Ad spend for mobile games was 25% higher in 2019 than for other games

Global app downloads grew 45% over the last three years since 2016 fuelled by emerging markets such as Brazil, India and Indonesia, according to new research just published by App Annie.

Meanwhile, download growth dropped in mature markets like US, Japan and Korea.

Games are now responsible for 72% of all App Store spending with subscriptions driving much of the growth to 28% in 2019. China continues to lead with 40% of global spending.

Spend in mobile gaming and non-gaming mobile subscriptions fuelled growth across mature markets.

Consumers now spend 35% more of their time in mobile than in the last two years.

France, India and Canada are also driving much of this growth with the average user spending 25% more time in mobile daily.

In-app subscriptions contributed 96% to spending in non-gaming apps.

The report also found that Gen Z has 60% more sessions per user in top apps than older demographics.

Meanwhile, mobile advertising spend is predicted to reach $240 billion as brands push their mobile goals. Mobile games in 2019 saw 25% more spending than other games combined.

Around 17% more games surpassed an annual consumer spending of $5 million in 2019 compared to 2017. The number of games reaching annual consumer spending of over $100 million for the first time jumped to 59%.

But it’s not just games that are making a mark: finance apps were accessed by consumers over 1 trillion times in 2019. The average MAU of the top 10 finch apps jumped 20% year on year.

Meanwhile, shoppers are spending increasingly more time in-app with shopping app downloads rising 20% in 2019 to more than 5.4 billion.

Time spent in shopping apps drove online and in-store conversions.

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