Getty ImagesIndia accounted for about 14% of 218 billion global app installs in 2020, according to a report released adtech firm InMobi.
The growth rate of app downloads in India (28% YoY) was four times higher than the global average (7% YoY).
Covid-19 has accelerated rapid digital adoption and the shift to online in the country, InMobi Annual Mobile Marketing Handbook stated.
"The clear demand for mobile-first services from consumers has laid the foundation for India’s app economy. Depending on headwinds, 2021 promises to be a positive year for the Indian mobile marketing sector,” said Vasuta Agarwal Managing Director, Asia Pacific, InMobi.
The report said the Indian mobile app economy witnessed a significant evolution in 2020.
Several new categories of apps such as health & fitness, gaming, entertainment, long-form & short-form video content, hyperlocal delivery and learning & education gained prominence following the unprecedented developments during the year, it said.
From Jan to Apr 2020, Indian’s spent on entertainment apps grew by over 22%, resulting in a growth of about 47% in OTT subscription and over 26% growth in revenue.
From the first wave of lockdown between March to mid-April, digital payment apps saw a surge of over 42% in usage as compared to the pre-lockdown period.
The mobile gaming industry also saw a massive surge in 2020, as online games emerge as the new entertainment medium among Indians, it said.
India was home to 1 out 10 of the world’s gamers as of September 2020, and is poised to become one of the top mobile gaming markets in APAC region, the report said.
The report stated that 2020 witnessed short or bite-sized video content as the new source of news and entertainment for the always-on, connected Indians.
It added that users are consuming content across a wide variety of genres be it news, food, health and fitness or entertainment, accounting for an average of 40 viewing minutes per day. The engagement peaks during the conventional primetime of television.
The growth rate of app downloads in India (28% YoY) was four times higher than the global average (7% YoY).
As of 2019, India’s monthly active internet user base was 574 million. This is estimated to reach 734 million by the end of 2020, registering an annual growth of 29%, it added.
Covid-19 has accelerated rapid digital adoption and the shift to online in the country, InMobi Annual Mobile Marketing Handbook stated.
"The clear demand for mobile-first services from consumers has laid the foundation for India’s app economy. Depending on headwinds, 2021 promises to be a positive year for the Indian mobile marketing sector,” said Vasuta Agarwal Managing Director, Asia Pacific, InMobi.
The report said the Indian mobile app economy witnessed a significant evolution in 2020.
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Several new categories of apps such as health & fitness, gaming, entertainment, long-form & short-form video content, hyperlocal delivery and learning & education gained prominence following the unprecedented developments during the year, it said.
From Jan to Apr 2020, Indian’s spent on entertainment apps grew by over 22%, resulting in a growth of about 47% in OTT subscription and over 26% growth in revenue.
From the first wave of lockdown between March to mid-April, digital payment apps saw a surge of over 42% in usage as compared to the pre-lockdown period.
The mobile gaming industry also saw a massive surge in 2020, as online games emerge as the new entertainment medium among Indians, it said.
India was home to 1 out 10 of the world’s gamers as of September 2020, and is poised to become one of the top mobile gaming markets in APAC region, the report said.
The report stated that 2020 witnessed short or bite-sized video content as the new source of news and entertainment for the always-on, connected Indians.
It added that users are consuming content across a wide variety of genres be it news, food, health and fitness or entertainment, accounting for an average of 40 viewing minutes per day. The engagement peaks during the conventional primetime of television.
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