MOLOCO: Dating and dining apps will bounce back fastest after COVID

Machine learning mobile marketing firm, MOLOCO, has released a report which has found that dating and dining apps will be among the fastest to bounce back once COVID-19-related restrictions are lifted. The report Mobile Life After Lockdown analyzes data from the open programmatic advertising ecosystem to predict the category-specific impact of lifted restrictions on mobile applications.

Key findings include:

– Out-of-home dining apps can expect an increase in engagement of more than 450% as mobile users return to their favorite restaurants.
– Dating apps will likely see a roughly 235% increase in engagement levels as app users seek to socialize after a long and sometimes lonely quarantine.
– Gaming apps, which saw 200-400% increases in engagement during the lockdown, will retain the players they acquired even as restrictions are lifted
– Travel apps will be the slowest to bounce back even as local restrictions end.

2020 was a one-of-a-kind year for mobile app marketers. It changed the trajectory of many mobile app businesses, but not always for the better. Most dating, dining, and travel apps saw significant declines in engagement as lockdowns limited how people were allowed to interact. Fortunately, programmatic ad data suggests that this won’t last forever. This report provides actionable predictions that app marketers can use to strategize their return to business as usual and plan to take advantage of the many opportunities coming their way.

Ikkjin Ahn, CEO of MOLOCO