Tag: Adjust

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.”

Bangalore, India — Mobile marketing analytics platform Adjust has launched Adjust Datascape, a new advanced analytics solution designed to deliver business-critical KPIs and performance metrics faster and easier. With the new solution, Adjust aims to provide mobile app marketers with unified data and expanded visual context in order to extract meaningful insights and make smarter strategic marketing decisions in real-time. 

“Agility is more important than ever as app marketers are tasked with analyzing campaign data from an ever-increasing number of sources and acting on it immediately,” said the company.

Adjust believes that Datascape helps solve the said challenge by providing marketers with access to all of their data from network APIs, attributions, consented AppTrackingTransparency (ATT) installs and SKAdNetwork (SKAN) campaigns in one place — which it deems to be a unique approach among mobile measurement partners.

“A mobile app’s success in this dynamic industry depends on smart and fast decision-making,” said Simon ‘Bobby’ Dussart, the newly appointed CEO of Adjust.

“As an enterprise-ready solution, Datascape solves marketers’ needs to easily view and analyze what’s working, or what isn’t, across multiple campaigns. Having this overview of their business performance and this level of insights, all in one place, allows marketers to optimize their strategy and focus on growth,” adds Dussart.

Datascape enables marketers to customize dashboards and reports to visualize user growth and cohorts, summarize extensive data sets, and analyze SKAN data, and includes performance marketing metrics at a glance, compare and contrast filters to view results across all apps as well as a SKAdNetwork dashboard to learn which campaigns targeted to users acquired through Apple’s SKAN framework are driving the most installs.

The analytics solution also features side-by-side network, attribution, SKAN, and ATT data in different combinations in a single view as well as a monetization dashboard with full visibility of profit and revenue metrics through numerous partner integrations and data sources. 

California, USA – Global mobile marketing analytics platform, Adjust, has elevated Simon (Bobby) Dussart, its former chief customer officer (CCO), to be its new chief executive officer (CEO). The elevation comes after Adjust’s co-founder and former CEO, Paul H. Müller, steps into an advisory role capacity.

Dussart joined Adjust in 2014, as one of the company’s early team members, and has played an instrumental role in Adjust‘s transition from being a standalone mobile measurement partner (MMP) to the platform that powers marketers’ decision-making, while becoming a go-to for clients as CCO. He has also held several roles during his eight-year tenure, including serving as the head of solutions and integrations and as vice president of support. These are all laser-focused on supporting the platform’s customers and understanding the intricacies of Adjust‘s products to ensure they meet marketers’ evolving needs.

Prior to joining Adjust, he also held positions in software development at LaCIME Research Lab and BonGo Innovations, amongst others.

Commenting on his elevation, Dussart said “I look forward to this next chapter as we continue to develop innovative solutions that continue to address the needs of mobile marketers today — bringing added value to even more businesses across the globe, including accelerated growth in China and Southeast Asia, and continued leadership in EMEA and Japan.”

Adam Foroughi, the co-founder and CEO of AppLovin, which acquired Adjust in 2021, shared that Dussart started with Adjust very early and has been fiercely dedicated to the product and its innovation of it ever since. 

“He is passionate about meeting customers’ needs — keeping them at the centre of everything Adjust does — and has natural leadership ability. All of this makes him the perfect person to lead Adjust in this next chapter,” said Foroughi.

Meanwhile, Müller commented that Dussart has been a valuable and trusted partner since the formation of Adjust, with his unique mix of expertise at the intersection of technology development, customer success, and operational management.

“He has an acute understanding of clients’ needs, why they choose to Adjust over other MMPs, and how Adjust’s products are actually built, making him perfectly positioned to execute our vision of becoming the single set of solutions that empower mobile marketers in every aspect of their job,” said Müller.

Singapore – Global mobile marketing analytics platform Adjust has extended its current connected TV (CTV) and over-the-top (OTT) service offering to include connected TV ad to its mobile measurement tool. The feature gives advertisers a complete view of the user journey from CTV ad view through to mobile app install, providing cross-device insights to help optimize campaigns and drive growth.

The addition of Adjust’s CTV to mobile measurement feature brings attribution data for mobile marketers into one place, enabling them to assess the performance of their marketing campaigns across all channels, including CTV and OTT. By leveraging Adjust’s multi-touch attribution, marketers can see the full impact of CTV advertising on their overall user acquisition strategy, helping prove return of investment (ROI).

The company’s latest feature complements its Connected TV App Measurement solution launched last year. Focused on helping marketers maximize the adoption of their OTT and CTV apps, CTV App Measurement includes integrations for all major CTV platforms including Apple TV, Android TV, Amazon Fire, and Roku.

Gijsbert Pols, lead product strategist at Adjust, said that the company remains committed to helping apps meet their users where they are, empowering them to serve engaging ads that can be confidently measured and attributed.

“As CTV grows, so does its influence as an advertising medium — transforming what’s broadly been thought of as an awareness tool into a key performance channel. It has become essential for marketers and developers to understand CTV’s role in the user journey,” Pols stated.

He added, “Historically, television has been an expensive advertising channel with ROI difficult to prove. However, with holistic CTV measurement, teams with leaner budgets can enter the space and spend efficiently, while also maximizing an innovative new channel.”

Singapore – The pandemic has paved the way for people to opt out utilizing digital experiences, including the usage of mobile applications. Under such categories are health and fitness apps, to which its digital lifestyle solutions have made their app sessions increase by 31% during H1 in 2021 globally, the latest insights from mobile marketing analytics platform Adjust shows.

The increase in app sessions are noted despite the gradual re-opening of gyms and fitness centers globally due to eased pandemic restrictions. Yet, health and fitness app installations have dropped by 24% during H1 of this year.

This is a large contrast with the previous Adjust statistics that showed that the aforementioned app installs of apps under that category saw a spike by 67% by March 2020, and sessions boosted by 48% during May 2020, an indication of online activity in these apps due to existing pandemic restrictions back then.

In terms of workout and fitness frequencies on these apps, the insights noted that Sunday was the most preferred day to workout during the week, with Friday being the least favorite. Meanwhile, in terms of peak weak performance, health and fitness global sessions were at peak during the first week of March last year, 9.1% above the H1 average.

“Although installs are not as impressive as last year, sessions are trending upward, suggesting that users are sticking with apps since adapting to taking care of their mental and physical health from home. The growth is expected to continue, but the key challenge for apps is to gain the competitive edge and acquire more high-LTV users,” according to April Tayson, regional vice president for INSEA at Adjust.

The pandemic has interrupted face-to-face social interactions, but it did not stop people from wanting to have social connections. Tinder recorded more than 3 billion swipes on March 29, 2020, which sets the highest single-day record in the history of the dating app. For Bumble, video and voice call usage has increased by 21 percent during the pandemic. As people stayed indoors due to state-imposed lockdowns, users are leveraging the messaging and video calling features of online dating apps to meet new people and expand their social circle.

With the increasing internet penetration rate, the Asia Pacific (APAC) market is catching up with other regions in terms of dating app usage. According to market research, APAC will show the highest growth rate by the year 2025. While the opportunities for growth in the online dating industry are significant, companies within the sector must take steps to know what works for mobile marketing in this emerging and highly-competitive market. A strategy that focuses on user acquisition, monetization, and retention will play a vital role in determining the success or failure of a dating app.

Knowing the app users’ behavior is a critical step. Online dating apps should find the right technology and leverage the data that they have to reach their target audience, and provide a user experience that is fun, unique and responsive. Brands that make data-driven decisions are more inclined to see a remarkable difference in parameters such as the number of users, session lengths, and engagement.

Here are some tips for marketers to improve their online dating app’s overall performance:

1. Find the right time to engage with users 

Anonymized user data from mobile measurement company Adjust’s top dating apps for the year 2020 shows that installs and sessions are highest on weekends. Installs begin to pick up on Fridays and are seen to be at the highest on Saturdays. Time spent within the apps is also significantly higher on weekends as shown in the spike of session length on Saturdays compared to other days of the week. Finding the right opportunity to engage with the target audience and users is crucial in improving installs and increasing user retention rates. By looking at data, online dating apps can adapt a marketing plan that can help achieve the desired results.

2. Keep the interest high

Session length spikes early for dating apps, which suggests that users of the app start looking at matches and interact with potential partners upon download. When compared with gaming or news apps, the session lengths increase as the users become more familiar with the game or begin to appreciate the benefits of the news app. However, for online dating apps, the initial buzz can wear off quickly and session length starts to drop off towards day 30. Online dating apps need to consider this difference in usage patterns to improve user engagement. Personalized, impactful, and perfectly-timed push notifications are a tried and tested approach that encourages and motivates users to come back into the app. By leveraging data, online dating apps can effectively segment users and tweak the frequency of the message to achieve optimal results.

3. Understand what brought the users to your app

Subscription is the primary monetization model for online dating apps. Unlike gaming or news, dating app users’ motivations are very different since the goal is to find a partner and leave the app. Investing in event tracking can help online dating apps understand the user’s overall app experience. Brands can measure the entire subscription funnel and leverage this data to build accurate lifetime value models that increase investment returns. It is essential to analyze the entire customer lifecycle – from what brought them into an app when they have activated their trial and the detailed journey behind each subscriber until they cancel and even reactivate.

4. Protect your app users

On forums and social media platforms, users of online dating apps complain about having their experiences ruined by fake accounts. Using bots, fraud actors are generating fake accounts on a big scale to be used for fake likes, views, and comments, and lure users into scams. Fake accounts are also being used to spread spam linked to other sites. Bots can take automatic actions and stay active for extended periods in the platform, which can cause substantial damage by interacting with many users.

To protect users, online dating apps need to ensure that there is a function within the app to report if the users have interacted with a bot. By installing this feature, users are able to help out in cleaning the app’s user base. Behavioral biometrics is the gold standard for bot detection.

Machine learning models that analyze various biometric indicators are so complex that it is almost impossible for fraudsters to spoof. By separating the patterns and behavior of real users from those of bad actors, online dating apps can ensure that users are protected.

With the pandemic drastically changing how people interact and with the growing acceptance of online dating apps, the online dating industry presents numerous growth opportunities. Dating apps aiming to make inroads in a highly competitive market must invest in maintaining a positive user experience, as well as building and sustaining a good reputation.

The article was written by April Tayson, Regional VP INSEA at Adjust.

Adjust is a global mobile marketing solutions firm.

Singapore – As more and more people are stuck in lockdown during the pandemic, over-the-top (OTT) mobile streaming has garnered mainstream success, new study from mobile app analytics platform Adjust shows.

According to the recently published data, 52.5% of consumers worldwide have used smartphones to stream more video content, and 12% of consumers are streaming less — which means four times more consumers are mobile streaming. 

In terms of streaming frequency, China led the survey, with around 93.8%of users admitting to do mobile streaming at least once a day. This is then followed by South Korea (86.2%), Singapore (83.7%), Turkey (91.9%), United States (69.4%), Japan (57.2%) and the United Kingdom (45.7%).

South Korea led the study’s data on willingness to spend a sizable amount for streaming and on-demand entertainment services, averaging to US$42.68 a month, compared to its Western counterparts, the United States (US$33.58) and the United Kingdom (USD$34.82).

“This drastic shift to routine mobile streaming around the world and across generations has created massive advertising opportunities and a new role for mobile analytics. By understanding how and when consumers stream, as well as which channels and campaigns deliver the highest marketing impact, the potential to build a large, loyal user-base with high lifetime value is virtually limitless,” said Gijsbert Pols, lead product strategist at Adjust.

The study also found out that more than three quarters (76%) of all respondents use their mobile phone while watching television, viewed as ‘second-screeners’, with this viewing behavior most pronounced in Singapore and China (both 85%), closely followed by the U.S. (83%).

Furthermore, social apps are the number one choice for second-screeners — favored by 65.4% of respondents, on average, followed by banking (54.9%) and gaming (44.9%). Second-screeners in APAC have a healthy appetite for food delivery apps, with use strongest in China (65.2%), Korea (36.6%) and Singapore (48.2%).