AppAnnie-2020移动金融应用报告（英文）

Mobile FinanceApps ReportUA Trends & Benchmarks 2 0 2 02020 Mobile Finance Apps Report+21Report Highlights ….……………….……..…………………………………..……………………….2Methodology ….…………………………………….………..…………………………………….……..3Market & Behavior Trends...…………………………………..…………………………..……..4Costs & Conversion Rates ………………………………….....….……………………….……..5Engagement by Platform …………..………………..……..………………………………..…..6Engagement by Region ....…………………………...…..………………………………………..73569161922Table of ContentsIntroduction ..………………………………………..……………………………………..……………..Monthly Trends ....………..…………………………………………………...………………………..825Install to Register & Activation Times …...……………………………………………….930+Introduction3From Millennials addicted to approaches that make money management a no-brainer, to empowered women attracted by offers that couple investment tools and advice, more people in more countries are reaching to finance apps to plan their future. Globally, consumers accessed finance apps over one trillion times in 2019. Investment is also seeing record growth. In the first three quarters of 2019 alone, companies raised more than $3 billion in venture funding. It’s a dynamic driving a global arms race as fintech companies, neobanks and super apps compete for audience and market share. Introduction●Paid advertising can boost retention rates. Non-organically installed finance apps saw year-on-year retention rates increase by nearly 30%. (AppsFlyer)●Multiple studies report Gen Z has a deep desire to better understand money and become financially literate. Currently, over one in four (28%) see their own generation as not being financially responsible. (Northwestern Mutual)●Gamification is an engagement booster, but users also crave greater security. More than half (54.1%) of consumers surveyed said they would use their banking apps "much more often" if only they had more control over the authentication requirements of their apps. (PYMNTS Research)+Introduction (continued)4Global appetite for finance apps is off the charts. APAC, for example, is witnessing what the Financial Times calls a "fintech feeding frenzy" as companies compete for the loyalty of underbanked and underserved customers leapfrogging to finance apps.Users in EMEA are also ripe for engaging alternatives to traditional banking services, according to research from mobile measurement company Adjust and mobile data and analytics platform App Annie. They conclude the region is on the "cusp of exponential growth" fuelled by increasing audience demand for apps that offer users "simple in-app onboarding, intuitive UX, strong security, and a more personalized experience.” Marketers determined to cash in on the upswing in finance apps use – and satisfy the growing and global requirement for frictionless app experiences – must cement their position as the "go-to" for options, advice and assistance. Liftoff partners with mobile data and analytics platform App Annie to deliver a deeper understanding of the key trends marketers must consider as they develop strategies to t