Adjust released its annual Mobile App Trends report for 2025, showing strong momentum following the app economy’s 2022 dip. Across APAC, e-commerce, in particular, is soaring, seeing app install growth of 26% YoY in 2024, despite flat growth in sessions. Meanwhile, the average session length in APAC decreased slightly from 1.39 to 1.38, indicating a positive trend where shoppers are finding products and completing purchases more efficiently.
Including expert tips from AppLovin, Adjust’s report explores key trends impacting the mobile app industry and the future of measurement – namely, the ways in which artificial intelligence (AI) is defining marketing operations and campaign performance measurement.
“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 32% to 35% globally by Q1 2025 – suggesting increased user trust and seeing value in useful, personalized ads. Gaming apps maintained the highest opt-in rate at 39%, while e-commerce and shopping apps increased significantly from 28% to 35%.
Charting APAC’s app growth across key verticals
Key takeaways include:
- Despite the downward trend throughout 2023, global app installs increased 11% YoY in 2024, with sessions growing 4% — signaling strong momentum for 2025.
- Gaming is bouncing back, as hyper-casual games lead the charge. Globally, hyper-casual gaming dominated, contributing 27% of total installs, with puzzle and hybrid casual games accounting for 11% each. APAC led globally in gaming app session duration, increasing from 34.32 to 34.84 minutes in 2024. Gaming app installs rose by 4%, though sessions declined by 3%.
- Banking and crypto apps experienced impressive growth in 2024, with APAC leading finance app installs at a 41% YoY increase. APAC users averaged 7.12 minutes per session, while global daily sessions dipped slightly from 1.54 to 1.52 minutes. Banking app installs rose 33% YoY worldwide, with sessions up 19%. Crypto app sessions jumped 45%, and payment app sessions grew 29%.
“As mobile usage continues to thrive across APAC, fueled by the growing adoption of AI, it is crucial for marketers to harness this momentum by refining their campaign strategies and delivering personalized user experiences,” said April Tayson, Regional Vice President for INSEAU at Adjust. “Our data highlights that markets such as Indonesia, Malaysia, Vietnam, the Philippines, Singapore, and India are spending significant time on different apps, offering businesses immense opportunities to drive growth and engagement in the years to come.”
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.
