First-time download growth in H1 has been focused mainly in Hypercasual titles, particularly Puzzle genre titles led by the likes of 2048 and Gaming has continued to be the primary driver of adoption and spending across all markets. Games Remain Top Performers, But Key Genres Shift It should come as no surprise that, on the other end of that spectrum, is Meeting (Business) apps, in other words a cohort including, among others, Zoom, Google Meet and Skype for Business. Short Videos and Social Networks apps are among the positive outliers from H1 in terms of growth in total time spent.
OTT and Dating (Social Media) apps were also standouts by this measure, as were Audio Books (Books & Reference) apps. Close to $606 million more was spent in these apps during the first half than in the six months prior. In fact, Media Sharing Networks (Social Media) apps were among raw download growth in H1, adding 152 million installs globally versus the period prior: H2 2021.Īs for in-app consumer spend, Short Videos (Entertainment) apps, chief among them TikTok, have emerged as leaders.
Utilizing App IQ and Game IQ, our app taxonomy solutions, our analysis uncovered a trend across both new downloads and spending that favors social interactions and entertainment. Just as resilient markets have emerged in short order, so have specific categories of apps. Developing market Brazil, for instance, saw 15% growth in consumer spending on in-app purchases. Revenue, conversely, slipped ever-so-slightly in the first half, coming in 3% under the year-ago period.ĭropping down a layer to look at specific countries, our research shows that several markets throughout LATAM and EMEA have performed quite well in terms of year-over-year growth across key metrics crucial to app success. Downloads have also reached an all-time high of 74.4 billion downloads of apps and games across iOS and Google Play in H1 2022, up 13% YoY. The good news is that a key measure of the market’s overall health, the amount of time spent in apps by consumers, posted double-digit growth in H1 compared to the first half of 2021 - it’s grown 11% year-over-year to reach an all-time high of more than 2 trillion hours on Android phones alone. Still, a storm continues to build on the horizon. Certainly, there’s been no gale force capable of setting the market back significantly or erasing the wins seen post-Q1 2020. Looking at the first half of 2022, the mobile ecosystem faced similar headwinds to the larger economy, although the impact was more muted. A Resilient Ecosystem With Some Standout Markets
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