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Lovers turn to mobile to make the perfect Valentine’s Day


Love is in the air this week with Valentine’s Day looking to be a bonanza for mobile. Dating apps, gaming apps, food and drink apps and location apps are all set to benefit as consumers turn to their mobiles to do everything from find the perfect gift, to finding the perfect restaurant to finding a new partner.

Data from mobile measurement, fraud prevention and cybersecurity company Adjust shows in-app activity increases by 11% on Valentine’s Day compared to the rest of the month. An examination of app data grouped by vertical provides eye-opening insights into app usage and habits.

App usage, measured in the number of sessions, shows dating isn’t the only activity top of mind with consumers.  Entertainment apps lead the pack with the biggest increase (24%), indicating users stream shows and enjoy music on their nights in.

Food and Drink apps saw a similar increase (20%), a jump that could be linked with a rise in the number of users who prefer to spend date night at home, or the number of singles who were unsuccessful — or both. The data doesn’t say.

However, sessions show that a love of takeout is strong. Usage is highest in the UK, where users increased their app use by 26% to browse and order food on Valentine’s Day.

The emphasis on making connections with the perfect date also impacts Social apps, which include Messaging, as well as Dating. The app category saw sessions climb 16%.

Significantly, gaming also saw an impressive increase in the number of sessions (6%), a clear indication that some gamers made the most of an evening in.

Fun activities and food delivery aren’t the only activities that get a boost from users seeking love, and lonely hearts looking for a way to spend time. E-commerce sessions saw strong growth before and across the holiday period as consumers scrambled to find the perfect gift for their loved ones.

Globally, sessions and in-app revenue events peaked on February 3, suggesting the shopping season starts earlier — sending a message to marketers to start campaigns and efforts at least two weeks before Valentine’s Day, to acquire and engage shoppers on mobile and in-app. Compared to the global average, shoppers in the US are big spenders. Data reveals their shopping spree went into full swing on February 5 — nine days before Valentine’s Day, resulting in a 42% increase in in-app revenue events compared to the monthly average.


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