AI & privacy-first tech driving APAC mobile app surge

Adjust has released its annual Mobile App Trends report for 2025, highlighting the role of AI and privacy-first technologies in bolstering e-commerce and mobile app growth across the APAC region.

The report indicates a strong rebound in the app economy following a dip in 2022, with e-commerce app installs in APAC experiencing a year-over-year (YoY) increase of 26% in 2024. Despite this growth, overall session duration saw a slight decrease, which points towards increased efficiency in user interactions as users are able to find and purchase products more swiftly.

AI-driven automation is transforming marketing strategies by enhancing efficiency and curating highly personalized user experiences. Andrey Kazakov, CEO of Adjust, commented on this shift stating, "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 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."

The report also notes that privacy-first technologies are increasingly being adopted, a trend underscored by the rise in App Tracking Transparency (ATT) opt-in rates, which have climbed from 32% to 35% globally by Q1 2025. This signifies growing consumer trust and interest in receiving personalized, yet respectful, advertisements. Gaming apps have scored the highest opt-in rate at 39%, while e-commerce and shopping apps have seen an increase from 28% to 35%.

In the gaming sector, APAC leads in session duration growth, and hyper-casual games have been particularly dominant. While gaming app installs have risen by 4%, there has been a 3% decrease in sessions globally, suggesting shifts in user engagement. Puzzle and hybrid casual games also contribute significantly, each accounting for 11% of total game installs. 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, especially in APAC, with finance app installs rising by 41% YoY. This growth signals user interest in financial services via mobile platforms, with banking app installs increasing by 33% worldwide and sessions up by 19%. Crypto app sessions experienced a substantial 45% increase, and payment app sessions rose by 29%. APAC users averaged 7.12 minutes per session, although globally, daily session durations have dipped slightly.

April Tayson, Regional Vice President for INSEAU at Adjust, highlighted the opportunities presented by these trends: "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. 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."

The report delves into other emerging trends, such as the rise of ultracasual gaming, AI-powered hyperpersonalization from ad creatives to gameplay, the expansion of advertising channels in e-commerce, and the resurgence of cryptocurrencies, stressing the importance for marketers to develop seamless, omnichannel experiences across platforms.