Adjust Data Reveals a Significant Spike in Mobile App Usage On Valentine’s Day

San Francisco / Berlin, February 10, 2020 — With Valentine’s Day just around the corner, many of the people will be pondering over dating apps and match-making websites. But there is much more that goes into the planning for February 14. Right from deciding the gifts to buy ride-booking to your restaurant or rendezvous, every action and conversions take place through smartphones.

In fact, a recent study by Adjust indicates an increase of 11% in in-app activity on Valentine’s Day, compared to the rest of the month. The eye-opening insights into app usage and habits are compiled by examining app data grouped by vertical.

App usage, measured in the number of sessions, clearly indicates that people prefer to do many other things on Valentine's day besides dating. The following is the user behavior documented during the valentine period:

• 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. However, sessions show that a love of takeout is strong. Usage is highest in the U.K., 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 media apps which include messaging, as well as dating. The app category saw sessions climb by 16%. 
• Significantly, the Gaming category also experienced an impressive increase in the number of sessions (6%), a clear indication that the gamer community stays strong during Valentine’s week.

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 U.S. 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.

About Adjust

Adjust is the industry leader in mobile measurement, fraud prevention, and cybersecurity. Born at the heart of the mobile economy and grown out of a passion for technology, the globally operating company now has 16 offices around the world.
 
By making marketing simpler, smarter, and more secure, Adjust empowers data-driven marketers to build the most successful apps in the world. Adjust is a marketing partner with all major platforms, and in total, more than 32,000 apps from leading global brands, including Procter & Gamble, Rocket Internet, and Tencent Games, have implemented Adjust’s solutions to secure their budgets and improve performance.
 
Adjust recently acquired companies Acquired.io and Unbotify to help further clients protect their budget and improve performance. The company also secured one of 2019’s largest funding rounds in Europe, raising nearly $230 million.