On February 18, 2026, Adjust, a leading measurement and analytics company and a subsidiary of AppLovin Corp, released its annual Mobile App Trends report, showcasing a significant increase in mobile app usage worldwide. The report highlights a 10% year-over-year growth in global app installs for 2025, alongside a 7% rise in app sessions, indicating that mobile applications continue to play an essential role in consumer engagement across various sectors, including business, commerce, and entertainment.

2. A Shift Toward Multi-Platform Engagement

Looking ahead to 2026, Adjust predicts a notable shift towards multi-platform engagement among consumers. Tiahn Wetzler, director of marketing at Adjust, emphasized the importance of understanding user journeys across different devices and platforms. “It’s no longer sufficient to view users in device silos when we know that conversion is influenced by multiple touchpoints,” Wetzler stated. This strategic foresight highlights the growing need for integrated analytics and measurement solutions to effectively track and optimize user interactions across various channels.

3. Key Highlights from the Mobile App Trends Report

The report provides valuable insights derived from data gathered from thousands of apps across various industries, including gaming, e-commerce, and finance. Here are some key takeaways:

iOS Tracking Opt-In Rates Rise: Nearly five years post-implementation of Apple's App Tracking Transparency (ATT) framework, global opt-in rates among iOS users have climbed to 38% in Q1 2026, up from 35% in Q1 2025. The gaming sector led the charge with an impressive 39% opt-in rate, while publications saw a significant increase from 18% to 26%.

Casual Gaming Surge: The casual gaming sector witnessed a remarkable 19% growth in installs, along with a staggering 37% increase in sessions. Hyper-casual games also performed well, with installs and sessions growing by 4% and 31%, respectively. Average session lengths for casual games expanded to an impressive 26 minutes, marking a 15% increase.

E-Commerce Growth: Global e-commerce app sessions experienced a 5% year-over-year increase in 2025, surpassing the average by 10% in November and maintaining a 5% growth in December.

Finance Sector Expansion: The finance app segment reported a notable 21% increase in sessions year-over-year, with Latin America (LATAM) leading with a remarkable 76% growth in installs and a 57% boost in sessions. The Middle East and North Africa (MENA) region followed with gains of 42% in installs and 10% in sessions, while the Asia-Pacific (APAC) region combined a modest 5% growth in installs with a significant 50% increase in session activity.

4. The Role of AI in App Marketing

The report also sheds light on the transformative role of artificial intelligence (AI) in app marketing, evolving from a strategic tool to a core component of infrastructure. Adjust identified three critical ways AI is reshaping the landscape:

Data Analysis Assistants: AI is enhancing data analysis capabilities, allowing marketers to derive actionable insights more efficiently.

Smart Audience Segmentation: AI assists in segmenting audiences based on predicted value, enabling more targeted marketing efforts.

Utility Phase of Generative AI: AI can now be embedded within marketing and measurement systems to optimize channel spending and adapt user experiences in real-time.

These advancements underscore the necessity for marketers to leverage AI to optimize their strategies and enhance user engagement.

5. Conclusion

The insights from Adjust’s Mobile App Trends report paint a positive picture for the mobile app industry, highlighting robust growth and evolving user behavior. With the emphasis on multi-platform engagement and the integration of AI in marketing strategies, companies are positioned to capitalize on these trends to drive further growth and enhance the user experience. For a more comprehensive analysis and additional trends, stakeholders are encouraged to download the full report.

Original press release