India is a World Leader in Remarketing, Over 50 pc Rise in its Adoption
India is a World Leader in Remarketing, Over 50 pc Rise in its Adoption

There has been a spike in the share of paying users (SPUs) in October in categories like Shopping, Food and Drink, Finance, and Entertainment.

According to AppsFlyer’s 2022 Festive Guide, with over 93 percent of shoppers likely to try a new brand throughout the festive season, marketers have an opportunity to plan their campaigns innovatively to enable brand discovery and consideration.

The food and drink category registered an 18 percent increase in non-organic installs, with the highest activity observed in the weeks prior to the onset of the festivities.

Shopping and entertainment apps also witnessed the heaviest session volume during this time and the total sessions dipped during and after the festive season. While NOIs declined steadily from October 2021 onwards and picked up slightly in November, Finance apps were the only exception where the NOIs rose through the season.

As players in different app categories surge, it is important for marketers to consider strategies that engage and retain users. Remarketing has emerged to be one of the highly effective ways to do so. Its adoption in the Indian market has been higher (over 50 percent uplift) than the rest of the world and almost 70 percent higher than the APAC markets as a whole.

“With rising excitement among end-users to get together for festive celebrations this year, it will be interesting to see how the post-pandemic holiday season pans out in India. Following last year’s festive shopping pivot towards online platforms, this year’s restriction-free holiday season is expected to drive customers to spend more,” commented Aditya Maheshwari, Director of Customer Success, AppsFlyer INSEA/ANZ.

He further added, “As per AppsFlyer’s recent report, eCommerce apps in India clocked 110 percent YoY install growth, and in-app purchases saw stellar and uninterrupted growth from 2021 to 2022. We are also seeing more and more Indians from Tier II and Tier III cities looking to purchase online during the festive season. Taking a cue from last year’s trends, marketers should start early this season to drive the discovery of products and offers through social media among the excited pool of customers. App marketers must give owned data greater precedence to retain old and existing customers. They must also explore various first-party data avenues like owned media, WhatsApp marketing, shoppable live streaming, etc., to have personalized conversations with consumers at scale.”

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