The latest report from measurement and analytics company Adjust reveals a significant increase in global shopping app adoption, with downloads and usage soaring to 61% in the first half of 2024. This surge underscores consumers’ ongoing shift toward digitalization.
“Shopping apps are transforming how consumers interact with brands and make purchases,” said Tiahn Wetzler, director of Content & Insights at Adjust.
The report highlights a 25% growth in e-commerce app installations and a 13% increase in global sessions. In the Apac region, consumers are spending an average of 10 minutes per session, slightly below the global average of 10.5 minutes.
“The region had a 15% Day 1 retention rate, outpacing North America and LATAM, which recorded rates of 11% and 14.4%, respectively,” the report noted.
“Southeast Asian countries, including Indonesia, Malaysia, the Philippines, Singapore, and Vietnam, are spending considerable time within apps, presenting a growing opportunity for businesses,” said April Tayson, regional VP for INSEAU at Adjust.
Marketing opportunities
It is important to note the 36% year-over-year increase in in-app revenue for e-commerce apps, with 60% of that revenue coming from Android devices. The most significant revenue surge in 2023 occurred in Q4, with November and December seeing increases of 34% and 22% above the monthly average, respectively.
Wetzler highlighted the potential for marketers to leverage artificial intelligence (AI), augmented reality, and dynamic channels like social commerce to enhance user engagement and drive conversion rates.
Marketers are advised to pay close attention to the Q4 shopping season, which has historically led to significant spikes in app installs. In a 2023 survey by InMobi, 73% of respondents in Indonesia, Singapore, and the Philippines indicated plans to combine in-person and mobile shopping, with Adjust recording install surges of 40% above the daily average on Oct. 17 and 41% higher on Oct. 18.