Shopping App installs surge 61% globally, Adjust report reveals key trends

Adjust, a leading measurement and analytics company, released its comprehensive "Shopping App Insights Report" detailing the remarkable growth and evolving trends in the e-commerce app landscape. The report, which analyzes data from the first half of 2024 and compares it to previous years, reveals that shopping app installs have surged by an impressive 61% year-over-year globally. This significant increase comes at a time when retail media networks are expanding, next-generation digital shopping experiences are being deployed, and mobile wallets are becoming increasingly commonplace.

According to the report, the growth in shopping app installs has outpaced the overall e-commerce vertical, which itself saw a substantial 25% increase in installs and a 13% rise in sessions year-over-year. This surge in shopping app popularity reflects the ongoing shift in consumer behavior towards mobile-first shopping experiences and the increasing integration of advanced technologies in the retail sector.

One of the most notable findings from the report is the substantial increase in in-app revenue for e-commerce apps. Adjust's data shows a 36% year-over-year growth in this area, with Android devices accounting for 60% of the total in-app revenue. This trend underscores the growing importance of mobile platforms in driving e-commerce sales and highlights the potential for businesses to capitalize on this shift in consumer behavior.

The report also sheds light on seasonal trends that are crucial for marketers to consider. The fourth quarter, traditionally a busy period for retail due to holiday shopping, saw significant spikes in activity. November 2023, for instance, recorded in-app revenue 34% higher than the monthly average, while December saw a 22% increase. These figures emphasize the importance of the holiday season for e-commerce apps and the need for businesses to prepare robust strategies for this period.

Interestingly, the report notes a decrease in e-commerce app session lengths. Between 2022 and the first half of 2024, the average time spent in-app dropped from 11.2 minutes to 10.5 minutes, representing a 6% decrease. Shopping apps, in particular, saw a more significant 15% reduction in session length. While this might seem counterintuitive given the overall growth in the sector, Adjust suggests that this could actually be a positive indicator. The shorter session times may reflect more efficient user journeys and the adoption of frictionless payment options, leading to quicker and smoother transactions.

The effectiveness of advertising campaigns for e-commerce apps also appears to be improving. The global median installs per mille (IPM) - a metric that measures the number of app installs per thousand ad impressions - rose from 1.94 in 2023 to 2.28 in the first half of 2024. This increase suggests that ad campaigns are becoming more targeted and effective in driving app installations. However, the report notes regional variations, with Europe seeing a slight decline in IPM from 2.08 to 2.02, possibly due to a more complex privacy and advertising landscape in the region.

Privacy concerns and data protection regulations have been a significant focus in the tech industry in recent years. In this context, the report provides interesting insights into App Tracking Transparency (ATT) opt-in rates for shopping apps. These rates have seen a notable increase, jumping from 34% in the second quarter of 2023 to as high as 50% on some days in 2024. This trend suggests that users are becoming more comfortable with sharing their data with shopping apps, possibly due to improved transparency and perceived value in personalized shopping experiences.

The report also highlights the importance of key shopping events and holidays in driving app installs. For instance, Adjust recorded installs 40% above the daily average on October 17, 2023, and 41% higher on October 18. These spikes likely correspond to early holiday shopping promotions and emphasize the need for marketers to plan their campaigns around these key dates.

Looking ahead to the upcoming holiday season, the report cites a survey indicating that 44% of consumers plan to start their holiday shopping in October or earlier. This early start to the shopping season presents both opportunities and challenges for e-commerce businesses and app marketers. It underscores the need for well-planned, long-term strategies that can capture and retain consumer attention over an extended period.

Tiahn Wetzler, Director of Content & Insights at Adjust, emphasizes the transformative role of shopping apps in consumer behavior. Wetzler notes that by leveraging technologies such as AI and AR, and integrating dynamic channels like social commerce and Connected TV (CTV), marketers can enhance user engagement and create experiences that drive high conversion rates. This insight points to the increasing importance of innovative technologies in shaping the future of e-commerce and mobile shopping.

The report also touches on the growing significance of retail media networks. As these networks continue to scale, they offer new opportunities for advertisers to reach consumers at crucial decision-making moments. The integration of these networks with mobile shopping apps could potentially create powerful synergies, allowing for more targeted and effective marketing strategies.

In conclusion, Adjust's "Shopping App Insights Report" paints a picture of a rapidly evolving e-commerce app landscape characterized by significant growth, changing consumer behaviors, and technological innovation. The surge in app installs and in-app revenue highlights the central role that mobile platforms are playing in the retail sector. At the same time, the decrease in session lengths and improvements in advertising effectiveness suggest that the industry is becoming more sophisticated in its approach to user experience and marketing.

As the e-commerce sector continues to grow and evolve, businesses and marketers will need to stay abreast of these trends and be prepared to adapt their strategies accordingly. The upcoming holiday season, in particular, will likely be a crucial period for many e-commerce apps, requiring careful planning and execution to capitalize on the increased consumer activity.

Key facts from the report

Shopping app installs rose 61% year-over-year globally in the first half of 2024

Overall e-commerce app installs increased by 25%, with sessions up 13% year-over-year

In-app revenue for e-commerce apps grew by 36% year-over-year

Android devices accounted for 60% of in-app revenue

Average e-commerce app session lengths decreased by 6% between 2022 and H1 2024

Global median installs per mille (IPM) increased from 1.94 in 2023 to 2.28 in H1 2024

App Tracking Transparency (ATT) opt-in rates for shopping apps increased from 34% in Q2 2023 to as high as 50% in 2024

44% of consumers plan to start holiday shopping in October or earlier