Mobile app trends: 2026 edition

Mobile app trends:
2026 edition
REPORT
A global benchmark of
app performance
With contributions from:

Mobile app trends: 2026 edition
2
Contents
Introduction: Evolution and opportunity in
the mobile app industry �������������������������������������������������� ���������������������������������3
AI transforms from strategic tool to core infrastr ucture in 2026 �������9
Mobile-first approach evolves into multi-platform strategy ���������������11
Key takeaways & methodology ��������������������������������������������������������������������13
Gaming apps �������������������������������������������������� ��������������������������������������������������� 15
Finding and keeping users �����������������������������������������������������������������������������17
E-commerce/shopping �������������������������������������������������� �������������������������������25
Finding and keeping users ����������������������������������������������������������������������������27
Finance apps �������������������������������������������������� �������������������������������������������������� 32
Finding and keeping users ���������������������������������������������������������������������������34
Conclusion: An exciting future for the mobile app i ndustry ���������������� 41

Mobile app trends: 2026 edition
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Mobile app trends 2026 is here and we’re happy to report that
the growth opportunities are as big as ever. In 202 5, there were
more than 112.1 billion app downloads, an estimated
5�8 billion
unique smartphone users
globally, and consumer spending
rose
10�6% YoY to $167 billion . The app economy’s long-term
outlook also remains strong, with the global market projected
to exceed
$1�23 trillion by 2035 and mobile technologies and
services set to generate 8.4% of global GDP by 2030 .
For mobile marketing and UA teams, 2025 was a criti cal period
for experimentation with AI technologies, new autom ation
solutions, and channel diversification. Teams conti nue to seek
the latest and most effective growth channels, and setups have
become increasingly customized, complex, and fragme nted
— making reliable and actionable data more paramount to
campaign optimization and ROI than ever . In this responsive,
user-led industry, 2026 is set to be another exciti ng and
transformative year for mobile apps. Today is possibly the most data-rich time we’ve exp
erienced
so far in the marketing industry. With billions of data points
to navigate and gain insights from, what serves us now?
Advertisers need the ability to cut through the noi se and
surface data that is decision-ready. Success depend s on
dynamic and customizable dashboards to gain the big
picture without losing transparency, alongside attr ibution
that’s laser sharp.
INTRODUCTION
Evolution and opportunity in
the mobile app industry
User behavior, new tech, and better data are fueling mobile growth in 2026

Key to the fragmentation we’re experiencing is that we have
more platforms and channels than ever before. Targe t users
are across devices, across apps, and their behaviou r changes
fast. Macro-economic changes, mono versus microcult ure,
streaming popularity—it all impacts our marketing s trategy. The
solution? Cross-channel attribution and linking inf rastructure
that keeps campaigns effective and user experiences seamless.
Add to this AI, which continues to increase its pre sence as
a foundation in workflows across all industries and verticals,
rather than an add-on. 2025 developments have taken AI from
an enhancement to native architecture. ChatGPT, Gem ini,
and Anthropic all launched new models last year, an d as many
as
88% of businesses now report using AI in their daily work.
That’s 13% up from previous year and 76% since Chat GPT’s
launch in November 2022. Nearly two-thirds of organ izations
report, however, that they’re still in the experime ntation or
piloting phase, leaving a lot of room for AI soluti ons to make a
real impact. As always, the mobile app trends report: 2026 editi
on
equips you with data from thousands of apps across
the gaming, e-commerce, and finance verticals to he lp
benchmark performance and forecast goals� We cover
the critical data and provide contextual analysis o f what
we’ve seen in the market last year, and apply it to now.
Whatever your growth goals this year—adapting to re gional
dynamics, strengthening post-install uptake, custom er
profiles—benchmarking your data with market trends is
key for sustainable results.
4
Mobile app trends: 2026 edition

Deep Shah
Global Head of AdTech
Partnerships – Measurement, Data, Retail Media
Mobile app trends: 2026 edition
5
“ As we head into 2026, mobile discovery will be driven less by linear funnels and more by participation. With users
discovering, engaging, and converting through cultu re-led
content across platforms, brands that design for co mmunity-
driven experiences, rather than interruptions, will be better
positioned to drive impact across the full journey.”

Mobile app trends: 2026 edition
6
Let’s set the scene by taking a look at the
overall global numbers. According to Adjust
data, app installs climbed 10% year-over-year
(YoY) in 2025, while sessions rose 7%. Both
metrics accelerated from 2024’s growth rates
of 8% and 2%, respectively.
February 2025 marked the annual low for
installs at 13% below the yearly average,
before a recovery that brought December
to 8% above average. Sessions mirrored this
trajectory, closing the year 3% above the
baseline.
The 10% overall growth of app installs
shows a continued increase of global digital
adoption and active, on-the-go engagement
with business, commerce, and entertainment.
App install and session growth January 2024 –
December 2025 (Global)
JAN 24FEB 24
MAR 24 APR 24
MAY 24 JUN 24
AUG 24 SEP 24
OCT 24
NOV 24
DEC 24JAN 25FEB 25
MAR 25 APR 25
MAY 25
JUN 25
AUG 25 SEP 25
OCT 25
NOV 25
DEC 25 JUL 25JUL 24
Sessions
Installs

Mobile app trends: 2026 edition
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App Tracking Transparency (ATT) opt-in
rates among iOS users who permit tracking
requests continued to rise into Q1 2026, with
the industry average increasing from 35% in
Q1 2025 to 38% in Q1 2026.
Gaming led with a 39% opt-in rate, while
entertainment, finance, lifestyle, and social
apps all improved YoY. Publications recorded
one of the largest gains, rising from 18% to
26%. E-commerce and shopping apps, on the
other hand, dropped from 35% to 34%.
Communicating the value of opting-in to
users requires personalized messaging. For
gaming app users, it could look like explaining
that tailored advertising means they’re more
likely to see appealing titles than spammy
ads. For finance it can mean transparently
explaining how data is used to increase trust.
ATT opt-in rates Q1 2026 v. Q1 2025 (Global)
0%Q1 2025 Q1 2026
Industry-wide
E-commerce/
shopping
Entertainment
Finance
Food & drink
Gaming
Health & fitness
Lifestyle
Publications SocialTravel 5% 25% 35%10% 15%20% 30% 45%
40%

Mobile app trends: 2026 edition
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“ As paid media becomes more competitive, brands need to strategically invest in channels that help them reach new customers.
App advertisers activating full-funnel campaigns, al ongside unified,
privacy-safe measurement, can better understand whi ch channels
are performing and where to invest. Channels with e ngaging ad
formats, like Sponsored Snaps, App End Cards, and Playables (new
inventory in Snapchat’s App Power Pack), can help drive connection
and action – products in the App Power Pack are driving at least +25%
lift in app installs.”
Ozge Gulerman
Head of Marketing
Science

Mobile app trends: 2026 edition
9
Marketers face countless questions daily about campaigns,
creatives, and overall performance� Rather than fun ctioning
separately from marketing and measurement systems, AI can
be embedded to help coordinate channel spend, segmen t
users by predicted value, and adapt experiences in real time�
THREE WAYS AI IS BEING OPERATIONALIZED IN 2026:
Data analysis assistants
Most marketers work with large swathes of data
and inputs from multiple channels and sources�
The ability to query and talk to that data in a natural
language interface saves time on analysis and leads
to faster business outcomes� Instead of waiting
on reports from a data science team or spending
hours comparing datasets and switching between
tabs to uncover insights, you can rely on copilots/
AI assistants to proactively surface exactly what’s
needed in real-time, including custom reports and
sharable visualizations�
Smart audience segmentation
Segmentation historically relied on static lists
based on broad attributes such as age, gender,
or location� These segments were manually built
and rarely updated� Now, many segmentation
approaches are dynamic and predictive� Marketers
use first-party data and machine learning to group
users based on behavior, intent, and likelihood to
convert, automatically updating as user activity
changes� Automation and AI let marketers build
and update segments across channels�
Generative AI enters its utility phase
Generative AI is now evaluated by outcomes
rather than output volume or novelty� Teams use
it to systematically test creative variants, model
user journeys, and tailor in-app messaging�
However, maturity varies: most organizations
report low or moderate GenAI maturity, while
a small group with advanced deployment has
reportedly achieved
efficiency gains over 20% ,
highlighting the gap between experimentation
and disciplined execution�
Learn more about Adjust Growth
Copilot : Your AI-powered partner
for smarter app growth.
AI transforms from strategic tool
to core infrastructure in 2026

Deborah Bennett
Head of App Ads,
Commercialization,
Privacy & Measurement
Mobile app trends: 2026 edition
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“ In 2026, the complexity of mobile journeys will demand a shift from reporting performance to enabling decisions.
As users move fluidly across apps, web, and commerce
environments, AI-powered measurement will be essent ial
to connecting intent with outcomes, helping marketers
optimize for value across increasingly non-linear p aths.”

Mobile app trends: 2026 edition
11
Mobile-first was the focus and strategic direction for
businesses over the last decade� In 2026, this is e volving;
multi-platform, multi-channel is our new standard� As
consumers research on mobile web browsers, compare
options on desktop, and complete purchases in-app, this
creates critical blind spots and potential drop-off moments�
Complicated consumer journeys and privacy constrain ts can
lead to misattributed performance and inefficient b udget
allocation� It’s a well known challenge; only aroun d
31% of
marketers
report complete satisfaction with their ability to
unify and read data across platforms�
Cross-platform measurement solves this by attributi ng
users across devices—connecting a mobile web sessio n to
an in-app conversion, or an email click to an app download.
It reveals how channels work together to drive value, rather
than competing for last-click credit. Integrated measurement is a top strategic priority for the year
ahead. Marketers need to look at eliminating barriers between
platforms and guide users directly to the exact in-app content
intended. We see that our TrueLink clients implementing high
quality deep linking consistently increase their co
nversions
and strengthen brand reputation.
To elevate deep linking and engagement quality even
further, we recommend using tools like Audiences for
user segmentation and effective retargeting. Running this
alongside web-to-app solutions ensures omni-channel
experiences remain scalable and effective.
Mobile-first approach evolves into
multi-platform strategy
Learn more about Adjust’s TrueLink for deep
linking and additional solutions for user
engagement.

Jeff KatzHead of
Emerging Sales
Mobile app trends: 2026 edition
12
“With discovery, engagement, and conversion spannin g
screens and devices, advertisers need unified measu rement
and optimization to understand how mobile and TV work
together to drive performance across the full funnel. You
don’t “click” your TV the way you do on mobile devices, and
new technology and partnerships are crucial to accu rately
measuring impact.”

Mobile app trends: 2026 edition
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Key takeaways & methodologyGlobal e-commerce app
sessions increased 5%.
Cost per install for gaming apps
rose globally by 30% to $0.56 in
2025.
LATAM led finance app growth
with installs and sessions up 76%
and 57%, respectively.
E-commerce session lengths
declined from 10.04 minutes in
2024 to 9.6 minutes in 2025.
5
%
76
8
%
9.6
30
Gaming retention remained flat
YoY, with day 1 at 27% and day 30
at 5%.
Global finance app session lengths
increased 8% YoY to 7.18 minutes
in 2025.
Casual games recorded 19% install
growth alongside a 37% boost in
sessions. Hyper casual sessions
grew 31%.
%
37
27
The global paid/organic ratio

for finance apps increased to 1.13
in 2025.
1.13
The methodology
VERTICALS:
E-commerce/shopping, finance/fintech, gaming
REGIONS:
Global, APAC, Europe, LATAM, MENA, North America
DATASET:
A mix of Adjust’s top 5,000 apps and the total data set
of all apps tracked by Adjust� Our data comes from two
sources, one including a list of 45 countries and o ne with
approximately 250 based on the ISO 3166-1 standard�
DATE RANGE:
January 2024 – January 2026
Data is based on aggregated, anonymized data from a pps
tracked by Adjust and may not reflect the entire gl obal
app market� Unless otherwise noted, all figures in this
report come from Adjust data�
%
% %

Mobile app trends: 2026 edition
14
“ In 2026, sustainable app growth will depend on capturing user journeys across web, app, and other connected envir onments. It’s
no longer sufficient to view users in device silos when we know that
conversion is influenced by multiple touchpoints. Uncovering what
those touchpoints are, the amount of influence they hold, and how
you can seamlessly guide users between them will empower effective
budget allocation, better ROI, and real business impact from
marketing efforts.”
Tiahn Wetzler Director,
Marketing

PART 1
Gaming apps
Mobile app trends: 2026 edition
15

Mobile app trends: 2026 edition
16
Block Blast!
PuzzleROBLOX
Action, adventure
Garena Free Fire
Action
Subway Surfers
Action, casual
Pizza Ready!
Simulation Ludo King
Family, board
EA SPORTS FC Mobile Soccer
Sports
My Talking Tom 2: Pet Game
Casual
Hole.io
Sports, casual
Top 10 gaming apps by downloads, worldwide, 2025
Source:
Vita Mahjong
Card, board
1
2
3
4 5 7
6
8
9
10
What we’re keeping an eye on in 2026: Live-ops–driven monetization, the impact of web sto res on player
spending and user experiences, mobile–PC–cloud conv ergence in mid-core genres, and the growing role
of AI in personalization across monetization and gam eplay�
$1B 80%
Eight of the top 10 mobile
games in 2025 each
generated more than $1
billion in player spending�
The number of global
mobile gamers reached
nearly 3 billion in 2025,
representing more than
80% of the global gaming
population�

Mobile app trends: 2026 edition
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MENA had 2% install growth and a 7%
sessions increase YoY in 2025. Europe
and LATAM both saw install decreases
(-7% and -9%). Sessions rose 3% in Europe
and remained almost flat in LATAM (0.4%).
APAC declined marginally across both
metrics. Installs in North America dropped
5% and sessions decreased by 2%.
Gaming app install and session growth percentages
YoY 2024 – 2025
-10% -8%-6%
-4% 0%
-2% 2%
4% 6%
8%
Installs
Sessions
1%
-7%
Global APACEurope LATAM MENANorth America
2%
7%
-1% 3%
-5%
-2%
0.4%
-9%
-0.4%
-3%
Finding and keeping users

Mobile app trends: 2026 edition
18
1%
1%1% 1%
2%
3%
1%
2% 1%
1%
1% 3%
1%
2%
1%
3%
1%
1%
3%
2% 1%
1%
Installs Sessions
1%
Gaming app installs and sessions by subvertical 2025 (Global)
In 2025, hyper casual games once again
accounted for the largest share of gaming
app installs (29.1%), with their session
contribution reaching a smaller 15.3%.

Casual and hybrid casual games each
captured just over 10% of installs, along with
7% and 8.5% of sessions, respectively. Puzzle
games made up 10% of installs and 12.9% of
sessions. Meanwhile, action games converted
8% of installs into 17.1% of sessions. Simulation
games represented 8.5% of installs and 5%
of sessions, and sports games contributed
3% and 6.8%. Strategy, RPG, and racing each
remained below 3% of installs.
Install and session goals differ by
monetization model. Between 2024 and
2025, hyper casual’s install share grew from
27% to 29.1%, while its session share (which
also increased) sat at 11% and 15.3%. Its focus
is primarily on high-turnover and revenue via
in-app advertising, which results in this large
volume or installs and smaller share
of sessions.
Action
Card
Casual Casino
Adventure
Arcade
Board
Trivia Hybrid casual Puzzle
Racing
StrategyRPG
Simulation
Sports games
Music Word
Family Slots
Swap
Hyper casual
5%
4%
13%
7%
5%
7%
15%
17%
9%
5%
8%
2%
3%
10%
10%
29%
9% 10%
With the success of hybrid casual, and rising UA costs, however, hyper casua l’s session increase does indicate the
addition of retention elements to drive up ROI for certain segments. Acti on, puzzle, and sport games, at the other end
of the spectrum, generate a larger share of sessions that installs because o f optimization toward repeat gameplay and
whale/dolphin monetization models built around reten tion and LTV.

Mobile app trends: 2026 edition
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Installs of casual games grew 19% YoY in 2025,
alongside a boost of 37% in sessions. As we
explored above, despite being an install-led
category, hyper casual’s sessions increased
31%—much higher than their 4% install
increase.
Strategy games led session growth at +57%
despite flat install growth, demonstrating
the large number of loyal users the genre
has. Casino and slots both achieved strong
install growth of 22% and 46%, but sessions
decreased 5% in each category, meaning
churn may need to be addressed. Gaming app install and session growth percetanges by
subvertical YoY 2024 – 2025 (Global)
-30%
70%
60%
50%
40% 30%
20% 10% 0%
-20% -10% Installs
Sessions
12% 15%
-2% 22%
19%37%
11%31%
4% 7%
9% 18%46%
57%
2%
-5% -8% -1%
-3%
-10% -9%-6%
-9%
-5%
-18% 8%
Casino
Card
Action
Hybrid casualCasual
Hyper casual Racing
Puzzle
Simulation
RPG
StrategyWord
Slots
Sports
15% 14%
TIP: To address churn, send
welcome notifications and benefits,
adding daily streaks and motivation
hooks, and utilize attribution
dashboards to ensure ad channels
are delivering installs with good LTV.

Mobile app trends: 2026 edition
20
2024
2025
Global gaming session lengths shortened
to 30 minutes in 2025, down from 30.43.
APAC maintained the longest session
length at 33.14 minutes, albeit down from
the prior year. MENA and LATAM increased
their session durations to 30.88 and 25.44
minutes, while Europe declined to 27.15 and
North America rose to 24.77.
In 2025, day 0 sessions per user remained
unchanged at 1.65 globally across gaming
apps. Most subverticals showed minimal
year-over-year movement. However, family
games were a notable exception, increasing
from 1.6 to 1.76. Swap and idle RPG recorded
small decreases.Gaming app session lengths
2024 – 2025
Gaming app session per user per day
on day 0 2024 – 2025 (Global)
02
1.2
1.4 1.6
1.8
1
0.4 0.6
0.8
0.2
All Board
Arcade
Action
Casino
Card
Adventure
Family
Casual
Music
Hyper casual
Hybrid casual
Racing
Puzzle
Sports
Slots
Strategy SwapTrivia
RPG
Idle RPG
Simulation
Word 0 5101520 25 30 40
Time in minutes 2024
2025
Global
APAC
Europe
North America LATAM
MENA
35
• Casual games session lengths increased to 25.92 min utes, up 15%.
• Hyper casual titles saw session durations climb by 13% to 21.56 minutes, in-line with the move toward retention elements in the genre.
• Racing games captured longer play sessions—up 17% t o 16.33 minutes.
• Strategy game session lengths (along with the 57% i ncrease in sessions!) grew 18%, hitting 37.51 minutes. This is a lot more monetizable
time per user.
BONUS

Mobile app trends: 2026 edition
21
Retention rates across gaming apps showed
minimal change from 2024 to 2025. For all
games, day 1 retention remained at 27%, day 7
at 13%, day 14 at 8%, and day 30 at 5%. Hyper
casual, as usual, starts strong but drops more
throughout the month as users churn to new
titles: day 1 was 27%, day 7 8%, day 14 6%, and
day 30 2%.
Gaming CPI rose globally to $0.56 in 2025,
up 30%. Slots, idle RPG, and strategy had the
largest increases—reaching $4.47, $3.19, and
$1.03, respectively. CPIs for casino, family,
and swap games decreased.
Gaming app retention rates
2024 – 2025 (Global)
Gaming app CPI

2024 – 2025 (Global)
Day after install
0%
10%
20%
30% 40%
50%60% 70%
80% 90%
100%
2024 (All) 2025 (All) 2024 (Hyper casual) 2025 (Hyper casual)
0
30
8 18
2 1424
16 262810
20
4 12 22
61
3 5 7 21 13 19 17 15 11 23 9 25 27 29 0
0.5 1
1.5 2
3
2.5 3.5
4.5
2024
2025
$USD
5 4
•
Day 1 retention for family games jumped to 23%, up 5 percentage points.
• Action and arcade apps each gained 1 percentage poi nt in day 1 retention, reaching 19% and 20%.
BONUS
All
Board
Arcade
Action
Casino
Card
Adventure
Family
Casual
Music
Hyper casual
Hybrid casual
Racing
Puzzle
Sports
Slots
Strategy SwapTrivia
RPG
Idle RPG
Simulation
Word

Mobile app trends: 2026 edition
22
The paid/organic ratio for gaming apps
increased across most subverticals in 2025,
with the global share up from 2.07 to 3.33
(+61%). The largest increases were recorded
in casino (+223% to 11.05), casual (+139%
to 7.16), and slots (+447% to 5.63). Hyper
casual also rose to 4.56. Racing was the only
subvertical to decline, decreasing to 2.45.
More reliance on paid across the board
indicates gaming apps are battling it out to
catch user attention.
• APAC’s gaming paid/organic ratio
increased 45% to 2.97 in 2025.
• Gaming app paid/organic ratio in
Europe jumped from from 2.53 to
3.18.
• LATAM exhibited the highest
reliance on paid acquisition, with a
ratio of 4.23.
BONUS
Gaming app paid/organic ratio 2024 – 2025 (Global)
2024
2025
0 2 4 12
6 8 10
All
Board
Arcade Action
Casino Card
Adventure
CasualFamily
Music
Hyper casual
RacingPuzzle
Sports Slots
Strategy SwapTrivia RPG
Idle RPG
Simulation
Word
Hybrid casual

Mobile app trends: 2026 edition
23
Gaming apps averaged 5.3 partners in 2025,
down from 6 the prior year. Hybrid casual, idle
RPG, and simulation went against this pattern,
expanding to 9.8, 6.7, and 6.8 partners. Casual,
slots, hyper casual, and swap narrowed their
networks to 4.3, 4.3, 5.5, and 5.2.
With user acquisition costs at a premium,
the focus has moved from adding partners
to identifying which channels deliver users
with the highest proven or predicted lifetime
value (pLTV). Genres such as idle RPG and
simulation, built on hybrid monetization and
higher engagement, are expanding their
networks to test channels like interactive
playables and web-to-app funnels. Genres
dependent on high-volume, ad-driven
installs are instead concentrating spend on a
smaller set of partners that continue to deliver
efficient scale.Gaming partners per app 2024 – 2025 (Global)
0
12
10 86 4 2
All
Board
Arcade
Action
Casino
Card
Adventure
Family
Casual
Music
Hyper casual
Hybrid casual
Racing
Puzzle
Sports
Slots
Strategy Swap
Trivia
RPG
Idle RPG
Simulation
Word
2024
2025

Mobile app trends: 2026 edition
24
In addition to adapting creatives to the expectations of
users arriving from specific channels, creative customization
also extends to platform-level optimization, where iOS and
Android audiences respond to different ad formats. Analysis
from Alison.Ai shows that creatives are no longer one-size
fits all, and that applying the right elements in the right
environment helps unlock stronger engagement and mor e
efficient performance.
Tailoring creatives
to messaging
The effectiveness of creative elements depends on
both vertical and operating systems. Gaming and
non-gaming creatives respond differently to the same
elements, and iOS and Android environments further
influence performance outcomes. Audio choices,
scene pacing, text placement, and CTA usage vary
in effectiveness by operating system, making OS-
specific creative decisions critical to performance .
Source:
iOS users respond well to a sound
off design (+24%), that open with
close-up shots (+16%) of gameplay
(+45%), introduce free-offer text
early (+30%), and feature a large
centered logo (+29%) at the end
paired with the CTA text ‘Play
Now!’ (+14%).
Android users respond well to
videos that use sound effects
(+12%), split-screen (+51%) scenes
showcasing gameplay (+13%), and
multiple scenes (+42%), with an end
card that omits a CTA (+31%) but
features falling coins (+11%).
SPLIT SCREEN
‘PLAY NOW!’
CTA TEXT
FALLING COINS
FREE-OFFER TEXT

Mobile app trends: 2026 edition
25
PART 2
E-commerce/ shopping apps

SHEIN
Women’s apparelTemu
Shopping (General)
Shopee
Shopping (General) Flipkart
Shopping (General)
Blinkit
Shopping (General)
AliExpress
Shopping (General)
Mercado Libre
Shopping (General)
Alibaba.com
Shopping (General)
Top 10 shopping apps by downloads, worldwide, 2025
1
2 3
4 5 6
7
8
9
10
Source:
Meesho
Shopping (General)
Amazon
Shopping (General)
What we’re keeping an eye on in 2026: AI-driven product discovery and personalization such as personal
shopping agents, sizing assistants and recommended items, agentic co mmerce to find sale items, and
automated purchasing� Social and live commerce growth are likely to co ntinue�
Mobile app trends: 2026 edition
26
6.35 B
$2.47 TR
Global e-commerce app
downloads increased from
4�36 billion in 2019 to 6�35
billion in 2025, representing
growth of more than 45%
over the period�
The global live commerce
market size is expected to
approach $2�47 trillion by
2033�

Mobile app trends: 2026 edition
27
Global e-commerce app installs fell 10%
YoY in 2025, even as sessions increased 5%.
The install decline was most pronounced
in February (8% below average), before a
Q4 rebound of 6% and 4% in November
and December, typical of the vertical’s
busy period. Sessions followed a similar arc,
dropping 11% below average in February, but
hitting 10% above average by November and
+5% in December.
LATAM was the highest performing region,
with 17% install growth and a 30% jump in
sessions. In APAC, installs grew 7% while
sessions remained stable (-0.7%). Europe
presented a mixed picture, with installs
decreasing 22% while sessions edged up 6%.
MENA and North America both saw declines
across installs and sessions.• Installs for deal discovery apps rose 2% YoY in 202 5, with sessions growing 6%.
• Marketplace and classifieds sessions increased 4% Y oY.
• Shopping app sessions went up by 7% YoY.
E-commerce app install and session growth
January 2024 – December 2025 (Global)
Finding and keeping users
BONUS
E-commerce app install and session growth
percentages YoY 2024 – 2025
Installs
Sessions 40%
30%20% 10%
0%
-30% -20% -10% 7%
Sessions
Installs
APR 24
MAY 24 JUN 24 JUL 24
AUG 24 SEP 24
OCT 24
NOV 24 DEC 24JAN 25FEB 25
MAR 25 APR 25
MAY 25 JUN 25 JUL 25
AUG 25 SEP 25
OCT 25
NOV 25 JAN 24
FEB 24
MAR 24
DEC 25
5%
Global APAC North America
EuropeLATAM MENA
17%
6% 30%
-10% -0.7%
-22% -17%-11% -11% -0.6%

Mobile app trends: 2026 edition
28
2024
2025
The average global e-commerce app session
length declined YoY in 2025, down from
10.04 to 9.6 minutes. APAC (9.42 to 9.14),
Europe (10.87 to 10.53), and MENA (9.56
to 8.61) recorded decreases, while North
America and LATAM remained unchanged at
8.69 and 8.58 minutes, respectively.
Global e-commerce day 0 sessions per user
decreased from 1.37 to 1.36 in 2025. Most
regions (APAC, Europe, MENA, and North
America) saw declines, and LATAM increased
from 1.35 to 1.36.E-commerce app session
lengths 2024 – 2025
E-commerce sessions per user per day on day 0
2024 – 2025 (Global)
Shorter e-commerce app session lengths can indicate that an important sh
ift in user behavior: customers are making faster,
more focused purchasing decisions. If session lengths are decreasing b ut conversions are up, there’s no issue. If you’re losing
user attention and seeing a drop in ROI, however, addressing churn points to i ncrease retention and purchase completion
should be your focus.
0 2 4 6 8 12
Time in minutes 2024
2025
Global
APAC
Europe
North America LATAM
MENA
100
1.6
1.4
0.6
0.4 0.2
Global APACEurope LATAM
0.8
1
1.2
MENANorth America

Mobile app trends: 2026 edition
29
E-commerce app retention rates
2024 – 2025 (Global) E-commerce app CPI 2024 – 2025 (Global)
0%
Day after install
$USD
2024 2025
10%
20%
30% 40%50%60%
70%
80% 90%
100% All
Deal discovery Shopping2024
2025
0
1
0.5 1.5
2
2.5
0 30
8 18
2 1424
16 262810
20
4 12 22
61
3 5 7 21 13 19 17 15 11 23 9 25 27 29
• Retention for marketplace and
classifieds decreased in 2025,
with day 1, 7, and 14 each declining
one percentage point to 24%,
14%, and 11%. Day 30 retention
remained at 8%.
• Shopping day 1 retention declined one percentage point to 12%
in 2025, while day 7, 14, and 30
remained at 6%, 4%, and 2%.
• CPI declined in APAC from $1.27 in 2024 to $0.68 in 2025, and in
North America from $2.61 to $2.49.
• Europe’s CPI climbed from $1.83 to $2.25, and MENA’s rose from $0.45
to $0.51.
BONUS
Retention rates for e-commerce apps decreased slightly YoY
in 2025. Day 1 retention dipped from 13.2% to 12.6%, and day 7
retention eased from 6.3% to 6%. Day 14 figures hovered near
4.4%, with day 30 retention remaining flat at 3%. Cost per install (CPI) for global e-commerce apps declined from
$1 to $0.98 in 2025. Subvertical trends diverged as deal discovery
CPI rose from $1.44 to $2.26, while marketplace and classifieds
dropped from $0.99 to $0.88, and shopping decreased from
$0.93 to $0.91.
Marketplace &
classifieds

Mobile app trends: 2026 edition
30
The global median paid/organic ratio for
e-commerce apps increased from 0.48
in 2024 to 0.54 in 2025, demonstrating a
greater reliance on paid acquisition than on
organic installs. Paid share grew most notably
in MENA (+16% from 0.54 to 0.63), APAC
(+14% from 0.43 to 0.49), and North America
(+10% from 0.38 to 0.42), while LATAM and
Europe saw declines.
The global paid/organic ratio for
shopping apps grew to 0.57, up 14%.
BONUS
E-commerce app paid/organic ratio 2024 – 2025
2024
2025
00.1 0.2 0.3 0.4
Global
APAC
Europe
North America 0.5 0.70.6
LATAM
MENA

Mobile app trends: 2026 edition
31
Despite an increase in paid share, e-commerce
apps worked with fewer partners on average
in 2025, down to 6.3. Deal discovery and
marketplace apps increased their partner
counts to 9 and 10 (still a large number
of partners). Shopping apps decreased
fractionally to 6. This suggests advertisers
are choosing to invest in a smaller stack of ad
networks which prove to deliver higher quality
users. This is also reflected in the observed
decrease of overall installs but higher sessions
overall YoY.
E-commerce partners per app 2024 – 2025 (Global)
AllDeal discovery Shopping
Marketplace &
classifieds 2024
2025
0
2
4
6
8
10 12

PART 3
Finance apps
Mobile app trends: 2026 edition
32

PhonePe
Digital wallets & P2P paymentsNavi
Lending
PayPal
Digital wallets & P2P payments
Google Wallet
Digital wallets & P2P payments
Binance
Cryptocurrency
ShopeePay
Digital wallets & P2P payments
Google Pay
Digital wallets & P2P payments
UnionPay APP
Digital wallets & P2P payments
Source:
Top 10 finance apps by downloads, worldwide, 2025
Airtel Thanks
Digital wallets & P2P payments
Paytm
Digital wallets & P2P payments
1
2 3
4 5 6
7
8
9
10
Mobile app trends: 2026 edition
33
4.5 B
$13.67 TN
The number of digital wallet
users reached 4�5 billion in
2025�
The global neobanking
market is forecast to reach
an estimated $13�67 trillion
by 2031�
What we’re keeping an eye on in 2026: Loyalty programs as retention drivers, the resurgence of interest
in crypto in the mainstream, digital wallets increasing market share, a nd the integration of diverse services
into payment apps (inspired by super apps)�

Mobile app trends: 2026 edition
34
Finance app installs dropped 4% YoY
in 2025, while sessions rose 21%. The
sessions boost is likely linked to banking
and payments apps increasingly becoming
part of daily life globally. Installs lagged
throughout the first half of the year, with
February 14% below the yearly average,
but were up 8% vs. average by December.
Finance app install and session growth January 2024 –
December 2025 (Global)
JAN 24FEB 24
MAR 24
APR 24
MAY 24 JUN 24
AUG 24 SEP 24
OCT 24
NOV 24 DEC 24JAN 25FEB 25
MAR 25
APR 25
MAY 25 JUN 25
AUG 25 SEP 25
OCT 25
NOV 25 DEC 25 JUL 25JUL 24
Installs Sessions
Finding and keeping users

Mobile app trends: 2026 edition
35
LATAM dominated regional growth with +76%
install growth YoY and +57% for sessions.
MENA followed with 42% growth in installs
and a 10% increase in sessions. APAC
combined 5% install growth with a huge 50%
increase in sessions. Europe also advanced
across both metrics, +15% in installs and +19%
in sessions. North America saw boosts of 5%
and 17%.Finance app install and session growth percentages YoY
2024 – 2025
Global
Europe North AmericaInstalls
Sessions
0%
20%
10%
-10% 30%
40% 50%60%
80%
70%
APAC LATAMMENA
5%
21%
19%
50%
15% 57%
76%
10%17%
5%
42%
-4%
• In 2025, crypto app installs
grew 16% YoY.
• Payment app installs increased
2% YoY, sessions grew 22%.
• Stock trading apps increased
12% YoY.
BONUS

Mobile app trends: 2026 edition
36
2024
2025
Finance app session lengths 2024 – 2025 Finance app session per user per day on day 0
2024 – 2025
Global finance app session lengths increased to 7.18 minutes in
2025, up 8%. North America led at 8.43 minutes, with LATAM
also advancing to 5.87. Session lengths declined in APAC (7.07 to
6.94), Europe (5.77 to 5.62), and MENA (6.61 to 6.39). Day 0 sessions per user for finance apps globally dipped YoY
from 1.52 to 1.48. Decreases were seen in APAC (1.53 to 1.47),
LATAM (1.53 to 1.5), and MENA (1.47 to 1.44), while Europe and
North America’s numbers were unchanged.
0 21 43 5 6 7 8 9
Time in minutes 2024
2025
Global
APAC
Europe
North America LATAM
MENA
0
1.8
1.6
1
0.8 0.6
0.4 0.2
Global APACEurope LATAM
1.2
MENANorth America
1.4

Mobile app trends: 2026 edition
37
In 2025, day 1 retention for finance apps
declined from 13% to 12%, while day 7
remained stable at 6% and day 30
dropped from 3% to 2%.
Finance app CPI decreased across all
regions in 2025. Globally, CPI fell from
$1.51 to $1.13, with the largest reductions in
Europe ($7.37 to $4.75) and North America
($7.03 to $4.13). APAC, LATAM, and MENA
also saw lower CPIs.
Finance app retention rates
2024 – 2025 (Global)
Finance app CPI 2024 – 2025
0%
Day after install
2024 2025
10%
20%
30%
40% 50%60%
70%
80%
90%
100%
0
30
8 18
2 1424
16 262810
20
4 12 22
61 3 5 7 21 13 19 17 15 11 23 9 25 27 29
2024
2025
01
2
3
4
8
$USD
7
6 5
Global APACEurope LATAM MENANorth America
• Crypto CPI decreased from $5.17 in 2024 to $2.9 in 2025, indicating a drop in competition and urgency.
• Payment CPI moved in the opposite direction, rising 29% to $1.44.
• Banking CPI declined 18% to $2.09.
BONUS

Mobile app trends: 2026 edition
38
Finance app paid/organic ratio 2024 -2025
2024
2025
Finance apps moved more toward paid
acquisition across all regions in 2025—likely
linked to the drop in costs� The global paid/
organic ratio climbed to 1�13, with LATAM’s increase to 3�26 the most pronounced�
APAC climbed to 1�41� Europe, MENA,
and North America maintained
comparatively lower ratios of 0�56, 0�69,
and 0�51, respectively�
• Stock trading paid/organic ratio
climbed from 0.34 to 0.63, an 83%
increase.
• Crypto followed suit, increasing
their paid/organic ratio 43%, from
0.51 to 0.72.
BONUS
0 0.5 11.5
Global
APAC
Europe
North America 22.5 33.5
LATAM
MENA

Mobile app trends: 2026 edition
39
Partner counts for finance apps rose from
5�7 to 5�8 on average in 2025� Growth was
more pronounced at the subvertical level�
Banking apps expanded to 8�4 partners
and payment apps to 12�4, while crypto and
stock trading apps reached 8 and 11�9�
Crypto and stock trading apps’ breadth
of partners is likely an effect of their
industries’ volatile nature and need for fast,
reactive actions based on the market�
Finance partners per app 2024 – 2025 (Global)
All CryptoStock tradingInstalls
Sessions
2
6 4
0 8
10 12
14
Bank Payment

Mobile app trends: 2026 edition
40
In 2026, the playbook of chasing one channel at a time or pursuing isolated metrics doesn’t work anymore�
With users jumping between devices and apps faster than ever, growth now depe nds on seeing the whole
picture� In this environment, strategic clarity, grounded in how touc hpoints contribute to long-term value,
has become essential�
We see this play out across every vertical; finance apps
are part of daily life across the board and embedded
features are becoming the norm. E-commerce is
accelerating through AI personalization and agents,
and gaming is balancing reach and high-volume UA
with retention and sustained engagement.
Data is still the foundation, but the bar for quality has
been raised. App marketers need cross-channel attribution
that removes blind spots and exposes trends, alongside
AI insights that make data analysis faster and more effective,
and next-generation solutions that enable campaign
optimization and confident budget allocation based on
aggregated data with ease. While execution will continue to vary by vertical, the
outcome of these changes points in a shared strategic
direction. The next phase of growth is architectural, not
because of any single tool, but because of how these
capabilities work together. Teams that build this kind
of foundation—integrated, adaptable, and accountable
—
will be best positioned to navigate the complexity of
2026 and help define what success looks like in a
multi-platform world.
CONCLUSION
An exciting future for the mobile
app industry
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and how we can accelerate
your business growth.

ABOUT A DJUST
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers
around the world to measure and grow their apps across platforms,
from mobile to CTV and beyond� Adjust works with companies at every
stage of the app marketing journey, from fast-growing digital brands
to brick-and-mortar companies launching their first apps� Adjust’s
powerful measurement and analytics suite provides visibility, insights
and essential tools that drive better results�
This report is based on aggregated and anonymized data from apps tracked by Adjust between January 202 4 and January 2026�
Results may vary by vertical, region, and business model� Forecasts are based on third-party industry estimates and are subject to
change� This report does not constitute financial, legal, or investment advice� All trademarks are the property of their respective owners�
adjust�com
Learn more about Adjust at:
www�adjust�com
@adjustcom