Mobile App Marketing Insights: 5 Things to Focus On in 2024

The rise of mobile apps in our modern internet era has revolutionized every aspect of everyday tasks. With plenty of apps available in various app stores, app marketers face intense competition in capturing the attention and loyalty of potential and current users. Find five mobile app marketing insights to focus on in 2024 below.

Table of Contents

Mobile App Marketing Insights: 7 Key Stats
User Engagement and Personalization
User-Generated Content (UGC) and Influencer Marketing
App Store Optimization (ASO)
Data-Driven Decision-Making and AI
Retargeting and Remarketing

To navigate this dynamic industry successfully, it is crucial for app marketers to grasp the latest trends and insights that drive effective mobile app marketing campaigns. In this article, we will dig into five foundational mobile app marketing insights and explore what app marketers should prioritize in 2024.

But before that, let’s see some of the latest app trends and stats everybody should know by now.

Mobile App Marketing Insights: 7 Key Stats

As seen in 2022, relying on outdated strategies or sheltering behind “that’s the way everyone has always done it” will not work.

With limited budgets, it’s critical to have your team focused on careful preparation and spending methods, investing in retention as much as UA, finding inventive ways to achieve ROI, and changing the channel mix to increase reach in more efficient methods.

Below are some statistics from 2022 and 2023 that are a must-read.

1. Mobile Marketing Market Dynamics

The market size of mobile marketing in 2022 stood at $17.6 billion, demonstrating the substantial economic footprint of this sector. This figure is anticipated to increase slightly to $18.1 billion by the end of 2023.

Looking further ahead, a significant growth trajectory is predicted, with the market size expected to balloon to approximately $91 billion by 2032. This expansion indicates a compound annual growth rate (CAGR) of 17.8%.

As we discuss the dynamic nature of the mobile marketing market, it’s important to consider the influence of operating system updates. For instance, with the release of iOS 17, app marketers and developers are facing new opportunities and challenges.

2. Expansive Mobile Usage

In 2023, mobile devices account for a staggering 60% of all website traffic, showcasing their dominant role in digital consumption. The global smartphone user base has reached nearly 7 billion (6.92 billion), representing a vast majority (86%) of the global population. This number is on an upward trend, with projections indicating a rise to 7.13 billion in 2024 and 7.33 billion in 2025.

In terms of market share, Apple and Samsung collectively command an impressive 85% of the mobile manufacturer market. The sheer volume of mobile connections, surpassing 148 billion worldwide, exceeds the global population, indicating the importance of mobile devices.

Additionally, the average time spent on mobile phones surged to 5 hours per day per user in 2022, marking a 3% increase from the previous year and highlighting the central role of mobile devices in daily life.

3. Soaring Mobile Ad Spend

Mobile advertising has become a major component of digital ad spending, accounting for 64% of the total in 2022. The global expenditure on mobile ads reached a remarkable $336 billion, registering a 14% year-on-year growth.

As we project this trend to continue with spending expected to hit $360 billion by the end of 2023, driven by popular short video apps like TikTok, it’s essential to understand the different types of ad formats that are powering this growth.

4. Mobile App Market Trends

The mobile app sector exhibited resilience and growth amidst economic challenges in 2022. Total app downloads reached 255 billion, marking an 11% increase from the previous year. However, the revenue generated by these apps saw a slight decrease of 2%, totaling $167 billion.

The app market also saw considerable financial success, with 1,419 apps and games generating over $10 million annually, and 224 surpassing $100 million. Notably, 10 apps achieved the extraordinary milestone of surpassing $1 billion in annual revenue.

Popular apps like TikTok, YouTube, and Tinder led in consumer spend, while video streaming apps, particularly Disney+, dominated both in downloads and consumer spending.

The first quarter of 2023 saw a rise in ATT opt-in rates across all app categories, averaging 29%, indicating a positive trend in user engagement.

5. Leading Mobile Markets in Downloads

China emerged as the top market in mobile app downloads, achieving over 110 billion downloads in 2022, nearly half of the global total. India and the United States followed as significant markets. Pakistan notably exhibited the most considerable growth, with a 35% increase from the previous year.

6. Consumer Spending in Mobile Markets

The global mobile app market experienced a noticeable decline in consumer spending, decreasing by 25% in 2022 compared to the previous year. Despite this overall downturn, the leading markets in consumer spending were China, the United States, and Japan.

Other significant markets in terms of consumer spend included South Korea, the UK, Germany, Taiwan, Canada, Australia, France, Brazil, Hong Kong, Saudi Arabia, Italy, and Thailand, with Taiwan, Brazil, Hong Kong, and Mexico experiencing the most substantial growth in this aspect.

Within the context of the noted decline in consumer spending within the mobile app market, it’s crucial to explore innovative strategies that could mitigate this downturn. Optimizing revenue from subscriptions becomes a key focus, and this is where the art of A/B testing paywalls comes into play.

To enhance your understanding and potentially reverse the trend of declining revenues, we highly recommend reading our article: “Paywall A/B Testing: Tips on Growing Subscription Revenue in Mobile Apps,”.

7. Mobile App Usage Time

The global time spent in mobile apps showed a consistent increase of 9% year-on-year in 2022. The highest time spent was observed in China, followed by India and the United States, indicating these markets’ substantial engagement with mobile apps.

This trend reflects the increasing centrality of mobile apps in daily routines and entertainment across various regions.

User Engagement and Personalization

Personalization has been a huge trend in mobile app marketing and will continue to dominate in 2024. App marketers should focus on creating personalized experiences that cater to individual user preferences.

Here, marketers can deliver customized content, recommendations, and notifications that resonate with users by leveraging user data and behavioral insights.

To achieve higher user engagement, app marketers and developers should also prioritize interactive features and gamification elements within their apps. By incorporating elements such as quizzes, challenges, and specific rewards, marketers can enhance user engagement, increase app usage, and drive long-term retention and loyalty.

Furthermore, personalization can, of course, extend beyond the app itself. Marketers can employ personalized push notifications, in-app messages, and emails to deliver tailored offers, updates, and reminders to users. The more personalized the communication, the higher the chances of users engaging with the app and becoming loyal customers.

User-Generated Content (UGC) and Influencer Marketing

Influencer marketing has become a powerful, multipurpose “tool” for app marketers to reach their target audience authentically. In 2024, app marketers should aim to collaborate with influencers who have a relevant following and can effectively promote their apps.

Influencers can create engaging content, share their experiences, and encourage their followers to download and use the app.

When selecting influencers, it’s essential to consider their niche, audience demographics, and engagement rates. Moreover, authenticity and credibility are crucial factors for successful influencer partnerships.

Marketers should work closely with influencers to ensure the messaging aligns with the app’s value proposition and resonates with their target audience.

Moving onto user-generated content. UGC is yet another valuable asset for mobile app marketing. Encouraging users to create and share content related to the app can tremendously impact its visibility and user acquisition.

App marketers should leverage UGC by running contests, offering incentives, and providing easy-to-use sharing features within the app. UGC not only promotes the app but also creates a sense of community and social proof, encouraging others to download, engage, and stay in the app.

App Store Optimization (ASO)

With 8.93 million apps available in the Apple App Store and Google Play Store, app marketers need to ensure their app stands out from the crowd. App Store Optimization (ASO) plays a vital role in increasing app visibility, attracting organic traffic, and driving installs.

This year, marketers should focus on optimizing their app’s metadata, including the app title, description, keywords, and screenshots.

Conducting thorough keyword research and incorporating relevant keywords (similar to SEO) can improve search rankings and increase app discoverability. It is also essential to regularly monitor and analyze user reviews and ratings to address any issues promptly and improve overall user satisfaction.

Additionally, app marketers should pay attention to app store ratings and implement strategies to encourage positive reviews. Higher ratings and positive reviews not only influence user decision-making but also contribute to higher search rankings within the app stores.

Promptly responding to user feedback, addressing concerns, and continuously improving the app’s features based on user suggestions can lead to positive reviews and a better overall app rating.

Data-Driven Decision-Making and AI

Data-driven decision-making has become necessary in mobile app marketing. App marketers should leverage data analytics tools to gain insights into user behavior, preferences, and engagement patterns.

By analyzing data, marketers can identify areas for improvement, optimize user journeys, and make informed decisions about marketing strategies.

Moreover, they should focus on collecting and analyzing both qualitative and quantitative data. Qualitative data, such as user feedback and surveys, can provide valuable insights into user preferences, pain points, and expectations.

On the other hand, quantitative data, including user demographics, in-app behavior, and conversion rates, can help identify trends and patterns that inform marketing strategies.

Artificial Intelligence (AI) and machine learning technologies will continue to revolutionize mobile app marketing in 2024 as they continue to grow. Marketers can use AI-powered tools to automate processes such as personalized content recommendations, targeted messaging, and predictive analytics.

AI can also help in identifying patterns and trends that can be used to optimize user acquisition and retention strategies.

Retargeting and Remarketing

In 2024, app marketers should focus on retargeting and remarketing strategies to re-engage users who have shown interest in their app but haven’t completed the desired action, such as downloading or making a purchase.

By leveraging user data and KPIs and employing retargeting techniques, marketers can display personalized ads to users across various platforms and websites they visit. What is more, remarketing through email campaigns can also be effective in re-engaging users who have shown previous interest in the app.

Marketers can offer incentives, discounts, or exclusive content to encourage users to revisit the app and complete the desired action.

In addition, app marketers should explore dynamic retargeting, which tailors the ads shown to users based on their previous interactions within the app.

For example, suppose a user added items to their cart but didn’t make a purchase. In that case, dynamic retargeting can display personalized ads showcasing those specific items to entice the user to return and complete the purchase.

Bonus: As Always – User Privacy

Marketers must prioritize user privacy to build trust and maintain a positive brand image with increased awareness about data privacy and regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

They should focus on implementing transparent data practices and obtaining explicit user consent for data collection and usage.

It is essential to clearly communicate to users what data is being collected, how it will be used, and how it will be protected. This transparency can be achieved through user-friendly privacy policies, consent pop-ups, and easy-to-understand language.

To further enhance user privacy, app marketers should adopt privacy-by-design principles from the early stages of app development. That involves integrating privacy measures into the app’s structure, ensuring secure data storage, and implementing strong encryption protocols.

By prioritizing user privacy, app marketers comply with regulations and foster trust and loyalty among users.

Additionally, app marketers should consider offering users more control over their data. Providing opt-out options, allowing users to manage their preferences, and allowing them to delete their data can empower users and strengthen their confidence in the app.

Moreover, marketers and developers should proactively address security vulnerabilities and promptly address any data breaches or incidents. By promptly notifying users about potential risks and taking immediate steps to rectify the situation, they can demonstrate their commitment to user privacy and security.

Conclusion on Mobile App Marketing Insights

As mobile app usage continues to rise, app marketers must stay updated with the latest trends and insights to develop effective marketing strategies.

Focusing on personalization and user engagement, leveraging influencer marketing and user-generated content, optimizing app store presence, embracing data-driven decision-making and AI, and implementing retargeting and remarketing techniques, will be a great start and way to success.

By staying ahead of the curve and adapting to the evolving mobile app ecosystem, app marketers can achieve better user acquisition, engagement, and long-term app success.

Are you looking for the right partner to scale your app marketing efforts? Get in contact with our experts and learn how we have helped many partners succeed.

Originally published on April 6, 2023. Updated on October 2, 2023.