Metaverse has demanded triple downloads of the avatar-based social app in 2 years

The gaming community is familiar with this virtual world that is the “metaverse”; ROBLOX is the most famous example to date. It also established itself as No. 1 for global mobile consumer spending by 2021, and garnered more than $ 4.5 billion in consumer spending on app stores as of March 31, 2022. proving its huge popularity.

However, the concept of the metaverse is more than play. While the idea of ​​buying, selling and interacting with other people in a virtual world may not be widespread, technology giants like Meta (Facebook) are taking the lead, and you can see that consumers and brands from other industries are quickly gaining traction, reflected in the mobile scene.

We have witnessed a contagion effect of interest in the metaverse, driving up the global demand for avatar -based social apps.

With brand and app collaborations in the metaverse (Chipotle and Nike both have Roblox stores), it’s clear that consumer interest is growing and expanding in many industries – gaming, retail, restaurants and events – to just to name a few.

Why it is important:

Mobile data from shows that avatar-based social apps, such as ZEPETO and BUD, experienced the highest annual growth in downloads compared to other social media categories, with 38 million downloads, an increase of 60 % over the past year and 215 % over the past two years.

Worldwide, the top 5 avatar-based social apps by download in Q1 2022 are:

  • 1. ZEPETO
  • 2. BUD from bud technologies
  • 3.Oasis
  • 4. IMVU
  • 5. Makerblox – Make Skins

In the United States, avatar-based app downloads rose to 4.6 million in Q2 2021, but remained high at 4 million in Q1 2022, from 2.4 million in Q1 2020 (two years ago). For publishers looking to reach these engaging and interested consumers with metaverse-friendly content, it’s important to understand where they spend their time, what motivates them, and how the tastes vary. and national customs. This will help you understand which partnerships, groups, or targeting will give you the best chance of success.

Transgender Affinity shows you what other subgenres of the app user are likely to do compared to the general population. It provides a picture of the general likes and interests of the mobile.

And while avatar -based social apps have a vast global reach, user tastes vary in each country. In the United States, consumers who use avatar -based social apps are 6.6 times more likely to use karaoke apps, 5.5 times more likely to use audio chat apps, and 4.8 times more likely to use to use astrology apps.

In the markets analyzed (US, UK, France, Japan, Australia, South Korea), audio chat apps appear in the top 6 by affinity only in the US and astrology apps appear only in the top genres in the United States and United Kingdom. . Comics apps are ranked in the highest genres only in Australia and Brazil, indicating that avatar -based social apps have a nuanced nature in these markets.

We also found that the intensity of asymmetry varies across the country: in France, users of avatar-based social apps are 11 times more likely to use early childhood education apps (the highest asymmetry) and in Japan, the users are 8.4 times more likely to use it. use paint apps (graphics and design), while in the US the highest asymmetry is 6.6 hours.

These gender affinities shed light on underlying trends in demographic cohorts, particularly age -related. We find that Gen Z is likely to drive this trend, and in many markets, avatar-based social app users have a strong correlation across education subgenres.

Of the top three avatar-based social apps in terms of MAUs in the U.S. in March 2022, all three are strongly aimed at Gen Z, with Itsme being the most targeted with a 120% chance of availability of Gen Z. to the general population.

Using gender, age, and sex affinity data gives you a stronger picture of who these users are, what motivates them, and how they spend their time on mobile.

The top three US avatar-based apps by monthly average users (MAU) in March 2022 were IMVU, ZEPETO, and Itsme (available only on iOS). On iPhones, all three apps are significantly more female than male in MAU terms, which Zepeto relies on the most – female users are 54% more likely to use the app than overall – the population. Itsme has the smallest gender gap, but is still 20% more likely to be available to female users in the United States.

It is important to note that our analysis is limited to males and females and is not representative of all gender identities.

The growing popularity of avatar-based social apps has created many opportunities for brands and celebrities to interact with mobile consumers. For example, in August 2021, Ralph Lauren announced an exclusive partnership with ZEPETO that included a collection of digital clothing as well as three digital spaces to unite the app’s avatar community. In a digital space, Ralph Lauren’s virtual flagship on Madison Avenue, avatars of members of K-pop group Tomorrow X Together (TXT) are hosting a live event on the app and wearing digital dress by Ralph Lauren.

And last month, from April 8 to 24, 2022, Samsung and ZEPETO teamed up to offer a virtual treasure hunt, exclusively to Galaxy users in Malaysia. The event has resulted in an 80% increase in average daily downloads over the past two weeks.

Given the upward trajectory of avatar-based social app development over the past two years, we are likely to see an increase in collaborations between brands and apps in this category, as well as the participation of brush. App publishers are well advised to check out these varieties of unique collaborations that offer the potential to be sustainable and attract mobile users who want to experience everything the metaverse has to offer.