key findings
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Revenue from app marketing is up 80%
since 2016 despite growing challenges.
An increasingly competitive marketplace and
dwindling retention rates have led more and
more app marketers across all verticals to rely
on data to measure and optimize revenue --
and the results show.
There are signifcant differences in
marketing performance between
gaming, shopping, and travel verticals
The performance gap between iOS and
Android and between organic and non-
organic traffc is much smaller in gaming
than it is in shopping and travel apps. In
gaming, revenue from an average iOS user
is only 28% higher than Android compared
to a 70% and 60% higher spend in shopping
and travel, respectively. The share of paying
users in gaming is only 6% higher for organic
users compared with 25% higher and no less
than %170 higher for travel and shopping,
respectively. A key reason for this signifcant
gap is the much heavier use of data among
gaming app marketers.
The US and the UK are in a league of their
own in revenue generation but there is
potential for growth in emerging markets
The value generated by in-app consumers
in more mature US and UK markets is
signifcantly higher than in other markets
examined here. However, competition in the
US and UK markets is ferce and the cost of
media is much higher. In emerging markets
like Indonesia, India and Brazil, improved
revenue optimization could create notable
opportunities for growth in proftability amid a
low cost of media in these countries.。