Consumer engagement in the e-world is undergoing a transformation in the post-Covid era, with e-commerce and food delivery apps maintaining momentum while edtech is severely lagging behind. Another area where app downloads have been moderated post-pandemic is in the beauty and fashion segment. Meanwhile, travel apps have returned to pre-pandemic levels after a sharp drop in June 2020.
Edtech app downloads in the September quarter were the lowest in four years, according to Apptopia mobile app data for the September quarter and the month of October, analyzed by Macquarie Research. This shows that the industry was unable to sustain user adoption during the peak of the pandemic.
The past three quarters have seen a decline in beauty and fashion app downloads, reflecting normalization on-site following reopening and a recent push for more offline stores and businesses like Nykaa. Due to the high omnichannel presence.
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In contrast, app downloads and active users for online grocery delivery companies continue to improve as of June 2020, with Zomato and Swiggy maintaining their positions as the top two grocery delivery apps in terms of active users.
E-commerce platforms such as B. have remained broadly stable, with the app download engagement index (measured as percentage of daily to monthly active users) remaining positive for Flipkart and Amazon, and the typical 40% close to the benchmark for top-tier apps. According to data from Apptopia, Flipkart leads in terms of app downloads, active users and user engagement, followed by Amazon.
Interestingly, Tata Group’s super app Neuro, which launched in April, has shown a gradual improvement in downloads – more than 3 million downloads month-on-month, with cumulative downloads now at 15 million. However, the engagement index remains below the target level of 40%. That said, while engagement with the app is slowly increasing, stickiness is still low.
With the opening of trips, changes are visible in the domain. App downloads and active users continued to improve sequentially in October after declining in June 2020, consistent with normalization on-site. MakeMyTrip is the leader among online travel agencies (OTAs) in terms of market share. Among other OTAs, ClearTrip appears to be gaining market share. By October, industrial app downloads (including MakeMyTrip, Goibibo, EaseMyTrip, Ixigo, Yatra, and ClearTrip) were back to pre-pandemic levels.