Mobile application research platform SocialPeta explored what awaits this huge ecosystem in 2022. Covering more than 70 countries, the research shows crucial considerations for developers.
The mobile application world is getting more and more every day. while expanding Technology giants are taking various steps to protect users. For example, Apple introduced the feature that prevents users from tracking their data. This is for app developers, especially in terms of ads. pushed to new pursuits.
Known for the meaningful data it offers about the mobile application world SocialPetaconducted a large-scale survey covering 70 countries and regions. This research, which provides very important details for developers, revealed how the competition in the mobile application world has changed last year and what awaits developers this year. If you wish, without further ado, SocialPeta’s in his research Let’s take a closer look at the details.
How has 2021 been for the mobile app world?
What’s happening in the advertising market
In 2021, the number of mobile advertisers decreased by 8.23% compared to last year and exceeded 200 thousand. up to 190 thousand declined. The main reason for this decrease is due to market saturation and a negative value is seen for the first time in the last five years. It is expected that this percentage will decrease to 3.86% in 2022 and in 2023. by stabilizing It is expected to gain 4.82% growth.
30 thousand out of 190 thousand advertisers, with the highest rate to business applications belongs. While business applications dominate the number of advertisers, shopping apps on the other hand, it controls the advertising market as the most advertised application type of 2021. There is a total of 36.19% of the advertisements, followed by the entertainment category with the highest percentage of 5.95%.
Between Android and iOS, Android has 435 average ads. by iOS We see that it is 11.3% ahead. At the same time, Android apps are compared to iOS apps. more more It also has an advertiser.
How was the situation in advertising costs?
Average wage in 2020 in non-game categories It showed an increase of 27%, followed by an increase of 2.25% in 2021. CPM showed an increase of 6% compared to 2020 and reached an average value of $5.41. CPC, on the other hand, experienced a decrease of 26% compared to last year and fell to the level of $0.44. When non-game categories are examined in advertising fees, the most expensive country United States of America was found to be. The average cost per thousand impressions is $14.14, the cost per click is $2, and the clickthrough rate is 2.97%.
How was the situation on advertiser platforms?
Global mobile app advertisers in the modern age of social media marketing understands its importance very well. In this regard, the most used social media platforms by advertisers were Facebook and Instagram. Both platforms experienced very high increases in the number of advertisements, Facebook only in 2021, it included 149,600 advertisements.
About the mobile app industry more detailed If you want to review statistical analysis, SocialPeta’s 2021 global mobile application marketing analysis report You can download all the necessary information.
What should be done in 2022 to compete?
Use of real-life stories so that users can see parts of themselves in finance applications
Emergence and rapid spread of the COVID-19 pandemic the global economy seriously affected. Most people have started to leave traditional financial transactions and move to mobile applications. of SocialPeta finance ads According to the data about the advertisements, it is seen that the advertisers are excited about the real people’s investment results or include the analysis of the professionals in their advertisements.
Benefiting from the transformation of e-commerce applications with live broadcasts
Although e-commerce in live broadcasts is quite common in China, it is thought that it will become widespread in western countries in 2022. Tiktok It will be a pioneer in this field and will be an application that will enable to reach new regions. Likewise, Amazon, Facebook, Pinterest and YouTube are expanding their mobile e-commerce segments. With this, applications with mobile e-commerce featurepaves the way for increasing brand attractiveness and differentiation from its competitors. Most mobile applications are looking for ways to appeal to the young audience today. The age group where the live broadcast performance will be most effective will undoubtedly be this group.
Using popularity of user content in short video apps
Short video applications have managed to become the voice of people by using the power of user-generated content at the highest level and has inspired advertisements. Short videos, especially for people whose time is fragmented due to their fast-paced lifestyle, and big data proposition to algorithms it works.
Such short-term user-generated content has found short video applications, for example, Tiktok, as the most suitable place for them. Users of others interesting videos While watching, they can take their own videos and upload them to the platform, and high-quality ones find new users on the platform. provides convenience.
Increasing interest in advertisements by establishing emotional connections
With ads that require reading in the modern world of short videos to appeal to people it has been quite difficult. In order to revive this, advertisers have turned to story-based advertisements that contain emotional ties in their advertisements. Most popular reading apps today appeal to female readers, so the topics of the ads mostly about emotions and ethics. Frequently used topics are generally getting pregnant, being cheated on, handsome men and beautiful women, emotional complexities.
Working with phenomena to get attention
As with user-generated content, followers often the people they follow will adopt their content. In this way, there is no need to bombard users with advertisements. Phenomena can direct the user’s attitude towards a brand or advertisement as they wish. A brand advertisement or celebrity endorsement, although not an absolute guarantee of success. It is a more effective method.
SocialPeta’s assessment on the subject:
In a market with millions of competitors, it’s hard work to be at the forefront of the race. With the increasing competition day by day, it is necessary for advertisers to have a say in the competition. out of the ordinary must focus on thinking. Mobile application companies to develop themselves at a level that can do all kinds of work in the market, from premium apps They need to be able to expand the field to futuristic marketing. Without these, an application that could be the pioneer of the industry under normal circumstances would only go to the bottom.
one of the good things about today Internet luckily, it contains all the skills and knowledge necessary in this regard. You can benefit from this information much more than other mobile applications. need to aim ahead.
SocialPeta’s ” for mobile marketing, historical data and future forecasts2021 Global Mobile Market ReportWe recommend that you download . In this way, you can have all the data and analysis you will need in both gaming and other sectors.