In 2024, three apps—Temu, ChatGPT, and TikTok—led the digital race across Europe, with an unexpected retro twist from Bulgaria. Discover which app topped the charts in each country and why the continent is captivated.
Europe's Digital Landscape in 2024: A Tale of Three Apps
In a year defined by evolving digital habits, three mobile applications rose above the rest to dominate Europe's app landscape in 2024. According to a viral map shared by the Instagram account Meps Interlude, app installation data from across the continent paints a revealing picture of Europe’s shifting online interests—with Temu, ChatGPT, and TikTok emerging as frontrunners.
The data, visualised in a country-by-country breakdown, shows these three apps not only surpassing other platforms in downloads but also reflecting broader cultural, economic, and entertainment trends shaping Europe today.
Temu Reigns Supreme Across Western Europe
At the top of the list stands Temu, the Chinese e-commerce app that has taken European markets by storm. In 2024, Temu emerged as the most downloaded app in a remarkable number of countries, including major economies like Germany, France, Spain, and the United Kingdom.
Even in smaller nations like North Macedonia, Temu led app store charts, signalling a continental appetite for budget-friendly online shopping and flash deals. Its rapid rise underscores how digital consumers are prioritising affordability and convenience, especially during times of economic uncertainty.
Temu’s success in Europe mirrors its global strategy—aggressive advertising, low prices, and a gamified shopping experience that appeals to a wide demographic of users.
ChatGPT Captivates Central and Southeastern Europe
While Temu dominated in the West, ChatGPT secured its stronghold in Central and Southeastern Europe. The artificial intelligence-powered chatbot became the most installed app in countries such as Croatia, Slovenia, Hungary, Romania, Austria, and Switzerland.
The rise of ChatGPT reflects growing curiosity and demand for AI tools across a diverse range of European societies. From academic support and language assistance to creative writing and coding help, ChatGPT has proved indispensable in daily digital life. Its popularity indicates a significant shift toward productivity-focused technology and the increasing integration of artificial intelligence into personal and professional routines.
TikTok Still Holds Sway—But in Specific Regions
Despite growing scrutiny and occasional regulatory hurdles, TikTok maintained its grip on younger audiences, particularly in southern Europe. The app was the most installed in Italy and Montenegro, continuing its reign as the go-to platform for short-form video entertainment.
Its continued popularity points to a sustained appetite for visual storytelling, viral trends, and real-time cultural expression—features that TikTok has perfected and exported globally.
Bulgaria’s Digital Curveball: Tetris Tops the Chart
Perhaps the biggest surprise of the year came from Bulgaria, where the most downloaded app in 2024 wasn’t a modern e-commerce platform or an AI tool—but a retro classic. Tetris, the iconic video game originally developed in the 1980s, claimed the top spot among Bulgarian users.
The unexpected resurgence of Tetris may be driven by nostalgia, simplicity, or a desire to escape the complexities of modern tech. It serves as a reminder that, amid a landscape of cutting-edge innovation, sometimes the most enduring experiences are the most timeless ones.
The Continent’s App Choices Reflect a Changing Europe
The Digital Pulse of Europe in 2024The data from 2024 reveals more than just popular downloads—it offers a glimpse into the digital heartbeat of Europe. From Temu’s budget-driven boom and ChatGPT’s AI revolution to TikTok’s creative dominance and Tetris’s retro resurgence, each app tells a story of societal change, generational preference, and evolving digital identity.
As Europe navigates the future of technology, these trends will likely shape the next wave of digital engagement—and perhaps surprise us once again.
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