Adjust Unveils Lunar New Year 2024 Mobile App Insights & Marketing Strategies

10:41:40 AM | 2/7/2024

 Adjust -  the leading app measurement and analytics platform, has released just released data analyzing trends and strategies for mobile applications during Lunar New Year holiday. 

These insights offer a solid foundation for understanding the integral role of apps in Lunar New Year festivities and evolving consumer preferences, thereby enabling digital marketers to harness the potential of the Lunar New Year, turning this festive season into a time of significant growth and engagement.

In just a few days’ time, we will transition from the Year of the Rabbit to the Year of the Dragon - a symbol of good luck, justice, prosperity, and strength. But more than just a change in the zodiac, this time marks immense cultural significance and increased global consumer consumption and engagement. Celebrated by billions, the Lunar New Year is a time for families to unite, share feasts, exchange gifts, and create lasting memories. Mobile apps also play a crucial role during this time, enriching traditions by facilitating virtual family gatherings, simplifying gift shopping, ensuring timely delivery of festive foods, and enabling people to send heartfelt greetings.

Lunar New Year drives growth in various app categories

During the Lunar New Year period, app installs, sessions, and session lengths significantly increase across various app subverticals, reflecting diverse consumer behaviors during the festive season. Here are the top mobile app trends observed during the Lunar New Year 2023:

Rise in shopping app installs: Lunar New Year celebrations led to a boost in shopping app installs. There was  10% year-over-year (YoY) growth in 2022 and a further 7% increase in 2023, highlighting a trend in consumers seeking gifts for their loved ones during this time.

Deal discovery apps gain momentum: Deal discovery apps experienced a notable surge. The Lunar New Year of 2023 saw a 15% increase in installs compared to 2022. This upward trend was observed worldwide, with regional growth of 10% in North America on Lunar New Year's Day compared to the January average, 7% in APAC, and 4% in EMEA. The average global session length also increased from 6.31 minutes in 2022 to 6.96 minutes in 2023.

An uptick in marketplace app usage: Marketplace apps followed a similar trend with a 3% YoY global install increase. APAC led the growth, with a 27% rise compared to the January 2023 average. EMEA and North America also saw increases of 7% and 6%, respectively. Global session lengths for these apps increased slightly, up from 11.51 minutes in 2022 to 11.91 minutes in 2023.

Food delivery apps thrive: Food delivery apps' installs on Lunar New Year’s Day grew by 8% globally YoY. This growth was accompanied by a 4% increase in global sessions compared to January's average. Global session lengths also jumped from 14.94 minutes in 2022 to 17.39 minutes in 2023. Regionally, APAC installs were 7% above the January average, North America saw a 6% increase, and EMEA had a 4% rise.

Recipe apps for homemade cooking: Recipe apps saw a 14% and 13% increase in global installs and sessions on Lunar New Year's Day compared to the month’s average. Global session lengths extended from 12.32 minutes in 2022 to 13.42 minutes in 2023. APAC led the growth with a 17% increase, followed by North America and EMEA with 9% and 2% increases, respectively.

Mobile gaming for entertainment: Gaming app installs globally increased by 2% in 2023 compared to the previous year, and sessions increased by 4% compared to the monthly average. Global session lengths rose from 31.33 minutes in 2022 to 32.29 minutes in 2023. Both APAC and North America saw a 17% increase in gaming app installs on Lunar New Year’s Day compared to the January 2023 average, with APAC sessions also rising by 7%. EMEA experienced an 8% growth in installs.

5 key Lunar New Year strategies for app growth

Lunar New Year celebrations present excellent opportunities for app marketers. During this time, consumers seek products and services that reflect the festival's themes of luck, prosperity, and fresh starts. By aligning strategically with these feelings, mobile app marketers can strengthen bonds with their users, thereby increasing loyalty and fostering a positive brand image. Here are five key strategies tailored to elevate your user acquisition (UA), retention, and revenue during this holiday season.

​​Enhance cultural relevance: Understand and respect the nuances of various Asian communities to represent the Lunar New Year better. Combine localization, cultural awareness, and traditional motifs into a unified approach. Recognize unique celebrations and incorporate these elements into your marketing to connect authentically with the audience.

Diversify and integrate marketing channels: Streamline your online presence with a cohesive strategy that combines various marketing channels. Use a mix of programmatic advertising, social media platforms, and direct email campaigns.

Festive product offerings and strategic promotions: Capitalize on the gift-giving tradition with unique Lunar New Year-themed products and promotions. Design limited-edition items that resonate with the festive spirit and offer discounts that align with the Red Envelopes tradition. Collaborate with local artists for unique and culturally relevant offerings.

Influencer partnerships and community engagement: Leverage influencers and user-generated content to amplify your brand's reach and authenticity. Partner with influencers who respect the Lunar New Year's cultural significance and encourage customers to share their festival experiences.

Early campaign planning: Start Lunar New Year marketing well in advance to stay top of mind during the prolonged holiday season. However, even last-minute strategies can be effective.

We hope the insights above has helped you gain more ideas on how to connect with customers and boost your mobile app growth. For more information, visit  Adjust blog. To learn more about Adjust’s products and services, visit  Adjust website.

T.H (Vietnam Business Forum)