【SensorTower】2025年度全球移动市场状况报告全球消费者移动应用支出达1500亿美元

Summary of State of Mobile 2025

Core Content

The State of Mobile 2025 report provides an in-depth analysis of the mobile industry's growth, trends, and innovations across various app categories and markets in 2024. Key themes include the rise of AI, the expansion of in-app purchase (IAP) revenue, global competition, and the evolving preferences of users across different demographics.

Main Trends and Insights

1. AI is Everywhere on Mobile

• AI apps saw significant growth in 2024, with AI Chatbots emerging as the fastest-growing subgenre, experiencing over 200% YoY growth.
• AI Chatbots accounted for 300% YoY growth in time spent and became the third-largest subgenre by revenue growth.
• Generative AI apps, such as ChatGPT, Google Gemini, and Microsoft Copilot, dominated the AI landscape, with ChatGPT leading in both revenue and downloads.
• AI integration is expanding beyond just chatbots, with apps in categories like Productivity, Finance, and Lifestyle also adopting AI technologies.

2. Mobile Gaming Bounces Back

• In-app purchase revenue for gaming apps rose 4% YoY, indicating a recovery in the sector.
• Four new games joined the $1 billion IAP revenue club in 2024: Last War, Whiteout Survival, Dungeon & Fighter, and Brawl Stars.
• Non-gaming apps also saw strong growth, with WeTV becoming the first non-game app to surpass $1 billion in IAP revenue.

3. Consumer Spend in Non-Games Soars

• IAP revenue for non-gaming apps grew 25% YoY, reaching $150 billion globally.
• Entertainment, Productivity, and Photo & Video categories led this growth.
• Social media apps like TikTok and YouTube dominated the IAP revenue landscape, with TikTok accounting for over 70% of the subgenre's consumer spend.

4. Mobile is Global

• Only 21-22% of downloads and consumer spend came from domestic publishers, highlighting the global nature of the mobile market.
• China remained a unique market, with 90% of downloads and spend from local publishers.
• Temu and SHEIN exemplify the global competition in retail, with Chinese-backed platforms expanding their reach.

5. Time Spent on Mobile Devices Increases

• Total time spent on mobile devices reached 4.2 trillion hours in 2024, up 5.8% YoY.
• On average, users spent >500 hours per person on mobile devices, or >13 minutes per waking hour.
• Social Media apps accounted for the highest time spent, with 2.4 trillion hours globally.

6. Gen Z and User-Generated Content

• Younger users (18-24 years) are more inclined to use Creative, Entertainment, and Social Networking apps.
• Apps like YouTube, Spotify, Instagram, and TikTok are particularly popular among this age group.
• Women outnumber men in categories like Graphics & Design, Shopping, and Books, with apps like Pinterest and TikTok leading in their usage.

7. AI Chatbots and App Growth

• AI Chatbot apps saw 119% YoY growth in downloads during Q4 2024.
• These apps also experienced a significant rise in time spent and IAP revenue, with ChatGPT leading in both.
• AI Art Generators also saw growth, with 85 million downloads in 2024.

8. App Usage and Monetization

• TikTok became the first non-game app to reach $15 billion in global consumer spend.
• Social Media, Film & Television Streaming, and General Shopping led in both downloads and IAP revenue.
• The report highlights the importance of user engagement and personalization in driving app success.

Key Figures

• Total App Downloads: 136 billion (down 1.0% YoY)
• Total IAP Revenue: $150 billion (up 12.5% YoY)
• Total Time Spent: 4.2 trillion hours (up 5.8% YoY)
• Top 20 Global App Subgenres by Downloads: AI Chatbots led with 635 million more downloads compared to 2023.
• Top 20 Global App Subgenres by IAP Revenue: Social Media and Film & Television Streaming dominated.
• Number of Apps with $1 Billion+ IAP Revenue: 17 apps in 2024, including 6 non-games and 11 games.

Conclusion

The mobile industry in 2024 is characterized by the rapid integration of AI, the growth of non-gaming IAP revenue, and the global expansion of app markets. While gaming is still a major revenue driver, the rise of AI-powered apps and the increasing consumer spend in services like streaming and social media indicate a shift in the industry's focus. The report also emphasizes the importance of cross-device integration and personalization in enhancing user engagement and driving growth.