The “halo effect” of back-to-school shopping: U.S. e-commerce app downloads surge

According to the latest data released by mobile analytics platform Adjust, fall back-to-school shopping has produced a significant "halo effect" (positively correlated performance indicators) on mobile e-commerce applications.

Here are Adjust’s findings on installs and sessions for several different categories of mobile e-commerce apps in the U.S. during June and July 2023:

E-commerce applications

In June 2023, installations increased by 471% year-on-year.

In July 2023, installations increased by 238% year-on-year.

In June 2023, the number of sessions increased significantly by 23% year-on-year.

The number of sessions in July 2023 increased by 18% compared to July 2022.

Session duration in June 2023 increased to 10.18 minutes from 9.98 minutes in June 2022.

Shopping Apps

Installations in June and July 2023 both saw solid year-over-year growth of 38%.

In January 2023, the number of sessions increased by 11% year-on-year.

Session duration increased 29% in July 2023 compared to July 2022.

Session duration in June 2023 increased to 10.01 minutes from 9.91 minutes in June 2022.

Deal Discovery App

In June 2023, the number of sessions increased significantly by 193% year-on-year.

The number of sessions in July 2023 increased by 108% compared to July 2022.

Session duration in June 2023 increased to 13.03 minutes from 9.04 minutes in June 2022.

Session duration in July 2023 increased to 11.87 minutes from 9.59 minutes in July 2022.

Greg Wang, Head of Sales for North America at Adjust, commented: “We saw an exponential surge in mobile app installs and active user sessions year-on-year in June and July 2023 as consumers embrace smarter shopping experiences. To attract consumers, retailers are increasing creativity and innovation in their product offerings.”

Editor ✎ Nicole/

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