Organic mobile app downloads are seeing a constant increase during the Covid pandemic lockdown. Since the COVID-19 pandemic has begun, app marketers and mobile advertisers have begun seeing a constant organic growth in there app downloads. To delve deeper into this, AppsFlyer conducted research that shows next to no increase when it comes to non-organic downloads whereas organic app downloads have seen a 37% raise between mid-February and March. This increase has mostly taken place in the non-gaming apps category.
Based on the research conducted, organic mobile app download increased highest in the following mobile app categories :
- Education Apps – 66%
- Media Streaming Apps – 170%
- Music Apps – 65%
- Health & Fitness Apps – 78%
- Gaming Apps – 40%
- Shopping Apps – 25%
- Finance Apps – 15%
This increase in organic mobile app downloads took place because more people are home-bound and are using their mobile phones to increase productivity or keep themselves occupied all day. While the organic app downloads have drastically increased, the budgets for app marketing has remained unaffected. It is believed that these apps would have an increased Return of Advertising Spend (ROAS) due to the shut down of physical venues like gyms, malls, restaurants, etc. Recently, WhatsApp also announced increase in there app usage by 51% due to lockdown.
With entertainment and utility mobile apps being used widely, there are also categories of mobile apps that have suffered a considerable amount of loss. The categories that saw a decrease in organic mobile app downloads are as follows:
- Travel Apps – 70%
- Maps & Navigation Apps – 61%
How the companies are adapting to this Lockdown
While the Coronavirus pandemic has affected mobile app downloads, the other industries have also been greatly affected. The activities taking place and running the industries have changed a great deal since the lockdown. Here are ways of how companies are coping with this lockdown.
+ Hosting (Virtual) Gatherings
Many industries such as business, travel, event management, etc have suffered a great deal during this period. Obviously, many major events around the world have been canceled. Regardless of these setbacks, companies have to make sure they keep the profits coming in somehow.
“Many companies that rely on events in the first half of the year have to get creative with their lead gen. For example, companies are hosting webinars and virtual conferences to generate leads and connect with existing clients,” says Meredith Heller, Co-Founder of Prospect Events.
+ Social (Distancing) Practices
Many companies have been used to personally meeting and wooing their customers to maintain healthy business relations. Now, these interactions have turned into virtual meetings to match these times. Social media has played a great role in initiating client communication instead of in-person meetings.
Meredith Heller also states that “We are also seeing companies drop shipping swag packages to clients and prospects directly since they are not able to meet in person.”
+ Employee Productivity during Work From Home
Employees can easily be affected in terms of quality of work when it involves working from home. When given the choice of working location, productivity can increase while the lack of choice can reduce the quality of work. This is why when working from remote locations, employees work better when they communicate via social apps.
Mobile apps that enable video and audio conferences within the employee circle greatly help with keeping work going also saw major increase in the organic mobile app downloads. One-on-one chats, calls, video calls also help individuals communicate easier during this period.
What apps do you think are essential during the lockdown? Leave your suggestions in the comment box below.
