1、Mobile app trends spotlight edition:LATAMEBOOKApp performance benchmarks and insightsContentsIntroduction.3ATT opt-in rates.4Part 1:Gaming.5Installs and sessions.6 Retention and session lengths.7Part 2:Fintech.8Installs and sessions.9Retention and session lengths.10Part 3:E-commerce.11Installs and s

2、essions.12Retention and session lengths.13 2Mobile app trends spotlight edition:LATAMLatin America is one of the fastest growing app markets in the world,with Brazil and Mexico alone accounting for over 16 billion downloads in 2022.Both markets in-app spending also grew 20%YoY,totalling US$1.134 bil

3、lion and$711 million,respectively.More than 54%of people in the LATAM region say they use apps more than they did two years earlier,and reports show that they spend 18x more time in-app than on websites.In a mobile marketing ecosystem thats more complex than ever,its essential to be equipped with th

4、e data needed to make fast,scalable decisions.To localize and successfully market apps across a diverse range of markets,those with the tools that maximize insights from mixed data sources and enable comprehensive campaign measurement,multi-channel growth(think CTV,PC&Console,and beyond!),and confid

5、ent budget allocation will see the most success as next generation growth marketers.Weve chosen LATAM as the first in our Mobile app trends spotlight series,where were shining a light on the gaming,fintech,and e-commerce app verticals to provide app marketers and developers with essential benchmarks

6、 from this dynamic region.INTRODUCTIONLATAM:A booming app industry in a complex mobile ecosystem 3Mobile app trends spotlight edition:LATAM35%40%4ATT opt-in rates above the global averageLets kick things off by taking a look at the most recent App Tracking Transparency(ATT)opt-in rates were seeing f

7、rom LATAM.While insights and growth from aggregated data is the direction were moving in as an industry,consented device-level insights are also extremely advantageous,not just at face value,but also in terms of how they can be leveraged to feed and inform our next-generation machine learning soluti

8、ons.All LATAM markets are charting opt-in rates in line with or above the global average(34%).Brazil has the highest rate at 41%,followed by Colombia and Mexico with a matching 38%,and Chile with 36%.Att opt-in rates June-August 20230%GlobalLATAMArgentinaBrazilChileColombiaMexico5%25%35%10%15%20%30%

9、45%40%4Mobile app trends spotlight edition:LATAM5Gaming5Mobile app trends spotlight edition:LATAMOff the back of the strong COVID-19 pandemic-driven growth in the mobile games vertical,2022 witnessed a slow and steady decline in both installs and sessions throughout LATAM.This started to pick up fro

10、m around October 2022,peaked in January 2023 and has since decreased and normalized,with July 2023 installs up 22%compared to the October dip.Sessions are also up 11%for the same period.Breaking sessions and installs growth down to country level,Chile is the clear standout when it comes to the forme

11、r,up 35%in H1 2023 compared to the previous period.For the entire LATAM region overall,both sessions and installs saw 7%growth,Mexico had the highest install spike(14%),followed by Argentina at 9%,and Colombia at 8%.Chiles installs boost,coupled with less impressive sessions growth,illustrates the i

12、mportance of balancing re-engagment and retention with UA.Installs and sessions6Mobile app trends spotlight edition:LATAMGaming app sessions&installs January 2022-July 2023(LATAM)Gaming app sessions&installs growth H2 2022 vs.H1 2023(LATAM)JAN 22FEB 22MAR 22APR 22MAY22JUN 22JUL 22AUG 22SEP 22OCT 22D

13、EC 22NOV 22JAN 23JUL 23JUN 23MAY 23FEB 23APR 23MAR 23SessionsInstallsLATAMArgentinaBrazilChileColombiaMexicoInstallsSessions7%7%9%5%5%5%10%35%6%7%8%14%0%10%5%15%20%25%30%35%40%051015202530Time in minutes202120222023LATAMChileBrazilArgentinaColombiaMexicoGaming app retention rates overall in LATAM ar

14、e decent,with 26%of users retained on Day 1 vs.the global median(29%).Argentina and Mexico share the highest rate at 28%,followed by Chile(27%),Colombia(26%)and Brazil(25%).By Day 7,almost all markets level out with a rate of 11%,except for Brazil which is one percentage point lower at 10%.Mexico ho

15、lds onto the most users by Day 30(6%)while the others sit at 4%and 3%.The rates you benchmark your own performance on will depend on your gaming subvertical,but generally speaking,improving retention rates by even one percentage point can prove invaluable for driving up LTV and scaling ROI.In terms

16、of session lengths,neither LATAM as a region nor any of the individual markets analyzed have managed to bounce back to 2021 levels.The signals are all pointing in the right direction,however,as 2023 is up across the board compared to 2022,and these increases are going hand in hand with a boost in se

17、ssions.Generally,an increase in sessions correlates with a drop in session lengths,so this is very positive,as more sessions and longer sessions make for a substantial increase in monetization opportunities.Colombia has seen the biggest increase so far in 2023,up from 27.12 minutes per session to 27

18、.4.Retention and session lengths Gaming app retention rates Q2 2023(LATAM)Gaming app session lengths 2021-H1 2023(LATAM)7Mobile app trends spotlight edition:LATAMLATAMBrazilChileArgentinaColombiaMexicoDay after install0 123 4 5306 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 2223 24252627 282910%20%30%

19、40%50%0%60%70%80%90%100%8Fintech8Mobile app trends spotlight edition:LATAMFintech app installs and sessions both followed a consistent growth trajectory in 2022 across the LATAM markets,but usage has picked up significantly in 2023,likely due to a healthier stock market,a part-return to crypto,and i

20、ncreased market interest in digital payments and banking.Note the distinct ups and downs on the sessions linethe dip is always the end of the month.So far,2023 is performing exceptionally well,but its installs that have seen the most impressive jump,up 46%YoY.Comparing H2 2022 to H1 2023,Brazil has

21、seen the biggest installs boost(45%),while Argentina has charted the most growth in sessions(20%)a number identical to their installs hike.For installs,Mexico comes in second with 19%,while Chile and Colombia were steady,charting 2%and 1%,respectively.Chiles sessions increased a little more(8%)and B

22、razils big install climb was complemented by a 14%rise in sessions.Installs and sessions9Mobile app trends spotlight edition:LATAMFintech app sessions&installs January 2022-July 2023(LATAM)JAN 21MAR 21MAY 21Fintech app session&install growth H2 2022 vs.H1 2023(LATAM)JAN 22FEB 22MAR 22APR 22MAY22JUN

23、22JUL 22AUG 22SEP 22OCT 22DEC 22NOV 22JAN 23JUL 23JUN 23MAY 23FEB 23APR 23MAR 23SessionsInstallsLATAMArgentinaBrazilChileColombiaMexico40%14%14%2%1%1%8%7%20%20%19%45%0%10%5%15%20%25%30%35%40%45%50%InstallsSessionsIn terms of retention,the LATAM median Day 1 for fintech sits at 13%,which is low compa

24、red to the global figure of 22%.Brazil and Mexico independently come in a little higher,at 14%and 15%,respectively.By Day 30,however,the LATAM median is 6%,while Brazil and Mexico drop down to just 2%and 1%.This demonstrates the necessity of marketers in the region to focus on retention campaigns,im

25、proving their user journeys,and leveraging analytics to identify churn points.Session lengths have consistently increased in all LATAM markets from 2021 until now,and jumped from 5.33 minutes in 2022 to 6.1 in 2023 so far.The longest sessions reported are in Argentina(6.52 minutes)and the shortest a

26、re in Chile(4.89 minutes).The biggest increase so far in 2023 is in Colombia,which jumped 23%from 4.59 to 5.63 minutes.Its important to keep in mind with fintech session length averages,however,that your benchmark will differ significantly depending on your apps subvertical,as a payment app may only

27、 require a few seconds for its task to be completed,while banking might need 10 minutes.Retention and session lengths 10Mobile app trends spotlight edition:LATAM01234567Time in minutes202120222023LATAMChileBrazilArgentinaColombiaMexicoFintech app retention rates Q2 2023(LATAM)Fintech app session len

28、gths 2021-H1 2023(LATAM)LATAMBrazilMexicoDay after install10%20%30%40%50%0%60%70%80%90%100%0 123 4 5306 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 2223 24252627 2829E-commerce11Mobile app trends spotlight edition:LATAME-commerce app sessions increased consistently throughout 2022 in LATAM,reached a p

29、eak during the November shopping season,and have since normalized but continued a slow climb upward.Installs,on the other hand,decreased throughout 2022 but jumped even more in Q4,decreased early in 2023,and are now bouncing back.Interestingly,the two are now growing with more equilibrium.Its highly

30、 encouraging to note that sessions increased as installs decreased in 2022,as it suggests a highly engaged user base.Breaking it down by country,Mexico has seen the most growth in both sessions and installs so far in 2023(10%and 11%).Next is Argentina with a 7%increase in installs and 3%increase in

31、sessions.Brazil,Chile,and Colombia all saw very small 1%and 2%upticks.All markets increasing in H1 2023 vs.H2 2022 is extremely impressive,because H2 always benefits from e-commerces big season.With this in mind,we expect to see continued growth this year,resulting in an even bigger YoY jump.Install

32、s and sessions12Mobile app trends spotlight edition:LATAMMexicoE-commerce app session&install growth H2 2022 vs.H1 2023(LATAM)E-commerce sessions&installs January 2022-July 2023(LATAM)JAN 21MAR 21MAY 21JAN 22FEB 22MAR 22APR 22MAY22JUN 22JUL 22AUG 22SEP 22OCT 22DEC 22NOV 22JAN 23JUL 23JUN 23MAY 23FEB

33、 23APR 23MAR 23SessionsInstallsLATAMArgentinaBrazilChileColombia4%6%2%2%1%1%1%10%7%3%11%1%0%2%4%6%8%10%12%InstallsSessionsE-commerce Day 1 retention rates in LATAM(12%)are also low compared to the figures we reported in our global App trends report earlier this year(19%).Argentina has the highest Da

34、y 1 rate,also 12%,while Colombia has the lowest at 10%.Day 7 rates hover between 4%and 6%per market,and by Day 30,Brazil has the highest number of users retained at 3%.There is considerable opportunity here to see the benefits of improved user retention.For e-commerce apps,implementing features like

35、 gamification,rewards,and loyalty programs are highly effective.Session lengths have also been slowly declining from 2021 until now.In 2023,the market with the longest session lengths was Argentina at 8.67 minutes per session,followed by Brazil(8.39)and Mexico(8.38).Considering that Argentina has th

36、e highest retention rate in the group along with the longest session lengths,its likely the campaigns being implemented here are better optimized for longer-tail user engagement.If your e-commerce apps monetization model depends on longer session lengths for conversion,approaching this hand-in-hand

37、with a refreshed retention strategy will help push the needle in the right direction.Retention and session lengths E-commerce app retention rates Q2 2023(LATAM)LATAMBrazilChileArgentinaColombiaMexicoDay after install10%20%30%40%50%0%60%70%80%90%100%0 123 4 5306 7 8 9 10 11 12 13 14 15 16 17 18 19 20

38、 21 2223 24252627 282913Mobile app trends spotlight edition:LATAM012345678910Time in minutes202120222023LATAMChileBrazilArgentinaColombiaMexicoE-commerce app session lengths 2021-H1 2023(LATAM)Adjust,an AppLovin(NASDAQ:APP)company,is trusted by marketers around the world to measure and grow their ap

39、ps across platforms,from mobile to CTV and beyond.Adjust works with companies at every stage of the app marketing journey,from fast-growing digital brands to brick-and-mortar companies launching their first apps.Adjusts powerful measurement and analytics suite provides visibility,insights and essential tools that drive better ABOUT ADJUSTadjustcom