Ramadan Drives Surge in Mobile App Engagement and Revenue
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As brands compete for consumer attention during Ramadan, new data from AppsFlyer reveals a sharp rise in mobile app engagement, installs, and revenue across the Middle East. With marketers intensifying seasonal campaigns, mobile-first strategies are proving essential.
App sessions increased by 15% year-over-year (YoY), driven by Shopping, Gaming, and Finance apps. Non-organic installs grew 10% YoY, while in-app purchase (IAP) revenue jumped 18.6%, reaching $1.7 billion.
Shopping apps saw the biggest surge. Sessions in the UAE, Saudi Arabia, and Qatar rose 20% YoY to 682 million, while non-organic installs soared 76%. The first half of Ramadan saw installs spike 111% YoY, followed by a 47% rise in the second half.
Finance apps also performed well. Sessions increased by 9.7%, and revenue climbed 29.35% to $650 million. However, non-organic installs dropped 6% YoY, suggesting that while fewer paid users were acquired, those who converted delivered higher value.
Gaming apps remained stable, with session growth at 0.05% and IAP revenue up 3.26%. However, non-organic installs declined slightly by 1% YoY.
In the UAE, shopping app installs nearly doubled, growing 97% YoY, with peak activity in the second half of Ramadan (103% increase). Finance app usage was concentrated in the early and late weeks, but non-organic installs declined 7% YoY, with a 24% drop in the final two weeks. Gaming apps followed regional trends, with installs dipping 1% YoY.
'This year's Ramadan data reinforces how critical the season has become for mobile-first engagement strategies,' said Sue Azari, Industry Lead – eCommerce, AppsFlyer. 'The surge in shopping app installs highlights users' growing preference for mobile commerce, especially in markets like the UAE, where promotional cycles and user expectations are evolving fast.'
As mobile engagement grows during Ramadan, brands must optimize their strategies to capture and retain high-value users in an increasingly competitive landscape.
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