Adjust’s Mobile App Trends 2025 report offers marketers a global performance benchmark and blueprint amid app economy’s continued return to growth

Leading measurement and analytics company Adjust released today its annual Mobile App Trends report for 2025, showing strong momentum following the app economy’s 2022 dip. Global app installs increased 11% YoY in 2024, while app sessions grew 4%. Including expert tips from AppLovin, the report explores key trends impacting the mobile app industry and the future of measurement – namely, the ways in which AI is defining marketing operations and campaign performance measurement.

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Global mobile app installs increased 11% YoY in 2024, with sessions growing 4% -- indicating strong momentum. Installs hit a low in February (-10%), but closed 7% above average in December. Sessions dipped mid-year and ended 1% below average. These numbers emphasize the need to balance high-volume user acquisition with a long term engagement and retention strategy. (Graphic: Business Wire)

“In 2025, the mobile landscape will be defined by the extensive use of AI to create high-quality content, with AI-driven automation of production processes significantly enhancing consumer mobile applications through personalized user experiences,” said Andrey Kazakov, CEO of Adjust. “The trend of products built cross-platform will continue unabated, with mobile web playing a valuable role in growth strategies by enabling seamless transitions between mobile web and native apps.”

Privacy-first tech paying off as consumer trust climbs

While data privacy regulations remain a significant barrier globally, resistance to change is seen to be slowing down and adoption of privacy-first technologies is increasing. AI and machine learning-powered advanced analytics and real-time contextual insights are speeding up decision-making and supercharging efficiency.

Meanwhile, App Tracking Transparency (ATT) 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%.

Charting upward app growth across regions and verticals

Key takeaways include:

  • E-commerce is soaring across regions with installs growing 17% YoY in 2024, and sessions up 13%. MENA stood out, with installs increasing 55% and sessions by 21% YoY. LATAM followed with 27% and 21% growth in installs and sessions, respectively, while APAC’s installs were strong (+26%) but sessions flat. North America faced the steepest decline, where installs and sessions decreased by 39% and 29%, respectively.
  • Gaming’s bouncing back as hyper casual games lead the charge. Gaming app installs grew by 4% YoY in 2024, even as sessions declined 0.6%, with hyper casual gaming app installs making up 27% of total installs, and puzzle and hybrid casual games each contributing 11%.
  • Banking and crypto apps are seeing impressive growth, with installs of banking apps up 33% and sessions increasing 19% YoY. Crypto apps saw a significant 45% increase in sessions. This contributed to a 27% increase in total finance app installs in 2024, with sessions increasing by 24%.

The report also explores the rise of ultracasual games; AI-powered hyperpersonalization from ad creatives to gameplay; the expansion of advertising channels in e-commerce; and crypto’s resurgence. These dynamics highlight the critical need for marketers to create seamless, omnichannel experiences that meet users wherever they are.

For additional findings and best practices, download the full report here.

About Adjust

Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and analytics provide visibility, insights and essential tools that drive better results.

Media Contact Adjust Joshua Grandy pr@adjust.com

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