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The Mobile Growth Map Charting Growth and Retention Around the Globe

The Mobile Growth Map

Charting Growth and Retention Around the Globe

The Mobile Growth Map Charting Growth and Retention Around the Globe
The Mobile Growth Map Charting Growth and Retention Around the Globe
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

“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 Adjustusers looking to churn and target them at critical points long before retention rates begin their

The Mobile Growth Map

The Mobile Growth Map 5

5

The Mobile Growth Map 5 Growth

Growth

The Mobile Growth Map

The Mobile Growth Map 6

6

Growth Score by Country

Earlier this year, we introduced the Growth Score in our Global App Trends Report. The Growth Score shows which countries are warming to apps, and which are cooler to mobile technology. To calculate the Growth Score, we take the total installs per month and divided them by monthly active users (Total installs / MAU) for each vertical and country in our dataset. The more users that install in

relation to the MAU, the higher the score. This essential metrics reveals the rate of growth that apps gain from installs vs. their monthly active user base.

This time around, we clearly see that newly released apps are gaining traction, though at different rates depending on 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
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
37.2
34.1 45.3
29.4
36.7
26.9 36.1
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.

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7

Gaming Growth Score by Country

Reams of research show Gaming apps continue to dominate as the leading app category, and our report confirms this trend. The vertical gets high marks in our Growth Score, as apps released in 2018 broke through the ranks. Games now account for 33% of installs, 10% of time spent and 74% of spend, according to App Annie. Monetization opportunities are also rising, with hyper-casual leading a new wave of innovation that allows marketers to effectively monetize Games powered by increased brand involvement and compelling video ads. Better devices and more bandwith in many developing markets ensure apps are downloaded quickly and provide a better environment for casual and hardcore gamers — and everyone in-between.

Key Stats

• South America rules as the leading growth region, with four of the top five fastest-growing countries located there. No surprise that LATAM could be a prime market for soft launching your app (see p. 9).

• Growth is relatively slow in advanced economies, suggesting such countries are interested in playing games they already have. Japan, Singapore, Canada and the U.S. all rank relatively low on our chart.

• That said, Growth Scores are much higher in Gaming overall, averaging at 43. This far surpasses the performance of other verticals, which suggests 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
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.

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8

E-commerce Growth Score by Country

If analysts aren’t talking about Gaming, then they’re probably focused on E-commerce. eMarketer estimates shopping app downloads grew to 5.7 billion worldwide in 2018, up 9.3% over 2017. Moreover, the research firm forecasts that mobile’s share of revenue will improve, reaching 35% of all U.S. e-commerce sales in 2019 (an increase of 5% from 2018). Usage may be soaring, but innovation is trailing in some countries. Shoppers find issues with latency, and too many steps to conversion, as the most frustrating parts of app commerce. Streamlining the user experience would help spur additional app growth.

Key Stats

• Mexico, Chile and Colombia see the highest growth.

• There is a stark divide between nations above and below the E-commerce average. Countries that perform above the average hold a Growth Score of 42.29. Below average countries receive a score of 18.56.

• You might assume that the low scores are a clear indication that saturation in these mature markets has set in. But this is not what the data tells us. In Japan (the third largest purchaser of online goods), E-commerce sales account for 9.7% of total retail sales, according to Statista. In the U.S., E-commerce represented 14.3% of total retail in 2018, according to Digital Commerce 360. It may be that consumers simply prefer the web, but there is space for growth. More research highlights a new threat facing E-commerce apps: the comeback of physical stores that enjoy a higher level of popularity and trust among consumers (as research shows). Apps in these countries will have to do more to get a bigger mindshare — and share of wallet.

E-Commerce Growth Score by Country Mexico 49.83 Chile 48.42 Colombia 46.36 India 44.95 Brazil 44.59
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.

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9

Entertainment Growth Score by Country

Entertainment apps take significant credit for the rise in smartphone usage. According to eMarketer, time spent on mobile devices rose to almost four hours per day. Of this, “digital audio accounts for the biggest share of time spent, with social media and digital video following.” Video streaming services, karaoke and music apps engage users for long stretches of time, and present an opportunity for diverse, relevant advertising. These apps are a perfect fit with mobile- only markets, where mobile apps (not TV) are the only way to access content on-demand and on the device of their choice.

Key Stats

• Vietnam, Russia and Thailand top our Entertainment Growth Score chart. It’s the first time that multiple regions take the top three spots in our report.

• The U.K. appears relatively high on the chart by European standards, echoing the findings of Ofcom’s recent report which found “video-on-demand and streamed content is becoming a central part of adults’ viewing landscape.”

• 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 Russia Thailand 36.61 Colombia 34.87 Indonesia 32.47 Turkey 30.54
Entertainment Growth Score by Country
Vietnam
Russia
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

44.96

44.21

50.0

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

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10

Utilities Growth Score by Country

Though most often associated with flashlights, Utilities apps include keyboards, browsers, password protection, VPNs, file organizers, apps for office work, and weather apps. These apps offer the ability to save photos with more security, to work on the go, and generally provide people with the means to cover their day to day activities. The more mobile-only a country is, the more likely the phone becomes the center of their working world, as much as their leisure.

Increasingly, we believe Utilities will be a sleeper hit. Browsers dominate, but keyboard apps and font packs also 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.

Key Stats

• Though Myanmar tops the charts, the Middle East is heavily represented, with UAE and Saudi Arabia close to the top of the growth curve.

• South Korea typically appears in the middle of growth for this vertical, but here it far surpasses global averages. Growth potential varies highly within Asia Pacific.

• Though Android leads the way as the device OS of choice in mobile-first nations, Growth Scores compared to iOS are remarkably similar. Android’s Growth Score is 27.8, while iOS’ is 28.

Utilities Growth Score by Country Myanmar India 37.52 UAE 34.57 Saudi Arabia 32.9 South Korea
Utilities Growth Score by Country
Myanmar
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

41.78

50.0

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

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11

Soft Launch Strategies

Without a soft launch, marketers are flying blind when it comes to releasing their apps in new territories. As Ignasi Prat, a product and digital marketing leader and professor, has written, “A successful soft launch will inform whether or not a game will generate significant revenues, traction and acceptance.”

If you’re preparing to release your app in markets with high growth potential, first consider whether you should release in smaller local markets that provide a litmus test for your app before you publish in your target country. Soft launches also allow you to gather data on performance and further optimize your app for better engagement. A soft launch also yields the hard data to help you make tough decisions. Is your game profitable? Should you kill it before spending more time, and money, on a failing product? A soft launch will give you answers and confidence in your business decisions.

Before you get started with your soft launch, you need to do your homework. Find markets where the cost of

acquisition offers value for money, and plan to launch in countries (at least three) that closely mirror your target market. Even better if you choose countries in the same region. If the U.S. is your target, soft launching in Canada, the U.K., or even Australia and New Zealand can provide comparable benchmarks for performance. If China is your target market, then focus on surrounding countries like Vietnam, Thailand and Indonesia. With significant Chinese-speaking populations, your app is ready for testing without the need for full localization.

If you’re experimenting with paid campaigns, budget is also a big consideration. To help you allocate spend (and benchmark your results), let this table with data provided from Liftoff’s Mobile App Engagement Index be your guide. It shows how CPIs and CPAs can span from high to low.

For more on soft launches, take a look at Adjust’s article here.

 

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

The Mobile Growth Map

The Mobile Growth Map The Mobile Growth Map 12

12

Retention

The Mobile Growth Map The Mobile Growth Map 12 Retention
The Mobile Growth Map The Mobile Growth Map 12 Retention

The Mobile Growth Map

The Mobile Growth Map 13

13

NORTH AMERICA SOUTH AMERICA EUROPE 40% 40% 40% 30% 30% 30% 20% 20% 20% 10%
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
21 28 1 7 14 21 28 1 7 14 21 28 Day Day Day MIDDLE
21 28 1 7 14 21 28 1 7 14 21 28 Day Day Day MIDDLE
MIDDLE EAST ASIA PACIFIC 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% 1
MIDDLE EAST
ASIA PACIFIC
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
1 7
14
21
28
1
7
14
21
28
Day
Day

E-COMMERCE10% 0% 0% 1 7 14 21 28 1 7 14 21 28 Day Day ENTERTAINMENT

ENTERTAINMENT0% 1 7 14 21 28 1 7 14 21 28 Day Day E-COMMERCE GAMES UTILITIES

GAMES21 28 1 7 14 21 28 Day Day E-COMMERCE ENTERTAINMENT UTILITIES Retention Growth is only

1 7 14 21 28 Day Day E-COMMERCE ENTERTAINMENT GAMES UTILITIES Retention Growth is only one

UTILITIES

Retention

Growth is only one side of the equation. Without keeping users, you’re burning cash. So how well does your app stack up? We’ve arranged typical retention rates by country and vertical to discover how well newly released apps retain their users over time.

E-commerce retention rates average around 19% on Day 1, falling to 9% on Day 7 and 4% by Day 30. Of all regions, South America has the highest retention, with Brazilian users retaining best (as the IDC found, Brazilians perform more financial transactions via smartphone than anywhere else in the region).

Entertainment retention is tightly clustered — the maximum deviation is 5%, and by Day 30 all apps are within 1% of each other. On Day 1, an average of 20%

of users return. By Day 30, this figure is just 3%.

• The highest retention of any vertical, Gaming, averages at 34% on Day 1, and 15% on Day 7. Even by Day 30, 6% of users are opening the app every day. That said, Gaming drops 19% of their total initial user base between Day 1 and Day 7 — the steepest decline of any vertical. This sharp drop is likely due to casual games, which drive installs but also churn with experiences that amaze but don’t retain for long periods. North American users retain best.

Utilities have the lowest retention of any category, averaging 8% on Day 1, 4% on Day 7, and 2% on Day 30. Low retention may have more to do with the nature of Utilities, but might also speak to low use of 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.

TheThe MobileMobile GrowthGrowth MapMap

The The Mobile Mobile Growth Growth Map Map 14

14

The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic
The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic

Paid

vs.

Organic

The The Mobile Mobile Growth Growth Map Map 14 Paid vs. Organic

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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%
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%
Spain
10%
Netherlands
9%
Brazil
9%
U.K.
8%
Russia
4%
21%
Denmark
4%
Global
average
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%

RETENTION FACTOR BY VERTICAL

Entertainment 170%

E-commerce 90%

Games 20%

Key Stats

• Organic users retain better overall.

• Paid users in Thailand, Indonesia, Poland and Belgium

retain better than their organic counterparts.

• Organic users in Vietnam, UAE and Egypt perform much

better, with dramatically lower paid retention than

elsewhere. Curiously, three have wildly different share

of paid, as you’ll see in the chart on page 14.

A simple way to boost engagement rests on your ability

to use your data to find and target users who churn

just before sweet spots in the customer journey. For a

Gaming app, if you see that in-app purchases rise after

completing level 7, then target users who lapse after

level 6, and reap the benefits.

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

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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%
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%

Key Stats

• The countries receiving the highest amounts of paid traffic are Egypt (61%), Saudi Arabia (57%) and the U.S. (55%).

• Elsewhere, organics dominate. Myanmar (26%), Turkey (35%) and Vietnam (37%) maintain a majority of organic traffic.

iOS has slightly higher paid traffic (47%) than Android (40%). Egypt (62%), Saudi Arabia (57%) and the U.S. (56%) drive the most paid Android traffic. Saudi Arabia (56%) and the U.S. (54%) also appear in the top iOS paid rankings.

75%

100%

Increasing paid traffic literally pays dividends, but the majority of countries are organic-first. So how do you increase the number of paid users for your app? It’s a relatively simple proposition: spend more! That, or personalize to engage existing users. As Clevertap points out, “the smartness is in taking personalization beyond the obvious and providing users with smart messaging based on their buying history, making recommendations based on their buying frequency.” Personalization must go beyond simple form filling, and actively engage and 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.

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Paid vs. Organic Installs Over Time

A critical question often unanswered is “when should marketers start their paid activities after release?” Thanks to our findings, we can show the share of paid vs. organic installs over time, revealing when marketers spend in order to drive more paid traffic to their app.

The higher the figure, the more installs are driven by paid. Three verticals split our findings, all performing with significant differences.

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
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.

TheThe MobileMobile GrowthGrowth MapMap

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Country Trends in Asia Pacific Three Countries Spotlights in a Mobile-first Region
Country
Trends
in Asia Pacific
Three
Countries
Spotlights in
a
Mobile-first Region

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Spotlight: Indonesia

In our Global App Trends Report, Indonesia was named 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 Annie, for instance, found that Indonesian users spending the most time per day in-app — four hours, on average.

Though apps released in 2018 saw massive growth in Games and Utilities, ongoing retention performance of Entertainment is higher than elsewhere. This suggests 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 of conditions conducive to growth. For one, the country is young. Nearly half (42%) of the population of Indonesia is under 24. Two, It’s a user segment that is flocking to more affordable devices. According to the GSMA, the cost of devices fell “from 4.6% of income to 1% of income.” Youth is particularly drawn to Gaming apps — the highest Growth Score of all (40.83). Indeed, apps are more widespread among a digitally-native generation.

However, Gaming is a little behind global growth averages when you compare by vertical. Utilities apps 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.

Indonesia's Growth Score by Vertical

GAMES 40.83 E-COMMERCE 38.23 ENTERTAINMENT 32.42 UTILITIES 26.48
GAMES
40.83
E-COMMERCE
38.23
ENTERTAINMENT
32.42
UTILITIES
26.48
Indonesia's Retention by Vertical 40% 30% 20% 10% 0% 1 7 14 21 30 E-COMMERCE
Indonesia's Retention by Vertical
40%
30%
20%
10%
0%
1
7
14
21
30
E-COMMERCE
ENTERTAINMENT
GAMES
UTILITIES
We looked at ARPU data from one of Indonesia’s largest platforms. On average, organic users

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.

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Spotlight: Singapore

Singapore's Growth Score by Vertical 32.82 GAMES 24.01 UTILITIES ENTERTAINMENT 16.91 11.23 E-COMMERCE
Singapore's Growth Score by Vertical
32.82
GAMES
24.01
UTILITIES
ENTERTAINMENT
16.91
11.23
E-COMMERCE
Singapore's Retention by Vertical 40% 30% 20% 10% 0% 1 7 14 21 30 E-COMMERCE
Singapore's Retention by Vertical
40%
30%
20%
10%
0%
1
7
14
21
30
E-COMMERCE
ENTERTAINMENT
GAMES
UTILITIES

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 subscriptions in a population of 5.64 million) but app growth tends to be low. For example, mobile banking growth is stalled by a “sophisticated and established traditional ecosystem,” along with abundant competition. This state of the market is confirmed in our findings. While Games has a strong Growth Score, and retains 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 6% retention globally, meaning users in Singapore are much more likely to churn if they don’t enjoy their in-app experience.

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

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Spotlight: India

India is the world’s third-largest economy, representing

a potential growth market unlike any other. But it’s also

India's Growth Score by Vertical

home to 24 languages and 720 dialects, which makes app localization a serious challenge for those looking to enter the country. Users in India are clearly loyal to their apps — but maintaining this requires campaigns

   

GAMES

 

53.20

 

E-COMMERCE

 

44.95

 

and advertising that strike a chord. A report from InMobi puts heavy emphasis on language: “The number of people in India who speak Indian vernacular languages

 

UTILITIES

 

37.52

 
 

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, 12 minutes online per day, and the majority of that time (76.5%) will be via mobile devices.” Consumers are connecting to more modern forms of content, whether in-app or elsewhere: “Video takes the largest share of content consumed on mobile internet, projecting growth from 49% in 2016 to 75% in 2021,” says the MMA. This explains why Day 1 — 7 retention for Gaming and Entertainment apps is healthy.

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.

40%

30% 20% 10% 0% 1 7 14 21 30 E-COMMERCE ENTERTAINMENT GAMES UTILITIES
30%
20%
10%
0%
1
7
14
21
30
E-COMMERCE
ENTERTAINMENT
GAMES
UTILITIES

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

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The Mobile Growth Map

The Mobile Growth Map The Mobile Growth Map 22

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The Mobile Growth Map The Mobile Growth Map 22 Mapping Out Your Mobile Growth

Mapping Out Your Mobile Growth

The Mobile Growth Map

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Our Top 3 Takeaways

What can we learn from all of this?

1. Gaming apps continue to grow as the leading app category, but Entertainment apps are taking a significant share of in-app time. Perhaps Gaming apps have had it easy, but the category will now have to compete harder for mindshare in the future.

2. The Retention Factor reveals that organic users retain better, but the difference is close (and reversed in some countries). Focus on where users churn, and retarget effectively to bring them back.

3. Asia Pacific is primed to rise, and is a perfect place to soft launch a new app (without the heavy lifting of a full localization). Indonesia, Singapore and India, as well as Vietnam, Myanmar and Thailand represent great opportunities.

Notes on methodology and sample size

To create this report, we took apps launched on the App and Google Play Stores in 2018 across 31 countries and four verticals. This dataset consists of 3,454 apps.

The distribution by verticals is the following:

• E-commerce: 141

• Entertainment: 431

• Games: 2,710

• Utilities: 172

To calculate the Growth Index, we took the 1,000 highest-performing apps by sessions on our platform. 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.

marketing efforts and build the best-in-class product. If you want to learn more, get in touch

www.adjust.com