Mobile App Trends: 2024 Edition
Mobile advertising expenditure grew by 8 % in 2023, reaching $362 billion, and is projected to hit $567 billion by 2030. App revenue is expected to surpass half a trillion dollars in 2024, driven largely by AI‑powered personalization that enhances user retention and return on investment across gaming, e‑commerce, fintech, and other verticals. Opt‑in rates for App Tracking Transparency rose 7 percentage points in fintech and e‑commerce, while connected TV emerges as a key channel within diversified, data‑centric marketing strategies.
Fintech applications experienced a 42 % year‑over‑year increase in installs and a 24 % rise in sessions during 2023. Asia-Pacific led install growth at 48 %, whereas EMEA recorded the largest session gains at 31 %. Global average session length climbed from 6.1 to 6.4 minutes, yet day‑30 retention fell from 9 % to 7 %. The high paid‑organic ratio of 0.79 underscores the continued importance of organic acquisition, especially amid a 12 % install decline in North America.
Gaming installs and sessions declined overall, but sub‑verticals such as racing (61 % install growth) and simulation (53 %) surged. Arcade and adventure titles saw the largest session increases, while average session length remained steady at 32 minutes. Day‑1 retention dipped slightly from 29 % to 28.3 %, yet hyper‑casual games improved their day‑1 rate from 26 % to 27 %. Rising cost per install drove the overall decline, yet high‑LTV sub‑verticals like RPG and adventure still present strong monetization prospects, reinforcing the need for AI‑driven personalization to sustain long‑term engagement.
E‑commerce apps recorded modest retention declines from 2022 to 2023, with day‑1 rates falling from 19 % to 17.3 % and day‑90 dropping from 5 % to 4.2 %. Nevertheless, stickiness improved, particularly in marketplace and classifieds categories where median retention rose from 15 % to 16.1 %. Global cost per install decreased slightly (median €1.37 to €1.33), while 30‑day lifetime value increased, reaching $10.35 for iOS and $5.85 for Android users. Europe led day‑1 retention at 17.5 %, and LATAM achieved the highest organic‑to‑paid install ratio (0.84). However, global reattribution rates fell from 0.46 to 0.25, indicating a strategic shift toward focusing on returning users rather than new acquisition.