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Sensor Tower · Abraham Yousef · July 2024
MMM: Shein Mobile App User Growth and Advertising Trends; ChatGPT Plus App Subscriber Trends
SHEIN filed for an IPO in the UK, aiming for a listing on the LSE. Sensor Tower data shows it remains a top US advertiser with growing mobile app users. ChatGPT app users and premium subscribers have increased significantly over the past year. Additionally, conversation counts via desktop rose double-digits month-over-month after the launch of GPT 4o.
Key Takeaways:
Per ST data, SHEIN was the eighth largest advertiser in the US in 1H24, and a top three advertiser on Facebook. Amazon and Temu are the only companies that outspent SHEIN on Facebook through 2024 YTD, both in the US and in the UK
SHEIN’s WAUs are 30% higher than Temu’s in 1H24 and those users are coming back to the app more frequently and staying longer. SHEIN users register 15% more weekly sessions in the app than Temu users and spend 5% more time in-app per week
ST’s proprietary multidevice panel underscores that SHEIN’s traffic is largely dependent on its app. When analyzing traffic by source for the company, a staggering 80% of traffic comes from mobile app users, while Temu sees only 45% of traffic from its mobile app
SHEIN could be prioritizing mobile app user acquisition and retention as users who engage with SHEIN via their mobile app spend 70% more time on the app than desktop users and 300% more than mobile web users
The explosion of AI’s popularity over the past year has placed OpenAI’s ChatGPT at the forefront of consumer interest. ChatGPT has enjoyed continued growth in new users amidst international expansion and model updates. Per ST data, the ChatGPT mobile app had ~160mn global MAUs in Jun’24, up more than 40x YoY
Although ChatGPT is free to download and use, OpenAI offers a paid premium subscription (ChatGPT Plus), which provides users with faster response times and unfettered access to new features at $19.99/month. Per ST data, there are ~1.4mn mobile ChatGPT Plus subscribers as of Jun’24, up 117% compared to Dec’23 and more than 10x on a YoY basis
Per ST data, IAP revenue for ChatGPT soared 73% WoW for the week of May 13, 2024 as consumers clamored to get their hands on the newest GPT model, 4o, after the company’s spring product announcement. User engagement on the ChatGPT app also soared during this week as average time spent per user and sessions each jumped 15% WoW
For more information, request the full report from reports@sensortower.com.
