Consumer Banking App Market and Advertising Trends 2025

Consumer Banking App Market and Advertising Trends 2025

– All Rights Reserved2Sensor Tower Introduction/OverviewSensor Tower is the leading source of mobile app, digital advertising, retail media, and audience insights for the largest brands and app publishers across the globe. With a mission to measure the world’s digital economy, Sensor Tower’s award-winning platform delivers unmatched visibility into the mobile app and digital ecosystem, empowering organizations to stay ahead of changing market dynamics and make informed, strategic decisions. Founded in 2013, Sensor Tower’s mobile app insights have helped marketers, app, and game developers demystify the mobile app landscape with visibility into usage, engagement, and paid acquisition strategies. Today, Sensor Tower’s digital market insights platform has expanded to include Audience, Retail Media, and Pathmatics Digital Advertising Insights, helping brands and advertisers understand their competitor’s advertising strategies and audiences across web, social, and mobile.Press Inquiries: press-apac@sensortower.com Business Inquiries: sales@sensortower.com

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– All Rights Reserved4Sensor Tower SolutionsSensor Tower App Advertising Insights For those who need visibility into paid user acquisition strategies. Enjoy insight into: global and regional share of voice (SOV) across apps and the biggest mobile app ad networks, top advertisers, publishers, creatives, and more.Sensor Tower App Performance Insights For those who need visibility into the mobile app ecosystem. Enjoy insight into: app rankings, downloads, and revenue; active users, demographics, retention, sessions, and time spent; app ratings and reviews, keywords, search ads, and more.Sensor Tower Audience Insights For those who need visibility into your existing, competitor, and potential new audiences. Enjoy insight into: which apps consumers are actually interacting with (app engagement) AND which ads they’re seeing (ad exposure).Sensor Tower Pathmatics Digital Advertising Insights For those who need visibility into the digital ad ecosystem. Gain insight into: ads served, spend and impression estimates, SOV, and more across key channels, like: Facebook, Instagram, X (formerly Twitter), OTT, YouTube, display, video, and others.

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– All Rights Reserved6Sensor Tower Executive SummaryThe report provides an in-depth analysis of global Consumer Banking apps and brands in 2025. This includes trends in Consumer Banking app downloads in recent years, changes in banking app downloads across iOS and Google Play and the performance of leading apps in some of the world’s most dynamic consumer banking markets. The report also leverages Sensor Tower’s Advertising Insights to explore trends in digital advertising by consumer banking brands across different markets, as well as major advertising channels and popular ad creatives.Clarification on Revenue and Downloads Data Sensor Tower’s revenue figures are derived from estimated in-app purchase (IAP) revenue on the App Store and Google Play, excluding ad revenue, revenue from third-party Android app- store sales, and direct payment revenue from developers’ websites and other channels. Unless explicitly stated as net revenue, the revenue figures shown represent gross revenue (before platform deduction). Sensor Tower’s downloads figures are derived from estimated downloads on the App Store and Google Play, excluding pre-installs, duplicate downloads, and downloads from third-party Android app-store. Google Play is not available in Mainland China.

– All Rights Reserved7Sensor Tower’s Pathmatics empowers you to uncover insights into the digital advertising ecosystem, minimize ineffective ad spend, and enhance the precision of your advertising campaigns. With Pathmatics, you gain visibility into the digital advertising landscapes across markets including the United States, Australia, Brazil, Canada, France, Germany, Italy, India, Japan, Mexico, New Zealand, Spain, South Korea, and the United Kingdom. Pathmatics provides comprehensive estimates on ad placements, spending, impressions, and share of voice (SOV), as well as in-depth analysis of brands’ advertising strategies on platforms like Facebook, Instagram, X (formerly Twitter), YouTube, and TikTok, across formats such as display banners, videos, mobile, and OTT. Pathmatics collects digital ad samples from the web and utilizes statistical sampling methods to estimate the impressions, cost-per-thousand impressions (CPM), and expenditure associated with each creative.Sensor Tower Data & MethodologyDigital Advertising Channels Supported by Pathmatics Across MarketsDesktop Display and VideoFacebook InstragramLINELinkedinMobile App Ad NetworksMobile Display and VideoOTTPinterestRedditSnapchatTikTokXYouTubeUnited States············Australia········Brazil······Canada··········France·······Germany··········India·····Italy······Japan······Mexico···New Zealand····South Korea····Spain·······United Kingdom···········

– All Rights Reserved8AgendaOverview of Consumer Banking App Market Digital Advertising Trends of Consumer Banking Brands Case Study: Advertising Tactics from Leading Banking Apps Conclusion 09 14 18 22

– All Rights Reserved9Overview of Consumer Banking App Market

– All Rights Reserved0M100M200M300M400M500M600M2022 Q12022 Q22022 Q32022 Q42023 Q12023 Q22023 Q32023 Q42024 Q12024 Q22024 Q32024 Q42025 Q12025 Q210Consumer Banking apps have become the new face of financial services, topping 2 billion downloads in the year ending June 2025—a 5.1% year-over-year increase. Since early 2022, quarterly downloads have grown steadily, now surpassing half a billion quarterly, highlighting strong and sustained momentum in the mobile finance app space.Worldwide Top 5 Financial Services Subgenres by DownloadsMobile apps are now the go-to platform for financial services, and banking apps are leading the shift. Their dominance reflects a clear user preference for mobile-first experiences. As app-based banking becomes the default for millions, these platforms are setting the pace for digital transformation across the broader financial services industry.Quarterly Downloads in Consumer Banking Apps Q1 2022 to Q2 2025Banking in the Age of Mobile Apps: Steady Growth Positions Consumer Banking as the Core of Digital FinanceData Source: Sensor Tower App Performance Insights as of July 7th, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. iOS Only for China. 0B0.7B1.4B2.1B Consumer Banking Digital Wallets & P2P Payments Lending Cryptocurrency Investing & Financial Management 12m to June 202412m to June 2025+5.1%+8%+6.1%+43.5%-1%

– All Rights ReservedNubank Revolut Kotak Bank: 811 YONO SBI Santander Banco Itaú Mi Bancolombia IPPB. CAIXA Tem BRImo 0M6M12M18M24MKotak Bank: 811 Mi Bancolombia Banco del Bienestar STC Bank Kotak Bank CAIXA Tem Agibank IndusInd Bank SeaBank Openbank Mxico 0M6M12M18M24MGrowth in DownloadsPrevious Downloads IndiaColombiaMexicoBahrainIndiaBrazilBrazilIndiaIndonesiaSpain11Consumer banking apps are seeing rapid growth in emerging markets , where mobile access is increasingly bridging gaps in financial infrastructure. In H1 2025, top apps by downloads—like Nubank , Kotak Bank: 811 , and BRImo —reflect a shift toward mobile- first banking in regions where many still lack traditional bank accounts or branch access.Top 10 Consumer Banking Apps by Global Downloads in H1 2025This momentum is driven by the convenience and cost savings these apps offer—allowing users to open accounts, transfer money, and pay bills without visiting a branch. In markets like India , Colombia , and Mexico , where financial inclusion remains a challenge, these platforms play a vital role in expanding access to essential banking services.Top 10 Consumer Banking App by Download Growth in H1 2025From Unbanked to App-Banked: Consumer Banking Apps Reshape Global FinanceData Source: Sensor Tower App Performance Insights as of July 7th, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. iOS Only for China. BrazilUnited KingdomIndiaIndiaSpainBrazilColombiaIndiaBrazilIndonesia249%221%41%140%205%46%

– All Rights ReservedRegional Banking App Rankings in 2025: Incumbents Hold Strong as Digital-First Players Gain GroundData Source: Sensor Tower App Performance Insights as of July 7th, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. iOS Only for China. United StatesChinaJapanSouth KoreaIndiaIndonesiaThailandPhilippinesSingaporeVietnam1Capital One Mobile2Chime – Mobile Banking3Chase Mobile: Bank & Invest4Bank of America Mobile Banking5Wells Fargo Mobile1Agricultural Bank of China2ICBC Mobile Banking3CCB Mobile App4China Merchants Bank5Bank of China1Yucho Passbook App (Japan Post Bank)2Sumitomo Mitsui Banking Corp App3MUFG Bank App4Rakuten Bank5PayPay Bank1NH All One Bank (Nonghyup Bank)2KB Star Banking (Kookmin Bank)3Toss4KakaoBank5K bank1Kotak Bank: 811 Mobile App2YONO SBI: Banking & Lifestyle3IPPB Mobile Banking4Yono Lite SBI – Mobile Banking5Axis Mobile: Pay, Invest & UPI1BRImo2SeaBank3Livin’ by Mandiri4myBCA5BCA mobile1K PLUS2Krungthai NEXT3MyMo by GSB4SCB EASY5Bangkok Bank Mobile Banking1Maya2GoTyme Bank3BDO Pay4BPI5LANDBANK Mobile Banking1DBS digibank2Trust Bank SG3MariBank4Maybank2u SG5UOB TMRW1MB Bank2VCB Digibank3Techcombank Mobile4VietinBank iPay5BIDV SmartBankingRegional Top Consumer Banking Apps by Downloads in H1 2025

– All Rights Reserved0%25%50%75%100%United StatesJapanSouth KoreaIndia Indonesia Thailand PhillipinesSingaporeVietnamMaleFemaleUnited StatesJapanSouth KoreaIndia Indonesia Thailand PhillipinesSingaporeVietnam0%25%50%75%100%18-2425-3435-4445-5455+13Gender and age demographics show notable variations across markets. India skews heavily male (82%), while Japan and the U.S. have a more balanced user base. Young adults (25–34) dominate app usage across all countries, but Southeast Asia also sees strong engagement from users aged 18–24, especially in Vietnam and Indonesia.Consumer Banking app gender group percentage Among Top 5 Banking App by Downloads per Market, H1 2025Understanding who uses banking apps—and how this differs by market—helps banks and fintechs optimize UX, messaging, and growth strategies. Mobile app data reveals not just user counts, but who is driving adoption. This is critical for designing inclusive digital services and for targeting segments still underserved by traditional financial institutions.Consumer Banking app Age group percentage Among Top 5 Banking App by Downloads per Market, H1 2025Mobile Banking Demographics in Emerging Markets: Youth and Gender Skews Highlight Opportunities for Inclusive Financial AccessData Source: Sensor Tower Audience Insights. Apps classified by Sensor Tower’s App IQ Taxonomy as of July 7th, 2025. 40% 34% 40% 46% 35% 18% 49% 35% 44% 60% 66% 60% 54% 65% 82% 51% 65% 56% 22% 28% 24% 23% 24% 29% 28% 27% 26% 45% 40% 47% 33% 46% 45% 34% 36% 40% 25% 16% 19% 30% 22% 19% 19% 13% 14%

– All Rights Reserved14Digital Advetising Trends of Consumer Banking Brands

– All Rights Reserved$0M$100M$200M2024 Q12024 Q22024 Q32024 Q42025 Q12025 Q2OthersUS0B15B30B2024 Q12024 Q22024 Q32024 Q42025 Q12025 Q2OthersUS15The U.S. led in consumer banking ad spend, but its investment showed a steady downward trend from over $121M to under $94M. In sharp contrast, spending in other international markets experienced significant growth, creating a clear, opposing financial trajectory between the two regions through 2024 and 2025.Quarterly Digital Advertising Spend in Consumer Banking ($USD)In terms of audience reach, international markets were dominant, with their quarterly impressions consistently growing from 14B to over 19B. During the same period, ad impressions within the U.S. followed their own downward trend, widening the gap in audience reach between the different global markets.Quarterly Digital Advertising Impressions in Consumer BankingAd Spending by Consumer Banking Brands Approaches $200M and 30 Billion Impressions per QuarterSource: Sensor Tower Digital Advertising Insights by Pathmatics. Markets include Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Korea, Mexico, New Zealand, Spain, United Kingdom and United States. Included ad channels vary by market. Period: Jan 1, 2024 – June 30, 2025

– All Rights Reserved16Ad spend by consumer banking brands shows notable variation across markets. In the U.S., banks place more emphasis on OTT (34%) and YouTube (17%) than the all-category average, suggesting a preference for video-led engagement. In Japan, banking advertisers lean heavily on YouTube (47% vs. 20% overall), followed by Instagram (23%). South Korea and India display even more concentrated strategies. Korean banks allocate 83% of their spend to Facebook, significantly above the 25% average, while Instagram accounts for a smaller share. In India, banking brands also favor Facebook (65%) over Instagram (27%), highlighting a strong preference for high-reach social platforms on mobile.Targeting Where It Matters: How Consumer Banking Brands Tailor Ad Spend by MarketSource: Sensor Tower Digital Advertising Insights by Pathmatics. Included ad channels vary by market. Period: Jan 1, 2025 – June 30, 2025 2025 H1 Share of Advertising Spend by Channels H1 20250%10%20%30%40%OTTYouTubeFacebookInstagramMobileAppsDesktop VideoAll Category Channel ShareConsumer BankingUnited States0%12.5%25%37.5%50%YouTubeInstagramLineFacebookTikTokX0%22.5%45%67.5%90%FacebookInstagram0%17.5%35%52.5%70%FacebookInstagramRedditJapanSouth KoreaIndia 4% 4% 12% 15% 17% 34% 3% 6% 20% 24% 13% 15% 1% 7% 7% 15% 23% 47% 4% 10% 9% 15% 32% 20% 15% 83% 55% 25% 8% 27% 65% 7% 41% 51%

– All Rights Reserved17Consumer Banking Ad Spend Reflects Regional Strength and Growing Global InfluenceSource: Sensor Tower Digital Advertising Insights by Pathmatics. Included ad channels vary by market. Period: Jan 1, 2025 – June 30, 2025 RankAdvertiser1Capital One Financial Corporation2PayPal, Inc.3ChimeBank4Wealthfront Inc.5Dave Inc.6JPMorgan Chase & Co.7The United Services Automobile Association (USAA)8Citizens Bank (Citizens Financial Group)9Goldman Sachs10Wells FargoUnited StatesRankAdvertiser1IDFC FIRST Bank2Scotiabank3Cashfree Payments India Private Limited4bunq B.V.5Step Mobile, Inc.6Unity Small Finance Bank Limited7Junio Payments Private Limited8FINO Payments Bank Limited9Barclays Bank PLC.10Taptap Send PaymentIndiaRankAdvertiser1Japan Post Bank Co., Ltd.2The Norinchukin Bank3The Chiba Bank, Ltd.4SmartBank, inc. 5Nishi-Nippon City Bank Ltd.6Tokyo Star Bank Ltd.7The Juroku Bank,Ltd 8The Bank of Kyoto, Ltd.9The Gunma Bank, Ltd.10Rakuten Group, Inc.JapanRankAdvertiser1Caixa Econômica Federal (CEF)2Revolut Technologies Inc.3Santander Group4Kirvano Pagamentos5Banco Mercantil do Brasil SA6Banrisul S.A.7BDMG – Banco de Desenvolvimento de Minas Gerais8Banco do Nordeste do Brasil9TecBan (Tecnologia Bancária)10BANCO BS2BrazilRankAdvertiser1Commonwealth Bank of Australia2Revolut Technologies Inc.3Westpac Banking Corporation4Taptap Send Payment5National Australia Bank (NAB)6PayPal, Inc.7Queensland Country Bank Limited8Extra Card (The Aligned Company)9HSBC Group10BankVic (Police Financial Services Limited)AustraliaH1 2025 Top Consumer Banking Advertisers by Spend

– All Rights Reserved18Case Study Advertising Tactics from Leading Banking Apps

– All Rights ReservedJapan Post Bank Total Impressions and Channel Breakdown19Japan Post Bank ramped up its advertising engagement significantly in early 2025, with YouTube accounting for 63% of total impressions. This emphasis on video-led engagement highlights the bank’s strategic focus on reaching users through immersive, high-visibility platforms.Japan Post Bank’s marketing strategy leans on relatable, everyday imagery and consistent branding. Top Creatives feature common settings—buses, city streets, daily routines—paired with a clear app visual and green CTA bubble. This approach reinforces accessibility and trust, positioning the app as a dependable companion in users’ daily financial lives.Yucho Passbook App – Japan Post BankData Source: Sensor Tower Digital Advertising Insights by Pathmatics. Launched in 2020, Japan Post Bank’s Yucho Passbook App has become Japan’s No. 1 banking app by downloads—despite the bank not being the country’s largest by assets. Its success stems from a massive nationwide footprint, a user-friendly interface, and relatable advertising that resonates with everyday users, especially in regional and older demographics.Total Channel ImpressionsShare%

– All Rights Reserved0%50%100%MaleFemale0%50%100%18-2425-3435-4445-4455+Flexible PayersPeer-to-Peer PayersHome CooksFrequent Car RentersShopaholicsGig WorkersCrypto Traders00.61.21.82.4BRIMo Audience Overview and Personas H1 2025 Indonesia 20BRImo Audience overview reveals that the app’s user base skews young and male, with 62% male users and 70% under the age of 35. This demographic distribution suggests strong appeal among digitally savvy, mobile-first Indonesians—particularly those in the 25–34 age group, which makes up nearly half the user base.BRImo’s advertising strategy is tightly aligned with the app’s strongest user personas. Home cooks —who overindex on the app—are directly targeted through grocery delivery ads, while frequent car renters are likely drawn to campaigns offering car giveaways. Meanwhile, crypto traders see relevance in BRImo’s gold-saving promotions. BRImoData Source: Sensor Tower Audience Insights Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. BRImo , Bank Rakyat Indonesia’s flagship mobile banking app, has emerged as a leading digital finance platform in Indonesia. It offers a wide range of features—from transfers and payments to investment services—catering to a broad base of both urban and rural users.Creative Gallery for BRIMO Indonesia BRIMO Audience vs. General Population % Difference 38% 62% 1% 7.3% 22% 45% 25% 1.82x 1.85x 1.91x 1.92x 2.00x 2.03x 2.37x

– All Rights ReservedAverage MAU0M5M10M15M20MDownloads0M1M2M3M2015 Qtr42016 Qtr22016 Qtr42017 Qtr22017 Qtr42018 Qtr22018 Qtr42019 Qtr22019 Qtr42020 Qtr22020 Qtr42021 Qtr22021 Qtr42022 Qtr22022 Qtr42023 Qtr22023 Qtr42024 Qtr22024 Qtr42025 Qtr2DownloadsMAUKrungthai Next Downloads and Average MAU21The app currently ranks No. 2 in Thailand by downloads among banking apps. After peaking in 2021, downloads have stabilized, while MAU has remained high—averaging above 15 million—indicating strong user retention and engagement across a large customer base.Krungthai’s user acquisition strategy leans on diverse creatives across Meta, Pangle, and Instagram. Ads emphasize practical benefits—like 500 baht loan offers and easy repayments—while using relatable scenes and celebrity endorsements to build trust and connect with both younger users and mass-market audiences.Krungthai NEXTData Source: Sensor Tower App Performance Insights as of June 30, 2025. Notes: Sensor Tower’s data is based on estimates from App Store and Google Play, excluding pre-installs, re-downloads, and third-party Android stores. iOS Only for China. Krungthai NEXT , launched in 2011, has grown into one of Thailand’s most widely used banking apps. Backed by Krungthai Bank’s public-sector network and digital investment, it delivers full-service mobile banking aligned with national digital transformation goals.

– All Rights Reserved22Mobile Banking Apps Are Now Core to Global Financial Access Consumer banking apps surpassed 2 billion downloads in the 12 months ending June 2025, with consistent quarterly growth since 2022. Their rising adoption—especially in emerging markets—signals a fundamental shift toward mobile-first financial services that enable wider access to banking for underserved populations. Emerging Markets Drive Growth, With Local Champions Leading Apps like BRImo, Kotak Bank: 811 Mobile App, and Nubank dominate downloads in countries like Indonesia, India, and Brazil. These platforms bridge gaps in traditional infrastructure, offering full banking services via mobile, often becoming the first point of financial access for millions of users. Digital Ad Strategies Reflect Regional Priorities and Platform Preferences Banks in Japan, India, South Korea, and the U.S. have adopted distinct ad strategies—Japan favors YouTube, India and Korea lean heavily on Facebook, while the U.S. splits investment across OTT and YouTube. These differences reflect both cultural preferences and platform penetration. Personalized Marketing Drives User Engagement Leading apps like BRImo and Japan Post Bank successfully match advertising to user personas. Whether it’s targeting home cooks with grocery savings or showcasing relatable daily scenes, these banks build trust and drive adoption by aligning content with real user behaviors and needs. 1234Conclusion

– All Rights Reserved23Sensor Tower Terms of UseThis report and all original content contained within are wholly owned by Sensor Tower, Inc. © 2025. Modification, republication, distribution, or other unauthorized usage violate this copyright, unless express permission has been granted. App icons, images, and other branding assets are property of their respective publishers and are used expressly for the purpose of editorial commentary. If you would like to republish any of the data contained in this report, please email info@sensortower.com for further information on how to do so. We’re always happy to work with news organizations to provide custom data, insights and commentary. Contact press-apac@sensortower.com for help. Interested in our latest mobile insights? Read and download our new analysis of the mobile ecosystem at: sensortower.com/blog

– All Rights Reserved24Sensor Tower APAC Insights TeamDonny Kristianto Principal Market Insights Manager SingaporeAuthorNan Lu Senior Director Marketing, APAC San FranciscoContributorYena You Mobile Insights Strategist SeoulContributorHideyuki Tsuji Mobile Insights Strategist TokyoContributorRui Ma Senior Analyst, APAC HubeiContributorSara Tan Marketing Operations, APAC SingaporeContributorDaniel Zhang Field Marketing Manager, GCR BeijingContributor

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