Smartphone in-app purchases on White Friday 2024 skyrocketed by 74% compared to average Fridays in November, a significant jump from the 24% increase recorded in 2023, according to recent data.
AppsFlyer, a global leader in marketing analytics, shared its White Friday 2024 report, revealing a sharp rise in mobile shopping activity across the Middle East.
Year-on-Year Growth
Compared to 2023, White Friday in-app purchases surged by 29%. This was largely driven by a 36% growth on iOS devices, while Android saw a slight drop (-1% YoY).
The data highlights the increasing importance of White Friday for mobile commerce, especially among iOS users who showed higher activity across key metrics.
Key Mobile Commerce Trends
As brands in the Middle East focus on app downloads and engagement, the report showed that White Friday presents a huge opportunity for mobile-driven sales. This year, retail and e-commerce apps reported a 29% rise in purchases on White Friday compared to other Fridays in November. This was a big leap from last year’s 19% increase.
Non-Organic Installs (NOIs)
Marketing efforts also reflected these trends. Non-organic installs (NOIs), driven by targeted campaigns, saw a 30% rise compared to average Fridays in November. However, when looking at White Friday alone, NOIs dropped by 37% compared to 2023, suggesting a shift in acquisition trends.
Remarketing Leads the Way
Remarketing proved highly effective, with conversions jumping 81% year-on-year. iOS users led this trend, reporting a remarkable 123% growth in remarketing conversions compared to White Friday 2023.
Expert Insights
“White Friday 2024 in the Middle East highlights the region’s increasing shift toward mobile commerce. It has become one of the most awaited shopping events,” said Sue Azari, Industry Lead for eCommerce at AppsFlyer.
“The 29% growth in in-app purchases, led by iOS gains and the 81% rise in remarketing conversions, shows how brands are leveraging targeted strategies to engage consumers effectively,” she added.
Azari further noted that while the drop in installs reflects evolving acquisition patterns, the surge in remarketing conversions underlines the growing value of re-engagement during peak shopping periods. These findings showcase the sophisticated mobile commerce strategies now thriving in markets like Saudi Arabia and the UAE.
