Ecommerce App Installs Go Up But Retention Remains Stagnant

The mobile app industry has been in a state of crisis since the start of 2022, but in spite of the fact that this is the case recent numbers indicate that things are looking up. Fintech and gaming app installs are up by 13% and 10% respectively, and even the troubled ecommerce sector is performing well with a 4% increase. The ecommerce sector experienced a 0.6% decline last year, so these numbers are definitely heartening.

With all of that having been said and now out of the way, it is important to note that user retention is not seeing the same kind of forward momentum. The first day retention rate decreased from 20% to 19%, and two week retention declined from 9% to 8% over the course of the past year.

However, there are many other signs that might suggest that the industry is on the mend. Ecommerce installs in the EMEA region were up by a massive 25%, with APAC seeing a 19% increase and North America’s installs going up by around 15%. LATAM, which was a big boost for ecommerce last year despite a wider industry downturn, came in last with just an 11% rate of growth for app installs.

It seems like shopping apps are winning this battle, with around 58% of the ecommerce installs that were noted going to apps in this category with all things having been considered and taken into account. Deal discovery apps are also seeing a rise in popularity, with 35% of installs going towards them because of the fact that this is the sort of thing that could potentially end up helping users save money.

It's interesting to see shopping apps see such a surge despite inflationary pressures. There is a chance that the rest of 2023 could see deal discovery apps surpassing them since they will help buyers stretch out their limited budgets by a pretty vast margin.

What’s more, people are shopping on mobile more than ever before. A 12% increase on mobile ecommerce sessions was noted for the past year, and chances are that the growth rate will continue in 2023.

H/T: Adjust report.

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