International: The report by Affle and Apptopia provides global insights on how the consumer shopping on mobile during COVID-19 situation has even surpassed the winter holiday season levels. This report evaluates the number of app downloads and Daily Active Users (DAUs) to understand the changing consumer behavior for e-commerce platforms. It gives deep insights into various regions including India, USA, Brazil, UK, and Indonesia.
Despite COVID-19, marketplace app downloads in India have increased by 33% in May-Jun’20 vs. Nov-Dec’19. Riding on the Do-it-Yourself (DIY) behavior, Indians splurged on home appliances like dishwashers, dryers & vacuum cleaners. While Americans showed more interest in sportswear app categories indicating well-being-concerned behavior. Shopping behavior for other countries signaled that Brazil followed revenge shopping, UK remained cautious with luxury spending, and Indonesia relied on trusted brands.
Growth in App Downloads for different sub-categories of e-commerce across regions:
(May-Jun’20 vs. Nov-Dec’19)
- India – (Marketplace: +33%)
- USA – (Sportswear: +47.41%)
- Brazil – (Marketplace: +28.15%)
- UK – (Fast Fashion: +143%)
- Indonesia – (Home Decor: +67.47%)