SENSOR TOWER – July 6 – Lifestyle category apps are off to a strong start in 2021, both in terms of adoption and consumer spending in the U.S., according to Sensor Tower's State of Lifestyle Apps 2021 report. U.S. consumer spending on lifestyle apps hit ~$300M in Q1. Excluding Tinder, which introduced direct payments on Android, the Lifestyle category saw a compound annual growth rate of ~50% in U.S. consumer spending since the Q1 of 2018. For the first time ever, Lifestyle category apps saw 151M first-time installs in Q1 2021, up 10% YOY. This growth in adoption was driven especially by Android users; Google Play installs reached 69M last quarter, up 30% Q/Q. This brought Google Play's share of the downloads to 46%, which was the highest it had seen since 1Q18. Match Group maintained a strong presence in the top charts in Q1 '21, taking seven out of the 10 spots in the top dating apps by U.S. consumer spending.
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