2019年应用市场洞察报告（APP）（英文）

2019 App Market Insights ReportRamadan in Southeast Asia: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 ove