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1、TableofContents7Introduction10KeyFindings13AppCategories18CustomerSpotlightwithDyahWulandari,VPPerformanceMarketingatTiket.com23Ramadan:ADayintheLife285Conclusion6IntroductionTheholymonthofRamadanhasinfluencedMuslimsandtheirwayoflifeacrossSoutheastAsiaforalmostathousandyears.Overthepastdecade,howev
2、er,thissacredtimeoffastingandprayerhasspilledoverintothedigitalrealm,profoundlyimpactinghowappmarketersplantheirmobilestrategiesandcampaignsaroundthisfestiveseason.Assmartphonepenetrationratesriseinmobile-firsteconomiessuchasIndonesia,thesignificanceofRamadantomobilemarketershaveseenexponentialgrow
3、th;netizensincreasinglyturntotheirphonesforshopping,informationordiversionandmarketersarespendingprogressivelylargerportionsoftheirbudgetsonthisfestivity.ThetargetaudienceinSoutheastAsiaissizeableandthereismuchatstake-it’simperativebrandstakeacloserlookatthelatesttrendsanddatatoincreasecampaigneffe
4、ctiveness.ThisreportwillprovidereaderswithuniquemobileappinsightsfortheupcomingRamadanperiod,analysingdatawithinthreeSoutheastAsiancountries:Indonesia,MalaysiaandSingapore.Trendsanduserbehavioursaffectingmobileappmarketswillbeshowcasedacrossverticals,fromtheperiodprecedingthefestivitytothesecondwee
5、kafteritsend.7IntroductionWearehappytoalsoshowcaseanexclusivecustomerspotlightwithDyahWulandari,VPPerformanceMarketingatTiket.com,oneofIndonesia’stoponlinetravelmanagementsolutions.LookoutlaterinthisreportforTiket’sbestpracticeswhenitcomestoconqueringRamadan.DataSampleCountries:Indonesia,Malaysia,S
6、ingaporeMobileverticals:Entertainment,Finance,Gaming,Maps&Navigation,Shopping,Social,TravelTotalinstalls:220millionTotalpurchases:100millionAppopens:160million(2018Ramadan)Socialshares:120,000(2018Ramadan)7IntroductionTimeFramesInstallsandrevenue:Ramadanperiods2016,2017,20187weeksanalyzedperyear:1p
7、re-Ramadan,4Ramadan,2post-RamadanRetentiondataisbasedonacohortofuserswhoinstalledduringRamadan2018Inallgrowthmetrics,thebaselineistheprevioustimeperiod.Forexample,2018apprevenuegrowthtrendisbasedoncompariso
