Airship: 2020 Global Mobile Engagement Report

Airship released a report outlining changes in mobile engagement across multiple regions and verticals.

App opens increased post-pandemic

When comparing the February 2020 figures to the pandemic period (March to June), the 744 million mobile app users worldwide reveal several key trends.

Business apps, which saw the largest year-over-year drop in visits in February (-48.2%), saw a huge turnaround in the March-June period, growing 26% year-over-year in those months.

Although travel and transportation apps were the only vertical to experience an increase in visits in February (18.7%), these apps have understandably taken a hit during the pandemic, with visits down 23% since then.

In terms of regions, app visit trends differ slightly between regions: East Asia app visit numbers fell 48.9% in February 2020, while Eastern Europe saw a 39.4% increase.

Notification open rate

During the March-June period, 9 of the 12 vertical markets saw an increase in notification open rates, but Utilities fell by 2.5%, Travel & Transportation fell by 7.1%, and Entertainment fell by 16.5%. After the pandemic, the notification open rates of Finance & Insurance apps increased by as much as 98.4%, followed by Food & Beverage (71.1%) and Sports & Entertainment (46.1%).

Positioning selection rate

In South Asia, the number of apps with location turned on fell 60% year-over-year in February 2020, but by June, location opt-in rates had increased 163%. In the United States, location opt-in rates increased 18.2% from March to June, which may indicate that Americans are more willing to share location data than before.

Moreover, by vertical, medical, health, and fitness apps saw the biggest change, with their location selection rate increasing by about 150% between March and June. Even travel and transportation apps bucked the trend, with location selection rate increasing by 116%.

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