CSA Exclusive: Back-to-school season produces mobile ‘halo effect’

New data sheds light on the amount of impact the 2023 back-to-school shopping period is having on mobile app performance.

According to new analysis released exclusively to Chain Store Age from mobile analytics platform Adjust, back-to-school shopping is having a significant “halo effect” (positive correlating performance metrics) for mobile commerce apps.

Following are Adjust findings on year-over-year (YoY) U.S. installs and sessions of several different categories of mobile commerce apps during June and July 2023:

E-commerce apps

• In June 2023, there was a 471% YoY increase in installs.
• July 2023 witnessed 238% YoY growth in installs.
• In June 2023, sessions saw a substantial 23% YoY boost, indicating a high level of engagement.
• July 2023 saw an 18% increase in sessions compared to July 2022.
• Session length in June 2023 increased to 10.18 minutes from 9.98 minutes in June 2022.

Shopping apps

• Both June and July 2023 saw a solid 38% YoY increase in installs.
• In June 2023, sessions witnessed an 11% YoY boost.
• July 2023 saw an impressive 29% increase in sessions compared to July 2022.
• Session length in June 2023 increased to 10.01 minutes from 9.91 minutes in June 2022.

Deal discovery apps

• June 2023 saw a remarkable 193% YoY boost in sessions.
• In July 2023, sessions increased by 108% compared to July 2022.
• Session length in June 2023 increased to 13.03 minutes from 9.04 minutes in June 2022.
• Session length in July 2023 increased to 11.87 minutes from 9.59 minutes in July 2022.

"We saw an exponential surge in mobile app installs and active user sessions in June and July 2023, year on year, as consumers embraced a smarter shopping experience,” said Greg Wang, head of sales, North America, Adjust, in commentary emailed to Chain Store Age. “Retail marketers, in response, are becoming even more creative and innovative with their offerings to continue captivating and engaging shoppers."

[Read more: NRF:Back-to-school shopping expected to reach “unparalleled” record high]