What app marketers need to succeed during Ramadan 2025

Ramadan is a time of deep reflection, community, and connection—and it’s also one of the busiest seasons for digital engagement globally. As fasting schedules reshape daily routines and consumer behaviors, mobile apps play a key role in everything from pre-dawn meal planning and post-Iftar entertainment to seamless shopping and financial giving.

For app marketers, this isn’t just a seasonal trend—it’s a chance to meet users where they are, at the moments that matter most. And the numbers back it up: 75% of consumers notice more ads during Ramadan, and 45% are more likely to engage with Ramadan-specific campaigns.

In this blog, we break down the biggest mobile trends of Ramadan 2024 and share actionable insights to help brands optimize their strategies during 2025’s high-impact season.

Ramadan fuels a surge in shopping activity, with mobile-first consumers actively seeking deals and Eid gifts. Across METAP, shopping app installs grew by 28% during Ramadan 2024 compared to the annual average. The UAE saw a staggering 126% increase in installs, while Saudi Arabia followed with 67% growth, reinforcing mobile’s role in seasonal retail demand. Egypt and Indonesia experienced modest install growth of 1% and 2%, respectively. According to Google, 86% of MENA consumers consider Ramadan the best time for discounts.

Beyond installs, shopping app sessions surged globally by 4%, highlighting strong engagement and repeat usage. Egypt (+9%), Indonesia (+11%), Saudi Arabia (+5%), and the UAE (+3%) also saw notable session growth, emphasizing sustained consumer interest throughout Ramadan. A recent survey found that 97% of Indonesian consumers research Ramadan purchases on mobile, with 73% completing transactions via apps.

With sadaqah and zakat contributions, gifting, and financial planning peaking during Ramadan, finance app engagement saw strong regional growth. Finance app installs rose by 18% in METAP, while Turkey recorded a 4% increase compared to the 2024 average. Session growth was highest in Saudi Arabia (+14%) and the UAE (+8%), reflecting the increased use of digital payment platforms and banking apps for donations and transactions.

This trend is reinforced by consumer behavior—95% of consumers believe Ramadan is a time to support others, and 59% increased their charitable giving in 2024.

As users unwind after Iftar, gaming and entertainment apps benefit from increased nighttime activity. While global gaming installs remained stable (0.1%), METAP saw a 5% increase, with standout growth in the UAE (+17%), Saudi Arabia (+11%), and Pakistan & Indonesia (both +7%). Entertainment app installs surged 27% in the UAE, driven by increased demand for streaming and social engagement.

In terms of usage, gaming app sessions rose by 2% globally and 3% in METAP, with country-level spikes in the UAE (+12%), Turkey (+6%), and Pakistan (+5%). Social app engagement saw a moderate boost, with sessions increasing 9% in Pakistan, 5% in Saudi Arabia, and 3% in Egypt.

• Food & drink apps saw install growth of 29% in Turkey during Ramadan 2024. 
• In the UAE, health & fitness app sessions were 50% higher than the 2024 average.
• Travel app installs were 41% above the 2024 average during Ramadan in Saudi Arabia. It also grew 5% in the UAE.
• Utility apps saw a 2% install increase in Pakistan and a notable 31% rise in Turkey.
• Indonesia recorded a 10% increase in utility app sessions.

To drive engagement and conversions during Ramadan, marketers must adapt their campaigns to evolving user behavior. Based on industry research and best practices, here’s how brands can make the most of this celebration.

Optimize campaign timing

During Ramadan, users are more likely to engage with ads late at night after Iftar (48%). They are also more likely to shop after Taraweeh prayers (38%)​ and early in the morning before fasting (24%). These windows present the best opportunities to reach users when they are most active. Marketers should schedule ads, promotions, and push notifications strategically during these peak hours.

Leverage personalization & data-driven targeting

To stand out, brands must go beyond generic messaging and deliver personalized, data-driven experiences. AI-powered personalization can tailor recommendations based on browsing behavior, location, and past purchases, ensuring offers resonate with individual user needs. 

Smart audience segmentation—grouping users by interests, purchase intent, and Ramadan shopping habits—can further improve conversion rates. Automating push notifications and in-app messages at the right moments enhances engagement, making personalization a powerful driver of Ramadan campaign success.

Build an omnichannel experience

Consumers frequently move between apps, websites, and social media, making an omnichannel approach essential for visibility and engagement. Marketers should align app promotions, website discounts, social media ads, and email campaigns to reinforce messaging and improve recall.

Retargeting plays a key role in keeping brands top-of-mind. With Facebook, YouTube, Instagram, and TikTok ranking among the most-used platforms during Ramadan, these channels provide strong opportunities to re-engage users who have previously interacted with an app.

Focus on value-driven promotions

With price-conscious consumers actively seeking deals, brands can boost conversions with limited-time discounts, bundle offers, and flash sales during peak engagement times. Cashback rewards and loyalty programs are also powerful tools for increasing transaction rates, particularly in fintech and e-commerce apps.

Utilize video & interactive content

Consumers are highly engaged with digital content during Ramadan, with 78% actively searching for cooking content, gift ideas, and how-to videos​. Video remains one of the most effective ways to capture attention during Ramadan. Short-form content, live streams, and interactive formats—such as polls, quizzes, and user-generated challenges—drive engagement, while how-to videos on meal prep, fashion, and gifting offer high-value touchpoints. Brands that invest in storytelling and relatable, culturally relevant content will likely see stronger audience retention.

Emphasize social good & community engagement

Ramadan is a time of charity and togetherness, and campaigns that highlight corporate social responsibility—such as charity partnerships, fundraising initiatives, or donation matching programs—can create a deeper emotional connection with consumers. Community-driven content, including user stories, Ramadan traditions, and challenges that encourage social participation, can also strengthen brand positioning.

Localize creatives for Ramadan themes

Creatives that incorporate Ramadan themes—lanterns, crescents, family gatherings, and festive visuals—resonate more strongly with users, making localization an essential part of campaign success​. Brands should tailor visuals and messaging to reflect regional cultural preferences, as consumer behavior varies across Saudi Arabia, UAE, Indonesia, and other key markets​. Customizing in-app experiences by adding Ramadan-themed UI updates, limited-edition product packaging, and seasonal greetings can improve user connection and increase engagement.

Prepare for the Eid surge

While the focus of Ramadan marketing is often on the fasting period, the final two weeks see a significant increase in gifting and last-minute shopping​. Retail and e-commerce brands should ramp up promotions in the final two weeks of Ramadan, offering fast shipping and exclusive discounts to capture the Eid shopping rush.

Mobile wallets and fintech apps should also anticipate an increase in transactions related to Eid gifting and financial transfers, ensuring a smooth user experience during this high-traffic period.

Ramadan presents huge opportunities for app marketers, but success hinges on precise measurement, data-driven decisions, and well-timed engagement strategies. This is where Adjust’s powerful measurement and analytics suite comes in. From attribution and ad performance tracking to in-depth reporting and automation, Adjust empowers marketers to optimize every step of the user journey—whether for Ramadan campaigns or year-round strategy.

Define and monitor key user journey touchpoints

A successful Ramadan marketing strategy starts with understanding how users interact with your app and where conversions happen. Adjust’s Measure enables brands to track critical actions, from the first app open to purchases, sign-ups, and product selections—helping marketers refine their strategies with confidence.

Centralize and streamline your marketing data

With Ramadan campaigns spanning multiple platforms, ad networks, and creative variations, fragmented data can slow decision-making. Adjust’s Datascape consolidates real-time marketing data in one place, eliminating errors and giving teams a unified view of performance—so they can act quickly and effectively.

Ready to optimize your app performance? Schedule a demo today to see how Adjust can help you track, measure, and scale success.