Sensor Tower expands into Australia with mobile app insights

Market intelligence company Sensor Tower has expanded its operation into the Australian market.

The move follows the company’s 2021 acquisition of digital marketing intelligence platform Pathmatics, which launched in Australia in June last year with Nielsen talent.

The company, used internationally by the likes of Nestle, Twitter, HBO and Target, will provide businesses with a local app access to its digital market intelligence data, with key app performance metrics like consumer spending, unquiet downloads, ad impressions, shar of voice and engagement for competitors products on Google Play and Apple’s App Store.

According to Sensor Tower data, Australia is one of the world’s top 10 largest mobile app markets by revenue. Total app revenue in Australia has increased by nearly 60% over the past three years – making it the ninth largest app economy globally, with revenue per download increasing by more than 52% over the same period as consumers spend more time on their mobile devices. The Australian app market is now worth nearly AUD $3 billion annually.

The data provided by Sensor Tower gives business important information on their competitive landscape, as well as insights into what works to fuel downloads, revenue, user retention and attract key demographics to help their business grow both locally and globally.

Sensor Tower APAC managing director, Tom Cui, said: “Australia’s app market is one of the strongest in the world, with high device ownership rates, along with growth in double-digit download and spend each year. It was the logical next step in our Asia-Pacific growth plan.

“We’ve observed meaningful app growth by unicorn startups based in Australia, such as Canva. Casual gaming studios in Australia have also created top-charting titles year after year, and in the last 12 months we’ve even seen some Australian crypto companies break into the top 10 most downloaded crypto apps in the world.

“Until now, there has been a lack of transparency in Australian mobile insights, which is why we’re launching in Australia — to give brands the tools to optimise and prioritise their apps.”

As part of their local launch, Sensor Tower revealed the top 10 most downloaded apps in Australia between March 2021 and February 2022, with government apps topping downloads.

Sensor Tower also provides insights for companies with international aspirations, allowing customers to view the markets in which their competitors are growing fastest, how they’ve accomplished this, and how they’ve been able to localise their app experience for each region.

Eugene du Plessis, regional director of Sensor Tower, commented: “Aussies are addicted to their mobile devices, and for businesses, this presents an important way to engage with consumers. But to make the most of this appetite, businesses need access to insights to better understand how consumers are using mobile apps, which is why the data Sensor Tower tracks is so important. For large Australian FMCG companies like supermarkets, banks, financial institutions, government agencies, and more, Sensor Tower can uncover these insights to capitalise on the growing app market.

“The combination of Sensor Tower and Pathmatics presents a unique and invaluable offering to businesses and I’m looking forward to helping customers reach their full potential with the added insights we can now offer.”

“From our data, we can see that government-related apps have been the most downloaded in Australia over the past 12 months as they became the primary way for Aussies to navigate COVID-19. Social networking platforms and streaming services also remain firm favourites,” added du Plessis.


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