Global marketing measurement and experience management platform AppsFlyer recently released the "2023 E-commerce App Marketing Status Report". Despite the pressure of the global economic downturn, global e-commerce apps still show relatively strong resilience and show many positive trends and highlights.
The latest data from the report shows that compared with November 2021, the revenue generated by e-commerce apps during the peak period in November 2022 will increase by 10% on average. Detailed analysis at the App level shows that 70% of the top 20 e-commerce companies and 60% of the top 100 companies have achieved year-on-year growth.
In addition, consumer spending will become increasingly concentrated in the holiday season in 2022, with the fourth quarter increasing by 37% compared with the third quarter, and 30% higher than the increase in the same period in 2021. Consistent with the trend in recent years, November continues to be the most important part of holiday season promotions, with important time nodes such as Double Eleven Shopping Festival, Thanksgiving, and Black Friday all occupying a dominant position in sales activities.
"During the Black Friday period of 2022, global shopping spending increased by 81% on the iOS side compared with the daily average performance in November in November, and also increased by 61% on the Android side," said Sue Azari, head of e-commerce industry at AppsFlyer. "In this year In the second half of the year, marketers should act now if they hope to capitalize on key shopping holidays."
“From now until Black Friday, marketers can carry out a series of cost-effective customer acquisition marketing activities, and focus on remarketing strategies to guide users to pay attention to the app and maintain high-frequency interaction until the golden shopping period arrives.”
In 2022, global e-commerce apps will spend US$4.9 billion on user acquisition; due to the impact of the economic recession, spending in the second half of 2022 will drop 25% compared with the second half of 2021; India ranks first in spending on the Android platform, contributing 320 million US dollars, nearly 40% higher than the United States. The United States spends the most on the iOS platform, reaching $325 million, accounting for about 25% of the global budget.
“The impact of the economic downturn in the first quarter of 2023 on ad spending will be severe, and marketers around the world are cutting budgets, but even amid the general slowdown in the global economy, marketers should be excited about the successful marketing of the 2022 holiday season! ” said Shani Rosenfelder, Director of Content Strategy and Market Insights at AppsFlyer, “Emotional marketing resonates now more than ever, so marketers should pay close attention to their audience’s needs and emotions in order to connect with them on a deeper level. Marketing for the 2023 holiday season is critical."
Key insights into the global mobile e-commerce industry:
• Overall, from 2022 to March 2023, the number of global e-commerce App activations will be basically the same, and there is no obvious gap between Android and iOS.
• The proportion of paid users on the iOS side dominates and reaches its peak in November. Each month, the share of active iOS buyers worldwide is nearly double that of Android, which is consistent with the data pattern for 30-day retention.
• Compared with the first quarter of 2022, the CPI of e-commerce apps in the first quarter of 2023 dropped significantly by 30% year-on-year. Although part of the decline is due to the natural decrease in demand after peaking during the Omicron epidemic in early 2022, the overall downward trend is obvious. Since peaking in November, CPI on the iOS side has dropped 33%, while CPI on the Android side has dropped 11%.
• Globally, in terms of e-commerce app retention rate, the user retention rate on iOS has always been better than that on Android, with the average user retention rate being 20% higher.
• Remarketing on the Android side (remarketing on iOS has become more difficult since iOS14.5) remains a vital and cost-effective component of the global marketing landscape, with monthly share consistently above 40%. This shows that e-commerce companies still have continued interest in using remarketing strategies to enhance marketing advertising campaigns.
The methodology used in the report:
The "2023 E-commerce App Marketing Status Report" is based on global patent data, and all data are anonymous aggregated data. The data sample of this report covers 850 Apps, with a total of 3.7 billion global e-commerce App activations and 22 billion remarketing conversions.
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