In this webinar, we discuss the looming changes in mobile privacy, and what brands should do to ensure they have a successful holiday season.

1. What Mobile
Privacy Changes
Mean for Your
Holiday Strategy

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
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4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
KAITLYN SHIMAZAKI
Associate Director, Mobile
LAUREN DIGNAM
Director of Account
Management

6. Agenda
● The Mobile Market Overview: Spending,
Adoption, and Usage
● Forecasting for Q4
● Mobile Privacy: Your top questions,
answered
6

7. How prepared do you feel for the
holiday season?
● 1 - not prepared at all
● 2 - somewhat prepared
● 3 - somewhere in between
● 4 - fairly prepared
● 5 - definitely prepared!
POLL
7

9. © 2021 Sensor Tower Inc. - All Rights Reserved
The Global App Market
Is Thriving in 2021
Mobile Market Overview
Worldwide consumer spending and
downloads on the App Store and Google Play
- Global app downloads and consumer spending
surged at the outset on the pandemic and have
remained supercharged ever since.
- Worldwide consumer spending climbed 25 percent
year-over-year in H1 2021 to $65 billion across the
App Store and Google Play.

10. © 2021 Sensor Tower Inc. - All Rights Reserved
Top Apps See Record
Use So Far in 2021
Mobile Market Overview
Average worldwide MAU, WAU, and DAU
among the top 500 apps each quarter
- Average monthly active users (MAU) of the world’s
top 500 apps surpassed 90 million in Q2 2021.
- MAU climbed 8 percent year-over-year from the
already elevated total seen at the start of Q2 2020.

11. © 2021 Sensor Tower Inc. - All Rights Reserved
Shopping Growth in Q4
Will Surpass 2019-2020
Mobile Market Overview
Shopping app installs in past Q4 periods from
the App Store and Google Play
- Shopping holidays propelled installs to a
then-all-time high of 1.4 billion in Q4 2020.
- Sensor Tower projects year-over-year Shopping
app install growth in Q4 2021 will make gains on
that seen between Q4 2019 and Q4 2020.

12. © 2021 Sensor Tower Inc. - All Rights Reserved
Shopping Apps Set for
Record Holiday Installs
Mobile Market Overview
Projected monthly Shopping app installs from
the App Store and Google Play
- Shopping app downloads are projected to reach
1.6 billion in Q4 2021, peaking in November during
the holiday season.
- October installs are on track to surpass November
2020’s previous record high for the category.

13. © 2021 Sensor Tower Inc. - All Rights Reserved
Finance App Adoption
Up 82% from 4Q18
Mobile Market Overview
Finance app installs in past Q4 periods on the
App Store and Google Play
- Finance app installs climbed 18 percent
year-over-year last Q4 to about 1.3 billion.
- Only the Business, Medical, Sports, and Games
categories saw higher install growth between Q4
2018 and the year-ago quarter.

14. © 2021 Sensor Tower Inc. - All Rights Reserved
Finance App Growth to
Continue into Q4
Mobile Market Overview
Projected monthly Finance app installs from
the App Store and Google Play
- Sensor Tower forecasts global Finance downloads
will reach 1.6 million in Q4 2021, up 23 percent
year-over-year.
- Finance is one of the fastest growing categories,
and saw stable growth even before the pandemic.

15. © 2021 Sensor Tower Inc. - All Rights Reserved
Social Install Growth
Was Flat Before Q420
Mobile Market Overview
Social Networking app installs in past Q4
periods from the App Store and Google Play
- After adoption was flat between Q4 2018 and Q4
2019, Social Networking app installs jumped 13
percent year-over-year in Q4 2020.
- TikTok has played a significant role in driving
growth for the category, but also in spurring
renewed competition among rivals and other
possible disruptors in the category.

16. © 2021 Sensor Tower Inc. - All Rights Reserved
Social Apps to Show
Modest Install Growth
Mobile Market Overview
Projected monthly Social Networking app
installs from the App Store and Google Play
- According to Sensor Tower’s models, Social
Networking apps are forecast to reach 1.8 billion
downloads in Q4 2021, up 6 percent from Q4 2020.
- India, the largest market for Social Networking
apps, drove a significant amount of the volatility in
downloads seen in 2020 and 2021.

17. Your top questions,
answered
Mobile Privacy

18. iOS 15 Changes
New service upgrade that is part of existing iCloud
subscriptions that enables new privacy features for
users such as Private Relay & Hide My Email.
Stops senders from using invisible pixels to collect
information about the user
Users can now see how often each app has used the
permission they’ve previously granted access to their
location, photos, camera, microphone and contacts
during last 7 days and can make quick changes
iCloud+
Mail Privacy Protections
App Privacy Reports

19. Android 12 Changes
Will be removed when a
user opts out of
personalization in Android
settings, similar to iOS 14.5
and removal of IDFA
Allows user to share
approximate location and
not exact
Allows users to turn off
notifications easily
If an app targets Android 12
and user doesn’t interact with
that app for a few months,
system auto-resets any granted
permissions and places app in
hibernation state
App Hibernation
New Approximate
Location Feature
Advertising ID
Lockdown Mode
Allows users to turn off
notifications easily

20. Impact on Advertisers
Location Based
Advertising
Paid App Campaign
Attribution
Emails
Notifications

21. In the short-term before holiday,
what can advertisers do to help
alleviate some of the impact of
these new privacy changes?
❏ Review your current user experience for ease of
use
❏ Invest in a strong holiday lifecycle strategy and
provide value with each communication.
❏ Be strategic with your communication across
platforms.
❏ Expand how you collect first party data and
create a strategy for how you can use it.

22. Metrics and Tools to Reach Your Ideal Customer
Expanded
Insights
Consumer
behavioral
data
Consented
audiences on
the platforms
that allow
New targeting
options like
Contextual

24. Schedule Your
Consultation
with a Privacy
Expert

25. Q&A

26. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

27. Thank you!