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1、The State of Retail In the U.S.An Analysis of Retail Mobile App and Digital Advertising Trends in the United States.2022 Sensor Tower Inc.-All Rights Reserved 2022 Sensor Tower Inc.-All Rights Reserved|2023 Sensor Tower Inc.-All Rights Reserved|2This report,which leverages Sensor Towers Store Intell
2、igence and Usage Intelligence data,as well as our Pathmatics data,explores the Retail Brand app space in the U.S.The analysis includes:-Retail Brand app download and revenue trends from January 2021 through March 2023.-Demographic data for selected Retail Brand Apps.-Retention and time spent data fo
3、r selected Retail Brand apps and subcategories.The report is broken down into four main sections:-Top Retail Brand Apps:An overview of the main mobile trends for the top retail brand apps.-Beauty Apps:Apps such as Sephora and ULTA,which help users discover,purchase,or learn about beauty products.-Fa
4、shion Apps:Apps such as SHEIN and CIDER,.which enable users to explore,shop,and stay updated on the latest trends in clothing and footwear.-Retail Media Networks:A retailer-owned advertising platform employing their website,app,and other digital platforms within their network,allowing brands and adv
5、ertisers to advertise to customers.The rapid growth that RMNs are seeing and unique opportunities to be found for brands willing to allocate the budget.Introduction 2023 Sensor Tower Inc.-All Rights Reserved|304071115MARKET OVERVIEW BEAUTY RETAIL APPS FASHION RETAIL APPS RETAIL MEDIA NETWORKS CONCLU
6、SION 20 2023 Sensor Tower Inc.-All Rights Reserved|4Market Overview U.S.AmazonSHEINWalmartShopEtsyNikeTemueBayTargetBath&Body WorksAmazon MobileSheinside GroupWalmartShopifyEtsyNikeTemueBayTargetBath and Body WorksSubcategoryChinese-Based Retail Apps Dominate Top App Rankings by Downloads in the U.S
7、.Top Retail Apps by Downloads in the U.S.(App Store and Google Play)2020Q1 2023+6-2-1-1-1-1NEWMarketPlaceGeneral RetailBeauty&Personal CareFashionAmazonSHEINShopWalmartNikeeBayTargetEtsyWishWalgreensAmazon MobileSheinside GroupShopifyWalmartNikeeBayTargetEtsyContextLogicWalgree
8、n Co.2022TemuSHEINAmazonWalmartShopEtsyNikeeBayTargetAlibabaTemuSheinside GroupAmazon MobileWalmartShopifyEtsyNikeeBayTargetAlibaba-2-2-+1-1+3-1NEWNEW 2023 Sensor Tower Inc.-All Rights Reserved|5AmazoneBaySHEINWalmartTargetEtsyNikeAliExpressShopGOATAmazon MobileeBaySheinside GroupWalmartT
9、argetEtsyNikeAlibabaShopifyGOATSubcategoryTemu Breaks into the Top 5 Retail Apps by Monthly Active Users in the U.S.Top Retail Apps by MAU in the U.S.(App Store and Google Play)2020Q1 2023-2-2-+2-2-1MarketPlaceGeneral RetailBeauty&Personal CareFashion2022AmazoneBaySH
10、EINWalmartTemuAliExpressTargetEtsyNike ShopAmazon MobileeBaySheinside GroupWalmartTemuAlibabaTargetEtsyNikeShopify-1-+1+2NEW+3AmazoneBaySHEINWalmartWishTargetAliExpressEtsyShopNikeAmazon MobileeBaySheinside GroupWalmartContextLogicTargetAlibabaEtsyShopifyNikeNEW 2023 Sensor Tower Inc.-All Rights Res
11、erved|6 2023 Sensor Tower Inc.-All Rights Reserved|7Beauty Retail Apps:U.S.With the recent shift in consumer purchasing from traditional brick-and-mortar stores to mobile shopping,top beauty apps have gained significant popularity in the past year,seeing a combined total of 1.9M downloads,up 113 per
12、cent in Q1 2023 year-over-year.The majority of these gains came from Sephora which saw installs grow from 490K in Q1 2022 to 1.2M in Q1 2023,a roughly 143 percent increase YoY.The apps monthly installs hit a record 539K in April 2023,resulting in the app supplanting ULTA as the top Beauty App.Flip.s
13、hop,a relatively new beauty app,is rapidly gaining popularity in the U.S.It has quadrupled its downloads YoY,from 109K in Q1 2022 to 476k in Q1 2023,and has climbed to the No.3 position among beauty apps.With an impressive 36%of its users under the age of 25,Flip.shop has successfully attracted a yo
14、unger demographic in comparison to its competitors,ULTA and Sephora,which have less than 25 percent of their apps users in this age bracket.Beauty Apps See Overall Downloads Climb Year-over-Year Quarterly top beauty app installs,U.S.,Q1 2022 v.s.Q1 2023 2023 Sensor Tower Inc.-All Rights Reserved|812
15、34560300K600K900K1.2M1.5MULTASephoraFlip.shopSALLYScentbirdIPSYSocial advertising has played an important role for Beauty Apps.An analysis of top Beauty apps ad spend and download data between January 2022 and April 2023 suggests a strong positive relationship between social ads and new app download
16、s.Looking at display and video advertising,there is a relatively weak association.Beauty apps may find more opportunity to grow by advertising on social channels,particularly Facebook and Instagram.Both Sephora and ULTA,major players in the beauty industry,have shifted their ad investment from displ
17、ay and video toward social ads during the past year.ULTA quintupled its ad investment on TikTok from around$950K in Q1 2022 to$5.4M in Q1 2023,while Sephora shift its ad budget to Facebook.Sephora and ULTA Shifted Their Ad Budget Toward Social Top 6 beauty apps monthly downloads and ad spend,U.S.,Ja
18、nuary 2022 through April 2023 2023 Sensor Tower Inc.-All Rights Reserved|9Monthly Downloads2M4M6M8MAd Spending$0$100K$200K$300K$400K$500K$600K$700KFacebookInstagramQ1 2022Q1 20230%20%40%60%80%100%11%8%10%7%24%25%36%29%19%31%Display&VideoFacebookInstagramSnapchatTikTokQ1 2022Q1 202319%5%14%12%17%23%4
19、1%38%9%22%Flip.Shop Leads in User Time Spent with An Innovative Shopping Experience Average time spent per month in selected beauty apps,App Store,Q1 2023,Worldwide 2023 Sensor Tower Inc.-All Rights Reserved|10In Q1 2023,the top beauty app in user spending was Flip.shop,with users spending an averag
20、e of 30 minutes per month on the app.Sephora and ULTA followed behind with an average of 25 and 21 minutes per user per month,respectively.Flip.shop,a shopping social network,takes a unique approach to showcasing its products.Instead of relying solely on traditional product listings,Flip.shop incorp
21、orates shopper or influencer-generated content in the form of video reviews.In addition,Flip.shop is the only app among top beauty apps with live show feature which provide an interactive and immersive experience.These features could be the key factors in driving user engagement.Flip.shopSephoraULTA
22、IPSYScentbirdSally BeautyAverage time spent per user per month(min)05 2023 Sensor Tower Inc.-All Rights Reserved|11Fashion Retail Apps:U.S.Fashion apps saw a slight decline in overall downloads YoY.The general apparel and footwear subcategories saw their share of installs decli
23、ned in recent years.Both subcategories have seen a reduction in their share of installs by 13 and 3 percent points,respectively.Meanwhile,the womens apparel subcategory has bucked this trend,growing faster than any other subcategory.Its market share increased by 13 percent points between 2019 and Q1
24、 2023,a remarkable level of growth and an indicator of a growing area of the fashion market.As more consumers turn to their smartphones for shopping,mobile-first fashion apps have become increasingly popular.SHEIN,a mobile first app for Womens Apparel,has been in the lead among fashion apps since 20
25、19,and its share increased in the following years.Womens Apparel Achieved the Largest Gains in Market Share Proportion of installs among fashion apps subcategories,United States 2023 Sensor Tower Inc.-All Rights Reserved|0212022Q1 20230%20%40%60%80%100%2%3%3%2%2%10%12%11%13%13%35%28%32%27
26、%22%48%53%51%56%61%General Apparel Womens ApparelFootwear Childrens Apparel Accessories Athletic Apparel OthersSHEIN has not only led the category in downloads,but also in user retention.This had led to a larger and more engaged user based than its competitors.Approximately 34 percent of SHEIN users
27、 open the app the day after it is downloaded.This number drops to about 18 percent a week after it is downloaded and close to 8 percent 90 days after downloading the app.The retention rates for its competitors,PrettyLittleThing,ASOS,Cider,and Chic Me are much lower,with these apps seeing a 90 day re
28、tention of less than five percent.Part of SHEINs higher retention rate may be explained by its flash sales strategy.Among top Womens Apparel Apps,SHEIN is the only app that offers daily flash sales.This unique feature provides a sense of exclusivity and urgency that sets SHEIN apart from its competi
29、tors.SHEIN Leads the Fashion Industry by Retention U.S.Q1 2023 retention for the top womens apparel apps,App Store 2023 Sensor Tower Inc.-All Rights Reserved|130%5%10%15%20%25%30%35%40%Day 1Day 5Day 9Day 13Day 17Day 21Day 25Day 29Day 33Day 37Day 41Day 45Day 49Day 53Day 57Day 61Day 65Day 69Day 73Day
30、77Day 81Day 85Day 89SHEINASOSCIDER Chic MePrettyLittleThingQ1 20220%20%40%60%80%100%21%7%10%11%9%26%22%16%13%19%34%35%46%24%37%15%32%24%48%30%Four of the top five Womens Apparel apps saw YoY growth in the proportion of age 25-34 users that installed the app in the U.S.between Q1 2022 and Q1 2023 on
31、the App Store.The only exception was Chic Me,which had the highest overall percentage of users aged 35-44 and saw YoY growth in the percentage between Q1 2022 and Q1 2023,up 11 percentage points.Womens Apparel apps that advertise on TikTok and Snapchat can effectively reach and engage with a younger
32、 audience.ASOS,allocated around 25 percent of its social ad budget on these platforms,had 73 percent of users aged under 35 in Q1 2023.Other apps such as SHEIN,CIDER,PrettyLittleThing also invested on these two platforms,had at least 60 percent of users aged under 35.Unlike the aforementioned apps,C
33、hic Me,allocated the majority of its advertising spending on Facebook,had a lower percentage of users under the age of 35.This indicates that investing in advertising on Snapchat and TikTok can be an effective strategy for womens apparel apps to reach and engage with a younger audience.Womens Appare
34、l Apps Found Success Advertising on TikTok and SnapChat to Reach Younger Users Top 5 womens apparel app install demographics,U.S.,App Store 2023 Sensor Tower Inc.-All Rights Reserved|14Q1 20230%20%40%60%80%100%14%9%8%10%9%37%16%14%16%20%33%45%49%33%37%11%25%24%37%27%18-2425-3435-4445-5455+SHEINASOSP
35、rettyLitterThingChic MeCIDER 2023 Sensor Tower Inc.-All Rights Reserved|15Retail Media Networks:U.S.2023 Sensor Tower Inc.-All Rights Reserved|16U.S.Market Overview:Retail Media Network Advertising0150M300M450M600MOct.2022Nov.2022Dec.2022Jan.2023269M285M171M160M0500M1.0B1.5B2.0B2.5BJan.2022Feb.2022M
36、ar.2022Apr.2022May 2022Jun.2022Jul.2022Aug.2022Sep.2022Oct.2022Nov.2022Dec.2022Jan.20231.2B2.3B2.2B1.5B870M534M658M612M831M644M460M359M253M0150M300M450M600MOct.2022Nov.2022Dec.2022Jan.2023506M586M432M401MWalmart465%Retail Media Network Ad Impressions Growth from Q1 2022 to Q4 2022481 Million Average
37、 Monthly RMN Ad ImpressionsKrogerAlbertsons221 Million Average Monthly RMN Ad ImpressionsFrom January 2022 to January 2023,the Consumer Package Goods(CPG),Computers&Consumer Electronics(CCE),and Home&Garden were the most frequently advertised categories on the Walmart RMN,accounting for 42 percent,1
38、2 percent,and 8 percent of the total impressions,respectively.The growth rate of impressions on the Walmart retail media network is significantly outpacing that of regular digital ads.While regular digital ad impressions for each of the top 3 categories have risen by less than 20 percent YoY,CCEs ad
39、vertising impressions delivered by Walmart increased 821 percent in January 2023 compared to the same period last year.CPG and Home&Garden retail media network impressions also doubled YoY.The triple-digit growth in Walmart RMN impressions indicates a shift in advertising strategies towards a greate
40、r focus on RMNs as advertisers recognize their potential.Advertisers Increasingly Recognize the Value of RMNs Top categories monthly ad impressions,RMNs v.s.regular digital ads 2023 Sensor Tower Inc.-All Rights Reserved|170160M320M480M640MJan.2022Jan.2023+194%+234%+821%CPGCCEHome&Garden 0200M400M600
41、M800MJan.2022Feb.2022Mar.2022Apr.2022May 2022Jun.2022Jul.2022Aug.2022Sep.2022Oct.2022Nov.2022Dec.2022Jan.2023020B40B60B80BJan.2022Feb.2022Mar.2022Apr.2022May 2022Jun.2022Jul.2022Aug.2022Sep.2022Oct.2022Nov.2022Dec.2022Jan.2023CPGCCEHome&Garden Regular Digital Ad ImpressionsWalmart RMN Ad Impressions
42、CPGCCEHome&Garden Walmart RMNs Ad Impressions Growth(January 2022 v.s.January 2023)Computers&Consumer Electronics(CCE)advertisers have prioritized investment in the Target RMN over the Walmart RMN.More than half of the Top 20 CCE advertisers spent 100 percent of their co-marketing ad budget on the T
43、arget RMN.As a result,in these early days,investing in the Walmart RMN could potentially offer an opportunity to gain a higher share of voice for CCE advertisers.With fewer advertisers competing for impressions on the Walmart RMN,Google allocated the majority of its co-marketing ad spend there,resul
44、ting in the company leading in CCE with 42 percent SOV on Walmart,followed by HP,with 26 percent SOV.CCE Advertisers with Ad Spend Invested in Walmart RMN Gain High Share of Voice Share of impressions delivered by Walmart&Target,U.S.,Q1 2022 through Q3 2022 2023 Sensor Tower Inc.-All Rights Reserved
45、|18AmazonBoseFujifilmBeatsEpsonBlinkRingVizioOwalaOttLiteAppleTexas InstrumentsRokuAcerSamsungHPGoogleStar BrandsPhilipsConair0%25%50%75%100%100%100%100%82%72%28%25%6%1%18%28%72%75%94%99%100%100%100%100%100%100%100%100%100%100%100%TargetWalmartOther32%HP26%Google42%Computers&Consumer Electronics Adv
46、ertisers Share of Ad Impressions on Walmart RMN,Q1 2022 through Q3 2022CCE advertisers ramped up their investment in Walmart RMNs during the holiday season,with 1,422 percent growth in impressions in Q4 2022 compared to the previous quarter.Among the top advertisers,Cyber Power Systems emerged as th
47、e front-runner in RMN advertising,achieving impressions of more than 200M each month between November and December 2022.HP saw its investment peak in November for Black Friday and Cyber Monday deals.HP strategically utilized video-type deal ads on Walmart RMNs to capture attention and drive conversi
48、ons,with nearly 100 percent of its RMNs ad impressions in November 2022 generated by these price based video ads.Meanwhile,its competitor,Acer,pursued a different approach by focusing on onsite display ads,which accounted for one-third of their total RMN ad impressions during the same period.CCE Adv
49、ertisers Capitalize on Holiday Shopping Season With RMNs Top CCE Advertisers Monthly Ad Impressions on Walmart RMNs 2023 Sensor Tower Inc.-All Rights Reserved|19050M100M150M200M250MJan.2022Feb.2022Mar.2022Apr.2022May 2022Jun.2022Jul.2022Aug.2022Sep.2022Oct.2022Nov.2022Dec.2022Jan.2023Cyber Power Sys
50、temsHPAcer 2023 Sensor Tower Inc.-All Rights Reserved|20Conclusion 2022 Sensor Tower Inc.-All Rights Reserved 2022 Sensor Tower Inc.-All Rights Reserved|Chinese-Based Retail Apps have seen success in the U.S.retail market,with Temu and SHEIN holding the top two positions in Q1 2023.Temu has particul
51、arly shown impressive growth in downloads and surpassed the marketplace giant,Amazon,in a short period.An analysis of top beauty apps ad spend and download data between January 2022 and April 2023 reveals a positive relationship between social ad investment and new app downloads,while display and vi
52、deo ads has a relatively weak association.This suggests that beauty apps may find more opportunity to grow by advertising on social channels,particularly Facebook and Instagram.Womens apparel apps found success advertising on TikTok and Snapchat to reach younger users.SHEIN,CIDER,ASOS,and PrettyLitt
53、leThing invested in these platforms,had a user base with at lease 60 percent of users aged under 35.In contrast,Chic Me allocated the majority of its ad spending on Facebook and has a lower percentage of users under the age 35.The growth rate of impressions on the Walmart retail media network is sig
54、nificantly outpacing that of regular digital ads.Each of the top 3 categories saw triple-digit growth in Walmart RMN impressions.This is a part of a broader shift in strategy towards a greater focus on RMNs as advertisers recognize their potential.Conclusion:Key Takeaways 2023 Sensor Tower Inc.-All
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