移动应用趋势：2026版——应用表现的全球基准

Mobile app trends:2026 edition A global benchmark of Contents Introduction: Evolution and opportunity inthe mobile app industry�����������������������������������������������������������������������������������3AI transforms from strategic tool to core infrastructure in 2026 �������9Mobile-first approach evolves into multi-platform strategy��������������� 11Key takeaways & methodology �������������������������������������������������������������������� 13Gaming apps����������������������������������������������������������������������������������������������������� 15Finding and keeping users �����������������������������������������������������������������������������17E-commerce/shopping ��������������������������������������������������������������������������������� 25Finding and keeping users ����������������������������������������������������������������������������27Finance apps���������������������������������������������������������������������������������������������������� 32Finding and keeping users ��������������������������������������������������������������������������� 34Conclusion: An exciting future for the mobile app industry ���������������� 41 INTRODUCTION Evolution and opportunity in User behavior, new tech, and better data are fueling mobile growth in 2026 Mobile app trends 2026 is here and we’re happy to report thatthe growth opportunities are as big as ever. In 2025, there weremore than 112.1 billion app downloads, an estimated5�8 billionunique smartphone usersglobally, and consumer spendingrose10�6% YoY to $167 billion. The app economy’s long-term Today is possibly the most data-rich time we’ve experiencedso far in the marketing industry. With billions of data pointsto navigate and gain insights from, what serves us now?Advertisers need the ability to cut through the noise and For mobile marketing and UA teams, 2025 was a critical periodfor experimentation with AI technologies, new automationsolutions, and channel diversification. Teams continue to seekthe latest and most effective growth channels, and setups havebecome increasingly customized, complex, and fragmented Key to the fragmentation we’re experiencing is that we havemore platforms and channels than ever before. Target usersare across devices, across apps, and their behaviour changesfast. Macro-economic changes, mono versus microculture, As always, the mobile app trends report: 2026 editionequips you with data from thousands of apps acrossthe gaming, e-commerce, and finance verticals to helpbenchmark performance and forecast goals�We coverthe critical data and provide contextual analysis of what Add to this AI, which continues to increase its presence asa foundation in workflows across all industries and verticals,rather than an add-on. 2025 developments have taken AI froman enhancement to native architecture. ChatGPT, Gemini,and Anthropic all launched new models last year, and as many “As we head into 2026, mobile discovery will be driven lessby linear funnels and more by participation. With usersdiscovering, engaging, and converting through culture-led Deep ShahGlobal Head of AdTechPartnerships - Measurement, Let’s set the scene by taking a look at theoverall global numbers. According to Adjustdata, app installs climbed 10% year-over-year February 2025 marked the annual low forinstalls at 13% below the yearly average,before a recovery that brought December The 10% overall growth of app installsshows a continued increase of global digitaladoption and active, on-the-go engagement App Tracking Transparency (ATT) opt-inrates among iOS users who permit trackingrequests continued to rise into Q1 2026, with Gaming led with a 39% opt-in rate, whileentertainment, finance, lifestyle, and socialapps all improved YoY. Publications recordedone of the largest gains, rising from 18% to Communicating the value of opting-in tousers requires personalized messaging. Forgaming app users, it could look like explainingthat tailored advertising means they’re more “As paid media becomes more competitive, brands need tostrategically invest in channels that help them reach new customers.App advertisers activating full-funnel campaigns, alongside unified,privacy-safe measurement, can better understand which channelsare performing and where to invest. Channels with engaging ad AI transforms from strategic toolto core infrastructure in 2026 Marketers face countless questions daily about campaigns,creatives, and overall performance� Rather than functioningseparately from marketing and measurement systems, AI can Smart audience segmentation Learn more aboutAdjust GrowthCopilot: Your AI-powered partnerfor smarter app growth. Segmentation historically relied on static listsbased on broad attributes such as age, gender,or location� These segments were manually builtand rarely updated� Now, many segmentationapproaches are dynamic and predictive� Marketers THREE WAYS AI IS BEING OPERATIONALIZED IN 2026: Data analysis assistant