Sales in e-commerce apps recorded a growth of 21% in 2024, driving companies to invest more in mobile marketing, according to the new report "State of E-Commerce App Marketing 2024" released by AppsFlyer. The study highlighted a purchasing pattern among consumers during peak seasons, like the end of the year, and revealed that a large part of the recovery of the mobile marketing market in e-commerce is centered on Apple (iOS) users
The report showed that nearly 60% of consumers evolve into loyal customers after the first purchase in e-commerce apps, highlighting the crucial role of mobile apps in reinforcing engagement. In 2024, there was a 60% increase in non-organic installs on iOS, with marketing professionals focusing tactically on the first week post-installation for remarketing activations. This effort resulted in a conversion rate of 40% on the first day and exceeding 75% within the first week
Renata Altemari, Country Manager of AppsFlyer in Brazil, commented: "As the global economy continues to stabilize, the growth prospects for mobile app commerce seem promising in the coming months, providing marketing professionals with an opportunity to cultivate and nurture customer loyalty.”
The research also revealed that in-app purchases (IAP) increased by 15% during the 2023 holiday season compared to the fourth quarter of 2022, maintaining a positive trajectory in 2024. Total investment in advertising in 2023 skyrocketed to US$ 6,6 billion, highlighting the renewed confidence in marketing efforts
Renata Altemari added: "We observed that the participation of paying users increased by 12% on the platforms during the peak season, especially in Brazil, in the United States and in India (on Android). After a difficult year for the mobile market in e-commerce in 2022, we have observed an interesting growth since March last year.”
iOS users played a significant role in this recovery, driving a 60% year-on-year increase in non-organic app installs and a 21% growth in in-app conversion rate compared to 2022. Furthermore, the participation of Apple devices in advertising spending rose 43% in 2023, while the allocation for Android decreased by 18%, mainly in Brazil and India
Sue Azari, Industry Leader in eCommerce at AppsFlyer, highlighted: "The mobile advertising landscape is subject to constant strategic adjustments. As the global economy begins to stabilize, industry brands are firmly turning to paid marketing as a means to attract users, instead of relying heavily on owned channels.”
Key Global Insights from the State of E-Commerce App Marketing 2024
- Consumer spending on apps increased by 15% year over year in the fourth quarter of 2023
- Apple iOS users drove a 60% year-over-year increase in non-organic installs in the fourth quarter of 2023
- The first week after downloading the app is critical, with 40% of remarketing conversions occurring on the first day and over 75% during the first week
- Total global spending on app advertising reached $6,6 billion in 2023, with iOS leading at US$ 2,9 billion
Azari concluded: "As the 2024 holiday rush approaches, brands that want to stand out should focus on remarketing and achieve long-term rewards, with lasting loyalty.”
