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AppsFlyer, the global leader in mobile attribution, today published its ‘Global App Install Ad Spend’ three-year projection, which anticipates continued robust growth in spend from $57.8 billion last year to $118 billion in 2022.The upward trajectory will be fueled by the growing number of app installs, projected to increase from 204 billion in 2019 to 258 billion in 2022, with key markets including China, India, Indonesia, and numerous countries in Africa experiencing a surge in app users.
As a result, consumer spend in app stores alone reached $120 billion in 2019 maretch news.This projection is based on a predictive model, drawing on AppsFlyer’s own data which included over 30 billion non-organic installs, $48 billion in ad spend, and 72 thousand apps in a 2017-2019 sample.“The share of budgets directed to acquiring new app users will increase faster than the actual increase in mobile search or brand budgets, demonstrating the growing role performance app marketing plays in mobile marketing,” said Shani Rosenfelder, Head of Content and Mobile Insights, AppsFlyer.APAC and LATAM top the growth chartDue to the mega markets of China, India, Indonesia, and Japan, Asia-Pacific commands the largest share of app install ad spend, with over half of global budgets through 2022.
This region is expected to grow by 27% year-over-year through 2022.
China is in a league of its own, with 900 million mobile internet users expected by 2022.“Advances in market measurability have given us increased confidence to include China in the model for the first time despite the existing limitations in measurement,” Rosenfelder explained.
“With an additional 100 million users, a conservative estimate suggests China app install ad spend will reach $15 billion in 2019 and over $22 billion in 2022.”Similarly, app install ad spend across Latin America will remain robust, with Brazil leading the region at over 30% year-over-year growth through 2022 to reach almost $7 billion.North America keeps competitiveBy comparison, the North American base of connected mobile users will only grow 5% by 2022.
The high lifetime value of the average user, in addition to its size, still means a positive growth forecast of 25% year-over-year to reach $27 billion in app install spend in 2022 marketing analytics.“The success of apps has attracted millions of developers to the app stores, creating a hyper-competitive environment.
