Indians Spent More on Apps in 2023 Despite Fewer Downloads: Data.ai

While Indians downloaded fewer mobile apps in 2023, consumer spending on apps in India increased for the year. According to a recent analysis by analytics company Data.ai (formerly known as App Annie), Indians downloaded 25.96 billion apps on Android and iOS devices in 2023, a slight decrease from the 28 billion downloads reported in 2022.

However, collective app store revenues in India stood at $415 million for 2023 compared to $307.4 million the previous year, reflecting higher average spending per user. Experts attribute the rise in spending to increased adoption of digital payment tools like UPI and changed consumer habits during the pandemic.

While app downloads have cooled off following pandemic-fuelled growth, categories like games, social media, and entertainment continue to dominate engagement and spending. Mobile games accounted for the highest spending on Google Play, while streaming services led the App Store.

Top apps by downloads in 2023 included Google, Facebook (Instagram), Reliance Jio, and Flipkart. Meta (Instagram, WhatsApp, Facebook) achieved the highest combined user reach of 782 million. E-commerce players Meesho and Flipkart's Shopsy also saw strong growth.

The increased monetization shows India's maturing digital consumer landscape. However, at $547.6 million, app spending in India remains just a fraction of the global $100 billion+ market.