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Mobile Shopping Persists Amid Global Reopenings with Purchases Up 30% January to May 2021, Says New Report from Liftoff and App Annie

Annual shopping apps report also shows Android edges out iOS in return on marketing spend


Palo Alto, Calif. – WEBWIRE

We are living in an era that will be defined by mass adoption of new technologies, and retail apps are reaping the benefit—our analysis over the last five years has shown a strong and continuous trend of consumers racing to these platforms and forming new shopping habits,” said Mark Ellis, co-founder and CEO of Liftoff.

Liftoff, a global performance-based mobile app marketing optimization platform, in partnership with the global data and analytics company App Annie and native mobile app platform Poq, today released its annual mobile shopping apps report detailing the rapidly-growing market. The study reveals a historic and prolonged surge in mobile shopping apps use in the wake of the COVID-19 pandemic, as well as Android’s outperformance of iOS in key marketing metrics. 

The report draws on more than 95 billion ad impressions, 1.1 billion clicks across 14 million installs, and 39 million in-app events between June 1, 2020, and June 1, 2021, to find:

The pandemic put the booming retail app industry into hyperdrive -- and it’s not slowing down 
The analysis highlights that consumers flocked to mobile retail amid COVID-19 restrictions, boosting a years-long trend of increased adoption in the sector. Globally, the report shows mobile users spent 49% more time on these apps since January 2020, reaching nearly 18 million hours spent weekly in April 2021. Regionally, APAC experienced the most significant growth in time spent (54%), followed by the Americas (40%) and Europe and the Middle East (EMEA) (38%). 

Mobile buying has persisted despite the initial global reopening period, a promising sign that these growth trends are here to stay. Specifically, the analysis revealed a 30.1% increase in purchase rates from Jan 2021 to May 2021 (growing from 15.3% 19.9%). Purchase sizes also spiked, with baskets hitting a high $88 in June 2021, compared to January’s $74 -- a 15.8% increase. 

“We are living in an era that will be defined by mass adoption of new technologies, and retail apps are reaping the benefit—our analysis over the last five years has shown a strong and continuous trend of consumers racing to these platforms and forming new shopping habits,” said Mark Ellis, co-founder and CEO of Liftoff. “Continued interest in mobile shopping—even amid physical reopening - suggests that this isn’t an ephemeral trend but a new normal that will outlast these Covid times.” 

“As the retail industry moves toward pandemic recovery, time spent in mobile shopping apps is up 30% YoY, said Sam Yang, SVP Global Field Operations, App Annie. ”Retailers have heavily relied on mobile commerce over the past year to make up for the decrease in in-person purchases. Even as the pandemic restrictions are lifted and stores open to in-person shopping, we predict that mobile commerce will continue to rise and present a key element for retailers to capitalize on"

Android edges out iOS as the leading platform for retail 
In the ongoing “platform wars,” Android shows great promise—especially in retail. Android users were highly-engaged with shopping apps, spending a collective 2 billion hours a week on these apps as of May 2021, a 51% increase year-over-year.

The report found that Android’s $2.13 cost-per-install (CPI) was 55% less expensive than the $3.85 of iOS, while simultaneously offering a greater install-to-action rate: 16.5%, compared to the 11.3% of iOS.

For more details on Liftoff and to download the full report, visit here

Methodology
The 2021 Shopping Apps Report draws from Liftoff and App Annie’s internal data from June 1, 2020, through June 1, 2021—which spans 95 billion ad impressions, 1.1 billion clicks across 106 different apps, 14 million installs and 39 million events between June 1, 2020, and June 1, 2021. Specifically, the report tracks costs and conversions globally, breaking down key engagement activities and trends to compare performance across regions (North America, LATAM, EMEA, and APAC).

About Liftoff 
Liftoff is a complete mobile app marketing platform that helps companies acquire and retain high-quality mobile app users at scale. Liftoff uses prediction intelligence and unbiased ML to find engaged users at scale for mobile app marketers, creative testing to deliver the most engaging ad experience and a unique cost per revenue model to optimize for LTV goals. Liftoff is proud to be a long-term partner to leading brand advertisers and app publishers since 2012. Headquartered in Redwood City, Liftoff has a global presence with offices in New York, San Francisco, Seattle, Berlin, London, Paris, Singapore, Seoul, and Tokyo.

About App Annie
App Annie is the industry’s most trusted mobile data and analytics platform. Our mission is to help customers create winning mobile experiences and achieve excellence. We are unmatched in our data science capabilities and are the only market data provider that derives estimates and insights from an AI driven model. Founded in 2010, the company launched the first mobile market data solution. More than 1,100 enterprise clients and over 1 million registered users across all geographies and industries rely on App Annie to drive their mobile business. The company is headquartered in San Francisco with 12 offices worldwide.

About Poq
Poq is a MACH-certified, cloud-based native mobile app platform that empowers brands and retailers to create outstanding shopping experiences. Anywhere. Poq-powered iOS and Android apps enable brands and retailers to build stronger brands, sell more both instore and online, deepen customer loyalty and deliver highly relevant content, communications and rewards. Clients include global brands and retailers, such as Cotton On, Ardene, Cotton Traders, Hot Topic, Surfstitch, Card Factory, and more. 


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 Liftoff
 Shopping Apps
 Report
 Retail
 App Annie


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