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Platforms Featured Southeast Asia

E-commerce most downloaded app by Indonesians during Ramadan 

Jakarta, Indonesia – Amidst the observance of Ramadan, Indonesians have downloaded e-commerce apps more than any other category during the said time period, according to the latest data from data.ai.

According to the data, Indonesia’s e-commerce app downloads took a 27% increase from the overall app downloads in Indonesia from April to May this year. This is followed by buy-now, pay later (BNPL) apps (9%), coupons and rewards (8%), and overall shopping (4%).

Shopee ranked first for breakout time spent in Indonesia, Malaysia and Singapore. In Indonesia, home-grown Tokopedia ranked second by breakout time spent. Tokopedia also saw strong growth in Malaysia during Ramadan, ranking fourth by breakout time spent.

In terms of overall shopping, Shopee still ranks first in breakout downloads, followed by Bilibili and Alibaba. Other apps that ranked include Lazada in fourth, UNIQLO Indonesia in fifth, and Zalora in sixth.

“Shopee’s increased share of advertiser impressions and share of creative impressions indicates this video ad was likely resonating with viewers and driving downloads. The ad was seen in 49 apps, with a high volume of games. The video ad also emphasised vouchers — appealing to the sale period,” data.ai explained regarding the top ranking of Shopee.

Globally, consumers turned to mobile to engage during Ramadan, particularly for prayer. Downloads of the top 10 Quran apps grew 120% during Ramadan versus the 30 days prior. Time spent grew even faster at 135% — fueled by both a larger audience of mobile users and deeper per-user engagement. Average daily time spent per user in top Quran apps grew 55% to approach 20 minutes during the 30 day period.

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Platforms Featured Southeast Asia

Indonesia market tops F&B app downloads in SEA

Singapore – The downloads of food and drink apps globally have hit 1.7 billion during the last year, ending March 2022, up nearly 10% year-over-year (YoY). In terms of the app downloads in SEA, Indonesia saw the largest growth with a nearly 88% YoY increase as compared to the other three countries, which are the Philippines with over 48%, Singapore with more than 10%, and Thailand with over 25%, according to a report by global data AI company, data.ai.

The report also found that time spent on food and drinks apps has grown 65% YoY globally in the last year. In Indonesia, the time spent on food and drinks jumped nearly fivefold to 423 million hours as compared to the past year. Besides Indonesia, Thailand and the Philippines have also taken the sixth and seventh spots when it comes to the total time spent on food and drink apps across the globe, up 70% and 180% respectively.

Moreover, Malaysia with over 130%, Vietnam with more than 150%, and Singapore with over 145% have also made it to the list of top 25 global markets by time spent, signalling growth opportunities for the region as more Southeast Asians take their food and drinks ‘more seriously’.

The same report revealed the emergence and expansion of new local players and overseas competitors such as Grab, foodpanda, and McDonald’s, amongst others in the region, which allow consumers to easily access their favourite food and drinks stores. 

“Growth in Food & Drink downloads indicates the market is ripe for user acquisition, but competition is heating up. Growth in total sessions highlights that consumers are forming habits and relying on these apps more than ever to access appetizing food — restaurant-quality or home cooking ready — at the tap of an app,” said Lexi Sydow, head of insights at data.ai.

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Platforms Featured APAC

Lazada, Shopee amongst top shopping apps in APAC

Singapore – Regional e-commerce platforms Lazada and Shopee are among the top shopping apps used on a monthly basis in the Asia-Pacific region, according to data from data.ai.

According to the ranking based on monthly usage average, apps Shopee and Lazada are going head to head in several Southeast Asian markets. Shopee ranked first in Indonesia, Singapore, Vietnam, Malaysia and Taiwan; while Lazada ranked first in Thailand and Philippines.

Several APAC markets have their local e-commerce platform ranked first, including Flipkart for India, Coupang for South Korea, and Taobao for Hong Kong. Meanwhile, e-commerce giant Amazon ranked first in the APAC markets of Japan and Australia.

On the other hand, SHEIN ranked first in the APAC markets of Japan, the Philippines, and Malaysia in terms of breakout downloads. Meanwhile, Atome ranked first in Hong Kong and Singapore.

In the video streaming category, YouTube still dominates the APAC market in terms of downloads, ranking first in Japan, Singapore, Vietnam, Hong Kong and Taiwan. Meanwhile, Bilibili dominated the Philippine market, and iQYI dominated Malaysia and Thailand. Lastly, Tencent Video ranked first in China and Indonesia. Top streaming apps in other APAC markets include Netflix (South Korea), Hotstar (India), and Disney+ (Australia).

In terms of consumer spend, YouTube still ranks first in APAC, as well as first in South Korea, Japan, Thailand, Malaysia, Hong Kong, and Taiwan. Meanwhile, Tencent Video ranked first in China and Indonesia; and Disney+ on Australia and Singapore. Other ranking apps per market include HBO GO (Philippines), Hotstar (India), and FPT Play (Vietnam).

Lastly, in the food category, foodpanda dominates APAC in the downloads category, specifically in the markets of Singapore, Thailand, Philippines, Malaysia, and Taiwan. McDonald’s ranked first in Hong Kong and Australia, while Grab ranked first in Indonesia and Vietnam.

On the monthly average users, Grab ranked first in the markets of Indonesia, Singapore, Thailand, Philippines, Vietnam, and Malaysia. 

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Technology Featured APAC

Global interest in avatar-based social apps hit record-high: report

Singapore — The gaming community has been familiar with the concept of the metaverse with Roblox, and Decentraland. However, the concept of the metaverse extends beyond gaming. While the idea of shopping, marketing, and interacting with others in a virtual world may not be mainstream yet, tech giants like Meta of Facebook are leading the charge with everyone else jumping on board, currently reflected in the mobile landscape. In fact, there is a spillover effect of interest in the metaverse causing a surge in global demand for Avatar-Based Social Apps -a new subgenre of data.ai’s APP IQ.

With collaborations occurring between brands and apps within the metaverse, like Chipotle and Nike both having stores within Roblox, it’s clear to see that consumer interest is spreading across numerous sectors, whether it be gaming, retail, restaurants, and events or others.

data.ai’s mobile data shows that avatar-based social apps, such as ZEPETO and BUD, have seen the largest year-over-year (YoY) growth in terms of downloads compared to any other social media category at 38 million – this is up 60% YoY and 215% from two years prior.

Globally, the top 5 avatar-based social apps by downloads in Q1 2022 were namely ZEPETO, BUD by bud technologies, Oasis, IMVU, and Makerblox of Create skins.

The report notes that in the US, downloads of avatar-based apps peaked at 4.6 million in Q2 2021, but still remain high at 4 million in Q1 2022, up from 2.4 million in Q1 2020 from two years prior. For publishers looking to reach these engaged consumers with an interest in metaverse-friendly content, it’s important to understand where they are spending their time, what motivates them and how these tastes and habits vary by country. Publishers can study the Cross-Genre Affinity data of users from around the globe.

Cross-Genre Affinity shows you what other subgenres of apps users are most likely to engage with compared to the overall population. It paints a picture of overall preferences and mobile proclivities.

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Platforms Featured Global

TikTok the app to draw highest consumer spend globally: report

United States – Short-video sharing platform TikTok has seen $3.7b in lifetime consumer spend off the back of the biggest quarter in spend amongst apps, according to a report by data AI company data.ai.

The report found that a major factor in TikTok’s recent rise to the top is its monetisation strategy, in which it primarily monetises through advertising – attention-grabbing content critical to its success. Outside of in-app advertising, TikTok uses a feature similar to the tipping system that Twitch uses to monetise. Coins are TikTok’s currency, where fans can buy gifts using coins and give gifts to their favourite creators. Creators can also buy coins to use tools like the Promote tool – where creators can choose a video to promote in hopes of increasing views or followers. Coins also allow creators to then set a promotion budget, duration, goal, and audience for a set amount of coins.

The same report revealed that TikTok has surpassed $840m in consumer spend worldwide, a 40% jump from Q4 2021, and the US was amongst the primary drivers of growth — with consumer spend increasing 125% QoQ in the first quarter of 2022. The US was also ranked first by consumer spend in the first quarter of 2022 for TikTok, contributing 37% of total spend, while China was placed second, contributing 26% of TikTok’s spend in the first of quarter 2022. Meanwhile, aside from the US and China, the top markets by spend for TikTok included Kuwait, Germany, Saudi Arabia, the United Kingdom, Russia, and Japan, as well as France and Italy.

Moreover, TikTok was also found in the second spot by downloads and fifth by average MAU in the first quarter of 2022. 

The data AI company said, “We forecast that TikTok would surpass the 1.5 billion MAU milestone in 2022, and after just 1 quarter in 2022, TikTok has indeed shattered that prediction. Not only does TikTok have a growing user base, the app has fostered deep engagement — with global users outside of China spending 19.6 hours per month on average in the app during 2021. While this is equal to Facebook, which was ranked the first social app by time spent globally in 2021, TikTok’s growth trajectory is unrivalled, up to 4.7x in just 4 years. In 2018, its average monthly time spent per user was only 4.2 hours.”

In March 2022, TikTok has expanded the pilot of its Stories feature, which began testing in the summer of 2021. During the same month, TikTok has also launched SoundOn, allowing artists to upload and monetise music, encroaching on the music streaming territory of apps like Spotify and Apple Music, amongst others.

In addition, data.ai’s State of Media & Entertainment report has found that Spotify ranked first for global downloads in 2021, followed by ByteDance’s music streaming platform Resso, which underscores TikTok’s commitment to the music discovery and streaming space.

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Technology Featured APAC

data.ai, IAB Tech Lab partner to establish ‘trust’ across mobile advertising landscape

Singapore – Data AI company, data.ai, and global digital advertising technical standards-setting body, IAB Tech Lab, have partnered to improve transparency and prevent fraud in the digital advertising industry. 

This partnership aims to provide the digital advertising industry with a list of Authorized Digital Sellers for Apps (app-ads.txt) and is now made available as part of IAB Tech Lab’s Transparency Center initiative. 

Through this partnership, IAB Tech Lab and data.ai are taking a proactive role in making authorized seller listings more easily accessible for mobile apps. data.ai has built an integration with IAB Tech Lab to share its data on app store listings to expand the coverage of app-ads.txt data available within the Tech Lab’s Transparency Center. Advertisers will see wider coverage of app-ads.txt data from both Google Play and Apple’s App Store. 

Ketaki Rao, data.ai’s chief product officer, commented, “We are excited to work with the IAB Tech Lab to establish a standard of trust across the mobile advertising landscape. data.ai sets the example for transparency and trust in the alternative data space and this partnership is a testament to that commitment.” 

Meanwhile, Shailley Singh, IAB Tech Lab’s SVP of product, shared this integration with data.ai has enabled them to expand their coverage of app-ads.txt data in the ‘Authorized Sellers for Apps’ list, which is made available to the industry through the Transparency Center. 

“We are thrilled to partner with data.ai, and look forward to bringing more transparency to the Mobile in-app space through this partnership,” said Singh.

Categories
Platforms Featured Southeast Asia

Indonesians spent 156 billion hours on mobile in 2021

Jakarta, Indonesia – Indonesia is fastly moving towards being a growing mobile market globally, with the latest data from app analytics company data.ai unveiling that Indonesians have spent 156 billion hours on mobile during 2021. In addition, the report also noted that new app downloads in Indonesia surpassed 7.3 billion in 2021, a 33% increase from pre-pandemic levels in 2019.

Total time spent among the top 20 video streaming apps surpassed 27 billion hours in Indonesia, up by 93% since 2019, the highest percent increase among all markets analysed and nearly three times the growth rate worldwide. Top apps included global brands such as YouTube, MX Player, Netflix, YouTube Kids and Viu. And for Indonesia-based Vidio, time spent surpassed 174 million hours, landing it at number 8 in 2021.

In addition, shopping apps were another category that saw tremendous growth in total time spent in Indonesia. Since 2019, time spent on retail apps rose from 2 billion to nearly 5.6 billion in 2021, a 180% increase. The pandemic accelerated the momentum as the 2-year growth rate for Indonesia was the 6th highest in the world. In fact, even compared to 2020, time spent in retail apps in Indonesia saw a 52% increase YoY — growing 2.9x faster than the global market at 18% YoY. 

“It is clear that Indonesia is a rapidly growing retail market, and publishers should take note of consumer trends, demographic preferences and cultural differences to succeed in this mobile-first market,” the company said in a press statement.

The report noted that the top 4 shopping apps by breakout downloads in Indonesia, namely Akulaku, MyPoin, Tokopedia and Mitra Bukalapak were all homegrown apps, signalling a potential opportunity for local app publishers as well as marketers looking to craft campaigns and partnerships relevant to their local audience.

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Technology Featured Global

data.ai unveils new free offerings to the public on app ranking, intelligence

Singapore – Global mobile data analytics tool provider data.ai, formerly known as App Annie, has launched two new offerings to the public regarding measuring data on a mobile application’s ranking, as well as data intelligence, including performance against similar apps.

The first offering, ‘Top Charts’, shows a daily update of the top apps across more than 190 countries and 46 app store categories in a fully customisable view. Said offering gives users unprecedented access to data.ai’s market-leading unification and best-in-class rankings — illuminating the digital landscape for all.

This feature includes holistic downloads and revenue ranks unified across iOS and Google Play combined, top daily active user ranking charts for all smartphone devices combined, top software development kits (SDKs) installed on all smartphone devices across 34 SDK types, as well as store ranks for iOS, Google Play, Mac, Amazon and Apple TV for free downloads, paid downloads and app store revenue.

“Never before has the industry had widespread access to top charts covering the leading mobile apps, games and SDKs. data.ai goes beyond app store ranks to give unified views for downloads, revenue, active users and SDK installs — illuminating the mobile landscape with more data than ever before,” the company said in a press statement.

Meanwhile, the ‘Free Intelligence’ offering will include the following tools, namely ‘Insights Generator’ which is a tool for unearthing advanced competitive analysis around monetization, audience attention, stickiness, engagement depth, and growth stage; ‘Compare Apps Report’ which allows the user to benchmark directly against their competitive set; and ‘Ratings Over Time’, allowing you to understand how a user or their competitors ratings change over time in response to new features and app updates.

“In an industry-first move, we are also upleveling access to competitive benchmarking of top-performing apps. We have unlocked 3.5 million additional top charts to enable you to get a view into apps, technology, and company trends for up to 190 countries and across 46 categories,” the company added.