Adjust, a global app marketing analytics platform, has released its annual Mobile App Trends Report, which shows mobile app growth continuing to accelerate globally in 2021. After climbing 50% across all verticals year-over-year (YoY) in 2020, app installs are up 31% YoY in the first quarter of 2021, while sessions, which increased by 30% in 2020, are up by another 4.5%. 

The report – based on Adjust’s top 2,000 apps and its dataset of apps tracked across gaming, e-commerce, and fintech – analyses long-term trends in installs, sessions, time spent in-app, retention and re-attribution rates across the globe. These insights enable developers and marketers to better understand their audience and the state of the app economy.

However, with the release of iOS 14.5 and new privacy laws beginning to be implemented, the mobile ecosystem is becoming more competitive than ever. It’s going to be really tricky to gain helpful insight, with users becoming more and more concerned about their privacy.

However, IDFA doesn’t completely diminish the use of personal data. It means focus should be placed on building data-driven and user experience-focused strategies in order to gain the insights needed to create personalised campaigns and build brand trust and engagement.

Taking a more holistic approach to reporting will mean creativity can be harnessed, and although difficult, the data depreciation may lead to more thoughtful campaigns.

Paul H. Müller, Co-Founder and CEO of Adjust said: “The app economy experienced immense growth in 2020, as people all over the world realised the benefits of mobile in many aspects of their daily lives.

“For mobile marketers, the potential to reach new users is at an all-time high, but so is competition. As we move through 2021, and begin a new era with iOS 14, the importance of enhancing marketing through automation and understanding how users behave in-app throughout their entire journey is more pivotal than ever.” 

It will be really interesting to see how these figures change following the change in privacy laws, as they are implemented more. Here’s some more information about how the performance industry is reacting to the iOS 14.5 update.