Latest news with #SueAzari
Khaleej Times
7 days ago
- Business
- Khaleej Times
Chinese retail apps drive nearly three-quarters of UAE eCommerce ad spend
In the first half of 2025, Chinese apps accounted for nearly three quarters (73 per cent) of all user acquisition (UA) spend in the UAE. While further behind, France (13 per cent) and India (8 per cent) are also fast emerging as significant challengers, driven by targeted campaigns and potentially expat-focused strategies. The details were revealed as AppsFlyer released the UAE findings of its annual State of eCommerce Mobile Marketing report, revealing how Chinese eCommerce apps continue to dominate UA spending in one of the world's leading mobile-first economies. The report highlights the intensifying competition overseas brands pose to local eCommerce retailers, which saw their own UA investments shrink. This likely reflects a mix of budget reallocations, mounting competitive pressure, and market consolidation. However, AppsFlyer experts note that home-grown players still have an opportunity to grow, provided they adopt clearer strategies and embrace performance-driven, localised campaigns. 'Chinese apps have long been seeking growth outside their home market, and with tariffs and global trade headwinds pushing them to diversify, the UAE has been a natural fit given its premium audience and digital maturity,' said Sue Azari, Industry Lead - eCommerce, AppsFlyer. 'At the same time, French brands are tapping into premium iOS users here, while Indian advertisers likely see the UAE's significant South Asian expat base as an affordable, yet highly engaged segment.' The report underscores how iOS is entering a breakout phase in the UAE. While by the end of this year, Android app installs are projected to grow 713 per cent since 2017, iOS is surging to over 1383 per cent over the same period, with installs expected to more than double year-on-year in 2025. iOS has also seen a marked improvement in fraud prevention, with fraud rates dropping 63 per cent year-on-year in H1 2025. By contrast Android's fraud rate jumped 234 per cent in the same period. This suggests iOS is becoming an increasingly attractive, and safer, channel for marketers, even as Android remains critical for scale. Despite the UAE's advanced mobile ecosystem, with smartphone penetration at 97 per cent and average daily mobile internet use exceeding four hours, UA ad spending by eCommerce apps declined in H1 2025. Android UA spend fell 21 per cent compared to the same period in 2024, while iOS spending was down just 6 per cent, reflecting its relative resilience. Yet, H1 2025 still delivered the largest half-year remarketing spend to date, with Q1 alone tripling Q1 2024 levels — a clear sign of the impact of seasonal spikes during Ramadan and major retail events. 'Marketers should take note of the pronounced peaks in Q1 tied to Ramadan and plan their upcoming campaigns accordingly, while building in remarketing strategies to sustain engagement beyond holiday periods,' added Azari. 'The decline in Android UA spend could also present opportunities for savvy brands to capture lower-cost inventory while still reaching a vast user base.' With Android remarketing campaigns tripling late last year and iOS installs accelerating, the UAE remains a dynamic and competitive market for mobile commerce. 'Advertisers who balance premium iOS strategies with cost-effective Android engagement, and adapt budgets around seasonal patterns, stand the best chance of standing out in a crowded field,' concluded Azari.
TECHx
7 days ago
- Business
- TECHx
AppsFlyer Reports Decline in UA Spend Despite Mobile Growth
Home » Smart Sectors » Retail » AppsFlyer Reports Decline in UA Spend Despite Mobile Growth AppsFlyer has revealed the UAE findings of its annual State of eCommerce Mobile Marketing report. The data highlights how Chinese eCommerce apps continue to dominate user acquisition (UA) spending in one of the world's top mobile-first economies. In the first half of 2025, Chinese apps accounted for 73% of all UA spend in the UAE. France followed with 13%, and India with 8%, driven by focused campaigns and expat-centric strategies. The report pointed to growing competition from overseas brands. As a result, local eCommerce retailers saw their UA investments shrink. This trend reflects budget reallocations, rising pressure from international players, and market consolidation. AppsFlyer experts noted that local brands still have growth opportunities. However, success will require clear strategies and performance-driven, localised campaigns. Sue Azari, Industry Lead eCommerce at AppsFlyer, explained that Chinese apps have long targeted markets outside China. She said the UAE is a natural fit due to its premium audience and digital maturity. French apps are focusing on iOS users, while Indian advertisers likely see strong potential in the UAE's South Asian expat population. AppsFlyer also reported strong growth for iOS in the UAE. While Android app installs are projected to grow 713% since 2017, iOS installs are expected to rise by 1383% over the same period. Year-on-year, iOS installs are forecast to more than double in 2025. At the same time, iOS fraud rates dropped 63% year-on-year in H1 2025. Android's fraud rate, however, rose 234% in the same period. This indicates iOS is becoming a safer and more attractive platform for marketers, despite Android's scale. The report also revealed a decline in overall UA spending. In H1 2025, Android UA spend fell 21% compared to the same period in 2024. iOS spend declined only 6%, showing more resilience. Yet, the period also saw record-high remarketing investments. Q1 2025 remarketing spend tripled compared to Q1 2024 Ramadan and retail events played a major role in early-year performance Azari encouraged marketers to align campaigns with seasonal peaks like Ramadan and build remarketing strategies to sustain engagement afterward. She also noted that declining Android UA spend may offer cost-effective inventory for savvy brands. AppsFlyer concluded that the UAE remains a competitive market for mobile commerce. Advertisers who balance premium iOS strategies with cost-effective Android engagement and adapt budgets to seasonal trends are best positioned for success.
Zawya
7 days ago
- Business
- Zawya
Chinese retail apps drive nearly three-quarters of UAE ecommerce ad spend amid rising competition
Dubai, United Arab Emirates – AppsFlyer has released the UAE findings of its annual State of eCommerce Mobile Marketing report, revealing how Chinese eCommerce apps continue to dominate user acquisition (UA) spending in one of the world's leading mobile-first economies. In the first half of 2025, Chinese apps accounted for nearly three quarters (73%) of all UA spend in the UAE. While further behind, France (13%) and India (8%) are also fast emerging as significant challengers, driven by targeted campaigns and potentially expat-focused strategies. The report highlights the intensifying competition overseas brands pose to local eCommerce retailers, which saw their own UA investments shrink. This likely reflects a mix of budget reallocations, mounting competitive pressure, and market consolidation. However, AppsFlyer experts note that home-grown players still have an opportunity to grow, provided they adopt clearer strategies and embrace performance-driven, localised campaigns. 'Chinese apps have long been seeking growth outside their home market, and with tariffs and global trade headwinds pushing them to diversify, the UAE has been a natural fit given its premium audience and digital maturity,' said Sue Azari, Industry Lead - eCommerce, AppsFlyer. 'At the same time, French brands are tapping into premium iOS users here, while Indian advertisers likely see the UAE's significant South Asian expat base as an affordable, yet highly engaged segment.' iOS shows breakout growth and lower fraud rates The report underscores how iOS is entering a breakout phase in the UAE. While by the end of this year, Android app installs are projected to grow 713% since 2017, iOS is surging to over 1383% over the same period, with installs expected to more than double year-on-year in 2025. iOS has also seen a marked improvement in fraud prevention, with fraud rates dropping 63% year-on-year in H1 2025. By contrast Android's fraud rate jumped 234% in the same period. This suggests iOS is becoming an increasingly attractive, and safer, channel for marketers, even as Android remains critical for scale. UA spend dips overall despite strong early-year performance Despite the UAE's advanced mobile ecosystem, with smartphone penetration at 97% and average daily mobile internet use exceeding four hours, UA ad spending by eCommerce apps declined in H1 2025. Android UA spend fell 21% compared to the same period in 2024, while iOS spending was down just 6%, reflecting its relative resilience. Yet, H1 2025 still delivered the largest half-year remarketing spend to date, with Q1 alone tripling Q1 2024 levels — a clear sign of the impact of seasonal spikes during Ramadan and major retail events. 'Marketers should take note of the pronounced peaks in Q1 tied to Ramadan and plan their upcoming campaigns accordingly, while building in remarketing strategies to sustain engagement beyond holiday periods,' added Azari. 'The decline in Android UA spend could also present opportunities for savvy brands to capture lower-cost inventory while still reaching a vast user base.' With Android remarketing campaigns tripling late last year and iOS installs accelerating, the UAE remains a dynamic and competitive market for mobile commerce. 'Advertisers who balance premium iOS strategies with cost-effective Android engagement, and adapt budgets around seasonal patterns, stand the best chance of standing out in a crowded field,' concluded Azari. Methodology AppsFlyer's State of eCommerce App Marketing, 2025 Edition analyzes anonymous, aggregated data from 1,600 eCommerce apps (excluding marketplaces and grocery apps) with at least 3,000 installs per month per country. The study covers 3.1 billion paid app installs and 26 billion remarketing conversions from October 2023 to May 2025. All results meet strict volume thresholds and are based on anonymized, privacy-preserving methodologies. Explore the full 2025 State of eCommerce App Marketing report here. About AppsFlyer AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room, and privacy-preserving technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and technology partners to create better, more meaningful customer relationships. To learn more, visit
TECHx
02-04-2025
- Business
- TECHx
Ramadan Drives Surge in Mobile App Engagement and Revenue
Ramadan Drives Surge in Mobile App Engagement and Revenue News Desk - Share 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.
Campaign ME
02-04-2025
- Business
- Campaign ME
Research confirms ‘Ramadan effect' as region's mobile app revenues surpass US$1.7 bn
New data from marketing measurement, attribution, and data analytics research house AppsFlyer reveals another year of dramatic growth in mobile app engagement, installs, and revenue across the Middle East during the holy month of Ramadan. Research reveals that mobile app activity across the region saw a significant uplift during the Holy Month with a 15 per cent year-on-year (YoY) increase in sessions across gaming, shopping, and finance apps. Non-organic installs also increased by an estimated 10 per cent YoY across categories and in-app purchase revenue climbed by 18 per cent YoY to reach US$1.70bn. 'This year's Ramadan data reinforces how critical the season has become for mobile-first engagement strategies,' said Sue Azari, Industry Lead – eCommerce, at AppsFlyer. 'The leap in shopping installs across the region reflects users' growing comfort with mobile commerce as their default shopping channel — particularly in markets like the UAE where promotional cycles and user expectations are maturing fast.' During Ramadan, shopping app sessions across the UAE, Saudi Arabia, and Qatar rose by over 20 per cent YoY, reaching 682 million this year. This was accompanied by a 76 per cent increase in non-organic installs across the region. Shopping apps saw the strongest uplift in the first half of Ramadan, with a 111 per cent increase in installs compared to the same period in 2024, followed by a 47 per cent rise in the second half, AppsFlyer reports. Finance apps also delivered strong results, with sessions increasing by 9.7 per cent and in-app revenue growing by 29.35 per cent, reaching US$650m. However, non-organic installs in finance declined slightly (6 per cent YoY), suggesting that while fewer paid users were acquired, those who did convert delivered higher value. Gaming apps held steady, with flat session growth (0.05 per cent) and stable monetisation, though non-organic installs fell marginally (-1 per cent YoY). While regional metrics outpaced local performance in some categories, the UAE continues to contribute meaningfully across key verticals. Non-organic installs nearly doubled for shopping apps, growing 97 per cent YoY, with install activity peaking in the second half of the holy month (103 per cent). In the finance category, UAE usage was concentrated in the early and late weeks of Ramadan, though non-organic installs fell by 7 per cent overall, with a 24 per cent drop in the final two weeks, indicating a reliance on early acquisition and strong organic performance. Gaming app sessions in the UAE mirrored regional trends, and installs remained stable, with a slight YoY decline of 1 per cent. To gather these results, AppsFlyer analysed anonymised aggregated data from across the Middle East during the Ramadan period, covering over 800 apps that each recorded at least 1,000 daily installs per country. In total, the dataset included 220 million installs, spanning key markets including the UAE, Saudi Arabia, Qatar, Egypt, and Jordan. YoY comparisons are based on full-Ramadan period performance from 2024 and 2025, including non-organic installs, sessions, and in-app revenue across the shopping, finance, and gaming categories.
