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The Mobile

Growth Map
Charting Growth and Retention
Around the Globe
Contents

Introduction........................................................................................................................................ 3

Growth .................................................................................................................................................. 5
Growth Score by Country.................................................................................................................... 6
Gaming Growth Score by Country..................................................................................................... 7
E-commerce Growth Score by Country............................................................................................ 8
Entertainment Growth Score by Country......................................................................................... 9
Utilities Growth Score by Country..................................................................................................... 10
Soft Launch Strategies........................................................................................................................ 11

Retention ............................................................................................................................................. 12
Retention by Region............................................................................................................................. 13

Paid vs. Organic ............................................................................................................................. 14


Retention Factor................................................................................................................................... 15
Share of Paid vs. Organic Installs....................................................................................................... 16
Organic Installs Over Time.................................................................................................................. 17

Country Trends in Asia Pacific ........................................................................................... 18


Spotlight: Indonesia............................................................................................................................. 19
Spotlight: Singapore............................................................................................................................ 20
Spotlight: India...................................................................................................................................... 21

Mapping Out Your Mobile Growth .................................................................................. 22


Our Top 3 Takeaways .......................................................................................................................... 23
Methodology......................................................................................................................................... 23
Introduction
2018 was the year iPhone — the first smartphone of its kind —
stalled in sales. By all accounts, this signalled an end to smartphone
growth, but could the same be said for apps?

The GSMA estimates that there are 5.1 billion unique mobile
subscribers (as of 2018) — with approximately 4 billion smartphones in
circulation. This has produced a tidal wave of growth for an avalanche
of apps. According to Sensor Tower data, first-time app installs totaled
an incredible 56.7 billion in H1 of 2019. In a single quarter (Q2 2019),
app market data provider App Annie tracked consumer spend on apps
at nearly $22.6 billion — up 20% year over year.

These records will only continue to break as mobile becomes the de


facto choice for consumers looking to gain access to increasingly
available services. In emerging economies, banking, certain utilities,
and e-commerce are mobile-first in consumers’ minds (or mobile-only,
depending on where you are). Apps in entertainment and gaming also
give everyone a chance to access and enjoy content on a smartphone.
Our report explores how easy these mobile-savvy consumers are
to reach.

The Adjust Mobile Growth Map shows app marketers the growth
potential of global markets to help them extend their footprint
and ensure they scale successfully. Drawing from over 3,000 apps
released in 2018, the report offers a breakdown of data by key
metrics including growth, retention, with paid and organic splits.
We also introduce a new and vital metric — the "Retention Factor",
which measures paid and organic retention differences to help
marketers approximate performance on different channels.

With our data, you can target the markets which present the
biggest growth opportunities before you launch your app, improve
your tactics, and reduce lengthy discussions that frequently hold
your go-to-market strategy back.
“Growing your app user base is a critical part
of the growth equation, but in a market where
most apps are history just 24 hours after
the install, marketers need to focus more
on engaging and retaining those users. To
boost engagement, and extend the lifespan
of the app, marketers must build data-driven
capabilities to target users looking to churn
and target them at critical points long before
retention rates begin their inevitable decline.”

Paul H. Müller,
Co-founder and CTO of Adjust
The Mobile Growth Map 5

Growth
The Mobile Growth Map 6

Growth Score by Country

Earlier this year, we introduced the Growth Score in our relation to the MAU, the higher the score. This essential
Global App Trends Report. The Growth Score shows which metrics reveals the rate of growth that apps gain from
countries are warming to apps, and which are cooler to installs vs. their monthly active user base.
mobile technology. To calculate the Growth Score, we
take the total installs per month and divided them by This time around, we clearly see that newly released apps
monthly active users (Total installs / MAU) for each vertical are gaining traction, though at different rates depending on
and country in our dataset. The more users that install in the country.

Growth Score by Country

25.8 23.0 37.4


19.1 20.0
25.0
29.5
26.8
26.4
30.4
28.4 38.2 19.4
34.1 37.2
29.4 45.3
26.9 36.1
36.7 32.4
40,2
34.1
39.4 35,6
High

39.9 Middle
22.0

Average Low

30.9 34.6 37.4

Key Stats
• Vietnam, Thailand and Brazil lead the pack as the fastest-growing markets.
• Asia Pacific is the fastest growing region, with three of the top five fastest-growing nations coming from APAC.
This contrasts with our Global App Trends report, where South America dominated.
• While Asia is in the lead, Nordic countries are among the laggards. The Netherlands, Sweden and Germany all rank low
for growth in the chart. This suggests mature markets are seeing slower growth overall. In our view, mobile-only nations
face less traditional competition than more-developed nations in all verticals.

Overall, this tells us that new apps aren’t being drowned out by the dominant figures in the app industry. As we’ll see,
verticals are growing at different rates, but collectively, apps are in the ascendancy.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 7

Gaming Growth Score by Country

Reams of research show Gaming apps continue to dominate Key Stats


as the leading app category, and our report confirms this • South America rules as the leading growth region,
trend. The vertical gets high marks in our Growth Score, as with four of the top five fastest-growing countries
apps released in 2018 broke through the ranks. Games now located there. No surprise that LATAM could be a
account for 33% of installs, 10% of time spent and 74% of prime market for soft launching your app (see p. 9).
spend, according to App Annie. Monetization opportunities are • Growth is relatively slow in advanced economies,
also rising, with hyper-casual leading a new wave of innovation suggesting such countries are interested in playing
that allows marketers to effectively monetize Games powered games they already have. Japan, Singapore, Canada
by increased brand involvement and compelling video ads. and the U.S. all rank relatively low on our chart.
Better devices and more bandwith in many developing • That said, Growth Scores are much higher in Gaming
markets ensure apps are downloaded quickly and provide a overall, averaging at 43. This far surpasses the
better environment for casual and hardcore gamers — and performance of other verticals, which suggests
everyone in-between. Gaming is a leading app category, delivering
innovation and engaging experiences. Audiences
everywhere simply can’t get enough.

Gaming Growth Score by Country

Colombia 55.25
Brazil 54.55
Argentina 54.46
India 53.20
Mexico 51.57
Vietnam 51.40
Russia 51.19
Chile 50.96
Poland 50.08
Egypt 48.32
Thailand 46.88
South Korea 46.09
Spain 43.61
Turkey 42.61
Myanmar 41.79
Saudi Arabia 41.32
Indonesia 40.83
Belgium 40.54
Italy 40.18
UAE 39.77
Malaysia 38.47
France 38.14
Netherlands 37.34
Sweden 36.44
Germany 36.29
U.K. 36.14
Denmark 35.56
U.S. 35.31
Canada 33.72
Singapore 32.82 42.85
Japan 23.40 Global average
0.00 15.0 30.0 45.0 60.0

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 8

E-commerce Growth Score by Country

If analysts aren’t talking about Gaming, then they’re probably • You might assume that the low scores are a clear
focused on E-commerce. eMarketer estimates shopping app indication that saturation in these mature markets
downloads grew to 5.7 billion worldwide in 2018, up 9.3% over has set in. But this is not what the data tells us. In
2017. Moreover, the research firm forecasts that mobile’s share Japan (the third largest purchaser of online goods),
of revenue will improve, reaching 35% of all U.S. e-commerce E-commerce sales account for 9.7% of total retail
sales in 2019 (an increase of 5% from 2018). Usage may be sales, according to Statista. In the U.S., E-commerce
soaring, but innovation is trailing in some countries. Shoppers represented 14.3% of total retail in 2018, according
find issues with latency, and too many steps to conversion, as to Digital Commerce 360. It may be that consumers
the most frustrating parts of app commerce. Streamlining the simply prefer the web, but there is space for growth.
user experience would help spur additional app growth. More research highlights a new threat facing
E-commerce apps: the comeback of physical stores
Key Stats that enjoy a higher level of popularity and trust
• Mexico, Chile and Colombia see the highest growth. among consumers (as research shows). Apps in
• There is a stark divide between nations above and these countries will have to do more to get a bigger
below the E-commerce average. Countries that perform mindshare — and share of wallet.
above the average hold a Growth Score of 42.29.
Below average countries receive a score of 18.56.

E-Commerce Growth Score by Country

Mexico 49.83
Chile 48.42
Colombia 46.36
India 44.95
Brazil 44.59
Egypt 43.68
Saudi Arabia 43.0
Argentina 42.64
UAE 41.54
Indonesia 38.23
U.S. 34.02
Vietnam 30.22
Thailand 27.38
Turkey 24.35
Malaysia 23.53
Denmark 22.84
Italy 21.35
South Korea 20.0
France 19.91
U.K. 19.87
Belgium 19.7
Russia 19.46
Sweden 18.59
Spain 18.51
Poland 17.73
Canada 14.8
Germany 12.85
Japan 11.35
Singapore 11.23 28.06
Netherlands 10.9 Global average
0.0 12.5 25.0 37.5 50.0

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 9

Entertainment Growth Score by Country

Entertainment apps take significant credit for the rise in Key Stats
smartphone usage. According to eMarketer, time spent on • Vietnam, Russia and Thailand top our Entertainment
mobile devices rose to almost four hours per day. Of this, Growth Score chart. It’s the first time that multiple
“digital audio accounts for the biggest share of time spent, regions take the top three spots in our report.
with social media and digital video following.” Video streaming • The U.K. appears relatively high on the chart by
services, karaoke and music apps engage users for long European standards, echoing the findings of Ofcom’s
stretches of time, and present an opportunity for diverse, recent report which found “video-on-demand and
relevant advertising. These apps are a perfect fit with mobile- streamed content is becoming a central part of adults’
only markets, where mobile apps (not TV) are the only way to viewing landscape.”
access content on-demand and on the device of their choice. • To succeed, brands need to get personal. Companies
drive repeat engagement through rich content — think
Spotify’s ‘Discover Weekly’, which creates new playlists
of music based on the user’s tastes, always giving the
user a reason to return.

Entertainment Growth Score by Country

Vietnam 44.96
Russia 44.21
Thailand 36.61
Colombia 34.87
Indonesia 32.47
Turkey 30.54
Myanmar 30.04
Brazil 29.47
UAE 28.84
Japan 27.21
Mexico 25.99
Malaysia 25.15
Argentina 25.12
Poland 25.11
Saudi Arabia 24.76
Chile 23.44
Italy 22.73
South Korea 21.5
Egypt 20.69
U.K. 19.94
France 19.65
India 19.11
Belgium 18.97
Spain 18.81
Canada 18.14
Singapore 16.91
U.S. 16.52
Germany 15.37
Netherlands 12.93
Denmark 12.48 24.27
Sweden 9.94 Global average
0.0 12.5 25.0 37.5 50.0

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 10

Utilities Growth Score by Country

Though most often associated with flashlights, Utilities apps Key Stats
include keyboards, browsers, password protection, VPNs, file • Though Myanmar tops the charts, the Middle East is
organizers, apps for office work, and weather apps. These heavily represented, with UAE and Saudi Arabia close to
apps offer the ability to save photos with more security, to the top of the growth curve.
work on the go, and generally provide people with the means • South Korea typically appears in the middle of growth
to cover their day to day activities. The more mobile-only a for this vertical, but here it far surpasses global averages.
country is, the more likely the phone becomes the center of Growth potential varies highly within Asia Pacific.
their working world, as much as their leisure. • Though Android leads the way as the device OS of
choice in mobile-first nations, Growth Scores compared
Increasingly, we believe Utilities will be a sleeper hit. to iOS are remarkably similar. Android’s Growth Score is
Browsers dominate, but keyboard apps and font packs also 27.8, while iOS’ is 28.
top download charts. Though users are becoming more
familiarized with Finance apps, they haven't yet made the
jump to managing bills and subscriptions — but change is
sure to come.

Utilities Growth Score by Country

Myanmar 41.78
India 37.52
UAE 34.57
Saudi Arabia 32.9
South Korea 32.0
Japan 31.6
Egypt 31.37
Vietnam 31.33
Brazil 30.53
Mexico 29.65
Chile 28.52
Argentina 28.26
Malaysia 27.82
Colombia 27.31
Canada 26.75
Indonesia 26.28
Thailand 26.47
Russia 26.35
Poland 25.58
Spain 24.69
U.K. 24.23
Singapore 24.01
U.S. 23.92
Sweden 23.68
Italy 23.22
France 22.8
Denmark 22.68
Belgium 21.3
Turkey 20.86
Germany 19.84 27.34
Netherlands 19.62 Global average
0.0 12.5 25.0 37.5 50.0

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 11

Soft Launch Strategies

Without a soft launch, marketers are flying blind when acquisition offers value for money, and plan to launch in
it comes to releasing their apps in new territories. As countries (at least three) that closely mirror your target
Ignasi Prat, a product and digital marketing leader and market. Even better if you choose countries in the
professor, has written, “A successful soft launch will same region. If the U.S. is your target, soft launching in
inform whether or not a game will generate significant Canada, the U.K., or even Australia and New Zealand
revenues, traction and acceptance.” can provide comparable benchmarks for performance. If
China is your target market, then focus on surrounding
If you’re preparing to release your app in markets with countries like Vietnam, Thailand and Indonesia. With
high growth potential, first consider whether you should significant Chinese-speaking populations, your app is
release in smaller local markets that provide a litmus ready for testing without the need for full localization.
test for your app before you publish in your target
country. Soft launches also allow you to gather data on If you’re experimenting with paid campaigns, budget
performance and further optimize your app for better is also a big consideration. To help you allocate spend
engagement. A soft launch also yields the hard data to (and benchmark your results), let this table with data
help you make tough decisions. Is your game profitable? provided from Liftoff’s Mobile App Engagement Index be
Should you kill it before spending more time, and your guide. It shows how CPIs and CPAs can span from
money, on a failing product? A soft launch will give you high to low.
answers and confidence in your business decisions.
For more on soft launches, take a look at Adjust’s
Before you get started with your soft launch, you need article here.
to do your homework. Find markets where the cost of

APAC EMEA LATAM NAR

Install $1.61 $2.50 $2.46 $3.85

Register $1.62 $3.40 $4.79 $6.88

Reserve $3.82 $6.83 $5.15 $42.83

IAP $109.99 $83.66 $91.94 $105.51

Purchase $21.35 $34.22 $18.22 $84.88

Subscribe $114.81 $93.32 $107.53 $84.48

Source: 2018 Mobile App Engagement Index by Leanplum and Liftoff


The Mobile Growth Map 12

Retention
The Mobile Growth Map 13

NORTH AMERICA SOUTH AMERICA EUROPE

40% 40% 40%

30% 30% 30%

20% 20% 20%

10% 10% 10%

0% 0% 0%
1 7 14 21 28 1 7 14 21 28 1 7 14 21 28
Day Day Day

MIDDLE EAST ASIA PACIFIC

40% 40%

30% 30%

20% 20%
E-COMMERCE
10% 10% ENTERTAINMENT
GAMES
0% 0%
1 7 14 21 28 1 7 14 21 28 UTILITIES
Day Day

Retention

Growth is only one side of the equation. Without keeping of users return. By Day 30, this figure is just 3%.
users, you’re burning cash. So how well does your app stack • The highest retention of any vertical, Gaming,
up? We’ve arranged typical retention rates by country and averages at 34% on Day 1, and 15% on Day 7. Even
vertical to discover how well newly released apps retain by Day 30, 6% of users are opening the app every
their users over time. day. That said, Gaming drops 19% of their total initial
user base between Day 1 and Day 7 — the steepest
• E-commerce retention rates average around 19% on decline of any vertical. This sharp drop is likely due
Day 1, falling to 9% on Day 7 and 4% by Day 30. Of to casual games, which drive installs but also churn
all regions, South America has the highest retention, with experiences that amaze but don’t retain for long
with Brazilian users retaining best (as the IDC found, periods. North American users retain best.
Brazilians perform more financial transactions via • Utilities have the lowest retention of any category,
smartphone than anywhere else in the region). averaging 8% on Day 1, 4% on Day 7, and 2% on Day
• Entertainment retention is tightly clustered — the 30. Low retention may have more to do with the
maximum deviation is 5%, and by Day 30 all apps are nature of Utilities, but might also speak to low use of
within 1% of each other. On Day 1, an average of 20% what would be considered daily-use apps.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 14

Paid vs.
Organic
The Mobile Growth Map 15

Retention Factor

Retention is a significant measure of the impact and effect of your paid campaigns and organic reach. To help
you grasp this concept and make it core to your growth strategy, Adjust has developed a new metric called the
Retention Factor. The metric is calculated by dividing organic retention by paid retention (Organic Retention
Rate / Paid Retention Rate), showing how organic users retain vs. paid. By comparing with our figures, you
can find out if your paid campaigns overperform, or if organics dominate. This could even help you uncover
organic cannibalization, something that applying incrementality can solve.

Retention Factor by Country

Vietnam 79%
UAE 71%
Egypt 52%
Malaysia 43%
Singapore 41%
Taiwan 40%
Saudi Arabia 36%
Chile 32%
India 31%
France 30%
Myanmar 24%
Turkey 22%
Mexico 21%
Colombia 18%
Argentina 16%
Italy 14%
Germany 13%
Sweden 12%
U.S. 11% RETENTION FACTOR
Spain 10%
BY VERTICAL
Netherlands 9%
Brazil 9%
U.K. 8% Entertainment 170%
Russia 4% 21% E-commerce 90%
Denmark 4% Global average Games 20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Key Stats
• Organic users retain better overall. A simple way to boost engagement rests on your ability
• Paid users in Thailand, Indonesia, Poland and Belgium to use your data to find and target users who churn
retain better than their organic counterparts. just before sweet spots in the customer journey. For a
• Organic users in Vietnam, UAE and Egypt perform much Gaming app, if you see that in-app purchases rise after
better, with dramatically lower paid retention than completing level 7, then target users who lapse after
elsewhere. Curiously, three have wildly different share level 6, and reap the benefits.
of paid, as you’ll see in the chart on page 14.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 16

Share of Paid vs. Organic Installs

If you doubt the power of paid marketing, think again. In Adjust’s Global App Trends report, we looked at
how vertical discovery differs between paid and organic sources to highlight how users find apps in radically
different ways. Here, we take the analysis a huge step further, looking at country data to see where paid
installs have the most influence on outcomes.

Share of Paid Installs by Country

Egypt 61%
Saudi Arabia 57%
U.S. 55%
France 51%
U.K. 50%
Denmark 50%
Sweden 50%
Thailand 49%
Germany 49%
Russia 47%
UAE 46%
Colombia 46%
Netherlands 45%
Brazil 45%
Mexico 45%
Belgium 44%
Indonesia 44%
Argentina 44%
Taiwan 42%
Chile 42%
Singapore 42%
Poland 41%
Italy 39%
Spain 39%
Malaysia 39%
India 38%
Vietnam 37%
Turkey 35% 45%
Myanmar 26% Global average
0% 25% 50% 75% 100%

Key Stats
• The countries receiving the highest amounts of paid Increasing paid traffic literally pays dividends, but the
traffic are Egypt (61%), Saudi Arabia (57%) and the majority of countries are organic-first. So how do you
U.S. (55%). increase the number of paid users for your app? It’s
• Elsewhere, organics dominate. Myanmar (26%), a relatively simple proposition: spend more! That, or
Turkey (35%) and Vietnam (37%) maintain a majority personalize to engage existing users. As Clevertap points
of organic traffic. out, “the smartness is in taking personalization beyond
• iOS has slightly higher paid traffic (47%) than Android the obvious and providing users with smart messaging
(40%). Egypt (62%), Saudi Arabia (57%) and the U.S. based on their buying history, making recommendations
(56%) drive the most paid Android traffic. Saudi Arabia based on their buying frequency.” Personalization must
(56%) and the U.S. (54%) also appear in the top iOS go beyond simple form filling, and actively engage and
paid rankings. curate content for each user.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 17

Paid vs. Organic Installs Over Time

A critical question often unanswered is “when should The higher the figure, the more installs are driven by
marketers start their paid activities after release?” paid. Three verticals split our findings, all performing
Thanks to our findings, we can show the share of paid with significant differences.
vs. organic installs over time, revealing when marketers
spend in order to drive more paid traffic to their app.

Percentage of Paid Installs Over Time

100%

80%

60%

40%

20%

0%
0 2 4 6 8 10 12 14 16 18 20

Week

E-COMMERCE ENTERTAINMENT GAMES

Key Stats
• On launch, Entertainment apps drive a higher percentage of paid users to their apps than any other —
75% in the first week of install. This activity drops significantly by week 3 (34%), rallying four months after
the initial launch.
• E-commerce apps couldn’t be more different, launching with minimal paid activity. This slowly increases over
time, peaking at 72% in week 18.
• Gaming apps perform consistently, averaging 47% paid of the total traffic over time. There’s a week window
for post-launch analysis before real paid campaigning begins.
• Significantly, Gaming apps in the U.S. have the highest percentage of paid installs (66% on week 3). This
is a reflection of the quality of games, the passion of fans and the status of the U.S. as a “petri dish” of
performance marketing. Marketers there have mastered what it takes to stay ahead.

Knowing when to spend is just half the battle. Knowing that the budget is used effectively is another proposition.
Fraudulent sources can take a toll on your ad spend, so consider running fraud prevention to cover your campaign
budgets and data.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 18

Country Trends
in Asia Pacific
Three Countries Spotlights in
a Mobile-first Region
The Mobile Growth Map 19

Spotlight: Indonesia

In our Global App Trends Report, Indonesia was named Indonesia's Growth Score by Vertical
the “fastest-growing market,” with a rate that doubled
the next best (Brazil). The popularity of Gaming, as well
as video and streaming services, spurred this shift. App GAMES 40.83

Annie, for instance, found that Indonesian users spending


the most time per day in-app — four hours, on average. E-COMMERCE 38.23

Though apps released in 2018 saw massive growth in ENTERTAINMENT 32.42

Games and Utilities, ongoing retention performance of


Entertainment is higher than elsewhere. This suggests UTILITIES 26.48

that mobile is the place where Indonesians consume


their media.

Why does Indonesia achieve such scale? A dive into


demographic data shows the country has a perfect storm Indonesia's Retention by Vertical
of conditions conducive to growth. For one, the country is
young. Nearly half (42%) of the population of Indonesia is 40%
under 24. Two, It’s a user segment that is flocking to more
30%
affordable devices. According to the GSMA, the cost of
devices fell “from 4.6% of income to 1% of income.” Youth 20%
is particularly drawn to Gaming apps — the highest Growth
Score of all (40.83). Indeed, apps are more widespread 10%

among a digitally-native generation.


0%
1 7 14 21 30
However, Gaming is a little behind global growth
E-COMMERCE ENTERTAINMENT
averages when you compare by vertical. Utilities apps
GAMES UTILITIES
nearly match the same rate, and have a higher growth
score by 10 compared to global scores. Notably, the
performance of Utilities is driven by weather apps.
Indonesian users buck the trend of using default
weather apps, but are highly active in their use, in a
region particularly averse to downpours.

We looked at ARPU data from one of Indonesia’s largest platforms.


On average, organic users spent $16 per week, while paid users spent
$9 per week.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 20

Spotlight: Singapore

Singapore's Growth Score by Vertical Singapore is the ninth-richest country in the world, per
capita. In such a highly-developed economy, mobile
device adoption is high (Singapore has 8.4 million mobile
GAMES 32.82 subscriptions in a population of 5.64 million) but app
growth tends to be low. For example, mobile banking
UTILITIES 24.01 growth is stalled by a “sophisticated and established
traditional ecosystem,” along with abundant competition.
ENTERTAINMENT 16.91 This state of the market is confirmed in our findings.
While Games has a strong Growth Score, and retains
E-COMMERCE 11.23 comparatively well (better than Indonesia by Day 30),
other apps fall flat.

E-commerce, Entertainment and Utilities only keep 2%


of their users by Day 7. These verticals average at
Singapore's Retention by Vertical 6% retention globally, meaning users in Singapore are
much more likely to churn if they don’t enjoy their
40% in-app experience.

30%
iOS is synonymous with moderate market share
20%
(accounting for only 38% of total devices) and low
retention. These users churn quickly — and Adjust
10% data supports this. A prime example is Entertainment
apps. On Day 1 after install, Android users have a 16%
0%
retention rate, 2x the rate of iOS users who come in at
1 7 14 21 30
8%. This split is consistent for all app categories except
E-COMMERCE ENTERTAINMENT
Gaming apps — a crowd-pleasing vertical that has broad
GAMES UTILITIES
appeal, regardless of operating system.

Overall, Singapore’s Growth Score is considerably lower


than elsewhere. For example, Gaming has a lower Growth
Score by 10 compared to global averages. Other verticals
mirror this trend. Lacklustre growth dovetails with
observations in Adobe’s CMO magazine, which recognized
that while Singapore appears to be a tough market,
“marketers need to understand their activity profile.” To
achieve growth in Singapore, marketers need to approach
users at the exact moment they’re ready to shop, and do
so increasingly through social channels.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 21

Spotlight: India

India is the world’s third-largest economy, representing India's Growth Score by Vertical
a potential growth market unlike any other. But it’s also
home to 24 languages and 720 dialects, which makes
app localization a serious challenge for those looking GAMES 53.20
to enter the country. Users in India are clearly loyal to
their apps — but maintaining this requires campaigns E-COMMERCE 44.95
and advertising that strike a chord. A report from InMobi
puts heavy emphasis on language: “The number of UTILITIES 37.52
people in India who speak Indian vernacular languages
is around 500 million — almost five times the number ENTERTAINMENT 19.11
of people who speak English.” As such, local language
support and the Indic keyboard in smartphones
becomes a pressing need. Extending localization to your
messaging is also essential, and as such, launching an
app in the region becomes much more challenging. India's Retention by Vertical

According to eMarketer, in India, “adults spend 1 hour, 40%


12 minutes online per day, and the majority of that
30%
time (76.5%) will be via mobile devices.” Consumers are
connecting to more modern forms of content, whether 20%
in-app or elsewhere: “Video takes the largest share
of content consumed on mobile internet, projecting 10%

growth from 49% in 2016 to 75% in 2021,” says the


0%
MMA. This explains why Day 1 — 7 retention for Gaming
1 7 14 21 30
and Entertainment apps is healthy.
E-COMMERCE ENTERTAINMENT
GAMES UTILITIES
Overall, India scores high on our Growth Score, with
Games (+10.3), Utilities (+10.2) and E-commerce (+16.9) well
above global averages. That means that if you can crack
the language, you’re more than likely to scale.

All data presented has been collected from Adjust's platform, and is aggregated and anonymized. The dataset consists of 3,454 apps.
The Mobile Growth Map 22

Mapping Out
Your Mobile
Growth
The Mobile Growth Map 23

Our Top 3 Takeaways


What can we learn from all of this? Notes on methodology and sample size

1. Gaming apps continue to grow as the leading To create this report, we took apps launched on
app category, but Entertainment apps are taking the App and Google Play Stores in 2018 across 31
a significant share of in-app time. Perhaps Gaming countries and four verticals. This dataset consists of
apps have had it easy, but the category will now 3,454 apps.
have to compete harder for mindshare in the future.
2. The Retention Factor reveals that organic users The distribution by verticals is the following:
retain better, but the difference is close (and • E-commerce: 141
reversed in some countries). Focus on where users • Entertainment: 431
churn, and retarget effectively to bring them back. • Games: 2,710
3. Asia Pacific is primed to rise, and is a perfect place • Utilities: 172
to soft launch a new app (without the heavy lifting
of a full localization). Indonesia, Singapore and To calculate the Growth Index, we took the 1,000
India, as well as Vietnam, Myanmar and Thailand highest-performing apps by sessions on our platform.
represent great opportunities. Out of these, 680 were under the E-commerce,
Games, Entertainment and Utilities verticals.
Who is Adjust?
Adjust is the industry leader in mobile measurement and fraud prevention.
The globally operating company provides high-quality analytics,
measurement and fraud prevention solutions for mobile app marketers
worldwide, enabling them to make smarter, faster marketing decisions.
Adjust is a marketing partner with all major platforms, including Facebook,
Google, Snap, Twitter, Line, and WeChat. In total, more than 25,000
apps have implemented Adjust's solutions to improve their performance.
Founded in 2012, today Adjust has global offices in Berlin, New York, San
Francisco, Sao Paulo, Paris, London, Moscow, Istanbul, Seoul, Shanghai,
Beijing, Tokyo, Bengaluru and Singapore.

In December 2018, Adjust acquired the data aggregation platform


Acquired.io. The comprehensive SaaS solution automates and simplifies
multi-channel campaign management for mobile user acquisition. This
addition is part of Adjust's goal to unify advertisers' marketing efforts and
build the best-in-class product.

If you want to learn more, get in touch.

www.adjust.com

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