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.
“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.