Carnival in Brazil does not only take place in the streets—it also dominates the digital world. A groundbreaking study by AppsFlyer, global platform for app measurement and attribution, analyzed the app market in Brazil between February 22 and March 11, covering more than 170 applications in the Entertainment categories, Фінанси, Food & Beverages, Shopping and Travel. The study examined 120 million installations and 280 million remarketing conversions, segmented into three phases: Pre-Carnival (February 22 to 28), During Carnival (February 28 to March 5) and Post-Carnival (March 5 to 11). The data reveals how user behavior was impacted before, during and after the revelry
Entertainment on the rise: the party wasn't just offline
With the increase in the search for fun during Carnival, entertainment apps stood out: installations grew by 8% during the festival compared to the previous period and 15% compared to the post-Carnival. Investment in ads increased by 4% during Carnival compared to the pre-Carnival and rose another 5% in the post-Carnival. In-app purchases skyrocketed: +20% versus pre-Carnival and +23% versus post-Carnival, highlighting the high consumption of digital content during this period. Streaming platforms and social networks played an essential role, showing that digital Carnival is as vibrant as the physical one
Fintechs in the red: carnival distracts users of financial apps
As the fun increased, engagement with financial apps has dropped: installations decreased by 14% during Carnival compared to the pre-Carnival period, indicating a greater interest before the party, and the volume of installations during Carnival was 8% lower than in the post-Carnival period. The investment in ads before Carnival was 16% higher than during the festivities, but still, advertising expenses during Carnival were 2% higher than in the post-Carnival period. In-app purchases in financial apps fell by 19% compared to pre-Carnival and 21% compared to post-Carnival, reflecting a greater focus on immediate spending than on financial management. The sharp decline suggests that fintechs could better take advantage of Carnival by promoting incentives such as cashback and financial control campaigns
Food & drink apps skyrocketed: delivery dominated the festivities
If Carnival is synonymous with party, hunger comes right after! The Food & Beverage sector was one of the big beneficiaries: installations grew by 26% during Carnival compared to pre-Carnival and 14% compared to post-Carnival. In-app purchases increased by 24% during Carnival compared to pre-Carnival and 4% during Carnival compared to post-Carnival, indicating a continuous demand for convenience and delivery
ConclusionThe growth confirms that delivery and fast food apps were essential allies of the revelers, consolidating an increasingly strong digital habit
Purchases declining: e-commerce loses ground during carnival
Online shopping was not a priority for Brazilians during the festivities: installations fell by 5% during Carnival compared to pre-Carnival and 10% compared to post-Carnival. Investment in ads plummeted 29% during the event compared to the same post-Carnival period, suggesting a more financially cautious behavior after the party. In-app purchases fell by 9% during Carnival compared to pre-Carnival and 22% when compared to post-Carnival, reinforcing that the consumer's focus was on other aspects. To maintain user interest in festive events, e-commerce apps need to develop more robust seasonal strategies
What does this mean for the app market
Events like Carnival directly impact the digital behavior of Brazilians, creating strategic opportunities for brands and developers
- Entertainment and Food & Beverage apps should intensify campaigns during Carnivalto capture the growing demand
- Fintechs and e-commerce need to rethink engagement strategiesto retain users during periods of high distraction
- The travel sector can take advantage of the increased interest of users in experiencesto convert a more engaged audience
Carnival is not just a cultural phenomenon—it is a digital disruptor. Our data shows that user behavior changes drastically across different sectors, creating both challenges and opportunities for app marketing professionals. Brands that anticipate these trends can turn seasonal peaks into long-term engagement, says Renata Altemari, Country Manager of AppsFlyer in Brazil
