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1、Diwali decoded:India festive report 2023EBOOKApp marketing insights and benchmarksWith insights from:Diwali decoded:India festive report 20232ContentsIntroduction 3 Exploring Diwali trends for 2023 app marketing 3 Top apps by download in India during Diwali 4 Methodologies 5 Key findings 7Part 1:Sho
2、pping and fintech 8 Shopping installs and sessions 9 Top shopping apps during Diwali 10 Fintech installs and sessions 11 Top fintech apps during Diwali 12 Shopping and fintech session lengths 13 Shopping and fintech retention 15 Expert advice from CaratLane and BlinkX 16Part 2:Entertainment and life
3、style 18 Entertainment installs and sessions 19 Top entertainment apps during Diwali 20 Lifestyle installs and sessions 21 Top lifestyle apps during Diwali 22 Entertainment and lifestyle session lengths 23 Entertainment and lifestyle retention 25 Expert advice from Astrotalk and Koo App 26Part 3:Tra
4、vel and food 28 Travel installs and sessions 29 Top travel entertainment apps during Diwali 30 Food&drink installs and sessions 31 Top food&drink apps during Diwali 32 Travel and food&drink session lengths 33 Travel and food&drink retention 35 Expert advice from ixigo 36Part 4:Marketing tips for the
5、 Festival of Lights 37 1 Localize:Think beyond English 38 2 Try new tech:Smart alerts and generative AI 39 3 Leverage alternative channels and methods to reach new users 41 4 Get ahead with next-gen measurement solutions 42Conclusion 43Diwali decoded:India festive report 20233Diwali,the Festival of
6、Lights,is celebrated by millions in India across a five-day period between October and November.Fireworks,lighting of oil lamps,delicious feasts,and gift exchanges with family and friends comprise some of the most popular activities during this holiday.Today,many of those who celebrate Diwali utiliz
7、e mobile apps to help them shop,manage finances,order food,stay entertained,and more.Mobile is the most popular channel for Indian consumers to learn(46%),explore(79%),and buy(78%),particularly during this festive season.Weve analyzed app data in India during this time across the following verticals
8、:Shopping,fintech,entertainment,lifestyle,travel,and food&drink.Dive into our in-depth exploration,expert advice,and top tips to inform your app marketing for Diwali 2023,with insights from dataai.INTRODUCTION Exploring Diwali trends for 2023 app marketing“Demand for mobile apps and games is on the
9、rise in India.In 2022 alone,we saw nearly 29 billion downloads,up 8%year-over-year.Holiday periods like Diwali can represent powerful times to reach and engage consumers on the device they always have with them:their phones.But its a highly competitive time,and brands need to know the lay of the lan
10、d in order to benchmark and plan effectively for the Diwali 2023 holiday period.”“Analyzing app users behavior during Diwali,weve seen fascinating trends that mobile app marketers can utilize to inform their up-coming holiday campaign strategies.Additionally,we recommend marketers localize and perso
11、nalize their messaging to best reach their target audiences during this festive time.”April TaysonAPAC Regional Vice PresidentLexi SydowCorporate Marketing DirectorDiwali decoded:India festive report 2023InstagramSocial media|Media sharing networksFlipkartShopping|E-commerceSnapchatSocial media|Medi
12、a sharing networksFacebookSocial media|Social networksShopsyShopping|E-commerceMeeshoShopping|E-commercePhonePeFinance|Digital wallets&paymentsHotstarEntertainment|OTTWhatsApp BuisnessBuisness|Business communicationTruecollerUtility&Productivity|Caller ID&Call BlockerDOWNLOADSShopping app
13、 Flipkart jumped four positions to rank#2 in terms of downloads during festive season when compared to the previous two months.Indias top apps during the festive season,Oct-Nov 20224Source:data.ai intelligence,Powered by data.ais App IQ Taxonomy Note:iOS&Google Play combined for downloadsDiwali deco
14、ded:India festive report 2023MethodologiesVERTICALS:Shopping,fintech,entertainment,lifestyle,travel,food&drinkREGIONS:IndiaDATASET:A mix of Adjusts top 2,500+apps and the total dataset of all apps tracked by Adjust Our data comes from two sources,one including a list of 45 countries and one with app
15、roximately 250 based on the ISO 3166-1 standardDATE RANGE:September 18,2022-November 26,2022RATIOS AND SHARES:Paid/organic share is expressed as a ratio,where a value of 3(3:1)would mean that for every 100 organic installs,there are 300 paid installsVERTICALS:E-commerce,gaming,finance,social,travel,
16、health&fitness,food&drink,entertainment,photo&video editing REGIONS:IndiaDATASET:To produce download and revenue estimates,dataai analyzes app store ranks,ratings,reviews,and other data across all countries and categories and combines this with aggregated app store data from over 1 million apps From
17、 this data we are able to generate highly accurate download and revenue estimates Please note that individual app store data is never presented directly;only estimates are presented The analysis is based on dataais proprietary App IQ and Game IQ taxonomy the worlds most comprehensive digital taxonom
18、y for mobile apps with over 250,000 apps classified across 316 subgenresDATE RANGE:October 2022-November 20225Diwali decoded:India festive report 20236OCT 22NOV 10Gorvardhan PujaBhai DujDhanterasNaraka Chaturdashi (Choti Diwali)Lakshmi PujaThe five days of DiwaliOCT 23NOV 11OCT 24NOV 12OCT 25NOV 13O
19、CT 26NOV 14DAY 01DAY 02DAY 03DAY 04DAY 05Diwali decoded:India festive report 2023747%Shopping app installs and sessions during the Diwali week (Oct 22-26)were 47%and 14%higher than the 2022 averageFood&drink app revenue events were 38%above the yearly average during Diwali weekSession lengths for li
20、festyle apps four weeks after Diwali were 40%above the 2022 average at 2115 minutesRevenue events of fintech users during Diwali 2022 were lower,but two weeks after the Diwali week,they were 35%higher than the yearly average.Lifestyle apps had the highest Day 1 retention rate of the six verticals an
21、alyzed during the Diwali quarter at 17%Entertainment app installs and sessions soared during Diwali,at 25%and 13%higher than the years average,respectivelyKey findings35%25%40%38%17%Travel app sessions spiked in the weeks before Diwali,with sessions one week before 16%above the 2022 average16%Diwali
22、 decoded:India festive report 20238PART 1 Shopping and fintechDiwali decoded:India festive report 20239Shopping app installs and sessions during the Diwali week were 47%and 14%higher than the 2022 average.Shopping app installs increased significantly between Dhanteras and Lakshmi Puja or Big Diwali.
23、Dhanteras is considered one of the luckiest days and the best days to buy items,especially big-ticket items,which is likely why we see an increase in shopping app installs around this time.Most of the shopping app installs and sessions occurred four weeks after Diwali,with weekdays accounting for 48
24、%and 60%of the total installs and sessions,respectively.Shopping app install and session growth September 2022-November 2022(India)Shopping app install and session share weekday vs.weekend September 2022-November 2022(India)Revenue:Revenue events for shopping apps were low four weeks leading up to D
25、iwali and during Diwali.However,the week after Diwali(Oct 30-Nov 5),revenue events were 23%above the 2022 average and consistently grew for the next three weeks.Shopping app installs and sessions18.09.2223.09.2228.09.2203.10.2208.10.2213.10.2218.10.2223.10.2228.10.2202.11.2207.11.2212.11.2217.11.222
26、2.11.220%10%20%30%40%50%60%70%80%90%100%23%5%48%60%13%10%11%25%SessionsInstallsInstallsSessions4 weeks before Diwali(weekday)4 weeks before Diwali(weekend)Diwali week(weekday)Diwali week(weekend)4 weeks after Diwali(weekday)4 weeks after Diwali(weekend)Lakshmi PujaDiwali week2%4%Diwali decoded:India
27、 festive report 2023FlipkartShopping|E-commerceShopsyShopping|E-commerceMeeshoShopping|E-commerceAmazonShopping|E-commerceAJIOShopping|E-commerceJioMartShopping|E-commerceTata NeuCoupons&rewardsMyntraShopping|E-commerceOLXShopping|ResellPurplleShopping|E-commerceJioMartShopping|E-commercePurplleShop
28、ping|E-commerceSnapmintShopping|BNPLTata NeuCoupons&rewardsNykaaShopping|E-commerceNykaa FashonShopping|Retailer storeFirstCryShopping|E-commerceSamsung ShopShopping|Retailer storeTata CLiQ LuxuryShopping|E-commerceFlipkartShopping|E-commerceBREAKOUT DOWNLOADSDOWNLOADSDownloads:Top apps b
29、ased on the most downloads in India during Oct-Nov 2022.Breakout downloads:Top apps based on the change in downloads during Oct-Nov 2022 versus the previous two months.Indias top shopping apps during the festive season,Oct-Nov 202210Source:data.ai intelligence,Powered by data.ais App IQ Taxonomy Not
30、e:iOS&Google Play combined for downloadsDiwali decoded:India festive report 202311Overall,fintech app installs were down during the festive period.On Lakshmi Puja,we can see a significant drop in installs of 28%in comparison to the time period analyzed(Sep 18-Nov 26).Lakshmi is the Goddess of wealth
31、 and represents money,so many Indian Hindus want to preserve it and keep it in the house symbolically on this particular day.Compared to the time frame analyzed above,fintech app sessions during Diwali also declined by 40%.Most fintech app installs and sessions occurred in the four weeks before Diwa
32、li,with weekdays accounting for 37%of both the total installs and sessions.Tip:Although fintech app installs and sessions tend to be slightly lower during Diwali,utilize this time to build trust with your users.Offer tips,such as Lakshmi-themed messages on best practices for saving money during Diwa
33、li.Fintech app install and session growth September 2022-November 2022(India)Fintech app install and session share weekday vs.weekend September 2022-November 2022(India)Revenue:Revenue events for fintech apps were below the yearly average four weeks before and during Diwali.However,they gradually in
34、creased two weeks after Diwali.Revenue events from Nov 6-12 were 35%higher than the 2022 average.Fintech app installs and sessions18.09.2223.09.2228.09.2203.10.2208.10.2213.10.2218.10.2223.10.2228.10.2202.11.2207.11.2212.11.2217.11.2222.11.22SessionsDiwali weekLakshmi PujaInstalls0%10%20%30%40%50%60
35、%70%80%90%100%6%6%37%37%30%27%12%15%12%13%InstallsSessions4 weeks before Diwali(weekday)4 weeks before Diwali(weekend)Diwali week(weekday)Diwali week(weekend)4 weeks after Diwali(weekday)4 weeks after Diwali(weekend)2%2%Diwali decoded:India festive report 2023Downloads:Top apps based on the most dow
36、nloads in India during Oct-Nov 2022.Breakout downloads:Top apps based on the change in downloads during Oct-Nov 2022 versus the previous two months.Indias top finance apps during the festive season,Oct-Nov 2022Bajaj FinservFinance|Personal loansMobile Rupee ProFinance|Personal loansMobile Loans Pro-
37、Small LoanFinance|Personal loansGoogle Pay for BusinessFinance|Digital walletsCloud LoanFinance|Personal loansCREDFinance|Digital walletsOne loanShopping|E-commerceLightning Rupee-secure loanShopping|Retailer storeLiving LoanShopping|E-commercemStock-Stocks,MTF&IPOFinance|Personal investingBREAKOUT
38、DOWNLOADSPhonePEFinance|Digital walletsPaytmFinance|Digital walletsGoogle PayFinance|Digital walletsBajaj FinservFinance|Personal loansYONO SBIFinance|Mobile bankingGoogle Pay for BusinessFinance|Digital walletsbob WorldFinance|Mobile bankingKotak BankFinance|Mobile bankingGroww-Mutual Funds AppFina
39、nce|Personal investingPaytm For BusinessFinance|Digital walletsDOWNLOADS12Source:data.ai intelligence,Powered by data.ais App IQ Taxonomy Note:iOS&Google Play combined for downloadsDiwali decoded:India festive report 2023Shopping and fintech app session lengths Fintech app session lengths
40、 2022(India)4 weeks before Diwali4 weeks after DiwaliDiwali week2022 averageTime in minutesWhile there was a small increase in user engagement with fintech apps before Diwali compared to the annual average,during Diwali there was a slight drop as users were likely busy with celebrations.T
41、he increase in session lengths four weeks after Diwali reveals a return to,or even a slight uptick in,user engagement compared to the pre-Diwali period and yearly average.Fintech apps see more engagement four weeks after Diwali2022 AVERAGE SESSION LENGTHAFTER DIWALI11.88 minutes12.3 minutes14Shoppin
42、g app session lengths 2022(India)4 weeks before Diwali4 weeks after DiwaliDiwali week2022 averageTime in minutes024681012It appears that Indian shoppers spend more time in-app searching for the best deals for their wish list items in the four weeks before Diwali.During the festival,however,users spe
43、nt less time on shopping apps.The drop in session lengths post-Diwali suggests that the shopping enthusiasm or urgency decreased after the holiday,perhaps due to the fulfillment of their wish lists during Diwali salesIndian shoppers spend more time on shopping apps before Diwali2022 AVERAGE SESSION
44、LENGTHFOUR WEEKS BEFORE DIWALI9.27 minutes9.7 minutesDiwali decoded:India festive report 202315Shopping and fintech app retentionShopping and fintech app retention rates Q4 2022(India)Noteworthy:User retention rates for shopping apps in the quarter following Diwali held a similar pattern to that in
45、the Diwali quarter.Noteworthy:Day 1 and Day 7 retention rates for fintech apps were the same across Q3 2022,Q4 2022,and Q1 2023,proving consistency during the Diwali quarter.Shopping retention during the Diwali quarter:Fintech retention during the Diwali quarter:Day 1Day 1Day 3Day 3Day 7Day 79%16%6%
46、11%4%7%RETENTION RATERETENTION RATEDay after install0%10%20%30%40%50%60%70%80%90%100%FintechShopping301714283016What user trends did you notice last Diwali that you plan to incorporate into your campaign strategy this year?We observed that many of our customers want to avoid the rush in stores durin
47、g big festive days.So,this Dhanteras,we will communicate to our customers that they can pre-book the designs earlier and get them delivered to their homes on Dhanteras.We will also incentivize customers to pre-book with festive offers.To what extent does personalized content play in your seasonal ca
48、mpaigns success?Personalized content is the key to any and every campaign.Whats in it for me?is the question we answer to build in the right cues and make our content relevant to our customers.What primary purchase motivators have you noted during the festive season?Gifting to family is one of the k
49、ey motivators for festive buying.The family now encompasses immediate family,your aunt,niece/nephew,and even roommates.To capture this gifting moment,CaratLane offers designs across a wide price range,with product categories to match each member of a customers family.Jennifer PandyaVP-MarketingExper
50、t advice from CaratLane17Have you observed any unusual patterns in user behavior during the festive season?And if so,how do you plan on acting on these patterns this year?Prior to the holiday season,we tend to see a spike in inquiries for credit cards and personal loans as people try to meet their a
51、dditional expenses.Many investors also prefer to start SIPs of mutual funds during the festive season.As a result,most of our festive campaigns are customized to meet these unique needs.Our focus is largely on onboarding and activating customers since the festive season is when most people want to s
52、tart any activity that will have long-term implications for long-term wealth creation.How much does seasonal content play in your festive campaign success?We position ourselves as a reliable fintech advisor and an organization that always puts customers first,even during Diwali.Typically,investors h
53、ave two motivations during the festive season:growing money and spending.Both are seemingly contradictory,but our content is designed to tell our investors that it is possible to balance these two motivations.Therein lies the key to our Diwali content strategy.Diwali conversations are based on joy,l
54、earning,and finances,but also about unlearning past mindsets.Our content topics like“How to make wise investments”or“Financial tips for Lakshmi Puja”serve to boost user engagement and drive them towards solutions and help to dispel popular myths.Gagan SinglaManaging DirectorExpert advice from BlinkX
55、Diwali decoded:India festive report 202318PART 2 Entertainment and lifestyleDiwali decoded:India festive report 202319Entertainment app installs and sessions during Diwali were 25%and 13%higher than the years average,respectively.Additionally,installs and sessions for this vertical saw impressive gr
56、owth during the first two days of Diwali,increasing by 24%and 22%on Dhanteras(Oct 22)and 38%and 15%on Choti Diwali(Oct 23),compared to the 2022 average,respectively.Most entertainment app installs and sessions occurred four weeks before Diwali,in which weekdays accounted for 35%of total installs and
57、 34%of total sessions.Tip:As weekdays comprised a substantial portion of installs and sessions before Diwali,marketers can run targeted weekday campaigns to maintain user engagement.Entertainment app install and session growth September 2022-November 2022(India)Entertainment app install and session
58、share weekday vs.weekend September 2022-November 2022(India)Revenue:Revenue events for entertainment apps increased by 7%compared to the 2022 average,but revenue events dropped during the festive month of October,decreasing by 21%.Entertainment app installs and sessions18.09.2223.09.2228.09.2203.10.
59、2208.10.2213.10.2218.10.2223.10.2228.10.2202.11.2207.11.2212.11.2217.11.2222.11.22SessionsInstallsDiwali weekLakshmi Puja0%10%20%30%40%50%60%70%80%90%100%InstallsSessions4 weeks before Diwali(weekday)4 weeks before Diwali(weekend)Diwali week(weekday)Diwali week(weekend)4 weeks after Diwali(weekday)4
60、 weeks after Diwali(weekend)34%35%7%7%29%25%14%15%14%14%3%3%Diwali decoded:India festive report 2023Downloads:Top apps based on the most downloads in India during Oct-Nov 2022.Breakout downloads:Top apps based on the change in downloads during Oct-Nov 2022 versus the previous two months.Indias top e
61、ntertainment apps during the festive season,Oct-Nov 2022HotstarEntertainment|OTTJioCinemaEntertainment|OTTWynkEntertainment|Music&audioMX PlayerEntertainment|OTTPLAYitEntertainment|Media playerSpotifyEntertainment|Music&audioZEE5Entertainment|OTTRessoEntertainment|Music&audioJioTVEntertainment|OTTJi
62、oSaavnsEntertainment|Music&audioJioCinemaFinance|Personal loansHotstarEntertainment|OTTAmazon Prime VideoEntertainment|OTTTata Sky BingeEntertainment|OTTVooviEntertainment|OTTJioTVEntertainment|OTTVootEntertainment|OTTAir Horn Prank Siren SoundsEntertainment|OtherTami PlayEntertainment|Game serviceF
63、unXDEntertainment|Short videosBREAKOUT DOWNLOADSDOWNLOADS20Source:data.ai intelligence,Powered by data.ais App IQ Taxonomy Note:iOS&Google Play combined for downloadsDiwali decoded:India festive report 202321Lifestyle app installs and sessions saw the biggest growth during the four weeks
64、after Diwali,at 146%and 117%higher than the 2022 averages.Still,during Diwali,lifestyle app installs were 34%higher than the 2022 average,and sessions were also 25%higher.Lifestyle app installs and sessions during Lakshmi Puja increased by 47%and 18%,respectively,compared to the years average.Users
65、may have utilized religious apps to find the auspicious timing to start the puja.Most lifestyle app installs and sessions took place four weeks after Diwali,with weekdays accounting for 45%and 39%of the total installs and sessions,respectively.Tip:According to the lunar calendar,Diwali is often cons
66、idered the start of a new year.Lifestyle apps can pursue greater user interaction after Diwali with push notifications and campaigns centered on helping users instill new habits post-Diwali.Lifestyle app install and session growth September 2022-November 2022(India)Lifestyle app install and session
67、share weekday vs.weekend September 2022-November 2022(India)Revenue:During Diwali,lifestyle app revenue events increased by 46%compared to the 2022 average.Revenue events in the week after Diwali grew by 69%compared to the yearly average and the growth continued for the next three weeks.Lifestyle ap
68、p installs and sessions18.09.2223.09.2228.09.2203.10.2208.10.2213.10.2218.10.2223.10.2228.10.2202.11.2207.11.2212.11.2217.11.2222.11.22SessionsInstallsDiwali weekLakshmi Puja0%10%20%30%40%50%60%70%80%90%100%InstallsSessions4 weeks before Diwali(weekday)4 weeks before Diwali(weekend)Diwali week(weekd
69、ay)Diwali week(weekend)4 weeks after Diwali(weekday)4 weeks after Diwali(weekend)22%16%8%9%39%45%10%7%19%22%1%2%Diwali decoded:India festive report 2023Downloads:Top apps based on the most downloads in India during Oct-Nov 2022.Breakout downloads:Top apps based on the change in downloads during Oct-
70、Nov 2022 versus the previous two months.Indias top lifestyle apps during the festive season,Oct-Nov 2022AstrotalkLifestyle|AstrologyLokal AppLifestyle|Local serviceGoogle HomeLifestyle|Smart homeAmazon AlexaLifestyle|Smart homeSri Mandir-Your Own TempleLifestyle|AstrologyE-Peek Pahani-Lifestyle|Othe
71、r lifestyleVMuslimLifestyle|Other lifestyleAstroSage KundliLifestyle|AstrologyMi Remote controllerLifestyle|Home appliancesUniMoteLifestyle|Home appliancesAstrotalkLifestyle|AstrologyAmazon AlexaLifestyle|Smart homeKerala LotteryLifestyle|Casino&gamblingGoogle HomeLifestyle|Smart homeRemote Control
72、for TV-All TVLifestyle|Home appliancesCropwise Grower-Kisan AppLifestyle|Other lifestyleFacebook ViewpointsLifestyle|Other lifestyleLokal AppLifestyle|Local serviceUniMoteLifestyle|Home appliancesVMuslimLifestyle|Other lifestyleBREAKOUT DOWNLOADSDOWNLOADS22Source:data.ai intelligence,Powe
73、red by data.ais App IQ Taxonomy Note:iOS&Google Play combined for downloadsDiwali decoded:India festive report 2023Entertainment and lifestyle app session lengths Lifestyle app session lengths 2022(India)4 weeks before Diwali4 weeks after DiwaliDiwali week2022 averageTime in minutes024620
74、2224Compared to the 2022 average,lifestyle apps saw a drop in engagement four weeks before Diwali but then bounced back during the five-day celebration.This suggests users were more engaged with lifestyle apps during the festive season,using them for event planning,or other Diwali-related activities
75、.During the four weeks after Diwali,lifestyle apps had a significant increase in engagement.Users may have used these apps for post-Diwali shopping,travel planning,etc.Lifestyle apps see more engagement four weeks after Diwali,almost 40%above the 2022 average.2022 AVERAGE SESSION LENGTHAFTER DIWALI1
76、5.14 minutes21.15 minutes2324Entertainment app session lengths 2022(India)4 weeks before Diwali4 weeks after DiwaliDiwali week2022 averageTime in minutes0618Perhaps in preparation or excitement for Diwali,users engaged more actively with entertainment apps in the four weeks before.As user
77、s began the Diwali week,its likely the slight decline in entertainment app interactions is due to users focusing more on Diwali festivities than the apps.The slight uptick in engagement post-Diwali indicates users may have tried to use them to unwind and extend their holiday relaxation.Entertainment
78、 apps see slightly more engagement during the four weeks before Diwali2022 AVERAGE SESSION LENGTHFOUR WEEKS BEFORE DIWALI16.87 minutes16.95 minutesDiwali decoded:India festive report 202325Day after install0%10%20%30%40%50%60%70%80%90%100%Noteworthy:Day 1 user retention rates in Q3 2022 and Q1 2023
79、were 14%and 13%,respectivelyboth significantly higher than the Diwali quarter.Noteworthy:In Q3 2022,retention rates for lifestyle apps were much higher than the Diwali period:21%on Day 1,dropping to 17%on Day 3,and 16%on Day 7.Entertainment retention during the Diwali quarter:Lifestyle retention dur
80、ing the Diwali quarter:Day 1Day 1Day 3Day 3Day 7Day 711%17%6%10%4%9%Entertainment and lifestyle app retentionEntertainment and lifestyle app retention rates Q4 2022(India)RETENTION RATERETENTION RATEEntertainmentLifestyle301714283026What forms of addressable media would you recommend lifestyle apps
81、utilize to reach new users during this time?We predominantly use digital channels like Meta Ads and Google Ads for user acquisition.The main purpose of an ad is to not look like an ad,which is why we strive to bring realism to our creative process.Be it statics or videos,we try to have our content s
82、how that we can solve actual customer problems.In fact,many of our happy customers are willing to share their testimony online.This not only improves our creatives but meets the need for authenticity that customers crave.What are the top KPIs your brand is monitoring and why?We run exclusive discoun
83、ts for the festive season.For most brands,the top KPIs are usually CAC and ARPU.However,at Astrotalk,we strongly believe that CAC,ARPU,and other revenue-related KPIs are by-products of good customer experience.Superior customer experience is what differentiates Astrotalk from other brands,which is w
84、hy we strive to improve our apps NPS and user experience.This,in turn,translates to increased Time Spent on the App,which is our north star metric.Puneet GuptaFounder and CEOExpert advice from Astrotalk27With competition fierce among entertainment apps during this festive season,whats one piece of a
85、dvice youd give to other entertainment apps to help them stand out among their competitors?Theres a significant overlap between the existing and prospective users of any two entertainment apps,so there are two things entertainment apps should be mindful of:1.Try not to sell too hard during the festi
86、ve season,but maintain a human tone and be a partner in celebration.Instead of asking them to perform actions,invite them to be part of the celebration.Its the tone of the message that makes all the difference.2.Focus more on engaging with the existing users.Be mindful that they are prospective user
87、s of your competitors.What are the top KPIs your brand is monitoring and why?While we dont want to reveal our entire bag of tricks,I will say that we have noticed the community comes together during such festivities and celebrates it together on the app.We make sure that the users are updated with t
88、he events,celebrations,and conversations on the platform via various modes of communication.How much of a role does personalized content play in your seasonal campaigns success?Our app is a community with many options for personalizatione.g.,language,location,etc.Its important to remember that the n
89、ame of the festival varies based on geography and language community.So,it becomes essential for the festive campaigns success that personalized content and communication is sent out to each segment of users.Ankitkumar SharmaSr.Manager-GrowthExpert advice from Koo AppDiwali decoded:India festive rep
90、ort 202328PART 3 Travel and foodDiwali decoded:India festive report 202329Travel app installs and sessionsTravel installs in the four weeks leading up to Diwali were 5%higher than the 2022 average.An increase in travel app installs is observed in the four weeks before Diwali as users make travel pla
91、ns to go home for the festivities.During Diwali,theres a sharp decrease in installs as many people stay in one place for pujas and celebrations.Travel app sessions peaked in the weeks before Diwali,with sessions one week before 16%above the 2022 average.The majority of travel app installs and sessio
92、ns occurred in the four weeks before Diwali,with weekdays accounting for 36%and 32%of the total installs and sessions,respectively.Tip:Invest in deal-saving campaigns for your travel app in the month before Diwali and ensure your campaign messaging and assets are festive-themed to engage users.Trave
93、l app install growth September 2022-November 2022(India)Travel app install and session share weekday vs.weekend September 2022-November 2022(India)Revenue:Revenue events for travel apps saw the highest growth a week before Diwali(Oct 16-22),increasing by 60%compared to the yearly average.Revenue eve
94、nts also grew by 30%during Diwali week.18.09.2223.09.2228.09.2203.10.2208.10.2213.10.2218.10.2223.10.2228.10.2202.11.2207.11.2212.11.2217.11.2222.11.22SessionsInstallsDiwali weekLakshmi Puja0%10%20%30%40%50%60%70%80%90%100%InstallsSessions4 weeks before Diwali(weekday)4 weeks before Diwali(weekend)D
95、iwali week(weekday)Diwali week(weekend)4 weeks after Diwali(weekday)4 weeks after Diwali(weekend)32%36%8%7%29%26%13%15%15%13%3%3%Diwali decoded:India festive report 2023Downloads:Top apps based on the most downloads in India during Oct-Nov 2022.Breakout downloads:Top apps based on the change in down
96、loads during Oct-Nov 2022 versus the previous two months.Indias top travel apps during the festive season,Oct-Nov 2022Where is my TrainTravel|TransportationIRCTC Train Booking ixigoTravel|Rail&coach bookingRapidoTravel|TransportationOla cabsTravel|TransportationIRCTC Rail ConnectTravel|Rail&coach bo
97、okingUberTravel|TransportationConfirmTktTravel|Rail&coach bookingGoogle EarthTravel|Other travelMakeMy TripTravel|Integrated travel serviceredBusTravel|Rail&coach bookingConfirmTktTravel|Rail&coach bookingredBusTravel|Rail&coach bookingUTSTravel|Rail&coach bookingWhere is my TrainTravel|Transportati
98、onIRCTC Rail ConnectTravel|Rail&coach bookingRapidoTravel|TransportationIRCTC Train Booking ixigoTravel|Rail&coach bookingOla cabsTravel|TransportationCleartripTravel|Rail&coach bookingAgodaTravel|Integrated travel serviceBREAKOUT DOWNLOADSDOWNLOADS30Source:data.ai intelligence,Powered by
99、 data.ais App IQ Taxonomy Note:iOS&Google Play combined for downloadsDiwali decoded:India festive report 202331Food&drink app installs during Diwali were 32%higher than the 2022 average.However,in the four weeks leading up to Diwali,food&drink apps saw a slow decrease,perhaps due to more people eati
100、ng home-cooked meals.Sessions for food&drink apps were 1%higher than the yearly average.Sessions started to grow steadily after Diwali,as people went back to work and desired convenient meals.Most of the food&drink app installs and sessions occurred during the four weeks before Diwali,with the major
101、ity happening on weekdays37%for installs and 34%for sessions.Tip:Users install food&drink apps the most in the month before Diwali but sessions decrease during Diwali.To counteract this,marketers can offer Diwali-week promotions sent before dinner time to peak user interaction.Food&drink app install
102、 growth September 2022-November 2022(India)Food&drink app install and session share weekday vs.weekend September 2022-November 2022(India)Revenue:Food&drink app revenue events saw the highest growth a week before Diwali,increasing by 45%compared to the yearly average.Additionally,during Diwali week,
103、revenue events were 38%above the yearly average.Food&drink app installs and sessions18.09.2223.09.2228.09.2203.10.2208.10.2213.10.2218.10.2223.10.2228.10.2202.11.2207.11.2212.11.2217.11.2222.11.22SessionsInstallsDiwali weekLakshmi Puja0%10%20%30%40%50%60%70%80%90%100%InstallsSessions4 weeks before D
104、iwali(weekday)4 weeks before Diwali(weekend)Diwali week(weekday)Diwali week(weekend)4 weeks after Diwali(weekday)4 weeks after Diwali(weekend)34%37%7%6%28%25%14%16%15%13%3%3%Diwali decoded:India festive report 2023Downloads:Top apps based on the most downloads in India during Oct-Nov 2022.Breakout d
105、ownloads:Top apps based on the change in downloads during Oct-Nov 2022 versus the previous two months.Indias top food&drink apps during the festive season,Oct-Nov 2022ZomatoFood&drink|Food deliverySwingy Food DeliveryFood&drink|Food deliveryDominos Pizza IndiaFood&drink|QSRBigBasketFood&drink|Grocer
106、y deliveryZeptoFood&drink|Ultrafast deliveryGrofersFood&drink|Ultrafast deliveryDealShareFood&drink|Grocery deliveryMcDonalds AppFood&drink|QSRPizza Hut Delivery&TakeawayFood&drink|QSRKFC IndiaFood&drink|QSRDominos Pizza IndiaFood&drink|QSRSwiggy Food DeliveryFood&drink|Food deliveryDealShareFood&dr
107、ink|Grocery deliveryDrinks BucketFood&drink|Food deliverywondermartFood&drink|Grocery deliveryOven Story PizzaFood&drink|Food deliveryBehrouzFood&drink|QSRRailRestro-Order Food on TrainFood&drink|Food deliveryDeep RootedFood&drink|Grocery deliveryZomatoFood&drink|Food deliveryBREAKOUT DOWNLOADSDOWNL
108、OADS32Source:data.ai intelligence,Powered by data.ais App IQ Taxonomy Note:iOS&Google Play combined for downloadsDiwali decoded:India festive report 2023Food&drink app session lengths 2022(India)Travel and food&drink app session lengths 4 weeks before Diwali4 weeks after DiwaliDiwali week
109、2022 averageTime in minutes02682033The quarter in which Diwali fell saw a massive rise in user engagement among food&drink apps when compared to the yearly average.This indicates that users were actively using these apps to prepare for and access Diwali-related food and drink needs.With t
110、he highest engagement occurring after Diwali,its likely users turned to food&drink apps for convenience as they returned to their normal lives.Food&drink apps see the most engagement during the four weeks after Diwali2022 AVERAGE SESSION LENGTHAFTER DIWALI14.83 minutes19.26 minutes34Travel app sessi
111、on lengths 2022(India)4 weeks before Diwali4 weeks after DiwaliDiwali week2022 averageTime in minutes02610128414Compared to the 2022 average,travel apps had a slight uptick in user engagement four weeks before Diwali.This suggests users are exploring travel options for the festive season.Then the si
112、zable increase we see during Diwali for travel app engagement reveals that users are likely using their time off to make winter holiday travel plans.Post-Diwali,engagement is still higher than the yearly average,as the winter travel season draws closer.Travel apps enjoy more engagement during Diwali
113、2022 AVERAGE SESSION LENGTHFOUR WEEKS BEFORE DIWALI11.1 minutes12.07 minutesDiwali decoded:India festive report 202335Day after install0%10%20%30%40%50%60%70%80%90%100%Noteworthy:Retention rates for travel apps showed a slight decline during Q4 2022,compared to Q3 2022,as retention rates for Days 1,
114、3,and 7 were 16%,11%,and 8%,respectively.Noteworthy:Q4 2022 retention rates for food&drink apps trended positively,with both Days 1 and 7 rates increasing by one percentage point from Q3 2022.Travel retention during the Diwali quarter:Food&drink retention during the Diwali quarter:Day 1Day 1Day 3Day
115、 3Day 7Day 714%8%9%5%7%4%Travel and food&drink app retentionTravel and food&drink app retention rates Q4 2022(India)RETENTION RATERETENTION RATEFood&drinkTravel301714283036Manan BajoriaGroup VP-Growth MarketingExpert advice from ixigoWith a surge in travel during the festive season,what tips do you
116、have for travel app marketers creating campaigns for this time?Plan a big bang festive campaign with exclusive offers and festive-themed creatives.Also,since users typically plan their festive travel in advance,its best to launch your travel campaigns at least one month before Diwali.Which analytics
117、 tools are absolutely essential to help you evaluate seasonal marketing trends for your app?Adjust and CleverTap are essential for us in evaluating seasonal marketing spend.How do you add value to your apps users during the festive season?We run exclusive discounts for the festive season on our app.
118、Also,due to the festive rush,tickets for festive dates get booked in advance,and airfares increase for top routes closer to Diwali.In such cases,we suggest other available travel options to our users.E.g.,if a train ticket isnt available,we recommend that the user try to book a train ticket from a d
119、ifferent origin/destination to get a confirmed ticket.Diwali decoded:India festive report 202337PART 3 Marketing tips for the Festival of LightsAs Indias most significant holiday,Diwali is the regions biggest advertising opportunity for mobile apps Our experts have collected the top current strategi
120、es to help you make the most of your campaigns during this festive seasonDiwali decoded:India festive report 202338LOCALIZE:THINK BEYOND ENGLISHWhile the English language is commonly used in India,and is the language of the countrys supreme court and national media,many Indians prefer advertisements
121、 in their native tongues.Research reveals that 76%of Diwali shoppers prefer to experience advertising in their local language.The top languages Indians consume content in besides English are Hindi at 45%,Kannada 16%,Telugu 13%,and Tamil 11%.1Indians love to consume content in their native languages.
122、For example,see the distribution of users of the Glance app based on languages used besides English.Diwali decoded:India festive report 202339TRY NEW TECH:SMART ALERTS AND GENERATIVE AIIn the age of automation,why not augment your marketing tech stack with tools that maximize your efficiency and you
123、r ROI?Smart alerts:Automate the monitoring of your campaigns across all your channels.As your marketing efforts ramp up for Diwali,the last thing you need to do is to spend an hour each day monitoring your campaigns.Automate this process by setting up smart alerts to track your top KPIs and metrics,
124、saving you time and protecting your budgets from human error.Pulse,Adjusts smart alerts solution,lets you set customizable alerts to be sent to the right team members via Slack or email.Monitor ad spend,KPIs,anomalies,and fraud!2Diwali decoded:India festive report 202340Generative AI:From ChatGPT to
125、 Bing Chat to MidJourney,consider AI-powered technologies for multiple marketing tasks.Language translation As mentioned above,localized campaigns and in-app content can be key to reaching your users during Diwali.For basic conversations and in-app greetings,let an AI chatbot translate text input fr
126、om one language to another.Campaign creatives From crafting personalized messaging and campaign copy to generating new images,an AI chatbot can provide campaign assets in seconds.Remember:The more specific your prompts,the greater the chances are that the chatbot will deliver the assets you are look
127、ing for.Customer support Did you know that 66%of Diwali shoppers are more likely to consider purchasing from a business if they can contact them via instant messaging?To bolster your support team,you can integrate an AI chatbot into your app and website to ensure your users receive timely help.Diwal
128、i decoded:India festive report 202341LEVERAGE ALTERNATIVE CHANNELS AND METHODS TO REACH NEW USERSFor a competitive edge,employ under-utilized channels and tactics like connected TV,PC and console platforms,and QR codes.3QR codes The COVID-19 pandemic led to the widespread adoption of QR codes in Ind
129、ia,and the growth of the technology is reported to continue to rise.So,your app users are familiar with it.PC and console Particularly relevant to gaming apps,PC and console advertising is a new performance channel by which marketers can reach niche audiences before their competitors do.Connected TV
130、 In 2023,an estimated 32 million Indian households own a connected TV(CTV).As CTV ads deliver higher ad recall and purchase intent,CTV is a channel worth marketers while.Try it!Generate a 15-or 30-second ad reusing creatives that have already proven successful on your other UA channels.Try it!Place
131、a dynamic in-game ad for your mobile app on a PC or console gaming platform.Try it!Use QR codes in out-of-home (OOH)advertising,CTV ads,websites,newspapers/magazines,and more.Diwali decoded:India festive report 202342GET AHEAD WITH NEXT-GEN MEASUREMENT SOLUTIONSIts imperative to have a cross-device
132、analytics suite that stays ahead of the privacy,technology,and industry changes so you dont have to.To help you quickly identify the best measurement platform for your app business,weve crafted this checklist.4Total data security&complianceProtection against ad fraudComprehensive CTV measurementISO/
133、IEC 27001,ePrivacy certified and GDPR,CCPA,COPPA,and CARU compliantCompliant user dataEnd-to-end data protectionChoose where your data is stored and processed.Protection against SDK spoofing,click injection,device farms,and click spammingReal-time rejection of fraudulent installsComplete transparenc
134、y of all rejection reason callbacksMeasure CTV to mobile app installs and post-install eventsMonitor CTV to CTV campaignsCreate QR codes for CTV campaignsSee how CTV ads impact campaigns on other channelsAdjusts solutionsAdjust SecurityFraud PreventionCTV AdVisionCross-platform analyticsSmart automa
135、tionEffective iOS measurementAccurate analytics on mobile,web,CTV,PC and console campaignsCustom reports on unique metricsROI insights covering ad spend,ad revenue,and purchase dataUnify all of your marketing data in one placeAutomate budget and bid optimizationSet rules to automate campaign optimiz
136、ationBulk edit bids and budgetsCustom smart alerts for campaign statusCollect and act on aggregated SKAN dataFlexible and transparent conversion value mapping Leverage predictive analytics for campaign optimizationAdjusts solutionsDatascapeCampaign AutomationiOS SolutionsDiwali decoded:India festive
137、 report 2023Mobile apps have become indispensable tools for celebrating Diwali in India.The evolving relationship between festive consumers and app usage presents marketers with unique opportunities,but only if they understand and align with user behavior during this period.To summarize,weve listed
138、the top takeaways from the above-collected insights,by app vertical.By leveraging the nuanced app trends of Diwali,you can chart a path to unparalleled success this festive season.Shopping apps:The pre-Diwali period is vital for shopping apps,as users spend considerable time researching products.To
139、acquire high LTV users,marketers should provide product reviews and comparisons,and encourage wishlist creation for targeted promotions.While flash sales during Diwali can trigger immediate purchases,post-festive strategies like offering discounts on unsold inventory can ensure sustained interest.Fi
140、ntech apps:The pattern here is distinct:Usage peaks before Diwali but tapers during the festival.To leverage this,fintech marketers can offer savings and budgeting tips in the run-up,ensuring their app remains front-of-mind.Post-Diwali,you can offer tools to review and evaluate festive spending or s
141、uggest future savings plans to recapture users attention.Entertainment apps:With significant activity in the weeks preceding Diwali,its clear that users are actively seeking festive content.Marketers can respond by offering Diwali-themed content themed bundles and subscriptions and by partnering wit
142、h brands for topical advertising to maximize ROI.CONCLUSION Leveraging app insights for festive success43Diwali decoded:India festive report 2023Lifestyle apps:The post-Diwali phase witnesses a pronounced shift towards self-care and improvement.Marketers can seize this by tailoring content to align
143、with users rejuvenation mindset,combined with loyalty programs and exclusive offers,ensuring user retention is optimized.Travel apps:As usage surges in the weeks before Diwali,early booking promotions can be a game-changer.Given the increased in-app engagement during Diwali,offering curated local ex
144、periences or insights becomes vital.Retention strategies,like post-festive offers or flexible return bookings,can help maintain momentum even after the celebrations.Food&Drink apps:Theres a clear spike in activity in the weeks leading to Diwali,indicating users are in preparation mode.Marketers can
145、tap into this by offering festive recipes or meal plans.Given the post-Diwali engagement,content focusing on detox or healthy eating can keep users hooked.Overall,successful engagement during Diwali hinges on culturally relevant,localized content.Embracing innovative tech,like AI and smart alerts,ca
146、n refine and enrich campaigns.Moreover,branching out into new paths,such as CTV or QR codes,while staying updated on industry shifts will ensure marketers remain ahead of the curve.Crucially,the use of privacy-compliant data for personalized user experiences can elevate every phase of the user journ
147、ey.To thrive in the 2023 festive season,mobile marketers in India need a blend of strategic insight,agility,and the right tools.With Adjusts comprehensive measurement and analytics suite,youll have the insights you need to reach your business goals and scale efficiently.Our suite provides real-time
148、measurement data that will help you achieve fast results and exceed your KPIs across channels.Ready to experience tangible growth?Request your Adjust demo today!44Adjust an AppLovin(NASDAQ:APP)company,is trusted by market-ers around the world to measure and grow their apps across platforms,from mobi
149、le to CTV and beyond.Adjust works with companies at every stage of the app marketing journey,from fast-growing digital brands to brick-and-mortar companies launching their first apps.Adjusts pow-erful measurement and analytics suite provides visibility,insights and essential tools that drive better
150、results.Adjust is owned by AppLovin(NASDAQ:APP),and is headquartered in Berlin,Germany.ABOUT ADJUSTadjustcomadjustcomLearn more about Adjust at:wwwadjustcomRequest a demo:wwwdataaidata.ais vision is to illuminate the digital landscape by unlocking consumer and market insights to accelerate competitive advantages across mobile and all digital channels globally,powered by AI.We passionately serve enterprise clients to create winning digital experiences for their customers.ABOUT DATAAI dataaidataai