Traditional Brands Adopt More Mobile Users in Q2 2022, +13% Y/Y

Traditional Brand apps have recognized digital is the new normal and are investing into mobile now more than ever. Sensor Tower Store Intelligence data, along with our other market intelligence products, reveals traditional brands are adopting more mobile users, with brand apps reaching 56 million installs on the App Store and 29 million on Google Play in the United States in Q2 2022. The Brands on Mobile 2022 report analyzes the top 50 Brand apps in the U.S., including download and advertising trends for the top dining and retail brand apps.

The Airline Subcategory Takes Off

The Dining and Retail subcategories saw their share of installs spike at 37 and 29 percent, respectively, when the U.S. initiated a lockdown during COVID-19 in 2020. Since travel restrictions have become more relaxed in the past year, both subcategories saw a reduction in their share of installs, and fell below their pre-pandemic share.

The Airline subcategory on the other hand rebounded from the pandemic and was responsible for 11 percent of installs in the first seven months of 2022, exceeding their pre-pandemic share of installs.

The McDonald’s App Grew Quickly in H1 2022

In terms of downloads, McDonald’s was the fastest growing brand app in H1 2022, with three million more installs in H1 2022 versus H1 2021. The fast food giant’s installs surpassed Planet Fitness, the second fastest growing app.

McDonald’s found great mobile success with its celebrity partnerships in 2020 and has continued to set its heights higher by spending $12.6 million on digital ads in July 2022, a 124 percent increase year-over-year. There is a strong correlation between McDonald’s digital ad spend and its app downloads, however, this cannot be said for either Domino’s Pizza or Taco Bell. While Domino’s Pizza and Taco Bell have both ramped up their ad spend, the two apps have only seen a 13 and 67 percent increase in downloads since July 2019, respectively.

Digital Is The New Normal

Traditional companies which continue to invest in their mobile apps are likely the winners of tomorrow, and are able to make well-informed data decisions to dominate their respective markets.

The Sensor Tower Store Intelligence platform can help you unlock trends that are shaping brands in the digital economy. For more insights on how traditional brands are performing in 2022, download the complete Brands on Mobile report below: