Blog Adjust’s Ender Özcan on COVID-19’s impact on app marketing in Turkey

Adjust’s Ender Özcan on COVID-19’s impact on app marketing in Turkey

In a recent TV interview with EKOTURK TV, Adjust VP Ender Özcan discusses the development of the market in Turkey. Breaking down the impact that COVID-19 has had on the Turkish market, he provides insight into how the mobile app industry will continue to grow and shape businesses in a post-COVID-19 world.

Turkey’s share in the global app market is growing rapidly - it ranks in the top ten for mobile app downloads and usage, according to a report by 42 Matters. Supported by 4G LTE Networks that provide coverage to 93% of the country’s population, revenue is expected to show an annual growth rate of 13.6%, resulting in a projected market volume of US$30m by 2024.

Ender discusses the Turkish mobile app market and the impact of the COVID-19 pandemic in the interview, which you can watch below.

“Turkey might seem like a niche market, however, when we consider the fact that it has a young population that has access to 4G mobile internet and rapidly shifting consumer habits, we can clearly see that it is a very viable market for the app industry,” says Ender.

While almost all verticals saw significant growth when comparing 2019 to 2020, the gaming vertical is adapted the fastest to the pandemic.

“By the end of March, we found a 132% increase in downloads compared to last year… the increase in interaction with mobile devices is playing a critical role in both vertical and horizontal growth.”

The food and drink category also increased in performance and saw a 73% growth in usage as a result of the COVID-19 pandemic.

“Users staying home and ordering online played a big part in this growth,” stated Ender. “At the same time, with the influx of new users, downloads saw a 21% increase.”

Turkey was already well-positioned as a major player in the mobile app market. With the surge of downloads and sessions seen during and as a result of COVID-19 lockdowns, growth is set to continue, making the market an undeniably interesting one to watch.

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