AppsFlyer has released its 2022 Festive Guide to equip marketers with data-driven insights for the October-December festive season. Owing to last year’s trend of installs being the highest in October, it is recommended to start the holiday campaigns early this year. Moreover, there is a spike in share of paying users (SPUs) in October in categories like Shopping, Food & Drink, Finance and Entertainment. With over 93% of shoppers likely to try a new brand throughout the festive season, marketers have an opportunity to plan their campaigns innovatively to enable brand discovery and consideration.
The Food & Drink category registered an 18% increase in non-organic installs, with highest activity observed in the weeks prior to the onset of the festivities. Shopping and Entertainment apps also saw the heaviest session volume during this time and the total sessions dipped during and after the festive season. While NOIs declined steadily from October 2021 onwards and picked up slightly in November, Finance apps were the only exception where the NOIs rose through the season.
As players in different app categories surge, it is important for marketers to consider strategies that engage and retain users. Remarketing has emerged to be one of the highly effective ways to do so. Its adoption in the Indian market has been higher (over 50% uplift) than the rest of the world and almost 70% higher than the APAC markets as a whole.
Aditya Maheshwari, Director of Customer Success at AppsFlyer INSEA/ANZ said, “With rising excitement among end-users to get together for festive celebrations this year, it will be interesting to see how the post-pandemic holiday season pans out in India. Following last year’s festive shopping pivot towards online platforms, this year’s restriction-free holiday season is expected to drive customers to spend more. As per AppsFlyer’s recent report, eCommerce apps in India clocked 110% YoY install growth, and in-app purchases saw stellar and uninterrupted growth from 2021 to 2022. We are also seeing more and more Indians from Tier-II and Tier-III cities looking to purchase online during the festive season. Taking a cue from last year’s trends, marketers should start early this season to drive the discovery of products and offers through social media among the excited pool of customers. App marketers must give owned data greater precedence to retain old and existing customers. They must also explore various first-party data avenues like owned media, WhatsApp marketing, shoppable live streaming, etc., to have personalized conversations with consumers at scale.”