Non-Gaming Apps in Asia: 25 Insights From The New Apptica Report
Data is key, especially when entering new markets. Asian markets require it even more: often misunderstood or overlooked by European and American developers, the region now finds itself at the forefront of gaming and mobile consumption.
We have partnered with the top App Store Intelligence platform Apptica to bring you some insights about the ever-growing Asian mobile market.
This time we decided to focus on the non-gaming apps: this way more developers can benefit from the learnings. Request the full version of the report here, and read some of the highlights and key insights below.
General Market Dynamics
First, let’s go through some high-level trends and tendencies.
Asian countries contributed 26.91% of global non-gaming app downloads but only 23.72% of global revenue in Q3 2024. This disparity suggests that while these markets drive significant app usage, monetization strategies may not fully capture the region’s potential.
If you want to enter the Asian market, you should explore innovative monetization models, such as freemium models, localized pricing, and microtransactions, which align with the region’s economic diversity.
Japan, Indonesia, Vietnam, and the Philippines experienced a decline in downloads in Q3 2024, with Indonesia facing the largest drop (-4.7%). Some of it is still post-COVID market stabilization, but one must also consider existing apps’ saturation or user preference shifts.
To re-engage users, consider using targeted campaigns, localized app content, and features that cater to evolving preferences. For instance, explore gamification or work with popular regional influencers to renew interest.
Singapore showed a 10.5% rise in downloads and a 9.5% increase in revenue in Q3 2024. Its affluent user base and high smartphone penetration are well-known and make it a lucrative market for developers.
The country also hosts many expats who speak English, so localization should be a bit easier. Focus on premium features and high-quality design, and partner with local influencers to amplify visibility and capture Singaporians’ willingness to pay.
Speaking of influencers, Facebook (107.8 million DAUs) and Instagram (63.1 million DAUs) dominate user activity in Asia. Lightweight versions, such as Facebook Lite, are particularly successful in regions with low bandwidth and less powerful phones (similar to Brazil).
Consider building lighter, more data-efficient app versions for emerging markets with infrastructural limitations.
Despite being a populous market, Indonesia saw a 4.7% decrease in app installs in Q3 2024. This might indicate market saturation or users pivoting toward fewer but higher-quality apps. Launching an app here might be a bit harder, yet still possible: think about whether you need a large user base or a smaller but paying fan base.
Leading Markets and Categories
Now, let’s take a look at the more promising countries and verticals.
India leads downloads with a staggering 7.49 billion, while China dominates revenue with $2.29 billion. India is a volume powerhouse, but its monetization lags compared to China’s strong consumer spending.
What does this mean for you? If you target India, focus on high-volume, ad-supported models or freemium tiers. In China, premium experiences and seamless payment integrations are prioritized to leverage the revenue potential.
Entertainment apps raked in $1.94 billion, with nearly 69% coming from China. Meanwhile, Tools apps saw 2.08 billion installs, largely driven by India’s 1.22 billion downloads.
If you’re building entertainment apps, ensure the content is culturally relevant and premium-focused, especially for China. For Tools, consider bundling utility features that address common needs in high-download markets like India.
Singapore is an incredibly fast-growing market, with downloads rising 10.5% year over year and revenue climbing 9.5%.
This shows a hunger for engaging and monetized apps, so build apps with polished, premium features and a strong focus on user experience. Experiment with subscription models and exclusive content to appeal to Singapore’s affluent audience.
The Philippines will reach 80 million e-wallet accounts by 2025, tripling in five years. With little to no ‘legacy’ to build upon, the Philippines has a high mobile advertising adoption rate, surpassing the global average. Seize this momentum by integrating payment features and financial literacy tools into apps targeting this market.
Entertainment and utility apps are two sides of the same coin in Southeast Asia. JioCinema’s 61.1 million DAUs prove that entertainment thrives when tied to cultural events like cricket.
On the other hand, Tools and apps remain essential downloads in everyday life. Tap into local events and cultural phenomena to drive engagement for entertainment apps. For utility apps, keep refining simplicity and functionality to retain users long-term.
Monetization and Revenue Insights
What about hard, cold cash? Asia has long been seen as the lower-income market, but the winds seem to have changed over the last few years.
Asian markets drive massive downloads but often lag in revenue. App Store dominates monetization, with 25.7% of revenue coming from Asian non-gaming apps, while Google Play trails at 15.8%.
iOS users clearly spend more. If your app relies on in-app purchases, prioritize iOS features and marketing. Consider scaling ad revenue and freemium options for Android to capitalize on the larger user base.
China’s entertainment market is a goldmine, contributing 69% of the $1.94 billion revenue generated in the category. Consumers are willing to pay for premium experiences, especially in localized content.
Don’t shy away from premium strategies in China. Partner with local creators to produce exclusive content or integrate regional trends to boost your app’s appeal.
Finance apps are booming, with Alipay leading the pack at 122.1 million DAUs and Google Pay not far behind with 72.6 million. This surge reflects Asia’s fast-paced fintech adoption, albeit super localized. If you work on an e-comm app or service, it’s important you keep these habits in mind.
When entering the market, focus on security, seamless interfaces, and integration with local payment ecosystems. Building trust is paramount in finance, especially in markets like India and the Philippines.
Advertisers are thriving on live-streaming platforms like BIGO Live, which saw a 260% jump in activity. Shopee also stayed strong, particularly during seasonal campaigns. If your app supports advertising, consider diversifying ad formats to include live-streaming partnerships or event-specific promotions. Users love timely, engaging content.
China and Japan are revenue powerhouses but showed slight declines (-2.97% and -5.4%, respectively). This hints at market maturity and shifting consumer priorities. There is no need to panic, but it always pays off to innovate. Offer fresh experiences, optimize pricing models, and explore new content types to re-engage users in these saturated markets.
Retention and Engagement Patterns
iOS apps shine on Day 1, with retention peaking at 45.7% for Graphics & Design. However, by Day 30, Android leads slightly in categories like Comics, with a 13.84% retention rate.
These numbers are high compared to Tier 1 and the EU: here, you really need to hook iOS users early with strong onboarding and instant value. For Android, focus on long-term engagement through regular updates and content that keeps users returning.
Retention rates tell an important story: Day 1 is critical, but drop-offs by Day 30 are inevitable. Still, Android users tend to stick around longer in specific categories like Finance and Comics.
Whatever you do, plan for the long game. Use push notifications, rewards for milestones, and engaging content updates to minimize churn after the first month. Tailor retention strategies to category-specific behaviors.
Vietnam saw a slight dip in downloads (-0.15%), but user preferences for Tools and Entertainment apps remained steady. This stability points to loyal usage patterns in key app categories.
Strengthen your position in Vietnam (if you have one) by maintaining high-quality, functional updates for utility apps and offering fresh entertainment content to keep users loyal.
BIGO Live’s massive surge in advertising activity (260%) demonstrates how live-streaming platforms excel at retaining audiences. Shopee also leveraged seasonal promotions to boost user engagement.
You can partner with live-streaming platforms or incorporate live, interactive features in your app to ride this wave. Seasonal or event-driven campaigns can amplify user engagement when timed right.
South Korea’s app market highlights the power of innovative finance tools and interactive experiences. Reward-based apps are setting new standards for retention and conversion. To thrive in South Korea, focus on accessibility and user rewards.
Offer tools that blend financial functionality with engaging user experiences, like micro-investment options or cashback rewards.
Regional Trends and Cultural Insights
To conclude this article, let’s explore the nitty-gritty of specific and niche markets. These insights will be more useful to those who work in these genres, but all can benefit from determining which way the wind is blowing.
Korea is shifting from MMORPGs to OTT platforms and webtoons. These categories are now driving the largest revenue growth as users gravitate toward shorter, more accessible content.
Adapt to changing habits by focusing on bite-sized, engaging content. If you’re in gaming, explore casual games or hybrid apps that combine gaming with entertainment elements like webtoons.
The Philippines is undergoing a fintech revolution, with over 75% of the population expected to use mobile financial apps by the end of 2024.
E-wallets and digital services are booming. You can seize the fintech momentum by developing user-friendly, secure financial apps. Add features like remittance tracking or localized payment options to stand out in this rapidly growing sector.
Japan’s digital comic market is exploding, now making up nearly 90% of the digital publishing sector. Free-to-read content and mobile convenience are driving this surge. If you’re targeting Japan, consider integrating rewarded ads or subscription options into comic and manga apps. Collaborate with local publishers to offer exclusive, high-quality content.
Southeast Asia’s e-commerce scene is on fire, with the Philippines leading in mobile advertising adoption and projected to hit 80 million e-wallet accounts by 2025. Build apps that integrate shopping, payments, and loyalty programs. Leverage mobile ads and gamification to drive engagement in this tech-savvy region.
Korea’s app market is evolving. Reward-based apps are booming, attracting cost-conscious and savvy users. Finance and social apps with innovative ad formats are also leading engagement.
Learn from the best: experiment with gamification and reward systems to capture Korea’s audience. Tailor your advertising strategies to focus on interactivity and value-driven formats.
Before You Go
The data is abundant, and there’s even more waiting for you in the report. But before you go, here are some general and country-specific conclusions.
Finance apps are booming across Asia, with Alipay and Google Pay setting the pace for user adoption and daily activity. Develop secure, user-friendly apps tailored to the financial needs of diverse markets, especially in rapidly growing economies like India and the Philippines.
Retention patterns differ by platform: iOS excels early, while Android holds users longer in categories like Comics and Finance. Tailor retention strategies to platform-specific strengths, emphasizing immediate value on iOS and long-term engagement for Android users.
Korea’s shift from time-intensive gaming to webtoons and OTT platforms reflects a broader move toward accessible, engaging content. Align with trends in bite-sized entertainment and explore hybrid formats that combine passive and interactive experiences.
India’s massive download numbers highlight its dominance in utility apps, but monetization remains a challenge. Focus on ad-driven and freemium models while optimizing app performance for lower-spec devices and variable internet speeds.
Japan’s digital comic market dominates the digital publishing space. Its focus on free-to-read content and convenience drives growth. To resonate with Japan’s highly engaged audience, prioritize localized and culturally relevant content in the entertainment vertical.
The Philippines is rapidly adopting fintech, with digital wallets and payment apps becoming essential tools for everyday transactions. Tap into the fintech wave by offering localized payment solutions and value-added features that foster trust and usability.
Live-streaming and interactive platforms like BIGO Live are redefining user engagement and advertising in the entertainment space. Leverage these platforms for marketing campaigns or integrate live, interactive features to enhance app stickiness and monetization opportunities.
This article was written in collaboration with Apptica, the top app analytics and ad intelligence tool. If you have any questions about this or any other topic related to app marketing, feel free to write to us at marketing@apptica.com—we’ve got your back!
