Amazon Prime Day has officially announced Prime Day for June 21 and 22, 2021, and consumers are already gearing up for _Amazon’s_ biggest shopping day of the year. Digital commerce has increased immensely over the past year and is on track to surpass $11 trillion in sales in 2021 — _Amazon_ alone added 50 million Prime subscribers during the pandemic due to the closure of brick and mortar stores.
As pandemic restrictions loosen and indoor dining reopens at greater capacities, the convenience of food and grocery delivery is expected to remain a key part of consumers’ daily lives. Globally, we’ve seen weekly active users of top food delivery apps increase significantly in the weeks pre-pandemic to our new normal today.
As European football continues to expand its international footprint, leagues are exploring ways to create expanded fan engagements outside of the arena. English and European clubs presented a 28.9 billion euro market opportunity prior to pandemic shutdowns. Today, mobile presents a valuable opportunity for viewing games, team communications and engaging experiences such as timely promotions and gamified experiences.
Southeast Asia is a major region for mobile gaming growth — with markets seeing up to 55% growth in consumer spend. Vietnam is a major market in terms of both being home to a stronghold of mobile apps and game publishers as well as having a heavily mobile-first consumer base.
In 2020, top Star Wars mobile games saw over a 900% increase in downloads on Star Wars Day. Today, Disney+ will be releasing Star Wars: The Bad Batch to coincide with Star Wars Day (“May the Fourth”) — an annual celebration of the franchise’s dedicated fanbase. Last year, Disney+ released an eight-episode docuseries with behind-the-scenes footage from The Mandalorian.
If we live in an attention economy, then there's no doubt where people are currently directing their eyeballs. Our new data for Q1 2021 reveals that consumers are spending more time than ever in apps – and the surges in some countries have sent daily dwell times past five hours. In a stay-at-home year for billions of people, the app habit grew stronger in all markets analysed. The global average time spent was 4.2 hours a day, up 30% compared to two years prior. In Q1, daily time spent passed four hours in the US, Turkey, Mexico and India for the first time. In Brazil, South Korea and Indonesia, it was more than five hours.
Estimates show that around 22.2 million jobs were lost during the pandemic. That said, the recent Labor Department reports have shown a resurgence in hiring, particularly in industries like retail and restaurants as businesses begin to re-open with easing lockdown measures. This influx of people looking for new jobs during the pandemic has sparked a greater need for virtual hiring and recruitment through mobile apps. As a result, the increased demand has brought about new platforms that have an all-in-one approach for hiring, with an emphasis on features such as video interviews. Traditional platforms such LinkedIn and Indeed are also seeing significant growth. Linkedin and Indeed saw 25% and 20% quarter-over-quarter global download growth in Q1 2021, respectively, to date (Mar 28, 2021). For example, our State of Mobile report found that LinkedIn ranked second for apps most likely to be used by Millennials in 2020.
Crash Bandicoot: On the Run has launched across iOS and Google Play worldwide on Mar 25, 2021. In just one day, the game has garnered over 9.1 million downloads in the top 8 markets alone including the US, Brazil, Mexico, Italy, Russia, France, Germany and Spain. The game saw 2.6 million downloads in the US alone, ranking #1 Overall by downloads across iOS and Google Play.
The pandemic has significantly increased the demand for at-home fitness, so much so that health and fitness app downloads increased 30% in 2020. Not only are consumers spending more time working out at home, but they are looking for new, interactive ways to keep moving. And many have turned to connected devices to keep moving. In fact, within the top 10 IOT (Internet of Things) and fitness tracking apps, we've seen download growth in the triple digits from Strava and Nike Training Club — the latter offering access to premium features for free during the height of the pandemic — a change they made permanent in July 2020.
The average mobile consumer has an increased number of apps downloaded on their mobile device. In H2 2020, the average consumer had 110 apps installed, an increase from 87 apps during the same period 2 years ago. The pandemic accelerated this behavioral change hitting a peak in hours spent during H1 of 2020 (when lockdowns were at their peak). Time spent in apps remains high even as many consumers are now able to venture out in a post-lockdown period.
The State of Mobile Gaming 2021 data proves that, yet again, games dominate the mobile app business. This is especially true when it comes to revenue. Consumers spent $143 billion on apps in 2020. Of that, $100 billion went on games. In other words, for every dollar spent on iOS and Google Play, games took 70 cents. Gaming also dominated the market in terms of downloads, although not to the same extent. 36% of all mobile app downloads in 2020 were games – that's 80 billion downloads out of 218 billion overall.
In 2018, investment bank UBS published an 82-page report titled “Is the kitchen dead?” It made a strong case for the rise of online food ordering. It estimated the market to be worth $35 Billion, but said it could grow 20% a year to $365 billion by 2030. It even made the dramatic statement: “There could be a scenario whereby 2030 most meals currently cooked at home are instead ordered online and delivered from either restaurants or central kitchens.”
With 2020 in the rear-view mirror, we can gauge the true impact of COVID-19 on the Business & Productivity app space, and it was truly remarkable. Our State of Mobile Report reveals that consumers across the world installed Business and Productivity apps 7.1 billion times in 2020 – up 35% from 2019. Predictably, the biggest surge began in mid-March 2020 when shelter-in-place became the norm across many regions. At this time, millions of employees were restricted from visiting their offices and had to find new ways of collaborating from home. While there was a surge in the spring, Business & Productivity app downloads remained high, as they were a consistent area of focus for the rest of the year and beyond.
The mass migration from broadcast TV to on-demand – and from big-screen to mobile – started a decade ago. Lockdown moved it to a new level, with app-based video streaming up 40% in a year. According to our State of Mobile 2021 report, global mobile consumers streamed 146 billion hours on mobile devices in Q1 2019. By Q4 2020 they were streaming around 240 billion hours — a rise of nearly 65% in 2 years. The increase for 2020 alone was 40% to 935 billion hours.
Mobile retail scales new heights in 2020 as COVID closes physical stores. Consumers also begin experimenting with next-gen smartphone shopping habits: social commerce and livestream shopping. It's become a cliche to talk about how 2020 accelerated consumers towards a new (digital) normal. But this was never more true than in retail. In our State of Mobile 2021 report, we showcase how 2020 came to be the biggest mobile shopping year to date. Global time spent in shopping apps (outside of China) grew 45% year over year.
It is no surprise that consumers have quickly adopted app banking over the last 10 years, which is available 24 hours a day with no waits. However, the retail banking app is just one facet of a wider revolution in mobile finance. Investing, payments, loans – all are being upended by agile new digital replacements. In 2020 – powered by COVID-19 stay-at-home orders – consumers embraced these new alternatives in record numbers.
Whether it’s a strained pandemic relationship coming to an end or individuals looking for companionship after a long year alone, dating app usage and spend have increased significantly in the past year. Consumers spent over $3 billion on dating apps in 2020, up 15% YoY globally, seeing a total of 560 million dating app downloads. Going into Valentine’s Day, we can expect this trend to continue with the most popular dating apps encouraging users to put themselves out there.
If you can guarantee one thing about the Health and Fitness app market it is this: downloads will explode in January, then taper during the rest of the year. Why January? Simple. It's when holiday excess and New Year resolutions inspire millions of people to get fit. But, as we know, last year was different. In 2020 it was April, not January, that saw the biggest spike in downloads of Health and Fitness apps globally at 276 million, up 80% year over year.
While COVID-19 impacted so many industries last year, real estate fared quite well. In the United States, home prices hit a record high in 2020 — just above $320,000, while the UK saw their average house price rise 7.6% compared to 2019. By forcing employees across the globe to work from home and students to learn from their bedrooms, many consumers began to flock away from cities and into the suburbs for more space.