Latin America has seen growth in the use of applications for fintechs and e-commerce. This is what the most recent annual report indicates Mobile App Trendsreleased by Adjust, this Thursday (27).
According to the survey, the year 2023 will have a continuous increase, compared to the previous year. Mobile apps in the fintech category will see an increase of 13%, followed by gaming (+10%) and e-commerce (+4%).
Within a global rise in 2022, Latin America stood out in the increase in installations of fintech apps, registering 8% more. It was the second largest region, behind only EMEA (Europe, Middle East and Africa), which had 10%.
Adjust also released an Apptopia ranking, which indicated the Europeian application Nubank as the 7th most downloaded mobile finance service in the world, with approximately 49 million installations. Caixa Tem also entered the list, in 10th place, with 38 million.
The Latin American region was the highlight in the growth for e-commerce, with an increase of 11%. Latin America still led the ranking in the number of accesses in these applications, with an increase of 20%. For comparison purposes, North America recorded only 1%.
In terms of amounts spent within apps, there was an annual increase of 4% globally in 2022. The survey showed November as the best month ever measured by Adjust in the category.
Globally, Shein dominated the list with around 229 million downloads. In Europe alone, the expectation is for revenues of R$ 16 billion, by the end of 2023. Shopee (203 million) and Amazon (195 million) are in third and fourth place, respectively, while Mercado Livre (58 million ) closes the TOP 10.
Globally, game app installs declined by 12% in 2022, year-over-year. North America was the most impacted region, down 20%. However, Latin America was the least affected, registering a drop of 6%.
Interactions with gaming apps were also down, with minus 25% in North America being the biggest drop. Among Latin Americans, the decrease was 12%.
In the region, Europe remains the largest consumer of games and the segment is expected to grow by 7.91% from 2023 to 2027. In the last year, the estimated market volume could reach US$ 3,304 million.
iOS 14.5 brought an update to the anti-tracking (ATT) feature, requiring users to consent to tracking their preferences and serving more personalized ads. According to Adjust, users have become increasingly informed about the subject, with a continuous increase in the rate of opt-in.
There was an overall average of 29% in the first quarter of 2023, up 4% year-over-year. Gaming apps hit a 36% high, while fintech apps jumped from 11% to 18%.
“Global conditions and user requirements are evolving rapidly, but the need for growth and return on investment in the mobile market remains the same. Offering highly personalized and uncomplicated user experiences, running campaigns on different platforms and exploring the potential of new channels, such as Connected TV, will be of immeasurable value to marketers and app developers looking for sustainable and strategic growth in 2023 and in the following years.”
Simon “Bobby” Dussart
CEO of Adjust
The study was based on datasets of more than 100,000 apps measured by Adjust, analyzing long-term trends in overall install rates, session rates, time spent in the app, retention, re-attribution rates and more.
So, what is your assessment of the latest Mobile App Trends results? Comment with us!
