Mobile app user trends for Ramadan 2026

Benchmarks and insights
for app marketing success
during Ramadan 2026
REPORT
Ramadan app
trends decoded

“Ramadan is a moment where culturally relevant storytelling matters more than
promotion alone. Brands that reflect
shared values and lived experiences see
stronger engagement and longer-term
loyalty beyond the holiday period.”
Marlin Silviana
Head of Martech
2
Ramadan app trends decoded INTRODUCTION
Ramadan as a seasonal
driver of app usage
Ramadan has a significant impact on
global mobile app usage. Changes in
routines and fasting schedules create
opportunities for app discovery and
engagement. Increased late-night activity
and shifts in shopping and financial habits
lead to distinct behavioral patterns across
key app categories.
This report examines app performance
data from Ramadan 2025, tracking installs,
sessions, and average session lengths
before, during, and after the fasting period,
including Eid al-Fitr. It provides marketers
with benchmarks to anticipate user needs
and optimize strategies for Ramadan
2026, supporting app relevance and
competitiveness throughout the season.
The methodology
VERTICALS:
E-commerce & shopping, finance, food & drink,
gaming, social, utilities
REGIONS:
• Global
• METAP region (22 countries): Afghanistan, Algeria, Bahrain, Egypt, Indonesia, Iran, Iraq,
Jordan, Kuwait, Lebanon, Libya, Malaysia,
Morocco, Oman, Pakistan, Qatar, Saudi Arabia,
Syria, Tunisia, Turkey, United Arab Emirates
(UAE), Yemen
DATASET:
A mix of Adjust’s top 5,000 apps and the total
dataset of all apps tracked by Adjust. Our data
comes from two sources, one including a list of 45
countries and one with approximately 250 based on
the ISO 3166-1 standard.
DATA RANGE:
January 2025 – December 2025

3
Ramadan app trends decoded
Eid-al-Fitr
20 FEB16 MAR
22 FEB
18 MAR
24 FEB
20 MAR
26 FEB
22 MAR
28 FEB
24 MAR
04 MAR
02 MAR
28 MAR
26 MAR
06 MAR
30 MAR
08 MAR
01 APR03 APR
13 APR
05 APR
07 APR09 APR 11 APR
14 FEB
10 MAR
16 FEB
12 MAR
18 FEB
14 MAR
App install and session growth February
2025 – April 2025 (METAP) App session lengths February 2025 –
April 2025 (METAP)
Installs
Sessions
0 5
10
Time in minutes
15
20 25
20 FEB
16 MAR
22 FEB
18 MAR
24 FEB
20 MAR
26 FEB
22 MAR
28 FEB
24 MAR
04 MAR
02 MAR
28 MAR
26 MAR
06 MAR
30 MAR
08 MAR
01 APR03 APR
13 APR
05 APR
07 APR09 APR 11 APR
14 FEB
10 MAR
16 FEB
12 MAR
18 FEB
14 MAR
In the METAP region, average daily installs increased by 11%
during Ramadan (February 28–March 30) compared to t he
two weeks before (February 14-27). Install activity stayed
elevated and rose another 2% in the two weeks after Eid al-
Fitr (March 31- April 13), compared to the Ramadan average.
Average daily sessions rose by 6% during Ramadan compared
to the pre-Ramadan period, then declined by 3% in the two
weeks after Eid. In the two weeks before Ramadan, the average daily session
length across all verticals in METAP was 19.34 minutes.
During Ramadan, it increased to 20.08 minutes, up 4
%
compared to the pre-Ramadan period. On Eid al-Fitr,
session lengths measured 19.6 minutes, broadly in line
with surrounding days. In the two weeks following Ramadan,
the average increased to 20.18 minutes, a 0.5% incr ease
compared to Ramadan.
Plan Ramadan as a phased growth
cycle, not a single peak. Allocate
acquisition budgets across the
full month and into Eid, prioritize
engagement KPIs during Ramadan
itself, and shift post-Eid focus
toward retaining users acquired
during the period.
TIP
Ramadan 2025 Ramadan Eid-al-Fitr

4
Ramadan app trends decoded
App install growth percentages before, during, and
after Ramandan 2025 vs. 2025 average (METAP)App install growth percentages by region and

country Ramadan 2025 vs. 2025 average
2 weeks before
Ramadan
Eid al-Fitr
Ramadan
2 weeks after
Ramadan 50%
40% 30%
20% 10%
-10% 0%
-20%
-30% AllE-commerce FinanceFood & drink GamesSocialUtilities
When compared with the 2025 average, overall installs
increased from –0.4% before Ramadan to +10% during
Ramadan, rose to +12% around Eid, and reached +13% after.
Games installs reached +24% during Ramadan and +27%
around Eid, while utilities increased to +26% during Ramadan
and peaked at +43% in the two weeks after. Food & drink installs
declined during Ramadan (–26%) but increased around Eid al-
Fitr (+16%). During Ramadan 2025, the highest overall install growth was
recorded in Saudi Arabia (+34%) and Pakistan (+21%), followed
by the UAE (+10%) and Turkey (+9%).
Games showed the most consistent growth across markets,
including Pakistan (+33%), Saudi Arabia (+32%), and the UAE
(+24%). E-commerce growth was concentrated in Pakistan
(+110%) and the UAE (+36%). Finance, food & drink, and social
installs were below the annual average in most marke
ts.
Use country-level benchmarks
to guide Ramadan planning.
Differences in engagement timing
and category performance mean
budget allocation, pacing, and
success metrics should be adjusted
by market rather than applied
uniformly at a regional level.
TIP
120%
100% 80%
-80% 60%
-60% 40%
0%
20%
-20%
-40%
Global METAP EgyptIndonesia MalaysiaPakistan Saudi
Arabia Turkey
UAE
E-commerce
Food & drink
Social
Utilities
All
Finance
Games

5
Ramadan app trends decoded
BONUS: Install growth
SubverticalCountryRamadan 2025 vs.

2025 average
Shopping Pakistan +111%
Shopping UAE
+42%
Banking Indonesia +91%
Banking Pakistan+63%
Marketplace & classifieds Turkey
+16%

6
Ramadan app trends decoded
App session growth percentages before, during,
and after Ramadan 2025 vs. 2025 average (METAP) App session growth percentages by region and
country Ramadan 2025 vs. 2025 average
Across METAP, overall sessions increased +7% during Ramadan,
before falling to +1% around Eid al-Fitr and settling at +3% in the
two weeks after. Games and social drove session growth during
Ramadan (+12% and +11%, respectively), with social peaking at
+18% around Eid. Utilities sessions also increased, reaching +10%
around Eid. E-commerce sessions declined to –18% around Eid
after increasing during Ramadan. Saudi Arabia (+15%), Egypt (+12%), Indonesia (+11%), and the
UAE (+9%) had the highest overall session increases
. Vertical-
level growth was concentrated in e-commerce, led by Egypt
(+132%), UAE (+101%), Pakistan (+93%), and Saudi Arabia
(+81%), alongside gains in social, notably in Pakistan (+63%) and
Malaysia (+24%). Food & drink sessions were below the annual
average in most markets and saw a pronounced decline in
Indonesia (–71%).
Treat Eid al-Fitr as a separate
commercial phase. For instance,
shopping and gifting activity
typically increases in the final
weeks of Ramadan and around Eid,
requiring sustained conversion-
focused activity rather than an early
pullback after Ramadan.
TIP
30%
20% 10% 0%
-10%
-30% -20%
-40% AllE-commerce FinanceFood & drink GamesSocialUtilities 150%
100% 50%
-100% -50%
0% 2 weeks before
Ramadan
Eid al-Fitr
Ramadan
2 weeks after
Ramadan
E-commerce
Food & drink
Social
Utilities
All
Finance
Games
Global
METAP EgyptIndonesia MalaysiaPakistan Saudi
Arabia Turkey
UAE

7
Ramadan app trends decoded
BONUS: Session growth
SubverticalCountryRamadan 2025 vs.

2025 average
Marketplace & classifieds Indonesia +188%
Shopping Egypt
+139%
Shopping Pakistan +99%
Shopping UAE+111%
Bank Indonesia
+169%

8
Ramadan app trends decoded
App session lengths before, during,
and after Ramadan (METAP) App session lengths by region and country
during Ramadan 2025
Gaming apps across METAP consistently had the longe st
sessions, averaging 35.6 minutes during Ramadan. Ut ilities
session length increased across the period, rising from 10.9
minutes pre-Ramadan to 12.6 minutes around Eid. Soc ial
session lengths remained stable at 18–19 minutes, with a
dip around Eid al-Fitr (17.8 minutes). Food & drink sessions
shortened during Ramadan (13.6 minutes) before returning to
14.4 minutes in the two weeks after. Finance and e-commerce
showed smaller increases during Ramadan. During Ramadan 2025, games had the longest average
session
lengths across all markets. Session lengths for gam es were
highest in Indonesia (42.4 minutes) and Malaysia (3 7.3 minutes),
followed by Turkey (33.9 minutes). Social was lower than games
but remained high in Pakistan (23.5 minutes), Indonesia (22.5
minutes), and Egypt (21.4 minutes). Food & drink had a clear
outlier in Indonesia (57.7 minutes) despite the mar ket seeing
the biggest dip in sessions. E-commerce, finance, and utilities
session lengths ranged between 6 and 12 minutes.
Prioritize engagement during
high-intent daily windows,
especially after Iftar and Taraweeh,
and pre-sahur, as these periods
consistently deliver higher user
activity and longer time spent
during Ramadan.
TIP
0
All
5
E-commerce
10
Finance
15Time in minutes
Food & drink
20
Games
25
Social
3040
35
Utilities
70
60
50
0
30
20 10
40
Time in minutes
2 weeks before
Ramadan
Eid al-Fitr
Ramadan
2 weeks after
Ramadan
E-commerce
Food & drink
Social
Utilities
All
Finance
Games
Global
METAP EgyptIndonesia MalaysiaPakistan Saudi
Arabia Turkey
UAE

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