Consumer Spending on iOS Apps Increases by 35%

There has been a shift in the priorities of mobile app marketers as of late, with them trying to keep users loyal instead of focusing on exponential growth. This has led to a dramatic increase in spending on app installs on both the App Store as well as the Google Play Store. Android apps that require subscriptions saw a 41% decline in installs, with iOS apps of a similar variety experiencing a 30% decrease in the same period.

With all of that having been said and now out of the way, it is important to note that the budgets that used to go towards user acquisitions are now being diverted towards media re-engagement. A 48% increase in those budgets have been noted, so the decline in the overall market might not be quite what it seems.

It turns out that consumer spending on apps is growing at an enormous rate. iOS users are spending 35% more within apps than they used to. As for Android, its users are spending 22% more, and while that might be well short of iOS, it still represents some positive momentum for the industry overall.

Another area that saw an impressive rate of growth was that of install to subscription conversions. Android actually surpassed iOS in this metric, with the former seeing a 20% conversion rate as compared to just 15% for the latter with all things having been considered and taken into account.

Apple’s App Tracking Transparency protocol was criticized for being a death knell for the mobile app marketing industry. In spite of the fact that this is the case, 59% of iOS users are opting into utility apps, 52% are doing so for photo and video apps, 51% for gaming and 50% for finance apps.

This goes to show that users are willing to share data so long as there is transparency. Apple may have pushed the industry towards a more ethical mode of operation, one that deals over the table instead of under it and obtains data in an ethical manner rather than getting it without asking for consent from the consumer beforehand.

H/T: LiftoffAppsflyer

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