The Holy Month has once again proven to be a significant catalyst for mobile apps, leading to a notable increase in downloads and app usage across the Middle East.
During Ramadan, mobile app trends showcased a substantial surge in non-organic installs (NOIs) in the Middle East, with a 27% rise compared to pre-Ramadan levels. This growth surpassed the 21% increase observed during Ramadan in the previous year.
According to data from AppsFlyer via Media Avatar, the UAE witnessed a remarkable 164% increase in NOIs. The study also delved into specific app categories such as finance, food delivery, and eCommerce. Finance apps particularly stood out this year with a phenomenal 384% increase in total installs compared to Ramadan last year.
During Ramadan, financial apps saw a 39% boost in remarketing conversions, food delivery apps experienced a 169% spike in NOIs, while eCommerce apps showed a solid 27% growth.
Capitalizing on the Ramadan Effect
Recent findings by the research firm also reveal that UAE consumers tend to uninstall mobile applications quickly, with 56.44% of Android apps being removed within a month of download.
Sue Azari, AppsFlyer’s industry lead for eCommerce, emphasized the importance for UAE brands to leverage the Ramadan Effect by solidifying their gains. “We have been monitoring mobile app behaviors during the Holy Month for several years now, and the ‘Ramadan Effect’ is clearly evident,” said Azari.
“During this time, consumers have limited time to visit physical shopping venues before iftar, leading to a surge in mobile shopping activity,” Azari added.
“Companies must reinforce their gains by retaining the hard-earned customers through consistent engagement efforts. This involves delivering exceptional customer experiences to strengthen the existing user base and expanding marketing and engagement strategies across channels like email, SMS, and push notifications,” Azari concluded.
