New report from Adjust shows positive early momentum for mobile apps for e-commerce, Fintech and gaming in 2023

Adjust’s Mobile App Trends e-book provides key insights for developers and marketers to drive strategic growth in the year ahead

SAN FRANCISCO, March 28, 2023 /PRNewswire/ — Mobile Marketing Analytics Package Adjust today launched its annual mobile app trends report, which describes upward momentum for e-commerce, fintech and gaming apps so far in 2023, despite economic headwinds. While 2022 marked the industry’s first ever decline, early indicators for 2023 show that a turnaround is already well underway – with mobile app installs trending up in e-commerce (+4%), fintech (+13%) and gaming (+10 %) against their 2022 average.

“Global conditions and user needs are evolving rapidly, but the need for growth and ROI in the mobile app marketing industry remains the same,” said Simon “Bobby” Dussart, CEO of Adjust. “Delivering highly customized, seamless user experiences, executing cross-platform campaigns and leveraging the potential of new channels such as connected TV will prove invaluable to marketers and developers seeking sustained and strategic growth in 2023 and beyond.”

The report – based on datasets totaling more than 100,000 apps tracked by Adjust – analyzes long-term trends in installs, sessions, time spent in the app, retention, reattribution rates and more worldwide. This insight enables developers and marketers to better understand their audience and the state of the app economy.

Other key takeaways from the report include:

• ATT opt-in prices have climbed again. With data privacy now the norm, user education on the subject is improving, resulting in ever-increasing enrollment rates. ATT opt-in rates for Q1 2023 have climbed to an overall industry average of 29%, up four percentage points year-on-year, with gaming peaking at 36% and fintech climbing from 11% to 18%.
• The m-commerce boom as revenues consistently trend upwards. Sessions and session lengths in m-commerce increased year-over-year in 2022, and sessions are up another 7% so far in 2023. E-commerce in-app revenue increased 4% year-over-year in 2022, and November is coming as the biggest month ever tracked by Adjust.
• Despite economic headwinds, fintech apps grew globally, demonstrating the resilience and growing relevance of mobile financial services. Global installs for fintech apps grew 2% in 2022, while global sessions grew 19% year-on-year – notably up in LATAM (54%) and EMEA (40%). Fintech in-app revenue also skyrocketed by more than 90% from November 2022 through January 2023.
• Hyper casual gaming maintains dominance, accounting for the highest share of gaming app installs. While Hyper casual games account for 25% of gaming app installs, action games represent the highest share of sessions at 25%. Game app installs and sessions declined significantly in 2022, but are rebounding, up 10% and 11% respectively in January 2023. In-app revenue is also up, by 14%, compared to Q4 2022.

The report also highlights the 10 most downloaded apps in 2022 across mobile e-commerce, gaming and fintech, providing key insights from leading industry players. Kathleen GambarelliGroup Product Marketing Manager, Revenue, Snap Inc. notes that “Maintaining agility in this changing mobile ecosystem is critical. From rapidly introducing product features that better serve our community and advertisers, to diversifying revenue streams and embracing new industry standards around measurement, Snap has proven to be adaptable and resilient.”

Dussart added that current trends demonstrate the mobile app ecosystem’s ability to consistently endure and adapt to the diverse and ever-evolving needs of users. “Success in 2023 will be defined by those who are able to cut through the noise to stand out from the competition,” he said. “Maximizing marketing effectiveness via centralized data and investing in the tools needed to make quick and effective decisions will ultimately result in campaigns that deliver results.”

For additional findings, download the full e-book here.

About Adjust
Adjust is trusted by marketers worldwide to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at all stages of the app marketing journey, from rapidly growing digital brands to brick-and-mortar companies launching their first apps. Adjust’s powerful measurement and analysis package provides visibility, insight and important tools that deliver better results. Adjust is owned by AppLovin (Nasdaq: APP), and has its headquarters in Berlin, Germany.

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SOURCE Adjust