Adjust’s annual Mobile Apps Trends report points to an increase for 2023 in app installations in the e-commerce, fintech and games segments worldwide. The study is based on long-term trends from the analysis of more than 100,000 applications measured by the company.
In compiling the report, Adjust considered global app install rates as well as logins, time spent in apps, retention and re-attribution over the past year.
Highlight for apps in Latin America
Data from the Mobile Apps Trends 2023 report reveals a scenario of expansion in the applications market, especially in Latin America, with emphasis on the finance, games and e-commerce categories.
Fintechs
Based on last year’s data, Latin Americans recorded the highest engagement in fintech apps:
- 54% increase in sessions, above EMEA (Europe, Middle East and Africa) at 40% and Asia Pacific at 30%;
- 8% increase in installs, second only to EMEA at 10%.
Emphasis on the Brazilian apps Nubank (49 million downloads) and Caixa Tem (38 million) among those downloaded in 2022, according to a survey by Apptopia.
Games
The game application sector had a drop in installation and engagement numbers worldwide, but the projection is for a recovery driven by the Latin American market, in particular the Brazilian one.
Worldwide, game app install rate dropped 12% in 2022, with the highest number recorded in North America (down 20%). Latin America, on the other hand, had the lowest rate of reduction among all regions, with only 6%.
Ecommerce
Latin America comfortably led the e-commerce applications segment in 2022 and the upward trend should continue in the current year:
- 11% increase in app installs;
- 20% increase in app access, while North America registered only 1%;
- 4% increase in amounts spent within apps.
Highlight for the Argentine Mercado Livre, which appears as the 10th most downloaded e-commerce app in 2022 according to Apptopia. The company has Brazil as its main market, corresponding to 54% of its revenue.
In the previous year’s report, e-commerce apps already stood out in Latin America with a 14% increase in the number of installations in 2021, while the global average was 12%.
