2025年移动市场状况报告：TikTok版

State ofMobile2025 From trends to traction-how to win on mobilein2025and beyond The rules of mobile growthare being rewritten. In2025,success isn't just about downloads or installs,it's aboutrecognizing behavioral signals,unlocking new audiences,andturning moments into momentum.Mobile is now the mostcompetitive it's ever been.But it's also more open than ever,withemerging markets surging,new monetization models provingtheir worth,and full-funnel strategies redefining how brands thinkabout growth. This report,built bySensor Tower's market intelligenceandTikTok's cultural insight—brings together hard data andhuman behavior shaping the future of mobile.We spotlight howbrands are winning in markets once considered closed,how"Q5"isn't a month but a mindset,and why communities are quietlybecoming the new retention engine. If you're building an app today,this report isn't just a look atwhere we are.It's a blueprint for where to go next. Executive Summary|Key Takeaways 01 02 AI is everywhereon mobile. Mobile apps embrace thepower of communities. AI apps continued to soar in2024,and use cases spreadacross verticals,from productivity to finance. Top apps from Health&Fitness to Dating look to connectpeople with similar interests,both digitally and in person. 03 04 Connecting mobile to in-person amid digital fatigue Going global:competitionspans across regions. Short drama is an example area of global competition withrecent launches expanding outside of the United States. Many of the fastest growing categories connect users acrossdevices or to their in-person experiences. Executive Summary|Mobile Landscape at a Glance Average TimeSpent per User In-App Purchase(IAP)Revenue TotalHours Spent #of AppsUsed per User New AppDownloads $150Billion 136Billion 4.2Trillion 3.5Hours per Day 26Per Month -1.0% +2.9% +12.5% +9.2% +5.8% YoY Growth YoY Growth YoY Growth YoY Growth YoY Growth iOS&Android.Excludes third-party Android inChina and other markets. iOS&Google Play.Revenue is gross,inclusive of anypercent taken by the app stores. iOS&Android Across60+Markets(Excludes China) iOS&Android Across60+Markets(Excludes China) iOS&Google Play $285,000spentper minute in2024 >13minutesper waking hour >500hours on averagefor every person on Earthin2024 7unique appsused each day per useron average 258,000appsdownloaded per minutein2024 Contents Mobile Geo Expansion AI on Mobile 04 06 DatingPage69 Productivity&UtilitiesPage42 Health&FitnessPage52 About this data:Methodology at a Glance Sensor Tower’s Insights team compiled the download and IAP revenueestimates provided in this report using the Sensor Tower Mobile AppInsights platform. Downloads of the same app by the same user to multiple devices,updates,or re-installs of the same app by the same user are not countedtowards the total. Figures cited in this report reflect iOS App Store and Google Playdownload and revenue estimates for January1,2014throughDecember31,2024. Android app download and revenue estimates represent downloads andrevenue from the Google Play Store only.Sensor Tower does not providedownload estimates for third-party Android stores. In-app purchase(IAP)revenue estimates are gross—inclusive of anypercent taken by the app stores.Revenue includes paid downloads,in-app purchases,and subscriptions from the iOS App Store and GooglePlay.This does not include any revenue from advertisements or third-party purchases. Download estimates presented are on a per-user basis,meaning thatonly one download per Apple or Google account is counted towardsthe total. MacroMobile Trends A maturing mobile market.Growth in time spent on mobile devices is slowing,while revenue continues tosoar,particularly in non-games.Apps have consumers'attention—now they are monetizing it. Macro Mobile Trends IAP Revenue Soars in MostMarkets as Europe SeesRapid Growth In2024,revenue from in-app purchases(IAP)andsubscriptions continued its rapid growth,up13%year-over-year(YoY)globally to$150billion.This included particularlystrong growth in top markets in North America and Europe—the United States led the way with$52billion in consumerspend.With game revenue growth lagging that from non-games,some gaming-focused markets in Asia experiencedmore modest growth or even slight declines YoY. What has helped create this revenue boom on mobile?Consumers are spending more time than ever on their mobiledevices and are becoming increasingly comfortable makingpurchases on them.Time spent climbed in most markets,though it has leveled out in a few like the US and Japan. Meanwhile,downloads declined for the fourth straight yearfollowing the spike in2020during the COVID-19pandemic.Half of the top10markets still achieved positive YoY growth,including Indonesia,China Mainland,and Mexico. Want to See the Latest App Trends in Your Market?Request a demoto see Sensor Tower's latest offeringscovering90+different countries. Macro Mobile Trends Don't Want to Wait