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Discover key mobile app trends during Ramadan 2026 for UK marketers targeting MENAP regions. Data-driven insights on fintech, gaming, and e-commerce app growth.
As the sacred month of Ramadan 2024 approaches, the global Muslim community prepares to observe this time-honoured tradition. Eligible Muslims worldwide embark on a journey of fasting from dawn to dusk daily, breaking their fast with the Iftar meal shared with family and friends at sunset. Mobile applications have seamlessly integrated into this ancient practice, providing spiritual guidance, fostering connections, and making life during Ramadan more convenient.
This article explores key mobile app trends during Ramadan 2023, focusing on app installations, user engagement, and consumer spending. Through meticulous data analysis, we aim to equip mobile marketers and developers with the knowledge to effectively reach their audience during this significant festival, forge connections with users, and devise strategies that resonate with user preferences, thus enriching the Ramadan experience.
The global mobile app market saw a modest uptick during Ramadan 2023. Whilst the increase was slight, the trend merits attention. Overall app installations grew by 1 percentage point compared to the annual average, with the MENAP region (Middle East, North Africa, and Pakistan) exhibiting more pronounced growth of 5%.
A country-specific focus revealed intriguing insights: the UAE led with a 16% increase over the average, followed by Indonesia at 14%, alongside Pakistan and Egypt at 13% and 10%, respectively.
The above chart showcases the leading apps in worldwide downloads during Ramadan, where entertainment and social media categories prevail. This surge likely stems from users desiring to connect and unwind post-fasting.
In the MENAP region, a similar pattern emerges, yet the digital wallet and payment app, Easypaisa, uniquely secures a spot in the top 10, amidst a landscape dominated by social and entertainment applications.
Data indicated that in Indonesia, distinct age groups favoured different app categories. Gen Z (ages 18-24) showed a marked preference for sports, video, and user-generated content apps compared to users over 25.
During Ramadan, e-commerce apps displayed varying trends across regions. Globally, there was a noticeable decline in e-commerce app installations (-15%), possibly due to a preference for traditional shopping during the festive period or reduced consumer activity due to fasting. However, Egypt and Saudi Arabia bucked the trend with growth of 17% and 7%, respectively, whilst the UAE saw a significant drop of 23%.
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Post-sunset during Ramadan is time for meals, socialising, and entertainment. Digital entertainment options gained popularity in 2023, with global entertainment app installations growing by 7%. The MENAP region's trend was even more pronounced, with a 9% increase. The UAE, Indonesia, and Pakistan also saw substantial growth of 16%, 14%, and 13%, respectively.
The installation of fintech applications globally increased by 14% during Ramadan 2023. Egypt and Saudi Arabia shone with increases of 37% and 41%, whilst the UAE surged by a staggering 166%, highlighting the growing consumer preference for digital financial solutions and Zakat (charitable giving) management during the holy month.
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Mobile gaming witnessed an upward trend during Ramadan, with global mobile game installations growing by 2 percentage points. The MENAP region and Indonesia saw more pronounced increases of 11% and 20%. Egypt and Pakistan maintained a steady 14% growth, with mobile games serving as a means of relaxation and staying connected after a day of fasting.
⭐ Expert Tips: To capitalise on Ramadan's gaming surge, developers should launch festive-themed content and enhance social features, catering to the increased desire for post-fasting relaxation and connection. Implement time-sensitive events and simplified gameplay loops to accommodate limited evening hours between Iftar and Taraweeh prayers. Tailored promotions and localised adjustments—such as right-to-left (RTL) interface optimisation for Arabic markets—will resonate with diverse players, whilst ensuring robust server performance amid peak activity. By implementing these strategies, developers can create a compelling gaming experience that aligns with the spirit of the holiday.
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Global health and fitness apps saw a 68% increase in installations during the holy month, with a 51% increase in the MENAP region. Bangladesh and Egypt placed significant emphasis on health and wellness during Ramadan, with app installations skyrocketing by 100%. The UAE also performed well with a 66% increase.
In 2023, overall app sessions rose by 2 percentage points over the annual average—a modest yet notable increase. The MENAP region outperformed the global average with a 3% rise. Indonesia, known for its robust digital growth, saw a 13% increase in sessions, whilst Pakistan aligned with the global average at 2%. However, not all regions saw an uptick, with Bangladesh and the UAE experiencing a 7% decline in app sessions.
During Ramadan 2023, the global e-commerce sector saw a modest decline in app sessions by 1%. The downturn was more significant in the MENAP region, with a 4% reduction. In Egypt, there was a substantial 71% fall in sessions, suggesting a shift towards traditional in-person shopping, as people may prefer the festive atmosphere and tangible product experience during the holy month.
However, Indonesia's e-commerce industry remained resilient, with a 14% increase in app sessions, indicating that Indonesian consumers' enthusiasm for online shopping did not wane with the observance of Ramadan.
Entertainment apps became the go-to for relaxation during Ramadan, with global session counts increasing by 18% and the MENAP region by 26%. Indonesia and Pakistan stood out with session increases of 31% and 29%, respectively.
The trend for fintech apps during Ramadan was fascinating. Whilst global fintech app sessions decreased by 3%, Egypt and the UAE surged ahead with 24% and 17% increases in session counts, respectively.
The global mobile gaming sector saw a slight improvement in user interactions during Ramadan 2023, with session counts increasing by 3 percentage points. The MENAP region experienced an 11% increase, with Indonesia and Pakistan leading with 17% and 15% growth in gaming sessions.
Global health and fitness app sessions increased by 52% during Ramadan, with the MENAP region seeing a 69% increase. Egypt and Pakistan experienced staggering growth rates of 179% and 108%.
⭐ Expert Tips: Ramadan is not merely a period of religious observance but also a time for physical and spiritual purification. During this month, there is an increased focus on personal health and spiritual well-being, which positively impacts the usage of fitness apps:
By providing these directives, fitness apps not only help users maintain a healthy lifestyle during Ramadan but also promote long-term physical and spiritual health.
Furthermore, a critical initial step for the success of an app is visibility in the app marketplace. ASOWorld offers a variety of effective solutions to help you achieve this goal. By ensuring your fitness app stands out in the crowded market, you can reach more users who are seeking support during Ramadan and beyond.
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During Ramadan 2023, key industries in the MENAP region experienced varying levels of engagement, with some seeing notable increases in average session durations within their apps:
E-commerce Apps: In the MENAP region, there was a slight increase in average session length, rising from 11.07 minutes to 11.73 minutes. Indonesia, in particular, saw a significant jump in e-commerce app session duration, from 14.46 minutes to an impressive 20.66 minutes during Ramadan.
Entertainment Apps: Bangladesh's entertainment apps saw an increase from an average session length of 17.45 minutes to 19.28 minutes. Indonesian entertainment apps also experienced a rise in session duration, from 21.64 minutes to 22.89 minutes.
Turkey's Entertainment and Gaming Apps: Turkey led the region in terms of entertainment app engagement, with the average session length climbing from 28.87 minutes to 29.25 minutes. The average session duration for mobile games in Turkey also increased from 32.39 minutes to 33.77 minutes during Ramadan.
These statistics indicate a heightened level of user engagement in entertainment and e-commerce apps during Ramadan, with longer session durations suggesting that users were more immersed in these digital experiences, possibly due to altered daily routines and increased leisure time after Iftar.
Across all app categories globally, revenue events during Ramadan 2023 increased by 15% over the annual average, with the MENAP region seeing a 13% rise. Egypt, Indonesia, and Pakistan all achieved growth, with Indonesia leading with a 31% increase in revenue events.
E-commerce app performance varied across regions during Ramadan. Whilst global e-commerce app revenue events saw a slight decrease (2%), the MENAP region experienced a 6% drop, with Bangladesh's revenue plummeting by 60%. However, Indonesia and Saudi Arabia saw robust increases of 85% and 19%, respectively.
Entertainment apps saw an overall positive trend, with global revenue events growing by 18% and the MENAP region by 59%. Saudi Arabia and the UAE experienced increases of 50% and 31%, respectively.
Compared to the 2023 average, global gaming app revenue events during Ramadan increased by 13%, with the MENAP region seeing a 15% rise. Indonesia and Pakistan's revenue growths were 28% and 16%, respectively, indicating the indispensable role of mobile gaming as a form of digital leisure even during the holy month.
Analyse previous years' data to understand when users are most active—typically post-Iftar (sunset) and pre-Suhoor (dawn)—and plan marketing promotions accordingly. Consider implementing location-based prayer time APIs to automatically adjust your engagement schedules for different time zones.
If used correctly, in-app messages and push notifications can significantly boost user interaction. However, timing and relevance are crucial to avoid disrupting user activities. Avoid notifications during fasting hours when device usage typically drops; instead, target the evening social window between Iftar and bedtime.
Consider launching Ramadan-exclusive sales, time-limited discounts, or seasonal features to enhance the user experience during the festival. Bundle offers that combine entertainment, food delivery, and fintech services often perform well during this period.
Charity is a crucial aspect of Ramadan. Demonstrate your brand's commitment by integrating donation features within your app to facilitate charitable giving (Zakat). Partner with established UK-registered charities operating in Muslim-majority countries to ensure credibility and maximise impact.
Health and fitness apps should include features tailored for fasting users, such as customised fitness plans, hydration trackers, and fasting-safe workout modes, to increase user interaction and loyalty. Consider adding mood-tracking features to help users monitor energy levels throughout the fasting period.
Track the performance of marketing campaigns in real-time and adjust strategies based on user interactions. Conduct A/B testing to refine messaging and optimise promotions. Pay particular attention to conversion rate optimisation (CRO) during the final ten days of Ramadan when user spending typically peaks.
Ramadan is an invaluable opportunity to acquire new users and retain existing ones. Stay abreast of trends and user preferences to craft effective marketing strategies for this year's Ramadan. Plan your Eid al-Fitr (post-Ramadan celebration) campaigns well in advance to capitalise on the gifting surge that follows the fasting period.
In summary, the Ramadan period of 2023 saw significant trends in mobile app usage, with varying degrees of growth across app categories and regions. Marketers should leverage these insights to optimise their strategies for the upcoming Ramadan 2024, focusing on user preferences and engagement patterns to maximise growth potential.
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