Mobile App Trends: Türkiye 2025

The mobile app economy in Türkiye is experiencing a high-growth phase, characterized by a young, tech-savvy population and robust digital infrastructure. With 80.7 million active mobile connections and internet penetration reaching 87%, the market is maturing into a global competitor. The sector is supported by government incentives and a thriving startup ecosystem, with total revenue projected to reach $1.65 billion by 2029. This analysis, covering the period from January 2023 through July 2025, utilizes data from a mix of 5,000 top-performing apps and the broader dataset tracked by Adjust to benchmark performance across gaming, finance, and e-commerce verticals.

The gaming sector remains a primary driver of growth, with Türkiye’s studios achieving significant international success. In the first half of 2025, gaming installs in Türkiye grew 4% year-over-year, while sessions increased by 12%, significantly outpacing global and regional benchmarks. Average session lengths reached 32.8 minutes, reflecting high user engagement. While day-1 retention in Türkiye stands at 19%, the market shows shorter user lifecycles compared to global averages, suggesting a need for refined engagement strategies.

Finance and e-commerce apps are also evolving rapidly. Finance app installs surged 30% in the first half of 2025 compared to the same period in 2024, despite a slight decline in session lengths, which may indicate improved efficiency in user transaction flows. E-commerce apps demonstrated resilience, with a 4% increase in sessions during the first half of 2025, outperforming both global and MENAT regional trends. Retention rates in both sectors remain competitive, with Türkiye consistently exceeding regional and global medians.

A notable trend is the rapid expansion of AI-powered applications, which saw a 142.5% year-over-year increase in downloads in 2024. This growth is fueled by a shift of talent from hypercasual gaming to AI-first development and the creation of proprietary Turkish-language large language models. As the market matures, the integration of AI-driven personalization and streamlined, friction-free user experiences remains critical for developers aiming to capture and retain high-value audiences in this increasingly competitive landscape.