REPORT
Mobile app trends: 2026 edition
A global benchmark of app performance
Summary
Gaining data clarity in a fluctuating ecosystem
Today is possibly the most data-rich time the mobile marketing industry has experienced. There are billions of data points to navigate and gain insights from. Advertisers need the ability to cut through the noise and surface exactly what's needed to make smart, fast decisions and grow their apps. This report explores:
Contributions from Google Ads, Snap for Business, TikTok for Business, Sensor Tower, Roku, and Alison.ai.
The development of AI from a strategic tool to core infrastructure, and how it’s being operationalized in 2026.
The transformation of mobile-first approaches into multi-platform strategies.
Key performance insights and data benchmarks across the most important mobile metrics for the global markets, along with APAC, Europe, LATAM, MENA, and North America.
MOBILE APP TRENDS 2026: THE VERTICALS
A preview of what’s inside
Gaming
Gaming installs and sessions remained relatively stable in 2025, with sessions up 1% YoY.
19%
YoY increase in installs for casual games, along with a 15% increase in session lengths to 25.92 minutes.
57%
increase strategy game sessions YoY.
29%
of all gaming app installs were hyper casuals, 17% of sessions were action games.
Keep an eye on
Live-ops–driven monetization, the impact of web stores on player spending and user experiences, plus mobile–PC–cloud convergence in mid-core genres.
Tip
Minimize churn by sending welcome notifications with benefits, adding daily streaks, and implementing difficulty tuning.
E-commerce and shopping
E-commerce continued its strong momentum in 2025; sessions grew 5% YoY.
7%
sessions increase YoY for marketplace and classifieds apps.
17%
installs boost in LATAM with a stable session length of 8.58 minutes.
$0.98
CPI for e-commerce apps declined from $1 but increased from $1.44 to $2.26 in deal discovery
Keep an eye on
AI-driven product discovery and personalization such as personal shopping agents, sizing assistants, and recommended items.
Tip
Shorter e-commerce session lengths often mean customers are making faster purchases. If conversions are up, there’s no issue. If you’re seeing a drop in ROI, churn needs to be addressed.
Finance
YoY installs and session growth was seen across all regions in 2025. LATAM saw the biggest boosts; 76% for installs and 57% for sessions.
21%
YoY boost in global finance app sessions.
7.18 minutes
finance app session lengths increased 8% in 2025.
22%
increase in payment app sessions and +2% installs.
Keep an eye on
Loyalty programs as retention drivers, the revival of interest in crypto in the mainstream, and digital wallets increasing market share.
Tip
Sessions and reattributions are up. Focus on existing or churned users and use UA budgets to reactivate them, for a faster ROI than only prioritizing net new.
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