Global downloads have slowed after the emergence of COVID-19but remain significantly above pre-pandemiclevels. Recent dataconfirm this trend, with January 2023 installs above the sameperiod in 2019 and 2020. From a geographic perspective, India,the U.S., and emerging markets such as Brazil and Indonesiawere the top countries by app installs in 2022. The Europeancontinent, including Turkey, accounted for nearly 19 percent ofglobal downloads, with the region’s share declining in the pastfew years in favor ofemerging markets.
In the short term,in a context of low download growth,apush in adoption may come from China.China’s reopeningatter the end of its zero-COVID policy and the easing of its techcrackdown will likely increase mobile adoption in the comingweeks (e.g, ride-hailing app Didi is back on the Apple App Storeand has resumed taking on new customers ater an 18-month
ban).In the medium-term,African countries, most of whichare outside the top 20 markets by downloads, will rise inglobal download rankings owing to a young and growingpopulation as well as some ofthe fastest growing smartphonepenetration rates globally.
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