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Nearly 3 billion people, or 39.4% of the world’s population, used a mobile phone to access the internet in 2018, according to eMarketer. To meet the explosive demand, mobile ad spend has scaled as well, growing by nearly 30% in 2018 to reach $184 billion. Further double digit growth is predicted through 2020 when it is expected to eclipse $263 billion. An increasingly large piece of the mobile ad spend pie is app install ads. The rise of apps as the ultimate destination to foster brand loyalty and engagement has resulted in a significant rise in spend. According to AppsFlyer forecasts, app install advertising will total $38.9 billion in 2018 and no less than $64.1 billion in 2020 — a 65% leap. However, this kind of growth will also lead to heightened competition in the market, making the path towards app marketing profitability harder to conquer. Clearly, only app marketers who will rely heavily on data will be successful. One key piece in the puzzle is to understand where the market headed in 2018, and where it will head in 2019. Here are the Top 5 AppsFlyer data trends for 2018, and one more bonus stat about the growth in the share of apps measuring subscription revenue.
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