Ramadan across the Asia Pacific was an unusually somber time in 2020, with a majority of mosques closing due to the global COVID-19 pandemic.
This annual time for reflection, worship and celebration thus became less communal this year, though some mosques remained open and devout Muslims fasted and worshipped from home until the Eid al-Fitr national holiday (Hari Raya Idul Fitri – Lebaran in Indonesia and Hari Raya Aidilfitri in Malaysia and Singapore).
App market activity continued apace, however, with users seeking gifts for friends and family, recipes, videos, religious content and more, though at a somewhat reduced pace.
It may be difficult to forecast how trends will impact Ramadan in 2021, as countries continue to ramp up vaccination efforts, and worshippers have had a year to adjust to social distancing. We did see some recovery in in-app purchases across all categories in the second half of the year.
We’ll likely see a rebound back to 2019 levels, particularly for Shopping, Entertainment, and Gaming categories, as the pandemic drives more users to mobile apps.
Explore more of these insights in AppsFlyer’s 3rd edition of the Ramadan in Southeast Asia & Pakistan – 2021 App Marketing Insights Report.