Mexico in three charts: Installs, sessions, and retention rates
Mexico, with the second-largest economy in Latin America, is emerging as one of the region's most dynamic and rapidly growing app markets. The country's mobile app industry is experiencing a significant surge in both revenue and usage. By the end of 2023, the total revenue of Mexico's app market is set to reach $2.3 billion, with an anticipated growth of $1.1 billion (a 46% increase) between 2023 and 2027. Additionally, In 2022, there was a notable 20% year-over-year (YoY) increase in in-app spending. Mexico also ranks sixth globally in terms of average daily time spent in-app per device. This figure rose to 4.9 hours in 2022, a substantial increase from 3.9 hours in 2019, highlighting the market's strong engagement and potential for future growth.
Although there has been a slight decrease in overall app installs and usage in Mexico in 2023, specific categories such as entertainment, social, and utility apps have shown resilience with an increase in installs. This article closely examines Mexico's most popular app categories, delving into those with the highest downloads and the most active user engagement.
The top-grossing Android iOS apps: Entertainment steals the show
In Mexico's app market, the entertainment and gaming categories are leading the way on Android. Five of the top ten highest-grossing apps belong to entertainment, while four are gaming apps. The gaming app 'Free Fire: Felices Fiestas' is at the forefront, closely followed by 'T11 de Call of Duty: Mobile'. Google One, a notable productivity app, came in third place.
On the iOS front, the trend is similar, with entertainment apps dominating the revenue charts. Five of the top ten highest-earning apps fall into this category. The chart is topped by three entertainment apps, with YouTube leading, followed by Disney+ and HBO Max: Ve películas y series.
A notable increase in installs for entertainment and gaming apps during Q4 2023
Mexico's entertainment app market is rapidly evolving and has become a key driver of in-app spending growth. By 2027, revenue from entertainment apps is projected to reach an impressive $345 million, highlighting the increasing demand for diverse and engaging content among Mexican users. Despite a 7% YoY decrease in entertainment app sessions in Q4 2023, according to Adjust data, installs saw a significant 40% rise, indicating strong consumer interest in exploring new entertainment offerings.
The mobile gaming sector in Mexico is experiencing a notable upswing. The combination of increased smartphone penetration and a thriving ecosystem of game developers is propelling the industry forward. Expected to generate $215 million in revenue by 2027, mobile gaming is witnessing growth in its user base, reaching 48.65 million mobile gamers in 2023. Although gaming app installs saw a 4% YoY increase in 2023, the final quarter showed a decline with a 9% drop in installs and a 4% decrease in sessions compared to the same period in 2022. These trends suggest a nuanced picture of the gaming market, potentially influenced by changing user habits or economic variables.
Maximizing opportunities in Mexico's mobile app market
Despite a slight downturn in overall app installs and usage towards the end of 2023, the app market in Mexico experienced growth in specific categories this year. Looking ahead to 2024, the market is expected to continue expanding. For app developers targeting the Mexican market, localization is crucial. This goes beyond simply translating content into Latin American Spanish, as there are significant differences in lexicon and pronunciation to be mindful of.
Cultural adaptation is equally essential. Integrating elements of Mexican culture, such as the Día de Muertos (Day of the Dead) celebration, can create a more personalized user experience. Additionally, considering Mexico's large and active young population, who frequently engage with social apps, incorporating social features into your app can be a key strategy to enhance engagement and retention. Tailoring your app to reflect the local language, culture, and social trends is essential to capture and retain the Mexican audience.
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