E-com apps lose pandemic glow, India fastest-growing market: Infogram

India witnessed a 110 per cent YoY installation growth on Android e-commerce apps. Owned media and in-app purchases also saw stellar and uninterrupted growth from 2021 to 2022 in the country, as e-commerce surged in the sub-continent.

The consumer behaviour shift to e-commerce that accelerated during the pandemic boom has since stabilised as concerns of a recession begin to mount.

While overall global app installs for Android still show growth of 19 per cent from H1 2021 to H1 2022, but this was largely driven by a sizable 116 per cent gain in India, the world's biggest Android market.

However, the worldwide use acquisition figure represented a significant 50 per cent YoY drop in spend due to rising iOS media cost, relative return to normalcy after the pandemic and other macro economic conditions, Infogram said.

iOS installs also took a slight 4 per cent downturn in the same period after the surge in downloads during COVID.

A 13 per cent decline was observed in 30-day retention on Android, as mobile users continue to explore new apps and services. Meanwhile, iOS dropped a less steep 5 per cent, while reporting better retention overall than Android users, in keeping with historical trends.

The period between January 2021 and July 2022 saw 5.1 billion e-commerce app installations worldwide.

In the United States, Android app installs declined by 21 per cent while iOS saw a 4 per cent gain in H1 2022 over H1 2021.

With recession concerns, apps are slowly seeing their share of non-organic installations (NOI) on Android falling at 5 per cent YoY between January and July of each year. NOI refers to a user choosing to download and install an app after seeing a marketing campaign.

In the United States, NOI remains the majority of installations, but suffered from a steady decline until July 2022, when it dipped slightly to 47.6 per cent. India and Brazil benefited from comparatively lower cost per installation, which drove NOI to over 60 per cent of overall installations.

Meanwhile, markets in the Middle East—including Turkey, the United Arab Emirates and Saudi Arabia—also recorded a higher share for NOI, while Vietnam also posted high NOI, albiet on a declining trend.

Fibre2Fashion News Desk (DS)