In-app consumer spending stalls during first half 2022

Anne Freer | July 5, 2022

App Business

Global consumer spending on the Apple App Store and Google Play reached $65 billion during the first half of 2022, according to new data from Sensor Tower. 

That’s just one percent above spending in H1 2021 signalling a trend toward normalisation after the end of the pandemic and economic downturn.

Spending on the App Store was up 5.6% to $43.7 billion while Google saw a drop of 7.4% to $21.3 billion during the same period. 

It’s quite a shift in roles from 2021 when Google Play spending climbed 30% while Apple saw just 22.1% growth. 

TikTok continues to be the highest-grossing non-game app on both stores with consumers spending $1.7 billion in the app, up 85% year-on-year.

It puts the app at a lifetime revenue of $5.5 billion.

YouTube followed in second place at $694 million, followed by Google One, Tinder and Disney+.

While in-app spending continued to grow, adoption slowed down with installs on both stores down 1.5% to 71.2 billion compared to H1 2021.

Apple downloads saw a bigger drop of 2.5% to 15.9 billion while Google was down 1.3% to 55.3 billion installs.

TikTok led the download charts followed by Instagram and Facebook. 

Player spending in mobile games was also down – 6.6% to $41.2 billion. 

Mobile gamers spent 0.8% less on iOS while spending was down 14.8% on Google Play.

What affects player spending the most are the economic situation and the after-effects of pandemic lockdowns. 

However, the data projects that consumer spending will rise 12% to $233 billion in 2026.

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