The state of app marketing Australia & New Zealand – 2021 edition


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2021 introduced major changes to the app marketing space in Australia and New Zealand. 

On the one hand, COVID-19 has accelerated digital transformation trends across the continent, yielding another strong year for mobile apps. 

On the other hand, increased competition and significant privacy-driven changes to measurement and optimization since the release of Apple’s iOS 14+ challenged marketers, to say the least.   

To explore this unique year, AppsFlyer and App Annie joined forces to provide an in-depth analysis of key regional trends and help marketers to stay ahead of the curve in 2022. 

What’s inside: 

  • Install trends: overall, organic, and non-organic
  • Most downloaded apps in the market
  • Retention and uninstall rates
  • Consumer spend in apps and marketing spend in UA campaigns
  • And much more, all broken down by vertical in both markets 

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