The trends and opportunities that are shaping Turkey’s app market

• “A critical trend emerging from our analysis is the transformative impact of artificial intelligence on the mobile app industry”
• “From September 2023 to Q1 of 2024, gaming app installs and sessions have consistently increased, suggesting sustained growth in 2024”

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Turkey’s mobile app market is experiencing considerable growth, with consumer spending increasing to $910 million in 2023, up from $690 million the previous year.

This impressive growth is driven by Turkey’s enhanced mobile infrastructure and a growing base of smartphone users, leading to a surge in app downloads and usage.

In this article Adjust’s SVP of global revenue Ender Özcan uses the recently published mobile app trends and gaming app insights reports to explore this growth further, unpicking the evolving app usage patterns which are shaping Turkey’s mobile market.

Our data shows that in 2023, total app downloads climbed to 3.93 billion from 3.73 billion in 2022. Daily mobile app usage also saw a significant increase, with users spending an average of 4.45 hours on their devices.

This growth provides key opportunities for mobile marketers looking to achieve success in Turkey’s dynamic mobile market.

By leveraging the latest trends that are driving the success of Turkey’s app sector, marketers can effectively adjust their strategies and ultimately boost app performance. 

AI is driving the growth of Turkey’s mobile app market

A critical trend emerging from our analysis is the transformative impact of artificial intelligence on the mobile app industry.

AI is driving innovation, improving app functionality, and enhancing user engagement on a global scale. Features like voice assistants, real-time avatars, and translation tools are enhancing user experiences by delivering hyper-personalised content and recommendations based on user behaviours and preferences.

The global AI app industry, which generated $2.5 billion in revenue in 2022, is projected to grow by an astounding 1440%, reaching $38.5 billion by 2028.

The rise of AI can also be observed across app stores, with a 1033% increase in apps featuring the term “AI” in their titles since 2020, further highlighting the sector’s rapid growth.

Turkey’s gaming app sector is thriving

Installs of mobile games in Turkey spiked 74% above the 2023 daily average on February 12th and 41% above on December 31st, presenting a valuable opportunity for marketers at the end of the year.

Sessions data reflected similar patterns, peaking on February 18th (a 31% increase from the 2023 average) and December 31st (a 23% increase from the 2023 average).

From September 2023 to Q1 of 2024, gaming app installs and sessions have consistently increased, suggesting sustained growth in 2024.

Despite global challenges in the mobile games sector in 2023, Turkey saw a year-on-year increase in installs and sessions across various sub-verticals.

Family game apps led this growth in Q1 of 2024, with installs up 110% and sessions increasing by 377% compared to the previous year. Strategy games also surged, with sessions growing by 121% YoY.

When comparing Q1 of 2024 to Q4 of 2023, global gaming app installs dipped by 1%; however, Turkey experienced a 6% increase. Similarly, gaming sessions rose by 6% globally but surged by an impressive 16% in Turkey in Q1 2024.

Steady growth for the finance and fintech sector

Turkey’s finance and fintech app sector has shown steady growth since early 2023 despite some fluctuations in installs.

The peak in installs occurred on August 7th, reaching 74% above the daily average, driven by banking apps, which saw an 84% increase. Sessions experienced more steady growth, peaking on December 12th with a 43% increase compared with the 2023 daily average. 

Turkey’s session growth in Q1 of 2024 exceeded global growth by 2%. While overall installs were down by 1%, this echoes the trend for the whole of the MENAT region of 3% growth, compared to the global 36%.

However, Turkey’s stock trading and bank sub-verticals reported positive YoY install growth in Q1 of 2024, increasing by 54% and 10%, respectively. Similarly, stock trading and bank app sessions increased by 61% and 28% YoY.

Identifying optimal moments to drive shopping app growth

Looking closer at the mobile commerce and shopping sector, installs peaked on November 11th, 63% above the daily average, while sessions peaked on November 23rd and 24th, each 26% above average.

This aligns with the rise of global consumer interest in Black Friday shopping, presenting a key opportunity for marketers to capitalise on these trends by identifying optimal moments to run marketing campaigns.

Shopping apps in the MENAT region have experienced impressive growth over the past 15 months, with installs surging by an impressive 90% YoY in Q1 2024. Sessions also increased by 26% YoY. This pattern was mirrored by Turkey, with installs up by 36% and sessions up by 25% YoY.

By balancing user acquisition and retention and focusing on remarketing and personalisation, the growth in sessions can be aligned more closely with the rise in installs.

A promising future for Turkey’s app market

Looking at recent trends, Turkey’s mobile app market is set for continued growth, driven by advancements in mobile infrastructure, increased smartphone usage, and the transformative influence of AI.

Sectors like gaming, finance, and e-commerce are leading the charge, providing numerous opportunities for marketers and developers.

By leveraging these insights, mobile marketers can effectively navigate Turkey’s thriving app landscape and achieve sustained success. 

                                                                            Edited by Paige Cook

Pocket Gamer Connects Jordan returns on November 9th and 10th, 2024, offering you a chance to gain insights into MENA and the world’s fastest-growing games market.