Does an app a day keep the doctor away? Probably not but the people downloading these apps seemed to think it was worth a shot! Here we have a list of apps that benefited the most from Covid19 and how they made the most out of a dire situation.
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In our list of apps that did the best during COVID19, we have apps that spiked during the stay at home order as well as apps that stayed at the top charts despite the changing landscape of COVID19. Though there may not seem to be a huge change in some of these apps such as Amazon, Netflix, and Amazon Prime Video, if we use the example of Uber compared to Uber Eats we can see that indeed they did flourish during this time.
Here we see that Uber’s ride-sharing service has dropped during the pandemic, while UberEats Orders has spiked and UberEats Food Delivery has stayed relatively stable. Some of the most downloaded apps have this same pattern during the pandemic and can still be considered successful as they have maintained growth and chart rankings despite the drop in other businesses and tumultuous times.
With outdoor entertainment options dwindling and group meetings banned, it is no surprise that entertainment apps boomed during the COVID19. These apps either provide you with escapism, human interaction, or a bit of both. Netflix and Amazon, for example, gave people other worlds to dive into while HouseParty, Among Us, and other online games gave us the virtual world to dive into plus added interaction. YouTube and Tiktok also let people produce their content, giving people a way to feel seen and heard in a time when we were barely able to go to the grocery store. This year has also introduced many new people to the best mobile games. Lots of mobile users who did not play games before the pandemic have since started to, and will perhaps continue to, now that they have experienced it.
These apps all did well this year despite the Pandemic. The two creator Apps did especially well.
Shopping and Delivery Apps:
Food delivery, grocery delivery, and boxes on boxes of weird stress purchases from late-night online shopping. Both the apps that helped with making necessary purchases and those made to indulge, saw a spike during the lockdowns.
Walmart, Target, and Amazon are among the top apps in the shopping category. All three have experienced growth during the pandemic. These apps allow for grocery delivery as well as other shopping items that people may have been, missing out on during their time at home.
DoorDash and Uber Eats stayed active throughout the year. Though, like with the shopping apps, we see a dip right around the beginning of the stay at home order in March.
When placed together on one chart we can see a dip before the climb in all of these apps right around the same time in March. This could be because of people’s fears of contact and the hiccups in contactless delivery at the beginning of the lockdowns.
After the initial dip, these apps became invaluable to people during their time in quarantine.
When comparing February to March on the US most downloaded shopping apps, Walmart has jumped up to second place and Target which was not even in the top 10 is now in 5th place.
Why has Walmart made this jump? Walmart changed its marketing strategy to adapt to the lockdowns
In early March they shuffled their screenshots so that the “manage prescription” feature was in the second swipe. Then on April 16th, they did a complete overhaul of their screenshots.
Now emphasizing online grocery shopping, home delivery, and curbside pickup features. These are all aspects that would have become increasingly popular during the lockdown. Previously, groceries were an afterthought within the app, but now they are front and center.
Their creatives also include people wearing masks and doing their grocery shopping.
Health and Fitness Apps Benefited from the COVID19 Pandemic
Perhaps the most notable addition to the Health and Fitness apps during the Pandemic are COVID Tracker apps. These exist because of the pandemic and therefore do well during the pandemic. However, there are some other subgenres of the Health and Fitness category that have blossomed during this time.
Mental Health Apps:
In the domain of mental health which apps benefited most from the COVID19 Pandemic? Calm and Headspace for Meditation and Better Help and Talkspace for online therapy. Mental health has been a priority for people having to deal with the anxiety surrounding this year. Especially since our regular support networks of friends and family may also be locked down elsewhere.
As far as meditation apps go, Calm and Headspace are at the top. They were definitely not slowed by the pandemic. Considering their growing popularity and some of their creatives and reviews they had to be considered.
Both apps have experienced success during the pandemic but they seem to follow their trends for this year. There is a defined climb for calm during lockdown but not as dramatic as the climb in some other categories.
A brief ad analysis shows us something different that Calm did during the shelter in place order. Unlike the shopping apps, Calm avoided directly referencing the pandemic all together. This could be because they are trying to create a calm environment for their users. These creatives from March, directly reference the problem instead of the external causes. There are mentions of not being able to sleep or suffering from anxiety or depression. Then, calm as a solution.
The creatives from February, before the lockdowns hit the US, focus more on just sleep and how efficient the app is at getting people to fall asleep. By marketing itself as one of the best apps for anxiety, Calm was able to avoid directly talking about the pandemic while still getting that customer base.
There are very few direct references to COVID19 or Corona within the reviews. People leaving reviews tend to write things like “especially now” or “these days” so it is hard to identify which reviews are referencing the pandemic. But from context, we can see that at least a few users have downloaded the app for this purpose.
Though Calm has avoided directly targeting the Covid situation, they have managed to grow a lot throughout the year. Their users are expressing that it has helped them through these times.
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