Smartphone in-app purchases on White Friday 2024 increased by 74 per cent compared to average Fridays in November, according to marketing and analytics firm AppsFlyer.
It highlights a significant growth in mobile commerce activity in the Middle East. And a rise from 24 per cent in 2023.
Year-over-year, White Friday purchases grew by 29 per cent, driven by a 36 per cent increase on iOS and near-flat performance on Android (-1 per cent YoY change).
White Friday e-commerce trends
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 per cent spike compared to average Fridays in November, marking a considerable increase from last year (19 per cent).
This trend was also reflected in non-organic installs (NOIs) which are driven by targeted marketing campaigns the research said.
NOIs increased by 30 per cent on White Friday compared to average Fridays in November. However, on a YoY basis, NOIs fell by 37 per cent when examining this particular Friday alone.
Also noteworthy for Middle East mobile marketers, remarketing conversions surged by 81 per cent YoY, with iOS leading the way with a 123 per cent increase in value compared to White Friday 2023.
Sue Azari, Industry Lead – eCommerce at AppsFlyer, said: “White Friday 2024 in the Middle East highlights the region’s increasing embrace of mobile commerce, and it is one of the most anticipated shopping periods in the region.
“The 29 per cent year-over-year growth in in-app purchases, led by iOS gains and an 81 per cent surge in remarketing conversions, showcases how brands are effectively leveraging targeted strategies to engage consumers.”
“While the decline in installs reflects shifts in acquisition trends, the remarkable increase in remarketing underscores the importance of re-engagement in driving value during peak shopping periods.
“These insights demonstrate the growing sophistication of mobile commerce strategies in Saudi Arabia and the UAE”.
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