[White Paper] Mobile App Trends 2022: Global Analysis of App Performance

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The year 2021 has once again turned the mobile apps sector upside down. With lockdowns and the new privacy landscape impacting user acquisition in iOS, consumer habits and user behavioral trends have evolved as much as they have grown. But how have these new features affected the app marketing ecosystem?
The Mobile App Trends 2022 report offers expert industry analysis of global and regional developments in the mobile marketing economy over the past year. Based on data from 2,500 apps, the report sheds light on trends and performance across the fintech, e-commerce and gaming verticals, giving advertisers actionable insights to drive app growth in 2022.

[Download Adjust app mobile trends report]

The Mobile App Trends 2022 report analyzes recent trends in installs, sessions, ATT consent rate, retention, reattribution (and more) to help you better understand your audience and current state of the app economy. Adjust's report shows very strong growth in key metrics, driven in particular by the influx of many highly engaged users. In parallel with the major improvements, the analysis also points to retention performance that is somewhat behind, reminding us of the importance of paying the same attention to retention and LTV as to UA.

The report highlights the following conclusions:

In 2021, installs grew year-over-year across all tracked verticals and regions, fintech by 35%, e-commerce by 12% and gaming by 32%.
Trading and crypto apps have also seen strong growth, with highly engaged user bases. While they represent only 7% and 2% of all fintech app installs, respectively, they account for 17% and 6% of sessions.
Hyper casual games make up the highest share of installs in the gaming vertical (27%), while action games have the highest proportion of sessions (30%).
Marketplace apps have slightly higher retention rates than the rest of the e-commerce vertical (27% vs 19% on day 1 and 10% vs 7% on day 30).

Download report

Adjust, the global analytics platform of choice for growth-oriented mobile marketers, offers solutions to measure and optimize campaigns and protect user data. Adjust powers thousands of apps through built-in intelligence and automation, and provides them with responsive customer support around the world.
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