Mobile Engagement Market size is slated to register commendable growth over 2023-2032 driven by the growing internet usage and the rapid penetration of smartphones.
As per the Internet and Mobile Association of India (IAMAI), more than 345 million individuals are engaged in online transactions including digital payments and e-commerce. The number of internet users in India is projected to surpass 900 million by 2025. The paradigm shift toward cloud-based and software-enabled tasks via an array of intelligent applications is set to promote online engagement. Android users currently have access to more than 2.56 million apps on the Google Play Store, enhancing customer engagement, thus representing lucrative scope for industry expansion.
Moreover, the mounting adoption of social media platforms, particularly driven by the emergence of the COVID-19 pandemic is set to drive mobile engagement over the upcoming period. During the pandemic, education, entertainment, and work relied on mobile platforms and digital devices for engagement. Furthermore, mobile-first strategies gained immense traction with more than 72.5% of internet users anticipated to access apps through smartphones by 2025.
The outbreak of the Russia-Ukraine war is expected to have a notable impact on the mobile engagement industry. While the war led to higher mobile engagement in Ukraine as citizens reached out for help on social media platforms, the sanctions imposed by foreign countries on Russia led to prohibition of internationally used mobile apps.
Based on product, the demand for push notifications is set to upsurge substantially over 2032 owing to its ability to boost ROI, app retention, and engagement. Additionally, push notifications are relatively easier to set up and subscribe to, do not require users to provide personal information, and ensure seamless transition to specific web pages. They allow users to adjust the time and frequency of notifications, use segment-specific settings such as device language or location and personalize notifications.
Regionally, Asia Pacific mobile engagement market size is poised to record significant remuneration by 2032 led by the increasing expansion of mobile communication infrastructure. Multiple governments in the region are dedicating hefty investments for strengthening 5G deployment. For instance, in February 2023, China’s State Council, and the ruling Communist Party revealed a new plan to scale up the development of 5G, data centers, supercomputing, and IoT over the forthcoming period, thus adding impetus to the mobile engagement industry.
The competitive landscape of the global mobile engagement market includes Tapjoy, Vibes, Webtrekk (BlueHornet Networks, Inc), Selligent, Accengage (Airship), Leanplum, Adobe, Oracle, IBM, Smartfocus, Urban Airship, Swrve, Followanalytics, and Braze, Inc. (formerly Appboy Inc.), among others. These firms are focusing on strategic collaborations and new product launches to strengthen their business and scale revenues.