If 2024 was the year of experimentation, 2025 is the year of scaling. App marketers and developers spent the past year testing new technologies, adapting to changes in user behaviors, and preparing for regulatory changes and platform updates. This year we’ll see mobile app companies leverage what they’ve learned to drive sustainable growth at scale.
As people’s lives become more mobile-centric, with consumers spending an average of five hours a day on their devices and engaging with 26 apps each month, the opportunity to reach consumers is ripe for both app marketers and direct-to-consumer (DTC) brands. In addition, in-app spending increased by 15.7% year over year, signaling strong industry momentum – and consumers’ confidence in completing mobile purchases.
As more companies embrace mobile’s potential, marketers are future-proofing their practices, incorporating AI into their advertising workflows, extending campaigns to new channels like CTV, and refining measurement strategies to maximize performance.
To help navigate these market dynamics, Adjust released its annual Mobile App Trends Report featuring expert insights from AppLovin on the trends shaping the future of mobile.
Here are some of the top findings from this year’s report:
- AI-driven marketing tools have become essential, with 88% of marketers using AI daily and 69% integrating AI into core operations.
- Mobile ad spend in the U.S. is projected to reach $228.11 billion in 2025, making up 66.4% of total digital ad spending.
- E-commerce app installs grew 17% YoY, with sessions up 13%, reflecting a larger shift toward mobile shopping.
- Global gaming app installs rose 4% in 2024, signaling a strong comeback.
- Connected TV (CTV) ad spend in the U.S. is projected to hit $34.3 billion in 2025, with strong cross-channel impact on mobile conversions.
Read the full report
This is just a peek at some of the insights available in the full 2025 Mobile App Trends Report. Whether you’re focused on scaling user acquisition (UA) campaigns, improving retention, or optimizing your measurement stack, this report serves as your guide to navigating the year ahead.
Access the full report now and get a jump on this year’s biggest mobile advertising trends.
