How to prepare your app for peak seasonality

Online shopping generates $8.9 billion in revenue each year. Would you believe more than half of this money is spent directly from our mobile devices? And, more importantly, why are we investing so much time and money in apps now?

Perhaps you were enticed by a limited offer or special discount that appeared on a push notification. Alternatively, you needed to plan a smooth travel trip, and paying a small fee was worth the fun you had. Perhaps you simply wanted to take advantage of your favorite entertainment app's long, free trial!

In any case, you've discovered app seasonality in all of those situations and more. App developers and marketers may find it interesting to know that there is a real phenomenon called "app seasonality" that affects user behavior patterns.

Additionally, I wanted to use this blog to assist you in getting your app ready for peak seasonality when it happens. Let's begin by addressing the most pressing issue.

What is app seasonality?

The term "app seasonality" describes the fluctuations in app engagement and usage that are caused by particular seasons of the year. App seasonality is more common than you might initially think, despite the fact that it may sound strange.

A few outside variables influence the seasonality of an app and the patterns of user behavior that ensue. The following are the top 5 factors affecting app seasonality:

Big celebrations, worldwide and cultural events, seasonal shifts, travel seasons, and shopping occasions!
Let's now get into more detail about these occurrences and how they affect particular apps.

Which apps are most affected by seasonality?

Some apps are affected by app seasonality far more than others. It's critical that you recognize which apps have seasonal usage patterns so that you can adjust your marketing tactics to coincide with the anticipated actions of users at different points in the year.

For example, the number of travel-related apps increases during the holiday season as more and more people require assistance with travel planning. One good example is Airbnb, which even lets you charge different rates for your rentals in high and low demand! Comparably, during shopping events like Black Friday or huge sales, shopping apps like Amazon observe a seasonal peak in app usage.

An increase in the use of apps for streaming, social sharing, and event planning can also be caused by events such as festivals, award shows, or major sports tournaments! When a highly regarded series or film is released, for example, Netflix observes an increase in app usage, drawing more and more users to spend time on the app.

Weather apps also experience seasonality. There won't be many significant seasonal variations in areas with reasonably consistent weather throughout the year. On the other hand, areas with erratic weather will see significant seasonality changes!

The Nike Training Club and other health and fitness apps are not exempt from app seasonality! There has been a spike in app downloads over the Christmas season as a result of people giving each other smartwatches and subscriptions to fitness apps for the new year.

Many of us are duped by these fitness apps into making health-related resolutions for the new year. Once more, this increases app usage and downloads from January through the spring and summer.