Digital payments continue to drive growth in FinTech app sessions in Japan
New Japan Mobile App Trends 2022 report shows payment app sessions account for nearly 75% of total fintech sessions from 2021 to H1 2022
TOKYO, 27 October 2022 /PRNewswire/ — Adjustthe mobile market analysis platform, and Take offa leading growth acceleration platform for the mobile industry, launched today Japan Mobile App Trends 2022: Essential App Performance Benchmarks and Insightsa deep dive into the performance analysis of mobile games, e-commerce, fintech and dating apps, as well as CTV, in Japan. The joint report finds that fintech posted the highest incremental growth of all app categories during the first half (H1) of 2022, growing 13% year-over-year (YoY).
As the country moves towards a more connected future, Japan has invested in being a cashless market with 40% of all transactions will go digital by 2025. As a result, payment apps have taken the lion’s share of sessions among fintech subverticals from 2021 through H1 2022, according to Adjust and Liftoff’s report, accounting for nearly 75% of total fintech sessions, followed by banking (15% ) and crypto (12%).
Looking across verticals, sessions for all apps increased 12% in H1 2022 year-over-year, and from 2020 to H1 2022, app installs increased nearly 20% across all verticals. Notably, while gaming sessions fell in H1 compared to last year, they remain above pre-pandemic levels – up 8% compared to H1 2020.
“Despite significant challenges for the global app and mobile marketing industry over the past two years, Japan has shown its resilience as a top market for app users and advertisers,” said Naoki SassaCEO Japan on Adjust. “From a huge increase in the use of mobile payments to increased gaming and e-commerce sessions, we are excited to see how these growth patterns continue in the coming months as user habits continue to evolve.”
The report also examines retention rates, cost per install (CPI) and return on ad spend (ROAS) across four key verticals in Japan to provide mobile marketers with actionable insights for this high-growth market. The best takeaways include:
- In H1 2022, June saw the highest volume of fintech app sessions — 30% higher than the average for 2021 and 79% higher than 2020. Fintech apps also retain users well in Japan. In H1 2022, Japan had higher retention rates than APAC overall. The median retention rate on day 1 was 17%, 11% on day 7, 9% on day 14 and 7% on day 30.
- Hyper-casual and RPG apps are the most popular genres. As the third largest gaming market worldwide, Japan so hyper-casual titles account for 15% of total game installs between 2020 and H1 2022, while role-playing games (RPGs) came second with 13%. Users played gaming apps for an average session length of 26.5 minutes in H1 2022, exceeding the average session length across all verticals by 15 minutes.
- E-commerce marketplaces continue to dominate installations. Online trading performed exceptionally well in Japan the last two years. From 2020 to H1 2022, marketplace apps had the majority of installs at 75%, followed by shopping apps at 23%. And January 2022 was the highest charting period, up 8% compared to the 2021 average and up 29% compared to 2020.
- Despite having a higher price tag, Android users are more likely to download dating apps than iOS users. Sessions for dating apps have grown steadily over the past two years – by 7% and 13% in H1 2021 and H1 2022 YoY respectively – but so has the cost of acquiring new users. According to Liftoff, the KPIs for dating apps rose during the winter, reaching a high of $6.60 per installation i February 2022with iOS users costing slightly less per install and Android users converting more easily with one $8.47 price tag.
- CTV is the next frontier for app marketers. Japan is fast becoming one of the largest markets with 21% of the population uses CTVand is predicted to reach 23.2% by 2025. With mobile penetration i Japan increases, CTV campaigns will become a regular part of app marketers’ user acquisition strategies as they hope to capture some of the forecast ¥58.8 billion in CTV ad spend by 2024.
“To properly measure CTV campaign performance, marketers need to go beyond last-touch attribution to look at assistive touchpoints – CTV ads that appear before users convert via other channels,” Sassa added, “which is possible through comprehensive measurement solutions on across devices like Adjust’s CTV AdVision. To illustrate the assistive power of CTV, Adjust data shows that 223.8 million mobile app installs were generated directly through CTV ads globally in September 2022compared to 670 million mobile app installs assisted of CTV ads over the same time period.”
“Now is the time to consider what’s next for mobile marketing to accelerate the growth of your apps,” said Kota Amano, Senior Country Manager Japan & Korea at Liftoff. “At the same time, marketers need to know how to acquire engaged users after installation.”
To download Japanese Mobile App Trends 2022 report, click here.
About Adjust
Adjust is the mobile marketing analytics platform trusted by growth-driven marketers worldwide, with solutions for measuring and optimizing campaigns and protecting user data. Adjust powers thousands of apps with built-in intelligence and automation, backed by responsive global customer support.
Adjust is a subsidiary of AppLovin (Nasdaq: APP), the leading growth platform for developers. Learn more about Adjust on www.adjust.com.
About Liftoff
Take off is a leading growth acceleration platform for the mobile industry, helping advertisers, publishers and game developers scale revenue growth with solutions to market and monetize mobile apps. With a range of solutions including Vungle, JetFuel, GameRefinery and TreSensa, Liftoff supports over 6,600 mobile businesses in 74 countries, including gaming, social, finance, e-commerce, entertainment and more. Liftoff is proud to be a long-term partner for leading advertisers and app publishers since 2012. Headquartered in Redwood City, CALiftoff has a growing global presence with offices around the world.
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SOURCE Adjust
