App Economy Grows Worldwide
Today, I would like to talk about the results of the globally focused Comparative Partner Assessment report, which shows that the app economy is expanding worldwide, although growth factors vary from region to region. This global study analyzed more than 270 ad networks with 6 billion paid installs from more than 5,000 apps in nearly 250 countries and 12 industries.
We see that the global growth in the application ecosystem is increasing rapidly and it is predicted that the lion’s share of the total advertising expenditure to be made this year will be in the mobile area with 75 percent. To use this as effectively as possible, employee managers need to have the best strategies for regions and industries to acquire new users. The Partner Evaluation Report gives a behind-the-scenes look at the mobile advertising industry. The report draws on data from other companies in those regions and industries to determine which networks are most widely used, which ad channels are efficient when used together, and which user groups are where.
The global app economy is breaking growth records, but the factors driving this growth vary from region to region. For example, growth in the APAC (Asia-Pacific) region is still supported by mobile games, while growth in Turkey derives largely from the non-game sectors. Facebook, Google, AppLovin and Unity dominate all sectors in Turkey. In the APAC region, Facebook and Google Ads top the charts for ad spend in most industries and markets, but regional networks continue to climb the ladder.
Games remains the category with the largest user acquisition focus, with the APAC region leading this category. Games account for 50 percent of total UA ad spend across all industries, according to Adjust’s global data. Companies operating in the APAC region spend the most on UA work in games, with up to 64 percent, followed by North America (57 percent) and EMEA (39 percent). AppLovin and IronSource are leaders in this industry, and Facebook, Google Ads, TikTok, Unity and Mintegral also have significant market share.
Southeast Asia surpassed China and India in e-commerce.
Southeast Asia (SEA) is leading the strong growth in the m-commerce sector. Adjustments data shows e-commerce installations in the Southeast Asia region grew 18 percent in the first half of 2021, now surpassing digital retail in China and India. While Google and Facebook are still the most common marketing channels, networks like TikTok, Affle, Naver, InMobi, and Appier are gaining strength and offer very good options for ad buying strategies.
Food practices have been going on for the long haul of the pandemic. The data suggest that market growth in the catering industry now tends to improve in those who will be in quarantine. Global installations of apps have increased by 19 percent in 2020 and have increased by 20 percent in 2021 so far. Grow in sessions is even younger; The 71 percent comparison in 2020 has already increased by 34 percent in 2021. Google Ads, Facebook, and Apple Search Ads are the top networks to grow, but Snap TikTok has managed to break into the top five, followed by AppLovin, Headway, and Digital Turbine.
Social media has a new growth factor: short-form videos. As the total time spent watching short-form videos continues to increase rapidly, this format has become a major player in the social commerce. Unsurprisingly, Google Ads, TikTok, Snap, Apple Search Ads and Facebook are leaders in all industries, while in the social media industry, they are at the top of the rankings on both iOS and Android platforms.
