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Global mobile app installations increased by 4% in 2023

According to Adjust’s latest Mobile App Trends Report, global app installs rebounded with a 4% growth in 2023 after experiencing a decline in 2022. The surge in mobile commerce was particularly remarkable, with shopping app installs witnessing a 56% growth and ecommerce app installs soaring by 43% globally. North America led the ecommerce charge with a staggering 98% growth rate. Across regions, both app installs and sessions in mobile ecommerce saw substantial growth, with North America and EMEA recording the highest year-over-year increases in installs at 98% and 60%, respectively.

The focus on technology enabling personalized experiences to enhance conversion rates and basket sizes emerged as a key strategy. While the global average session length for ecommerce apps slightly decreased, LATAM was the exception, witnessing an increase in session length. Privacy considerations, especially with Apple iOS App Tracking Transparency (ATT) opt-in rates rising, remained crucial. Gaming led in user consent rates globally, with fintech and ecommerce seeing significant increases.

Fintech apps experienced a surge in adoption rates, driven by mobile payments, which accounted for a third of overall fintech app sessions in 2023. In-app revenue for fintech apps saw an impressive 118% year-over-year increase, accompanied by notable growth in app installs and sessions.

In Q4 2023, the gaming app sector witnessed a resurgence with a 7% global increase in installs. Action, hyper-casual, and puzzle games were dominant genres, with hybrid casual games showcasing the potential of integrating personalization to boost retention rates and revenue.

Source: adapted from an article by Maya Robertson, Author for Mobile Marketing Reads.

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