Global
mobile ad spends grows
14% to $336 billion
in 2022, despite global macroeconomic downward trend. Will global mobile ad spend be affected in 2023? How will it evolve?
Key Insights
- Global mobile ad spend to grow by 14% in 2022
- 2% decline in consumer spending on apps in 2022
- 11% growth in app downloads in 2022
Economic situation expected to dampen consumer spending
Users are spending more time on
apps than ever before.
Over 4 trillion total hours on Android alone in 2022 and
mobile ad spend will continue to
grow to
$362 billion. This represents a
7.5% year-on-year increase compared to 2022, half of the previous year's growth.
Mobile ad spending growth is hampered by the economy, which will also impact consumer spending as
gamers have less disposable income to spend on their favourite games.
Non-gaming apps are expected to continue to attract significant cash, with
entertainment and social media apps being the categories with the most spending and time spent.
App downloads & time spent in emerging markets are on the rise
Global consumer spending on apps
fell by 2% in 2022, with
Taiwan, Brazil, Hong Kong, & Mexico bucking the trend at 15%, 22%, 34% and 17%, respectively.
Downloads jumped
11% last year with Pakistan seeing the
highest jump at 35%.
The standout app categories are
utility, entertainment and financial apps. More and more people are inclined to use their mobile devices to manage their daily lives.
In addition,
users spend a
considerable amount of time on the app. Three different categories account for
50% of the time spent. They are
communication (social media),
short video (entertainment) and
video sharing (entertainment) apps.
In gaming, the top categories are
sandbox games such as
Roblox and Minecraft. The amount of time consumers spent playing these games increased by
27%.
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