Measurement and analytics company Adjust and mobile intelligence platform data.ai have released a joint report titled ‘Deciphering Diwali: India Celebrations Report 2023’ that delves into mobile app trends during Diwali in India. This report shows year-over-year increases in app installs and session length across all industries analyzed. For example, shopping app installs and sessions during Diwali week (October 22-26) were up 47% and 14%, respectively, over the 2022 average. Additionally, revenue events for food and beverage apps during Diwali week were 38% higher than the annual average.
Recent data shows that mobile apps have become the preferred option for Indian consumers, especially during this festive period, with 46% using them for learning, 79% using them for exploration, and 78% using them for purchasing. It became clear that there was.
“Analyzing app user behavior during Diwali reveals interesting app usage trends across different verticals that mobile marketers can leverage to inform upcoming holiday campaign strategies. Mobile Apps in India
According to reports, in India
“Demand for mobile apps and games is on the rise in India. In 2022 alone, the number of downloads reached around 29 billion, an increase of 8% year-on-year. This is a powerful time to reach and increase engagement on mobile, the most popular device in the world. However, it is a highly competitive time and brands are setting benchmarks for the Diwali holiday period of 2023 to ensure effective We need to know the local conditions in order to plan accordingly,” says Lexi Sydow, Corporate Marketing.
This report is based on an in-depth analysis of Adjust’s 2,500+ apps and the combined dataset of all apps tracked by Adjust, focusing on areas such as shopping, fintech, entertainment, and lifestyle.
Revenue events for fintech users fell during Diwali 2022, with a 28% decline during Lakshmi Puja. This decline is believed to be due to the symbolic preservation of money in households during the festival period. The number of fintech app installations also saw a significant drop of 28% during Lakshmi Puja compared to the other analysis period (September 18 to November 26). However, two weeks after Diwali, the event’s revenue skyrocketed, registering a 35% increase compared to the 2022 average.
Travel app sessions soared, peaking a week before Diwali and 16% above the 2022 average. The majority of installations and sessions are concentrated in his four weeks before Diwali, with weekdays accounting for 36% and 32% respectively. Marketers are advised to seize this opportunity by investing in pre-Diwali trading campaigns and incorporating festive-themed messages to capture the mood of the season and attract users.
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