Analytics company App Annie released a report on mobile application market in 2019. Michael Tsuprikov, Product Director of performance Agency iProspect Russia (member of the communication group Dentsu Aegis Network Russia), selected and commented on the most significant global trends and statistics on Russia. Key figures and macrotrend In 2018 mobile app worldwide downloaded 194 billion times. About half of the downloads have users from China. 65% of the download is non-game mobile applications. Users spend in mobile apps, an average of 3 hours a day. Over the past year, global spending on mobile apps reached $101 billion user Cost for non-game apps are gradually growing: in 2018, they took 26% of the total global expenditures on mobile apps, compared to 16% in 2016. While generation Z (aged 16-25) interacts with non-game applications more often than users over the age of 25. Most of the time, users still paid social networking apps and instant messengers. However, the fastest-growing categories in 2018 steel photo apps, video players and editors, entertainment and financial applications. Mobile shopping According to forecasts, by 2021, 75% of online shopping will be on mobile devices. In 2018 the consumption volume of shopping apps grew by 45%, reaching the record of recent years. According to analysts, sales in e-commerce depend directly on such a surge of mobile traffic. For example, in 2018 mobile accounted for 34% of total revenue online retailers in the “Black Friday” and “cyber Monday” in the United States. Growth of sales from mobile devices offline, of course, contributes to the development of Apple Pay and Android Pay, which greatly simplify the process of buying. With online, things are even simpler: the business itself is driving the sales of mobile devices, offering special conditions. For example, Aliexpress provides an additional discount on products when you order through the app, Lamoda and KupiVip, and many other marketplaces and services offer a discount on the first order in the mobile app, based on benchmarks that indicate that the frequency of orders and average check applications generally is higher than on the website. And, increasingly, communicate discounts and promotion codes in the offline channels (printed media, outdoor advertising, TV). Social networks & instant messengers the Time spent in social networking apps and instant messengers, continues to grow. At the global level, the most used app in this category is WhatsApp, which leads in almost all major markets except the US (where the leader — Snapchat) and China (WeChat). In 2018 WhatsApp for the first time surpassed Facebook in terms of monthly active audience, becoming a true alternative to the standard cellular services. The most rapid growth in active users a month, Instagram showed (+35%). The expected trend in the development of social networks and instant messengers has become a video live broadcast, video calls and sharing short videos. Apps like Instagram, Snapchat and Tik Tok, involve more and more users, especially generation Z. Michael Tsuprikov, Product Director Agency iProspect Russia Advertising opportunities and formats in social networks and messengers constantly expanding. Many advertisers have been waiting for the launch of the official advertising in Whatsapp, which presumably will be before the end of this year. In the summer of 2018 in Russia officially start advertising on Snapchat, and clients of Dentsu Aegis Network Russia has already tested this channel and draw conclusions about its effectiveness. In Tik Tok brands have long been successfully working with influencers, and in the coming months we look forward to the opening of sales cross-media formats (targeting Russia), now implementarea this channel in the marketing strategy of offering the customers of the holding company to become among the first to appreciate the new and rapidly gaining popularity as a channel of communication with the representatives of generation Z (the majority). Mobile marketing In 2018 actively developed optimization mobile apps (ASO, App Store Optimization). This is an important and necessary tool for search, which helps to increase traffic to the page of the mobile application and conversion (just download the app). ASO is the basis of the strategy to attract new users (User acquisition), combining the organic and paid traffic. For example, in the iOS App Store 65% of application downloads based on organic search. In 2018 the changes in the description of the application was the most common form of optimizing mobile applications and accounted for 46% of all changes as compared to 49% in 2017. The second in popularity — change app icons — 30% of the total number in 2018 and 24% in 2017. Advertisers are making the most of the ability of advertising platforms to attract users. Marketers in the advertising strategies increasingly involve the possibility of applications in iOS and Google Play, which is a serious indicator of the development of the industry. In the US, paid advertising (paid ads) in 2018 15% increase in the number of downloads of mobile games relative to 2017. In fact, paid advertising in mobile initiated 4 of 10 downloads in the top 100 apps and games in the United States in 2018. In the USA the total number of downloads among the top 100 apps and games from paid advertising is increased by 10% from year to year in the iOS App Store and Google Play. Forecasts To 2019 the user cost in the app stores will grow five times faster than most consumer costs will rise due to the mobile games, as they will remain the fastest growing segments of the games. China will provide the largest contribution to the growth of consumer spending in the app stores. However, it is expected to decelerate slightly due to the suspension of licensing games in China. In 2019, 10 minutes of every hour spent on media consumption, will occur in videostream in mobile the Total time spent for streaming video applications on mobile devices will rise 110% from 2016 to 2019. Global consumer spending in entertainment applications will increase by 460%, mainly due to streaming applications with the subscription. That video consumption from mobile devices growing dramatically in recent years, does not speak only the lazy now, in that time, as the static content less interesting to the audience. Budgets for video advertising on the Internet is also rapidly flow into mobile. According to the forecasts of iProspect, this year the share Mobil in the cost of online video ads will be over 50% domination of the desktop is coming to an end. More than 60% of apps will monetize via the built-in ones advertising in 2019, claiming a share of the digital advertising market mobile took a significant share of advertising costs was a determining factor in the growth of spending on digital advertising. In 2018 the share of mobile accounted for 62% of global spending on digital advertising, which is $155 billion, compared to 50% in 2017. For example, U.S. spending on mobile advertising has overtaken spending on TV advertising. Russian mobile app market to Almost all the TOP non-game applications for the first time are instant messengers, social networking and search, and, probably, this situation will continue for quite a long time until a fundamentally new platform for shopping or communication, in one form or another involving AR and VR technology, is rapidly gaining its popularity among young audience. Not surprisingly, in 2018, the Top appeared Aliexpress, which once again confirms the growing popularity of mobile shopping. Also, a few positions higher up savings, again, to the trend of increasingly wide spread of mobile banking.
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