Smartphone in-app purchases on White Friday 2024 surged by 74% compared to typical Fridays in November, a significant jump from the 24% increase observed in 2023, according to data from AppsFlyer.
AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, has unveiled its White Friday 2024 insights, highlighting substantial growth in mobile commerce activity across the Middle East. Year-over-year, White Friday purchases rose by 29%, fueled by a 36% boost on iOS and a marginal decline on Android (-1% YoY change).
The data emphasizes White Friday's increasing significance as a pivotal event for mobile commerce, particularly for iOS users, where activity surged across critical metrics. As businesses in the Middle East vie for consumer engagement, the research underscores that events like White Friday present a crucial opportunity. This year, during White Friday, e-commerce and retail apps experienced a 29% increase compared to average Fridays in November, marking a notable rise from last year's 19%.
This trend was mirrored in non-organic installs (NOIs), driven by targeted marketing campaigns, which increased by 30% on White Friday compared to average Fridays in November. However, on a YoY basis, NOIs dropped by 37% when focusing solely on this particular Friday. Additionally, remarketing conversions in the Middle East surged by 81% YoY, with iOS leading the charge with a 123% increase in value compared to White Friday 2023.
“White Friday 2024 in the Middle East underscores the region's growing adoption of mobile commerce, making it one of the most anticipated shopping periods,” said Sue Azari, Industry Lead – eCommerce at AppsFlyer. “The 29% year-over-year growth in in-app purchases, spearheaded by iOS gains and an 81% surge in remarketing conversions, illustrates how brands are effectively utilizing targeted strategies to engage consumers.”
“While the decline in installs indicates shifts in acquisition trends, the substantial increase in remarketing highlights the critical role of re-engagement in driving value during peak shopping periods. These insights reflect the evolving sophistication of mobile commerce strategies in Saudi Arabia and the UAE,” Azari added.
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