Brazilians are increasingly using their mobile phones to make e-commerce purchases. This is also shown by the number of downloads of online retail applications carried out nationally in the first half of this year.
According to a study just released by RankMyApp, there were 15.7 million installs in that period, which represents an increase of 2.6% compared to the first six months of last year, when the total number was 15.3 million.
“These data show that Brazilians are increasingly used to using their mobile phones for some kind of purchase. It’s a path of no return, as market research shows that in 2021, 54% of e-commerce sales will come from mobile devices,” says RankMyApp CEO Leandro Scalise.
It highlights the importance of commemorative dates in purchasing behavior. “With the exception of 2020, which was a separate chapter due to the arrival of the pandemic, 2021 was the strongest year on record, with 32.2 million app downloads. However, 2022 is set to exceed this figure by more than 3%, driven by the second half of the year with Children’s Day, Black Friday and Christmas, along with, of course, the World Cup.”
350 million data
RankMyApp analyzed 350 million anonymized acquisition data, 283 million views and 70 million app installs on Google Play and the App Store between January 2018 and June 2022 to conduct the research.
“The digital environment is changing all the time, at a tremendous speed. And this report presents Brazilian mobile marketing, with valuable information so that companies and media agencies can define the best strategies to reach new customers or stimulate the desire to buy from inactive customers. Media planning and management are the keys to retail success,” Scalise points out.
It is estimated that 40% of Internet users in the world already buy products online. That equates to more than 1 billion customers. Brazil is the third country that buys the most online, and online sales here are growing year by year, representing 1% of GDP.
According to the “Profile do E-commerce” study, last year there was a 38% increase in the number of online stores. Brazil reached the figure of 930 thousand pages dedicated to electronic commerce. For RankMyApp, this data tends to grow in the coming years given the strengthening role of mobile devices as an instrument of revenue and customer relations. Therefore, the growth of m-commerce, or mobile e-commerce, is another trend.
In 2021, more than 54% of e-commerce sales came from mobile devices. This data correlates with research that points out that 92% of Brazilians, in addition to researching prices, also buy via mobile phone.
Data shows that there were 22 million e-commerce app downloads in 2018. In 2019, the number rose to 26.5 million, and in 2020 to 54 million. The decline was recorded in 2021 (32.2 million). In 2022, up to June alone, there were 15.7 million downloads.
“It is noted that the year 2020 showed an increase of 104% compared to 2019, mainly due to the beginning of the covid-19 pandemic, a period in which people did not know when they could leave the house again to have a life closer to normal”, explains the marketing manager and sales of Rodrigo Thedim. “In the other years of the streak, m-commerce installs have shown sustained growth, and 2022 will most likely follow that trend.”
expires in years
Anniversaries and economic issues have had a direct impact on e-commerce app downloads. In 2018, for example, the months with the highest number of downloads were January, marked by the end of the previous year’s stock sale, November (Black Friday) and December (Christmas and New Year).
2019 saw an increase of 20% compared to 2018, which RankMyApp attributes to the fact that the Brazilian economy showed signs of recovery after the crisis of 2014. The highest number of downloads was recorded in January, November and December.
The year 2020 was the most atypical of all, recording a growth of 104% compared to the previous year. May, June and July were the months with the most installations, driven by the effects of the pandemic and social isolation.
2021 saw a 40% decrease compared to 2020, but a 21% increase compared to 2019, and the months with the highest number of downloads are March (when Consumer Day is celebrated and many retailers run promotions), August (Day parents) and November (Black Friday).
In this year 2022, a growth of 2.6% was recorded in the first half of the year compared to the same period in 2021, with an emphasis on March (Consumer’s Day), April and May (Mother’s Day).