As consumer behavior continues shifting toward connected digital experiences, the latest Adjust Mobile App Trends report highlights sustained growth in global app usage and a growing transition toward multi platform engagement across devices.
Adjust released its Mobile App Trends 2026 report, revealing that global app installs increased 10 percent year over year in 2025, while total sessions rose 7 percent. The Adjust Mobile App Trends report indicates that mobile engagement remains strong across business, commerce, and entertainment categories, with marketers increasingly required to understand user journeys beyond single device interactions.
The findings suggest that consumers are no longer confined to one platform, moving fluidly between mobile apps, web environments, and connected digital channels. This behavioral shift is expected to accelerate in 2026, increasing demand for integrated analytics and measurement solutions capable of tracking performance across multiple touchpoints.
“It’s no longer sufficient to view users in device silos when we know that conversion is influenced by multiple touchpoints,” noted Tiahn Wetzler, director of marketing at Adjust. “Uncovering what those touchpoints are, the amount of influence they hold, and how you can seamlessly guide users between them will empower effective budget allocation, better ROI, and real business impact from marketing.”
The Adjust Mobile App Trends report draws on performance data from thousands of applications across gaming, ecommerce, and finance sectors, offering marketers benchmarks and forecasting insights based on global usage patterns observed throughout 2025.
Among key trends, global App Tracking Transparency opt in rates continued to climb nearly five years after Apple introduced privacy controls. By the first quarter of 2026, average global opt in rates reached 38 percent, up from 35 percent a year earlier. Gaming apps led adoption with a 39 percent opt in rate, while publication apps recorded notable gains, rising from 18 percent to 26 percent.
Gaming remained a major growth driver, with casual games experiencing 19 percent install growth alongside a 37 percent increase in sessions. Hyper casual titles also expanded, posting 4 percent install growth and a 31 percent rise in sessions. Average session duration for casual games increased to 26 minutes, reflecting deeper user engagement.
Ecommerce applications continued steady momentum, with global sessions rising 5 percent year over year and seasonal peaks exceeding average engagement levels late in the year. Finance apps saw particularly strong growth, with sessions increasing 21 percent globally. Regional performance varied significantly, with Latin America leading growth at 76 percent install increases and 57 percent session growth, followed by the Middle East and North Africa and strong engagement gains across Asia Pacific markets.
The report also identifies artificial intelligence as a foundational layer within mobile marketing infrastructure. AI is increasingly embedded into analytics workflows, enabling automated data analysis, predictive audience segmentation, and real time experience optimization rather than functioning as a standalone tool.
The Adjust Mobile App Trends report underscores a broader industry transition toward cross platform measurement and AI driven analytics as marketers adapt to fragmented consumer journeys. As mobile usage continues to expand across devices and regions, understanding multi platform behavior will be critical for brands seeking sustainable growth and improved return on investment in an increasingly connected digital ecosystem.
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