According to Mobile App Trends, by Adjus, the e-commerce, fintech and gaming categories are the ones that grew the most in the region
Adjus launched the annual Mobile App Trends report, which provided details about the application market worldwide and showed that 2023 should continue to show an increase in mobile app installations in the e-commerce, fintech and gaming categories.
The report, based on datasets totaling more than 100,000 apps measured by the company, aims to analyze long-term trends in overall install rates, session rates, time spent in-app, retention, reassignment rates and more around of the world.
“Global conditions and user requirements are evolving rapidly, but the need for growth and return on investment in the mobile market remains the same,” said Simon Bobby Dussart, CEO of Adjust.
Fintechs
Despite economic obstacles, fintech apps have increased their representation around the world, especially in Latin America, where they recorded an 8% increase in installations.
The increase made the region the second with the highest consolidated record of growth, behind only EMEA (Europe, Middle East and Africa), which registered a growth of 10%.
Additionally, Latin Americans are leading the way in the amount of active app interactions, recording a 54% increase in sessions, while EMEA recorded 40% and Asia Pacific 30%.
In the survey, Adjust also brings a ranking by Apptopia, which pointed out that the Brazilian app Nubank ranked seventh in the category “10 most downloaded finance apps in 2022”, with around 49 million installations. Caixa Tem registered 38 million, occupying the last position.
According to the study, the participation of Brazilian fintechs in the ranking is reinforced by the fact that, in Brazil, 45.5% of the population prefer digital banks. They add up to around 1 billion accounts opened in the country.
E-commerce e marketplace
With regard to electronic commerce, Latin America also showed a significant increase of 11% in installations of e-commerce applications. The region also led the ranking of number of accesses in these applications, with a growth of 20%.
In the ranking of the most installed applications in the sector, Shein occupied the first position, with about 229 million downloads, while Shopee and Amazon appear in the list in third and fourth positions. Mercado Livre occupied the 10th position in the ranking, with 58 million installations.
Games
In the games sector, data shows that installations decreased by 12% in 2022 compared to the previous year, with North America being the most affected region, with a 20% drop. Latin America registered the smallest drop, with 6%.
The scenario is also repeated when it comes to the number of interactions with the apps, where the biggest drop in mobile game sections was recorded in North America, with a 25% decrease. J Latin Americans reduced the openings of these apps by 12%.
Even so, the study pointed out that Brazil remains the largest consumer of games in Latin America and that, in the country, this segment should grow 7.91% from 2023 to 2027, resulting in a market volume of US$ 3,304 million in 2027.
data tracking
Apple’s anti-tracking (ATT) update to iOS 14.5 required mobile marketers to request consent to track users’ preferences and be able to deliver more personalized content and ads.
According to Adjust, consumers are becoming increasingly informed about this topic, which has resulted in a continuous increase in the opt-in rate, which consists of the permission offered by the user so that the company can send text messages to the device with offers, contents and services.
“Offering highly personalized and uncomplicated user experiences, running campaigns on different platforms and exploring the potential of new channels, such as Connected TV, will be of immeasurable value to marketers and application developers looking for sustainable and strategic growth in 2023 and beyond,” added Dussart.
