AppsFlyer insights reveal a 29% year-over-year increase in in-app purchases and an 81% spike in remarketing conversions, highlighting evolving shopping behaviours in Saudi Arabia and the UAE.
AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, today released its White Friday 2024 insights, showcasing significant growth in mobile commerce activity in the Middle East. Smartphone in-app purchases on White Friday 2024 increased by 74% compared to average Fridays in November, a sharp rise from 24% in 2023. Year-over-year, White Friday purchases grew by 29%, driven by a 36% increase on iOS and near-flat performance on Android (-1% Year on Year change).
The data underscores White Friday’s growing prominence as a key event for mobile commerce, especially for iOS users, where activity spiked across key metrics.
As companies in the Middle East compete to get consumers to download and engage with their apps, the research shows that events such as White Friday are an unmissable opportunity. This year, during White Friday, eCommerce and retail apps saw a 29% spike compared to average Fridays in November, marking a considerable increase from last year (19%).
This trend was also reflected in non-organic installs (NOIs) which are driven by targeted marketing campaigns. NOIs increased by 30% on White Friday compared to average Fridays in November. However, on a YoY basis, NOIs fell by 37% when examining this particular Friday alone.
Also noteworthy for Middle East mobile marketers, remarketing conversions surged by 81% YoY, with iOS leading the way with a 123% increase in value compared to White Friday 2023.
