Mobile app trends spotlight edition: LATAM

Mobile app trends
spotlight edition:
L ATA M 2 0 2 6
REPORT
App performance
benchmarks and insights

2
The methodology
VERTICALS:
Finance/fintech, shopping/e-commerce,
gaming, utilities, social
REGIONS:
G l o b a l , L ATA M
DATASET:
A mix of Adjust’s top 5,000 apps and
the total dataset of all apps tracked
by Adjust. Our data comes from two
sources, one including a list of 45
countries and one with approximately
250 based on the ISO 3166-1 standard.
Data is based on aggregated,
anonymized data from apps tracked by
Adjust and may not reflect the entire
global app market. Unless otherwise
noted, all figures in this report come
from Adjust data.
DATA R A N G E :
January 2024 – March 2026
Contents
Intro ��\
�� 3
ATT opt-in rates ��\
�� 4
Part 1: Overview of LATAM’s app market �� 6
Installs and sessions ……………………………………………………………..\
….. 7
Session lengths and retention rates ……………………………………..10
Part 2: Shopping and e-commerce apps �� 12
Installs and sessions ……………………………………………………………..\
…… 13
Session lengths and retention rates ………………………………………..16
Part 3: Finance apps ��\
19
Installs and sessions ……………………………………………………………..\
….. 20
Session lengths and retention rates ………………………………………..23
Mobile app trends spotlight edition: LATAM 2026

3
Latin America has one of the most mobile-first ecosystems in the world, leading the way in economic digitalization
and generating a booming app industry. Smartphone penetration is projected to reach 93% by 2030 , with nearly
500 million people accessing the internet via mobile devices. As a result, the app development market in LATAM is
forecast to hit $56.1 billion by 2034 .
LATAM app growth aligns with global trends, with acquisition
and installs showing strong increases. Brazil and Mexico are
ranked third and sixth globally for downloads in 2025 and in-
app purchase (IAP) revenue continues to climb, reaching $2.5
billion and $1.9 billion, respectively.
E-commerce and finance are major engines of app expansion
in the region. E-commerce alone represents a $200 billion
market, powered by marketplace apps such as MercadoLibre,
Latin America’s premier commerce and fintech ecosystem
spanning logistics, payments, credit, and advertising. Real-time
payment systems, such as Brazil’s Pix and newer efforts like
Colombia’s Bre-B, have made instant transactions the norm.
The rise of super apps, buy-now-pay-later (BNPL) models, and
on-demand services is further accelerating this market. However, growth in LATAM is not uniform. User journeys can
vary significantly across countries, and factors such as multi-
device usage, and diverse acquisition channels add layers
of complexity. Thus, using data effectively becomes key.
Accurately measuring performance, identifying high value
users, and optimizing campaigns across channels are essential
for achieving growth. Marketers need unified, cross-platform,
cross-device measurement to make fast decisions and boost
conversions, retention, and ROI.
In our 2026 LATAM app trends spotlight report, we’ve analyzed
installs, engagement, and retention data across key verticals
and split by market. Combined benchmarks with regional
context gives you the information to scale efficiently and
achieve lasting success in this exciting mobile market.
INTRODUCTION
Where LATAM’s app growth
is heading next
Mobile app trends spotlight edition: LATAM 2026

4
0%30%40%
10% 20% 60%
50%
ATT opt-in rates Q1 2026
Global
Colombia Chile
Brazil
Argentina L ATA M
Peru
Mexico
In Q1 2026, LATAM’s App Tracking
Transparency (ATT) opt-in rate (among
users shown the prompt on iOS) reached
49%, well above the global figure of 38%.
At the country level, Brazil stood out with
a rate of 54%, followed by Mexico at 46%.
Argentina and Peru both recorded 44%,
while Colombia reached 42%. Chile was
closer to the global benchmark at 39%.
Behind these higher opt-in rates are
mobile marketers who are increasingly
integrating consent prompts into the user
journey, experimenting with pre-permission
messaging and timing to support decision-
making. Privacy-centered measurement
and predictive modeling remains crucial
in helping teams extract more value from
opted-in data.
LATAM continues to see
high opt-in rates
38%
4 6%
44% 49%
44% 54%
39% 42%
Mobile app trends spotlight edition: LATAM 2026

5
Fernando Cabral
Director of Growth, L ATA M
“

LATAM offers massive opportunities for app growth–the fintech and
ecommerce verticals are significantly digitally evolved. However,
this comes with high user expectations. To succeed, developers and
marketers need to create connected experiences with tools like deep
linking, and accurate data attribution to measure channel impact. The
ability to develop app acquisition journeys and unify performance is
what generates growth.”
Mobile app trends spotlight edition: LATAM 2026

6
PA RT 1
Overview of
LATAM’s app
market
Mobile app trends spotlight edition: LATAM 2026

7
Overall, app installs and sessions in LATAM
experienced strong growth from 2024 to
2025, increasing 13% and 20% year-over-
year (YoY). In 2025, install growth picked
up from mid-year, with installs in July
reaching 12% above the yearly average.
Sessions also improved toward the end of
the year, reaching +8% in December. This
trend carried into a particularly strong
January 2026, when installs rose 13% and
sessions increased 10% YoY.
In Q1 2026, app installs and sessions in
LATAM recorded YoY growth of 3% and
1%, respectively. Brazil saw a significant
increase in engagement, with sessions
rising 29% YoY. Sessions also grew 12%
in both Argentina and Peru, while Chile
registered a 13% increase. Peru and Chile
saw the largest growth in installs at 21%
and 19%, followed by Colombia (17%) and
Argentina (7%). App install and session growth January 2024 –
March 2026 (LATAM) App install and session growth percentages YoY
Q1 2026 vs. Q1 2025
Installs and sessions
Installs
Sessions 35%
30%
20% 25%
15%
-10% 10%
5%
0%
-5%
L ATA M Argentina BrazilChile MexicoPeru
Colombia
M AY 2 4
JUL 24
JUL 25
SEP 24
SEP 25
NOV 24
NOV 25 JAN 25
JAN 26
MAR 25
MAR 26 M AY 2 5 JAN 24
MAR 24
Installs Sessions
3% 1% 7%
12% 29%
19%13%
-4% -2%
17%
1%3% 21%
12%
Mobile app trends spotlight edition: LATAM 2026

8
Category callouts
Utility app YoY growth Q1 2026 vs. Q1 2025L ATA M Argentina Brazil
Chile
28%
L ATA M Argentina
Chile Brazil
Peru Peru
Messaging app YoY growth Q1 2026 vs. Q1 2025
Gaming app YoY growth 2025 vs. 2024
38% 8%
36%
Peru
Colombia Mexico
2%
25%
11%
15%
2%
39%
4%
20%
Installs
Sessions
2% 15% 34% 5% 2% 3%
Mobile app trends spotlight edition: LATAM 2026

9
Bruno Lopes
Head of Sales
“

LATAM represents a significant mobile growth opportunity, but
winning in this market requires a deep understanding of audiences
and the ability to act on data in real time. In a region where
engagement is high and conversion paths are not linear, advertisers
can move beyond last-click models and embrace full-funnel
strategies to mirror real consumer behavior. Ultimately, it’s this level
of visibility and precision that transforms mobile investment into
consistent, measurable, and scalable business outcomes.”
Mobile app trends spotlight edition: LATAM 2026
Mobile app trends spotlight edition: LATAM 2026

10
In LATAM, app session lengths averaged 17.9 minutes in Q1 2026,
compared to 18.13 minutes in 2025 and 17.6 minutes in 2024.
Brazil saw notable growth, rising from 12.93 minutes in 2025 to
14.62 minutes in Q1 2026 (+13%). Peru and Colombia increased in
Q1 2026 by +5% and 3% from the previous year. Mexico hovered
around 16 minutes, while Argentina remained at approximately 11
minutes across all three years. In 2025, day 1 retention stood at 16% across the region, with
Argentina and Chile a percentage point above. Retention
then dropped to around 5% by day 7 across most markets,
with Brazil at the lower end (4%). By day 14, rates leveled off at
approximately 3% for most countries, with Brazil again at 2%,
before settling at around 1% across LATAM by day 30.
App session lengths 2024 – Q1 2026 App retention rates 2025
MESSAGING
App session length growth
Q1 2026 vs. 2025
U TILITY
GAMING
CATEGORY CALLOUTS
%
6
Argentina
%
6
Argentina
%
2
Argentina
%
2
Mexico
%
7
Chile
%
7
Chile
%
6
Brazil
%
2
Peru
%
5
L ATA M
%
3
L ATA M
%
2
Colombia
Session lengths and retention rates
L ATA M
Argentina
BrazilChile
Colombia Mexico
10%
20%
30%
40% 50%60% 70%
80% 90%
100%
0% 101112 1314 1516 1718 1920 2122 232425 26 2728 2930
0 12 3 45678 9
0 510 15
Time in minutes Day after install
20
30
25 2024
2025
Q1 2026
Chile
Brazil
Mexico Peru
Colombia
Argentina
L ATA M
1 7.9
14.62
11.12
16.7922.34
16.3
24.57
Mobile app trends spotlight edition: LATAM 2026

11
Messaging
L ATA M
Argentina
Brazil
Chile
Colombia
Mexico
Games
L ATA M
Argentina
Brazil
Chile
Colombia
Mexico
Utilities
L ATA M
Argentina
Brazil
Chile
Colombia
Mexico 11%
20% 6%
8%
21% 7%
11%
18% 6%
11%
20% 7%
11%
20% 6%
9%
20% 7%
Day 1 retention rates 2025
Mobile app trends spotlight edition: LATAM 2026

12
PA RT 2
Shopping and
e-commerce apps
Mobile app trends spotlight edition: LATAM 2026

13
E-commerce app install and session growth
January 2024 – March 2026 (LATAM) E-commerce app install and session growth
percentages YoY Q1 2026 vs. Q1 2025
Installs and sessions
Installs
Sessions Installs Sessions 60%
50%
30%
40%
20% 10% 0%
-10%
-20% L ATA M Argentina BrazilChile MexicoPeru
Colombia
20%
26%
37%
13%
0.2%
30%
-12%
-8%
-11% 20%
1%
35%
48%
16%
In 2025, shopping on mobile continued to increase in LATAM
as e-commerce app installs and sessions grew 17% and 30%
YoY. Growth strengthened from mid-year, with installs up 15%
in July. Engagement peaked during Q4, when major shopping
events such as Buen Fin, Black Friday, and the holiday season
drove sessions up 23% in November and 32% in December.
January 2026 marked another strong month, with installs up
23% and sessions increasing 16% compared to the Q1 average.
Sessions also increased 30% YoY. Across LATAM, e-commerce app sessions rose 20% YoY
in Q1 2026. Session growth was most pronounced in Peru
(+48%), followed by Chile (+35%) and Brazil (+26%). Installs also
showed strong performance in Argentina and Chile, climbing
37% and 30%.
M AY 2 4
JUL 24
JUL 25
SEP 24
SEP 25
NOV 24
NOV 25 JAN 25
JAN 26
MAR 25
MAR 26 M AY 2 5 JAN 24
MAR 24
Installs Sessions
Mobile app trends spotlight edition: LATAM 2026

14
Sessions
L ATA M
20%
Argentina 16%
Brazil 27%
Chile 32%
Colombia 14%
Mexico 20%
Peru 24%
Sessions
Brazil
2%
Colombia 8%
Peru 141%
Installs Sessions
Chile
47% 103%
Marketplace & classifieds app
YoY growth Q1 2026 vs. Q1 2025 Shopping app YoY growth
Q1 2026 vs. Q1 2025
Category callouts
Mobile app trends spotlight edition: LATAM 2026

15
Installs and sessions increases during shopping
2025 events vs. the corresponding month’s average
EL BUEN FIN
(NOVEMBER 13 -17) BLACK FRIDAY
(NOVEMBER 28) CYBER MONDAY (DECEMBER 1) SINGLE’S DAY
(NOVEMBER 11) CYBER WOW
(NOVEMBER 3-6) AMAZON PRIME DAY (JULY 8-11)
Days of interest for e-commerce app installs and sessions in LATAM
L ATA M 8% 16%26% 21%13%
Argentina 21% 13%31% 9%15% 6% 19%16% 18%
Brazil 4% 6% 14%21% 26%37% 17%
Chile 5%10% 19% 52% 6% 30%
Colombia 2%5%6% 2%3% 23%54% 6%17%
Mexico 9% 20%26% 21%13%
Peru 8%26% 8% 6%51% 4%25%
Installs Sessions
Mobile app trends spotlight edition: LATAM 2026

16
Session lengths and retention rates
E-commerce app session lengths
2024 – Q1 2026 E-commerce app retention rates 2025
LATAM’s average session length for e-commerce apps reached
8.43 minutes in Q1 2026, below 2024 and 2025 (both 8.58
minutes). Mexico, Argentina, and Brazil all maintained session
lengths above 8 minutes. Argentina saw a slight increase
compared to 2025, while Mexico and Brazil saw declines.
Session lengths in Chile and Colombia remained above 7
minutes, although both decreased from 2025 to Q1 2026. E-commerce app retention rates show a similar pattern across
LATAM markets. In 2025, day 1 retention stood at 12% across the
region, with Argentina slightly lower at 11% and Chile at 10%. By
day 7, rates converged around 5–6% across most markets, before
reaching approximately 3-4% by day 14. On day 30, retention
was around 2% across LATAM, with Brazil at 3%.
0 3
2
1 56 78 910
4
L ATA M
Peru
Chile
Colombia Mexico
Argentina
Brazil
2024
2025
Q1 2026
Time in minutes
10%
20%
30%
40% 50%60% 70%
80% 90%
100%
0% 101112 1314 1516 1718 1920 2122 232425 26 2728 2930
0 12 3 45678 9
Day after install
8.43
8.23
8.22
7. 4 2
7. 1 7 8.44
6 .93
L ATA M
Argentina
BrazilChile
Colombia Mexico Increasing session volumes
alongside shorter session lengths
can be a positive indicator,
suggesting improvements in user
experience and faster transactions.
IMPORTANT
Mobile app trends spotlight edition: LATAM 2026

17
Deal discovery app session length growth
Q1 2026 vs. 2025 Day 1 retention rates 2025
Category callouts
Shopping
L ATA M
11%
Argentina 10%
Brazil 12%
Chile 10%
Colombia 12%
Mexico 11%
Sessions
Argentina
10%
Chile 12%
Colombia 10%
Peru 12%
Marketplace & classifieds
L ATA M
20%
Brazil 20%
Mobile app trends spotlight edition: LATAM 2026

18
Closing the gap between click
and checkout
LATAM’s e-commerce market is growing
fast , and it’s closely linked to the rise of
social commerce , since platforms such
as Instagram and TikTok have become
primary entry points for shopping journeys.
In this environment, securing a smooth
transition from ad to app comes down
to deep linking. Steering users directly
to a relevant product or offer reduces
friction and shortens the path to purchase,
especially during impulse-buying and
promotion-heavy periods. Mobile
marketers need robust and seamless paths
to purchase via deep linking solutions to
avoid user drop-off.
Learn more about TrueLink and additional
solutions for user engagement .
Mobile app trends spotlight edition: LATAM 2026

PA RT 3
Finance apps
19
Mobile app trends spotlight edition: LATAM 2026

20
Installs and sessions
LATAM finance app installs and sessions
grew 18% and 62% YoY in 2025. Session
activity increased steadily over the year,
with the strongest levels in Q4. Compared
to the yearly average, sessions rose 17%
in October and November, before
increasing 26% in December. Install
growth, while uneven, improved toward
year-end, rising 14% in December. Growth
continued in early 2026, with a 31% YoY
boost in January 2026.
Growth in finance app activity accelerated
across LATAM markets in Q1 2026, with
Peru seeing the YoY largest gains, as
installs and sessions climbed 150% and
98%. Strong increases in session activity
were also observed in Brazil (+68%), Chile
(+65%), Mexico (+36%) and Argentina
(+18%). At the regional level, sessions rose
3 4 % YoY. Finance app install and session growth
January 2024 – March 2026 (LATAM) Finance app install and session growth percentages
YoY Q1 2026 vs. Q1 2025
Installs
Sessions 160%
140% 120%
100% 80%
40% 60%
20% 0%
-20%
-40% L ATA M Argentina BrazilChile MexicoPeru
Colombia
1%
18%
5% 68%
65%65%
36%
-26% -1%
-3%150%
98%
38%
34% Installs
Sessions
M AY 2 4
JUL 24
JUL 25
SEP 24
SEP 25
NOV 24
NOV 25 JAN 25
JAN 26
MAR 25
MAR 26 M AY 2 5 JAN 24
MAR 24
Installs Sessions
Mobile app trends spotlight edition: LATAM 2026

21
Eduardo Martinelli
Head of Marketing
“

In the financial sector, mobile has established itself as the primary
point of customer interaction, while the user journey is no longer
linear and increasingly spans multiple channels. In this context,
sustainable growth depends not only on acquisition, but on the
ability to engage and retain users through personalized experiences,
contextual communication, and the intelligent use of data. To achieve
this, accurate measurement across the entire journey becomes
essential—enabling the connection of touchpoints, a deeper
understanding of true customer intent, and the maximization of
conversions and lifetime value.”
Mobile app trends spotlight edition: LATAM 2026
Mobile app trends spotlight edition: LATAM 2026

22
Category callouts
Finance app YoY growth Q1 2026 vs. Q1 2025
Stock trading appsInstallsSessions
Brazil
– 18%
Colombia 10% –
Mexico 33%
Payment apps InstallsSessions
L ATA M
9% 44%
Argentina -19%
Brazil – 18%
Chile -75%
Mexico 11% 45%
Peru 22% 19%
Crypto apps Sessions
Argentina
26%
Brazil 9%
Colombia 43%
Peru 96%
Banking apps Installs
Peru
7%
Banking apps Sessions
L ATA M
15%
Mexico 15%
Mobile app trends spotlight edition: LATAM 2026

23
Session lengths and retention rates
Finance app session lengths
2024 – Q1 2026 Finance app retention rates 2025
Finance app session lengths across LATAM showed a clear
upward trend from 2024 through Q1 2026. The average session
length in Argentina and Mexico increased to 7.32 minutes and
6.01 minutes, while Colombia reached 6.83 minutes. Brazil was
the only country analyzed where session lengths decreased
(from 7.93 minutes in 2024 to 7.07 by the first quarter of 2026).
Overall, session lengths jumped to 6.03 minutes, up from 5.5
minutes in 2024. Retention rates for finance apps in LATAM were closely aligned
across markets. In 2025, around 11% of users returned on day 1,
with Brazil, Colombia, and Mexico at 10%. On day 7, retention
held between 4% and 5%, with Argentina, Brazil, and Chile at
the higher end of the range. From there, retention gradually
declined, between 2% and 4% on day 14, before reaching 1–2%
on day 30.
0 3
2
1 56 78 9
4
L ATA M
Peru
Chile
Colombia Mexico
Argentina
Brazil
2024
2025
Q1 2026
Time in minutes 10%
20%
30%
40% 50%60% 70%
80% 90%
100%
0% 101112 1314 1516 1718 1920 2122 232425 26 2728 2930
0 12 3 45678 9
Day after install
6.03
7. 0 77. 3 2
5.44 6.83
6.01 7. 3 4 L ATA M
Argentina
BrazilChile
Colombia Mexico
Mobile app trends spotlight edition: LATAM 2026

24
4
%
L ATA M
6
%
Argentina
3
%
Chile
5
%
Mexico
5
%
Peru
7
%
Payment app session length growth Q1 2026 vs. 2025
Colombia
Day 1 retention rates 2025
BankingCrypto
L ATA M
10% 18%
Argentina 13%20%
Brazil 15% 19%
Colombia -15%
Mexico 10%- 18%
Category callouts
Mobile app trends spotlight edition: LATAM 2026

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powerful measurement and analytics suite provides visibility, insights
and essential tools that drive better results.
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Learn more about Adjust at:
www.adjust.com
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This report is based on aggregated and anonymized data from apps tracked by Adjust between January 2024 and March 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.