Pakistan ranks 10th globally in terms of the hours spent on mobile (Android) devices, with Pakistani users collectively spending a staggering 99 billion hours on their smartphones in 2023.
According to the State of Apps report for Pakistan, a collaboration between Data Darbar and Emirati premium streaming platform Begin, the country boasted 124 million broadband subscribers in 2023. The average monthly data usage per user was recorded at 7.5GB, while the total number of app downloads remained relatively steady at 3.51 billion throughout the year.
In recent years, Pakistan has emerged as one of the fastest-growing markets for mobile apps. In 2022, the growth rate surged by nearly 35 percent, from 2.61 billion downloads in 2021 to 3.52 billion downloads in 2022. However, the market experienced a marginal decline of 0.3 percent in 2023, mirroring a global trend where worldwide app downloads only saw a slight increase of 0.8 percent to 257 billion in 2023, up from 255 billion the previous year.
Faisal Farooq, Chief Operating Officer of software firm AlphaRages Pvt Ltd, commented to The News, stating, “With increased digital literacy, people are now utilizing apps across various categories more than ever before. From gaming and food delivery services to financial management, the app industry is witnessing record-breaking downloads. This presents a significant opportunity for app developers and publishers to innovate and capitalize on the growing demand for digital services.”
TikTok emerged as the most downloaded app in Pakistan in 2023, with 31.8 million downloads, followed by WhatsApp with 23.9 million downloads. Facebook, WhatsApp, and CapCut secured the third, fourth, and fifth positions respectively, with 23.4 million, 22.8 million, and 20.6 million downloads. Games accounted for over a third of all downloads, with 36 percent of Pakistani downloads being games.
The report also highlights that broadband penetration in Pakistan increased to 53.6 percent in FY23, up from 51 percent the previous year, predominantly driven by a surge in 4G subscriptions which offset the decline in 3G subscriptions. However, the total cellular subscriptions in Pakistan saw a concerning annual decline, closing FY23 at 190.9 million, down 1.9 percent from 194.6 million, marking the first instance of decline in at least six years.
Jonathan Mark, Chief Commercial Officer of Begin, emphasized in a press release by Data Darbar, “The rise of streaming and finance apps in Pakistan underscores the underlying shift towards mobile for the delivery of not only entertainment but also banking services. As consumers become more tech-savvy and their demand for digital services increases, we expect to see further growth and innovation in these and other app categories.”
Despite the burgeoning app market in Pakistan, local developers have yet to fully capitalize on its potential. Only a little over 4,800 apps were released by Pakistani developers in 2023, marking an 11.4 percent decrease compared to the previous year. However, locally developed games experienced a slight uptick after four years of decline.
Vyro AI secured the top position in the most downloaded local apps chart, with its apps Photoshot, Remove It – Remove Objects, and Imagine – AI Art Generator ranking in the top three. Easypaisa claimed the fourth position with a total of 12 million downloads, while Tamasha secured the fifth position with 11.9 million downloads.
SuperVPN emerged as the second-most downloaded tools (utility and productivity) app with over eight million downloads, a 6.2 percent increase from the previous year. JazzApp stood out among business apps, with close to 10 million downloads, reflecting a 16.8 percent increase year-on-year.
An intriguing addition to the business apps category was ‘Cryptomania’, a simulator game allowing users to practice crypto trading without risking real money. The app became the third-most downloaded business app with over 2.5 million downloads, marking a significant 90.2 percent increase compared to 2022.
The impact of hyperinflation in Pakistan was evident in the number of shopping apps downloaded by Pakistani users. The report noted, “For Pakistan, [2023] was a year of record inflation, steep currency devaluation, and overall uncertainty. Therefore, it shouldn’t be surprising that cumulative downloads of the top five shopping apps [Daraz, Olx, Alibaba.com, Markaz, and Ali Express] declined, primarily due to the 56.9 percent plunge in Alibaba. However, globally, downloads in the genre edged up by a modest 0.5 percent to 6.26 billion in 2023.”
