KARACHI: Mobile app downloads in Pakistan declined to 3.51 billion in 2023 from 3.52 billion downloads last year while consumer spending rose to over $87 million from $82 million, according to a report released on Thursday.
Globally, the mobile app industry witnessed some recalibration where growth in new installs moderated 0.8 percent to reach 257 billion while consumer spending edged up 2.4 percent to $171 billion, according to a report by Data Darbar, a data and market intelligence platform, and Emirati streaming platform Begin.
“After two years of being the fastest growing major market, new app downloads from Pakistan tapered off slightly in 2023,” Natasha Uderani, co-founder of Data Darbar, said in a statement issued on Thursday.
The decline was in line with the global slowdown where many peer countries, such as Egypt, Indonesia and Vietnam, experienced similar trends, Uderani said.
Just over a third of all Pakistani downloads during 2023 were games while the share of apps stood at 64 percent. This aligned with the global trend where 34 percent of the installs were for apps and the remaining 66 percent for games.
However, with continuous decline in the cost of broadband, Pakistanis were now consuming more mobile data than ever, which meant that apps would take center stage for the country’s digitalization wave and the growth in downloads will reaccelerate in the coming years.
Meta and ByteDance dominated the most downloaded apps chart, with Tiktok comfortably taking the lead at almost 32 million installs during 2023 while WhatsApp Business followed behind, the data showed.
This was in line with the global trend where the two big tech giants remained the top publishers. Among games, the offline habits replicated in the online realm as three of the five most downloaded games in Pakistan were Ludo apps.
Among categories where publishers performed well, entertainment and finance stood out with downloads of 172 million and 144 million, respectively. The former featured Jazz-owned Tamasha in the top spot while Telenor’s Easypaisa led in the latter.
“The rise of streaming and finance apps in Pakistan underscores the underlying shift toward mobile for the delivery of not only entertainment but also banking services,” said Jonathan Mark, chief commercial officer of Begin, a UAE-headquartered streaming service launching in the GCC region and South Asia.
“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.”
Pakistanis spent about 99 billion hours using mobile apps where 7.5GB average data was consumed by the users per month. This translates into a jump of 13.8 percent compared to 87 billion hours in 2022, meaning Pakistanis spent an additional 12 billion hours on their mobiles during the year, the report added.
The South Asian nation, in line with the global trends, also experienced a continuous decline in the average cost of one gigabyte (GB) of data. Compared to the FY18 levels, cost has plunged by 71.4 percent to Rs32.8. However, over the last two years, the rate of decline has moderated noticeably and is now in just single digits.
The total cellular subscriptions in Pakistan fell annually to close FY23 at 190.9 million, down 1.9 percent from 194.6 million, first instance of decline in at least six years, and possibly on record.
Both Jazz and Telenor, the two largest telecoms, contributed to the downward trend with their subscriptions falling by 4.1 million and 3.1 million, respectively, according to the report.
On the supply side, the total apps published by Pakistani developers continued its downward slide and hit just over 4,800 in 2023, down 11.4 percent. This was almost singularly driven by Google Play, where the count of Android apps fell by 600. Consequently, the share of iOS in the aggregate edged up to 22.3 percent.

PESHAWAR: Six people, including five officials of the customs department, were killed and another wounded on Thursday when gunmen opened fire on their vehicle in the northwestern Khyber Pakhtunkhwa province, police and rescue officials said.
Officials of the custom department were out for routine patrol in Dera Ismail Khan city when their vehicle came under attack in the jurisdiction of Draban Police Station, Regional Police Officer Nasir Hussain Satti told Arab News.
“As terrorists started firing on the custom officials, the driver lost control of the vehicle,” Hussain said. 
“As a result, their car collided head-on with another vehicle coming from the opposite direction, leaving five officials and a girl dead on the spot while one person suffered injuries.”
KP Chief Minister Ali Amin Gandapur condemned the incident.
“The incident is extremely tragic. Police should take all measures to arrest elements behind the attack,” a statement quoting the chief minister said.
Aziz Dotani, a spokesman at DI Khan district’s Rescue 1122 service, said a relief team promptly rushed to the area to transport bodies to the nearest medical facility.
The latest killings come at a time of renewed militant violence in Pakistan’s northwestern and southwestern regions, especially after the banned Tehreek-e-Taliban Pakistan (TTP) called off its fragile, months-long truce with the government in November 2022.
While there has been a spike in militant attacks across the northwest and southwest of the country, militants have particularly attacked policemen in Khyber Pakhtunkhwa in recent weeks. 
Earlier this month, unidentified gunmen shot dead a policeman in the restive North Waziristan tribal district. Separately, an official working with the provincial counterterrorism department and a senior cleric affiliated with the Jamiat Ulema Islam religious political party were shot dead in two separate incidents of “targeted killings” in the North Waziristan tribal district, according to police.
While no group immediately claimed responsibility for the latest killings, suspicion is likely to fall on the TTP, which has had a significant presence in KP before being driven out as a result of successive military operations over the years. Pakistan says the TTP is now mostly based in hideouts in neighboring Afghanistan, which the Taliban denies. 
Last month, seven Pakistani soldiers, including two army officers, were killed in a militant attack in North Waziristan, according to the Pakistani military. The attack led the Pakistani military to carry out rare airstrikes against suspected TTP hideouts inside Afghanistan on March 18, killing eight people. The strikes prompted Afghan forces to fire back at Pakistani soldiers along the border.
Afghan Deputy Interior Minister Mohammad Nabi Omari has urged Pakistan and the banned TTP to start negotiations afresh but Pakistan has rejected the Afghan minister’s suggestion, urging Kabul to take action against militant groups operating from its soil.
Both Pakistan and Afghanistan have traded blame in recent months over who is responsible for the recent spate of militant attacks in Pakistan. 
Islamabad says the attacks are launched mostly by TTP members who operate from safe havens in Afghanistan. Kabul denies this and blames Islamabad for not being able to handle its own security challenges.