The mobile app economy reached $167 billion in consumer spending in 2025, supported by a 10% year-over-year increase in global installs and a 7% rise in sessions.
See it on page 3Gaming installs remained flat while costs per install surged 30% to $0.56, though casual games bucked the trend with a 19% increase in installs and a 37% rise in sessions.
See it on page 19The industry is shifting from mobile-first to multi-platform strategies to address fragmented consumer journeys, supported by AI-driven predictive segmentation and cross-device measurement.
See it on page 11Finance apps demonstrated high retention, with sessions increasing 21% and a paid-to-organic acquisition ratio of 1.13, even as overall installs for the sector declined.
See it on page 34User privacy sentiment is stabilizing, with App Tracking Transparency opt-in rates rising to 38% by early 2026.
See it on page 7E-commerce experienced a 10% decline in global installs, though Latin America emerged as a high-growth outlier with a 30% increase in user engagement.
See it on page 27The mobile app industry entered 2026 with significant momentum, characterized by a 10% year-over-year increase in global installs and a 7% rise in sessions throughout 2025. Consumer spending reached a record $167 billion, signaling a robust digital economy. This growth coincides with a fundamental technological shift where artificial intelligence has transitioned from an experimental feature to essential infrastructure for predictive segmentation and data analysis. Furthermore, the industry is moving away from a strictly mobile-first approach toward multi-platform strategies designed to capture fragmented consumer journeys across various devices. User privacy sentiment is also stabilizing, with App Tracking Transparency opt-in rates climbing to 38% by early 2026.
Sector-specific performance reveals a complex landscape of engagement and acquisition costs. While the global gaming population reached 3 billion in 2025, overall gaming installs remained flat as the cost per install rose 30% to $0.56. However, casual games outperformed the broader market with a 19% increase in installs and a 37% surge in sessions. In contrast, the e-commerce sector faced challenges as global installs fell by 10%, though Latin America emerged as a significant growth outlier with a 30% increase in user engagement. These trends suggest that while user acquisition is becoming more expensive in mature categories, specific genres and emerging markets continue to offer high-velocity growth opportunities.
The finance sector demonstrated unique resilience, with sessions increasing by 21% despite a slight decline in installs, reflecting the deep integration of digital wallets into daily consumer habits. Finance apps also led the shift toward paid acquisition, achieving a paid-to-organic ratio of 1.13 as costs per install decreased in most regions. As the industry moves through 2026, success is increasingly defined by retention-led growth and sophisticated cross-channel attribution. Future scalability will depend on the ability of developers to leverage AI-driven personalization and cross-device measurement to maintain engagement in an increasingly competitive and fragmented global market.
