Commentary

It's Not Just Dating Apps That See More Action On V Day

Yes, dating app downloads increase on Valentine’s Day. 

But many other types of mobile apps also get significant lifts — pointing to potential opportunities for mobile marketers, according to an analysis by mobile marketing analytics platform Adjust. 

Adjust compared app installs on Feb. 14, 2021 to the install averages for February as a whole last year. 

Some of the app trends were undoubtedly influenced by the ongoing pandemic’s influence on behavior. For instance, the National Retail Federation’s V Day survey last year found only 24% of U.S. consumers celebrating the occasion with an evening out, the lowest in the survey's history. But 41% planned a dinner or celebration at home. And in a continuing trend, many un-partnered people observed the day: 26% opted to treat themselves, and 18% hosted get-togethers with friends. 

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Some highlights of the analysis: 

*Global installs across all verticals were 8.7% higher on V Day than the monthly average, and app sessions overall were up slightly (0.15%). 

*Dating-app downloads were 14% higher, and sessions rose 5%. 

*Verticals showing among the largest jumps included video streaming (downloads up nearly 43%, sessions up 18%); food delivery (33% and 19%); recipes (15.5% and 20%); and ecommerce/shopping (9.5% and 3%). 

The takeaway: Apps in virtually any vertical can find some hook to take advantage of Valentine’s Day. 

Recipe apps have an obvious opportunity to promote themselves as the go-tos to find Valentine’s Day-friendly recipes. Streaming apps could consider either a couples or singles approach. 

Adjust recommends using different types of discounts, offers, giveaways and promotional deals to drive installs, engagement and ROI.

Examples: Ecommerce apps might offer fast shipping options for those buying last-minute gifts, and food delivery apps might offer free delivery.

Apps that monetize in part or whole through a subscription model might try offering a free day’s service.

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