The Staying Power of Apps

Consumers expect brands to keep pandemic conditions in mind, making it safe, fast, and easy to engage. 

COVID-19 driven

Business apps are • up 30% during Q2 2021 versus pre-pandemic, as hybrid work and work-from-home are solidified as the new norm. 

• Food & drink US sessions grew 60% YoY in Q4 as consumers sought out food delivery, pick-up, grocery, and reservations. 

COVID-19 accelerated 

Gaming is the most popular app category, netting over 1 billion monthly global downloads. 

Retail time in-app has sustained at higher YoY levels with global consumer spending up 80% in Q2 2021 versus Q4 2019. 

Social apps with video formats are driving growth, contributing to 20% more time in-app and 80% growth in in-app spending. 

Photo and video apps surged 375% from Q4 2019 to Q2 2021, driven by a shift in social sharing format. 

Entertainment, driven by streaming apps, saw 70% growth in Q2 spending compared to Q4 2019. 

Fitness app downloads are up 15% YoY as consumers canceled gym subscriptions, opting for outdoor activities and at-home workouts. 

Finance apps saw 90% YoY growth in hours spent over the past year as consumers shifted more of their customer journey online. 

RECOMMENDATION 

The pandemic impacted adoption and continued usage of apps across categories. Consider whether your audience is turning to category-relevant apps to engage with content and, if so, position your brand as the one to use. As advertisers, review your customers’ consumption habits to identify in-app opportunities that fit into their daily digital behaviors. Categories largely driven by COVID-19 will be watched closely to see if they return to pre-pandemic levels. Those accelerated will remain part of the customer journey.