AppsFlyer, the mobile advertising attribution and marketing analytics platform, has released its 2024 State of eCommerce App Marketing report, which finds that customer retention is becoming the number one priority for advertisers to support and capitalize on a stabilizing global economy.
The mobile advertising attribution and marketing analytics platform, AppsFlyerpublishes its 2024 edition of the report “State of eCommerce App Marketing“. The latter highlights the growing share of advertising spending on applications, which in France have reached $302 billion. At the same time, theadvertising investment total for 2023 climbed to $6.6 billion, reflecting greater advertiser confidence.
E-commerce applications are experiencing a real boom, supported by a dynamic consumption and, in fact, advertising investments on the rise. According to the report, app installations increased by 60 % in the first quarter of 2024.
An increase in in-app purchases
THE achats in-app consumers have grown by 14 % in the fourth quarter of 2023, compared to the same quarter in 2022. An upward trend that continues this year, with growth of 21 % in the first quarter, marking a clear increase compared to the first quarter of 2023.
According to AppsFlyer’s report, customer loyalty becomes the priority number 1 advertisers to support and take advantage of a stabilizing global economy. The study shows that while only 1 in 10 consumers convert during peak shopping seasons on iOS, nearly 60 % of them become loyal customers after the first purchase. During the fourth quarter of 2023, iOS buyers generated both an increase of 60 % of non-organic (ad-driven) app installs year-over-year, and it is these latter who have increased their in-app purchase rates by 21% compared to 2022, as mentioned above. Note that the share of Apple devices in advertising spending has climbed by 43 % in 2023, while allocations to Android decreased by 18%, reflecting the strong purchasing power of iOS users.
Finally, campaigns targeting iOS users in several Western markets such as the UK, US and France significantly challenged typical seasonal sales patterns, delivering significant results in Q2 and Q3 2023, including a spike in + 125 % non-organic installations.
Find the full report here ICI.
Source: www.ecommercemag.fr
