Mobile app trends: 2025 edition
A global benchmark of app performance
Summary
Scaling growth in an era of transformation
Turn challenges into opportunities with Mobile app trends 2025. With the latest benchmarks and expert analysis, this report empowers you to stay agile while making smart, fast, and data-driven decisions.
Uncover the true potential of AI, next-gen tech, and privacy-centric solutions for campaign performance and app growth.
Access the latest metrics on installs, sessions, retention, revenue, ATT opt-in rates, and more.
Explore performance benchmarks for key app verticals across APAC, Europe, LATAM, MENA, and North America to identify growth opportunities.
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MOBILE APP TRENDS 2025: THE VERTICALS
A preview of what’s inside
E-commerce and shopping
E-commerce continued its strong momentum in 2024, with installs growing 17% YoY and sessions increasing by 13%.
55%
installs increase and 21% sessions increase in MENA YoY.
25%
median day 1 retention rate for marketplace apps.
$14
ARPMAU in LATAM, the highest globally.
Keep an eye on
Omni-channel shopping experiences, e-commerce’s mobile UA expansion, social commerce, AI (re)targeting, and the digital expansion of retailers into new markets.
Tip
Marketers are doubling down on hyper-personalization, contextual targeting, and loyalty strategies to tackle rising acquisition costs.
Gaming
The mobile gaming industry rebounded in 2024, with installs rising 4% YoY.
83%
YoY increase in installs for strategy games.
30.75
average gaming app session length in minutes, globally
1.82
sessions per user per day for hyper casual and hybrid casual games.
Keep an eye on
Ultra-casual games, growth in mobile game development in India and Southeast Asia, IP games, and AI-powered personalization in ad creatives and gameplay.
Tip
Session lengths have increased, providing enhanced potential to boost revenue. Focus on improving in-game experiences to maintain user attention and boost LTV.
Finance
The shift to digital-first financial services drove a 27% YoY increase in finance app installs in 2024, alongside a 24% rise in sessions.
45%
YoY boost in crypto app sessions.
$4.1
finance app ARPMAU in 2024.
4.9 to 5.8
partners per app from 2023 to 2024.
Keep an eye on
Super-wallets in markets beyond China, real-time payments, AI-driven insights and analytics, crypto’s resurgence, and—you guessed it—user level personalization.
Tip
With growing installs and sessions, prioritize user retention by offering sticky experiences like financial planning tools, along with customized recommendations.
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