Marketing on entertainment apps during the holiday season will be more successful, he added.
InMobi is a provider of content and marketing technologies and Branch is an adtech startup. The report analyzes the increasing rate of app fees and engagement over the course of the festive season in India from September 2020 to December 2021 in an attempt to provide guidance for app sellers for the upcoming festive season and help them their brands grow.
The insights are based on the findings of the InMobi Data Platform and the InMobi Audience Intelligence Platform between Q1 2021 and Q2 2022 and cover data from more than 330 million smartphone users in more of 44,000 applications.
Branch data was collected from 4.1 billion app installs and 5.2 billion deep links in the period between September 2020 and December 2021.
According to the report, the festive season in India in 2021 witnessed a surge in app installs, especially in the months of August and November. However, engagement does not show the same momentum.
Discover the stories of your interest
With Indians looking to travel, shop and meet friends and family this year, their interaction with mobile apps will change. Marketers will need to focus on how to drive greater engagement with their new and existing users in 2022, going beyond app acquisition efforts.
Average Spending Time
The report suggests that time spent on mobile in 2021 saw a 27% increase from pre-pandemic levels in 2019. This shows that Indians are becoming more engaged in social and communication apps, and a significant increase was seen in finance, shopping and travel apps. – which saw 34% growth from 2020 as consumers continued the habit of searching and shopping online while embracing normal life.
Today, more people in India are watching online video (YouTube/OTT) and streaming music, leading to a 7.7% year-over-year growth in entertainment and music apps.
Streaming and music apps to lead the way
Entertainment apps will continue to be the main battleground for consumer attention, the report shows. Whether it’s OTT apps vying for subscription dominance or streaming music apps taking over mindshare to seamlessly become part of the celebrations, this category has seen much higher installs than others. categories fairly consistently throughout the year, especially with the emergence of local content creators that is driving OTT reach in both urban and rural India.
Additionally, it projects that the upcoming holiday season will provide an opportunity for marketers in this category to increase their engagement with in-app and social referrals, as well as focus on a seamless customer experience within their apps.