According to AppsFlyer, a mobile attribution and marketing analytics provider, It appears that affluent users concerned about data privacy in their digital lives may now be more comfortable to make their first e-commerce purchase with Apple "knowing that iOS now gives consumers stricter controls over who has access to their user data".

 

"Overall, there's a stabilising trend in 2021 as most potential consumers have already converted to paying users," the findings showed.

 

In-app purchase revenue has experienced an enduring boost after the initial shock of Covid-19, especially in India.

 

"We can see that in-app purchase revenue trends in the same direction for both Android and iOS -- allowing marketers with apps in both ecosystems to experiment with new strategies equally on both platforms," the report noted.

 

Indian e-commerce has demonstrated massive growth in app installs, but marketers should be careful of the enduringly high fraud rates in the country, it cautioned.

 

Intermittent lockdowns are a likely catalyst driving users to opt for contact-less shopping runs, especially in India, Malaysia, Thailand, Philippines and Singapore.

 

In India, overall installs in the second quarter (Q2) 2021 increased 3x year-over year compared to Q2 2020.

 

For the report, AppsFlyer studied 1.7 billion e-commerce app installs (January 2020-July 2021), 920 e-commerce apps with at least 3,000 installs per month and 9 billion e-commerce app remarketing conversions (January 2020-July 2021).