Tag: Adjust

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.

Singapore – A new report from Adjust has revealed that Asia-Pacific played a key role in driving global gaming growth. It noted that mobile game installs in the region rose 4% YoY in 2024, despite a 3% dip in sessions, signaling opportunities for marketers to refine retention strategies and maximise long-term player engagement.

The report showed that in 2024, hyper casual games led global installs (27%) but accounted for only 11% of sessions, highlighting high churn. In contrast, action games, with just 10% of installs, drove 21% of sessions and the longest average playtime (45.15 mins), indicating strong retention. Strategy apps saw the highest YoY install growth (+83%), while casino (+32%) and arcade (+23%) apps led in session growth, reflecting high engagement. 

In APAC, the Philippines and Indonesia led in gaming app install and session growth. The Philippines saw a 4% increase in installs and 9% in sessions, while Indonesia recorded 21% growth in installs and 6% in sessions. Meanwhile, other markets showed mixed results: India saw a 2% rise in installs but a 1% drop in sessions, while Vietnam experienced a slight 0.3% uptick in installs but a sharp 18% decline in sessions.

In terms of regional session lengths, APAC had a slight increase with users logging in 34.84 minutes per session in 2024 compared to 34.32 minutes in 2023, and longer than the global average of 30.75 minutes per session. Indonesia recorded the longest gaming sessions in 2024, at an average of 44.31 minutes, with the Philippines (43.4) and Singapore (39.14) following closely. Thailand and South Korea remained strong – both exceeding 35 minutes.

The report also noted that gaming app tracking transparency (ATT) opt-in rates increased slightly in Q1 of 2025 to 40% from 38% in the same quarter of 2024. Big contributors to this growth are attributed to India (from 43% to 44.2%), Indonesia (from 54.2% to 58.6%), Malaysia (from 46.9% to 51.9%), Philippines (from 41.6% to 47.4%), Singapore (from 26% to 29%) and Thailand (from 49.7% to 51.4%)

April Tayson, regional vice president for INSEAU at Adjust, said, “Despite market shifts, mobile gaming in APAC remains on a strong growth trajectory. As mobile-first adoption accelerates, it’s developers and marketers focusing on long-term player engagement — rather than short-term gains — who will be best positioned to thrive. Leveraging the power of AI-driven personalisation and hybrid monetisation, to name a few, will be key in building sustainable success in this dynamic industry.” 

She added, “With APAC’s sustained momentum, marketers need to stay agile in adapting to evolving player behaviors. Success will depend on embracing diverse monetisation models, optimising user acquisition across new channels, and continuously refining engagement strategies to keep players invested in the long run.”

Indonesia – Shopping app sessions rose 4% globally during Ramadan 2024, but Indonesia saw an 11% surge, reflecting strong engagement and repeat usage, according to a report by Adjust.

Ramadan drives a surge in shopping as mobile-first consumers seek deals and Eid gifts. The report also highlights a surge in other app categories during Ramadan. In Indonesia and Pakistan, gaming and entertainment app engagement rose by 7% as many users unwind with digital entertainment after iftar, driving increased nighttime activity.

In Indonesia, fasting month routines further boosted mobile reliance, with utility app sessions up 10% for tasks like transportation, bill payments, and productivity. This shift underscores the role of mobile apps in ensuring a seamless and connected Ramadan experience.

To maximise impact during Ramadan, Adjust advises marketers to align their campaigns with these user behaviour trends.

The report finds that user activity peaks after Iftar (48%), post-Taraweeh prayers (38%), and early before fasting (24%). To maximise engagement, brands should time ads, promotions, and push notifications around these high-activity periods. Value-driven offers—such as limited-time discounts, bundle deals, and cashback rewards—can further drive conversions, appealing to price-conscious consumers actively seeking the best deals.

Beyond timing and offers, personalisation plays a key role in user engagement. Adjust highlights the importance of AI-powered recommendations and smart audience segmentation, leveraging browsing behaviour, location, and past purchases to boost conversions. Automated push notifications and in-app messages further enhance the user experience by delivering relevant content at the right moments.

With consumers frequently switching between apps, websites, and social media, a seamless omnichannel experience is essential. A unified strategy across platforms, paired with retargeting on Facebook, YouTube, Instagram, and TikTok, keeps brands top-of-mind and reinforces messaging across touchpoints.

In terms of content strategy, the report notes that videos, live streams, and interactive formats like quizzes and polls drive engagement, while culturally relevant Ramadan themes strengthen user connection. Content around meal prep, fashion, and gifting also serves as key engagement touchpoints, catering to seasonal interests and shopping behaviours.

Moreover, brands can deepen their connection with consumers by emphasising social good and community engagement. Adjust recommends fostering goodwill through charity partnerships, donation-matching programmes, and storytelling that highlights Ramadan traditions, reinforcing brand affinity during this meaningful season.

Finally, as the Eid shopping rush approaches, brands should be prepared with fast shipping, exclusive discounts, and fintech solutions that ensure seamless transactions, capturing last-minute demand and maximising sales.

April Tayson, regional vice president for INSEAU at Adjust, said, “Ramadan is a time of meaningful connection, and brands have an opportunity to contribute by delivering value through thoughtful engagement. With Adjust’s powerful measurement and analytics suite, marketers can optimise every step of the user journey, whether for Ramadan campaigns or year-round strategy.”

Singapore – The mobile app market is seeing a resurgence in 2025 amidst an e-commerce boom, according to a report by measurement and analytics company Adjust.

Adjust’s report highlights a 26% year-on-year app install growth in 2024 across APAC, a rebound after a dip in 2022. The growth is particularly led by e-commerce, indicating a trend in finding and purchasing products efficiently.

As data privacy regulations remain a concern, the report sees an increase in the adoption of privacy-first technologies. Artificial intelligence real-time contextual insights are also making decision-making more efficient for users.

Meanwhile, Adjust’s report also emphasises an increased user trust in personalised ads as it sees a climb in app tracking transparency opt-in rates. The highest opt-in rate is observed in gaming at 39%, while e-commerce and shopping apps trails behind at 35%.

Gaming app installs are dominated by hyper-casual games, which represent 27% of total installs.

Banking and crypto apps are also on the rise, with a 41% year-on-year increase in APAC. 

“In 2025, the mobile landscape will be defined by the extensive use of AI to create high-quality content, with AI-driven automation of production processes significantly enhancing consumer mobile applications through personalized user experiences,” Andrey Kazakov, CEO of Adjust, said.

“The trend of products built cross-platform will continue unabated, with mobile web playing a valuable role in growth strategies by enabling seamless transitions between mobile web and native apps,” Kazakov added.

“As mobile usage continues to thrive across APAC, fueled by the growing adoption of AI, it is crucial for marketers to harness this momentum by refining their campaign strategies and delivering personalized user experiences,” April Tayson, regional vice president for INSEAU at Adjust, commented.

“Our data highlights that markets such as Indonesia, Malaysia, Vietnam, the Philippines, Singapore, and India are spending significant time on different apps, offering businesses immense opportunities to drive growth and engagement in the years to come,” Tayson added.

Singapore – Southeast Asian countries lead globally in Chinese app install share, with Indonesia (22%), the Philippines (21%), Malaysia and Thailand (both 19%), and Vietnam and Singapore (both 18%) ranking among the top markets, according to a study by Adjust and Sensor Tower.

The study revealed that SEA countries lead in most verticals for Chinese app installs, particularly in the utility category, with Vietnam (36%), Cambodia (33%), and Indonesia (30%) showing the highest shares.

For entertainment apps, Singapore leads globally in installs, holding a 49% share, followed by Pakistan at 36%. In gaming apps, the Philippines and Indonesia each hold a 19% install share, with Singapore close behind at 17%, all just trailing South Korea’s 21% lead. 

Meanwhile, Malaysia dominates social app installs at 80%, followed by Indonesia (65%), Vietnam (64%), and the Philippines (54%).

Across the APAC region, India and South Korea rank among the top 10 countries for Chinese app installs, each holding an 18% share.

According to the report, the top downloaded Chinese apps in SEA are TikTok (entertainment and social), DANA Dompet Digital Indonesia (finance), Garena Free Fire (gaming), Shopee (shopping), and SHAREit (utility), leading in popularity. For utility apps, Google One dominates revenue not only in Vietnam, Indonesia, and the Philippines but also in the US, UK, France, Germany, and Ireland.

Chinese shopping and finance apps continue to drive growth across Southeast Asia. The report shows that finance app installs in the region rose by 88% year-over-year (YoY) in Q3 2024, with sessions up 70% YoY. Shopping app installs saw a remarkable 184% YoY increase in Q3, despite an 18% decline in sessions. Social app installs grew by 27% YoY, alongside a 19% rise in sessions.

Furthermore, app-tracking transparency (ATT) opt-in rates are steadily rising across Southeast Asia, with overall rates increasing from 45% to 49%. Finance apps reached 53%, games 51%, and shopping apps rose notably from 33% to 44%, while social apps held steady at 44% and utility apps grew from 27% to 40%.

April Tayson, regional vice president for INSEAU at Adjust, said, “The rapid rise of Chinese apps worldwide underscores their influence in reshaping digital user experiences through gamification, artificial intelligence, and personalisation. Looking at how these apps have deeply integrated into our daily lives, Chinese apps’ momentum shows no signs of slowing down.”

The study shows strong adoption and engagement with finance and social apps across SEA, North America, and EMEA, highlighting growth opportunities for Chinese developers. Mobile-first platforms and rising smartphone use are driving this trend in SEA.

“These insights and data from our study will not only optimise marketers’ current strategies but also arm them with learnings from the success of Chinese apps in SEA to drive growth within their own digital offerings. The adoption patterns seen here are invaluable for marketers looking to gain valuable insights into user preferences and engagement habits,” Tayson added. 

Singapore – Adjust, a measurement and analytics company, has launched ‘TrueLink,’ a solution designed to streamline mobile application marketers’ deep links management. Its launch across Southeast Asia, India, and other countries enables marketers to drive in-app engagements.

Adjust’s TrueLink allows marketers to generate branded and personalised linking experiences that prompt higher engagement and conversion rates across various platforms. This includes social media, SMS, and the web.

TrueLink is part of Adjust’s Engage pillar, which helps marketers guide users, enhance brand reputation, and expand their reach. With its single, multi-platform deep link, TrueLink makes manual link creation unnecessary. The solution also provides multiple link creation options, including bulk generation and individual links for specific campaigns like user referrals, influencer partnerships, and product promotions.

Moreover, it allows mobile marketers can create branded deep links that are short, and easily editable for various campaign types. This not only improves the user experience but also helps to strengthen brand recognition. 

“The tedious process of creating different links for different platforms has been a challenge for many marketers. With TrueLink, we’ve simplified this process by allowing marketers to quickly and easily create one multi-platform, customisable link that delivers a seamless user experience,” Katie Madding, chief product officer at Adjust, said.

Singapore – Shopping app installs surged 61% year-over-year (YoY) in the first half of 2024, far exceeding the average growth across the vertical, according to a new insights report by Adjust. 

The report also revealed that overall e-commerce app installs increased by 25%, with sessions rising 13% YoY. E-commerce app session lengths in APAC now average 10 minutes, slightly below the global average of 10.5 minutes. However, the region outperformed in Day 1 retention rates, achieving 15% compared to 11% in North America and 14.4% in LATAM.

This growth is found to be driven by the scaling of retail media networks, the rollout of next-generation digital shopping experiences, and the widespread adoption of mobile wallets.

Additionally, in-app revenue for e-commerce apps rose 36% YoY, with 60% of this revenue generated from Android devices worldwide. The biggest spikes in 2023 occurred in Q4, with November’s revenue surging 34% above the monthly average and December’s increasing by 22%.

The report also showed that APAC had the highest number of partners per app, rising from 10.7 to 11.8 from 2023 to H1 2024.

Furthermore, global median instalments per mille (IPM) rose from 1.94 in 2023 to 2.28 in H1 2024, indicating improved ad campaign effectiveness. APAC saw a significant increase from 1.53 to 3.06. 

It is worth noting that adjusted recorded instalments were 40% above the daily average on October 17, 2023, and 41% higher on October 18.

Tiahn Wetzler, director of content and insights at Adjust, said, “Shopping apps are transforming how consumers interact with brands and make purchases. By working with AI and augmented reality and integrating dynamic channels like social commerce and CTV, marketers can enhance user engagement and create experiences that drive high conversion rates.” 

“In a competitive market where engagement and customer loyalty are critical to moving the bottom line, staying at the forefront of intergenerational consumer expectations and the technologies behind them is paramount. As the shopping app landscape evolves, scalable growth will be achieved through a strategic channel mix, smart personalisation, and a data-obsessed approach to measurement and analytics,” Wetzler continued. 

Meanwhile, April Tayson, regional vice president for INSEAU at Adjust, shared, “As shopping habits rapidly change with evolving e-commerce technology, it is highly valuable for marketers and retailers to sharpen their campaign strategies to ensure optimal growth and success, especially in APAC. Our data shows that several Southeast Asian countries, such as Indonesia, Malaysia, the Philippines, Singapore, and Vietnam, spend a considerable amount of time within apps, posing an opportunity for businesses to ride on this trend, which will likely grow even further in the foreseeable future.”

Singapore – The first quarter of 2024 saw a 119% year-over-year rise in in-app revenue for finance applications, demonstrating their strong growth trend, especially in regions like Europe and LATAM. Moreover, this growth is being driven by technical breakthroughs, greater user spending and engagement, and targeted market expansions. This is according to the latest data released by Adjust, a global measurement and analytics company.

The research also shows that there is a resurgence of interest in cryptocurrency administration and trading, as evidenced by the 196% annual increase in worldwide crypto app instals from 2022 to 2023. 

Meanwhile, the APAC area has experienced an increase in the use of new digital financial services, which have become more accessible as e-commerce has grown rapidly in recent years. Furthermore, younger and more digitally savvy audiences are boosting demand for novel financial solutions. The region’s strong desire for mobile-first solutions, paired with considerable investments in fintech firms, establishes it as an important player in the global financial sector. 

Significant global finance app growth was recorded in 2024. Q1 instals surged by 36% year on year, while sessions increased by 23%. Furthermore, APAC emerged as a significant contributor to financial app instals, accounting for 59%, with MENA leading all areas with 79%. 

The popularity of cryptocurrencies is still rising. Instals of cryptocurrency apps climbed by 196% globally between 2022 and 2023, indicating growing confidence and interest in cryptocurrencies. Crypto marketers must, however, plan on boosting retention because sessions have decreased by 34%. 

The surge in mobile banking and payments demonstrates a move toward financial solutions that prioritize digital technology. In Q12024, bank app installs soared by 111% year over year, while payment app sessions rose by 27% in 2023. Furthermore, Q1 session lengths increased by 12% year over year, underscoring the critical role mobile apps play in day-to-day activities. 

In terms of finance app session duration, APAC is quite near to the global average of 6.38 minutes each session. Nonetheless, several of the region’s nations have surpassed North America, which is the top region in the world with 7.21 minutes per session. With 22.2 minutes per session, South Korea leads the pack, followed by India (15.64 minutes), the Philippines (10 minutes or more), and both Indonesia and Singapore (almost 10 minutes). 

APAC is set for expansion. While the global median effective cost per install (eCPI) for banking apps was $1.21, APAC had the lowest eCPI at $0.63, indicating a healthy growth environment.

Speaking about the report, Tiahn Wetzler, director, content & insights at Adjust, said, “Despite the tumultuous economic conditions of recent years, the outlook for the remainder of 2024 and beyond is promising. By leveraging next-generation measurement approaches, such as incrementality and media mix modelling, alongside traditional attribution, finance app marketers can unlock new avenues for growth. Emphasising secure, user-friendly experiences with a focus on personalisation will be crucial in retaining users – maximising lifetime value and driving sustained success.” 

Meanwhile, April Tayson, regional vice president for INSEAU at Adjust, said, “Our data show that both financial services’ apps and customer needs are evolving, especially in INSEA. With the right tools and integration of advanced tech, such as AI, personalisation, and next-gen mobile measurement, financial companies, developers, and marketers can boost user acquisition and engagement, and increase transaction volumes. These forward-thinking strategies and investments plus a keen understanding of evolving user expectations position marketers for significant growth and success in this dynamic market.” 

Singapore – Adjust, a measurement and analytics business, has announced InSight, a machine learning and AI-powered measurement tool that gives marketers a data-driven perspective on campaign efficacy. 

Marketers may now use incrementality analysis to gauge the effect of particular marketing initiatives, including budget increases, on return on investment (ROI) because of the launch of Adjust’s InSight in the INSEA area and other markets worldwide. This facilitates ROI-positive decision-making by allowing marketers to evaluate these marketing initiatives against desired KPIs and ascertain if they yield incremental lift, cannibalise organic traffic, or have no effect at all. 

When incrementality analysis reveals the actual worth of new advertising channels, campaigns, budget adjustments, and seasonality—values not found in previous marketing initiatives—it can augment a marketer’s existing arsenal for measuring. 

Speaking about the launch, Katie Madding, chief product officer at Adjust, said, “As our industry moves towards a more privacy-centric, aggregated approach to measurement, marketers are faced with even more complexity in understanding the true impact of their efforts. This new era demands new innovative approaches that unlock real visibility. Without it, optimising campaigns and allocating budget becomes a guessing game and marketers could be highly misled by relying solely on short-term measurement.” 

She added, “Adjust is deeply committed to delivering next-gen solutions that answer the most critical question on marketers’ minds: ‘Is a campaign having a positive impact on my business? With InSight, marketers are no longer in the dark. Our models can accurately predict ‘what could have happened if this marketing action hadn’t taken place’, delivering results with a 95% confidence interval, which is the highest on the market.”

Meanwhile, Jay Christian, performance marketing manager at Pret A Manger, stated, “Adjust’s incrementality measurement brought us insights into iOS campaign optimisation once thought was no longer possible. With their machine learning models doing the heavy lifting and analysing our historical aggregated data, insightful outcomes and advanced incrementality metrics are available at the push of a button.”

Singapore – The latest joint data from measurement and analytics suite Adjust and mobile data analytics provider data.ai revealed that in-app spending amongst Japanese users for this year’s first quarter has ballooned up to $4.65 billion–an increase of 13% compared to the previous quarter. The data also notes that this expending is expected to exceed $17.7 billion in spend this year.

In terms of mobile gaming, Japan is making a slow but steady comeback in 2023 with 12% and 6% increases in installs and sessions, respectively, from Q4 2022 to Q1 2023. In Q1 2023, Japanese mobile gamers increased their spending on gaming apps significantly, with a 13% increase over Q4 2022. Puzzle games are extremely popular in Japan, accounting for 19% of all gaming sessions.

Meanwhile, Japan’s progression toward a cashless society continues with digital payment apps capturing 77% of install share and sessions increasing 7% in Q1 2023 compared to Q4 2022. Meanwhile, crypto apps have exploded in popularity with significant growth in both installs and sessions, with a captive audience leading to a day 1 retention rate of 28% in Q1 2023. Overall fintech app sessions increased by 17% in Q1 2023 compared to Q4 2022.

Lastly, e-commerce apps have showcased remarkable resilience, with deal discovery apps growing 24% YoY in 2022 and another 11% in Q1 2023 compared to Q4 2022. Notably, marketplace apps achieved an impressive day 1 retention rate of 28% in Q1 2023, highlighting their strong appeal and user engagement. Although there was a dip in installs of e-commerce apps in general, sessions increased 5% YoY in 2022.

Toby Torii, territory director for Japan at data.ai, said, “As the industry continues to grow and user behavior shifts, building strong partnerships, leveraging innovative technologies and staying ahead of industry trends are key factors for unlocking tremendous growth opportunities. With the right approach, mobile marketers can take their campaigns to the next level and capitalize on this exciting market’s enormous potential.”

In addition, connected TV (CTV) is already a large part of mobile users’ journey. Currently, 70% of Japanese TV viewers have a CTV device, and CTV and OTT devices are expected to be owned by 30 million Japanese households by the end of 2023. This presents a wealth of opportunities for advertisers to reach new and engaged audiences, and to drive users from CTV apps to mobile devices or back to CTV apps themselves. 

Gijsbert Pols, director of connected TV and new channels at Adjust, said, “CTV campaigns are set to become a fixture in app marketers’ user acquisition strategies, and early movers in Japanese CTV advertising stand to benefit greatly. CTV offers better ad quality, a more captivated audience, precise targeting for users interests, measurement and optimization for engagement rates, impressions and click-through rates.”