2023 saw app market shifts with a 6% drop in ad spend, a 9% rise in iOS NOI, and growth in in-app purchases, highlighting a need for strategic marketing adaptations.
It should be our last posts for app marketers in 2023. As 2023 draws to a close and we look toward 2024, it's time to reflect on the pivotal data and trends that have shaped the app market this past year.
Understanding these signals will help us adapt to the rapid changes expected in the coming year.
2023 has been a challenging year for app and game developers. The mobile app industry faced a mix of hurdles and opportunities that have directed its growth trajectory.
And key discussions with our users recently have revolved around how to drive more traffic, user acquisition from app stores, and achieve revenue targets efficiently.
From a decline in app install ad spending to the resurgence of iOS non-organic installs, here are the top 5 defining forecasts from the year:
Global economic sluggishness cast a shadow over mobile app user acquisition budgets, leading to a 6% decline to $82 billion. Notably, the decline was more pronounced on Android, with a 10% drop, while iOS experienced a 2% increase.
👏Expert Tips: This decline suggests marketers are becoming more strategic with their advertising budgets, possibly seeking higher ROI through alternative marketing channels.
After a 15% decline in 2022, iOS non-organic installs (NOI) impressively rebounded with a 9% year-over-year increase, outpacing Android's modest 3% growth.
The recovery can be attributed to a 10% reduction in media costs on iOS and the adaptability of marketers and ad networks to changes with A- and SKAdNetwork.
While 2022 saw a robust 10% growth in total app downloads, 2023 only witnessed a 2% increase. This slowdown was primarily due to a 4% decline in non-game Android apps, driven by decreases in India, Indonesia, and Brazil. However, Android game installs grew by 6%, and iOS non-game installs by 7%.
👏Expert Tips: The steady, albeit small, increase points to a saturated market where user acquisition may be getting more challenging, emphasizing the need for standout app offerings and retention strategies.
In-app purchases (IAP) made a strong comeback in gaming apps, growing by 11% in 2023.
This resurgence was driven by growth in casino and casual games, while mid-core games saw a slight decline.
In-game ad revenue (IAA) in gaming apps grew by 4%, mainly propelled by casual games. In non-gaming apps, IAP consumer spending impressively grew by 19%, led by travel, food and beverage, utilities and productivity, and lifestyle apps.
Subscription revenue also soared, jumping 30% in 2023, becoming a primary revenue source for non-gaming apps.
👏Expert Tips: This trend underscores the importance of monetization strategies that enhance user engagement and encourage in-app spending.
⚡ 2023 Global Mobile Gaming Market Trends: The Era of In-App Purchases & Community Engagement
Remarketing faced headwinds in 2023, especially on the Android platform, where conversion rates dropped by 9%. This decline is closely tied to the reduced app install ad spend due to the economic downturn. While remarketing activities decreased in India and Brazil, they increased in the US, particularly in entertainment, finance, and food and beverage apps.
👏Expert Tips: This also could signal an oversaturation of ads or ad fatigue among users, necessitating a more personalized and creative approach to remarketing.
The 2023 data signals a shift in the app marketing landscape. Marketers need to adapt their strategies to stay competitive. Here's how to respond to these trends in 2024:
With a decrease in ad spend, focus on quality over quantity. Invest in user engagement and retention strategies, and measure success through metrics like Lifetime Value (LTV) and user engagement rather than just install rates.
Capitalize on the growth of non-organic installs on iOS by optimizing your App Store Optimization (ASO) efforts and utilizing Apple Search Ads to target high-intent users.
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To combat the saturation in the app market, create unique value propositions and improve app discoverability. Use organic channels like content marketing and influencer collaborations to attract and retain users.
Develop features and offers that incentivize in-app purchases. Implement reward systems, limited-time offers, and personalized recommendations to boost user spending.
For Android, rethink your remarketing strategies. Employ AI tech, or hire a right creative service (such as ASOWorld ASO design works) to personalize ads, reduce ad fatigue by refreshing creatives regularly, and explore untapped user segments to improve conversion rates.
Looking ahead, the global economic condition will play a crucial role in the allocation of app install ad spending budgets in 2024. Encouragingly, economic indicators such as GDP growth, inflation, and market performance are improving, leading to a cautiously optimistic attitude toward increasing budgets.
Post-iOS 14.5, the digital marketing industry continues to navigate privacy-driven challenges. With Android's Privacy Sandbox and Chrome's cookie deprecation on the horizon, marketers will need to adapt to an ever-changing landscape.
The integration of artificial intelligence will undoubtedly disrupt many industries. Such changes can be destructive and are not always positive.
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To navigate these shifts, App Store Optimization (ASO) services have become more critical than ever. ASO World offers specialized services to help your app stand out in an increasingly competitive market. By focusing on organic growth, optimizing for both visibility and conversion, and staying ahead of privacy and AI changes, ASO World can guide your app to success in 2024.
👏Expert Tips: The app market in 2023 has been a mixed bag of growth and challenges. As we move into 2024, leveraging data-driven insights and professional ASO efforts will be key to adapting and thriving in the evolving app landscape.
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