The 2022 State of eCommerce App marketing report by Appflyer has shown that globally, eCommerce App Marketers Spent $6.1 Billion on User Acquisition, as the world heads into the peak shopping season.
The report noted that heading into the holiday season marked by an economic downturn, supply disruptions, and continuing privacy changes and data restrictions, efficiency should be at the forefront of marketers’ minds.
“The likelihood of a downward trend for e-commerce apps is not the end for marketers, as November is annually the best month for installs and sales across most markets with the likes of Black Friday. This year, especially, consumers might still have an appetite for spending in the holiday season thanks to the addition of the World Cup. For this reason, apps should focus on remarketing to retain the users they did pick up over the past few years and publishers need to make the most of their owned media channels,” commented Shani Rosenfelder, Director of Market Insights at AppsFlyer.
Additional Key Insights from the report globally and for the continent include:
- E-commerce app marketers spent $6.1 Billion on user acquisition. Still, global ad spending nosedived over – 50% Year-over-Year (YoY) due to rising iOS media cost, post-Covid relative return to normalcy, and other macroeconomic conditions. Globally, app installs ad spending among e-commerce apps took a significant hit due to rising and volatile CPI, with a 55% YoY drop in Android in January, and a similarly steep 53% dive for iOS.
- Globally, thirty-day retention on Android declined 13% as mobile users continued to explore new apps and services. Meanwhile, iOS dropped 5% while reporting better overall retention than Android users, keeping with historical trends.
- Regarding app overall installs on the continent – South Africa saw total e-commerce installs on Android grow 16% from H1 2021 to H1 2022. On iOS, they grew 12%.
- In Nigeria, total e-commerce installs on Android dropped 28% from H1 2021 to H1 2022. On iOS, they dropped 18%.
- In Kenya, total e-commerce installs on Android dropped 15% from H1 2021 to H1 2022.