Ramadan Boosts Middle East Mobile App Revenues Past $1.7bn
Mobile app engagement across the Middle East experienced a notable boost during Ramadan this year, with in-app purchase revenues climbing 18.6% year-over-year to hit $1.7 billion, according to AppsFlyer’s annual Ramadan analysis. The report highlights a broad increase in app usage, particularly across shopping, gaming, and finance categories.
Notably, overall app sessions rose by around 15% compared to the same period last year. This consistent growth reflects a clear trend: mobile apps are playing an increasingly important role in how people engage with brands during the Holy Month. Furthermore, non-organic installs — those driven by marketing campaigns — grew by 10% year-over-year across various categories, underscoring a heightened reliance on digital channels during the festive season.
Shopping apps, in particular, witnessed a remarkable rise. In the UAE, Saudi Arabia, and Qatar, shopping app sessions jumped more than 20% year-over-year, reaching an impressive 682 million sessions. These apps experienced their highest surge during the first half of Ramadan, recording a 111% rise in installs compared to the same period in 2024. The momentum continued into the second half, with a 47% increase in installs, suggesting sustained consumer interest throughout the month.
Finance and Shopping Apps Drive Engagement
While shopping apps led the charge, finance apps also saw solid growth. Sessions for finance apps grew by 9.7%, and in-app revenue reached $650 million — a 29.35% increase year-over-year. Although non-organic installs for finance apps dipped slightly by 6%, this may indicate a shift toward higher-value users rather than broad acquisition.
The growth in user engagement reveals a shift in consumer behaviour. More people now prefer mobile platforms for their financial and shopping needs during Ramadan, a period traditionally associated with increased spending and charitable giving. Additionally, gaming apps contributed to the overall surge in usage, supporting a well-rounded digital ecosystem.
Mobile app – First Strategies Become Essential
According to Sue Azari, Industry Lead – E-commerce at AppsFlyer, these findings underscore the strategic importance of Ramadan for mobile-first marketing approaches. “The leap in shopping installs across the region reflects users’ growing comfort with mobile commerce as their default shopping channel,” she said. Markets like the UAE, where promotional campaigns are becoming more refined, are particularly well-positioned to benefit from this trend.
As digital behaviour continues to evolve, Ramadan offers a critical window for brands to connect meaningfully with consumers. With strong engagement metrics across key categories, mobile apps are set to remain a central component of this seasonal digital shift.
