Adjust, a leading measurement and analytics company, has released its annual Mobile App Trends report for 2025. The report reveals a strong recovery in the app economy following its 2022 dip, with global app installs increasing by 11% YoY and app sessions growing by 4% in 2024. The report, featuring expert insights from AppLovin, also delves into the role of AI in shaping the future of marketing operations and campaign performance measurement.

Trends Defining the Mobile App Landscape in 2025

• AI-Driven Personalization: According to Andrey Kazakov, CEO of Adjust, AI will play a pivotal role in the mobile landscape, enhancing consumer applications through high-quality, personalized user experiences. AI-driven automation in content production will redefine app marketing and user engagement.
• Cross-Platform and Mobile Web Integration: The trend of cross-platform product development will continue, with mobile web playing a critical role in enabling seamless transitions between native apps and mobile web experiences.

Privacy-First Tech and Consumer Trust

Despite global concerns over data privacy regulations, the adoption of privacy-first technologies is on the rise. AI and machine learning-powered analytics and real-time insights are speeding up decision-making and enhancing campaign efficiency. Furthermore, App Tracking Transparency (ATT) opt-in rates are steadily climbing, from 32% to 35% globally by Q1 2025. Notably, gaming apps are leading the way with a 39% opt-in rate, while e-commerce apps have seen a significant jump in opt-ins from 28% to 35%.

Global App Growth: Key Insights Across Regions and Verticals

• E-commerce: E-commerce apps saw remarkable growth in 2024, with installs up 17% YoY and sessions growing 13%. MENA emerged as a standout region, with installs increasing by 55%. LATAM also experienced strong growth, with installs rising by 27%.
• Gaming: The gaming app market is bouncing back, with hyper-casual games leading the charge. Gaming app installs grew by 4%, with hyper-casual games representing 27% of all installs.
• Banking & Crypto: Both banking and crypto apps saw impressive growth, with banking app installs up 33% and crypto app sessions increasing by 45%. This contributed to a 27% growth in total finance app installs.

The 2025 Mobile App Trends report highlights the continued growth and innovation within the mobile app industry, driven by AI-powered personalization, cross-platform integration, and privacy-first technologies. With e-commerce, gaming, and finance apps leading the charge, marketers must focus on creating seamless, omnichannel experiences to meet user needs in a rapidly evolving digital landscape.