Singapore – The mobile app market is seeing a resurgence in 2025 amidst an e-commerce boom, according to a report by measurement and analytics company Adjust.
Adjust’s report highlights a 26% year-on-year app install growth in 2024 across APAC, a rebound after a dip in 2022. The growth is particularly led by e-commerce, indicating a trend in finding and purchasing products efficiently.
As data privacy regulations remain a concern, the report sees an increase in the adoption of privacy-first technologies. Artificial intelligence real-time contextual insights are also making decision-making more efficient for users.
Meanwhile, Adjust’s report also emphasises an increased user trust in personalised ads as it sees a climb in app tracking transparency opt-in rates. The highest opt-in rate is observed in gaming at 39%, while e-commerce and shopping apps trails behind at 35%.
Gaming app installs are dominated by hyper-casual games, which represent 27% of total installs.
Banking and crypto apps are also on the rise, with a 41% year-on-year increase in APAC.
“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,” Andrey Kazakov, CEO of Adjust, said.
“The trend of products built cross-platform will continue unabated, with mobile web playing a valuable role in growth strategies by enabling seamless transitions between mobile web and native apps,” Kazakov added.
“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,” April Tayson, regional vice president for INSEAU at Adjust, commented.
“Our data highlights that markets such as Indonesia, Malaysia, Vietnam, the Philippines, Singapore, and India are spending significant time on different apps, offering businesses immense opportunities to drive growth and engagement in the years to come,” Tayson added.
