NIXSolutions: User Data and SuperApps in 2022

AppsFlyer, a marketing analytics and mobile attribution platform, shares its forecast for 2022.

Growth of aggregated data

2021 was the year that user-level data dependency began to decline (mainly due to iOS14.5). In 2022, aggregated data will be used by default.


In a world where privacy is critical, marketers need to adapt to aggregated data to measure and optimize campaigns. It will also keep clients’ privacy and budgets profitable.

As the volume of aggregated data increases, so too will the forecasts for possible growth. This will be possible thanks to machine learning and other privacy-preserving technologies.

Advertisers will be looking to invest in new channels and focus on building their own data and marketing channels. PUSH notifications and email marketing will be used more actively.

Mobile investment will grow

The pandemic has accelerated mobile business transformation, especially in retail and finance, says MMR. This trend will continue, even though a gradual return to normal life. Investments in mobile communications and mobile marketing will grow in 2022 as companies move their main and Internet traffic to mobile apps.

More superApps

SuperApps offering multiple services at once have become commonplace in most of Asia. Apps like Chinese WeChat allow you to perform a variety of actions from a single app (messaging, paying bills, ordering at restaurants, shopping).

We’ve already seen examples of Western brands introducing value-added services (for example, Uber expanded to add food delivery). This trend is likely to only scale in 2022. Top of this trend will be Facebook, Twitter, Instagram and Snapchat, already testing in-app payments.

Consolidation of the gaming industry through M&A

2021 saw an unprecedented increase in game studio consolidation. In the first 9 months of the year, the development companies raised an incredible $71 billion in 844 transactions.

The main drivers of growth are the gaming landscape that has grown over the pandemic, a favorable investment environment and mega-studios striving to increase the number of their AR users. For example, Apple’s update to iOS14.5 significantly limited the amount of data that marketers can use to optimize. As such, it is more difficult than ever to provide accurate targeting that drives conversions and delivers profit as you scale.

Consolidation allows mega studios to gain access to the small studio user base and their raw data. And thus increase user-level access to their data, as well as optimize cross-promotion remarketing campaigns and improve user experience.

There is no reason to believe that these trends will change anytime soon, notes NIXSolutions. 2022 is likely to be in line with these trends, which have already greatly strengthened the industry.