Facebook and AppsFlyer’s Diwali rulebook for app marketers


AppsFlyer associated with Facebook to prepare a detailed report to stock app marketers for Diwali 2021. It is based on last year’s Diwali trends and early trends in the Foods and Drinks, and Shopping categories from Q1 and Q2 of 2021.

Regardless of the minimal app activities during the pandemic, the market will boost as customers eagerly count for festive season shopping.

Last year’s trend suggests that marketers should target the pre-Diwali period to enjoy the maximum gain. Online marketers initiative of contactless delivery and safety has provided a positive shift in the mindset of customers. Diwali 2021 is the perfect opportunity for them to plan their campaign for the shopping, and foods & drinks categories. 

Major takeaways from the report::

  • Android’s market share for India last season was 92.2%
  • Compared to Q2 2020, Q2 2021 saw a 3.75x rise in Food & Drink IAP
  • From February 2021 to June 2021, organic installs rose 72%
  • From January 2021 to April 2021, Paying users shares rose 65%
  • Compared to the pre-COVID, the number of users buying staple online rose 1.43x

Sanjay Trisal, General Manager of INSEA/ANZ, AppsFlyer, said, The rulebook is crucial for marketers to kick start for the season. Last year’s trends show that customers are comfortable shopping online. The insights provided in the report are resourceful and trustworthy.

Last year, four weeks prior to the festival, the shoppers were very excited and active. As per Facebook, 16% start shopping 6-8 weeks before Diwali. The excitement for festive shopping contributed to the bulk of Shopping apps’ organic and non-organic installs (NOI).

The figures came down during the actual festival day as shoppers were busy celebrating.

Relaxed customers again started fishing the post-holiday offers, resulting in higher app hits and NOIs for almost 2 weeks following the festival. 

Foods&Drinks also saw remarkable growth, as customers were preordering their favourite treats and nd remarketing helped boost this by over 100% to the average app’s 30-day retention rate.

Customers are now comfortable shopping online post-COVID.  Shopping apps’ NIOs spiked 112.5% growth in Q2 2021 as compared to Q2 2020. The swarm of new smartphone users will provide ample opportunity for marketers, to attract and retain customers.

After provided privacy updates, iOS apps can gain from owned media and deep linking whereas android apps should rely on remarketing. While most of the migrants will move to tier II and tier III cities for the holidays, relevant content will drive engagement.

Nitin Chopra, Industry Head – eCommerce & Retail at Facebook, said, Enormous digital marketing and positive consumer mindset will provide opportunities for the market.

Trust and Awareness is the major driving factor that brands should rely on, to prime 200 million Indians.

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