As of August 2019, the average cost to acquire an app user who registered with an app or created an account was 3.52 U.S. dollars. Mobile app user acquisition costs can vary widely between user action and operating system used. Compared to the relatively low acquisition costs of a user registration, the user action that had the highest average acquisition cost for both operating systems, Android and iOS, was making an in-app purchase. For Android this cost was 77.45 U.S. dollars, and for iOS it was 86.72 U.S. dollars. Mobile app user acquisition There are various steps in the mobile app user funnel, starting from app installation over registration, in-app purchases, outright app purchases or even recurring subscriptions. Each step of the funnel requires action from app publishers and marketers to keep the mobile app users engaged and to convert them to the next stage of journey. User acquisition costs do not only vary by user action and OS, but also by region. The average cost to acquire an app user who registered with an app or created an account was 2.79 U.S. dollars in the Asian Pacific region, and 0.98 U.S. dollars across Latin America. Overall, mobile app users in North America were most expensive to acquire across all stages of the funnel except for the final step: subscription. According to industry metrics, APAC mobile users were most expensive to convert to a subscription with an acquisition cost of 53.01 U.S. dollars, compared to 35.42 U.S. dollars for users from the EMEA region. Mobile app spend Once acquired, consumers are often more than willing to spend money on mobile apps. In 2018, combined user spending in the App Store and Google Play reached 72 billion U.S. dollars and is projected to increase to 156 billion U.S. dollars in 2022. Overall, the Apple App Store has and is still expected to generate more revenue than Google Play.

As of August 2020, the user action that had the highest average acquisition cost in North America was making an-in app purchase. The cost to acquire an in-app buyer amounted to 74.68 U.S. dollars during the measured period. Getting users to subscribe was slightly less expensive at 64.27 U.S. dollars.

In 2021, Alibaba's average customer acquisition costs amounted to around 477 yuan, whereas the short video platform Kuaishou spent an average of 73 yuan on the acquisition of each new customer. Compared to traditional e-commerce platforms, social commerce and live commerce platforms had much lower average customer acquisition costs.

This statistic presents the average mobile shopping app user acquisition costs worldwide as of April 2020, sorted by type. According to Adjust, the average cost-to-install for a marketplace app was comparatively low at 2.02 U.S. dollars. However, the average cost to acquire a user who made a purchase on a brand commerce app was significantly higher than for other categories, amounting to 32.44 U.S. dollars in total.

This statistic presents the average mobile shopping app user acquisition costs in the United States from as of April 2020. According to Adjust, the average cost-to-install for a mobile shopping app in the United States amounted to 4.17 U.S. dollars. During the measured period, the average global mobile shopping app install cost amounted to 2.87 U.S. dollars.

Winning customers in the homeware sector is extremely difficult for direct-to-consumer (D2C) brands in France. With 35.6 euros, this category of e-commerce stores had the highest customer acquisition cost in 2022. D2C brands selling accessories followed with 31.3 euros, while clothing and underwear brands ranked third (27.6 euros).

This statistic presents the average mobile shopping app user acquisition costs worldwide from 2017 to 2020. According to Adjust, the average cost-to-install for a mobile shopping app in 2020 declined slightly to 2.87 U.S. dollars. However, the average cost to acquire a user who made a purchase decreased significantly to 19.47 U.S. dollars.

As of July 2022, the average CPA (cost-per-action) of e-commerce applications in South Korea stood at 3.22 U.S. dollars. Cost per action, also called cost per acquisition, describes how much a business needs to pay to acquire one customer. This figure has greatly increased in South Korea between 2021 and 2022.

This statistic presents the average mobile shopping app user acquisition rate worldwide as of April 2020, sorted by type. According to Adjust, the average install-to-register rate of a marketplace apps was 37.7 percent, with the average install-to-register rate among all categories amounting to 32.8 percent.

Not all app categories can boast the same degree of user retention on day 30. While news apps were reported in the third quarter of 2024 to have a retention rate of almost 10 percent, social media apps presented less than two percent retention rate after 30 days from install. Entertainment apps presented a three percent installation rate, while a shopping apps had a retention rate of around four percent one month after installation. Before retention: user acquisition Gaining new users is fundamental for the healthy growth of a mobile application, and app developers have an array of tools that can be used to expand their audience. As of the second quarter of 2022, CPI, or cost per install, was the most used pricing model for user acquisition campaigns according to app developers worldwide. The cost of acquiring one new install in North America was of 5.28 U.S. dollars, but driving in-app purchases in the region was more pricey, with a cost of roughly 75 U.S. dollars per user. The future of in-app advertising In recent years, subscriptions and in-app purchases have become more popular app monetization practices, with users finally willing to pay for app premium functionalities and services. In 2020, video ads were reportedly the most expensive type of ads to drive conversions on both iOS and Android apps, while banner ads had a cost per action (CPA) of 36.77 U.S. dollars on iOS, and 10.28 U.S. dollars on Android.

This statistic illustrates the average consumer staples merger and acquisition premiums to four week stock price worldwide from 2010 to 2018, by region. As of 2018, consumer staples premiums in Europe, the Middle East and Africa were the highest, reaching an average premium of 32.1 percent.

It was calculated that the digital advertising spending worldwide amounted to 549.51 billion U.S. dollars in 2022. The source projected that by 2027, the spending would reach 870.85 billion dollars.

Advertising spending - additional information

Advertising can utilize almost any form of media to meet its needs. Media including print, television, radio, cinema, outdoor, mobile and digital have all been targeted by advertisers. Global advertising spending has been constantly increasing (with the exception of 2020) since 2010, and is forecast to round up to nearly 856 billion U.S. dollars in 2023. Due to advances in technology and consumer preferences, not all media are as heavily invested in as others. As of 2022, the internet was considered the most important medium for advertisers, accounting for 62 percent of total media ad spend in 2022. Internet expenditures are projected to record a growth of 8.4 percent in 2023.

Digital advertising spending worldwide – which includes both desktop and laptop computers as well as mobile devices – stood at an estimated 522.5 billion U.S. dollars in 2021. This figure is forecast to constantly increase in the coming years, reaching a total of 835.82 billion U.S. dollars by 2026. Mobile internet advertising is a heavily invested sub-sector of the digital advertising industry. Mobile internet advertising spending is forecast to increase from 276 billion U.S. dollars in 2020 to nearly 495 billion U.S. dollars in 2024. Following this pattern, mobile advertising spending in the U.S. is also forecast to grow in the coming years. Mobile ad spending in the U.S. is projected to gain nearly 25 billion U.S. dollars in 2023.

Average premium multiples are used to gauge the excess an acquiring company may expect to pay over the market trading value of the seller's shares. In its simplest form the calculation shows the percentage paid on top, over the value of the company being sold that an acquirer pays. Between 2017 and 2018, In the United Kingdom (UK), the average premium to four-week stock price paid for consumer staples companies almost doubled. This was far higher than the global average paid.

Premiums globally 

When broken down into key markets and global regions, premiums paid to four-week stock prices became slightly more favorable to buyers. The United States, which typically has higher average premiums saw several industries including telecommunications, consumer products and services and the financial industry see notable decreases in premiums paid.

Value/EBITDA multiples 

Value/EBITDA or enterprise value to earnings before interest, taxes, depreciation and amortization is a key measurement ratio used as a metric of valuing a company to an industry average. Between 2017 and 2018, a significant number of industries increased in value/EBITDA in the UK. The most significant being seen in the consumer products and services industry.

A global survey conducted in the fourth quarter of 2023 found that the main reason for using social media was to keep in touch with friends and family, with over 49 percent of social media users saying this was their main reason for using online networks. Overall, 38 percent of social media users said that filling spare time was their main reason for using social media platforms, whilst 34.3 percent of respondents said they used it to read news stories. One in five users were on social platforms for the reason of following celebrities and influencers. The most popular social network Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of January 2024, the social network had over three billion global users. YouTube, WhatsApp, and Instagram follow, but none of these well-known brands can surpass Facebook’s audience size. Moreover, as of the final quarter of 2023, there were almost four billion Meta product users. Ever-evolving social media usage The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly free.

  Over the period presented, the share of e-mail in the total online advertising market in Poland decreased. In 2023, e-mail accounted for 1 percent of the online advertising market in the country. E-mail marketing in Poland     E-mail marketing consists of four main types: newsletters, acquisitions, retention, and promotional newsletters. The main act of this advertising format is sending a commercial message that will reach the target group of users, very often potential or existing customers.Regarding the most significant drivers to subscribe to e-mail newsletters, benefits such as free gifts or discount codes ranked first among three-quarters of Poles in 2022. Other important factors included interesting content and quick access to information. In terms of the main e-mail marketing mistakes, the lack of possibility to unsubscribe was the worst possible omission in a newsletter, according to 28 percent of Poles. E-mail spam blocks and filters     E-mail spam, also referred to as junk e-mail, are unsolicited e-mail messages, most often sent in bulk to a large list of recipients. In 2022, four in 10 Polish users received up to 10 spam e-mails on a daily basis. At the same time, roughly three in 10 deleted between five and 10 e-mails daily without opening the messages. Almost every second Pole used anti-spam filters to minimize their contact with unwanted messages.