Adjust, an AppLovin company, released its annual Mobile App Trends report for 2025 on February 5, 2025, indicating strong momentum in the app economy. The report showed global app installs increased by 11% year-over-year in 2024, with app sessions growing by 4%.
The report emphasized that the mobile landscape in 2025 will be defined by the extensive use of AI to create high-quality content and automate production processes, enhancing personalized user experiences. It also highlighted the continued trend of cross-platform products, with mobile web playing a valuable role in growth strategies.
Privacy-first technologies are gaining traction, with App Tracking Transparency (ATT) opt-in rates steadily climbing from an average of 32% to 35% globally by Q1 2025. Gaming apps maintained the highest opt-in rate at 39%, while e-commerce and shopping apps saw significant increases from 28% to 35%, suggesting increased user trust in personalized ads.
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