Adjust's latest Mobile App Trends report for 2025 reveals strong growth in the app economy, driven by AI, e-commerce, and gaming. The report highlights key trends impacting the mobile app industry, including the rise of AI-powered personalization, the evolving landscape of data privacy, and the increasing importance of omnichannel experiences.
Adjust’s Mobile App Trends 2025 report offers marketers global performance benchmark and blueprint amid app economy’s continued return to growth
Across APAC, e-commerce, in particular, is soaring, seeing app install growth of 26% YoY in 2024, despite flat growth in sessions. Meanwhile, the average session length in APAC decreased slightly from 1.39 to 1.38, indicating a positive trend where shoppers are finding products and completing purchases more efficiently.
Meanwhile, App Tracking Transparency opt-in rates are continuing to climb steadily – from an average of 32% to 35% globally by Q1 2025 – suggesting increased user trust and seeing value in useful, personalized ads. Gaming apps maintained the highest opt-in rate at 39%, while e-commerce and shopping apps increased significantly from 28% to 35%. Despite the downward trend throughout 2023, global app installs increased 11% YoY in 2024, with sessions growing 4% — signaling strong momentum for 2025.
Banking and crypto apps experienced impressive growth in 2024, with APAC leading finance app installs at a 41% YoY increase. APAC users averaged 7.12 minutes per session, while global daily sessions dipped slightly from 1.54 to 1.52 minutes. Banking app installs rose 33% YoY worldwide, with sessions up 19%. Crypto app sessions jumped 45%, and payment app sessions grew 29%.
MOBILE APPS AI MARKETING E-COMMERCE GAMING
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