Mobile reports and market data
Documents
Introduction to the Chinese Games Market: Opportunities in This Expanding Market
This Newzoo report, published in 2014, is an introduction to the Chinese games market for Western executives, combining public data with Newzoo's own consumer research.
- The GPC reported 490 million gamers in China in 2013, a 20.7% year-on-year increase, roughly one third of the total population.
- The Chinese games market reached RMB 83.2 billion ($13.8 billion) in 2013, a 38% year-on-year increase according to GPC.
- Domestically developed games accounted for RMB 47.7 billion, or 57% of 2013 game revenues, a 29.5% year-on-year increase.
Understanding the iPhone: Current Usage and Trends
This document provides an overview of iPhone usage and trends globally as of July 2017, coinciding with the iPhone's 10th anniversary.
- As of July 2017, there are 730 million active iPhones worldwide, representing approximately 10% of the global population.
- 61% of all iPhones ever sold since the 2007 launch remain in active use, with 82% of those active devices released in 2014 or later.
- China is the largest market for iPhone adoption with 243 million active users.
Betting on Billions: Unlocking the Power of Mobile Gamers
The document, "Betting on Billions: Unlocking the Power of Mobile Gamers," aims to highlight the untapped potential of mobile gamers as a lucrative audience for brands and advertisers.
- Mobile gamers are 23% more likely than non-gamers to influence the purchasing decisions of their peers, family, and colleagues.
- Gaming is the third-most-popular app category globally, with 50% of surveyed users engaging with games on a weekly basis.
- Over half (53%) of mobile gamers report that they are receptive to advertising, viewing it as a helpful way to stay informed about products and services.
Casino Gaming Report & Data: US Social Casino Market
This report analyzes the US social casino market, focusing on player demographics, spending habits, engagement, and cross-franchise behavior across 17 casino franchises.
- The US social casino market is highly fragmented, with the average user actively engaging with 5.6 different gaming titles.
- Monetization is robust, as 46% of social casino gamers have made in-game expenditures within the last six months.
- Men aged 21 to 35 represent the largest segment of paying users, accounting for one-third of total industry spend.
Spotting the Mobile Spenders: An Analysis of Paying Smartphone and Tablet Gamers
This Newzoo report, "Spotting the Mobile Spenders," analyzes paying smartphone and tablet gamers globally, with a specific focus on the US and Western Europe.
- Mobile gaming is projected to reach $25 billion in global revenue by 2014, with mobile expected to account for 50% of total game revenues by 2017.
- The share of paying mobile users in Western Europe and the United States grew from 36% to 46% over the last two years, debunking claims of market saturation.
- The Amazon Appstore is an undervalued channel, as its users demonstrate a higher propensity to spend money compared to those on Google Play or Apple platforms.
A Deep Dive into Deep Links: The All-in-One Handbook for Mobile App Marketers, Developers, and Product Managers
This ebook from Adjust, an AppLovin company, is a handbook for mobile app marketers, developers, and product managers on deep linking.
- CleverTap found that users attributed to deep links, compared with users from standard links, had 81% higher activation rates.
- The document states that Google deprecated Firebase Dynamic Links, which was shut down on August 25, 2025.
- Adjust describes a three-step client migration process covering account setup, data migration via templated CSV, and campaign configuration.
Ramadan App Trends Decoded: Benchmarks and Insights for 2026
Ramadan 2025 app performance data from the Middle East, Turkey, Africa and Pakistan (METAP) region is used to help marketers plan for Ramadan 2026.
- Ramadan drives a 11% increase in average daily installs and a 6% rise in session counts across the METAP region compared to the two weeks prior.
- Gaming apps maintain the highest engagement levels during the season, with average session lengths reaching 35.6 minutes.
- The Ramadan growth cycle extends beyond the fasting period, with overall install growth climbing from 10% during Ramadan to 13% in the post-Eid period.
The Shopping App Insights Report: 2025 Edition
Adjust's 2025 edition of The Shopping App Insights Report covers e-commerce, deal discovery, marketplace and classifieds, and shopping apps across Global, APAC, Europe, LATAM, MENA and North America, with data from January 2023 to June 2025.
- Global e-commerce app installs fell 14% year over year in H1 2025, while sessions grew 2%.
- LATAM was the clear outlier in H1 2025, with installs up 18% and sessions up 27%.
- In H1 2025, marketplace apps retained 24.8% of users on day 1 globally, while shopping apps retained 12.8%.
The Gaming App Insights Report: 2026 Edition
The Adjust "Gaming App Insights Report: 2026 Edition" draws on aggregated, anonymized data from apps tracked by Adjust between January 2024 and January 2026, covering verticals such as action, casual, hyper casual, and strategy, plus regions including APAC, Europe, LATAM, MENA, and North America, and a set of named countries.
- Global gaming app sessions increased 1% year over year in 2025, while the global day 1 retention rate for gaming apps was 27%.
- The paid-to-organic ratio for gaming apps rose 61% globally, from 2.07 to 3.33.
- Global cost per install for gaming apps increased 30% year over year to $0.56 in 2025.
Mobile App Trends 2026: Japan Edition
Mobile App Trends 2026: Japan Edition is a report by Adjust with insights from Sensor Tower.
- Card games had the strongest H1 2026 gaming performance in Japan, with installs up 18% year over year and sessions up 113%.
- Stock trading apps had the strongest H1 2026 growth across finance subverticals, with installs up 90% year over year.
- Payment apps accounted for 86% of finance app installs and 91% of sessions in Japan during H1 2026.
Rovio Sustainability Report 2025
Rovio's Sustainability Report for the period of April 1, 2025, to March 31, 2026, details the company's sustainability performance, activities, and future plans, voluntarily aligning with the European Sustainability Reporting Standards.
- Rovio reported a total carbon footprint of 20,980 tons of CO2e for the fiscal period ending March 31, 2026, with Scope 3 emissions representing 98.6% of that total.
- The company expanded its carbon accounting to include downstream emissions from initial game downloads, a change that improved data coverage but prevented direct year-over-year comparisons.
- Rovio maintains a workforce of 508 employees across six global locations and reports an adjusted gender pay gap of 1.4%.
Mobile App Trends: Vietnam 2026
The "Mobile App Trends: Vietnam 2026" report analyzes app performance benchmarks and insights in Vietnam across gaming, finance, and entertainment verticals from January 2024 to March 2026.
- Vietnam's mobile market is a top-tier global player, ranking 11th worldwide with 2.88 billion app downloads in 2025 and an 84% smartphone penetration rate.
- Gaming is the leading vertical with 1.29 billion downloads in 2025, while a shift toward hybrid-casual and midcore titles drove a 15% year-over-year increase in session growth during Q1 2026.
- The entertainment sector is experiencing rapid expansion, highlighted by a 271% year-over-year surge in short-form drama content downloads by late 2025.
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