2023-06-02-Analysis_Group-2022年全球App_Store生态报告_32页_3mb

Summary of Apple's App Store Ecosystem Growth and Resilience (2022)

Core Content

The Apple App Store ecosystem continued to grow and demonstrate resilience in 2022, facilitating over $1.1 trillion in billings and sales globally. This represents a 29% increase compared to 2021, continuing a steady growth trend of 27%–29% annually since 2020. The ecosystem has evolved significantly over the past 15 years, with the number of apps available to users increasing over 123 times since 2008, and over 370 billion downloads recorded.

Apple collects commission only on app purchases, in-app purchases, and in-app subscriptions that occur through the App Store. Over 90% of the ecosystem’s total billings and sales happened outside the App Store, meaning the majority of revenue flowed directly to developers and third parties.

Main Categories of Billings and Sales

The ecosystem's billings and sales are divided into three main categories:

• Digital Goods and Services: Represented $104 billion (9%) in 2022, with a 21% increase since 2020.
• Physical Goods and Services: Accounted for $910 billion (81%) in 2022, with the most substantial growth in grocery and food delivery and pickup.
• In-App Advertising: Generated $109 billion (10%) in 2022, growing at a 24% annual rate.

Key Category Growth

• Travel grew by 84% in 2022, driven by a return to in-person activities.
• Ride Hailing increased by 45% in 2022, showing a strong recovery post-pandemic.
• Grocery sales rose nearly 3.5x since 2019.
• Food Delivery and Pickup grew nearly 2.3x since 2019.
• General Retail was the largest category in 2022, with $621 billion in sales, growing 32% in 2022.

Regional Dynamics

Global Distribution

• The US accounted for 25%, China for 51%, and Europe for 11% of the total ecosystem billings and sales.
• Physical goods and services were the largest category in all regions.
• General retail dominated in most countries, while travel became the largest m-commerce category in Australia and New Zealand.

Regional Trends

• In China, growth in physical goods and services nearly doubled in 2022 due to increased iOS adoption.
• General retail in the US and China increased more than 2x since 2019.
• Grocery in the US grew 6x since 2019.
• Food delivery and pickup in Europe and China increased over 2x since 2019.
• Travel rebounded strongly in 2022, surpassing pre-pandemic levels in all regions.
• Ride Hailing in Europe increased 58% since 2019.

Key Factors Influencing Growth

• Consumer Behavior: Shifts toward in-app shopping and digital payments, especially during the pandemic.
• Technological Advancements: Apple’s support for developers through tools, analytics, and education initiatives.
• Macroeconomic Conditions: Inflation, interest rates, and the strong US dollar impacted regional performance.
• Regulatory Environment: Particularly in China, where regulatory headwinds affected the video game industry.
• Ad Revenue Growth: Driven by social media, podcasts, and retail apps, with in-app ad revenue increasing by 24% in 2022.

Looking Ahead

The App Store ecosystem continues to evolve, reflecting changing consumer habits and business strategies. The shift toward in-app convenience and digital services has been sustained, with the ecosystem showing resilience even in a challenging global economic environment. Future growth is likely to be influenced by continued innovation, evolving consumer preferences, and the expansion of m-commerce across regions.