App marketers and mobile advertisers have begun to question what effect the Covid-19 pandemic may have on their budgets.
According to research by AppsFlyer, non-organic installs remain largely unchanged as of mid-March 2020. Meanwhile, organic installs grew almost 15% between February and March 2020 – a trend that is largely driven by non-gaming apps.
The categories with the highest spikes included communication (up 150%), utilities (110%) and finance (up 40%).
The increase is due to more people staying and working from home using their mobile devices to pass the time and manage their work more effectively.
Gaming apps also saw non-organic installs rise 7% during this period.
Mobile marketing budgets have remained largely unaffected by the Covid-19 pandemic.
Meanwhile, ROAS won’t be affected in the short-term, but there could be long-term consequences as people spend less time and money at physical locations such as theatres and shops.
In Italy where many households have been put under strict quarantine, non-organic installs rose 34% in February and organic installs jumped by 39%.
App categories that are benefitting include News apps (+189%), Health & Fitness (+107%), Music (+93%), and Shopping (+30%), while Travel (-69% organic, -62% non-organic) and Maps & Navigation (-61% organic, -63% non-organic) have been hit hard.
In the UK, where the population is not yet under ordered lockdown, organic communication installs have risen 50% during the past week, while finance installs jumped 22% and shopping installs grew 21%.