2023 Diwali Mobile App Marketing Report: Insights on Shopping App Usage and Trends for India's Festive Season in UK.
Diwali, India's widely celebrated Festival of Lights, not only illuminates the country with its traditional festivities but also lights up the digital landscape, particularly in the mobile app sector. The festival's impact on mobile app usage across various verticals presents a golden opportunity for marketers.
This report delves into the shopping app usage trends during Diwali, offering insights and strategies for app marketing during this auspicious period.
Data indicates a significant uptick in shopping app installs and sessions during the Diwali week, with a 47% increase in installs and a 14% rise in sessions compared to the 2022 average. This surge is particularly noticeable between Dhanteras and Lakshmi Puja, aligning with the tradition of purchasing on these auspicious days.
Interestingly, the weeks following Diwali witness sustained engagement, with weekdays accounting for nearly half of all installs and sessions. This suggests a continued interest in shopping even after the festival.
The top shopping apps, categorized by the most downloads and the most significant change in downloads during October-November 2022, reflect consumer preferences and the effectiveness of app marketing strategies during the festive season.
In the weeks leading up to Diwali, shoppers dedicate more time to in-app searches for deals. However, there is a noticeable dip in session lengths post-Diwali, indicating a decline in shopping urgency.
User retention rates for shopping apps in the quarter following Diwali mirror the patterns observed during the festival, highlighting the importance of retention strategies tailored to festive shopping behaviors.
⚡ Addressing App User Retention: Insights into User Behavior in App Markets
Observations from the previous Diwali season reveal a customer preference for avoiding in-store rushes. Capitalizing on this, marketers plan to encourage pre-booking of items with festive offers, aiming to alleviate the in-store frenzy and enhance customer convenience.
While English is widely used in India, a significant majority of Diwali shoppers (76%) express a preference for advertising in their local language. This is a crucial insight for marketers, as it emphasizes the need to localize content in languages such as Hindi, Kannada, Telugu, and Tamil, which are widely consumed.
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Apps like Glance, which offer content in multiple Indian languages besides English, demonstrate the diverse linguistic preferences of Indian users. This underscores the importance of multilingual marketing strategies.
⚡ How to Promote Your App and Monetize App Store Traffic from India?
The pre-Diwali period is a critical window for shopping apps. Marketers should focus on providing comprehensive product information, reviews, and comparisons to facilitate research and wishlist creation. This can lead to targeted promotions and higher lifetime value (LTV) user acquisition.
Implementing post-festive strategies, such as discounts on unsold inventory, can help maintain user interest and engagement, ensuring that the festive momentum carries on.
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The Festival of Lights offers a beacon of opportunity for mobile app marketers. By understanding and leveraging the insights from user behavior and preferences, marketers can craft strategies that resonate with the festive spirit of Diwali. Localizing content, incentivizing early shopping, and maintaining engagement post-festival are key tactics that can lead to a successful Diwali marketing campaign.
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