{"id":18849,"date":"2024-02-22T16:00:00","date_gmt":"2024-02-22T16:00:00","guid":{"rendered":"https:\/\/apptopia.com\/en\/insights\/temu-takes-a-dip-in-february-pressure-on-amazon-cools\/"},"modified":"2024-02-22T16:00:00","modified_gmt":"2024-02-22T16:00:00","slug":"temu-takes-a-dip-in-february-pressure-on-amazon-cools","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/temu-takes-a-dip-in-february-pressure-on-amazon-cools\/","title":{"rendered":"Temu takes a dip in February; pressure on Amazon cools"},"content":{"rendered":"\n<p><em>This was first published February 21, in our weekly newsletter\u00a0<\/em>Apptopia Insight<em>. To receive insights like this weekly, sign up\u00a0<\/em><strong><em><a href=\"https:\/\/learn.apptopia.com\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/em><\/strong><em>.<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>While Temu (PDD) MAUs grew +59% QoQ in 4Q23,&nbsp;<strong>first-quarter trends indicate that Temu&#8217;s user growth is decelerating<\/strong>, with a sequential decline in DAUs in February.<br><\/li>\n\n\n\n<li>Despite increased advertising,&nbsp;<strong>Temu\u2019s download trend following the Super Bowl was weaker than last year (-9% YoY).<\/strong><br><\/li>\n\n\n\n<li>Temu&#8217;s early adopters, who installed the app in 3Q22 or 4Q22, quickly outpaced Amazon (AMZN) in time spent.&nbsp;<strong>However, by 4Q23, the competitive pressure on Amazon looks to have eased.<\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Temu DAUs fall in February<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"420\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-51-1024x420.png\" alt=\"\" class=\"wp-image-2685\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-51-1024x420.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-51-300x123.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-51-768x315.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-51.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Following strong growth in Monthly Active Users (MAUs) in 4Q23, Temu&#8217;s user expansion is showing signs of moderation in 1Q. In February, Daily Active Users (DAUs) experienced a sequential decline, leading to Temu&#8217;s rank hitting its lowest point since its app store debut. However, Temu\u2019s six Super Bowl ads sparked a rebound, and downloads surged by +34% on Super Bowl Sunday compared to Saturday, marking the highest day-over-day growth since November. Nonetheless, total downloads from Super Bowl Weekend witnessed a -9% drop compared to last year, suggesting a potential deceleration in Temu&#8217;s growth despite its substantial advertising investments.<\/p>\n\n\n\n<p>Competitive pressures between Temu and Amazon have notably eased, especially post-holiday season. For Temu\u2019s earliest adopters (downloaded in 3Q22 or 4Q22), time spent rapidly gained ground and surpassed Amazon. In 4Q23, this pressure eased, with Amazon pulling back in-line with Temu.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Competitive pressure on Amazon easing<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"611\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-52-1024x611.png\" alt=\"\" class=\"wp-image-2686\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-52-1024x611.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-52-300x179.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-52-768x458.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2024\/02\/unnamed-52.png 1120w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>As Temu continues to expand its user base, its unique engagement model\u2014designed to captivate users for twice the average duration\u2014remains a key distinguishing factor setting the platform apart from other ecommerce players.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Questions on the underlying data included in this analysis?<\/h2>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/engage.apptopia.com\/custom-research-request\" target=\"_blank\" rel=\"noreferrer noopener\">Data request<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This was first published February 21, in our weekly newsletter\u00a0Apptopia Insight. To receive insights like this weekly, sign up\u00a0here. Temu DAUs fall in February Following strong growth in Monthly Active Users (MAUs) in 4Q23, Temu&#8217;s user expansion is showing signs of moderation in 1Q. In February, Daily Active Users (DAUs) experienced a sequential decline, leading [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":2688,"comment_status":"open","ping_status":"open","template":"","insight_category":[213],"insight_tag":[235,236],"class_list":["post-18849","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight_category-app-economy","insight_tag-digital-transformation","insight_tag-mobile-channel-check"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Temu takes a dip in February; pressure on Amazon cools - Apptopia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apptopia.com\/en\/insights\/temu-takes-a-dip-in-february-pressure-on-amazon-cools\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Temu takes a dip in February; pressure on Amazon cools - Apptopia\" \/>\n<meta property=\"og:description\" content=\"This was first published February 21, in our weekly newsletter\u00a0Apptopia Insight. To receive insights like this weekly, sign up\u00a0here. Temu DAUs fall in February Following strong growth in Monthly Active Users (MAUs) in 4Q23, Temu&#8217;s user expansion is showing signs of moderation in 1Q. 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