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Coronavirus impact sends app downloads, usage and consumer spending to record highs in Q2

As the world continued to cope with the impact of the coronavirus outbreak, the second quarter of 2020 became the largest yet for mobile app downloads, usage, and consumer spending. According to new data from app store intelligence firm App Annie, mobile app usage grew 40% year-over-year in the second quarter of 2020, even hitting an all-time high of over 200 billion hours during April. Consumer spending in apps, meanwhile, hit a record high of $27 billion in the second quarter. And app downloads reached a high of nearly 35 billion.

The growth in app usage has been fueled by social distancing and lockdown measures, as countries around the world try to quell the spread of the novel coronavirus.

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In India, for example, time spent in apps grew 35% in Q2 2020 from Q4 2019. Italy and Indonesia saw growth of 30% and 25%, respectively. In the U.S., time spent in apps grew 15%.

App Annie says that now, the average user is spending 4 hours and 20 minutes per day on their smartphones.

Image Credits: App Annie

 

But consumers aren’t just launching apps they already have installed on their phones — they’re also downloading new ones. In the second quarter, consumers downloaded a nearly 35 billion new apps, an all-time high.

Google Play accounted for 25 billion of those downloads, representing 10% year-over-year growth. India and Brazil were the the two largest markets for Google Play in the quarter.

Image Credits: App Annie

iOS downloads grew 20% year-over-year to reach nearly 10 billion. The U.S. and China were iOS’s biggest markets for downloads, but the U.S. and Saudi Arabia saw the most quarter-over-quarter growth. The latter was likely attributed to a nationwide lockdown and school closures, driving app downloads in the country to a all-time high in April and 100% year-over-year growth on iOS.

Games were downloaded at record levels in the quarter, App Annie noted, totalling 14 billion games. In the first week of Q2, weekly mobile game downloads broke records at over 1.2 billion, and weekly download levels remained at 1 billion on average throughout the quarter, up 20% year over year.

Image Credits: App Annie

Non-gaming apps represented over half (55%) of the new downloads on Android and 70% of those on iOS.

More specifically, top categories outside of games included “Tools” and “Entertainment” on Google Play and “Photo and Video” and “Entertainment” on iOS. But other categories saw strong growth, including “Business,” “Health & Fitness” and “Education” which saw quarter-over-quarter growth in downloads of 115%, 75% and 50% respectively on Google Play.

On iOS, “Health and Fitness,” “Shopping,” and “Medical” apps saw strong quarter-over-quarter growth of 30%, 25% and 20%, meanwhile.

With record downloads and usage, consumer spending also grew significantly as a result, particularly among streaming video services.

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In the second quarter, consumers spent a record $27 billion in apps, up 15% year-over-year to $17 billion on iOS and up 25% to $10 billion on Android.

Games accounted for $19 billion of the spend, up 15% quarter-over-quarter. Google Play saw sizable growth at 25% quarter-over-quarter, which was 2x the growth rate on iOS.

Image Credits: App Annie

Non-gaming apps were 35% of the spend on iOS. The U.S. and China the largest contributors in both games and non-game apps on iOS in the quarter. However, the U.S. notably took back the top position as the largest market for consumer games — a spot previously held by China — with 30% quarter-over-quarter growth in Q2.

Non-games were 15% of the spend on Google Play. The U.S., Japan, and South Korea were the largest markets in both non-games and games alike on Google Play.

Top Google Play categories in addition to “Games” included “Social” and “Entertainment.” Growth in the “Entertainment” category was driven largely by Disney+ and Twitch, App Annie noted.

On iOS, “Entertainment” and “Photo and Video” were the largest categories by consumer spend, in addition to “Games.” Here, TikTok drove growth for the “Photo and Video” category, becoming the No. 1 top grossing app on iOS App Store globally in Q2 2020 thanks to sales of virtual gifts used to tip streamers.

Image Credits: App Annie

While much of the activity taking place on mobile devices during the pandemic is related to having fun — like watching videos or playing games, for example — several of the top apps in the quarter were work-related.

Zoom, for instance, became the No. 2 of most downloaded app globally in Q2 2020.  Google Meet was No. 7.

TikTok, meanwhile, was the top app by downloads and spending, and the No. 7 by monthly active users. That will likely change in the months ahead, due to its ban in India. A proposed U.S. ban has also recently seen TikTok rivals gaining ground. Amid this disruption, local competitors in India have seen increased usage, and elsewhere, competitors like Byte and Likee have surged.

 

 

 

 

Google expands its Swirl 3D ad format

Google is announcing the global availability of Swirl, an ad format that the company unveiled in beta just over a year ago.

The Swirl format involves banner ads that include interactive 3D product models. As the company put it in a blog post:

Swirl lets consumers engage with a product like it’s right in front of them by allowing them to rotate, zoom and expand the creative in the ad. Swirl ads allow brands to illustrate changes in behavior, new technology performance, unique product features and more.

The post went on to describe different campaigns that have already been created using the format, including Nissan Spain, which used a Swirl ad to show off the new features of its Qashaqai SUV, and adidas Latin America, which advertised the adidas Ultra Boost 2019 shoe.

Google Swirl

Image Credits: Google

The ads don’t have to be purely product-focused either — apparently Purina used Swirl to allow potential customers to play fetch with a 3D dog model, an ad that apparently saw six times the engagement of a standard 2D ad.

To create Swirl campaigns, advertisers can upload 3D assets to Google Web Designer, or edit the models using Poly.

Google reportedly cancelled a cloud project meant for countries including China

After reportedly spending a year and a half working on a cloud service meant for China and other countries, Google cancelled the project, called “Isolated Region,” in May due partly to geopolitical and pandemic-related concerns. Bloomberg reports that Isolated Region, shut down in May, would have enabled it to offer cloud services in countries that want to keep and control data within their borders.

According to two Google employees who spoke to Bloomberg, the project was part of a larger initiative called “Sharded Google” to create data and processing infrastructure that is completely separate from the rest of the company’s network. Isolated Region began in early 2018 in response to Chinese regulations that mean foreign tech companies that want to enter the country need to form a joint venture with a local company that would hold control over user data. Isolated Region was meant to help meet requirements like this in China and other countries, while also addressing U.S. national security concerns.

Bloomberg’s sources said the project was paused in China in January 2019, and focus was redirected to Europe, the Middle East and Africa instead, before Isolated Region was ultimately cancelled in May, though Google has since considered offering a smaller version of Google Cloud Platform in China.

After the story was first published, a Google representative told Bloomberg that Isolated Region wasn’t shut down because of geopolitical issues or the pandemic, and that the company “does not offer and has not offered cloud platform services inside China.”

Instead, she said Isolated Region was cancelled because “other approaches we were actively pursuing offered better outcomes. We have a comprehensive approach to addressing these requirements that covers the governance of data, operational practices and survivability of software. Isolated Region was just one of the paths we explored to address these requirements.”

Alphabet, Google’s parent company, broke out Google Cloud as its own line item for the first time in its fourth-quarter and full-year earnings report, released in February. It revealed that its run rate grew 53.6% during the last year to just over $10 billion in 2019, making it a more formidable rival to competitors Amazon and Microsoft.