App tourism on the rise, new report says

Data and analytics company App Annie has partnered with marketing measurement platform AppsFlyer to produce a report titled, “State of App Marketing in Australia and New Zealand.”

It explores the impact that Covid-19 has had on the mobile industry in the A / NZ region and provides advice on how organizations can analyze the data and therefore capitalize on the opportunities to generate more sales.

The report also found ways for companies to learn from the data to generate better marketing strategies as the world emerges from bottlenecks and business conditions begin to stabilize.

This suggests that the introduction of Apple’s privacy-centric iOS 14 and Application Tracking Transparency Framework (ATT) earlier this year made remarketing more difficult, as reliance on data at the level of the user has become a thing of the past.

Pandemic conditions saw a period of sustained growth from the first quarter of 202 to the end of the second quarter of 2021, according to the report, with consumers seeking alternatives to their general digital purchases, services and habits. This has led to significant increases in in-app spend, across the categories measured in the report.

Conversely, however, the report – which measured 3,250 apps and over 237 million app installs – also suggests that consumers have become more fickle over the past 18 months, with a tourism rate of d higher applications.

More and more people have tried apps by downloading them and not sticking around. Categories such as health and fitness, games and shopping all saw an increase in downloads, but saw year-over-year spending cuts from 2019 to 2021.

“In many ways, the mobile app market in ANZ has never been healthier and consumer spending has never been higher as Australians and New Zealanders double their new mobile-centric habits. for marketers entering 2022, it will be how to get consumers to settle down more permanently, ”said App Annie APAC general manager Cindy Deng.

“App Annie helps act as this bridge between brands and their consumers to understand fluctuations in mobile preferences and values, and how to fuel winning mobile experiences.”

Other key information and statistics in the report include:

  • Financial app downloads in Australia and New Zealand increased 35% and 25% year-over-year, respectively, between first half of 2020 and first half of 2021, as the pandemic accelerates the trend to recede cash.
  • Entertainment and lifestyle apps (mostly dating) were identified as notable areas of consumer spending growth, registering a 75% and 45% year-on-year increase in Australia in Q1 2021 and an increase, respectively. 45% across New Zealand.
  • Shopping apps nearly doubled in-app purchases year over year in both markets.
  • Food and beverage saw a 66% increase in remarketing conversations in the second quarter of 2021, with residents turning to food delivery services to bypass door-to-door orders.
  • There was a rapid and sustained increase in iOS budgets and installation expenses after the application of the TCA, averaging 66%.

“Six months after Apple’s ATT took effect, marketers in the A / NZ region are still struggling to understand the material impact of these privacy measures on their mobile marketing strategies. Said Antony Wilcox, Director of A / NZ Growth at AppsFlyer.

“With ANZ being a dominant region on iOS with an impressive 80% user penetration rate, we encourage all advertisers to strike this balance between consumer privacy, while providing personalization through a smart approach to data insight. . Our mission at AppsFlyer in this region is to empower app marketers and technology partners to create better and more meaningful customer relationships. “

Lance B. Holton