Published by Gbaf News
Posted on November 21, 2019
3 min readLast updated: January 21, 2026
Data shows Payment apps are gaining traction globally
Adjust, the industry leader in mobile measurement, fraud prevention and cybersecurity, released today The Mobile Finance Report 2019 with App Annie, the leader in mobile market data and analytics. It highlights the high-growth markets for banking apps and details the benchmarks and metrics marketers must aim for, to acquire and retain high-value audiences.
The global report — which draws from Adjust and App Annie internal data from January 1, 2019 to June 30, 2019 — analyzes more than 90 apps from 36 countries.
APAC is the leader in finance app use globally, but western markets are poised for impressive growth
“Finance apps have had an enormous growth spurt over the last four years,” said Paul H. Müller, co-founder and CTO of Adjust. “But huge download numbers don’t always translate into loyalty. It’s all about using analytics to anticipate user needs, defining and targeting customer segments, and building deep relationships with every single user.”
Finance apps retain long and strong
Payment apps are driving the next wave of financial innovation
Payment app uptake is strong; however, moderate retention rates suggest marketers would do well to use more channels and approaches to activate and motivate their audiences. An analysis of retention rates across 15 app categories shows Payment apps have room to grow.
“Given the growth and retention rates we’re seeing for finance apps, mobile is becoming the de facto channel for managing money,” said Danielle Levitas, EVP Global Marketing and Insight of App Annie. “The winning apps will be those that offer users simple in-app onboarding, intuitive UX, strong security, and a more personalized experience.”
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