The Top 10 app across categories in India in 2020 were:
- WhatsApp Messenger
- Facebook Messenger
- MX Player
- Hindi Keyboard
The Top 10 Games apps in India in 2020 were
- Ludo King
- PUBG MOBILE
- Free Fire
- Candy Crush Saga
- Carrom Pool
- Subway Surfers
- Bubble Shooter by Ilyon
- Hunter Assassin
- Callbreak Multiplayer
- Temple Run 2
On the global front, the App Annie State of Mobile report 2021 reveals that Mobile outperformed 2020 expectations with Consumers Spending $143B on Apps. The State of Mobile 2021 report is the annual appraisal providing insight into mobile’s expansive impact across industries and the global economy.
2020 accelerated mobile adoption as consumers used their mobile devices to connect, work, learn, play and escape despite COVID-19 restricting their way of life. Consumers spent $143 billion on mobile apps in 2020, an increase of 20% from 2019. Top markets driving this spend included China, United States, Japan, South Korea and the United Kingdom.
Time spent on mobile surged:2 hours were spent on Android which amounted to 3.5 trillion hours, up by 20% and 25% respectively from 2019
Mobile gaming remains unrivaled: This sector is on track to surpass $120 billion in consumer spend in 2021 which will capture 1.5x of the overall gaming market
Time spent crossed generations: In the US, Gen Z, Millennials and Gen X/ Baby Boomers spent 16%, 18% and 30% more time per user YoY in their most-used apps
Social networking apps take center stage: Time spent per user increased by up to 325% YoY. TikTok is on track to hit 1.2 billion monthly active users in 2021 as consumers look to stay connected as well as entertained
Mobile fuels the ad industry: In 2020 ad spend grew to $240 billion up by 26% from 2019
Funding remained strong: $73 billion was invested in mobile companies up by 27% from 2019
The State of Mobile 2021 shows how to navigate macro trends and demographics which helps identify which leading brands and publishers are winning across gaming, fintech, retail, social, video, and others.
“The world has forever changed. While people stay at home across the world, we saw mobile habits accelerate by three years.” said Theodore Krantz, Chief Executive Officer of App Annie.
According to James Cordery, Head of Performance Marketing Strategy, Deliveroo, “In 2020, we were able to focus on executing mobile strategies that really delivered incremental growth for Deliveroo. We were able to couple consumer insights with market context from App Annie to make decisions that have had a high impact on our performance.”
This year, with a brand new interactive experience, the report provides an overview of key narratives in mobile across 11 industries and 30 countries. The analysis and estimates in this report are based on App Annie Intelligence.
Some more takeaways from the report:
Macro Mobile Trends
$143B Consumer Spend, 3.5T Hours, 218B Downloads
App habits are not fully formed — demand for new apps and games still grows globally, up 7% YoY to 218 billion downloads. Now is the time for user acquisition.
Consumers migrated more of their physical needs onto mobile; spend hit new heights at $143 billion at 20% growth YoY.
Mobile took over mindshare at 3.5 trillion hours on Android phones annually. Mobile is the only channel with this reach and depth of engagement.
Mobile Time Spent Surpassed Live TV
- Americans Spent 8% More Time on Mobile Than Watching Live TV Each Day
- The average American watched 3.7 hours of live TV a day, whereas they spent 4 hours on their mobile device in H2 2020.
- The weighted average among countries analyzed for time spent surpassed 4 hours 10 minutes during the pandemic — up 20% from 2019.
Monetization: 25% More Publishers Earned Over $2M Per Annum on Either Store
- 97% of publishers that monetize through the iOS App Store earned <$1 million per annum and would benefit from Apple’s App Store small business program — reducing fees from 30% to 15%.
- Many publishers — particularly gaming publishers — roll up under larger companies or parent companies and also monetize across both stores — taking home much more per year in aggregate.
$73 Billion Investment Capital Poured Into Mobile Companies
- 27% Growth Year-Over-Year
- From 2016 to 2020, global funding to mobile technology companies more than doubled compared to the previous 5 years. Led by financial services, transportation, commerce and shopping.
Not Just Gen Z — Millennials & Baby Boomers Spend More Time in Mobile
- In the US, Gen Z, Millennials and Gen X/ Baby Boomers spent 16%, 18% and 30% more time YoY, respectively, in their most-used apps.
- In the UK, this was 18%, 17% and 27%, respectively.
- In the US and UK, Gen Z had the highest affinity for Snapchat and Twitch, respectively.
iOS 14 at 24% Higher Adoption Rate
- According to data from MoPub, iOS 14 had higher adoption rates heading into 2021. In particular, Germany and France led initial adoption rates. US and Great Britain had similar adoption rates, and Japan initially lagged behind. A few weeks after launch, adoption rates increased and passed the 50% threshold.
- Advertisers should prepare for the implications of IDFA by looking to aggregated advertising data for actionable insights.
Core Gamers Chose Mobile Console at Home
- Core Gamers Generate 66% of Spend, 55% of Time Spent on Mobile Games
Casual games dominate downloads with the popularity of easy- to-use names like Among Us, ROBLOX and My Talking Tom Friends.
APAC drives a significant portion of spend and time spent among Core games, yet Console and PC-gone-mobile titles bridge the West into Core mobile gaming.
Mobile gaming on track to surpass $120 billion in consumer spend in 2021 — capturing 1.5x of the market compared to all other gaming platforms combined.
Sandbox, Arcade & Card / Board Casual Games Gained Market Share
Casual > Simulation > Sandbox games took over the most market share globally, up 1.9 percent share points YoY to nearly 7% of the total market split between 112 subgenres.
Casual > Arcade > Other Arcade saw the greatest growth in overall time spent YoY — growing 300% to 4.5 billion hours in 2020.
- TikTok Outpaces Top Social Apps in Hours Per User
Time spent indicates the reach and depth of engagement – among top social apps by time spent, the average time spent per user increased for nearly every app in every market.
TikTok ranked in the top 5 by time spent and its average monthly time spent per user grew faster than nearly every other app analyzed, including 70% in the US and 80% in the UK — surpassing Facebook. TikTok is on track to hit 1.2 billion active users in 2021.
40% More Hours Streamed on Mobile in 2020
Time spent in streaming apps peaked in Q2 2020 in the west as the first wave of COVID-19 forced people inside.
Even while at home, consumers turned to the small screens — to stream content or engage in second-screening.
By 2021 and in the new normal, the average mobile streamer in the US, South Korea and the UK will download 85%, 80% and 60% more video streaming apps, respectively, compared to pre-pandemic levels.
YouTube Sees Up To 6x Time Spent Per User vs. Next Closest App, Up to 38 Hours a Month
YouTube was the #1 ranking video streaming app by time spent among all markets analyzed, except China. YouTube also commands the market in average time spent per user per month among markets analyzed.
Twitch outranked many video streaming platforms — showcasing the rise of user-generated content, live streams and e-sports.
TikTok Encroaches on Video Streaming War
The user base of top streaming apps is increasingly using TikTok YoY — which could represent a competitive threat.
In the US, 2.3x the usage penetration of Netflix’s iPhone user base used TikTok in Q4 2020 vs Q4 2019.
Impact of the TikTok ban in India is seen here — bucking the trend — a dramatic 23 percentage point decline in cross- app usage YoY.