E-commerce and mobile apps in the Asia-Pacific (APAC) region are seeing steady growth, driven by artificial intelligence (AI) and privacy-focused technologies, according to Adjust’s Mobile App Trends 2025 report.
App installs for e-commerce rose 26% year over year in 2024, though session growth remained flat. Shoppers are completing purchases faster, with average session length slightly decreasing from 1.39 to 1.38 minutes.
The report highlights how AI is transforming marketing and user engagement. AI-driven automation is improving mobile apps by enhancing personalization and campaign performance.
“In 2025, the mobile landscape will be defined by the extensive use of AI to create high-quality content,” said Andrey Kazakov, CEO of Adjust, a measurement and analytics company. “AI-driven automation of production processes is improving consumer mobile applications through personalized user experiences.”
Data privacy
Privacy remains a challenge, but adoption of privacy-first tools is increasing. App Tracking Transparency (ATT) opt-in rates rose from 32% to 35% globally as more users recognized the benefits of personalized ads. Gaming apps had the highest opt-in rate at 39%, while e-commerce and shopping apps rose from 28% to 35%.
Gaming and finance apps also showed significant growth. Apac-led global finance app installs with a 41% increase, while banking app sessions rose 19%. Gaming app installs grew 4%, though sessions declined slightly.
“As mobile usage continues to thrive across APAC, fueled by the growing adoption of AI, it is crucial for marketers to refine their strategies and deliver personalized experiences,” said April Tayson, regional vice president for INSEAU at Adjust.
The report also explores trends such as ultracasual games, AI-powered personalization, and the expansion of advertising in e-commerce, highlighting new opportunities for businesses in 2025.