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December 27, 2022

2022 Mobile marketing trends and best practices for 2023

Investment in mobile marketing has been an integral part of companies over the last decade and the trend is set to continue as the world moves towards a mobile-first approach in the coming years. Therefore, user acquisition plays a huge role for brands in order to broaden their horizons and also acquire new customers.

Statista reports that the revenue of the mobile app market will likely reach $437.80 billion this year. Not only that but in-app purchase revenue is also predicted to go up to $202.90 billion and see an annual growth rate of 6.58 percent, which means the market is set to grow to $565 billion by 2026.

The boom was supported by the pandemic in a way. People spent more time indoors and on their cellular devices, therefore the scope for targeting new people increased for mobile advertisers. However, with increased users has come increased competition to survive in the industry and bring in profits; mobile marketers have to be really strong in their strategies.

The rapid changing landscape and factors makes it even more difficult. With every passing year and sometimes quarters, new trends dictate the pace.

Adapting to them is key to nailing your mobile marketing campaigns, therefor we prepared a little summary of 2022 key industry information you need to bear in mind while preparing 2023:

Key Mobile Marketing Trends we observed in 2022

  • Mobile video content spending and usage: Following the pandemic especially, users are spending more time and money on their mobile devices than before. According to an Adjust report in 2021, 52.5 percent of global consumers are consuming more video content on social media since the COVID-19 hit.

    Mobile marketers have looked to take advantage of it and advertise. A Yans Media report says that 87 percent of marketers are using video content as a part of their marketing strategy and 88 percent are satisfied with their ROI.
  • Shoppable posts: Brands are uploading more shoppable posts (like on Instagram), which gives instant access to shopping carts. This helps the consumers gain instant access to the product they like from the content and saves time while for marketers, this means more chances of a higher conversion rate and gathering more data on the consumer.

    According to a Techjury, people spend an average of 11.2 hours per month on Instagram (Data Reportal), making it one of the most globally used social media apps.

    Not only that, according to a HootSuite survey, 44 percent of people use Instagram to shop weekly using shopping tags or the ’Shop’ tab.
  • Influencer Marketing: Influencer marketing has grown in popularity over the last couple of years. With huge fanbases, they come in handy to reach a lot of people at once and promote a product. Facebook, YouTube and Instagram are the leading channels where mobile marketers are trying to promote with influencers.

    A financesonline report states that the influencer marketing channel’s market size has grown to $14 billion USD in 2021 (latest survey).  Mobile marketers could spend up to $5 billion by 2023 (Insider Intelligence, 2021) on social media influencer marketing.

    Marketing experts also explained that brands tend to prefer to work with micro-influencers (with less than 20,000 followers) because these accounts are highly popular for a certain niche and come across as less scripted and more trustworthy (Forsey, 2020), which brings higher engagement rates among customers.
  • Use of data: Users have become extremely conscious of where and how they are sharing their information. Apple (SKAdNetwork) and Google have also enforced strict measures which have reduced the information app marketers can gain.

    In an interview with Adam Smart
    , director of product gaming at Appsflyer, we asked how Appsflyer adapted to the SKAdNetwork and he said that the company released a SKAdNetwork Simulation Dashboard, enabling advertisers to understand how their data would be processed via the SKAdNetwork system. The SK360 suite fine-tunes conversion values, to enable predictive analytics capabilities to accurately predict the lifetime value (LTV) of mobile users on iOS SKAdNetwork campaigns.

    The dashboard and data like ‘Null Conversion Values’, ‘Single Soint of truth (SSOT)’ have been extremely important towards success for publishers like Tiling Point for their games.

    Another feature that has come up big is the use of predictive analytics in user acquisition. In our interview with Claire Rozain from Rovio Games, she explained that UA Managers need to deep dive into analytics and be less impulsive and emotional one has to rely more on data during the process.

Best mobile industries in 2022

Gaming and ecommerce industries have continued to boom over the last decade and the COVID-19 pandemic accelerated the process a fair bit. Let’s deep dive into the key numbers of those industries for 2022:

  • Gaming: Mobile gaming app downloads have continued to be on the app and are one of the most prominent segments. According to report on the earthweb, the number of new gamers has risen to 3 billion, which +5.3% more than last the previous year, out of which, 55% of the new players are based in the Asia-Pacific region. Currently, the share of the mobile gaming industry is a huge 52% which accounts for $93.2 billion.

    Hyper-casual game downloads led the charts when it came to types of games in categories. Puzzle games perform the best in the segment with a 57.9% share.

    The report also adds that an average gaming session lasts 25 percent longer for a women than compared to men. The percentage of committed female gamers have also seen a steady rise and stands at 49 percent compared to 51 percent males. Thus, bursting the myth that gaming is a male dominated industry.

    When it comes to demographics, Asia leads the way when it comes to mobile gamer distribution. Around 1.3 billion gamers are from the Asian continent alone followed by Europe, which has around 551.7 million. Latin America has around 309.2 million while North America has around 207.7 million.
  • E-commerce: Ecommerce and specifically mcommerce has been on the rise since the pandemic in 2020. An article on Tidio states that in 2021 itself, mcommerce users across the globe spent 100 billion hours on shopping apps and it has only gone up over time.

    A study by Wunderman Thompson says that 65 percent consumers expect to use mobile shopping channels more in the future while 34 percent of shoppers want their online purchases be digital and instantly downloadable.

    Fast fashion and social media shopping have been the most popular app categories with users spending more time and money on them. Figures by a study conducted by JP Morgan also stressed that dedicated apps are preferred by users to mobile online shopping, amounting to 54 percent of completed mobile commerce payments.

    According to an article on startupbpnsai, ecommerce sales are expected to reach $6.3 trillion by 2024 (Statista). In 2020, the worldwide sales online was $4.28 million. Not only that, NASDAQ also predicts that by 2040, 95 percent of sales will be made online, out of which mobile devices will be the ones used the most.

    In terms of demographics, Southeast Asia is one of the fastest growing ecommerce markets and reports predict that by 2025, ecommerece spending will rise by a whopping 162% and reach $179.8 billion.

What to expect in 2023

With data privacy already a key factor and talks of recession being around the corner, UA managers need to be vigilant and wise with their marketing budget and UA management.

Especially as this new year is set to bring a new set of challenges for mobile marketers including a possible recession and the introduction of Google’s Privacy Sandbox for Android 13 devices.

The Android Privacy Sandbox Will Enter Beta In Early 2023

Privacy Sandbox on Android Explained

Google announced that app developers can sign up for it to get a taste of what’s coming and can start testing the APIs within the Android Privacy Sandbox like Topics, FLEDGE, attribution reporting, and SDK Runtime.

Despite the challenges, with wise utilisation of marketing budget, right creatives and the right tools to help maximize returns, mobile marketers can continue to make the most of the booming app landscape and maximize their user acquisition efforts.

In order to achieve this goal, you should encourage your team to follow these best practices:

  • Continuous learning & testing: With the rate at which rules are changing in terms of data privacy or how fast new user behaviors come into the play, make sure to keep time every day to read expert content to stay ahead but also keep some budget to experiment new channels or creatives ideas for Instagram.
  • Pioneering: Adopting new technologies can be scary but could definitely be an important added value to your marketing efforts. Educate your team on the importance of testing new things, even before your competitors do.
  • A data-driven approach: As mentioned above, data will play a key role in the future of UA. For most of marketing history, the creative eye of an expert marketer guessing on winning ads could beat the data-driven insights of machines. In 2022 and beyond, that may no longer be the case in many instances. Marketers will need to listen to data more frequently and shift their focus toward high-level strategy.

Try Tempr.

As you can see, being able to manage your budget well and targeting the right platforms for promoting the products will play a major role going forward for UA managers. Fortunately for them, this is exactly where Tempr. can help mobile marketers.

Tempr. combines its AI technology with APIs, which aggregate and pull data from clients’ mobile advertising partners, to develop highly accurate revenue predictions and help mobile advertisers maximize their ROAS.

Tempr. helps in:

  • Predicting your ROAS D7, CPE D7.
  • Recommending the optimal media mix across your channels.
  • Implementing optimizations in one click.

Found the read interesting and thinking of adopting some AI magic? Don’t hesitate to schedule a demo and also take advantage of our 14-day trial offer to try out Tempr. and elevate your user acquisition efforts.

Ranit Das
Marketing and Communications at Tempr.

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