Latest news with #TiahnWetzler
Business Wire
05-08-2025
- Business
- Business Wire
Adjust Sees Shopping Apps Evolve With AI-Powered Strategies And Smarter User Targeting
SAN FRANCISCO--(BUSINESS WIRE)--Leading measurement and analytics company Adjust released today The Shopping App Insights Report: 2025 Edition, revealing a strategic shift in how brands are approaching UA as smarter targeting with AI helps shopping apps focus on higher-value users. While e-commerce app installs declined 14% YoY globally in H1 2025, sessions increased 2%, indicating apps are attracting fewer but more engaged users. This trend is further evidenced by the global reattribution share for e-commerce apps – which increased 29% in H1 2025 over 2023 – signalling brands' growing investment in re-engaging existing users rather than solely focusing on acquiring new ones. AI is transforming how marketers test, segment and optimize their campaigns. When implemented strategically, it can surface new signals and insights, enable an enhanced level of hyper-personalization at scale, and facilitate fast and confident decisions. Share "In today's mobile commerce landscape, trust is key to lasting growth," said Tiahn Wetzler, Director of Content & Insights at Adjust. "The most successful apps create experiences that are relevant, respectful and consistent across every touchpoint. It's not about speed or better targeting alone, but building real value with every impression, click and session." Emerging markets leading m-commerce growth Adjust's report reveals significant regional shifts in mobile commerce growth patterns. Latin America led the shopping app market with increases in installs (18%) and sessions (27%) YoY in the first half of 2025, while APAC demonstrated strong momentum in both (+13% and +2). In contrast, mature markets, including Europe, MENA and North America, experienced slowdowns, suggesting market saturation and evolving consumer behaviors. Marketplaces winning user loyalty Shopping apps accounted for over three quarters of all global e-commerce installs from 2024 to H1 2025, but generated just 36% of sessions, revealing a gap in sustained user engagement. Conversely, marketplace apps drove 60% of sessions, despite representing only 20% of installs. Session lengths for e-commerce apps also shortened in H1 2025, averaging 9.89 minutes – down from 10.23 minutes in 2024 globally – while marketplace apps posted the longest average of 10.69 minutes. Marketplace apps also led with 25% Day 1 retention, while e-commerce apps dropped 13%. Cost dynamics reflect market evolution The global cost per install (CPI) for e-commerce apps reached $0.99 in Q1 2025, with shopping apps commanding $1.01 compared to marketplace apps at $0.89. Despite rising acquisition costs, click-through rates remained steady at 2% globally, suggesting consistent user engagement across channels. Cross-platform integration drives omnichannel success The report emphasizes the critical importance of seamless cross-platform experiences, with mobile web emerging as a high-intent entry point requiring frictionless web-to-app flows. Shopping apps averaged 7 partners per app in H1 2025, up from 6 in 2023, reflecting increased channel diversification strategies. For additional findings and industry best practices, download the full report here. About Adjust Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and AI-powered analytics solutions provide visibility and insights, while deep linking and engagement solutions help to drive ROI. SOURCE: Adjust
Associated Press
14-03-2025
- Business
- Associated Press
Gaming App Growth Rebounds, Fueled By AI, Hybrid Monetization And New UA Strategies
SAN FRANCISCO--(BUSINESS WIRE)--Mar 14, 2025-- Leading measurement and analytics company Adjust today released its annual Gaming App Insights 2025 report, showing a resilient gaming industry on the other side of a challenging 2023. Global gaming app installs increased by 4% YoY in 2024, but sessions dipped slightly (-0.6%) – making 2025 a moment to maintain momentum while improving core metrics like retention and user stickiness. This press release features multimedia. View the full release here: While hyper casual, hybrid casual, puzzle and simulation games all continued to expand, RPG told a different story: Despite a 32% spike in installs, sessions dropped 12%, pointing to retention challenges. 'After a period of market volatility, mobile gaming is back on a growth trajectory,' noted Tiahn Wetzler, Director of Content and Insights at Adjust. 'As mobile-first adoption accelerates in regions like LATAM and MENA, game developers and marketers that prioritize long-term player relationships over short-term acquisition will reap the rewards.' Emerging markets leading mobile gaming growth Adjust found that MENA (+10%) and LATAM (+8%) led global gaming app install growth in 2024, while sessions increased 7% and 5%, respectively. In contrast, North America saw the steepest decline, with installs down 11% and sessions dropping 14%, signaling user engagement challenges. Elsewhere, APAC posted mixed results: Installs grew 4% but sessions declined 3%, indicating retention challenges. Europe experienced a drop in installs (-1%) and sessions (-6%), reflecting possible issues with user engagement. ATT opt-in rates seeing incremental growth globally Gaming App Tracking Transparency (ATT) opt-in rates increased slightly in Q1 of 2025 to 37.9% from 37.5% in the same quarter of 2024. Arcade games saw the most significant growth, with opt-ins jumping from 42.4% to 59.3%. Sports (54.1%), casino (38.3%) and action (45.9%) games also saw gains, while hyper casuals experienced a slight drop. Regionally, MENA's markets remained strong, with opt-in rates hovering around 50%, and U.S. rates held steady at approximately 32%. Gaming subvertical install and session growth patterns Adjust's data shows hyper casual games retained the highest global installs share (27%) in 2024, but contributed only 11% of sessions, underscoring high churn rates. On the other hand, action games, despite representing only 10% of installs, generated 21% of sessions, demonstrating strong retention and ongoing user engagement. Gamers spent the most time playing action games, with an average session length of 45.15 minutes. Notably, strategy apps had the highest YoY install growth at 83%, while casino (+32%) and arcade (+23%) apps saw the strongest session growth, showing high user engagement. Key overall shifts Adjust observes in the mobile gaming industry in 2025 include: AI-driven personalization enhancing player engagement: AI is revolutionizing in-game experiences and predictive retention strategies. Hybrid monetization on the rise: Developers are increasingly blending in-app purchases (IAP), ads, subscriptions and battle passes to diversify revenue streams. Cross-platform play expands: Seamless transitions between mobile, PC and console are increasing retention and lifetime value (LTV). New UA frontiers emerge: Connected TV (CTV), influencer marketing and alternative app stores are reshaping game discovery. For additional findings and industry best practices, download the full report here. About Adjust Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and analytics provide visibility, insights and essential tools that drive better results. Adjust SOURCE: Adjust Copyright Business Wire 2025. PUB: 03/14/2025 08:18 AM/DISC: 03/14/2025 08:18 AM
