With 52% of Indians already purchasing products via mobile apps and another 44% purchasing online after browsing in-store. App marketers and brands have a significant opportunity to reach consumers this holiday season.
According to the report ‘An App Marketer’s Guide to the Indian Festive Shopper 2022’ published by InMobi in collaboration with Branch.
During the festive season, mobile app engagement and installs are increasing
If 2021 levels are any indication, app install and engagement will likely increase during this year’s festive season in India. App installs increased between April and November of last year, and engagement increased as well, albeit at a slower pace.
Time spent on mobile apps increased by 27% in 2021 compared to 2020, with Indians spending more time on social and communication apps.
Other categories, such as finance, shopping, and travel, saw 34% growth in 2020 as consumers adjusted their habits in response to Covid lockdowns.
During the 2021 festive season, app installs increased
Consumers are interested in entertainment apps and fintech
Last year, engagement rates in entertainment apps increased by 30%, while music apps increased by 14%. The holiday season provides an excellent opportunity for developers and marketers to increase in-app engagement and referrals.
Similarly, installs of fintech apps increased by more than 100% in 2021. As digital payments make it easier than ever for users to track their payments.
Installs of fintech apps increased during the festive season of 2021
Travel apps have also recovered post-Covid, with installs steadily increasing after April 2021.
The new mobile shopper
Mobile search ads are the most popular way for consumers to learn about holiday sales and deals (31%). Shopping apps were the third most popular, but the second most used, during the holiday season.
After seeing options in-store, 63% of shoppers said they explored them on mobile devices, and 72% made purchases on mobile devices. The added convenience of shopping in-app or on a mobile device is one of the factors driving the shift to mobile.
More people are making purchases through apps and online channels
Growth strategies for app marketers this festive season
Among the top growth strategies, the report mentions paid media for driving a higher volume of app installs, with 31% coming from social, 30% from affiliate and publisher networks, and 39% from search.
Marketers should, however, experiment with differentiating their marketing mix to assess the impact of paid, direct, and organic options.
Key takeaways
- When comparing 2021 to 2020, time spent on mobile apps increased by 27%.
- Engagement rates in entertainment apps increased by 30% last year, while music apps increased by 14%.
- Installs of fintech apps increased by over 100% in 2021.
- Mobile search ads dominate as a channel for consumers to discover offers.
- 72% of Indian shoppers made purchases on mobile devices.
E-commerce app development requirement
As the world increasingly moves online, businesses must follow suit to remain competitive. An e-commerce app is one way to tap into the billions of dollars in sales that occur each year online. But what exactly is required for e-commerce app development?
At a minimum, an e-commerce app must allow users to browse and search for products. They view product details, add items to a shopping cart, and complete a purchase. To provide the best possible experience, the app should also be fast, easy to navigate, and visually appealing.
To ensure your app meets all these requirements (and more), partner with an experienced e-commerce app development company.
The right team will have a deep understanding of the latest trends and technologies in e-commerce and will be able to customize an app that meets your specific business needs. Reach us today to know more about our e-commerce app development services.
