Consumer engagement in the e-world appears to be undergoing a shift in the post-Covid era as e-commerce and meal delivery apps hold their steam while edtech loses sharply. Another area where app downloads have been moderated post-pandemic is in the beauty and fashion segment. Meanwhile, travel apps have returned to pre-pandemic levels after a sharp plunge in June 2020.
According to Apptopia mobile app data for the months of September and October, analyzed by Macquarie Research, edtech app downloads in the September quarter were the lowest in the past four years. This shows that the industry has been unable to sustain the user adoption seen during the peak times of the pandemic.
Beauty and fashion apps have seen downloads fall over the past three quarters, driven by normalization on-premises, helped by reopening and the recent push for more offline stores and a stronger omnichannel presence for companies like Nykaa.
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In sharp contrast, app downloads and active users continue to improve for online delivery companies as of June 2020, with Zomato and Swiggy maintaining their positions as the top two grocery delivery apps in terms of active users.
For ecommerce platforms like the app downloads, app downloads have remained broadly stable, with the engagement index (measured as the proportion of daily to monthly active users) for Flipkart and Amazon remaining positive and close to the typical 40-% -Benchmark for top-notch apps. According to Apptopia data, Flipkart continues to lead in terms of app downloads, active users and user engagement, followed by Amazon.
Interestingly, the Tata Group’s super app New, launched in April, has shown a gradual improvement in downloads – more than 3 million downloads per month, with cumulative downloads now at 15 million. However, the engagement index remains below the target level of 40%. This means that while engagement with the app is gradually increasing, the stickiness is still lacking.
With the travel opening changes in the domain are visible. App downloads and active users continued to improve sequentially in October, following the decline in June 2020, consistent with normalization on-site. Measured by market share, MakeMyTrip continues to be the leader among online travel agencies (OTA). Among other OTAs, ClearTrip appears to be gaining market share. As of October, industrial app downloads (including MakeMyTrip, Goibibo, EaseMyTrip, Ixigo, Yatra, and ClearTrip) were back to pre-pandemic levels.