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According to the annual report ‘State of Mobile 2020’ by App Annie, Russia became the sixth country in the world by the number of downloaded apps—in 2019, Russians downloaded 5,125M apps, which is 35% more than in 2016. Users all over the world downloaded 204 billion apps, which is 46% more than in 2016. Top 5 are China, India, the USA, Brazil, and Indonesia.
In 2019, Russians spent 2.5 hours daily on mobile apps on average, which is 10% more than from two years ago. Worldwide users spent 3 hours 40 minutes a day on mobile apps on average.
Source: App Annie “ State of Mobile 2020”
In 2019, Russians spent $US 1,060M in apps, having increased their expenses within three years by 155%.
According to AppsFlyer, the number of non-organic installations of apps in Russia increased by 21% in 2019. This is the largest increase among 10 biggest markets of mobile apps in Central and Eastern Europe for the last year.
Russia is also the largest market in EMEA with almost 500 million non-organic game installations in 2019, but a low cost of media sources (nearly $US 0.45 per installation). As a result, total expenses for engagement of game users in 2019 were 220 million dollars only.
‘The Russian market is also still attractive for international customer thanks to both active audience and a low CPI, Cost per Install. In this regard, market participants will continue investing their budgets into development of mobile apps, and, therefore, the market volume will be growing,’ a member of MyTarget believes.
After the number of confirmed cases of infection reached 1,000 per day, President Putin declared a prolongation of the ‘non-working week’ across Russia until April 30. This happened after introduction of strict penal measures for stay-home regime violation.
In this regard, according to AppsFlyer, in early April there was a small increase in the total number of installations and profits. In the entertainment category, non-organic installations of streaming apps increased by 115%, and the profits for the last two weeks by 105%.
Because of quarantine, other categories have also demonstrated an increase of organic installations by 20-30% for the last week (Food Delivery, Education, Casual Games, Health and Fitness, Photo, and Dating).
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About the Author
Head of Digital, editor-in-chief of the RMAA Agency Blog