Türkiye mobile app trends and growth insights for 2025 | Adjust

Summary

Turkey's mobile app market is a global force, ranking among the top 10 for downloads and time spent. In H1 2025, gaming installs increased 4% YoY with sessions up 12%. Finance app retention in Turkey outperformed both MENAT region and global benchmarks, with 15% on day 1 and 5% on day 30.

E-commerce installs dipped 7% YoY, but sessions grew 4%, showing resilience compared to global (-14%) and MENAT (-26%) declines. The report offers strategic data and insights to accelerate conversions, boost retention, and measure performance precisely.

Analyst Note

What's notable here is the divergence in Turkey's app economy relative to global benchmarks. While global e-commerce installs declined 14% and MENAT fell 26%, Turkey's e-commerce sessions actually grew 4% despite a 7% install dip. This signals a market where existing users are deepening engagement even as new acquisition slows—a critical nuance for UA managers allocating budgets across regions.

For gaming, the 4% install growth and 12% session increase suggest Turkey's mobile-first youth demographic is sustaining high engagement, making it a priority market for monetization strategists. The finance sector's strong retention (15% D1, 5% D30) also underscores Turkey as a high-LTV outlier compared to MENAT and global norms. The key implication for ad ops professionals is that regional granularity matters: Turkey's unique mix of advanced infrastructure and competitive user behavior demands local optimization rather than relying on broad regional trends.

The report's timing aligns with H1 2025 data, offering actionable benchmarks as teams plan for year-end campaigns in a market that continues to resist global downturns.