The mobile app ecosystem is experiencing a surge in growth across the Asia-Pacific (APAC) region, driven by advancements in artificial intelligence (AI) and privacy-first technologies. Adjust, a mobile analytics company, has released its annual Mobile App Trends report for 2025, highlighting the key trends shaping the industry. According to the report, e-commerce app installs in APAC saw a year-over-year (YoY) increase of 26% in 2024, indicating a strong rebound following a dip in 2022.
Despite this growth, overall session duration slightly decreased, suggesting increased efficiency in user interactions as AI-driven automation enhances personalized experiences. Andrey Kazakov, CEO of Adjust, stated, “In 2025, the mobile landscape will be defined by the extensive use of AI to create high-quality content, with AI-driven automation of production processes significantly enhancing consumer mobile applications through personalized user experiences.”
The report also highlights the growing adoption of privacy-first technologies, as evidenced by the rise in App Tracking Transparency (ATT) opt-in rates, which have climbed from 32% to 35% globally by Q1 2025. This trend signifies increasing consumer trust and interest in receiving personalized, yet respectful, advertisements.
Gaming apps have been particularly dominant in the APAC region, with hyper-casual games leading the way.
Mobile growth trends in APAC
While gaming app installs have risen by 4%, there has been a 3% decrease in sessions globally, indicating shifts in user engagement.
APAC’s average gaming app session duration grew from 34.32 to 34.84 minutes in 2024. Finance apps, including banking and crypto applications, are thriving in APAC, with finance app installs rising by 41% YoY. This growth reflects user interest in accessing financial services via mobile platforms.
APAC users averaged 7.12 minutes per session, although globally, daily session durations have slightly decreased. April Tayson, Regional Vice President for INSEAU at Adjust, emphasized the opportunities presented by these trends, stating, “As mobile usage continues to thrive across APAC, fueled by the growing adoption of AI, it is crucial for marketers to harness this momentum by refining their campaign strategies and delivering personalized user experiences.”
The report also explores other emerging trends, such as the rise of ultracasual gaming, AI-powered hyperpersonalization, the expansion of advertising channels in e-commerce, and the resurgence of cryptocurrencies. Marketers are advised to focus on developing seamless, omnichannel experiences across platforms to capitalize on these opportunities.
As the mobile app industry continues to evolve, driven by technological advancements and changing consumer preferences, businesses must adapt their strategies to stay competitive in the dynamic APAC market.
