Apps in the Lifestyle category got off to a good start in 2021, both in terms of adoption and consumer spending in the United States. Sensor Tower Lifestyle Apps 2021 Status Report, available now, analyzes category trends and analyzes the performance of subcategories such as Dating, Social Discovery, and Home Tech throughout 2020 and into early 2021.
U.S. consumer spending on lifestyle apps reached nearly $ 300 million in the first quarter
While U.S. consumer spending on Lifestyle category apps edged down quarter-over-quarter in 2019, 2020 has seen a resurgence. Category revenues have grown quarterly over the past year, and this trend continued in the first quarter of 2021, when the category hit $ 296 million in expenses, up 30% from a year over year.
Excluding tinder, which introduced direct payments to Android, the Lifestyle category has seen a nearly 50% compound annual growth rate (CAGR) in U.S. consumer spending since the first quarter of 2018.
US Lifestyle App Adoption Hits Record 151 million in Q1
For the first time ever, Lifestyle category apps recorded 151 million first quarterly installs in the first quarter of 2021, up 10% year-on-year. This growth in adoption has been driven in particular by Android users; Google Play installs reached 69 million last quarter, up 30% over the quarter. This brought the share of downloads from Google Play to 46%, which was the highest since 1Q18.
Match Group’s dominance in the dating space continues to grow
Match Group maintained a strong presence in the top charts in 1Q21, taking seven of the 10 spots in the best dating apps for consumer spending in the United States. As competition from other services intensified, Match’s portfolio also continued to outperform them in terms of adoption in the last quarter. Although dating app downloads fell 23% year-on-year in 1Q21, Match Group apps did not see as much decline and increased their installs market share to 64%.
Social Discovery increases its spend market share
Social discovery apps, which allow users to socialize and focus on friendships rather than dating, saw a boom in popularity in 2020 with the onset of the COVID-19 pandemic. U.S. consumer interest continued into 2021 as the subcategory’s revenue continues to grow, reaching 38% spend market share in 1Q21 among the top 10 social discovery and dating apps.
The social discovery market share of consumer spending in the last quarter was 2.7 times the market share in 2018. The subcategory is led by BIGO LIVE, an app that includes features like live streaming, video chat, and social audio.
For more analyzes of the Sensor Tower Store intelligence platform, including key insights into the performance of top US lifestyle apps as well as detailed analyzes of subcategories such as housing and rental apps, download the full report as a PDF here below: