Data: Total app installs up 10% in 2022
December 21, 2022
AppsFlyer, the SaaS mobile marketing analytics and attribution platform, has released its Top 5 Data Trends of 2022.
Total app installs grew 10 per cent in 2022 despite post-covid digital cooldown, privacy changes, and economic downturn – despite headwinds from Apple’s privacy changes, iOS installs grew 16 per cent after last year’s ATT low.
Other key trends include:
- Ad spend was down 5 per cent YoY but downturn felt towards end of year with 20 per cent YoY drop. However, owned media continues to surge, jumping almost 45 per cent since April.
- Apps spent $80 billion on user acquisition in 2022, a slight YoY drop after the 40 per cent surge in 2021. On the vertical front, gaming was the largest category with $27 billion, followed by Finance at $8.5 billion, Casino real money at $5.2 billion and Shopping at $3.4 billion (excluding China).
- ID matching rates were up 10 per cent to reach 26 per cent of iOS NOIs as prompt optimisation can deliver real value and better ad experience; Ad load is increasing, with the average user now served more ads than prior to ATT.
- Non-gaming apps saw a 20 per cent jump in IAP revenue while games suffer a 16 per cent drop. Games are much more affected by ATT and the drop in data signals for optimisation which is why they haven’t grown revenue as much as non-gaming since ATT.