NEWS17 February 2022

Measure Protocol report reveals in-app purchase behaviours

News Retail Trends UK Youth

UK – Measure Protocol has released its second edition of the Mobile Life Behaviour report based on behavioural data collection using the company’s Retro technology. 

Pic of young man playing online video game

The latest report illustrates the in-app and subscription purchase behaviours across the iOS ecosystem. These insights, garnered from over 30,000 of the most used apps on a weekly basis, illustrate the growing trend of subscription-based services.

The new report uses data collected from US adults via Measure’s Retro solution, which provides access to consumer-based behavioural data. It encourages greater sharing by not only fairly rewarding consumers for completing data sharing tasks on their mobile phones, but also by providing a fully permissioned, transparent and user-friendly environment, according to the London-based company.

Going beyond traditional metrics such as downloads and installs; the report focuses on user engagement metrics. Some key findings include the fact that TikTok weekly active users grew by over 13% during the period covered by the report. Adoption across those aged 18-25 has grown dramatically since June 2021 and is quickly approaching the usage levels of YouTube. Snapchat continues to be one of the most engaging apps and most used when a user’s phone is first picked up.

Clothing retailer Shein experienced the largest increases in active users, moving into third place with nearly 18% of users 18-25. Subscriptions increased from 39% to 46% of in-app purchases; gaming dominates in-app purchases. 

“Brands and app publishers are thirsty for new forms of data but, until now, iOS data has been increasingly difficult to access on a granular level,” said Owen Hanks, chief executive and co-founder of Measure Protocol. 

“Customers are augmenting their current data sources, including App Annie and Apptopia, with more granular user-level data and digital behaviours to develop product and competitive intelligence strategies. iOS represents over a billion consumers who have not been accurately measured until now.”