Mobile App Insights from May

Focused on Businesses and Brands

Featured in the Research Roundup:

• Walmart’s growth exceeded earnings expectations due to e-commerce and advertising growth, with a 26% increase in US power users and a 130% rise in advertiser activity.

• Uber's strategic partnership with Instacart unlocks access to a new, highly engaged demographic which has a significant interest in ordering from restaurants. Instacart users logged 31% more sessions on Uber Eats than the average Uber Eats user in 1Q24, which demonstrates a high level of interest among Instacart users in leveraging Uber to fulfill restaurant delivery needs.

• Anheuser-Busch heavily leverages YouTube in their advertising strategy with 39% of its US ad budget to YouTube, targeting video entertainment consumers.

• British Airways’ ad investment has doubled its advertising spend and impressions, leading to a 20% increase in mobile active users.

• Instagram Reels makeup 43% of time spent on Instagram, driving high user engagement within the US. 

• Grindr’s launch of weekly Xtra subscription increased IAP revenue by 30%, with high user engagement and retention. This growth indicates strong user interest in the weekly payment option, which contributed to a 30% YoY increase in IAP revenue in 1Q24.