App Annie-2019年餐厅和外卖领域移动现状（英文）-2019.5-19页.pdf

Restaurants&Food DeliveryT H E S T A T E O F M O B I L E 2 0 1 9D I S C O V E RUnderstand the opportunity,competition and discover key drivers of successS T R A T E G I Z EDevelop a mobile strategy to drive market,corp dev or global objectives A C Q U I R EIncrease app visibility and optimize user acquisitionE N G A G EBetter understand targeted users and drive deeper engagementM O N E T I Z EAccelerate revenue through mobile The Most Complete Offering to Confidently Grow Businesses Through MobileCOPYRIGHT 20192Our 1000+Enterprise CustomersSpan Industries&the GlobeCOPYRIGHT 20193Grow Your Business With UsCOPYRIGHT 20194App Annie IntelligenceProvides accurate mobile market data and insights for millions of businesses across the globe.Sign up for free nowWe deliver the most trusted mobile data and insights for your business to succeed in the global mobile economy.App Annie ConnectGives you a full view of your app performance.Consolidate all your app store,usage and advertising data in one unified dashboard.Sign up for free nowRESTAURANTS&FOOD DELIVERYGlobally,Consumers Sourced Food&Drinks Through Apps 130%More Often in 2018 Than 2016There was dramatic growth in sessions of Food and Drink apps across the board France led the pack at 325%growth from 2016 to 2018,followed by Australia at 300%and South Korea at 230%.India saw an explosion of sessions growth in Food and Drink apps in 2018,up 120%from 2016.This is fueled by growth in both fast food apps(QSR Quick Service Restaurants)and the rise of food delivery services.Mobile bridges the physical and digital and has enabled the brick-and-mortar food and drinks industry to build a strong and growing presence in an ever more digital world.COPYRIGHT 20196Total Sessions in Food and Drink AppsTwo Year GrowthNote:Android phone201620172018IndiaUnited StatesJapanBrazilSouth KoreaGermanyCanadaUnited KingdomFrance18B06B12B3B9B15B+120%+140%+45%+45%+230%+45%+215%+180%+325%Food Delivery Apps Fill a Need for Consumers and Saw Rapid Growth in 2018Globally,downloads of the top 5 food delivery apps have grown 115%in 2018 vs.2016.UberEATS and Zomato,respectively,were the top two food delivery apps by worldwide downloads in 2018.Of the markets analyzed,India saw the strongest growth at 900%.But food delivery apps were also in high demand for western markets like Canada and the US,up 255%and 175%respectively.Starbucks a leader in the Food and Drinks space has established a delivery program in China and has announced plans to bring this to the US in 2019.In partnership with UberEATS,Starbucks will use delivery to improve convenience,increasing throughput in areas without a drive-through location.In this example,mobile provides the conduit for more streamlined mornings and removes friction for a daily routine a powerful example of mobiles transformation of our daily rituals.COPYRIGHT 20197210M070M140M280M201620172018Note:iOS and Google Play Stores;China is iOS only;Includes only apps with food delivery as a primary function;Excludes restaurant apps with delivery as a featureDownloads of Top 5 Food Delivery AppsGermanyCanadaFranceUnited KingdomSouth KoreaBrazilUnited StatesChinaIndiaBrazilCanadaChinaFranceGermanyIndiaJapanSouth KoreaUKUS1McDonalds AppStarbucks USAKFCMcDo FranceMcDonalds GermanyDominos Pizza IndiaMcDonalds JapanStarbucks KoreaDominos Pizza UKStarbucks USA2Burger King BrasilMcDonalds CanadaStarbucks ChinaKFC FidlitBurger King LoyaltyMcDelivery India West&SouthSkylarkCosta Coffee ClubMcDonalds3BURGER KING BrazilTim HortonsPizza Hut ChinaDominos Pizza FranceSUBCARD DeutschlandPizza Hut IndiaSushiroBURGER KING KOREAStarbucks USADominos Pizza USA4Starbucks BrasilDominos Pizza CanadaLuckin Coffee瑞幸咖啡Burger King FranceMcDonalds Bonn Gutscheine AppStarbucks IndiaKFCMcDelivery KoreaSUBCARD UK&IrelandChick-fil-A5Starbucks USAPizza PizzaMcDonalds ChinaSushi Shop FranceMcDonalds AppKFC IndiaMarugame Seimen (Coffeebean Members Club)KFC Colonels ClubDunkin DonutsQSRs Leverage Loyalty Programs to Make Inroads in 2018Loyalty programs in top QSR apps were especially prominent in the US,UK,China and Japan in 2018.Loyalty programs incentivize repeat orders and allow for more personalized and relevant offers and notifications to be delivered to each user.In the US,McDonalds and Chick-fil-A leveraged promotional text to market flash deals for consumers a strategic App Store Optimization(ASO)tactic that,unlike most such as description,logo and keyword bank updates does not require a full version update.COPYRIGHT 20192018|Top 5 QSR Apps by Smartphone MAULoyalty Features8Mobile Apps Drove Innovation in QSR Promotions McDonalds UK overhauled its app experience,including the launch of McDelivery in partnership with UberEATS,and invested heavily in World Cup 2018 promotions to drive adoption.The efforts paid off and the app shot to#10 by smartphone MAU in July 2018,up 10 ranks year-over-year.Burger King leveraged location-based offers within 600-feet of a McDonalds to unlock a Whopper for 1 cent through its app in December 2018.Mobile offers a treasure trove of data on consumer preferences and can be leveraged for strategic personalized and relevant promotions such as this.These efforts paid off Burger King hit#1 for daily iPhone downloads of Food and Drink apps in the US on Dec 4,and retained that rank for 9 straight days.Not to mention,the app hit#2 on Dec 5 for overall downloads.This was a significant jump in performance relative to November 2018.COPYRIGHT 2019McDonalds UK Smartphone MAU RankingAmong Food and Drink Apps|UKMonthly Ranking1103020Mar-17Apr-17May-17Jun-17Aug-17Oct-17Nov-17Jan-18Feb-18May-18Jun-18Jul-18Aug-18Jul-17Sep-17Dec-17Mar-18Apr-189MACRO TRENDSWhy Mobile Matters194BWorldwide Downloads in 2018$101BWorldwide App Store Consumer Spend in 20183 HrsPer day spent in mobile by the average user in 2018360%Higher average IPO valuation(USD)for companies with mobile as a core focus in 201830%Higher engagement in non-gaming apps for Gen Z vs.older demographics in 2018COPYRIGHT 201911Global App Downloads Exceeded 194B in 2018,up 35%From 2016China accounted for nearly 50%of total downloads in 2018 across iOS and third-party Android,despite a slowdown from the game license freeze in China.Emerging markets continued to fuel growth in 2018 and represent 3 of the top 5 markets for app downloads.Mature markets like the US continue to see large,consistent numbers of new downloads annually,but growth has slowed.However,growth in these mature markets is strongest when it comes to indicators of user engagement sessions and time spent and consumer spend.In 2018,apps outside of games accounted for 65%of total global downloads,consistent with two years prior.COPYRIGHT 20192016120B100B80B60B40B20B0Country-Level Downloads240B200B160B120B80B Worldwide 35%China 70%India 165%United States 5%Brazil 25%Indonesia 55%Worldwide DownloadsTop Countries by App Store DownloadsTwo Year Growth2017201840B0Note:iOS,Google Play,Third-Party Android in China combined12Global App Store Consumer Spend Reached$101B in 2018,up 75%From 2016 App Store consumer spend only includes spend that flows through the app store(paid downloads,in-app purchases and in-app subscriptions).This figure doesnt include transactions processed outside of the app stores(e.g.payments in apps such as Uber,Starbucks,Amazon,DoorDash)or revenue from in-app advertising.China accounted for nearly 40%of total consumer spend in 2018.Globally,on a category level,games accounted for 74%of consumer spend in 2018.Non-gaming apps only accounted for 26%of consumer spend,but this was up from 18%in 2016 and largely due to the growth of in-app subscriptions.COPYRIGHT 2019 Worldwide 75%China 140%United States 70%Japan 30%South Korea 80%United Kingdom 55%Top Countries by App Store Consumer SpendTwo Year GrowthCountry-Level Spend(USD)Worldwide Spend(USD)2016 20172018$60B$50B$40B$30B$20B$10B0$120B$100B$80B$60B$40B$20B0Note:Spend is gross,the cut taken by app stores has been removed;iOS,Google Play,Third-Party Android in China combined13Mobile Carved Out 17%of Daily Time in Emerging MarketsIn Indonesia,mobile users spent over 4 hours a day in apps 17%of users entire day.In mature markets like the US and Canada,the average user spent nearly 3 hours a day in mobile apps in 2018.Daily time spent on mobile is fueled in part by cumulative micro-moments periodic sessions throughout the day where consumers check their emails,browse news articles or check their banking.Mobiles on-the-go nature has enabled widespread growth in this type of consumer behavior.It also includes significant time spent playing mobile games which are the leading form of gaming streaming videos and checking social media apps.Regardless of market,mobile is the first screen.COPYRIGHT 2019IndonesiaThailandChinaSouth KoreaBrazilJapanCanadaIndiaUnited StatesAustraliaUnited KingdomGermanyFrance54321Average Daily Hours Spent Per Device on Mobile in 2018Emerging Markets Mature MarketsNote:Android phone14The Average Consumer in the US,South Korea,Japan and Australia Has Over 100 Apps on Their SmartphoneSouth Korea,Canada,the US,Thailand,the UK and Australia all saw significant 2 year growth in the average number of apps installed on smartphone devices with South Korea at 20%growth from 2016 and Canada,the US and Thailand at 15%growth.South Korea,Thailand and Canada also saw strong growth in average apps used at 15%,10%and 5%respectively from 2016.In China,the relatively low number of apps installed is reflective largely of the Android market.This is similar behavior to other emerging markets with a high prevalence of lower cost Android devices with less storage capacity.COPYRIGHT 2019Monthly Average Number of Apps Used and InstalledSmartphone Users in Select Markets,2018Apps Used Apps Installed0102030405060708090ChinaJapanBrazilUnited KingdomFranceGermanyUnited StatesIndiaCanadaSouth Korea10011015R E A D T H E F U L L R E P O R TFurther Reading on the Mobile MarketWebinar 2019 in Mobile:5 Things You Need to Know2019 in Mobile:5 Things You Need to KnowMobile Gaming in 2019:Top Predictions From the ExpertsWebinar 10 Years of iOS and Google PlayReport The Most Popular iOS Apps of All Time Report The Most Popular Google Play Apps of All TimeReport The 2017-2022 App Economy ForecastReport Mobile Gaming Extends its Lead:Gaming Spotlight 2017 ReviewMetrics That Matter for Product Managers:The Fundamentals-Part 1Announcing the Top 52 Publishers of 2017Report 2017 Retrospective:A Monumental Year for the App EconomyApp Annie IntelligenceProvides accurate mobile market data and insights for millions of businesses across the globe.Sign up for free nowApp Annie ConnectGives you a full view of your app performance.Consolidate all your app store,usage and advertising data in one unified dashboard.Sign up for free nowMore Ways to Grow Your Business With Us:17COPYRIGHT 2019About App AnnieApp Annie delivers the most trusted mobile data and insights for your business to succeed in the global mobile economy.Over 1 million registered members rely on App Annie to better understand the mobile market,their businesses and the opportunities around them.The company is headquartered in San Francisco with 15 global offices.App Annie has received$157 million in financing from investors such as e.ventures,Greenspring Associates,Greycroft Partners,IDG Capital Partners,Institutional Venture Partners and Sequoia Capital.Report methodology and updates are available here.18COPYRIGHT 2019Sign up for free for access to the mobile data that matters most to you:扫码关注：金融干货精选获取更多干货资料