TikTok, Temu, and Shein dominate the Australian market, with their download numbers reaching the top

TikTok, Temu, and Shein dominate Australian market

Business Dialogue has learned that on May 29th, according to SBS, Chinese apps in various fields have ranked high on the app download charts in Australia, including TikTok, Temu, Shein, and even some gaming apps. Despite the Australian government banning the use of TikTok on government devices in April this year, it seems to have had no impact on its user base.

This article will reveal the popularity of Chinese apps in Australia based on the latest download ranking data.

TikTok and CapCut

Business Dialogue has learned that according to WeAreSocial’s “Digital2022: Australia” report from last year, TikTok is the most downloaded mobile entertainment app in Australia and ranks third on the overall download charts.

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According to Data.ai, as of May 28th, TikTok is still the most downloaded entertainment app in Australia, and its ranking has risen by one position. According to Similarweb data, in April, it had 490,000 downloads on Google Play and 1 million monthly active users.

Ranking of entertainment apps downloaded and revenue earned in Australia over the past month (source: Data.ai)

According to data released by ByteDance’s advertising resources, as of early 2023, TikTok has 8.3 million users aged 18 and above in Australia, and its ad coverage rate among all adults aged 18 and above in Australia is 40.3%, with 53.5% being female and 46.5% being male.

Despite having a smaller user base in Australia compared to Facebook (14.9 million) and Instagram (11.65 million) as of early 2023, TikTok is the application that Australians spend the most time on, with an average of 23.4 hours per month, which is a 40% increase from last year.

The popularity of TikTok has also led to an increase in CapCut downloads. Currently, CapCut has been downloaded over 500 million times on Google Play. As of May 28th, CapCut ranked third on the overall app download charts in Australia.

Temu

On March 13, 2023, Temu officially launched in the markets of Australia and New Zealand in Oceania. According to Similarweb data, Temu’s total global visits from February to April were 247 million, of which 2.41% of the traffic was from Australia, an increase of about 18 times.

Similarweb data shows that in April, Temu had about 130,000 monthly downloads and 70,000 active users on Google Play in Australia. In the past month, Temu has ranked first in both Google Play and Apple’s App Store downloads in Australia.

Shein

According to Similarweb, 55.7% of Shein’s global users are aged between 18 and 34, while 18.4% are aged between 35 and 44. In 2022, Shein’s global downloads reached 200 million, making it the shopping app with the highest downloads that year.

In Australia, Shein has always been among the top ten shopping app downloads. According to Similarweb data, in April, Shein had 60,000 monthly downloads and 75,000 monthly active users. According to Data.ai data, as of May 28, Shein ranked fifth in the Australian shopping app download chart.

Game Apps

In addition to social media and shopping apps, mobile games are another mainstay of China’s global app expansion. Data shows that in 2022, Chinese self-developed games generated a total sales revenue of $17.35 billion in overseas markets.

Among them, Genshin Impact, developed by Chinese company miHoYo or its global publishing subsidiary HoYoverse, is very popular overseas. According to SensorTower, Genshin Impact’s overseas market accounts for two-thirds of its total revenue based on an annual revenue of $4.1 billion.

Although Genshin Impact does not currently have servers in Oceania, the game still performs well in the Australian App Store. As of the end of April, Genshin Impact was the second highest-grossing adventure game in Australia and ranked tenth in the free adventure game chart.

The author is Ashley/AMZ123✎

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