2019全球APP趋势（英文版）.pdf

Adjust Global App Trends 2019Global Benchmarks ReportContentsIntroduction . 3App installs . 5Paid vs. organic: How do users find their apps? . 7Growth Index . 10Growth by app vertical . 11Country level growth . 12Shopping . 14Installs . 15Engagement . 16Retention. 17A look at retention by vertical: Day 1 after install . 18Shift happens: Day 1 to Day 7 . 19Day 30 after install. 20Sessions . 21Banking . 23Installs . 24 Engagement . 25Time spent . 26Fraud . 28Fraud impact on verticals . 29Travel. 31Installs . 32Engagement . 33App trends lowdown . 343Adjust Global App Trends 2019By the end of 2018, the number of mobile subscriptions outgrew the global population, with 7.9 billion connections vs. 7.7 billion people. Mobile technologies and services also generated more revenue than ever, at a value of $3.9 trillion globally. 2018 was, by all indications, a record-breaking year.But for app marketers, 2018 will be remembered as a challenging year. More apps resulted in increased competition, both for users and also ad space. Straightforward user acquisition was overshadowed by more complex marketing tactics, as marketers valued retention, lifetime value, and retargeting more than ever before.Introduction4Adjust Global App Trends 2019To equip app marketers with the data and deep insights they need to understand the dynamics of growth, the mechanics of retention and the impact of mobile ad fraud Adjust draws on data at key points of the app lifecycle. The Adjust Global App Trends Report examines data (from January 1, 2018, to December 31, 2018) across the top 1,000 performing apps on the platform. This data set spans over 7 billion installs and 120 billion sessions. To provide a more complete view of the ecosystem, we manually recategorized app verticals into the following 23 sub-vertical categories. All feature in the report, though some do not feature in each section:Overall, this report covers a host of valuable metrics, including app installs, growth, retention rates, sessions, time spent and fraud rates. It also offers a deep dive into three leading app verticals (Shopping, Banking and Travel), breaking down the data by installs and engagement.From our dataset, we were able to draw out insights and stories that make up the picture of 2018 in mobile.PrimaryBusiness E-commerceEntertainment Food & Drink Games HealthPublications Social Travel Utilities Sub-verticalsBanking, PaymentDeal Discovery, Marketplace & Classifieds, ShoppingMusic, Video & StreamingFood Delivery, RecipesCasino, Casual, Mid-core, SportsHealthComics, NewsCommunication, Dating, Social NetworkRideshare, Ride-Hail & Taxi, Travel BookingTools, Weather5Adjust Global App Trends 2019In 2018, app installs exceeded 194 billion in total, with revenues reaching $101 billion, according to App Annie data. How did marketers respond to such a busy marketplace to increase their share? Simple, they spent much more on advertising. By ratio, paid installs grew 4% in 2018, an increase thats consistent with growth Adjust noted in 2017.This chart translates into a large portion of a recorded $188 billion in global mobile ad spend, according to eMarketer data. As the trend is set to continue, it could result in marketers feeling more pressured to increase ad spend just to keep up with the pace of competition.App installsRatio of paid growth over 201822%21%26%28%26%0%10%20%30%4%growthJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovember DecemberA breakdown of Adjusts install data by operating system shows that Android has been the driver of growth, rising 5% from January to December. A possible explanation is due to expansion in developing markets (see our Growth Index summary). 6Adjust Global App Trends 2019Top performing vertical by countryCHINA GERMANY JAPAN U.S.Games Mid-core Games Casual Games Mid-core Games CasualGames Casual Communication Games Casual CommunicationGames Sports Games Mid-core ShoppingMusicCommunication Music Games Mid-coreVideo & Streaming12345Marketplace& ClassiedsMarketplace& ClassiedsMusic Games SportsThough Games dominate the install landscape, the Games subcategory differs by country. In the U.S. and Germany, Casual games (including Arcade, Simulations and Puzzles) are the top app vertical. In China and Japan, Mid-core gaming (such as RPGs, Shooters and Strategy) come out on top.Social apps also appear high on our install list globally. The exception is Japan, where consumers prefer E-commerce apps, appearing twice in our top five. Meanwhile, Communication apps sit in eighth place measured by install popularity.A further analysis of app installs reveals the most popular app categories in each country. Adjust finds that Gaming and Social are the most downloaded types of apps, reaching the top ranking in four countries: China, Japan, Germany and the U.S. 7Adjust Global App Trends 20190% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%ToolsCommunicationSocial NetworkVideo & StreamingPaymentGames - SportsHealthBankingDeal DiscoveryMusicMarketplace & ClassiedsGames - Mid-coreRecipes28%Average PaidDatingTravel BookingFood DeliveryGames - CasualRide-Hail & TaxiGames - CasinoNewsComicsWeatherShoppingPaid OrganicPaid vs. organic install ratio by verticalPaid vs. organic: How do users find their apps?App downloads are usually, if not always, organic. However, many marketers are expecting their share of paid installs to grow in 2019. And, as Adjust has found, not all verticals have organics as their main driver of traffic. In fact, paid can be the real source of growth for certain applications.Adjust looked at how app discovery differs between paid and organic sources to highlight how users find apps in radically different ways.8Adjust Global App Trends 2019Tools (97% organic)Communications (95% organic)Social networks (90% organic)Shopping (65% paid)Weather (52% paid)Comics (50% paid) Wed expect that for most apps, organic traffic would drive more installs. Its a rule that holds for apps that have especially strong word-of-mouth advertising or offer utility to users. That said, app categories where competition is higher for users are having to rely more on paid promotion to attract audiences.This share of paid is expected to grow. Many marketers are predicting this, including Paula Neves, CMO of Gazeus Games. She observes that “paid will be a bigger source of installs because ASO and other non-paid techniques are more competitive. So, paid is still our sure-shot of success.”Strong organics:Strong paid performance: Mobile growth consultant Thomas Petit believes that installs from paid ads will increase in 2019, thanks to a variety of factors: Big “offline“ or “traditional“ FMCG brands moving budget there for improved efficiency A focus on internationalization from major apps in the U.S., with emerging countries given more focus thanks to huge potential (such as Brazil, India, Russia) Decreasing returns in organic (features and organic uplift being less important than they used to be, and ASO reaching a ceiling for some), as shown by organic vs. tracked trends over the last few years Increasing first-party inventory alternatives beyond the duopoly A renewed era of growth for programmatic after some consolidation Many players are also increasing efforts in paid advertising which results in “hidden organic“ installs (influencers, podcasts, TV, OOH), also known as K-Factor9Adjust Global App Trends 2019A rise in paid traffic can be attributed to the growth of Hyper-casual Games. Here, monetization is based on users viewing and engaging with ads. This new focus is changing how marketers think about extracting more revenue from their user base. Yury Bolotkin, Growth Specialist at App Game developer Popcore says:For marketers thinking of ad monetization, its vital to take the reins of your data with the help of the right attribution provider. Amir Shaked, ironSources VP of Revenue, says: “Without user-level data and analytics on ad revenue, 100% ad-based developers couldnt identify who their high-quality users or ad whales are, and therefore, which marketing channel, campaign, or creative drove that individual ad whales install.”Yury Bolotkin, Growth Specialist“For developers who use ad monetization as the primary revenue driver for their apps, growing installs volume is essential and will remain so well into 2019.”10Adjust Global App Trends 2019Growth IndexNew to Adjust benchmark reports, weve created the Growth Index a snapshot of the rise of apps to better understand app uptake across 2018.To define growth, we took the number of installs per month and divided them by monthly active users (known as MAU) for each vertical and country in our dataset. This tells us the rate of growth that apps receive from installs against their monthly active user base. The more users that install in relation to the MAU, the higher the score. Payment apps and Tools were not included in this sample.Growth by app verticalA breakdown of the data by vertical shows that Mid-core Games experienced a massive rate of growth in 2018 at 18.52 on our Growth Index score. This is the highest install base of any app. The healthy growth can be linked to the rise of Battle Royale and multiplayer online battle arena (MOBA) games. Another factor is the advance of more powerful mobile devices that can cut down on latency and boost the enjoyment of gameplay.High growth scoreLow growth scoreNO. OF INSTALLS PER MONTHGrowth IndexMONTHLY ACTIVE USERS (MAU)=