Global mobile app installs grew 10% in 2025, while session activity increased by 7% compared to the previous year, signaling ongoing growth in mobile engagement. This information comes from Adjust’s Mobile App Trends 2026 report, which tracks performance across gaming, commerce, and business applications.
Casual games led the growth, seeing a 19% increase in installs and a 37% rise in session numbers. Players also spent more time in these games, with average session lengths increasing 15% to 26 minutes. Hypercasual titles showed smaller growth, with installs up 4% and sessions rising 31%, highlighting continued player interest in quick, accessible gaming experiences.
Privacy Settings and Tracking Adoption
The report also highlighted shifts in user privacy behavior, specifically regarding iOS app tracking transparency (ATT) opt-in rates. In the first quarter of 2026, the global ATT opt-in rate reached 38%, up from 35% a year earlier. Gaming apps led this category at 39%, while publications saw one of the largest increases, rising from 18% to 26%. These changes indicate that users are gradually more willing to allow tracking in exchange for personalized experiences.
The Growing Role of AI and Cross-Platform Analytics
Adjust noted that mobile users are increasingly interacting across multiple platforms, creating a demand for integrated analytics and measurement tools. AI has become a core component in app marketing and analytics, providing capabilities such as audience segmentation, data analysis, and automated content generation.
Tiahn Wetzler, Adjust’s marketing director, emphasized that understanding user journeys across devices and platforms is essential. She noted that conversions are influenced by multiple touchpoints, and tracking these interactions can improve budget allocation, ROI, and overall marketing effectiveness.
The report suggests that 2026 will continue to focus on user engagement, cross-platform measurement, and AI-driven insights as critical factors for sustainable app growth.
Source: PocketGamer
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Frequently Asked Questions (FAQs)
How much did global app installs grow in 2025?
Global app installs rose by 10% in 2025 compared to the previous year.
Which category of apps led growth in 2025?
Casual games led the increase, with a 19% rise in installs and a 37% increase in session numbers.
What was the average session length for casual games in 2025?
The average session length for casual games increased by 15%, reaching 26 minutes per session.
How did iOS ATT opt-in rates change?
Global ATT opt-in rates among iOS users rose to 38% in Q1 2026, up from 35% a year earlier, with gaming apps leading at 39%.
What trends are expected to influence app growth in 2026?
Multi-platform user engagement, AI integration in marketing and analytics, and tracking user journeys across devices are expected to drive sustainable growth.
