Black Friday Boom: iOS Leads Mobile Purchases in France

AppsFlyer reports a 10% increase in in-app purchases during last year's Black Friday, highlighting a boost in remarketing campaigns despite a decline in overall app installations. How can we leverage this trend for the coming year?

Mobile Activity Skyrockets on Black Friday 2024

AppsFlyer reports a significant surge in mobile commerce activities during Black Friday 2024, with in-app purchases increasing by 112% compared to average November Fridays, exceeding the 94% growth seen in 2023. This marks a 10% year-on-year rise in purchases.

iOS Leads the Charge in Growth

iOS platforms played a pivotal role, witnessing a 125% jump in in-app purchases over typical November Fridays, thus outperforming Android’s 89% increase. Additionally, new app installations on iOS rose by 31% during Black Friday 2024, compared to a modest 5% on Android. However, there was a 34% decrease in total installation volume from Black Friday 2023.

Remarketing Proves Its Worth

The “remarketing” strategy proved effective, showcasing a 70% increase from the previous year. This approach has successfully targeted and re-engaged shoppers. Despite these gains, the percentage of paying users fell by 34% year-over-year.

Black Friday 2024 in France reflects an ongoing transformation in mobile commerce, emphasizing the growing dominance of the iOS platform and the increasing effectiveness of remarketing strategies in boosting buyer engagement, despite declines in installation volumes and conversion rates.