Here’s an enhanced picture of how much Pakistanis are spending on and using online apps:

📱 1. Consumer Spending on Apps

Here is How Much Pakistanis Are Spending on Online Apps


  • In 2023, Pakistanis spent over $87 million on mobile apps (before app store commissions), up from $82 million in 2022—a 5.1% increase. This growth even outpaced the global app-spend growth rate of 2.4% 

  • Pakistan ranked around 60th globally in terms of app-store spending .

⏰ 2. App Usage: Time & Downloads

  • Total downloads in 2023 hit 3.51 billion, nearly unchanged from 2022’s 3.52 billion 

  • Pakistan ranked 10th worldwide in total mobile hours consumed—99 billion hours in 2023, up 13.8% from 87 billion in 2022. That’s almost 2.3 hours per person per day across broadband users.

💰 3. Digital Payments via Apps & Wallets

  • Q4 FY25 (Oct–Dec 2024) saw 2.143 billion retail transactions totaling Rs 154 trillion (~US $613 billion), an 11% rise in volume and 12% in value year‑on‑year 

  • Digital channels (mobile/internet banking, Raast, wallets) made up 88% of those — 1.45 billion transactions worth Rs 24 trillion (~US $95 billion) via mobile apps alone .

  • In Q1 FY25, mobile banking handled 1.301 billion transactions (~Rs 19 trillion)—an 11% increase in volume and 14% increase in value. User numbers rose from 93 million to 96.5 million .

  • Raast, the instant payment system, processed 294 million (Q4) to 296 million (Q4) transactions, valued at Rs 6.1 trillion and Rs 6.1 trillion respectively 

📢 4. Advertising Spend in App Ecosystem

  • In 2025, Pakistan’s in-app advertising market is projected to reach US $70.8 million, with a CAGR around 9%, potentially rising to $108.8 million by 2030 

  • That reflects increasing monetization via ads in popular apps.

✅ Summary Table

Metric20222023 / Early 2025 Highlights
App consumer spend (gross)$82 M$87 M (+5.1%)
App downloads3.52 B3.51 B (flat)
Mobile hours consumed87 B99 B (+13.8%)
Retail digital transactions (quarterly)~1.95 B transactionsQ4: 2.143 B / Q1: 1.699 B
Mobile banking app transactions (quarterly)–1.301 B (Q1), 1.45 B (Q4)
Digital payment value via apps (quarterly)–Rs 19 T per quarter via mobile apps
In‑app ad spending forecast (2025)–$70.8 M (projected)

📊 Insights & Takeaways

  1. Spending Is Rising – While downloads have plateaued, Pakistanis are spending more on apps and consuming more mobile time.

  2. Digital Payments Embedded in Apps – Mobile banking apps and Raast are driving trillions of rupees in quarterly transaction value—showing widespread adoption.

  3. Advertising Growth Potential – With $70 million projected in in‑app ad spend (and nearly 8 GB/month average data use), digital advertisers see a growing opportunity.

  4. Massive Market Infrastructure – Nearly 100 million users on mobile banking apps and ~1,000+ transactions per user per year shows deep penetration.

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🎯 Suggested Focus for Your Report

  • Use the clear spending figures ($87 M app purchases; Rs 95 B per quarter via apps) and usage data (downloads, hours) to showcase consumer behavior.

  • Highlight digital payment growth—especially mobile app transactions—as evidence of apps becoming integral to finance.

  • Emphasize the rising ad market as Pakistan moves beyond downloads to monetization and mobile engagement.

Let me know if you’d like help drafting specific sections, charts, or narratives