Turkey Mobile Market Review
Our friends and partners Unilead News have released a detailed report on the mobile market in Turkey.
We made an excerpt from the report.
Audience Features
Turkey has a young average age of 28 years. The audience is huge, because Mobile phone penetration is 96%, almost half of the population owns smartphones. According to Candash Demir, Head of performance
marketing company adXclusive, active young users rule the mobile market in Turkey.
Content consumption
The country ranks third in Europe for the consumption of media content in instant messengers. Netflix was launched last year, and content delivery applications are gaining immense popularity. According to the Mobile Ecosystem Forum (MEF) survey, mobile users in Turkey especially love music, games, social networks, and photo / video - 64% of users use social networking applications, 63% use games, 62% use music playing applications, 61% - photo and video applications. Despite the rapid development of mobile, the country is still dominated by television: the audience here is much wider than in other countries, so you should take this factor into account and combine it with digital when planning strategies.
Development prospects
In the trend - mobile banking (!), 57% of mobile users use the services of mobile banks. The report has beautiful screenshots of mobile banks in Turkey and interesting statistics. In addition to banking, the mCommerce niche is developing: here the market is not yet so developed, but an increasing percentage of the audience makes purchases (52% compared with the global figure of 78%). Also, experts advise to pay attention to the health segment - applications for diagnosis or access to treatment are used by 13% of users. The market is sensitive to prices and discounts, discounters are popular - this opens the way to in-app shopping and working with online stores.
Problems
Strict personal data protection laws lead to legal problems in data collection and heightened user safety over the Internet. Also, brands compete for the best adaptation / localization strategy for the market and form unique offers with space speeds: international campaigns do not work at the expense of cultural characteristics. The audience is highly segmented in terms of welfare, including within the same age group - this should also be taken into account when entering the market. In addition, Turkish companies spend on average only 10% of the marketing budget on the mobile, 79% of advertisers are still investing in television. Experts believe that in the near future the balance of power will change, and the cost of mobile advertising will grow.
A bonus to statistics, expert comments and extracts from various reports (for example, the MMA report) provides detailed instructions for starting a business in Turkey (p. 12).
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The full report can be found on the links:
Source: https://habr.com/ru/post/335424/
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