Mobile app trends and insights for Songkran 2026 | Adjust

Based on Adjust data, Songkran 2025 in Thailand drove an 8% overall increase in app installs compared to the yearly average.
The two weeks before the festival saw installs and sessions rise 13% and 6%, respectively, with similar gains afterward.
Food & drink apps experienced the strongest growth, with installs soaring 141% and sessions 160% during the festival.
E-commerce apps peaked post-festival (49% install increase), while entertainment apps saw sessions lengthen 30% year-over-year.
Social apps also saw extended session times.
Travel apps, especially maps and navigation, saw increased usage.
Finance, photo/video, and gaming apps also benefited.
The article advises marketers to align campaigns with behavioral phases, optimize for intermittent usage, segment tourists vs.
locals, and capture long-term value.