In 2021, the observation of Ramadan was slightly less restricted due to covid than 2020, with more mosques reopening and restaurants were open at 50% capacity for Buka Puasa (iftar), thus the drop in open sessions overall due to more worshippers breaking fast at mosques.
In general, Muslims had less need of their apps, and we saw an overall year-over-year reduction in app opens across most categories and markets. Yet the user base continued its phenomenal growth.
As a result, app downloads experienced year-over-year growth, with some minor exceptions. Non-organic installs (NOI) grew even faster, with Pakistan in particular seeing 2-3 times the number of NOI in certain categories.
With the rise in downloads, mobile app install fraud also continues to plague SEA and Pakistan markets. The Medical app category, which grew at a frenetic pace in the past year, became the No. 1 victim of fraud.
Explore more of these insights in AppsFlyer’s 4th edition of the Ramadan in Southeast Asia & Pakistan – 2022 App Marketing Insights Report.