Jakarta, Gizmology – The massive development of digital applications has prompted Adjust to collaborate with Sensor Tower to present the India and Southeast Asia (INSEA) Application Market Report. Adjust, as a mobile marketing analytics platform, has reported so far for 2021, 2022, and the first month of 2023.
This report uses data analysis from 5.Top 000 apps on the platform that Adjust develops. Terdiri dari empat kategori utama, yakni game, fintech, e-commerce, dan entertainment.
In general, the mobile app market in INSEA is increasing rapidly as more internet users use smartphones for communication, entertainment, shopping, etc. India dan Indonesia termasuk dalam jajaran lima teratas di dunia dari segi tingkat pengadopsian smartphone berdasarkan volume penggunadanpersentase populasi. Di sisi lain, Malaysia, Singapura, dan Filipina berhasil meraihtingkat penetrasi internet sebesar 90%pada tahun 2022.
Despite fluctuations, the year 2023 generally promises a wide range of opportunities for applications in India and Southeast Asia. In fact, the mobile app market in INSEA is expected to experience significant growth in the coming years.
Read also: Facebook & Adjust Report: Games & Entertainment Apps to Grow the Most in 2020
Adjust Predictions for Mobile Marketers
Together with Sensor Tower, Adjust focuses on a few key categories that make a big impact on the local market. So app marketers will have an idea of what might happen in the rest of 2023 through information about industry trends and user behavior patterns. Later, this information can be combined with standardized practices to create a complete marketing strategy.
In the gaming category, Android usage still dominates in the INSEA market with 93% of users. Even so iOS actually has an advantage in terms of downloads per app. Meanwhile, in the Fintech category, Southeast Asia is a region that has a high adoption rate in the fintech/mobile finance sector.
In both the E-Commerce and Entertainment categories, the INSEA region has a high percentage of app adoption in both categories. Shopping app downloads are primarily Android-based in Thailand (61%), Indonesia (90%), Vietnam (63%) and India (96%), while iOS downloads are unique, surpassing Android downloads in Singapore (57%). The culture of shopping and entertainment into the digital realm is seamless and continues to evolve.
After exploring the regional data, Adjust also discovered the interesting fact that apps originating from the region make a major contribution in terms of fintech app downloads across different countries in the region. In particular, India shows strong loyalty to apps originating from the country, leading the way in volume share across the analyzed app categories. Session duration is good for all app categories, especially shopping apps in Southeast Asia.
In general, a long-term approach to user acquisition in the INSEA region will be very beneficial to mobile marketers in terms of revenue.
