Appsflyer-2019年应用市场洞察报告（APP）（英文）-2019.4-31页_2mb

Summary of the 2019 App Market Insights Report on Ramadan in Southeast Asia

Core Content

This report provides insights into the impact of Ramadan on mobile app marketing in Southeast Asia, specifically in Indonesia, Malaysia, and Singapore. It highlights key trends in app installs, revenue, and user behavior across various categories during the Ramadan period and surrounding weeks. The analysis is based on data from 2016 to 2018, offering a baseline for marketers to build their strategies.

Main Findings

1. Indonesia Leads in App Installs Growth

• Indonesia consistently shows the highest app installs growth rate in the region.
• In 2018, Indonesia saw an almost 20% year-over-year increase in app installs.
• This growth is attributed to the country's strong economic performance and rising smartphone penetration, which increased from 24% in 2017 to 26% in 2018.

2. Shopping App Revenue Fluctuates

• Shopping apps experience significant revenue growth in the pre-Ramadan week, with growth rates of 76% in 2017 and 55% in 2018.
• Revenue drops sharply in the week immediately after Ramadan, with fluctuations throughout the festivity.
• Marketers are advised to extend their shopping campaigns at least two weeks before Ramadan and through the end of the festivity to capture user retention and unexpected opportunities.

3. Travel Apps Show Consistent Revenue Growth

• Travel apps demonstrate the most consistent revenue growth during Ramadan.
• They also show the strongest revenue growth rate alongside social and messaging apps.
• ARPU (Average Revenue Per User) for travel apps increases as users finalize travel plans for "Pulang Kampung" (returning home during holidays).

4. Shopping and Casual Gaming Apps Have Best Retention Rates

• Casual Gaming and Shopping apps have the highest non-organic user retention rates (3.6% and 3.8% respectively) during Ramadan.
• Shopping apps also show strong organic user retention (4.1%).
• Retention is positively influenced by user onboarding, incentives, updates, and personalization.

5. App Purchases Peak in Specific Time Windows

• App purchases peak in the early morning (especially 3am–6am) and during lunch hours (11am–2pm).
• In Indonesia, the period between midnight and 5–6am sees a significant increase in shopping purchases.
• Social shares peak between 3–5am in Indonesia and Malaysia.
• The hours before the first prayer are crucial for app engagement, especially for shopping and social apps.

Key Insights

• Localization is Critical: Marketers should tailor their messaging to local languages and cultural nuances to engage users effectively.
• Timing Matters: Campaigns should be planned around specific time frames, such as the early morning hours before Sahur, lunchtime, and evenings after buka puasa.
• User Behavior Shifts: There has been a shift in user priorities, with travel becoming the main focus during Ramadan, especially for vacationers.
• No One-Size-Fits-All Strategy: Revenue and install trends have changed over the past three years, so marketers should base their strategies on these trends and continuously test and optimize.

Retention Rates

• Non-Organic Retention: Shopping apps lead with 3.8%, followed by Casual Gaming (3.6%).
• Organic Retention: Shopping apps also have a strong 4.1% retention rate.
• Finance Apps: Show the lowest retention rates, with only 1.4% after 30 days.

Customer Spotlight: Dyah Wulandari, VP Performance Marketing at Tiket.com

• Tiket.com focuses on Indonesia, using localized content in Bahasa Indonesia, English, and regional languages like Javanese, Sundanese, and Balinese.
• Ramadan is a key period for travel, especially with the 13th salary (THR) providing users with additional disposable income for travel-related purchases.
• Users engage with inspirational content and internal signals to make travel decisions, offering opportunities for app marketers to influence choices.

Conclusion

• Ramadan is a critical time for mobile marketers in Southeast Asia due to increased app usage and digital engagement.
• Marketers should adapt to changing trends and focus on user needs throughout the entire Ramadan period.
• Strategic timing and localization are essential for effective campaigns.
• The report concludes with five top findings for 2019, emphasizing the importance of Indonesia, travel and social apps, and specific time windows for optimal engagement.

About AppsFlyer

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• Their technology is present on 98% of the world's smartphones.
• They offer tools for data-driven marketers and have integrated partnerships with major platforms like Facebook, Google, and Twitter.