UAE companies spent US$74 million on Android app marketing in 2021 as apps become pivotal to customer acquisition, retention, and loyalty.
With 84% of UAE businesses reporting that mobile apps are now a ‘must’ to remain relevant to their customers, UAE marketers spent US$74 million in 2021 on Android app installs, representing an impressive 35% year-on-year growth. AppsFlyer, the global attribution leader, conducted this research, which is based on the analysis of over 450 million installs of over 3,000 apps.
The research also showed a 15% growth in overall app installs on both iOS and Android devices through 2021, reflecting UAE consumers’ growing preference for engaging with brands via the convenience of their smart devices.
Finance apps are among the most popular with UAE consumers, with AppsFlyer reporting that installations of finance apps in the country rose by 55%. Retail apps is another growing segment, especially around specific shopping seasons in the country such as Ramadan and White Friday. Overall installs of shopping apps in the UAE on White Friday (November 26, 2021) increased by 24% compared to an average of the previous three Fridays in November, with doubled spent by 99%.
AppsFlyer’s mobile marketing analytics provides crucial insights for app marketers. Here’s a summary of the top trends in the UAE through 2021:
Reflecting on the app trends for the year, Samer Saad, Regional Manager for the Middle East, at AppsFlyer, said, “Propelled by forward-thinking government initiatives and use of apps, the UAE's mobile-first economy has been one of the key markets that have quickly shifted to digital in recent years. Many brands are now recognizing that mobile needs to be at the forefront of their business activity.”
“Looking ahead to 2022, the signs look positive for businesses looking to acquire more customers through their mobile devices. However, as this space becomes more competitive, just providing an app will no longer be enough. Organizations that leverage the power of mobile marketing to offer personalized experiences to their customers will rapidly pull ahead of the pack,” he concluded.