Adjust: Mobile App Industry Set For Transformative Year, Riding Wave of AI And Privacy-First Technologies
Adjust's Mobile App Trends 2025 report reveals strong growth in the app economy, with global app installs rising 11% YoY in 2024 and sessions growing 4%. The report highlights the increasing role of AI in marketing operations and campaign measurement.
Key findings show e-commerce installs growing 17% YoY with sessions up 13%, particularly strong in MENA (+55% installs) and LATAM (+27% installs). Gaming apps saw a 4% install growth, with hyper casual games dominating at 27% of total installs. Finance sector showed remarkable growth with banking app installs up 33% and crypto app sessions increasing 45%.
Privacy trends indicate growing consumer trust, with App Tracking Transparency opt-in rates reaching 35% globally by Q1 2025. Gaming apps lead with 39% opt-in rates, while e-commerce apps improved from 28% to 35%.
Il report Tendenze delle App Mobili 2025 di Adjust rivela una forte crescita nell'economia delle app, con un aumento del 11% YoY nelle installazioni globali di app nel 2024 e una crescita delle sessioni del 4%. Il report evidenzia il ruolo crescente dell'IA nelle operazioni di marketing e nella misurazione delle campagne.
I risultati chiave mostrano un aumento delle installazioni di e-commerce del 17% YoY con sessioni in aumento del 13%, particolarmente forti in MENA (+55% installazioni) e LATAM (+27% installazioni). Le app di gioco hanno visto una crescita delle installazioni del 4%, con i giochi hyper casual che dominano il 27% delle installazioni totali. Il settore finanziario ha registrato una crescita notevole, con le installazioni delle app bancarie in aumento del 33% e le sessioni delle app di criptovaluta che sono aumentate del 45%.
Le tendenze sulla privacy indicano una crescente fiducia dei consumatori, con i tassi di adesione all'App Tracking Transparency che raggiungono il 35% a livello globale entro il primo trimestre del 2025. Le app di gioco guidano con tassi di adesione del 39%, mentre le app di e-commerce sono passate dal 28% al 35%.
El informe de Tendencias de Aplicaciones Móviles 2025 de Adjust revela un fuerte crecimiento en la economía de aplicaciones, con un aumento del 11% YoY en las instalaciones de aplicaciones globales en 2024 y un crecimiento de las sesiones del 4%. El informe destaca el papel creciente de la IA en las operaciones de marketing y en la medición de campañas.
Los hallazgos clave muestran un aumento del 17% YoY en las instalaciones de e-commerce con sesiones en alza del 13%, siendo especialmente fuertes en MENA (+55% de instalaciones) y LATAM (+27% de instalaciones). Las aplicaciones de juegos tuvieron un crecimiento del 4% en instalaciones, con juegos hyper casual dominando el 27% del total de instalaciones. El sector financiero mostró un crecimiento notable, con un aumento del 33% en las instalaciones de aplicaciones bancarias y un incremento del 45% en las sesiones de aplicaciones de criptomonedas.
Las tendencias de privacidad indican una creciente confianza del consumidor, con las tasas de opt-in de App Tracking Transparency alcanzando el 35% a nivel global para el primer trimestre de 2025. Las aplicaciones de juegos lideran con tasas de opt-in del 39%, mientras que las aplicaciones de e-commerce mejoraron del 28% al 35%.
Adjust의 2025년 모바일 앱 트렌드 보고서는 앱 경제의 강력한 성장을 보여주며, 2024년 글로벌 앱 설치가 전년 대비 11% 증가하고 세션 수가 4% 성장했습니다. 이 보고서는 마케팅 운영 및 캠페인 측정에서 AI의 역할이 증가하고 있음을 강조합니다.
주요 발견은 전자상거래 설치가 전년 대비 17% 증가하고 세션이 13% 증가하며, 특히 MENA(+55% 설치)와 LATAM(+27% 설치)에서 강세를 보이는 것이 특징입니다. 게임 앱은 4% 설치 증가를 보였으며, 하이퍼 캐주얼 게임이 전체 설치의 27%를 차지하고 있습니다. 금융 부문은 뚜렷한 성장을 보여주며, 은행 앱 설치는 33% 증가하고 암호화폐 앱 세션은 45% 증가했습니다.
개인정보 보호 트렌드는 소비자의 신뢰가 높아지고 있음을 나타내며, 앱 추적 투명성에 대한 옵트인 비율이 2025년 1분기까지 전 세계적으로 35%에 도달했습니다. 게임 앱이 39%의 옵트인 비율로 선두에 있으며, 전자상거래 앱은 28%에서 35%로 개선되었습니다.
Le rapport Tendances des Applications Mobiles 2025 d'Adjust révèle une forte croissance dans l'économie des applications, avec une augmentation des installations d'applications mondiales de 11 % en glissement annuel en 2024 et une croissance des sessions de 4 %. Le rapport souligne le rôle croissant de l'IA dans les opérations de marketing et la mesure des campagnes.
Les résultats clés montrent que les installations de commerce électronique augmentent de 17 % en glissement annuel avec des sessions en hausse de 13 %, particulièrement marquées dans la région MENA (+55 % d'installations) et LATAM (+27 % d'installations). Les applications de jeux ont connu une croissance des installations de 4 %, les jeux hyper casual dominant avec 27 % des installations totales. Le secteur financier a montré une croissance remarquable, avec les installations des applications bancaires en hausse de 33 % et les sessions des applications de crypto-monnaie augmentant de 45 %.
Les tendances en matière de confidentialité indiquent une confiance croissante des consommateurs, avec des taux d'opt-in à la App Tracking Transparency atteignant 35 % au niveau mondial d'ici le premier trimestre 2025. Les applications de jeux sont en tête avec des taux d'opt-in de 39 %, tandis que les applications de commerce électronique sont passées de 28 % à 35 %.
Der Bericht Mobile App Trends 2025 von Adjust zeigt ein starkes Wachstum in der App-Wirtschaft, mit einem Anstieg der globalen App-Installationen um 11% im Vergleich zum Vorjahr im Jahr 2024 und einem Wachstum der Sitzungen um 4%. Der Bericht hebt die wachsende Rolle von KI in Marketingoperationen und der Kampagnenmessung hervor.
Die wichtigsten Erkenntnisse zeigen, dass die Installationen im E-Commerce um 17% im Vergleich zum Vorjahr gewachsen sind und die Sitzungen um 13% zugenommen haben, insbesondere stark in MENA (+55% Installationen) und LATAM (+27% Installationen). Gaming-Apps verzeichneten ein Wachstum der Installationen um 4%, wobei Hyper-Casual-Games mit 27% der Gesamtinstallationen dominieren. Der Finanzsektor zeigte ein bemerkenswertes Wachstum, da die Installationen von Banking-Apps um 33% gestiegen sind und die Sitzungen von Krypto-Apps um 45% zugenommen haben.
Die Datenschutztrends weisen auf ein wachsendes Vertrauen der Verbraucher hin, da die Opt-in-Raten für die App Tracking Transparency bis zum 1. Quartal 2025 weltweit 35% erreichen. Gaming-Apps führen mit 39% Opt-in-Raten, während E-Commerce-Apps von 28% auf 35% gestiegen sind.
- Global app installs increased 11% YoY in 2024
- E-commerce installs grew 17% YoY with 13% session growth
- Banking app installs up 33% with 19% session growth
- Crypto app sessions increased 45%
- Gaming installs grew 4% YoY
- ATT opt-in rates improved from 32% to 35% globally
- North American e-commerce saw 39% decline in installs and 29% drop in sessions
- Gaming sessions declined 0.6% despite install growth
- APAC showed flat session growth despite strong installs
Insights
The latest Adjust report unveils important market dynamics that directly impact AppLovin's strategic position and growth trajectory. The 11% YoY increase in global app installs and 4% growth in sessions signal robust market fundamentals that support AppLovin's core business model.
Several key metrics deserve particular attention from investors:
- The rise in ATT opt-in rates to 35% represents a significant positive shift for ad tech companies like AppLovin, as higher opt-in rates enhance targeting capabilities and ad effectiveness
- Gaming sector developments are particularly relevant, with hyper casual games accounting for 27% of total installs. This aligns well with AppLovin's strong presence in gaming advertising and app portfolio
- Regional disparities present both challenges and opportunities - while North American market contraction (-39% installs, -29% sessions) raises concerns, explosive growth in MENA (55% install growth) and LATAM (27% install growth) markets offers significant expansion potential
The integration of AI in content creation and personalization aligns perfectly with AppLovin's technological capabilities and recent investments in machine learning. The company's positioning at the intersection of AI, privacy-first advertising and mobile gaming puts it in a strong position to capitalize on these evolving market dynamics.
The rise of ultracasual games and AI-powered hyperpersonalization represents a particularly promising opportunity for AppLovin's AXON 2.0 platform, which specializes in optimization and targeting. The expansion of advertising channels in e-commerce (17% YoY install growth) also opens new revenue streams beyond gaming.
Adjust’s Mobile App Trends 2025 report offers marketers a global performance benchmark and blueprint amid app economy’s continued return to growth
Global mobile app installs increased
“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
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 up13% . MENA stood out, with installs increasing55% and sessions by21% YoY. LATAM followed with27% and21% 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 by39% and29% , respectively. -
Gaming’s bouncing back as hyper casual games lead the charge. Gaming app installs grew by
4% YoY in 2024, even as sessions declined0.6% , with hyper casual gaming app installs making up27% of total installs, and puzzle and hybrid casual games each contributing11% . -
Banking and crypto apps are seeing impressive growth, with installs of banking apps up
33% and sessions increasing19% YoY. Crypto apps saw a significant45% increase in sessions. This contributed to a27% increase in total finance app installs in 2024, with sessions increasing by24% .
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.
For additional findings and best practices, download the full report here.
About Adjust
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and analytics provide visibility, insights and essential tools that drive better results.
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Media Contact
Adjust
Joshua Grandy
pr@adjust.com
Source: Adjust
FAQ
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