Mobile marketing analytics suite Adjust has released a new report on Exploring INSEA’s mobile app landscape with Sensor Tower to analyze gaming, entertainment, fintech, and shopping app performance across India and Southeast Asia.      

The mobile app market in India and Southeast Asia (INSEA) is booming as a growing number of internet users increasingly turn to their smartphones for communication, entertainment, shopping, and more. India and Indonesia are among the top five countries in the world for smartphone adoption by volume of users and by percentage of population. Meanwhile, Malaysia, Singapore, and the Philippines each reached a 90 percent internet penetration rate in 2022. 

Rising digital infrastructure across INSEA has led to a surge in demand for apps that cater to local needs. Over the course of the past several years, the economy and consumer demand for mobile apps have also soared, largely in part due to the COVID-19 pandemic. Developers have been able to capitalize on this ample opportunity and create innovative applications tailored specifically for these markets.

 

Ajit Pawar, Director Partnerships, APAC, Adjust says, “Alongside the business challenges it inevitably manifested, the pandemic and a few globally impactful crises since have brought about an unprecedented acceleration of mobile app growth in the INSEA region. Unfortunately, a boosted economy will eventually begin to ease up. As a picture of the post-COVID app market has begun to take form, India and Southeast Asia have demonstrated impressive adaptability and endurance. Subsequently, 2023 promises to set the stage for new app growth and opportunities for development.”

A strong interest in mobile gaming in the region is evident; the next step is attracting high-quality users. Instead of focusing solely on volume of installs, building a strategy that emphasizes user lifetime value will prove lucrative to app marketers. Attracting high LTV users can be achieved with meticulous segmentation, refined onboarding, a stellar user experience, and a robust approach to retention.

Just take a look at the revenue figures for roleplay games in Singapore! The marketers able to make the rigorous datadriven decisions needed to edge out the competition and drive the numbers up will be those equipped with the right strategy and the right tools. From data centralization to measurement, analytics, and beyond, the ability to make fast, smart choices around where to pause and where to scale is essential in 2023.