《2019年应用市场洞察报告（APP）》英文版 Appsflyer

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1、RamadaninSoutheastAsia:2019AppMarketInsightsReportExecutiveSummaryAssmartphonepenetrationratesriseinmobile-firsteconomiesinSoutheastAsia,thesignificanceofRamadantomobilemarketershasseenexponentialgrowth;netizensincreasinglyturntotheirphonesforshopping,informationor

2、diversionandmarketersarespendingprogressivelylargerportionsoftheirbudgetsonthisfestivity.Thereisnoone-size-fits-allformulaortimingtolaunchspecificcampaignsduringandaroundRamadan,asrevenueandinstalltrendshavechangedconsiderablyinthepastthreeyears.Mobilemarketersshou

3、ldbasetheiractionsonthesetrendsasabaseline,thentestanditeratetheireffortsthroughoutthisperiod.2KeyInsights1Indonesiastillleadsinappinstallsgrowthrateacrossverticals.Whileallthreecountriesinoursurveyscoperegisteredmaterialincreasesinaverageinstallsperappinboth2017an

4、d2018,Indonesiageneratedanalmost20%year-over-yearupliftinappinstallsfor2018.Besidesthecountry’sstrongeconomicgrowthin2018,smartphonepenetrationhasbeensteadilyontherise,growingfrom24%in2017to26%in2018.2Shoppingappsrevenuegrowthchangesconsiderablybefore,withinandafte

5、rRamadan.In2017and2018,shoppingappssawgrowthinpre-Ramadanweekrevenue,withgrowthratesof76%and55%respectively.Weseesharpdropsinthismetrictheweekimmediatelyfollowing,displayingfluctuationsfromperiodstarttoend.3Travelappsleadinrevenuegrowthtrends.Whenitcomestoappcatego

6、ries,TravelappsaretheonesregisteringthemostconsistentRamadanperiodgrowthovertheyears.Thisverticalalsodisplaysthestrongestrevenuegrowthrate,togetherwithsocialandmessagingapps.34ShoppingandCasualGamingappsshowthebestretentionrates.AdvertisersfromCasualGamingandShoppi

7、ngappsholdthecrownforhighestnon-organicuserretentionrates(3.6%and3.8%respectively)duringtheRamadanperiod,withShoppingappsalsoexperiencinghighretentionratesfororganicusers(4.1%).5Apppurchasespeakintheearlyhoursofthemorningandduringlunchtime.Shoppingapppurchasesskyro

8、cketduringRamadanthroughoutIndonesia,MalaysiaandSingapore.Thisboostisparticularlypronouncedfrommidnightafterthelastprayerofthedayupuntil5-6aminth