Main highlights
To give you a quick overview, here are some key statistics from the research about Yandex Navi users in Türkiye:
- 44% of navigation app users in Türkiye use Yandex Navi, making it the second most popular navigation app in the country.
- 53% of Yandex Navi users are high-income earners, and 67% hold university or higher degrees.
- 83% of users own a car, and nearly half (44%) plan to replace it within 1–2 years, offering prime opportunities for automotive advertising.
- 78% of Yandex Navi users own real estate, with many planning to buy new properties or renovate within the following year.
- Yandex Navi users shop online and offline, with 70% buying clothes offline and 62% buying them online.
Now that you’ve seen the big picture, let’s explore what these numbers mean.
What the data says about Yandex Navi users
Yandex Navi users are as varied as the routes they take. From their demographics to their habits, the numbers below offer a clear view of who they are and what they value.
Let’s break it down to see what this means for your advertising strategy.
1. Yandex Navi is the second most popular navigation app in Türkiye
Nearly half of navigation app users in Türkiye—44%—use Yandex Navi. The app serves a broad audience of drivers and non-drivers aged 18 and older in urban areas. The IPSOS survey, which included over 1,500 respondents, confirms how deeply Yandex Navi integrates into the daily routines of Turkish citizens.
This widespread use means your ads can reach a significant and diverse group of people who already rely on Yandex Navi for navigation, discovery, and decision-making.
2. Yandex Navi connects you with families and decision-makers
Yandex Navi’s audience is a balanced mix of men (53%) and women (47%), with most users aged between 25 and 44—prime years for career growth and household decision-making.
Many of our users are married or living with a partner (76%) and have children. In fact, 68% have kids under 18, with one-third having younger children under 7 y.o. This means they’re planning everything from family outings to essentials for their homes and children.
3. Yandex Navi users are well-educated and financially secure
Most Yandex Navi users are highly educated, with 67% holding university or postgraduate degrees and 14% with Vocational HS and Associate degrees. This means you’re speaking to an audience that values quality and makes informed decisions about what they buy.
Financially, they’re in a strong position, too. 83% work, with over half (53%) falling into the high-income category. 74% are heads of their households, making them the ones deciding how money is spent. So, these aren’t just casual users—they’re decision-makers looking for products and services that match their lifestyles and expectations.
They’re busy professionals with disposable income and a clear sense of what they want. For advertisers, this is a chance to connect with an audience that has both the means and the mindset to act on well-placed ads.
4. Yandex Navi users balance online and offline shopping
Yandex Navi users don’t shop in just one way—they’re both online and offline. For clothes, 70% head to stores, while 62% also shop online.
Food follows a similar trend: 69% buy it in-person, and 51% online. And so do beauty products.
Health products, though, tell a different story. Here, 43% of users shop offline, but only 29% buy these items online. This shift hints at the trust users place in seeing health-related products in-person before making a purchase.
What does this mean for you as an advertiser? It means flexibility.
Your audience is shopping everywhere, so your campaigns can meet them wherever they are. For example, you can draw more people to your store by placing an eye-catching branded pin or billboard along routes they’re already taking. If your focus is online, banner ads with your latest promos or products can keep your brand in front of users as they go about their day.
And it doesn’t stop at everyday essentials. Yandex Navi users are shopping for electronics, car accessories, and even furniture. No matter what you’re selling, this audience gives you multiple ways to engage.
5. Yandex Navi users are planning major purchases
Yandex Navi users are buying high-ticket items too. 78% already own homes, and more than half (47%) want to buy new property within the next year.
If your business focuses on real estate, home improvement, or furnishing, these are the people preparing for their next big steps.
Car ownership data shows a similar trend. 83% of users already own vehicles, and 44% plan to replace them within the next 1–2 years. This group is evaluating their options now, which makes it the perfect moment to highlight your automotive products, accessories, or services.
Your campaigns can help them take the next step by showcasing products or services that fit seamlessly into these major life upgrades.
6. Yandex Navi users love to travel
Nearly half of respondents explore Türkiye three or more times a year. 99% of them travel insideTürkiye and 72% also travel abroad.
Leisure drives most of these trips (79%), with beach holidays, excursions, and shopping topping their list of activities. This behavior reflects an audience that prioritizes relaxation, discovery, and experiences that make their travels memorable.
If you’re in the tourism, hospitality, and retail business, these insights show where and how users engage while traveling. Ads that promote accommodations, local attractions, or convenient shopping options can connect you with Navi users who are actively planning or already enjoying their journeys.
7. Yandex Navi users prioritize personal care and entertainment
The Yandex Navi audience also uses other services besides the app. Hairdressing leads the way, with 63% of users visiting a salon in June 2024, while 40% opted for car or tire services.
Regarding leisure, users prefer activities like watching TV and online videos, followed closely by social media browsing. Shopping is another favorite pastime as we stated earlier.
This tells us a lot about their habits. They’re looking for services that save time or add value to their routines. If your business can offer that, these are the kinds of people who will notice.
How these insights improve your advertising strategy
The data from Yandex Navi and IPSOS’ survey shows more than numbers—it reveals real people with busy lives, clear priorities, and a readiness to act.
Here’s how this can work for your advertising:
- Reach a high-value, active audience: Yandex Navi users include frequent travelers, families, and professionals with disposable income, who make purchasing decisions. This means your campaigns can connect with people who already have the means and intent to buy services that fit their busy lifestyles.
For example, a local café could use a route recommendation ad to attract users driving nearby during morning commutes. Or it could be a banner ad or search menu icon for out-of-town tourists looking for quaint Turkish cafes on Navi.
This positions your business right where decisions are happening—at the moment users are choosing where to stop or what to do next.
- Build your brand’s image with media ads: For online businesses, Yandex Navi’s media ad formats—like banners within the app—are perfect for creating visibility. Since users often engage with the app during their daily routines or trips, your ads can stay top-of-mind and immediately accessible to them.
- Promote offline locations effectively: If your business has a physical location, you can use Yandex Navi’s ad formats to appear along users’ routes. For instance, a branded pin or billboard ad highlighting your store along a user’s planned route can encourage them to visit.
Chain stores, for example, could use this to share their nearest location to users nearby. This is a chance to turn passing traffic into paying customers.
- Position your business for long-term visibility
Not every purchase happens immediately—some decisions, like buying a home or planning renovations, take time. People research, compare options, and weigh their decisions carefully.
Regularly appearing in front of users during their consideration phase keeps your business visible. When they’re ready to act, they’ll remember your brand.
- Refine your messaging with precise audience insights
Yandex Navi’s data helps you understand your audience beyond surface details. You’re not guessing who they are or what they care about—you’re looking at real habits, preferences, and routines. This makes it easier to create ads that feel personal and relevant.
For instance, many Yandex Navi users own cars, and nearly half plan to replace them soon. If you’re in the automotive industry, this could mean focusing on features like reliability, fuel efficiency, or affordability in your campaigns.
Instead of speaking broadly, you’re addressing specific needs that resonate with their decisions.
Before you go
IPSOS’ research on Yandex Navi users in Türkiye gives you a clearer picture of who your audience is and how they make decisions. It’s a chance to understand their habits, preferences, and what drives their choices, so your campaigns feel more relevant.
Curious how these insights can guide your next campaign?
Check out the full report for more details, and explore Yandex Navi to learn more about our products.
