Ready to cut through the noise and get to the heart of mobile growth? In this edition of #MobileMonday, we’re giving an essential snapshot of the app trends that defined 2024 from Sensor Tower’s State of Mobile 2025 report. With these insights, marketers can pinpoint what truly works in today’s digital landscape.
- Global Surge: In 2024, global in-app purchase (IAP) revenue hit an impressive $150 billion—a 13% YoY increase.
- Market Leaders: Non-game apps are stealing the spotlight, with IAP revenue outside gaming skyrocketing from $3.5 billion in 2014 to over $69 billion in 2024.
- Takeaway: Brands investing in personalized in-app monetization strategies are poised to capture an even larger share of consumer spending.
?? Downloads: The Decline & The Winners
- Download Dip: Downloads have declined for the fourth consecutive year since the COVID-19 surge of 2020.
- Rising Stars: Despite the downturn, key markets like Indonesia, China Mainland (iOS only), and Mexico still show positive YoY growth in downloads.
- Takeaway: With a more mature market, growth strategies should pivot towards retention and re-engagement rather than solely new user acquisition.
?? Category Kings: Which Apps Are Leading the Pack?
- Mobile Gaming Dominance: Gaming apps continue to generate significant revenue—with mobile gaming expected to generate over $80 billion in 2024—even though growth rates are modest at around 4% YoY.
- Non-Gaming Powerhouses: Apps in entertainment, social media, and productivity are driving impressive revenue growth, thanks to increased user engagement and rising IAP revenue.
- AI Chatbot Apps on Fire: AI chatbot apps skyrocketed in 2024 to become one of the fastest-growing subgenres of apps. Users spent more than 7 billion hours in AI Chatbot apps like ChatGPT and these apps were downloaded more than 635 million times in 2024 versus the year prior. Their explosive growth is reshaping how users interact with apps and driving unprecedented engagement.
- Film & TV Streaming Dominance: Film & Television Streaming apps emerged as one of the top two subgenres by IAP revenue in 2024 by a wide margin, underscoring the immense potential of CTV retargeting to capture engaged audiences and drive conversions on the big screen.
- User Behavior Insights: Consumers now spend a larger portion of their digital time within apps, with non-gaming categories like retail, education, and lifestyle reaping the benefits of this shift.
?? Key Takeaway: Invest in Retargeting
The evolving mobile landscape—with robust IAP revenue and shifting download dynamics—underscores the importance of not only acquiring new users but also retaining and re-engaging existing ones.
- Pro Tip: By deploying targeted mobile retargeting campaigns, brands can effectively drive repeat purchases and deepen engagement across all app categories.
Learn more about the trends and strategies shaping mobile app success in 2025 by exploring YouAppi’s blog! Discover how you can harness these insights to fuel your growth and optimize your mobile marketing strategies.
?? Get the full details on Sensor Tower’s report here: State of Mobile 2025?
Let’s make 2025 a record-breaking year in mobile marketing!
