App marketing trends for thought until Eid al-Fitr

As the countdown to Eid al-Fitr closes in on T-0, the Ramadan celebratory mood is only intensifying! We wanted to get a vibe check on the audience's mood for the season, and what we found out was food for thought.

Healthtech historically leads the top-of-mind category recall during this period. It's a spiritual time and people show a high intensity to reconnect with their selves, recharge, and build good habits. Video content seems like the way to the fitness enthusiast's heart, with the region experiencing an average of 60% increase in fitness video viewership.

'Me time' during the festive period could be hard to manage. The periods leading to Suhoor, Iftar, and commute durations for social gatherings are when folks can sneak in some alone time. These periods coincide with peak activity sessions for video streaming, media editing, social media, and gaming apps, with the region experiencing a 26% uptick in app sessions. Indonesia, with a 20% install boost and a 17% session boost, proves why it is one of the premier Asian gaming markets to watch out for!

Digital wallets and ePayment apps see a marked increase in downloads and activity. Hassle-free payment solutions enhance the relaxed mood of the season, so Fintech apps are a major go-to. During this period, Saudi Arabia and UAE take the crown with 41% and 166% growth in Fintech app installs respectively.

You must be wondering, where's the shopping category here?

A fascinating post-COVID trend to watch out for is this - as the festive D-day gets closer, shopping app downloads and sessions start decreasing. The truth is, it's a lot more fun to shop with friends and family during festivals. So that's where the shoppers are - in brick-and-mortar stores.

Shopping brands that have found the formulae to blend the digital and physical are winning the race here. Shoppers are still learning from and deciding on purchases online. Their offline shopping experience is less about frantic choosing among the aisles and more about doing a fun activity with their loved ones. By the time they reach the store, the shoppers are quite clear about what they are looking for.

Did you notice any interesting pre-Eid trends for your app in the Middle East and Southeast Asia? We would love to hear about your experience, so feel free to comment below.

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Until next time,

Happy marketing