Mobile app trends: 2024 edition

A global benchmark of app performance

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Summary

Stay ahead of the curve, surpass the competition.

Mobile app trends 2024 equips you with essential insights, analysis, and data. Scale your app marketing, drive growth, and stay ahead of the changes shaping our industry.

  • Dive into the latest data from 5000+ apps, covering sessions, installs, revenue, retention, ATT opt-in rates, and more.

  • Get inside perspectives on privacy changes, new channels, incrementality, AI, cross-device marketing, predictive analytics, and building a next-gen tech stack.

  • Uncover 2024’s need-to-know metrics and benchmarks across regions and app verticals.

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MOBILE APP TRENDS 2024: THE VERTICALS

A preview of what’s inside

Fintech and finance

Finance and fintech apps performed well in 2023, with installs increasing by 42% YoY and sessions climbing by 24%.

6.1 to 6.4

Session lengths increased from 6.1 to 6.4 minutes.

24%

is the median day 1 retention rate.

51%

of fintech app installs are banking apps.

Keep an eye on

Digital wallets as everyday commerce, real-time cross-border payments, and enhanced mobile banking security.

Tip

Fintech and finance app marketers should focus on achieving optimal customer acquisition cost (CAC) efficiency for sustainable growth.

Gaming

Despite a slower but continued downward trajectory for mobile games installs and sessions in 2023, Adjust data demonstrated a bounce-back in Q4, with installs up 7% YoY.

45.65

average action game session length in minutes.

28%

median day 1 retention rate

7%

app installs increase in LATAM in 2023

Keep an eye on

The transforming in-game NFT space, cloud gaming on CTV and OTT, augmented reality and virtual reality, subscription models, cross-platform pc and console play, and hybrid casual.

Tip

A notable uptick in daily active users, seen in the latter half of 2023, along with a surge in CPMs, indicates healthy growth for the gaming industry - particularly when looking at sub-categories.

E-commerce and shopping

E-commerce had a strong 2023, with installs increasing by 43% and sessions climbing by 14%. App stickiness also grew to 16.1%.

$8.1

e-commerce's median month 0 LTV, vs. a $1.33 eCPI

98%

installs increase YoY in North America and a 60% increase in LATAM

34%

e-commerce in-app revenue growth YoY in 2023

Keep an eye on

Curated content and AI-driven personalization, BNPL, third-party payments, cross-border e-commerce, and augmented reality shopping.

Tip

Marketers are increasingly converging paid advertising and owned media, making it imperative that affiliate marketing continues to take center stage throughout the m-commerce buyer’s journey.

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