Adjust’s Mobile App Trends report released

Mobile App Trends report prepared for 2021 has been published.
Mobile App Trends 2021
Mobile App Trends 2021

In its latest work, Adjust shares mobile growth trends in the gaming, e-commerce, and fintech industries, including information on worldwide installs, sessions, time spent in-app, and retention and re-attribution rates.


According to the information provided by Adjust’s annual Mobile App Trends 2021 report, mobile app installs increased by 31% year-on-year in the first quarter. This figure is seen as the uninterrupted rise of the mobile app and game market since the start of the pandemic. Again, according to Adjust, application installs increased by 50% in 2020 compared to the previous year.

Adjust found that, starting with fintech apps, uploads increased by 51% overall from 2019 to 2020, and again by 12% in the first quarter. In particular, investment and stock-related app searches increased by 115% year-on-year, while crypto app downloads increased by 81% annually.

In addition, Fintech sessions also grew by 85% compared to the previous year. Fintech sessions were found to grow 22% above average at the beginning of October and 24% above average at the end of November.

What data does the Adjust report provide about games?

Adjust presented its data on mobile trends for 2021.
Adjust presented its data on mobile trends for 2021.

Adjust states that when comparing gaming and e-commerce apps, fintech apps have the most returning users. These rates were given as 18% on the seventh day and 12% on the 30th day.

Game installs in 2020 increased by 51% overall. Total downloads have grown by 26% for non-hyper-casual games and 43% for hyper-casual games. For hyper-casual games, growth was strong in early 2020, but declined over the course of March and then remained stable for the rest of the year.

Sessions for non-hyper-casual games increased by 27% year-on-year in 2020, while sessions for 2021 are currently 9% lower than last year. Sessions for hyper-casual games increased 36 percent from the previous year.

As Adjust notes, casual games and sports games posted the highest session lengths last year, with an average of 21 minutes. The session length for Hyper-casual is 18 minutes. Overall, users spent 42% more time on casual games than hyper-casual games.

According to Adjust, hyper-casual games should generate maximum revenue per user in the first two days of download, as retention rates drop drastically after that – only 7.5 percent of users return on day seven and 1.75 percent. It returns on the 30th day.

Hyper casual had the highest paid upload rate to organic installs, reaching 3.17 in the fourth quarter, while shopping saw the largest share of paid uploads at 0.85 in the first quarter. Fintech, on the other hand, had a lower share of paid installs.

With an average of $1.88 per install, the fourth quarter was the most expensive quarter to acquire users. Hyper-casual is available at $0.27 per install, gaming at $2.52 and e-commerce at $1.56.

(All data presented is based on a mix of Adjust’s 2,000 best practices and the complete dataset of all apps it monitors.)

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