2022-2023移动应用运营增长洞察报告.pptx

2022-2023 UserTracker AppGrowing 2022 6 103 ROI 2022 5 2022 Q1 2021 Q1 1.2.Z 3.4.2021 8000 20%2022 1 2 3 4 2021 08 2021 06 2021 04 APP 2021 03 2022 06 2022 03 2020 11 2020 03 2019 08 2019 10-2022 APP 23 244 APP 2100 APP 540 APP 2021 1-2021 7 APP 351 APP 25 APP 0.5 1.2 2.3 3.0 3.6 4.2 5.0 5.6 6.2 7.0 7.5 8.2 9.0 9.9 10.3 98.5%29.7%17.5%18.1%19.1%11.3%11.3%12.2%8.2%8.5%9.8%9.9%4.7%24.0%39.5%60.8%66.2%69.3%75.5%81.0%85.8%90.1%95.1%97.5%98.6%99.3%99.7%99.7%20 07.12 20 08.12 20 09.12 20 10.12 20 11.12 20 12.12 20 13.12 20 14.12 20 15.12 20 16.12 20 17.12 20 18.12 20 20.3 20 20.12 20 21.12%CNNIC 2021 12 73.0%10.29 99.7%72.8%72%-90%2020 2020 2021 AI VR 2007-2021 133.3%UserTracker 3%UserTracker 2022 Q1 5%332.9 5.5 43.9%316.8 332.9 2021 Q1 2022 Q1()mUserTracker-2021 Q1&2022 Q1+5.1%,43.9%,19.7%,7.3%,5.8%,3.7%,4.1%,3.6%,11.9%mUserTracker-2022 Q1 2022 Q1 2021 Q1 10%10%-3 0%UserTracker-1 5%0%15%30%20%2022 Q1-2 0%-1 0%0%10%2022 6 online N=103 2022 6 40.8%51.5%67.6 100.1 154.6 251.6 435.7 298.1 474.8 2014 2015 2016 2017 2018 2019 2020 2021/2014-2021 572.3 51.5%51.5%App 40.8%40.8%2022 6 online N=103 2022 6 2022 6 online N=103 2022 6 64.1%55.3%32%31.1%37.9%43.7%46.6%53.4%55.3%64.1%32.0%28.2%2.9%36.9%1 2 3 4 N=1501 2022 1 UserTracker 2021 Q4 2020 20%2 30%20%4.7%16.5%19.9%25.0%34.0%107.5 128.7 2020 Q4 2021 Q4 mUserTracker2020-2021+19.7%2022 6 online N=103 2022 6 69.9%63.1%58.3%51.5%iOS 01 App 02 03 04 69.9%63.1%58.3%51.5%iOS 69.9%34.0%2022 6 online N=103 2022 6 52.4%68.4%Z Z 35.0%Windows PC PC 10000 HMS for Car Petal Maps-HarmonyOS PC 01 look-alike 02 03 04 1 2 3 4 2021 1750 2550 11741 10040 8348 6725 5415 3663 75.4%45.7%43.6%47.8%24.2%24.1%20.3%16.9%2016 2020 2022e 2023e 2017 2018 2019 2021e%2021 8000 20%2022 2016-2023 CAGR=40%CAGR=18.6%AppGrowing 2022 Q1 2021 Q1 5.6%27.2%2021 27.2%15.6%12.6%10.2%5.4%4.2%2.4 2.1%5.6%17.0%8.7%2.8%5.7%2.7%2.5%5.5%8.8%16.1%8.8%5.0%6.0 12.1%10.1%6.5%3.2%3.7%3.1%4.3%6.9%5.3%2022 Q1%2021 Q1%2021%2022 Q1 AppGrowing AppGrowing 2021 Q1-2022 Q1 2022 Q1 11.5%11.2%10.2%9.9%5.1%16.5%7.0%7.9%5.9%3.3%15.6%6.2%6.5%6.7%2.0%2022 Q1%2021 Q1%2021%TOP5 29.1%30.6%29.2%18.7%18.9%65.7%64.6%65.1%62.9%64.8%34.1%31.3%32.9%27.5%18.6%2021 Q1 2021 Q2 2021 Q3 2021 Q4 2022 Q1%2021-2022 Q1&2022 Q1 WiFi 2022 Q1 AppGrowing 29.7%16.0%15.3%11.2%9.4%7.5%1 2.5%13.9%8.8%14.8%28.7%6.0%3.9%4.5%13.4%13.2%3.5%12.6%6.4%5.9%2022 Q1(%)2021 Q1(%)2021(%)27.8%13.8%9.2%6.9%6.7%6.4%6.0%29.8%10.7%9.0%10.2%5.4%29.2%12.5%9.2%8.1%5.8%5.4%5.4%5.3%5.0%36.8%AppGrowing 3%Casino AppGrowing 2022 Q1 10%,13.1%,11.5%,9.5%,11.5%,4.6%,8.3%,4.4%,4.5%,15.4%,13.2%,4.0%2022 Q1 TOP1 TOP2 TOP3 2022 Q1 TOP3 AppGrowing AppGrowing Books&References 2022 Q1 15%NewsBreak SmartNews Lazada Shopee App,27.2%,17.0%,7.8%,10.3%,4.2%,5.6%,7.2%,20.7%2022 Q1 TOP1 TOP2 TOP3 2022 Q1 TOP3 AppGrowing 1.2.3.4.1:1 5.6./22.7%16.4%11.6%6.3%0.2%10.1%11.2%13.7%7.0%2.5%0.2%0.1%42.7%22.7%55.5%2022 Q1 55.5%42.7%AppGrowing 1.2.2021 Q1 10%4.7%40.8%2022 Q1 40.8%40.5%0.9%0.8%36.1%29.2%31.5%2.2%0.5%31.0%38.7%23.8%16.4%1.4%4.8%2022 Q1%2021 Q1%2021%1 2 3 4 LTV Acquisition Activation Retention Revenue c Referral AARRR Referral Activation Retention Revenue Acquisition 1.CPM Cost Per Mille 2.CPT Cost Per Time 3.CPC Cost Per Click 4.CPA Cost Per Action 5.CPD Cost Per Download 6.LTV Life Time Value 7.CAC Customer Acquisition Cost 8.ELTV expected LTV=*LTV ROI LTV CPM/CPT CPC CPA/CPD LTV/CAC ELTV/CAC 59.2%60.2%2022 6 online N=103 2022 6 Acquisition Activation Retention Revenue Referral 2022 6 online N=103 2022 6 54.4%52.4%HUAWEI Ads RTA oCPD HA 54.4%52.4%50.5%39.8%38.8%36.9%36.9%27.2%2022 6 online N=103 2022 6 64.1%62.1%60.2%64.1%62.1%60.2%Push Push&Push Push AppGallery Connect Push DAU 5%+30.0%+60.0%+5.0%N=972 2022 1 83.7%78.3%72.2%App N=961 2022 1 APP 72.2%83.7%78.3%55.7%55.7%61.4%62.6%2022 6 online N=103 2022 6 62.1%62.1%58.3%45.6%XR 44.7%43.7%AppGallery Connect AppGallery Connect A/B AppGallery Connect AppGallery Connect 2022 6 online N=103 2022 6 53.4%2 1 54.4%41.7%4 3 52.4%54.4%53.4%AR/VR IP HUAWEI Ads HMS Core SDK HUAWEI Ads HUAWEI Ads 2022 3 31 HUAWEI Ads 4.1 190+AGD PRO AGD PRO 100+icon Push 7.3 2022 6 online ROI/67.0%56.3%1 67.0%2 56.3%3 51.5%4 43.7%AppGallery Connect App Linking App Linking App Linking 2021 2022 2 RTA(Realtime API)2 90 70%33%2020 2021+85%+67%2022.1 2022.6+12%2022.6 2022.6-21%21%3%12%2020 2021*1 2 3 4 /2022 6 online N=103 2022 6 2022 6 online N=103 2022 6 1 2 3 4 5 6 7 42.7%41.7%41.7%/39.8%2022 6 online N=103 2022 6 2022 6 online N=103 2022 6 50.0%52.2%54.3%56.5%56.5%58.7%25.8%35.5%48.4%54.8%58.1%64.5%2022 6 online 2022 6 online 35.9%38.5%41.0%48.7%48.7%53.8%61.5%/%38.5%42.3%46.2%53.8%73.1%App/%THANKS