Marketing measurement and experience platform, AppsFlyer, has released a new report that shows a rise in in-app spending, despite the fact there has been a fall in downloads.
While the UK may now be heading back under a COVID cloud, Black Friday arrived under more positive circumstances this year, with pandemic restrictions lifted in the UK and in-person shopping returning in force.
This may explain why shopping app installs decreased 30% compared with 2020 figures – according to data provided by
AppsFlyer – with consumers apparently feeling more confident to return to the high street.
AppsFlyer reports spending increase
Despite the reduction in app installs, overall in-app spend increased by 12% compared to last year.
During lockdown, UK consumers collectively saved almost £200 billion; the pent up consumer demand that built throughout a difficult period of restrictions is now being released with mobile apps facilitating purchase journeys by offering ease and convenience.
Encouragingly for mobile marketers, Black Friday is still a big draw for consumers and therefore continues to offer huge revenue opportunities.
Black Friday surge
While overall app installs dropped, they increased by 42% in the week leading up to Black Friday and by 56% on the day compared to the previous three-year average.
In-app spend also increased by 138% on Black Friday, when compared to the same three-year period, indicating that one of the year’s major shopping events still generates huge customer engagement.
This trend was echoed across Western Europe, with Germany recording the highest increase of overall Black Friday app installs at 65%, followed by the UK. France, Germany and Spain also saw a greater spend increase, 151%, 209%, and 195% respectively.
Paul Wright, Managing Director UK, France, MENA at AppsFlyer, said: “The lower overall rate of app downloads shouldn’t be a surprise considering they skyrocketed in 2020, when mobile commerce accounted for 64% of the world’s e-commerce sales; this year’s figures are a natural adjustment in comparison.
“The overall increase in app installs and growing in-app spend during the Black Friday period is incredibly encouraging showing mobile marketers can generate significant revenue gains.
“It’s good news for mobile commerce in general; while the industry is still dealing with the effects of the pandemic and supply chain outage, consumer spending will likely stretch out with apps driving a large portion of sales.
This means marketers should not wait to capitalise on this continued app engagement and accelerate their digital transformation efforts.”