Adjust, AppLovin – Mobile App Trends, 2025 Edition

The report by Adjust and AppLovin "Mobile App Trends 2025 Edition" analyzes the evolving mobile app ecosystem and its growth drivers. In 2025, mobile ad spend in the U.S. is projected to reach $228.11 billion, accounting for 66.4% of total digital ad spending. Global consumer spending on mobile apps rose by 15.7% YoY in 2024, with users engaging with 26 apps per month on average. The app economy is expected to surpass $626 billion by 2030. The report highlights the necessity for app marketers to adapt to privacy regulations and integrate AI for growth. It provides insights into the importance of balancing user acquisition with long-term engagement and retention strategies.