AppsFlyer: The Installation of Mobile Apps in Latin America
The report The State of App Marketing in Latin America 2020 of AppsFlyer reveals that Mexico and Brazil are leading the growth in installations, use and revenues from mobile applications in Latin America
AppsFlyer, the global leader in mobile attribution and data analysis, presented The State of App Marketing in Latin America 2020 , the most comprehensive report on mobile applications, indicating that confinement SARS-CoV-2 accelerated the growth of the app economy in Latin America, where facilities increased 29.3%. Mexico (65% more) and Brazil (50% more) stand out in revenue growth.
The categories that dominate the market invest in advertising, through the ads they capture between 40% and 87% of users. The apps with the most facilities in the region are games , in Brazil shopping and finance stand out , while in Mexico, Argentina and Colombia services. Marketing investment is necessary to generate facilities, activity and acquisitions. The category with the highest rate of paid users in the region is shopping .
Non- gaming apps are more attractive to ad fraud, mainly finance . On average more than half of the robberies are done through bots.
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Chinese apps lose strength, in 2018 they monopolized 48 percent of the Latin American market and in 2020 their share fell 56%, the Brazilian ones gained presence with a growth of 125%.
Last year 60 percent of the app installation came from advertising campaigns, 30 percent more than in 2017. In Latin America, 3.1 billion dollars will be invested in marketing campaigns for the installation of apps, which corresponds to 6% of advertising investment in the world, and will grow 122% in 2020 to add 6.9 billion dollars.
” The sustainability of an application, today more than ever, depends on quality audiences. Focusing on post-installation data allows us to determine what the ideal audiences are like , and to understand what channels, campaigns and media have originated them, ” said Daniel Junowicz , General Director for Latin America at AppsFlyer.