Singapore — A leading measurement and analytics company Adjust release “Shopping App Insights Report” As mobile marketers gear up for the Q4 shopping season and beyond into 2025, shopping app installs outpaced the industry average, growing 61% YoY in the first half of 2024. Additionally, e-commerce app installs grew 25% overall and sessions increased 13% YoY. This growth comes as retail media networks continue to expand, next-generation digital shopping experiences are rolled out, and mobile wallets become more commonplace.
“Shopping apps are changing the way consumers interact with and buy from brands,” Tian Wetzler, director Adjust content and insights“By leveraging AI and augmented reality, and integrating dynamic channels like social commerce and CTV, marketers can create experiences that increase user engagement and drive higher conversion rates.”
Marketers should look to the fourth quarter shopping season, which will lead to a significant increase in installs. InMobi In Asia, 73% of respondents in Indonesia, Singapore, and the Philippines plan to do a mix of in-person and mobile shopping. Adjust recorded 40% higher installs than the daily average on October 17th, 2023, and 41% higher installs on October 18th.
Adjust's Shopping App Insights report provides e-commerce app marketers and developers with key insights across all major sub-verticals.
- Average session length for e-commerce apps in e-APAC is 10 minutesThis was slightly down from the global average of 10.5 minutes. Day 1 retention rate: 15% In North America and Latin America, the figures were 11% and 14.4%, respectively.
- APAC had the most partners per appIt is expected to rise to 10.7 to 11.8 from 2023 through the first half of 2024.
- In-app revenue for e-commerce apps increased 36% YoY 60% of in-app revenue comes from Android devices globally. The biggest spike in 2023 occurred in Q4, with November revenue up 34% over the monthly average and December up 22%.
- The global average number of installs (IPM) increased from 1.94 in 2023 to 2.28 in the first half of 2024.This indicates that the effectiveness of advertising campaigns has improved. APAC saw a significant increase from 1.53 to 3.06.
“In a competitive marketplace where engagement and customer loyalty are crucial to driving revenue, staying at the forefront of multi-generational consumer expectations and the technology behind them is paramount,” Tian continues. “As the shopping app landscape evolves, scalable growth will be achieved through a strategic channel mix, smart personalization, and a data-driven measurement and analytics approach.”
“As evolving e-commerce technologies drive rapid changes in shopping habits, it is invaluable for marketers and retailers to strengthen their campaign strategies to ensure optimal growth and success, especially in the Asia Pacific region.” April Tayson, Regional Vice President, INSEAU, AdjustOur data shows that several Southeast Asian countries, including Indonesia, Malaysia, the Philippines, Singapore and Vietnam, are spending significant amounts of time in apps, creating business opportunities for this trend that is likely to grow further in the near future.”
For additional findings and analysis, download the full report. here.