Apple Search Ads Closes In On Google’s User Acquisition Rate on iOS

App marketing is a massive industry, and it has experienced some significant shakeups as of late. Much of this is due to Apple enacting an app tracking transparency policy that made it a great deal harder for developers to obtain access to user data than might have been the case otherwise.

What’s more, Apple might’ve intentionally hamstrung their competitors because of the fact that this is the sort of thing that could potentially end up benefiting their own ad business. This can clearly be seen with Apple Search Ads now being second only to Google itself in terms of user acquisition on iOS.

Back in January of 2022, about 36% of ad dollars were going to Apple’s search ads. This has now jumped by 11 points to reach 47% with all things having been considered and taken into account. Apple now controls a 22% share of the global market, but in spite of the fact that this is the case it still hasn’t been able to surpass Google when it comes to user acquisition.

One potential impact this could have is that it could disrupt the Google-Meta duopoly over ad spending and the overall app marketing industry. However, there are several newer and smaller services that are making a great deal of headway as well. These services include TikTok for Business which has been growing at a rapid rate, and it could pose the single biggest threat to the duopoly that has held unassailable control over the industry up until right now.

iOS users tend to be very important since they spend more on average than Android users. As the provider of this OS, Apple is well poised to become a major player, but it will face stiff competition from TikTok as well as a number of other companies.

Twitter and Snapchat could also see some growth, and it will be interesting to see if they become major players as well. This just goes to show that a duopoly or monopoly usually isn’t all that sustainable in the long run since it stifles innovation and makes companies fall behind.

H/T: Singular ROI Index

Read next: Gaming Apps Earned $267 Billion in 2022 Alone
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