Mobile app usage in the Philippines is growing, especially in finance and shopping categories, according to the latest Adjust Mobile App Trends Report. Finance app installs in the region rose 27% year over year, with the Asia-Pacific region contributing a significant 41% increase.
The analytics company also said that shopping app installs grew by 28% year over year. However, users are spending less time on each session, highlighting a shift toward faster and more efficient app experiences.
To help users navigate this new digital behavior, brands are focusing on personalized experiences. They are using deep linking and web-to-app tracking tools to ensure that users land exactly where they expect inside the app. This reduces friction and improves the overall experience.
Brands shift focus to retention and long-term value
“In the Philippines’ fast-growing app market, brands must now shift their focus from growth alone to sustained performance,” said April Tayson, regional vice president for INSEAU at Adjust. “By leveraging data-driven insights, marketers can optimize the user experience, turning installs into loyal, long-term customers. This is how brands in the Philippines, and the rest of Southeast Asia, can win the long game.”
With retention rates for finance and shopping apps falling below 10 % by day 30, the report suggests that brands need to boost post-install engagement. This includes using gamified onboarding, personalized push notifications, and loyalty rewards.
Marketers can also apply audience segmentation and re-engagement tools to run more targeted campaigns. Advanced attribution modeling and incrementality testing help them understand which strategies truly impact user behavior. Fraud prevention tools and omnichannel tracking make sure performance results are accurate and budgets are protected.
Food delivery and retail apps show high engagement
Sensor Tower’s Apps Performance Insights also revealed that finance apps in the Philippines reached nearly 200 million downloads in 2024. Credit and lending apps, in particular, grew over 30 % year over year.
The Philippines also leads Southeast Asia in food delivery app installs, accounting for 23 % of all Food & Drink app downloads and ranking second in average daily time spent on these apps.
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