Singapore – Brands are turning to smarter user targeting following a 14% global decline in shopping app usage, according to a report by measurement and analytics company Adjust. To adapt, brands in the Asia-Pacific (APAC) are prioritising higher-value and more engaged users, moving away from scale-focused approaches.
Asia-Pacific shopping app users are leading the mobile commerce growth, with Adjust’s report showing a 13% increase in installs year-on-year. Other markets like Europe, North America, and MENA are experiencing slower growth in comparison.
Adjust’s report sees a 2% increase in e-commerce app sessions, showing fewer yet more engaged users. Shopping app’s global reattribution share also increased, indicating brands’ growing investment in engaging existing users.
Globally, marketplace apps account for 60% of sessions, also recording the longest session average of 10.69 minutes. Marketplace apps also saw a 25% Day 1 retention, while e-commerce apps are only at 13%.
The report also saw the importance of seamless cross-platform experiences, especially with mobile web emerging as a high-intent entry point. It also observed increased channel diversity, with shopping apps averaging 7 partners per app.
April Tayson, regional vice president for INSEAU at Adjust, commented, “Globally and across APAC, we are seeing a mobile commerce landscape that is not only growing, but is also maturing. The most successful shopping apps are those that blend AI-powered targeting with consistent, meaningful experiences across every touchpoint. This is where building trust and engagement that lasts well beyond the install comes in.”
