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1、The mobile app growth report EBOOKOur user acquisition leaderboard 2The mobile app growth report:Our user acquisition leaderboard ContentsIntroduction.3Methodology:The Adjust Growth Score.4The global growth map .6Country scores .7App vertical scores.8 Part 1:Growth by region.10Focus on APAC:Country
2、and vertical scores.11Focus on Europe:Country and vertical scores .14Focus on LATAM:Countries and verticals.17Focus on MENAT:Countries and verticals.20Focus on North America:Countries and verticals.23 Part 2:Spotlight on mobile gaming.26Global Growth Scores.27APAC Growth Scores.28Europe Growth Score
3、s.31LATAM Growth Scores.34MENAT Growth Scores.37North America Growth Scores.40 Conclusion.43The mobile app growth report:Our user acquisition leaderboard 3Adjust first introduced the Mobile growth report in 2019,providing a breakdown of growth potential to help marketers extend their footprint and s
4、cale successfully.In 2020,we applied the same analysis to examine growth on a more granular level,looking at regional and vertical trends.Since then,however,the industry has undergone immense change.The world of mobile marketing and measurement now finds itself in a moment of transformation.Having a
5、lready grappled with monumental challenges over the past three years,the ecosystem shift spearheaded by Apples iOS 14.5 is now fully underway.And while its still a time of considerable challenge,its also a moment of great opportunity.The landscape of marketing decision making has increased in comple
6、xity.With data-and user-privacy now central to mobile advertising and attribution,smart marketers are experimenting with new channels and previously underutilized methods of aggregated reporting to measure or predict the success of strategies and campaigns.Adjust is proudly at the forefront of the i
7、ndustry shift toward next-generation measurement and tools.We are continually developing solutions that promote this new wave of growth marketing and empower our clients to continue executing high-performance,measurable campaigns.This makes it the perfect moment to bring back the Mobile growth repor
8、t.Underpinned by our very own Growth Score developed from Adjusts entire data set,the report aims to help advertisers discover markets with impressive recent performance and the highest growth potential for their app by vertical or region.Our data-based analysis uncovers insights on the most mature
9、markets and those that could be your next source of untapped user acquisition growth.INTRODUCTION Insights for the next-generation growth marketer The mobile app growth report:Our user acquisition leaderboard 4The Growth Score is designed to succinctly determine the performance and potential of apps
10、 and app marketing in the widest possible variety of markets.Its goal is to be used as a jumping off point for mobile marketers and developers looking for the best scalable growth opportunities.To evaluate the growth potential of mobile app verticals across different regions,we developed a comprehen
11、sive methodology for the Growth Score.This methodology is based on Adjusts top 2,500+apps and their performance in the first half of 2023.The score incorporates three key metrics:installs,effective cost per install(eCPI),and lifetime value(LTV),as the relationship between these metrics is critical i
12、n determining not only an apps growth trajectory,but how much value can be expected from a campaign.To make meaningful comparisons among these metrics in a diverse range of markets,we first normalized the data by scaling each metric between 0 and 1.This normalization allows for fair comparisons desp
13、ite inherent differences.Distinct weights were assigned to each metric in our methodology to reflect their respective impacts.Installs have a weight of 50%,recognizing its significant role in gauging user adoption.In contrast,both eCPI and LTV have weights of 25%,recognizing their shared importance
14、in the apps financial performance and user engagement.Using these weights,we calculated the Growth Score by aggregating the products of normalized values and their respective weights.It is important to note that the Growth Score for a specific region may be higher than the Growth Score for individua
15、l countries within that region.This is because the volume of installs at regional level is based on all countries,not just those analyzed individually.METHODOLOGY The Adjust Growth Score#1Keep an eye out for our arrow symbol-highlighting our Growth Score throughout this ebook!GROWTHSCORE“Having reli
16、able guidance on where to focus your marketing efforts has never been more crucial.Adjusts Growth Score aims to assist marketers in navigating the ecosystems new complexity by empowering them to find the right users.By leveraging this deep analysis of app performance across verticals and regions,mar
17、keters can uncover invaluable insights and untapped growth opportunities.”Tiahn WetzlerSenior Manager,Content&Insights,AdjustThe global growth map 6The mobile app growth report:Our user acquisition leaderboard Based on Adjust data from the first half of 2023,the global average mobile Growth Score ac
18、ross all verticals stands at 29.9.Asia-Pacific(APAC)emerged as the clear winner with an impressive Growth Score of 43.3,followed by Europe with 35.9,and North America with 30.The Middle East,North Africa,and Turkey(MENAT)region charted a score of 29.5,while Latin America(LATAM)lagged slightly behind
19、 with 27.9.27.927.9LATAM30 30NORTH AMERICA35.935.9 EUROPE29.529.5 MENAT43.3 43.3 APAC29.929.9GLOBAL AVERAGEGROWTHSCORE7The mobile app growth report:Our user acquisition leaderboard FINLAND25.525.5GROWTH SCOREINDONESIA27.827.8GROWTH SCOREJAPAN27.527.5GROWTH SCOREKOREA26.526.5GROWTH SCOREUAE26.326.3GR
20、OWTH SCORENEW ZEALAND26 26GROWTH SCORECANADA25.725.7GROWTH SCORETHAILAND26.126.1GROWTH SCOREGERMANY26.526.5GROWTH SCOREDENMARK25.725.7GROWTH SCORESAUDI ARABIA26.226.2GROWTH SCOREBRAZIL29.329.3GROWTH SCORETURKEY27.627.6GROWTH SCOREU.S.29.429.4GROWTH SCOREU.K.26.626.6GROWTH SCOREAUSTRALIA26 26GROWTH S
21、COREFRANCE26.426.4GROWTH SCOREPHILIPPINES26.526.5GROWTH SCORENORWAY25.925.9GROWTH SCORESINGAPORE26.226.2GROWTH SCOREMEXICO27.127.1GROWTH SCORECountry scores When we look at individual countries,India takes the lead with a mobile Growth Score of 31.2.The U.S.is next in line at 29.4,followed by Brazil
22、 with 29.3,Indonesia with 27.8,and Turkey with 27.6.This highlights the vast potential for developers and UA managers to expand and grow their apps across different regions and countries.INDIA31.231.2GROWTH SCORE8The mobile app growth report:Our user acquisition leaderboard App Growth Scores by vert
23、ical 2023(Global)Applications0605040302010EntertainmentFinanceFood&DrinkGamesHealth&FitnessPublicationsShoppingSocialTravelUtilitiesLifestyleApp vertical scoresMobile games saw the top performance among all verticals globally,with a remarkable score of 53.5.Despite a challenging year in 2022,gaming
24、app installs have made a considerable recovery in 2023,contributing to the higher Growth Score.Shopping apps secured the second-highest Growth Score worldwide,with 43.2.Travel apps also showed their strength,scoring 41.6,followed by finance apps with 34.1,and food and drink apps with 32 points.28.22
25、4.634.13253.525.625.722.943.226.741.629.39The mobile app growth report:Our user acquisition leaderboard Bonus:App Growth Scores by subvertical 2023StreamingProductivity24.825.724.825.7Tools26.426.4Marketplace32.432.4Food delivery27.928.627.928.6Communication26.726.7Payment10The mobile app growth rep
26、ort:Our user acquisition leaderboard PART 1 Growth by regionThe mobile app growth report:Our user acquisition leaderboard 11Focus on APAC:Country and vertical scores26 26AUSTRALIAGROWTH SCORE27.527.5JAPANGROWTH SCORE26.226.2SINGAPOREGROWTH SCORE26.526.5SOUTH KOREAGROWTH SCORE26.126.1THAILANDGROWTH S
27、CORE27.827.8INDONESIAGROWTH SCORE26.526.5PHILIPPINESGROWTH SCORE26 26NEW ZEALANDGROWTH SCORE31.231.2INDIAGROWTH SCORE12The mobile app growth report:Our user acquisition leaderboard 02035App Growth Scores by vertical 2023(APAC)ApplicationsFinanceGamesPublicationsShoppingTravelLifestyleSoci
28、al26.230.236.22522.438.826.239.828.1The combination of improved mobile infrastructure and the availability of affordable smartphones has led to explosive growth in the APAC app market.In 2022,the number of mobile internet users reached 1.29 billion,a massive increase compared to 700 million users in
29、 2015.The smartphone adoption rate has also increased,reaching an impressive 76%in 2022,up from 64%in 2019and markets like Japan and South Korea have some of the highest adoption rates in the world at 85%and 94%,respectively.By 2030,the regions overall smartphone adoption rate is projected to exceed
30、 90%.After a tough few years,travel apps have made a comeback,charting a noteworthy score of 39.8.Interestingly,83%of the APAC population already have travel apps installed,which is significantly higher than other regions.This underscores a strong interest in travel among people in the region.Shoppi
31、ng apps are the second-fastest growing category in the region,with a Growth Score of 38.8,and with a healthy Growth Score of 36.2,mobile gaming is also(still)demonstrates considerable UA value.In fact,the number of APAC mobile gamers is expected to keep climbing and reach 1.37 billion by 2027.Financ
32、e apps rank fourth with a score of 30.2 and utility apps also scored 28.1.India 26.5Indonesia 27Japan 26.6Korea 25.6Philippines 27Thailand 26.2UTILITY APP GROWTH SCORE BY COUNTRY 2023(APAC)UtilitiesThe mobile app growth report:Our user acquisition leaderboard 130%30%20%5%25%15%10%D1 and D7 all verti
33、cals app retention rate by country Q1 2023(APAC)Australia&New ZealandIndiaThailandJapanIndonesiaPhilippinesSouth KoreaSingaporeD7D1We couldnt help it,so we also took a look at retention rates to top things off.In Q1 of 2023,Australia,New Zealand,Indonesia,and Japan had a median Day 1 retention rate
34、of 25%.However,by day 7,Japans retention rate dropped to 12%,Australia and New Zealand decreased to 10%and Indonesia dropped to 9%.India,the Philippines,and Singapore had slightly lower Day 1 retention rates(24%).Thailand and South Korea followed closely behind with rates of 23%and 21%,respectively.
35、14The mobile app growth report:Our user acquisition leaderboard Focus on Europe:Country and vertical scores GROWTH SCORE25.525.526.426.4GROWTH SCOREGROWTH SCORE25.725.725.925.9GROWTH SCORE26.626.6GROWTH SCORE26.526.5GROWTH SCORE15The mobile app growth report:Our user acquisition leaderboard The futu
36、re of the app market in Europe looks bright,with continued growth projected to result in$63.3 billion revenue in 2023(up from$56.24 billion in 2022).And this figure is expected to hit a huge$87.35 billion by 2027.Europe was also our second-highest performing region,with a Growth Score of 35.9.Despit
37、e increasing costs and inflation,travel apps in Europe are making a strong comeback,and achieved the highest Growth Score in Europe47.3which is also significantly higher than in other regions.The e-commerce market in Europe is expected to grow by 12%per year between 2020 and 2026,and we can top this
38、 positive trend off by reporting that shopping apps in the region scored an impressive 41.1.Shopping apps in France performed best,with a score of 41.6.Mobile gaming came in third with a Growth Score of 30.4,followed by utility apps with 27.1,and lifestyle apps with 25.5.App Growth Scores by vertica
39、l 2023(Europe)GamesLifestylePublicationsShoppingSocialTravelUtilities30.425.524.041.121.847.327.1Utility app Growth Score by country 2023(Europe)Germany 26U.K.25.7Social app Growth Score by country 2023(Europe)France 21.8U.K.18.6Shopping app Growth Score by country 2023(Europe)France 41.6
40、Germany 3216The mobile app growth report:Our user acquisition leaderboard Enter Finland,the country with the highest Day 1 retention rate in Europe,a healthy 26%.France and Norway followed closely with 24%,while Denmark,Germany,and the U.K.all had a Day 1 retention rate of 23%.By Day 7,however,Franc
41、e,Germany,and the U.K.pick up the pace a little by holding onto 11%of users compared to Denmark,Finland,and Norway,which all sit at 9%.26%26%D1 and D7 all verticals app retention rate by country Q1 2023(Europe)0%30%20%5%25%15%10%DenmarkFinlandFranceGermanyNorwayU.K.D7D117The mobile app growth report
42、:Our user acquisition leaderboard Focus on LATAM:Countries and verticals27.127.1GROWTH SCORE29.329.3GROWTH SCORE18The mobile app growth report:Our user acquisition leaderboard Latin America has become one of the most exciting mobile growth spaces in the world,with over half of its population(54%),fo
43、r example,using more apps than they did before the COVID-19 pandemic.Theyre also spending 18x more time in apps than on websites.Despite this,the regions Growth Score did come in a little lower than other regions at 27.9,indicating that marketers will need to focus more specifically on highly tailor
44、ed and regionalized campaigns.The opportunity here is still huge,and we predict a higher Growth Score in 2024,as predicted increased IAPs and overall revenue should drive up LTV.Mobile gaming in LATAM received a Growth Score of 27,and this market is also vast and growing,generating$2.24 billion in r
45、evenue in 2022a figure expected to surpass$3.4 billion by 2026.Utility apps came in close with a score of 26.9.Mexico managed to score better than the LATAM average with 27,while Brazil scored a little below average with 26.3.BRAZIL26.326.3GROWTH SCOREMEXICO27 27GROWTH SCOREUtility app Growth Score
46、by country 2023(LATAM)39.8025105301520App Growth Scores by vertical 2023(LATAM)26.926.9GROWTH SCOREUtilities27 27GROWTH SCOREGamesThe mobile app growth report:Our user acquisition leaderboard 19In Q1 2023,Mexicos Day 1 retention rate of 23%for all verticals was higher than Brazils 21%.By Day 7,the t
47、rajectory continuedMexicos rate decreased to 9%and Brazils retention was a percentage point lower.As these figures are on the lower side,we recommend that marketers focus on optimizing to increase retention,as low retention usually correlates with low LTV(for most verticals)and low LTV is a likely c
48、ulprit for a low Growth Score.010%5%25%15%20%D1 and D7 all verticals app retention rate by country Q1 2023(LATAM)Brazil21%8%Mexico23%9%D7D120The mobile app growth report:Our user acquisition leaderboard Focus on MENAT:Countries and verticals26.326.3GROWTH SCORE26.226.2GROWTH SCORE27.627.6GROWTH SCOR
49、E21The mobile app growth report:Our user acquisition leaderboard TURKEY26.826.8GROWTH SCOREShopping app Growth Score by country 2023(MENAT)TURKEY39.339.3GROWTH SCOREUAE26.626.6GROWTH SCORESAUDI ARABIA26.226.2GROWTH SCOREUtility app Growth Score by country 2023(MENAT)App Growth Scores by vertical(MEN
50、AT)The MENAT region experienced significant growth in the mobile landscape in 2022,with app store spending increasing by 10.3%year-on-year(YoY)to$3.1 billion.This highlights the immense opportunity for mobile developers and marketers to expand their efforts here.Travel apps emerged as the winner amo
51、ng all app categories in MENAT,with an impressive Growth Score of 42.6.A nice example of this is Wego,one of the top travel apps in the region,which reported YoY growth of over 157%in February 2023.Shopping apps came in second with a Growth Score of 37.9.E-commerce in MENAT has transformed from a lu
52、xury to an essential service,with the market size reaching$37 billion in 2022 and expected to hit$57 billion by 2026.Turkeys Growth Score for shopping apps was the highest in the region,with an impressive 39.3 points.Mobile gaming and finance apps tied for third place in MENAT,both scoring 27.9.Util
53、ity apps followed closely behind with 26.6 points,and social apps charted 25.3.SocialFinance27.9UtilitiesShoppingTravelGames26.63040450503525201510542.627.937.925.322The mobile app growth report:Our user acquisition leaderboard 010%5%25%15%20%D1 and D7 all verticals app retention rate by country Q1
54、2023(MENAT)Saudi Arabia22%8%UAE22%8%23%9%TurkeyIn the first quarter of 2023,retention rates for Day 1 in Saudi Arabia and Turkey were at a humble 22%.By Day 7,they dropped to 8%.Meanwhile,the UAE saw slightly better numbers,with a Day 1 rate of 23%and Day 7 rate of 9%.D7D123The mobile app growth rep
55、ort:Our user acquisition leaderboard 29.429.4GROWTH SCORE25.725.7GROWTH SCOREFocus on North America:Countries and verticals24The mobile app growth report:Our user acquisition leaderboard 025105351520CANADA22.422.4GROWTH SCOREU.S.22.222.2GROWTH SCORECANADA26.226.2GROWTH SCOREU.S.25.625.6GROWTH SCORE3
56、0Social app Growth Score by country 2023(North America)North America is a dominant player in the mobile app market,generating$166 billion in revenue in 2022 and drumming up a projected$273 billion by 2027.The North American market is also a famously expensive one for app marketing,with a higher perc
57、entage of iOS users and more expensive CPIs.Its users,however,tend to perform better in terms of IAPs,ad revenue,and subscriptions,so shelling out a little more per install can be extremely rewarding,but it needs to be masterfully approached.Mobile gaming(with a Growth Score of 27.9)is one of the st
58、rongest verticals in North America.An estimated 42%of American adults play mobile games for at least an hour each week.Utility apps follow closely behind,with a Growth Score of 26.1.Social apps also made their mark,ranking third with a score of 22.1.Social apps performed better in both Canada and th
59、e U.S.than for the overall North American average,with scores of 22.4 and 22.2,respectively.Utility app Growth Score by country 2023(North America)App Growth Scores by vertical 2023(North America)22.122.1GROWTH SCORESocial27.927.9GROWTH SCOREGames26.126.1GROWTH SCOREUtilitiesThe mobile app growth re
60、port:Our user acquisition leaderboard 25Canada had stronger retention rates than the U.S.across all verticals,with a Day 1 rate of 24%and Day 7 rate of 11%.Meanwhile,south of the border,the U.S.charted a Day 1 rate of 22%and a Day 7 rate of 10%.Much like with other countries and regions charting ret
61、ention rates below the median,if marketers want to capitalize here,focusing on bringing these numbers up will likely also push LTV in the right direction and correct for the lower Growth Score.010%5%30%15%20%D1 and D7 all verticals app retention rate by country Q1 2023(North America)Canada24%11%U.S.
62、22%10%25%D7D1The mobile app growth report:Our user acquisition leaderboard 26PART 2 Spotlight on mobile gaming:A deep dive27The mobile app growth report:Our user acquisition leaderboard 30.724.823.423.324.526.929.826.127.52627.926.525.423.3Gaming app Growth Scores by subvertical 2023(Global)02520151
63、0535WordThe global mobile gaming industry is bouncing back in 2023 after a challenging 2022.Globally speaking,it has the highest potential for app marketers,with a huge Growth Score of 53.5.This aligns with figures on mobile games consumer spending from the first half of 2023,which are reported to h
64、ave hit a massive$41 billion.And game downloads skyrocketed to 30.4 billion.In terms of specific gaming categories,action games take the lead with a score of 30.7,closely followed by hyper casual games with 29.8.Sports games take third place at 27.9,and role-playing games(RPG)close out the top four
65、with 27.5.D1:28%D2:13%D1 AND D7 GAMING RETENTION RATE Q1 2023(GLOBAL)ActionAdventureArcadeBoardCardCasualPuzzleRole PlayingSimulationSports GamesStrategyHyper casual30TriviaGlobal Growth Scores28The mobile app growth report:Our user acquisition leaderboard Australia&New ZealandHyper casual26IndiaCas
66、ual,Puzzle25.8IndonesiaSimulation26JapanHyper casual26South KoreaHyper casual25.9PhilippinesSimulation25.7SingaporeHyper casual25.8ThailandSimulation26Top 5 gaming subvertical Growth Scores 2023(APAC)SPORTS GAMES26.826.8GROWTH SCOREHYPERCASUAL26.726.7GROWTH SCOREACTION27.827.8GROWTH SCORE1RPG27.627.
67、6GROWTH SCORE2CARD27 27GROWTH SCOREGROWTH SCORE1 345Top gaming subvertical Growth Scores by country 2023(APAC)APAC Growth Scores29The mobile app growth report:Our user acquisition leaderboard Mobile gaming is(still)booming in the APAC region,and out of all the countries analyzed,India is at the fore
68、front with a Growth Score of 28.9.The boost here can largely be attributed to the increasing availability of affordable smartphones and mobile data plans.The number of mobile gamers in India skyrocketed to over 193 million in 2022,and the figure is expected to hit 209 million by the end of 2023.In t
69、erms of revenue,the mobile gaming industry in India is projected to rake in$390 million by 2023.This makes India one of the best spaces to launch a mobile gaming UA campaign in the world.Following closely behind India is Indonesia,with a Growth Score of 26.9.As the third-largest mobile gaming market
70、 in the world,the country saw 3.37 billion downloads on Google Play alone in 2022,with esports a large growing space.Japan,with a Growth Score of 26.4,is also one of the largest mobile gaming markets in the world,boasting a massive 70 million mobile gamers.The Japanese mobile gaming industry is pred
71、icted to exceed$12.6 billion in consumer spending by the end of 2023,according to data.ai,so while more expensive to tackle than the aforementioned countries,its a pivotal market.Tying for fourth place are South Korea and the Philippines,with scores of 26.1.Singapore is not far behind with a score o
72、f 26,followed by Thailand with 25.8,and Australia and New Zealand with 25.7.Gaming app Growth Score by country(APAC)0%Australia&New ZealandIndiaIndonesiaJapanSouth KoreaPhilippinesSingaporeThailand5%25%10%15%20%30%25.728.926.926.426.126.12625.8The mobile app growth report:Our user acquisition leader
73、board 3010%10%8%9%11%12%9%26%24%22%26%25%27%27%27%APAC is probably the most critical market for gaming apps in the world,but launching high ROI campaigns from country-to-country is complex and contingent on numerous cultural and playing-habit factors.This is where you can leverage the Growth Score t
74、o pinpoint the best opportunities for maximum ROI.The median Day 1 retention rate for a gaming app in India,Indonesia,and Japan is a promising 27%.By Day 7 India and Indonesia drop to 10%and 9%,respectively,while Japan maintains an impressive 12%.Singapore and Australia&New Zealand both start strong
75、 with a Day 1 rate of 26%and decrease to 11%and 10%by Day 7.Thailand and South Korea are on the lower end of the scale,starting out with Day 1 rates of 24%and 22%,before dropping to 8%and 9%by Day 7.BONUS0%30%20%5%25%15%10%D1 and D7 gaming app retention rate by country Q1 2023(APAC)Australia&New Zea
76、landIndiaPhilippinesSingaporeThailandSouth KoreaJapanIndonesiaD7D19%31The mobile app growth report:Our user acquisition leaderboard Top 5 gaming subvertical Growth Scores 2023(Europe)HYPERCASUAL26.426.4GROWTH SCORECARD25.625.6GROWTH SCORECASUAL25.525.5GROWTH SCOREGROWTH SCORESTRATEGY25.325.3GROWTH S
77、COREACTION25.325.3GROWTH SCORE121 345DenmarkHyper casual25.9FinlandHyper casual25.6FranceHyper casual25.7GermanyHyper casual25.8NorwayHyper casual26U.K.RPG26.2Top gaming subvertical Growth Scores by country 2023(Europe)Europe Growth Scores32The mobile app growth report:Our user acquisition leaderboa
78、rd The mobile gaming industry in Europe is on a meteoric rise.The number of mobile gamers is projected to increase from 201 million to 218 million over the next two years,and revenue is expected to hit$28.4 billion in 2023.A recent survey also revealed that Western European mobile gamers spend a mon
79、thly average of over$25 in-app.The U.K.and Norway are the frontrunners of countries individually analyzed,both landing a Growth Score of 26.These countries hold immense promise for UA managers,with gamers in the U.K.spending an average of 2.5 hours daily playing mobile games,and Norways mobile gamin
80、g population set to hit 1.9 million by 2027.Denmark,France,and Germany all scored 25.8,indicating relatively good value mobile gaming installs.Denmarks revenue,for example,is predicted to exceed$490 million in 2023,with a quarter of the population favoring mobile gaming over other devices.France als
81、o has the potential for significant growth in the mobile gaming spacerevenue is set to reach a huge$3.39 billion by 2023.Germany,the largest gaming market in Europe,is poised to rake in$5.8 billion in mobile gaming revenue by the end of this year,and they love regionalized content,so this is definit
82、ely a space to optimize by reaching into your localization budget.Gaming app Growth Score by country(Europe)052510152030FranceDenmarkFinlandNorwayGermanyU.K.25.825.625.825.8262633The mobile app growth report:Our user acquisition leaderboard Despite having a mobile gaming Growth Score slightly lower
83、than other Western European countries,Finland stood out for maintaining one of the highest Day 1 retention rates,with an impressive 29%,which drops to 10%by Day 7.France,Germany,and the U.K.all start with a Day 1 rate of 26%lower than Finlandsbut hold onto more users by Day 7,at 12%.Norway opens wit
84、h 26%on Day 1 and drops to 10%by Day 7.D1 and D7 gaming app retention rates by country Q1 2023(Europe)0%30%20%5%25%15%10%DenmarkFinlandFranceGermanyNorwayU.K.D7D134The mobile app growth report:Our user acquisition leaderboard Top 5 gaming subvertical Growth Scores 2023(LATAM)SIMULATION26.126.1GROWTH
85、 SCORECARD26 26GROWTH SCORECASUAL25.825.8GROWTH SCOREGROWTH SCORERPG25.725.7GROWTH SCOREWORDA25.725.7GROWTH SCORE121 345Brazil1Casual25.92Simulation25.73Hyper casual25.5Mexico1Simulation25.92Casual25.83RPG25.7Top 3 gaming subvertical Growth Scores by country 2023(LATAM)LATAM Growth Scores35The mobil
86、e app growth report:Our user acquisition leaderboard Gaming app Growth Score by country(LATAM)0525152035Brazil103026.427.126.427.1MexicoBrazil has emerged as a powerhouse in the world of mobile gaming,and comes in with a Growth Score of 27.1.The countrys mobile-first games market is rapidly expandin
87、g,with 70%of Brazils online population playing games on their mobile devices.The markets revenue is projected to surpass$1.3 billion by the end of this year.According to Googles Mobile Insights Report for 2022,Brazilian mobile gamers crave localized characters,settings,and content,making localizatio
88、n and personalization key factors for developers and UA managers in this market.Mexicos mobile gaming scene is also on the rise,with projections indicating that over 58 million gamers will be playing on mobile devices by 2027.Although the Growth Score of 26.4 is on the lower side,Mexico is quickly e
89、stablishing itself as a major player in the mobile gaming industry,and we expect to see this figure increase next year.Why?Because despite a global downturn in the market,Mexico achieved an impressive YoY consumer spend growth of 9.4%in 2022,and the countrys mobile gaming revenue is expected to reac
90、h$830 million in 2023.36The mobile app growth report:Our user acquisition leaderboard D1 and D7 gaming app retention rates by country Q1 2023(LATAM)05%30%D7D1While Brazil showed a slightly stronger growth rate,interestingly,it was Mexico that came out on top in terms of Day 1 retention,with a rate o
91、f 26%.As the first week progressed,Mexicos players remained loyal with a decent 10%.Brazils lower Day 1 rate of 23%and Day 7 rate of 8%,but the higher growth score,indicates that marketing strategies and business models are likely optimized for locking in revenue faste.g.a hyper casual modelor that
92、the retained cohorts consistently prove high LTV despite being a smaller size.10%15%20%Brazil23%8%Mexico10%25%26%37The mobile app growth report:Our user acquisition leaderboard Top 5 gaming subvertical Growth Scores 2023(MENAT)STRATEGY28.728.7GROWTH SCORESIMULATION26.826.8GROWTH SCOREACTION26.226.2G
93、ROWTH SCOREGROWTH SCOREHYPERCASUAL25.625.6GROWTH SCORECASUAL25.825.8GROWTH SCORE121 345Saudi ArabiaHyper casual25.4TurkeyStrategy25.8UAEHyper casual25.8Top gaming subvertical Growth Scores by country 2023(MENAT)MENAT Growth Scores38The mobile app growth report:Our user acquisition leaderboard Gaming
94、 app Growth Score by country 2023(MENAT)052515203010Saudi Arabia25.726.3Turkey25.9UAEWe highly recommend exploring the MENAT region for your gaming apps growth.Users in the region download an average of 26,200 apps every minute and spend an average of 5.5 hours a day on their devices,resulting in 65
95、%of the regions gaming revenue coming from mobile games.Turkey has the highest individual country score in the MENAT region for games(26.3)due to its slightly lower eCPI numbers.Although total revenue for mobile gaming took a slight dip last year,the demand for mobile games in the country remains as
96、 strong as ever.81%of Turkish adults play at least one mobile game and 41%of them play for more than ten hours a day.Saudi Arabia is another major player in the mobile games market,generating$1.8 billion of revenue in 2022,which accounts for approximately 45%of total MENA games revenue.With a Growth
97、 Score of 25.7,Saudi Arabia has over 21 million mobile gamers,almost 60%of which spend money on mobile games.The UAE snagged a Growth Score of 25.9.Mobile gaming is the top source of gaming revenue in this market,with 71%of the gaming population preferring to play on mobile.Casual gamers are the one
98、s to go after here,with an anticipated market volume of$176 million by 2023.39The mobile app growth report:Our user acquisition leaderboard In the first quarter of 2023,mobile gamings Day 1 retention rate was a consistent 25%across Saudi Arabia,Turkey,and the UAE By Day 7,this number decreased to 9%
99、in Saudi Arabia and the UAE,while Turkey came in slightly lower at 8%.All in all,the figures are quite consistent across the region.010%5%30%15%20%D1 and D7 gaming app retention rates by country Q1 2023(MENAT)Saudi ArabiaUAETurkey25%25%9%25%8%25%9%D7D140The mobile app growth report:Our user acquisit
100、ion leaderboard Top 5 gaming subvertical Growth Scores 2023(North America)HYPERCASUAL27.127.1GROWTH SCORERPG25.425.4GROWTH SCOREACTION24.424.4GROWTH SCOREGROWTH SCORECASUAL23.723.7GROWTH SCORESIMULATION23.823.8GROWTH SCORE121 345Canada1Hyper casual262Casual25.83Simulation25.4U.S.1Hyper casual26.42Ac
101、tion24.33Casual/Card/RPG23.7Top 3 gaming subvertical Growth Scores by country 2023(North America)North America Growth Scores41The mobile app growth report:Our user acquisition leaderboard CanadaU.S.Gaming app Growth Score by country 2023(North America)05257.625.6North America continues to
102、 be one of the most promising and profitable markets for mobile gaming in the world.Fueled by a high rate of smartphone usage,widespread 5G connectivity,and a thriving gaming culture,this market is poised for continued and substantial growth in the years to come.In the U.S.alone,mobile gaming is pro
103、jected to generate an impressive$20 billion in revenue from in-app purchases alone in 2023,with over 48%of the population playing mobile games.All things considered,the countrys gaming Growth Score stands at 27.6,brought down most significantly by high eCPIs.Canada has a slightly lower Growth Score
104、at 25.6.Recent surveys indicate that over half(52%)of all Canadian respondents play mobile games,with 17%of these players dedicating one to seven hours a week to mobile gaming,making it an interesting space to market your gaming app,particularly considering the projected revenue growth numbers$4.16
105、billion in 2023 and 5.56 billion by 2027(CAGR 7.52%)The mobile app growth report:Our user acquisition leaderboard 42D1 and D7 gaming app retention rates by country Q1 2023(North America)010%5%30%15%20%25%The U.S.and Canada had identical retention rates in Q1 2023.On Day 1,both countries had a rate o
106、f 26%and by Day 7,it decreased to 12%.While these figures are good,it never hurts to improve retention rates.Mobile marketers should enhance the onboarding process and ensure that players feel like they are making progress by being able to track their achievements,receive rewards,and experience a cl
107、ear visualization of their evolution within the game.Canada12%U.S.26%26%12%D7D1The mobile app growth report:Our user acquisition leaderboard 43Understanding which app verticals and regions have the highest potential for growth is essential for app developers and user acquisition managers when creati
108、ng and scaling campaigns.The Mobile Growth Score is a straightforward representation of an in-depth analysis into app performance.This comprehensive study reveals that while APAC offers the most immediate value,markets such as Europe and North America also present ample opportunities to scale.Examin
109、ing the vertical scores,gaming leads the pack in terms of current opportunities as well as growth potential,with shopping and travel apps also standout performers.MENAT and LATAM may have lower Growth Scores,but that shouldnt discourage mobile marketers from investing in these markets and building l
110、ocalized UA campaigns that consider the specific user needs and revenue-driving factors in each country.In fact,approaching markets with a lower Growth Score simply means employing familiar tactics to lower eCPI and increase LTV.And the most effective way to achieve this is with comprehensive,action
111、able data and tools for fast,smart decisions.Adjusts end-to-end solutions provide marketers with the reporting and insights they need to scale efficiently and seamlessly achieve their multi-channel goals in the current mobile advertising ecosystem.Keeping track of where your user base is growing is
112、crucial.For a deeper dive into growth trends,check out our annual report Mobile app trends:2023 edition.And stay tuned for even more insights in our future reports.We cant wait to check in next year and see how the Growth Scores have developed and changed.CONCLUSION Leveraging value and growth oppor
113、tunitiesAdjust,an AppLovin(NASDAQ:APP)company,is trusted by marketers around the world to measure and grow their apps across platforms,from mobile to CTV and beyond.Adjust works with companies at every stage of the app marketing journey,from fast-growing digital brands to brick-and-mortar companies launching their first apps.Adjusts powerful measurement and analytics suite provides visibility,insights and essential tools that drive better results.ABOUT ADJUSTadjustcomLearn more about Adjust at: