According to data from AppsFlyer, this Black Friday, UK shoppers drove a 43% increase in iOS in-app purchases and a 31% rise in Android compared to average Fridays in November, showing a reliance on e-commerce apps. Year-over-year, Android purchases experienced a significant jump of 34%, while iOS purchases dipped by 5%.
Despite these trends, overall in-app purchases showed a slight year-on-year decline. iOS installs dropped by 4% and Android installs by 10%, suggesting evolving shopping behaviours and market dynamics. Unlike average November Fridays, however, iOS purchases surged by 65%, with Android increasing by 19%, highlighting the effect of Black Friday deals.
“While the surge in iOS in-app purchases and installs indicates robust activity in that segment, the more subdued performance on Android reflects a nuanced market shift. These trends are also reflective of broader global economic improvements, with GDP growth and inflation stabilizing in much of Europe, contributing to increased consumer sentiment and a greater willingness to spend. This year brands have adapted successfully to evolving consumer preferences in a competitive landscape by leveraging this strategy,” says Sue Azari, Industry Lead Ecommerce at AppsFlyer.
The effectiveness of targeted marketing was evident, as remarketing conversions rose 62% year over year, signalling the value of retargeting strategies in converting users during the holiday rush.
In addition, the percentage of users who downloaded an app and purchased it on Black Friday rose from 11.8% in 2023 to 13.5% in 2024—a 14% increase in conversion rates.
Black Friday in-app installs grew by 37% compared to the November average, a sharp rise from the 15% growth seen in 2023. While iOS showed significant gains with a 43% increase in installations, Android held its ground with notable growth, further driven by high user engagement with e-commerce apps.
These insights reveal how marketers can optimize app acquisition and remarketing strategies to leverage the shifting patterns of Black Friday shopping.