The State of Mobile 2025 report highlights AI integration, rising consumer spending, and shifting engagement trends across industries, with gaming, crypto, and video streaming experiencing strong growth, while social media and retail continue evolving through personalization and global competition. Additionally, mobile-first experiences are deepening, with increased time spent on apps, hybrid digital-physical retail strategies, and AI-powered automation driving the next wave of innovation.
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GLOThe State of Mobile 2025 report by Sensor Tower provides a comprehensive analysis of the evolving mobile landscape, highlighting the biggest trends, revenue shifts, and behavioral changes across key app categories. Here are the most critical takeaways, statistics, and findings from each chapter.
1. Macro Mobile Trends
Key Insights:
- Global App Downloads Declined: In 2024, 136 billion apps were downloaded across iOS and Google Play, reflecting a -1.0% YoY decline.
- Mobile Revenue Growth Accelerates: Despite the dip in downloads, in-app purchase (IAP) revenue surged to $150 billion, marking a +12.5% YoY increase.
- Time Spent on Mobile Reaches New Heights: Users spent 4.2 trillion hours on mobile in 2024, up +5.8% YoY.
- Daily Mobile Usage Increases: The average user spent 3.5 hours per day on mobile, equating to over 13 minutes per waking hour (+2.9% YoY).
- Diversity in App Usage: On average, users engaged with 26 different apps per month, an increase of 9.2% YoY.
2. AI on Mobile
Key Insights:
- AI Integration is Everywhere: AI-driven applications surged across verticals, from productivity and finance to entertainment and healthcare.
- AI-powered apps led app store revenue growth, with several new players entering the space.
- Chatbot adoption skyrocketed, with millions of users engaging daily in AI-powered text and voice interactions.
3. Gaming Industry Rebound
Key Insights:
- Gaming Revenue Grows After a Slump: In-app purchases in gaming rebounded with a +4% YoY increase, led by Strategy, Puzzle, and Action games.
- More Monetization in Gaming: Mobile game developers optimized revenue with new monetization strategies, including battle passes, subscriptions, and in-game events.
- Hypercasual Gaming Faces Challenges: While still popular, hypercasual game downloads declined as engagement shifted to deeper, more immersive experiences.
4. Finance and Crypto Apps Resurgence
Key Insights:
- Crypto is Booming Again: Fueled by macroeconomic recovery and Bitcoin’s price increase, crypto apps saw a major resurgence.
- Investment and Trading Apps Gain Users: Mobile-first investment platforms attracted millions of users, particularly in emerging markets.
- Fintech Innovation Continues: Digital banking, BNPL (Buy Now, Pay Later), and AI-powered financial management apps gained momentum.
5. Retail and E-Commerce
Key Insights:
- Retail Sees Global Competition: Chinese-backed giants Temu and SHEIN aggressively expanded their presence worldwide.
- Mobile Shopping Becomes More Personalized: AI-driven recommendations boosted engagement and conversions.
- Retailers Focus on Hybrid Models: Many top-performing brands connected digital experiences with in-store shopping to counter digital fatigue.
6. Video Streaming
Key Insights:
- Streaming Revenue Surges: In-app subscriptions for video platforms continued to grow.
- Competition Intensifies: Platforms like Netflix, Disney+, and Amazon Prime Video introduced more ad-supported plans.
- Short-Form Content Gains More Traction: Apps like YouTube Shorts and TikTok further disrupted traditional streaming behaviors.
7. Social Media Trends
Key Insights:
- New Social Platforms Gaining Traction: Bluesky and Threads emerged as viable alternatives to legacy platforms.
- Short-Form Video Dominates Engagement: TikTok and Instagram Reels led in user engagement, challenging traditional feed-based apps.
- AI-Generated Content and Avatars: More platforms integrated AI-powered features like AI profile pictures, chatbots, and auto-generated captions.
8. Food & Drink Apps
Key Insights:
- Mobile Ordering and Delivery Keep Growing: Consumers continued shifting to mobile-first food delivery, with strong growth in grocery delivery apps.
- Loyalty Programs Drive Engagement: Starbucks, McDonald’s, and other major brands enhanced mobile rewards programs.
- Subscription-Based Food Services Surge: Meal kit subscriptions and digital ordering platforms expanded.
9. Travel & Hospitality
Key Insights:
- Travel Bookings Hit New Highs: Travel apps saw a significant rebound as global travel demand surged.
- AI-Powered Trip Planning: More platforms incorporated AI-driven itinerary builders and personalized recommendations.
- Super Apps Dominate in Asia: Regional super apps like Grab and Gojek integrated travel, dining, and shopping into a single ecosystem.
10. Health & Fitness
Key Insights:
- Wearable Tech Integration Rises: More fitness apps synced with wearable devices for real-time health tracking.
- Mental Health Apps Gain Adoption: Meditation and wellness apps like Calm and Headspace grew in popularity.
- AI-Powered Fitness Coaching: AI-driven personal training apps saw increased user engagement.
11. Sports & Betting Apps
Key Insights:
- Live Sports Streaming Apps Grow: Sports leagues launched dedicated streaming platforms.
- Betting Apps See Increased User Engagement: Legalized online sports betting markets drove revenue growth.
- Fantasy Sports App Expansion: Daily fantasy sports apps attracted millions of new users.
12. Top Apps & Games of 2024
Key Insights:
- Most Downloaded Apps: TikTok, Temu, Instagram, and WhatsApp topped global app downloads.
- Top-Grossing Apps: Subscription-based apps like YouTube Premium, Tinder, and Disney+ led in revenue.
- Best-Selling Mobile Games: Roblox, Honor of Kings, and Candy Crush Saga remained dominant.
Final Thoughts: Mobile’s Future in 2025
The State of Mobile 2025 report paints a picture of an increasingly AI-driven, immersive, and competitive mobile ecosystem. With consumer spending at an all-time high and new monetization models emerging across industries, brands and developers must continue innovating to capture user attention in an ever-evolving mobile-first world.
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Source: State of Mobile
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