Food, e-commerce keep steaming; edtech loses on app downloads

Consumer engagement with the e-world appears to be undergoing a shift in post-Covid times with e-commerce and food delivery apps maintaining their strength while edtech loses a lot. Another area where app downloads have moderated post-pandemic is the beauty and fashion segment. Meanwhile, travel apps have returned to pre-pandemic levels after a sharp decline in June 2020.

According to Apptopia mobile app data for the month of September and October, analyzed by Macquarie Research, during the September quarter, edtech app downloads were the lowest in four years. This shows that the industry has not been able to maintain the user adoption observed during the peaks of the pandemic period.

Beauty and fashion apps have seen a moderation in downloads over the last three quarters, which can be attributed to normalization on the ground, helped by reopening and recent momentum from more offline stores and a greater omnichannel presence. for companies like Nykaa.

Also Read: On The Back Of Restaurant Delivery, Quick Trade Businesses, Swiggy’s GMV Food Business Hits $1.3 Billion In 6 Months

In contrast, however, app downloads and active users continue to improve from June 2020 levels for online food delivery companies, with Zomato and Swiggy maintaining their position as the top two food delivery apps in terms of active users.

For ecommerce platforms like, app downloads have been largely flat with the engagement rate (measured as a percentage of daily to monthly active users) being positive for Flipkart and Amazon and close to the typical 40% benchmark. for best-in-class applications. Flipkart continues to lead in terms of app downloads, active users, and user engagement, followed by Amazon, according to Apptopia data.

Interestingly, Tata Group’s super app Neu, which launched in April, has shown a gradual improvement in downloads: more than 3 million downloads month on month, with cumulative downloads now at 15 million. However, the participation rate is still below the desired level of 40%. This means that while engagement with the app is gradually increasing, stickiness is still lacking.

With the opening of the trips, the changes are visible in the domain. App downloads and active users continued to improve sequentially in October, after dipping in June 2020, which is in line with normalization on the ground. In terms of market share, MakeMyTrip continues to lead among online travel agents (OTAs). Among other OTAs, ClearTrip seems to be gaining market share. As of October, industry app downloads (including MakeMyTrip, Goibibo, EaseMyTrip, Ixigo, Yatra, and ClearTrip) returned to pre-pandemic levels.

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