The latest report illustrates the in-app and subscription purchase behaviours across the iOS ecosystem. These insights, garnered from over 30,000 of the most used apps on a weekly basis, illustrate the growing trend of subscription-based services.

The new report uses data collected from US adults via Measure’s Retro solution, which provides access to consumer-based behavioural data. It encourages greater sharing by not only fairly rewarding consumers for completing data sharing tasks on their mobile phones, but also by providing a fully permissioned, transparent and user-friendly environment, according to the London-based company.

Going beyond traditional metrics such as downloads and installs; the report focuses on user engagement metrics. Some key findings include the fact that TikTok weekly active users grew by over 13% during the period covered by the report. Adoption across those aged 18-25 has grown dramatically since June 2021 and is quickly approaching the usage levels of YouTube. Snapchat continues to be one of the most engaging apps and most used when a user’s phone is first picked up.

Clothing retailer Shein experienced the largest increases in active users, moving into third place with nearly 18% of users 18-25. Subscriptions increased from 39% to 46% of in-app purchases; gaming dominates in-app purchases. 

“Brands and app publishers are thirsty for new forms of data but, until now, iOS data has been increasingly difficult to access on a granular level,” said Owen Hanks, chief executive and co-founder of Measure Protocol. 

“Customers are augmenting their current data sources, including App Annie and Apptopia, with more granular user-level data and digital behaviours to develop product and competitive intelligence strategies. iOS represents over a billion consumers who have not been accurately measured until now.”