To support companies aiming to expand into international markets, SocialPeta has produced the comprehensive report “Insights into Global Mobile App Marketing Trends for H1 2024.” This white paper offers an in-depth analysis of key trends and data from the first half of the year, providing valuable insights to help companies navigate the rapidly evolving global market.
The report covers a broad spectrum of app categories, including short videos, AI-generated content (AIGC), social media, shopping, and tools. It also provides a detailed analysis of key regions, such as the United States, Japan, South Korea, Southeast Asia, Hong Kong, Macau, Taiwan, and the Middle East. The aim is to equip companies with the insights they need to effectively navigate the global non-gaming mobile app market and craft more effective marketing strategies.
AI+: Technology as the Cornerstone, Viral Success Fueled by Social Media
The rise of AIGC (AI-generated content) hinges more on technological advancements. Often, as one product achieves a breakthrough, another emerges, potentially eclipsing its predecessor. This year, AI+ filters have been particularly noteworthy. For instance, in May, Remini’s ‘clay filters’ gained immense popularity on social media platforms like XiaoHongShu, igniting fierce competition among domestic AI image applications.
Globally, the growth in AIGC applications has been more measured. The fluctuations in AI application usage across various regions have generally remained within a 10% range. Europe led with the highest increase at 2.05%, while Oceania experienced the most significant decline at -8.82%. In terms of the average number of creative assets used by advertisers, the United States saw the highest increase at 66.81%.
Several promising avenues exist for breakthroughs in AI+ applications. Although AI+ Education is a popular sector, it still accounts for less than 20% of the market. The greatest opportunities lie in AI+ ChatBots and AI+ Imaging, which comprise approximately 49% and 31% of the market, respectively.
The report includes an analysis of several AI+ applications, with a detailed case study of Talkie AI by MiniMax. Thanks to its integration of a proprietary large AI model, Talkie AI significantly outperforms competitors still using ChatGPT-3.5 Token in both text generation speed and the quality of Chinese content. Commercially, Talkie AI does not limit the number of chats or image generation attempts. Instead, it adopts a gacha monetization model, commonly seen in anime-style mobile games.
From an advertising perspective, Talkie AI emphasizes the Android platform and video content, particularly real-person gameplay demonstrations focused on romantic interactions with AI. Notably, many of the popular AI characters are inspired by current trending anime and IPs, making them especially appealing to users within the anime subculture.
United States: Health Apps Surge, Travel Apps on the Rise
The report also highlights key observations from various regions, with a particular focus on the United States. According to SocialPeta, approximately 91% of U.S. advertisers launched new creative assets in the first half of 2024, marking a 4% increase from the previous year. Additionally, around 88% of all non-gaming mobile app creatives during this period were new, indicating a high frequency of creative updates.
Among the top five products by ad spend, MoboReels ranked the highest, and the health app BetterMe broke into the top five. Interestingly, while social apps fell out of the top ten, travel apps took a leading position in terms of the proportion of new advertisers by category.
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For a more detailed analysis of these trends and insights into other regions, download the full report from SocialPeta.
