AppsFlyer has released its State of eCommerce App Marketing report, which features key global industry trends to guide retail marketers in building a mobile-first experience.
While retail marketers continue operating in an uncertain economic landscape, last year’s Q4 holiday shopping season saw more in-app purchases by consumers compared to Q4 in 2021, providing a glimmer of hope.
Consumer spend in shopping apps climbed 37 per cent in Q4 2022 compared to Q3 2022, 30 per cent higher than the rise in 2021 over the same period.
On average, retail apps generated 10 per cent more revenue in the peak shopping month of November 2022 compared to last year.
In-app purchases remained high throughout the entire holiday season, suggesting that retailers focused on attracting customers with early discounts and continuous holiday season incentives, leading to shoppers making return visits to their favourite shopping apps and making repeated purchases.
Sue Azari, Industry Lead for eCommerce at AppsFlyer, said: “In 2022 the UAE saw the highest share of paying users on iOS in November. Clearly peak season campaigns work, so I would advise UAE mobile marketers to plan early for the upcoming white and yellow Friday sale season.”
Through 2022, mobile marketers spent over US$45 million on user acquisition campaigns, with the lion’s share of this 78 per cent being directed at android users.
Marketing efforts appear to have resonated more strongly with iOS users, with the growth in eCommerce app installs on the platform for FY2022 increasing an impressive 45.3 per cent, compared to lower, but modest increase of 14.7 per cent for android installs.
Shani Rosenfelder, Director of Content Strategy and Market Insights at AppsFlyer, said: “The impact of the downturn on ad spend as seen during the first quarter of 2023 has been significant with marketers cutting budgets, but the success of the 2022 holiday season, even amidst the prevailing financial slowdown worldwide, should instill greater confidence in marketers as they plan for the upcoming holiday season.”
“Emotional marketing offers a greater resonance now more than ever, so marketers should stay attuned to the needs and sentiments of their audience to connect with them on a deeper level.” adds, Rosenfelder.
You can view the full ‘State of eCommerce App Marketing report’ here