The Middle East and North Africa (MENA) region has seen a tremendous increase in mobile app usage over the past few years. The region has seen an increase in app installs as compared to the previous year. This surge in app usage has resulted in a significant change in how users discover new apps.
App Store Search
App Store search remains the primary method of app discovery for users in the MENA region. A report by Google found that 49% of users in the region discover new apps through the App Store search. This trend is consistent with other regions, where app store search is also the most popular method of app discovery.
In order to increase their visibility on the App Store, app developers are focusing on app store optimization (ASO). ASO is the process of optimizing an app’s metadata, including the title, description, keywords, and visuals, to improve its ranking on the App Store. App developers in the MENA region are becoming more aware of the importance of ASO and are investing more in this area to increase their visibility on the App Store.
Social Media Influencers
Social media influencers are becoming increasingly popular in the MENA region as a way of discovering new apps. Influencers, especially on Instagram and TikTok, have a significant impact on consumer behavior and are often able to drive app downloads through their recommendations.
Influencer marketing has become an effective way for app developers to reach their target audience. By partnering with influencers, app developers can reach a wider audience and improve their app’s visibility. Influencers in the MENA region are also becoming more aware of the power of their influence and are charging higher rates for their services.
Video ads are another popular method of app discovery in the MENA region. Video ads are a particularly effective way of promoting mobile games, as they allow users to see the gameplay and get a feel for the app before downloading it.
In addition to traditional video ads, app developers are also using influencer videos and user-generated content to promote their apps. These types of videos are often more engaging and can lead to a higher conversion rate.
Voice search is a relatively new trend in mobile app discovery in the MENA region. According to a report by Google, 38% of users in the region use voice search to discover new apps. This trend is likely to continue as voice assistants become more widespread and user-friendly.
App developers are starting to optimize their apps for voice search by including long-tail keywords and optimizing their app descriptions for natural language. By doing so, they can increase their visibility in voice search results and reach a wider audience.
App recommendations are another important method of app discovery in the MENA region. Users often rely on recommendations from friends and family when choosing which apps to download. App developers can capitalize on this trend by including social sharing features within their apps and incentivizing users to share the app with their friends.
In addition to social sharing, app developers can also use in-app recommendations and personalized app suggestions to improve app discovery. By analyzing user behavior and preferences, app developers can suggest new apps that are likely to appeal to individual users.
The MENA region is seeing a significant increase in mobile app usage, and app developers are adapting their strategies to take advantage of the latest search trends in app discovery. App store search remains the most popular method of app discovery, but social media influencers, video ads, voice search, and app recommendations are also becoming increasingly important.