Mobile App Industry Trends 2021 — How Mobile Apps Are Adjusting to the New Virtual Lifestyle ©2021 Sensor Tower Inc

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Hypercasual continues to be a hot trend in Stock trading and cryptocurrency apps continue mobile gaming, with the top hypercasual titles to see high volume in demand going into the new surpassing 10 billion installs in 2020. Easy-to-play year. IQ Option and Expert Option were the top two games gained massive popularity amid COVID-19. trading apps by downloads in 2020.

More core games are adopting in-app More consumers being home has led to a 39 subscription models. Subscriptions in games saw a percent Y/Y growth rate among top smart home slight correlation with higher long-term retention apps. Home-centric lifestyles have inspired rates than games without them in 2020. consumers to invest in smart technology.

Industry Trends 2021: Table of Contents

Mobile Industry Trends 2021 report offers analysis on the latest trends for the category:

5. 2020 Industry Recap An overview of the app industry in 2020 along with top categories and countries 11. Mobile Gaming 14. Hypercasual Game Adoption Takes Off Examine how hypercasual games grew their massive popularity in 2020 18. Mobile Games Find Success with Subscriptions A look at games that use in-app subscriptions and how it affects retention 22. Mobile Apps 25. The Booming Fintech Market The global fintech market continues to experience high adoption 30. The Rise of 5G and Smart Home Apps A look at smart home apps and how quarantines affected growth 33. Growth of Mobile Hangout Apps Accelerates COVID-19’s impact on adoption and demographics of social apps ©2021 Sensor Tower Inc. - All Rights Reserved About This Data: Methodology Could your business benefit from Sensor Tower’s Mobile Insights team compiled the download estimates provided in this report using the Sensor Tower Store Intelligence platform. access to Store Intelligence insights and the highly accurate data used ● Figures cited in this report reflect App Store and Google Play to build this report? See the fastest download estimates for January 1, 2018 through December 31, 2020. ● Download estimates presented are on a per-user basis, meaning that growing apps and publishers by only one download per Apple or Google account is counted towards downloads or revenue. the total. ● Downloads of the same app by the same user to multiple devices, updates, or re-installs of the same app by the same user are not REQUEST DEMO counted towards the total. ● Android app install estimates represent downloads from the Google Play Store only. Sensor Tower does not provide download estimates for third-party Android stores.

2020: An Eventful Year in Mobile Apps

Top industry events in 2020 corresponding to installs Monthly Worldwide Installs

Byte, the short video app from the co-founder of Vine, was released and generated 1.3M installs in its first week. Jan 10.8B

Feb 10.4B

Tiktok surpassed 120M worldwide downloads. Disney+ launched in the European app stores. Mar 12.6B

Zoom crossed 140M worldwide downloads. Quibi’s mobile-only Apr 13.5B streaming service made its first appearance in April.

Animal Crossing: New Horizons spurred Nintendo’s Pocket May 12.5B Camp mobile game to $150M in spending. The HBO Max app released on both stores. Jun 11.7B

Multiple apps removed on the App Store in China due to strict 12.3B enforcement of ISBN. India banned TikTok and Chinese apps. Jul

Aug 12.3B Among Us gained 85M downloads in September. Oracle became the cloud provider for TikTok amid calls for its ban in the U.S. Sep 11.7B

Genshin Impact released on both app stores and generated $60M 11.7B in spending during its first week. Oct

Nov 11.4B Mobile app spending surpassed a record high of $400 million on Christmas Day. Roblox was the top app by worldwide spending. Dec 12.0B

COVID-19 Spurred Lasting Lift in Mobile App Spending

Worldwide monthly installs and spending across the App Store and Google Play The 2020 holiday season drove mobile 2019 Installs Install Growth in 2020 2019 Spending Spending Growth in 2020 16B $12B spending to a new record of $10 billion in December, while monthly downloads surpassed

14B 12 billion for the sixth time in 2020. $10B

$3B 12B COVID-19 boosted the year-over-year $2B 4.2B $3B $2B 2.8B 2.1B 2.3B $2B 3.0B 2.1B $3B $2B spending growth rate for monthly installs 2.0B 2.0B $2B 2.3B 1.9B $8B $2B 965M $1B 10B $2B and revenue to above 30 percent throughout 1.8B $1B the year after March, as opposed to an

8B $6B average of 21 percent in the beginning at the start of year. COVID-19’s impact on downloads

6B may be short-lived, but spending trends indicate $4B $8B 10.2B 10.0B $8B that apps are already seeing the benefits of 9.8B 9.8B 9.7B 9.7B 9.9B $7B $7B $7B 9.6B 9.4B 9.5B $7B $7B 9.2B $7B $7B $7B $7B 8.6B $6B 4B adding these new users.

$2B 2B

0 $0

Jan-20Feb-20Mar-20Apr-20May-20Jun-20Jul-20Aug-20Sep-20Oct-20Nov-20Dec-20 Jan-20Feb-20Mar-20Apr-20May-20Jun-20Jul-20Aug-20Sep-20Oct-20Nov-20Dec-20

Growth of Essential Apps Remains High

Monthly install growth by category compared to January 2020 Business, Health & Fitness, and Education Business Medical Finance Entertainment Education Health & Fitness News 200% category apps saw the largest COVID-19 related boost following the outbreak of the virus. The demand for remote work and home workouts spiked along with downloads of 150% related apps.

Contact-tracing and telemedicine apps 100% continued to show high adoption growth Business throughout the year as COVID-19 raised awareness for health monitoring. The British

50% Medical contact-tracing app, NHS COVID-19, was the

Finance most downloaded medical app in 2020, Entertainment accounting for 15 million installs. Education 0% Health & Fitness

News Note Regarding Growth Rate -50% Each monthly growth rate is calculated based on the category downloads in January 2020. Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20

India’s Mobile App Adoption Continues to Break Records

Monthly install growth by country compared to January 2020 India and Brazil’s mobile markets are on a India Turkey Brazil U.K. U.S. Russia China 80% rise, achieving a year-over-year growth in mobile adoption of 35 percent and 32 percent, respectively, in 2020. Utility and 60% Photo & Video category apps saw the most success outside mobile games in these markets.

India +35% Y/Y 40% While the largest markets have started to see downloads return towards pre-pandemic Turkey +30% Y/Y 20% numbers or below, Turkey’s installs climbed in December. Another top growing market, Brazil +32% Y/Y Brazil, saw 32 percent Y/Y growth. U.K. +16% Y/Y 0% U.S. +12% Y/Y Russia +13% Y/Y

-20%

China -1% Y/Y

Note Regarding Growth Rate -40% Each monthly growth rate is calculated based on the country downloads in January 2020. Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20

New Apps Releases Increase by 5% on the App Store

Apps released in 2020 on App Store and Google Play by top category Approximately 5 percent more new apps were App Store Google Play released on the App Store in 2020 than 2019, Games 65K Games 225K with Games accounting for 13 percent and Utilities 49K Education 136K Utilities accounting for 10 percent of new Business 47K Entertainment 132K apps. Utilities and Business stood out as the top Lifestyle 43K Music & Audio 126K growing non-gaming categories, suggesting that Food & Drink 40K Tools 101K increased demand created a market for new

Education 39K Business 92K apps on the App Store.

Shopping 37K Food & Drink 83K

Entertainment 25K Shopping 82K The Education and Entertainment categories both saw an increase in the number of apps Health & Fitness 24K Books & Reference 74K released in them on Google Play, each Productivity 22K Lifestyle 58K accounting for 8 percent of the new apps Finance 15K Personalization 52K launched. Entertainment was the second most Social Networking 14K Productivity 51K popular non-gaming category on Google Play by Travel 13K Health & Fitness 49K downloads in 2020. Medical 10K Finance 41K

Sports 10K Total: +5% Y/Y Social 40K Total: -5% Y/Y Note Regarding New Apps New apps include apps released in 2020 on at least one of 0 40K 80K 0 100K 200K 300K the stores and have ranked among the top 1,500 apps by daily downloads at least once.

Among Us and Hypercasual Titles Lead the Top Mobile Games by Downloads

Quarterly top games by worldwide downloads on the App Store and Google Play

Q1 2020 Q2 2020 Q3 2020 Q4 2020

Hunter Assassin Save The Girl NEW Among Us NEW Among Us - 1 Ruby Game Studio 1 AppLovin 1 InnerSloth 1 InnerSloth My Talking Tom Friends Brain Out Garena Free Fire +4 NEW Join Clash 3D NEW 2 Focus Apps 2 Garena Games 2 Outfit7 2 Supersonic Studios Scribble Rider Woodturning PUBG Mobile +2 NEW Shortcut Run NEW 3 Voodoo 3 Tencent 3 Voodoo 3 Voodoo Subway Surfers Johnny Trigger Gardenscapes +5 +2 Garena Free Fire +1 4 SayGames 4 Playrix 4 Sybo Games 4 Garena Games

PUBG Mobile Ludo King NEW Garena Free Fire -3 Subway Surfers -1 5 Tencent 5 Gametion 5 Garena Games 5 Sybo Games

Garena Free Fire Subway Surfers +2 Cube Surfer NEW Tiles Hop NEW 6 Garena Games 6 Sybo Games 6 Voodoo 6 Amanotes

Draw Climber Hunter Assassin -6 Stack Colors NEW Roblox NEW 7 voodoo 7 Ruby Game Studio 7 Voodoo 7 Roblox My Talking Tom Friends Subway Surfer Fishdom NEW Tie Dye NEW -6 8 Sybo Games 8 Playrix 8 Crazy Labs 8 Outfit7 PUBG Mobile Gardenscapes 9 Brain Test NEW 9 Ludo King -4 +1 9 Playrix Unico Studio Gametion 9 Tencent Acrylic Nails 10 Rescue Cut 10 Brain Out -8 10 PUBG Mobile -7 10 NEW MarkApp Focus Apps Tencent Crazy labs

Core Titles Including Newcomer Genshin Impact Are Driving Player Spending

Quarterly top games by worldwide gross revenue on the App Store and Google Play

Q1 2020 Q2 2020 Q3 2020 Q4 2020

PUBG Mobile PUBG Mobile - Honor of Kings +1 Honor of Kings - 1 Tencent 1 Tencent 1 Tencent 1 Tencent

Honor of Kings Honor of Kings - PUBG Mobile -1 PUBG Mobile - 2 Tencent 2 Tencent 2 Tencent 2 Tencent

Monster Strike Roblox NEW Pokémon GO +2 Genshin Impact NEW 3 mixi 3 Roblox 3 Niantic 3 miHoYo

AFK Arena Coin Master +6 Roblox -1 Pokémon GO -1 4 Lilith Games 4 Moon Active 4 Roblox 4 Niantic

Lineage 2M Pokémon Go NEW Coin Master -1 Coin Master - 5 NCSOFT 5 Niantic 5 Moon Active 5 Moon Active

Candy Crush Saga Gardenscapes +1 Fate/Grand Order +4 Roblox -2 6 King 6 Playrix 6 Sony Corporation 6 Roblox

Gardenscapes Candy Crush Saga -1 Gardenscapes -1 Rise of Kingdoms +5 7 Playrix 7 King 7 Playrix 7 Lilith Games Three Kingdoms Strategic Rise of Kingdoms Alibaba NEW Candy Crush Saga -1 Candy Crush Saga - 8 Lilith Games 8 8 King 8 King

Fate/Grand Order 9 Monster Strike -7 9 DBZ Dokkan Battle NEW Homescapes NEW 9 Sony Corporation mixi Bandai Namco 9 Playrix

10 Coin Master 10 Fate/Grand Order -1 10 Monster Strike -1 10 Moonlight Blade NEW Moon Active Sony Corporation Mixi Tencent

Mobile Gaming 13 ©2021 Sensor Tower Inc. - All Rights Reserved What’s Trending: Hypercasual Game Adoption Took Off During Stay-at-Home Orders Could your business benefit from Mobile games prospered during quarantine when consumers were left with more time on access to Store Intelligence insights their hands. Hypercasual was one of the fastest growing genres of mobile games, accumulating 10 billion installs across the top 1,000 such titles in 2020. and the highly accurate data used to build this report? See the fastest Key Takeaways: growing apps and publishers by ● Adoption of the top 1,000 Hypercasual genre games grew 45 percent Y/Y in 2020. The continued rise in Hypercasual installs indicates that mobile games are reaching more downloads or revenue. casual players than ever before. ● Many Hypercasual genre games were among the top growing titles in 2020. REQUEST DEMO

Hypercasual Titles Surpassed 10 Billion Installs in 2020

Global downloads of top 1,000 hypercasual games by quarter

3B +45% Y/Y The top 1,000 hypercasual games surpassed 2 billion quarterly downloads for four consecutive quarters in 2020, with Q3 being their best performing quarter so far. Hypercasual games saw massive popularity 2B +70% Y/Y during stay-at-home orders and saw year-over- year growth of 45 percent in 3Q20.

2.7B 2.7B Although Hypercasual games saw a decrease 2.6B 2.5B in adoption in Q4 2020, the genre is set to 1B have a good year in 2021 if ad tracking 1.9B 2.0B 1.7B related headwinds are diminished. Demand for Hypercasual games is remaining strong, with 1.1B 1.1B 1.1B the top 10 titles accumulating 80 millions 857M 627M installs in the first two weeks of 2021.

Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020

Consumers Flock to Simple Games Amid Quarantine

Top growing games by year-over-year increase in downloads for 2020

Hypercasual Games

Among Us 282M Hypercasual games dominated the top growing games chart, accounting for five out Hunter Assassin 207M of the top 10 fastest growing games. Join Brain Out 182M Clash 3D, released in March 2020, ranked as the second most downloaded game in Q4 2020, Join Clash 3D 156M competing with the viral multi-player title

Save The Girl 153M Among Us.

Brain Test 149M Amid the stress brought by COVID-19, mobile gaming attracted a significant number of My Talking 149M Tom Friends first-time players in 2020. These consumers flocked to titles that encourage social Worms Zone 132M interaction with friends or friend-like NPCs, such as Among Us and My Talking Tom Friends, or Woodturning 126M simple, easy-to-play titles that require minimal

Cube Surfer 106M commitment from players.

0 50M 100M 150M 200M 250M 300M

Hypercasual Growth Rises Above Other Genres

Install growth among the top Hypercasual, Arcade, and Puzzle genre games vs. Q1 2019

Top 100 Top 100 Top 100 Top 100 400% Hypercasual Puzzle Arcade Games Hypercasual is far-and-away the fastest 350% growing genre in mobile gaming. The top 100 Hypercasual games saw growth of 350 percent

300% Hypercasual over Q1 2019 downloads in Q2 and Q3 2020 6.0B total installs while mobile games overall saw maximum in 2020 250% growth of 133 percent in 2Q20.

200% The continued rise in adoption of Hypercasual genre games on mobile reaffirms the existence of a large market and strong 150% Puzzle demand for simpler titles. While these games 3.7B total installs monetize quite different from other genres— in 2020 100% using in-game advertising—the fact that mid- Games 10.4B total installs core games have the potential to attract more in 2020 50% users by adding modes aimed at beginning Arcade players shouldn’t be overlooked. 4.7B total installs in 2020 0%

Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020

Gaming Trends: Hypercasual 17 ©2021 Sensor Tower Inc. - All Rights Reserved What’s Trending: Mobile Games Are Finding Success with In-App Subscription Models Could your business benefit from Subscription-based monetization is becoming more pervasive among mobile games as a access to Store Intelligence insights growing number of titles have found success with in-app subscriptions for optimizing revenue streams and retention rates. and the highly accurate data used to build this report? See the fastest Key Takeaways: growing apps and publishers by ● Eight out of the top 15 grossing mobile games in 2020 have adopted in-app subscriptions as a monetization model. downloads or revenue. ● Casino and Strategy have seen the highest proportions of subscription games, accounting for 39 percent and 35 percent among their top apps, respectively. ● Subscription-based games saw higher long-term retention rates than non-subscription REQUEST DEMO games in 2020.

Subscriptions Are Common Among Top Grossing Games

Top games by adoption and spending across the App Store and Google Play in 2020

Top Downloaded Mobile Games in 2020 Top Grossing Mobile Games in 2020

Among Us 282M PUBG Mobile $2.7B Multiple successful mobile games have now Garena Free Fire Honor of Kings 276M $2.6B adopted in-app subscription models. Roblox Subway Surfers 245M Pokémon GO 1.3B was one of the pioneers of implementing a PUBG Mobile 240M Coin Master 1.2B subscription model, called Builders Club (now Hunter Assassin 207M Roblox $1.2B Premium), into its mobile game. Newer titles, Gardenscapes 205M Monster Strike $1B such as Hunter Assassin, launched with Brain Out 182M Candy Crush Saga 978M subscriptions from day one.

Ludo King 182M Rise of Kingdoms $966M

Tiles Hop 170M Gardenscapes 959M In-app subscriptions have the potential to boost

Homescapes 160M Fate/Grand Order 929M revenue for top games. Rise of Kingdoms, for instance, saw a 13 percent increase in user Roblox 160M Homescapes 829M ThreeThree Kingdoms spending one month after the release of its Candy Crush Saga 158M $776M Kingdoms StrategicStrategic monthly subscription package. Join Clash 3D 156M Lineage M 761M

My Talking Tom 2 153M AFK Arena $758M

Save The Girl 153M Garena Free Fire $736M Contains Subscriptions

0 50M 100M 150M 200M 250M 300M $0 $1B $2B $3B

Core Games Are More Likely to Adopt Subscriptions

Proportion of games with in-app subscriptions by genre

Contains In-App Subscription No In-App Subscriptions

Approximately 39 percent of top Casino games utilize in-app subscriptions, followed 26% 35% 33% 39% by Strategy (35 percent) and RPG (33 Casino Strategy RPG Sports percent). Complex titles with heavy user 61% 65% 67% engagement appear to have found success using 74% in-app subscriptions to boost revenue along with user retention.

Designing a subscription product and rewards based on demographics, genre, and gameplay

24% 22% 22% 21% features, in addition to accurately tailoring them to player needs, is essential to achieving the Racing Arcade Lifestyle Shooter best possible ARPU.

76% 78% 78% 79%

Note Regarding Game Population Proportion calculations utilized thousands of games in our Game Taxonomy, while comparing subscription games to non-subscription games by genre

Games with Subscriptions See Higher Longterm Retention

Day 7, 30, and 90 retention rates of the top 1,000 subscription and non-subscription games

— Subscription Games — Non-subscription Games 16% Although the gap wasn’t large, subscription- Day 7 based games saw consistently higher Retention retention rates than non-subscription games.

12% The difference was most obvious in Q2 2020 amid COVID-19, when non-subscription games saw a day 7 retention of 13 percent while subscription-based games saw a higher

8% retention of 13.7 percent.

Day 30 Collect player feedback on subscription Retention products using App Intelligence’s Review Analysis feature, which derives insights from 4% user experience so you can make data-driven Day 90 decisions on product improvements. Retention

Q1 2020 Q2 2020 Q3 2020 Q4 2020

Social and Communication-Focused Apps Dominated Q4’s Top 10 by Downloads

Quarterly top apps by worldwide downloads on the App Store and Google Play

Q1 2020 Q2 2020 Q3 2020 Q4 2020

TikTok ZOOM +4 TikTok +1 TikTok - 1 Bytedance 1 Zoom 1 Bytedance 1 Bytedance

WhatsApp TikTok -2 Facebook +2 WhatsApp +2 2 Facebook 2 Bytedance 2 Facebook 2 Facebook

Facebook Facebook - ZOOM -2 Facebook -1 3 Facebook 3 Facebook 3 Zoom 3 Facebook

4 Instagram 4 WhatsApp -3 4 WhatsApp - 4 Instagram +1 Instagram Facebook Facebook Facebook

5 ZOOM 5 Messenger NEW 5 Instagram +1 5 ZOOM -2 Zoom Facebook Facebook Zoom

6 Likee 6 Instagram -2 6 Google Meet +2 6 Messenger +1 LIKEME Facebook Google Facebook

7 SHAREit 7 Aarogya Setu NEW 7 Messenger -2 7 Snapchat +3 SHAREit NIC Facebook Snap

8 Snapchat 8 Google Meet NEW 8 SnackVideo NEW 8 Telegram +1 Snap Google Joyo Technology Outfit7

9 Netflix 9 Telegram NEW 9 Telegram - 9 Google Meet -3 Netflix Telegram Telegram Google

10 Youtube 10 Youtube - 10 Snapchat NEW 10 SnackVideo -2 Google Google Snap Joyo Technology

Few Newcomers Shook Up the Global Revenue Charts in 2020

Quarterly top apps by worldwide gross revenue on the App Store and Google Play

Q1 2020 Q2 2020 Q3 2020 Q4 2020

Tinder TikTok +3 TikTok - TikTok - 1 Match Group 1 Bytedance 1 Bytedance 1 Bytedance

YouTube YouTube - YouTube - YouTube - 2 Google 2 Google 2 Google 2 Google

TikTok Tinder -1 Tinder - Tinder - 3 Bytedance 3 Match Group 3 Match Group 3 Match Group

4 Netflix 4 Tencent Video +2 4 Tencent Video - 4 Disney+ +1 Netflix Tencent Tencent Disney

5 iQIYI 5 Disney+ +2 5 Disney+ - 5 Tencent Video -1 iQIYI Disney Disney Tencent

6 Tencent Video 6 iQIYI -1 6 iQIYI - 6 Piccoma +1 Tencent iQIYI iQIYI Kakao Corp.

7 Disney+ 7 Netflix -3 7 Piccoma NEW 7 iQIYI -1 Disney Netflix Kakao Corp. iQIYI

8 Google One 8 BIGO LIVE NEW 8 Netflix -1 8 Google One +2 Google YY Inc. Netflix Google

9 Pandora 9 LINE Manga NEW 9 BIGO LIVE -1 9 BIGO LIVE - Pandora Naver Corp YY Inc. YY Inc.

10 LINE 10 Google One -2 10 Google One - 10 Netflix -2 NAVER Corp Google Google Netflix

Mobile Apps 24 ©2021 Sensor Tower Inc. - All Rights Reserved What’s Trending: Fintech Reaches New Highs on Mobile, Led by Payment and Stock Trading Could your business benefit from Fintech has been rapidly gaining popularity on mobile, and this was even more evident in access to Store Intelligence insights 2020 when interest in the stock market and cryptocurrency were driven by a worldwide recession. In the mobile space, fintech apps responded to dynamic financial markets with a and the highly accurate data used surge in app adoption. to build this report? See the fastest growing apps and publishers by Key Takeaways: ● Finance apps accumulated nearly 5 billion downloads worldwide in 2020 at a growth rate downloads or revenue. of 25 percent year-over-year ● Trading and cryptocurrency apps are among the fastest growing finance sectors in mobile, with IQ Option seeing the most downloads and growth in 2020. REQUEST DEMO ● Payment apps have been on a safe and steady rise, while B2B became the next step for many top payment titles.

Finance Apps Are Experiencing Steady Growth Over Time

Worldwide download growth of finance apps by quarter

1.5B Worldwide finance app installs have been on +19% Y/Y a rise, growing at a rate of 19 percent year- over-year in Q4 2020. Finance apps saw steady +23% Y/Y growth during the study period, achieving a compound annual growth rate of 22 percent. 1.0B +21% Y/Y Among the top finance apps in 2020, payment apps dominated the download charts, with Google Pay and PayPal ranking No. 1 and No.

1.3B 2 in the category. 1.2B 1.3B 1.1B 1.1B 500M 1.0B 923M Download trends of finance apps further 879M 896M 808M 750M 747M confirm the ongoing expansion of the global fintech market. Payment apps are currently leading the adoption for this mobile sector.

Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020

Cryptocurrency Apps Took Off Amid COVID-19

Install growth of payment, trading, banking, and cryptocurrency apps

Cryptocurrency Payment Top 100 Finance Apps Trading Banking 250% Cryptocurrency app download growth spiked following the outbreak of COVID-19 in 2020. 200% Cryptocurrency Cryptocurrency apps saw high adoption growth of more than 200 percent in August compared to January, corresponding with record 150% cryptocurrency trading volumes.

100% The rest of the Finance space also saw a boost following COVID-19. Interestingly, that growth Payment was short lived for mobile banking apps as 50% Finance downloads returned to pre-pandemic levels Trading after a brief spike in March and April.

0% Banking

Note Regarding Growth Rate -50% Each subcategory growth rate is calculated based on the monthly downloads compared to January 2020. Downloads Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 are from the top 100 apps of Finance and Finance subcategories in 2020 by raw growth over 2019.

Payment Apps Are Trending Up, B2B In Particular

Top growing payment apps by worldwide download growth

2019 2020

134M PayPal and PhonePe were the top growing 149M +11% Google Pay payment apps by Y/Y growth, accounting for 51M 40 million and 23 million in raw download 91M +78% PayPal growth, respectively. The two apps achieved 61M this success in different ways: PayPal had at 84M +38% PhonePe least 2 million downloads in 10 different 27M countries in 2020, while 99 percent of PhonePe’s 39M +45% Cash App installs were from India. 20M

36M +83% Mercado Pago Google Pay for Business, a business-to-business 10M payment app, stood out for its high yearly 28M +188% PicPay growth percentage of 162 percent. Top 8M payment apps, such as Google Pay and Google Pay 20M +162% Business B2B PhonePe, have also seen major growth for 8M their B2B versions. 18M +137% PagBank 0 40M 80M 120M 160M

Trading and Crypto App Installs Rise as Markets Rebound

Top growing trading and cryptocurrency apps by worldwide download growth

2019 2020

11M IQ Option was the top growing trading app in 31M +170% IQ Option 2020, with a total of 31 million downloads 7M accumulated and year-over-year growth of 13M +81% Expert Option 170 percent. The demand for trading apps 6M surged in response to rebounding of stock and 13M +114% Robinhood cryptocurrency markets later in the pandemic. 4M 12M +45% +214% Investing.com Top growing trading apps such as Upstox Pro 1M and OctaFX Trading found most of their success 6M +496% Upstox Pro in just a few key markets like India, Indonesia, 1M648K and Pakistan. Cryptocurrency apps including 6M +778% OctaFX Trading Crypto.com and Trust saw their installs more 1M evenly distributed across many countries. Crypto.com 5M +355%

1M505K

5M +817% Trust $5M $10M $15M $20M $25M $30M $35M

App Trends: Fintech 29 ©2021 Sensor Tower Inc. - All Rights Reserved What’s Trending: Smart Home Apps Soar Amid Stay-at- Home Orders and 5G Growth Could your business benefit from With the faster speeds and greater bandwidth they offer, 5G networks are expected to host access to Store Intelligence insights more smart devices than before, including smart home hardware. Smart home app adoption saw notable growth amid COVID-19, when consumers spent more time in their homes and on and the highly accurate data used their mobile devices than ever before. to build this report? See the fastest growing apps and publishers by Key Takeaways: ● The top 10 smart home apps accumulated 151 million worldwide installs in 2020. downloads or revenue. ● COVID-19 created a boost in smart home app adoption that was seen outside of the holiday season in 2020. ● Google Play saw major growth in adoption for smart home apps in countries including REQUEST DEMO India, Brazil, and Mexico, where installs doubled year-over-year.

Google Home Blazes the Path for Smart Home Apps

Worldwide downloads of top smart home apps in 2020

Google Home 60M Google Home was the most downloaded smart home app in 2020, accounting for 60 Amazon Alexa 36M million installs globally. Amazon Alexa was

Mi Home 20M No. 2 on the chart with 36 million downloads. The top 10 smart home apps overall LG ThinQ 11M accumulated 151 million downloads across the

Smart Life 7M App Store and Google Play.

Yoosee 5M COVID-19 has accelerated the growth of smart home apps. With more time spent at home, iRobot Home 4M consumers are investing in technology to make their home-centric lifestyles more convenient Xiao Du 3M and efficient.

Wyze 3M

realme Link 2M

10M 20M 30M 40M 50M 60M 70M

Smart Home Apps See Greatest Growth on Android

Downloads of smart home apps on Google Play by country

2019 2020 16M Google Play has seen a major increase in +13% +128% 14M adoption of smart home apps worldwide. India, Brazil, and Mexico saw the most raw

12M growth year-over-year, with more than double the downloads in 2020 than 2019 in each of

10M these markets.

+117%

8M Smart home companies looking to expand into

14.3M 13.9M new markets can track app adoption to identify 12.6M which ones show the highest growth potential. 6M LG ThinQ provided a great example of this: After observing the expansion of Google Home and 8.5M +54% +106% 4M +28% Amazon Alexa in Mexico, it localized its app for 6.1M that market in June 2020 and saw its downloads

2M 3.9M 4M 4M +75% spike in the second half of 2020. 3.5M +61% +230% 2.7M 2.6M 2M 1.8M 1.5M 412K 1.4M 1M 1M 0.4M 0

U.S. India Brazil Germany Spain Mexico Japan Russia Turkey

App Trends: Smart Home 32 ©2021 Sensor Tower Inc. - All Rights Reserved What’s Trending: Growth of Mobile Hangout Apps Is Accelerating Could your business benefit from COVID-19 created a surprise shift in the social app space in 2020—the influx of younger users access to Store Intelligence insights looking for ways to find friends and socialize in the time of school closures and stay-at-home orders. Apps that marketed themselves to this younger audience saw a rapid increase in first- and the highly accurate data used time installs in early 2020. to build this report? See the fastest growing apps and publishers by Key Takeaways: ● The average age for users of top social apps dipped during the first three quarters of 2020. downloads or revenue. The pandemic increased demand for social apps among a younger user base. ● Top emerging social apps in 2020 like Wink, Yubo, and Hoop marketed themselves as ways to make new friends. While the features of these apps varied, they each promised a way to REQUEST DEMO find and connect with friends during COVID-19 which was appealing to younger users. ● As age trends reverted towards pre-pandemic levels in Q4 2020, adoption for many of these friend finding apps also declined. Retaining these new users will be the challenge as schools begin to re-open in 2021.

App Trends: Mobile Hangouts 33 App Trends: Mobile Hangouts Quarterly averageageandU.S.downloadsforthetop100socialapps Younger Users Embraced SocialApps AmidCOVID-19 Average Age 27 28 29 30 31 32

Q1 2018 31.3

Q2 2018 31.1

Q3 2018 31.0

Q4 2018 31.1

Q1 2019 31.2 Average Age

Q2 2019 30.8

Q3 2019 30.4 Downloads

Q4 2019 30.9

Q1 2020 29.4

Q2 2020 29.6

Q3 2020 29.4 34

Q4 2020 30.6 100M 150M 200M 250M 50M 0

Downloads is AppStore only. Google Playcategory. Average age is amongthesametop 100apps, and AppStoreSocial Networking astheirprimary category orSocialastheir quarter across theAppStore andGooglePlay. Appsincludeanywith Population ofappsincludesthetop 100appsby U.S. downloads each Note Regarding Download andAge Estimates engage witharelatively untapped userbase. themselves towards ayounger age group to orders. Socialapps willincreasingly market amid schoolclosures andsocialdistancing Younger users flocked to mobile socialappsin COVID-19 by levels Q42020. the growth. Age trends reverted towards pre- younger users drove asignificant portionof top socialapps dipped,suggesting that pandemic in2020,theaverage age amongthe As downloads spiked duringthe COVID-19 ©2021 SensorTower Inc.-AllRightsReserved ©2021 Sensor Tower Inc. - All Rights Reserved

Apps with Younger Users are Growing Fastest

Growth in median U.S. installs by average age cohort among the top 100 social apps in 2020

Top Apps by Y/Y Download Growth Apps popular among younger users saw their 2019 2020 #1 #2 #3 median downloads nearly double Y/Y in 2020,

0-20% 1.0M while the median downloads for apps with Wink Yubo Hoop (Avg. Age average age above 30 decreased. Top apps by 22.5-26.9) 1.9M +90% download growth among the youngest user

20-40% 1.7M cohort included apps for finding friends and (Avg. Age Zynn Rave Airtime socializing in-app. 26.9-28.6) 2.9M +71%

In 2020, the highest growth apps among older 40-60% 4.4M (Avg. Age TikTok Discord Houseparty users were mostly well-established at the top 28.6-29.9) 7.0M +59% of the category. Younger users provided opportunities for newly emerging apps. 60-80% 3.0M (Avg. Age Facebook Pinterest Hangouts 30.1-32.2) 2.9M -3%

80-100% 2.4M (Avg. Age Parler Google Duo Messenger Kids Note Regarding Download and Age Estimates 32.5+) 2.2M -8% Population of apps includes the top 100 apps by U.S. downloads each quarter across the App Store and Google Play. Apps include any with 0 1M 2M 3M 4M 5M 6M 7M 8M Social Networking as their primary App Store category or Social as their Google Play category. Average age is among the same top 100 apps, and is App Store only.

Top New Apps Focus on Socializing and Finding Friends

Top social apps by Y/Y U.S. download growth among those with < 3M U.S. installs in 2019

Many of the top emerging social apps in 2020 Zynn . Parler . are meant for making new friends, including byte . Wink, Yubo, and Hoop. Other top apps by year- Wink . over-year growth were for watching TV or Yubo . playing games together over a video call. IRL . Hoop . Top growing social apps like Wink, Yubo, and Bunch . Hoop had similar features to other social or Rave . dating apps, but were simply marketed for Threads from Instagram . finding friends or socializing remotely during Oﬀicial Trump 2020 . COVID-19. Adapting quickly to demographic Itsme . trends can give an app an advantage in such a competitive and ever-changing space. Airtime . Tiya . GoLocator . Omegle . Litstick . Make New Friends Watch TV / Play Games Together Hippo . Other Yee . Playsee .

0 1M 2M 3M 4M 5M 6M 7M 8M 9M 10M

Yubo Pulled Away from Its Competitors in Late 2020

Monthly U.S. downloads for friend finding and group video apps

Apps for playing games or watching TV with 1.4M friends saw large download surges in the first Yubo Bunch Hoop Wink Rave Airtime half of 2020, including Bunch, Rave, and Airtime. 1.2M With Yubo as a notable exception, downloads for each app fell back between 100 and 250K

1.0M in December 2020.

Yubo set itself apart from other top emerging 800K social apps by maintaining higher monthly installs through the end of 2020. This

600K demonstrated the benefit of having a larger Yubo existing presence prior to 2020 compared to its competitors, as well as consistent 400K advertising on ad networks like TikTok.

Bunch Hoop 200K Wink Rave Airtime 0% 1% 0

Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20

App Trends: Mobile Hangouts 37 App Trends: Mobile Hangouts Peak Quarter Installs Top friendfindingandgroup videoappsbypeakquarterrelativetoQ4downloadsin2020 Staying Power IsaChallenge for Emerging SocialApps 1M 2M 3M 0 Airtime 16% Q2 Hoop 24% Q1 Q1 Downloads Yubo 67% Q2 Tiya Q4 Omegle Q2 Downloads 0% Q2 Bunch 51% Q2 Wink 35% Q1 Q4 Downloads Yee 1% Q2 Rave 47% Q2 Q4 as%ofPeak Itsme- 56% Q2 38 Hippo 51% Q2 as theworld begins to re-open. user base willbethe challenge throughout 2021 usersmillion new in2020.Retaining thisyoung Many socialappswere ableto attract over 1 thirds ofitsdownload peak inQ4. finding /group videoappto reach two- even success into Q4.Yubo was theonlytop friend Very few were ableto sustain thislevel of their downloads peak inthefirst halfof 2020. Nearly allof thetop emerging socialapps saw ©2021 SensorTower Inc.-AllRightsReserved ©2021 Sensor Tower Inc. - All Rights Reserved Sensor Tower Solutions

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