2019 App Market Insights ReportRamadan in Southeast Asia:每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）2As smartphone penetration rates rise in mobile-first economies in Southeast Asia, the significance of Ramadan to mobile marketers has seen exponential growth; netizens increasingly turn to their phones for shopping, information or diversion and marketers are spending progressively larger portions of their budgets on this festivity.There is no one-size-fits-all formula or timing to launch specific campaigns during and around Ramadan, as revenue and install trends have changed considerably in the past three years. Mobile marketers should base their actions on these trends as a baseline, then test and iterate their efforts throughout this period.Executive Summary3Key InsightsIndonesia still leads in app installs growth rate across verticals.While all three countries in our survey scope registered material increases in average installs per app in both 2017 and 2018, Indonesia generated an almost 20% year-over-year uplift in app installs for 2018. Besides the c ountry’s strong economic growth in 2018, smartphone penetration has been steadily on the rise, growing from 24% in 2017 to 26% in 2018.Shopping apps revenue growth changes considerably before, within and after Ramadan. In 2017 and 2018, shopping apps saw growth in pre-Ramadan week revenue, with growth rates of 76% and 55% respectively. We see sharp drops in this metric the week immediately following, displaying fluctuations from period start to end.Travel apps lead in revenue growth trends. When it comes to app categories, Travel apps are the ones registering the most consistent Ramadan period growth over the years. This vertical also displays the strongest revenue growth rate, together with social and messaging apps. 1 234Shopping and Casual Gaming apps show the best retention rates. Advertisers from Casual Gaming and Shopping apps hold the crown for highest non-organic user retention rates (3.6% and 3.8% respectively) during the Ramadan period, with Shopping apps also experiencing high retention rates for organic users (4.1%).App purchases peak in the early hours of the morning and during lunch time. Shopping app purchases skyrocket during Ramadan throughout Indonesia, Malaysia and Singapore. This boost is particularly pronounced from midnight after the last prayer of the day up until 5-6 am in the morning. The hours before the first prayer, in particular, see marked increases of up to 526% in shopping purchases in Indonesia. This activity peaks at 45% higher than pre-Ramadan periods, in the same country, in the hours between 11am to 2pm.455Table of ContentsIntroductionConclusionKey FindingsApp CategoriesRamadan: A Day in the LifeCustomer Spotlight with Dyah Wulandari, VP Performance Marketing at Tiket.com728101323186Introduction7The holy month of Ramadan has influenced Muslims and their way of life across Southeast Asia for almost a thousand years. Over the past decade, however, this sacred time of fasting and prayer has spilled over into the digital realm, profoundly impacting how app marketers plan their mobile strategies and campaigns around this festive season.IntroductionAs smartphone penetration rates rise in mobile-first economies such as Indonesia, the significance of Ramadan to mobile marketers have seen exponential growth; netizens increasingly turn to their phones for shopping, information or diversion and marketers are spending progressively larger portions of their budgets on this festivity.The target audience in Southeast Asia is sizeable and there is much at stake- it’s imperative brands take a closer look at the latest trends and data to increase campaign effectiveness.This report will provide readers with unique mobile app insights for the upcoming Ramadan period, analysing data within three Southeast Asian countries: Indonesia, Malaysia and Singapore. Trends and user behaviours affecting mobile app markets will be showcased across verticals, from the period preceding the festivity to the second week after its end.8We are happy to also showcase an exclusive customer spotlight with Dyah Wulandari, VP Performance Marketing at Tiket.com, one of Indonesia’s top online travel management solutions. Look out later in this report for Tiket’s best practices when it comes to conquering Ramadan. Countries: Indonesia, Malaysia, SingaporeTotal installs: 220 millionTotal purchases: 100 millionSocial shares: 120,000 (2018 Ramadan)App opens: 160 million (2018 Ramadan)Mobile verticals: Entertainment, Finance, Gaming, Maps & Navigation, Shopping, Social, TravelData SampleIntroduction9Retention data is based on a cohort of users who installed during Ramadan 2018In all growth metrics, the baseline is the previous time period. For example, 2018 app revenue growth trend is based on comparison with 2017 data. Installs and revenue: Ramadan periods 2016, 2017, 2018...
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