent the creation of fraudulent accounts, Apple blocked around 198 million attempted fraudulent new accounts. The company also prevented nearly 84,000 potentially fraudulent apps from reaching App Store users and removing over 147 million fraudulent review entries. 

By taking decisive actions against fraudulent activities at various stages, Apple continues to fortify its app ecosystem and provide users with a secure and reliable platform.

Key takeaways

  • Apple’s App Store prevented over $2B in fraudulent transactions in 2022.
  • 1.7M app submissions rejected for not meeting Apple’s standards.
  • Apple took action against fraud, blocking accounts and removing untrustworthy apps and reviews.

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Disney Plus subscribers decline for second quarter, but revenue improves https://www.businessofapps.com/news/disney-plus-subscribers-decline-revenue-improves/ Thu, 18 May 2023 06:00:32 +0000 https://www.businessofapps.com/?p=86697 The number of subscribers to Disney Plus declined for the second consecutive quarter, losing four million in the last three months. The decline is almost entirely due to Disney Hotshot, its Indian streaming service, which lost the rights to stream the Indian Premier League in 2022.  While it may look bad for Disney Plus to be in decline, outside of Hotstar it has continued to grow its subscriber count, albeit it at a slower rate. It added 600,000 subscribers to Disney Plus outside of Hotstar over the last three months.  Disney Plus quarterly subscribers 2020 to 2023 (mm) A positive from this is with the increase in price for Disney Plus in certain markets, alongside less users on free trials, meant that the average revenue

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The number of subscribers to Disney Plus declined for the second consecutive quarter, losing four million in the last three months. The decline is almost entirely due to Disney Hotshot, its Indian streaming service, which lost the rights to stream the Indian Premier League in 2022. 

While it may look bad for Disney Plus to be in decline, outside of Hotstar it has continued to grow its subscriber count, albeit it at a slower rate. It added 600,000 subscribers to Disney Plus outside of Hotstar over the last three months. 

Disney Plus quarterly subscribers 2020 to 2023 (mm)

A positive from this is with the increase in price for Disney Plus in certain markets, alongside less users on free trials, meant that the average revenue per user for Disney Plus increased by $0.51. At $4.44, it is at its highest rate in over two years. 

Revenue from Disney Plus saw a noticeable bump in the most recent quarter, surpassing $2 billion. This reversed two quarters of decline for the video streaming service. 

At its current size, Disney Plus is bringing in about a quarter of the revenue as Netflix, although it still generates more of its content revenue from cinema and linear TV.

Disney Plus quarterly revenue 2020 to 2023 ($mm)

Disney has plans to add Hulu content onto Disney Plus, which may allow them to raise the price of the streaming service by the end of the year. It is not clear yet if Hulu will remain a separate entity, or be folded into Disney Plus, similar to how HBO is merging HBO Max with Discovery Plus. 

Disney Plus has closed the gap between it and Netflix over the past two years, but it has hit its first hurdle with the decline in subscribers for Disney Hotstar. Amazon reportedly has 175 million subscribers to Prime Video, although it offers the service for free to Prime subscribers, so the exact amount of viewers is difficult to determine. According to JustWatch, Prime Video surpassed Netflix in market share in the United States. 

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Ad-mirable growth: mobile ad revenue jumps 14% to $336 billion https://www.businessofapps.com/news/ad-mirable-growth-mobile-ad-revenue-jumps-14-to-336-billion/ Wed, 17 May 2023 08:25:37 +0000 https://www.businessofapps.com/?p=86698 Mobile advertising grew 14% year-on-year in 2022 to a whopping $336 billion. That’s according to data.ai’s State of App Revenue report, a comprehensive study of the mobile ad industry. It finds that despite formidable obstacles such as the far-reaching effects of the GDPR in Europe and Apple’s App Tracking Transparency, the domain of mobile advertising triumphed in 2022. 67% of app economy attributed to advertising Data.ai estimates that the value of the app economy is now $500 billion highlighting the industry’s huge scale and significance. There’s little surprise that advertising and in-app purchases are two core pillars of the mobile industry. Around $336B (67%) of its total worth now comes from advertising and $167B (33%) from in-app purchases. Apps account for 65% of mobile ad

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Mobile advertising grew 14% year-on-year in 2022 to a whopping $336 billion. That’s according to data.ai’s State of App Revenue report, a comprehensive study of the mobile ad industry. It finds that despite formidable obstacles such as the far-reaching effects of the GDPR in Europe and Apple’s App Tracking Transparency, the domain of mobile advertising triumphed in 2022.

67% of app economy attributed to advertising

Data.ai estimates that the value of the app economy is now $500 billion highlighting the industry’s huge scale and significance. There’s little surprise that advertising and in-app purchases are two core pillars of the mobile industry.

Around $336B (67%) of its total worth now comes from advertising and $167B (33%) from in-app purchases.

Apps account for 65% of mobile ad monetisation

Source: data.ai

Europe emerges as a leader when it comes to mobile ad revenue. Despite competition from North America and Asia, the continent solidifies its position as the third-largest region for mobile ad revenue in 2022. This revelation highlights Europe’s commendable performance and underscores its relevance as a key player in the global mobile advertising landscape.

Subscriptions account for 30% of in-app expenditure

In the first quarter of 2023, an astonishing 30% of in-app expenditure on iOS can be attributed to subscriptions. This noteworthy increase from the previous year’s 27.6% signifies the growing prevalence of subscription-based models within the app ecosystem. This shift in consumer behavior indicates a rising inclination towards long-term commitments and recurring payments, underscoring the evolving nature of app monetization strategies.

Mobile ad revenue by region

Source: data.ai

Among app users who pay for Bumble, an intriguing revelation emerges: they are more than 25 times as likely to invest in OkCupid, Hinge, and Match compared to the average mobile user. This remarkable affinity showcases the interconnectedness of user preferences within the dating app market, highlighting the propensity of Bumble users to explore and engage with other popular dating platforms.

Ads drive 90% of YouTube revenues

The report also found that approximately 90% of YouTube’s revenue stems from the relentless influence of advertising, solidifying its role as the primary driving force behind financial success. However, in a testament to user preferences and the allure of an ad-free experience, 10% of revenue is derived from app store purchases made to eliminate these advertisements.

Interestingly, as a result of its ad-free subscription option, YouTube ranked as the #2 app by app store revenue in the US in 2022.

Key takeaways

  • Mobile advertising reached $336B, driven by Europe’s strong performance and YouTube’s ad-driven revenue
  • Subscriptions accounted for 30% of iOS in-app spending, indicating a rising trend towards recurring payments
  • Advertising dominates the app economy, contributing 67% of its value, while in-app purchases contribute 33%

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Duolingo surpasses 20 million daily actives, 28 percent of all users engage daily https://www.businessofapps.com/news/duolingo-surpasses-20-million-daily-actives/ Wed, 17 May 2023 06:00:19 +0000 https://www.businessofapps.com/?p=86689 Language learning app Duolingo surpassed 20 million daily active users in the first quarter of 2023, a significant increase of four million on the previous quarter and up 62.5 percent year-on-year.  Unlike a lot of mobile apps which have seen usage stall or fall off after the coronavirus pandemic spike, Duolingo has continued to increase its daily active and monthly active users consistently over the past two years.  Duolingo quarterly daily active users 2020 to 2023 (mm) It reported 72.6 million monthly active users in the same time period. That means 28 percent of active Duolingo users access the app once a day, an all-time high for the company. It also reported a higher percentage of monthly actives as paid users.  There’s not much to

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Language learning app Duolingo surpassed 20 million daily active users in the first quarter of 2023, a significant increase of four million on the previous quarter and up 62.5 percent year-on-year. 

Unlike a lot of mobile apps which have seen usage stall or fall off after the coronavirus pandemic spike, Duolingo has continued to increase its daily active and monthly active users consistently over the past two years. 

Duolingo quarterly daily active users 2020 to 2023 (mm)

It reported 72.6 million monthly active users in the same time period. That means 28 percent of active Duolingo users access the app once a day, an all-time high for the company. It also reported a higher percentage of monthly actives as paid users. 

There’s not much to fault in Duolingo’s earnings report. It generated $115 million in revenue, a 42 percent increase year-on-year and a 10 percent increase on the previous quarter. It is still not a profitable business, reporting a $2.6 million net loss, but that is negligible in comparison to the $12.2 million loss it made in the same quarter last year. 

Similar to most technology companies, Duolingo made mention of several AI projects that it plans to launch in the next few months. It is a launch partner of OpenAI GPT-4, which will be included as part of a new subscription tier known as Duolingo Max. With Max, users can roleplay and have answers explained through a chatbot. 

Duolingo quarterly monthly active users 2020 to 2023 (mm)

It also mentioned that it would use its own proprietary AI model in combination with GPT-4 to accelerate the introduction of intermediate and advanced courses for learners. 

Duolingo is the frontrunner in the language learning market, with the most users and revenue. Since going public, the company has focused on subscriptions ahead of advertising and other forms of income, and most of their advertising efforts today are aimed at converting free users to a subscription. 

This freemium model is in stark contrast to most of the other language learning services out there, such as Babbel and Rosetta Stone. It appears to be working for Duolingo however, with continuous growth even in 2022 when a lot of mid-range technology companies reported declines in revenue or usage. 

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Video apps see a staggering 61% shorter sessions with poor signal https://www.businessofapps.com/news/video-apps-see-a-staggering-61-shorter-sessions-with-poor-signal/ Tue, 16 May 2023 08:36:43 +0000 https://www.businessofapps.com/?p=86657 When mobile users experience poor connectivity or unreliable WiFi networks, it significantly impacts their app usage and overall experience. Inadequate mobile connectivity leads to users spending 20% less time in each app session, while the impact is even more severe at 38% less time with poor WiFi. That’s according to new research from OpenSignal.  It’s all about connection Consistent exposure to subpar connectivity for seven days was found to result in a staggering 49% lower app retention rate among users, highlighting the critical role that reliable connectivity plays in user engagement and app retention.  According to data provided by Opensignal, approximately 29% of mobile app sessions are affected by a poor signal, while 11% of app sessions experience similar issues when connected to WiFi networks.

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When mobile users experience poor connectivity or unreliable WiFi networks, it significantly impacts their app usage and overall experience. Inadequate mobile connectivity leads to users spending 20% less time in each app session, while the impact is even more severe at 38% less time with poor WiFi. That’s according to new research from OpenSignal. 

It’s all about connection

Consistent exposure to subpar connectivity for seven days was found to result in a staggering 49% lower app retention rate among users, highlighting the critical role that reliable connectivity plays in user engagement and app retention. 

According to data provided by Opensignal, approximately 29% of mobile app sessions are affected by a poor signal, while 11% of app sessions experience similar issues when connected to WiFi networks.

The consequences are user frustrations and inconvenience. But it also affects app revenues, as most apps rely on monetization strategies such as in-app purchases or advertising. 

Smartphone users spending 20% less time in apps with poor connectivity

Source: OpenSignal

In order to generate revenue, apps need to retain users and encourage them to continue using the app over time. However, when users face persistent connectivity issues, their dissatisfaction grows, leading to a decline in app usage.

Shorter app sessions 

Smartphone users suffer from a lousy cellular signal in nearly one-third of their app sessions. This translates to app sessions with active data transfers being 20% shorter. It also results in fewer opportunities to display ads to users, thereby hampering app revenues. 

Moreover, when users spend less time within apps, they’re more inclined to cancel their paid subscriptions or uninstall the app altogether. The situation worsens on WiFi networks, with app session durations plummeting by a staggering 38% during the 11% of time characterized by a poor WiFi signal.

Emerging technologies will increase the need for reliable connections even further. 

Video is most affected

The impact of poor connectivity on app session length is substantial across various app categories, affecting both cellular and WiFi connections. Video Players experience the most significant drop, with sessions being 61% shorter on mobile and almost identical at 60% shorter on WiFi when encountering a poor signal. 

Several other categories also witness significant decreases in app usage when faced with poor connectivity, including Lifestyle, Navigation, News & Magazines, Education, and Shopping.

Video Player apps experience the highest increase in uninstall rates, with a staggering 31% more uninstalls occurring when users encounter a poor signal on the first day. This is followed by News & Magazines apps, which see a 24% increase in uninstall rates, and Lifestyle apps, which experience a 23% higher likelihood of being uninstalled under similar connectivity conditions.

Poor connectivity leads to drop in time spent in apps

Source: OpenSignal

Poor signal equals poor retention

When comparing app retention rates between instances of poor and good signal, an intriguing pattern emerges. On the first day, app retention is already 16% worse for users experiencing poor signal compared to those with good signal. This disparity can be attributed to reduced app usage due to connectivity issues.

However, the gap in app retention rates widens as time progresses. By day three, the difference in retention rates between users with poor signal and good signal reaches 41%. This indicates that users with poor connectivity are significantly more likely to discontinue app usage or even uninstall the app altogether over time.

Day seven mobile retention rate drops

Source: OpenSignal

The impact of poor connectivity on app retention becomes even more pronounced by day seven, with mobile app retention plummeting by 49% for users facing poor signal. 

App developers and service providers must prioritize addressing connectivity challenges to maintain long-term user retention and maximize the value of their apps.

Key takeaways

  • Poor connectivity leads to 20% less app usage, affecting user engagement and potential revenue
  • Video players experience a drastic 61% shorter session time with poor signal
  • Users with poor connectivity have a 49% lower app retention rate by day seven

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Small app developers on App Store see revenues rise 71% https://www.businessofapps.com/news/small-app-developers-on-app-store-see-revenues-rise-71/ Mon, 15 May 2023 08:39:26 +0000 https://www.businessofapps.com/?p=86628 Small app developers on the App Store saw an impressive 71% increase in their revenue from 2020 to 2022, according to the latest data from Apple. These findings may serve as a significant point of emphasis for Apple, as it faces calls for greater flexibility in app distribution, including the potential opening up of iOS to alternative app stores. Let’s dive in. App Store majority are small developers Small developers within the App Store ecosystem made up approximately 90% of developers in 2022. The tech company defines small developers as individuals earning less than $1 million annually from the App Store and having fewer than 1 million downloads across all their apps within a year.  In a move to support this group, the company reduced

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Small app developers on the App Store saw an impressive 71% increase in their revenue from 2020 to 2022, according to the latest data from Apple. These findings may serve as a significant point of emphasis for Apple, as it faces calls for greater flexibility in app distribution, including the potential opening up of iOS to alternative app stores. Let’s dive in.

App Store majority are small developers

Small developers within the App Store ecosystem made up approximately 90% of developers in 2022. The tech company defines small developers as individuals earning less than $1 million annually from the App Store and having fewer than 1 million downloads across all their apps within a year. 

In a move to support this group, the company reduced its fees from 30% to 15% in 2020.

Notably, a substantial portion of indie developers entering the ecosystem hail from Europe, accounting for 25% of new small developers. China constituted 23% of developer additions, while the United States contributed 14% of new developer signups. Additionally, regions such as South Korea, India, and Brazil collectively represented 35% of the new developers joining the App Store ecosystem.

Small developers on App Store

Source: Apple

Developers are branching out

During 2022, a significant trend emerged among small developers, with nearly 80 percent of them actively engaging on multiple storefronts. 

Developers who generate revenue by selling digital goods and services across multiple storefronts experienced earnings from users on an average of over 40 different storefronts. These findings highlight the growing global reach and cross-platform strategies adopted by small developers to maximize their app monetization opportunities.

Interestingly, among the global developers, a remarkable 40% either had minimal presence on the App Store or earned less than $10,000 just five years ago, highlighting the transformative impact the platform has had on their businesses.

Plane Finder is an example of a successful small developer app

Source: Apple

The company also emphasised its range of initiatives designed specifically to assist small developers, such as the App Store Small Business Program, Apple Entrepreneur Camp, App Accelerators, the App Store Foundations Program, and Apple Developer Academies. These programs provide valuable resources, guidance, and mentorship to foster growth and innovation among small developers.

To further enhance the developer experience, Apple organizes ongoing informational series such as App Store Sessions, Ask Apple, and Tech Talks. These initiatives provide developers with the opportunity to directly engage with Apple experts throughout the year, facilitating knowledge-sharing, support, and feedback on the latest features and technologies available.

In addition to these support programs, Apple equips developers with a comprehensive suite of free tools and frameworks.

Key takeaways

  • Small app developers on the App Store experienced a 71% revenue increase (2020-2022)
  • 90% of developers on the App Store are small developers
  • 80% of them actively engage on multiple storefronts to maximize monetization opportunities

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Mobile app creators are being tipped more https://www.businessofapps.com/news/mobile-app-creators-are-being-tipped-more/ Fri, 12 May 2023 08:30:19 +0000 https://www.businessofapps.com/?p=86527 The mobile creator community underwent a remarkable growth spurt since 2021, with its size almost tripling. It’s now valued at over $104.2 billion annually. As a result, there’s a sharp rise in the demand for mentorship and monetization opportunities for these aspiring creators. According to recent data, there’s been a significant surge in the number of social media users who are tipping creators for their content.  Tipping is in According to the Creator Economy Report, over 40% of users now give an average of $5 to $10 as a tip, a considerable increase from the mere 17% who did so back in 2021. This trend suggests that more and more people are valuing the work of social media creators and are willing to financially support

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The mobile creator community underwent a remarkable growth spurt since 2021, with its size almost tripling. It’s now valued at over $104.2 billion annually. As a result, there’s a sharp rise in the demand for mentorship and monetization opportunities for these aspiring creators. According to recent data, there’s been a significant surge in the number of social media users who are tipping creators for their content. 

Tipping is in

According to the Creator Economy Report, over 40% of users now give an average of $5 to $10 as a tip, a considerable increase from the mere 17% who did so back in 2021. This trend suggests that more and more people are valuing the work of social media creators and are willing to financially support them for their contributions.

App users are tipping creators

Source: IMF

When it comes to the top mobile channels used, TikTok and YouTube are favoured by creators and are the top-earning apps in 2023. 26% of creators claim both TikTok and YouTube are their favourite platforms, while another 26% say they earn the most on either platform.

It’s clear that TikTok and YouTube will remain essential platforms for creators in the years to come.

Preferred mobile apps for creators

Source: IMF

The study also found that the majority of creators interviewed make between $50K and $100K per year, but just 5% of those with over 5 million or more followers reported earning more than $1M a year.

More ways to monetise on mobile 

As social apps continue to shift their monetisation programs, content creators are diversifying their revenue streams by releasing merchandise, selling exclusive content, and starting their own brands. This allows them to stabilise their income streams and mitigate risks in an uncertain market.

Followers vs annual income

Source: IMF

Podcasting and live-streaming were among the most popular content styles on mobile apps. To keep up with shifting trends and policies, creators are utilising as many content forms as possible to increase discoverability and retain followers.

At the same time, apps and mobile platforms are releasing community guidelines and monetisation programs alongside new AI features to help creators produce better content.

Key takeaways

  • Mobile creator community has tripled in size, valued at over $104.2 billion.
  • TikTok and YouTube favoured by creators, top-earning apps in 2023.
  • Creators diversify revenue streams, use multiple content forms, and mobile platforms release new features.

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As hyper falls, hybrid models emerge in mobile gaming app economy https://www.businessofapps.com/news/as-hyper-falls-hybrid-models-emerge-in-mobile-gaming-app-economy/ Thu, 11 May 2023 08:53:40 +0000 https://www.businessofapps.com/?p=86500 Hyper-casual used to be all the rage in gaming but it seems the business has experienced notable shifts, with profits no longer as lucrative as they were in the past. This is due, in part, to a downward trend in ad revenue, which can be attributed to the implementation of App Tracking Transparency (ATT) on iOS and changes in user behaviour following the COVID-19 pandemic, among other factors. Tenjin just released a new report focusing on the latest trends. Let’s dive in. Ad impressions drop 10% In 2022, the mobile advertising industry saw significant changes, with distinct trends emerging on different operating systems. According to the latest data. ad impressions on iOS experienced a sharp 20% decline throughout 2022, while Android platforms saw a decrease

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Hyper-casual used to be all the rage in gaming but it seems the business has experienced notable shifts, with profits no longer as lucrative as they were in the past. This is due, in part, to a downward trend in ad revenue, which can be attributed to the implementation of App Tracking Transparency (ATT) on iOS and changes in user behaviour following the COVID-19 pandemic, among other factors. Tenjin just released a new report focusing on the latest trends. Let’s dive in.

Ad impressions drop 10%

In 2022, the mobile advertising industry saw significant changes, with distinct trends emerging on different operating systems. According to the latest data. ad impressions on iOS experienced a sharp 20% decline throughout 2022, while Android platforms saw a decrease in eCPM by 28%.

Ad impressions dropped 10% during 2022

Source: Tenjin

Despite this, Android saw a rise in in-app purchases (IAPs), with the number of such purchases increasing by 37% over the year. Notably, India emerged as the leader in terms of Android app installs, ranking #1 in the category of countries with the highest number of installs.

India leads for Android app installs

Source: Tenjin

These shifts highlight the dynamic nature of the industry and the importance of staying abreast of changes to succeed in the market. So what does it all mean for hyper-casual game developers?

Going hybrid

It seems that developers are shifting to hybrid models instead. 

“If you ask industry experts to define hybrid-casual, you’ll likely get a range of different answers. With no clear consensus on the new “hottest genre” or business model,” said Roman Garbar, Marketing Director at Tenjin.

eCPM dropped 28% in 2022

Source: Tenjin

“What is clear, however, is that a hybrid storm is coming. Casual developers are integrating hyper-casual components and rewarded videos into their games, while hyper-casual developers are adding more in-app purchases and improving retention. But with advertising and monetization becoming increasingly difficult in 2023, developers will need to be strategic in their approach. We hope that these industry rankings and trends will help guide developers through this hybrid shift.”

Key takeaways

  • Hyper-casual gaming is less profitable due to ad revenue decline and COVID-19 changes.
  • iOS ad impressions dropped 20%, and Android eCPM decreased by 28% in 2022.
  • Android IAPs up 37%, India tops in-app installs; developers shifting to hybrid models.

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Petal Ads hails all-scenario ad solutions as the future of mobile advertising https://www.businessofapps.com/news/petal-ads-hails-all-scenario-ad-solutions-as-the-future-of-mobile-advertising/ Wed, 10 May 2023 10:44:54 +0000 https://www.businessofapps.com/?p=86492 Petal Ads (formerly HUAWEI Ads), an industry-leading mobile advertising ecosystem, calls on brand advertisers to embrace customised on-device all-scenario ad solutions to reach out to audiences across borders and help European advertisers enter the Chinese market. During a special masterclass attended by leading global brands at this year’s OMR Festival, Petal Ads presented on-device marketing as the next evolution in international mobile advertising, which has gained significant popularity in China and is now quickly heading towards global markets. “We believe that an on-device all-scenario ad solution is a huge opportunity to connect people and businesses across the globe,” said Jaime Gonzalo, VP Huawei Mobile Services Europe. “While global smart device advertising is still at its early stages, global brands working with Petal Ads can expect

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Petal Ads (formerly HUAWEI Ads), an industry-leading mobile advertising ecosystem, calls on brand advertisers to embrace customised on-device all-scenario ad solutions to reach out to audiences across borders and help European advertisers enter the Chinese market. During a special masterclass attended by leading global brands at this year’s OMR Festival, Petal Ads presented on-device marketing as the next evolution in international mobile advertising, which has gained significant popularity in China and is now quickly heading towards global markets.

“We believe that an on-device all-scenario ad solution is a huge opportunity to connect people and businesses across the globe,” said Jaime Gonzalo, VP Huawei Mobile Services Europe. “While global smart device advertising is still at its early stages, global brands working with Petal Ads can expect comprehensive international solutions that help regions connect.”

Embracing the future of mobile advertising

On-device marketing, otherwise known as smart-device advertising, is an Ads-as-a-service (AaaS) that is user-centric, interconnected and creates real-time touch points for effective outreach to audiences globally. It creates more immersive touch points to help users make better decisions, with a multi-modal approach, such as voice, visual, virtual or mixed reality, and scenario-based design. This is made possible through highly effective and direct reach across software touchpoints with Huawei Mobile Services (HMS) ecosystem combined with hardware touchpoints via an ensemble of Huawei devices, Petal Ads’ first-party data and the advantage of having the top user base within China. With technology evolving at a rapid pace, this brings new ad market possibilities, which drives more opportunities for on-device marketing.

Petal Ads is well-placed in deploying on-device marketing on an international level thanks to over 1 billion devices in the market. Being part of Huawei Mobile Services (HMS), Petal Ads benefits from over 20 years of knowledge, reputation and experience of a leading global player in the tech industry. The platform also taps into an extensive coverage of Huawei devices in China with a market-leading active user base at 25% market share. This advantage leads the way in engaging both global and high-value Huawei audiences, such as the over 60 million Chinese travellers, connecting advertisers to international and Chinese markets.

As a device manufacturer, Huawei, leveraging AI capabilities on devices, has knowledge and experience in understanding its audience while ensuring the highest data protection EU standards. This enables Petal Ads to derive accurate and rich insights about users’ behaviours. Using these data points, Petal Ads can then create advertising possibilities that go beyond smartphones whereby users rely on multiple devices and scenarios across the ecosystem.

Petal Ads also connects third-party publishers on top of the HMS ecosystem, which further enhances the DMP (Data Management Platform) solution for advertisers to make real-time connections with Android users beyond the Huawei platforms.

“Smart on-device advertising is quickly becoming a vital element in the mobile marketing landscape,” shared Elvin Altun Noyan, Germany Country Director from Mobile Marketing Association. “As data continues to shape the future of advertising, we recognise the importance to build platforms that help users make more intelligent decisions thanks to effective, personalized, and secure advertising solutions.”

Petal Ads as a gateway to international markets

Petal Ads understands international mobile advertising is still in its relatively early stages and few solid providers can deliver a fully comprehensive global solution to advertisers. It is an untapped segment and resistant to macro-economic trends, which Petal Ads sees as an opportunity to help advertisers facilitate commercial connections around the world and help regions to connect, including China.

Moreover, Huawei predicted that by 2030, over 200 billion connections worldwide will be established, with over 1 yottabytes of data (equivalent to a trillion terabytes) to be generated. This means that there is even more data to help understand the users’ needs, and more connectivity to be achieved in the next 7 years.

With a local footprint in most regional markets, Petal Ads provides advertisers with a gateway to international markets including China. The platform offers customised initiatives to advertisers to take advantage of some key inflection times for their business and seasonal or locally specific campaigns, such as during Christmas, Black Friday, Valentine’s Day and the more recent Ramadan campaigns.

For companies aiming to grow their business among Chinese consumers, Petal Ads benefits from the extensive coverage of Huawei devices in China, amassing a substantial number of high-quality users and making it the leading advertising platform in the country. With chart-topping performance in China for the largest active user market share at 25%, and 47.4% market share in foldable devices, Huawei offers a significant opportunity for businesses looking to tap into the Chinese market, in addition to reaching Chinese travellers and cross-border audiences in the EU.

Petal Ads is also planning to expand the “Global Business Growth Ads Suite” to provide premium brand partners with a more customized advertising experience. This includes increased media slots, brand cooperation, and local market consultancy, especially in China. Petal Ads aims to support both the brand and campaign success, ensuring that the partners achieve their business growth objectives.

“As a device manufacturer and mobile ad platform, we are in a unique position to offer customized and segmented solutions that meet global clients’ specific needs. We welcome brands and agencies in Europe to partner with Petal Ads to create effective and engaging campaigns that reach audiences in China and across borders,” Jaime Gonzalo concluded.

Petal Ads continues remarkable growth

Petal Ads has been growing steadily since its debut in 2020, enabling publishers, advertisers and marketers to expand their businesses and connect with more customers. The platform has witnessed a 9-fold growth in its advertiser network and a 4-fold growth in its publisher network in the last year, able to reach over 730 million monthly active users globally. The platform also leverages a strong data management strategy and user tags to enable effective audience segmentation and provide valuable insights.

With a presence in over 170 countries and regions, Petal Ads has partnered with more than 60 certified agencies and brands globally through its Petal Ads Partner Program, including Avow, MMA and El Corte Ingles, and others.

These close partners shared invaluable trends and insights during the OMR Festival masterclass, exchanging knowledge with global brands to help move the industry forward. The masterclass can be watched here.

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Delisted apps pose risk to consumer privacy and app ecosystem quality https://www.businessofapps.com/news/delisted-apps-pose-risk-to-consumer-privacy-and-app-ecosystem-quality/ Wed, 10 May 2023 08:16:58 +0000 https://www.businessofapps.com/?p=86464 Delisted apps can pose a risk to consumer privacy and the overall quality of the app ecosystem. Even after being removed from the app stores, these apps may still be installed on users’ devices and continue to collect personal information. Additionally, advertising revenue directed towards these apps can incentivize and perpetuate privacy risks. Now a new report by fraud protection platform Pixalate analysed delisted apps on the Roku and Amazon Fire TV app stores to examine the characteristics of the apps. 54% rise in delisted apps Over 2,000 apps were delisted from Roku (1.9k+) and Amazon Fire TV (28) in Q1 2023. This represents a 54% increase YoY from Q1 2022. Pixalate’s analysis also revealed that VlogBox, Inc. was the developer of 664 of the

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Delisted apps can pose a risk to consumer privacy and the overall quality of the app ecosystem. Even after being removed from the app stores, these apps may still be installed on users’ devices and continue to collect personal information. Additionally, advertising revenue directed towards these apps can incentivize and perpetuate privacy risks. Now a new report by fraud protection platform Pixalate analysed delisted apps on the Roku and Amazon Fire TV app stores to examine the characteristics of the apps.

54% rise in delisted apps

Over 2,000 apps were delisted from Roku (1.9k+) and Amazon Fire TV (28) in Q1 2023. This represents a 54% increase YoY from Q1 2022.

Pixalate’s analysis also revealed that VlogBox, Inc. was the developer of 664 of the delisted Roku apps, while OKKO developed 411 delisted Roku apps. Additionally, 250 (12%) of all delisted Roku and Amazon Fire TV apps included “Screensaver” or “Wallpaper” in the app title.

Delisted apps pose a risk to consumer privacy and the overall quality of the app ecosystem. Pixalate believes that benchmarking this metric is essential because advertising revenue directed towards these apps can incentivize and perpetuate privacy risks. In total, $3.3 million in estimated ad spend was directed towards delisted apps, all of which occurred on delisted Roku apps. No advertising was observed on delisted Amazon Fire TV apps.

Amazon Fire TV app

Source: Shutterstock

What it means for user privacy?

The findings of Pixalate’s analysis underline the importance of transparency and privacy compliance in the app ecosystem. As privacy violations and transparency concerns were found to be the primary reasons why apps are delisted, the analysis suggests that developers who fail to comply with regulations related to data privacy and advertising transparency are likely to have their apps removed from the app stores.

The report provides valuable insights into how app developers can improve their compliance practices to avoid delisting and ensure the protection of user privacy.

Firstly, developers can add comprehensive privacy policies that clearly explain what data is being collected, how it is being used, and with whom it is being shared. Privacy policies should be easily accessible and prominently displayed within the app.

Secondly, developers should implement robust transparency practices to provide users with greater control over their data. This could include offering users the option to opt-out of data collection and sharing, as well as providing clear and concise explanations of how data is being used within the app.

Thirdly, they should stay up-to-date with the latest privacy regulations and guidelines in their region and ensure that their apps comply with these regulations. This could include complying with data retention policies, obtaining explicit consent from users before collecting and using their data, and implementing appropriate data security measures to protect user information.

Key takeaways

  1. 2,000+ apps delisted from Roku and Amazon Fire TV
  2. 54% YoY increase in delisted apps from Q1 2022
  3. $3.3 million estimated ad spend on delisted apps

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Wish pandemic boom well and truly over, 86% decline in usage compared to 2021 https://www.businessofapps.com/news/wish-86-percent-decline-usage/ Wed, 10 May 2023 06:00:58 +0000 https://www.businessofapps.com/?p=86481 The last two years for Wish have been disastrous, with significant declines in revenue and usage. While it is not the only app to see its fortunes reverse since the global lockdowns ended, it is one of the few to see losses this dramatic.   To put this in context, pre-pandemic Wish reported $1.9 billion in revenue for the full year 2019. Its co-founder had ambitions of Wish becoming the next Walmart. In 2020, revenues increased by 31.5 percent, but by mid-2021, there were clear signs of a decline. It reported $2 billion revenue in 2021, a 20 percent decline, but the second half of the year was much worse than the first half. By the start of 2022, Wish had 74 percent less monthly active

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The last two years for Wish have been disastrous, with significant declines in revenue and usage. While it is not the only app to see its fortunes reverse since the global lockdowns ended, it is one of the few to see losses this dramatic.  

To put this in context, pre-pandemic Wish reported $1.9 billion in revenue for the full year 2019. Its co-founder had ambitions of Wish becoming the next Walmart. In 2020, revenues increased by 31.5 percent, but by mid-2021, there were clear signs of a decline.

It reported $2 billion revenue in 2021, a 20 percent decline, but the second half of the year was much worse than the first half. By the start of 2022, Wish had 74 percent less monthly active buyers on its app than it had in 2020. It would end the year reporting $571 million in full year revenue, lower than its revenue in 2016. 

Wish quarterly revenue 2019 to 2023 ($mm)

In its Q1 2023 financial report, Wish claimed it was on the pathway to improvement, but that doesn’t square up with the financial or usage figures presented. It reported $98 million revenue, a 49 percent decrease year-on-year and a 87 percent decrease on two years ago. Monthly active buyers have suffered just as much, from 101 million t0 14 million.

What makes the Wish situation unique, in comparison to a lot of the apps and services which have seen revenues, usage, and stock price declines over the past two years, is the decline appears to be mostly due to reputational damage. 

According to a deep-dive by The New York Times, Wish has been attempting to rebuild its trust with consumers after a growing list of complaints of fake stores (some set up by Wish), unreliable shipping, and poor customer service. 

For the past two years, Wish has set up more guidelines for merchants operating on its platform and have removed those who regularly fail to deliver items.

Wish quarterly active users 2019 to 2023 ($mm)

One of the ways Wish differentiated itself from Amazon and eBay was the unrealistic deals offered for items, which could be up to 98 percent off the original price. To move away from that and to more reliable, typical ecommerce may help its reputation, but it also removes one of the main reasons people started using Wish. 

Wish has also cut back heavily on ad spending, which was the main way it brought in customers. According to the same piece, Wish was the top advertiser on Facebook and Instagram in 2021, and spent $1 billion on sales and marketing in that year. 

To regenerate what made Wish unique is going to be difficult, considering the app is moving away from social marketing and absurd deals and items. Temu, which is run by Chinese ecommerce giant Pinduoduo, is also making waves in the United States with a similar marketing pitch as Wish: cheap items, at high discounts.

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Learn how to scale user acquisition through 2023 and on [live event] https://www.businessofapps.com/news/learn-how-to-scale-user-acquisition-through-2023-and-on-live-event/ Tue, 09 May 2023 13:31:38 +0000 https://www.businessofapps.com/?p=86474 We live in a world where economic uncertainties and app user privacy concerns make it harder for marketers to meet their bottom line. Ad budgets are getting cut and marketers have to adapt to work with less data to build their ad campaigns with. The question is – what is the right strategy to continue driving quality user acquisition at scale despite the abovementioned hurdles? On May 18th, 10 am PST Business of Apps will host a live event with the experts from the leading performance marketing company Perform[cb]. Matthew Lord, CSO of Perform[cb], and Lee Aho, EVP of Marketers at Perform[cb] will cover: Competitive optimizations for efficient ad spend Maximizing reach through top traffic channels Campaign strategies to test ahead of Q4 Three user

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We live in a world where economic uncertainties and app user privacy concerns make it harder for marketers to meet their bottom line. Ad budgets are getting cut and marketers have to adapt to work with less data to build their ad campaigns with.

The question is – what is the right strategy to continue driving quality user acquisition at scale despite the abovementioned hurdles?

On May 18th, 10 am PST Business of Apps will host a live event with the experts from the leading performance marketing company Perform[cb].

Matthew Lord, CSO of Perform[cb], and Lee Aho, EVP of Marketers at Perform[cb] will cover:

  • Competitive optimizations for efficient ad spend
  • Maximizing reach through top traffic channels
  • Campaign strategies to test ahead of Q4
  • Three user acquisition success stories with top marketers, including FanDuel

Register today.

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92% of mobile game advertisers released new creatives in Q1 https://www.businessofapps.com/news/game-on-92-of-mobile-game-advertisers-release-new-creative-in-q1/ Tue, 09 May 2023 08:34:24 +0000 https://www.businessofapps.com/?p=86452 The first quarter of 2023 saw an overwhelming majority (92%) of mobile game advertisers release new creatives. This equates to nearly 50,000 advertisers in the mobile gaming space who introduced fresh ad content during this period, finds ad intelligence company SocialPeta. Video ads accounted for 83% of all ad creatives during the quarter, while Image, Playable, and other ad types accounted for 14%, 2%, and 1% respectively. Android accounts for most creatives The report highlighted a staggering number of new ad creatives in the mobile gaming ecosystem were released for the same period, reaching a total of 7.80 million. This represents 67% of all ad creatives placed in the quarter. It indicates the mobile gaming industry’s continued growth and dominance in the digital advertising world.

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The first quarter of 2023 saw an overwhelming majority (92%) of mobile game advertisers release new creatives. This equates to nearly 50,000 advertisers in the mobile gaming space who introduced fresh ad content during this period, finds ad intelligence company SocialPeta. Video ads accounted for 83% of all ad creatives during the quarter, while Image, Playable, and other ad types accounted for 14%, 2%, and 1% respectively.

Android accounts for most creatives

The report highlighted a staggering number of new ad creatives in the mobile gaming ecosystem were released for the same period, reaching a total of 7.80 million. This represents 67% of all ad creatives placed in the quarter. It indicates the mobile gaming industry’s continued growth and dominance in the digital advertising world.

There was a notable surge in the number of Android creatives during the first quarter of 2023. Android creatives accounted for 70% of all ad creatives, while iOS creatives made up the remaining 30%. This suggests that the Android platform is becoming increasingly popular for mobile game advertising, perhaps due to its wider user base or other factors such as more accessible app development tools.

Android (green) accounted for more ad creatives than iOS (blue)

Source: SocialPeta

The shift towards Android could have significant implications for advertisers looking to reach mobile gaming audiences, as they may need to adjust their strategies accordingly to ensure they are effectively targeting their desired audience.

Casual dominates gaming industry

Casual games dominated the mobile gaming industry in the first quarter of 2023, ranking top for the number of advertisers and creatives. The genre experienced a year-over-year increase of 2.29% in the number of advertisers and 12% in the number of creatives.

Following Casual were Puzzle, Simulation, Action, RPG, Casino, Arcade, Strategy, Card, and Adventure categories, respectively, indicating a wide variety of genres that are attracting mobile game advertisers.

Casual games dominate ad creatives

Source: SocialPeta

In terms of the number of creatives, the genres that saw the most activity in Q1 were Puzzle, RPG, Simulation, Strategy, Action, Casino, Card, Arcade, and Adventure. This suggests that advertisers are exploring a broad range of genres to reach and engage with mobile gaming audiences. The report’s findings indicate that the mobile gaming industry is continuing to grow, with an increasing number of advertisers and creatives being developed to target this growing market.

Interestingly, North America led the pack in terms of the average number of monthly mobile game advertisers during Q1, with an average of 12.7K advertisers. This figure represents a 31% increase over the second region on the list, Europe.

However, in terms of the average monthly creatives per advertiser, Hong Kong, Macao, and Taiwan topped the list with an average of 239 creatives per advertiser, followed closely by Japan & South Korea with 230 creatives and Southeast Asia with 222 creatives. This suggests that mobile game advertisers in these regions are actively developing a large volume of new creatives to target their audiences.

Key takeaways

  • Mobile game advertisers released 7.8m new ad creatives in Q1 2023
  • Video ads account for 83% of all ad creatives
  • Casual games dominate mobile gaming ad creatives

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Google blocks 1.43 million policy-violating apps on Play Store https://www.businessofapps.com/news/google-blocks-1-43-million-policy-violating-apps-on-play-store/ Fri, 05 May 2023 08:00:38 +0000 https://www.businessofapps.com/?p=86355 With the growing popularity of mobile apps, the number of malicious apps that can harm users’ devices or steal their data has risen. To combat this issue, Google has been investing in machine learning systems and app review processes to identify and prevent policy-violating apps from being published on Google Play. Google recently announced that it prevented 1.43 million policy-violating apps from being published on Google Play in 2022.  How Google prevents ad-fraud Google has been hard at work to combat malicious developers and fraud rings, banning 173,000 bad accounts and preventing over $2 billion in fraudulent and abusive transactions. To ensure that the Play ecosystem remains safe for users, Google raised the bar for new developers to join by introducing phone, email, and other

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With the growing popularity of mobile apps, the number of malicious apps that can harm users’ devices or steal their data has risen. To combat this issue, Google has been investing in machine learning systems and app review processes to identify and prevent policy-violating apps from being published on Google Play. Google recently announced that it prevented 1.43 million policy-violating apps from being published on Google Play in 2022. 

How Google prevents ad-fraud

Google has been hard at work to combat malicious developers and fraud rings, banning 173,000 bad accounts and preventing over $2 billion in fraudulent and abusive transactions. To ensure that the Play ecosystem remains safe for users, Google raised the bar for new developers to join by introducing phone, email, and other identity verification methods. This has resulted in a reduction of accounts publishing violative apps.

Google also partnered with SDK providers to limit sensitive data access and sharing, thereby enhancing the privacy posture for over one million apps on Google Play. 

The company prevented 500,000 submitted apps from unnecessarily accessing sensitive permissions over the past three years through strengthened Android platform protections and policies.

New tools supporting developers

In an effort to build trust with developers, Google has made a concerted effort to provide the tools, knowledge, and support necessary for developers to create secure and trustworthy apps that prioritize user data security and privacy.

To that end, in 2022, Google launched the App Security Improvements program to help developers fix approximately 500,000 security weaknesses affecting around 300,000 apps with a combined install base of approximately 250 billion installs. This program was designed to help developers build better apps by identifying and addressing vulnerabilities and improving overall security.

Google app security efforts

Source: Google

To fight fraudulent and malicious ads, Google updated its ad policy for developers, providing guidelines that improve in-app user experience and prohibit unexpected full-screen interstitial ads. Google Play Store also launched a data safety section last year to enhance transparency in data collection and sharing practices. 

The store became the first commercial app store to display a badge for any app that has completed an independent security review through App Defense Alliance’s Mobile App Security Assessment, which leverages OWASP’s Mobile Application Security Verification Standard. Additionally, the App Defense Alliance expanded its membership to reduce app-based malware risks.

For Pixel users, Google added more powerful security and privacy features to keep them safe. The security and privacy settings launched for all Pixel devices running Android 13, and Private Compute Core allows Pixel phones to detect harmful apps in a privacy-preserving way.

Key takeaways

  • Google prevented 1.43 million policy-violating apps from being published on Google Play in 2022
  • It implemented measures such as identity verification, platform protections, and ad policy updates to combat ad fraud and malicious developers
  • It launched initiatives such as the App Security Improvements program and the data safety section to support developers and enhance transparency for users

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The APS NYC agenda is now live https://www.businessofapps.com/news/the-aps-nyc-agenda-is-now-live/ Thu, 04 May 2023 14:04:29 +0000 https://www.businessofapps.com/?p=86375 We are excited to announce that the first look agenda for App Promotion Summit NYC 2023 is now live and covering the latest in app growth and product including Generative AI, Custom Product Pages, SKAN 4.0 and data driven decision making. 🚀 Our in-person conference at 360 Madison Avenue in Midtown Manhattan on Thursday June 22nd will feature a main stage exploring app growth across the funnel plus 2 workshop rooms focusing on User Acquisition and App Product & Engagement. We have speakers from Dow Jones, Hopper, Life360, Hiatus, Brigit, HER, Soothe and BEGiN ready to share their insights. Some confirmed sessions include: Generative AI’s Impact on Mobile – Nicole Castillo, VP of Mobile Products, News Corp Web-to-app User Acquisition War Stories – Andrew Tsui,

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We are excited to announce that the first look agenda for App Promotion Summit NYC 2023 is now live and covering the latest in app growth and product including Generative AI, Custom Product Pages, SKAN 4.0 and data driven decision making. 🚀

Our in-person conference at 360 Madison Avenue in Midtown Manhattan on Thursday June 22nd will feature a main stage exploring app growth across the funnel plus 2 workshop rooms focusing on User Acquisition and App Product & Engagement.

We have speakers from Dow Jones, Hopper, Life360, Hiatus, Brigit, HER, Soothe and BEGiN ready to share their insights.

Some confirmed sessions include:

  • Generative AI’s Impact on Mobile – Nicole Castillo, VP of Mobile Products, News Corp
  • Web-to-app User Acquisition War Stories – Andrew Tsui, Director of Product, K Health
  • ASO is Dead – Nicole Weiss, Global Director Marketing: App Store Editorial Partnerships and ASO, Audible
  • How to Build a Powerful Loyalty Program to Engage Customers Long-term – Alex Guerra, Director of Monetization, Baz

Grab your tickets here if you haven’t already.

We can’t wait to welcome you to the event.

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App-timizing revenue: 57% of users download apps recommended by in-app ad https://www.businessofapps.com/news/app-timizing-revenue-57-of-users-download-apps-recommended-by-in-app-ads/ Thu, 04 May 2023 08:43:51 +0000 https://www.businessofapps.com/?p=86318 The mobile application industry is witnessing a significant surge in in-app advertising demand, as per a recent survey. The increase has been linked to the rising usage of mobile apps and the shift in consumer shopping behaviour following the COVID-19 pandemic. In-app advertising has now emerged as a crucial revenue stream for app creators and marketers who aim to promote their products and services to their target audience. The value of in-app ads App marketers are leveraging the power of AI and machine learning to identify relevant users and create targeted in-app ad campaigns that yield better results, according to research by GoodFirms, a B2B ratings and reviews platform. The study emphasizes that such insights and contextual targeting mechanisms could be invaluable to marketers as

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The mobile application industry is witnessing a significant surge in in-app advertising demand, as per a recent survey. The increase has been linked to the rising usage of mobile apps and the shift in consumer shopping behaviour following the COVID-19 pandemic. In-app advertising has now emerged as a crucial revenue stream for app creators and marketers who aim to promote their products and services to their target audience.

The value of in-app ads

App marketers are leveraging the power of AI and machine learning to identify relevant users and create targeted in-app ad campaigns that yield better results, according to research by GoodFirms, a B2B ratings and reviews platform.

The study emphasizes that such insights and contextual targeting mechanisms could be invaluable to marketers as they strive to reach their desired audience more precisely through in-app advertising.

The study delves into the three most popular app monetization models, namely in-app purchases, subscription models, and in-app advertising, highlighting how the latter is increasingly becoming a preferred revenue-generating option for app creators.

The research also sheds light on the different types of in-app ad formats that users commonly encounter. For instance, skippable in-stream video ads are seen by around 85.2% of users, while 52.4% of users come across non-skippable in-stream video ads. 

In-app ad types most frequently encountered

Source: GoodFirms

Banner ads are found to be the most prevalent form of in-app advertising, with 86.7% of users encountering them. Additionally, 39.1% of users are primarily exposed to interstitial ads, and 23.9% of users come across native ads. 

These findings highlight the diverse nature of in-app advertising formats and their varying degrees of effectiveness in reaching out to the target audience.

Over half of users find in-app ads useful

In-app ads offer multiple benefits such as improved targeting, higher click-through rates, better user engagement, and revenue growth.

56.5% of app users download apps that are recommended through in-app ads. Additionally, 42.6% of smartphone users have made purchases after clicking on in-app ads, and 29.5% of users prefer watching rewarded in-app videos.

Over half (52.8%) of app users find in-app advertisements useful, while 56.7% of mobile app users consider in-app ads informative.

Usefulness of in-app ads

Source: GoodFirms

However, the report also indicates that 46.3% of respondents find in-app advertising unwanted, and 36.7% believe that in-app ads are annoying and often irrelevant. Interestingly, around 53.9% of app users watch ads because they prefer not to pay for the ad-free version.

66% of users will skip video ads

Source: GoodFirms

Some of the top trends in in-app advertising include an increased focus on personalization, prioritizing privacy concerns, a rise in the use of native ads, the incorporation of augmented and virtual reality, the implementation of Artificial Intelligence, fast in-app adverts, a shift from Google Play Store to Apple Store, in-app bidding, and an overall increase in in-app spending. By keeping up with these trends, publishers and marketers can stay ahead of the curve and effectively target their audience.

However, the report also identifies some significant challenges for publishers and marketers. They include viewability and fraud concerns, the growing use of ad blockers, the need to deliver the marketing message within a limited time, data privacy issues, and increasing competition. 

By addressing these challenges, publishers and marketers can optimize their in-app advertising strategies and improve their chances of success in this highly competitive market.

Key takeaways

  • 56.5% of app users download recommended apps and 42.6% make purchases after clicking on in-app ads
  • Over half of app users find in-app ads useful, but 46.3% find them unwanted and 36.7% believe they are annoying
  • Top trends in in-app advertising include personalization, privacy concerns, native ads, AR/VR, AI, and a shift from Google Play Store to Apple Store

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Chinese apps gain popularity in the US despite data privacy concerns https://www.businessofapps.com/news/chinese-apps-gain-popularity-in-the-us-despite-data-privacy-concerns/ Wed, 03 May 2023 08:38:11 +0000 https://www.businessofapps.com/?p=86289 As concerns about data privacy and security continue to mount, many Americans are left wondering just how pervasive Chinese apps are in the United States. Despite these concerns, a number of Chinese apps have continued to gain a significant following, with millions of Americans using them on a daily basis. Charting success According to recent data from app experts Apptopia, only 10 out of the 500 most downloaded apps so far in 2023 are from Chinese companies. However, what is perhaps more concerning is that four of these Chinese apps are in the top five. These apps have become almost household names at this point, with Temu, TikTok, CapCut, and Shein all enjoying massive popularity among American users. CapCut, a popular video editing app among

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As concerns about data privacy and security continue to mount, many Americans are left wondering just how pervasive Chinese apps are in the United States. Despite these concerns, a number of Chinese apps have continued to gain a significant following, with millions of Americans using them on a daily basis.

Charting success

According to recent data from app experts Apptopia, only 10 out of the 500 most downloaded apps so far in 2023 are from Chinese companies. However, what is perhaps more concerning is that four of these Chinese apps are in the top five. These apps have become almost household names at this point, with Temu, TikTok, CapCut, and Shein all enjoying massive popularity among American users.

CapCut, a popular video editing app among TikTok creators, is owned by Bytedance, the parent company of TikTok itself. Meanwhile, Shein, a fast-fashion giant known for its low prices and trendy clothing, has been expanding its inventory in an effort to compete with Amazon. The company recently moved its headquarters to Singapore.

Another Chinese app that has gained traction in the United States is Temu, an e-commerce platform owned by Pinduoduo. The app offers a wide range of products at rock-bottom prices and has quickly gained popularity among American consumers.

Despite concerns about data privacy and security, these apps continue to be popular among users. In 2021, four Chinese apps made it into the top 50 most downloaded apps in the United States, with only one of them ranking in the top five. In 2022, there were three Chinese apps in the top 50, with TikTok holding onto its position as the #1 app for both years.

Few US apps in the US top ranks

It’s quite remarkable that, in a country where tech giants Apple, Google, and Meta dominate, only one of them has an app in the top five most downloaded apps this year. Meta’s Instagram comes in at #4. This highlights the growing strength of Chinese app development on a global scale, as well as their ability to compete and succeed against top American talent.

Chinese apps are leading download charts in the US

Source: Apptopia

When it comes to generating in-app purchase revenue, Chinese companies own 36 of the top 500 grossing apps in the US this year, with every app except for TikTok being a mobile game. Looking at the same statistics for average monthly active users (MAUs), Chinese companies hold 16 of the top 500 apps. TikTok, WeChat, CapCut, and Temu rank within the top 25, while the other 12 are further down the list.

Conversely, only 19 out of the 500 most downloaded apps in China this year are from American companies, based solely on iOS data since Google Play does not operate legally in China. It would be interesting to know if there are similar security concerns with apps like Instagram or Google Maps in Chinese media.

As for Lemon8, the app had a brief stint at the top of the iOS App Store but downloads are declining. Since its launch in late March, the app has been installed around 1.2 million times in the US.

As the debate over data privacy and security continues to unfold, it remains to be seen how these Chinese apps will fare in the United States and around the world.

Key takeaways

  • 4 out of the top 5 most downloaded apps in the US are owned by Chinese companies
  • Chinese companies own 36 of the top 500 grossing apps and 16 of the top 500 apps in terms of monthly active users
  • Only 19 out of the 500 most downloaded apps in China this year are from American companies

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Google Plays around with new ad slot in Play Store search https://www.businessofapps.com/news/google-plays-around-with-new-ad-slot-in-play-store-search/ Tue, 02 May 2023 08:34:19 +0000 https://www.businessofapps.com/?p=86278 As Google prepares for its annual I/O developer conference in May, the tech giant has been spotted testing a new Play Store ad slot that could expand its search ads business. The move would offer developers access to new, prime real estate for their app marketing efforts. Personalised suggestions This latest development comes two years after Apple added a new ad slot on its Search tab, moving beyond its previous placement at the top of search results. In a similar move, Google is now testing an ad slot that appears when Android users navigate to the Play Store’s search menu and enter keywords to find apps. Android Police, an Android news site, first spotted the test and reported that Google had been using the slot

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As Google prepares for its annual I/O developer conference in May, the tech giant has been spotted testing a new Play Store ad slot that could expand its search ads business. The move would offer developers access to new, prime real estate for their app marketing efforts.

Personalised suggestions

This latest development comes two years after Apple added a new ad slot on its Search tab, moving beyond its previous placement at the top of search results. In a similar move, Google is now testing an ad slot that appears when Android users navigate to the Play Store’s search menu and enter keywords to find apps.

Android Police, an Android news site, first spotted the test and reported that Google had been using the slot for app “recommendations” since late last year. However, Google clarified that these were not ads, but rather personalised suggestions.

The new feature is not yet widely available, suggesting that Google is testing it. A Google spokesperson confirmed the experiment, noting that the company regularly tests new features on the Play Store, but didn’t offer any further information about the test, which may indicate that Google is keeping it under wraps until a planned announcement or has yet to determine when it will launch publicly.

Major boost to ad revenues

The move comes as Google looks for new ways to generate revenue from the Play Store ads, particularly since it reduced commissions due to new regulations and pressure from lawmakers. 

The company has since rolled out third-party billing options in global markets, offering developers lower fees if they use alternative billing services. Some companies, such as Spotify and Bumble, have already signed up for the program. Finding new ways to make money from the Play Store ads could help Google offset the impact of these reduced commissions and support its bottom line.

Google Play Store testing new feature

Source: Twitter

The potential introduction of new Play Store search ad slots could have a significant impact on Google’s revenues. While Google hasn’t disclosed the size of its Play Store Ads business, it’s likely to be a considerable figure. According to Statista, Google Play generated approximately $48 billion in revenue through mobile apps in 2021. 

If Google decides to roll out the new Play Store ad slot, it could provide a major boost to the company’s ad revenue by offering developers access to a new, more prominent location for their app promotions. This development underscores the fierce competition between Google and Apple to capture a larger share of the app advertising market.

Key takeaways

  • Google is testing a new Play Store ad slot for app marketing efforts
  • The feature is not yet widely available, indicating that it is still being tested
  • Google is looking for new ways to generate revenue from the Play Store ads

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Lights, camera, interaction! Fireside confirms Series A to boost immersive entertainment app https://www.businessofapps.com/news/lights-camera-interaction-fireside-confirms-series-a-to-boost-immersive-entertainment-app/ Fri, 28 Apr 2023 08:30:17 +0000 https://www.businessofapps.com/?p=86210 Fireside, a popular interactive entertainment app backed by billionaire investor Mark Cuban, has announced the successful completion of its Series A funding round, securing a whopping $25 million in investments. This brings the company’s post-money valuation to an impressive $138 million, up from the rumoured $125 million estimate reported last year.  So what is Fireside? Fireside has gained significant traction by attracting numerous high-profile creators to its streaming platform for live and virtual shows. Recent investor updates point to the addition of new strategic investors, including the likes of socialite and entrepreneur Paris Hilton.  The company has also unveiled its cutting-edge interactive streaming technology for smart TVs, providing users with an immersive and engaging entertainment experience. While the app has been compared to other platforms

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Fireside, a popular interactive entertainment app backed by billionaire investor Mark Cuban, has announced the successful completion of its Series A funding round, securing a whopping $25 million in investments. This brings the company’s post-money valuation to an impressive $138 million, up from the rumoured $125 million estimate reported last year. 

So what is Fireside?

Fireside has gained significant traction by attracting numerous high-profile creators to its streaming platform for live and virtual shows. Recent investor updates point to the addition of new strategic investors, including the likes of socialite and entrepreneur Paris Hilton. 

The company has also unveiled its cutting-edge interactive streaming technology for smart TVs, providing users with an immersive and engaging entertainment experience.

While the app has been compared to other platforms such as Twitter Spaces or Clubhouse, these comparisons have proven to be far from accurate. Fireside has distinguished itself from its peers by focusing on interactive video streaming, allowing its users to record, save, and even simulcast their shows to other social networks.

Fireside app lets users comment on shows

Source: Fireside

Moreover, Fireside’s app boasts a range of audience engagement tools and other features that assist creators with various aspects of content production. That includes promotion, editing, measurement, distribution, monetization, and audience growth. These end-to-end content production capabilities provide a comprehensive solution for creators who wish to establish and expand their presence in the world of interactive entertainment.

Expanding reach

Fireside plans to use some of the funding to roll out its groundbreaking interactive technology to a wider audience, including smart TVs, Fire TV, Apple TV, and Roku. The company’s innovative approach will allow viewers to watch content on their big screen while engaging with it via their phones. Their comments and feedback are then displayed on the TV for an even more immersive experience.

Acquiring the streaming TV platform Stremium last year boosted Fireside’s plans to become the ultimate platform for creators, celebrities, brands, and IP owners to showcase their content on a global scale. The deal was strategically designed for this purpose.

In addition to the exciting news surrounding its funding and valuation, Fireside’s recent investor update highlighted the immense revenue-generating potential available to talent, brands, and IP owners who utilize the platform. According to the update, these creators can expect to earn a minimum of $35 million in annual recurring net new revenue stream during their first year on Fireside.

The platform has also achieved impressive results in terms of early engagement, with streams generating a minimum of $100K within just a few hours of their launch. Creators have a range of monetization options available to them, including selling tickets or incorporating advertising into their shows.

Key takeaways

  • Fireside completed a $25 million Series A funding round
  • App focuses on interactive streaming and provides end-to-end tools to aid creators
  • Plans to expand to a wider audience, including smart TVs, Fire TV, Apple TV, and Roku

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Game over for data privacy? 90% of mobile games fail to comply with regulations https://www.businessofapps.com/news/game-over-for-data-privacy-90-of-mobile-games-fail-to-comply-with-regulations/ Thu, 27 Apr 2023 08:36:43 +0000 https://www.businessofapps.com/?p=86189 According to a recent study conducted by Usercentrics, a leading Consent Management Platform (CMP) provider, a staggering 90% of mobile games are not in compliance with privacy regulations. This means millions of gamers around the world have no control over how their personal data is collected, stored, and used.  Data without the consent Based on an analysis of 269 leading iOS and Android games with over 150k active users, a vast majority of mobile games in North America (~86%) and EMEA (~94%) collect users’ personal data without acquiring consent. This discovery suggests that both the European Union’s General Data Protection Regulation (GDPR) and ePrivacy Directive are being violated. “Despite the threat of large fines for noncompliance and consumers’ increasing desire to have control of their

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According to a recent study conducted by Usercentrics, a leading Consent Management Platform (CMP) provider, a staggering 90% of mobile games are not in compliance with privacy regulations. This means millions of gamers around the world have no control over how their personal data is collected, stored, and used. 

Data without the consent

Based on an analysis of 269 leading iOS and Android games with over 150k active users, a vast majority of mobile games in North America (~86%) and EMEA (~94%) collect users’ personal data without acquiring consent. This discovery suggests that both the European Union’s General Data Protection Regulation (GDPR) and ePrivacy Directive are being violated.

“Despite the threat of large fines for noncompliance and consumers’ increasing desire to have control of their personal data, it’s clear from the study that most mobile game developers are still putting profit over privacy,” said Valerio Sudrio, Global Director of Apps Solutions at Usercentrics.

“The app stores, ad networks and premium brand advertisers are pushing the industry towards an inevitable consent-based future, and developers and publishers need to realize that compliant data (personal data + consent) will be their most valuable asset going into that future.”

Percentage of mobile games failing to provide user consent 

Source: Usercentrics

The study reveals that mobile game developers aren’t keeping up with the wider shift in the mobile industry towards a consent-driven strategy for data collection. For example, Apple implemented its ATT in 2020, allowing users to have greater control over their privacy and data. Similarly, Google is in the process of developing its own system. In addition, securing user consent is critical for generating revenue, as 40% of players stated they would remove a game if they had worries about their data privacy.

Users take privacy seriously

However, based on previous research, around 40% of users will delete an app if they have app privacy concerns about it and 66% of consumers would stop supporting a company involved in a data breach. A whopping 80% of consumers would stop purchasing from companies they believe do not adequately protect their personal data and 84% are more loyal to those that do. Almost all consumers are happy to share their data with a company they trust. So why aren’t game developers following suit?

A possible explanation as to why most mobile game developers and publishers have not implemented a consent-based approach may be their apprehension that it could have a detrimental impact on their games’ revenue. Following the implementation of Apple’s ATT, there has been a 55% surge in in-app advertising on Android, while iOS declined 2%.

Surge in in-app ads on Android

Source: Usercentrics

Nonetheless, as premium brands and ad networks increasingly prioritize utilizing only compliant data, game developers must adopt a consent-driven strategy to safeguard their monetization plans for in-app advertising (IAA) in the long run.

Key takeaways

  • 90% of mobile games aren’t compliant with privacy regulations
  • Majority of mobile games in North America (~86%) and EMEA (~94%) collect users’ personal data without acquiring consent, violating privacy rules
  • Mobile game developers need to adopt a consent-driven strategy for data collection to safeguard their monetization plans for in-app advertising

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ByteDance pushes Lemon8 app as TikTok faces US ban https://www.businessofapps.com/news/bytedance-pushes-lemon8-app-as-tiktok-faces-us-ban/ Wed, 26 Apr 2023 08:30:42 +0000 https://www.businessofapps.com/?p=86170 ByteDance, a major technology company based in China, is promoting a new social media application called Lemon8 in the United States. This move comes as the company’s flagship app, TikTok, is facing the possibility of being banned in the US. However, analysts believe that introducing a new app as a replacement for TikTok may not be the most effective solution for ByteDance’s business strategy.  What’s Lemon8? In March, ByteDance extended an invitation to creators to join its upcoming social media platform, Lemon8, which is intended to follow in the footsteps of its successful sister app, TikTok.  Lemon8 has been likened to a hybrid of Instagram and Pinterest, and was originally launched in Japan in early 2020 with a focus on health, wellness, and beauty.  Since

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ByteDance, a major technology company based in China, is promoting a new social media application called Lemon8 in the United States. This move comes as the company’s flagship app, TikTok, is facing the possibility of being banned in the US. However, analysts believe that introducing a new app as a replacement for TikTok may not be the most effective solution for ByteDance’s business strategy. 

What’s Lemon8?

In March, ByteDance extended an invitation to creators to join its upcoming social media platform, Lemon8, which is intended to follow in the footsteps of its successful sister app, TikTok. 

Lemon8 has been likened to a hybrid of Instagram and Pinterest, and was originally launched in Japan in early 2020 with a focus on health, wellness, and beauty. 

Since then, the app has gained significant traction in the US, rising in popularity to become the country’s second most downloaded lifestyle app over the past 30 days, overtaking real estate platform Zillow and trailing only behind Pinterest. With a total of 17 million global downloads since its inception, Lemon8 has become a noteworthy player in the world of social media.

Lindsay Gorman, a senior fellow for emerging tech at the German Marshall Fund, found the timing of the launch of Lemon8 peculiar as it appears to position itself to become a potential alternative to TikTok.

Lemon8 is said to be using similar algorithms that are either identical to or share similarities with those utilised in TikTok’s recommendation engine, which plays a vital role in the popularity of the app.

Crunch time for ByteDance

The growing popularity of Lemon8 coincides with ongoing deliberations by US lawmakers on whether ByteDance should divest its stake in the popular short video app, which has recently faced significant scrutiny. 

In March of this year, TikTok’s CEO, Shou Zi Chew, appeared before Congress to address concerns about the app’s potential ties to Chinese interests, but this questioning did not quell lawmakers’ anxieties. 

Source: Lemon8

According to experts, ByteDance’s aggressive promotion of Lemon8 may be viewed as a strategic move aimed at expanding its foothold in diverse consumer markets and segments, offering image-based and long-form written content as an alternative to its traditional short-form videos.

A marketing incentive to move creators from TikTok to Lemon8 could be deliberate in case of a TikTok ban in the US. But that’s not to say, Lemon8 won’t face scrutiny from lawmakers too. 

Key takeaways

  • ByteDance extended an invitation to creators to join its upcoming social media platform Lemon8
  • The platform may be ntended to follow in the footsteps of its successful sister app TikTok
  • The app gained significant traction in the US where TikTok may be banned

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APS NYC Super Early Bird Tickets end this Friday https://www.businessofapps.com/news/aps-nyc-super-early-bird-tickets-end-this-friday/ Tue, 25 Apr 2023 15:35:21 +0000 https://www.businessofapps.com/?p=86183   Do you want to join us at App Promotion Summit NYC 2023 in June? 🙌 Take advantage of our Super Early Bird discount and save up to $1,000. In-person ticket holders can enjoy our networking coffee breaks, lunch, evening drinks reception and the legendary late night after party 🥳 We hope you can join us in person on Thursday June 22nd, along with hundreds of other app marketers, as we teach you how to become a smarter app marketer to grow and scale your app. Book your ticket now to learn from the likes of Hopper, Brigit, News Corp, Audible, Baz, K Health, BEGiN, Soothe, Hiatus, Life360 and HER and network with the biggest names in app marketing. Brands booked on so far include

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Do you want to join us at App Promotion Summit NYC 2023 in June? 🙌

Take advantage of our Super Early Bird discount and save up to $1,000.

In-person ticket holders can enjoy our networking coffee breaks, lunch, evening drinks reception and the legendary late night after party 🥳

We hope you can join us in person on Thursday June 22nd, along with hundreds of other app marketers, as we teach you how to become a smarter app marketer to grow and scale your app.

Book your ticket now to learn from the likes of Hopper, Brigit, News Corp, Audible, Baz, K Health, BEGiN, Soothe, Hiatus, Life360 and HER and network with the biggest names in app marketing.

Brands booked on so far include Babbel, CBS Sports, American Express, WeWork, Citizen, The Epoch Times, HelloFresh, Publishers Clearing House, Jackpocket,  Elevate, Uncommon Goods, The Knot and Gannett.

Reserve your ticket by this Friday (28th April).

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Money-saving apps thrive amid economic struggle https://www.businessofapps.com/news/money-saving-apps-thrive-amid-economic-struggle/ Tue, 25 Apr 2023 08:51:23 +0000 https://www.businessofapps.com/?p=86151 Data.ai an app analytics company, just released its Q1 Rankings Report, revealing that global consumers now spend an average of 5.5 hours per day on mobile apps in 2023, up from 5.4 hours in Q1 2022. But what apps are they spending their time on? Let’s take a closer look at the mobile usage trends from Q1 2023. Save, save, save As consumers navigate an uncertain economic landscape marked by high-interest rates, macroeconomic headwinds, and rising inflation, they are increasingly turning to apps that offer deals and savings. These include apps that help users save money on goods and services. According to the report, the breakout apps that have captured consumer attention include: Secondhand marketplaces – Vinted (ranked #4 by breakout downloads in the UK)

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Data.ai an app analytics company, just released its Q1 Rankings Report, revealing that global consumers now spend an average of 5.5 hours per day on mobile apps in 2023, up from 5.4 hours in Q1 2022. But what apps are they spending their time on? Let’s take a closer look at the mobile usage trends from Q1 2023.

Save, save, save

As consumers navigate an uncertain economic landscape marked by high-interest rates, macroeconomic headwinds, and rising inflation, they are increasingly turning to apps that offer deals and savings. These include apps that help users save money on goods and services.

According to the report, the breakout apps that have captured consumer attention include:

  • Secondhand marketplaces – Vinted (ranked #4 by breakout downloads in the UK) offers a platform for buying and selling affordable goods.
  • Fast-fashion and cheap goods – SHEIN (ranked #3 in the US and #4 in the UK) and Temu (ranked #1 in the US) employ mobile-native techniques, including social media interfaces, influencer-style marketing, and gamification features.
  • Budget-friendly travel – Fly Bonza (ranked #2 in Australia) is a mobile-only low-cost airline app, while Hopper (ranked #5 in the US and #9 in Singapore) helps users find the most cost-effective times to fly.

Don’t skimp on entertainment

As consumers face tighter budgets, they’re still willing to splurge on entertainment. In fact, TikTok takes the top spot for breakout consumer spending in Q1 2023 YoY, as users increasingly support their favourite creators through the app’s tipping feature. Even with its ban in India, TikTok was a universal favourite in the markets analysed, ranking in all other markets. The app took the #1 spot for app store spend in the UK, France, Germany, Indonesia and the US.

Top non-gaming apps for consumer spending

Source: data.ai

Alongside the surge in entertainment spending, other notable areas of growth in the mobile app industry include language learning, video streaming, comics and anime, and fitness. 

Language learning apps such as Duolingo and Babbel have seen a rise in subscriptions as consumers prepare for a year of travel. 

In the video streaming category, services like HBO Max, Disney+, Paramount+, DAZN, and ESPN have shown strong growth in subscriptions. 

Meanwhile, piccoma, LINE Manga, and Crunchyroll have emerged as leading apps for comics and anime enthusiasts, with piccoma ranking second only to TikTok for absolute growth in app store spend. 

Calorie-counting apps have also proven popular in Germany, the UK, and the US, as consumers turn to premium subscriptions to help achieve their fitness goals.

Gaming spending tightens

In the face of economic challenges, consumers are being cautious with their spending, including mobile game app store purchases. However, Q1 2023 has seen some diverse titles experiencing revenue booms, suggesting that there is still room for growth in this market.

According to data.ai’s Q1 Rankings Report, there has been no further decline in mobile games app store spending, which had seen its first-ever reduction in 2022 with a 5% YoY decrease. Instead, consumer spending has remained relatively stable YoY.

Gardenscapes, the popular title by Playrix, has accelerated its user acquisition (UA) with an effective strategy that has driven both paid ads and organic downloads boost. This tactic has resulted in a surge in in-app purchases from both new and returning users.

Top game apps for consumer spending

Source: data.ai

Royal Match has also increased its paid downloads, with the US remaining the top market for downloads and consumer spending. The $1.99 mini coin package was the most popular iPhone purchase in the US, representing over 40% of all in-app purchases in Q1 2023.

Lastly, soccer interest remained high in Q1 2023 with the 2023 updated season of FIFA Soccer. FIFA Mobile made India, Indonesia, and Singapore breakaway leaders in consumer spending growth, in addition to FIFA Soccer in South Korea.

Key takeaways

  • Customers increasingly turn to apps offering deals and savings
  • TikTok takes the top spot for breakout consumer spend in Q1 2023 YoY
  • Other notable areas of growth in the mobile app industry include language learning, video streaming, comics and anime, and fitness

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Apple takes a bite out of subscription woes with new payment feature https://www.businessofapps.com/news/apple-takes-a-bite-out-of-subscription-woes-with-new-payment-feature/ Mon, 24 Apr 2023 08:00:56 +0000 https://www.businessofapps.com/?p=86148 The subscription-based revenue model has become increasingly popular among app developers in recent years, with users opting for monthly or annual payment plans for access to premium features or content. However, the payment process can be complex, and payment failures are a common issue that app developers have to deal with. Now Apple has unveiled a new feature designed to alleviate the burden placed on app developers in resolving subscription billing issues.  What are the changes? Currently, when a payment method fails, app subscribers often seek assistance from developers, who are not responsible for billing issues as they are managed by Apple. Consequently, developers must identify the issue and guide the user to proceed to use the app, resulting in a prolonged back-and-forth process. However,

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The subscription-based revenue model has become increasingly popular among app developers in recent years, with users opting for monthly or annual payment plans for access to premium features or content. However, the payment process can be complex, and payment failures are a common issue that app developers have to deal with. Now Apple has unveiled a new feature designed to alleviate the burden placed on app developers in resolving subscription billing issues. 

What are the changes?

Currently, when a payment method fails, app subscribers often seek assistance from developers, who are not responsible for billing issues as they are managed by Apple. Consequently, developers must identify the issue and guide the user to proceed to use the app, resulting in a prolonged back-and-forth process.

However, with Apple’s new feature, users will receive prompts within the app, eliminating the need for developers to intervene in this prevalent issue.

Apple announced that the feature would display a warning message in a system-provided sheet within the app, alerting customers to update their payment method linked to their Apple ID. 

The sheet will notify users of a problem with their current payment method and recommend an update to avoid any disruption in their subscriptions and purchases. Users will be prompted to click on the “Continue” button at the bottom of the screen to proceed with updating their payment method, which may involve entering a new credit card’s expiration date. 

Alternatively, they can switch to a new card by clicking on the “Add Payment Method” option. 

What the changes mean for users and developers

This new feature is expected to simplify the payment process for users, enabling them to manage their subscriptions with ease while eliminating the need for developers’ intervention in billing issues.

The best part about the new payment feature is that developers won’t need to make any changes on their end to support it. The feature will roll out automatically sometime this summer. However, developers can familiarize themselves with the new system in a sandbox environment, where they can simulate billing issues and observe how the system responds. Additionally, developers can choose to suppress the prompts by using messages and displaying them in StoreKit.

System-provided sheet

Source: Apple

The new payment system is an addition to other subscription-based features by Apple, such as payment retries and a Billing Grace Period. The latter enables customers to continue accessing their subscriptions while Apple tries to collect the payment. Together, these features enhance the subscription billing process, providing a more seamless experience for both developers and users.

The new payment feature from Apple is expected to benefit both consumers and developers by simplifying the process of updating payment methods, freeing up developers’ time to focus on more technical issues. This feature is especially useful for smaller developers who want to eliminate the hassle of subscription management. 

Key takeaways

  • Apple launches feature to unburden app developers from resolving subscription billing issues
  • Users will receive prompts within the app showing their current payment methods
  • New feature to simplify payment process

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TikTok continues to extend its domination – Measure Protocol https://www.businessofapps.com/news/tiktok-continues-to-extend-its-domination-measure-protocol/ Fri, 21 Apr 2023 09:11:32 +0000 https://www.businessofapps.com/?p=86113 Measure Protocol has released its first App Life Report of 2023, with details on consumer digital behaviors, including a deep dive into the continued rise of user engagement and prioritization of TikTok. Based on behavioral data collected from consumers using the company’s proprietary Retro technology, the only user-focused data solution of its kind, the new report outlines how individuals are really spending time on their mobile devices. “Our Retro solution allows our community to share exactly what they are doing on their phones each week, and this authentic data doesn’t rely on self-reported behaviors or recall,” said Owen Hanks, CEO of Measure Protocol. “In our newest App Life Report, we uncover the latest findings surrounding gaming app engagement metrics, app usage, in-app purchases, most used

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Consumer intelligence company’s new 2023 App Life Report reveals details on consumer app engagement and behaviors; features insights collected via its proprietary user-focused data solution.

Measure Protocol has released its first App Life Report of 2023, with details on consumer digital behaviors, including a deep dive into the continued rise of user engagement and prioritization of TikTok. Based on behavioral data collected from consumers using the company’s proprietary Retro technology, the only user-focused data solution of its kind, the new report outlines how individuals are really spending time on their mobile devices.

“Our Retro solution allows our community to share exactly what they are doing on their phones each week, and this authentic data doesn’t rely on self-reported behaviors or recall,” said Owen Hanks, CEO of Measure Protocol. “In our newest App Life Report, we uncover the latest findings surrounding gaming app engagement metrics, app usage, in-app purchases, most used apps, and app-specific activities. TikTok emerged as a clear leader across multiple categories, and the report contains a deep dive into how individuals are using and engaging with this platform.”

This post was first published on prnewswire.com.

Measure’s proprietary Retro technology allows access to behavioral data that is increasingly difficult to access, due to changing privacy regulations and consumer concerns surrounding data privacy. It encourages greater sharing by not only fairly rewarding consumers for completing data-sharing tasks on their mobile phones but also by providing a fully permissioned, transparent and user-friendly environment. The new report uses comprehensive mobile and digital behavioral data collected from U.S. consumers in January 2023.

74% searched on TikTok

Source: Measure Protocol

The first volume of the 2023 App Life Report focuses on actual user engagement, usage and app prioritization on their mobile devices. Some key findings include:

  • TikTok usage has extended to search: In the month of January 2023, 74% completed a search on TikTok, and 28% did 100 or more searches. This is compounded by the fact that most users spend 9.5 hours per week using the app, compared to YouTube at 5.3 hours, and Facebook at 3.8 hours.
  • Women are viewing 20% more videos on TikTok: Sampled from over 1,000 individuals in the U.S., the typical woman browsed 6,819 videos, which is about 20% more videos than the average man with 5,666.
  • The Kik app may be experiencing a renaissance: Although Kik’s user base only represents 3% of the report’s audience, these active users are highly engaged at 9.8 hours per week. This could be an early sign of a second life for the app.
  • Online shopping and purchase behavior: Game-based purchases continue to be significant, for both the most common transactions and the total amount spent. Gram Games, developer of Merge Dragons, had the highest average in-app spend per user at $31.45.

Data from Measure’s Retro solution, on which the App Life report is based, can inform holistic competitive strategies for brands, app developers and agencies, going far beyond installs and reviews. With previously inaccessible and hidden behavioral data such as in-app spend, purchase motivations, media consumption patterns and trends, social media search and content results – Retro allows a much deeper dive into competitor apps. Retro can also be integrated into existing surveys and data pipelines, bringing more meaningful behavioral data to boost audience understanding and find new ways to drive growth.

The App Life Report highlights additional device-based data collected via Measure’s Retro technology. Download it here.

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Google offers alternative payment options to UK app developers https://www.businessofapps.com/news/google-offers-alternative-payment-options-to-uk-app-developers/ Fri, 21 Apr 2023 08:08:13 +0000 https://www.businessofapps.com/?p=86104 In response to an antitrust intervention by the UK’s Competition and Markets Authority (CMA), Google has put forward a proposal that would grant developers offering apps through its UK Play mobile app store the freedom to utilise alternative payment processors for in-app transactions. This would provide an alternative to the company’s proprietary billing system, which currently serves as the sole option. What are the changes? According to an enforcement update by the regulator, Google’s proposed commitments would allow app developers to exercise greater autonomy in selecting their preferred billing system, either through a “Developer-only Billing” (DOB) option or by presenting users with a choice between alternative billing solutions and Google Play’s existing billing system, referred to as “User Choice Billing”. The CMA has initiated a

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In response to an antitrust intervention by the UK’s Competition and Markets Authority (CMA), Google has put forward a proposal that would grant developers offering apps through its UK Play mobile app store the freedom to utilise alternative payment processors for in-app transactions. This would provide an alternative to the company’s proprietary billing system, which currently serves as the sole option.

What are the changes?

According to an enforcement update by the regulator, Google’s proposed commitments would allow app developers to exercise greater autonomy in selecting their preferred billing system, either through a “Developer-only Billing” (DOB) option or by presenting users with a choice between alternative billing solutions and Google Play’s existing billing system, referred to as “User Choice Billing”.

The CMA has initiated a consultation period regarding Google’s proposal, which it has expressed a positive inclination to accept. Interested parties, including developers, are invited to provide input by May 19th. Following a review of the responses, the CMA will make a determination on whether to accept the proposed commitments and thereby bring an end to the case.

What the changes mean for developers

As part of the proposed commitments, developers can incorporate an alternative in-app billing system in addition to Google Play’s billing system for their mobile and tablet users in the UK. Upon reaching the checkout phase, users can select their preferred billing system. These alternatives will be presented in an impartial manner, empowering users to make informed and thoughtful decisions.

Developers can also choose not to offer Google Play billing at all. 

Source: gov.uk

The proposed UK plan would expand the availability of alternative billing systems that Google already provides in the EEA.

As part of its UK initiative, Google intends to reduce the “service fee” it levies on developers for in-app digital transactions by 4% per transaction if the developer provides users with a choice that includes Google Play Billing but the user opts for an alternative billing system. 

However, if developers decide not to use GPB, the reduction in Google’s cut is slightly lower at 3%, implying that the company is incentivising developers to maintain the availability of its own payment processing technology for users.

Google has clarified that developers must fulfil the requisite user protection standards for both payment options and that the service fees and terms will remain unchanged to sustain its investments in Android and Play. The company also intends to gradually implement the proposed commitments, citing the need to make the requisite adjustments to its systems. 

Initially, these options will be available to non-gaming app developers and then extended to gaming app developers no later than October 2023.

Key takeaways

  • Google has put forward a proposal that would grant developers  alternative payment processors for in-app transactions
  • Interested parties, including developers, are invited to provide input by May 19th
  • On checkout users can select their preferred billing system

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Simulation games are most cost-effective for user acquisition https://www.businessofapps.com/news/simulation-games-are-most-cost-effective-for-user-acquisition/ Thu, 20 Apr 2023 08:32:30 +0000 https://www.businessofapps.com/?p=86049 Simulation games are the most cost-effective in terms of user acquisition, with a cost of $0.59 per install according to a new report from Liftoff, the growth acceleration platform. By comparison, lifestyle games are significantly more expensive with a cost of $1.32 per install, which is more than twice the cost.  Simulation games are cheapest User acquisition costs are a significant factor in the mobile gaming industry, as acquiring new users is essential for the success of a game. At just $0.59, simulation games are the best deal per install. Despite the higher cost, lifestyle games had a comparable return on investment after seven days, with an 8.3% return, compared to 8.5% for simulation games. From 2022 to 2023, the overall average CPI was around

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Simulation games are the most cost-effective in terms of user acquisition, with a cost of $0.59 per install according to a new report from Liftoff, the growth acceleration platform. By comparison, lifestyle games are significantly more expensive with a cost of $1.32 per install, which is more than twice the cost. 

Simulation games are cheapest

User acquisition costs are a significant factor in the mobile gaming industry, as acquiring new users is essential for the success of a game. At just $0.59, simulation games are the best deal per install.

Despite the higher cost, lifestyle games had a comparable return on investment after seven days, with an 8.3% return, compared to 8.5% for simulation games.

From 2022 to 2023, the overall average CPI was around $1. Android users are still significantly cheaper to target than iOS users at an average of $0.63 compared to $2.23, respectively.

Android has lowest CPI

Source: Liftoff

However, seven-day ROAS rates were similar on the platforms with iOS offering a slightly better return on day seven at 7.8% compared to 7% on Android.

But hyper casuals drive installs

Although their popularity has decreased, hyper casual games continue to be the most prominent catalyst for game installations across all categories, accounting for 32.3% of total installs. Puzzle games closely follow at 31.3%. Other noteworthy genres that drive approximately 9% of total installations each include simulation and lifestyle games.

Total download market share for the hyper casual genre has fallen from 50% in Q1 2021 to just over 30% in Q1 2023 because of the impact of IDFA on monetisation models. 

Hyper casuals lead for installs

Source: Liftoff

“As consumer spend continues to fluctuate, mobile game marketers and developers are focusing less on scaling quickly and more on steady revenue growth,” says Joel Julkunen, Head of Analytics at GameRefinery, a Liftoff company.

“To succeed in this climate, it’s important to tap into revenue-driving trends that are proving to be a hit with casual gamers. By adopting the latest trends, such as hybrid elements and competitive events, casual game developers can continue to boost engagement and retention while providing enticing opportunities for advertisers.”

North America boasts the highest average cost per install (CPI) by a considerable margin, standing at $3.59, which is more than triple the CPI for Europe, the Middle East, and Africa. However, it also records the highest day 7 return on ad spend (D7 ROAS) at 8.1%. In contrast, Latin America has the lowest CPI, with just $0.55 per install. Despite this, it records the lowest D7 ROAS at 4.8%.

Key takeaways

  • Simulation games are the most cost-effective in terms of user acquisition at $0.59 per install 
  • Android users are significantly cheaper to target than iOS users at an average of $0.63 compared to $2.23, respectively
  • Hyper casuals account for 32.3% of total installs

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Insta still rules but TikTok nips at heels in battle for influencer marketing crown https://www.businessofapps.com/news/insta-still-rules-but-tiktok-nips-at-heels-in-battle-for-influencer-marketing-crown/ Wed, 19 Apr 2023 08:04:42 +0000 https://www.businessofapps.com/?p=86032 While Instagram has long been the dominant platform for influencer marketing efforts, there is a new kid on the block that’s rapidly gaining ground – TikTok. With its short-form videos and vast user base, TikTok is projected to become the second-highest-ranking platform in terms of marketing spend in the coming year. As brands seek to engage younger audiences and stay ahead of the competition, they are increasingly turning to TikTok and its vast pool of creators to amplify their marketing efforts. Now Emplifi, the leading customer engagement platform, has taken a closer look at the influencer landscape on Instagram to discern the most important trends. Everyone’s influencing on Instagram Instagram remains the go-to platform for influencers, with 90% actively using the app to reach their

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While Instagram has long been the dominant platform for influencer marketing efforts, there is a new kid on the block that’s rapidly gaining ground – TikTok. With its short-form videos and vast user base, TikTok is projected to become the second-highest-ranking platform in terms of marketing spend in the coming year. As brands seek to engage younger audiences and stay ahead of the competition, they are increasingly turning to TikTok and its vast pool of creators to amplify their marketing efforts. Now Emplifi, the leading customer engagement platform, has taken a closer look at the influencer landscape on Instagram to discern the most important trends.

Everyone’s influencing on Instagram

Instagram remains the go-to platform for influencers, with 90% actively using the app to reach their followers. TikTok is the second most popular platform for influencers, with 66% actively creating content on the app. However, Twitter and Pinterest appear to be falling behind, as only 4% of influencers see these platforms as a potential opportunity for brand partnerships.

Sponsored content remains a significant part of the influencer industry, with 7% of influencer posts being sponsored. The holiday season sees a peak in sponsored content. Although year-over-year data shows a slight decrease in sponsored posts, likely due to marketing budget cuts.

Majority of influencers use Instagram

Source: Emplifi

Interestingly, the study also revealed that the larger the influencer, the less frequently they share sponsored content on Instagram. On average, XS influencers (with 10,000 followers or less) post 67% more sponsored content than XL influencers (with 1 million followers or more) and L influencers (with 100,000 to 1 million followers) on Instagram.

In terms of content format, XL and L influencers seem to be heavily leaning into short-form video content on Instagram, sharing 27% more video content on average than S and XS influencers. As the influencer industry continues to evolve, understanding the nuances of platform preferences and content formats among influencers of different sizes will be crucial for brands looking to engage with their target audience.

But it’s all about Reels

Despite the relative stagnancy of branded Instagram Reels in 2023, there has been a significant increase in the number of Reels posted by brands and celebrities in the first quarter of the year. In fact, compared to the same period in 2022, there has been a remarkable 241% increase in Reels content.

Notably, the study by Emplifi reveals that in Q1 2023, XL and L influencers were more inclined towards video content on Instagram, sharing 27% more video content on average than S and XS influencers. This shift towards video content could be attributed to the availability of resources, as creating video content typically requires more time, effort, and budget than static content.

Sponsored content on Instagram

Source: Emplifi

As social media continues to evolve and become increasingly saturated with content, brands and influencers alike will need to find new and innovative ways to engage with their audience. With the rise of short-form video content, it’s no surprise that brands and influencers are investing more in this format to capture the attention of their followers.

The industries that benefit most from influencer content revealed

Interestingly, healthcare brands have the potential to expand their reach significantly by collaborating with influencers, with the potential to increase their reach by up to 18x their current level. This holds true for companies specialising in medical products such as eyewear, medtech, and medication. Notably, influencers achieve approximately 5x more audience engagement (likes, comments, shares, etc.) on their average posts compared to those of healthcare brands, making influencer collaborations an effective tool for boosting the effectiveness of healthcare brand campaigns.

Accommodation brands can also greatly benefit from partnering with influencers. Emplifi’s data reveals that these brands have the potential to expand their social media reach by up to 18x and achieve 4.2x more audience engagement compared to their current performance.

Industries with the most efficient influencer cooperation on Instagram

Source: Emplifi

In the beauty industry, where influencer marketing has been well-established, influencer campaigns have proven to be highly effective. Beauty brands that run influencer marketing campaigns can win 14x the reach and 3.2x the engagement compared to non-influencer campaigns. As influencer marketing continues to gain traction across industries, it is important for brands to understand the unique opportunities and challenges associated with each industry, and to tailor their influencer marketing strategies accordingly.

Key takeaways

  • 90% of influencers use Instagram followed by TikTok 
  • 241% increase in Reels content
  • Healthcare brands can achieve some of the highest reach through influencer marketing

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Tech and electronics brands electrify ad investment in TikTok https://www.businessofapps.com/news/tech-and-electronics-brands-electrify-ad-investment-in-tiktok/ Tue, 18 Apr 2023 12:29:25 +0000 https://www.businessofapps.com/?p=86043 Despite a slowdown in the digital advertising market this year, TikTok is poised to continue its upward trajectory. According to a recent report from WARC, the popular social media platform’s two-year growth is projected to carry into 2023, with ad revenue expected to surge by 53%, reaching an impressive £15.2bn.  Growing recognition As media fragmentation continues to pose challenges for marketers, TikTok has emerged as a clear winner in terms of ad investment.  All categories are expected to increase their ad spend on TikTok in 2023, including industries such as automotive and soft drinks that are forecasted to see an overall decrease in ad spending. This suggests that TikTok has become a go-to platform for advertisers looking to maximize their reach and engagement in an

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Despite a slowdown in the digital advertising market this year, TikTok is poised to continue its upward trajectory. According to a recent report from WARC, the popular social media platform’s two-year growth is projected to carry into 2023, with ad revenue expected to surge by 53%, reaching an impressive £15.2bn. 

Growing recognition

As media fragmentation continues to pose challenges for marketers, TikTok has emerged as a clear winner in terms of ad investment. 

All categories are expected to increase their ad spend on TikTok in 2023, including industries such as automotive and soft drinks that are forecasted to see an overall decrease in ad spending. This suggests that TikTok has become a go-to platform for advertisers looking to maximize their reach and engagement in an increasingly fragmented media landscape. As such, it’s likely that TikTok will continue to play a major role in shaping the future of digital advertising.

The report underscores the increasing recognition of TikTok’s potential as a marketing platform. The report found that 75% of marketers plan to increase their ad spend on the platform this year, demonstrating that TikTok has become an essential component of many brands’ marketing strategies. With its massive user base, unique algorithm, and engaging interface, TikTok is poised to remain a major force in both popular culture and digital marketing.

Marketers to boost ad spend with TikTok

Source: WARC

Alex Brownsell, the head of content at WARC Media, points to the app’s growing role in global culture, with a potential ad reach of 1.05 billion, including 409.1 million users aged 18 to 24. Additionally, TikTok remained the most downloaded app in the world for the third year in a row in 2022, according to data from Sensor Tower. Its full-screen, vertical video format has even inspired copycat products such as YouTube Shorts and Instagram Reels, indicating TikTok’s impact on the wider social media landscape.

Tech and electronics brands boost ad investment

The report noted that the technology and electronics category is transitioning its ad spend towards digital ad formats, particularly in video and audio channels. With ad investment on TikTok predicted to increase by 14.3% this year, to a combined investment of $2bn, the platform is positioned to capitalize on this shift. 

In the US, consumer packaged goods contributed significantly to growth, increasing ad spend on TikTok by 84% in Q4 2022 compared to the previous quarter, as reported by Pathmatics data.

However, there are political clouds on the horizon for TikTok’s future growth. The app’s Chinese ownership and its (mis)use of user data have prompted growing opposition. In the UK, the government has banned TikTok’s installation on government-owned devices, while in the US, there are calls for the platform to be sold or face a nationwide ban. These challenges could impede TikTok’s progress and limit its potential as a marketing platform.

Key takeaways

  • TikTok ad revenue expected to grow by 53%, reaching £15.2bn
  • 75% of marketers plan to increase their ad spend on the platform 
  • Ad investment on TikTok to increase by 14.3% to $2bn

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Mobile ad-titude: record revenue for 2022 driven by rising demand https://www.businessofapps.com/news/mobile-ad-titude-record-revenue-for-2022-driven-by-rising-demand/ Mon, 17 Apr 2023 08:40:17 +0000 https://www.businessofapps.com/?p=86027 The mobile advertising industry has been a significant driver of growth in the digital economy, with companies spending billions of dollars every year to reach customers through various online channels. However, the industry faced significant challenges in 2022, as highlighted in the annual report by the Internet Advertising Bureau (IAB). While overall internet ad revenues were down, mobile reached record growth. What’s keeping internet ad revenues down? Internet ad revenue growth slowed down to 10.8% in 2022, following a record-breaking 35% gain in 2021, bringing the total revenue to $209.7 billion. The first half of the year showed robust growth, with the first and second quarters experiencing 21.1% and 11.8% growth rates, respectively. Growth slowed significantly in the second half of the year, with the

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The mobile advertising industry has been a significant driver of growth in the digital economy, with companies spending billions of dollars every year to reach customers through various online channels. However, the industry faced significant challenges in 2022, as highlighted in the annual report by the Internet Advertising Bureau (IAB). While overall internet ad revenues were down, mobile reached record growth.

What’s keeping internet ad revenues down?

Internet ad revenue growth slowed down to 10.8% in 2022, following a record-breaking 35% gain in 2021, bringing the total revenue to $209.7 billion. The first half of the year showed robust growth, with the first and second quarters experiencing 21.1% and 11.8% growth rates, respectively. Growth slowed significantly in the second half of the year, with the third and fourth quarters experiencing growth rates of 8.4% and 4.4%, respectively.

Programmatic ad revenues, on the other hand, jumped 10.5% to $109.4 billion. 

And Search held the largest share of total digital ad revenue, noting a 7.8% year-over-year rise to $84.4 billion.

Overall internet ad revenues trend 2020-2022

Source: IAB

The overall slowdown in growth can be attributed to several factors, including global economic uncertainty and regulatory changes. The ongoing COVID-19 pandemic has resulted in significant disruptions in the global economy, leading to a decrease in advertising spending by some companies. Furthermore, new privacy regulations have been implemented in several countries, including the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA), which have affected the industry’s growth.

The pandemic also changed consumer behaviour, leading to changes in advertising strategies. For instance, the surge in eCommerce and online shopping has resulted in an increase in mobile app ad spending.

Mobile ad revenues are going up

While the overall growth of internet ad revenue may have slowed down in 2022, mobile ad revenue continued to grow, reaching a new record of $154.1 billion, an increase of 14.1% year-over-year. 

Mobile ad revenue now accounts for 73.5% of the total digital advertising revenue, highlighting the significance of mobile platforms for advertisers.

IAB expects further growth in mobile ad revenue due to the increasing demand for video and podcast content, the expansion of 5G technology, and the latest developments in virtual and augmented reality advertising. 

Historic trends of online ad growth by device over the years

Source: IAB

The rise of mobile devices has resulted in advertisers shifting their focus from traditional advertising channels to mobile platforms, as they offer more targeted and personalised advertising options.

The popularity of video and podcast content has grown significantly in recent years, with more consumers using their mobile devices to consume this content. Advertisers are taking advantage of this trend by investing in video and podcast advertising, which is expected to drive the growth of mobile advertising revenue further.

Interestingly, social media revenue growth slowed with the first-half revenues growing $1.8 billion while second-half revenues plateaued at a growth of just $0.3 billion.

As mobile platforms continue to play an essential role in advertising, companies will need to adapt their strategies to take advantage of the opportunities offered by these platforms.

Key takeaways

  • Internet ad revenue growth slowed to 10.8% in 2022
  • Programmatic ad revenues, on the other hand, jumped 10.5% to $109.4 billion
  • Mobile ad revenue grew to $154.1 billion, an increase of 14.1% from the previous year

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China’s game market bounces back with over 1,100 game licenses expected in 2023 https://www.businessofapps.com/news/chinas-game-market-bounces-back-with-over-1100-game-licenses-expected-in-2023/ Fri, 14 Apr 2023 08:54:48 +0000 https://www.businessofapps.com/?p=85926 Following a crackdown on new mobile game apps in China, the country seems to be back on track. According to industry experts at Niko Partners, the total number of game licenses issued for the year is expected to exceed 1,100, marking a return to the levels last seen in 2020.  Back to old form The National Press and Publication Administration (NPPA), the regulatory body responsible for issuing game licenses, approved a total of 288 games in Q1 2023. Of these, 261 were domestic titles, and 27 were imports. This number already represents a staggering 56% of the total game licenses issued in 2022. The freeze on video game approvals between August 2021 and April 2022 significantly impacted game licensing.  While it may not be possible

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Following a crackdown on new mobile game apps in China, the country seems to be back on track. According to industry experts at Niko Partners, the total number of game licenses issued for the year is expected to exceed 1,100, marking a return to the levels last seen in 2020. 

Back to old form

The National Press and Publication Administration (NPPA), the regulatory body responsible for issuing game licenses, approved a total of 288 games in Q1 2023. Of these, 261 were domestic titles, and 27 were imports. This number already represents a staggering 56% of the total game licenses issued in 2022. The freeze on video game approvals between August 2021 and April 2022 significantly impacted game licensing. 

While it may not be possible to achieve the same number of game approvals as pre-2018 levels, the industry is showing positive signs of recovery. In the first quarter of 2023, the number of game licenses granted by the NPPA suggests a “new normal”. 

The industry has been grappling with limited game licensing over the past two years, with only 120 import games receiving approval in 2021 and 2022. However, recent developments indicate a more optimistic outlook for both domestic and import games. 

Source: Niko Partners

Government regulators and industry bodies have acknowledged the strides made by game developers in improving compliance and self-regulation, especially when it comes to regulations concerning young gamers. This has eased the concerns that led to the game approval freeze in 2021.

Navigating change in Korea and China

Korean game developers are making a comeback, with 11 games of Korean origin receiving licenses since game licensing resumed in December 2022. This is a significant milestone for the Korean games industry, as geopolitical reasons had prevented any Korean games from being approved between March 2017 and December 2020. 

Other countries like Japan, the US, Poland, and Canada have also seen a surge in import game approvals since December 2022.

Global IP holders and Chinese game developers have found a way to navigate the domestic game approval process, which is faster than the import game approval process, for global game titles. 

As the year progresses, we can expect to see continued growth and development in the China game market, paving the way for an exciting future for the industry.

Key takeaways

  • China resumed approval of gaming licenses and approved a total of 288 games in Q1 2023
  • This is 56% of the total game licenses issued in 2022
  • Korea, US, Poland, and Canada have also seen a surge in import game approvals since December 2022

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Speakers announced for APS NYC in June https://www.businessofapps.com/news/speakers-announced-for-aps-nyc-in-june/ Thu, 13 Apr 2023 15:44:55 +0000 https://www.businessofapps.com/?p=85970 We are busy building a fantastic App Promotion Summit NYC 2023 agenda that will be packed with the East Coast’s top app growth experts.  We’re back at 360 Madison Avenue with 4 rooms of app marketing content and 200+ in-person attendees. We’re delighted to announce a first look line-up of speakers ready to share their insights on Thursday June 22nd, including: Nicole Castillo, VP of Mobile Products at News Corp Todd Kane, VP of Growth at BEGiN Nicole Weiss, Global Director Marketing: App Store Editorial Partnerships and ASO at Audible Alon Rivel, VP Marketing at Soothe Jeff Wang, VP of Growth at Hiatus Alex Guerra, Director of Monetization at Baz Taylor Gobar, Head of Marketing at HER Dharak Desai, Director of Sales and Strategy at InMobi Michael Nathan, COO at Liberteenz George Revutsky, VP of Growth

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We are busy building a fantastic App Promotion Summit NYC 2023 agenda that will be packed with the East Coast’s top app growth experts.  We’re back at 360 Madison Avenue with 4 rooms of app marketing content and 200+ in-person attendees.

We’re delighted to announce a first look line-up of speakers ready to share their insights on Thursday June 22nd, including:

  • Nicole Castillo, VP of Mobile Products at News Corp
  • Todd Kane, VP of Growth at BEGiN
  • Nicole Weiss, Global Director Marketing: App Store Editorial Partnerships and ASO at Audible
  • Alon Rivel, VP Marketing at Soothe
  • Jeff Wang, VP of Growth at Hiatus
  • Alex Guerra, Director of Monetization at Baz
  • Taylor Gobar, Head of Marketing at HER
  • Dharak Desai, Director of Sales and Strategy at InMobi
  • Michael Nathan, COO at Liberteenz
  • George Revutsky, VP of Growth at Brigit

Keep your eyes peeled for the agenda, which will be revealed soon…

Super Early Bird pricing ends next week so take advantage of our discounted tickets now.

We look forward to seeing you there.

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Twitter’s ad revenues and user engagement take a Musk-induced plunge https://www.businessofapps.com/news/twitters-ad-revenues-and-user-engagement-take-a-musk-induced-plunge/ Thu, 13 Apr 2023 09:01:09 +0000 https://www.businessofapps.com/?p=85920 Twitter’s ad business has taken a significant hit following Elon Musk’s acquisition of the social media platform almost six months ago. Recent reports reveal that the company’s core revenue stream has been severely impacted, with Insider Intelligence downgrading Twitter’s global ad revenues by 37% in their latest worldwide ad revenues forecast.  Twitter ad revenues are taking a dive This marks the second consecutive downgrade since Musk expressed interest in buying the company in April 2022. In Q3 2022, Insider Intelligence revised their outlook for Twitter’s ad business by 30% compared to the previous forecast. So what’s the impact of Musk’s takeover on Twitter’s ad business and what are the potential implications for the platform’s future? The latest forecast anticipates a sharp decline in Twitter’s global

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Twitter’s ad business has taken a significant hit following Elon Musk’s acquisition of the social media platform almost six months ago. Recent reports reveal that the company’s core revenue stream has been severely impacted, with Insider Intelligence downgrading Twitter’s global ad revenues by 37% in their latest worldwide ad revenues forecast. 

Twitter ad revenues are taking a dive

This marks the second consecutive downgrade since Musk expressed interest in buying the company in April 2022. In Q3 2022, Insider Intelligence revised their outlook for Twitter’s ad business by 30% compared to the previous forecast. So what’s the impact of Musk’s takeover on Twitter’s ad business and what are the potential implications for the platform’s future?

The latest forecast anticipates a sharp decline in Twitter’s global ad revenues, with a projected drop of 27.9%, from $4.14 billion in 2022 to $2.98 billion by the end of 2023. As a consequence, Twitter’s share of the global digital ad market is expected to slightly decrease from 0.8% to 0.5%. To provide context, the Q3 2022 forecast initially projected 2023 revenues to reach $4.74 billion, highlighting the considerable downgrade in the company’s projected earnings.

What’s behind the downgrade?

“The biggest problem with Twitter’s ad business is that advertisers don’t trust Musk,” said Jasmine Enberg, principal analyst at Insider Intelligence. “None of Twitter’s efforts to bring back major advertisers, including ad incentives and brand safety partnerships, will work with Musk at the helm. Twitter needs to unravel Musk’s personal brand from the company’s corporate image to regain advertiser trust and bring back ad dollars.”

Insider Intelligence also forecast Twitter’s US ad revenues to drop by 28.6% in 2023, from $2.36 billion to $1.68 billion. Twitter’s share of the US digital ad market will drop from 1.0% to 0.6%.

Twitter ad revenues fall a whopping 29%

Source: Insider Intelligence

In the UK, ad revenues are expected to fall from £282.1 ($347.6) million in 2022 to £202.2 ($249.1) million by the end of the year, a decrease of 28.3%.

“Twitter’s content moderation and ad performance issues predate Musk, but they weren’t necessarily dealbreakers because advertisers trusted that Twitter was on their side,” said Enberg. “True, Musk exacerbated many of those problems, but as brands and advertisers consider whether to resume spending, they are now grappling with the larger question of whether to spend on a platform defined by chaos, arbitrary changes, and uncertainty over its future.”

Twitter is losing users

Another problem is that Twitter appears to be losing users for the first time since 2008. Its worldwide user base is anticipated to decline by 3.9%, with another 5.1% next year, a loss of 32.7 million users in just two years.

Twitter’s primary user demographic in the US, consisting of individuals aged 18 to 44 years, is expected to remain relatively stable. However, the platform is projected to experience a significant decline in users aged 45 and above, as well as those aged 17 and under. A substantial proportion of these users are deemed marginal and may have only recently joined the platform to follow the acquisition saga that unfolded last year. Moreover, political leanings also appear to influence users’ decisions to either continue using the platform or abandon it.

Users abandon Twitter

Source: Insider Intelligence

The amount of time spent on the platform is expected to drop by 2minutes in 2023, followed by another two minutes in 2024. While part of this can be attributed to technical issues and an increase in harmful content on the platform under Musk’s leadership, there are also underlying challenges that contribute to this trend. Specifically, Twitter lags behind in the area of social video, which has become the primary driver of time spent on social media.

Users flock to TikTok and co

Source: Insider Intelligence

“Twitter engagement is still heavily dependent on the news cycle,” said Enberg.  “The takeover saga caused a spike in time spent in 2022 that has now dissipated, as users have lost interest in Musk’s antics.”

Key takeaways

  • Twitter’s global ad revenues drop 37%
  • Twitter’s US ad revenues to drop by 28.6% in 2023,
  • Worldwide user base is anticipated to decline by 3.9% in 2023

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Gaming app installs are up 10% over 2022 https://www.businessofapps.com/news/optimism-as-gaming-app-installs-are-up-10-over-2022/ Wed, 12 Apr 2023 08:52:19 +0000 https://www.businessofapps.com/?p=85873 Global consumer spending on mobile games experienced a 5% year-on-year decrease, reaching $110 billion in 2022. However, predictions suggest that spending on mobile games will surge and reach an impressive $270 billion by 2025. New data from Adjust found that despite some turmoil in mobile gaming, there are plenty of opportunities for data-driven marketers to grow their games. Is the downturn temporary? 2022 proved to be one of the worst years in history for the gaming industry, with overall installs declining 12% year-on-year. North America was hit the hardest with a decline of -20%, while LATAM saw a comparatively smaller impact of -6%. Various cultural and economic factors played a role in the downward trend, marking a significant shift for the vertical that has traditionally dominated

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Global consumer spending on mobile games experienced a 5% year-on-year decrease, reaching $110 billion in 2022. However, predictions suggest that spending on mobile games will surge and reach an impressive $270 billion by 2025. New data from Adjust found that despite some turmoil in mobile gaming, there are plenty of opportunities for data-driven marketers to grow their games.

Is the downturn temporary?

2022 proved to be one of the worst years in history for the gaming industry, with overall installs declining 12% year-on-year. North America was hit the hardest with a decline of -20%, while LATAM saw a comparatively smaller impact of -6%.

Various cultural and economic factors played a role in the downward trend, marking a significant shift for the vertical that has traditionally dominated the mobile app market.

Gaming app install growth January 2021 – January 2023 (global)

Source: Adjust

However, this decline seems to be temporary, as the industry is experiencing a positive turnaround in 2023, with installs up 23% in January compared to Q4 of 2022 and 10% higher than the overall 2022 average.

User acquisition is getting more expensive

Some gaming sub-verticals actually saw significant growth. Music and educational games were up by over 100% year-on-year, racing games were up by 20%, word games by 7%, sports games by 5%, and arcade games by 3%.

Gaming apps saw hyper-casual games as the most downloaded genre, accounting for 25% of installs. However, this percentage was lower than in 2020 and 2021 when it reached 27%. Action games ranked second at 14%, followed by puzzle games at 12%, and both sports and casual games at 9%. 

Gaming app install growth percentages by category

Source: Adjust

The ratio of paid versus organic installs for gaming apps decreased slightly, possibly due to the higher costs of user acquisition, particularly in the latter half of the year. Even hyper-casual games, which depend heavily on paid user acquisition campaigns with a high turnover, experienced a significant decrease, dropping from 3.2 to 2.93.

Sessions start to recover

Sports games boasted the highest Day 1 retention rate at 31%, with casual and board games following closely behind at 30%. RPG and word games both had a 29% retention rate, while racing and arcade games came in at 27%. Hypercasual games had the lowest retention rate at 25%, suggesting that cross-promotional efforts should begin as soon as a user opens the app.

Gaming app sessions slowly recover

Source: Adjust

Gaming sessions experienced a significant year-on-year degrowth of 17% in 2022, continuing to decline throughout the year, hitting rock bottom in September to December. 

However, there’s good news as the gaming industry is bouncing back in 2023, with sessions increasing by 11% compared to Q4 2022. North America saw the biggest decline in gaming sessions at -25%, while LATAM had the least pronounced decrease at -12%.

Key takeaways

  • Spending on mobile games set to reach $270 billion by 2025
  • Overall gaming app installs declined 12% year-on-year
  • Gaming app sessions increased by 11% in 2023 compared to Q4 2022

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Apps under attack: install fraud increases https://www.businessofapps.com/news/apps-under-attack-install-fraud-increases/ Tue, 11 Apr 2023 08:45:59 +0000 https://www.businessofapps.com/?p=85867 Mobile ad fraud is a persistent problem that has been plaguing the digital advertising industry for years, with billions of dollars lost each year. Despite efforts to combat this issue, fraudsters have continued to find ways to exploit the system, causing significant financial losses for businesses and damaging trust in the industry. In 2022, the problem of mobile ad fraud resurged, with global financial exposure reaching a shocking $5.4 billion. But what’s driving rising mobile ad fraud? App fraud jumps 40-46% In the latter half of 2022, the mobile app industry experienced a significant surge in install fraud, with average iOS app fraud increasing by 40% and Android app fraud rising by 46% finds AppsFlyer. The economic downturn, coupled with the holiday season, forced marketers

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Mobile ad fraud is a persistent problem that has been plaguing the digital advertising industry for years, with billions of dollars lost each year. Despite efforts to combat this issue, fraudsters have continued to find ways to exploit the system, causing significant financial losses for businesses and damaging trust in the industry. In 2022, the problem of mobile ad fraud resurged, with global financial exposure reaching a shocking $5.4 billion. But what’s driving rising mobile ad fraud?

App fraud jumps 40-46%

In the latter half of 2022, the mobile app industry experienced a significant surge in install fraud, with average iOS app fraud increasing by 40% and Android app fraud rising by 46% finds AppsFlyer. The economic downturn, coupled with the holiday season, forced marketers to prioritise meeting aggressive KPIs over security measures.

Globally, the exposure to install fraud amounted to a staggering $5.4 billion, with bots being responsible for over 70% of fraud across all regions. To perpetrate their schemes, fraudsters have turned to creating fake users on fake devices, rather than manipulating the attribution of real users and devices. 

App install fraud rate trend by platform and vertical

Source: AppsFlyer

The rise in fraud can be attributed to a variety of factors, including distractions caused by new releases, budget constraints, and improved detection methods. In this context, it is crucial for businesses and advertisers to stay up-to-date with the latest trends and developments in the mobile advertising landscape in order to protect themselves against fraud and ensure a more transparent and trustworthy digital ecosystem.

Install fraud-type distribution by region & platform

Source: AppsFlyer

Particularly, click flooding and fake publisher fraud have become increasingly prevalent tactics used by fraudsters. As the threat of mobile app installs fraud continues to grow, it’s imperative that businesses and advertisers remain vigilant and employ effective security measures to protect themselves against potential financial losses.

Gaming apps are more vigilant

Gaming apps are leading the way in the fight against app install fraud, with non-gaming apps being six times more susceptible to such fraud. While both gaming and non-gaming sectors are affected by fraudulent activity, the gaming industry’s experience and data-driven approach to post-install value optimisation help to identify and weed out fraudulent activity. This experience has made gaming marketers seasoned veterans in fighting fraud and offers valuable lessons for other mobile advertisers to learn from. 

Specifically, finance app marketers should take note as the finance industry remains highly vulnerable, with nearly half of all fraud exposure impacting the growing finance category, amounting to $2.6 billion. 

Finance apps continue to reach alarming fraud levels

Source: AppsFlyer

This vulnerability is due to the industry’s rapid growth and increasing cost. This leads to some media buyers being unaware of the risks involved in seeking more affordable media sources.

Key takeaways

  • Average iOS app fraud increased by 40% and Android app fraud rose by 46%
  • Click flooding and fake publisher fraud are increasingly prevalent tactics used by fraudsters
  • Nearly half of all fraud exposure impacting the growing finance category, amounting to $2.6 billion

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Learn why in-app notifications are superior to SMS [live event] https://www.businessofapps.com/news/learn-why-in-app-notifications-are-superior-to-sms-live-event/ Mon, 10 Apr 2023 16:17:10 +0000 https://www.businessofapps.com/?p=85880 There is just no other way around it – people are tired of SMS marketing messages. Recent studies show that up to 65% of customers have reached the point of “No more, please!” to hit the Unsubscribe button for a business text. There is a great alternative to fit the bill and it’s called in-app notifications. Unlike push notifications, in-app notifications are delivered within the app and therefore don’t compete for the app user’s attention with other notifications. By definition, these messages are 100% opted-in, never get lost in the midst of other apps’ messages and are capable to deliver conversion rates on par with WhatsApp. On April 27th join the live event with Adena Demonte, Product Marketing Manager at Sendbird. During the event, you

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There is just no other way around it – people are tired of SMS marketing messages. Recent studies show that up to 65% of customers have reached the point of “No more, please!” to hit the Unsubscribe button for a business text. There is a great alternative to fit the bill and it’s called in-app notifications.

Unlike push notifications, in-app notifications are delivered within the app and therefore don’t compete for the app user’s attention with other notifications. By definition, these messages are 100% opted-in, never get lost in the midst of other apps’ messages and are capable to deliver conversion rates on par with WhatsApp.

On April 27th join the live event with Adena Demonte, Product Marketing Manager at Sendbird. During the event, you will learn about how in-app notifications are instrumental for brands across the customer lifecycle to drive activation, revenue, retention, and referrals.

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Entertainment apps take the lead as global game revenue slows down https://www.businessofapps.com/news/entertainment-apps-take-the-lead-as-global-game-revenue-slows-down/ Mon, 10 Apr 2023 12:20:08 +0000 https://www.businessofapps.com/?p=85863 In the ever-evolving mobile app landscape, it’s crucial to stay on top of the latest trends and shifts in user behaviour. A recent report from Sensor Tower sheds light on some interesting developments in the world of mobile apps in early 2023. While global game revenue remained weak year over year at the beginning of the year, spending on non-game apps reached a record high in January 2023, largely driven by entertainment apps. Emerging markets lead the way Despite the initial surge caused by the outbreak of COVID-19, global mobile downloads have since decelerated, although they have remained well above pre-pandemic levels. In 2022, the U.S. and emerging markets such as India, Brazil, and Indonesia led the way in mobile adoption, with Europe accounting for

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In the ever-evolving mobile app landscape, it’s crucial to stay on top of the latest trends and shifts in user behaviour. A recent report from Sensor Tower sheds light on some interesting developments in the world of mobile apps in early 2023. While global game revenue remained weak year over year at the beginning of the year, spending on non-game apps reached a record high in January 2023, largely driven by entertainment apps.

Emerging markets lead the way

Despite the initial surge caused by the outbreak of COVID-19, global mobile downloads have since decelerated, although they have remained well above pre-pandemic levels. In 2022, the U.S. and emerging markets such as India, Brazil, and Indonesia led the way in mobile adoption, with Europe accounting for nearly 19% of global downloads. However, in recent years, Europe’s share has declined in favour of emerging markets.

While China may soon see a push in adoption due to the easing of tech crackdown and the end of its zero-COVID policy, Africa is expected to drive relative growth in the medium term. Although African countries are currently outside the top 20 markets by installs, they are poised to rise in global download rankings in the next few years due to a young and rapidly growing population, as well as some of the fastest-growing smartphone penetration rates globally.

Global app installs slow but remain above pre-pandemic levels

Source: Sensor Tower

Consumers spend fewer dollars on Android

In 2022, global consumer spending on Android saw its first-ever decline, falling by 7% year over year. The drop can be attributed to a combination of rising inflation and Apple’s anti-tracking rules, which have made it increasingly challenging to target ads and measure their effectiveness. The slowdown in mobile game spending worldwide was the main driver behind the plunge in Android revenue, with Japan experiencing the largest decline among major economies.

Global Android spending falls for first time on Android

Source: Sensor Tower

With stubborn inflation and weak consumer spending, app developers are exploring new monetisation strategies. Some apps, such as Tinder and Duolingo, are diverting more resources towards promoting one-time in-app purchases, which may have taken a backseat in the past in favour of higher-value subscription services. 

All eyes on entertainment apps

At the start of 2023, global game revenue remained weak year over year, while spending on non-game apps hit a new record in January 2023, propelled by entertainment apps. In recent quarters, the entertainment category has been rapidly expanding across various markets, with spending in the US reaching twice that of the next-largest category for the first time in 2022.

According to data from Sensor Tower’s App Overlap module, TikTok and Netflix are among the top apps that users of the world’s highest-grossing game apps, including Coin Master and Pokemon Go, are most likely to spend time on. As these boundaries between different categories of apps continue to blur, it will be interesting to see how app developers adapt to these changing user trends.

TikTok emerged as the fastest-growing ad channel across North America and major European markets. Its growing active user base, high levels of engagement, and reportedly lower advertising costs have contributed to the increasing amount of digital ad spending being allocated to the platform. Notably, TikTok was the fastest-growing app in terms of consumer spending in 2022.

However, as brands continue to slow their ad investments, apps that rely heavily on advertising are now seeking new sources of revenue. Meta, Twitter, and Snapchat are among the companies that have recently launched subscription services to diversify their revenue streams.

Key takeaways

  • Africa is expected to drive relative app download growth in the medium term
  • In 2022, global consumer spending on Android saw its first-ever decline, falling by 7% year over year
  • The entertainment category has rapidly expanded across various markets, with spending in the US reaching twice that of the next-largest category for the first time in 2022

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Meta loses trust among Brits while PayPal soars https://www.businessofapps.com/news/meta-loses-trust-among-brits-while-paypal-soars/ Fri, 07 Apr 2023 08:56:59 +0000 https://www.businessofapps.com/?p=85834 In light of TikTok being slapped with a whopping £12.7m fine by the UK’s data watchdog for failing to safeguard the privacy of minors, UK data protection laws continue to strengthen. Recent developments have prompted a closer at Britons’ attitudes toward data privacy. Now a Forbes Advisor study found that Meta, the parent company of Facebook and Instagram, is the least trusted tech firm when it comes to personal data among Britons. No trust in Meta According to a recent survey conducted by Forbes Advisor, Meta, the parent of Facebook and Instagram, is the tech firm that Britons have the least confidence in when it comes to safeguarding their data.  Based on a poll of 2,000 adults, almost half (48%) of individuals distrust platforms owned

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In light of TikTok being slapped with a whopping £12.7m fine by the UK’s data watchdog for failing to safeguard the privacy of minors, UK data protection laws continue to strengthen. Recent developments have prompted a closer at Britons’ attitudes toward data privacy. Now a Forbes Advisor study found that Meta, the parent company of Facebook and Instagram, is the least trusted tech firm when it comes to personal data among Britons.

No trust in Meta

According to a recent survey conducted by Forbes Advisor, Meta, the parent of Facebook and Instagram, is the tech firm that Britons have the least confidence in when it comes to safeguarding their data. 

Based on a poll of 2,000 adults, almost half (48%) of individuals distrust platforms owned by Meta. The social media giant has been involved in several nefarious data breaches, most notably the Cambridge Analytica scandal, which enabled the British political consulting firm to illegally harvest data from up to 87 million people worldwide without their permission.

Meta is the least trusted social media group

Source: Forbes Advisor

Following this breach, its social media competitors have also lost the confidence of many Britons when it comes to safeguarding personal data. More than two in five respondents expressed distrust in TikTok (42%) and Twitter (41%) with their information.

PayPal, on the other hand, was the most trusted technology platform among Britons. Nearly half (47%) of respondents expressed confidence in the payment platform, which prioritizes secure online checkouts. 

Amazon, the online marketplace, ranks in second place with 41%, followed by Microsoft with 39%.

Interestingly, nine out of the ten companies that Britons trust the most launched before the 2000s. 

Who gets Britons’ trust?

A staggering 90% of Britons are concerned about their data being hacked. But which types of organisations do people feel comfortable sharing personal data with?

Almost two-thirds of respondents are uneasy about sharing their data with the government (63%), and over two in five (43%) are not comfortable sharing personal details with the NHS. 

Start-ups are the businesses that Brits are most hesitant to share data with. Only 4% claim they feel comfortable doing so. This is followed by online gambling (7%) and social media companies (8%).

Brits trust established tech platforms

Source: Forbes Advisor

Interestingly, younger individuals are more comfortable sharing data with social media platforms. More than one in six 18-34-year-olds are content to share their personal data with platforms such as Instagram and TikTok (17%). However, this sentiment decreases with age. Only 7% of 35-54-year-olds feel secure offering social media platforms personal data, and just 3% of those aged 55+ express the same level of comfort.

This is in contrast with public sector organisations such as the NHS, where more than half of those older than 35 years are comfortable sharing data compared to less than half of Gen Z and Millennials.

Bank details are the primary concern for Britons, with over three-quarters (77%) citing this as their top worry. This is followed by personal details (62%) such as an address, date of birth, and relationship status. In contrast, current location (25%) and income level (20%) were lower on the list of concerns, while just 4% expressed concern about sharing their political views.

Five steps consumers can take to protect data

Over half of users (53%) already have anti-virus software in place. 

“However, there are some easy steps consumers can take to minimise this risk. These include adjusting privacy settings on social media accounts, using unique passwords across different platforms (and making them difficult to guess), and installing antivirus software on your laptop,” says Laura Howard, at Forbes Advisor.

“As more and more of our daily lives are moved online, investing in a VPN (or ‘virtual private network’) is also a good idea. VPNs, which protect your internet connection and privacy online, are widely available, inexpensive, and can be easily downloaded from the provider’s website. However, our survey found that, despite widespread fears around data breaches, only 20% of respondents had taken this step to protect their data.”

Five steps to protect your data

Source: Forbes Advisor

Key takeaways

  • 48% of individuals distrust platforms owned by Meta
  • PayPal is the most trusted technology platform among Britons (47%) 
  • 63% of respondents are uneasy about sharing their data with the government
  • 43% are not comfortable sharing personal details with the NHS

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Personal investing app bucks wider downward trend https://www.businessofapps.com/news/undressing-success-personal-investing-app-bucks-wider-downward-trend/ Thu, 06 Apr 2023 07:56:29 +0000 https://www.businessofapps.com/?p=85787 At the start of the COVID-19 pandemic, there was a notable increase in the popularity of personal investing apps as people sought to manage their finances remotely, keep up-to-date with market information, and invest. However, in 2022, following the cryptocurrency crash and escalating inflation, consumers became more cautious with their financial risk-taking, leading to a decrease in interest in these apps. Investing apps witnessed a -5% drop in engagement. And yet, one app withstood the downward trend. Saving with Nude While downloads of personal investing apps in the UK experienced a YoY decline of -25% in 2022, Nude noted a 137% rise in downloads during H2 2022, according to new data from data.ai. The app facilitates accessibility to saving schemes such as the Lifetime ISA,

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At the start of the COVID-19 pandemic, there was a notable increase in the popularity of personal investing apps as people sought to manage their finances remotely, keep up-to-date with market information, and invest.

However, in 2022, following the cryptocurrency crash and escalating inflation, consumers became more cautious with their financial risk-taking, leading to a decrease in interest in these apps. Investing apps witnessed a -5% drop in engagement. And yet, one app withstood the downward trend.

Saving with Nude

While downloads of personal investing apps in the UK experienced a YoY decline of -25% in 2022, Nude noted a 137% rise in downloads during H2 2022, according to new data from data.ai.

The app facilitates accessibility to saving schemes such as the Lifetime ISA, and offers money-saving expertise to aid younger generations in their quest to enter the property market.

Nude downloads on Google Play 

Source: data.ai

The impressive growth propelled Nude to the top of the personal investing app charts in the UK, surpassing established players in the subgenre like Plum and Hargreaves Lansdown. 

In November 2022, Nude emerged as the leader in both downloads and monthly active users.

What makes Nude stand out

Since its launch in 2021, the app has generated plenty of buzz in the personal finance market. Its success is especially notable considering the decline in personal investment during this time. But what makes Nude so popular?

Key features of the app include the “Gift Time” feature, which enables friends and family to contribute directly to a user’s Lifetime ISA for occasions such as weddings, birthdays, and Christmas. 

Nude defies wider market trends 

Source: data.ai

The app also offers bite-sized financial literacy guides covering a range of topics, from interest rates to the logistics of buying a home with a partner. 

Additionally, users can access a personalized “Time to Buy Calculator,” which estimates the timeline for purchasing a property based on factors such as salary, savings, monthly saving goals, and property location, type, and size.

Nude’s CMO Yoann Pavy told data.ai that what helped the app succeed was a mixture of relentless testing, paid ads with paid influencers and hiking interest rates of their ISAs during the economic crash. 

Key takeaways

  • Investing apps saw a -5% drop in engagement in 2022 
  • While Nude noted a 137% rise in downloads during H2 2022
  • Key features of the app include the “Gift Time” feature, which enables friends and family to contribute directly to a user’s Lifetime ISA

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End-cards boost mobile video ad performance https://www.businessofapps.com/news/attention-please-end-cards-boost-mobile-video-ad-performance/ Wed, 05 Apr 2023 07:56:43 +0000 https://www.businessofapps.com/?p=85765 Mobile can be a very distracting environment and app developers and brands are having to work harder than ever before to capture attention. The time users spend viewing an ad or app can be a direct measure of quality attention. The longer an ad is seen, the more likely it is to be remembered, and drive brand recall and sales. New research from Digital Turbine, Inc. and Amplified Intelligence found that combining video ads with end cards drove improved attention.  Attention matters As marketers are working with tighter ad budgets, it’s important to understand what captures user attention. Unsurprisingly, the more attention a video ad captures, the longer the brand stays in memory.  A previous study by Amplified Intelligence found that memory starts to kick

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Mobile can be a very distracting environment and app developers and brands are having to work harder than ever before to capture attention. The time users spend viewing an ad or app can be a direct measure of quality attention. The longer an ad is seen, the more likely it is to be remembered, and drive brand recall and sales. New research from Digital Turbine, Inc. and Amplified Intelligence found that combining video ads with end cards drove improved attention. 

Attention matters

As marketers are working with tighter ad budgets, it’s important to understand what captures user attention. Unsurprisingly, the more attention a video ad captures, the longer the brand stays in memory. 

A previous study by Amplified Intelligence found that memory starts to kick in around the 3-second mark. Longer dwell times also drive sales conversions.

End cards, which are ads injected toward the end of a video, boost more active attention than video ads alone.

Waves of attention

Source: Digital Turbine

The study also found that mobile game video ads by Digital Turbine grabbed and held user attention for 22s, which is significantly higher than the standard for mobile web video (1.6s) and social video ads (2.5s).

Digital Turbine mobile game video ads hold attention for longer

Source: Digital Turbine

Boosting brand growth

Brand recall was up 57% for longer video ads of between 21 to 30 seconds compared to 23% for short video ads (6-10 seconds). Mid-length videos of 11 to 20 seconds fared the worst at 18% of brand recall. 

Brand recall by video ad length

Source: Digital Turbine

In the study, seven brands were tested to assess the effectiveness of DT’s video ads in capturing the participants’ attention. The ads presented to the participants were of varying categories and durations. Amplified Intelligence’s method for measuring attention levels revolves around three categories: active attention, passive attention, and non-attention. Among these, active attention holds the most significance in driving business results.

“This research shows how in-game mobile video ads, combined with interactive and actionable end-cards, deliver a market leading attention grabbing product,” said Mark Slade, VP Brand and Managing Director Brand Partnerships at Digital Turbine. “The data shows the mobile gaming environment delivers results and provides an even bigger opportunity – making it an optimal environment for brand growth.”

Key takeaways

  • The longer an ad is seen, the more likely it is to be remembered, drive brand recall and sales
  • Memory starts to kick in around the 3-second mark
  • Mobile game video ads by Digital Turbine grabbed and held user attention for 22s

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Fintech flourishes as mobile payments rise, boosting installs and revenues https://www.businessofapps.com/news/fintech-flourishes-as-mobile-payments-rise-boosting-installs-and-revenues/ Tue, 04 Apr 2023 08:23:00 +0000 https://www.businessofapps.com/?p=85760 Global mobile payments are projected to surpass $2 trillion by 2023, driven by increased smartphone access, QR code utilization, digital wallet adoption, and the prevalence of payment applications. Based on an analysis of over 100,000 apps, Adjust found that finance is going digital.  Fintech app installs jump 6% In 2022, the fintech app sector faced considerable obstacles, including the cryptocurrency crash and subsequent downturn, a stock market decline, and widespread economic unease.  Nevertheless, fintech app installations experienced a 2% global growth, reflecting the sector’s resilience and the persistent significance of mobile financial services and solutions across the globe.  According to its annual Mobile App Trends report, Adjust found that the upward trend has continued into 2023, with January showing a 6% year-over-year increase and a 13%

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Global mobile payments are projected to surpass $2 trillion by 2023, driven by increased smartphone access, QR code utilization, digital wallet adoption, and the prevalence of payment applications. Based on an analysis of over 100,000 apps, Adjust found that finance is going digital. 

Fintech app installs jump 6%

In 2022, the fintech app sector faced considerable obstacles, including the cryptocurrency crash and subsequent downturn, a stock market decline, and widespread economic unease. 

Nevertheless, fintech app installations experienced a 2% global growth, reflecting the sector’s resilience and the persistent significance of mobile financial services and solutions across the globe. 

According to its annual Mobile App Trends report, Adjust found that the upward trend has continued into 2023, with January showing a 6% year-over-year increase and a 13% rise compared to the 2022 average.

Fintech app install growth January 2021 – January 2023 (global)

 

Source: Adjust

Payment apps grabbed a 51% share of installs, with banking apps at 40%, crypto at 6%, and stock trading at 3%. Notably, fintech’s paid installs share edged up in 2022, from 0.15 in 2021 to 0.16, while banking and payment apps held steady. Stock trading, however, nosedived from 0.8 to 0.46, revealing a massive drop in paid campaigns.

First week after install is crucial

A rise in paid installs often leads to lower retention rates, and 2022 mostly followed suit. Day 1 and Day 7 rates held steady at 22% and 14%, while Day 3 climbed to 17% from 16%. But by Day 14 and Day 30, rates dipped by one point. It all underscores the first week’s crucial role in mobile fintech. 

App developers should focus on experiences that drive retention and lifetime value – think gamification, loyalty programs, and push notifications for engagement.

Fintech app session growth January 2021 – January 2023 (global)

Source: Adjust

Users spend a little more time on apps

When it comes to session growth, there’s optimism for 2023 for fintech apps.

After a 19% year-over-year increase in 2022, January 2023’s sessions have risen by 7% compared to the 2022 average.

Banking apps made up 54%, payment 33%, crypto 6%, and stock trading 7% in sessions. It’s a slightly different distribution compared to install share, where payment outpaced banking and crypto surpassed stock trading. 

Fintech app stickiness 2021 – 2022

Source: Adjust

Session lengths were down from an average of 7.43 minutes to 6.06 minutes in 2022. But time spent in-app per user per day rose in 2022, up from 5.13 minutes per session per day on Day 1 to 5.67 minutes per session.

Fintech apps saw a dazzling 44% YoY growth in global in-app revenue for 2022. November and December primarily fueled this surge, soaring 83% and 112% compared to the yearly average. The trend persists in 2023, with January revenue hitting 65% above 2022’s average.

Key takeaways

  • Fintech app installs jumped 2% in 2022 globally
  • Payment apps grabbed a 51% share of installs, with banking apps at 40%, crypto at 6%, and stock trading at 3%S
  • Sessions rose 7% compared to the 2022 average

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Global eCommerce app installs in 2022 recover but retention slips  https://www.businessofapps.com/news/global-ecommerce-app-installs-in-2022-recover-but-retention-slips/ Mon, 03 Apr 2023 09:47:18 +0000 https://www.businessofapps.com/?p=85731 Despite an initial slowdown in 2022, the mobile app industry is experiencing a bit of a resurgence in 2023, with early indicators showing an upward trend in mobile app installs for eCommerce (+4%), fintech (+13%), and gaming (+10%), compared to their 2022 averages. We’ll start with eCommerce today. Apple’s ATT opt-in rates rise Based on an analysis of over 100,000 apps, Adjust analyzed long-term trends in installs, sessions, time spent in-app, retention, re-attribution rates, and more, across the globe for its annual Mobile App Trends report. It found that the opt-in rates for Apple’s App Tracking Transparency (ATT) feature have once again increased. As data-privacy becomes more prevalent, users are becoming more informed about the issue, leading to a steady rise in opt-in rates. In Q1

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Despite an initial slowdown in 2022, the mobile app industry is experiencing a bit of a resurgence in 2023, with early indicators showing an upward trend in mobile app installs for eCommerce (+4%), fintech (+13%), and gaming (+10%), compared to their 2022 averages. We’ll start with eCommerce today.

Apple’s ATT opt-in rates rise

Based on an analysis of over 100,000 apps, Adjust analyzed long-term trends in installs, sessions, time spent in-app, retention, re-attribution rates, and more, across the globe for its annual Mobile App Trends report. It found that the opt-in rates for Apple’s App Tracking Transparency (ATT) feature have once again increased.

As data-privacy becomes more prevalent, users are becoming more informed about the issue, leading to a steady rise in opt-in rates. In Q1 2023, the overall industry average for ATT opt-in rates rose four percentage points year-over-year, reaching 29%. The gaming sector achieved a new high of 36%, while fintech saw a significant increase from 11% to 18%.

ATT opt-in rates by app category

Source: Adjust

“Global conditions and user needs are evolving rapidly, but the need for growth and ROI in the mobile app marketing industry remains the same,” said Simon “Bobby” Dussart, CEO of Adjust. “Delivering highly customized, seamless user experiences, executing on cross-platform campaigns, and tapping into the potential of new channels, such as connected TV, will prove invaluable for marketers and developers seeking sustained and strategic growth in 2023 and beyond.”

Installs up, retention down

In 2022, global eCommerce app installs decreased 0.6% compared to the previous year. The report indicates that EMEA and LATAM saw the most impressive growth for eCommerce in 2022 with 3% and 6%, respectively, while North America followed with a 1% increase. Come November, APAC installs were up by 19% compared to the 2022 average, while EMEA’s installs surged by 25%, LATAM by 11%, and North America by 15%.

eCommerce app sessions rise

Source: Adjust

Shopping apps dominated the e-commerce market in 2022, accounting for 58% of all installs, while marketplaces made up 35%, deal discovery apps represented 6%, and ticketing apps scraped in with just 1% of the total share.

2022 had significantly fewer paid installs compared to the previous year, despite installs remaining consistent at a global level and even growing in many markets. 

Although there was a rise in reattributions, organic installs, and channel diversification, retention rates experienced a slight decline in 2022. The Day 1 rates decreased from 20% to 19%, and Day 14 rates reduced from 9% to 8%.

eCommerce app installs were relatively lackluster in 2022, but sessions made up for it by performing exceptionally well. This trend is continuing into 2023 with global mobile eCommerce sessions growing by 12% YoY. 

Notably, the pandemic fuelled the massive surge in eCommerce growth in 2021 and 2020. Session growth was highest in LATAM (20%), followed by EMEA (16%) with marketplace apps accounting for the highest share of sessions at 62% compared to shopping (34%) and deal discovery (4%) apps.

Session growth by region

Source: Adjust

App stickiness is trending down from 17% in 2021 to 15% in 2022. 

To thrive in today’s economic climate, eCommerce apps must keep users happy and convert them into high LTV customers. This strategy maximises return on investment and capitalises on increased user engagement, making a customer-centric approach and prioritising user retention critical.

Key takeaways

  • ATT opt-in rates rose four percentage points year-over-year to 29% in 2022
  • Global eCommerce app installs decreased by 0.6% compared to the previous year but EMEA and LATAM saw 3% and 6% growth, respectively
  • Shopping apps dominated and accounted for 58% of all shopping app installs

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Established mobile games are download darlings – fewer new titles enter market https://www.businessofapps.com/news/established-mobile-games-are-download-darlings-fewer-new-titles-enter-market/ Fri, 31 Mar 2023 06:14:10 +0000 https://www.businessofapps.com/?p=85623 2022 proved to be a dynamic year for the global gaming market. Despite the fact that consumers spent 6.4 billion hours per week in gaming apps around the world, data.ai’s State of Mobile Gaming report revealed a -5% drop in consumer spending on mobile gaming, totalling $110 billion. Downloads are booming Despite the economic uncertainty that characterised 2022, the mobile gaming industry continues to thrive, with the number of gaming app downloads reaching an unprecedented 90 billion – an increase of 6.7 billion from the previous year and 22 billion from 2019. Moreover, the latest gaming data also shows that gamers around the world spent a total of 6.4 billion hours per week on their favourite gaming apps in 2022. This underscores the growing interest

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2022 proved to be a dynamic year for the global gaming market. Despite the fact that consumers spent 6.4 billion hours per week in gaming apps around the world, data.ai’s State of Mobile Gaming report revealed a -5% drop in consumer spending on mobile gaming, totalling $110 billion.

Downloads are booming

Despite the economic uncertainty that characterised 2022, the mobile gaming industry continues to thrive, with the number of gaming app downloads reaching an unprecedented 90 billion – an increase of 6.7 billion from the previous year and 22 billion from 2019.

Moreover, the latest gaming data also shows that gamers around the world spent a total of 6.4 billion hours per week on their favourite gaming apps in 2022. This underscores the growing interest in mobile gaming and the significant role it plays in the lives of millions of people globally.

The data also revealed that 224 games generated over $100 million in revenue, while ten games surpassed $1 billion annually, indicating the vast potential for profitability in the industry.

Weekly mobile game app downloads, spending and total hours

Source: data.ai

The findings highlight that mobile gaming is a successful and growing market that is becoming increasingly popular as a form of entertainment. People are spending a significant amount of money and time on mobile games, making it a formidable challenger to traditional forms of entertainment.

Fewer new games enter the market

According to data.ai’s research, there has been a notable decline in the number of new games entering the market, and established games are enjoying more average downloads than new releases.

In the US, established games averaged 2.7 million downloads each in 2018, compared to 3.5 million for new games. However, the market has shifted in the four years since, with old games accumulating an average of 2.5 million downloads, compared to 2.1 million for new titles in 2022.

Top game app genres 2022 versus 2021

Source: data.ai

Despite the increasing popularity of hyper-casual titles – games that are more pick-up-and-play with a short lifespan – evergreen games such as ROBLOX and Subway Surfers continue to dominate the download charts. The trend has continued into 2023, with data.ai revealing that in Q1 2023, the top two titles in the download top 10 remained unchanged from the previous quarter (Subway Surfers and Free Fire). However, there was significant movement lower down the charts.

In the UK, ROBLOX emerged as the most popular gaming app among Monthly Active Users, while Subway Surfers recorded the highest number of downloads, indicating the enduring popularity of these titles among gaming enthusiasts.

Key takeaways

  • Gaming app downloads jumped to 90 billion in 2022, up 6.7 billion
  • Gamers spent a total of 6.4 billion hours per week on their favourite gaming apps in 2022
  • Drop in the number of new games entering the market, and established games are seeing downloads

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Upptic unveils Games Growth to help app developers get more followers https://www.businessofapps.com/news/upptic-unveils-games-growth-to-help-app-developers-get-more-followers/ Thu, 30 Mar 2023 06:48:06 +0000 https://www.businessofapps.com/?p=85617 On average, two out of three App Store users will leave without downloading an app. That’s why it’s all the more important for app developers to optimise their stores and find meaningful ways to engage users. Now Upptic, the user acquisition and growth experts, announced the launch of their Games Growth software platform. Drive growth and get more users The platform is a SAAS (software-as-a-service) solution for teams of all sizes and shares the tools that Upptic has used to annually scale $30M+ of profitable User Acquisition over the last four years. The Games Growth software platform includes several features that make it easier for companies to optimise their user acquisition efforts, including insights and reporting, predictive buying, creative tools and budget and spending tracking features.

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On average, two out of three App Store users will leave without downloading an app. That’s why it’s all the more important for app developers to optimise their stores and find meaningful ways to engage users. Now Upptic, the user acquisition and growth experts, announced the launch of their Games Growth software platform.

Drive growth and get more users

The platform is a SAAS (software-as-a-service) solution for teams of all sizes and shares the tools that Upptic has used to annually scale $30M+ of profitable User Acquisition over the last four years.

The Games Growth software platform includes several features that make it easier for companies to optimise their user acquisition efforts, including insights and reporting, predictive buying, creative tools and budget and spending tracking features.

According to Upptic, iOS UA Reborn is the most effective and easiest solution. Additionally, the platform gathers and normalises data from various sources to drive actionable insights across a company’s portfolio, regardless of the source.

The platform also offers a Predictive Buying Model, which helps companies quickly understand the profitability targets they need to achieve on all user segments. The Creative DAM (Digital Asset Managers) is fully integrated with UA workflows, replacing expensive and siloed performance marketing. The Community Growth Tracking feature helps track growth of the core community for web3 and traditional games, while the Budgeting and Spend Forecasting feature helps companies account for every dollar in their marketing budget.

The Games Growth software platform is also designed to be affordable for small teams priced out of effective UA. Upptic’s original ASO (App Store Optimization) solution is also included, offering automated ASO to companies using the platform.

Upptic has spent four years experimenting with and validating its software platform at scale, making it the most important thing the company has ever done. The Games Growth software platform is expected to help companies optimise their user acquisition efforts and grow their businesses.

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Influencer marketing: performance payment models gaining traction https://www.businessofapps.com/news/influencer-marketing-performance-payment-models-gaining-traction/ Wed, 29 Mar 2023 06:50:24 +0000 https://www.businessofapps.com/?p=85552 Influencer marketing continues to be a growing trend in the marketing industry, with a recent survey revealing that 64% of marketers plan to increase their influencer marketing budgets over the next six months. This trend stands out as most businesses are either maintaining or reducing marketing budgets due to economic headwinds, indicating that marketers see influencer programs as a valuable investment. Pricing influencers is a challenge However, finding the right payment amount for influencer partnerships remains a challenge for marketers due to widely varying influencer rates based on individual factors such as engagement and follower count. Only half of marketers feel confident in pricing influencers, and 41% believe their company is overpaying influencers, according to a Capterra survey. Challenges when working with influencers include measurement

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Influencer marketing continues to be a growing trend in the marketing industry, with a recent survey revealing that 64% of marketers plan to increase their influencer marketing budgets over the next six months. This trend stands out as most businesses are either maintaining or reducing marketing budgets due to economic headwinds, indicating that marketers see influencer programs as a valuable investment.

Pricing influencers is a challenge

However, finding the right payment amount for influencer partnerships remains a challenge for marketers due to widely varying influencer rates based on individual factors such as engagement and follower count. Only half of marketers feel confident in pricing influencers, and 41% believe their company is overpaying influencers, according to a Capterra survey.

Challenges when working with influencers include measurement

Source: Capterra

When it comes to payment methods, influencers also have a significant say, with 90% of marketers saying that it is common for influencers to help determine payment structures.

Pay per campaign is currently the most commonly used payment method, according to the survey.

Finding alternative models

Pay per performance is gaining traction among marketers as the second-most common form of payment used by 56% of marketers. This approach compensates influencers using performance-based metrics, such as sales, clicks, and impressions. Marketers find this method valuable in achieving a clear ROI or promised results, with 49% citing it as their greatest challenge in working with influencers.

According to Meghan Bazaman, senior marketing analyst at Capterra, “Pay per performance is becoming more popular for a few reasons, notably because businesses with tight marketing budgets may be more comfortable in only paying for specific outcomes in order to avoid wasting money or additional risk.”

She also notes that this approach drives influencers to deliver results and advanced marketing analytics make it easier to track performance.

Majority of marketers using pay per campaign and performance

Source: Capterra

In addition, nearly half (48%) of marketers have established recurring payments with influencers, and 54% are paying retainers or on a continual basis.

At the same time, brand ambassador programs were the most common type of influencer engagement, highlighting the growing popularity of longer partnerships.

To streamline working relationships with influencers, many marketers have turned to agencies. 61% reported they currently work with an influencer agency or specialist. Another 34% plan to start using one in the next 12 months.

While hiring influencers can be a valuable part of a marketing strategy, it comes with its own set of challenges and considerations.

Key takeaways

  • 65% of marketers plan to increase their influencer marketing budgets over the next six months
  • Only half of marketers feel confident in pricing influencers, and 41% believe their company is overpaying influencers
  • Pay per performance is gaining traction among marketers as the second-most common form of payment used by 56% of marketers

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Entertainment apps ahead of games for consumer spending https://www.businessofapps.com/news/entertainment-apps-ahead-of-games-for-consumer-spending/ Tue, 28 Mar 2023 06:40:11 +0000 https://www.businessofapps.com/?p=85546 Despite the challenges faced by the mobile industry, including the pandemic-driven hype mostly fading and Apple’s privacy changes, global app downloads in 2022 remained significantly above pre-pandemic levels, according to a new report from Sensor Tower. So what’s happening? App downloads still above pre-pandemic levels Sensor Tower found that while global app downloads dropped by 0.9% year-over-year to 142 billion in 2022, they still remain significantly higher than pre-pandemic levels. The decline in downloads is attributed to the fading of pandemic-driven hype, as well as various challenges faced by the mobile industry, including the global economic slowdown and Apple’s privacy changes. Global app installs above pre-pandemic levels Source: Sensor Tower Games was the top mobile app category of 2022 with over 50 billion downloads, followed

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Despite the challenges faced by the mobile industry, including the pandemic-driven hype mostly fading and Apple’s privacy changes, global app downloads in 2022 remained significantly above pre-pandemic levels, according to a new report from Sensor Tower. So what’s happening?

App downloads still above pre-pandemic levels

Sensor Tower found that while global app downloads dropped by 0.9% year-over-year to 142 billion in 2022, they still remain significantly higher than pre-pandemic levels.

The decline in downloads is attributed to the fading of pandemic-driven hype, as well as various challenges faced by the mobile industry, including the global economic slowdown and Apple’s privacy changes.

Global app installs above pre-pandemic levels

Source: Sensor Tower

Games was the top mobile app category of 2022 with over 50 billion downloads, followed by Utilities with 17 billion downloads and Entertainment with 8 billion downloads.

Mobile game spending takes a hit

However, the report showed that global consumer spending on mobile games experienced a decline for the first time in 2022. Games generated $79 billion in revenue, down from $86 billion in 2021.

Game app spending drops post-pandemic

Source: Sensor Tower

The Game category continued its decline in revenue, while non-game apps reached unprecedented heights in January, thanks in large part to increased consumer spending on Entertainment apps. Sensor Tower suggests this shift could be due to users moving away from gaming and towards Entertainment apps, such as TikTok and Netflix, which have recently started offering mobile games on their platforms.

Entertainment versus game app spending

Source: Sensor Tower

The decline in revenue for the Game category further highlights the importance for mobile game developers to innovate and create new gaming experiences to attract users back to their apps.

Key takeaways

  • Global app downloads dropped by 0.9% year-over-year to 142 billion in 2022
  • Games was the top mobile app category of 2022 with over 50 billion downloads, followed by Utilities with 17 billion downloads and Entertainment with 8 billion downloads
  • Users may shift focus to entertainment apps

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Q1 2023 app market booms with record consumer spending https://www.businessofapps.com/news/q1-2023-app-market-booms-with-record-consumer-spending/ Mon, 27 Mar 2023 11:39:06 +0000 https://www.businessofapps.com/?p=85540 In 2023, the importance of apps to consumers remains indisputable. According to research from data.ai, the global app market is demonstrating remarkable resilience despite economic challenges. Mobile consumers are expected to spend an astounding $34.1 billion in app stores in Q1 2023, marking the highest quarterly spending on record. After the dip follows the high Data.ai’s Q3 2022 Market Pulse Report previously revealed a slight year-over-year decline in consumer spending, dropping from $33.7 billion in Q3 2021 to $32.4 billion. Now, iOS appears to be recovering at a 5% year-over-year increase, generating $21.8 billion, while Google Play jumped 7%, grossing around $12.3 billion. When it comes to app store spending, iOS users still outpace their Android-using counterparts by a significant margin. iOS accounts for 65%

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In 2023, the importance of apps to consumers remains indisputable. According to research from data.ai, the global app market is demonstrating remarkable resilience despite economic challenges. Mobile consumers are expected to spend an astounding $34.1 billion in app stores in Q1 2023, marking the highest quarterly spending on record.

After the dip follows the high

Data.ai’s Q3 2022 Market Pulse Report previously revealed a slight year-over-year decline in consumer spending, dropping from $33.7 billion in Q3 2021 to $32.4 billion. Now, iOS appears to be recovering at a 5% year-over-year increase, generating $21.8 billion, while Google Play jumped 7%, grossing around $12.3 billion.

When it comes to app store spending, iOS users still outpace their Android-using counterparts by a significant margin. iOS accounts for 65% of total app store outlay, rising to 71% in the non-gaming sector, which is being fueled by the growing demand for in-app subscriptions and hit apps like Calm.

Global app downloads in Q1 2023

Source: data.ai

Among Google Play users, the Games, Entertainment, and Social categories were the largest in terms of consumer spending. Meanwhile, Video Players and Editors, House & Home, and Health & Fitness saw the strongest quarter-over-quarter growth, with increases of 21%, 21%, and 20%, respectively.

Regionally, the US, Japan, and South Korea were the top contributors to consumer spend in the app market.

iOS leads, US and China top markets in Q2

In Q1 2023, consumers downloaded 38.4 billion apps, second only to Q3 2022’s 38.7 billion.

iOS saw the biggest spike, with estimated installs growing 12% YoY to approximately 9.2 billion. Google Play installs grew 1% YoY to 29.2 billion.

India and Brazil were the largest markets by downloads, while Turkey, Russia, and Iraq saw significant upward movement on Google Play. On iOS, China and the US were the top markets, with the US, Brazil, and Japan experiencing the most quarterly growth.

The most downloaded categories on iOS in Q1 2023 were Games, Utilities, and Photo & Video. Meanwhile, Games, Health & Fitness, and Travel had the most growth in absolute downloads QoQ. The categories with the highest percentage growth QoQ were Health & Fitness, Navigation, and Catalogs, with rises of 17%, 15%, and 12%, respectively.

Google Play users downloaded a lot of Games, Tools, and Entertainment apps in Q1 2023. However, the categories with the most absolute growth were Productivity, Books & Reference, and Education, which saw quarterly growth of 12%, 10%, and 9%, respectively.

Top apps in Q1 2023

Source: data.ai

Unsurprisingly, the top spenders and downloaders in the app market remain largely unchanged, with the charts still dominated by unicorn social, chat, and streaming apps such as Facebook, SnapChat, WhatsApp, and Netflix.

However, there were a few minor changes in the Q1 2023 charts worth noting. TikTok climbed up a spot to become the world’s most downloaded app, replacing Instagram. TikTok also topped the consumer spending chart, signaling its continued popularity and growth in the app market.

Key takeaways

  • Mobile consumers are expected to spend $34.1 billion in app stores in Q1 2023
  • iOS accounts for 65% of total app store outlay, rising to 71% in the non-gaming sector
  • In Q1 2023, consumers downloaded 38.4 billion apps, second only to Q3 2022’s 38.7 billion

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Deinfluencing on social apps is a wake-up call for brands https://www.businessofapps.com/news/deinfluencing-on-social-apps-is-a-wake-up-call-for-brands/ Fri, 24 Mar 2023 09:36:09 +0000 https://www.businessofapps.com/?p=85480 Influencers have long been a major force in marketing, but a new trend on TikTok is challenging their status. It’s called “deinfluencing” and as the name suggests the trend means that TikTok creators urge their followers not to buy certain products or support certain brands. You read that correctly. It’s seen as the antithesis of traditional influencer marketing, where creators are paid to promote products and services. Let’s dive in.  Respect no more Research from Room Unlocked, an influencer marketing platform, found that 64% of British consumers say they’ve lost respect for influencers who are driven by commercial gain. As consumers become more sceptical of traditional creators, authenticity and credibility are gaining importance in influencer marketing.  “Authenticity is one of the most over-used words within

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Influencers have long been a major force in marketing, but a new trend on TikTok is challenging their status. It’s called “deinfluencing” and as the name suggests the trend means that TikTok creators urge their followers not to buy certain products or support certain brands. You read that correctly. It’s seen as the antithesis of traditional influencer marketing, where creators are paid to promote products and services. Let’s dive in. 

Respect no more

Research from Room Unlocked, an influencer marketing platform, found that 64% of British consumers say they’ve lost respect for influencers who are driven by commercial gain. As consumers become more sceptical of traditional creators, authenticity and credibility are gaining importance in influencer marketing. 

“Authenticity is one of the most over-used words within influencer marketing but it remains the most crucial,” Alex Carapiet, head of social at Seed told The Evening Standard.

“And the wider de-influencing phenomenon is a manifestation of an industry that has recently struggled with genuine authenticity as more and more people wish to become influencers, and more brands wish to utilise the influence they wield.”

The trend gained significant traction on TikTok, with over 52 billion views on the platform.

TikTok creators are deinfluencing

Source: TikTok

It has been fueled by controversies surrounding certain influencers who have been accused of promoting products they don’t actually use or believe in. For example, influencer Mikayla Nogueira faced backlash after posting a review of a mascara product that many viewers believed was dishonest.

By February 2023, #deinfluencing videos had attracted 206.5 million views on TikTok.

What deinfluencing means for marketers

The deinfluencing trend poses a challenge for marketers as they navigate the ever-changing landscape of influencer marketing. Marketers should focus on building long-term relationships with influencers who align with their brand values and foster genuine connections with their audience. Brands could prioritize transparency and ethical practices in their influencer marketing campaigns to regain consumer trust.

41% of US Gen Z have previously made a purchase based on creator content

Source: eMarketer

Data by market researcher Cassandra found that Gen Z and millennial consumers preferred to follow social media influencers who they perceived to be authentic and relatable. A whopping 89% of young consumers considered it important for influencers to come across as nice individuals, while 86% wanted to feel that the influencers are not solely focused on sales.

The deinfluencing trend highlights the importance of transparency, and ethical practices in influencer marketing and brands must now strive to build genuine connections with influencers and their audiences and align with their values.

Key takeaways

  • 64% of British consumers say they’ve lost respect for influencers who are driven by commercial gain
  • #deinfluencing videos had attracted 206.5 million views on TikTok
  • Gen Z and millennial consumers prefer to follow social media influencers who they perceived to be authentic and relatable

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Ban to boom – India’s ban on TikTok opens doors for competitors https://www.businessofapps.com/news/ban-to-boom-indias-ban-on-tiktok-opens-doors-for-competitors/ Thu, 23 Mar 2023 11:29:13 +0000 https://www.businessofapps.com/?p=85474 Everyone’s been talking about TikTok facing scrutiny in the US due to concerns about its data privacy policies and potential links to the Chinese government. Meanwhile India, a country also at odds with China, has already banned over 250 apps, including TikTok, which disappeared from Indian app stores on June 30, 2020. Now data from Apptopia finds that the ban, while bad for ByteDance, may have benefitted other apps.  The competition doesn’t sleep Before the ban, the app was downloaded about 400 million times in India, making it a social media powerhouse in the country. In comparison, during the same time period, TikTok reached the same number of installs just this month in the US. As soon as the ban hit, the short-form video market

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Everyone’s been talking about TikTok facing scrutiny in the US due to concerns about its data privacy policies and potential links to the Chinese government. Meanwhile India, a country also at odds with China, has already banned over 250 apps, including TikTok, which disappeared from Indian app stores on June 30, 2020. Now data from Apptopia finds that the ban, while bad for ByteDance, may have benefitted other apps. 

The competition doesn’t sleep

Before the ban, the app was downloaded about 400 million times in India, making it a social media powerhouse in the country. In comparison, during the same time period, TikTok reached the same number of installs just this month in the US.

As soon as the ban hit, the short-form video market in the country underwent a major shift. A number of local competitors emerged almost immediately, hoping to fill the void left by the popular app. 

Mitron was the first to launch on April 19, 2020, followed by LitLot on June 19, 2020, and Moj on July 1, 2020. Josh and Tiki launched soon after, on July 3, 2020, and February 19, 2021, respectively. 

These apps offered Indian users an alternative to TikTok, and many of them gained a significant user base within a short span of time.

TikTok alternative app downloads soar

Source: Apptopia

Established Indian apps like Chingari, Roposo, and ShareChat also updated their functionalities to capitalize on the opportunity presented by the absence of TikTok. 

For example, Chingari added a “duet” feature that allowed users to collaborate on video content. 

Social apps benefitted the most

The biggest winner from the TikTok ban appears to be Instagram with the launch of Reels. Reels is similar to TikTok allowing users to create short-form videos that can be shared on the platform’s feed or explore page. The product quickly gained traction among Indian users, who were hungry for short-form video content.

It wasn’t just Instagram that saw an opportunity in the wake of the TikTok ban, though. YouTube also launched its own version of the product, called YouTube Shorts. 

Instagram has an opportunity in India

Source: Apptopia

Research by data.ai shows that time spent in the top 25 live-streaming apps in 2021 outpaced the overall social market by a significant margin in India. Year-over-year growth in live streaming app usage was a remarkable 40%, compared to just 5% for all social apps. This suggests that live-streaming apps are becoming an increasingly important part of the social media landscape.

One of the reasons for the growing popularity of live-streaming apps is the way they enable consumers to support their favourite content creators. Users are able to “tip” creators for their work, which has led to a significant increase in consumer spending. Global consumer spending in the top 25 live streaming apps grew 6.5 times from 2018, with a YoY growth rate of 55%.

Where will US users go?

A potential ban on TikTok in the US raises questions about where the app’s millions of users would go in search of short-form video content. 

Apptopia found that TikTok users tend to split their time with Meta-owned apps such as Instagram and Facebook at a roughly 20% share of the time spent.

TikTok users spent time in other social apps

Source: Apptopia

If India is a leading example, we can expect new apps and smaller competitors like Triller, Likee, Tiki, BIGO Live, Tango, ZIKTALK, and BeReal to see a temporary surge in popularity.  

A ban could be a huge lift for Instagram, but BeReal could also tap into TikTok’s appeal of authentic and unpolished videos.

Key takeaways

  • India banned TikTok in June 2020 opening the market to local competitors
  • The biggest winner from the TikTok ban appears to be Instagram with the launch of Reels
  • Time spent in the top 25 live streaming apps in 2021 outpaced the overall social market by a significant margin in India

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81% of mobile apps vulnerable to cyberattacks https://www.businessofapps.com/news/app-calypse-now-81-of-mobile-apps-vulnerable-to-cyberattacks/ Wed, 22 Mar 2023 08:14:29 +0000 https://www.businessofapps.com/?p=85465 As more people use apps on their mobile devices, cybercriminals continue to develop new methods to exploit app vulnerabilities. In 2022 cyberattacks rose 38% over the previous year and the number of new mobile malware variants was up 54% in 2019. Promon, the application shielding technology, recently tested 357 high-earning Android mobile games to reverse engineer or manipulate apps. Shockingly, 81% (289) of the apps showed zero defence against these attacks and couldn’t detect a compromised device.  Defenceless apps In Promon’s four-step examination, one of the tests involved “repackaging,” a technique used by malicious actors to modify the existing source code of mobile applications. With this technique, hackers can insert their own code on top of an app’s source code and perform additional background tasks

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As more people use apps on their mobile devices, cybercriminals continue to develop new methods to exploit app vulnerabilities. In 2022 cyberattacks rose 38% over the previous year and the number of new mobile malware variants was up 54% in 2019. Promon, the application shielding technology, recently tested 357 high-earning Android mobile games to reverse engineer or manipulate apps. Shockingly, 81% (289) of the apps showed zero defence against these attacks and couldn’t detect a compromised device. 

Defenceless apps

In Promon’s four-step examination, one of the tests involved “repackaging,” a technique used by malicious actors to modify the existing source code of mobile applications. With this technique, hackers can insert their own code on top of an app’s source code and perform additional background tasks outside of the app’s intended functions. 

This opens the door for cybercriminals to steal user login credentials via a tactic called credential stuffing. 

Astonishingly, the tests revealed that a whopping 84% of apps lacked the capability to detect if their source code had been injected with harmful code, leaving them vulnerable to a host of cyberattacks. 

Only 15.7% (56) of apps had deployed any form of repackaging detection, making them the exception rather than the rule.

The company also assessed app vulnerabilities related to hooking frameworks which are utilized to monitor, modify, and redirect events in a mobile application. 

Promon’s tests repackaged almost 85% of all the apps tested

Source: Promon

Serious developers and security experts use them to identify vulnerabilities and malicious activities. However, they can also be used for malevolent purposes like stealing sensitive data. 

Only 5-8% of the apps tested could protect against attacks through frameworks. 

Finally, only one app could detect the presence of a rooted device, leaving the vast majority unprotected and susceptible to a host of security breaches.

13% of apps with $100M or more in annual revenue could detect hooking framework Frida, although none could detect LSposed.

Source: Promon

Why developers must address cyberattacks

Gaming-related cybercrime can be catastrophic for developers and publishers. Where games fail to provide a safe and secure experience, consumer trust declines and developers ultimately make fewer sales and see their downloads dwindle.  

“We were surprised at how many mobile games had a gap in cyber protection. From a technical standpoint, these aren’t complex attacks,” says Benjamin Adolphi, head of security research at Promon.

“These are basic tools and techniques leveraged by cybercriminals every day, and protecting against them should be a priority for developers when building these apps. While attracting millions of players, mobile gaming companies should consider bridging the gap between mobile app protection and ensuring that all gamers enjoy the game. Doing that will not only protect the game experience, but ensure that gaming companies defend their brands and grow their revenue.”

Tools like hooking can modify game code and give players an unfair advantage, causing developers to lose revenue as players may opt-out of in-game purchases.

Worse still, hooking frameworks can be utilized to extract sensitive data like proprietary game code, user data, or cryptographic keys, exposing developers to security risks and IP theft. If games are known to be vulnerable, they risk losing their reputation and player trust, causing lasting damage to the developer’s bottom line.

Key takeaways

  • 81% of apps tested showed zero defence against cyberattacks
  • 84% of apps lacked the capability to detect if their source code had been injected with harmful code
  • Only 15.7% of apps had deployed any form of repackaging detection

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TikTok takes on Capitol Hill: Will its influencer army save the day? https://www.businessofapps.com/news/tiktok-takes-on-capitol-hill-will-its-influencer-army-save-the-day-or-jump-ship-for-youtube-shorts/ Tue, 21 Mar 2023 09:11:57 +0000 https://www.businessofapps.com/?p=85422 Amidst the possibility of a TikTok ban in the US, influencers are preparing to shift to alternative short-form video platforms in case ByteDance, TikTok, and the US government fail to come to a resolution. The app’s Chinese ownership and cybersecurity laws have raised concerns about user data being accessed by the Chinese government. Tensions between China and the US have sparked fears that such data could be used to influence policy and sway opinion. Not only is the issue affecting TikTok ad revenues in the US but also its huge influencer base. Let’s dive in. Calming the storm TikTok is taking steps to reassure advertisers and rally high-profile users in an effort to prevent a potential ban on the app in the US. The company has

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Amidst the possibility of a TikTok ban in the US, influencers are preparing to shift to alternative short-form video platforms in case ByteDance, TikTok, and the US government fail to come to a resolution. The app’s Chinese ownership and cybersecurity laws have raised concerns about user data being accessed by the Chinese government. Tensions between China and the US have sparked fears that such data could be used to influence policy and sway opinion. Not only is the issue affecting TikTok ad revenues in the US but also its huge influencer base. Let’s dive in.

Calming the storm

TikTok is taking steps to reassure advertisers and rally high-profile users in an effort to prevent a potential ban on the app in the US. The company has been holding meetings with top advertisers to address concerns about national security issues.

The US accounts for roughly half of TikTok’s worldwide ad revenues, per Insider Intelligence estimates.

Change in US TikTok ad revenues to 2024

Source: eMarketer

Additionally, TikTok has been calling on high-profile users to fly to Washington, D.C. to lobby senators against implementing the ban. On Thursday, the CEO of TikTok, Shou Zi Chew, is scheduled to make an appearance before the US House Energy and Commerce Committee.

Insider Intelligence Principal analyst Jasmine Enberg believes:

“There is little TikTok CEO Shou Zi Chew can say on Thursday that will change US lawmakers’ minds. Project Texas won’t be enough to quell concerns about national security. And convincing lawmakers that TikTok doesn’t or can’t influence US public opinion as long as the app has ties to China is an impossible task.”

She adds that Chew will need to prove that TikTok is not being used to manipulate American public opinion or push propaganda. Recent revelations, such as the discovery of the “heating button” – an internal button that lets TikTok and ByteDance pick videos to go viral – suggest TikTok’s content recommendation system may be more complex than the company previously disclosed, and this could harm the group’s argument. However, advertisers generally remain positive that the issue can be resolved. 

Send in the troops

TikTok is said to be reaching out to influencers to get support for a protest in Washington to challenge the proposed ban. According to anonymous sources, TikTok is offering to pay for the trip of select influencers it is contacting, some of whom rely on TikTok as their primary source of income. 

The company hasn’t confirmed the rumours, but a spokesperson said that lawmakers in Washington should hear from those directly affected by any decision to ban the app. 

Change in % of TikTok users in the US

Source: eMarketer

TikTok has become a significant platform for influencers to advertise sponsored products, redirect users to their e-commerce websites, or even be rewarded by the platform for viral content. 

“TikTok’s strategy of enlisting creators to advocate for the app is a tested tactic, but it may not work this time. It’s more evidence of how entrenched TikTok has become in US lives and business and that growth has come somewhat at the expense of US-based social platforms,” adds Enberg. “Advertisers should start looking at alternative venues to reach their audiences and nurture their communities on other platforms, but there is no need for immediate action just yet.”

What are the alternatives?

If TikTok were to disappear, the significant portion of ad spending allocated to the platform wouldn’t vanish; instead, it would likely shift to one of the two other top short-form video platforms: YouTube Shorts and Instagram Reels.

YouTube Shorts now attracts 50 billion daily views and Meta predicts that Instagram Reels will be revenue-neutral by 2024. According to Edison Research, 44% of US teens and adults use Instagram. 

YouTube could be a viable alternative to TikTok for creators

Source: eMarketer

YouTube’s largest demographic in the US, excluding minors, is individuals aged 25 to 34 years.

Which one will they choose?

It’s a tough call between YouTube Shorts and Instagram Reels. But,YouTube Shorts has a trump card with its creator payment system. The company recently introduced an ad revenue-sharing program for eligible creators, which offers greater transparency in terms of payment.

Key takeaways

  • TikTok is taking steps to reassure advertisers and rally high-profile users in an effort to prevent a potential ban on the app in the US
  • On Thursday, Chew will need to prove that TikTok is not being used to manipulate American public opinion or push propaganda
  • TikTok is said to be reaching out to influencers to get support for a protest in Washington to challenge the proposed ban

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Banking shake-up spurs crypto surge: top crypto app downloads soar by 15% https://www.businessofapps.com/news/banking-shake-up-spurs-crypto-surge-top-crypto-app-downloads-soar-by-15/ Mon, 20 Mar 2023 10:46:30 +0000 https://www.businessofapps.com/?p=85400 Following the upsets in the US banking system over the last few weeks, crypto apps and wallets have seen a spike in downloads and user numbers. What’s happening? Stocks down, downloads up As Silicon Valley Bank’s stocks dropped 60% last week, the leading 10 crypto apps for exchanges and wallets saw their downloads spike 15%, data from app expert Apptopia finds.  The top 10 crypto apps include Coinbase, Crypto.com, Trust, Binance, Bitcoin and Crypto DeFi Wallet, Blockchain.com, KuKoin, Kraken, eToro and BitPay. The rise in crypto apps comes at the expense of the top 10 traditional banking apps, including Capital One, Chase, Bank of America, Wells Fargo, Discover, Citi and U.S. Bank, which saw their installs drop 5%. Downloads of digital-first apps such as  Chime,

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Following the upsets in the US banking system over the last few weeks, crypto apps and wallets have seen a spike in downloads and user numbers. What’s happening?

Stocks down, downloads up

As Silicon Valley Bank’s stocks dropped 60% last week, the leading 10 crypto apps for exchanges and wallets saw their downloads spike 15%, data from app expert Apptopia finds. 

The top 10 crypto apps include Coinbase, Crypto.com, Trust, Binance, Bitcoin and Crypto DeFi Wallet, Blockchain.com, KuKoin, Kraken, eToro and BitPay.

The rise in crypto apps comes at the expense of the top 10 traditional banking apps, including Capital One, Chase, Bank of America, Wells Fargo, Discover, Citi and U.S. Bank, which saw their installs drop 5%.

Downloads of digital-first apps such as  Chime, Dave, Albert, Empower, Varo, MoneyLion, Current, Aspiration, Sable and Oxygen were down by 3%.

More users are downloading crypto apps in light of banking failures

Source: Apptopia

The higher downloads may signal a general concern among US customers given the recent banking crisis.  

Are crypto apps really safer?

Crypto apps and traditional banking apps both have their own strengths and weaknesses when it comes to safety against economic disruption. While crypto apps offer decentralized, non-fiat currency options and a higher level of privacy, they’re also subject to high volatility and lack the protections offered by government-backed insurance. 

On the other hand, traditional banking apps offer more stable options with government-backed insurance and regulations but also face the risk of bank runs and inflation. Both are vulnerable to cyberattacks. 

Following the Silicon Valley Bank shakeup bitcoin and ether cryptocurrencies increased by 15% and 9%, respectively according to CoinMarketCap data. 

Key takeaways

  • Top 10 crypto apps downloads rose 15% following banking collapses
  • Traditional banking app downloads dropped 5%
  • Digital-first app downloads fell 3%

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Remerge publishes new guide Games Gone Global https://www.businessofapps.com/news/remerge-publishes-new-guide-games-gone-global/ Mon, 20 Mar 2023 09:55:20 +0000 https://www.businessofapps.com/?p=85363 With thousands of new titles hitting the market every year, the nuances of launching a mobile game across different countries are becoming more complex and building a loyal audience is harder than ever — what are today’s marketers doing to take their advertising strategies to the next level? In a six-part podcast series on mobile gaming, Remerge talked to experts at Rec Room, Rovio, Hyper HQ, GamesGuru, Carry1st, and Space Ape Games about their app marketing strategies, discussing everything from which locations to focus on to improving creatives. Games Gone Global is a new guide that features the best of this Apptivate podcast series, along with exclusive Remerge data and industry expertise on how to run engagement campaigns for mobile gaming apps. Highlights include: Advice

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With thousands of new titles hitting the market every year, the nuances of launching a mobile game across different countries are becoming more complex and building a loyal audience is harder than ever — what are today’s marketers doing to take their advertising strategies to the next level?

In a six-part podcast series on mobile gaming, Remerge talked to experts at Rec Room, Rovio, Hyper HQ, GamesGuru, Carry1st, and Space Ape Games about their app marketing strategies, discussing everything from which locations to focus on to improving creatives.

Games Gone Global is a new guide that features the best of this Apptivate podcast series, along with exclusive Remerge data and industry expertise on how to run engagement campaigns for mobile gaming apps.

Highlights include:

  • Advice on breaking into new markets from mobile gaming experts at Rec Room, Rovio, Hyper HQ, GamesGuru, Carry1st, and Space Ape Games
  • Data on how gaming apps spent their budget on different ad formats
  • Tips and resources on implementing early in-app retention campaigns

Get your free copy of the guide here.

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Webinar roundup: Creating a winning iOS app growth strategy with SKAN 4.0 https://www.businessofapps.com/news/webinar-roundup-creating-a-winning-ios-app-growth-strategy-with-skan-4-0/ Fri, 17 Mar 2023 10:25:02 +0000 https://www.businessofapps.com/?p=85372 Since the arrival of SKAdNetwork (SKAN) 4.0, Apple’s privacy-preserving attribution framework for iOS, the app performance ecosystem swiftly came together to test and deploy its new features with early results showing great promise. In a recent webinar, Sara Camden of InMobi, Eran Friedman of Singular, and Adrienne Rice of M&C Saatchi Performance shared their learnings and experiences on developing a winning strategy for iOS app growth with SKAN, covering the following topics: How app growth marketers can get a fast start with SKAN 4.0 How to develop a refreshed approach to conversion value mapping How to cut through the noise and understand how these changes impact your app’s growth in a meaningful way Watch the full webinar here. Check out these additional resources to take

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Since the arrival of SKAdNetwork (SKAN) 4.0, Apple’s privacy-preserving attribution framework for iOS, the app performance ecosystem swiftly came together to test and deploy its new features with early results showing great promise.

In a recent webinar, Sara Camden of InMobi, Eran Friedman of Singular, and Adrienne Rice of M&C Saatchi Performance shared their learnings and experiences on developing a winning strategy for iOS app growth with SKAN, covering the following topics:

  • How app growth marketers can get a fast start with SKAN 4.0
  • How to develop a refreshed approach to conversion value mapping
  • How to cut through the noise and understand how these changes impact your app’s growth in a meaningful way

Watch the full webinar here.

Check out these additional resources to take your SKAN strategy to the next level:

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Listen up: in-app audio advertising faces rising fraud threat https://www.businessofapps.com/news/listen-up-in-app-audio-advertising-faces-rising-fraud-threat/ Fri, 17 Mar 2023 09:07:02 +0000 https://www.businessofapps.com/?p=85376 Audio advertising in-app is growing at a rapid pace, but concerns over potential ad fraud schemes continue to pose a threat to the industry. According to eMarketer, US podcast advertising spending is expected to surpass $2 billion by 2023, demonstrating the increasing demand for audio advertising. However, as the industry grows, so do the opportunities for fraudulent activity, which could undermine advertisers’ trust in the medium. Demand creates opportunities for fraudsters DoubleVerify‘s recent discovery of the BeatSting fraud scheme is one example of the potential risks. Roy Rosenfeld, head of the company’s Fraud Lab, warned that the scheme has cost “unprotected advertisers” up to $20 million over the last few years. Rosenfeld explained that CTV and audio are channels with higher engagement which leaves them

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Audio advertising in-app is growing at a rapid pace, but concerns over potential ad fraud schemes continue to pose a threat to the industry. According to eMarketer, US podcast advertising spending is expected to surpass $2 billion by 2023, demonstrating the increasing demand for audio advertising. However, as the industry grows, so do the opportunities for fraudulent activity, which could undermine advertisers’ trust in the medium.

Demand creates opportunities for fraudsters

DoubleVerify‘s recent discovery of the BeatSting fraud scheme is one example of the potential risks. Roy Rosenfeld, head of the company’s Fraud Lab, warned that the scheme has cost “unprotected advertisers” up to $20 million over the last few years.

Rosenfeld explained that CTV and audio are channels with higher engagement which leaves them more vulnerable to fraudulent activity when demand is high.

Mechanism of audio ad fraud

Source: DoubleVerify

The issue is by no means new. A study by Integral Ad Science found that the majority of media experts were concerned about audio ad fraud while 34% said they had seen an increase in fraudulent activity. 

How bad actors use fake audio streams

In 2021, DoubleVerify uncovered BeatSting, which involved fraudulent activity across over 60 mobile apps. While the apps are authentic, the impressions never actually happened. Fraudsters can create fake traffic that simulates how users listen and this in turn triggers an ad exchange to insert an ad. 

Though fraud is a much bigger problem in programmatic, which currently makes up just 2% of podcast ad revenue, with the rise of audio advertising, it’s crucial to address potential risks and take steps to protect advertisers and maintain the industry’s integrity.

Podcast ad spend growth prediction

Source: eMarketer

In a sense, audio advertising benefits from the fact that the market is still relatively small. 

“Fraud always follows the money, and increasingly that money is flowing to digital audio, a rapidly emerging channel where digital advertising standards are still evolving,” added Mark Zagorski, Chief Executive Officer at DoubleVerify. 

Key takeaways

  • Podcast fraud scheme cost advertisers up to $20 million over the last few years
  • BeatSting uncovered fraudulent activity in over 60 mobile apps
  • As demand for audio ads increases, so will ad fraud 

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All eyes on the hybrids as hypercasual mobile game downloads plummet 24% https://www.businessofapps.com/news/all-eyes-on-the-hybrids-as-hypercasual-mobile-game-downloads-plummet-24/ Thu, 16 Mar 2023 08:38:53 +0000 https://www.businessofapps.com/?p=85346 When the first hypercasual game (Flappy Bird) was released in 2013, it wasn’t an immediate success. But by the following year interest in this type of lightweight, snackable gameplay had exploded and other developers were taking note. The genre became massive. Last year, Android’s share of the genre climbed to a record 57% as the pandemic boosted mobile games to new heights. But the release of Apple’s IDFA changes and the economic slowdown, have impacted mobile gaming severely.  What goes up, must come down According to the latest State of Mobile Gaming 2023 report from Sensor Tower, the hypercasual genre suffered a substantial decline in downloads following the pandemic. Downloads of hypercasual games dropped 24% year-on-year to 2.7 billion in Q4 2022. Total downloads were 12.3

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When the first hypercasual game (Flappy Bird) was released in 2013, it wasn’t an immediate success. But by the following year interest in this type of lightweight, snackable gameplay had exploded and other developers were taking note. The genre became massive. Last year, Android’s share of the genre climbed to a record 57% as the pandemic boosted mobile games to new heights. But the release of Apple’s IDFA changes and the economic slowdown, have impacted mobile gaming severely. 

What goes up, must come down

According to the latest State of Mobile Gaming 2023 report from Sensor Tower, the hypercasual genre suffered a substantial decline in downloads following the pandemic. Downloads of hypercasual games dropped 24% year-on-year to 2.7 billion in Q4 2022. Total downloads were 12.3 billion, down 10% from 13.7 billion in 2021. 

Despite all of this, hypercasual is still the top gaming genre by downloads, followed by Arcade, Simulation, Puzzle and Lifestyle. 

And it’s not the only genre losing out on attracting new users. Both Shooter and RPG titles saw a massive drop in downloads. 

Mobile game genre downloads and revenues in 2021 and 2022

Source: Sensor Tower

Interestingly, Action game downloads jumped 13% to 1.9 billion on the back of successful titles like Shooter.io and School Party Craft. 

Users want exclusive content

But it’s not all doom and gloom. The so-called hybridcasual genre, combining hypercasual gameplay with midcore and casual game retention and monetisation tools, grew 13% in 2022. 

The genre saw a total of 5.1 billion downloads and revenues reached $1.4 billion. 

Hybridcasual is in

Source: Sensor Tower

But if Netflix’s expansion into games is anything to go by, it seems some users are increasingly enjoying more exclusive access games. Downloads from Netflix subscribers were up 54%, generating 24.6 million total installs. 

Source: Sensor Tower

It would suggest there’s still room to grow or perhaps refocus your traditional hypercasual games.

Key takeaways

  • Downloads of hypercasual games dropped 24% year-on-year to 2.7 billion in Q4 2022
  • Total downloads were down 10% from 13.7 billion in 2021
  • Hybridcasual titles grew 13% 

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AppSamurai’s App Discovery (OEM): Reaching millions in seconds https://www.businessofapps.com/news/reach-millions-in-seconds-with-app-discovery-oem/ Wed, 15 Mar 2023 10:12:06 +0000 https://www.businessofapps.com/?p=85325 App Discovery (OEM) is becoming increasingly significant in mobile marketing and publishing. Despite being essential for app owners, many people may not know the entire concept. What exactly is an OEM, and why is it relevant to mobile marketers? Let’s dive in! What is App Discovery (OEM)? The word OEM is an abbreviation and stands for “Original Equipment Manufacturer.” This refers to the process in which app advertisements are implemented into Android smartphones, and apps have the opportunity to catch the attention of new device owners. AppSamurai’s App Discovery has two methods: Pre-installed model On-device recommendation model Both methods successfully generate high install rates, acquire engaged users, and increase brand awareness. App Discovery allows your app to be a part of the user journey during

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App Discovery (OEM) is becoming increasingly significant in mobile marketing and publishing. Despite being essential for app owners, many people may not know the entire concept. What exactly is an OEM, and why is it relevant to mobile marketers? Let’s dive in!

What is App Discovery (OEM)?

The word OEM is an abbreviation and stands for “Original Equipment Manufacturer.” This refers to the process in which app advertisements are implemented into Android smartphones, and apps have the opportunity to catch the attention of new device owners. AppSamurai’s App Discovery has two methods:

  • Pre-installed model
  • On-device recommendation model

Both methods successfully generate high install rates, acquire engaged users, and increase brand awareness. App Discovery allows your app to be a part of the user journey during the device lifecycle.

Opportunities of OEMs for mobile marketers

There are many ways for publishers to reach mobile app users, including social media platforms, Google tools, and ad networks. What if you could try innovative models over traditional methods and reach your ultimate goal directly? AppSamurai works with mobile operators and device manufacturers like Samsung, Xiaomi, Huawei, Lenovo, Oppo and many others in more than 130 countries and crafts the most effective OEM strategies.

Source: AppSamurai

More manufacturers choose Android which results in affordable devices with variety.  Android makes up 71.45% of the global mobile market, and this creates a great opportunity that every app owner should take. With the recent privacy regulations in iOS, it’s getting more expensive and less wide-reaching to advertise on it. Going for Android App Discovery campaigns will give you access to millions of active users and ready-to-install apps.

The pre-installed model

Going back to how App Discovery works, in the pre-install model, your mobile app is pre-installed on users’ newly purchased devices. This model allows your app to be seen by engaged new device owners and catches their attention from the very beginning. App Discovery eliminates the process of browsing app stores and trying to find the right app, creating a cost-effective campaign.

There are over 2.7 billion Android users worldwide, and millions of Android devices are shipped across the world every year. With App Discovery, your app can be pre-installed into these devices, and get in front of the users before any of your competitors.

The on-device recommendation model

With this campaign type, your app is placed in different ad units within the device, and your app becomes an essential part of the user journey. This model will not only improve brand awareness but also helps you reach real and engaging users.

App Discovery has many benefits:

  • Fraud-free user acquisition
  • Control over device interface
  • Instant access to a vast number of users
  • Demographic targeting that guarantees value to the user
  • Be a native part of the user experience
  • Builds brand recognition

Source: AppSamurai

AppSamurai works with leading brands such as Samsung, Xiaomi, Huawei, Lenovo, Oppo and more. Learn more about App Discovery (OEM) here, and reach your KPIs!

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Digital publishing revenues rise 3% on back of ongoing subscription success https://www.businessofapps.com/news/digital-publishing-revenues-rise-3-on-back-of-ongoing-subscription-success/ Wed, 15 Mar 2023 08:11:45 +0000 https://www.businessofapps.com/?p=85330 Despite the economic downturn, app and mobile publishers appear optimistic. Digital publishing revenues jumped 3% to £176.9 million in 2022 from the previous year, according to the latest data shared by the Association of Online Publishers (AOP) and Deloitte. So what’s driving growth?  Consumers are subscribers Subscriptions saw the strongest growth among publishers in the final quarter of 2022, rising almost 13% year-on-year. It shows that audiences are still keen to consume premium content despite the cost-of-living crisis.  Display ad revenues stagnated at 0.1% while video revenues dropped slightly (-1.9%), according to the latest Digital Publishers’ Revenue Index (DPRI). Sponsorships dropped a whopping -24% in revenues.  Total digital revenues were up 4.4% to £637.7 million. “It is reassuring to see that there is optimism amongst

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Despite the economic downturn, app and mobile publishers appear optimistic. Digital publishing revenues jumped 3% to £176.9 million in 2022 from the previous year, according to the latest data shared by the Association of Online Publishers (AOP) and Deloitte. So what’s driving growth? 

Consumers are subscribers

Subscriptions saw the strongest growth among publishers in the final quarter of 2022, rising almost 13% year-on-year. It shows that audiences are still keen to consume premium content despite the cost-of-living crisis. 

Display ad revenues stagnated at 0.1% while video revenues dropped slightly (-1.9%), according to the latest Digital Publishers’ Revenue Index (DPRI). Sponsorships dropped a whopping -24% in revenues. 

Total digital revenues were up 4.4% to £637.7 million.

“It is reassuring to see that there is optimism amongst publishers, with 75% confident in the outlook for advertising revenues compared to just half at the same time last year,” said Dan Ison, lead partner for telecommunications, media and entertainment at Deloitte.

“Many consumers remain committed to their subscriptions, despite tighter budgets as a result of higher cost of living. It is evident that the appetite for exclusive content remains intact, making it even more important for digital publishers to continue to prioritise consistent, high quality outputs to maintain consumer interest and drive growth.”

UK digital publisher revenues rise 3% in 2022

Source: AOP

Multi-platform revenues see sharpest growth

The data reveals a clear shift from desktop to mobile devices with mobile rising almost 17% and desktop revenues falling 9.5%. 

Multi-platform captures the largest share at £121.6 million (compared to £26.6 million for mobile alone), an increase of 3.7%. 

The growth is due to video (33.3%), subscriptions (12.9%), and display advertising (8.1%).

However, better performance was skewed toward the biggest players with 43% of respondents reporting growth. A whopping 75% said they were prioritising cost reductions, up 50% from 2021. That said, 75% said they were optimistic about ad revenues going forward as inflationary pressures could hit a peak and balance out the share of growth. 

Key takeaways

  • Digital publishing revenues jumped 3% to £176.9 million in 2022 
  • Subscriptions saw the strongest growth at 13% year-on-year
  • Display ad revenues stagnated at 0.1% while video revenues dropped slightly (-1.9%)

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[WEBINAR] Apple’s new Live Activities: Build vs. buy https://www.businessofapps.com/news/webinar-apples-new-live-activities-build-vs-buy/ Tue, 14 Mar 2023 10:52:44 +0000 https://www.businessofapps.com/?p=85308 You’ve probably heard a lot about Live Activities. With iOS 16.1, Apple released this powerful new functionality, which allows apps to extend their branded app experience to their users’ lock screens, broadcasting content live for up to eight hours. Activating LIve Activities is a no-brainer for many apps, but there are some implementation considerations. Join OneSignal for a webinar discussing the basics of Live Activities and the pros and cons of building in-house vs. partnering with a messaging provider. The live webinar is on March 22nd at 10 am PT, or we’ll send the recording if you can’t make it! Highlights include: An overview of the new Apple’s Live Activities functionality A look at the top industries and use cases for Live Activities An in-depth

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You’ve probably heard a lot about Live Activities. With iOS 16.1, Apple released this powerful new functionality, which allows apps to extend their branded app experience to their users’ lock screens, broadcasting content live for up to eight hours.

Activating LIve Activities is a no-brainer for many apps, but there are some implementation considerations. Join OneSignal for a webinar discussing the basics of Live Activities and the pros and cons of building in-house vs. partnering with a messaging provider. The live webinar is on March 22nd at 10 am PT, or we’ll send the recording if you can’t make it!

Highlights include:

  • An overview of the new Apple’s Live Activities functionality
  • A look at the top industries and use cases for Live Activities
  • An in-depth discussion of the considerations of building Live Activities in house vs. partnering with a turn-key providers
  • A brief run-through of OneSignal’s Live Activities offering and how to get started

Register for the webinar here.

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Rewards boost recommendations of travel apps https://www.businessofapps.com/news/rewards-boost-recommendations-of-travel-apps/ Tue, 14 Mar 2023 08:53:07 +0000 https://www.businessofapps.com/?p=85313 Pandemic lockdowns meant that many of us could only dream of travelling. But once lockdowns lifted, people were quick to return to the spots they’d dreamt up. Now data from app and mobile marketing experts Digital Turbine shows that travel booking app TripAdvisor stood out when it comes to consumer interest.  Rewards fuel recommendations  Rewards are everyone’s favourite. The Marriott Bonvoy rewards app topped the chart for positive consumer sentiment and brand opinion. It had some of the highest percentages of users willing to recommend the app, despite having the fourth-lowest awareness among the top 20 apps.  Fly Delta, Hilton Honors, Expedia and TripAdvisor rounded out the top apps consumers are happy to recommend to others.  In the line-up of travel aggregators, Expedia and TripAdvisor

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Pandemic lockdowns meant that many of us could only dream of travelling. But once lockdowns lifted, people were quick to return to the spots they’d dreamt up. Now data from app and mobile marketing experts Digital Turbine shows that travel booking app TripAdvisor stood out when it comes to consumer interest. 

Rewards fuel recommendations 

Rewards are everyone’s favourite. The Marriott Bonvoy rewards app topped the chart for positive consumer sentiment and brand opinion. It had some of the highest percentages of users willing to recommend the app, despite having the fourth-lowest awareness among the top 20 apps. 

Fly Delta, Hilton Honors, Expedia and TripAdvisor rounded out the top apps consumers are happy to recommend to others. 

In the line-up of travel aggregators, Expedia and TripAdvisor rank top of consumer ownership. Orbitz has some of the lowest ownership at just 3%, which is around 5x lower than Expedia. Given that it’s owned by the latter, Expedia could help Orbitz grow. 

Orbitz has some of the lowest ownership among travel apps

Source: Digital Turbine

Everyone Ubers

In the ride-sharing category, Uber’s customer awareness is now at 65% compared with Lyft’s at 58%. It shows that Lyft still has plenty of room to grow. But what’s Uber doing that Lyft is failing to do? 

According to Digital Turbine research, Uber developed a stronger attachment with its users. In other words, it’s quite a sticky app. 

Lyft has some catching up to do

Source: Digital Turbine

What makes an app sticky in the first place is a loyal audience, low churn and solid engagement. Sticky apps are those most revenant to a user’s life or need. Developers can boost their app stickiness by boosting the user experience and loyalty through personalisation and an analysis of one’s weak points. 

Key takeaways

  • The Marriott Bonvoy rewards app has the highest positive consumer sentiment and brand opinion
  • Orbitz has some of the lowest ownership at just 3% – 5x lower than Expedia
  • Uber’s customer awareness is now at 65% compared with Lyft’s at 58%

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Oscar nominations: streaming app Paramount+ downloads jump 80% https://www.businessofapps.com/news/oscar-nominations-streaming-app-paramount-downloads-jump-80/ Mon, 13 Mar 2023 11:41:44 +0000 https://www.businessofapps.com/?p=85303 The Oscar’s are just around the corner but it seems that interest in the annual Academy Awards event is already fuelling a higher interest in streaming apps and platforms such as Netflix, Amazon and Apple TV+. According to an analysis from data.ai, the Paramount app saw a spike in downloads in the week following the announcement of Oscar nominations. Let’s take a look.  Stream, stream, stream Since the Oscar nominees were announced on January 24th, it seems app users have rushed to catch up on watching critically acclaimed movies.  The streaming app from major movie studio Paramount, Paramount+, saw an 80% rise in downloads with the nominations. Users were watching Top Gun: Maverick and Everything Everywhere All At Once. Global streaming app downloads rise following

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The Oscar’s are just around the corner but it seems that interest in the annual Academy Awards event is already fuelling a higher interest in streaming apps and platforms such as Netflix, Amazon and Apple TV+. According to an analysis from data.ai, the Paramount app saw a spike in downloads in the week following the announcement of Oscar nominations. Let’s take a look. 

Stream, stream, stream

Since the Oscar nominees were announced on January 24th, it seems app users have rushed to catch up on watching critically acclaimed movies. 

The streaming app from major movie studio Paramount, Paramount+, saw an 80% rise in downloads with the nominations. Users were watching Top Gun: Maverick and Everything Everywhere All At Once.

Global streaming app downloads rise following Oscar nominations

Source: data.ai

Amazon Prime Video and Netflix downloads also jumped with nominations for The Fabelmans, Blonde and All Quiet on the Western Front.

It’s not just the Oscar’s

However, the rise in streaming app uptake is not just due to the Oscar’s. The pandemic had a major effect on the way we consume media and video in particular. Streaming services exploded during the lockdown periods as theatres were shut down. Video streaming apps have been on a roll ever since with global downloads up 23% year-on-year to 3 billion. 

Spending on video streaming apps topped $7.2 billion (up 12% year-on-year) with US consumers contributing 44% to all spending. 

Top streaming apps by consumer spending in the UK

Source: data.ai

Interestingly, the data shows that growth is not just restricted to developed markets. Apps like MX Player gained popularity in India becoming the third most downloaded video streaming app after YouTube and Netflix in 2022. In LATAM, the category grew with consumer spending at over $42 million. 

Key takeaways

  • Paramount+ saw an 80% rise in downloads with the nominations
  • Video streaming app global downloads were up 23% year-on-year to 3 billion in 2022 
  • Spending on video streaming apps topped $7.2 billion (up 12% year-on-year) 

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Brand safety is key for 67% of mobile brand advertisers https://www.businessofapps.com/news/brand-safety-is-key-for-67-of-mobile-brand-advertisers/ Fri, 10 Mar 2023 11:39:55 +0000 https://www.businessofapps.com/?p=85276 As consumers increasingly prioritize values such as privacy, transparency, and sustainability when making purchase decisions, it’s more critical for brands to prioritize these concerns in their marketing strategies. Today 67% of digital advertisers agree that brand safety is a key priority in mobile and app marketing, according to the latest survey by IAB Europe. Let’s take a look. An industry gets serious about brand safety Based on the answers of over 150 industry professionals, the majority believe that more must be done to ensure brand safety. Roughly half (53%) said that the industry had done a good job at tackling safety issues over the last 12 months, up from 36% in 2019.  What’s fuelling these changes is, in the first instance, technological innovation (71%).  “The

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As consumers increasingly prioritize values such as privacy, transparency, and sustainability when making purchase decisions, it’s more critical for brands to prioritize these concerns in their marketing strategies. Today 67% of digital advertisers agree that brand safety is a key priority in mobile and app marketing, according to the latest survey by IAB Europe. Let’s take a look.

An industry gets serious about brand safety

Based on the answers of over 150 industry professionals, the majority believe that more must be done to ensure brand safety. Roughly half (53%) said that the industry had done a good job at tackling safety issues over the last 12 months, up from 36% in 2019. 

What’s fuelling these changes is, in the first instance, technological innovation (71%). 

“The poll results highlight how seriously the digital advertising industry takes the safety of brand advertising investments and how improvements have been made in tackling this over the past couple of years,” said Helen Mussard, CMO, IAB Europe.

Furthermore, it is encouraging to see stakeholders recognise the importance that technology plays in tackling brand safety and suitability. We will continue to work with our members to highlight advances and best practices in this area, to enable brand-safe experiences for both advertisers and consumers.”  

Brand safety is a key priority

Source: IAB Europe

From safety to suitability

However, the challenges in brand safety have, by and large, remained the same according to 50% of respondents. 

They include privacy, transparency and sustainability. 57% said that privacy posed a greater challenge in 2022 while 44% found transparency and sustainability to be tougher than previously (39%).

Brands use suitability alongside safety measures

Source: IAB Europe

What emerges is that brands are ramping up demand for brand suitability (78%) versus safety. Over 80% of respondents said brand safety required a bespoke approach to client needs. 

In the future, this may mean new rules for creators, and tighter safety guidelines for customer privacy and content control.

Key takeaways

  • For 67% of digital advertisers brand safety is a key priority in mobile and app marketing
  • Brand safety has by and large remained the same according to 50%
  • 57% said that privacy posed a greater challenge in 2022

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How much do influencers think they would charge for mobile social campaigns? https://www.businessofapps.com/news/how-much-do-influencers-think-they-would-charge-for-mobile-social-campaigns/ Thu, 09 Mar 2023 08:22:06 +0000 https://www.businessofapps.com/?p=85248 Influencer marketing may be here to stay after all. This year alone, 64% of brand marketers are looking to increase their budgets on influencer marketing and a vast majority prefer long-term relationships with creatives. But if you’re just getting started and have wondered what influencers actually charge, a new survey by Intellifluence sheds light on how creators are compensated. Instagram influencers overestimate budgets Although TikTok has seriously advanced on Instagram in terms of attracting both talent and marketers, the Meta-owned photo app continues to grow its loyal audience and is the 8th most visited app in the world.  When asked about how much cash an influencer would expect per campaign, those with less than <1k followers said $89 while those with 100k to 1 million

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Influencer marketing may be here to stay after all. This year alone, 64% of brand marketers are looking to increase their budgets on influencer marketing and a vast majority prefer long-term relationships with creatives. But if you’re just getting started and have wondered what influencers actually charge, a new survey by Intellifluence sheds light on how creators are compensated.

Instagram influencers overestimate budgets

Although TikTok has seriously advanced on Instagram in terms of attracting both talent and marketers, the Meta-owned photo app continues to grow its loyal audience and is the 8th most visited app in the world. 

When asked about how much cash an influencer would expect per campaign, those with less than <1k followers said $89 while those with 100k to 1 million followers typically expect around $1k per campaign. Interestingly, influencers with fewer followers (<1k) significantly overestimated how much those with 1 million followers actually charge ($20k).

Instagram influencer compensation expectations

Source: Intellifluence

That means Instagram influencers with small followers would hypothetically charge much more per post if they had millions of followers. 

Twitter and Facebook for shallow pockets

Marketers with smaller budgets will find that influencers on both Facebook and Twitter tend to charge far less than their Instagram counterparts, at least at a higher number of followers. However, Twitter estimates of budgets have been increasing since 2021. 

As for TikTok, brands have noticed that the network demands a lot more in terms of creativity in order to be successful. However, videos also have a 6x higher engagement rate than Instagram Reels. 

TikTok influencer compensation expectations

Source: Intellifluence

Estimates for campaigns on TikTok increase exponentially once a user crosses the 100k user mark, starting at $95 for <1k followers. That’s similar to Instagram. However, rates jump to over $1k once a creator has over 100k followers and then grow exponentially. 

YouTube performed similarly here. Though given how much more challenging it is to get users to subscribe, those with <1k followers charge more than twice as TikTok influencers. 

Key takeaways

  • Instagram influencers with small followers would charge much more per post if they had millions of followers
  • Facebook and Twitter creators tend to charge far less than their Instagram counterparts
  • Campaigns on TikTok increase exponentially once a user crosses the 100k user mark

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Game app makers spent $27 billion on ads while in-app purchases slumped 7% https://www.businessofapps.com/news/game-app-makers-spent-27-billion-on-ads-while-in-app-purchases-slumped-7/ Wed, 08 Mar 2023 13:00:27 +0000 https://www.businessofapps.com/?p=85231 While the economic effects of the Covid pandemic and the war in Ukraine are taking a toll on ad budgets worldwide, the gaming app economy has been remarkably resistant. Developers and game marketers invested nearly $27 billion in ad spending in 2022, according to the latest State of Gaming App Marketing for 2023 report from AppsFlyer.  Android up, iOS down During Covid, game developers and marketers were on a high. During the second half of 2022, interest in gaming waned somewhat as users returned to their normal lives.  But despite economic slumps, Android game app installs rose 8% compared to 2021 while iOS declined 5% in 2022.  The drop in iOS installs reflects the challenges associated with Apple’s privacy changes.  Year-over-year % change in overall

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While the economic effects of the Covid pandemic and the war in Ukraine are taking a toll on ad budgets worldwide, the gaming app economy has been remarkably resistant. Developers and game marketers invested nearly $27 billion in ad spending in 2022, according to the latest State of Gaming App Marketing for 2023 report from AppsFlyer. 

Android up, iOS down

During Covid, game developers and marketers were on a high. During the second half of 2022, interest in gaming waned somewhat as users returned to their normal lives. 

But despite economic slumps, Android game app installs rose 8% compared to 2021 while iOS declined 5% in 2022. 

The drop in iOS installs reflects the challenges associated with Apple’s privacy changes. 

Year-over-year % change in overall gaming app installs: 2019-2022

Source: AppsFlyer

The US is still the most important market for gaming app marketers and saw a 19% growth in Android app installs in 2022, compared to a 1% drop in iOS app installs.

Shani Rosenfelder, Director of Market Insights at AppsFlyer reveals that “Evolving marketing budgets coupled with drops in consumer spending across some genres mean game businesses are compelled to prioritize profits over growing the sheer size of their numbers of players.”

Consumers are spending less in-app

In light of the economic challenges, consumers are spending less and that has an effect on app spending. There was a 7% drop in overall in-app purchases during H2 2022 compared to H1. Spending on iOS was down 9% compared to 4% on Android. 

In-app purchases on Android were down 14% while iOS was down 1%. The decline was driven by Role Playing and Casino genres which tend to have higher rates of in-app purchases. 

Year-over-year % change in overall gaming app installs by genre

Source: AppsFlyer

Casino grew 48% on Android, which is 3x more than hyper-casual and 5x higher than puzzle and role-playing games. 

What game marketers can do

There was a notable 88% increase in CPI from iOS between 2021 to 2022, reaching $3.75 per install. Marketers are shifting to owned media channels such as push

notifications, in-app messages and cross-promotion to get more out of their budgets.

What’s interesting though is that despite these hurdles mobile gaming is a lucrative venture. 

Gaming in-app advertising revenue by platform

Source: AppsFlyer

“Marketers will continue to succeed by putting more focus on modern measurement capabilities, utilizing techniques that deliver an engaging experience while respecting user privacy, and leveraging remarketing and owned media channels further in order to offset increases in their cost-per-installs (CPI),” adds Rosenfelder. 

“Additionally, they will need to dive deep into the complex yet promising SKAN 4.0 from Apple, and invest more in campaigns outside of the United States, as gaming is truly a global phenomenon.”

Key takeaways

  • Developers and game marketers invested nearly $27 billion in ad spending in 2022
  • Android game apps installs rose 8% compared to 2021 while iOS declined 5% in 2022
  • 7% drop in overall in-app purchases during H2 2022 compared to H1

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UK mobile game maker Tripledot Studios tops FT 1000 https://www.businessofapps.com/news/uk-mobile-game-maker-tripledot-studios-tops-ft-1000/ Tue, 07 Mar 2023 08:56:25 +0000 https://www.businessofapps.com/?p=85202 A UK mobile games maker topped the latest Financial Times / Statista FT 1000 of the seven fastest-growing European companies. But what’s all the more apparent from the survey is the impact of Covid-19 and Russia’s war in Ukraine.  Mobile games are on a roll It’s hardly a secret that the mobile gaming market saw a significant boost during the pandemic as users hunkered down at home and turned to game apps to entertain themselves. By the end of 2021, the mobile game market generated $7.5 billion in player spending from the two app stores.  Gamers spent 7.3% more in games in 2021 compared to 2020 with emerging markets such as Argentina, Vietnam and Brazil contributing heavily to the growth.  Tripledot Studios, a game maker based

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A UK mobile games maker topped the latest Financial Times / Statista FT 1000 of the seven fastest-growing European companies. But what’s all the more apparent from the survey is the impact of Covid-19 and Russia’s war in Ukraine. 

Mobile games are on a roll

It’s hardly a secret that the mobile gaming market saw a significant boost during the pandemic as users hunkered down at home and turned to game apps to entertain themselves. By the end of 2021, the mobile game market generated $7.5 billion in player spending from the two app stores. 

Gamers spent 7.3% more in games in 2021 compared to 2020 with emerging markets such as Argentina, Vietnam and Brazil contributing heavily to the growth. 

Tripledot Studios, a game maker based in the UK, just topped the list of the FT 1000 of Europe’s fastest-growing businesses at a CAGR of 795%. The seventh annual FT 1000 ranking lists the top European companies that achieved a top annual growth rate between 2018 and 2021. 

Top 10 companies in the FT 1000 2022

Source: FT

Launched as recently as 2017, the game maker focuses on single-player card games. 

It was followed by Marshmallow, a UK insure-tech business (CAGR of 660%) and lithium battery maker WeCo of Italy (CAGR of 433%). 

Digitalisation of our lives

Besides the ongoing pressures of the war and Covid-19, the list reveals the ongoing digitalisation of our lives. IT, fintech and mobile or digital entertainment services all ranked in the top 10 of the FT 1000. 

According to data from Liftoff, over half of users who downloaded fintech apps in 2022 activated an account. 

Major game companies are shifting their focus to mobile-first games. Mobile gaming generated some $80 billion in 2020 compared to $37 billion on PCs and $45 billion for consoles.

Downloads of mobile games rose dramatically during the pandemic years

Source: data.ai

Three-quarters of Tencent’s $33 billion in 2021 revenues came from mobile alone. And though it’s true that multi-platform releases are becoming popular, mobile penetration of games far outstrips that of PC and console and there seems to be no stopping it. 

Key takeaways

  • Tripledot Studios topped the list of the FT 1000 of Europe’s fastest-growing businesses at a CAGR of 795%
  • Mobile gaming generated $80 billion in 2020 compared to $37 billion on PCs and $45 billion for consoles
  • Gamers spent 7.3% more in games in 2021 compared to 2020

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38% of customers made purchase after receiving WhatsApp or text message https://www.businessofapps.com/news/38-of-customers-made-purchase-after-receiving-whatsapp-or-text-message/ Mon, 06 Mar 2023 10:44:02 +0000 https://www.businessofapps.com/?p=85175 Text and WhatsApp messaging may seem like an outdated mode of marketing. However, almost a fifth of respondents list SMS as their preferred brand communication channel and 16% would ideally like to receive these messages from brands up to three times a week. Why is that? Data quality expert Validity sought to find out. Texts influences purchases SMS marketing has become a widely adopted practice. But how successful is it really in driving sales and purchase intent? Based on a survey of over 1,200 customers late last year, promo messages reminding customers of abandoned carts and SMS marketing drove 38% of customers to make a purchase and 50% were influenced to purchase a product.  However, the line between a positive and negative brand experience is

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Text and WhatsApp messaging may seem like an outdated mode of marketing. However, almost a fifth of respondents list SMS as their preferred brand communication channel and 16% would ideally like to receive these messages from brands up to three times a week. Why is that? Data quality expert Validity sought to find out.

Texts influences purchases

SMS marketing has become a widely adopted practice. But how successful is it really in driving sales and purchase intent? Based on a survey of over 1,200 customers late last year, promo messages reminding customers of abandoned carts and SMS marketing drove 38% of customers to make a purchase and 50% were influenced to purchase a product. 

However, the line between a positive and negative brand experience is thin. 

Lack of purchase history and a disregard for customer preferences means that marketers risk losing customers and revenues. 

Preferred channels for receiving marketing messages

Source: Validity

A whopping 96% of customers find themselves occasionally annoyed with SMS marketing, particularly when messages aren’t relevant to their needs or the products they purchased.

What brands can do

Brands risk losing customers who feel irritated by brand communication. In fact, 28% who felt annoyed stopped doing business with a company and another 28% stopped purchasing from a brand they received annoying messages from. 

Another 14% also left a negative review of a company due to irritation. 

Reasons why shoppers get annoyed with brands

Source: Validity

“With bleak economic conditions projected for the coming months, it is increasingly critical to reach customers where they’re at – which in today’s world is via SMS,” said Kate Adams, SVP of Marketing at Validity.

“Marketers who’ve mastered the art of SMS are able to create campaigns that increase customer engagement and satisfaction, and ultimately drive revenue for their business. But the findings of this report are also a cautionary tale because the opposite is equally true. When SMS is done poorly, businesses risk alienating large swaths of customers. Unfortunately, many marketers don’t know how to incorporate SMS effectively, and often attempt to apply age-old email marketing tactics – which aren’t effective in this medium. It’s crucial that businesses invest in training for their marketing teams so they are able to effectively adjust how, where, and with what frequency to employ SMS messaging tactics.”

To overcome these challenges, brands can consider giving customers the ability to adjust the frequency of their messages. 97% of customers said they would prefer such a feature and 81% feel it would make them purchase more. 

Customers prefer to receive these types of notifications

Source: Validity

Data privacy worries a whopping 70% of respondents with 66% worried brands are selling their data. So it’s important for companies to reassure customers. 

Key takeaways

  • 38% of customers make a purchase and 50% were influenced to purchase a product after receiving a text message
  • 96% get annoyed with SMS marketing 
  • 28% who felt annoyed stopped doing business with a company and another 28% stopped purchasing from a brand they received annoying messages from

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Social apps turn to in-app purchases to make up for lost ad revenues https://www.businessofapps.com/news/social-apps-turn-to-in-app-purchases-to-make-up-for-lost-ad-revenues/ Fri, 03 Mar 2023 08:49:20 +0000 https://www.businessofapps.com/?p=85151 Many social apps start out by offering their services for free. They begin to monetise by offering ads and building their own advertising platforms. But with Apple’s app tracking transparency, marketers have turned to alternatives to grow profits. Social media apps compensated by building their own products and services available as in-app purchases (IAP). But how are their IAP efforts performing now? App experts Apptopia sought to find out.  IAP revenues jump Combined, the top social apps including TikTok, Facebook, Instagram, Snapchat, and Twitter saw their quarter IAP revenues rise 91% since Apple rolled out ATT. Snapchat+ stands out with an average 20% more daily IAP revenue than Facebook.  The company’s subscription service costs $3.99 per month and has now brought in around $25 million

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Many social apps start out by offering their services for free. They begin to monetise by offering ads and building their own advertising platforms. But with Apple’s app tracking transparency, marketers have turned to alternatives to grow profits. Social media apps compensated by building their own products and services available as in-app purchases (IAP).

But how are their IAP efforts performing now? App experts Apptopia sought to find out. 

IAP revenues jump

Combined, the top social apps including TikTok, Facebook, Instagram, Snapchat, and Twitter saw their quarter IAP revenues rise 91% since Apple rolled out ATT.

Snapchat+ stands out with an average 20% more daily IAP revenue than Facebook. 

The company’s subscription service costs $3.99 per month and has now brought in around $25 million since it launched. 

Snapchat+ revenue grows again

Source: Apptopia

Even though Facebook’s revenue is more consistent in terms of daily fluctuations, Snapchat’s daily revenue has trended higher than Facebook’s as of February. 

Twitter Blue grows slowly

Twitter rolled out Blue back in November 2022 for an average $8 per month. The feature lets users edit tweets and prioritize conversations. The company has now generated $25 million via the feature which is still low.

There’s also a massive disparity between iOS and Android revenues at an average monthly gap is 2,859%. 

Twitter Blue revenues on iOS and Android

Source: Apptopia

Compare that to Snapchat’s 902%, Instagram’s 293%, and Facebook’s at just 52%.

Twitter has some work to do to get Android users on board.

It’s all about fans on Meta and TikTok

Meta app IAPs and those on TikTok are largely focused on driving revenues through fans of creators. 

No slowing down for TikTok

Source: Apptopia

Facebook generated $56 million in IPAs while Instagram took home just $3.6 million. TikTok revenues came in at a whopping $1.5 billion last year. The company has long focused on fan-driven IAPs and continues to growth app revenues quarter by quarter (up 13.6% in Q4 2022). 

Key takeaways

  • Top social apps quarter IAP revenues rise 91% since Apple rolled out ATT
  • Snapchat+ attracts 20% more daily IAP revenue than Facebook
  • Massive disparity between iOS and Android revenues at an average monthly gap of 2,859% on Twitter and 902% on Snapchat

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Only 1 in 5 who download fintech app will sign up during first week https://www.businessofapps.com/news/only-1-in-5-who-download-fintech-app-will-sign-up-during-first-week/ Thu, 02 Mar 2023 09:12:03 +0000 https://www.businessofapps.com/?p=85129 Just because a user downloads a fintech app, doesn’t mean they’ll be using it. In fact, only one in five users who install fintech apps, end up signing up within the first week. That’s according to the latest Industry Benchmark Report for Fintech Apps 2022 from CleverTap. Why are install-to-sign-up rates so poor? Something’s amiss if just 21% of those downloading a fintech app actually sign up during the first week. While speed, ease and convenience are all motivators for downloading fintech apps, it seems the onboarding process needs to be just as contextually relevant for consumers to actually sign up. Most users are looking for that easy button to help them solve their problems and are less keen on painful registration processes. 70% of

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Just because a user downloads a fintech app, doesn’t mean they’ll be using it. In fact, only one in five users who install fintech apps, end up signing up within the first week. That’s according to the latest Industry Benchmark Report for Fintech Apps 2022 from CleverTap.

Why are install-to-sign-up rates so poor?

Something’s amiss if just 21% of those downloading a fintech app actually sign up during the first week. While speed, ease and convenience are all motivators for downloading fintech apps, it seems the onboarding process needs to be just as contextually relevant for consumers to actually sign up. Most users are looking for that easy button to help them solve their problems and are less keen on painful registration processes.

70% of users sign up within just 75 seconds

Source: CleverTap

Here’s some good news though. Of those users who do sign up, 70% do so within 75 seconds after launching the app. It shows that many users are eager to get going with their fintech experience.

Keep engaging to boost conversion rates

A whopping 95% of new fintech app users make at least one financial transaction during the first month. Over the course of a week, 76% of users go from onboarding to deeper-in-the-funnel engagement and the average user launches their app around 11x a month.

However, just 15% of new users complete more than one transaction during week one. This means it’s all the more important marketers continue to customise user engagement strategies to boost retention after download. 

“The fintech industry has seen exponential growth in the last few years. Given the relentless competition within the space, fintech platforms need to step up their Omnichannel engagement efforts to better retain customers”, said Jacob Joseph, VP-Data Science, CleverTap.

Fintech apps are sticky

The good news is that fintech apps may be a little more sticky than others at a stickiness quotient of 22% which shows that almost a quarter of users frequently return to their apps. 

Clickthrough rates for in-app notifications were 24% which is 3x more than other push notifications and email open rates are a whopping 34%. At 9%, the average CTR for Android is quite a bit higher than that of iOS (6%).

On average, fintech app users launch these apps about 11 times per month

Source: CleverTap

These figures show that users are interested in educating themselves about fintech topics and their apps.

Key takeaways

  • 21% of users downloading a fintech app sign up during the first week
  • 70% sign up within 75 seconds after launching the app
  • 95% of new fintech app users make at least one financial transaction during the first month

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Apple Search Ads is now second-largest network for user acquisition on iOS https://www.businessofapps.com/news/apple-search-ads-is-now-second-largest-network-for-user-acquisition-on-ios/ Wed, 01 Mar 2023 11:47:01 +0000 https://www.businessofapps.com/?p=85109 Apple Search Ads is now the second-largest network for user acquisition on iOS, according to the Singular ROI Index 2023 released today. That’s by comparison with platforms using analytics from SKAdNetwork. But smaller networks tied to Google and Meta are growing too. Let’s take a closer look.  Ad spending on iOS continues to grow When considering dollar volume and the number of conversions, Apple Search Ads is now the second-biggest ad network for iOS for app marketing. Brands which may have previously struggled with new attribution methods learned to use Apple’s privacy-focused SKAN and boosted spending on iOS. Following a drop in 2021, Apple ad spending jumped from 36% in January to 47% in December.  Among the reasons for the growth in iOS ad spending

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Apple Search Ads is now the second-largest network for user acquisition on iOS, according to the Singular ROI Index 2023 released today. That’s by comparison with platforms using analytics from SKAdNetwork. But smaller networks tied to Google and Meta are growing too. Let’s take a closer look. 

Ad spending on iOS continues to grow

When considering dollar volume and the number of conversions, Apple Search Ads is now the second-biggest ad network for iOS for app marketing. Brands which may have previously struggled with new attribution methods learned to use Apple’s privacy-focused SKAN and boosted spending on iOS. Following a drop in 2021, Apple ad spending jumped from 36% in January to 47% in December. 

Among the reasons for the growth in iOS ad spending are key markets such as North America and Western Europe, but also Apple’s growing global market share which is now at 22%. iPhone users also tend to spend more than Android users which makes them more attractive acquisition targets. 

iOS versus Android ad spend

Source: Singular

Brands using Appel benefit from managing a high-intent search marketing platform in Apple Search Ads and operating app advertising as a first-party data operation, enabling better targeting while ensuring privacy.

“2022 saw Apple Search Ads spending reaching record-high for apps across different categories,” said Emre Kavaloglu, Head of Marketing at MobileAction & SearchAds.com. 

“This year will be no different as advertisers can now create more relevant ad experiences with custom product pages and tap into new ad placements introduced by Apple in late 2022.”

Smaller ad networks may disrupt Meta – Google duopoly

While Meta and Google are still massive given their installed base and global scale of audiences and advertisers, smaller ad networks are challenging the duopoly in the era of privacy. The top ad networks by percentage growth in ad spending on Singular were:

  1. Moloco
  2. TikTok for Business
  3. Twitter
  4. Google Ads
  5. Unity Ads
  6. AppLovin
  7. Snapchat
  8. ironSource
  9. Apple Search Ads
  10. Liftoff

Another interesting point from the report is that we seem to have entered a time of persistent, lasting, and widespread loss of deterministic marketing signal. iOS was first; the web and Android are up next. This means a shift to hybrid measurement which includes a unified data infrastructure, multiple measurement methods and reporting and insights that serve various purposes drawing on first-party data, GAID and Privacy Sandboxes as well as media mix modelling. 

Measurement is turning hybrid

Source: Singular

Key takeaways

  • Apple Search Ads becomes the second largest network for user acquisition on iOS
  • Apple ad spending jumped from 36% in January to 47% in December
  • Smaller ad networks begin to challenge Meta and Google duopoly

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Brands posting short video content see higher engagement https://www.businessofapps.com/news/brands-posting-short-video-content-see-higher-engagement/ Tue, 28 Feb 2023 09:39:45 +0000 https://www.businessofapps.com/?p=85007 TikTok has the highest engagement rate among social media apps according to new benchmark report from RivalIQ. The analysis is based on 5 million posts and 9 billion comments and favourites on Facebook, Instagram, Twitter and TikTok from top global brands. Let’s take a closer look. Short video has highest engagement rate TikTok engagement rates topped almost 6% per post even thought the app had the lowest activity rate at 1.75. Meanwhile, Instagram engagement dropped by 30% to 0.5% year on year while Twitter’s fell just slightly to 0.04% and Facebook remained stable at 0.06%. Engagement rates over time Source: RivalIQ Overall, brands saw less organic engagement in 2022 compared to the previous years. Higher education was the engagement winner on Instagram despite below-median posting

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TikTok has the highest engagement rate among social media apps according to new benchmark report from RivalIQ. The analysis is based on 5 million posts and 9 billion comments and favourites on Facebook, Instagram, Twitter and TikTok from top global brands. Let’s take a closer look.

Short video has highest engagement rate

TikTok engagement rates topped almost 6% per post even thought the app had the lowest activity rate at 1.75. Meanwhile, Instagram engagement dropped by 30% to 0.5% year on year while Twitter’s fell just slightly to 0.04% and Facebook remained stable at 0.06%.

Engagement rates over time

Source: RivalIQ

Overall, brands saw less organic engagement in 2022 compared to the previous years.

Higher education was the engagement winner on Instagram despite below-median posting frequency. On TikTok, higher education saw some epic engagement rates.

Brands are posting less frequently

Interestingly, the report found that posting frequency was on decline. Instagram posting frequency was flat while Facebook and Twitter saw a 20% dive.

However, during the holiday season engagement rates were higher across most hashtagged posts while contests and giveaways were less popular.

TikTok video vs engagement

Source: RivalIQ

Reels are the most popular format on Instagram now and saw top performance for food and beverage brands. The format is also working well for beauty brands but possibly underused for home brands.

Key takeaways

  • TikTok engagement rates topped almost 6% per post even thought the app had the lowest activity rate at 1.75
  • Instagram engagement dropped by 30% to 0.5% year on year
  • Instagram posting frequency was flat while Facebook and Twitter saw a 20% dive

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Two in five US adults now use health apps https://www.businessofapps.com/news/two-in-five-us-adults-now-use-health-apps/ Mon, 27 Feb 2023 09:20:00 +0000 https://www.businessofapps.com/?p=84924 The health industry has seen a significant change since the Covid-19 pandemic with ever more healthcare services available via mobile apps and on people’s wearable devices. Health tracking is now popular to manage existing conditions and keep fit. Business intelligence firm Morning Consult took a closer look at the health app trends of 2023. Growing number of Americans are using health apps Two in five US adults are now using health apps. That’s a rise of 6 percentage points since 2018. The share of Americans who said they use wearables is up to 35%, an 8-point rise over the same period. “The last five years have been very exciting. I think the next five years is going to be potentially even more exciting and transformative

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The health industry has seen a significant change since the Covid-19 pandemic with ever more healthcare services available via mobile apps and on people’s wearable devices. Health tracking is now popular to manage existing conditions and keep fit. Business intelligence firm Morning Consult took a closer look at the health app trends of 2023.

Growing number of Americans are using health apps

Two in five US adults are now using health apps. That’s a rise of 6 percentage points since 2018. The share of Americans who said they use wearables is up to 35%, an 8-point rise over the same period.

“The last five years have been very exciting. I think the next five years is going to be potentially even more exciting and transformative as innovation continues to evolve in almost every area of health care,” said Scott Whitaker, chief executive of the medical device industry group AdvaMed.

“The combination of consumers’ fascination with the technology and users’ recognition of the added value is “driving up the usage tremendously.”

Wearables are trailing the app trend somewhat. Nearly one in four non-users said that cost of devices was the main reason for them not buying one.

At least half of US adults with health apps use them daily

Source: Morning Consult

However, 86% of wearable users believe the technology is very or somewhat effective at helping them reach their goals.

Monitoring exercise, sleep and weight are core motivations

Around a third of health app owners say they’re using the technology more than they have before. Ismene Grohmann, head of product for Abbott Laboratories’ new bio-wearables line Lingo, believes that’s a direct consequence of the heightened focus on our health during the pandemic.

Motivations differ but 75% of users said they use apps for fitness and exercise monitoring, while 48% keep track of their sleep and 46% monitor weight using apps.

Top motivations to use health apps

Source: Morning Consult

Interestingly, a separate survey found that US adults were becoming less concerned about privacy issues of health apps while Gen Z users were growing slightly more concerned.

Key takeaways

  • Use of health apps grows 6 percentage points over 2018 while 35% more people use wearables
  • 75% of adults said they use apps for fitness and exercise monitoring, while 48% keep track of their sleep and 46% monitor weight using apps
  • US adults are becoming less concerned about privacy issues of health apps

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80% of mobile shoppers say reviews have biggest impact https://www.businessofapps.com/news/80-of-mobile-shoppers-say-reviews-have-biggest-impact/ Fri, 24 Feb 2023 09:22:01 +0000 https://www.businessofapps.com/?p=84919 Mobile has changed the way shoppers interact with brands and online retailers. But what’s really important when trying to engage shoppers and what has the biggest impact on their purchasing decisions? Customer engagement platform Emplifi just released a new report based on the answers of 2,000 shoppers in the US and UK to find out. User-generated content is trusted Not all reviews are equal. According to the survey, 87% of customers said that real-life customer reviews and ratings had a much higher impact on their purchasing decision compared to influencer or celebrity reviews at 50%. When researching products online, reviews are the most influential factor that drives purchases, ahead of price, return policies or delivery costs. Reviews, rating and interactions impact on purchasing decisions Source:

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Mobile has changed the way shoppers interact with brands and online retailers. But what’s really important when trying to engage shoppers and what has the biggest impact on their purchasing decisions? Customer engagement platform Emplifi just released a new report based on the answers of 2,000 shoppers in the US and UK to find out.

User-generated content is trusted

Not all reviews are equal. According to the survey, 87% of customers said that real-life customer reviews and ratings had a much higher impact on their purchasing decision compared to influencer or celebrity reviews at 50%.

When researching products online, reviews are the most influential factor that drives purchases, ahead of price, return policies or delivery costs.

Reviews, rating and interactions impact on purchasing decisions

Source: Emplify

According to Chief of Strategy Kyle Wong at Emplify:

“There’s no better way to demonstrate brand authenticity than by putting organic customer experiences front and center. Brands that are already leveraging UGC are seeing measurable results. The key is to make this content easily accessible on your product pages so customers can conduct their research right on your website without having to visit other sites to find authentic customer reviews.

Celebrity testimonials are costly and, ironically, don’t have the same impact as content from a real-life customer which is great news for brands. Marketers are able to maximize their budget by doubling down on content customers are creating free of charge that significantly impacts purchasing decisions.”

Shoppers visit multiple websites before making purchasing decision

The vast majority (95%) of mobile shoppers research low-cost products of up to $20 on various sites. Marketplaces are a popular source of information. However, search engines are preferred for more expensive products priced at over $100.

The trend is in part driven by budget-conscious shopping due to the recession and inflation. Brands can leverage product reviews and pictures to ensure shoppers have all the information they need to make a purchase.

Search behaviours of online shoppers

Source: Emplify

Interestingly, things aren’t vastly different across the various generations with Gen X, millennials and Gen Z customers all researching products online in a similar manner. They spend up to 15 minutes looking at different product websites for cheaper items.

As the cost of the item increases, the number of websites visited goes up.

Key takeaways

  • 87% of customers say real-life customer reviews have a much higher impact on their purchasing decision compared to influencer or celebrity reviews
  • 95% of shoppers research low-cost products of up to $20 on various sites
  • Research trends are similar across generations

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Longer video ads boost conversions by 50% over shorter ones https://www.businessofapps.com/news/longer-video-ads-boost-conversions-by-50-over-shorter-ones/ Thu, 23 Feb 2023 11:10:30 +0000 https://www.businessofapps.com/?p=84915 With the rise of TikTok, video has been all about the short format. But now new research from growth acceleration platform Liftoff finds that longer video ads are more effective than their shorter counterparts. Mobile user acquisition managers seem to be focusing on videos between 30 to 60 seconds in length for better performance gains. Longer is better for video ads Although attention spans may be short, slightly longer mobile video ads are proving effective in capturing user attention. Brands saw 50% higher conversions with longer videos than shorter ones. In part that’s due to longer video being able to more successfully tell stories. Liftoff recommends mixing and matching existing ad materials to create longer video ads. CPI by ad formats of all verticals Source:

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With the rise of TikTok, video has been all about the short format. But now new research from growth acceleration platform Liftoff finds that longer video ads are more effective than their shorter counterparts. Mobile user acquisition managers seem to be focusing on videos between 30 to 60 seconds in length for better performance gains.

Longer is better for video ads

Although attention spans may be short, slightly longer mobile video ads are proving effective in capturing user attention. Brands saw 50% higher conversions with longer videos than shorter ones. In part that’s due to longer video being able to more successfully tell stories.

Liftoff recommends mixing and matching existing ad materials to create longer video ads.

CPI by ad formats of all verticals

Source: Liftoff

At an average CPI of $3.60, videos aren’t the most cost-effective option to drive game app installs – that accolade goes to native and playable ads at $1.01 and $1.66 respectively – but they’re also not the worst. Interstitials cost 4x more per install than native ads.

Native ads are best for entertainment

The report also found that native ads are the best option for entertainment apps at an average CPI of $3.05.

Banner and video ads cost the same per install on iOS at $10.31, but banner ads offer a better deal on Android at $2.04.

Video ads cost twice as much per install as native ads.

CPI for entertainment format by platform and vertical

Source: Liftoff

Marketers are advised to consider the motivations and ad preferences that can drive user engagement. These can be divided into escapism, social, mastery, management, expression, and exploration. Those who match player motivations and ad creatives are able to drive more growth. Motivations also enable marketers to pinpoint their audiences more successfully and capture attention more fully.

Key takeaways

  • 50% higher conversions with longer videos than shorter ones
  • Videos aren’t the most cost-effective option, native and playable ads are at $1.01 and $1.66 respectively
  • Native ads are the best option for entertainment apps at an average CPI of $3.05

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Neobanking app downloads jump 11% https://www.businessofapps.com/news/neobanking-app-downloads-jump-11/ Wed, 22 Feb 2023 10:31:09 +0000 https://www.businessofapps.com/?p=84891 With the Covid-19 pandemic, a growing number of customers began utilising banking apps. Downloads of banking apps in Europe and the UK rose 5% last year compared to the previous year, according to research from app analytics and marketing company App Radar. Here are the findings.  Neobanks make the biggest splash Out of all the Google Play Store banking app downloads analysed, neobanks made the biggest gains. Downloads of neobanking apps in Europe were up 11% last year compared to the previous year.  UK neobanks also performed slightly better than their European counterparts with Android downloads rising 15% versus 10%.  Legacy banks on the other hand haven’t gained as many Android downloads as neobanks. European and UK downloads dropped 1.5% on the Google Play Store last

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With the Covid-19 pandemic, a growing number of customers began utilising banking apps. Downloads of banking apps in Europe and the UK rose 5% last year compared to the previous year, according to research from app analytics and marketing company App Radar. Here are the findings. 

Neobanks make the biggest splash

Out of all the Google Play Store banking app downloads analysed, neobanks made the biggest gains. Downloads of neobanking apps in Europe were up 11% last year compared to the previous year. 

UK neobanks also performed slightly better than their European counterparts with Android downloads rising 15% versus 10%. 

Legacy banks on the other hand haven’t gained as many Android downloads as neobanks. European and UK downloads dropped 1.5% on the Google Play Store last year. But it appears UK legacy banks have fared slightly better adding 10% more users on Android than banks in Europe (decreased 8%). 

Top banking apps by Google Play Store downloads

Source: App Radar

Atom Bank sees the highest gains

On Android, the neobanks with the highest growth was Atom Bank with downloads rising 101%, followed by Viva Wallet by 54%, Tandem Bank by 53%, Monzo by 49%, Revolut by 31% and Metro Bank by 28%.

UBS was the legacy bank with the most noticeable lead of 79% of downloads, followed by Lloyds (16%), Halifax (12%) and HSBC (12%).

“[The findings] show that even though legacy banks may still have a larger general market share than neobanks, the gap is decreasing and competition is increasing,” said Silvio Peruci, Managing Director, App Radar.

“UK legacy banks’ gains are smaller when looking at percentage growth. However, none of those legacy banks analysed experienced a decrease, which points to the fact that they are steadily adding new younger customers or converting existing customers to mobile banking.”

Revolut is one of the most popular apps in terms of lifetime downloads at 26 million, followed by Credit Agricole at 13 million. 

“We’ll have to see how these apps fare in 2023, but with the ongoing cost of living crisis, both sides of the market will have to zero in on their user acquisition strategy. With more choices available than ever for consumers, companies will have to fight for new users with innovative functionality and smart marketing techniques to attract and retain users.”

Key takeaways

  • Downloads of neobanking apps in Europe were up 11% last year compared to the previous year
  • Neobanks with the highest growth was Atom Bank with downloads rising 101%
  • UBS was the legacy bank with the most noticeable downloads at 79% 

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Join the conversation: Putting SKAN 4.0 into practice [live event] https://www.businessofapps.com/news/join-the-conversation-putting-skan-4-0-into-practice-live-event/ Tue, 21 Feb 2023 17:24:05 +0000 https://www.businessofapps.com/?p=84883 Every update of SKAdNetwork from Apple Inc. raises the app performance ecosystem expectations for the privacy-preserving attribution framework for iOS to be improved. SKAdNetwork 4.0 was released by Apple inc. on October 24th, 2022. What has brought this update and how to take advantage of it? On March 9th, join Sara Camden of InMobi, Eran Friedman of Singular, and Adrienne Rice of M&C Saatchi Performance to talk about putting SKAN 4.0 into practice. All panelists have been keeping laser-focused on understanding and unlocking the value of SKAN since its inception.In this live event, the panelists will help you to develop a winning strategy for your iOS app growth with SKAN, discussing:  ✅ How app growth marketers can get a fast start with SKAN 4.0 ✅ How to develop

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Every update of SKAdNetwork from Apple Inc. raises the app performance ecosystem expectations for the privacy-preserving attribution framework for iOS to be improved.

SKAdNetwork 4.0 was released by Apple inc. on October 24th, 2022. What has brought this update and how to take advantage of it?

On March 9th, join Sara Camden of InMobi, Eran Friedman of Singular, and Adrienne Rice of M&C Saatchi Performance to talk about putting SKAN 4.0 into practice. All panelists have been keeping laser-focused on understanding and unlocking the value of SKAN since its inception.

In this live event, the panelists will help you to develop a winning strategy for your iOS app growth with SKAN, discussing: 

✅ How app growth marketers can get a fast start with SKAN 4.0

✅ How to develop a refreshed approach to conversion value mapping

✅ How to cut through the noise and understand how these changes impact your app’s growth in a meaningful way

Register “Putting SKAN 4.0 into practice” Business of Apps Live event.

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APS London Early Bird Tickets End Friday https://www.businessofapps.com/news/aps-london-early-bird-tickets-end-friday/ Tue, 21 Feb 2023 13:39:32 +0000 https://www.businessofapps.com/?p=84857 With 4 weeks to go until App Promotion Summit London, now is the time to take advantage of our Early Bird offer that ends this Friday (24th February). The packed agenda features 4 rooms of app growth talks, panels, workshops and interactive sessions. In-person ticket holders can enjoy our networking coffee breaks, lunch, cocktail roundtables, evening drinks reception and the legendary late night after party. We only have capacity for 450 people at the venue. App Promotion Summit London will sell out. If you want to come – now is the time to get a ticket. Last chance to save over £500 for in-person tickets.

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With 4 weeks to go until App Promotion Summit London, now is the time to take advantage of our Early Bird offer that ends this Friday (24th February).

The packed agenda features 4 rooms of app growth talks, panels, workshops and interactive sessions.

In-person ticket holders can enjoy our networking coffee breaks, lunch, cocktail roundtables, evening drinks reception and the legendary late night after party.

We only have capacity for 450 people at the venue. App Promotion Summit London will sell out. If you want to come – now is the time to get a ticket.

Last chance to save over £500 for in-person tickets.

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Casual mobile games dominates number of advertisers at 28% https://www.businessofapps.com/news/casual-mobile-games-dominates-number-of-advertisers-at-28/ Tue, 21 Feb 2023 09:03:39 +0000 https://www.businessofapps.com/?p=84847 Mobile marketers are increasingly discovering the power of mobile game advertising with the number of advertisers rising by almost 18% in 2022 over the previous year. That’s according to new research from SocialPeta which took a closer look into global mobile game marketing. Let’s dive in.  All eyes on casual Despite the increase in mobile gaming advertisers, they created 16% fewer creatives at 12 million. However, creatives grew 7% quarter-on-quarter throughout 2022.  Active game advertisers and creatives in 2021 and 2022 Source: Social Peta The casual genre attracted the majority of advertisers with 28%, which is a rise of 3%, followed by puzzle (12%) and simulation (9%).  Adventure titles attracted just 4% of advertisers, being the genre with the least interest, while arcade games saw the

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Mobile marketers are increasingly discovering the power of mobile game advertising with the number of advertisers rising by almost 18% in 2022 over the previous year. That’s according to new research from SocialPeta which took a closer look into global mobile game marketing. Let’s dive in. 

All eyes on casual

Despite the increase in mobile gaming advertisers, they created 16% fewer creatives at 12 million. However, creatives grew 7% quarter-on-quarter throughout 2022. 

Active game advertisers and creatives in 2021 and 2022

Source: Social Peta

The casual genre attracted the majority of advertisers with 28%, which is a rise of 3%, followed by puzzle (12%) and simulation (9%). 

Adventure titles attracted just 4% of advertisers, being the genre with the least interest, while arcade games saw the steepest decline falling almost 2% to 6%. 

The casual genre also dominated the number of creatives which grew 5% to 23%. Puzzle titles also noticed a growth in advertisers at 0.3% to 13%. RPG noted the steepest decline at 2%. 

Percentage of advertisers by game genre

Source: Social Peta

Regional and platform differences 

North America attracted the highest monthly average number of advertisers, 25% higher than Europe. Southeast Asia, Macao and Taiwan scored highest for number of creatives at an average of 300 pieces of advertising materials per month. 

iOS recorded a steady rise in advertising. Nearly 40% of all gaming advertisers in Q4 2022 were on iOS. However, Android wins for creatives where the average amount of materials was 33% higher than that on iOS. 

A closer look at casual game marketing

Downloads of casual games grew almost 9% year-on-year while revenues dropped 11%. The drop in revenue is not surprising given the economic squeeze. There were over 22,000 casual game advertisers last year – a rise of 31%. 

Casual game downloads and revenues

Source: Social Peta

In South America, casual game advertisers accounted for 31% and their creatives for 26%.

The report provides deep dives into each game genre so if you’re interested, you can check it out here. 

Key takeaways

  • The number of mobile gaming advertisers rises almost 18% in 2022 but created 16% fewer creatives 
  • The casual genre attracted the majority of advertisers with 28%, a rise of 3%
  • North America attracted the highest monthly average number of advertisers, 25% higher than Europe

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Join us at APS NYC? https://www.businessofapps.com/news/join-us-at-aps-nyc/ Mon, 20 Feb 2023 11:57:38 +0000 https://www.businessofapps.com/?p=84823 Following the success of APS NYC last year, we are looking forward to returning to NYC on Thursday 22nd June. Last year, 200+ app marketers joined us for an epic event featuring 4 rooms of app growth content and 30+ speakers. Here are some highlights: We are excited to be back this year, it is going to be bigger and better than ever… Super Early Bird tickets are on sale until 14th April and we would love for you to join us. Let us know if you’d like to participate as a speaker or join a panel. If you would like to support the event as one of our partners, the team would love to hear from you.

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Following the success of APS NYC last year, we are looking forward to returning to NYC on Thursday 22nd June.

Last year, 200+ app marketers joined us for an epic event featuring 4 rooms of app growth content and 30+ speakers. Here are some highlights:

We are excited to be back this year, it is going to be bigger and better than ever…

Super Early Bird tickets are on sale until 14th April and we would love for you to join us.

Let us know if you’d like to participate as a speaker or join a panel.

If you would like to support the event as one of our partners, the team would love to hear from you.

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MENA-3 game revenues to grow 56% by 2026 https://www.businessofapps.com/news/mena-3-game-revenues-to-grow-56-by-2026/ Mon, 20 Feb 2023 09:05:55 +0000 https://www.businessofapps.com/?p=84818 The MENA (Middle East North Africa) region is quickly gaining a reputation for being a fast-growing market in mobile gaming with revenues expected to exceed $5 billion by 2025. Now, gaming market intelligence provider Niko Partners has zoomed in on the big three – Saudi Arabia, Egypt and the UAE – to find out more about what’s driving mobile gaming apps in the region.  A growing market According to the MENA-3 Games Market Report, the three countries now have 67 million gamers and revenues of $1.79 billion in revenues. By 2026, revenues are expected to rise a whopping 56% to $2.79 billion thanks to a rising number of gamers to 87 million.  Growth is expected to be driven by mobile gaming but also public and private

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The MENA (Middle East North Africa) region is quickly gaining a reputation for being a fast-growing market in mobile gaming with revenues expected to exceed $5 billion by 2025. Now, gaming market intelligence provider Niko Partners has zoomed in on the big three – Saudi Arabia, Egypt and the UAE – to find out more about what’s driving mobile gaming apps in the region. 

A growing market

According to the MENA-3 Games Market Report, the three countries now have 67 million gamers and revenues of $1.79 billion in revenues. By 2026, revenues are expected to rise a whopping 56% to $2.79 billion thanks to a rising number of gamers to 87 million. 

Growth is expected to be driven by mobile gaming but also public and private sector investments, pushing the region closer to esports giants such as Singapore and China”.

Infographic of the gaming market in MENA-3 region

Source: Niko Partners

The whole MENA region has seen steady growth in mobile gaming with downloads reaching 4.9 billion in 2021. That’s nine times the global rate. Consumer spending grew to $1.6 billion which is three times faster than in the rest of the world.

eSports among top genres

As per the report, 73% of MENA-3 region gamers now engage with esports by watching content, playing games or taking part in competitions. The majority of gamers (76%) are under the age of 35, with Egypt having a higher percentage of gamers under 25 years who are considered digital natives.

Egypt has the highest number of players and is the fastest growing market while Saudi Arabia has the highest games revenue and UAE saw higher user revenues. 

Mobile gamers in Saudi Arabia, for example, now spend one to three hours online on their smartphones and 48% spend up to two hours playing mobile games during the holy month.

MENA region mobile behaviours

Source: Adcolony

Unsurprisingly, this makes Ramadan an important month for reaching potential gamers and customers when user numbers peak. The majority of gamers are Gen Z with 44% of women playing games in the MENA region. 

Key takeaways

  • MENA-3 gaming revenues to grow 56% to $2.79 billion and 87 million gamers
  • 73% of MENA-3 region gamers now engage with esports by watching content, playing games or taking part in competitions
  • The majority of gamers are Gen Z with 44% of women playing games in the MENA region

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Number of abandoned apps in app stores climbs another 6% https://www.businessofapps.com/news/number-of-abandoned-apps-in-app-stores-climbs-another-6/ Fri, 17 Feb 2023 08:19:57 +0000 https://www.businessofapps.com/?p=84766 While creating an app is no easy feat, keeping it alive and going is even harder. When apps on the App Store and Google Play Store go without updates for at least 2 years, they’re referred to as “abandoned” apps and the latest Abandoned Mobile Apps Report from Pixalate shows: abandoned apps are on the rise.  Outdated apps on the rise The number of abandoned apps on app stores rose 6% from 1.76 million to 1.86 million in Q3 2022 according to the report. The number of super abandoned apps – those that haven’t received an update in over 5 years – climbed to 348,000. That’s a considerable number of wasted apps.  The Play Store has around 1.3 million abandoned apps, up 9% in Q4

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While creating an app is no easy feat, keeping it alive and going is even harder. When apps on the App Store and Google Play Store go without updates for at least 2 years, they’re referred to as “abandoned” apps and the latest Abandoned Mobile Apps Report from Pixalate shows: abandoned apps are on the rise. 

Outdated apps on the rise

The number of abandoned apps on app stores rose 6% from 1.76 million to 1.86 million in Q3 2022 according to the report. The number of super abandoned apps – those that haven’t received an update in over 5 years – climbed to 348,000. That’s a considerable number of wasted apps. 

The Play Store has around 1.3 million abandoned apps, up 9% in Q4 2022, while the App Store accounts for the other 496,000, down 2%. 

Google may have some cleaning up to do

Source: Pixalate

Interestingly, 15,000 apps with programmatic ads were abandoned in Q4. 

However, around a third of apps on both stores can still be downloaded. The problem with outdated apps is that they pose a major security threat because they’re no longer being updated in line with new fraud protection measures. 

And the highest percentage of abandoned apps is registered in…

Of all the apps registered in Russia, 45% are abandoned (22,000), followed by China at 40% (35,000). The US has the highest number of registered abandoned apps at 128,000 (38%). 

The report also noted that apps with over 100 million downloads are more likely to be updated than those with less than 10,000 installs. The app business is tough and in the midst of trying to gain users, many developers give up and abandon their apps. Keeping an app updated that doesn’t seem to deliver any real returns can be a real drag. Another reason for app abandonment was a lack of privacy policy.

Ad spend on abandoned apps

Source: Pixalate

Indeed, 97% of App Store apps and 61% of Play Store apps that didn’t have a privacy policy were abandoned.

The Huawei Mobile Services app is a bit of a standout here. It has 500 million downloads but hasn’t been updated in at least 2 years. 

Key takeaways

  • Number of abandoned apps on app stores rose 6% in Q3 2022 
  • Play Store has around 1.3 million abandoned apps, while the App Store accounts for the other 496,000
  • 97% of App Store apps and 61% of Play Store apps that didn’t have a privacy policy were abandoned

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96% spend 13 hours using social and video-sharing apps https://www.businessofapps.com/news/96-spend-13-hours-using-social-and-video-sharing-apps/ Thu, 16 Feb 2023 09:02:19 +0000 https://www.businessofapps.com/?p=84733 Mobile is now the dominant platform for media consumption with users spending over 4 hours a day on their mobile devices compared with 3 hours on PCs and TVs. That’s according to the latest ’A New Era of Engagement in Media & Entertainment report from mobile experts Newzoo which surveyed over 2,500 consumers in the US to find out how the different generations engage with media and entertainment.  In engagement, social reigns supreme We are social beings and the report backs this up. A whopping 96% of respondents said they spent 13 hours a week engaging with social media and video-sharing apps such as Instagram and TikTok.  Social and broadcasting apps highest for engagement time Source: Newzoo But entertainment is just as important with 94%

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Mobile is now the dominant platform for media consumption with users spending over 4 hours a day on their mobile devices compared with 3 hours on PCs and TVs. That’s according to the latest ’A New Era of Engagement in Media & Entertainment report from mobile experts Newzoo which surveyed over 2,500 consumers in the US to find out how the different generations engage with media and entertainment. 

In engagement, social reigns supreme

We are social beings and the report backs this up. A whopping 96% of respondents said they spent 13 hours a week engaging with social media and video-sharing apps such as Instagram and TikTok. 

Social and broadcasting apps highest for engagement time

Source: Newzoo

But entertainment is just as important with 94% saying they spent almost 14 hours in broadcast TV and subscription services while 87% use podcasts and music apps for 11 hours per week. Video gaming apps attract 84% of users at almost 12 hours a week. The findings point to a growing trend of our active engagement with entertainment as we’re reading, playing and creating more digital content than ever before. 

It’s all about mobile

Most engagement (60%) takes place on mobile devices. Social is a category driver with 73% of engagement time happening on mobile apps versus other devices. Only for broadcast TV, respondents tend to favour TV over mobile (46%). 

Mobile for social and audio entertainment

Source: Newzoo

The study also noted that video gaming apps command some of the most active engagement hours (72%) followed by books and comics (62%) and sports and fitness apps (60%).

But consuming content is just one side of the content. Users are becoming more involved with their apps and want to share their own content with others. That’s particularly true for younger generations. Here, 69% of Gen Z spend almost 7 hours a week creating digital content versus 46% of Gen X who spend 6 hours per week uploading photos or creating videos.

Younger users share more of their own content

Source: Newzoo

Taken together the report shows that apps aren’t just about media consumption but increasingly are vying for user engagement. 

Key takeaways

  • 96% of respondents said they spent 13 hours a week engaging with social media and video sharing apps
  • Most engagement (60%) takes place on mobile devices
  • 69% of Gen Z spend almost 7 hours a week creating digital content

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World Cup traffic spike: Utilities ad performance grows by 20% https://www.businessofapps.com/news/world-cup-traffic-spike-utilities-ad-performance-grows-by-20/ Wed, 15 Feb 2023 09:00:10 +0000 https://www.businessofapps.com/?p=86874 In 2022, the Utilities vertical showed significant growth during sports events, specifically – the World Cup. PropellerAds noticed that conversion rates around certain GEOs, ad formats, and OS spiked by 20%. As stated in Forbes research, 65% of sports fans prefer smartphones to watch games. Considering these numbers, it’s easy to suggest that a lot of sports fans naturally become active users of mobile applications, especially those that make their game-watching experience more convenient, like: VPNs Ad blockers Anti-viruses PropellerAds constantly monitors and analyzes the tendencies of the digital advertising market. The most important part of this research usually involves interpretations of the platform’s statistics, where thousands of marketers launch their ads. The theory about sports and Utilities was proven by PropellerAds’ internal tests, as

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In 2022, the Utilities vertical showed significant growth during sports events, specifically – the World Cup. PropellerAds noticed that conversion rates around certain GEOs, ad formats, and OS spiked by 20%.

As stated in Forbes research, 65% of sports fans prefer smartphones to watch games. Considering these numbers, it’s easy to suggest that a lot of sports fans naturally become active users of mobile applications, especially those that make their game-watching experience more convenient, like:

  • VPNs
  • Ad blockers
  • Anti-viruses

PropellerAds constantly monitors and analyzes the tendencies of the digital advertising market. The most important part of this research usually involves interpretations of the platform’s statistics, where thousands of marketers launch their ads.

The theory about sports and Utilities was proven by PropellerAds’ internal tests, as well as advertisers, brands, and media buyers that work with the ad platform. Competitions – global and local – prove to be the best time to launch ad campaigns, especially those that meet the sports fans’ interests. Utilities are in this category.

Why does the Utilities vertical perform well during sports events?

31% of Internet users worldwide use a VPN service, according to DataProt statistics. The same research shows that 43% of people globally feel that they lack control over their personal information, which is also a reason to use VPNs for them. DataProt shows the survey results where the objectives of VPN usage are listed:

  • Protect privacy on public Wi-Fi – 51%
  • Anonymous browsing – 44%
  • Access restricted sites – 23%
  • Access better entertainment – 22%

In the case of sports fans, users stick to VPN mostly to access online content that might be blocked in their country.

As for the ad blockers, check worldwide statistics from Statista. As we can see from their findings, in some Asian countries, half the Internet users stick to ad blockers, while in other countries about 30% of users browse the Internet with this kind of app turned on.

Sports fans usually use ad blockers to avoid any interruptions in their watching experience. Sports competitions are the field for marketing of all kinds, but not all users agree to stumble not only at some interesting offers but also at ads that are not always relevant. Ironically, the ad for ad blockers may interest them.

Last but not least, anti-viruses. Security.org claims to provide stats on the global anti-viruses market, which is expected to grow from $3.92 billion in 2021 to $4.06 billion in 2022 at a compound annual growth rate (CAGR) of 3.6%.

Sports fans are used to watching matches online, so antivirus software, whether mobile or desktop, helps them to prevent risks of malware, which can steal their data, encrypt it, or even erase it entirely.

PropellerAds ad performance insights

How does this popularity of utilities among sports fans look in practice? How does user acquisition change during the matches and should you, as an advertiser or digital product owner, include these events in your marketing strategy?

To show you the traffic spike, we present some of our statistics that cover the World Cup (Nov 20, 2022 – Dec 18, 2022) performance. The first line in every cell represents performance for a previous period – 30 days – and the second line shows growth.

GEOs

Let’s start with GEOs, where Utilities vertical showed the best results:

As you can see from the table, the largest growth was noticed around the US, BR, JP, BF (Burkina Faso), NP, SA, CA, ES, and KZ. The USA, Brazil, Japan, Canada, and Spain were the participating countries, while some top GEOs, like Burkina Faso, Nepal, or Kazakhstan, didn’t take part in the game, staying on top.

“iGaming offers become more and more popular around African and Asian countries, including Burkina Faso and Nepal. The same happens in other countries known as developed and emerging markets, as we can conclude from our inner tests. 

To make a deposit, which is an extremely popular activity during the World Cup, users need utilities – namely, VPNs. Even though these countries cannot boast of large traffic volumes, it doesn’t mean that you cannot earn money there. Considering the trend described above, these GEOs are worth an experiment.”

– Anastasia Khegay, PropellerAds Senior Account Strategist

The USA, as a leader, had a conversion growth of 20% during the period of the World Cup, which is a significant result.

As such, marketers need to mind not only the GEOs of playing teams but research and take a chance targeting those regions that are constantly interested in large football matches.

OS

Now let’s take a look at the OS targeting:

iOS was the most widely-used OS during the World Cup. This is easy to explain through the best-performing GEOs since we have the US and Japan as leaders. In these two GEOs, about 50% of users prefer iOS, according to Statista.

Android showed lower performance during the World Cup. The reason is simple – VPNs, as the most popular category of Utilities, come mostly for iOS. Android is associated with other types of apps, namely – cleaners.

Ad formats

Now let’s see the ad format statistics:

Regarding the ad formats, we can see significant growth of Interstitials – this format shows to be the most efficient for sports events, and the conversion growth makes 17.51%. Push notifications also performed well – 15.19%, while Onclick dropped a bit.

Interstitials and push notifications work efficiently with Utilities. Interstitial’s size allows advertisers to locate large pictures or info about the product right on the ad, while Push is subtle and doesn’t interrupt the watching experience of sports fans. Take a look at the examples:

Ad spend

We also asked Anastasia Khegay, PropellerAds Senior Account Strategist, about the advertisers’ spending trends during such events as the World Cup. Here is what she said:

“During the World Cup and other significant events that are associated with traffic spikes, advertisers usually increase their spend by two or even three times. By doing so, they increase their chances of getting more highly-converting traffic, expanding reach, and finding new audiences. In other words, they are making the most of the event in the sense of marketing.”

Takeaways

So, we have investigated an unobvious connection between the sports and Utilities verticals. As we can see from the stats and tendencies, not only iGaming and sports-related products are in high demand during large sports games like the World Cup. Along with the global digitalization growth, various verticals and audiences intersect more intensively. Therefore, more products and offers can count on the heightened interest of the audience.

So, considering the statistics, we can conclude that the potentially profitable campaign settings for a utility campaign may be the following:

  • GEOs: target the playing teams GEOs + countries where there is a high percentage of football fans, like Brazil and South Africa. Before launching a campaign for playing GEO, do your small research and see if locals prefer watching matches online or on a TV;
  • OS: iOS and Windows were the best performers, but every marketer should consider other targeting settings of his campaign and perceive GEO and OS in the tightest bundle.
  • Ad format: Interstitials and push notifications to prove to be efficient for the Utilities vertical.
  • Spend: x2 or x3 will increase the chances of getting more relevant and converting traffic.
  • Analytics: during such global events as the World Cup, you should be ready for a more competitive auction. Therefore, make sure to use the analytical instruments within the ad platform you use to see which traffic share you can count on. Otherwise, you can try promoting niche products and offers. As a rule, the audiences of niche products are associated with lower competition.

As the experience of PropellerAds partners shows, targeting sports events is a good and potentially-profitable idea. All the advice and conclusions we present in this article are based on practice, so keep them in mind to make your campaigns even more efficient.

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Bing app downloads spike as Microsoft unveils ChatGPT functions https://www.businessofapps.com/news/bing-downloads-spike-microsoft-chatgpt-functions/ Fri, 10 Feb 2023 12:49:07 +0000 https://www.businessofapps.com/?p=84525 Downloads of Microsoft’s Bing search app have skyrocketed, after it announced the integration of ChatGPT functionality.  According to data from AppMagic, the Bing app saw over 1800 percent growth in downloads in the two days after the announcement, in comparison to downloads the previous week.  In the previous month, Bing did not crack the top 3,000 most downloaded apps on the iOS App Store, with approximately 400,000 downloads in January. Downloads in the two days following the announcement surpassed the January total.  Microsoft Bing App Downloads February 1 to February 9 2023 The app is currently fourth on the US iOS free app charts, and third among free iOS apps in the UK. This has pushed it past Google’s own search app, currently in seventh

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Downloads of Microsoft’s Bing search app have skyrocketed, after it announced the integration of ChatGPT functionality. 

According to data from AppMagic, the Bing app saw over 1800 percent growth in downloads in the two days after the announcement, in comparison to downloads the previous week. 

In the previous month, Bing did not crack the top 3,000 most downloaded apps on the iOS App Store, with approximately 400,000 downloads in January. Downloads in the two days following the announcement surpassed the January total. 

Microsoft Bing App Downloads February 1 to February 9 2023

The app is currently fourth on the US iOS free app charts, and third among free iOS apps in the UK. This has pushed it past Google’s own search app, currently in seventh place on the US iOS store. 

For those rushing to download the new app, there is a waitlist to access ChatGPT functions. Microsoft confirmed that over one million people have signed up for the waitlist in 48 hours, so it might take some time to gain access.

ChatGPT has taken the internet by storm over the past two months, breaking the record for the fastest application to reach 100 million users. The hype surrounding it has led some to question whether this will be the future of search. 

Google has responded to the threat, reportedly issuing a management “code red”, which has led to the company debuting its own ChatGPT rival, Bard, earlier than anticipated. More AI-related announcements are expected in the coming months. 

Even with all of the hype, there is a worry that ChatGPT is not built to be accurate, with users easily managing to get the chatbot to spew out misinformation. Google, for all of its flaws and lackadaisical attitude towards improving search, has built an engine that is at least accurate and reliable. 

OpenAI, the startup behind ChatGPT, has even issued warnings saying that the tool is “incredibly limited” and that is a “mistake to rely on it for anything important”. That has not stopped university students from utilising it to write essays, or technology blogs from using it to write inaccurate content for them. 

Microsoft seems content with the inaccuracies, which some suggest will be ironed out in the first few years of public usage. It recently invested $10 billion in OpenAI, and has strategically aligned itself with one of the leading edge developers in artificial intelligence. Microsoft CEO Satya Nadella has took a few shots at Google, with a keen aim to at least take some market share from the search giant. 

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8 in 10 mobile users are getting fit with health apps in 2023 https://www.businessofapps.com/news/8-in-10-mobile-users-are-getting-fit-with-health-apps-in-2023/ Fri, 10 Feb 2023 08:51:23 +0000 https://www.businessofapps.com/?p=84519 Mobile fitness and health apps have seen a surge in use and with that increased marketing spending ever since the COVID-19 pandemic. And though downloads slowed in 2022, 81% of consumers plan on using apps on their smartphones and wearables in 2023 to boost their health.  How people are using apps to improve their health New research from mobile app experience experts Airship has found that more people in the US, UK and France are turning to mobile apps to support their health.  One of the top ways in which consumers are using their fitness apps this year is by connecting with friends and family (27%), working out (26%) and improving their sleep (17%) and diet (16%).  People use fitness apps to connect with others

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Mobile fitness and health apps have seen a surge in use and with that increased marketing spending ever since the COVID-19 pandemic. And though downloads slowed in 2022, 81% of consumers plan on using apps on their smartphones and wearables in 2023 to boost their health. 

How people are using apps to improve their health

New research from mobile app experience experts Airship has found that more people in the US, UK and France are turning to mobile apps to support their health. 

One of the top ways in which consumers are using their fitness apps this year is by connecting with friends and family (27%), working out (26%) and improving their sleep (17%) and diet (16%). 

People use fitness apps to connect with others

Source: Airship

US users are also more likely to visit a virtual doctor this year (15%) compared to the French users (10%) and those living in the UK (7%). It seems that virtual healthcare can alleviate some of the pressure of a healthcare system strained by the pandemic. 

More Americans tend to use apps for nutrition and diet purposes compared to sleep. The opposite is true in France and the UK. Ten percent of US users will also be monitoring their heart and biometrics using apps. 

Gen Z are all about the apps

The findings reveal a distinct generational divide with Gen Z showing the highest intent for using apps to improve their health. A whopping 94% of Gen Z users want to improve their health through apps, followed by millennials at 90% and Gen X at 82%. Boomers are less inclined to do so at 65%.

How the generations use fitness apps

Source: Airship

Household income does affect how apps are used. Almost a quarter of people in low-income households won’t be using fitness apps compared with higher-income households. And yet, adoption rates of health and fitness apps are fairly similar across all income levels. 

Use of fitness apps by household income

Source: Airship

The research highlights that there’s plenty of opportunity for fitness and health app developers to win new users. However, user churn is always an issue. To keep users returning, app developers should focus on boosting engagement by offering the best user experience. Some apps also lack incentives or content which can stop users from returning to them. 

Key takeaways

  • 81% of consumers plan on using fitness apps on their smartphones and wearables in 2023 
  • Consumers are using their fitness apps to connect with friends and family (27%), work out (26%) and improve their sleep (17%)
  • Gen Z have highest intent for using apps to improve their health (94%) 

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Who’s coming to APS London 2023? https://www.businessofapps.com/news/whos-coming-to-aps-london-2023/ Thu, 09 Feb 2023 14:52:10 +0000 https://www.businessofapps.com/?p=84487   App Promotion Summit is back in London on March 23rd and OMG our attendee list is the best it’s ever been (in 10 years of running the event!)  We’ve never had so many great brands sign on so early with registrations up 70% on last year. From American Express to Next, EVERYONE wants to join us at APS London. App marketers from companies like Farfetch, ITV, ClearScore, Decathlon, YNAP, Nextdoor, ECCO Shoes, Screwfix, Xero, OVO Energy, Zoopla, Nutracheck, Nordcurrent, Driving Test Success, PokerStars, Which?, BodyFast and adidas Runtastic have registered to attend. We’ve confirmed speakers from major brands and the hottest app startups and scale-ups including what3words, Monzo, Domino’s, Dorothy Perkins, Paired, Deliciously Ella, Howbout, Smule, Product Madness and Peanut. The exhibition area is filling up with the industry’s leading app marketing & engagement platforms and agencies including AppsFlyer, Iterable, Moloco,

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App Promotion Summit is back in London on March 23rd and OMG our attendee list is the best it’s ever been (in 10 years of running the event!) 🤯

We’ve never had so many great brands sign on so early with registrations up 70% on last year. From American Express to Next, EVERYONE wants to join us at APS London.

  • App marketers from companies like Farfetch, ITV, ClearScore, Decathlon, YNAP, Nextdoor, ECCO Shoes, Screwfix, Xero, OVO Energy, Zoopla, Nutracheck, Nordcurrent, Driving Test Success, PokerStars, Which?, BodyFast and adidas Runtastic have registered to attend.
  • We’ve confirmed speakers from major brands and the hottest app startups and scale-ups including what3words, Monzo, Domino’s, Dorothy Perkins, Paired, Deliciously Ella, Howbout, Smule, Product Madness and Peanut.
  • The exhibition area is filling up with the industry’s leading app marketing & engagement platforms and agencies including AppsFlyer, Iterable, Moloco, OneSignal, Amplitude, MobileAction, Qonversion, Batch, TrafficGuard, Purchasely, Storyly and SplitMetrics.

As always, capacity is limited. Tickets are going faster than ever before so if you want to attend, now is the time to get your ticket.

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90% of users prefer their banking apps and here’s why https://www.businessofapps.com/news/90-of-users-prefer-their-banking-apps-and-heres-why/ Fri, 03 Feb 2023 09:09:22 +0000 https://www.businessofapps.com/?p=84323 Consumers are increasingly using their banking apps to make financial transactions according to a new survey from financial services group Chase. The rising interest in financial apps has been driven by the pandemic which restricted access to physical banking and the speed of technological innovation. But convenience has a significant role to play here.  Not without my banking app The survey found that two out of three respondents would not want to live without their banking apps.  From monitoring account balances and credit cards to depositing checks on their phones and taking advantage of rewards and discounts – 90% of consumers said they prefer managing their finances in a single place.  “People are using mobile banking apps more than ever and rely on them to

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Consumers are increasingly using their banking apps to make financial transactions according to a new survey from financial services group Chase. The rising interest in financial apps has been driven by the pandemic which restricted access to physical banking and the speed of technological innovation. But convenience has a significant role to play here. 

Not without my banking app

The survey found that two out of three respondents would not want to live without their banking apps. 

From monitoring account balances and credit cards to depositing checks on their phones and taking advantage of rewards and discounts – 90% of consumers said they prefer managing their finances in a single place. 

“People are using mobile banking apps more than ever and rely on them to manage their finances, including sending money to family and friends and managing everyday transactions,” said Sonali Divilek, Head of Digital Products and Channels at Chase.

Active banking app users globally

Source: Statista / Enterpriseappstoday

87% of consumers use their banking app at least once a month or more.

The demographic with the highest preference for mobile banking is millennials with 93% saying they use their banking app at least once a month or more, followed by Gen X (90%), Gen Z (89%) and Boomers (84%). 

In fact, managing credit is a top priority for millennials. 

Some of the main tasks consumers use their apps for are card replacements (54%) and paying other people (50%).

What banking customers use their apps for

Source: Statista / Truelist

Digital payments are up

A whopping 82% use digital payments once a month or more and 47% say they pay digitally once a week or more often. 

Four in five payments to other people involve sending money to family and friends (54%). 

The digital payment methods that are most often used include tap and pay (60%), peer payments (59%), payments through apps (58%) and in-store mobile wallets (41%). 

Consumers prefer digital banking

Source: Forbes

Chase also found that in 2022 consumers spent more on travel and entertainment compared to 2021 with Gen Z and millennials more likely to increase their spending in that area. However, consumers are looking for ways to save with two in three researching deals and discounts and over half using reward points.  

Key takeaways

  • 90% of consumers said they prefer managing their finances in a single place
  • 87% of consumers use their banking app at least once a month or more
  • 82% use digital payments once a month or more and 47% say they pay digitally once a week or more often

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Will Apple’s changes to App Store pricing affect your apps? https://www.businessofapps.com/news/will-apples-changes-to-app-store-pricing-affect-your-apps/ Tue, 31 Jan 2023 10:13:36 +0000 https://www.businessofapps.com/?p=84243 Apple announced further changes to its App Store pricing on Friday. The changes will affect app and in-app purchases in the UK and other countries and are scheduled to be rolled out in February. So what exactly is happening? Here’s where apps are getting more expensive  In a note shared with developers, Apple announced that prices of apps and in-app purchases on the App Store will increase in Colombia, Egypt, Hungary, Nigeria, Norway, South Africa, and the UK. This excludes subscription renewals.  By the end of January, proceeds are set to rise for developers selling in Cambodia, Kyrgyzstan, Indonesia, Singapore, South Korea, Tajikistan, Thailand, and Uzbekistan. The price hikes are a reflection of changes in taxes and foreign exchange rates. The App Store allows developers to

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Apple announced further changes to its App Store pricing on Friday. The changes will affect app and in-app purchases in the UK and other countries and are scheduled to be rolled out in February. So what exactly is happening?

Here’s where apps are getting more expensive 

In a note shared with developers, Apple announced that prices of apps and in-app purchases on the App Store will increase in Colombia, Egypt, Hungary, Nigeria, Norway, South Africa, and the UK. This excludes subscription renewals. 

By the end of January, proceeds are set to rise for developers selling in Cambodia, Kyrgyzstan, Indonesia, Singapore, South Korea, Tajikistan, Thailand, and Uzbekistan.

The price hikes are a reflection of changes in taxes and foreign exchange rates. The App Store allows developers to sell their apps across 44 currencies. Periodically prices need to be adapted to ensure they stay equalised across the App Store’s 175 storefronts.

Average prices for apps in the Apple App Store as of September 2022

Source: Statista

The way Apple plans to implement these changes is by estimating and removing taxes based on the information developers provided. Changes will be visible in the Pricing and Availability section of My Apps and developers can adjust the prices of their apps and in-app purchases from here. 

Some app prices are coming down

App Store pricing has been subject to fluctuation. In 2022, the average price of in-app purchases jumped 40% over 2021 while Google Play saw a 9% rise. 

iOS in-app purchase prices increased in 2022

Source: Apptopia, Adjust

But prices for developers aren’t all going up. App pricing in Uzbekistan will decrease as a consequence of the lowered value-added tax rate from 15% to 21%. Apple said developers’ proceeds would be adjusted accordingly and based on tax-exclusive pricing. 

While prices in Ireland, Luxembourg, Singapore, and Zimbabwe won’t change, proceeds are being adjusted due to tax changes.  For example, Ireland reduced its value-added taxes on electronic newspapers and periodicals from 9% to zero while Luxembourg lowered its value-added tax rate from 17% to 16%.

Key takeaways

  • Apple announced prices of apps and in-app purchases on the App Store will increase in Colombia, Egypt, Hungary, Nigeria, Norway, South Africa, and the UK
  • Apple plans to implement these changes is by estimating and removing taxes based on the information developers provided
  • App pricing in Uzbekistan will decrease as a consequence of the lowered value-added tax rate from 15% to 21%

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Intellifluence announces audience demographics and workflow logic flexibility https://www.businessofapps.com/news/audience-demographics-workflow-logic-flexibility-and-more-intellifluence-winter-2023-updates/ Mon, 23 Jan 2023 10:38:46 +0000 https://www.businessofapps.com/?p=84013 Welcome to 2023! Last year was quite the roller coaster for many, which saw us rolling out massive FREE plan changes to try and help those brands financially impacted by all the turmoil. Now that 2022 is behind us and given it’s been several months since I’ve provided a seasonal wrap-up, let’s dig in. This post was first published on intellifluence.com. 27,000+ active brands We keep on growing. Most of you lovely brands joining us are coming in on the FREE influencer marketing plan. Thank you for choosing us to test the waters and especially those of you that realize we’re a good fit and upgrade to Starter through Advanced. 216,000+ influencers Back in August, we were almost to 200,000 so casually increasing the base of

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Welcome to 2023! Last year was quite the roller coaster for many, which saw us rolling out massive FREE plan changes to try and help those brands financially impacted by all the turmoil. Now that 2022 is behind us and given it’s been several months since I’ve provided a seasonal wrap-up, let’s dig in.

This post was first published on intellifluence.com.

27,000+ active brands

We keep on growing. Most of you lovely brands joining us are coming in on the FREE influencer marketing plan. Thank you for choosing us to test the waters and especially those of you that realize we’re a good fit and upgrade to Starter through Advanced.

216,000+ influencers

Back in August, we were almost to 200,000 so casually increasing the base of creators by 8% over a few months after 6.5 years in operations is nothing we take for granted.

Throughout this period we’ve been quietly rolling out the logic to remove spam signups, so the raw numbers are even higher. That’s not what you’re here for, so let’s look at the fun stuff. Per usual, I can’t disclose various security and fraud updates and will skip the numerous bug fixes as well as admin-only changes, so here are the Fall pull requests of note from the ~200 to choose from.

Audience demographics and plan expansion for free brand users

Audience demographics

We have been asked for demographics repeatedly over the years. My biggest reason for not doing so is a good amount of the data encountered in our testing appeared to be unreliable. We now have a mix of processes to capture and determine audience demographics for Instagram, YouTube, and TikTok (which are of course the most popular social networks by usage). Currently, we are updating demographics on verified users of these social platforms when their overall audience size justifies a deeper dive for brands.

Free brand improvements

I won’t say a whole lot since we actually had an announcement specifically for it, but FREE brands can run a campaign to get a better sense of the full capabilities stack at Intellifluence.

Worked with expansion

Brands can now determine who they’ve worked with across an entire account, an individual campaign, or a singular brand alias associated with an account.

Marketplace visibility filters

Some brands have so many campaigns that they needed a way to filter deeper to find active and visible campaigns faster.

More talent manager overhauls

In our system, talent managers have a special role which requires them to be able to oversee and interact on the behalf of multiple influencers simultaneously. At times our development will focus on drastically improving one user type, so we used some of the past few months to catch up on the functionality for talent managers to put it on par with the rest of the user types.

Re-hire

I love this one, which came from one of our most active Advanced brands. Sometimes a brand might have a great experience with an influencer and wishes to immediately re-hire them without having to jump through another campaign setup. We made it a lot easier to keep working with the creators you like working with.

Private public marketplace offers

A request from another of our Advanced brands was the desire to set up a Marketplace Offer that could be applied to, in order to skip having to perform outbound pitches in the system, but also a way to set it as private so a brand could provide the offer when encountering the right influencers potentially outside of the Intellifluence ecosystem. This has worked great as the brand is able to DM commenters on their Instagram channel with the offer with ease.

Cleaning up influencer offers

Some of the improvements here have to do with being able to toggle what’s available by hiding temporarily inactive influencers’ offers as well as those that are associated with social accounts that are de-verified. The goal here is to only show the highest quality offers to brands as we can.

Product campaign logic

Some campaigns are more complex than others and occasionally influencers would get confused about what they’re allowed to do when it comes to product purchases, refunds, and reviews. The improvements here focus on ensuring Sallybot knows when to warn the brand or influencer if a campaign’s parameters are being potentially violated and provide appropriate warnings to prevent such issues. It’ll also now prevent pitch acceptance if a brand has been locked or deactivated, protecting our influencers.

Mobile dynamic linking

It’s somewhat simple conceptually but has had a nice impact. Influencers have access to iOS and Android apps to manage their workflow, but when getting emails from the system would have to separately go to the app to interact; we simply tightened the experience so the app is utilized if it exists on an influencer’s phone.

Sallybot messaging

We’re always looking at support feedback, so whenever we’re getting the same type of request, question, or complaint, we try to solve it programmatically. In these cases, the answer was to inject transaction thread messaging to pre-answer questions related primarily to money. Happy users = happy support team = happy Joe.

Gracefully recognize links

Sometimes influencers will post review links in a message rather than the available process, so we made the system smarter to recognize the URL as a potentially finished product and allow brands to treat it as such if they choose.

Flags in more places

If you’re working on a lot of campaigns that span geographies, it can be helpful to know where an influencer is from. The simple way to provide this information at a glance is to display the flag that corresponds to their current mailing address in more areas where you might be making decisions that require geographical nuance.

What’s next?

A lot of workflow improvements are currently in the pipeline, designed to make interaction with the platform smoother and faster. As we continue to scale users, this is one of the best uses of our time: increasing everyone’s happiness. We’re also hard at work with our partnership initiatives and deeper integration of support into the everyday use cases that drive our continued growth.

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Half of Android apps are uninstalled within 30 days after download https://www.businessofapps.com/news/half-of-android-apps-are-uninstalled-within-30-days-after-download/ Mon, 23 Jan 2023 09:17:18 +0000 https://www.businessofapps.com/?p=84048 User churn is a major issue for app developers. Around half of Android apps were uninstalled within 30 days of download in 2022 and half of those were removed within just 24 hours finds a new report from AppsFlyer. Let’s take a closer look. Some app categories fare better than others The App Uninstall Report found that 49% of Android apps were uninstalled within a month after download and of those, 49% were uninstalled within just one day. Whilst that number seems staggering, it’s still 8% lower compared to 2021.  Android app uninstalls year-on-year Source: AppsFlyer Gaming apps saw some of the highest uninstall rates (66%) within 30 days after download, followed by social (60%), education (53%), utilities (53%) and finance apps (45%). Travel apps,

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User churn is a major issue for app developers. Around half of Android apps were uninstalled within 30 days of download in 2022 and half of those were removed within just 24 hours finds a new report from AppsFlyer. Let’s take a closer look.

Some app categories fare better than others

The App Uninstall Report found that 49% of Android apps were uninstalled within a month after download and of those, 49% were uninstalled within just one day. Whilst that number seems staggering, it’s still 8% lower compared to 2021. 

Android app uninstalls year-on-year

Source: AppsFlyer

Gaming apps saw some of the highest uninstall rates (66%) within 30 days after download, followed by social (60%), education (53%), utilities (53%) and finance apps (45%). Travel apps, on the other hand, saw some of the highest brand loyalty at 31%.

AppsFlyer says that hyper-casual and casual gaming titles suffer because of their reduced shelf life of these titles. 

Uninstall rates by app category

Source: AppsFlyer

Unsurprisingly, uninstall rates of organic users were lower at an average of 28% among all categories. Organic users typically show higher intent than non-organic ones. The difference between organic and non-organic users in gaming was just 13% compared to 30% for non-gaming apps. 

The where and the when

Uninstall rates were higher in developing markets with Nepal, Bangladesh and Kazakhstan showing the highest rates of user churn. The average uninstall rate in developing countries was between 26-43% compared to 36% in developed nations. This may be due to the more dominant use of iOS devices and their higher storage which results in users having to delete fewer apps to free up space.

Day 1 is typically the highest for uninstalls across all categories. Day 1 rates were particularly high in finance apps at 27% compared to the average of other verticals. 

Overall Day 1 uninstalls

Source: AppsFlyer

How to optimise your app marketing for fewer uninstalls

The key takeaway for app marketers is optimisation. With uninstalls being a major issue, it’s important to keep measuring them using attribution options. First interactions with users should be designed to encourage lasting connections. Apps must deliver on their promise in order to be successful and be updated in good time. User feedback proves valuable in doing the latter. It’s worth bearing in mind user privacy and security. 

Key takeaways

  • 49% of Android apps were uninstalled within a month after download 
  • 49% of Android apps were uninstalled within just one day
  • Gaming apps had the highest uninstall rates (66%) within 30 days after download

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Google and Apple fail to remove fraudulent ChatGPT apps from their app stores https://www.businessofapps.com/news/google-and-apple-fail-to-remove-fraudulent-chatgpt-apps-from-their-app-stores/ Wed, 18 Jan 2023 08:59:16 +0000 https://www.businessofapps.com/?p=83967 Google and Apple have failed yet again to stop dubious apps from entering their app stores, highlighting the failures in the stores’ moderation processes. This time it involves ChatGPT which is a natural language processing tool created by OpenAI, the same company that developed DALL-E. So what’s the problem? ChatGPT apps flood the stores ChatGPT is an important tool that elevates conversational AI, enhancing it for search and everyday work tasks. It’s currently available to use for free via the website. No official app has been launched. But that hasn’t stopped a whole slew of Google Play and App Store developers from posting apps with ChatGPT in their names. These apps include other chatbots that show ads or offer subscriptions. They are either fraudulent or

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Google and Apple have failed yet again to stop dubious apps from entering their app stores, highlighting the failures in the stores’ moderation processes. This time it involves ChatGPT which is a natural language processing tool created by OpenAI, the same company that developed DALL-E. So what’s the problem?

ChatGPT apps flood the stores

ChatGPT is an important tool that elevates conversational AI, enhancing it for search and everyday work tasks. It’s currently available to use for free via the website. No official app has been launched.

But that hasn’t stopped a whole slew of Google Play and App Store developers from posting apps with ChatGPT in their names. These apps include other chatbots that show ads or offer subscriptions. They are either fraudulent or violate OpenAI’s trademark. 

Daily installs of ChatGPT apps

Source: Appstorespy

The findings have been posted by app market intelligence firm Appstorespy.  

Do Apple and Google care?

Appstorespy then reached out to Google and Apple to find out if the companies had done anything about these fraudulent apps. Google removed two dozen of such apps including an unofficial ChatGPT app that had already gotten 138,000 installs. Some developers have been quick to rename their apps such as Open Chat which has 170,000 installs. 

However, others can still be found. ChatGPT AI Writing Assistant has already generated some $10,000 in revenue by selling supposed credits for ChatGPT.

By mid-January, fake ChatGPT apps attracted a total 67,000 installs per day on Google Play.

Daily installs of ChatGPT apps picked up again in January

Source: Appstorespy

Meanwhile, Apple has blocked just 4 of the 49 apps with ChatGPT in the title. 

Key takeaways

  • ChatGPT apps are available on the App Store and Google Play even though OpenAI has launched no such app
  • Google has taken action to remove some of these apps, Apple removed 4 out of 49 by mid-January
  • Fake ChatGPT apps attracted a total 67,000 installs per day on Google Play in January

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Join MoEngage’s #GROWTH Summit Berlin 2023 https://www.businessofapps.com/news/moengage-growth-summit-berlin-2023/ Tue, 17 Jan 2023 10:58:51 +0000 https://www.businessofapps.com/?p=83923 After the success of MoEngage’s #GROWTH Summit in London on 2nd November, they are now hosting their #GROWTH Summit Berlin event on 26 January at ALICE Rooftop and Garden in Berlin. So far, MoEngage has executed over 50 #Growth Summits globally. The format of the event is invite-only and curated for B2C leaders from marketing, product owners, entrepreneurs, CRM, and analytics professionals. The objective is to give brands the chance to network and learn from elite speakers, as they discuss growth, customer engagement, acquisition, and retention. Join MoEngage in Berlin as they invite leaders to share stories, discuss digital-first strategies, and teach frameworks on customer engagement and growth. Register here to declare your interest, and MoEngage will come back to you to confirm your attendance.

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After the success of MoEngage’s #GROWTH Summit in London on 2nd November, they are now hosting their #GROWTH Summit Berlin event on 26 January at ALICE Rooftop and Garden in Berlin.

So far, MoEngage has executed over 50 #Growth Summits globally. The format of the event is invite-only and curated for B2C leaders from marketing, product owners, entrepreneurs, CRM, and analytics professionals.

The objective is to give brands the chance to network and learn from elite speakers, as they discuss growth, customer engagement, acquisition, and retention.

Join MoEngage in Berlin as they invite leaders to share stories, discuss digital-first strategies, and teach frameworks on customer engagement and growth. Register here to declare your interest, and MoEngage will come back to you to confirm your attendance.

Why attend?

5 Reasons you should attend this event

  • Exclusive insights from global brand leaders: Hear first-hand accounts and insider information from experts who helped Deutsche Telekom, KptnCook, Douglas, Freeletics, Idealo, Sweatcoin, and other companies succeed.
  • Strategic discussion on engagement & retention: Join conversations on how to drive customer engagement and retention to grow your business after the holiday season and throughout 2023
  • 1:1 networking with high-calibre people: Meet and converse with leaders from digital-first brands, share ideas, and gain valuable insights for your own business.
  • Explore MoEngage: Use the dedicated demo area to learn more about the MoEngage platform and how we can help your business grow faster.
  • Some of the best views and food Berlin has to offer: We promise the most interesting conversations over the best views in Berlin, as well as delicious food and drinks.

About #GROWTH

#GROWTH is a community for B2C CRM, product, and growth marketing professionals focused on customer engagement and growth.  The #GROWTH program provides the individual with access to a large, global community, courses, and learning resources. #GROWTH members also get priority invites to other conferences and peer learning events.

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What’s your app growth strategy for 2023? https://www.businessofapps.com/news/whats-your-app-growth-strategy-for-2023-2/ Mon, 16 Jan 2023 09:59:16 +0000 https://www.businessofapps.com/?p=83899 Have you got an app growth game plan for 2023? Join us this March at App Promotion Summit in London and discover how to level up your app marketing. APS London will host challenging conversations covering key app industry issues including iOS16+, evolving user behaviour, rapid growth and more. In our interactive sessions, we will be covering app growth topics across the funnel: Evolving user behaviour User journey optimization SKAN 4.0 – IDFA & Privacy Sandbox Custom Product Pages and In-app events Influencer marketing Process automation App subscriptions Product marketing Are you ready to become a smarter app marketer? Super Early Bird tickets are on sale until Friday 20th January – don’t miss out before it’s too late.

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Have you got an app growth game plan for 2023?

Join us this March at App Promotion Summit in London and discover how to level up your app marketing.

APS London will host challenging conversations covering key app industry issues including iOS16+, evolving user behaviour, rapid growth and more.

In our interactive sessions, we will be covering app growth topics across the funnel:

  • Evolving user behaviour
  • User journey optimization
  • SKAN 4.0 – IDFA & Privacy Sandbox
  • Custom Product Pages and In-app events
  • Influencer marketing
  • Process automation
  • App subscriptions
  • Product marketing

Are you ready to become a smarter app marketer?

Super Early Bird tickets are on sale until Friday 20th January – don’t miss out before it’s too late.

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Remerge unveils partnership program to help agencies master mobile marketing for their app-based clients https://www.businessofapps.com/news/remerge-unveils-partnership-program-to-help-agencies-master-mobile-marketing-for-their-app-based-clients/ Mon, 16 Jan 2023 09:00:37 +0000 https://www.businessofapps.com/?p=86538 Remerge has launched Agency Activators – a partnership program empowering media and brand agencies to become qualified leaders in the programmatic in-app advertising market. Remerge, which ranks as the top global player for mobile re-engagement campaigns after Meta and Google, will share the inner workings of its technology and offer workshops to equip members with expertise to grow their clients’ app revenues. The first agencies to join the program are M&C Saatchi Performance, Headlight, Phiture, Lemmonet, WITHIN, Publicis’ Spark Foundry, alongside growth transformation partner Winclap. This post was first published on remerge.io. Steve Massaro, Director of Channel Alliances, Remerge: “I’ve been in agency-centric roles for most of my career and can say that the relevance and influence of these companies in the mobile industry have

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Remerge has launched Agency Activators – a partnership program empowering media and brand agencies to become qualified leaders in the programmatic in-app advertising market.

Remerge, which ranks as the top global player for mobile re-engagement campaigns after Meta and Google, will share the inner workings of its technology and offer workshops to equip members with expertise to grow their clients’ app revenues.

The first agencies to join the program are M&C Saatchi Performance, Headlight, Phiture, Lemmonet, WITHIN, Publicis’ Spark Foundry, alongside growth transformation partner Winclap.

This post was first published on remerge.io.

Steve Massaro, Director of Channel Alliances, Remerge:

“I’ve been in agency-centric roles for most of my career and can say that the relevance and influence of these companies in the mobile industry have never been greater. In the app ecosystem, where new creative formats, economic pressures, and privacy changes are constantly changing the landscape, the value our agency partners bring to our shared clients is continuously becoming more apparent.

“Remerge’s Agency Activators program will increase that strategic value through tailored educational sessions that build on our members’ programmatic knowledge and guide them through newer innovations. We’re offering masterclasses on fundamental areas of mobile marketing, ranging from incrementality to creative strategy, and more.

“Coupling this training with access to logistical and commercial benefits unique to this program has already proved to be successful for our members, who are helping teams tap into Remerge’s solutions to drive growth for their clients’ apps.”

As programmatic ad spending soars and brands make bigger investments in mobile, marketers are looking for partners who can help them navigate the industry.

Pan Katsukis, Co-founder and CEO, Remerge:

“We’re seeing more brands enter the mobile space and get serious about programmatic advertising. Performance marketing and developing deeper levels of in-app engagement are often new territories for these organizations. We’re creating an environment where leading agencies can enhance their understanding of the market and learn how to scale their clients’ business.”

Agency Activators is active in the Americas and will expand to Asia-Pacific, Europe, Africa and Middle East markets.

Adrienne Rice, Director of Media Investment, M&C Saatchi Performance:

“Recent market developments have made it harder for mobile businesses to find their way in the programmatic advertising industry and make informed decisions about where to allocate budget to grow revenues. App marketing is a rapidly evolving concept, and our clients need partners who know how to unlock its potential. The expert support, resources, and benefits we get from Remerge’s agency partnership program ensure we can deliver results for our clients.”

Pedro de Arteaga, COO and VP USA, at Winclap:

“Remerge is one of our most strategic partners. To grow efficiently with programmatic ads it is crucial to work with media channels with leading technology and transparent practices. Remerge has both. This partnership program’s masterclass sessions give us a fresh perspective on what’s happening in programmatic while providing insights and benefits for our media business. As we are a Growth Transformation company, it is important for us to collaborate with partners that help us disrupt how our clients grow. This program helps us do that with programmatic media.”

Learn more about Remerge’s Agency Activators program.

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Trust in social media among the top app and mobile marketing concerns in 2023 https://www.businessofapps.com/news/trust-in-social-media-among-the-top-app-and-mobile-marketing-concerns-in-2023/ Mon, 09 Jan 2023 12:54:43 +0000 https://www.businessofapps.com/?p=83666 Marketers anticipate spending significantly more of their budgets on digital audio in 2023, followed by digital video, according to the latest industry report from Integral Ad Science. Social media and mobile remain key priorities for marketers this year, but experts acknowledge that there are many challenges ahead. Let’s dive in.  Marketing concerns in 2023 To understand spending for app and mobile campaigns a little better, it’s worth taking a look at the main concerns marketers continue to face this year. 51% consider decreasing access to consumer data and cookies a challenge while 33% cite ad placement alongside risky content as a problem. Which of the following will be major digital media challenges for your organization? Source: IAS Experts believe social media will face some serious

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Marketers anticipate spending significantly more of their budgets on digital audio in 2023, followed by digital video, according to the latest industry report from Integral Ad Science. Social media and mobile remain key priorities for marketers this year, but experts acknowledge that there are many challenges ahead. Let’s dive in. 

Marketing concerns in 2023

To understand spending for app and mobile campaigns a little better, it’s worth taking a look at the main concerns marketers continue to face this year. 51% consider decreasing access to consumer data and cookies a challenge while 33% cite ad placement alongside risky content as a problem.

Which of the following will be major digital media challenges for your organization?

Source: IAS

Experts believe social media will face some serious challenges this year in light of increasing privacy issues. The Metaverse is also considered a more challenging media type as it’s relatively new and therefore its limitations and possibilities aren’t well understood.

Social media remains an essential ad strategy

A whopping 91% of media experts plan to advertise on at least one social media platform this year. However, economic headwinds are dampening social media ad spend growth. It’s expected to grow 8% this year in the US, down from 37% in 2021. 

Overall, it seems marketers are keen to distribute their ad spend more evenly across different platforms including Facebook and YouTube, but also Twitter and instargarm. WhatsApp is the only platform that shows an intent for increasing usage this year. 

On which platforms will your organization buy advertising or monetize content?

Source: IAS

For 86% of marketers view ability is an important metric when assessing campaigns and 67% are satisfied that social media platforms deliver the necessary transparency on viewability metrics. However, a third are concerned about social media being more vulnerable to fraud and brand risk this year. 

Eroding consumer trust is another major issue in social advertising according to 77% of experts. As a consequence, Facebook will see the highest adjustment in spending as trust appears to be declining more sharply here. 

Key takeaways

  • 51% of marketers find decreasing access to consumer data and cookies a challenge
  • 91% of media experts plan to advertise on at least one social media platform this year
  • 77% consider eroding consumer trust a major issue in social advertising

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Over half of marketers increase spending on social media https://www.businessofapps.com/news/over-half-of-marketers-increase-spending-on-social-media/ Tue, 03 Jan 2023 10:38:29 +0000 https://www.businessofapps.com/?p=83505 During the fourth quarter of 2022, 58% of marketers boosted their spending on social media campaigns, despite concerns over brand safety and ad transparency. The findings from Advertiser Perceptions (via Marketing Dive) suggest that the outlook for social media marketing in 2023 could be much better than previously expected. Social media budgets are on the rise The latest data reveals that over half of advertisers have increased their social media spending compared to 15% who decided to pause spending on the channel during Q4 2022. That’s quite a leap from the 29% of advertisers who paused or reduced spending in the previous quarter.  The reallocation of budgets also benefitted other channels including search (38%), connected TV (30%), mobile in-app (28%), and digital/streaming audio ads (24%).

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social media

During the fourth quarter of 2022, 58% of marketers boosted their spending on social media campaigns, despite concerns over brand safety and ad transparency. The findings from Advertiser Perceptions (via Marketing Dive) suggest that the outlook for social media marketing in 2023 could be much better than previously expected.

Social media budgets are on the rise

The latest data reveals that over half of advertisers have increased their social media spending compared to 15% who decided to pause spending on the channel during Q4 2022. That’s quite a leap from the 29% of advertisers who paused or reduced spending in the previous quarter. 

The reallocation of budgets also benefitted other channels including search (38%), connected TV (30%), mobile in-app (28%), and digital/streaming audio ads (24%).

Some of the top trends marketers are watching in 2023, included TikTok and social video (63%) according to data from Mediaocean.

Social leads for top consumer trends in 2023

Source: Mediaocean

Marketers expand their reach to new platforms

Advertisers aren’t just bolstering their budgets, they’re also diversifying the range of platforms they use. Among the 300 marketers surveyed, 49% said they were working with more platforms such as TikTok and Twitch. While Facebook and YouTube will remain the top platforms for monetising content in 2023, WhatsApp was the only platform with an increased usage intent for 2023 according to Integral Ad Science.

On which platforms will your organization buy advertising or monetize content?

Source: Integral Ad Science

BeReal is a strong contender for 2023 as Gen Z and Alpha are moving over to the platform which is known to encourage authenticity. However, establishing brand safety guidelines will be key in 2023, as 77% of media experts say consumer trust in social media platforms is declining which could negatively affect media spending. 

Key takeaways

  • 58% of marketers boosted their spending on social media campaigns in Q4 2022
  • Top trends marketers are watching in 2023, included TikTok and social video (63%)
  • 49% are working with more platforms such as TikTok and Twitch

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What does 2023 hold for mobile and app marketing? https://www.businessofapps.com/news/what-does-2023-hold-for-mobile-and-app-marketing/ Fri, 23 Dec 2022 13:33:53 +0000 https://www.businessofapps.com/?p=83483 This year we’ve all been eyeing the effects of the end of COVID lockdowns and Apple’s privacy changes on app development and marketing efforts. While in-app spending took a bit of a hit, users were spending more time in their top apps and downloads remained flat or increased slightly. So what’s in store for 2023? Here are some predictions from industry experts. Zarnaz Arlia, CMO at Emplifi Brands will tap into emerging social media platforms like BeReal Remember the Clubhouse craze? Part of social media marketing is all about experimentation. If you don’t try new formats, new platforms, or new trends, you’re already out of the loop. Not every test will work, but that’s exactly why it’s a test. With the success of TikTok and overall

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This year we’ve all been eyeing the effects of the end of COVID lockdowns and Apple’s privacy changes on app development and marketing efforts. While in-app spending took a bit of a hit, users were spending more time in their top apps and downloads remained flat or increased slightly. So what’s in store for 2023? Here are some predictions from industry experts.

Zarnaz Arlia, CMO at Emplifi

Brands will tap into emerging social media platforms like BeReal

Remember the Clubhouse craze? Part of social media marketing is all about experimentation. If you don’t try new formats, new platforms, or new trends, you’re already out of the loop. Not every test will work, but that’s exactly why it’s a test. With the success of TikTok and overall Gen-Z online behaviours brands will become more confident in dipping their toe into emerging platforms. 

BeReal is a great example of an up-and-coming platform with a lot of promise. Similar to TikTok, when the app debuted brands were sceptical. But those that got onboard, and especially early saw the effort paid off. We’re already seeing creative strategies with brands like Chipotle who are using BeReal as a way to offer exclusive promos and discounts. This is just the start. More brands will look to apps like BeReal to grow their Gen-Z community with an authentic approach to marketing.

Video will (still) dominate 

Marketers have been hearing it for years, “video will become the number one content format brands need to leverage.” In 2023 this will still be the case – but luckily for brands, it will be the scrappy, unpolished clips that will be what audiences want more of. Ditch the high-budget campaigns featuring celebrities and pick up a cell phone to start recording and editing in-app. Not only are brands publishing more Reels, but it’s paying off. According to a recent study, the interaction count for Reels was almost 40% higher than for traditional videos. 

But the burden of video content creation doesn’t need to fall on brands. More and more content creators are turning to platforms like TikTok to showcase products. With hashtags like #TikTokMadeMeBuyIt growing to nearly 27 billion views, it’s clear this format has become a perfect fit for influencers and users to share their experiences in an engaging way. Brands will take this a step further in 2023 and get savvier about partnering with video-first influencers who can help amplify messages relevant to audiences while helping scale production.

Megan Gall, VP, Strategy, Social GTM at Mediaocean

BeReal and Tik Tok your way into 2023:

The usage of social channels and platforms is an essential and permanent component of any business’ marketing strategy. However, it’s important to remember that consumer activity on these platforms is extremely fluid. Marketers need to be aware of this and manage their activity accordingly. For example, many of the popular social media platforms from the early noughties, such as Friendster and Bebo, now cease to exist. Despite reaching a significant user base at the time, users moved towards newer platforms, including the likes of Facebook, Instagram and Snapchat in the 2010s. This churn certainly hasn’t slowed in recent years, with the rapid rise in popularity of platforms such as Tik Tok and BeReal.

These platforms are indicative of a new generation and a new way of thinking. Brands are having to work harder to retain their customers, who are increasingly demanding more from the businesses they engage with. Consumers increasingly want to see brands with purpose. Those who care about more than just their bottom line and which demonstrate a level of authenticity in their approach. In 2023 and beyond, we can expect to see marketers continue to utilise the established social platforms in their campaigns but also increase focus on TikTok and BeReal driving creative flex and the attention of the hard-to-reach Gen Z. One thing to watch out for will be BeReal’s next step to maturity and what monetization model it lands on.

Kevin McGuire, Chief Product Officer, Digital Turbine

Mobile app economy

App developers are forced to share a large percentage of in-app-purchase revenue with platform holders but there are changes on the horizon. In many countries around the world regulators are starting to force the Apple/Google duopoly to support alternative payment options and app stores. In the coming years we’re going to see big changes for app developers on how they distribute and monetize their apps. That’s the kind of on-device empowerment we hope to see more of in 2023.

Before iPhone and Android Smartphones, Carriers used to run and operate digital storefronts. We think there is a huge opportunity for Carriers to reclaim that spot in the value chain. And it’s been building for years, with the foundations for this sea change now forming. Between regulation, first-party data and on-device technology that enable publishers to monetize and reach the right users, Carriers and device OEMs are in the pole position for the next phase of the mobile app ecosystem.

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Mobile ad spend growth to slow to $362 billion in 2023 https://www.businessofapps.com/news/mobile-ad-spend-growth-to-slow-to-362-billion-in-2023/ Mon, 12 Dec 2022 10:30:51 +0000 https://www.businessofapps.com/?p=83194 Tis the season for next year predictions and the latest are just in, courtesy of data.ai. The mobile app and ad experts predict that mobile ad spend will reach $362 billion in 2023 driven by The World Cup and The Winter Olympics, down 7.5% from the previous year. So what’s happening to mobile ad spend and consumer spending in 2023? Growth of mobile ad spend slows due to economy Given economic headwinds, the mobile ad industry is predicted to grow more slowly next year. There’s some hope that the Winter Olympics and FIFA World Cup can sustain higher spending.  Short video apps are expected to be a major driver of ad spending in 2022.  “We are starting to see a levelling off in mobile spend

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Tis the season for next year predictions and the latest are just in, courtesy of data.ai. The mobile app and ad experts predict that mobile ad spend will reach $362 billion in 2023 driven by The World Cup and The Winter Olympics, down 7.5% from the previous year. So what’s happening to mobile ad spend and consumer spending in 2023?

Growth of mobile ad spend slows due to economy

Given economic headwinds, the mobile ad industry is predicted to grow more slowly next year. There’s some hope that the Winter Olympics and FIFA World Cup can sustain higher spending. 

Short video apps are expected to be a major driver of ad spending in 2022. 

“We are starting to see a levelling off in mobile spend following the surge seen during the pandemic, although still significantly higher than where we started off in 2019. Mobile will remain at the heart of consumers’ lives as demand for digital connection, self-expression, and deepening personalization of apps will fuel sustained growth in time spent,” says Lexi Sydow, Head of Insights at data.ai.

Mobile ad spend growth slows

Source: data.ai

In-game spending to drop

Consumer spending in mobile games faces a similar fate and is predicted to decline 5% in 2022 to $110 billion following the economic squeeze. For a long time, game spending used to be resilient to wider economic implications, but privacy changes by Apple and Google have made quite an impact on in-app purchases. 

Eleven out of 14 titles surpassing $2 billion in App Store consumer spending will be games. Apps like HBO Max and iQIYI will join Disney+, Netflix, Youtube and TikTok in the $3 billion consumer spend club for video streaming and short video apps. 

Mobile shopping hits a high

Mobile shopping hit an all-time high on Black Friday 2022 accounting for almost 50% of all sales among the top 100 internet retailers in the US. Shopify said mobile accounted for 73% of global sales for smaller merchants and direct-to-consumer brands. Travel, live events and sports are all capturing consumer attention and more screen time next year.

App categories predicted to grow consumer spending

Source: data.ai

Key takeaways

  • Mobile ad spend will reach $362 billion in 2023 
  • Consumer spending in mobile games to decline 5% in 2022 to $110 billion 
  • Eleven out of 14 titles surpassing $2 billion in App Store consumer spending will be games

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Telegram Premium hits one million subscribers https://www.businessofapps.com/news/telegram-premium-hits-one-million-subscribers/ Fri, 09 Dec 2022 10:45:42 +0000 https://www.businessofapps.com/?p=83176 Messaging app Telegram this week reported that it now has over one million paying subscribers for its Premium service. The user privacy-focused app only started monetising its service over a year ago which makes the results all the more impressive.  Telegram Premium hits one million subscribers Telegram launched Premium only five months ago, a time frame in which it quickly attracted a milestone subscriber base of one million. While subscribers represent just a small part of the app’s oral revenue, it’s an exciting milestone for Telegram.  One reason for its phenomenal growth is the app’s strong user privacy focus.  Following a change to its data sharing policy in 2021, many WhatsApp users sought alternative messenger apps. Telegram and Signal were quick to snap up some

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Messaging app Telegram this week reported that it now has over one million paying subscribers for its Premium service. The user privacy-focused app only started monetising its service over a year ago which makes the results all the more impressive. 

Telegram Premium hits one million subscribers

Telegram launched Premium only five months ago, a time frame in which it quickly attracted a milestone subscriber base of one million. While subscribers represent just a small part of the app’s oral revenue, it’s an exciting milestone for Telegram. 

One reason for its phenomenal growth is the app’s strong user privacy focus. 

Following a change to its data sharing policy in 2021, many WhatsApp users sought alternative messenger apps. Telegram and Signal were quick to snap up some of these users. Telegram reached 63.5 million downloads in January 2021, up 283% from the previous year. Now, the company has over 700 million users globally. 

Global downloads of Telegram spike

Source: Sensor Tower

What’s Telegram Premium?

Telegram Premium is the app’s monthly subscription service that includes better features and chat download speeds. While many of the app’s previously free features continue to be available at no charge, the Premium option gives users more folders (20), 1,000 channels and four connected accounts. They can also send and download files up to 4GB in size faster. Premium cost between $4 to $6 depending on the country. 

Telegram plans to use revenues from its subscription feature to pay for its servers, traffic and staff wages as it continues to improve its app features. 

Key takeaways

  • Telegram messenger app records one million paying subscribers for its Premium service
  • Telegram downloads jumped 283% in 2021
  • It now has over 700 million users worldwide

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63% of mobile advertisers consider social and short-form video a top trend for 2023 https://www.businessofapps.com/news/63-of-mobile-advertisers-consider-social-and-short-form-video-a-top-trend-for-2023/ Thu, 08 Dec 2022 10:48:20 +0000 https://www.businessofapps.com/?p=83121 Social advertising and short-form video in particular are likely to capture more advertising spending in 2023 than any other channel. That’s according to the latest 2022 Market Report and 2023 Outlook from Mediaocean, the omnichannel advertising platform. Based on the answers of over 600 media agencies and experts, the report reveals some of the biggest opportunities in mobile and app advertising for 2023. Let’s dive in.  Social platforms are attracting major ad spending Among the top three media trends, advertisers said they were watching for 2023, 63% mentioned TikTok and social video. 54% cited CTV and streaming while 47% mentioned eCommerce. Interestingly, these trends tend to be connected with social video making more of an appearance in mCommerce. Most important consumer trends being monitored Source: MediaOcean

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Social advertising and short-form video in particular are likely to capture more advertising spending in 2023 than any other channel. That’s according to the latest 2022 Market Report and 2023 Outlook from Mediaocean, the omnichannel advertising platform. Based on the answers of over 600 media agencies and experts, the report reveals some of the biggest opportunities in mobile and app advertising for 2023. Let’s dive in. 

Social platforms are attracting major ad spending

Among the top three media trends, advertisers said they were watching for 2023, 63% mentioned TikTok and social video. 54% cited CTV and streaming while 47% mentioned eCommerce. Interestingly, these trends tend to be connected with social video making more of an appearance in mCommerce.

Most important consumer trends being monitored

Source: MediaOcean

Social is attracting some of the biggest boosts to ad spending in 2023.

For each media channel below, do you expect to increase, decrease, or maintain your spend in 2023?

Source: MediaOcean

Better creative and production tools are widely considered one of the biggest opportunities to improve social channel execution (49%).

But advertisers are also increasingly aware that performance-driven paid media (52%), measurement and attribution (41%) and brand advertising (36%) are critical components of their strategies.

The challenges ahead

Though it looks like advertisers are enthusiastic about the future of mobile advertising in 2023, some major concerns remain. 37% cited the lack of preparedness for a cookieless future and other data deprecation relation to consumer privacy while 32% mentioned the decline in the ability to measure campaign effectiveness as a major worry. The loss of access to third-party data was also of growing concern (32%).

The largest areas of concern

Source: MediaOcean

Advertisers are torn when it comes to brand safety with 54% expecting their concerns on the matter of suitability ad placements to stay the same, while 40% expect concerns to increase. 

Key takeaways

  • 63% said TikTok and social video were the top trends in advertising in 2023
  • Creative and production tools are considered one of the biggest opportunities to improve social channel execution (49%)
  • 37% said lack of preparedness for a cookieless future is a main challenge ahead

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The 2022 App Growth Awards winners announced https://www.businessofapps.com/news/the-2022-app-growth-awards-winners-announced/ Tue, 06 Dec 2022 12:09:01 +0000 https://www.businessofapps.com/?p=83076 Back in December 2017 we at App Promotion Summit decided to launch the App Growth Awards to recognize companies and individuals that move the app industry forward and fuel app marketing, advertising and monetization with innovation and smart, bold ideas to solve the industry problems. Last week, on December 1st we had the honor of hosting the fifth App Growth Awards ceremony to award teams and app industry professionals in multiple categories. The panel of 15 independent judges decided to award the following companies. App Advertising Platform AppLovin App Analytics Platform Swaarm App Data Platform AppTweak App Engagement Platform OneSignal App Revenue Platform Qonversion MMP of the Year AppsFlyer ASO Tool SplitMetrics ASO Agency  Phiture User Acquisition Company AppAgent App Marketing Agency of the Year Geeklab

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Back in December 2017 we at App Promotion Summit decided to launch the App Growth Awards to recognize companies and individuals that move the app industry forward and fuel app marketing, advertising and monetization with innovation and smart, bold ideas to solve the industry problems.

Last week, on December 1st we had the honor of hosting the fifth App Growth Awards ceremony to award teams and app industry professionals in multiple categories.

The panel of 15 independent judges decided to award the following companies.

App Advertising Platform
AppLovin

App Analytics Platform
Swaarm

App Data Platform
AppTweak

App Engagement Platform
OneSignal

App Revenue Platform
Qonversion

MMP of the Year
AppsFlyer

ASO Tool
SplitMetrics

ASO Agency 
Phiture

User Acquisition Company
AppAgent

App Marketing Agency of the Year
Geeklab

App Growth Innovation
SplashLearn

App Marketer of the Year
Alice Muir, Phiture

App Video
PhotoSì – App Video

Fastest Growing App
Sweatcoin

Growth Team of the Year
Yodel Mobile

Subscription App Campaign
Quit Social Media by Hannah Parvaz

Finance App Campaign
ConsultMyApp – Snoop

Shopping App Campaign
The Hut Group – Shopping Apps

Entertainment App Campaign
Smule – adidas Runtastic Challenge

Mobile Games Campaign
G5 Entertainment – Sherlock

App Store Marketing Campaign
Admiral Media – ImmoScout24

Retention Campaign
Shopmium – Cashback Boost Campaign

Influencer App Campaign
Tatam Digital – Blinkist Curious Minds

Paid Social App Campaign
Adquantum – Fitness App

Outstanding Contribution to the App Industry
Thomas Petit

Our sincere congratulations to all participants and especially the winners. Well done, guys! Keep. It. Up. 👏

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GRIN launches first-ever creator discovery-as-a-service tool for influencer marketers https://www.businessofapps.com/news/grin-launches-first-ever-creator-discovery-as-a-service-tool-for-influencer-marketers/ Tue, 29 Nov 2022 14:37:27 +0000 https://www.businessofapps.com/?p=82933 SACRAMENTO, Calif. — GRIN, the world’s leading Creator Management platform, introduced the industry’s first discovery-as-a-service tool, GRINup. GRIN customers can register for the free service, input information about their ideal creator partners, and receive a list of up to 50 vetted Instagram-based creators with verified email addresses per request.  Want to get the inside scoop on how GRINup works? Click here to book a demo. While on the surface, this may appear to be similar to the services offered by opt-in influencer marketplaces, in reality, it’s quite different.  This innovative tool uses a unique approach to identify potential partners and allows influencer marketing managers to decide who to reach out to and how rather than facilitating the relationship on their behalf. While this may mean more

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SACRAMENTO, Calif. — GRIN, the world’s leading Creator Management platform, introduced the industry’s first discovery-as-a-service tool, GRINup. GRIN customers can register for the free service, input information about their ideal creator partners, and receive a list of up to 50 vetted Instagram-based creators with verified email addresses per request. 

Want to get the inside scoop on how GRINup works? Click here to book a demo.

While on the surface, this may appear to be similar to the services offered by opt-in influencer marketplaces, in reality, it’s quite different. 

This innovative tool uses a unique approach to identify potential partners and allows influencer marketing managers to decide who to reach out to and how rather than facilitating the relationship on their behalf. While this may mean more effort on the end of the influencer marketer in regard to running outreach and managing partnerships, it allows for closer, more authentic relationships, and better content.

Why? Opt-in influencer marketplaces serve as middlemen and have creators sign up to be in their databases. From there, these marketplaces connect brands with creators in a way that is purely transactional and not built on genuine brand love and alignment. Brands that take this route are limited to the pool of creators who have actively signed up within these databases, which means other brands (maybe even direct competitors) are likely already partnering with them. 

When a creator partners with a large number of brands, their followers can get ad fatigue. And when a creator is promoting different products in quick succession, viewers are left to question whether they actually like the brand or are just in it for the paycheck. This downside is especially apparent among opt-in marketplaces that only allow brands to partner with creators who pitch to them first.

When customers participate in GRINup, they receive a list of up to 50 leads that the team discovers just for them. From there, customers can do a deep dive into their social media profiles, online presence, and more. As the influencer marketing managers get more info on each creator, they can decide whether that person is a good fit for their brand and send an outreach message to kick off the partnership. 

And unlike some opt-in marketplaces, GRINup leverages expert human touch rather than relying on AI or an algorithm to discover these creators, leading to more trustworthy results.

What about open-network creator search databases?

An open influencer network is one where brands can interact with creators directly without having creators opt-in first. An open network database would have to aggregate all existing creator profiles, but this is only possible with actionable third-party data. 

“Third-party data is any data that’s collected by a business or other entity that doesn’t have any direct link to the visitor or customer,” according to HubSpot.

And social networks, like Facebook and Instagram, are cracking down on the use of third-party data in favor of first-party data. With growing privacy concerns, Meta (which owns Facebook and Instagram) requires database platforms to receive individual creator consent to share their account information and metrics. So even if a platform has the ability to pull in data via Meta’s API, every creator still must grant permission before anyone can access their account in the database.

To summarize, there is no way for any platform to access first-party creator discovery data programmatically and at scale across all networks. However, it turns out filterable open-network databases aren’t as helpful as they seem.

Research suggests that a database-sourcing strategy does not deliver high-quality creator partnerships, no matter how large the database. In fact, GRIN’s data revealed that only 13% of successful brand/creator activations resulted from this method. 

“I don’t need an internal database to find creators. I know specifically what is best for my brand, and I have found 100% of my creators through Instagram, recommendations from creators I trust, and other social media channels,” said Jess Doherty, social media and influencer marketing manager at Osmo Salt. “The power of scrolling is real, and the relationships you create with your influencers matter.”

GRINup is changing the game

While still in its infancy, GRINup has already begun to earn rave reviews from influencer marketers in a variety of industries. 

“I just used [GRINup] last week, where they find influencers for you based on your demographic, niche, age, ER%, etc., etc.,” said Lauren Maxwell, influencer marketing manager at Dreamland Baby. “They ask you a series of questions to find potential influencers. I just got my list back and will have to say I was pretty happy with it. Just did an outreach, and more than half already responded. PLUS, they provide you with their email addresses as well! WOOP WOOP!”

Discovering great creators requires a multichannel approach

As beneficial as GRINup is for influencer marketers, the team at GRIN recommends using it in addition to other creator discovery methods rather than as the sole tactic. 

Other recruitment tactics include: 

  • Analyzing inbound requests. It’s likely you have people sending you DMs or emails and asking to work with your brand. And since these people are genuinely interested in your business, you can be sure that the brand love is there. GRIN allows users to create Landing Pages, which are unique URLs that house creator applications, so you can gather inbound requests and all the data you need to make a decision in seconds. 
  • Asking for referrals. If you already have some star influencers on your roster, ask them if they know of other creators who could be a good fit for your program. They often follow other influencers in their niche, so some quality candidates will likely come to mind. 
  • Utilize your employees. No one knows your brand better than the people who help run it every day. Create fun incentives to encourage them to hype up your business and promote your products or services through their favorite channels. 
  • Looking through existing fans. Scroll through your brand’s social media followers, and search for untagged mentions of your brand on various platforms. You’re sure to find some influential people who are already repping your brand organically. From a creator’s native account, you can then use GRIN’s free Web Extension to import them into your CRM.
  • Check out social media marketplaces. Meta recently launched their Creator Marketplace, which is currently on an invite-only basis for brands in the U.S., while TikTok’s Creator Marketplace is open to all brands. You’ll find a valuable amount of first-party data from the social platforms for each creator, but the downside is that these marketplaces often require a minimum follower count and thus exclude smaller (and more affordable) creators from search. 

Free download: Click here to get GRIN’s How to Find Influencers Guidebook.

Win in the creator economy

Beyond helping you discover the highest-performing creators for your brand, GRIN helps streamline the entire creator management process, from scalable outreach to campaign analytics to payment processing. 

Visit grin.co to discover how GRIN can help you scale your creator program and drive massive brand love.

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Wealth management apps score highest satisfaction among younger users https://www.businessofapps.com/news/wealth-management-apps-score-highest-satisfaction-among-younger-users/ Thu, 24 Nov 2022 11:40:04 +0000 https://www.businessofapps.com/?p=82648 Mobile apps are becoming increasingly popular among investors. Installs of wealth management apps are particularly popular among younger investors who cite higher overall satisfaction and strong brand advocacy. Now research by J.D. Power has identified some of the key trends in wealth management apps for 2022.  Apps outperform websites When it comes to user satisfaction US wealth management apps outperformed websites by 50 points. The gap was largely driven by a preference for apps among younger investors.  Satisfaction was highest among Gen Y at an average score of 760 of 1,000, followed by Gen Z at a score of 720.  “Wealth management firms that want to attract and retain younger investors need to focus on continuing to improve their apps,” said Michael Foy, senior director of

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Mobile apps are becoming increasingly popular among investors. Installs of wealth management apps are particularly popular among younger investors who cite higher overall satisfaction and strong brand advocacy. Now research by J.D. Power has identified some of the key trends in wealth management apps for 2022. 

Apps outperform websites

When it comes to user satisfaction US wealth management apps outperformed websites by 50 points. The gap was largely driven by a preference for apps among younger investors. 

Satisfaction was highest among Gen Y at an average score of 760 of 1,000, followed by Gen Z at a score of 720. 

“Wealth management firms that want to attract and retain younger investors need to focus on continuing to improve their apps,” said Michael Foy, senior director of wealth intelligence at J.D. Power. “The mobile app really is becoming the center of the modern wealth management client user experience, and that’s true not just for do-it-yourself investors but also for those who work with a financial advisor. App users are engaging much more frequently with their brand and, when they have a positive experience, are also much more likely to recommend that brand.”

Top-rated US wealth management apps 2022

Source: J.D. Power

Design and service are crucial

However, smooth functionality and good in-app service matter. Top-performing apps that saw some of the highest levels of customer satisfaction also had stronger brand advocacy. 

Meanwhile, customer satisfaction was higher among investors who were advised compared to those using DIY financial tools. It shows that personal service still matters when it comes to money. 

“Digital has become a key component of the overall wealth management customer experience,” said Amit Aggarwal, senior director of digital solutions at J.D. Power. “Firms that are delivering the best overall digital experience are recognizing that their apps and websites are an extension of the client relationship and can be leveraged to improve relationships with advisors, drive brand loyalty and differentiate from the competition.”

Key takeaways

  • User satisfaction of US wealth management apps outperformed websites by 50 points
  • Satisfaction was highest among Gen Y followed by Gen Z
  • Top-performing apps that saw some of the highest levels of customer satisfaction also had stronger brand advocacy. 

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62% of consumers now use banking apps regularly but security concerns prevail https://www.businessofapps.com/news/62-of-consumers-now-use-banking-apps-regularly-but-security-concerns-prevail/ Fri, 18 Nov 2022 11:18:20 +0000 https://www.businessofapps.com/?p=82555 Mobile banking apps revolutionised how we bank today. Some 62% of consumers now conduct most of their regular banking activities on apps. But though users admit there are plenty of benefits to using banking apps, the majority remain concerned about security issues with mobile banking. Banking app users rely on their apps daily According to a survey of 2,000 US adults by NerdWallet, the personal finance company, 33% of respondents said they used their mobile banking apps now more than before the pandemic, highlighting the effect of lockdowns on our shifting consumer behaviours. A majority of 73% of mobile banking app users said their bank’s app was user-friendly and around 62% conduct their regular banking activities via a mobile app. Almost half of users (41%)

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Mobile banking apps revolutionised how we bank today. Some 62% of consumers now conduct most of their regular banking activities on apps. But though users admit there are plenty of benefits to using banking apps, the majority remain concerned about security issues with mobile banking.

Banking app users rely on their apps daily

According to a survey of 2,000 US adults by NerdWallet, the personal finance company, 33% of respondents said they used their mobile banking apps now more than before the pandemic, highlighting the effect of lockdowns on our shifting consumer behaviours.

A majority of 73% of mobile banking app users said their bank’s app was user-friendly and around 62% conduct their regular banking activities via a mobile app. Almost half of users (41%) don’t even feel the need to seek out their physical bank branches. In the long run, mobile app banking apps could render physical bank branches obsolete. 

The shift toward mobile banking is being driven by several advantages such s 24/7 access to their accounts, no wait times, and easy movement of money between accounts. Other advantages include mobile banking apps offering higher interest rates due to their significantly lower overheads.

Security concerns prevail 

However, security issues are one of the main reasons for not using banking apps (42%) while 47% just don’t feel the need to use a banking app. 

Why some banking customers don’t use mobile apps

Source: NerdWallet

And they’re not the only ones, even existing users are concerned about the security of their banking details (74%). The most troublesome issues include worries about an account being hacked (46%), someone accessing a user account if a phone is stolen (38%) and getting locked out from an account (33%). 

Concerns app users have about mobile banking

Source: NerdWallet

Key takeaways

  • 62% of users say they now conduct most of their regular banking activities on apps
  • 33% use their mobile banking apps now more than before the pandemic
  • 74% are concerned about security issues with banking apps 

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Instagram Reels dominates engagement with 35% increase in Q3 https://www.businessofapps.com/news/instagram-reels-dominates-engagement-increase-with-35-increase-in-q3/ Mon, 14 Nov 2022 10:28:19 +0000 https://www.businessofapps.com/?p=82363 Social media platforms have proven themselves as useful tools for brand engagement. From Instagram to TikTok to Snapchat, these apps offer a wide range of suitable tools and features for marketers to reach a diverse audience. But when it comes to ad formats the choice can seem a little daunting. New research from customer experience platform Emplifi finds that engagement rates for Instagram Reels saw an uplift during Q3 2022 while median rates for other brands remained the same.  Instagram Reels outperforming other post types Reels engagement rates were 35% higher than other content types, followed by carousels, video and images. Some 80% of brands published at least one Reel on the popular app during the third quarter. That’s an increase of 41%. Reels were

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Social media platforms have proven themselves as useful tools for brand engagement. From Instagram to TikTok to Snapchat, these apps offer a wide range of suitable tools and features for marketers to reach a diverse audience. But when it comes to ad formats the choice can seem a little daunting. New research from customer experience platform Emplifi finds that engagement rates for Instagram Reels saw an uplift during Q3 2022 while median rates for other brands remained the same. 

Instagram Reels outperforming other post types

Reels engagement rates were 35% higher than other content types, followed by carousels, video and images. Some 80% of brands published at least one Reel on the popular app during the third quarter. That’s an increase of 41%. Reels were the most popular type of format within sports with 92% of sports organisations and event providers and 88% of sporting goods brands boosting engagement with Reels.

Instagram outperforms TikTok

Reels outperformed TikTok for median reach by a reasonably broad margin (63% to 37%). Brands said they also saw more interactions and views on Instagram while TikTok scored higher reach engagement, with a 57% to 43% advantage.

Median reach of Instagram Reels vs TikTok

Source: Emplifi

Follower growth for brands on TikTok continued to climb, up 200%.

“The biggest takeaway is that short-form video is a vital part of a brand’s marketing mix and is here to stay. This has only been reinforced throughout 2022, and social platforms have continued to increase their video capabilities this year,” said Zarnaz Arlia, CMO, Emplifi.

“Brands have increasingly added Instagram Reels to their content strategies, and just a few years ago, not many had heard of TikTok – now, it’s easily the fastest-growing channel out there. To maximize reach and engagement, brands need to invest their resources in the content formats and on the platforms which resonate with their audience.”

Key takeaway

  • Instagram Reels engagement rates were 35% higher than other content types
  • Reels outperformed TikTok for median reach (63% to 37%)

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55% of apps admit to sharing user data https://www.businessofapps.com/news/55-of-apps-admit-to-sharing-user-data/ Thu, 10 Nov 2022 09:24:18 +0000 https://www.businessofapps.com/?p=82191 Most mobile users are well aware that app developers and companies collect their data. But given the greater focus on enhanced app privacy and security, how much data is being shared exactly? Data removal company Incogni took a closer look at Google Play Store’s data section and the results are shocking. More than half of apps openly share user data. The Google apps sharing the most data Incogni examined 500 free and 500 paid apps and found that 55.2% of apps admitted to sharing user data. After all, user data is gold and trading it has been common practice for many years. However, certain types of apps share data more freely than others. These include shopping, business and food and drinks apps. Social media and

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Most mobile users are well aware that app developers and companies collect their data. But given the greater focus on enhanced app privacy and security, how much data is being shared exactly? Data removal company Incogni took a closer look at Google Play Store’s data section and the results are shocking. More than half of apps openly share user data.

The Google apps sharing the most data

Incogni examined 500 free and 500 paid apps and found that 55.2% of apps admitted to sharing user data. After all, user data is gold and trading it has been common practice for many years. However, certain types of apps share data more freely than others. These include shopping, business and food and drinks apps. Social media and business apps shared the most data. 

Google Play apps collecting the most data points

Source: Incogni

Interestingly, free apps shared 7x more data than paid ones which means users are “paying” for their downloads after all. And apps with over 500k downloads shared data an average 6.15x more often than less popular apps. 

Some apps share sensitive information

While it’s common practice for app developers to share data such as crash logs and app interactions or even shopping histories to improve marketing, Incogni found that a small percentage apps shared far more sensitive user information including location history (13.4%), email address (6.7%), names (4.7%), addresses and precise locations (3.8%), photos (3.2%) and even in-app messages (1.8%). 

Most shared data points across all apps

Source: Incogni

But who is the data shared with? Typically, the anonymised data is shared with third parties such as marketers or data brokers, but in theory such data could be shared with anyone. What’s more worrying is that there are ways to re-identify even anonymised data.

Key takeaways

  • 55.2% of apps admit to sharing user data.
  • Free apps shared 7x more data than paid ones 
  • Sensitive data isn’t safe from sharing: 13.4% of apps shared location history while 6.7% shared email addresses

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App trends: Users are spending 16% more on dating apps https://www.businessofapps.com/news/app-trends-users-are-spending-16-more-on-dating-apps/ Tue, 08 Nov 2022 10:25:15 +0000 https://www.businessofapps.com/?p=82143 Inflation and economic instability had a widespread effect on businesses including the mobile app market. Publishers of apps large and small have been affected by weaker consumer spending and higher ad prices, among others. But a new report from mobile experts data.ai reveals that some app categories have withstood the storm. Not ready to let go of entertainment and dating The report reveals that consumer spending in dating apps reached $17.8 million during H1 2022 compared to the same period the previous year. That’s a 16% increase in spending. Tinder, the biggest dating app in terms of market share, recently reported a 7% increase in subscription revenues, It shows that when it comes to dating, people aren’t ready to stop spending. A crisis is best

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Inflation and economic instability had a widespread effect on businesses including the mobile app market. Publishers of apps large and small have been affected by weaker consumer spending and higher ad prices, among others. But a new report from mobile experts data.ai reveals that some app categories have withstood the storm.

Not ready to let go of entertainment and dating

The report reveals that consumer spending in dating apps reached $17.8 million during H1 2022 compared to the same period the previous year. That’s a 16% increase in spending. Tinder, the biggest dating app in terms of market share, recently reported a 7% increase in subscription revenues, It shows that when it comes to dating, people aren’t ready to stop spending. A crisis is best managed together after all. 

Social app Be Real hit 2.8 million UK downloads during H1 2022 making it one of the breakout apps of the year. 

Who Are The Leaders by Spend on In-App Purchases and Subscriptions?

Source: data.ai

Short video apps such as TikTok performed the best in terms of consumer spending overall with users spending close to $606 million on these apps. OTT apps, utility and audio books also performed strongly. 

Top apps by consumer spending include TikTok, Audible, HBO Max, Google and LinkedIn

Source: data.ai

Shopping returns to the high street while gaming remains strong

On the other hand, UK eCommerce and food delivery app downloads were down 16% and 33% respectively. This is driven by a greater number of consumers returning to eating out and doing their shopping in-store. 

First-time downloads of game apps were led by hypercasual and puzzle titles. The largest growth was seen among Action and strategy games. Users are also spending more time in simulation games led by Roblox, but are spending less time in shooting games. 

Top-performing game genres

Source: data.ai

Signs for cautious optimism

While consumers may be squeezed for cash, it seems they’re still happy to spend time on their phones. Time spent in apps worldwide was up 11% year-on-year to an all-time high of over 2 trillion hours on Android phones.

Global downloads also reached an all-time high of 74.4 billion on iOS and Android, a rise of 13% year-on-year.

Key takeaways

  • Consumer spending on dating app was up 16% in H1 2022 compared to the previous year (H1 2021)
  • Short video app spending came close to $606 million
  • eCommerce and food delivery app downloads were down
  • Users spend 11% more time in apps

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Love-hungry Tinder users push paid subscription revenues up 7% https://www.businessofapps.com/news/love-hungry-tinder-users-push-paid-subscription-revenues-up-7/ Fri, 04 Nov 2022 09:28:04 +0000 https://www.businessofapps.com/?p=82019 While consumers are reigning in spending on streaming and shopping in light of the cost of living crisis, they’re not quite as eager to pull back on their dating habits. According to Tinder, paid subscriptions on the dating app actually rose 7% over the summer until September.  Still eager to find love Match Group which owns popular dating apps such as Hinge and OKCupid reported sales of $810 million during the last quarter. However, the economic crisis was slowing in-app purchases in apps such as Plenty of Fish which caters for people with lower incomes.  Tinder, on the other hand, saw a rise in sales. According to Statista, in-app revenues were up across APAC, EMEA and NALA, reaching higher levels than even before the pandemic.

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While consumers are reigning in spending on streaming and shopping in light of the cost of living crisis, they’re not quite as eager to pull back on their dating habits. According to Tinder, paid subscriptions on the dating app actually rose 7% over the summer until September. 

Still eager to find love

Match Group which owns popular dating apps such as Hinge and OKCupid reported sales of $810 million during the last quarter. However, the economic crisis was slowing in-app purchases in apps such as Plenty of Fish which caters for people with lower incomes. 

Tinder, on the other hand, saw a rise in sales. According to Statista, in-app revenues were up across APAC, EMEA and NALA, reaching higher levels than even before the pandemic. Revenues were highest during July and have been dipping slightly ever since. 

In-app sales of Tinder by region

Source: Statista

More people are ready to swipe

Tinder also reported a rise in user numbers between July and September. Earlier this year, Sensor Tower reported that Tinder’s monthly active users make up the lion’s share (73%) of users among the top dating apps. 

Share of global monthly active users of top dating apps

Source: Sensor Tower

However, both Hinge and Bumble reported higher growth in monthly usage during January 2022 compared to 2019. 

And while subscriptions on Tinder increased, users are reportedly shelling out less for one-off features such as “Super Likes” to boost their profiles. 

Match reported it had a total of 16.5 million paying customers during the last quarter up from 16.3 million in the previous quarter of 2022 with the majority of its growth coming from outside of the US and Europe. 

Key takeaways

  • Paid subscriptions on Tinder rose 7% between July and September 2022
  • Owner Match Group reported overall sales of $810 million across its dating app portfolio
  • Total number of paying customers jumps to 16.5 million up from 16.3 million

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TikTok plans to add gaming to its app https://www.businessofapps.com/news/tiktok-plans-to-add-gaming-to-its-app/ Wed, 02 Nov 2022 07:56:05 +0000 https://www.businessofapps.com/?p=81976 TikTok is reportedly launching a dedicated gaming channel within its app, according to the Financial Times and people familiar with the matter. Earlier this year, the company had already touted its ambitions to break into gaming.  What is TikTok gaming? The popular social and video app plans to add a dedicated gaming tab to its app which lets users access various mobile games. Gaming would be ad-supported which could be a major boon for developers and advertisers. But users can also purchase additional content such as gaming lives etc.  When is TikTok gaming coming to Europe? Douyin, which is the Chinese version of TikTok, has offered hypercasual games since 2019 already.  It’s not entirely clear when the new gaming tab is being rolled out in Europe,

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TikTok is reportedly launching a dedicated gaming channel within its app, according to the Financial Times and people familiar with the matter. Earlier this year, the company had already touted its ambitions to break into gaming. 

What is TikTok gaming?

The popular social and video app plans to add a dedicated gaming tab to its app which lets users access various mobile games. Gaming would be ad-supported which could be a major boon for developers and advertisers. But users can also purchase additional content such as gaming lives etc. 

When is TikTok gaming coming to Europe?

Douyin, which is the Chinese version of TikTok, has offered hypercasual games since 2019 already. 

It’s not entirely clear when the new gaming tab is being rolled out in Europe, but there are rumours that TikTok may announce the new channel at TikTok Made Me Play It, the company’s first gaming event on November 2. Guest speakers include Electronic Arts and 2K Games. 

“The future of gaming is here—and it’s happening on TikTok. Leading publishers are launching games on our platform as culturally relevant entertainment properties, building communities, and inspiring broader entertainment audiences to discover and play their games,” the event website reads.

Could gaming be the next great thing for TikTok?

The short-form video app is not the first to try its hand at adding mobile games. Competitors such as Snapchat have previously launched games in 2019 which were shut down again in August 2022. Similarly, Facebook recently closed down its standalone gaming platform. 

Whether Tiktok can succeed where others haven’t remains to be seen. The mobile gaming market experienced a slowdown following a 6.3% drop in player spending in 2022. 

Key takeaways

  • TikTok to launch dedicated gaming tab in-app outside of China
  • The new tab could be launched at the company’s gaming event on November 2

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Intrinsic in-game ads are least distracting app adverts https://www.businessofapps.com/news/intrinsic-in-game-ads-are-least-distracting-app-adverts/ Tue, 01 Nov 2022 09:34:58 +0000 https://www.businessofapps.com/?p=81931 Around one in three gamers say adverts negatively impact their gaming experience. But it doesn’t have to be that way. Often the ad is not to blame but instead, it’s the ad type that disrupts gameplay. Intrinsic or native in-game adverts are the least distracting types of ads, according to a brand new survey by mobile app ad specialist Frameplay. Based on the answers of 1,200 mobile gamers, the survey reveals user preferences for ads during gameplay. But why do intrinsic ads come out on top?  Ads can negatively impact the gaming experience Intrinsic in-game advertising, previously referred to as native advertising, has rapidly become one of the top choices among app marketers. Some 62% of gamers said they had previously experienced the ad type

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Around one in three gamers say adverts negatively impact their gaming experience. But it doesn’t have to be that way. Often the ad is not to blame but instead, it’s the ad type that disrupts gameplay.

Intrinsic or native in-game adverts are the least distracting types of ads, according to a brand new survey by mobile app ad specialist Frameplay. Based on the answers of 1,200 mobile gamers, the survey reveals user preferences for ads during gameplay. But why do intrinsic ads come out on top? 

Ads can negatively impact the gaming experience

Intrinsic in-game advertising, previously referred to as native advertising, has rapidly become one of the top choices among app marketers. Some 62% of gamers said they had previously experienced the ad type during gaming. 

Gamers prefer intrinsic ads

Source: Frameplay

However, it’s not yet the dominant type of ad. 45% of respondents said they had previously seen interstitial ads the most compared to 23% saying they saw more intrinsic in-game ads. 

Interstitial ads pause gameplay which may disrupt the gaming experience and leave users with a negative brand perception. 

Intrinsic in-game ads are effective and preferred

Users rated intrinsic ads as their preferred in-game ad type, followed by adjacent, interstitial and audio ads. Over a third of respondents (34%) said the ad type was the most effective and made them take action more than other ad types. 

Gamers take more action with intrinsic ads

Source: Frameplay

Intrinsic ads are also the least distracting (24%) compared to interstitial ads (54%), adjacent (43%) or audio ads (42%).

“Intrinsic ads are not only preferred, but an ad that doesn’t stop the gameplay and enhances it may lengthen sessions and support the retention of players, improving monetization,” said Cary Tilds, Chief Strategy and Operations Officer for Frameplay.

“The good news is that industry-wide viewability standards have finally been established for ads that appear within gameplay, validating these claims and helping brands and advertisers across all industries clearly understand why they should invest in reaching consumers within video games.”

Key takeaways

  • 54% prefer intrinsic mobile in-game ads because they’re less disruptive
  • Intrinsic ads are also the least distracting (24%)
  • Intrinsic in-game ads are the most effective (34%)

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BeReal secures $60 million in Series B funding round https://www.businessofapps.com/news/bereal-secures-60-million-in-series-b-funding-round/ Mon, 24 Oct 2022 12:04:32 +0000 https://www.businessofapps.com/?p=81727 Popular photo-sharing app BeReal just closed a funding round of $60 million in a series B pushing its valuation to €600 million. It follows a $30 million Series A in June 2021. The latest valuation brings the app value to $100 per daily active user. So what’s the hype all about? MAUs and DAUs on the rise  BeReal has been popular with Gen Z in particular with monthly active users (MAUs) growing 315% between April 2021 and April 2022.  The app is simple to use sending users prompts to share photos once a day. The idea is that users connect via image and check in on one another regularly in this way rather than via text. Images disappear within 24 hours.  BeReal installs continue to

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Popular photo-sharing app BeReal just closed a funding round of $60 million in a series B pushing its valuation to €600 million. It follows a $30 million Series A in June 2021. The latest valuation brings the app value to $100 per daily active user. So what’s the hype all about?

MAUs and DAUs on the rise 

BeReal has been popular with Gen Z in particular with monthly active users (MAUs) growing 315% between April 2021 and April 2022.  The app is simple to use sending users prompts to share photos once a day. The idea is that users connect via image and check in on one another regularly in this way rather than via text. Images disappear within 24 hours. 

BeReal installs continue to climb month-on-month

Source: Apptopia

A source told TechCrunch the app now had 20 million daily active users (DAUs). It had almost 8 million users as of July 2022. 

What’s behind BeReal’s success

While the app has been around for a couple of years, 65% of its lifetime downloads happened this year, according to Apptopia. France and US are the countries where installs are the highest at 20.5% and 19.7%, respectively. 

Much of the app’s growth has been attributed to word-of-mouth, the app’s college ambassador program and widgets and features. The college program is a paid marketing initiative that pays ambassadors for promoting the app by handing out vouchers for slices of pizza in return for downloads, for example. Rates per download are between $6 to $8. 

College ambassadors linked to BeReal’s success

Source: Apptopia

Installs drive calls for monetisation 

As installs grow, investors will likely turn to the app’s ambitions to generate revenues. For now, BeReal says it plans to avoid advertising and will focus on premium features to avoid becoming another Instagram. Paid-for features would not be launched until 2023. At the same time, it’s unlikely the app will rule out advertising.

“The best way for [BeReal] to monetize would be through ad placements and marketing challenges and competitions,” said Ashleigh Millar, production manager at MIDia Research. “It will have to stick to its unique selling point of authenticity and being a friends-first app when monetizing, so keeping ads to the discovery page and not interrupting the flow of the Friends page is very important.”

Key takeaways

  • BeReal secures $60 million in a series B funding round
  • Current valuation at €600 million
  • Daily Active users are now 20 million 

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YouTube Shorts ads drive the most traffic https://www.businessofapps.com/news/youtube-shorts-ads-drive-the-most-traffic/ Tue, 18 Oct 2022 10:19:14 +0000 https://www.businessofapps.com/?p=81590 Short video ads have taken the app marketing world by storm and there are plenty of good reasons for developers and brands to be optimistic. From platforms such as YouTube to Instagram and Pinterest – with so many platforms to choose from, which performs the best? Creatopy, the ad design automation experts, put them to the test, running the same short video ad creative at a budget of $3,000 across TikTok, Instagram Reels, YouTube Shorts, and Pinterest at the same time.  YouTube drives the most traffic YouTube Shorts drove the most traffic, i.e. users, to Creatopy’s website. TikTok ranked second followed by Instagram Reels while Pinterest Idea ads scored lowest for traffic.  Although the quality of traffic was highest for Instagram Reels with engagement rates

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Short video ads have taken the app marketing world by storm and there are plenty of good reasons for developers and brands to be optimistic. From platforms such as YouTube to Instagram and Pinterest – with so many platforms to choose from, which performs the best? Creatopy, the ad design automation experts, put them to the test, running the same short video ad creative at a budget of $3,000 across TikTok, Instagram Reels, YouTube Shorts, and Pinterest at the same time. 

YouTube drives the most traffic

YouTube Shorts drove the most traffic, i.e. users, to Creatopy’s website. TikTok ranked second followed by Instagram Reels while Pinterest Idea ads scored lowest for traffic. 

Although the quality of traffic was highest for Instagram Reels with engagement rates of over 41%, YouTube Shorts ranked second with 22%, followed by Pinterest Idea (20%) and TikTok (16%) ads. 

This means that both Instagram and YouTube are doing a good job at showing ads to users who may be more interested in downloading an app or trialling a product.

The results of the test also unveiled that Instagram Reels ads skewed male than any other platform.

Traffic breakdown by gender on each platform

Source: Creatopy

CPM influences impressions

However, TikTok ads scored the highest number impressions at over 150k, followed by Pinterest at 91k and YouTube Shorts at over 56k. 

This is driven by the cost of ads with CPMs being the lowest on TikTok at $4.74. Instagram Reels had the highest CPM at $16.67, followed by YouTube Shorts at $13.50 and Pinterest Idea at $7.15. 

It’s an interesting finding that, in combination with Creatopy’s traffic and quality results, highlights that lower costs may not always lead to the desired outcomes for app marketers. 

Results breakdown of study

Source: Creatopy

Know the platform

No matter how creative your ads are, for the best results, it’s worth taking a closer look at individual ad platforms and typical outcomes. For example, TikTok offers considerably fewer targeting features than other platforms. It’s best for spontaneous, non-exclusive content. The report also noted that there was a strong correlation between landing page and ads as users expect to find similar elements of an ad on a landing page. YouTube Shorts are best when they capture viewer attention within the first few seconds. 

Key takeaways

  • YouTube Shorts drive the highest traffic
  • Instagram Reels have the highest engagement rates of over 41%
  • TikTok ads score the highest number impressions at over 150k
  • CPMs are lowest on TikTok at $4.74 and highest on Instagram Reels at $16.67

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Consumer spending on apps drops almost 5% in Q3 2022 https://www.businessofapps.com/news/consumer-spending-on-apps-drops-almost-5-in-q3-2022/ Mon, 03 Oct 2022 08:34:53 +0000 https://www.businessofapps.com/?p=81297 Consumers are spending less in apps Source: Sensor Tower Consumers continue to spend less on in-app purchases, subscriptions as well as premium apps according to the latest data from Sensor Tower. Overall spending dropped 4.8% in Q3 2022 to $31.6 billion. The results are hardly surprising given the rising fears over inflation and economic worries as well as harsher privacy regulations. App revenues take a hit on App Store and Google Play Revenues on the App Store fell 2.3% to $21.2 billion but they were still twice as high as those on Google Play where revenues dropped a sharper 9.6% to $10.4 billion. Global app downloads drop for game and non-game apps Source: Sensor Tower First-time downloads fell almost 1% on both app stores to

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Consumers are spending less in apps

Source: Sensor Tower

Consumers continue to spend less on in-app purchases, subscriptions as well as premium apps according to the latest data from Sensor Tower. Overall spending dropped 4.8% in Q3 2022 to $31.6 billion. The results are hardly surprising given the rising fears over inflation and economic worries as well as harsher privacy regulations.

App revenues take a hit on App Store and Google Play

Revenues on the App Store fell 2.3% to $21.2 billion but they were still twice as high as those on Google Play where revenues dropped a sharper 9.6% to $10.4 billion.

Global app downloads drop for game and non-game apps

Source: Sensor Tower

First-time downloads fell almost 1% on both app stores to 35.3 billion during the third quarter. However, this was driven by Google Play where installs fell 2.2% to 27 billion while adoption climbed 3.8% on the App Store. While it’s not entirely clear what’s driving the drop in Google installs, there’s still a lot of hunger for apps. Data from data.ai previously found that users are actually spending 20% more time in their apps. 

TikTok takes the lead for revenues and downloads

TikTok (and its Chinese counterpart Douyin) were the top-grossing non-game apps globally. Consumer spending on the app amounted to $914.4 million. TikTok ranked first for revenues on the App Store and second behind Google One for Google Play. It shows that the popular short-form video app’s success streak is far from over. 

Downloads of TikTok shot up to 196.5 million installs overtaking Instagram which previously held the top position. On Google Play, however, it ranked third behind Facebook and Instagram.

TikTok leads revenue charts

Source: Sensor Tower

Game revenues drop a whopping 13%

Consumers were even less confident about spending their cash in gaming apps. Revenues for game apps fell 12.7% to $19.3 billion during Q3 2022. Both marketplaces attracted fewer revenues. Mobile game spending on Apple fell 9.8% to $11.9 billion while Google was down 16.9% to $7.4 billion. 

Game revenues take a hit

Source: Sensor Tower

Game downloads were flat at 13.7 billion.

The top three games for revenue were Tencent’s Honor of King and PUBG Mobile as well as miHoYo’s Genshin Impact.

While consumers continue to use apps at increasing rates, it’s clear that the industry is facing some headwinds given the current economic situation. What’s interesting is that even though the pandemic shut down several industries, it benefitted apps. However, the same is not true for the current situation now that lockdowns are no longer in place and consumers are having to put on the brakes on spending. 

Key takeaways

  • Consumers spent almost 5% less in apps during Q3 2022
  • App Store and Google Play revenues fell while downloads increased on the App Store but not Google Play
  • TikTok ranks top for revenue and downloads
  • Game revenues fall 12.7% while installs remain flat

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What’s your app growth strategy for 2023? https://www.businessofapps.com/news/whats-your-app-growth-strategy-for-2023/ Fri, 23 Sep 2022 08:35:30 +0000 https://www.businessofapps.com/?p=80929 Have you got an app growth game plan for next year? 🚀 2022 has been another year of constant change and evolution in the global app industry… Disruption in marketing channels from the loss of the IDFA 🤯 Changing post-Covid consumer behaviour as verticals including travel roar back to life and others see declining usage from lockdown-induced highs Evolving monetization models with a growing subscriptions market 🤑 App Marketers and Growth Managers are developing new approaches and solutions to rebuild user acquisition in a post-IDFA era, including: Leveraging SKAdNetwork and other new approaches to measurement 📊 Doubling down on Apple Search Ads and ASO Exploring new channels including TikTok and influencer marketing Creative innovation Mobile Product Managers and CRM Specialists are creating new ways of improving retention

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Have you got an app growth game plan for next year? 🚀

2022 has been another year of constant change and evolution in the global app industry…

  • Disruption in marketing channels from the loss of the IDFA 🤯
  • Changing post-Covid consumer behaviour as verticals including travel roar back to life and others see declining usage from lockdown-induced highs
  • Evolving monetization models with a growing subscriptions market 🤑

App Marketers and Growth Managers are developing new approaches and solutions to rebuild user acquisition in a post-IDFA era, including:

  • Leveraging SKAdNetwork and other new approaches to measurement 📊
  • Doubling down on Apple Search Ads and ASO
  • Exploring new channels including TikTok and influencer marketing
  • Creative innovation

Mobile Product Managers and CRM Specialists are creating new ways of improving retention with:

  • Personalisation
  • Omnichannel messaging
  • Onboarding optimization
  • New engagement tactics

With the launch of iOS16 and iPhone 14, 2023 promises to be another year of growth and opportunity…

At App Promotion Summit Berlin on 1st December we’ll be setting the agenda for 2023 with talks, workshops and interactive sessions covering many of these topics and more.

Grab your tickets here to secure your place.

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Mobile video ads achieve up to 88% in viewability rates, but ad fraud still an issue https://www.businessofapps.com/news/mobile-video-ads-achieve-up-to-88-in-viewability-rates-but-ad-fraud-still-an-issue/ Fri, 16 Sep 2022 09:36:36 +0000 https://www.businessofapps.com/?p=80766 Video ad impressions reached higher viewability rates (76% and more) than display (66% and more) during the first half of 2022, according to the latest Media Quality Report from Integral Ad Science (IAS). Across Europe, Italy had the highest viewability rate for video ads at 88% on mobile.  The study also found that brand risk in digital and mobile ads dropped during H1 2022 compared to the previous year, remaining below 2.5% globally. Display and video ads on desktop were safer than on mobile at 1.6% versus 2.4%, respectively. Despite these improvements, Germany (4.3%) and France (3.7%) reported the highest levels of brand risk for video ads on mobile. IAS considers adult, alcohol, hate speech, illegal downloads and drugs, offensive language and controversial content and

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Video ad impressions reached higher viewability rates (76% and more) than display (66% and more) during the first half of 2022, according to the latest Media Quality Report from Integral Ad Science (IAS).

Across Europe, Italy had the highest viewability rate for video ads at 88% on mobile. 

The study also found that brand risk in digital and mobile ads dropped during H1 2022 compared to the previous year, remaining below 2.5% globally. Display and video ads on desktop were safer than on mobile at 1.6% versus 2.4%, respectively.

Despite these improvements, Germany (4.3%) and France (3.7%) reported the highest levels of brand risk for video ads on mobile.

IAS considers adult, alcohol, hate speech, illegal downloads and drugs, offensive language and controversial content and violence as unsafe content. 

The percentage of content related to violence doubled from 2021 increasing from 24.9% to 47.9% for display impressions and from 24.3% to 45.6% for video impressions. 

Csaba Szabo, Managing Director, EMEA, Integral Ad Science, said:

“It’s highly significant that brand risk has decreased globally, even under geopolitical upheaval and severe economic challenges. It is a testament to the robustness of context-based and pre-bid brand safety solutions that advertisers employ.”

“However, we live in a time of unpredictability, and the Media Quality Report highlights the importance of ad campaigns that hold consumers’ attention. Advertisers must ensure that their spend is as effective as possible, and optimising for attention will remain a key metric.”

Time-in-view levels for display ads remained on par with those of the previous year (14.5 seconds for mobile web and 17.7 seconds for mobile in-app). 

Overall, ad completion for video ads was much higher at 73.8% on mobile web. 

However, ad fraud continues to increase with desktop levels generally higher than mobile (1.4% versus 0.5%, respectively). 

Germany saw some of the highest rates of ad fraud at 1.9% across mobile environments.

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Headspace acquires Shine app to expand mental health offering https://www.businessofapps.com/news/headspace-acquires-shine-app-to-expand-mental-health-offering/ Mon, 12 Sep 2022 09:32:04 +0000 https://www.businessofapps.com/?p=80624 Headspace Health, the maker of popular meditation app Headspace, just acquired the Shine app which provides mental health and wellness features. Shine was launched in 2016 and how has over six million people who regularly access its self-guided content such as daily meditations, self-care courses and even virtual workshops to guide mental mental health. The app was named ‘Best of the Year’ in 2020 and 2018 by Apple and in 2019 by Google. Headspace hopes the acquisition will bolster features for its community of users interested in self-care content. “The acquisition of the Shine app underscores the continuing importance of infusing diversity, equity, inclusion and belonging into the fabric of everything we do,” said Russell Glass, CEO of Headspace Health. “By integrating both the robust

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Headspace Health, the maker of popular meditation app Headspace, just acquired the Shine app which provides mental health and wellness features.

Shine was launched in 2016 and how has over six million people who regularly access its self-guided content such as daily meditations, self-care courses and even virtual workshops to guide mental mental health.

The app was named ‘Best of the Year’ in 2020 and 2018 by Apple and in 2019 by Google.

Headspace hopes the acquisition will bolster features for its community of users interested in self-care content.

“The acquisition of the Shine app underscores the continuing importance of infusing diversity, equity, inclusion and belonging into the fabric of everything we do,” said Russell Glass, CEO of Headspace Health.

“By integrating both the robust content and talented team from Shine, we’ll be able to collectively scale the diversity of offerings and experiences that we can bring to our customers and members.”

As part of the deal, co-CEOs Marah Lidey and Naomi Hirabayashi will join the Headspace Health group in addition to a tam of engineers and marketing leaders.

“After six years of building Shine, we’re thrilled to join Headspace Health to scale the urgent work of closing the equity gap in mental health – something Naomi and I have often felt first-hand,” said Lidey, co-founder and co-CEO of Shine.

“We believe that everyone deserves to feel included in their mental health journey, and with our combined team at Headspace Health, we are on an exciting path to attain that shared vision.”

It’s not entirely clear which content from Shine will be integrated into Headspace’s apps, but that seems to be the plan behind the acquisition.

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79% of mobile app downloads come from top 1% of publishers https://www.businessofapps.com/news/79-of-mobile-app-downloads-come-from-top-1-of-publishers/ Mon, 12 Sep 2022 08:45:46 +0000 https://www.businessofapps.com/?p=80567 The top 1% of app publishers generated 79% of downloads on the Apple App Store and Google Play during H1 2022 according to the latest data from Sensor Tower. An analysis of over 900k game and non-game app publishers found that 9,000 of them saw 72 billion installs globally across the two app stores.  The remaining publishers had 15 billion unique installs combined, which represents a market share of 21%. Meta and Google saw more than 1 billion downloads during the first half of the year, which is a 92% difference to the third-largest publisher.  Top game publishers included AppLovin, Embracer Group and SuperSonic Studios which collectively accumulated over 5 billion downloads, accounting for 22 percent of all top gaming publishers installs. The top 1,800

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The top 1% of app publishers generated 79% of downloads on the Apple App Store and Google Play during H1 2022 according to the latest data from Sensor Tower.

An analysis of over 900k game and non-game app publishers found that 9,000 of them saw 72 billion installs globally across the two app stores. 

The remaining publishers had 15 billion unique installs combined, which represents a market share of 21%.

Meta and Google saw more than 1 billion downloads during the first half of the year, which is a 92% difference to the third-largest publisher. 

Top game publishers included AppLovin, Embracer Group and SuperSonic Studios which collectively accumulated over 5 billion downloads, accounting for 22 percent of all top gaming publishers installs.

The top 1,800 publishers had a 91% market share of total revenues at around $42 billion during H1 2022. 

The remaining 183k publishers shared 9% or $4 billion.

Tencent came out on top at revenues of $3.3 billion which was 153% more than the second-highest performing publisher ByteDance at $1.3 billion.

Tencent generated over 7% of consumer spending globally with its app portfolio.

Mobile game publishers were responsible for 93% of revenues in H1 2022 at a total $27 billion. The remaining publishers generated revenues of $2 billion.

Overall, the data reveals a decline in the share of top publishers which is a consequence of a drop in monthly active users. 

Apps from top publishers Facebook and YouTube saw no growth in monthly active users during Q2 2022.

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