India sees 14% of global app installations: InMobi

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With COVID’s major shift to online content, India’s digital economy has entered its next phase of growth, which is 14% of global application downloads, more than four times the global average, according to a recent report by digital marketing firm InMobi

COVID-19 Accelerates rapid digital adoption and online transition in the country. Globally, there has been a significant increase in app downloads, time spent on mobile, and consumer mobile spending. By 2020, there will be 321 million new Internet users worldwide, and the number of app downloads will increase by 25 percent in H1 2020 compared to H2 2019. According to the report, marketing in the mobile age, India also ranks second in Indonesia in 2020 in terms of average time spent on mobile phones up 37% increase over 2019, while App downloads are up 28 percent year-over-year. AppAnnie, an app analytics firm, says India contributed 9% of global app downloads in 2019. 

Mobile usage has increased by 20% in the next three months since India launched the lockdown on March 25. In 2020, Indians spent an average of 4.8 hours per day on a device, surpassing the global average of 4.2 hours. The Indian mobile application economy has witnessed a significant evolution in 2020. Applications from many new categories such as health, fitness, gaming, entertainment, long-form, short-form video content, hyperlocal delivery, learning & education gained prominence following the year’s unprecedented developments.  

The mobile gaming industry has seen a huge leap forward in 2020, with online games emerging as the new entertainment medium among Indians. India is now one of the top 10 gamers in the world, making it one of the best mobile gaming markets in the APAC region. India recorded the highest growth in the number of games played by the average user each month, while users engage in gaming during the pandemic.  

“From an advertiser’s point of view, as digital adoption increases, video-on-demand phenomena are being driven by OTT, gaming, and short video applications. Video purchasing is now done through a more transparent programmatic purchase that measures investment returns. ” Vasuta Agarwal, Managing Director, Asia-Pacific, said in an interview that there has been strong growth from advertisers. 

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