Turkey in three charts: Installs, sessions, and retention rates
Turkey's app market is rapidly growing, with revenues skyrocketing from almost US$1.39 billion in 2022 to an expected US$2.18 billion in 2027. The country's mobile infrastructure is also expanding in tandem with the increasing number of smartphone users, leading to a surge in mobile app downloads and usage. As of 2022, over 75% of the Turkish population owned a smartphone, with 68.7 million mobile internet users. The total number of downloads has been on a steady incline, reaching 3.73 billion in 2022, up from 3.56 billion in 2021. Users are also spending more time than ever before on mobile apps, with a total of 44.4 billion hours spent.
The increase in mobile app usage can be linked to the pandemic. Users spent an average of 3.2 hours per day on mobile in 2019, which rose to 4.3 hours in 2020 and has since remained steady. As interest in mobile apps continues to grow in Turkey, mobile app marketers are stepping up their game, with in-app ad spending predicted to reach US$447.4 million in 2023 and US$677.7 million by 2027.
Adjust data reveals that despite a slight decrease in app installs in 2022, app sessions in Turkey saw a boost of 13% year-over-year. Notably, app performance has been promising in the first half of 2023, with installs already up by 5% compared to the 2022 average. While overall sessions have slightly decreased this year, verticals such as fintech, shopping, and social networking have grown significantly. In this article, we delve deeper into the top-performing app verticals in Turkey, analyzing those with the most downloads and highest user engagement.
Mobile gaming claims the top spot in Turkey
Turkey has a clear front-runner when it comes to app categories: mobile gaming, which saw over 2.1 billion downloads across all platforms in 2022. Auto & vehicle apps ranked second with 342 million downloads, while medical apps came in third. The top-performing verticals on iOS were different, as shopping came in second, followed by photo & video, fintech, and social networking apps.
User retention rates are highest for gaming and fintech apps
In the first quarter of 2023, mobile gaming and fintech apps had the most engaged users, with Day 1 retention rates of 25% and 23%, respectively. Following closely behind, auto and vehicle apps came in third with a Day 1 rate of 19%, while health and fitness apps were not far behind at 18%. Shopping and social networking apps had a lower retention rate of 16%.
Strategies for marketing mobile apps in Turkey
Despite the challenging economic climate in Turkey, the mobile app industry is still thriving. To successfully market an app in Turkey, mobile marketers should employ multiple strategies. Firstly, it's crucial to analyze the demographics, user behavior, and preferences. Once you clearly understand your target audience, you can adapt your app to the Turkish market by localizing the language, content, and user interface.
Mobile app marketers must also optimize their app's presence on app stores through keyword research, relevant categories, and localized landing pages. With the high usage of social media apps in the country, it's essential to collaborate with Turkish influencers and businesses to build a community around your app. Finally, continuous monitoring and analysis of your app's performance are necessary to refine your marketing strategies and stay competitive in the ever-evolving market, and ultimately scale ROI.
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