REPORT

Adjust x Liftoff: Japan mobile app trends 2022

Essential app performance benchmarks and insights.

WHAT TO EXPECT

Master app marketing in Japan

We’ve teamed up with Liftoff to provide granular and actionable analysis on gaming, e-commerce, fintech, dating apps, and CTV as mobile app usage in Japan continues to evolve.

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TAKE A PEEK: ADJUST X LIFTOFF: JAPAN MOBILE APP TRENDS 2022

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Gaming

Hyper casual accounts for the highest number of gaming installs in Japan (15%), while RPGs and action titles tie for the lead with sessions at 17% each.

67%

of gaming installs in Japan are on iOS

day 7 retention rates for gaming apps in Japan

22%

YoY increase in sessions from 2020-2021

“The Japanese gaming app market has shown incredible growth despite the impacts of privacy changes and the COVID-19 pandemic. The growth of hyper casual games was particularly impressive, and we also saw a boost at KAYAC. For hyper casual games where ad promotion is key, it is essential to acquire and leverage accurate data to effectively run campaigns in order to drive the acquisition of high quality users.”

Masaya Murakami

Director

E-commerce

Performance for e-commerce over the past two years in Japan has been impressive, with consistent growth in both sessions and installs.

YoY growth for e-commerce installs in H1 2022

75%

of e-commerce installs in Japan are marketplace apps

JAN ’22

sessions up 8% compared to the 2021 average

“SNKRDUNK has grown tremendously over the past four years, and is now taking on the challenge of growing its business overseas. The mission of SNKRDUNK's marketing organization is to "create the next marketplace that is enthusiastic all over the world". In order to create such a marketplace, we will expand our marketing activities through offline advertising and OMO measures along with digital advertising and CRM. We’re aiming to boldly take on challenges that will allow more people to use SNKRDUNK.”

Kazuhito Takahashi

Marketing CRM Leader

Fintech

Digital payments skyrocketed in Japan during the COVID-19 pandemic, driving sustained adoption and overall fintech growth.

47%

increase in sessions from 2020-2021

73%

of fintech installs in Japan are payment apps

JUN ’22

sessions up 30% YoY and 79% compared to 2020

Dating

Following on from pandemic-driven growth, dating apps in Japan are expected to continue their success as restaurants, cafes, and date-friendly spaces reopen.

13%

YoY increase for dating app installs in H1 2022

iOS

users cost less per install on average

MAY ’22

the top month for sessions so far in 2022

“As dating apps have grown, so has the competition. It isn't easy to stand out if we just do the same thing that other apps are doing. Uniqueness is the key to building a competitive advantage.”

Masatoshi Takahashi

CMO