Report Summary:

The State of Mobile in 20202019’s Need-to-Know Numbers:

• Consumer and mobile ad spend to top $380 billion globally in 2020.

• $120 Billion worldwide app store consumer spend in 2019 — 2x global music industry.

• Mobile gaming on track to surpass $100B across all mobile app stores in 2020.

• 204 Billion worldwide app downloads in 2019 — a new annual record.

• 3.7 hours / day spent in mobile by the average user in 2019 — up 10% YoY and 35% 2 YoY.

• 825% higher average IPO valuation for mobile companies in 2019.

• 60% higher average user engagement by Gen Z versus older demos (aged 25+) in 2019 in non-gaming apps.

• Mobile ad spend set to reach $240 billion in 2020, up 26% YoY from $190 billion.

Mobile’s Transformation of Key Industries:

GAMING

• $86 billion spent globally in mobile gaming, 25% more than all other gaming combined (home console, PC / Mac gaming, handheld console).

• Core games represented 18% of global downloads of top games, 55% of time spent and 76% of consumer spend.

• More spending on branding campaigns in games than ever before: 74 cents of every dollar globally.

• In 2019, 1121 games surpassed $5M in annual consumer spend.

NON GAMING

• In-app subscriptions fueled 96% of consumer spend in top non-gaming apps in the US, disrupting industries from dating to health & fitness to music to sports to video streaming to education to business and productivity.

FINANCE

Fintech had a breakout year globally: Postbank BestSign, Pay Pay, NH Smart Banking, China Individual Income Tax, Monzo, Google Pay and Cash App were the #1 Finance apps by year-over-year growth in annual downloads in Germany, Japan, South Korea, China, UK, France and the US, respectively.

• Globally, consumers accessed finance apps 100% more from 2017 - 2019.

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RETAIL

Time spent in US shopping apps drove online and in-store sales, correlating very highly at an r-value of 0.94.

• Global shopping app downloads grew 60% from 2017 to 2019 and 20% year over year.

• Hours spent in-app during the holidays nearly doubled (40% YoY growth).

VIDEO STREAMING

Disney+ and TikTok disrupt the video streaming market. 25% of Netflix iPhone users in the US also use Disney+. Driven by the increasing popularity of video, TikTok exceeded 68 billion hours in global time spent — proving its dominance as both a social networking and entertainment app.

SOCIAL

50% of time spent on mobile is in Social and Comms apps — up 25% from 2017.

DATING

Tinder was the 2nd highest non-gaming app for consumer spend over the last decade.

To uncover deeper insights, trends, and mobile leaders across these industries and more — health and fitness, sports, and ride-sharing — read our State of Mobile 2020 Report:appannie.com/go/state-of-mobile-2020/