Boost User Engagement & Experience this Ramadan: Guide to Marketing Success

26 February 2024

Ramadan isn’t just a seasonal trend - it’s a crucial period for app marketers to connect with users at moments that matter most. With Ramadan sales reaching upwards of USD $144 Billion and increased digital activity across e-commerce, entertainment, finance, gaming, social, and utility apps, brands must optimize their strategies to create the best user experience possible.

E-Commerce & Shopping: Capitalizing on the Ramadan Shopping Surge

Ramadan drives a major spike in shopping activity, with mobile-first consumers actively searching for discounts and Eid gifts.

• Across METAP, shopping app installs rose by 28% during Ramadan 2024 compared to the yearly average.

• The UAE saw a 126% surge in installs, followed by Saudi Arabia (+67%). Egypt and Indonesia recorded modest growth of 1% and 2%, respectively.

• Google reports 86% of MENA consumers see Ramadan as the best time for discounts.

• Shopping app sessions increased globally by 4%, with notable growth in Egypt (+9%), Indonesia (+11%), Saudi Arabia (+5%), and the UAE (+3%).

• In Indonesia, 97% of consumers research Ramadan purchases on mobile, with 73% completing transactions via apps.

Actionable Insights: Marketers should launch promotions early, maintain engagement through influencer collaborations, and leverage last-minute Eid shopping trends.

Finance Apps: The Digital Hub for Giving and Financial Planning

Ramadan sees a surge in sadaqah, zakat, gifting, and financial management, leading to increased finance app engagement.

• Finance app installs grew 18% in METAP, while Turkey saw a 4% increase.

• Finance app sessions surged in Saudi Arabia (+14%) and the UAE (+8%), driven by digital donations and mobile banking.

• 95% of users believe Ramadan is a time to support others, and 59% increased their charitable giving in 2024.

Actionable Insights: Finance app marketers should emphasize trust, security, and the ease of digital giving in their campaigns. Seamless and user friendly solutions are a must.

Gaming & Entertainment: A Prime Time for Engagement

After Iftar as users relax in the evenings, gaming and entertainment apps see increased activity.

• Gaming installs remained stable globally but rose 5% in METAP, with standout growth in the UAE (+17%), Saudi Arabia (+11%), and Indonesia & Pakistan (both +7%).

• Entertainment app installs surged by 27% in the UAE, driven by increased streaming and social interactions.

• Gaming app sessions increased 2% globally and 3% in METAP, with notable spikes in the UAE (+12%), Turkey (+6%), and Pakistan (+5%).

• Social app engagement also rose, with sessions increasing 9% in Pakistan, 5% in Saudi Arabia, and 3% in Egypt.

Actionable Insights: Brands should launch evening-specific campaigns, optimize push notifications, and introduce Ramadan-themed in-app events to maximize engagement.

Additional 2024 Ramadan App Trends:

• Food & drink apps saw a 29% install increase.

• Health & fitness apps in the UAE saw 50% more sessions than the annual average.

• Travel apps saw a 41% install increase in Saudi Arabia and 5% growth in the UAE.

How to optimize marketing campaigns

and the user experience during Ramadan

Optimizing Marketing & UX for Ramadan

Optimize Campaign Timing

48% of users engage with ads after Iftar.

38% shop after Taraweeh prayers, and 24% browse early in the morning before fasting.

Marketers should schedule promotions, ads, and push notifications during these peak activity windows.

Leverage Personalization & Data-Driven Targeting

AI-powered personalization tailors recommendations based on browsing behavior, location, and past purchases.

Smart audience segmentation (interests, purchase intent, shopping habits) improves conversion rates.

Automating push notifications and in-app messages at the right time enhances engagement.

Build an Omnichannel Experience

Consumers switch between apps, websites, and social media, making cross-platform consistency essential.

Marketers should align app promotions, website discounts, and social media ads to reinforce messaging.

Retargeting on Facebook, YouTube, Instagram, and TikTok helps re-engage past app users.

Focus on Value-Driven Promotions

Limited-time discounts, bundle offers, and flash sales drive conversions during peak shopping periods.

Cashback rewards and loyalty programs boost transaction rates, especially in fintech and e-commerce.

Utilize Video & Interactive Content

78% of Ramadan users actively search for cooking content, gift ideas, and how-to videos.

Short-form content, live streams, and interactive formats (polls, quizzes, challenges) drive engagement.

Storytelling and culturally relevant content strengthen audience retention.

Highlight Social Good & Community Engagement

Campaigns emphasizing corporate social responsibility, such as charity partnerships and donation matching, resonate with Ramadan audiences.

Community-driven content, including user stories and Ramadan traditions, enhances brand loyalty.

Localize Creatives for Ramadan Themes

Culturally relevant visuals (lanterns, crescents, family gatherings) improve engagement.

Regional customization in messaging, UI updates, and limited-edition packaging boosts user connection.

Prepare for the Eid Shopping Surge

The last two weeks of Ramadan see heightened gifting and last-minute shopping.

Retailers should ramp up promotions, offer fast shipping, and highlight exclusive Eid discounts.

Fintech apps should ensure smooth transactions for Eid gifting and financial transfers.

Ramadan 2025 App Strategies: Engage, Convert & Build Loyalty

To drive success in Ramadan 2025 with increased mobile engagement, businesses must align their app strategies with user behavior trends. By optimizing campaign timing, leveraging data-driven personalization, and prioritizing community engagement, brands can enhance the user experience maximize conversions and build lasting relationships during Ramadan.

Ready to enhance your Ramadan brand strategy?

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