Why Community Wins on Mobile Report

Why community

wins on mobile

From installs to impact, discover a community-driven

approach to mobile growth

r/iosapps

r/AppIdeas

STATE OF MOBILE 2025

TL;DR

In collaboration with Reddit, Adjust,

and Sensor Tower—leaders in

community, measurement, and

market intelligence—we’ve

developed a go-to resource filled

with mobile app insights.

Our goal? That’s simple. To share

insights on where the industry is

headed and help brands harness the

power of communities to drive

long-term app growth.

r/ios

r/apps

r/AppIdea
s

r/gaming

r/sysadmin

r/iosapps

r/ios

r/Android

r/appdev

r/fintech

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2

Table of contents

TL;DR

State of Mobile from Sensor Tower

The Power of Communities from Adjust

Harnessing the Power of Communities by Reddit

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3

2

5

12

20

Seizing the mobile moment

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4

Last year, mobile users spent a staggering

4.2 trillion hours on apps, with consumer

spending hitting a record $150 billion. With

mobile engagement at an all-time high,

brands have a massive opportunity to

capture and sustain user attention.

5

State of

mobile 2025

As told by Sensor Tower

The mobile market is stronger

than ever

More than a decade and half on from the launch of Apple’s App Store, the mobile

market is beginning to stabilize. With the influx of new smartphone users slowing

and with many consumers already having most of their favorite apps, downloads

have hovered around 135-140 billion a year since 2020. Revenue from in-app

purchases and paid apps and games soared to $150 billion in 2024 across iOS and

Google Play–a staggering 13% YoY increase. Meanwhile, people continue to spend

more time on their phones than ever before. Consumers spent 4.2 trillion hours

across iOS and Google Play apps, or roughly 3.5 hours per day per mobile user.

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6

Source: Sensor Tower

The download on mobile:

Four trends to keep tabs on

AI is everywhere

AI apps continued to soar in 2024, and

use cases spread across verticals, from

productivity to finance.

Mobile gaming bounces back

Gaming in-app purchase revenue climbed

4% YoY as Strategy, Puzzle, and Action

fuel growth.

01

03

02

04

Consumer spend in non-games soars

Revenue growth accelerated to +25%

year-over-year (YoY). Consumers are
willing

to pay for services across categories.

Crypto apps are booming again

Improving macroeconomic conditions and

higher Bitcoin prices helped fuel a

resurgence in crypto apps.

Source: Sensor Tower

Apps mentioning AI were downloaded 17 billion times in 2024

iOS and Google Play apps mentioning AI-related terms in their name, subtitle, or description

combined for more than 17 billion downloads globally in 2024, up from 5 billion downloads just five

years prior in 2019. This was roughly 13% of all app downloads in the year.

Stay ahead of competitors with AI innovations

In today’s competitive mobile market, there is a growing trend of integrating AI-powered features
into

applications to attract tech-savvy users and enhance overall convenience. App developers should

think carefully about how to integrate the technology in ways that will improve the user experience,

rather than selling minor adjustments to existing features.

The download on mobile:

AI is everywhere

Source: Sensor Tower

Note: Downloads across iOS and Google Play. iOS only for China. Includes apps with at least 50,000 worldwide all-time downloads across iOS and
Google Play. Includes apps mentioning “AI”, “GPT”, or “OpenAI” in their app name, app description, subtitle (iOS), or short description (Google Play).

AI continued its rapid ascent on mobile in 2024. Generative AI was the

breakout mobile genre, and market leaders across verticals found creative
new

ways to integrate AI into their mobile solutions.

Apps doing AI right

ChatGPT took only 5

months to reach 50 million

global MAU following its

launch in May 2023,

reaching this milestone

faster than popular apps

like Temu, Disney+, and

YouTube Music. ChatGPT

exceeded $500 million in

in-app purchase (IAP)

revenue in 2024 and

ranked among the top 10

overall non-games by IAP

revenue in Q4 2024.

Duolingo was quick to

embrace AI features,

launching several GPT-4

powered offerings in March

2023. However, many
users

did not see the benefits

from AI in these features.

Duolingo took a significant

step forward by launching

AI-powered video calls in

late 2024, receiving

positive feedback from

users and correlating with a

revenue boost.

DeepSeek’s early success

has rivaled that of ChatGPT

in the US. Despite getting

off to a slower start in the

country, DeepSeek quickly

closed the download gap,

with both surpassing 4

million downloads in their

first 50 days. It’s worth

noting that ChatGPT

launched on iOS only in the

US before launching on

Google Play several
months

later.

Duolingo

ChatGPT

DeepSeek

8

The download on mobile:

Non-game revenue soars

Will consumers soon spend more in apps than games?

In-app purchase (IAP) revenue on mobile outside of mobile gaming has skyrocketed

during the past 10 years, climbing from $3.5 billion in 2014 to more than $69 billion
in

2024. And this growth is only accelerating—apps gained nearly $14 billion in

additional IAP revenue in 2024 alone (+25% YoY), well above the nearly $9 billion

added in 2023. Games still accounted for the bulk of mobile spend with more than

$80 billion in 2024, but YoY growth lagged at around 4%.

Improving monetization strategies and consumers becoming increasingly

comfortable paying for services on mobile have contributed to this rapid growth.

Non-game categories from Entertainment to Productivity to Photo & Video

have continued to drive revenue growth on mobile. Every category saw

positive growth YoY in 2024.

9

The download on mobile:

Mobile gaming bounces back

While mobile games have lagged behind non-games in recent years, 2024 showed

positive signs for the gaming industry. Mobile game in-app purchase revenue grew

for the first time YoY since 2021.

Mobile game revenue surpassed $80b in 2024 amid shifting market dynamics

Mobile gaming bounced back in 2024 with IAP revenue climbing 4% to nearly $81

billion. The gaming market is coming into focus following several volatile years
(rapid

growth during the pandemic followed by a market correction, slowdowns in top

APAC markets, and new privacy regulations). There has been a shift away from

Role-Playing Games (RPG) and towards other genres like Strategy and Puzzle (+16%

and +14% YoY IAP revenue growth, respectively).

Meanwhile, North America and Europe provided most of the growth in 2024. Top

APAC markets lagged, though there are signs that the gaming market in Japan has

turned the corner with positive growth returning by late 2024.

10

Cryptocurrency app usage on the rise in 2024

The cryptocurrency market is recovering from the downturn caused by the FTX

collapse. As inflation eases and the global economy expands, investor confidence is

returning, leading to increased engagement in the cryptocurrency ecosystem. The

global total session count for cryptocurrency apps increased by 37% YoY in 2024.

This upward trend has been consistent, with positive YoY growth in each quarter

throughout the year, showing a strong correlation with Bitcoin’s price. Global

cryptocurrency app downloads also surpassed 150 million in Q3 2024, the best

quarter by downloads since Q4 2021.

The download on mobile:

Crypto apps are booming again

Demand for cryptocurrency apps tends to track with the popularity of

cryptocurrencies overall. As a result, booming Bitcoin prices propelled

crypto apps to record downloads in 2024.

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12

As told by Adjust

The power of

communities

Methodology

This study aims to reveal how Reddit’s mobile app advertising

performance compares to other social and digital media
platforms.

Research Approach:

Sample Size:

•
This analysis is based on Adjust data from all apps with Reddit

installs in 2024, covering over 150 million user and revenue

events.

Channel Analysis:

•
The following platforms and channels were evaluated in this

analysis: Reddit, other social platforms (Facebook, Twitter,

Tiktok, Snapchat and Pinterest), and other digital media.

Qualitative Analysis:

•

The results compare key metrics—such as average time spent,

retention rate, and in-app spend—between an average user

acquired from Reddit, an average user from other social
platforms,

and an average user from any of Adjust’s other digital media

partners.

•
The data analyzed in this research is anonymous and aggregated.

•
For full information on Adjust’s definitions and their available

measurement solutions, please click
here
.

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13

Why users stay:

The impact of communities on LTV,

retention, and engagement

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14

Adjust Research Data. Data collected during the following period: Jan 2024 – Dec 2024

The traditional recipe for app growth typically includes paid ads, in-app rewards,

and a combination of ASO and SEO. But community—one of the most powerful

drivers of sustainable growth—is often underutilized.

Through the lens of Reddit users, we’ll dive into the critical role community

engagement plays in driving user growth.

➔
Redditors spend more time in your app:
Redditors don’t just

convert—they stay engaged. When they download an app, they spend

significantly more time in-app compared to users from other social

media and digital platforms.

➔
Redditors keep coming back to your app:
Users driven from Reddit

ads show stronger long-term engagement, giving advertisers more

opportunities to drive revenue.

➔
Redditors spend more from day 1:
Reddit users don’t just

download—they take action. They’re more likely to make

revenue-generated actions, like purchases or subscriptions, right away.

TL;DR: Key points

The power of communities:

Redditors drive top app

engagement globally

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15

Source: : Adjust Research Data. Data collected during the following period: Jan 2024 – Dec 2024.

Redditors respond to app advertisers worldwide

Reddit users drive significantly higher 30-day retention rates for app advertisers

across all regions, with APAC leading at 97% higher retention, followed by North

America at 49%, and EMEA at 7%.

This highlights the power of engaged communities in sustaining long-term

app usage.

Higher 30 day retention

in North America

49%

Higher 30 day

retention in EMEA

7%

Higher 30 day

retention in APAC

97%

30 day retention rate of redditors vs. Users from other social media

platforms

Average daily time spent (minutes) in-app North America

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Sources: 1. Source: Adjust Research Data. Data collected during the following period: Jan 2024 – Dec 2024.

0

Other social platforms

Reddit

Average time

spent on Day 1

Average time

spent on Day 7

Average time

spent on Day 30

+55%

+40%

Other digital media

Market average

+103%

10

20

Average daily time spent (mins)

Redditors don’t just convert—they stay engaged. When they download an app,

they spend significantly more time in-app compared to users from other social

media and digital platforms.

On Day 1 of downloading an app, Redditors spend
55% more time
in-app than

users from other social platforms, and by Day 30, that number grows to
103%

more time in-app
.

The power of communities:

Redditors spend more time in-app

than users from other platforms

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17

Source: Adjust Research Data. Data collected during the following period: Jan 2024 – Dec 2024. Data limited to North America advertisers.

Users driven from Reddit ads show stronger long-term engagement, giving

advertisers more opportunities to drive revenue.

On Day 1, retention rates for Reddit-driven users were
12% higher
than

the market average.

After 30 days, retention rates for Reddit-driven users are
15% higher

than the market average.

Day 1

Day 7

Day 14

Day 30

28%

16%

Other social platforms

Reddit

Other digital media

Market average

12%

9%

14.7%

25.0%

11.7%

7.5%

Retention rates by platform users – North America

The power of communities:

Redditors return and engage more

than users from other platforms

The power of communities:

Redditors spend more from Day 1

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Source: Adjust Research Data. Data collected during the following period: Jan 2024 – Dec 2024. Data limited to North America and Gaming Advertisers.

Reddit users don’t just download—they spend. They’re more likely to make

revenue-generated purchases or subscriptions right away.

On Day 1, spend rates* are 41% higher than users from other social media

platforms and 159% higher than users from other digital channels.

Higher spend rates on

Day 1
compared to users

from other social platforms.

41%

Higher spend rates on

Day 1
compared to users

from other digital channels.

159%

* Spend rate = revenue generated same day as the app install

Best streaming service?

Looking to get a new streaming service to

watch stuff on. What service would be the

best bang for my buck? Anybody have any

suggestions. I like to watch a wide range

of stuff.

r
/
movies

Question

Apps for budgeting

(even if they cost $)

r
/
budget

Right now I only have a working phone (no laptop)

and excel is difficult for me to use on my phone. I

want to start budgeting and tracking my spending

and bills. I’m willing to pay for a quality app that I

can stick to. Extra points if it’s visually creative or

cute. ETA: I have an android phone.

Best practices for boosting LTV

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Enhance user experience

It’s important to prioritize delivering a smooth, enjoyable, and stress-free

experience across all touchpoints. This involves ensuring your app is intuitive,

visually appealing, and provides a consistent experience across all devices.

Excellent customer service is also vital, characterized by quick responses and

effective solutions. Regularly updating your app with new features, addressing

bug fixes, and making improvements based on user feedback is key to
maintaining

user engagement and satisfaction.

Usefulness

Improve onboarding

A robust onboarding process is integral for retaining new users and encouraging

higher engagement. It’s crucial to keep this process simple and direct, ensuring

users can easily navigate through your app. Overloading new users with excessive

information can be counterproductive. Instead, providing clear instructions and

guidance on utilizing the app’s key features can be more beneficial. Additionally,

incorporating interactive elements such as tutorials and walkthroughs can

captivate users from the beginning.

Ease

Valuing non-monetary interactions

After broadening your tracking, assign a value to each non-monetary interaction.

For instance, a gaming app might award points for actions like inviting friends. By

factoring in these point values into your LTV algorithm, you can accurately capture

the significance of user interactions.

Measurement

19

20

As told by Reddit

the power of

communities

Harnessing

Over the past year, Reddit has experienced tremendous growth because

we are the go-to place for trusted conversations all the way through the

purchase journey. More people are turning to Reddit for authentic
answers

and information, and brands can connect in those moments.

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21

Conversations drive mobile

app decisions

“Reddit” was the
6th most
Googled word in the U.S.

In 2024 – demonstrating that people turn to Reddit for answers,

advice, and reviews they can trust.
1

#1

Trustworthy

platform to

inform product /

brand decisions.
1

43%

Of recommendation

conversations on the platform

are product redirects – where

people to come discover new

options or consider

alternatives.
2

2 in 3

Redditors would

purchase a

product if they

saw an ad about
it

on Reddit.
1

Trustworthy

Recommended

Influential

Sources: 1. Google Trends Data, US from October 2023 – November 2024; 2. Reddit internal analysis, 2024; 3. YPulse, US Power of Community. 2021

At the center of search and social, Reddit conversations offer

personal, relevant answers

That’s because Reddit conversations are different

Reddit’s public, anonymous, and community-drive conversations are our

superpower. Driving an evolution in search and making AI more useful, Reddit

conversations are where users go for answers and perspectives they can trust.

Harnessing community:

A deep dive into our

mobile audience

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22

Source: 1Let’s talk about your apps and social media!” n=1000, A18+, Monthly Reddit Users vs. Competitor Platform Users, February 2024.

3

in

4

3 in 4

82%

redditors say they can have

genuine discussions
about

mobile apps on Reddit.
1

of redditors say Reddit is a

trustworthy
platform to inform

their decisions to download a

mobile app.
1

redditors say they can make

a
faster download decision

based on Reddit users’

experiences.
1

For app users, Reddit conversations are a source of genuine, trustworthy mobile app

discussions that help redditors make more informed & faster downloads decisions.

Harnessing community:

Getting started on Reddit

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23

Source: 1Let’s talk about your apps and social media!” n=1000, A18+, Monthly Reddit Users vs. Competitor Platform Users, February 2024.

Leveraging the power of community to fuel app growth

Between trust, real human experiences, and community connection,

people turn to Reddit as a vetting and validation tool. They know that

communities are going to have the best information, review, and
analysis—

one that is honest, unsponsored, unfiltered.

For brands, there is a unique opportunity to tap into these authentic

conversations and reach an audience that is highly intentional.

Here are 3 easy ways to get started

Set up a free Reddit account

Brands begin by using tools to understand the conversation. Reddit Pro
Trends

gives you a roadmap to Reddit – unlock where, when, and how to engage to

drive your Reddit marketing strategy.

01

Use Reddit Answers to understand sentiment around your brand

Reddit Answers is an easier and faster way for anyone to get the answers,

information and perspectives they’re looking for, on any topic, from real,

human conversations happening across communities on Reddit.

02

Join the conversation—or start new ones

Adding value based on what you’ve heard people are asking for. You also can

start your own conversation and directly address fans, skeptics, users of

competing platforms and more.

03

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Set up a free Reddit account

Let’s face it—your brand is being talked about whether you are here or not. There

are so many ways to get involved here to understand if users’ experiences are

aligned with the intention you had for your product.

Are you able to glean insights on how you can change your solution to be a better

market fit? Are there markets you didn’t even know you were successful in?

Brands can begin by using tools to understand the conversation.
Reddit Pro Trends

gives you a roadmap to Reddit – unlock where, when, and how to engage to drive

your Reddit marketing strategy.

Reddit Pro Trends

With a free Reddit Pro account, get insights into the top

communities, top trends, and latest conversations

happening on Reddit related to your category or brand

to find your place in the conversation.

01

24

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Reddit Answers is an easier and faster way for anyone to get the answers,

information and perspectives they’re looking for, on any topic, from real, human

conversations happening across communities on Reddit. It brings in examples across

multiple communities, lists diverse viewpoints, and allows users to dive deeper into

where they might be able to find out more information.

For brands, this allows you to quickly understand the community’s POV and glean

insights into their experiences, decision making process, sentiment about your

product, and much more.

With Reddit Answers, brands can glean insights into the

community’s POV and quickly understand user
sentiment.

Use Reddit Answers to understand sentiment around your brand

02

Reddit Answers BETA

25

From monitoring the conversation, brands should have a clearer picture of
where

they’re being mentioned, what people are saying, and the communities where

they’re trending.

Listening to the conversation helps you understand your audience and deliver

the perfect message.

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=

Listening to the conversation

helps you understand your

audience and deliver the

perfect message.

Join the conversation—or start new ones

03

Listening to the community helped

the dating app Boo customize their

targeting approach, and touch on

the issues that Redditors in the

market for a dating app cared about

– connecting on interests,

personality, and maybe even a

fellow Gamer.

Without understanding people’s

needs, and frustrations with other

dating apps, Boo might have missed

an opportunity within the Gaming

community. They use these insights

to address a need in the market that

others didn’t realize.

26

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=

Or start their own

=Brands

amplify the

voices of

their

community

On Reddit, brands also

have the opportunity

to amplify voices of

their community.

Listening to the community helped Hinge get right

to the point with some vulnerable questions

Redditors were asking one another. Hinge gained

trust because they listened. They won over new

users, and the cycle of promoting those positive

experiences continued.

You also can start your own conversation

and directly address fans, skeptics, users of

competing platforms and more.

An Ask Me Anything is a chance to be front

and center of a conversation around what

your Brand stands for, is promoting, and chat

with users to understand their perspectives.

That listening, transparency, and building of

trust allows users to see you stand behind

your solution, offer feedback that meets a

community’s needs – just as Robinhood did

when launching their crypto trading solution

within their app.

Join the conversation—or start new ones

03

27

Other best practices

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Reddit like a Redditor

Lean into
Reddit’s creative best practices

that apply most to your brand objective.

1

Understand more about your

customer’s journey

Expand your event tracking to gain a full view

of your customer’s journey within your app.

2

For mass adoption to occur, the

audience needs to believe 3 things:

Lean into the tools and insights

Lean into data insights to find ways to improve

your customers experience before and after they

enter your ecosystem.

3

28

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Thank you