Analytics and measurement solutions company Adjust has just released its annual Mobile App Trends Report for 2025, noting strong growth in the app economy after a deep decline in 2022.
Global installs are up 11% year-over-year in 2024, while sessions are up 4%. Incorporating advice from AppLovin experts, the report examines key trends in the mobile app industry and the future of measurement – specifically, the future where AI is transforming marketing and campaign performance measurement.
“In 2025, the key trends in the mobile industry will be the widespread use of AI to create high-quality content, integrating AI to automate production processes, and significantly improving mobile apps through personalized user experiences,” said Andrey Kazakov, CEO of Adjust. “Building products that are compatible with different platforms will definitely continue to be a trend this year, with the mobile web playing an important role in the growth strategy because it allows users to easily move from mobile web to the app.”
While privacy regulations will continue to be a major hurdle in 2024, resistance to change is waning and privacy-first technology is increasingly being deployed. Advanced analytics and real-time contextual information powered by AI and machine learning are helping to shorten decision-making times and increase efficiency.
App Tracking Transparency (ATT) opt-in rates have steadily increased from a global average of 32% to 35% by Q1 2025. This shows that apps are gaining trust and personalized ads are truly useful. Gaming apps still hold the top spot in terms of opt-in rates (39%), while e-commerce and shopping apps have increased sharply from 28% to 35%.
Despite the downward trend throughout 2023, global mobile app installs grew 11% year-over-year in 2024, while visits increased 4% – signaling strong growth momentum for 2025.
Gaming apps are back in full swing as hyper casual games lead the growth wave, with hyper casual contributing 27% of total installs, while puzzle and hybrid casual games each contribute 11%. Asia-Pacific leads the world in gaming app session duration, increasing from 34.32 minutes to 34.84 minutes in 2024. Gaming app installs are up 4%, while sessions are down 3%.
Banking and cryptocurrency apps are growing strongly, with the number of banking app installs in Asia Pacific increasing by 41% year-on-year. Asian users spend an average of 7.12 minutes per app session, significantly higher than the global average (down from 1.54 to 1.52 minutes).
Banking app installs increased 33% globally year-over-year, while sessions increased 19%. Cryptocurrency apps saw a whopping 45% increase in sessions, while payment app sessions increased 29%.
The report also covers the rise of ultracasual gaming; the trend toward AI-powered hyper-personalization; the expansion of advertising channels in e-commerce; and the resurgence of cryptocurrencies. These trends underscore the critical role advertisers have in creating seamless, omnichannel experiences for users, regardless of the platform they’re accessing.
The Vietnamese market offers exciting opportunities for app developers thanks to its high and growing user engagement. According to Adjust’s Mobile App Report, Vietnam currently ranks 9th globally in terms of time spent in apps. Vietnamese users spend up to 4 hours per day accessing diverse apps such as mobile games, social, entertainment and utility apps. This rate is expected to grow by 10% per year, providing a huge opportunity for app developers to reach and retain users in Vietnam.
Source: https://doanhnghiepvn.vn/chuyen-doi-so/kinh-te-so/khai-thac-loi-the-cua-ai-tao-noi-dung-chat-luong-cao/20250307024041597
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