While the number of people with access to mobile devices and the internet continues to increase, the time individuals spend interacting with mobile devices is also rising, naturally leading to industry growth. However, this growth also brings about motion and variability. There can be unforeseen changes in user behaviors, application interactions, and reactions.
It is evident that mobile marketers need to identify these changes and adapt to them to succeed, and to do so, they certainly require data. Decisions made without relying on data are like shooting in the dark and hoping to hit the target, so marketers should base their decisions on measurable and tangible data rather than instincts and predictions. Adjust is a platform that equips marketers with this capability. Yiğit Atakan, Senior Business Partners Manager of this platform, provided insightful evaluations on mobile application trends in Türkiye.
“Maintaining agility is critically important amidst the continuous changes in the mobile ecosystem,” said Yiğit Atakan, Senior Business Partners Manager at Adjust, continuing his words as follows:
“We observe a worldwide growth of $336 billion in ad spending, with a 14% increase compared to the previous year. When we look at e-commerce globally, although downloads decreased by 0.6%, we see a 12% increase in sessions. In November of last year, downloads broke records worldwide with a 4% increase and sessions with a 12% increase. Session durations increased from 10.57 in 2021 to 11.2 in 2022.”
According to Atakan, an estimated revenue of $44 billion is expected for mobile e-commerce applications in Türkiye in the next two years. Atakan emphasized that Türkiye is an important market with its young population and robust technological infrastructure. He also added that it is expected for the total e-commerce revenues in the Middle East and North Africa (MENA) region to reach $148 billion by 2025, with Türkiye, the United Arab Emirates, and Saudi Arabia standing out among the countries in this region.
Regarding fintech applications, Atakan stated:
“While payment applications accounted for 50% of fintech application installations globally in 2022, banking applications ranked second with 40%. Installations of stock investment and crypto applications declined. When we look at the Fintech sector specifically in Türkiye , the growth in sessions became the most intriguing metric and painted an optimistic picture for 2023. After a 19% annual growth in 2022, sessions in January 2023 increased by 7% compared to the 2022 average and by 15% compared to January 2022.”
“The session durations of Fintech applications decreased from an average of 7.5 minutes in 2022 to 6 minutes. This can be attributed to a significant decline in session durations in stock investment and crypto applications, which generally have much longer session durations compared to banking and payment applications.”
Atakan highlighted that 2022 was the first year in the history of mobile marketing industry that has seen a recession and it became more important than ever to determine which campaigns contributed to an increase in ROI, which channels brought users with high LTV (Lifetime Value), and which segments performed the best.
