“You don't need a crystal ball to succeed in mobile app marketing and campaign optimization,” said Simon “Bobby” Dussart, CEO of Adjust. “By incorporating predictive analytics into cross-device and cross-channel marketing efforts, mobile marketers and developers can make faster, smarter budget allocation decisions and scale with confidence. Gain insightful data and insights.”
Personalization, privacy and the role of AI
In the hybrid casual genre of games, strategically incorporating personalization into the game's UX has been proven to significantly increase retention and revenue. Industries such as e-commerce and finance must similarly adopt a data-centric, AI-driven approach to customizing in-app experiences.
“The best way for game developers to increase long-term retention is to make their game or app feel like it was designed specifically for players,” said Daniel Chernakhovsky, vice president of international business development at AppLovin. “It's about letting them do it.” “AI allows developers to segment users and customize game progression, making the game's difficulty feel like it's uniquely tailored to you.”
In particular, App Tracking Transparency (ATT) opt-in rates continue to rise over time as communication and transparency around the value of data sharing improves. Across the industry, app user consent rates increased from 29% to 32% in 2023. Gaming had the highest consent rate globally (39%), while fintech and e-commerce had the largest increase in consent rates (7 percentage points each).
Mobile app strategy to outperform your competitors
Mobile app trends in 2024 is based on a combination of Adjust's top 5,000 apps and the combined dataset of all apps tracked by Adjust, giving marketers and developers critical information to build and execute strategies that outperform their competitors. We provide.
Other key takeaways from the report include:
- Mobile payments drive adoption of fintech apps, payment apps will account for about one-third of all fintech app sessions in 2023. In-app revenue for fintech apps grew 118% year over year, while app installs and sessions grew by an impressive 42% and 24%, respectively.
- Gaming app installs to recover in Q4 2023, which increased by 7% globally. The largest shares of game app installs were action (18%), hypercasual (14%), and puzzle (14%).
- M-commerce is growing rapidly Shopping app installs will increase by 56% and global e-commerce app installs will reach up to 43% by 2023. North America E-commerce app installs saw the biggest increase (98%).
report We also explore how new channels like CTV and PC and consoles are the next frontier for advertisers. “Acquiring high-value users starts with an effective channel acquisition strategy,” he added. Andrei Kazakov, Vice President of Demand for Non-Games at AppLovin. “Marketers need to understand which channels fit their specific app's audience and goals, and determine how much money they need to spend to reach a critical mass of experimentation that can drive more efficient performance. is needed.”
For additional findings and best practices, download the full report here.
About adjustment
adjustis an AppLovin (NASDAQ: APP) company, trusted by marketers around the world to evaluate and grow apps across platforms from mobile to CTV and more. Adjust works with companies at every stage of app marketing, from fast-growing digital brands to brick-and-mortar businesses releasing their first app. Adjust's powerful measurement and analytics give you the visibility, insight, and critical tools to drive better results.
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