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Bazaar has unveiled its annual report for 2024, showcasing a remarkable milestone of 50 million monthly active users. During the year, users updated their apps and games over one billion times. This report comes amidst an ecosystem where Android commands 91% of the market share in Iran, while Samsung and Xiaomi collectively dominate 81% of the mobile device market.
The 2024 Bazaar report offers a comprehensive overview of user behaviors, developer trends, and major changes that have shaped the platform over the past year, including its ownership transition and acceptance into Iran's over-the-counter market (OTC).
What Did Users Search for and Install the Most?
In 2024, game-related searches saw a 5% increase, while app searches declined by 27%. The term 'game' and related phrases like 'girl games' and 'car games' were the most searched keywords on the platform. Among apps, 'Rubika,' 'Divar,' and 'Eitaa' emerged as top search terms.
As for installations, the top 10 apps closely mirrored those of the previous year. 'Rubika' topped the chart with 33.5 million installs, followed by 'Divar' with 22.2 million and 'SHAREit' with 20.3 million installs. Among games, 'Stickman Party' led with 7.2 million installs, while Iranian-produced games like 'Clutch' and 'Amirza' also secured spots in the top 10.
A noteworthy highlight was the exponential growth of the 'Finance' category, which experienced the highest surge in searches and a 12% increase in app installations. This trend reflects users' growing familiarity with financial services like credit loans and wealth management.
Key Changes at Bazaar
The past year marked significant transformations for Bazaar. Ownership of the platform shifted from the Hezardastan Group to the Pegah Dadeh Kavan Sharif Group (Tapsell). After four years of effort, Bazaar successfully gained OTC market acceptance.
Additional initiatives in 2024 included the revival of its online video streaming service, granting users access to Iranian and international films and series. Bazaar also launched 'Bazaar Magazine,' 'Bazaar Street,' and hosted eSports tournaments like 'Bazaar Legends League,' aiming to foster stronger engagement with Generation Z.
The Return of Google Play and Its Impact
In January 2024, after nearly two years, Google Play was unblocked and became accessible again to Iranian users. Bazaar's report indicates that this development did not significantly alter app installation patterns on its platform. Bazaar asserts that its users have distinct needs compared to Google Play users, and long-term restrictions have minimal impact on user choices.
The report highlights that upon the initial blocking of Google Play in September 2022, installations via Bazaar surged unusually. However, many users eventually returned to Google Play using alternative tools.
Shift to Mid-Range and Budget Smartphones
Bazaar analyzed the registered devices on its platform, revealing that by the end of last year, over 166 million devices had been registered, with 28 million of them being newly added in 2024.
Samsung retained its leadership with a 59% market share, followed by Xiaomi at 25% and Huawei at 7%. Focusing on devices registered solely in 2024, Samsung claimed 55% of the market, while Xiaomi saw significant growth, expanding its share to 34%.
The report underscores a consumer shift toward mid-range and budget smartphones. Among the top 20 models of 2024, over half were produced in 2023, and all belonged to the mid-range to budget categories. These 20 popular models accounted for nearly 10 million of the 28 million newly registered devices. The report concludes that Samsung maintained its position through diverse offerings, while Xiaomi intensified competition with best-selling models like the Redmi Note 13.
Developer Ecosystem
The number of active developers on Bazaar reached over 27,000 in 2024. During this period, more than 17,000 new apps and 18,000 new games were launched on the platform. Developers also released over 33,000 updates, showcasing their dedication to improving user experiences.
Analysis reveals a correlation between update frequency and app installation rates, especially in high-demand categories like finance, transportation, and social networks, where developers prioritize user retention and satisfaction.
