Among the mobile apps, the categories of video games and entertainment are the ones that have had the highest growth in the world. This was informed in the second Mobile App Growth global report carried out by Adjust in collaboration with Facebook.
The application marketing platform Adjust showed in its report the growth of applications and their retention in 2020. According to the consultancy, the application economy showed great resilience last year.
Trends in apps in 2020
According to the report, the Asia-Pacific, Middle East and North Africa, and South America regions are those that showed the highest levels of growth. In the world, video games had the best results. In this last category, Argentina obtained first place, but India shows a very accelerated growth.
Adjust highlighted the following categories and regions in its report:
● A gamer world is coming: Video games topped the list of applications in 2020. This result is in line with the forecasts made by Adjust in its Mobile App Trends report published last year.
The success of video games is due to innovative business models, such as hyper-casual games, that can be played instantly, and are designed to attract attention with simple mechanics.
● Latin America is leveling up: In video game applications, Latin America has become the leader. Increased accessibility to the Internet and the growth of urban populations accelerated development. Three of the top five countries in the video game vertical are in Latin America, and Argentina tops the list. Vietnam, Brazil, China, and Mexico occupy the next four places.
● India makes a worthy appearance for Bollywood: India is the fastest-growing region. The ever-growing mobile penetration has played a key role. In this country, education is the fastest-growing category of apps. Meanwhile, entertainment apps stand out as being in a highly competitive streaming market and “Over The Top” (OTT) media.
● The world seeks entertainment: Locked at home, people around the world have searched en masse for entertainment applications. This category has grown rapidly. Subscriptions are the most prominent trend.
According to data obtained by Apptopia, almost 80% of the 225 most popular applications on the Google Play Store and almost 50% of the 225 most popular applications on the App Store are subscription-based.
● Asian market leads online shopping: Korea and Vietnam top e-commerce charts. These two countries are the fastest-growing markets for mobile-oriented trade. In Vietnam, particularly, applications can still grow a lot by tapping into untapped markets with avid consumers. China, Egypt, and Colombia also showed strong performance in e-commerce.
Apps: opportunities in emerging markets
Adjust’s report helps create a global map that highlights mobile trends outside of the larger, more mature markets. In this way, marketers can discover areas of potential growth.
According to Adjust’s COO, mobile marketers require a roadmap to identify the right users. The combination of data between Adjust and Facebook offers more valuable information that allows better retention of users.
In this way, marketers have more data to develop more effective strategies and identify opportunities in more markets. According to Bryan Wang, Director of Marketing Science, Greater China Region & Gaming at Facebook: “Data from the Mobile App Growth report can help app advertisers identify their new market entry strategies and develop winning tactics effectively.”
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