Marketers invest more as consumers spend increasing time and money in-app

The pandemic accelerated many digital behaviors, speeding up m-commerce adoption and driving breakthrough growth across app categories. 

Consumers are devoted to their mobile devices, spending nearly four hours a day on mobile apps, up 20% from 2019. 

Mobile users are becoming more comfortable making purchases via apps, spending $42 billion across Android and iOS app download and in-app purchases this year. 

Advertisers are projected to spend $12.41 billion on app-install ads (+15% YoY) and $94.28 billion on in-app ads this year (+13.7% YoY). 

“For companies, mobile apps are significantly more valuable than the mobile web…When a company’s app is installed, it now owns a piece of real estate on a consumer’s most personal belonging.”

– Adam Blacker, VP of Insights at Apptopia

RECOMMENDATION Marketers should consider their mobile app strategy and how they are engaging with consumers through the funnel, from app download through to user retention.