The Ramadan effect is one of the most significant periods of consumer activity on the global calendar. Looking ahead to Ramadan 2026, which is expected to begin in mid-February, over 2 billion people prepare for a month of fasting, reflection, and community, and their digital behavior undergoes a dramatic transformation.
For brands looking to achieve ambitious growth goals, the traditional two-pronged duopoly of search and social, plus Apple and Google, is often overcrowded and prohibitively expensive during this peak season. This is where mobile OEM advertising comes in. Here we explore Ramadan seasonality and why leveraging AVOW’s mobile OEM ecosystem is the key to unlocking greater reach and high-quality user acquisition in 2026 and beyond.
Understanding the Ramadan Digital Shift: The What, When, and How
Ramadan doesn’t just change what people buy; it changes when and how they use their devices.
Surging Revenues
In the Middle East alone, mobile app revenues during Ramadan surpassed $1.7 billion, showing an 18.6% year-over-year (YoY) growth.
Spikes in Engagement
Daily app session lengths in the METAP region (22 muslim majority countries) increase to an average of 20.08 minutes during the holy month, a significant jump from pre-Ramadan levels.
Late-Night Activity
Engagement is not linear. Activity peaks during three key windows: after Iftar (48%), post-Taraweeh prayers (38%), and early morning before Sahur (24%).
Mobile OEM Advertising and Ramadan: A Partnership for Success
During Ramadan, the cost of acquisition (CAC) on traditional platforms often skyrockets due to intense competition. Mobile OEM advertising lets you bypass this noise by placing your brand directly within the device’s ecosystem, while keeping costs lower.
1. Reaching Users at the First Touchpoint
With Dynamic Preloads (Google PAI), your app can be recommended to users the moment they set up a new device. In regions like Southeast Asia and the Middle East, where many consumers treat themselves to new hardware for the festive season, this first-look advantage is unparalleled. With Ramadan falling within the 1st quarter mobile phone release window of 2026, more consumers are expected to purchase new devices for themselves and as gifts, creating millions of unboxing and Dynamic Preloads opportunities.
2. High-Intent Alternative App Stores
Alternative app stores from OEMs like Xiaomi and Samsung reach over 1.85 billion daily active users (DAUs). These users aren’t just scrolling through a feed but are actively searching for tools and apps to enhance their Ramadan experience, from recipe apps to prayer timers and e-commerce deals. Getting your app featured during this festive period can significantly boost user acquisition.
3. Fraud Resistance and Premium Placements
Mobile OEM inventory is notoriously fraud-resistant because it lives natively on the hardware. Placements like smart folders and home screen recommendations help keep your app top-of-mind during those crucial late-night browsing sessions, and advertisers can be assured that every install and interaction comes from a real, verified user.
Regional Deep Dives: Where is Growth Happening?
To win during Ramadan 2026, your strategy must be as diverse as the regions celebrating it. Here is a breakdown of the key verticals and user behaviors in different regions and countries.
Mobile-First in Indonesia
Indonesia is home to the world’s most engaged mobile users, with over 5 hours of daily on-screen time.
- During Ramadan, shopping app sessions in Indonesia surge by 11% (compared to a 4% global average)
- With 120 million mobile gamers in Indonesia, gaming engagement sees a 7% uptick post-Iftar as users unwind.
The Middle East: Major Revenue Driver
The Ramadan Effect is most pronounced in the Middle East as the entire region is engaged in both the cultural and religious aspects of Ramadan.
- Finance app installs surged by 384% in 2024 as users managed their zakat (charity) and festive budgets
- In the UAE and Saudi Arabia, shopping app installs have seen YoY growth of up to 97% and 67%, respectively.
Turkey: A Hub for Utilities and Food
Turkey shows unique category trends during the holy month of Ramadan.
- Food & Drink app installs grew by 29% in Turkey during Ramadan 2024.
- Utility apps saw a 31% rise as users sought productivity and transportation tools to navigate their shifting schedules.
Scaling in Tier-2 and Tier-3 Cities in India
- Ramadan is a massive retail window in India, with 84% of consumers planning to increase their festive budgets.
- A significant portion of India’s growth comes from Tier-2 and Tier-3 cities, where mobile OEMs like Xiaomi and OPPO have their strongest foothold as 2 of the top 3 OEMs in the country.
Top Verticals for Ramadan 2026
- Shopping: Peak activity occurs in the first two weeks of Ramadan. Brands should focus on Dynamic Preloads and Native Display Advertising to capture shoppers early.
- Gaming: Usage remains steady during the month but usually peaks post-Iftar. App Store featuring (like Samsung’s “Essential Games Pick”) can drive up to 3x daily install volumes.
- Food Delivery: Focus on the pre-Iftar window. OEM Push Notifications can alert users to deals right when they are planning their evening meal.
Don’t Get Lost in the Duopoly
Ramadan is a time of meaningful connection, and for mobile marketers, it’s an opportunity to deliver value when consumers are most receptive. By diversifying your marketing mix with mobile OEM advertising, you’re securing a spot in the user’s daily life, rather than simply buying impressions.
At AVOW, we combine our deep OEM partnerships with AVOW Intelligence—our proprietary real-time optimization tool—to ensure your Ramadan 2026 campaigns deliver not just installs, but long-term growth and high ROAS.
Ready to maximize your Ramadan impact? Contact us today for a free growth consultation.
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