A new study published by data.ai analyses the Australian mobile market. Involvement in entertainment apps is steadily increasing, but the number of new installations is decreasing, and the most popular category of apps turned out to be games.

The number of installations from the entertainment category increased in the first quarter after declining in the same period in 2021. Engagement increased monthly. This means that the return to normalcy after loosening self-imposed restrictions has not affected app appetite.

data.ai reports that the time users spend on devices decreased across all age groups. The 16-24-year-olds figure is three hours a day, down from four hours in the first quarter of 2021. The 55-64 age group spends 30 minutes daily on mobile devices. The 35-44 age group is seeing a steep decline. The figure is down 50% over the year, from three hours to 90 minutes.

The pandemic-induced increase in time spent on apps on Android devices continues to grow. In the first quarter, an average of 4.6 hours was spent on apps, an hour more than during the same period in 2020.

Despite increased engagement, user retention rates are low. The average entertainment app loses 75% of its users within three days, rising to 82% within thirty days.

The data.ai report attributes this to users installing multiple apps at once that will satisfy the request and choose the right one.

Shopping sites such as Amazon and Etsy account for 60% of shopping app usage, but the year-over-year growth of these apps was 2%. Meanwhile, clothing and food shopping apps accounted for 71% of growth in that category.

Gaming apps were not singled out in the report, but the fact that the mobile gaming market ranks first among the most popular app categories speaks to the strength of the market. Data.ai predicts that mobile games will account for more than 60% of the market share by the end of the year.

Side note: Netmarble reports financial results for the second quarter of 2022.