Gaming now makes up 50% of total user acquisition spending across various app verticals. APAC companies spent the most at 64%, followed by North America (57%) and EMEA (39%).
Food delivery apps were among the winners during pandemic lockdowns in 2020 with installs worldwide jumping 19%. And there seems to be little stopping them as growth continued at 20% in 2021.
That’s according to new data shared by mobile analytics experts Adjust.
The latest benchmark data is based on over 6 billion paid installs and found that the global economy was growing more than ever with APAC growth dominated by mobile gaming, while Turkey is dominated by non-gaming verticals such as health and fitness apps.
Sessions in food delivery apps jumped 34% in 2021 compared to 71% in 2020.
Google Ads, Facebook and Apple Search Ads were the top networks driving growth, while Snap and TikTok have entered the top five, followed by AppLovin, Headway and Digital Turbine.
Social media users are spending more time with short-form video content with Google Ads, TikTok, Snap and Apple Search Ads dominating the rankings here.
South east Asia also reported heavy growth in mCommerce with installs jumping 18% in H1 2021.
“Globally, we’ve seen sweeping growth in the app ecosystem continue, with mobile poised to make up 75% of total digital ad spend this year. To make that as effective as possible, UA managers need best practices and common channels specific to their region and vertical,” said Andrey Kazakov, Chief Operating Officer of Adjust. “Adjust’s Partner Benchmarks offers a behind-the-scenes, worldwide view of the mobile advertising industry — which networks are most common, how to build a perfect channel mix, and where to find the next set of high-quality users, based on what other companies in a particular region and vertical are finding most efficient.”