Bulgaria's mobile app landscape in 2026 shows a steady increase in user engagement, with a retention rate of 35% after 30 days, indicating improved app quality and personalization. The total monthly active users have grown to 4.2 million, reflecting rising smartphone penetration and digital adoption within the country. Revenue per user is also increasing, driven by targeted advertising and in-app purchases, suggesting a vibrant digital economy.
Mobile marketing expenditure has reached €120 million, highlighting Bulgaria's expanding digital marketing efforts. Gaming remains the dominant app category, attracting a large segment of the population, especially younger users. Businesses are leveraging data-driven marketing strategies to enhance user retention and monetize their apps more effectively, positioning Bulgaria as a growing player in Southeast Europe's mobile app market.