Although total app installs increased by 10% in 2022 compared to the previous year, this figure reflects a deceleration from the 35% YoY increase seen in 2020 due to a COVID-driven digital explosion.
Following a spike during the pandemic, app downloads are now growing at a more moderate rate. India and other developing markets were major contributors to the 9 per cent annual growth in Android installations.
In-app purchase (IAP) income, especially for gaming apps, is being impacted by Apple’s App Tracing Transparency (ATT).
It’s inevitable that the user experience will suffer as a result of the increased ad load, which is causing more irrelevant advertising to be sent to each individual user.