India has a flourishing smartphone user base and is expected to have one billion smartphone users by 2026, a Deloitte study said. With booming internet connectivity, these mobile users are downloading several apps and games and the number of such downloads in 2022 alone was nearly 29 billion downloads.

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According to a report by measurement and analytics company Adjust and mobile intelligence platform Data.ai, this was a jump of 8 per cent year over year. The report also said that India generated a staggering $1.6 billion in revenue in 2022.
 
As Diwali is around the corner, the report also delves into the trends of mobile apps during the festive season in India.

The report showcases the exponential increases in app installs and session lengths across all verticals that have been analysed as compared to the previous year. For example, shopping app installs and sessions during Diwali week (October 22 - 26) were 47 per cent and 14 per cent higher than the 2022 average. 
Additionally, food and drink app revenue events were 38 per cent above the yearly average during Diwali week.

According to the data, mobile apps have become the preferred choice for Indian consumers, with 46 per cent utilising them for learning, 79 per cent for exploration, and a substantial 78 per cent for making purchases, particularly during the festive period.

The report is based on an analysis of Adjust’s top 2,500+ apps and the total dataset of all apps tracked it with a focus on verticals such as shopping, fintech, entertainment, lifestyle, travel, and food & drink from September 2022 to November 2022. The analysis is based on Data.ai’s proprietary App IQ and Game IQ taxonomy.

Key Insights 

  • Revenue events of fintech users were lower during Diwali 2022, but were 35 per cent higher than the yearly average two weeks after. 
     
  • Travel app sessions spiked in the weeks before Diwali, with sessions one week before 16 per cent above the 2022 average.