In-app purchase revenues 50% higher on Black Friday

Anne Freer | December 2, 2020

App Business

Considerably more consumers used their smartphones during Black Friday this year than ever before, with eCommerce advertisers almost doubling their in-app revenues (97%) compared to 2019.

That’s according to new data (shared via email) from mobile attribution firm AppsFlyer, which found that in-app purchase revenue was 50% higher on Black Friday than the average of the previous 30 days.

Organic installs of eCommerce apps were up 35% over the previous month during the sales event.

Meanwhile, revenue per app install nearly doubled during Black Friday, which points to the significant opportunity that apps pose to drive sales now.

“Our data suggests that Black Friday 2020 has shattered records for app engagement. At a time when the advertising industry faces challenges due to COVID-19, our data shows that shoppers have actually embraced eCommerce more than ever before, due to the necessity of shopping online brought on by lockdown 2.0 and social distancing,” explained Paul Wright, Managing Director UK, FR, ME & Turkey at AppsFlyer.

“Given the UK was in a lockdown during Black Friday and the weeks leading up to it, with all non-essential stores closed, we can track the effect on the British public’s willingness to shop using their mobiles.

However, revenue per install only rose 12% compared to 2019 which suggests that overall revenue increases were due to a higher number of users shopping with apps.

App marketers increased their budgets on advertising with a 21% rise in remarketing conversions.

“Retailers now have a ‘golden’ opportunity to drive long-term engagement and loyalty. The holiday period is already a highly competitive space for marketers, and the increased media cost means that marketers have a greater-than-ever need to leverage data to ensure high-quality returns through smart targeting. By using data to inform and improve the in-app shopping experience in real time, we have been able to see installs and revenue taking significant leaps during Black Friday 2020, a critical time for retailers to bank up their revenues in the run up to Christmas,” Wright added.

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