UK mobile app growth sustains momentum post-pandemic

mobile-apps-Image by Gerd Altmann from Pixabay

AppsFlyer, the marketing measurement and experience platform, today released new mobile app data revealing that mobile app installs experienced strong growth in the UK between H1 2021 and H1 2022, and also uncovering in-app purchase trends between March 2021 and February 2022.

Mobile app growth

Non-organic installs (NOI) grew 57% (Android 82%, iOS 36%), suggesting that marketing activity is increasingly effective at driving app adoption, while overall app installs rose 34% (Android 39%, iOS 30%). 

This demonstrates that mobile app usage is not only driven by the global pandemic: mobile apps serve an ongoing, functional purpose in consumers’ lives and installs across the finance and travel sectors continue to reflect changes to consumer circumstances.

Gal Ekstein, President and GM, EMEA and LATAM at AppsFlyer, said: “The pandemic caused dramatic market shifts, but the significant ongoing growth of installs proves mobile apps remain integral to the user experience. 

“From augmented reality (AR) to instant connectivity and improved automation, mobile innovation is shaping major sectors such as finance, retail, and health, giving users the ability to execute essential daily tasks with ease. 

“We’re seeing mobile apps democratise access to investments, help people manage their physical and mental health, provide convenient and personalised ways to shop, connect with loved ones, and so much more.”

Consumers turn to mobile apps while tackling financial concerns

With the rising cost of living, consumers are becoming more mindful of their money and installs for finance apps, including banking, investment, and loan apps, have increased by 21%. 

Businesses in the finance space are expanding their marketing activities in response, as mobile-first players aim to boost user acquisition and their traditional counterparts look to expand app adoption across their large user base. 

Due to marketers’ increased spend, finance NOI also grew 48%.

This environment has heightened the competition to stand out, as challenger banks, traditional banks, and digital financial services have all prioritised optimising their digital channels over this period.

Otávio Tranchesi, Industry Lead Finance, EMEA & LATAM at AppsFlyer, said: “Consumers are looking for services they can trust as economic uncertainty continues to impact their lives. 

“Businesses in the finance space need to provide assurance that they have users’ best interests at heart. 

“Finance businesses can use their mobile apps and marketing efforts to build this trust and ensure transparency around the things that matter to consumers, such as robust security measures, potential fees, and clear terms and conditions.”

Travel apps are increasingly popular as countries lift restrictions

Travel app installs grew by a massive 89% (64% Android, 108% iOS) between H1 2021 and H1 2022, coinciding with the ease of Covid restrictions globally and the return of domestic and overseas travel.

Consumers’ post-lockdown desire to travel also meant that this spending within travel apps almost doubled between H1 2021 and H1 2022, with an increase of 94%.

The ability to book tickets and accommodation on mobile makes apps a valued part of the consumer journey. By continuing to deliver convenience, travel companies can further improve revenue and user retention.