In-app consumer spending rose by 15% year-over-year in Q4 last year, new research has revealed.

According to AppsFlyer‘s 2024 edition of its State of eCommerce App Marketing report, iOS users saw a 21% increase in-app consumer spending compared with Android users, which saw a 9% rise.

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Compared with the same period last year, in-app purchases (IAP) increased by 15% during the 2023 holiday season compared to Q4 2022 and continued to rise into 2024.

With purchase volumes up 21% from Q1 of the previous year, total ad investment in 2023 reached $6.6 billion, reflecting enhanced marketing confidence, the company stated.

AppsFlyer, Industry Lead for eCommerce, Sue Azari, said: “The mobile eCommerce advertising landscape is subject to constant strategic readjustment. Our latest findings indicate that as the global economy starts to stabilise, brands in the space are swinging firmly back towards paid marketing as a key means of user acquisition, instead of relying heavily on owned channels.

“This change illustrates the dual impact of eased economic concerns and increasing pressure to stand out against competitors, particularly with new players in the space such as Temu — with both of these factors driving a surge in how much brands are spending on promoting shopping apps.

“As the peak 2024 holiday rush approaches, brands looking to get noticed must focus on re-marketing and drive long-term rewards from lasting loyalty.”