Meditation and mindfulness apps continue their surge amid pandemic
The coronavirus pandemic has led to a surge in downloads of mental wellness, and specifically, those focused on meditation, dealing with anxiety and helping users fall asleep. According to a new report from app store intelligence firm Sensor Tower, the world’s 10 largest English-language mental wellness apps in April saw a combined 2 million more downloads during the month of April 2020 compared with January, reaching close to 10 million total downloads for the month.
The charts were dominated by market leaders, including No. 1 app Calm with 3.9 million downloads in April, followed by Headspace with 1.5 million downloads, then Meditopia, with 1.4 million. Of those, Calm saw the largest number of new installs, with more than 911,000 more downloads in April compared with January, a rise of nearly 31%. Another app, Relax: Master Your Destiny, grew 218% since the start of the year, picking up 391,000 downloads in April.
In addition, eight of the top 10 grew their monthly installs in April compared with January. Most also grew their number of new downloads on a month-over-month basis between March and April as well, the firm noted.
This is not the first report to detail the surge of interest in mobile meditation apps since the COVID-19 outbreak. App Annie had earlier found that downloads of mindfulness apps hit 750,000 during the week of March 29, 2020, up 25% from the weekly average in January and February.
The apps have used a variety of different approaches to grow their businesses amid the pandemic. One app, Headspace, was the first to offer free memberships to front-line medical professionals and first responders. It later expanded its free access to the unemployed and launched a collection of free content for those living in New York, in partnership with New York Gov. Andrew Cuomo.
Other apps, including Breethe and Simple Habit for instance, offered free memberships to medical workers, following Headspace’s lead.
This strategy has the short-term benefit of gaining the apps good press while helping those who are battling COVID-19 on the front lines. But it also comes across as a little opportunistic — as if the companies are using the pandemic and, in particular, medical workers’ struggles to boost their downloads. If the companies truly cared about the impacts of COVID-19 on users’ stress and anxiety, a better strategy may have been one that involved rolling out an entirely free collection to all their users focused on that topic of COVID-19 stress and anxiety, specifically.
Calm, meanwhile, took a different approach. It launched a page of free resources, but instead focused on partnerships to expand free access to more users, while also growing its business. Earlier this month, nonprofit health system Kaiser Permanente announced it was making the Calm app’s Premium subscription free for its members, for example — the first health system to do so.
The company’s decision to not pursue as many free giveaways meant it may have missed the easy boost from press coverage. However, it may be a better long-term strategy as it sets up Calm for distribution partnerships that could continue beyond the immediate COVID-19 crisis.
Sensor Tower’s full report delves into which apps are more popular in the U.S. versus the U.K., and other data. It’s available here.
Image credits: Sensor Tower