As Southeast Asia gears up for the highly anticipated Q4 shopping season, Adjust, a leading measurement and analytics company, has released a comprehensive shopping app insights report. The findings provide mobile marketers with strategic insights to optimize their campaigns during the hyper-growth period and beyond into 2025. The report reveals a remarkable 61% year-over-year (YoY) increase in shopping app installs during H1 2024, surpassing the overall vertical’s average.
Surging Growth in Shopping App Installs and Sessions
The shopping app sector has witnessed unprecedented growth, with installs rising 61% YoY in H1 2024, while e-commerce app installs climbed 25% and sessions increased by 13% YoY. This growth is fueled by the scaling of retail media networks, the deployment of next-generation digital shopping experiences, and the widespread adoption of mobile wallets.
“Shopping apps are transforming how consumers interact with brands and make purchases,” said Tiahn Wetzler, Director, Content & Insights at Adjust. “By working with AI and Augmented Reality, and integrating dynamic channels like social commerce and CTV, marketers can enhance user engagement and create experiences that drive high conversion rates.”
Strategic Insights for the Q4 Shopping Season
Marketers should pay close attention to the Q4 shopping season, which historically results in significant install spikes. According to a 2023 survey by InMobi in Asia, 73% of respondents in Indonesia, Singapore, and the Philippines plan to engage in a mix of in-person and mobile shopping. Adjust’s data recorded installs that were 40% above the daily average on October 17, 2023, and 41% higher on October 18.
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Key Findings from Adjust’s Shopping App Insights Report
Adjust’s latest report offers valuable insights for e-commerce app marketers and developers across all key sub-verticals. Some of the highlights include:
- Session Lengths: E-commerce app session lengths in the Asia-Pacific (APAC) region averaged 10 minutes, slightly below the global average of 10.5 minutes. However, APAC boasted a 15% Day 1 retention rate, outperforming North America (11%) and LATAM (14.4%).
- Partnership Growth: APAC saw the highest number of partners per app, increasing from 10.7 in 2023 to 11.8 in H1 2024.
- In-App Revenue: E-commerce apps experienced a 36% YoY increase in in-app revenue, with 60% of global revenue coming from Android devices. The most significant revenue spikes occurred in Q4 2023, with November and December revenues up 34% and 22%, respectively, compared to the monthly average.
- Install Per Mille (IPM): Global median IPM rose from 1.94 in 2023 to 2.28 in H1 2024, indicating improved ad campaign effectiveness. APAC saw a significant increase from 1.53 to 3.06.
Future-Proofing Strategies for E-Commerce Success
“In a competitive market where engagement and customer loyalty are critical to moving the bottom line, staying at the forefront of intergenerational consumer expectations – and the technologies behind them – is paramount,” continued Wetzler. “As the shopping app landscape evolves, scalable growth will be achieved through a strategic channel mix, smart personalization, and a data-obsessed approach to measurement and analytics.”
April Tayson, Regional Vice President for INSEAU at Adjust, emphasized the importance of refining campaign strategies in APAC, stating, “As shopping habits rapidly change with evolving e-commerce technology, it is highly valuable for marketers and retailers to sharpen their campaign strategies to ensure optimal growth and success, especially in APAC. Our data shows that several Southeast Asian countries, such as Indonesia, Malaysia, Philippines, Singapore, and Vietnam, spend a considerable amount of time within apps, posing an opportunity for businesses to ride on this trend, which will likely grow even further in the foreseeable future.”
As the e-commerce landscape continues to evolve, Adjust’s report provides marketers with the data and insights necessary to navigate the Q4 shopping season and beyond successfully. The report emphasizes the importance of leveraging AI, AR, and dynamic channels to create engaging experiences and drive conversion rates.
For additional findings and analysis, download the full report here.
