Member Research: Mobile Finance Report 2019

All findings from Adjust and App Annie

By IAB UK

The report examines the high-growth markets and the metrics marketers in financial services should grasp. You can read the key findings below: 

  • APAC is the leader in finance app use globally – finance app downloads have grown by nearly 4x in just four years, driven by the popularity of WeChat and Alipay

  • In Europe and North America, it’s the calm before the storm – finance app downloads in those two regions have reached a comparable level to APACs level in 2014

  • Banking apps have the best retention rate – 32% of users return on Day 1, and 15% are still using the app by Day 30. Compared to 15 app verticals, banking apps come in a strong third, with a Day 30 retention rate trailing only News (18%) and Music (17%)

  • However, paid-users are disloyal – paid banking installs perform better than organic within the first seven days of install but start dropping faster between Day 14 and Day 30, by 26% compare to 11% for organic

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