2024年金融应用报告

StateofMobileFinanceApps

2024

Discoverthelatesttrendsacrossfinanceanddigitalwalletsonmobile

Introduction/Overview

Thisreportoffersacomprehensiveanalysisofthe2024mobilefinancialservicesappmarket

acrosskeyregions,includingtheUS,Japan,China,Korea,SoutheastAsia,India,Australia,andNewZealand.Itexaminesdownloadtrends,spotlightshigh-growthsegmentswithinfinancialservicescategories,andhighlightstop-performingapps.Additionally,thereportpresentsacasestudyonBinance’sstrategiesandsuccessesinacceleratingglobaladoption.

Notesonmobiledownloadsanddigitaladvertisingestimates

•SensorTower'sdownloaddataarebasedonestimatesfromAppStoreandGooglePlay,providedbySensorTower'sAppPerformanceInsights.Thisdataexcludespre-installs,re-downloads,anddownloadsfromthird-partyAndroidstores(GooglePlayisunavailableinMainlandChina).

•ThedigitaladspendingandimpressionsestimatespresentedinthisreportwerecompiledbySensorTower'sInsightsteamusingPathmaticsbySensorTowerDigitalAdvertisingInsights.

•ThefiguresmentionedinthisreportreflectestimatedadinvestmentsmadebyadvertisersthroughOctober31,2024.

•Dataincludesselectchannelsineachmarket.Figuresinthisreportrepresentthetotalsforthesechannelsonly,notacrossalldigitalformats.

•DataCollection:Pathmaticscollectsasampleofdigitaladsfromtheweb.Inordertoreportthemostcompletepictureofthedigitaladvertisinglandscape,weutilizetwoleadingdatasourcingtechnologies:panelsanddataaggregators.

•Pathmaticsusesstatisticalsamplingmethodstoestimateimpressions,costperthousand

impressions(CPMs),andspendforeachcreative.EachimpressionservedtoourdataaggregatorsandpanelistsisassignedaCPM,whichwhencombinedwithimpressionsresultsinourspend

estimates.

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2

TableofContents

Introduction/Overview02

GlobalFinancialServicesAppsMarketOverview

04

FinancialServicesAppsRegionalTrends

07

UnitedStates

08

Japan

09

SouthKorea

10

China

11

SoutheastAsia

12

India

13

Australia&NewZealand

14

FinancialServicesDigitalAdvertisingOverview

15

CaseStudy:Binance

18

Conclusion

26

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3

GlobalFinancial

ServicesApps

MarketOverview

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4

Topmobilefinanceapps:adiverselandscapeofdigitalsolutions

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024

Thediversityoftopfinanceappsacrossregionshighlightsauniqueblendoflocalandglobalsolutions,aseachcountryprioritizesamixofdigitalwallets,consumerbankingapps,andpaymentsystemstailoredtoitsregulatorylandscapeandmarketmaturity.

CashApp

DigitalWallets&P2PPayments

PayPal-Pay,Send,Save

DigitalWallets&P2PPayments

Venmo

DigitalWallets&P2PPayments

Zelle

DigitalWallets&P2PPayments

CapitalOneMobile

ConsumerBanking

12345

楽天ペイ

DigitalWallets&P2PPaymentsPayPay-ペイペイ

DigitalWallets&P2PPayments三井住友カードVpassアプリConsumerBanking

ゆうちょ通帳アプリ-銀行アプリConsumerBanking

Suica

DigitalWallets&P2PPayments

12345

UnitedStates

Alipay

DigitalWallets&P2PPayments

中国农业银行

FinancialServices个人所得税

TaxPreparation&Planning

ICBCMobileBanking

ConsumerBanking

CCBMobileApp

ConsumerBanking

12345

Japan

삼쩜삼-세금신고/환급도우미

TaxPreparation&Planning

monimo(모니모,삼성금융네트웍스)

DigitalWallets&P2PPayments

신한슈퍼SOL-신한유니버설금융앱

ConsumerBanking

카카오페이

DigitalWallets&P2PPayments

NaverPay

DigitalWallets&P2PPayments

12345

China

SouthKorea

Indonesia

DANADompetDigitalIndonesia

DigitalWallets&P2PPayments

GoPay:Transfer,Bayar,Tabung

DigitalWallets&P2PPayments

ShopeePay–QRISPaylater

DigitalWallets&P2PPayments

BRImo

ConsumerBanking

Livin'byMandiri

DigitalWallets&P2PPayments

12345

India

PhonePeUPI,Payment,Recharge

DigitalWallets&P2PPayments

GooglePay

DigitalWallets&P2PPayments

Paytm:SecureUPIPayments

DigitalWallets&P2PPayments

BHIM-MakingIndiaCashless

DigitalWallets&P2PPayments

Groww

Investing&FinancialManagement

12345

Australia

CommBank

ConsumerBanking

GooglePay

DigitalWallets&P2PPayments

PayPal-Pay,Send,Save

DigitalWallets&P2PPayments

Aferpay-BuyNow,PayLater

BuyNow,PayLater

Wise

DigitalWallets&P2PPayments

12345

NewZealand

Wise

DigitalWallets&P2PPayments

Aferpay-BuyNow,PayLater

BuyNow,PayLater

ANZgoMoneyNewZealand

ConsumerBanking

GooglePay

DigitalWallets&P2PPayments

PayPal-Pay,Send,Save

DigitalWallets&P2PPayments

12345

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5

Surgeinfinancialappdownloads:Indialeadsasglobaldemandgrows

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024,Forecastedto2024FullYear

Globaldownloadsoffinancialservicesappshaveclimbedfrom4.6billionin2020toaprojected7.7billionin2024,withIndialeadingthegrowthat1.7billiondownloadsin2024,upfrom1.5billionin2022.SoutheastAsiaandtheU.S.arealsoshowingstronggains,whileChinaandotherregionscontinuesteadyincreases.Thisupwardtrendreflectsaglobalshifttowardsmobilefinancialsolutions,fueledbytheconvenienceofaccessible,always-ontechnology.

Worldwidedownloadsoffinancialservicesapps

20202021202220232024F

4B

8B

0B

202220232024F

1.8B

0.9B

0B

IndiaSoutheast

Asia

UnitedStates

ChinaSouth

Korea

JapanANZ

Downloadsoffinancialservicesappsinkeyregions

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6

2024financialappcategorytrends:riseincryptocurrencyanddigitalpaymentadoption

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024

Inthefirstthreequartersof2024,financialservicesappdownloadssawdiversetrends.DigitalwalletsandP2Ppaymentsgrewby7.9%to1.5billiondownloads,whilecryptocurrencydownloadssurgedby133%to400million.DownloadsofLendingappsdeclinedby7.7%.TotalsessionsspentonDigitalwalletappsrose35%to61.5billion,whilecryptocurrencysessionsincreased30%to1.6billion,highlightingagrowingshifttowarddigitalpaymentsandcryptocurrencies.

Worldwidefinancialservicesappdownloadsbysub-category

DigitalWallets&P2PPayments

ConsumerBanking

Lending

Investing&FinancialManagementCryptocurrency

InsurancePersonalFinanceBudgeting&PlanningApps

BuyNow,PayLaterTaxPreparation&Planning

2024

2023

+7.9%

+2.5%

-7.7%

+9.6%

+133%

+12.0%

+4.9%

+16.2%

+15.4%

0B0.8B1.6B

Worldwidefinancialservicesapptotalsessionsbysub-category

DigitalWallets&P2PPayments

LendingInvesting&FinancialManagementConsumerBanking

InsurancePersonalFinanceBudgeting&PlanningApps

Cryptocurrency

BuyNow,PayLaterTaxPreparation&Planning

+35%

+50%

+72%

+10%

+10%

+51%

+30%

+23%

+74%

2024

2023

0B35B70B

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7

FinancialServicesApps

RegionalTrends

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8

IntheU.S.,cryptocurrencyappdownloadshavenearlydoubled,buckingthetrendofdeclinesinleadingfinanceappcategories

IntheUnitedStates,DigitalwalletsandP2Ppaymentsleadindownloads,althoughtheysawa4.7%decline,droppingfrom112.7millionto107.4million.Appslike

CashApp

remainpopulardespitethisdecrease.Consumerbankingappsalsoexperiencedaslightdeclineof4.3%,indicatingmarketstabilizationwithwidespreadmobilebanking

adoption.

Cryptocurrencyapps,however,showaremarkable95.2%increase,risingfrom19.1millionto37.3milliondownloads.Thissurgeunderscoresgrowinginterestandengagementwithdigitalcurrencies,with

Tonkeeper—TONWallet

showingasignificantuptick.

Despiteminordeclinesinsomecategories,the"Buynow,paylater"segmentmaintainedsteadyinterestwitha

modest3.4%growth.Additionally,insuranceandinvestingappsgrewby8.1%and9.2%,respectively,indicatingashifttowardmobileappsolutionsforfinancialmanagement.

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024

UnitedStatestopfinancialservicessub-categorybydownloads

2024

2023

DigitalWallets&P2PPayments

ConsumerBanking

Insurance

Cryptocurrency

Investing&

FinancialManagement

BuyNow,PayLater

PersonalFinance

Budgeting&PlanningApps

PaydayLoans

Lending

-4.7%

-4.3%

+8.1%

+95.2%

+9.2%

+3.4%

+1.5%

-3.5%

-8.7%

Sub-CategoryTopAppByDownloads

CashApp

CapitalOneMobile

Progressive

Tonkeeper—TONWallet

Robinhood:InvestingforAll

Affirm:Buynow,payovertime

RocketMoney-Bills&Budgets

Brigit:FastCashAdvance

FordCredit

0M60M120M

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9

ShiftingtrendsinJapan'sfinancial

appmarket:notablegrowthin

consumerbankingandcryptocurrency

InJapan,downloadsofDigitalwalletsandP2Ppaymentsexperiencedadeclineof29.7%,droppingfrom61.4millionto43.2million,with

RakutenPay

remainedthemost

downloadedappinthiscategory.Conversely,consumer

bankingappssawa10.1%increase,risingfrom37.5millionto41.3milliondownloads,indicatinggrowingadoptionandconvenienceofferedbymobilebankingappslike

Vpass

.

InvestingandfinancialmanagementappsinJapanshowedamodestincreaseof4.3%,withdownloadsmovingfrom7millionto7.3million.Additionally,cryptocurrencyapps

witnessedasubstantial30.8%increase,reflectingrisinginterestandadoptionofdigitalcurrencies,with

BitWalk

seeingsignificantgrowth.

Whilesomeareas,likepersonalfinancebudgetingand

planningapps,sawaminordecreaseof2.5%,newinterest

insegmentslikeinsuranceandfinancialservicesmaintainedasteadypresence.

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024

Japantopfinancialservicessub-categorybydownloads

2024

2023

DigitalWallets&P2PPayments

ConsumerBanking

Investing&FinancialManagement

PersonalFinance

Budgeting&PlanningApps

Cryptocurrency

Insurance

Lending

PersonalFinanceNews&Education

TaxPreparation&Planning

-29.7%

+10.1%

+4.6%

-2.5%

+32.5%

+4.7%

-1.3%

-9.8%

-4.8%

Sub-CategoryTopAppByDownloads

RakutenPay楽天ペイ

三井住友カードVpassアプリ

iSPEED-楽天証券の株アプリ

MoneyNote-ExpenseManager

BitWalk-ビットウォーク

東京海上日動マイページ

PROMISEプロミスのアプリ

Yahoo!ファイナンス

ふるさと納税さとふる

0M35M70M

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10

EvolvingdynamicsinSouthKorea'sfinancialappmarket:taxpreparationandcryptocurrencysurge

InSouthKorea,DigitalwalletsandP2Ppayments

showaslightdeclineof5%,movingfrom38.7millionto36.8milliondownloads,withappslike

monimo

adjustingtochanginguserpreferences.Consumer

bankingappsexperiencedamodestdecreaseof9.4%,droppingfrom35.2millionto31.9milliondownloads,indicatingastabilizationinmobilebankingadoption.

Taxpreparationandplanningappssawasubstantial34.4%increase,climbingfrom6.1millionto8.2

milliondownloads,highlightinggrowinginterestin

digitaltaxsolutions.Additionally,cryptocurrencyappsexperiencedaremarkable45.2%rise,underscoring

increasedengagementwithdigitalassets,with

Upbit

leadingthisgrowth.Meanwhile,sectorslikeinvestingandfinancialmanagementsawadropof23.2%,

reflectingpossiblemarketsaturation.

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024

SouthKoreatopfinancialservicessub-categorybydownloads

2024

2023

DigitalWallets&P2PPayments

ConsumerBanking

Insurance

Investing&

FinancialManagement

TaxPreparation&Planning

Cryptocurrency

Lending

PersonalFinanceBudgeting&PlanningApps

PersonalFinanceNews&Education

-5.0%

-9.4%

-2.2%

-23.2%

+34.4%

+45.2%

-20.6%

-24.1%

-17.2%

Sub-CategoryTopAppByDownloads

monimo(모니모,삼성금융네트웍스)

신한슈퍼SOL-신한유니버설금융앱

KB손해보험+다이렉트

키움증권영웅문S#-대표

MTS(국내/해외주식,계좌개설)삼쩜삼-세금신고/환급도우미

업비트-가장신뢰받는디지털자산(비트코인)거래소

핀다-1분만에73개금융사대출비교!

어카운트인포-계좌정보통합관리

KB증권M-able미니

0M20M40M

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11

China'sfinancialappmarketshifts:lendingandinsuranceontherise

InChina,consumerbankingappsshowedaslightdeclineof

0.6%,droppingfrom126.3millionto125.5milliondownloads,highlightingstabilityinmobilebankingwith

ICBCMobileBanking

maintainingaleadingrole.Conversely,lendingappssawa

substantialincreaseof34.5%,growingfrom77millionto103.6milliondownloads,reflectingarisingdemandfordigitalcreditsolutions.

DigitalwalletsandP2Ppaymentsexperiencedanoticeable

decreaseof14.1%,withdownloadsfallingfrom64.1millionto55million,suggestingmarketsaturation.Meanwhile,insuranceappswitnesseda25.3%increase,jumpingfrom17.6millionto22.1milliondownloads,indicatinggrowinginterestindigitalinsuranceproducts.

Othernoteworthytrendsincludeariseintaxpreparationand

planningappsby18.9%anda5.4%increaseinfinancialservicesapps.Despiteadeclineininvestingandfinancialmanagementappsby8.9%,theoveralldatasuggestsanevolvingfinancialappmarketinChina,drivenbyheighteneddemandforlendingandinsurancesolutionsinthedigitalspace.

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024

Chinatopfinancialservicessub-categorybydownloads

2024

2023

ConsumerBanking

Lending

DigitalWallets&P2PPayments

TaxPreparation&Planning

Insurance

Investing&

FinancialManagement

PersonalFinance

Budgeting&PlanningApps

PersonalFinanceNews&Education

FX(ForeignExchange)Trading&Markets

Sub-CategoryTopAppByDownloads

-0.6%

+34.5%

-14.1%

+18.9%+25.3%

-8.9%-1.4%

+7.5%+43%

ICBCMobileBanking

安逸花-分期贷款信用借款快速借钱平台

Alipay

个人所得税

中国人寿寿险

京东金融-理财借贷分期保险一站式平台

鲨鱼记账-3秒钟快速记账手机助手

同花顺-炒股、股票

iMoney·CurrencyConverter

0M70M140M

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12

DiversefinancialapptrendsinSoutheastAsia:cryptocurrencyleadsgrowth

InSoutheastAsia,thediversityoftopfinancialappgenresvariessignificantlyacrosscountries,withconsumerbankingleadinginThailandandMalaysia,whiledigitalwallets&P2PpaymentsdominateinIndonesia;notably,cryptocurrencyappsshowthemostsubstantialgrowth,particularlyinIndonesiaandthePhilippines.

Indonesia

DigitalWallets&P2PPayments

Lending

ConsumerBanking

Cryptocurrency

Investing&FinancialManagement

BuyNow,PayLater

④

DANADompet

DigitalIndonesia

Easycash-KreditDanaOnline

BRImo

CryptomaniaTradingSimulator

OlympTrade-OnlineTrading

Akulaku

0M80M160M

ConsumerBanking

DigitalWallets&P2PPayments

Lending

Cryptocurrency

Investing&FinancialManagement

TaxPreparation&Planning

Vietnam

MBBank

ViettelMoney

HomeCreditTàichínhOnline

Binance:Buy

Bitcoin&Crypto

ExnessMarketWatch

eTaxMobile

0M25M50M

ConsumerBanking

Lending

DigitalWallets&P2PPayments

Investing&

FinancialManagement

InsuranceCryptocurrency

Thailand

KPLUS

ฟนนกซ:กเงนถกกฎหมาย

TrueMoney

IQOption-Onlinetrading

เอไอเอพลส

Bitkub:BuyBitcoin&Crypto

0M20M40M

SoutheastAsiatopfinancialservicessub-categorybydownloads

Philippines

Lending

ConsumerBanking

DigitalWallets&P2PPayments

Cryptocurrency

BuyNow,PayLater

JuanHand-MobileCashLoanApp

Maya–savings,loans,cards

GCash

CryptomaniaTrading

Simulator

BillEase-BuyNow,PayLater

0M35M70M

DigitalWallets&P2PPayments

ConsumerBanking

Investing&

FinancialManagement

Cryptocurrency

Insurance

PersonalFinanceNews&Education

Singapore

YouTrip

MySIMBA

moomoo:Investing&Trading

Binance:Buy

Bitcoin&Crypto

GreatEasternSingapore

SGXMobile

0M3M5M

ConsumerBanking

DigitalWallets&P2PPayments

Investing&

FinancialManagement

Cryptocurrency

Lending

Malaysia

CIMBOCTOMY

Touch‘nGoeWallet

KWSPi-Akaun

PublicGold

MySAJ2.0

0M9M18M

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13

India'sfinancialapplandscape:

growthindigitalpaymentsandcrypto

Indiatopfinancialservicessub-categorybydownloads

2024

2023

DigitalWallets&P2PPayments

Lending

Investing&FinancialManagement

ConsumerBanking

Cryptocurrency

Insurance

PersonalFinanceNews&Education

BuyNow,PayLater

CreditReports&ReportingServices

+7.5%

-13.4%

+17.3%

-1.9%

+106.7%

+11.7%

+27.6%

-4.1%

+9.6%

Sub-CategoryTopAppByDownloads

PhonePeUPI,

Payment,Recharge

BajajFinservLoans,UPI&FD

Groww

YONOSBI:Banking&Lifestyle

Binance:BuyBitcoin&Crypto

Policybazaar-Compare&Buy

TradingView:TrackAllMarkets

Snapmint:BuyNow,PayinEMIs

OneScore:CreditScoreInsight

InIndia,DigitalwalletsandP2Ppaymentsleadthepack,increasingby7.5%from359.7millionto

386.8milliondownloads,with

PhonePeUPI

spearheadingthisgrowth.Despitea13.4%declineinlendingapps,theystillmaintainastrong

presenceat274.4milliondownloads,reflectingshifttoapp-basedfinancialborrowing.

Investingandfinancialmanagementappssawanotable17.3%increase,risingto199.1million

pb

downloads,drivenbyplatformslike

Groww

.

Cryptocurrencyappsexperiencedanimpressivegrowthof106.7%,highlightingrisinguserinterestindigitalcurrencies,with

Binance

showing

substantialgains.Additionally,personalfinancenewsandeducationappsgrewby27.6%,

indicatinganincreasedfocusonfinancialliteracy.

0M200M400M

Source:SensorTowerAppPerformanceInsights,iOS&GooglePlayCombinedPeriod:Jan1,2024–September30,2024

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CryptocurrencyanddigitalpaymentsdrivefinancialappgrowthinAustraliaandNewZealand

InAustralia,cryptocurrencyappsexperiencedthemostsignificantrise,witha56.1%increase,reflectinggrowinginterestindigitalassets,ledby

CoinSpot

.Consumerbankinganddigitalwalletsalsosawsteadygrowth,whilesectorslike"buynow,paylater"facedslightdeclines.InNewZealand,digitalwalletsandP2Ppaymentsgrewby5.7%,whilecryptocurrencyappsincreasedby35%,drivenbyplatformslike

Binance

.Bothcountriesshowastrongshifttowardscryptoanddigitalpaymentsolutions,highlightingevolvinguserpreferences.

DigitalWallets&P2PPayments

ConsumerBanking

Cryptocurrency

Investing&

FinancialManagement

BuyNow,PayLater

PersonalFinance

Budgeting&PlanningApps

Insurance

PersonalFinanceNews&Education

BusinessAccounting

2024

2023

Sub-CategoryTopAppByDownloads

+5.7%

-7.5%

+35.0%

+17.4%

+12.5%

-6.2%

+12.9%

+5.3%

+7.6%

Wise

ANZgoMoneyNewZealand

Binance:BuyBitcoin&Crypto

Sharesies:EasyInvesting

Aferpay-BuyNow,PayLater

Splitwise

MySouthernCross

TradingView:TrackAllMarkets

XeroMe

0M1M1M

Australiatopfinancialservicessub-categorybydownloads

NewZealandtopfinancialservicessub-categorybydownloads

ConsumerBanking

DigitalWallets&P2PPayments

Investing&

FinancialManagement

Cryptocurrency

Insurance

BuyNow,PayLater

PersonalFinance

Budgeting&PlanningApps

BusinessFinance&BusinessSolutions

TaxPreparation&Planning

2024

2023

+0.3%

+7.1%

+15.0%

+56.1%

+20.4%

-7.2%

+12.8%

+0.7%

+0.8%

Sub-CategoryTopAppByDownloads

CommBank

GooglePay

CommSec

CoinSpot-Buy&SellBitcoin

MyMedibank

Aferpay-BuyNow,PayLater

Splitwise

AustralianSuper

Australian

TaxationOfice

0M4M8M

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15

FinancialServicesApps

DigitalAdvertisingOverview

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16

Acrossmanykeymarkets,digitaladvertisingexpendituresandimpressionsof

financialservicesbrandsareascendingyear-over-year,hittinganewheightin2024

Source:SensorTowerDigitalAdvertisingInsightsbyPathmatics.Dataincludesselectchannelsineachmarket.Figuresinthisreportrepresentthetotalsforthesechannelsonly,notacrossalldigitalformats.Period:Jan1,2023–October31,2024.DataasofOctober2024

TheUnitedStatesremainsthetopmarketfordigitaladvertisingspendbyfinancialservicesbrandsworldwide.FromJanuarytoOctober2024,spendingreached$6.47billion,markinga33%year-over-yearincrease,withtotaldigitaladexpenditureinthecountryexpectedtoapproach$7.7billionbyyear-end.

FinancialservicestotaladvertisingspendtrendsUnitedStates,Australia,andJapan2023–2024

UnitedStates

$800M

$400M

AustraliaJapan

$30M

$15M

$0M

$0M

2023-Jan

2023-Mar

2023-May

2023-Jul

2023-Sep

2023-Nov

2024-Jan

2024-Mar

2024-May

2024-Jul

2024-Sep

Withincreasedinvestment,digitaladexposureforfinancialservicesbrandsintheU.S.markethasgrownconsistently.FromJanuarytoOctober2024,adimpressionsexceeded696billion,reflectinga35%year-over-yearrise.Full-yearprojectionsindicatethatdigitaladimpressionsintheU.S.willsurpass835billionbytheendof2024.

FinancialservicestotaladvertisingimpressionstrendsUnitedStates,Australia,andJapan2023–2024

UnitedStates

80B

40B

AustraliaJapan

3B

0B

0B

6B

2023-Jan

2023-Mar

2023-May

2023-Jul

2023-Sep

2023-Nov

2024-Jan

2024-Mar

2024-May

2024-Jul

2024-Sep

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17

TopfinancialservicesadvertisersbydigitaladvertisingexpenditureJanuarytoOctober2024

InsurancebrandsdominatedigitaladspendingintheU.S.,while

bankingtakestheleadinJapanandAustralia

IntheU.S.,insurancecompaniesdominatethetopranks,withProgressiveandLibertyMutualleadingthelist.

Japan’stopadvertisersareheavilyweightedtowardstraditionalbanking,withSMBCandVisatoppingtherankings,whileAustralia'slistisledbyCommonwealthBankofAustraliaandincludesamixofbanks,insurance,anddigitalfinancialservices,suchasMedibankandXero.

Source:SensorTowerDigitalAdvertisingInsightsbyPathmatics

Period:Jan1,2024–October31,2024

UnitedStates

Rank

Icon

Advertisers

1

ProgressiveCasualtyInsuranceCompany

2

LibertyMutual

InsuranceCompany

3

AllstateCorporation

4

CapitalOneFinancialCorporation

5

TurboTax

6

AmericanExpressCompany

7

StateFarm

8

JPMorganChase&Co.

9

TheUnitedServices

AutomobileAssociation(USAA)

10

Intuit,Inc.

Japan

Rank

Icon

Advertisers

1

SMBC(SumitomoMitsuiBankingCorporation)

2

Visa

3

GreenMonsterCo

4

ShinseiFinancialCo

5

AmericanExpressCompany

6

SoftBank

7

JAPANPOSTHOLDINGS

8

JCBCo

9

WisePaymentsLimited

10

MizuhoBank

Australia

Rank

Icon

Advertisers

1

CommonwealthBankofAustralia

2

MedibankPrivateLtd

3

WestpacBankingCorporation

4

Youi

5

Xero

6

RevolutTechnologiesInc.

7

WisePaymentsLimited

8

ANZ(AustraliaandNewZealandBankingGroupLtd)

9

Block,Inc.

10

NationalAustraliaBank(NAB)

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18

Facebook,LinkedIn,andInstagramareprimary

advertisingchannelsfortop

financialservicesbrandsacrosstheUnitedStates,Japan,and

Australia.

FromJanuarytoOctober2024,U.S.financialgiantslikeProgressiveCasualtyInsuranceandLibertyMutualallocatedasignificantportionoftheirbudgetstoLinkedIn,highlightingafocusonprofessionalaudiences,whilealsoinvestinginFacebookandInstagram.

InJapan,brandslikeSMBCandVisaheavilyprioritizedFacebookandInstagram,withVisadedicatingasubstantialsharetoYouTubeforbroaderreach.Meanwhile,Australianfinancialbrands,includingCommonwealthBankandMedibank,leanedonFacebookandInstagram,reflectingthechannels'strongengagementwithAustralianaudiences.

Source:SensorTowerDigitalAdvertisingInsightsbyPathmatics

Period:Jan1,2024–October31,2024

DistributionofdigitaladvertisingexpenditurebyleadingfinancialservicesfromJanuarytoOctober2024-byavailablechannel

AdChannels

FacebookOTT

InstagramDesktopDisplayOthers

LinkedIn

YouTube

TikTok

ProgressiveCasualtyInsuranceCompany

UnitedStates

LibertyMutualInsuranceCompany

AllstateCorporation

CommonwealthBankofAustralia

Australia

MedibankPrivateLtd

WestpacBankingCorporation

SMBC-(三井住友銀行)

Japan

Visa

GreenMonsterCo

0%25%50%75%100%

-AllRightsReserved

19

CaseStudy:

Binance

-AllRightsReserved

20

Binance

BinanceInc.

Binancehasseenstrongglobalgrowthindownloadsandactiveusers,drivenbyitsrelaunchinIndia

MonthlyDownloads

1/1/20

1/3/20

1/5/20

1/7/20

1/9/20

1/11/20

1/1/21

1/3/21

1/5/21

1/7/21

1/9/21

1/11/21

1/1/22

1/3/22

1/5/22

1/7/22

1/9/22

1/11/22

1/1/23

1/3/23

1/5/23

1/7/23

1/9/23

1/11/23

1/1/24

1/3/24

1/5/24

1/7/24

1/9/24

IndexedMonthlyActiveUsers(MAU)

12M

9M

6M

3M

0M

GlobalMonthlyDownloadsan