2025年及以后移动领域制胜之道：从趋势到增长

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 Takeaways0203Mobile apps embrace thepower of communities.Connecting mobile to in-person amid digital fatigueTop apps from Health&Fitness to Dating look to connectpeople with similar interests,both digitally and in person.Many of the fastest growing categories connect users acrossdevices or to their in-person experiences.01AI is everywhereon mobile.AI apps continued to soar in2024,and use cases spreadacross verticals,from productivity to finance.04Going global:competitionspans across regions.Short drama is an example area of global competition withrecent launches expanding outside of the United States. Executive Summary|Mobile Landscape at a GlanceNew AppDownloadsYoY GrowthiOS&Google Play258,000appsdownloaded per minutein2024136Billion-1.0%In-App Purchase(IAP)Revenue$150BillionYoY GrowthiOS&Google Play.Revenue is gross,inclusive of anypercent taken by the app stores.$285,000spentper minute in2024+12.5%TotalHours Spent4.2TrillionYoY GrowthiOS&Android.Excludes third-party Android inChina and other markets.>500hours on averagefor every person on Earthin2024+5.8%Average TimeSpent per User3.5Hours per DayYoY GrowthiOS&Android Across60+Markets(Excludes China)>13minutesper waking hour +2.9% #of AppsUsed per User26Per MonthYoY GrowthiOS&Android Across60+Markets(Excludes China)7unique appsused each day per useron average+9.2% Contents01Macro Mobile TrendsPage0704Productivity&UtilitiesPage42 05Health&FitnessPage52Mobile Geo Expansion 06DatingPage69AI on Mobile View Detailed Report Methodology Here.About this data:Methodology at a GlanceSensor Tower’s Insights team compiled the download and IAP revenueestimates provided in this report using the Sensor Tower Mobile AppInsights platform.Figures cited in this report reflect iOS App Store and Google Playdownload and revenue estimates for January1,2014throughDecember31,2024.Download estimates presented are on a per-user basis,meaning thatonly one download per Apple or Google account is counted towardsthe total. 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.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. MacroMobile TrendsA 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. Source:Sensor TowerNote:iOS and Google Play combined.iOS only for China.Revenue is gross—inclusive of any percenttaken by the app stores.Want to See the Latest App Trends in Your Market?Request a demoto see Sensor Tower's latest offeringscovering90+different countries.IAP Revenue Soars in MostMarkets as Europe SeesRapid GrowthIn2024,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.Macro Mobile Trends Will Consumers Soon Spend More in Ap