The global app marketing analysis platform Adjust published its annual Mobile App Trends Report. The report shows that mobile apps are growing rapidly around the world. In 2020, app installations across all app categories increased by an average of 50% year-on-year. In the first quarter of 2021, growth increased by a further 31%. And the use of apps is also increasing continuously. The sessions were 30% higher in 2020 than in the previous year and increased by a further 4.5% in Q1 2021.
The report is based on Adjust’s 2,000 top apps from over 45 countries in the app categories of gaming, e-commerce and fintech. The data is used to analyze long-term trends in installations, sessions and length of time apps around the world.
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“All over the world, more and more people are learning to appreciate the advantages of mobile apps in many different areas of everyday life. This has brought immense growth to the app industry. Mobile marketers have more opportunities than ever to reach new users. But iOS 14 also begins a new era for the industry. “
– Paul H. Müller, Co-Founder and CEO of Adjust.
Fintech apps are the fastest growing app category with an installation growth of 52% in 2020
In Q1 2021 the installations will increase by 12% compared to the annual average of 2020. This trend is largely due to the tremendous popularity of trading apps like Robinhood, Trade Republic, and Gatsby. The average user has now installed 2.5 finance apps. Sessions in fintech apps also increased significantly in 2020. The number of sessions rose by 85% compared to the previous year and recorded a further increase of 35% since the beginning of 2021. This illustrates the step towards digital banking and digital payment services.
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Gaming apps, especially hyper-casual games, are booming in 2020
Apps in the hyper-casual category recorded a 43% increase in installations, while apps from other genres – so-called non-hyper-casuals – experienced 26% growth. The number of sessions for hyper-casuals rose by 36% compared to the previous year, and for non-hyper-casuals the growth was around 27%. Since the beginning of 2021, sessions in hyper-casual games have fallen by 21%. But if the peak values during the first global lockdowns are factored out, the picture is very similar year-on-year. In February alone, 47% more sessions were recorded than in the previous month.
E-commerce apps are growing slowly but steadily
The growth in the e-commerce category is relatively small at 6% in 2020, but it shows constant growth over the entire year. The number of sessions for e-commerce apps increased significantly by 44% and shows how many consumers are now using their smartphones for shopping offers. Shopping apps are getting off to a very strong start in 2021. The installations are 11% above the annual average for 2020 and the sessions have also increased by 14%.
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