According to data from Sensor Tower Store Intelligence, the cellular market has seen sustained boom during the ongoing pandemic, although year-over-year growth has slowed since the first surge in adoption and spending in Q2 2020 at the start of the Covid-19 pandemic.
That quarter, consumer spending grew 15.1 percent year-over-year from $ 29.2 billion in the third quarter of 2020, about half of the 32 percent annual growth seen last year.
Total consumer spend on in-app purchases, premium apps, and subscriptions rose 15.1 percent year-over-year to $ 33.6 billion from $ 29.2 billion, lagging behind growth in the first half of 2021 compared to the same period in 2020.
The growth was mainly driven by Google Play, which saw consumer spending jump 18.6 percent year-over-year to 12.1 billion from $ 10.2 billion.
Although the Apple App Store saw more modest growth, it saw higher consumer spending, as in previous years, with sales increasing 13.2 percent to $ 21.5 billion from $ 19 billion.
As in previous periods, consumers on Apple’s marketplace were spending about 1.8 times as much as Google.
TikTok continued its reign as the top-selling app in both stores worldwide in the third quarter of 2021.
Consumer spending on the app, which includes Douyin on iOS in China, grew 41 percent year over year.
Although TikTok was the top grossing app overall and in the App Store, Google One was the top earner on Google Play.