Dating Apps Saw Fifth Largest Traffic Increase by Sector in 2018

Mobile measurement company Adjust has released its annual Global App Trends Report, analysing the evolution of the mobile app market.

The data was curated from all downloads of the top 1000 apps throughout 2018. This equated to a total of 7 billion individual installs and 120 billion sessions.

Indonesia, Brazil and South Korea were found to be the fastest growing app markets, with Malaysia and Turkey rounding out the top five.

Dating apps saw the fifth largest increase in traffic, which was attributed to brands starting to explore potential new growth avenues such as friend-finding and activity matching. Video and live streaming apps finished one place higher in fourth.

Further, social apps, specifically dating-based products, were seen to have a significantly high level of user retention and engagement. This is likely due to the fact that many apps are free to download and active users will check in daily to make new matches and send messages.

Adjust reportedly rejected almost 300 million attempted fraudulent downloads throughout the year.

Google has also been tackling fake data and deleted millions of reviews from the Play Store towards the end of the year, before revamping the entire rating system to give more weight to the most recent reviews.

Download the full report here.