2025 Mobile App Trends Report: Applovin x Adjust

Source: Applovin x Adjust

If 2024 was the year of experimentation, 2025 is the year of scaling. App Marketers & Devs spent the past year testing new Tech, 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.

The mobile app ecosystem is poised for another transformative and exciting year.

The rise of ultra-casual games

They opened new opportunities for cost-effective, high-reach marketing, especially in low-CPM markets like Vietnam. With simple mechanics and universal appeal, these games drive massive downloads and rapid user engagement. Their streamlined production enables frequent releasesand monetization through high-volume in-app ads.

Mobile Market Power Moves:

📲 U.S. Mobile Ad Spend Soars

• Expected to hit $228.11 billion in 2025
• 66.4% of total digital ad spend (up from $202B in 2024, $145B in 2021)

📈 Global Mobile App Growth

• Consumer spending jumped 15.7% YoY in 2024
• Average smartphone user now spends 5 hours/day on mobile
• Users engage with 26 apps/month

🌎 Massive Smartphone Adoption

• Global smartphone users approaching 6 billion
• Total connected devices: 18–22 billion

💰 The App Economy Boom

• Projected to surpass $626 billion in revenue by 2030
• CAGR of 14.3% (2024–2030)