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… but consumers set to give mobile a lot of love on Valentine’s Day

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With Valentine’s Day coming up this week, many might be thinking a little more eagerly about how to find the perfect partner. But the holiday isn’t just about Dating apps. Planning for February 14 — from what gifts to buy to booking a ride to your restaurant or rendezvous — are actions and conversions that increasingly happen on mobile.

In fact, new data from Adjust shows in-app activity increases by 11% on Valentine’s Day compared to the rest of the month. An examination of app data grouped by vertical provides eye-opening insights into app usage and habits. 

App usage, measured in the number of sessions, shows entertainment apps lead the pack with the biggest increase (24%), indicating users stream shows and enjoy music on their nights in. Food and Drink apps saw a similar increase (20%), a jump that could be linked with a rise in the number of users who prefer to spend date night at home, or the number of singles who were unsuccessful — or both.

The data doesn’t say. However, sessions show that a love of takeout is strong. Usage is highest in the U.K., where users increased their app use by 26% to browse and order food on Valentine’s Day.

The emphasis on making connections with the perfect date also impacts Social apps, which include Messaging, as well as Dating. The app category saw sessions climb 16%. Significantly, Gaming also saw an impressive increase in the number of sessions (6%), a clear indication that some gamers made the most of an evening in.

Fun activities and food delivery aren’t the only activities that get a boost from users seeking love, and lonely hearts looking for a way to spend time. E-commerce sessions saw strong growth before and across the holiday period as consumers scrambled to find the perfect gift for their loved ones.

Globally, sessions and in-app revenue events peaked on February 3, suggesting the shopping season starts earlier — sending a message to marketers to start campaigns and efforts at least two weeks before Valentine’s Day, to acquire and engage shoppers on mobile and in-app. Compared to the global average, shoppers in the U.S. are big spenders. Data reveals their shopping spree went into full swing on February 5 — nine days before Valentine’s Day, resulting in a 42% increase in in-app revenue events compared to the monthly average.

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