Mobile Monday: Retail App Report, Super Apps, and ATT’s Effect on Opt-in Rates

Jan 10, 2022
By: Ravi Pimplaskar

Every week, Digital Turbine, AdColony, and Fyber are teaming up to give you the latest news and insights in the mobile world. In this edition of Mobile Monday, Digital Turbine explores a new retail app report that breaks down consumer awareness and install rate, AdColony discusses the rise of super apps and shopping in-app, and Fyber shares ATT opt-in rates from last year and predictions for 2022. Learn all about these stories in this week’s Mobile Monday!

Seizing the “APP-ortunity”

Our recent “APP-ortunity” Report for Shopping Apps was referenced in an article on Retail Dive about the top downloaded apps internationally. Our report, the first of its kind, rates different apps around consumer awareness, favorability, and intent to install. The aim is to give an understanding of where apps are positioned in the U.S. market and give UA marketers tips on how best to address the market, depending on where they rank. 

While the Retail Dive article covers International Apps, it does list the top downloaded apps in the U.S. as well indicating that apps our report designated as “leaders,” like Amazon and Walmart, ranked highly as the most downloaded apps last year. Meanwhile, Nike and Fetch Rewards, apps we designated as “Climbers,” meaning they were poised to break out with relatively high awareness compared with high intent, also ranked in the top 10. 

We’ll be looking at more indicators for how different shopping apps rated in the App-Ortunity report performed – particularly in Q4 – in the coming weeks. Additionally, we’ll be providing reports on Entertainment, Audio/Music, Social, Travel, Health & Fitness, Food & Drink, and Finance app categories later this quarter.  

Thinking of Optimizing Your App? Now is the Time

With all that technology has brought us over the past year and the innovations that were born out of necessity from the global pandemic, users are solidifying the need for mobile devices when it comes to shopping, both in-store and online. Instead of shopping in-store, users are looking to mobile apps to provide accessibility and delivery of all their favorite products, leading to what eMarketer is calling super apps. Apps like Instacart have emerged as the go-to for getting more than just food delivered as they have partnered with brands like Dick’s Sporting Goods, Staples, and Best Buy, so consumers can get all their necessities from one place. Apps that provide convenience and an all-in-one solution for products will continue to grow and resonate with consumers.

What’s more, in eMarketer’s “BNPL, super apps, and other key trends we’re keeping an eye on in 2022,” article, it’s noted that apps that specialize in simplified payment processes, like PayPal and Block (formerly Square), are continuing to optimize their apps in order to become super apps and stay competitive in the space. PayPal is stepping up its app capabilities by adding features that allow users to shop in-app, make direct deposits, and focus on savings. Block, similarly, is also adding convenience features. Recently, they created Cash App Pay that allows sellers in the U.S. to accept payments made using Cash App, further increasing their functionality and encouraging more users to use apps for payment. 

When shopping in-store, users want the ease and simplicity of mobile payment options, self-checkout, and curbside pickup. When shopping from home, consumers will continue to look to mobile apps for their increasing functionality and the ease that comes from apps that are providing access to multiple product ranges and delivery. Apps that capitalize on these consumer desires will have the chance to dominate in this space and capture more consumer attention and dollars as a super app.         

ATT, Where Are You At?

App Tracking Transparency (ATT) —  the reality that prompted (pun intended) the shift in the app ecosystem, to say the least. The power is now in the hands of the users and whether they agree to share their data or IDFA for tracking purposes. The plus side for users is personalized and relevant ads, but this click comes at the price of how much they value their privacy used with targeted ads. 

For publishers, ATT means getting your app SKAdNetwork ready so you can continue to monetize on iOS 14.5 devices. The worrying factor for advertisers is how it directly affects measurement and ad optimization.

But how did the opt-in rates fair at the turn of 2022? According to Appsflyer, ATT opt-in rates reached 46% over the last few months of 2021. Despite ATT, lockdowns, and social distancing policies, install and usage baselines elevated. 

The data of the increasing opt-in rates point to users allowing tracking in exchange for a more personalized experience. Users are coming to appreciate the value of ads on their mobile apps over irrelevant, untargeted ads vying for the users’ attention. 

Although some apps have not yet dipped their toes in the ATT pool, fearing churn and disruption to user experience, Gaming apps were faster than non-gaming apps to adopt SKAdNetwork, but they did see a 6% drop in overall Gaming installs. With the number of ATT implementations expected to increase this year, make sure to tailor and optimize the user experience to continue this encouraging trend.   

About Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?  

About Fyber
Fyber, part of Digital Turbine’s independent Mobile Growth Platform, develops innovative ad monetization solutions trusted by top mobile game and app publishers. Fyber’s product suite offers publishers a trusted, unconflicted alternative that drives superior results by creating an optimal connection between mobile audiences, top global brands, and mobile-first advertisers across over 40Bn daily ad opportunities. Fyber’s FairBid mediation, Fyber Marketplace, and Offer Wall Edge are all built with performance, scale, and transparency in mind. To dive deeper into how their monetization solutions put app developers first, check out their blog.

About AdColony
AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!

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By Ravi Pimplaskar
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