2021年电子商务应用报告（英）-26页_1mb.pdf

E-commerce App Report 2021Top trends in mobile shopping with insights from Sensor Tower2E-commerce App Report 2021ContentsIntroduction, trends and predictions .3Mobile: the new leader in e-commerce .5CTV .6Social Commerce .7Conversational AI .7Gamification .7Top 3 takeaways .8Methodology .9Part 1: Downloads, installs, and acquisition . 10Installs .11 Insights from Sensor Tower . 12Effective cost per install (eCPI) . 13eCPC .14Paid vs. organic installs .15Reattribution rates .16Number of partners per app . 17iOS 14.5+ and the opt-in .18Part 2: Sessions and in-app behavior .19Sessions .19Average session lengths . 21Sessions per user per day . 22In-app revenue . 23Bonus: Retention rates .24Conclusion .253E-commerce App Report 2021Lockdowns have drastically shifted the way consumers interact with mobile and accelerated the move toward m-commerce, eclipsing previous years predictions. As restrictions have progressively eased throughout 2021 in many markets, mobile e-commerce has once again shown its strength, with installs and sessions increasing impressively.Introduction, trends and predictions“ The e-commerce vertical has experienced immense growth since the start of the pandemic. It hasnt just been about new users turning to mobile to shop and make purchases, the kind of services people require from mobile has also changed. Whats most impressive is that even as shops slowly open up globally, e-commerce apps have managed to hang onto the users acquired while continuing to grow and acquire even more new customers. Its a testament to the longevity and robust nature of the business models, and how successful they are in providing customers with convenient and user-optimized experiences.” Paul H. Mller, Co-Founder and CEO4E-commerce App Report 2021While much of the shift to m-commerce can be attributed to demand and pandemic-related necessity, developers have continuously improved, diversified, and expanded the reach and potential of their apps. The changes to user acquisition (UA) brought about by iOS 14.5+ and Apples App Tracking Transparency (ATT) framework have also changed the way e-commerce marketers on iOS approach their UA and user experience strategies, optimizing toward the opt-in but also learning to work with SKAdNetwork, conversion values, and an ecosystem with less granular data. Once again, the e-commerce vertical has demonstrated its ability to thrive in the face of challenges and changes. The popularity of m-commerce apps is soaring, and its the marketers and developers who can best identify and successfully acquire high-quality and loyal users that will continue to reap the benefits. This report equips advertisers with the metrics required to make smart decisions about campaign spend and budget allocation.“ While were still fully coming to terms with the lasting impact of COVID and social distancing on the way we live our daily lives, its clear that were entering a new phase of digital and especially mobile commerce. Major brands are leveraging all the channels at their disposal to engage with consumers and build loyalty, from online to in-app to in-store, and that follow-through is creating a brand new context for shopping. All signs point to a new era where multi-touchpoint commerce can grow and thrive.” Alex Malafeev, Co-Founder5E-commerce App Report 2021Mobile: the new leader in e-commerceFollowing an impressive 2020, m-commerce has emerged as the leader in e-commerce this year. By the end of 2021, 54% of total e-commerce sales are predicted to come from mobile, and global mobile e-commerce sales are set to hit $3.56 trillion, up 22% from 2020. When it comes to navigating this highly competitive space, marketers and developers need to focus on creating convenient and seamless cross-device experiences, and on successfully incentivizing and retaining their users. The global mobile coupon industry, for example, is expected to grow at a CAGR of 56.5% by 2025.6E-commerce App Report 2021CTVConnected TV (CTV) engagement continues to dramatically increase year-over-year, making it a rising star in the programmatic ad space. Households with CTV in the U.S. alone are estimated to reach 113 million by 2024, and CTV now accounts for 40% (and growing) of all digital video impressions. CTV provides a huge opportunity for e-commerce brands. Roku and Shopify recently announced a partnership to bring a Roku app for CTV ad creation and campaign management to the dashboard of all Shopify merchants. And YouTube has expanded their video action campaign ad format to CTVs, which aims to make YouTube ads more e-commerce-friendly by inviting users to shop on a brands website or app from their mobile device without disrupting their viewing session.As the CTV space grows, so does the importance of attributing ads shown on CTV devices cross-device to mobile app installs, impressions, and post-install events.7E-commerce App Report 2021Social commerceSocial commerce has established itself as a major player in the e-commerce and m-commerce industries as shopping and checkout capabilities continuously improve. Platforms such as TikTok (which has partnered with Shopify), Instagram, SnapChat, and Twitter have all introduced new shopping features to expose platform users to products and create paths for them to make direct purchases. One of the major drivers of social commerce growth is short-form video, of which TikTok is the undisputed leader. With 1 billion active users, the platform recently ran a live streaming test with Walmart, where viewers could click through to purchase any items mentioned during the stream. A recent report by 5W Public Relations also found that 28% of users on TikTok had bought something advertised to them on the platform at least once.Conversational AIIn 2020, approximately 7% of connected device owners in the U.S. (20 million people) made a purchase using a voice assistant, a number which has nearly doubled in the last two years and is expected to grow over the coming years. And according to data from Salesforce, chatbot usage has increased 67% between 2018 and 2020.GamificationTwo of the key challenges for e-commerce apps are abandoned carts and customer loyalty both of which are increasingly being addressed with gamification, a marketing tactic that increases engagement by encouraging participation and offering rewards. Popular methods include trivia, spin-the-wheel functions, or scavenger hunt games like Burger Kings “Whopper Detour,” where customers/players within 600 feet of a McDonalds could receive a 1 cent whopper by downloading the Burger King app and ordering within one hour. The campaign resulted in 1.5 million downloads.8E-commerce App Report 2021Installs in the e-commerce vertical have grown 10% so far in 2021 compared to 2020 and sessions have jumped by 12%.Session lengths have steadily increased, up from 10.07 minutes in 2019 to 10.42 minutes in 2020 to 10.56 minutes in 2021 so far. EMEA has the highest session lengths in 2021, at 10.97 minutes per session.In-app revenue has increased significantly in 2021, with May outperforming Q4 of 2020, and its set to reach an all-time high as we round out the holiday season.Top 3 takeaways9E-commerce App Report 2021MethodologyAdjust dataset:A mix of Adjusts top 2,000 apps and the total data set of all apps tracked by Adjust. Our data comes from two sources, one including a list of 45 countries and one with 250 based on the ISO 3166-1 standard.Sensor Tower dataset:Sensor Tower data in this report reflects the top 150 e-commerce apps by installs between Q1 2019 - Q3 2021.Downloads:Figures cited reflect the App Store and Google Play. Download estimates presented are on a per-user basis, meaning that only one download per Apple or Google account is counted toward the total. Downloads of the same app by the same user to multiple devices, updates, or re-installs of the same app by the same user are not counted toward the total. Android app install estimates represent downloads from the Google Play Store only and do not include download estimates for third-party Android stores.Reattributions share and paid/organic:Reattributions share and paid/organic ratio are both expressed as ratios, where X:1. In the case of paid/organic ratio, a value of 3 (3:1) would mean for every 100 organic installs there are 300 paid installs. Similarly for reattribution share, a value of 0.7 (0.7:1) would mean for every 100 installs there are 70 reattributions.Date:01.01.2019 - 09.30.2021Date:01.01.2019 - 09.30.202110E-commerce App Report 2021Downloads, installs, and user acquisitionInstallsGlobally, installs of e-commerce apps have risen by 10% in 2021 compared to 2020. Considering how strong 2020 was for e-commerce app installs including a record Black Friday this is a very positive sign that demonstrates robust and continued growth for the e-commerce vertical.Part 1:Global e-commerce installs 2020 to Q3 2021Jan JanFebFebMarMarAprAprMayMayJun JunJulJulAugAugSepSepOctNovDec2020 202111E-commerce App Report 2021Looking at regional data, some differences become apparent. In APAC, installs rose by 9%, in LATAM they rose by 11%, and in EMEA, they rose by 15% all substantial growth numbers, with the latter two beating out the global average.Sensor Tower data shows the top apps in the e-commerce vertical globally, showing that Shopee has made its way to the top in 2021 so far, with Brazil as its key market.Top e-commerce apps by worldwide downloads 2019 to Q3 2021Insights from Sensor TowerApp Store and Google Play2019 2020 Q1-Q3 2021 Top marketE-commerce install growth 2020 to Q3 2021APAC9%LATAM11%EMEA15%As Google Play is not available in China, China only includes the App Store, while other countries include both. Source: Sensor Tower12E-commerce App Report 2021In terms of downloads growth so far in 2021, India has seen the most impressive spike, with Indonesia and Mexico also outperforming their 2020 numbers.Top countries by e-commerce downloads 2019 to Q3 2021“M-commerce has finally expanded beyond the core shopping markets to become a global phenomenon, with LATAM and APAC exploding in growth. Meanwhile, the trailblazers in the e-commerce space continue to build their user bases in well-established markets like the U.S. and China. Expect retail giants and newcomers alike to thrive on digital channels during the upcoming shopping holidays.” Randy Nelson, Head of Mobile InsightsApp Store and Google PlayQ1-Q3 2019 Q1-Q3 2020 Q1-Q3 20210MIndia RussiaChina Mexico GermanyBrazil IndonesiaUS Turkey France500M450M400M300M200M350M250M150M100M50MMillionsSource: Sensor Tower13E-commerce App Report 2021Effective cost per install (eCPI)Q1 and Q2 of 2021 have seen an uptick in eCPI compared to the same time the previous year. Globally, the cost to acquire users rose from $1.06 in Q1 of 2020 to $1.67 in Q1 of 2021. Q2 saw a more dramatic rise, with install costs rising from $1.31 in Q2 of 2020 to $2.42 in Q2 2021. As app markets grow, app marketers are faced with increased competition for user attention, often resulting in increased install prices. As averages differ from network to network, it can be beneficial for advertisers to explore new partner opportunities, and as we examine below, this appears to be what the industry has pivoted toward. APAC has seen the highest rise in eCPI, more than tripling from 2020 to 2021. Costs went from $0.69 in Q1 2020 to $1.60 in Q1 2021, and $0.42 in Q2 2020 to $1.88 in Q2 2021. In EMEA, the change was similar in absolute terms but more modest in relative terms, rising from $1.06 in Q1 2020 to $1.36 in Q1 2021, and from $1.48 to $2.49 in Q2 2021.eCPI e-commerce H1 2020 vs. 2021$0.00Global APAC EMEAQ1 2020 Q2 2020 Q1 2021 Q2 2021$2.50$2.00$1.50$1.00$0.50Amount in USD14E-commerce App Report 2021Effective cost per click (eCPC)Prices for clicks have also risen in 2021. While Q1 saw a very slight increase, rising from $0.15 in Q1 2020 to $0.16 in Q1 2021, Q2 was more dramatic, up to $0.25 in 2021 compared to $0.15 in Q2 the year before.eCPC e-commerce H1 2020 vs. 2021$0.00Q1 2020 Q1 2021Q2 2020 Q2 2021$0.25$0.15$0.20$0.10$0.05Amount in USD15E-commerce App Report 2021Paid vs. organic installsGlobally, the share of paid installs relative to organic installs is slightly lower in the first half of 2021 (0.44 and 0.42) compared to Q1 of 2020 (0.49), but up from Q2 of 2020 (0.34).Notably, the paid/organic ratio in LATAM has dropped substantially in 2021, down to 0.23 and 0.24 in Q1/Q2 of 2021, compared to 0.49 and 0.47, respectively the previous year, reflecting organic growth in that region. Other regions saw the paid/organic ratio at a high or near-high in Q1 of 2021, compared to 2020 or Q2 of 2021 (with the exception of EMEA, which saw a higher paid ratio in Q1 2020 at 0.35, compared to 0.33 in Q1 2021).Paid/organic ratio H1 2020 vs. 2021 (e-commerce)Global APAC EMEA North America LATAMQ1 2020Q1 2021Q2 2020Q2 2021Number of paid installs for every organic install0 0.1 0.30.2 0.4 0.516E-commerce App Report 2021Reattribution shareOverall reattribution share (the number of reattributions for every install) was high in Q1 of 2020, dropped in Q2 of 2020 and Q1 of 2021, and rose again in Q2 of 2021. This trend is consistent globally and by region, with the exception of LATAM, which has seen higher reattribution shares in 2021 (0.53 in Q1 and 0.52 in Q2 compared to 0.49 and 0.48 in 2020, respectively). EMEA has also seen a reattribution share rise overall, reaching an all-time high of 0.68 in Q2 2021 compared to 0.62 in Q1 2020, 0.5 in Q2 2020, and 0.48 in Q1 2021. Reattribution share H1 2020 vs. 2021 (e-commerce)GlobalEMEAAPACLATAMNorth AmericaNumber of reattributions for every install0 0.2 0.60.4 0.8 1.21.0Q1 2020 Q2 2020 Q1 2021 Q2 202117E-commerce App Report 2021Number of partners per appThe median number of partners per e-commerce app has grown globally but remained consistent in some markets. With a median of three in APAC and North America and two in LATAM, EMEA saw a rise from three per app in 2020 to four in 2021. Globally, the median rose to five in Q2 of 2021, up from four in Q1.Q1 2020 Q2 2020 Q1 2021 Q2 20210Global APAC EMEA LATAMNorth America654321Partners per app H1 2020 vs. 2021 (e-commerce)18E-commerce App Report 2021iOS 14.5+ and the opt-inWhile the lead up to and roll-out of iOS 14.5 on April 26 sent shockwaves throughout the mobile advertising industry, the true impact that Apples ATT opt-in is having is becoming clearer. From the moment the update went live, weve been analyzing our data to get a better picture of the changes and movements happening. While many articles have suggested that global consent rates could sit as low as 5%, weve found that the situation is significantly better, with the e-commerce opt-in rate hovering at an average of 17%. This number can be further bolstered by defining a UX strategy that optimizes toward consent starting with the pre-permission prompt. We predict that consent rates will continue to rise over time. As adoptio