COVID-19 lockdowns turbochargedinstalls of apps offering personalized at-home workouts, meditation classes and diet & nutrition plans. Despite the lift of most COVID restrictions across Europe,some Health&Fitness apps have continued to grow in popularity,withtotal downloads reaching 232 million in 2022.
While installs in 2022 have remained above pre-COVID 2019 levels (up 16 percent),they have slowed versus 2020 (-23 percent) and 2021 (-5 percent). The return to in-person activities haslikely played a role in the year-over-year decline. However,a slowdown in the sales of smartphones (with global shipments down a record 18.3 percent in Q42022)might have also contributed to the decrease in first-time installs across Europe.
The slowdown of smartphone sales is bad news for phone makers, including Apple. The decline in iPhone sales in the December 2022 quarter,the increase in install base and a record number of active devices may see Apple focus moreefforts on its own ad business and its subscription services, increasing-in turn-the competition for user monetization in the broader mobile space, including Health & Fitness.