Platforms Featured Southeast Asia

Indonesia market tops F&B app downloads in SEA

Singapore – The downloads of food and drink apps globally have hit 1.7 billion during the last year, ending March 2022, up nearly 10% year-over-year (YoY). In terms of the app downloads in SEA, Indonesia saw the largest growth with a nearly 88% YoY increase as compared to the other three countries, which are the Philippines with over 48%, Singapore with more than 10%, and Thailand with over 25%, according to a report by global data AI company,

The report also found that time spent on food and drinks apps has grown 65% YoY globally in the last year. In Indonesia, the time spent on food and drinks jumped nearly fivefold to 423 million hours as compared to the past year. Besides Indonesia, Thailand and the Philippines have also taken the sixth and seventh spots when it comes to the total time spent on food and drink apps across the globe, up 70% and 180% respectively.

Moreover, Malaysia with over 130%, Vietnam with more than 150%, and Singapore with over 145% have also made it to the list of top 25 global markets by time spent, signalling growth opportunities for the region as more Southeast Asians take their food and drinks ‘more seriously’.

The same report revealed the emergence and expansion of new local players and overseas competitors such as Grab, foodpanda, and McDonald’s, amongst others in the region, which allow consumers to easily access their favourite food and drinks stores. 

“Growth in Food & Drink downloads indicates the market is ripe for user acquisition, but competition is heating up. Growth in total sessions highlights that consumers are forming habits and relying on these apps more than ever to access appetizing food — restaurant-quality or home cooking ready — at the tap of an app,” said Lexi Sydow, head of insights at

Technology Featured Global unveils new free offerings to the public on app ranking, intelligence

Singapore – Global mobile data analytics tool provider, formerly known as App Annie, has launched two new offerings to the public regarding measuring data on a mobile application’s ranking, as well as data intelligence, including performance against similar apps.

The first offering, ‘Top Charts’, shows a daily update of the top apps across more than 190 countries and 46 app store categories in a fully customisable view. Said offering gives users unprecedented access to’s market-leading unification and best-in-class rankings — illuminating the digital landscape for all.

This feature includes holistic downloads and revenue ranks unified across iOS and Google Play combined, top daily active user ranking charts for all smartphone devices combined, top software development kits (SDKs) installed on all smartphone devices across 34 SDK types, as well as store ranks for iOS, Google Play, Mac, Amazon and Apple TV for free downloads, paid downloads and app store revenue.

“Never before has the industry had widespread access to top charts covering the leading mobile apps, games and SDKs. goes beyond app store ranks to give unified views for downloads, revenue, active users and SDK installs — illuminating the mobile landscape with more data than ever before,” the company said in a press statement.

Meanwhile, the ‘Free Intelligence’ offering will include the following tools, namely ‘Insights Generator’ which is a tool for unearthing advanced competitive analysis around monetization, audience attention, stickiness, engagement depth, and growth stage; ‘Compare Apps Report’ which allows the user to benchmark directly against their competitive set; and ‘Ratings Over Time’, allowing you to understand how a user or their competitors ratings change over time in response to new features and app updates.

“In an industry-first move, we are also upleveling access to competitive benchmarking of top-performing apps. We have unlocked 3.5 million additional top charts to enable you to get a view into apps, technology, and company trends for up to 190 countries and across 46 categories,” the company added.

Main Feature Technology Featured Reports APAC

Report: APAC is the most effective on retargeting conversions on mobile apps

Singapore — AppsFlyer has released its first retargeting report; The State of App Retargeting 2020 Edition. The report showed that Asia Pacific’s marketers have utilized retargeting most effectively, with the region having the highest rate of retargeting conversions across all verticals, compared with all other regions. 

Commenting on the report, Beverly Chen, Marketing Director, APAC, AppsFlyer, said, “As app stores become increasingly crowded and app marketers find it more difficult to gain the attention of users and drive conversions, retargeting has proven to be a reliable engagement tactic, surpassing even user-acquisition in growth. APAC is leading the way to this adoption with a 36.4% average share in the global pie of retargeting conversions, followed closely by the Middle East & Africa’s 35.3% and North America trailing last with 29.5%.”

Without a doubt, retargeting has proven to be an effective tool for marketers that enjoy the benefits of further driving retention, while taking advantage of the opportunity for sustained growth.

Beverly Chen, Marketing Director, APAC, AppsFlyer

In Asia Pacific, over 1.6 billion retargeting conversions were analyzed alongside 2.5 billion non-organic app installs across 22,000 apps from 2018 to 2020. 

Lifestyle verticals utilizing retargeting

The report highlighted that shopping is not only the vertical with the highest share of retargeting, it has also rapidly grown by 27% in Asia Pacific, followed by hardcore gaming (strategy and role-playing games), which has grown by 32%. Asia Pacific’s mobile market is very focused on shopping, and a large investment in that vertical is undertaken because of it being a less expensive option of owned media. 

Appsflyer Average Retargeting Share

In Indonesia itself, Shopping vertical grew from 39.8% in 2018 to 66.1% in 2020. The reason for this is retargeting is a natural fit for this vertical; direct response campaigns encourage action, which drives purchases of products users expressed interest in. Vietnam also saw a large growth in the shopping vertical, from 61.4% in 2018 to 73.9% in 2020.

In Indonesia, Entertainment apps showed the largest growth amongst other retargeting led the way with a nearly 40% increase in retargeting adoption between 2019 (25.6%) and 2020 (35.5%). Adoption of retargeting in APAC among non-gaming apps is widespread. The rate in Shopping and Food & Drink is so high that there is not much room for additional growth. In Asia Pacific, entertainment apps grew from 24% in 2018 to 30% in 2020. However, Thailand’s retargeting adoption rate in Entertainment outranks that in Indonesia, however, with an increase in the same period of time of 140% from 21.6% in 2019 to 51.7% in 2020. 

The Coronavirus Effect

In order to account for the impact of the coronavirus (COVID-19) pandemic, the State of App Retargeting: 2020 report looked at two different time frames: a year-over-year comparison of January and February 2018-2020 prior to the outbreak and lockdown, and pre-COVID-19 data from the end of February through April 2020. As lockdowns took place in many countries, marketers in the Finance and Gaming verticals used it as an opportunity for growth. 

Appsfyler Indonesia

Finance apps showed to grow by 30% year on year, reflecting the increasing popularity of this vertical in Asia Pacific by both entrepreneurs and developers. In Indonesia itself, retargeting conversions increased 400% in two weeks (from the week of February 24th 2020 to the week of March 3rd 2020) and then plunged in the following weeks. 

In Indonesia, the finance vertical is known for the diversity of solutions and high adoption rate by users. Marketers turned to owned media to ramp up their marketing with paid media to increase their emphasis on retargeting through owned channels like email, push notifications and SMS. 

With more people spending time at home, the high volume of activity in the mobile gaming industry was reflected. Marketers in the gaming industry also preferred using owned channels, with the report highlighting an increase from 8.9% retargeting conversion in the end of February to 14% in Week 9, a 67% increase. This is a significant increase from paid media figures of 2%-4% during the same period. 

The State of App Retargeting: 2020 Report is available here

Main Feature Technology Platforms Southeast Asia

SHAREit reveals its success on app engagement functionalities

Jakarta, Indonesia — Marketing plays a major role in helping brands in identifying, anticipating and satisfying customer needs while also building a deeper connection with them. Marketing has been an ever-evolving field. As the costs for innovation increase, the costs associated with not keeping up are higher yet.

This discussion is probably relevant now more than ever. The ongoing pandemic is shaping the structure of a new way of life. Now, how do brands evolve to stay connected to the consumers? The past few months have witnessed numerous changes in the behavior of consumers and their general way of life. Social Distancing is here to stay. So, it is clear that the effects of COVID-19 would last way beyond these few months. Content consumption has increased significantly, and this has induced brands to reconsider their marketing plans to align with this change.

The Holy Month of Ramadan

One of the major examples of the changes and impacts caused by the outbreak of COVID-19 is during the month of Ramadan in Islamic countries. It’s the month in which Muslims across the world socialize with others. They fast, pray, and reflect their acts to the community and themselves. This is why most of us call it “The holy month of Ramadan’. Usually, promotion and sales have been at its peak during the month of Ramadan. But with the pandemic, sales have plunged due to the decrease in social income and economic welfare.

The scenario narrated above provides a grim, yet hopeful picture. It is safe to say that the growth of digital marketing is inevitable. Brands are looking for newer avenues to engage with consumers and content sharing platforms. This includes SHAREit as one of the perfect alternatives.

SHAREit as a Digital Marketing Platform

The rise of SHAREit can be attributed to its diverse user base. It has over 1.8 billion users speaking 45 languages in about 200 countries. 

Especially during the pandemic, there have been big increases in digital activity. This leads to brands spending significant parts of their budgets on online advertising. This is in order to reach out to users who are under strict lockdowns. An increase in the amount of time spent playing games and watching videos has also been observed. 

A vital consideration for brands is to design appropriate messaging for their target audiences. This depends in a major way, on the content consumption patterns of the target audience. Usually, consumers are interested in consuming light-hearted short format content. Brand communication then is more efficient if it is designed in the same manner. Consumption insights hence play a major role in communicating the right message.