AppsFlyer introduced the launch of the Indian Festive Season 2021 Report to equip app entrepreneurs with insights and suggestions to plan their technique forward of the festive season. This report, in collaboration with Fb, relies on Diwali 2020 and early developments from Q1 and Q2 of 2021 within the Meals and Drinks, and Purchasing classes. Regardless of app actions slowing down in these classes owing to the second wave of the pandemic, it is going to see a significant restoration as shoppers await the festive procuring season with bated breath. Taking a cue from final yr’s developments, entrepreneurs ought to begin early in 2021 – three-four weeks earlier than Diwali to profit from the upcoming festive season.
Sanjay Trisal, Common Supervisor of INSEA/ANZ, AppsFlyer, “The report supplies entrepreneurs with clever insights to realize an amazing head begin for the festive procuring season. Final yr’s festive procuring developments present that buyers have majorly pivoted in direction of on-line platforms, which is able to obtain higher magnitude as we head into the festive season in 2021. Within the Meals & Drinks class, there was an IAP surge of three.75x in Q2 2021 in comparison with Q2 2020, and remarketing supplied a large increase of over 100% to the typical app’s 30-day retention price, registering greater than twice the variety of retained customers in 2020.”
In 2020, pre-Diwali (4 weeks prior to the competition) offered entrepreneurs with an enormous increase because it was welcomed by buyers with nice enthusiasm. As per Fb, 16% begin procuring 6-8 weeks earlier than Diwali. The constructive outlook in direction of festive on-line purchases contributed to the majority of Purchasing apps’ natural and non-organic installs (NOI). Nonetheless, the graph noticed a pointy decline throughout the precise competition days as individuals have been engaged in celebrations. Because the festive temper waned and shoppers hopped on to totally harness post-holiday gives, Purchasing apps hit one other peak (2 weeks after Diwali), and NOIs elevated for a short interval of two weeks following Diwali. The season additionally marked a meals fiesta in Indian households the place they pre-ordered their favourite treats and remarketing helped increase this by over 100% to the typical app’s 30-day retention price.
The pandemic has made shoppers extra comfy spending on on-line providers, and this pattern will proceed throughout the festive season. There was a heavy drop in each natural and NOIs between March and Might stemming from the pandemic’s second wave, which recovered since June. Moreover, Q2 2021 was extra promising than Q2 2020 as NOIs spiked by 112.5% for Purchasing apps.
Trying forward, owing to the inflow of latest cell customers, Diwali 2021 will probably be an fascinating alternative for app entrepreneurs to draw and retain them as prospects. Encouraging model recall by means of branded campaigns and driving retention by means of remarketing would be the key focus areas for entrepreneurs. With the most recent privateness updates, owned media and deep linking will probably be essential for iOS apps whereas remarketing will proceed to be the confirmed technique for android apps. Planning the right combination of owned and paid media is important to realize positive factors for every class throughout the festive season. Most migrant populations will probably be shifting to tier II and III cities for the vacations and content material of their native language will drive engagement.
Nitin Chopra, Business Head – eCommerce & Retail at Fb, mentioned, “With elevated digital affect and improved shopper sentiment this yr, companies have a chance to unlock progress by enabling digital discovery; and Fb is the house for customized discovery. The pool of about 200 million Indians at varied levels of commerce adoption must be primed throughout the digital funnel in another way this season.
Manufacturers have to begin by constructing belief and consciousness earlier than consideration and subsequently push shoppers down the funnel to purchase from them with the least attainable friction. Whereas the mega gross sales moments assist drive new shopper acquisition, it’s vital to maintain remarketing efforts publish the height occasions to enhance the LTV.”
Key findings from the report:
· 92.2% was Android’s market share for India throughout festive season 2020
· 3.75x rise in & Drink IAP in Q2 2021 in comparison with Q2 2020
· 72% improve in natural installs from February 2021 to June 2021
· 65% rise in share of Paying customers from January 2021 to April 2021
· 1.43x improve within the variety of customers shopping for staples on-line as in comparison with pre-COVID
The pandemic has been a blessing in disguise for on-line Purchasing apps owing to their capacity to supply merchandise safely at dwelling. With the constructive shift in shoppers’ mindset, Diwali season presents the right alternative for entrepreneurs to plan their 2021 festive marketing campaign within the extremely aggressive meals and drinks, and procuring classes.
