EBOOK

Mobile app trends: 2023 edition

A global benchmark of app performance

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SUMMARY

Mobile marketers need to be more strategic than ever

This ebook gives you the tools, analysis, and actionable data you need to drive undisrupted growth in an increasingly complex space.

  • Uncover the latest data on 5,000+ apps, from sessions, installs, retention, and stickiness to ATT opt-in rates.

  • Get expert analysis on the metrics you should be paying attention to in 2023.

  • Learn how to leverage everything from media mix modeling to channel diversification, data centralization, and more.

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MOBILE APP TRENDS 2023: THE VERTICALS

A preview of what’s inside

E-commerce

Global installs of e-commerce apps declined slightly in 2022, down 0.6% compared to 2021, so far in 2023, they’ve climbed back by 4%.

58%

of e-commerce installs are shopping apps

19%

median Day 1 retention rate

22%

increase in sessions YoY in 2022

“Maintaining agility in this changing mobile ecosystem is of critical importance. From rapidly introducing product features that better serve our community and advertisers, to diversifying revenue streams and embracing new industry standards around measurement, Snap has proved adaptable and resilient.”

Kathleen Gambarelli

Group Product Marketing Manager, Revenue

Fintech

Payment apps accounted for 50% of fintech app installs in 2022, followed by banking at 40%. Stock trading and crypto’s share of installs both fell.

2%

global increase in fintech app installs YoY

19%

increase in fintech app sessions YoY

DEC ’22

the highest ever month for fintech in-app revenue

“In recent years, fintech companies revolutionized retail robo-investing. They did this by democratizing ML and AI, which were once exclusive to large-scale institutional investors. We expect similar advancements in the use of ML tools for marketing optimization”

Dmitry Yudovsky

Global Head, Data Science

Gaming

For the first time ever, mobile gaming declined in 2022. From in-app revenue to installs, sessions, session lengths, retention rates, and beyond, all arrows were pointing down—but there are positive signals.

23%

install growth in JAN 2023 compared to Q4 2022

11%

session growth in JAN 2023 compared to Q4 2022

6%

increase in JAN 2023 revenue compared to the 2022 average

"Despite the turmoil within the mobile games industry, there are still bountiful opportunities for sophisticated data-driven marketers to massively grow their games. Attribution is the foundational buying signal which (when combined intelligently with SKAN data and post-install data) has enabled us to continue to invest heavily and drive massive returns in a time of uncertainty."

Xander Agosta

Director of Marketing

Get the insights you need to accelerate growth in 2023

Empowering over 135,000 apps worldwide