Following the 2023 mobile market trends naturally draws your attention to what is happening today in the mobile app industry, but to get a better appreciation of estimates for what will happen this year in such a diverse and dynamic space as mobile marketing, let's take a quick look into what happened to social apps and shopping apps in 2022 December.



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How many downloads does your social app need to rank at No.1?

2019 and 2020, data shows that a number of emerging trends in the category are increasing engagement. It also reveals that the number of downloads required to rank first in Europe has decreased by 30% since Q3 2019. A Social app required 260,000 installs across the App Store and Google Play on a given day in Q3 2022, down from 366,000 in 3Q19. When compared to the peak of the pandemic in Q2 2020, when Social apps required an average of 552,000 daily installs, the decrease is even more pronounced (down 53 %).

In 2022, Europeans spent a record $1,900 per minute on social apps

In the first ten months of 2022, European consumers spent more than $830 million on social apps, resulting in an 86% increase in gross revenue. TikTok, LinkedIn, and Twitch were Europe's top grossing Social apps between January and October 2022. The apps accounted for 77% of all Social revenue from in-app purchases.

This year, TikTok's consumer spending increased

TikTok's revenue is expected to skyrocket in 2022, but there are signs that consumer spending is slowing. The social app's revenue increased by only 3% quarter over quarter in Q3 2022, compared to 46% Q/Q in Q3 2021. Despite this, it saw one of the largest increases in gross revenue in the German market between 2021 and 2022, and as TikTok continues to diversify its revenue streams, other competitors may find it difficult to catch up.

In addition to TikTok's ongoing success, social media behemoths are now competing with newcomers like BeReal. The success of the app's dual-camera feature and time-sensitive notification strategy has prompted other platforms to implement similar features, indicating that this could be a key trend in 2023 and beyond.



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Black Friday downloads of shopping apps reached their highest since 2020

The holiday season has finally arrived, and despite economic challenges, shopping app downloads in the United States have remained consistent. 

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Downloads of shopping apps increased by 3%. Q/Q

During the holiday season, Q4 is a critical time for Shopping apps. Since the fourth quarter of 2019, the top 100 Shopping apps in the United States have maintained 100 million downloads. While download growth in Q3 2022 was only 3% higher than in Q2 2022, the quarter had the most downloads of any third quarter since 2019.

Significant Growth in the Clothes & Fashion Category Throughout the Black Friday Weekend

During the Black Friday weekend in 2022, shopping apps in the United States received over 9 million downloads. App adoption increased by 9 percent during Black Friday 2022 compared to 2019, setting a new record. For example, sneaker apps such as GOAT promoted Black Friday exclusive deals such as a free pair of sneakers through raffles on social media platforms. Other Shopping apps can learn to leverage their market position to stay relevant by releasing products on exclusive platforms or running seasonal promotions.

Grocery Apps Emphasize Rewards and Coupons in Advertising

Due to current events, grocery apps will be required throughout 2020 and 2022. In July 2022, brands such as Kroger and Safeway saw an increase in app downloads. Along with promoting curbside pickup and contactless options, the brands used their personalized rewards programs to track the trajectory of rising inflation.

As consumers face economic challenges, shopping apps have responded by showcasing solutions for rewards, savings, and deals to stay top of mind.