With fintech apps witnessing over a 100 percent increase in app installs and approximately 80 percent in engagement due to the convenience of making purchases, the demand for memorable mobile experiences is growing with people watching, playing, and shopping on their smartphones.
InMobi, a provider of content, monetization, and marketing technologies that help businesses fuel growth, released ‘An App Marketer’s Guide to the Indian Festive Shopper 2022’ in partnership with Branch, known for its mobile linking and measurement, discussing the mobile app trends through the festive season in India from September 2020 to December 2021 and guides app marketers with the right growth strategies for this year.
“When it comes to today’s consumer making a purchase, the convenience aspect of the shopping journey is now digitally enhanced, with research, decision-making, and purchase. Post-pandemic, most shoppers have shifted to shopping on a hybrid model. The report found that 52 percent of Indians are purchasing products online via apps and 44 percent are buying online after browsing in-store. This hybrid shopping model is predicted to grow 1.3x over the festive season of 2022,” said Rishi Bedi, Managing Director-Asia Pacific, InMobi.
Growing Consumer Interest in New Categories
Fintech apps have witnessed over a 100 percent increase in app installs and approximately 80 percent in engagement due to the convenience of making purchases. Additionally, real-money gaming apps have seen a 60 percent increase in engagement.
Furthermore, travel apps have seen a soaring 60 percent increase in installs.
Growth Strategies for Marketers
Paid media drives a significant volume of installs within India, with 31.2 percent belonging to social, 29.8 percent to affiliate and publisher networks, and 39 percent to search.
However, as the recession hits global markets in 2022, marketers must experiment with their marketing mix to ascertain the impact of paid, direct, and organic channels on attribution.
“With Indians looking to travel, shop and meet up with friends and families this year, their interaction with mobile apps will change. Marketers will need to focus on how to drive more engagement with their new and existing users in 2022, going beyond app acquisition efforts only,” commented Sahil Singh, Head of Sales – APAC, Branch.
The demand for memorable mobile experiences grows with people watching, playing, and shopping on their smartphones. Hence, a brand must continue to innovate and invest in newer, innovative channels to maximize ROI in this fiercely competitive industry.