AppsFlyer Latest Report Reveals Asia’s Mobile Market Surges with 10x Growth in App Installs
AppsFlyer releases State of App Marketing in APAC, revealing that 1 in 5 ad dollars comes from Asian apps, accounting for 20% of global ad spend
San Francisco & Bangkok – December 12, 2024 – AppsFlyer today released the State of App Marketing in APAC: 2024 Edition, shedding light on the remarkable growth of Asia’s mobile market. The report highlights a tenfold increase in app installs since 2017, alongside $9.1 billion in Android ad spend in 2023, cementing Asia’s position as a global leader in mobile innovation.
The report reveals that while growth is happening across all verticals, non-gaming apps have taken the lead post-pandemic. In H1 2024, year-over-year growth in paid installs across APAC hit 22%, with non-gaming apps surging 31% and gaming apps growing by 8%. In addition, Asia’s apps are seeing incredible growth overseas as well. The top five countries leading the app export game are China, India, Japan, Vietnam and Indonesia. China stands out as the clear frontrunner, driving most of the exports—yet other countries are also making strong moves globally.
“Asia has always been a beacon of innovation, and this report highlights just how transformative the region’s mobile market has become. The scale of growth we’re seeing—both in app installs and global ad spend—is a testament to the creativity, resilience, and ambition of businesses across APAC,” said Ronen Mense, President & Managing Director, AppsFlyer APAC. “Technology is the great enabler, allowing brands in APAC to not only scale within their local markets but also make a global impact. To sustain this momentum, marketers should focus on driving install growth across the region, staying flexible with ad budgets to match shifting trends, and exploring alternative monetization models to offset declining in-app purchase revenues.”
Key Findings:
- 1 in 5 Ad Dollars from Asian Apps: Asian apps are responsible for 20% of global ad spend, with ambitious growth strategies targeting Western markets and developing economies in LATAM and Africa.
- Install Growth Outpaces Global Average: Since 2017, install rates in APAC have soared, more than doubling the global average. The region’s app economy is booming across all verticals.Paid app installs in Asia grew by 22% year-over-year in H1 2024, driven by a 31% surge in non-gaming apps and 8% growth in gaming apps.
- Hybrid Revenue Models Gain Traction: Up from 36%, 43% of gaming apps now use a hybrid model, splitting revenue between in-app purchases and ads—a trend growing worldwide, not just in APAC.
- Remarketing Takes the Lead: Remarketing campaigns for non-gaming apps outpaced user acquisition (UA) efforts in 2024, reflecting a shift towards retaining and re-engaging users.
- India Dominates Gaming and Ad Spend: These two markets have grown their gaming market share to become key players in the region’s mobile gaming scene. India has emerged as a major force in app marketing, with a 5x increase in gaming investment and 63% growth in non-gaming app ad spend since 2021.
Methodology
AppsFlyer’s State of App Marketing in APAC – 2024 Edition is a first-of-its-kind analysis, examining the performance of apps running campaigns in APAC, whether developed there or elsewhere, to provide a complete picture of the mega-region’s app market. The report is based on the performance of AppsFlyer clients in the APAC region, including 65,000 apps actively marketed in APAC, with 90% (59,000 apps) owned and operated by Asian companies; nearly 30 billion installs and $12.7 billion of US spend were measured across APAC in the past year.
About AppsFlyer
AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room and privacy preserving technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and 10,000+ technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.
Media Contact:
Victor Zhang
Communications Manager, AppsFlyer APAC
