Trends in Mobile Apps for 2025: Key Insights from the Adjust and AppLovin Report

The year 2025 is shaping up to be a pivotal moment for the mobile app industry, and the “Mobile App Trends 2025” report, prepared by Adjust and AppLovin, provides fascinating data and forecasts that can help marketers and developers gain a competitive edge in this dynamic market. Based on data collected from January 2023 to January 2025, the report focuses on three main sectors: e-commerce, mobile gaming, and finance. It not only highlights changing user behaviors but also emphasizes technological advancements and new business opportunities. Below are the key takeaways to help you prepare for the upcoming year.

Artificial Intelligence as a Key Success Factor

In 2025, artificial intelligence and machine learning will no longer be just buzzwords—they will become the foundation of marketing and operational strategies. According to the report, 88% of marketers use AI daily, and 69% integrate it into their operations. AI is driving advancements in areas such as predictive analytics, real-time campaign optimization, and advanced user segmentation.

Privacy and a New Approach to Data Measurement

Privacy regulations continue to shape the mobile app landscape. However, in 2025, we are witnessing positive shifts in user acceptance of data tracking. The global iOS App Tracking Transparency (ATT) opt-in rate has increased from 32% to 35%, with the highest rates observed in gaming (39%) and e-commerce (35%). This suggests that users are increasingly willing to share data if they see clear value in doing so.

https://www.adjust.com/resources/ebooks/mobile-app-trends-2025/

At the same time, alternative methods for measuring campaign effectiveness, such as SKAdNetwork, AdAttributionKit, and Google Privacy Sandbox, are gaining importance. These new technologies require marketers to be flexible and collaborate with partners offering innovative attribution and data analysis solutions.

The Rapid Growth of E-Commerce

Mobile commerce has been on the rise for several years, and this trend shows no signs of slowing down. The report confirms this growth—e-commerce app installations increased by 17% year-over-year in 2024, while the number of sessions rose by 13%. The most dynamic growth was observed in the MENA region, where installations surged by 55%, and in LATAM, where they increased by 27%.

Another interesting phenomenon is the slight reduction in average session time, which dropped from 10.3 to 10.23 minutes. Experts from Adjust and AppLovin interpret this as a positive sign—users are finding what they need more quickly, leading to higher conversion rates and improved sales performance.

Forecasts for 2025 indicate that mobile commerce revenues will reach $2.5 trillion, while mobile ad spending in the U.S. will grow to $228.11 billion.

Mobile Gaming Regains Momentum

After a challenging 2022, the mobile gaming sector is once again on a growth trajectory. In 2024, global gaming app installations increased by 4%, although the number of sessions slightly declined by 0.6%.

https://www.adjust.com/resources/ebooks/mobile-app-trends-2025/

Ultra-casual games continue to dominate in markets with low user acquisition costs, such as Vietnam. Hyper-casual and hybrid-casual games remain among the top categories in terms of sessions per user on the first day of installation, with an average of 1.82. Interestingly, strategy games experienced an 83% increase in installations.

Projections for 2025 suggest that global mobile gaming revenues could reach $126.1 billion, underscoring the growing importance of this sector within the mobile app industry.

Financial Apps on the Rise

Another rapidly expanding sector is financial apps. In 2024, installations of these apps grew by 27%, while the number of sessions increased by 24%. The most significant growth was seen in cryptocurrency apps, where sessions surged by 45%.

Regionally, APAC led the way in growth, with installations rising by 41%, while in Europe, sessions grew by an impressive 63%. One key monetization metric, ARPMAU (Average Revenue Per Monthly Active User), increased from $3.4 to $4.1.

The report predicts that by 2025, digital wallets will account for more than half of e-commerce transaction value, and the number of mobile banking users will exceed 3.6 billion.

The Future of Omnichannel User Experiences

Consumers increasingly expect seamless experiences across different channels—mobile apps, connected TV (CTV), desktops, and social media.

CTV ad spending in the U.S. is projected to reach $34.3 billion in 2025, and Adjust’s analysis shows that internet-based television significantly supports mobile conversions. This trend opens up new opportunities for direct-to-consumer (DTC) brands, allowing them to integrate campaigns across multiple platforms more effectively.

How to Prepare for 2025?

The Adjust and AppLovin report provides valuable insights for marketers and developers looking to capitalize on the mobile app market’s potential. From the growing role of AI and the evolution of privacy standards to the rapid expansion of e-commerce, gaming, and finance—these trends will shape the industry in the coming year.

You can download the full report here, and its analysis can help businesses stay ahead of the competition and successfully navigate the next wave of the mobile revolution.