AppGrowing: App Monthly Report for May 2023

In terms of key categories, tool apps had the highest proportion of advertising in May, accounting for 18.9%, and shopping apps ranked second, accounting for 17.7% of advertising. Financial apps still had the highest proportion of App investment, accounting for 13.3%, but the proportion of advertising volume further decreased to 6.6%.

In terms of the average number of ads per app, news apps still ranked first, but the amount of ads decreased by 9.1% month-on-month. Next were books and reference, tools, social, and shopping. The average number of ads per app in books and reference also decreased, while the other three categories all showed varying degrees of growth.

In terms of market regions, the top three regions in terms of advertising volume in May were still North America, Southeast Asia, and Western Europe, accounting for 38%, 29.7%, and 27.3%, respectively. Compared with the data in April, the proportions have all increased.

Among the top 10 regions in terms of advertising volume, the United States still ranks first, with its advertising volume share increasing to 34.3%, followed by India with 21% and France with 20%. Overall, the advertising volume share of the top market regions has increased, which to some extent reflects that overseas app purchases in May were more concentrated in the top markets.

Looking at the main source regions of app developers, mainland China accounted for the largest share of advertising volume in May, while the United States accounted for the largest share of the number of apps invested; the next largest was India, with a share of 8.1% of the number of apps invested, but only 6.3% of the advertising volume.

In the application vendor promotion list in May, the top three are Paticle Media, SHEIN and ByteDance. In addition, Chinese vendors in the top 10 include Alibaba, Infinity, Joyy Group, Changdu Information and Pinduoduo, accounting for more than half of the total.

Hot Investment Application & Promotion List

In the May app promotion list, on the Google Play side, the most popular apps were tool apps, with a total of 4 apps, followed by shopping apps. However, the news app "NewsBreak" still ranked first, followed by "SHEIN" and "TikTok". It is worth mentioning that Pinduoduo's e-commerce overseas product "Temu" ranked 8th on the list, with a very strong buying power.

On the App Store side, there are as many as 6 book and reference apps on the list this time, followed by shopping apps; the shopping app "Shopee" took the first place on the list, while the 2nd to 5th places were taken by book and reference apps.

For this issue's key application category promotion list, AppGrowing International Edition selected four major categories: finance, education, music, and food and beverage. OPay took the top spot in the financial category, and two products under OctaFX took second and third place. OPay is a payment app launched by Kunlun Wanwei for the African market. The company once said that it hopes to "build an African version of Toutiao and payment."

The top three in the education category are "Domestika", "PlantIn" and "Kids UP"; the top one in the music app list is Kunlun Wanwei's "StarMaker", which focuses on the "K song + social" track; the top one in the food and drink list is "Uber Eats".