A global benchmark of app performance
"2021 was another transformative year for the fast-moving world of app marketing. The global shift toward mobile continued as more users than ever turned to apps for entertainment, information, and completing essential daily tasks.
The industry successfully grappled with the broad shifts to consumer patterns and user habits brought about by the COVID-19 pandemic, including sustained lockdowns and social distancing rules. It also faced new challenges as user privacy, spearheaded by the rollout of iOS 14.5 in April, took center stage.
Despite these challenges, the mobile app ecosystem continued to thrive, demonstrating how robust and adaptable the app marketing industry is and how adept advertisers and developers are at finding and retaining audiences in markets across the globe.
In 2021, consumer spend on mobile apps reached US$170 billion, marking a 19% increase from 2020. Ad spend also reached a record US$288 billion and is predicted to grow to $336 billion in 2022. The mobile app industry is bigger than ever and shows no signs of slowing down as consumer reach broadens and the quality of services offered continues to exceed expectations — and revolutionize to meet diverse demands.
In 2022, the competition is fierce, but the opportunity is exponential. This report draws on internal data and expert industry analysis to provide marketers with the insights needed to drive performance and empower a comprehensive understanding of audiences via actionable data."
