In 2025, mobile app spending reached $85 billion, marking a significant shift as non-game apps surpassed games for the first time, according to the 2026 State of Mobile report. This represents a 20% increase year-over-year and nearly triple the spending from five years prior. Social media emerged as the leading category in in-app purchase revenue, growing 13% to nearly $5 billion, with platforms like TikTok, YouTube, and Snapchat driving consumer spending through creator-driven content. Additionally, artificial intelligence apps significantly boosted engagement, with users spending 40 billion hours in-app, achieving an eightfold increase from 2023. This trend highlights a transformative change in mobile behavior, where AI and social media are reshaping user preferences and challenging the gaming sector’s dominance in the app economy. The report delves into trends across AI, retail, gaming, streaming, and finance, reflecting global consumer behavior in mobile apps and digital platforms.
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