Philippines – Finance and food delivery app installs have surged in the Philippines, according to according to Sensor Tower’s report.
SensorTower’s report shows a 30% year-on-year increase in Filipinos’ installation of credit and lending apps, with finance app downloads reaching nearly 200 million in 2024.
This increase complements the 27% rise in finance app installs in the Asia-Pacific. To boost engagement, brands leverage personalisation for regional targeting using deep linking and web-to-app tracking.
Meanwhile, the Philippines leads Southeast Asia in food delivery app installs with a 23% share of the market. The Philippines also ranks second in the region in terms of average daily time spent on food delivery apps.
However, retention rates for both finance and shopping apps remain below 10%, signalling a need for better post-install engagement strategies. This can be done through audience segmentation and re-engagement tools for campaigns. Omnichannel attribution and fraud prevention will also enable brands to accurately track performance while protecting their budgets.
April Tayson, Adjust regional vice president for INSEAU, commented, “In the Philippines’ fast-growing app market, brands must now shift their focus from growth alone to sustained performance. By leveraging data-driven insights, marketers can optimise the user experience, turning installs into loyal, long-term customers. This is how brands in the Philippines, and the rest of Southeast Asia, can win the long game.”
“We’re entering a phase where install growth is just the beginning. Being the most downloaded app is not enough – it’s about being the most retained, most used and most valued. At Adjust, we help brands measure and understand user behaviour, optimise retention strategies and make data-driven decisions that fuel long-term engagement and growth,” Tayson added.
