Ramadan in SEA & Pakistan: App Marketing Insights from 2024

Ramadan is a time of cultural and spiritual significance in Southeast Asia and Pakistan. Marked by fasting, prayer, and community activities, the holy month is also a period of heightened consumer activity. Spending on essentials, gifts, and festive preparations surged, with retail sales jumping by over 43% this year. Indonesia recorded a 47% growth in online retail sales during early Ramadan, while Pakistan’s $32.6 million Ramadan relief package supported household spending despite inflation.

Digital engagement soared during Ramadan this year, with mobile apps for shopping, food delivery, entertainment, and finance seeing significant activity. Early Ramadan was driven by Shopping and Food & Drink purchases as families prepped for suhoor, iftar, and festive essentials. Finance apps peaked early-to-mid-Ramadan, supporting payments and budgeting needs, while Travel apps climbed pre-Ramadan, reflecting holiday and family gathering plans.

Marketers and app developers should align their strategies with Ramadan’s unique consumer behaviors, ensuring their offerings resonate with its cultural and spiritual essence. 

Understanding these nuances is vital for engaging audiences in Southeast Asia and Pakistan effectively.

The overall install trends across Southeast Asia (SEA) and Pakistan show distinct patterns influenced by the cultural and consumer behaviors of this period. Installations surged significantly during the early and middle weeks of Ramadan, with peak activity recorded around March 11 and March 18, 2024. This reflects heightened engagement as users seek entertainment, food, and shopping apps to prepare for the holy month and celebrate its mid-point traditions.

Indonesia and Malaysia demonstrated consistently strong contributions to the overall install rates, with noticeable spikes during these peak weeks. Pakistan, too, showed robust growth, particularly in the later phases of Ramadan, suggesting a focus on Eid-related preparations. Singapore, while showing a smaller share overall, displayed higher engagement in categories like shopping and finance apps during the same period.

The data also indicates sector-specific preferences. Entertainment and shopping apps dominated in terms of overall installs, with a steady climb observed from early Ramadan through the celebratory phase. Food and drink apps saw an incremental rise early in the month, aligning with iftar and sahur needs. Finance apps experienced a secondary surge closer to Eid, likely driven by festive spending and gifting practices.

This trend underscores the strategic importance of targeted app marketing campaigns during Ramadan in SEA and Pakistan, particularly focusing on key periods of increased consumer activity to maximize impact and engagement.

User acquisition ahead of Ramadan is the groundwork of your success. Week-to-week install trends show steady growth early in the month, peaking the week before Ramadan as users prepare for suhoor and iftar. A second spike follows Eid al-Fitr, driven by celebratory and community-focused activities, especially in Indonesia.

iOS performs strongly early in Malaysia and Singapore, while Android remains strong throughout Ramadan, particularly in Pakistan. Paid campaigns are key to these peaks, especially for iOS Shopping and Finance apps mid-Ramadan, targeting short-term needs like Eid prep and spend budgeting.

When we look across categories, Shopping and Food & Drink apps thrive pre-Ramadan, while Finance apps peak mid-month, and Travel apps take off closer to Eid as families finalize plans. Marketers should focus on pre-Ramadan campaigns in Malaysia and Singapore, and consistent efforts in Pakistan and Indonesia (particularly for Android).

Post-Eid, Android shines, making it the perfect time to target celebratory app usage. Travel and Finance marketers should focus on Android users, as their activity stays strong post-Ramadan. Meanwhile, Food & Drink apps should leverage continued Android momentum for post-Eid campaigns.

Festive shopping and finance planning help stimulate paid installs. For iOS, early to mid-Ramadan peaks hit Indonesia, Malaysia, and Pakistan, with Pakistan also surging the week of April 22—likely tied to post-Eid specials. Marketers should focus on early campaigns and target Pakistan’s late spike.

Ramadan in Indonesia in particular is a “gold mine” for app engagement, with each category having its moment to shine. From shopping sprees to celebratory meals and entertainment breaks, users’ habits evolve significantly throughout the month. 

Like the rest of the region, Shopping apps take the spotlight pre-Ramadan, when users are in full-on prep mode. They’re busy stocking up on festive essentials, gifts, and home decorations, driving a surge in installs just before the holy month begins. Engagement slows down closer to Eid as purchases wrap up and wish lists are checked off. Marketers need to hit early with strong campaigns that tap into this pre-Ramadan urgency. Think flash deals, bundles, and promotions for essentials and gifts.

Entertainment apps shine during pre-Ramadan and early Ramadan, especially through paid installs. Whether it’s streaming their favorite shows during suhoor hours, or winding down after iftar, users crave much-needed leisure moments. Installs remain steady all month, proving that entertainment is a consistent go-to for downtime throughout Ramadan.

Food & Drink apps experience not one, but two peaks. The first comes right before Ramadan as families plan suhoor and iftar meals. Then there’s a second surge after Eid, as celebratory dining and group meals take center stage. Whether it’s meal inspiration, dining out, or hosting festive feasts, Food & Drink thrives when campaigns target those key moments.

Timing is everything when it comes to maximizing purchases. Front-load revenue campaigns for pre-Ramadan and early Ramadan when spending peaks—especially in Malaysia and Singapore. Purchases among Indonesian Android users also surge in the first three weeks, driven by shopping and festive preparations, while users in Malaysia and Singapore spend heavily before Ramadan, making urgency-driven promotions a strategic play to grab your piece of the pie.

Post-Ramadan, strategies vary. In Pakistan, in-app purchases decline gradually, creating opportunities for remarketing campaigns focused on financial tools and celebratory spending. In Indonesia, post-Ramadan drops require retargeting users who haven’t converted.

By category, Finance apps show steady retention early-to-mid-Ramadan for spend and budgeting. Shopping dips post-Eid, requiring re-engagement with flash deals. Focus on post-Eid recovery to sustain momentum when retention dips.

Category trends also follow similar trends:

• Finance apps thrive early to mid Ramadan, with iOS leading for spend and budgeting.
• Food & Drink apps hit two highs—pre-Ramadan for suhoor and iftar prep, and post-Eid for festive dining and late-season deals..
• Shopping takes the lead pre-Ramadan in Pakistan but gains momentum mid-Ramadan in Indonesia, peaking closer to Eid.
• Entertainment in-app purchases spike late February to late March as users dive into streaming and gaming during suhoor and post-iftar downtime.
• Travel apps surge pre-Ramadan as users lock in plans for trips, prepping for family gatherings and celebrations.

To maximize results, focus early Ramadan across all markets, with post-Eid campaigns targeting Food & Drink for sustained engagement.

Retention trends also highlight clear spots for re-engagement to sustain loyalty. iOS retention stays steady throughout, making it ideal for week-to-week engagement strategies like reminders for shopping deals, iftar planning, or financial tools. On Android, mid-Ramadan is key—markets like Indonesia and Malaysia show slight lifts, offering room for targeted campaigns.

By category, Finance apps show steady retention early-to-mid-Ramadan for spend and budgeting. Shopping dips post-Eid, requiring re-engagement with flash deals. Focus on post-Eid recovery to sustain momentum when retention dips.

We see prime opportunities during Ramadan to reconnect with users at just the right time. Pakistan leads mid-Ramadan, with remarketing peaks likely driven by Eid prep and spend activity. Indonesia, Malaysia, and Singapore shine post-Eid as marketers ramp up remarketing efforts to lock in gains, targeting users finalizing travel plans and lingering festive activities.

The trends also vary across platforms and categories. Entertainment apps hit their stride at two key phases: mid-Ramadan for iOS users and post-Eid for Android. Android marketers ramp up their engagement after Eid, as users seek ways to unwind and celebrate.

Finance remarketers own mid-Ramadan, particularly on Android, where installs peak with re-engagement campaigns to manage payments, Eid budgeting, and expenses. iOS follows a similar pattern but holds steady, making it ideal for campaigns focused on short-term financial tools and planning.

Shopping activity is robust early to mid-Ramadan, with remarketers targeting users for Eid essentials—gifts, clothes, and decorations. iOS users show urgency, peaking mid-month and dropping off quickly, while Android users sustain their activity a bit longer, offering a window for extended remarketing campaigns.

To make the most of this, target Finance and Shopping apps mid-Ramadan with high-impact campaigns that meet immediate needs. For Entertainment apps, hit up iOS users early in the month and shift focus to Android users post-Eid, when leisure takes over.

Mobile app install fraud remains a persistent problem in the region, especially on Android, where its open ecosystem makes it a prime target. In Indonesia, fraudulent installs spike sharply during Ramadan, with Shopping apps on Android seeing nearly a quarter of installs flagged as fraudulent in some weeks. Finance apps are even more hard hit, as they remain one of the most targeted categories, particularly on Android. Interestingly, Entertainment apps experience early Ramadan fraud surges on Android before tapering off, making them a key focus during that period. On iOS, fraud is generally lower but still rises mid-Ramadan for Finance apps and pre-Eid for Shopping apps, showing that even a closed system isn’t entirely immune.

Marketers targeting Indonesia should focus on fraud prevention at the start and middle of Ramadan, especially for Android users, and address iOS Shopping fraud just before Eid. Post-Ramadan, vigilance is still needed, as Shopping and Finance apps often see a resurgence in fraud during Eid celebrations and the days after.

In Singapore, Finance apps face even bigger challenges, with Android fraud peaking at a staggering 41% of installs in mid-May—far above levels seen elsewhere. Fraud on Android consistently outpaces iOS, with additional spikes early March, late April, and after Ramadan. These patterns highlight the critical need for strong fraud detection throughout the season. By aligning strategies with these trends, marketers can safeguard campaigns, boost ROI, and maintain user trust in these highly competitive, fraud-prone markets.

Targeting early in Ramadan is crucial across many regions and categories, as mid-month CPI spikes highlight the need to capitalize on low-cost windows. In Indonesia, Shopping CPIs plummet after Ramadan, making the post-Eid period ideal for cost-effective campaigns that align with celebratory spending. Malaysia’s rising mid-Ramadan CPIs underscore the advantage of reaching new users early in the month to capture peak shopping demand before costs surge. Meanwhile, Singapore’s consistently low CPIs make always-on campaigns a smart strategy for acquiring high-value shoppers year-round.

For Entertainment apps, low CPIs across the board create strong opportunities for cost-effective campaigns. In Indonesia, CPIs dips early in Ramadan, making it ideal for user acquisition. Pakistan stands out with CPIs dipping significantly late in Ramadan and the week after Eid, offering a perfect window to re-engage users seeking downtime activities without overspending. In Malaysia, CPIs remain stable early in Ramadan and rise post-Ramadan, suggesting the best time to capture users is during the early weeks when costs are still low. In Singapore, CPIs spike closer to Eid, so focusing campaigns early in Ramadan ensures acquisition at more competitive rates before costs climb.

CPI trends for Finance apps highlight key opportunities for cost-effective user acquisition. In Indonesia, CPIs drop significantly around March 18, making it the ideal time to promote spend and budgeting tools. Malaysia sees its best window in February and mid-March, as costs rise sharply post-Ramadan. Pakistan offers steady affordability with low CPIs mid-March, allowing marketers to target users during peak financial planning demand. In Singapore, early campaigns in mid-March are essential, as costs surge closer to Eid. Aligning campaigns with these CPI windows is critical to maximizing ROI.