2020 Mobile App Purchase White Paper

At the beginning of the new year, we released the "2020 Mobile App Purchase Volume White Paper" , which provides an in-depth analysis of the 2020 mobile app purchase volume trends. This article is an excerpt from the white paper.

Characteristics of the mobile game purchasing market in 2020

Domestic part

Judging from the data trend of mobile game buying volume effects in 2020, the activation rate in the second half of the year was higher than that in the first half of the year, and the buying volume effect has improved. In the second half of the year, games from major manufacturers were launched one after another. These games were of high quality and focused on the boutique route. Their reputation continued to rise. In addition, game manufacturers attracted many game players and increased downloads through cross-border marketing, content creativity, and comprehensive coverage in media.

According to the "Buying Volume Efficiency Matrix" of various types of mobile game purchases in 2020, Reyun Data found that: in terms of the average delivery cycle of each type of mobile game, MMO, MOBA, and sports are the types of mobile games with the longest average delivery cycle in 20 years, while MOBA, tower defense, and casual puzzle are the types of mobile games with the most average paying devices in 2020. From the specific situation of the cross-four quadrants:

According to the heat map of the number of new products of major mobile game types in each month in 2020, Reyun Data found that:

1. From the perspective of time nodes, the frequency of top shares of various types of new products in the second half of the year is higher than that in the first half of the year. The epidemic has a greater impact on the purchase volume of new products.

2. From the perspective of the purchasing characteristics of the main types of mobile games:

(1) The top share of chess and card games appears before holidays, with higher volume before the Spring Festival, summer vacation, and National Day.

(2) Role-playing, card, tower defense, racing, and music and dance have a relatively even distribution of top titles, while other categories are relatively concentrated;

(3) Sports, action, MMO, and online earning account for the highest proportion of more than 20%, while other types are basically 15% or less.

Overseas

Based on the Advertising Creative Intelligent Analysis System (Overseas Edition), we selected the advertising data from 10 countries/regions for collation and analysis.

Distribution of new mobile game purchases in major countries and regions in the second half of the year:

The potential of new mobile game types in various countries in the second half of the year:

Characteristics of the App Purchase Market in 2020

Judging from the proportion of products launched in various types of application apps in 2020, under the background of the impact of this year's epidemic, mobile tools, social and education products have the largest number of launched products, with mobile tools ranking first, accounting for nearly 20%, and social and education are evenly matched, with a proportion of nearly 13%. Due to the large number of categories in the mobile tool category, the usage rate of apps such as personalized settings and security optimization has increased significantly due to the factor of staying at home; social apps have gained greater demand for online social interaction due to the obstruction of offline social interaction during special periods; the number of users of education apps has surged due to the situation of online classes for all this year, and education manufacturers have increased their investment to attract more new users.

Reyun Data found that by comparing the purchase volume data with that in 2019, there have been significant changes in the purchase volume of apps this year:

1. Mobile tools performed particularly well in terms of both ranking and share, rising from sixth last year to first this year, with a share increase of about 10%.

2. The education category is second only to mobile phone tools, rising 4 places in the ranking and increasing its share by about 5%. Although the education category has not improved as much as the mobile phone tools in terms of ranking improvement, according to data from the Reyun Data AB Testing platform, from the industry distribution of the number of landing page optimization trials, the education category accounts for 24%, which has surpassed other industries and ranked first. The education industry pays more attention to refined operations in customer acquisition. Through continuous A/B testing, it continuously improves the conversion rate of new users, and optimizes marketing creativity on this basis, thus forming a positive and virtuous circle.

Looking at the whole year, while the tool app buying market has achieved high growth this year, the trend of vertical category segmentation is also very obvious. In the past, security optimization apps have always been the main growth force in the tool app buying market. Judging from the rate of new launches in their respective vertical categories this year, the top two are the positioning tool apps and calendar/weather apps that have attracted much attention this year.

Judging from the growth rate of the creative group from January to November, July to September is the period with the highest growth rate in the business travel industry throughout the year. The rapid growth in these three months directly drives the annual average. Among them, it reached its peak in August, exceeding 300%. The reasons for this are, firstly, that manufacturers have increased their investment during the summer vacation, and secondly, that they have launched their products in advance to warm up for the National Day Golden Week.

This year, online retail has attracted much attention for expanding the sales channels of offline physical industries during the epidemic. It was once regarded as the last "lifeline" for the physical industry, and its overall penetration rate has continued to increase. Reyun Data analyzed the top 5 creative groups of various types of application apps and found that online retail ranked second. The large-scale investment by Alibaba and JD.com was the direct reason for the high top share.

Author: Hot Cloud Data

Source: Hot Cloud Data