Page 15 - AeM_August_2019

RESEARCH, ANALYSIS & TRENDS

Shopping app installs skyrocket during

festive periods

AppsFlyer, a global leader in mobile attribution and are more than twice as loyal as their Android
marketing analytics, released its 2019 App Market counterparts, posting a 2.6% retention after 30 days,
Insights report which examines the Tet holiday season in versus only 1.1% for Android.
Vietnam, providing marketers comprehensive insights to
optimize their campaign strategies over the festive • Post-Tet is the busy time for gaming apps: in-app
period. The report analyzed 200 million app installs over spending for gaming sinks to seasonal lows during
a 2-months period in 2018 and 2019, tracking metrics the week of Tet, as well as the weeks leading up to
such as app opens, number of purchases, as well as it, with consumers focusing on family reunions and
installs with cost data. new household purchases and gifts. However,
gaming installs and purchases pick up significantly
Key insights from AppsFlyer’s App Market Insights in the post-holiday season.
include:
• Lower media costs drive non-organic downloads
• Longer lead-up period: Consumers are shopping post-Tet: Tet itself is marked by a dramatic
more than ever as the average number of purchases slowdown in installs and purchases. App marketers
per app two weeks before Tet were 216.07 - the could experiment with kicking off post-holiday
highest of the season. campaigns a few days earlier to take advantage of
lower media costs from the brief advertising lull.
• Non-organic shopping app installs still dominate:
Last year, non-organic installs made up 70-80% of all “Mobile app shopping has grown exponentially during
shopping app installs in the period leading up to Tet, the Tet holidays and has presented app marketers with
with several shopping apps in particular expanding an incredible opportunity to tap into the country’s
quite aggressively. This season, non-organic installs shifting demographics and increasingly tech savvy
were slightly less dominant in the shopping space, population to strengthen brand exposure and drive user
but still comprised a majority of all installs for the nine engagement.” said Beverly Chen, Marketing Director,
weeks of the Tet study. APAC, at AppsFlyer. “A swelling economy driven by
mobile consumption also means that it is imperative for
• iOS continues to reign supreme in user retention: app marketers to invest in the right measurement tools
Android devices register more non-organic installs and equip themselves with the granular insights
and continue to dominate the mobile ads market. But needed to optimize ad spend and scale their
this could present opportunities for apps to shift more businesses.” (Source: AppsFlyer) ◊
spending towards iOS users, who offer higher
retention, particularly in gaming (where only 19% of By MediaBUZZ
non-organic installs are on iOS devices). iOS gamers

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