beyond the install

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Hey Adam,

Happy Friday 😎

If you missed last week’s action-packed newsletter, you can check it out here.

Last week we launched our second BRAG report in partnership with Digital Turbine, looking at brand strength and mobile performance, to determine which apps have serious staying power. If you're a watcher and not a reader, click the video below to go beyond the install and get the key takeaways from our research.

Business

Mobile Signal

Nike (NKE) is scheduled to report earnings on 9/29. New installs of its mobile apps are up 10.2% YoY and 4.3% QoQ. Dive deeper into NKE with a free trial of our Bloomberg Terminal App.

App Acquisition

Adobe will be acquiring Figma, a design software company, for $20 billion. The mobile app has been installed 2.3 million times since launch in 2016.

Musings

Temu Emu and Doug

At the start of the month, Pinduoduo launched its first U.S. shopping app, Temu. It is projected to close out its first month with more than 600K downloads, flexing the deep pockets of its publisher, Pinduoduo. Looking at the U.S. launches of SHEIN and fast growing China-based clothing companies Cider and HALARA, monthly downloads did not reach this sum for the first year of all three apps. So far, installs from the Google Play store triple that of the App Store, a sign that the discounted shopping marketplace does not believe iOS users are as strong of a fit for its products. Both Temu and Wish had similar launch strategies, selling inexpensive items across a number of categories, but it’s App Store screenshots tell us it is angling to be more like SHEIN, focusing on fast fashion. I'm waiting for the Liberty Mutual marketing crossover.

The highest form of flattery

...is cheating copying. In social media app development class, TikTok was looking over its shoulder to see what BeReal was doing and it liked what it saw. Earlier this week, TikTok Now launched outside of the U.S., marketed as a "social tool" from TikTok. The app has the same functionality as BeReal, having you and your friends take a picture at a unified but random time each day. You know what they say, you either run out of funds, or live long enough to see yourself become copied by BIG Social. The app has more than one million downloads, with Germany leading the way, responsible for 30% of those.

Insights & Updates

Cash advance apps grow 69% year-over-year, more than other fintech sectors

While installs (new users) of top consumer fintech apps are down 14% year-over-year in Q3, they are up 19.4% over Q3 in 2020. This is more of a situation where water is finding its level.

Apptopia appoints Steve Swad as President & Chief Operating Officer

Apptopia announces the appointment of Steve Swad to the position of President and Chief Operating Officer. Swad brings 20 years of operational experience at the executive level, which will accelerate the company's growth.

Fast-Food Apps are Becoming De Facto Storefronts

Before they ever hit the road to pick up their order, it’s very easy to make a couple of clicks into a competitor’s app and order there instead, where they might have a better experience.