State of Mobile | Copyright 2020

Worldwide Downloads

in 2019

Worldwide App Store

Consumer Spend

in 2019

Per day spent in mobile

by the average user

in 2019

Higher avg IPO

valuation for mobile

companies in 2019

Higher per user

engagement

by Gen Z vs older

demos in 2019

Executive Summary

204B

$120B

3.7 Hrs

825% 60%

2 0 2 0 S T A T E O F M O B I L E

Table of Contents

● Macro Mobile Trends 5

● Gaming 13

● Finance 22

● Retail 27

● Streaming 32

● Social 36

● Other Industries Embracing Mobile Transformation 40

● Worldwide Rankings 45

The Mobile Performance Standard

Through our mobile data and insights platform, we help

create winning mobile experiences for those aspiring to achieve excellence

Note: iOS, Google Play, Third-Party Android in China combined

Country-Level Downloads

Worldwide Downloads

Growth From 2016 to 2019

— Worldwide 45%

— China 80%

— India 190%

— United States 5%

— Brazil 40%

— Indonesia 70%

Top Countries by App Store Downloads

120B

100B

80B

60B

40B

20B

200B

160B

120B

80B

40B

2016 2017 2018 2019

MACRO MOBILE TRENDS

Consumers

Downloaded a Record

204 Billion Apps

● Annual worldwide downloads have grown 45% in

the 3 years since 2016 and 6% year over year,

which is particularly impressive given this excludes

re-installs and app updates.

● Downloads are largely fueled by emerging

markets, including India, Brazil and Indonesia.

● Consumers in mature markets like the US, Japan

and Korea have seen download growth level oﬀ,

but are still seeking out new apps. Downloads in

2019 alone topped 12.3B, 2.5B and 2B in the US,

Japan and South Korea, respectively.

240B

Note: Spend is gross — inclusive of any percent taken by the app stores;

iOS, Google Play, Third-Party Android in China combined

Country-Level Spend (USD)

Worldwide Spend (USD)

Growth From 2016 to 2019

— Worldwide 110%

— China 190%

— United States 105%

— Japan 45%

— South Korea 100%

— United Kingdom 85%

Top Countries by App Store Consumer Spend

$70B

$50B

$30B

$20B

$10B

2016 2017 2018 2019

MACRO MOBILE TRENDS

Consumer Spend Hit

$120B, up 2.1x From 2016

● Games now make up 72% of all app store spend.

Subscriptions in non-gaming apps fueled growth

in spend, from 18% share in 2016 to 28% in 2019.

● China remains the largest market, making up

40% of global spend.

● Spend in both mobile gaming and non-gaming

mobile subscriptions has fueled growth in

mature markets like the US, Japan, South Korea

and the UK.

● By 2023, the mobile industry is set to contribute

$4.8 Trillion to global GDP.

$0B

$40B

$60B

$140B

$120B

$80B

$40B

$20B

$0B

$60B

$100B

+20%

+60%

+15% +15%

+10%

+15%

+25% +15%

+25%

+15%

+25%

Note: Android phones

Weighted

Average

Among

Selected

Markets

Indonesia China Brazil South Korea India Japan Canada United

States

Russia United

Kingdom

France Germany

2017

Average Daily Hours Spent Per Device on Mobile

Emerging Markets Mature Markets

MACRO MOBILE TRENDS

Mobile Is Our Go-To

Device, Capturing

3 Hrs 40 Min Per Day

● Across the markets analyzed, consumers are

spending 35% more time in mobile in 2019 than

2 years prior.

● Mobile-ﬁrst emerging markets like Indonesia,

Brazil and India continue to spend the most time

in mobile each day.

● France, India and Canada saw strong growth

with the average user spending 25% more time

in mobile each day in 2019 than in 2017.

2018 2019

Bubble Size = Valuation (USD)

Companies Sorted Alphabetically on X-axis

Note: Technology IPOs globally

In absence of valuation, debut market cap was used.

IPO Valuation or Market Cap (USD) for 195/214 companies available

Mobile Centricity in 2019’s Technology IPOs

USD Valuation

$83B

$20B

$524B

Non-Mobile

Mobile -

Secondary

Focus

Mobile - Core

Aggregate

Valuations

Alibaba Group

$167.6B

Prosus & Naspers

$100B

Uber

$82.4B

Mobile-First Companies

Saw 825% Higher Avg

IPO Valuation

● The 3 largest initial public oﬀerings (IPOs) in

2019 were companies with mobile as a core

focus of their business: #1 Alibaba Group

($167.6B USD), #2 Prosus & Naspers ($100B

USD), #3 Uber ($82.4B USD).

● Mobile-focused companies had a combined

$544B valuation, 6.5x higher versus

companies without a mobile focus.

● These are further indications that mobile is

essential to succeeding with customers in

2020 and beyond.

MACRO MOBILE TRENDS

Distribution of Consumer Spend in Top 250 Non-Gaming Apps

Between Apps With Subscriptions and Apps Without Subscriptions

United States, 2019

— iOS - Subscription

— iOS - Non-Subscription

— Google Play - Subscription

— Google Play - Non-Subscription

77%

19%

In-App Subscriptions

Contribute to 96% of Spend

in Top Non-Gaming Apps

MACRO MOBILE TRENDS

● On iOS in the US, 97% of non-gaming consumer spend in the top

250 apps was driven by apps with subscriptions in 2019. On

Google Play, this was slightly lower at 91%.

● Dating and video streaming apps have seen strong success with

in-app subscriptions: Tinder, Netﬂix and Tencent Video topped the

2019 consumer spend chart for non-gaming apps.

● Publishers are taking advantage of the expanded monetization

opportunities from in-app subscriptions. On Google Play, 79% of

the top 250 apps by spend in the US monetized through in-app

subscriptions in 2019. On iOS, this was higher at 94%.

“2019 was a year of explosive growth for PicsArt. App Annie data showed

PicsArt was the #4 top grossing app worldwide in the photo and video

category. With the rise of visual communication, we’re seeing more and more

users - particularly millennials and Gen-Z’ers - willing to spend money for

all-in-one editing apps with premium features like PicsArt.“

Jeﬀ Roberto, VP Growth Marketing, PicsArt

Note: Combined iOS and Google Play combined

Amazon Alexa Amazon

Roku Roku

Google Home Google

Xbox Microsoft

Ring - Always Home Ring.com

Fitbit Fitbit

Android Auto Google

HP All in One Printer Remote Hewlett-Packard

Amazon Fire TV Remote Amazon

DIRECTV AT&T

PS4 Remote Play Sony

Rokie - Roku Remote Kraftwerk 9

Nest Google

Samsung Gear Samsung Group

Bose Connect Bose

Top IoT Apps in 2019 by Downloads, United States

Mobile Is the Central

Nervous System of

Our Connected Lives

MACRO MOBILE TRENDS

● In the US, there were over 106 million downloads of the

top 20 IoT (Internet of Things) apps in 2019 alone.

● Mobile is set to be the brain for all devices and screens

everywhere — whether streaming to Apple TV or

Chromecast or controlling features in your car.

● The new decade ushers in the next phase of mobile,

with smartphones serving as the primary interface

through which we interact with the world around us.

● With major players in the industry working together to

create IoT standardization, the industry is primed for

growth. By 2025, there will be 25.2 billion connected

devices, up 177% from 2018.

Note: Combined iOS and Google Play

Note: Top 25 Apps by MAU excluding pre-installed apps,

Android phones only, Average across Brazil, Canada,

France, Germany, Indonesia, Japan, South Korea, UK, US

Don’t Miss Out: Gen Z Has

60% More Sessions Per

User in Top Apps Than

Older Demographics

MACRO MOBILE TRENDS

● 98% of Gen Z (born 1997 - 2012) report owning a

smartphone.

● Gen Z is expected to surpass Millennials as the largest

generation by the end of 2019, comprising roughly 32%

of the population.

● It is imperative to win Gen Z on mobile, or risk missing

out on a mobile-native generation of consumers.

3.8

HOURS

150

SESSIONS

Spent per app per month per user

among top 25 non-gaming apps

on average

Per app per month per user

among top 25 non-gaming apps

on average

“Millennials and Gen Z have over $1 trillion in direct spending

power, and will continue gaining inﬂuence in 2020 and beyond. In

order to reach them, marketers need to take advantage of

immersive mobile platforms like Snapchat, where we build

engaging mobile experiences and drive powerful incremental reach

among younger audiences.”

Kathleen Gambarelli, Group Product Marketing Manager, Snapchat

Gen Z’s Mobile Engagement in 2019

$190B

$240B

2019 2020F

+26% YoY

Global Mobile Ad Spend

MACRO MOBILE TRENDS

● Mobile ad spend to reach $240B as brands harness mobile’s

potential.

● The streaming wars will heat up in 2020 and consumers will decide

where they spend their 674B hours on mobile.

● Apple Arcade and Google Play Pass will result in innovative new

games for consumers and new revenue streams for publishers.

● 5G Is the next battleground, and gamers will be ﬁrst to reap the

rewards.

● Consumer and mobile ad spend to top $380 billion globally in 2020.

● View our Top 5 Predictions for 2020.

2020 Is Set to Be Mobile’s

Biggest Year, With Advertising

Fueling Revenue

"As most growth marketers know all too well, driving performance through

programmatic channels, be it CPA, ROAS or LTV, comes down to two

things: (1) having a broad set of high quality unbiased, fraud-free user

data, and (2) a rigorous practice for building and testing ad creatives. To

successfully scale UA on mobile, marketers must invest equally in each."

Dennis Mink, VP Marketing, Liftoﬀ

Global Consumer Spend in Games

USD (Billions)

2015 2016 2017 2018 2019

$100B

$80B

$60B

$40B

$0B

— Mobile Gaming

— All Other Gaming

(Home Console,

PC/Mac Gaming,

Handheld Console)

Note: Other Gaming data from IDC; 2019 data for other gaming is projected,

Mobile Gaming data is iOS, Google Play, Third-Party Android in China combined

Mobile Gaming Is the

World’s Most Popular

Form of Gaming

MOBILE GAMING

● Mobile games in 2019 saw 25% more spend

than in all other gaming combined.

● Call of Duty: Mobile and Mario Kart Tour

launched on mobile in 2019 — evidence of

console migrating to mobile to capitalize on the

larger market.

● Mobile gaming extended its global lead in

consumer spend to 2.4x PC/Mac gaming and

2.9x home game consoles in 2019.

● Mobile has democratized gaming, allowing for

a portable gaming console to be in the pocket

of nearly every consumer.

● Mobile gaming is on track to surpass $100B

across all mobile app stores in 2020.

20142013

$20B

Note: Genre breakdown among top 100 Games by

downloads, Combined iOS and Google Play

Share of Global Downloads by Gaming Genres in 2019

Casual Arcade Games

Contributed 47% of

Games Downloads

● Games within Casual genres, led by Arcade and Puzzle, were the

most downloaded globally in 2019. Since users tend to switch

between multiple Casual Games, many companies leverage a

portfolio of Casual Games to retain high user bases overall.

● Publisher Good Job Games had a breakout year with multiple

Casual Games topping the charts. Fun Race 3D ranked #5 by

global downloads in 2019, despite only launching in May.

● Core Games represented almost one-ﬁfth of global downloads.

Free Fire was the most downloaded Core Game of 2019, falling

under the Action subgenre.

MOBILE GAMING

"One of our crucial pillars of performance for 2020 is ASO. We

achieved 200% growth in organic downloads of the 24 months

ending Dec 2019 versus the 24 months prior across our portfolio of

games. App Annie has been a critical partner in achieving and

surpassing our goals."

Nadir Garouche, Senior Growth Manager, Tilting Point

Arcade

47%

Puzzle

21%

Casual - Other

15%

Action

Shooter

Core - Other

18%

82%

Core

Casual

Share of Global Time Spent by Gaming Genres in 2019

Note: Genre breakdown among top 100 Games

by Android Phone MAU

Core Games Represented Only

18% of Downloads, Yet 55% of

Time Spent in Top Games

● Core Games tend to drive deeper engagement and longer

gaming sessions. Mobile devices have made strides in power

and hardware capabilities, enabling Core Games to ﬂourish. 5G

will make it even easier to play Core Games on-the-go.

● Increasingly, games incorporate gameplay and design

elements across genres. It’s important to analyze deeper

gaming category information to understand this hybridization

and how to leverage it.

● Within Core Games, Action represents the biggest portion of

time spent. In 2019, PUBG MOBILE was the #1 Action Core

Game by time spent on Android phones globally in 2019.

● Among Casual Games, Puzzle Games saw the most time spent

in 2019. Anipop was the #1 Casual Puzzle Game by time spent,

representing 10% of all time spent in the top 100 Games.

MOBILE GAMING

Casual

Core

Casino

Puzzle

34%

Simulation

Casual - Other

Traditional

0.6%

Hybrid / Other

0.3%

Action

38%

55%

44%

RPG

Core - Other

10%

Share of Consumer Spend by Gaming Genres in 2019

Note: Genre breakdown among top 100 Games by consumer

spend, Combined iOS and Google Play

Core Games Made Up 76%

of Spend, Echoing the

Growing Shift Towards Core

Gaming in Western Markets

● Core RPG, Strategy and Action Games combined made

up over half of consumer spend in key APAC markets —

such as China, Japan and South Korea.

● Core Games enage gamers deeply, leveraging extensive

customization, competitive online play, and season pass

membership to cultivate stickiness. The #1 Core Game by

consumer spend in 2019 was Fate/Grand Order, an RPG.

● Only 1% of time spent was in Casino Games, yet they

accounted for 6% of total spend. Coin Master was the #1

Casino Game in 2019 by consumer spend and was

particularly popular in the US, UK and Germany.

MOBILE GAMING

Core

Casual

Casino

18%

76%

RPG

38%

Strategy

17%

Core - Others

21%

Puzzle

13%

Simulation

Casual - Other

Traditional

Casino - Hybrid / Other

Companies Increased

Spend on Branding Ad

Campaigns in Games

MOBILE GAMING

● Games have historically been used for performance advertising,

but companies are increasingly running branding campaigns in

mobile games.

● In November 2019, for every dollar a brand DSP spent on

MoPub’s exchange, about 74 cents went to a gaming publisher

— a 19% increase year over year.

● One major factor that makes gaming inventory eﬀective for

brands is that it oﬀers engaging formats like full screen video.

On MoPub’s exchange, the average rewarded video completion

rate in games was 93% in November 2019. MoPub has seen

brand spend increase on video by approximately 180% year

over year in November 2019.

Note: Source is MoPub; Brand DSPs as determined by MoPub (aka

omni-channel DSPs) run the majority of their campaigns with a focus on

meeting branding or brand performance KPIs

Nov 2018 Nov 2019

$1.00

$0.80

$0.60

$0.40

$0B

$0.20

Cents of Every Dollar Spent

Distribution of Brand DSP Spend on MoPub’s Exchange

+19%

$0.62

$0.74

— Spend in

Non-Gaming Apps

— Spend in Gaming

Apps

"A common misconception in mobile in-app gaming is that the audience skews

younger, meaning they don't possess any major buying power. The reality is that

people across diverse demographics (both men and women of assorted ages) are

playing games on their phones. According to our data, gaming ARPDAU was at least

2.5 times higher than any other vertical in November 2019. This is a signal that the

gaming user is becoming more valuable to both advertisers and publishers.”

Nayef Hijazi, Head of Product Marketing, MoPub

Note: iPhone only for China. Top games made up of top 20 Games that were ﬁrst

released within 2019 by Combined iOS and Google Play Consumer Spend

Distribution of ARPU Among 2019 Releases

Top 20 Games by Consumer Spend

#1 App by Monthly

ARPU in Select

Market

South

Korea

Japan China Canada

United

Kingdom

United

States

Germany France Russia Brazil Indonesia India

Indexed ARPU

South Korea Saw

Highest ARPU Among

2019 Game Releases

MOBILE GAMING

● Among the markets analyzed, South Korea led in

terms of Average Revenue Per User (ARPU) among

newly released games in 2019, followed by Japan

and China.

● Game of Thrones Slots Casino ranked #1 in Canada

for ARPU and was the only Casino Game to claim a

#1 rank among the countries analyzed.

● Perfect World, an Action RPG Core Game was the #1

game released in 2019 by ARPU among the

countries analyzed.

● Sea Game: Mega Carrier, a Battle Core Game, saw

the highest ARPU among new releases in the United

States in 2019.

100

2019

2018

2017

Note: Consumer spend is in USD. Combined iOS and Google Play

200 400 600 800 1000 1200

— >$5M

More Games Than

Ever Before Surpassed

$5M in Annual

Consumer Spend

● Mobile gaming is the leading gaming platform

worldwide by consumer spend, and opportunities are

continuing to expand in the sector — it is not a market

limited to incumbents or the biggest players.

● 17% more games surpassed an annual consumer

spend of $5 million USD in 2019 versus 2017.

● The number of games that exceeded $100M annual

consumer spend saw an incredible 59% growth in

2019 compared to two years prior.

MOBILE GAMING

339 236 173 123 88

359 266 171 143

116

372 283 183 143 140 1121

1055

959

— >$10M

— >$20M

— >$40M

— >$100M

Number of Games Exceeding $5M in Global Annual Consumer Spend Benchmarks

Brazil Canada China France Germany India Indonesia Japan Russia South Korea United Kingdom United States

Run Race 3D Mario Kart Tour Killing Virus Mario Kart Tour Color Bump 3D Carrom Pool Free Fire Mario Kart Tour Color Bump 3D Brawl Stars Mario Kart Tour Mario Kart Tour

Call of Duty:

Mobile

Call of Duty:

Mobile

Drift Race 3D Call of Duty:

Mobile

Mario Kart Tour Free Fire Stack Ball Roller Splat Brawl Stars Archero Color Bump 3D Color Bump 3D

Color Bump 3D Color Bump 3D Knife.io Run Race 3D Coin Master PUBG MOBILE Fun Race 3D Call of Duty:

Mobile

Run Race 3D aquapark.io aquapark.io Call of Duty:

Mobile

Stack Ball aquapark.io CrazyRacing

KartRider

Fun Race 3D Run Race 3D Fun Race 3D Higgs Domino

Island

aquapark.io Words Of Wonders Color Bump 3D Coin Master aquapark.io

Fun Race 3D Traﬃc Run My Home - Design

Dreams

Brawl Stars aquapark.io Sand Balls Tiles Hop: EDM

Rush

Color Bump 3D Fun Race 3D Crowd City Traﬃc Run Run Race 3D

Year-over-Year Growth in iOS & Google Play Downloads

Breakout Games of 2019: Downloads

MOBILE GAMING

Breakout Games of 2019: Consumer Spend

Year-over-Year Growth in iOS & Google Play Consumer Spend

Brazil Canada China France Germany India Indonesia Japan Russia South Korea United Kingdom United States

Free Fire Rise of Kingdoms Game For Peace Brawl Stars Coin Master PUBG MOBILE Free Fire Dragon Quest

Walk

Game of Sultans Blade & Soul:

Revolution

Coin Master Coin Master

Brawl Stars PUBG MOBILE Perfect World Clash of Clans Brawl Stars Free Fire PUBG MOBILE Romancing Saga

Reuniverse

Hero Wars Brawl Stars ROBLOX PUBG MOBILE

Ragnarok M :

Eternal Love

Homescapes Arknights AFK Arena AFK Arena Coin Master Game of Sultans Black Desert Empires & Puzzles Lineage 2 Star Trek Fleet

Command

Matchington

Mansion

Saint Seiya :

Awakening

AFK Arena CrazyRacing

KartRider

Rise of Kingdoms PUBG MOBILE Rise of Kingdoms Ragnarok M :

Eternal Love

Professional

Baseball Spirits A

Brawl Stars Langrisser Rise of Kingdoms Homescapes

PUBG MOBILE Star Trek Fleet

Command

Sangokushi

Strategy

Saint Seiya :

Awakening

Rise of Kingdoms Last Shelter:

Survival

Rise of Kingdoms Maﬁa City PUBG MOBILE Rise of Kingdoms Merge Dragons Game of Thrones:

Conquest

Note: Android phones; Growth rate for China is year-over-year

Globally, Consumers Are

Migrating More of Their

Financial Activities to Mobile

● Globally, consumers accessed Finance apps over 1 trillion

times in 2019, up 100% from 2017. From stock management to

mobile banking to payment apps, this showcases mobile’s

central role in managing our daily ﬁnances.

● Loyalty and referral programs can help cultivate deeper

engagement in ﬁnance apps. Citi reported 83% of consumers

— and 94% of millennials — are more likely to participate in a

loyalty program if it’s on mobile.

● Both Apple and Google have both recognized the power of

mobile as our ﬁnancial hub, with Google oﬀering checking

accounts and Apple oﬀering a credit card.

FINANCE

500B

China

100B

50B

India

Brazil

United States

South Korea

Russia

Japan

Germany

United Kingdom

France

Canada

Indonesia

Total Sessions in Finance Apps in Select Markets

2017 2018 2019

"Grab has become a multi-services platform oﬀering transport, food and payments

services with 45% of Grab users using two or more services. We are aiming to serve the

region’s rising middle class, which is mobile-savvy and craves digital services. We started

oﬀering e-healthcare services in Indonesia in Dec 2019 and are making a deeper push into

ﬁnancial services such as insurance, wealth management and micro-loans to consumers

and small and medium-sized businesses. This accelerates ﬁnancial inclusion, ensuring

that everyone beneﬁts from the rise of the digital economy."

Note: Combined iPhone and Android phones: Average of Top 10 Apps by MAU

Growth in Average MAU From 2018 to 2019

Traditional Banking Apps vs. Fintech Apps

Growth in Average MAU

Indonesia Japan Russia India Brazil France

Germany

United

States

United

Kingdom

South

Korea

Canada

China

User Base Growth of Top

Fintech Apps Topped

Traditional Banking Apps

● Globally, the average MAU of top 10 Fintech apps grew

20% year over year in 2019, while Banking MAU grew

15%. While Banking apps tend to have higher existing

user bases, this illustrates Fintech’s disruption — enabled

and accelerated by mobile — of traditional banking

services.

● The key to mobile is ease, accessibility and simplicity.

Features like face or ﬁnger recognition streamline the

user journey. This underscores why companies can’t port

over an existing experience to mobile. Mobile requires

deliberate planning to meet consumers’ expectations.

● After all, a good mobile experience can make trading

stock or transferring money as fun as leveling up in a

game or as engaging as social media.

FINANCE

50%

200%

100%

150%

Banking Fintech

Note: Android phones: Average of Top 10 Apps by MAU

Average Weekly Sessions Per User in Top 10 Wallet Apps

Banks vs Fintechs, 2019

Average Weekly Sessions Per User

Indonesia

Brazil France Germany Canada Russia United

Kingdom

South

Korea

United

States

India China Japan

Globally, Money Is Left

on the Table for Wallet

Apps by Banks, but This

Varies by Market

● Globally, wallet apps by ﬁntech companies engaged

users one more time per user each week than wallet

apps by traditional banks. This indicates an additional

52 sessions per year for users of wallets apps by

ﬁntechs, representing millions of potential

transactions each year ﬂowing through ﬁntech

companies instead of banks.

● However, in Indonesia, Brazil, France, Germany,

Canada, Russia, and the UK, wallet apps by

traditional banks saw far greater engagement per

user than wallet apps by their ﬁntech counterparts —

an important market distinction.

● In China and South Korea, cryptocurrency exchange

wallets such as UpBit, Binance, Bithumb helped drive

strong engagement.

FINANCE

Worldwide Fintech

Worldwide Banking

Banking Fintech

Note: Breakout app determined by absolute growth in downloads from 2018 to

2019 in each market; PC Financial saw the greatest year-over-year growth in

downloads in Canada but grew from a base of 0, having launched in 2019

0% 100% 200% 300% 400% 500% 600% 700% >> 9000%

Fintech Apps Dominated

the Breakout Finance

Apps of 2019

● Breakout Finance apps saw the greatest

year-over-year increase in absolute downloads.

While some maintained high levels of downloads

from the previous year, many also boasted

impressive growth rates year over year.

● Postbank BestSign — an additional security app for

Postbank — grew 9,300% year over year in

downloads in Germany after a December 2018

launch, emphasizing mobile’s ability to provide not

only increased access to sensitive information, but

additional methods to keep it secure.

● PC Financial also saw phenomenal growth in

downloads. The app launched in Feb 2019, which is

why the growth rate isn’t featured in the chart.

● Tez — Google Pay in India — had a breakout year,

adding 36 million new downloads — 50% growth

year over year.

FINANCE

PC Financial (CA)

Postbank BestSign (DE)

PayPay (JP)

NH Smart Banking (KR)

DANA (ID)

China Individual Income Tax (CN)

Monzo (UK)

Nubank (Brazil)

Google Pay (FR)

Google Pay (RU)

Tez (IN)

Cash App (US)

Year-Over-Year Growth of 2019 Downloads

Among #1 Breakout Finance App by Market

800%

Year-over-Year Growth in iOS & Google Play Downloads

Breakout Finance Apps of 2019

Brazil Canada China France Germany India Indonesia Japan Russia South Korea United Kingdom United States

Nubank PC Financial China Individual

Income Tax

Google Pay Postbank BestSign Tez DANA PayPay Google Pay NH Smart Banking Monzo Cash App

FGTS Scotiabank JD Finance Bankin’ S-pushTAN CashBean OVO d Payment Налоги ФЛ i-ONE Bank Virgin Money

Credit Card

Zelle

PicPay Credit Karma

Canada

Gome easecard

(国美易卡)

Lydia S-ID-Check KreditBee KreditQ AEON WALLET Tinkoﬀ Woori WON

Banking

Starling Bank Venmo

CAIXA Borrowell Huanbei Loan

(还呗-还享借)

PayPal VR-SecureGo PhonePe Rupiah Cepat Rakuten Pay Sovcombank

(Совкомбанк —

Халва)

Hometax Revolut Chime - Mobile

Banking

MercadoPago PayPal Xiaomi Loan

(小米借条)

NUMBER26 comdirect

photoTAN App

YONO SBI Kredit Pintar LINE Pay Pochta Bank

(Почта Банк)

KakaoPay Google Pay Experian

FINANCE

Note: Android phones

Growth in Time Spent in Shopping Apps

2018 - 2019

Indonesia India Brazil Russia China France

United

States

Japan Canada Germany

South

Korea

United

Kingdom

Shoppers Turn to

Mobile for Research,

Consideration,

Purchase and Loyalty

● Increased time spent in Shopping apps is driven by

both growing user bases and increased engagement.

● Global Shopping app downloads grew 20% from 2018

to 2019 to over 5.4 billion, an indication of strong

demand.

● Time spent in Shopping apps in Indonesia grew 70%

from 2018 to 2019 — highest among markets analyzed.

● With more companies adopting mobile platforms and

experiences for their users, businesses are enhancing

mobile experiences to streamline usability,

personalization and services oﬀered.

RETAIL

20%

80%

40%

60%

Correlation of Quarterly Retail Trade Sales and Time Spent in Retail Apps

Q1 2017 – Q3 2019 | United States

Total Hours Spent in Retail Apps

Retail Trade Sales (Trillions)

Time Spent in

Shopping Apps Drives

Online and In-Store

Conversions

● Mobile is a critical avenue for omni-channel

growth. It’s not just about converting through the

mobile app, it’s about mobile driving research and

consideration, and facilitating fulﬁllment — such as

through in-store pickup and tracking of packages.

● The strong correlation (r-value of 0.94) between

total retail sales (online and in-store) and time

spent in Shopping apps indicates that not only are

consumers turning to mobile to shop, but retailers

are enhancing mobile experiences to better serve

all phases of the buying journey — whether a user

is browsing, checking out, facilitating pickup, or

tracking their purchase.

RETAIL

Source: US Census and App Annie

Note: Android phones: Average of Top 10 Shopping Apps

(Digital-First, Bricks-and-Clicks, Peer-to-Peer

Marketplaces) by MAU

r = 0.94

$1.2T

$1.4T

$1.28T

$1.32T

$1.36T

$1.24T

200M 300M 400M 500M 600M 700M

Growth in Engagement of Shopping Apps From 2018 to 2019

Digital-First vs. Bricks-and-Clicks Apps

Note: Android phones: Average of Top 5 Apps by MAU

Growth In Total Sessions (2018 vs 2019)

Brick-and-Mortar

Retailers Made Strong

Gains in Mobile

Engagement

● Bricks-and-Clicks apps saw strong gains in total sessions

year over year, often out-pacing Digital-First apps in their

respective markets, a notable change from past years.

● However, among markets analyzed, Digital-First apps still

had up to 3.2x more average monthly sessions per user

than Bricks-and-Clicks apps in 2019.

● Mobile is central to growing retail businesses in 2020 —

for both Brick-and-Mortar and E-Commerce brands. In Q3

2019, Nike’s digital business grew 42% — driven by

mobile and app experiences.

● Nike has also focused on innovative app features that

enhance the in-store experience, including product

reservations and foot scanning technology to give

shoppers an accurate shoe size.

RETAIL

Average Monthly Sessions Per User

250%

100%

150%

200%

50%

Digital-First

Bricks-and-Clicks

$38.4B

Spent globally in 24 hours on

Alibaba’s Singles Day 2019;

mobile drove the lion’s share

More Mobile Shopping

Than Ever Before

$38.4B

Spent globally in 24 hours on

Alibaba’s Singles Day 2019.

Mobile drove the lion’s share

2.5B

Hours Spent globally in the

weeks of Black Friday, Cyber

Monday and the two weeks after

on Android phones, up 40% yoy

$33.1B

Spent on mobile in the US from

Nov 1 - Dec 2, 2019; representing

40% of all online sales

RETAIL

Note: Worldwide time spent ﬁgure excludes China

Year-over-Year Growth in Total Sessions on Android Phones Among Shopping Apps

Breakout Retail Apps of 2019

Brazil Canada China France Germany India Indonesia Japan Russia South Korea United Kingdom United States

MercadoLibre Amazon Pinduoduo Vinted eBay Amazon Shopee Amazon Avito Coupang Amazon Amazon

Americanas PC Plus Jingdong Leboncoin Amazon Flipkart Tokopedia Mercari AliExpress Danggeun Market HotUKDeals eBay

Magazine Luiza Flipp Xianyu Amazon Slidejoy Paytm Lazada Rakuten Ichiba Wildberries AliExpress ASDA AliExpress

AliExpress ZXing Team

Barcode Scanner

Taojiji Dealabs Vinted Myntra Bukalapak - Jual

Beli Online

Rakuma OZON.ru TMON Tesco Clubcard Walmart Grocery

Wish Stocard Mengtui Stocard idealo Price

Comparison

Club Factory Tokopedia Seller

App

d POINT Russian Post WEMAKECHECK

(위메프체크)

Boots Walmart

RETAIL

Growth in Sessions in Entertainment Apps

2017 - 2019

India France Japan

Indonesia United

Kingdom

Canada

Brazil

Germany

United

States

Russia China* South

Korea

Consumers Choose the

Small Screen: Mobile Is

Our Go-To Device for

Entertainment

● Globally, consumers spent 50% more sessions in

Entertainment apps in 2019 than in 2017.

● The ever-growing adoption of video streaming apps

on mobile devices to watch movies, TV shows, and live

events on-demand helped bolster demand for

Entertainment apps.

● High quality streaming, growth in user-generated

content, and oﬄine mode becoming standardized were

industry advancements that helped tip the scales from

screen size to on-the-go viewing.

● Competition in the video streaming space will bolster

better user experiences to drive growth in downloads,

usage and revenue, and ultimately lead to partnerships

and consolidation to win the wallets of consumers long

term.

STREAMING

80%

20%

40%

60%

Note: Android phones

*China’s growth rate is from 2018 to 2019

100%

Percent of Netﬂix Users Who Also Use…

iPhone, US, 2019

TikTok and Disney+

Carve Into Crowded US

Video Streaming Market

● The entrance of Disney+ into the video streaming space

— with Netﬂix, Amazon Prime Video and HBO NOW as

incumbents, AppleTV+ as a new entrant, and HBO Max

and NBCUniversal’s Peacock set to launch in 2020 —

has dialed up competition.

● Nearly 25% of Netﬂix’s iPhone users also used Disney+

in Q4 2019, its highest overlap of users among top video

streaming apps in the US.

● TikTok saw the greatest 2-year growth in cross-app

usage of Netﬂix at over 135%, indicating that competition

in the video streaming space is heating up not only by

traditional companies launching standalone streaming

services, but from social media companies carving new

mobile-ﬁrst consumption pathways.

STREAMING

40%

10%

20%

30%

Cross-App Usage

160%

20%

80%

100%

40%

60%

120%

Two-Year Growth in Cross-App Usage

Note: Disney+ launched in Nov 2019, data is for Nov - Dec 2019

Disney+

Amazon Prime

Video

Hulu TikTok

HBO NOWTwitch

2017

25% of

Netﬂix’s users

also used

Disney+

2018 2019

140%

YouTube Music Used

Cross-Promotion to

Attract 77M Active Users

● YouTube Music saw 980% growth in worldwide

active users from Dec 2017 to Dec 2019.

● Cross-promotion across other properties (e.g.

YouTube) helped grow the user base — along

with strategic global expansion.

● YouTube Music focuses heavily on music

discovery, including recommendations and

playlists based on location, taste, and time of

day.

● On Android phones in the US, YouTube Music

skewed male at 70% of its user base, 1.3x more

than Pandora and and 1.2x more than Spotify.

STREAMING

YouTube Music’s Growth in Smartphone User Base

— Rest of World

— United States

— India

— Brazil

— Mexico

— Thailand

— Indonesia

— Japan

— Ukraine

— Russia

80M

20M

40M

60M

MAU

Note: Combined iPhones and Android phones

Dec 2017 Jun 2018 Dec 2018Mar 2018 Sep 2018 Mar 2019 Jun 2019 Dec 2019Sep 2019

Year-over-Year Growth in Time Spent on Android Phones Among Entertainment or Video Players & Editors

Breakout Video Streaming Apps of 2019

Brazil Canada China France Germany India Indonesia Japan Russia South Korea United Kingdom United States

Netﬂix Netﬂix Xigua Video Netﬂix Netﬂix MX Player YouTube Go Amazon Prime

Video

MX Player Netﬂix Netﬂix Hulu

YouTube Go Amazon Prime

Video

Baidu Haokan SFR TV Amazon Prime

Video

Hotstar MX Player TVer Twitch BuzzVideo Amazon Prime

Video

Amazon Prime

Video

Amazon Prime

Video

MX Player Zhongzhong

Community (种种

社区)

Molotov TV NOW Netﬂix Viu Netﬂix ivi.ru pooq BBC News ESPN

Globo Play Crave iQiyi PPS Amazon Prime

Video

waipu.tv Amazon Prime

Video

Netﬂix GyaO MegaFon.TV Twitch BBC iPlayer Netﬂix

Viki Viki Sohu TV Twitch Joyn | deine

Streaming App

JioTV YouTube Kids AbemaTV YouTube Kids tving Sky Go Pluto.tv

STREAMING

Note: Android phones, Worldwide excluding China

50% of Time Spent on Mobile

Is in Social and Comms

● Social and Comms was a ﬁrst-mover industry to mobile.

Because of this, it is a relatively mature industry with

ingrained app habits.

● Yet, due to innovation in the space and mobile’s

increasing importance in our daily lives — as both a

source for communication and for entertainment —

consumers are still downloading (9.5 billion in 2019

alone) and spending 25% more time in Social and

Comms apps worldwide in 2019 versus 2017.

● Socials apps — particularly those popular with Gen Z —

are blurring the lines with Entertainment apps. Snapchat

prioritized innovating for Gen Z, capitalizing on this

generation’s “Fear of Missing Out” (FOMO) with

disappearing messages, pioneering the “Stories” feature

later adopted by other top social apps, as well as

Augmented Reality and branded ﬁlters.

SOCIAL

Global Hours Spent on Mobile by Category

1.8T

0.6T

0.9T

1.5T

0.3T

1.3T

2016 2017 2018 2019

— Other

— Games

— Video and Entertainment

— Social and Comms

56%

13%

11%

20%

19%

56%

53%

50%

16%

20%

21%

+305%

+65%

+265%

Fragmentation and

Specialization in Social

Market as Niche Apps

Fill a Market Void

SOCIAL

● Looking at examples in India and the US,

hyper-local Social apps have grown in demand

as consumers look for smaller circles to

complement social media behemoths like

Facebook.

● Nextdoor in the US oﬀers one speciﬁc use case

of Facebook carved out into a niche app. The

app has grown 65% from Dec 2017 to Dec 2019

among smartphone users in the US, an

indication of appetite in the market for more

specialized and localized social networking.

Growth in Smartphone Usage Penetration of Specialized Social Apps

Dec 2017 Jun 2018 Dec 2018Mar 2018 Sep 2018 Mar 2019 Jun 2019 Dec 2019

10%

— ShareChat - India

— Nextdoor - US

— Ring - Always Home - US

— UrbanClap - India

Sep 2019

Note: Combined iPhones and Android phones

Growth in Hours Spent in TikTok Outside of China

Note: Android phones

TikTok Tidal Wave:

Time Spent Exceeded

68B Hours in 2019

● TikTok has grown to become both a social networking

app and a source of entertainment, showcasing short,

user-generated videos, often featuring lip-syncing or

comedy. Musician Lil Nas X’s “Old Town Road” started

as a meme on TikTok and went viral on the platform,

landing at #1 and breaking Billboard Hot 100 records.

● Global time spent in TikTok grew 210% year over year in

2019, both from expanding user bases and increasing

time spent per user. TikTok’s advertising platform

positions this engaged and growing audience for

brands to reach through videos designed to show value

and entertain.

● 8 of every 10 minutes spent in TikTok in 2019 were by

users in China, but the app’s usage has also

skyrocketed in other markets.

SOCIAL

1.6B

0.4B

1.2B

— India

— Rest of World

— Pakistan

— United States

— Russia

— Vietnam

— Turkey

— Indonesia

— Egypt

Dec 2017 Jun 2018 Dec 2018Mar 2018 Sep 2018 Mar 2019 Jun 2019 Dec 2019Sep 2019

0.8B

Year-over-Year Growth in iOS & Google Play Downloads

Breakout Social Apps of 2019

Brazil Canada China France Germany India Indonesia Japan Russia South Korea United Kingdom United States

Business

TikTok Duoshan F3 Opera Browser TikTok MiChat Snapchat GetContact Snapchat YOLO: Q&A YOLO: Q&A

Status Saver YOLO: Q&A Spot - Your Inner

Circle

21 Buttons Beer With Me Helo - Share Your

Life

Business

Zenly My Tele2 Puﬃn Web

Browser

TikTok TikTok

Snapchat Messenger Kids Weli Plato: Find Fun Ecosia Browser Hago Tantan Pinterest F3 Zenly Tellonym Life360 Family

Locator

Telegram Hily Oasis (绿洲) Hily Tantan VMate SHAREit InControl:

Followers Tracker

Pinterest WAVE - Video

Chat Playground

Hily Hily

Hago Wishbone Bi Xin (比心) Orange Phone Azar WhatsApp

Business

Yome Live Questionbox Zenly Tubecash

(튜브캐시)

Wishbone Profoundly:

Anonymous Chats

SOCIAL

INDUSTRIES IN MOBILE TRANSFORMATION

Ride-Sharing Apps See

Strong Growth in Total

Rides in 2019

● Ride-sharing apps saw strong growth in

sessions in most markets analyzed, with South

Korea being the main outlier.

● UK is the most concentrated market among

those analyzed. It will be interesting to see if the

November 2019 licensing changes in London

will impact this in 2020.

● As sessions continue to grow, more mobility

options proliferate. Some come from larger

players looking to diversity (e.g. JUMP by Uber),

while others are focusing solely on a sub

category such as scooter-sharing (e.g Bird).

Ride-Sharing App Sessions

Opportunity Analysis in Key Markets

Total Sessions Growth 2018 to 2019

20%

40%

80%

100%

-20%

60%

High GrowthLow Growth

More Concentrated Less Concentrated

Note: Herﬁndahl-Hirschman Index – relative concentration of sessions.

Each circle represents one market. The closer to 1 on the x-axis, the more concentrated the ride-share category

in that market. In the chart above, the UK is the most concentrated market, while Germany is the least.

Sessions Growth is on Android phones; Analysis Among top 5 Ride-Sharing apps by average MAU

Session Distribution (HH Index)

0.8 0.6 0.4 0.2 0

Japan

Brazil

United Kingdom

United States

South Korea

France

Germany

Total 2019

Sessions

41
State of Mobile  |  Copyright 2020  |  App Annie
Note: Android phones
INDUSTRIES IN MOBILE TRANSFORMATION
Fast Food and Food Delivery 
Apps Upend Restaurant 
Industry
● The US restaurant industry is forecast to hit $1.2 Trillion in sales
by 2030. As of 2019, 60% of sales are oﬀ-premise (drive-thru,
delivery and carryout), and these are set to drive 80% of the
industry’s growth by 2025.
● Much of this demand is funneled through delivery apps. Globally,
outside of China, sessions in Food and Drink apps grew 240%
from 2017 to 2019 and 105% year over year. In response to this
demand for food delivery, delivery-only ‘ghost kitchens’ have
emerged — evidence of restructuring in the industry.
● The food delivery market is highly competitive, and companies
are innovating to stay ahead. Uber Eats and Postmates both
launched group ordering features in 2019.
● GrubHub had a standout year — seeing 55% growth in US
downloads year over year.
● Germany’s Delivery Hero expands to APAC with $4B deal to buy
South Korea’s Woowa, a signal of market consolidation.
Growth of Use of Food and Drink Apps
2017 to 2019
Growth in Total Sessions
Total Sessions in 2019
100%
200%
300%
400%
5B
10B
50B
US
ID
UK
JP
DE
KR
BR
CA
RU
FR
IN
0%
>>
US
500%

INDUSTRIES IN MOBILE TRANSFORMATION

Consumers Spent

Over $2.2B in Dating

Apps, 2x As Much As

in 2017

● Tinder dominates for global consumer spend in

dating apps. Tinder was the 2nd highest

non-gaming app for consumer spend over the last

decade, seeing strong success from in-app

subscriptions.

● While the most popular dating apps are still

growing, companies are also growing by creating a

portfolio of apps that cater to a variety of dating

interests, as opposed to trying to ﬁt all needs in

one app, such as JSwipe, Single Parent Meet,

Chispa, and OurTime.

100% 200% 300% 400% 700%500% 600% 800%

70000%

900%1000% 1100%

Note: Consumer spend is combined iOS and Google Play

hily launched in 2018; 2018 - 2019 growth rate shown

Tinder

Bumble

Azar

Badoo

Pairs

Tantan

Grindr

tapple

Hily

Match.com

#10

Rank by

Consumer

Spend

Growth in 2019’s Top Dating Apps by Global Consumer Spend

Two-Year Growth

Note: Sports apps on Android phones, excluding China

INDUSTRIES IN MOBILE TRANSFORMATION

Consumers Turned to

Mobile to Stream Their

Favorite Sports Matches

● Globally, time spent in sports apps has grown 30% from

2017 to 2019.

● However, during the same time period, total megabytes

used has grown 80%. This indicates that sports fans are

increasingly turning to mobile to stream matches —

whether from a connected device casting to a TV or

on-the-go from their always-on device: their smartphone.

● In the US, ESPN and MLB.com at Bat were the top two

sports streaming apps, respectively, by time spent on

Android phones in 2019. In the UK, the top two were BBC

Sport and Sky Sports, and in Japan the top two were

Sports Navi and DAZN.

● 5G stands to lead to advancements in augmented sports

viewing in 2020 and the years to come.

2014 2015 2016 20192017 2018

Total Hours

800B

600B

500B

300B

200B

700B

400B

100B

Total Megabytes (MB)

Global Growth in Mobile Sports Streaming

● Globally, consumers spent $1.5B in Health and Fitness apps in

2019. Mobile oﬀers new pathways to meal planning, training

regimes, exercise tracking and wellness and meditation —

carving into the time and money spent at the gym.

● Growth in engagement and spend were strongest in APAC

among markets analyzed. Consumers in China spent 330%

more in Health and Fitness apps and in South Korea, 570%

more time in them from 2017 to 2019.

● Cashwalk, a pedometer app, saw incredible growth in time

spent in Korea at 175% year over year.

Note: Android phones, Worldwide excluding China

INDUSTRIES IN MOBILE TRANSFORMATION

Consumers Spent 130% More

Money in Health and Fitness

Apps in 2019 vs 2017

0% 50% 100% 150%

200% 600%

Growth in Hours Spent

Growth in Consumer Spend

50%

100%

150%

200%

250%

Growth in Engagement and Spend in Health and Fitness Apps

2017 to 2019

"We’re excited to see continued growth success through improvements to our

in-app promotion from free to paid. App Annie has helped us understand the

competitive landscape so we can conﬁdently ratchet monetization without

sacriﬁcing market position. We’re also excited by our paid acquisition success in

international markets and out of home campaigns."

Patrick Wetherille VP Growth, Lose It!

300%

1 WhatsApp Messenger

Facebook

1 PUBG MOBILE Tencent

2 Facebook

Facebook

2 Candy Crush Saga Activision Blizzard

3 Facebook Messenger

Facebook

3 Honour of Kings Tencent

4 WeChat

Tencent

4 Anipop Happy Elements

5 Instagram

Facebook

5 Game For Peace Tencent

6 TikTok

ByteDance

6 Clash of Clans Supercell

7 Alipay

Ant Financial Services Group

7 Pokémon GO Niantic

8 QQ

Tencent

8 Subway Surfers Kiloo

9 Taobao

Alibaba Group

9 Clash Royale Supercell

10 Baidu

Baidu

10 Free Fire Sea

Top Apps

Combined iPhone and Android Phone monthly active users

Top Games

WORLDWIDE RANKINGS

Worldwide Monthly Active Users in 2019

Facebook

Messenger

Facebook

Free Fire

Sea

Google United States Voodoo France

2 Facebook

Facebook

PUBG MOBILE

Tencent

Facebook United States Good Job Games Turkey

Messenger

Facebook

Subway Surfers

Kiloo

ByteDance China SayGames Belarus

4 TikTok

ByteDance

Color Bump 3D

Good Job Games

Alibaba Group China Outﬁt7 Cyprus

5 Instagram

Facebook

Fun Race 3D

Good Job Games

Microsoft United States Playgendary Germany

6 SHAREit

SHAREit

My Talking Tom 2

Outﬁt7

YY Inc China AppLovin United States

7 Likee

YY Inc

Run Race 3D

Good Job Games

Tencent China Crazy Labs Israel

8 Snapchat

Snap

Homescapes

Playrix

Amazon United States Miniclip Switzerland

9 Netﬂix

Netﬂix

Call of Duty: Mobile

Activision Blizzard

InShot Inc China BabyBus China

10 Spotify

Spotify

Stack Ball

Azur Interactive Games

Snap United States Tencent China

Worldwide Downloads in 2019

Top Games CompaniesTop App Companies

Top Apps Top Games

Combined iOS and Google Play

WORLDWIDE RANKINGS

1 Tinder

InterActiveCorp

(IAC)

Fate/Grand Order

Sony

InterActiveCorp

(IAC)

United States Tencent China

2 Netﬂix

Netﬂix

Honour of Kings

Tencent

Tencent China NetEase China

3 Tencent Video

Tencent

Candy Crush Saga

Activision Blizzard

Google United States Activision Blizzard United States

4 iQIYI

Baidu

Monster Strike

mixi

Netﬂix United States Supercell Finland

5 YouTube

Google

Pokémon GO

Niantic

Baidu China BANDAI NAMCO Japan

6 Pandora Music

SIRIUS XM Radio

Lineage M

NCSOFT

LINE Japan Netmarble South Korea

7 LINE

LINE

Fantasy Westward Journey

NetEase

SIRIUS XM

Radio

United States Playrix Ireland

8 LINE Manga

LINE

Clash of Clans

Supercell

Disney United States Sony Japan

9 Youku

Alibaba Group

PUBG MOBILE

Tencent

AT&T United States Playtika Israel

10 Google One

Google

Dragon Ball Z Dokkan Battle

BANDAI NAMCO

Badoo United Kingdom Zynga United States

Top Games CompaniesTop App Companies

Top Apps Top Games

Combined iOS and Google Play

WORLDWIDE RANKINGS

Worldwide Consumer Spend in 2019

Discover New

Mobile Trends and

Insights for 2020

2020 State of Mobile:

● 2019 Country-Level Ranking Tables: Top Apps and Companies by

Downloads, Active Users and Consumer Spend

● 2020 State of Mobile Report Summary

● 5 Things You Need to Know for a Successful 2020 on Mobile

● A Look Back At the Top Apps & Games of the Decade

Mobile Analysis and Insights:

● appannie.com/insights

Report methodology and updates are available here.

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and analysts. Over 1,100 companies rely on

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