AppsFlyer SEA H2 2020 Recap – Singapore
Welcome to this 2020 recap!
My name is Ana-Maria and I am AppsFlyer’s Customer Success Manager for Southeast Asia.
Today I want to share with you a general overview of 2020 mobile trends for Singapore and give you some recommendations on how to prepare for 2021
Singapore’s latest mobile insights
In the 2nd half of 2020, Singapore’s app Installs have followed different trends depending on the category.
Entertainment has seen a strong UA growth at the beginning of Q3, but stabilizing its trajectory towards its end, similarly to Gaming and Finance.
On the other hand, Shopping and Travel have seen an increase in Installs Growth rate starting in August, but keeping a sustained trend for the rest of the quarter. The surge in Travel installs in August is probably due to lessened outbound travel restrictions as prescribed by the government, which might have convinced more users to install and browse travel destinations.
Latest data shows Singapore’s retention rates being on average higher on iOS in comparison with Android. Gaming is confirmed as the category with highest Day 1 retention, yet also the one with lowest retention at Day 30, when compared to all major verticals in the country.
This can be due to the fact that Gaming apps active in Singapore are also the ones underutilizing remarketing as a re-engagement tool, despite positive uplift from remarketing has been recorded for this category in the country.
Finance and Shopping, despite retaining users comparatively less on Day 1, have been able to retain them better within longer timeframes. Notably, Shopping was able to rely on a large quantity of new organic users in these past months, with less needed reliance on remarketing.
Despite special cases such as this, remarketing has become part of most app categories’ tools to increase retention, although not yet in a homogeneous/equivalent way, depending on when advertisers prefer to have higher UA volume.
Last but not least, we want to give a quick look at mobile ad fraud rates between Q3 and Q4. As Fraudsters follow the money, it is not surprising that Finance traffic is still the most affected, given its strong growth in user base in 2020.
Gaming confirms its ability to contrast mobile ad fraud in our latest data, also thanks to AppsFlyer dedicated solutions.Shopping has been able to consistently attract organic users rather than paid ones, with subsequent drop in associated Fraud.
Of course, traditionally Fraud comes in waves, depending on which new methods fraudsters find to mimic your traffic and steal your valuable advertising budget with, it is imperative for advertisers to not lower their guard and seek for proven fraud protection solutions.
As we have seen, there are different trends consolidating, from which Singapore’s mobile advertisers can learn from to prepare for 2021:
- Reliance on remarketing and incrementality analysis as tools to re-engage with users, especially in those categories where, given current context, there is a need for Install quality rather than quantity.
- The need for Mobile ad Fraud protection and proper advertising channels selection. No matter which industry or geo (especially in a regional market such as SG), the more paid UA efforts your app is investing into, the higher your financial exposure (budget lost) to Fraud. Make sure to be protected from the beginning of your acquisition campaigns and to choose media sources known to provide the lowest Fraudulent traffic.
- Necessity to attribute and measure the ever-evolving customer behaviour, which has seen particular shifts this year across the region. Ensure the entire customer journey is clearly visible to you, particularly web-to-app journeys, so that you are able to note changes and invest in the right channels at the right stage.
- Lastly, iOS14’s IDFA changes will be enforced soon, yet according to a survey we have recently launched with MMA found that more than 40% of advertisers are still uncertain on what that will mean for their mobile business. Is your team aware of all the implications these changes will bring, for both marketers and product managers? Are you familiar already with SKAdNetwork and AppsFlyer’s probabilistic attribution?
Of course, AppsFlyer has currently resources to help you navigate the current and future landscape, we offer several solutions for each of app marketers’ challenges, free and premium. Feel free to contact us to know more!
Thank you very much for watching and do not hesitate to reach out in case you’d have further questions!
We wish you all to stay safe and well, all the best!