Under the tuyere of the Metaverse, the downloads of the avatar social app tripled in two years

Avatar social app downloads saw the highest year-over-year growth at 38 million — a 60% year-over-year increase and a 215% increase from two years ago.

Gamers are no strangers to the concept of “Metaverse”, the most representative of which is ” ROBLOX . The game topped the 2021 global mobile consumer spending list . As of March 31, 2022, its app store user spending exceeded $4.5 billion , which is enough to prove its popularity. However, the concept of the Metaverse doesn’t just exist in games.While the idea of ​​shopping, marketing, and interacting with others in a virtual world may not have gone mainstream, tech giants like Meta (Facebook) seem to be leading the way, and consumers and brands in other areas are quickly joining in, and we can See this in the mobile market landscape. We are seeing a surge in interest in the Metaverse and a dramatic increase in global demand for avatar social apps (a new subcategory in data.ai App IQ ).

According to data.ai , from 2020, the number of apps related to the “Metaverse” in the mobile app market has continued to grow. Among them, social apps are leading the trend in many categories. We also found that the keyword ” game ” appeared most frequently in the descriptions of such apps, with nearly half of social apps mentioning game-related terms in the store descriptions. This also shows to a certain extent: the integration of gameplay or the characteristics of Metaverse social apps. In addition, words specific to Metaverse concepts such as ” world ” and ” create “, common expressions in social applications such as ” friends “, ” interaction ” and ” together “, and descriptions such as “augmented reality ” also often appear in Metaverse apps. in the introduction.

Under the tuyere of the Metaverse, the downloads of the avatar social app tripled in two years

It is worth noting that we are seeing a surge in global demand for avatar social apps (a new subcategory in data.ai App IQ) while interest in the Metaverse is soaring.

Under the tuyere of the Metaverse, the downloads of the avatar social app tripled in two years

data.ai App IQ allows you to perform in-depth analysis on a segment of apps: such as avatar social apps that allow users to create and customize avatars and communicate with others in a virtual world. Find out how App IQ can help you capture mobile trends in detail.

As brands and apps begin to collaborate in the Metaverse ( Chipotle and Nike both have stores in Roblox ), consumer interest is also picking up and extending into many areas such as gaming , retail , restaurants and events , etc. .

Aspect

Data.ai mobile data shows that compared to other social media categories, avatar social apps such as ZEPETO and BUDhad the highest year-over-year growth in downloads at 38 million – a 60% year-over-year increase and a 215 % increase from two years ago % .

The top five avatar social apps by global downloads in the first quarter of 2022 are as follows: 

ZEPETO

BUD by bud technologies

Oasis

IMVU 

Makerblox – Create skins 

In the U.S. , avatar social app downloads peaked at 4.6 million in the second quarter of 2021 and remained at 4 millionin the first quarter of 2022, up from 2.4 million in the first quarter of 2020. For publishers to reach these users who are interested in Metaverse content, it is important to understand where they spend their time and what the tastes and habits of users in different countries are. This will help you identify which partners , app features or target audiencesoffer you the greatest opportunity.

Under the tuyere of the Metaverse, the downloads of the avatar social app tripled in two years

App IQ gives you a more granular understanding of user habits. With Apple’s ATT Privacy Policy in place, access to granular data is critical for advertisers and publishers to make effective marketing and partnership decisions. 

Cross-category affinity data can show you: other app subcategories users are most likely to use compared to the average . Although avatar social apps are spread all over the world, the usage characteristics and habits of users in different countries are very different. In the US , users of avatar social apps are 6.6 times more likely to use karaoke apps , 5.5 times more likely to use voice chat apps , and 4.8 times more likely to use astrology apps . In the markets selected for analysis ( US , UK , France , Japan , Australia , South Korea ), voice chat apps only appeared in the top sixUS affinity rankings, and astrology apps only appeared in the top categories in the US and UK , the comics app is only available in Australia and BrazilRanked highly in the popular categories of , showing the subtle characteristics of avatar social apps in these markets. We also saw that the degree of propensity varied by country, with avatar social app users 11 times more likely to use early childhood education apps in France and drawing (drawing and design) apps in Japanthan other users 8.4 times , while in the US the highest propensity is 6.6 times

These category affinities illuminate underlying trends in user groups, especially in terms of age . We found that Gen Z is the driver of this trend, and in many markets, users of avatar social apps have a high affinity for the educationsubcategory. 

Among the top three avatar social apps ranked by MAU in the United States in March 2022 , these three apps are all heavily biased towards Generation Z, of which Itsme is the most biased, and Generation Z is 120% more likely to use it than the average .

Under the tuyere of the Metaverse, the downloads of the avatar social app tripled in two years

With cross-category affinity, age, and gender data, you can gain a clearer picture of who these users are, what attracts them, and how they spend their time on mobile devices. 

In March 2022, the three avatar social apps with the largest number of monthly active users in the United States areIMVU , ZEPETO and Itsme (iOS only). All three apps have more monthly active users than men on the iPhone , withZepoto having the highest skewness, with female users 54% more likely to use it than average . Itsme has the smallest gender gap, but female users are still 20% more likely to use it in the US .

Under the tuyere of the Metaverse, the downloads of the avatar social app tripled in two years

Dig

The growing popularity of avatar social apps has also created more opportunities for brands and celebrities to engage with consumers on mobile devices. For example, in August 2021, Ralph Lauren announced an exclusive partnership withZEPETO to launch a virtual clothing line and three community spaces where the app’s avatars can gather. In one of the digital spaces (Ralph Lauren’s virtual Madison Avenue flagship store), avatars of K-pop group Tomorrow X Together (TXT) wear Ralph Lauren’s virtual costumes in the app A live event was held.

And just last month, from April 8 to 24, 2022, Samsung and ZEPETO teamed up to offer Galaxy users in Malaysia an exclusive virtual treasure hunt. This campaign spurred an 80% increase in average daily downloads over the previous two weeks .

Given the steady growth of avatar social apps over the past two years, we’re likely to see more brands partnering with such apps and more celebrity engagement. Mobile publishers can explore this unique partnership to attract and retain mobile users interested in experiencing content from the Metaverse. 

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