has already been communicated for years, that’s led to hyper-casual games consent rates reaching as high as 40%. Maintaining accelerated install growth Adjust’s report finds that installs of FinTech apps grew by 35% between 2020 and 2021. Looking at the breakdown of these installations per subvertical. Payment apps make up approximately 57% of the installs share, followed by banking at 34%, stock trading at 7%, and crypto at 2%. A rise in post-pandemic interest in investing apps continued in 2021, while interest in cryptocurrencies led crypto apps to overtake stock trading apps to become the majority of asset management app downloads. Bitcoin and overall crypto market capitalisation reached new all-time highs in April and November. As expected, we found that coverage of “meme coins” such as Dogecoin and Shiba Inu and the popularity of NFTs on the Ethereum blockchain led to a surge of new users into the FinTech space. Globally, the share of paid installs relative to organic installs in the FinTech vertical grew from the beginning of 2020 until midway through 2021. Starting at 0.11 and growing to 0.15, 2021 ended with a ratio of 0.14. The most exponential growth can be seen in the crypto vertical, which started in 2020 at 0.11 and finished in 2021 at 0.23, indicating that the big increase in paid campaigns for cryptocurrency apps also, logically, resulted in a boost in the number of paid installs. Banking’s ratio dropped consistently, starting at 0.12 and finishing at 0.07, showing that the increased need and interest in banking apps caused users to seek the apps out themselves. With more users than ever before flocking to FinTech apps, we know that marketers and developers are looking to expand their channel mixes to capture the largest number of potential new customers. We found that this was reflected in our trends data, as the number of partners each FinTech app is working with has also increased alongside the competition. What’s more, the average number of partners for the vertical as a whole grew from 3-4 in 2021. Crypto saw the greatest increase — starting in 2020 with an average of 2.5 partners per app and finishing in 2021 with an average of 4.5. Increasing sessions and understanding user behaviour With an increase of 53% globally, the growth of FinTech app sessions recorded is even more significant. Our findings highlight a boost in engagement within the vertical, as existing and newly acquired users record more sessions than ever before. While global sessions follow a continued upward trend throughout the year, the highest point can be seen in April, which was 92% higher than the 2020 average, and 27% up on the rest of 2021. The breakdown of sessions across the FinTech subvertical differs significantly from what we saw for installs. Banking takes first place at 46%, followed by payment at 31%. Stock trading and crypto take more F i nanc i a l Innov a t i on & F i nTech 64 Finance Monthly.
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