Jordan Bevan
According to a new report from App Annie and AppsFlyer, shopping apps nearly quadrupled its in-app purchases revenue in the second quarter of 2021 from its lowest point in the first quarter of last year in Australia, while almost doubling its revenue year-over-year from Q2 of 2020. The report found a similar pattern in New Zealand, with shopping revenue in Q2 doubling YoY.
Consumer spending also increased in other app categories in ANZ. Entertainment apps have seen a 72% increase year-over-year from Q1 2020 to Q1 2021, while gaming apps saw a 46% increase in the same period. Lifestyle apps – consisting primarily of dating apps – also saw 45% year-over-year increase across both Australia and New Zealand.
Also Read: Global e-commerce app downloads up 10% in 2021
Finance app downloads in Australia and New Zealand grew 35% and 25% respectively year-over-year between H1 2020 and H1 2021 as the pandemic accelerated the trend away from cash.
According to the data from the first half of 2021, the apps studied for the report suffered from a financial exposure of over AUD $21.3M (USD $15.7M). App categories that were particularly impacted include Finance and Shopping, where fraudulent installs can often exceed 50% of total downloads in certain quarters.
Overall, the report found a small YoY drop in install fraud in the Finance category in the first quarter, while Shopping installs registered a larger increase in fraud.
When it comes to Apple’s ATT, user adoption of iOS 14.5+ has been high – with Australia & New Zealand at 84% which is 6% higher than the global average of 79% as of October 26th. On the other hand, the ATT user opt-in rate is 17% lower in ANZ – at only 38% compared to the global average of 46%.
“One factor may be the stronger privacy preferences of users in the region, while another reason could be rudimentary ATT prompts that do not clearly explain the benefits of opting in to the Australia & New Zealand user base. “ the report says.
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