STATE OF

MOBILE 2024
The Industry's Leading Report

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 data.ai | E X E C U T I V E S U M M A R Y

1 AI is Everywhere 2 Social is the Battleground 3 Mobile Goes IRL

for $$
Generative AI Chatbots and Art Generators dominated Consumers are shifting their spending habits. Demand for revenge travel, Swiftie and Bey-Hive fans,
attention. But AI functionality is ubiquitous across nearly Popularized by TikTok, they are opting to spend directly and live sports booms — consumers seek real life
every app industry. in app via 'tips' to their favorite content creators, experiences... but always with their phones in tow.
opening the door for subscriptions and IAPs.
Learn More > Learn More >
Learn More >

4 Non-Gaming Apps Power 5 Mobile Gaming Growth

Mobile Economy in 2023
Spending Rebound Lags, But Still Leads Gaming
Industry App Store
$171
Non-gaming apps underpin mobile growth. Up 11% YoY, Demand remains steady. App store spend dips slightly. Billion
consumers can't live without streaming, dating and User Market is bolstered by new releases and APAC $533 Billion
Generated Content (UGC). publishers making inroads in western markets, similar to Ads
the ecommerce sector with the rise of Temu & SHEIN. $362
Learn More > Billion
Learn More >

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 data.ai | E X E C U T I V E S U M M A R Y

2023 Mobile Landscape at a Glance

New App App Store Daily Time Spent Mobile Total Hours
Downloads Spend Per User Ad Spend Spent

257 $171 5 $362 5.1

Billion Billion Hours Billion Trillion
+1% +3%
+6% +8% +6%
YoY Growth YoY Growth YoY Growth YoY Growth YoY Growth

iOS, Google Play, Third- iOS, Google Play, Third- Android Phones; Weighted Android phones
Party Android in China Party Android in China Average Among Top 10
Mobile-First Markets

>489,000 apps >$325,000 spent per 1/3 of daily Larger than the total 14 Billion hours
downloaded per minute in 2023 waking hours economies of countries collectively per day
minute in 2023 including Colombia, Finland in 2023
and New Zealand

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Contents
01 Macro Mobile Trends 08 Food & Drink

02 AI & Mobile 09 Travel

03 Gaming 10 Health & Fitness

04 Finance 11 Sports

05 Retail 12 Other Industries Embracing Mobile

06 Video Streaming 13 Top App & Games of 2023

07 Social

4 / 103
data.ai | Our Customers
80 out of the 100 top publishers trust data.ai insights to grow their business

Media Retail
Gaming & Entertainment Technology & E-commerce Gig Economy QSR

Note: Top publishers by app store revenue | Source: data.ai Intelligence

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See Your data.ai Powered Potential
First-Hand, For Free.
Get the top mobile app performance data for over
1 million apps with data.ai’s 10 Day Free Trial.

Claim your free trial with no commitment.

6 / 103
 This report is powered by

data.ai Intelligence
App IQ & Game IQ Taxonomy
1.2 Million Apps Classified / 321 Subgenres Total

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 Top Performers by Mobile Performance Score
Mobile Performance Score is the industry's first mobile scoring system that's like a credit score, but for apps.

data.ai | STATE OF MOBILE 2024

Get an executive overview on desktop or on the Pulse iOS app.

Track Trending apps by their MPS within your genre: Compare apps to see each quadrant's performance by hovering over them.
Apps may have the same MPS score, but their quadrant score may be different:
Top Performer for Genre: Apps | Entertainment
Kwai Max: Stream HBO, TV, & Movies TikTok Star+ Spotify
Rank App Name Overall MPS Weekly Acquisition Score
Change
100

1 Kwai 99 -
80
Max: Stream
2 HBO, TV, & 99 -
Movies
60

Sentiment Score Engagement Score

3 TikTok 99 -

4 Star+ 98 +1

5 Spotify 98 -
Monetization Score

Powered by data.ai's App IQ and Game IQ Taxonomy

Source: data.ai Intelligence | Note: Worldwide, Mobile Performance Score for week ending 23rd December 2023
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 Apps with 80+ MPS Capture More than 90% of Consumer Spend, 80% of Installs

data.ai | STATE OF MOBILE 2024

Consumer Spend by MPS Score Downloads by MPS Score

Worldwide Worldwide
100% 100%
90% 90%
80% 80%
70% 70%
60% 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Spend Downloads
90+ 80-90 70-80 60-70 50-60 90+ 80-90 70-80 60-70 50-60

Source: data.ai Intelligence | Note: Excludes apps without a calculated Mobile Performance Score. Apps Mobile Performance Score calculated as the average weekly score in 2023 at the country / genre level.

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 See How Top Breakout Apps in 2023 Improved Their Scores

data.ai | STATE OF MOBILE 2024

Global Mobile Performance Scores for Select Apps Scores the Week of December 23, 2023

100
TikTok Shop Seller Center
97
90 Acquisition Score
100

80
80

70
60

60
May 2023: TikTok Shop Seller Center became
available in the United States, joining other markets
in Southeast Asia and the United Kingdom
50
Sentiment Score Engagement Score
22 2-tc -92
22 2-tc N-21
22 2-voN-62
22 2-vo -01
22 2-ce -42
22 2-ce J-7
22 2-naJ-12
32 2-naF-4
32 2-beF-81
32 2-be -4
32 2-ra -81
32 2-ra -1
32 2-rp -51
32 2-rp -92
32 2-rp M-31
32 2-yaM-72
32 2-yaJ-01
32 2-nuJ-42
32 2-nu -8
32 2-lu -22
32 2-lu A-5
32 2-guA-91
32 2-guS-2
32 2-peS-61
32 2-peS-03
32 2-pe -41
32 2-tc -82
32 2-tc N-11
32 2-voN-52
32 2-vo -9
32 2-ce -32
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0
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Overall Score Acquisition Score Engagement Score Monetization Score Sentiment Score

Source: data.ai Intelligence | Note: Mobile Performance Score at the genre level.

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data.ai | S T A T E O F M O B I L E 2 0 2 4

Macro Mobile Trends

A mobile-centric world: app usage at an all time high. While spend in games
feels the squeeze from inflation, app services buck recessionary headwinds.

Consumers are increasingly spending more time in apps, creating new opportunities Mike Holtgrewe
for brands to build direct relationships with customers. Marketers who invest in Head of Sales, Apps
developing seamless app experiences and advanced app solutions are meeting
consumer expectations and driving ROI for their businesses.

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MACRO MOBILE TRENDS Average Daily Hours Spent on Mobile Per User

Consumers in Mobile-First

data.ai | STATE OF MOBILE 2024

2020 2021 2022 2023
Markets Spend More Than 5
Hours a Day on Mobile 6

Across the top 10 markets analyzed, the weighted

5
average surpassed 5 hours in 2023 — up 6% from 2022 —
to reach a new high.
4
Users in Indonesia surpassed 6 hours per day, while four
other markets including Thailand, Argentina, Saudi
Arabia, and Brazil surpassed 5 hours per day in mobile 3
Type something
apps in 2023.

Time spent grew the fastest since 2020 in Japan, 2

Australia and Canada at 18%, 16% and 16%.

0
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data.ai customer?
View how mobile usage estimates highlight growth
sectors to inform strategic roadmap and investment
priorities.
Source: data.ai Intelligence | Note: Android phones.

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 Top 20 Mobile Markets in 2023 MACRO MOBILE TRENDS

Consumer Spend Bounces

data.ai | STATE OF MOBILE 2024

Downloads Consumer Spend (USD) Hours
Back While Time Spent
120B 11B
Growth Continues
110B 10B
100B 9B After declining 2% YoY in 2022, global consumer spend
bounced back in 2023 up 3%. South Korea, Brazil, Mexico
90B 8B and Turkey all exceeded 25% YoY growth in 2023.
80B
7B
70B Meanwhile, downloads growth stalled at 1% YoY.
6B Bangladesh has emerged as one of the fastest growing
60B
5B markets.
50B Type something

4B
40B Time spent grew 10% YoY. Consumers in Pakistan (#10 by
3B time spent), South Africa (#19) and Vietnam (#9) grew by
30B
14%, 13% and 12% respectively.
20B 2B
10B 1B
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2021 2022 2023 2021 2022 2023 data.ai customer?

Size the market and keep tabs on fast-growing areas of
opportunity in data.ai.
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play and third-party Android in China combined; Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores
13 / 103
 Global Mobile Ad Spend MACRO MOBILE TRENDS

5-YR CAGR:
All Eyes On Mobile: Ad Spend

data.ai | STATE OF MOBILE 2024

16.2%
$450B Set to Fly Past $400B in 2024
$400B $402B
$350B $362B Attention marketers: Mobile will continue to take a larger
$336B
share of the advertising wallet as more time than ever
$300B $295B
before is spent in apps. Total hours will reach 5.1 trillion in
$250B $240B 2022 on Android phones alone. Ad spend growth will
$200B $190B bounce back a bit from the slower growth in 2023,
$150B through it will remain below the rates seen between 2019
and 2022.
$100B
$50B Are videos the future of captivating your audience's
Type something
0 attention? YouTube and TikTok continue to gain
2019 2020 2021 2022 2023 2024F consumer attention and outpace to social networks by
average time spent per user.

Year-over-Year Growth

30%
26.3% 22.9%
20% 22.6%
14.0% 11.0%
10% 7.5%
0
2019 2020 2021 2022 2023 2024F
Plan with confidence:
Read our 5 Mobile App Predictions for 2024.

Source: data.ai Intelligence.

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 MACRO MOBILE TRENDS

First Time, Then Money: App Spend Climbs During Disposable Income Squeeze as Mobile Takes

data.ai | STATE OF MOBILE 2024

a Larger Share of Wallet
Games spend is closely tied to disposable income and took a hit in 2022 and 2023 as a result. Apps — which could represent more 'need-to-have' services, prove more resilient
and mirror consumer behavior more similar to how people treat their cable bills, especially as consumers become more comfortable paying on mobile.

Games Consumer Spend Growth vs Disposable Income Growth Index Apps Consumer Spend Growth vs Disposable Income Growth Index

United States United States

1.25 3 1.3 7

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1.20 2.6

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1.2 5
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1.15 2.2

1.10 1.8
1.1 3
1.05 1.4

1 1 1 1
1Q 71 2
2Q 710 2
3Q 7102
4Q810 2
1Q 8102
2Q 810 2
3Q 8102
4Q910 2
1Q 9102
2Q 910 2
3Q 9102
4Q020 2
1Q 0202
2Q 020 2
3Q 0202
4Q120 2
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 320
2Q

1Q 71 2
2Q 710 2
3Q 710

2Q 020 2

2Q
4Q81022
1Q 8102
2Q 810 2
3Q 810
4Q91022
1Q 9102
2Q 910 2
3Q 9102
4Q020 2
1Q 0202

3Q 020
4Q12022
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 320
71002

71002
2

2
Disposable Income Games Consumer Spend Disposable Income Applications Consumer Spend

Source: data.ai Intelligence and OECD | Note: Consumer Spend across iOS, Google Play; Spend is gross — inclusive of any percent taken by the app stores. Disposable income growth and consumer spend growth are both indexed to Q1 2017. Household disposable income data
from the Organisation for Economic Co-operation and Development (OECD) and available through Q2 2023.
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MACRO MOBILE TRENDS

Will Consumers Soon Spend More in Apps Than Games? More Than $60 Billion Spent in Apps

data.ai | STATE OF MOBILE 2024

Excluding Games in 2023
Consumer spend outside of mobile gaming has skyrocketed during the past 10 years, What's driving the growth? Entertainment, Social Media and Utility &
climbing from less than $3 billion in 2014 to $64 billion in 2023. Productivity led the way in 2023 as every single genre grew YoY.

Yearly Worldwide App Consumer Spend Worldwide Consumer Spend Growth by App Genre
2014 - 2023 iOS and Google Play only: 2023 vs. 2022
$70B $8B Other
$64.0B Education
$60B Business
$57.5B
$54.1B $0.89B Health & Fitness
$6B $0.34B
$50B Generative AI
$0.36B
+$6.5B $0.39B Photo & Video
$41.9B
$40B in 2023 $0.41B
$0.43B
Books &
$4B Reference
$33.8B
$30B $0.61B Utility &
$26.5B Productivity
$0.92B Social Media
$20B Entertainment
$17.3B $2B
$0.98B
$10B $10.3B

0 0 $1.72B
2016 2017 2018 2019 2020 2021 2022 2023 Growth in 2023

Source: data.ai Intelligence | Note: Consumer Spend across iOS & Google Play and third-party Android stores in China; App genre breakdown includes iOS and Google Play only. Spend is gross — inclusive of any percent taken by the app stores. Based on App IQ
Taxonomy as of Jan 4, 2024.
16 / 103
 Top 20 Global App Subgenres by Downloads in 2023 MACRO MOBILE TRENDS

Utility & Productivity Drives

data.ai | STATE OF MOBILE 2024

Worldwide YoY
#1 App
Growth
Downloads with a Focus on
Utility & Productivity | VPN Servi…
Privacy
42% VPN - Super Unlimited Proxy
Utility & Productivity | Tool 12% Samsung Smart Switch Mobile
Shopping | E-Commerce -3% SHEIN
VPN Service & Web Accelerator apps took the lead as the
Entertainment | OTT 0% Netflix
top subgenre with 42% year-over-year growth. This
Utility & Productivity |… -2% TikTok Live Wallpaper included 50% growth in top markets like India and the
Photo & Video | Photo Editing 7% Picsart United States.
Social Media | Communication -1% WhatsApp Messenger
Photo & Video | Video Editing -12% CapCut Outside of Utility & Productivity, E-Commerce and Over-
Entertainment | Music & Audio -4% Spotify the-Top (OTT) apps were among the market leaders. E-
Type something
Finance | Mobile Banking Commerce ranked #3 by downloads and top 10 by time
2% Nubank
spent, while OTT also led the way for consumer spend.
Finance | Digital Wallets &… -1% PhonePe
Entertainment | Other… 42% Akinator the Genie
Business | Business Software 8% CamScanner
Social Media | Media Sharing… -8% Instagram
Utility & Productivity | Downloader -10% Video Downloader - Social Video Downloader
Utility & Productivity | File… -2% SHAREit
Social Media | Dating 17% Tinder
Utility & Productivity | Mobile… -41% Clean Master Ultra
Entertainment | Short Videos -12% TikTok

Finance | Personal Loans 10% Bajaj Finserv Navigate macroeconomic headwinds:

0 0.5B 1B 1.5B 2B 2.5B 3B 3.5B 4B Spot high-growth markets on a weekly basis with a
data.ai account. Drill down deeper with our App IQ
taxonomy in each market.
Source: data.ai Intelligence | Note: Among non-gaming apps; Downloads and spend across iOS & Google Play and China is iOS only.Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores; Based on App IQ primary categorization as of Jan 4, 2024
17 / 103
 Top 20 Global App Subgenres by Consumer Spend in 2023 MACRO MOBILE TRENDS

Consumers Continue to Pay

data.ai | STATE OF MOBILE 2024

Worldwide YoY
#1 App
Growth
for Video Streaming on
Entertainment | OTT
Mobile
12% Disney+
Social Media | Dating 9% Tinder
Entertainment | Short Videos 22% TikTok
Video-based subgenres dominated the leaderboard by
Entertainment | Video Sharing 17% YouTube
global consumer spend in 2023, including the top
Books & Reference | Comics 16% piccoma subgenre, Over-the-Top (OTT). Subgenres including
Entertainment | Music & Audio 8% Pandora Short Videos, Video Sharing and Live Sports all saw
Utility & Productivity | File… 25% Google One double-digit growth compared ot 2022.
Sports | Live Sports 19% ESPN
Entertainment | Live Streaming -19% BIGO LIVE Apps across the different app genres have figured out
Type something
Social Media | Communication how to successfully monetize on mobile. Nine different
3% LINE
genres were represented among the top 20 subgenres in
Photo & Video | Photo Editing 24% Picsart
2023.
Education | Language Learning 35% Duolingo: Learn Languages
Business | Business Software 14% Adobe Reader
Books & Reference | Fiction 19% GoodNovel
Health & Fitness | Fitness Program 14% Peloton
Books & Reference | Audio Books 15% Audible
Social Media | Live Video Chat 4% Azar
Health & Fitness | Weight Loss &… 12% MyFitnessPal
Photo & Video | Video Editing 27% CapCut
Utility & Productivity | Tool 25% GoodNotes 5 data.ai customer?
0 $1B $2B $3B $4B $5B $6B $7B $8B $9B See which markets are driving this growth and provide
opportunities for future expansion.

Source: data.ai Intelligence | Note: Among non-gaming apps; Downloads and spend across iOS & Google Play and China is iOS only.Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores; Based on App IQ primary categorization as of Jan 4, 2024
18 / 103
 Top 20 Global App Subgenres by Time Spent (Hours) in 2023 MACRO MOBILE TRENDS

Monopoly on Time: Social

data.ai | STATE OF MOBILE 2024

Worldwide YoY
#1 App
Growth

Social Media | Communication 5% YouTube

Media and Entertainment
Entertainment | Short Videos 7% WhatsApp Messenger
Four of the top five subgenres by time spent were in the
Entertainment | Video Sharing 6% Facebook Entertainment or Social Media genres. This is notable —
Social Media | Social Networks 22% TikTok the top five subgenres accounted for more than two-
Utility & Productivity | Browser … 0% Chrome Browser thirds of total time spent on mobile apps.
Social Media | Media Sharing… 35% Instagram
Utility & Productivity |… -3% Samsung TouchWiz Home
Media Sharing Networks had the strongest growth at 35%
Entertainment | OTT year-over-year with top apps including Instagram and
2% Netflix
Snapchat. Time spent for traditional Social Networks was
Shopping | E-Commerce 19% Clock by Google
Type something
roughly flat compared to 2022.
News & Magazines | News -1% Shopee
Utility & Productivity | Tool 12% Samsung Gallery
Utility & Productivity | Navigation -13% Truecaller

Graphic & Design | Gallery 5% Google Maps

Utility & Productivity | Caller ID … 16% WhatsApp Business

Books & Reference | Fiction 10% Spotify

Business | Business… -2% X

Entertainment | Music & Audio 3% PLAYit

Social Media | MicroBlogging 3% Google Drive

Utility & Productivity | File… -10% Gmail

Entertainment | Media Player -2% Wattpad

0 100B 200B 300B 400B 500B 600B 700B 800B 900B data.ai customer?
Discover the market leaders in your subgenre with
Top Charts.
Source: data.ai Intelligence | Note: Among non-gaming apps; Downloads and spend across iOS & Google Play and China is iOS only.Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores; Based on App IQ primary categorization as of Jan 4, 2024
19 / 103
MACRO MOBILE TRENDS

The App Market is Resilient: Entertainment and Social Apps See Strong Growth — and

data.ai | STATE OF MOBILE 2024

Generative AI Joined the Fray in 2023
While some subgenres took a step back in 2023, this was often overshadowed by strong growth across the rest of the industry.

Downloads: App Growth 2023 YoY Consumer Spend: App Growth 2023 YoY Time Spent (Hours): App Growth 2023 YoY

Worldwide Worldwide Worldwide

Utility & Productivity | VPN Entertainment | OTT Entertainment | Short
Service & Web Accelerator Videos
Generative AI | AI Chatbot Entertainment | Short Social Media |
Videos Communication
Entertainment | Other Social Media | Dating Social Media | Media
Entertainment Sharing Networks
Utility & Productivity | Tool Utility & Productivity | File Entertainment | Video
Management Sharing
Social Media | Entertainment | Video Social Media | Social
MicroBlogging Sharing Networks
Entertainment | Short Social Media | Business | Meeting
Videos Avatar-Based Social
Utility & Productivity | Entertainment | Karaoke Entertainment | OTT
Translation
Entertainment | Game Entertainment | Game Books & Reference |
Service Service Fiction
Photo & Video | Video Entertainment | Other Utility & Productivity |
Editing Entertainment Caller ID & Call Blocker
Utility & Productivity | Entertainment | Live Utility & Productivity |
Mobile Cleaner & Antivirus Streaming Personalization
-0.4B 0 0.4B 0.8B 1.2B 0 $0.2B $0.4B $0.6B $0.8B $1B 0 20B 40B 60B 80B 100B 120B

Source: data.ai Intelligence and OECD | Note: Consumer Spend across iOS & Google Play and China is iOS only; Spend is gross — inclusive of any percent taken by the app stores. Time Spent on Android phones; Based on App IQ Taxonomy as of Jan 4, 2024.

20 / 103
MACRO MOBILE TRENDS Number of Apps Surpassing Annual Global Consumer Spend

The 2023 $1 Billion Club

data.ai | STATE OF MOBILE 2024

$10 Million
Applications Games
More than 1,500 apps and games generated over $10 1,600
million dollars annually in 2023. 1,200
800
219 surpassed $100 million and 13 surpassed $1 billion 925 899 924
400 751 898
annually. 621 695
0 305 353 515 289 393 501 521 587
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
Economic headwinds disproportionately impacted top
games: The number of games with more than $10 million
in consumer spend bounced back, roughly even with the $100 Million
previous high in 2021. The number of games earning $100
200
million or $1 billion have yet to reach the highs from 2021. Type something
150
100
50 174 164 150
87 116 141 158
0 67 59 60 69
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

$1 Billion
12
8

7
4

6
Learn how to isolate changes in the competitive
0

7
4

6
2

2
3
landscape to make informed strategic decisions specific
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
to your business.
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play, iOS only for China;
Spend is gross — inclusive of any percent taken by the app stores
21 / 103
MACRO MOBILE TRENDS Apps to Reach $1 Billion in Annual Global Consumer Spend
for the First Time

data.ai | STATE OF MOBILE 2024

Meet the New Entrants to the
$1 Billion Club in 2023
2013 2014 2015 2016 2017 2018
Four new apps joined the annual $1 billion club in 2023 with
Royal Match leading the way. This was a strong bounce
back after no apps entered the club in 2022.
Candy Crush
Saga
Clash of
Clans
Monster Strike 0 New Apps Honor of Kings 0 New Apps

Puzzle & Fate/Grand

No non-game app reached $1 billion in annual global Dragons Order

consumer spend until Tinder in 2020. Five more apps Lineage 2

Revolution
have reached this milestone since, including two new
additions this year (Google One and Max).
Type something

2019 2020 2021 2022 2023

0 New Apps Pokémon GO TikTok 0 New Apps
Royal Match
ROBLOX Genshin Impact

Google One
Coin Master YouTube

Max
Game for
Peace Disney+

Uma Musume Gardenscapes

Tinder
Pretty Derby
How did these new entrants monetize so effectively?
data.ai's In-App Purchase SKU data reveals which in-app PUBG Mobile

purchases drove these breakout performances.

Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play, iOS only for China;
Spend is gross — inclusive of any percent taken by the app stores
22 / 103
MACRO MOBILE TRENDS

Gen Z Embraces User-Generated Content, from Videos to Forums

data.ai | STATE OF MOBILE 2024

2023 | Average Age Group Index Among Select Subgenres
Top Apps by MAU by Likelihood of Use
Index >100 Skews Towards Demographic Group

Australia Australia
18 - 24 25 - 44 45+ 18 - 24 25 - 44 45+
150 Instagram (Social Media Facebook (Social Media | BOM Weather (Utility &
| Media Sharing Social Networks) Productivity | Weather)
Networks)

Spotify (Entertainment | Facebook Messenger OneDrive (Utility &

100 Music & Audio) (Social Media | Productivity | File
Communication) Management)

Netflix (Entertainment | WhatsApp Messenger Woolworths Rewards

OTT) (Social Media | (Shopping | Coupons &
Communication) Rewards)
50

TikTok (Entertainment | Microsoft Outlook (Utility ANZ Australia (Finance |

Short Videos) & Productivity | Email) Mobile Banking)
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Source: data.ai Intelligence | Note: 2023, Android Phone. Average of Demographic Index : measure of demographic cohort compared to the overall population) among top 20 apps by average MAU per Genre.

23 / 103
MACRO MOBILE TRENDS

Health and Video Editing Apps Tend to Skew Female

data.ai | STATE OF MOBILE 2024

2023 | Average Gender Index Among Select Subgenres
Top Apps by MAU by Likelihood of Use
Index >100 Skews Towards Demographic Group

Australia Australia
Female Male Female Male
200
Facebook Messenger (Social Media | Facebook (Social Media | Social Networks)
Communication)

150
Snapchat (Social Media | Media Sharing WhatsApp Messenger (Social Media |
Networks) Communication)

100 Microsoft Office Mobile (Business | Business Instagram (Social Media | Media Sharing
Software) Networks)

50 Woolworths Rewards (Shopping | Coupons & Spotify (Entertainment | Music & Audio)
Rewards)

Pinterest (Social Media | Media Sharing Microsoft Outlook (Utility & Productivity | Email)
0 Networks)
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Source: data.ai Intelligence | Note: 2023, Android Phone. Average of Demographic Index : measure of demographic cohort compared to the overall population) among top 20 apps by average MAU per Genre. Gender represented as Male and Female only and is not representative
of all gender identities
24 / 103
MACRO MOBILE TRENDS

The Most Searched iOS App Store Keywords in 2023

data.ai | STATE OF MOBILE 2024

Entertainment | OTT

Rank Brazil Canada China France Germany India Indonesia Japan Mexico Saudi South Thailand Turkey United United
Arabia Korea Kingdom States
1 netflix netflix 视频 netflix netflix netflix video tver netflix netflix 넷플릭스 netflix netflix netflix netflix
2 globoplay amazon 爱奇艺 prime video disney hotstar film netflix hbo max shahid 쿠팡플레
wetv tv disney disney+
prime 이

3 prime video prime video 腾讯视 amazon prime rtl jio cinema netflix ねっとふり
hbo tv 티빙 viu exxen disney+ hulu
频 video っくす
てぃーばー 디즈니플
4 globo tv 腾讯 canal ard mediathek mx player videos 無料
disney ‫انمي‬
러스
iqiyi blutv bbc iplayer paramount
5 amazon prime amazon
prime video 电影 my canal
amazon prime voot
video vidio abema prime video osn 웨이브 tv trt itv hub paramount+
6 tv disney 优酷 crunchyroll prime video sony liv app tv u next amazon ‫طيور الجنة‬ netflix trueid amazon itv hbo max
prime prime
樱花动
7 filmes prime 漫
paramount joyn zee5 rcti あ べ ま tv tv anime 디즈니 disney videos sky go peacock tv
8 hbo max crave 芒果tv mytf1 wow prime video nonton あべま tv
amazon noor 왓챠 ais play bein prime video prime video
prime video connect
9 amazon prime videos france.tv sky go amazon ดูทีวี amazon
video 英超 prime video viu あべまtv totalplay ‫نت‬ 라프텔 ออนไลน์ disney now tv prime
10 hbo ctv 动漫 molotov tv crunchyroll disney wetv hulu universal amazon wavve ch3 star amazon tubi
hotstar prime prime video

Source: data.ai Intelligence | Note: iPhones; ranked by average Search Volume

25 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

AI on Mobile
AI took the world by storm in 2023, and mobile was no exception. Generative AI was
the breakout mobile genre and market leaders across verticals integrated AI into
their mobile solutions.

In 2023, we became #1 French consumer app publisher in the world by focusing on Jean-Baptiste Hironde
creating exceptional products for profitable growth. Leveraging data.ai for market CEO & Founder
insights allows us to build scalable publishing solutions with our expanding
community of developers. With 2024's AI Act reshaping the landscape, market
foresight becomes indispensable.

26 / 103
 Generative AI App Weekly Downloads by Subgenre AI ON MOBILE

Worldwide
Generative AI is the Breakout

data.ai | STATE OF MOBILE 2024

AI Chatbot AI Art Generator
35M Genre of 2023
30M
25M Generative AI, data.ai's latest addition to its App IQ
20M taxonomy, emerged as one of the fastest growing genres
of 2023. AI Chatbot apps really took off in the later part
15M
of the year with the launches of ChatGPT and Character
10M
AI and adoption has remained strong since.
5M
0
Consumer spend also continued to climb throughout 2023
22 naJ- 2
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22 guA- 1
22 peS-
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22 tcO- 2
22 voN- 1
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22 naJ- 2
32 naJ- 1
32 beF-
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32 a M- 1
32 pA-
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32 a M- 1
32 nuJ-
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32 peS-
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32 ce D-
32
after huge growth earlier in the year. Many top apps like

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Type something
ChatGPT include subscription offerings to unlock
additional features.
Generative AI App Weekly Consumer Spend by Subgenre
The AI popularity was fairly global, though the genre did
AI Chatbot AI Art Generator not rank among the top five breakout genres in several
$14M
Asian and Middle Eastern market including China, Japan,
$12M
Saudi Arabia, and Turkey.
$10M
$8M
$6M
$4M
$2M
0
22 naJ- 2
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22 pA- 1
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32 naJ- 1
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32 a M- 1
32 pA-
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32 ya M 1
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32
Find out which apps are driving this growth with Top Apps,
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powered by data.ai's App IQ

Source: data.ai Intelligence | Note: Downloads and consumer spend across iOS, Google Play; China is iOS only.
Generative AI apps are classified using data.ai's App IQ taxonomy.
27 / 103
AI ON MOBILE Year-over-Year Global Download Growth
for Apps that Have Added AI Features
Not Just for Chatting: Apps

data.ai | STATE OF MOBILE 2024

1.2B +11% -15% +39% +28% +21% +12% +1,500% +94% -13% +9%

Across Verticals Find Success 1B

0.8B
with AI
0.6B
A cohort of 20 top apps that recently added AI features 0.4B
outperformed the market in 2023 with 11% YoY growth. 0.2B
The positive results were also well distributed — 13 of the
0
20 (65% ) saw positive growth.

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elgooG
spaM

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tfosorciM
gniB

egdE

epykS

aidepxE
AI has made its way across the mobile spectrum, from
Social (Snapchat) to Education (Duolingo) to Finance
Type something
(Wells Fargo). In fact, these 20 apps represent eight 2022 2023
different genres and 14 subgenres.

-7% +83% -14% -3% -24% +0% -43% +16% +6% +20% +113%

15M

10M

5M

0
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Check out how recent feature improvements affected an
app's performance across all key metrics.

Source: data.ai Intelligence | Note: Cohort of select apps that have added AI features.
28 / 103
AI ON MOBILE Apps with AI-Related Terms in App Names or Descriptions in 2023

The AI Enthusiasm Hit Mobile

data.ai | STATE OF MOBILE 2024

"ai art" "ai chat" "ai write" "chatbot" "chatgpt" "gpt"
in 2023 — and with Many iOS Google Play
More Apps Than Just 1,200
ChatGPT 800
Thousands of apps flocked to the iOS App Store and 400
Google Play store with ai-related solutions. More than
0
4,000 apps added "chatbot" to their app descriptions,
Name Description
and more than 3,500 added "gpt".

The majority of ai-related apps launched in 2023. For Release Years for Apps with AI-Related Terms
Type something

example, 2,500 apps launched in 2023 with "chatbot" in

their description — nearly double the apps launched in the
previous four years combined.
"ai art" "ai chat" "ai write" "chatbot" "chatgpt" "gpt"
2019 2020 2021 2022 2023
1,000
800
600
400
200
0
Want to take the next step? Name Description
See which apps are capitalizing on boosting organic
discovery amidst the ai hype with ASO Keywords
Source: data.ai Intelligence | Note: Based on the latest app names and descriptions. Includes apps released on iOS and Google Play that have ranked in the
top category rankings.
29 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

Gaming
Demand for games at all-time high, yet spending on in-game purchases cools.

data.ai offers market industry benchmarking and competitive insights that are an Matt Liu
essential aid to companies that desire to be at the forefront. Complementing our Head of NetEase Games Overseas Publishing
own analytics, it offers side by side view of market data that affords us the
opportunity to maintain a competitive edge, to remain innovative and to have the
ability to pivot as the fast paced gaming market requires.

30 / 103
GAMING Mobile Game Consumer Spend Growth

Consumer Spend in Mobile

data.ai | STATE OF MOBILE 2024

Worldwide
Gaming Fell 2% in 2023 to $120B
$107.3 Billion — Downloads $100B $15.29B -$6.32B -$2.19B
$80B
Dipped to Around 88 Billion $60B
$40B $100.53B $107.31B
In 2023, well known IP games such as Monopoly GO and
EA SPORTS FC Mobile Soccer saw breakout success as
$20B
mobile games are now capable of offering console-
0
quality graphics and gameplay experiences. 2020 2020-2021 2021-2022 2022-2023 2023
Growth Growth Growth
Hit Open World RPG Genshin Impact continued to break Type something

new grounds, crossing $4 Billion in all-time consumer Mobile Game Download Growth
spend in Q1 2023.
Worldwide
Puzzle and Hypercasual games like Block Blast Adventure
Master and Attack Hole were key download drivers, but 80B 6.65B -1.83B
2023 saw some surprise hits such as Avatar Life
3.39B
Simulation game Gacha Life 2, and Party Royale game
60B
Eggy Party, making major gains in downloads and usage. 40B 79.68B 87.89B
20B
0
Monitor market movements day-by-day with a data.ai
2020 2020-2021 2021-2022 2022-2023 2023
account to get the scoop on the latest shifts and
Growth Growth Growth
emerging opportunities.
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play and third-party Android in China combined; Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores
31 / 103
GAMING

Over 1.1 B Downloads, $1.5B Spend Spent Per Week on Mobile Games Globally in 2023

data.ai | STATE OF MOBILE 2024

Worldwide
Average Weekly Downloads and Consumer Spend for Mobile Games Each Month
2020 - 2023

Downloads Consumer Spend

1,250M $1,800M
$1,600M
1,042M
$1,400M
833M $1,200M
$1,000M
625M
$800M
417M $600M
$400M
208M
$200M
0 0
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yaM-0202
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yaM-1202
luJ-1202
peS-1202
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raM-2202

luJ-1202

raM-2202
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yaM-2202

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yaM-3202
luJ-3202
peS-3202
voN-3202
Month Month

Source: data.ai Intelligence | Note: Downloads and consumer spend are across iOS and Google Play. iOS only for China.

32 / 103
GAMING

Who are the Leaders by Downloads?

data.ai | STATE OF MOBILE 2024

2023 | Worldwide Top Mobile Game Genres by Downloads | Powered by data.ai's Game IQ Taxonomy

#1 - Hypercasual #5 - Puzzle
Worldwide 16.4 B in Downloads 3.1 B in Downloads
YoY Downloads -7.5% YoY Downloads +4.9%
YoY IAP Spend +52.9% YoY IAP Spend +1.8%
aM X4
28% of All Downloads 5% of All Downloads

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0.5% of All IAP Spend 1.6% of All IAP Spend
h
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#2 - Simulation #6 - Match
h

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10.5 B in Downloads 3.1 B in Downloads

sre

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ers rts YoY Downloads +0.7% YoY Downloads +6.7%
o ni s a t S

n
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C

PvE u l
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Sp al S
R

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O th e r
Sho
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p erc 18% of All Downloads 5% of All Downloads
s g Hy . io
Tablet
9.5% of All IAP Spend 12.6% of All IAP Spend
op Music
Simulation Racing Shooting
#3 - Action #7 - Racing
Racing 5.5 B in Downloads 2.6 B in Downloads
Arcade Racing Others YoY Downloads -12.1% YoY Downloads -1.4%
Match
s YoY IAP Spend -10.3% YoY IAP Spend -7.4%
O th e r z le
S im Drivin
a Puz u la
t io g 9% of All Downloads 4% of All Downloads
Met n Cre
M 3- ativ 5.8% of All IAP Spend 0.8% of All IAP Spend
s di K

ers
noitcA

e
O th San
d #4 - Kids #8 - Tabletop
box
rd 4.3 B in Downloads 2.5 B in Downloads
Wo
sre

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YoY Downloads +0.1% YoY Downloads +5.7%

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I
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YoY IAP Spend +10.8% YoY IAP Spend +4.8%

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evitae

7% of All Downloads 4% of All Downloads

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0.7% of All IAP Spend 2.0% of All IAP Spend

Source: data.ai Intelligence | Note: Downloads across iOS, Google Play. iOS Only for China. Spend is gross — inclusive of any percent taken by the app stores

33 / 103
 Top 20 Global Game Subgenres by Downloads in 2023 GAMING

Hypercasual Games Continue

data.ai | STATE OF MOBILE 2024

Share of
Worldwide Total
#1 App

to Drive the Largest Share of

Hypercasual | Puzzle 6.9% Thief Puzzle
Hypercasual | Action 6.8% Attack Hole Downloads
Hypercasual | Simulation 6.0% My Perfect Hotel
Hypercasual games as a genre have seen a boom in
Simulation | Driving 5.1% Indian Bikes Driving 3D
demand. As the market becomes increasingly
Simulation | Creative Sandbox 2.7% ROBLOX
competitive, we expect more hypercasual games to
Sports | Simulation Sports 2.6% 8 Ball Pool evolve in terms of blending mechanics to create deeper
Hypercasual | .io 2.3% Bridge Race engagement.
Racing | Arcade Racing 2.2% Hill Climb Racing
Racing | Simulation Racing 2.0% Traffic Rider Hypercasual games have been a great user acquisition
Type something
Action | Runner 1.9% Subway Surfers funnel for many publishers and now we expect the focus
Action | Open World 1.9% Rope Hero: Vice Town to shift partially to building depth and engagement since
Simulation | Dress Up & Lifestyle they have acquired a significant footprint.
1.8% Doll Dress Up: Sweet Girl
Kids | Creative World 1.8% Toca Life: World
Innovative Genres such as Avatar Life (Gacha Life 2) and
Simulation | Pet 1.7% My Talking Tom 2
Party Royale (Eggy Party) are poised to disrupt incumbent
Hypercasual | Music 1.7% Magic Tiles 3 market dominance.
Shooting | PvE Shooting 1.6% Beach War
Puzzle | Word 1.4% Words Of Wonders
Simulation | Idle 1.3% Idle Lumber Empire
Strategy | 4X March-Battle 1.2% Lords Mobile
Shooting | Team Deathmatch 1.2% Call of Duty: Mobile
0 0.5B 1B 1.5B 2B 2.5B 3B 3.5B 4B 4.5B
Remain ahead of competitors with market specific
insights segmented by sub-genre, using data.ai's unique
Game IQ taxonomy.
Source: data.ai Intelligence | Note: Among non-gaming apps; Downloads and spend across iOS & Google Play and China is iOS only.
Time spent is Android phones only; Spend is gross — inclusive of any percent taken by the app stores; Based on Game IQ primary categorization as of Jan 4, 2024
34 / 103
GAMING

Fewer New Releases Enter the Market; Average Downloads of Past Releases Surpass Volume

data.ai | STATE OF MOBILE 2024

by New Releases Indicating Mobile Games Having Longer Life Cycle
Number of New Games Released Per Year & Average Downloads Per Game Among Top 1,000 Games by Downloads

United States Top New Releases by Downloads

2019 2020 2021 2022 2023

Hypercasual RPG Simulation Match Sports Mario Kart Tour Fill The Fridge Gacha Life 2
1 (Racing | Tangle Master 3D Bridge Race (Hypercasual | (Simulation | Avatar
Shooting Other (Hypercasual | Puzzle) (Hypercasual | .io)
Competitive Racing) Puzzle) Life)
300
Number of New Releases

Call of Duty: Mobile Cube Surfer Paper Fold Tall Man Run Monopoly GO:
2 (Shooting | Team (Hypercasual | Action) (Hypercasual | Puzzle) (Hypercasual | Family Board Game
200 Deathmatch) Action) (Party | Luck Battle)
aquapark.io Spiral Roll Count Masters Apex Legends Honkai: Star Rail
3 (Hypercasual | .io) (Hypercasual | Action) (Hypercasual | Action) (Shooting | Battle (RPG | Team Battle)
100 Royale)
Run Race 3D Draw Climber Hair Challenge Crowd Evolution Mighty DOOM
4 (Hypercasual | (Hypercasual | Puzzle) (Hypercasual | Action) (Hypercasual | (Action | Shoot'em
0 Action) Action) Up)
2019 2020 2021 2022 2023 Roller Splat Sort It 3D Crash Bandicoot: On Office Fever Street Fighter: Duel
5 (Hypercasual | (Hypercasual | Puzzle) the Run (Action | (Hypercasual | (RPG | Team Battle)
Puzzle) Runner) Simulation)
4M Top Past Releases by Downloads
Color Bump 3D ROBLOX (Simulation | ROBLOX (Simulation | ROBLOX ROBLOX (Simulation
3M 1 (Hypercasual | Ball) Creative Sandbox) Creative Sandbox) (Simulation | | Creative Sandbox)
Creative Sandbox)
Avg Downloads

2 ROBLOX (Simulation Among Us! (Party | Among Us! (Party | Subway Surfers Royal Match (Match |
2M | Creative Sandbox) Mafia/Betrayal) Mafia/Betrayal) (Action | Runner) M3-Meta)
Wordscapes (Puzzle Call of Duty: Mobile Project Makeover Stumble Guys Subway Surfers
1M 3 | Word) (Shooting | Team (Match | M3-Meta) (Party | Party (Action | Runner)
Deathmatch) Royale)
0 Polysphere Wordle by Block Blast
4 (Hypercasual | Subway Surfers Subway Surfers Goldfinch Studios Adventure Master
2019 2020 2021 2022 2023 Puzzle) (Action | Runner) (Action | Runner) (Puzzle | Word) (Puzzle | Tile-
Matching)
Tiles Hop: EDM Rush Coin Master (Party | High Heels Count Masters Magic Tiles 3
Past Release Avg Downloads New Release Avg Downloads 5 (Hypercasual | Luck Battle) (Hypercasual | Action) (Hypercasual | (Hypercasual | Music)
Music) Action)

Source: data.ai Intelligence | Note: Downloads across iOS, Google Play, iOS only for China; Spend is gross — inclusive of any percent taken by the app stores.
35 / 103
GAMING

Discover Which Game Genres are the Most Saturated

data.ai | STATE OF MOBILE 2024

2023 | Top Genre Per Market Concentration by Downloads

Worldwide

Top Genre by Market Concentration Share of Downloads by Time Since Release Top 3 Games

Top 3 Game Share of Market Top 20 Share of Market Rest of Market < 6 Mths 6 Mths to 1 Yr 1 to 2 Yrs > 2 Yrs
Party 23.3% 45.8% 30.9% 31.39% 65.38%
Other 18.2% 38.8% 43.1% 12.01% 42.10% 40.98%
Shooting 15.8% 19.9% 64.3% 27.64% 65.56%
Sports 15.4% 23.7% 60.9% 25.28% 68.29%
Match 12.9% 20.2% 66.9% 9.91% 33.17% 52.57%
Tabletop 11.6% 19.9% 68.4% 27.92% 64.52%
Strategy 10.8% 31.9% 57.3% 29.02% 61.44%
Racing 9.5% 22.8% 67.7% 20.43% 67.87%
Puzzle 8.3% 13.4% 78.3% 29.69% 60.37%
RPG 8.0% 17.1% 74.8% 12.01% 20.92% 26.81% 40.27%
Action 7.4% 15.6% 77.1% 19.58% 69.24%
Casino 10.3% 85.2% 19.14% 29.34% 45.40%
Kids 10.6% 85.4% 24.43% 69.94%
Simulation 10.3% 85.7% 32.21% 52.63%
Hypercasual 7.6% 90.3% 13.03% 55.30% 27.44%
0% 20% 40% 60% 80% 100% 20% 40% 60% 80% 100%

Source: data.ai Intelligence | Note: Downloads across iOS, Google Play. China is iOS only. Genre breakdown based on data.ai Game IQ Taxonomy as of January 4th, 2024
36 / 103
GAMING

Who are the Leaders by Consumer Spend?

data.ai | STATE OF MOBILE 2024

2023 | Worldwide Top Mobile Game Genres by Consumer Spend | Powered by data.ai's Game IQ Taxonomy

Worldwide #1 - RPG #5 - Simulation

$24.5 B in (IAP) Spend $7.7 B in (IAP) Spend
YoY IAP Spend -3.8% YoY IAP Spend -5.3%
YoY Downloads +19.7% YoY Downloads +0.7%

GPRO
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30% of All IAP Spend 10% of All IAP Spend
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3% of All Downloads 18% of All Downloads

MM
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#2 - Strategy #6 - Action
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$10.7 B in (IAP) Spend $4.7 B in (IAP) Spend

s

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Batt Te
aT

le R YoY IAP Spend -11.7% YoY IAP Spend -10.3%

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oya
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YoY Downloads +2.2% YoY Downloads -12.1%

r
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st

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g RP
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MOBA Action Puzzle RP 2% of All Downloads 9% of All Downloads
Location RPG #3 - Match #7 - Shooting
Others Open World RPG $10.2 B in (IAP) Spend $3.8 B in (IAP) Spend
tion
Simula YoY IAP Spend +16.3% YoY IAP Spend -21.3%
Others
ining Sim
Idol Tra S tr YoY Downloads +6.7% YoY Downloads -6.0%
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ativ 5% of All Downloads 4% of All Downloads

hctaM

C re Ma
s rch
her - #4 - Casino #8 - Party
Ot Ba
ttle
$8.3 B in (IAP) Spend $3.3 B in (IAP) Spend
YoY IAP Spend -0.1% YoY IAP Spend +84.4%
sto

tO
lS

sreh
M
sreht

YoY Downloads -1.5% YoY Downloads +6.7%

egreM

ateM-3
3M
O

10% of All IAP Spend 4% of All IAP Spend

3% of All Downloads 2% of All Downloads

Source: data.ai Intelligence | Note: Consumer spend across iOS, Google Play. iOS Only for China. Spend is gross — inclusive of any percent taken by the app stores

37 / 103
 Top 20 Global Game Subgenres by Consumer Spend in 2023 GAMING

Strategy and RPG are Among

data.ai | STATE OF MOBILE 2024

Share of
Worldwide Total
#1 App

the Most Successful Genres

Strategy | 4X March-Battle 10.1% Evony
RPG | MMORPG 8.9% Lineage M for Game Monetization
RPG | Team Battle 8.7% Honkai: Star Rail
Casino genres have been the leading genre in markets
Casino | Slots 6.4% Jackpot Party Casino
including the United States and Canada, but in recent
Match | M3-Meta 5.4% Royal Match
years Strategy and RPG Games have encroached on
Match | M3 3.9% Candy Crush Saga market share. Top genres such as 4x March-Battle,
Action | MOBA 3.5% Honor of Kings MMORPG and Battle Royale tend to feature online
RPG | Idle RPG 3.3% Pixel Heroes multiplayer mechanics — indicating an appetite for
Party | Luck Battle 3.2% Coin Master connection and social experiences exists across the
Type something
Shooting | Battle Royale 2.8% Game For Peace gaming spectrum.
Sports | Simulation Sports 2.7% Professional Baseball Spirits A
RPG | Puzzle RPG Cross-play features are becoming increasingly prominent
2.4% Monster Strike
in the top games — the ability to access the same game
Simulation | Creative Sandbox 2.2% ROBLOX
progress across devices (whether on mobile or console,
Simulation | Farming 1.9% Township for instance) appears to be on the rise, as is playing
RPG | Location RPG 1.8% Pokémon GO against players using different platform versions of the
Shooting | Team Deathmatch 1.6% Call of Duty: Mobile same game.
Simulation | Idol Training Sim 1.6% Uma Musume Pretty Derby
RPG | Open World RPG 1.5% Genshin Impact
Match | Merge
1.2% Merge Mansion
Strategy | Build-Battle
1.0% Clash of Clans
0 $1B $2B $3B $4B $5B $6B $7B $8B $9B Navigate macroeconomic headwinds:
Spot high-growth markets on a weekly basis with a
data.ai account. Drill down deeper with our Game IQ
Source: data.ai Intelligence | Note: Among gaming apps; Consumer spend across iOS & Google Play and China is iOS only. taxonomy in each market.
Spend is gross — inclusive of any percent taken by the app stores; Based on Game IQ primary categorization as of Jan 4, 2024
38 / 103
GAMING

Older Games Are Driving Revenue While Average Consumer Spend Among
New Releases Remains Stable

data.ai | STATE OF MOBILE 2024

Number of New Games Released Per Year & Average Consumer Spend Per Game Among Top 1,000 Games by Consumer Spend

Top New Releases by Consumer Spend Each Year

2019 2020 2021 2022 2023
United States Monopoly GO:
1 AFK Arena (RPG | Genshin Impact (RPG | Royal Match Diablo Immortal Family Board
Idle RPG) Open World RPG) (Match | M3-Meta) (RPG | MMORPG) Game (Party |
RPG Strategy Match Simulation Sports Luck Battle)
RAID: Shadow The Seven Deadly Sins: Cookie Run: Whiteout Survival
Hypercasual Other Hikari to Yami no Dislyte (RPG |
2 Legends (RPG | Grand Cross (RPG | Kingdom (RPG | Team Battle) (Strategy | 4X
Team Battle) Team Battle) March-Battle)
Number of New Releases

Team Battle)
100 MLB Tap Sports MLB Tap Sports MLB Tap Sports Honkai: Star Rail
3 Baseball 2019 Baseball 2020 (Sports | Baseball 2021 Survivor!.io (RPG | (RPG | Team
(Sports | Simulation Simulation Sports) (Sports | Roguelike ARPG) Battle)
Sports) Simulation Sports)
50 My Hero GODDESS OF
Call of Duty: Mobile Redecor (Simulation | Academia: VICTORY: NIKKE Call of Dragons
4 (Shooting | Team Home Design) Strongest Hero (RPG | Team (Strategy | 4X
Deathmatch) (RPG | MMORPG) Battle) March-Battle)
0
Family Farm MLB Tap Sports Street Fighter:
2019 2020 2021 2022 2023 Lily's Garden (Match Arknights (RPG | Tower Adventure Baseball 2022
5 | Blast-Meta) Defense RPG) (Simulation | (Sports | Simulation Duel (RPG | Team
Farming) Sports) Battle)
Top Past Releases by Consumer Spend
Candy Crush Saga ROBLOX (Simulation | ROBLOX Candy Crush Saga Candy Crush Saga
$30M 1 (Simulation |
(Match | M3) Creative Sandbox) Creative Sandbox) (Match | M3) (Match | M3)
Avg Consumer Spend

Clash of Clans Candy Crush Saga Candy Crush Saga ROBLOX Royal Match
$20M 2 (Strategy | Build- (Match | M3) (Match | M3) (Simulation | (Match | M3-Meta)
Battle) Creative Sandbox)
Pokémon GO (RPG | Coin Master (Party | Free Fire (Shooting Coin Master (Party ROBLOX
$10M 3 Location RPG) Luck Battle) | Battle Royale) | Luck Battle) (Simulation |
Creative Sandbox)
Fortnite (Shooting | Pokémon GO (RPG | Coin Master (Party Royal Match Coin Master
0 4 Battle Royale) Location RPG) | Luck Battle) (Match | M3-Meta) (Party | Luck
Battle)
2019 2020 2021 2022 2023 Pokémon GO
5 ROBLOX (Simulation Homescapes (Match | Pokémon GO (RPG Pokémon GO (RPG (RPG | Location
| Creative Sandbox) M3-Meta) | Location RPG) | Location RPG) RPG)
Past Release Avg Spend New Release Avg Spend

Source: data.ai Intelligence | Note: Consumer spend across iOS, Google Play, iOS only for China; Spend is gross — inclusive of any percent taken by the app stores.

39 / 103
GAMING

Monopoly GO a Standout Launch for the Party Genre

data.ai | STATE OF MOBILE 2024

2023 | Top Genre Per Market Concentration by Consumer Spend

Worldwide

Top Genre by Market Concentration Share of Consumer Spend by Time Since Release Top 3 Games

Top 3 Game Share of Market Top 20 Share of Market Rest of Market < 6 Mths 6 Mths to 1 Yr 1 to 2 Yrs > 2 Yrs
Party 81.0% 15.0% 40.8% 59.1%
Other 75.6% 20.5% 97.3%
Shooting 58.2% 34.7% 7.1% 94.5%
Action 53.1% 34.0% 12.9% 94.4%
Match 43.6% 35.1% 21.3% 8.1% 90.9%
Racing 42.5% 41.2% 16.3% 14.4% 8.8% 76.7%
Sports 38.0% 35.8% 26.2% 8.7% 87.3%
Simulation 35.1% 23.2% 41.7% 20.3% 75.9%
Tabletop 34.5% 38.3% 27.2% 94.6%
Kids 33.9% 16.9% 49.2% 11.2% 87.3%
Puzzle 33.9% 29.3% 36.8% 7.3% 91.2%
Hypercasual 19.8% 32.9% 47.3% 10.0% 56.9% 31.5%
Strategy 14.9% 42.4% 42.7% 20.4% 76.8%
Casino 12.2% 34.2% 53.5% 7.5% 91.9%
RPG 12.1% 28.3% 59.6% 12.5% 23.5% 59.4%
0% 20% 40% 60% 80% 100% 20% 40% 60% 80% 100%
Source: data.ai Intelligence | Note: Consumer spend across iOS, Google Play, iOS only for China; Spend is gross — inclusive of any percent taken by the app stores. Genre breakdown based on data.ai Game IQ Taxonomy as of January 4th, 2024
40 / 103
MACRO MOBILE TRENDS

Which Game Subgenres Defy Global Trends?

data.ai | STATE OF MOBILE 2024

Top Breakout Gaming Subgenres: 2023 vs 2022

DOWNLOADS CONSUMER SPEND

Worldwide #1 Game By Downloads Worldwide #1 Game By Consumer Spend

RPG | Team Battle 191.98M Honkai: Star Rail Party | Luck Battle $1,196.54M Coin Master

Simulation | 151.37M Gun Simulator & $1,131.86M Royal Match

Weapon… Lightsaber Match | M3-Meta

Puzzle | 148.42M Block Blast Adventure $487.91M Honkai: Star Rail

Tile-Matching Master RPG | Team Battle

Match | Connect 144.68M Triple Tile $464.59M Pixel Heroes

Tiles RPG | Idle RPG

Strategy | 4X 134.47M Sports | $366.74M Professional Baseball

March-Battle Lords Mobile Simulation Sports Spirits A
Hypercasual | -187.49M Simulation | Idol -$441.32M Uma Musume Pretty
Puzzle Thief Puzzle Training Sim Derby

Hypercasual | .io -213.79M RPG | Open World -$523.83M

Bridge Race RPG Genshin Impact

Simulation | -216.81M Indian Bikes Driving Shooting | Battle -$943.08M

Driving 3D Royale Game For Peace

Hypercasual | -415.72M -$1,006.19M

Action Attack Hole RPG | MMORPG Lineage M

Hypercasual | -616.68M Strategy | 4X -$1,086.19M

Simulation My Perfect Hotel March-Battle Evony
-300M 0 0 $800M

Source: data.ai Intelligence | Note: Downloads and consumer spend across iOS and Google Play. iOS Only for China. Spend is gross — inclusive of any percent taken by the app stores

41 / 103
 Top 20 Global Game Subgenres by Time Spent in 2023 GAMING

Creative Sandbox and Genres

data.ai | STATE OF MOBILE 2024

Share of
Worldwide Total
#1 App

with Online & Social Features

Simulation | Creative Sandbox 13.9% ROBLOX
Shooting | Battle Royale 9.0% Free Fire Will Further Drive Global
Action | MOBA 8.5% Mobile Legends: Bang Bang Gaming Time
Match | M3 4.3% Candy Crush Saga
Sports | Simulation Sports 3.9% EA SPORTS FC™ MOBILE 24 We expect social and multiplayer gaming features to
SOCCER
Shooting | Team Deathmatch remain in high demand in 2024 as consumers seek to stay
2.8% Call of Duty: Mobile
Match | M3-Meta connected with family and friends, even as pandemic
2.4% Royal Match
Strategy | 4X March-Battle measures ease.
1.8% Lords Mobile
RPG | Team Battle
Type something
1.6% DRAGON BALL LEGENDS Mobile has enabled core games to become more ‘casual’
Hypercasual | Puzzle
1.5% Parking Jam 3D in nature given the device specs and user interface. Yet,
Tabletop | Solitaire
1.5% Solitaire - Grand Harvest mobile phones are powerful enough to stand up to the
Puzzle | Word
1.4% Words Of Wonders ‘core’ game experience and enable cross-platform play.
Simulation | Farming
1.4% Township
Tabletop | Ludo Connected games are the biggest driver of overall
1.2% Ludo King
Simulation | Driving consumer spend in mobile games and we predict will be a
1.2% Car Parking Multiplayer
Strategy | Build-Battle key area of growth in 2024 and beyond.
1.2% Clash of Clans
Tabletop | Coloring
1.1% Happy Color
Simulation | Avatar Life
1.0% SAKURA School Simulator
RPG | Location RPG
1.0% Pokémon GO
Hypercasual | Action
1.0% Mob Control Be the first to spot potential breakout apps in your sector
0 10B 20B 30B 40B 50B 60B
with detailed genres and subgenres from data.ai's Game
IQ Taxonomy
Source: data.ai Intelligence | Note: Among gaming apps; Time spent is Android phones only; Based on Game IQ primary categorization as of Jan 4, 2024

42 / 103
 2023 Top Games & Breakout Rankings by Market | Games

data.ai | STATE OF MOBILE 2024

AMER - Downloads
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 Monopoly GO: Monopoly GO:

Subway Surfers Family Board Game Family Board Game FreeBattle
Fire (Shooting | ROBLOX (Simulation | ROBLOX (Simulation | Free Fire (Shooting | ROBLOX (Simulation | Free Fire (Shooting |
(Action | Runner) (Party | Luck Battle) (Party | Luck Battle) Royale) Creative Sandbox) Creative Sandbox) Battle Royale) Creative Sandbox) Battle Royale)

2 Gacha Life 2 ROBLOX

Free Fire (Shooting | (Simulation ROBLOX (Simulation
| Avatar Creative Sandbox) | (Simulation | Free Fire (Shooting | Free Fire (Shooting | ROBLOX (Simulation | Block Blast Adventure ROBLOX (Simulation |
Battle Royale) Life) Creative Sandbox) Battle Royale) Battle Royale) Creative Sandbox) Master (Puzzle | Tile- Creative Sandbox)
Matching)

Type something

3 ROBLOX ROBLOX Block Blast

(Simulation | (Simulation | Adventure Master Subway Surfers Subway Surfers Stumble Guys (Party | Subway Surfers Free Fire (Shooting | Ludo Club (Tabletop |
Creative Sandbox) Creative Sandbox) (Puzzle | Tile- (Action | Runner) (Action | Runner) Party Royale) (Action | Runner) Battle Royale) Ludo)
Matching)

4 Gacha Life 2 Parchisi STAR

Ludo King (Tabletop Royal Match (Match Chess.com (Tabletop Stumble Guys (Party (Simulation | Avatar Subway Surfers (Tabletop | Board Royal Match (Match | Stumble Guys (Party |
| Ludo) | M3-Meta) | Chess) | Party Royale) Life) (Action | Runner) Game) M3-Meta) Party Royale)

5 My Perfect Hotel EA SPORTS FC™

Candy Crush Saga Honkai: Star Rail Wordscapes (Puzzle | (Hypercasual | Stumble Guys (Party | MOBILE 24 SOCCER 8 Ball Pool (Sports | Stumble Guys (Party | Candy Crush Saga
(Match | M3) (RPG | Team Battle) Word) Simulation) Party Royale) (Sports | Simulation Simulation Sports) Party Royale) (Match | M3)
Sports)
Download data

Source: data.ai Intelligence | Note: Top apps by year-over-year download and consumer spend growth across iOS and Google Play. MAU Growth on iPhone and Android Phone. Games apps are classified using data.ai's Game IQ taxonomy as of Jan 4, 2024.

43 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

Finance
Consumers feel the financial pressure: personal loans on the rise as crypto trading and
investing growth stalls. The lines between different subgenres continues to blur as "super
apps" add new features.

Building the Allstate of the future means making sure customers can do business with Mike Antognoli
us whenever and however they choose, and the Allstate mobile app helps us deliver Allstate Mobile Product Director
on that commitment with a competitive, personalized digital experience. Whether it’s
making it easy to find parking, fuel, and repair shops to offering innovative safe
driving tools like Drivewise and crash detection services, we’re continually enhancing
the Allstate mobile app to give customers more ways to seamlessly connect with their
coverage and protect what matters most.
44 / 103
 Finance Subgenre App Downloads Top Apps by Downloads FINANCE

by Country in 2023
Consumers Embrace Mobile
Powered by data.ai's App IQ Taxonomy

data.ai | STATE OF MOBILE 2024

for their Finance Needs from
Worldwide App Subgenre
1 PhonePe Digital Wallets & Banking to Payment
Mobile Banking Digital Wallets & Payment Payment
Personal Loans Personal Investing Digital Wallets & Mobile app adoption across top subgenres like Mobile
Cryptocurrency Trading Other 2 Paytm Payment Banking and Digital Wallets & Payment continued to climb
600M
3 PayPal Digital Wallets & as consumers continue to turn to their mobile devices
Payment more than ever for their finance needs.
4 Google Pay Digital
Payment
Wallets &
Meanwhile, Personal Loans app adoption remained
5 Alipay Digital Wallets & strong as economic headwinds continued in 2023. The
400M Type something Payment
prevalence is highly regional, however, with much of the
6 Nubank Mobile Banking growth driven by markets like India, Indonesia, and
Mexico.
7 Binance Cryptocurrency
Trading
The dip in Cryptocurrency Trading leveled off in 2023
200M 8 Bajaj Finserv Personal Loans after seeing a pronounced downturn in 2022.
Unsurprisingly, downloads tend to track with the
9 DANA Digital Wallets & turbulence in the cryptocurrency market.
Payment
10 Google Digital Wallets &
Wallet Payment
0
1Q 02 2
2Q 02002
3Q 02 2
4Q120 2
1Q 1202
2Q 120 2
3Q 1202
4Q220 2
1Q 2202
2Q 220 2
3Q 2202
4Q320 2
1Q 3202
2Q 320 2
3Q 320
4Q
02 02

Want to see which markets are emerging for each

0 2

subgenre? data.ai's Market Size lets you keep up with the

latest trends across the globe.
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only.
Finance apps are classified using data.ai's App IQ taxonomy.
45 / 103
FINANCE Share of Finance Downloads by Local-HQ'd Publishers

Know Your Market — Local

data.ai | STATE OF MOBILE 2024

AMER APAC EMEA
Publishers Dominate their 2020 2021 2022 2023
Mobile Finance Markets 100%

90%
Understanding each country's unique financial rules and
regulations — plus the unique consumer needs for each
80%
market — gives local-based publishers a major leg up in
the finance space. 70%

The local advantage particularly strong in China, Japan, 60%

South Korea and the United States. Most markets have
seen the share from outside publishers pick up a bit in 50% Type something

recent years, though India and Indonesia are notable

exceptions as their mobile industries thrive. 40%

30%

20%

10%

0
United States Brazil Mexico Argentina Chile Canada

Find out which publishers are looking abroad with the

Company HQ filter, part of data.ai's Top Apps
Source: data.ai Intelligence | Note: Downloads across iOS and Google Play; China is iOS only.
Finance apps are classified using data.ai's App IQ taxonomy.
46 / 103
 Inflation vs. Personal Loan Downloads FINANCE

Personal Loans is the Fastest

data.ai | STATE OF MOBILE 2024

Worldwide
Inflation (CPI) Personal Loan Downloads
Growing Subgenre as
Inflation Remains High

sdaolnwoD naoL lanosreP

10 400
While most subgenres saw downloads rise along with high
)IPC( noitaflnI

inflation over the past few years, no subgenre saw a

higher correlation than Personal Loans. The scale of the
growth was also notable — global downloads for Personal
0 0
Loans apps climbed more than 250% between 2020 and
1 Q 1 02
2 1 02
3 1 02
4 1 02
1 Q 1 02
2 1 02
3 1 02
4 202

2 20
1 20

3 20
4 202
1Q 202
2 202
3 202
4 202
1Q 202
2 20
3 20
4 202
1 20
2 20
3
2023, even outpacing Cryptocurrency's 238% growth over
Q

Q
Q

Q
Q

Q
Q

Q
9

0 2

3 2
8

0 2

2 2

3
8

0 2

2 2

3 2
8

2
180

the same period.

2

Type something

Personal Loans downloads don't have the highest

correlation with inflation in all markets, though it tends to
Correlation Between Inflation and Finance be high throughout. In Europe, for example, Personal
Subgenre Downloads Q1 2018 - Q3 2023 Loans apps saw strong growth even though gross totals
0.8 for the subgenre remained quite low.

0.4
0 0.90 0.77 0.83 0.71 0.56 0.79 0.72 0.66 0.30 0.52 0.73 0.78
-0.4
-0.8

Personal Mobile Digital Personal Cryptocurr Insurance Other Budget & Financial Personal Credit Donation
Loans Banking Wallets & Investing ency Finance Expense News Taxes Score With more than 800,000 apps classified, data.ai's App
Payment Trading Tracker
IQ taxonomy gives you the power to dive deeper into the
impacts of the global economy on the app ecosystem
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only.
Apps are classified using data.ai's App IQ taxonomy. Inflation is from the OECD.
47 / 103
FINANCE Features for Finance "Super Apps"

Finance "Super Apps" Use

data.ai | STATE OF MOBILE 2024

United States
Multiple Useful Features to App Subgenre Bill Pay
ABCDE
Budget
ABCDE
Buy/Sell Contactless Donation Investment Mobile
ABCDE ABCDE Facilitation
Payment ABCDE ABCDE
Recs ABCDE
QR Code
ABCDE
Request
ABCDE
Send
ABCDE
Planner Crypto Deposit Payment Money Money

Maintain Market Share PayPal Digital Wallets &

Payment

In a competitive mobile market, top finance apps have Google Digital Wallets &
Pay Payment
continued to add new features to incentivize customers
turning to their app for all finance needs, from mobile Alipay Digital Wallets &
Payment
banking to sending money to trading in crypto. Super
apps have become particularly popular in China, with Nubank Mobile Banking
Alipay as a prime example.
DANA Digital Wallets &
Payment
Type something
data.ai's Feature Tags reveals that all of the top markets
have at least one app with four or more of the features
listed here, and several including the US, UK, China and
Brazil have three or more such apps. These apps tend to
be market leaders in the finance space. In fact, these Features for Finance "Super Apps"
super apps control more than 20% of the Finance monthly
Share of Finance Downloads Share of Finance MAU
active user base in China (47%), the US (32%) and
Argentina (24%).
4%

2%
1.0% 1.0% 0.8% 0.8% 0.9% 0.5% 0.8%
0 1.7% 5.4% 0.03%
Another component of data.ai's App IQ taxonomy is PayPal Google Pay Alipay Nubank DANA
the feature tags — with 20 different features tagged
specific to the Finance genre alone. Filter by different
features to see what is helping apps stay on top. Source: data.ai Intelligence | Note: Includes Mobile Banking and Digital Wallets & Payment apps among the top 10 Finance apps by downloads in each market.
48 / 103
 2023 Rankings by Market | Finance

data.ai | STATE OF MOBILE 2024

AMER - Breakout Downloads
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 B-Love Network CoinSnap: Value Guide RBC Mobile Banco del Mercado Pago Nequi Colombia CrediSol–
TAPP Caja Los Andes Préstamo
(Finance | Other (Finance | Other (Finance | Bienestar Movil Nubank (Finance | Mobile (Finance | Digital (Finance | Mobile de
(Finance | Digital crédito (Finance
Finance) Finance) Mobile Banking) (Finance | Mobile Banking) Wallets & Payment) Banking) Wallets & Payment) Personal Loans)|
Banking)

2 Alipay (Finance | CoinSnap: Value DiDi Préstamos Naranja X (Finance | CencoPay (Finance | Sol Ya-Préstamo
Digital Wallets & Schwab (Finance | SerasaConsumidor
Guide (Finance | (Finance | Personal (Finance Digital Wallets & Davivienda (Finance | Digital Wallets & de Perú (Finance |
Payment) Personal Investing) Other Finance) Loans) | Credit Score) Payment) Mobile Banking) Payment) Personal Loans)
Type something

3 Google Wallet Remitly Súper Efectivo Valores a Receber - Guia AstroPay (Finance | LuckyPlata - Préstamo Santander Chile Banca Móvil BCP
Navi (Finance | (Finance | Digital (Finance |
Personal Loans) Wallets & Payment) Digital Wallets & (Finance | Personal 2023 (Finance | Other
Loans) Finance)
Digital Wallets &
Payment)
en línea (Finance |
Personal Loans)
(Finance | Mobile
Banking)
(Finance | Mobile
Banking)
Payment)

4 Cryptomania —Trading Beneva BBVA México BancoEstado Bim (Finance |

Simulator (Finance | Chime (Finance | (Finance | (Finance | Mobile PicPay (Finance | Mobile YOY (Finance | Digital Lulo Bank (Finance | (Finance | Mobile Digital Wallets &
Cryptocurrency Mobile Banking) Insurance) Banking) Banking) Wallets & Payment) Mobile Banking) Banking) Payment)
Trading)

5 Google Wallet Viva CréDito - Novo App Riocard Mais World App - Worldcoin Préstamo Rápido- Deseo Crédito- OK Préstamo-
OPay (Finance | Digital UnitedHealthcare (Finance | Préstamos Urgente (Finance | Digital Wallets Wallet (Finance | Credit Easy (Finance | préstamo (Finance | Préstamo Rápido
Wallets & Payment) (Finance | Insurance) Digital Wallets & Y Rápidos (Finance & Payment) Cryptocurrency Personal Loans) Personal Loans) (Finance |
Payment) | Personal Loans) Trading) Personal Loans)

Source: data.ai Intelligence | Note: Top Apps by year-over-year downloads growth across iOS, Google Play. MAU Growth on iPhone and Android Phone. Finance apps are classified using data.ai's App IQ taxonomy as of Jan 4, 2024.

49 / 103
 data.ai | S T A T E O F M O B I L E 2 0 2 4

Top Features Loved by Finance

App IQ Cross-App Extended Ratings and

Usage Retention Reviews

50 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

Retail
Personalization, optimized experience, frictionless checkout: mobile shopping apps bridge
in-person and at-home shopping experiences.

51 / 103
 Annual Hours Spent in Shopping Apps RETAIL

Mobile Shopping Time Spent

data.ai | STATE OF MOBILE 2024

Worldwide
Remains Well Above Pre-
100B Pandemic Levels
80B
The economic headwinds, combined with a natural
60B contraction from the huge mobile growth seen early in the
pandemic, led to a slight dip in total time spent in
40B Shopping apps. Total hours declined 1% year-over-year in
2023, though it was still up more than 25% compared to
20B 2020.

0 Type something
While some of the largest retail markets like China and the
2020 2021 2022 2023 United States saw a dip in time spent in 2023, other
markets bucked this trend. The leaders by YoY growth
were Brazil (+31%), Australia (+13%), and Mexico (+7%).
Year-over-Year Growth
20%
15%
10%
5%
0
Want to dive deeper?
2021 2022 2023 Discover the top performers by engagement
depth, usage stickiness and more with data.ai's
Source: data.ai Intelligence | Note: Android Phones. Shopping apps are classified using data.ai's App IQ taxonomy.
Insights Generator
52 / 103
Shopping Subgenre Year-over-Year Top Apps by Breakout RETAIL

Download Growth by Market in 2023 Downloads in 2023

The Retail Market is Heating

data.ai | STATE OF MOBILE 2024

Worldwide App Subgenre Up: Temu Makes a Splash in
1 Temu E-Commerce
Supermarket &
2023
Convenience Store 2 SHEIN E-Commerce
Among mobile apps across all genres, only Threads
Retailer Store 3 AliExpress E-Commerce gained more downloads in 2023 compared to 2022 than
Temu. The e-commerce app from Chinese PDD Holdings
4 Tiktok Seller Retailer Store used substantial advertising and low prices to attract new
Resell
users and become a key player to watch.

Coupons & Rewards

5 Poizon E-Commerce
E-Commerce apps also face competition from brick &
Type something

Pharmacy & 6 JD.COM E-Commerce mortar stores, which are capitalizing on the return to in-
Drugstore person shopping to boost mobile adoption. Supermarket
7 95分 Resell & Convenience Store and Retailer Store apps saw year-
Malls & Shopping over-year download growth at 9% and 7%, respectively,
Centers
8 1688.com E-Commerce well ahead of E-Commerce's -7% annual growth.

E-Commerce
9 LimeRoad E-Commerce For brick & mortar retailers, it is clear that failing to
embrace a mobile shopping experience puts you at a
BNPL 10 Wildberries E-Commerce disadvantage.

Other Shopping

0 5% 10% 15%
Temu's massive advertising push in 2023 propelled it to
the top of the charts. data.ai customers can use
Download Channel data to find out how paid vs. organic
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Shopping apps are classified using data.ai's App IQ taxonomy.
Subgenres with less than 15,000 downloads in the prior year are excluded. Brekaout apps are defined by gross download growth in 2023 compared to 2022. channels contributed to adoption.
53 / 103
RETAIL Share of Shopping App Downloads
by Publisher Headquarters
Going Global: SHEIN and

data.ai | STATE OF MOBILE 2024

Worldwide
Temu Break into Markets United States China Singapore Other
Across the Globe 100%

The United States has long been the home to some of the
90%
biggest retailers like Amazon, Walmart and eBay.
However, the emergence of some Asia-based e-
80%
commerce platforms had contributed to the US losing
market share over the past few years.
70%

60%
Temu's massive global launch in 2023 helped China gain
Type something
3.4 percentage points in market share compared to
50%
2020. Singapore-based SHEIN has also had a strong 54.2% 53.1%
presence in recent years across top retail markets. 57.6% 55.6%
40% 6.3% 8.1%
7.7%
7.9%
30%
15.4% 12.9%
20% 13.6% 18.8%

10%

0% 24.1% 20.9% 23.8% 19.9%

data.ai customers can find out where the top Shopping
2020 2021 2022 2023
apps are from in your local market with Top Charts

Source: data.ai Intelligence | Note: Downloads across iOS, Google Play;

China is iOS only. Shopping apps are classified using data.ai's App IQ taxonomy.
54 / 103
 2023 Rankings by Market | Shopping

data.ai | STATE OF MOBILE 2024

AMER - Breakout Downloads
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 Alibaba.com Mifarma Movil

Temu (Shopping | Temu (Shopping | E- Temu (Shopping | E- Temu (Shopping | SHEIN (Shopping | E- (Shopping | E- Falabella (Shopping | Temu (Shopping | E- (Shopping |
E-Commerce) Commerce) Commerce) E-Commerce) Commerce) Commerce) E-Commerce) Commerce) Pharmacy &
Drugstore)

2 MercadoLibre Ripley: Compras Ripley Perú:

SHEIN (Shopping | SHEIN (Shopping | E- SHEIN (Shopping | SHEIN (Shopping | Amazon (Shopping | E- (Shopping | E- AliExpress (Shopping Online (Shopping | E- Compras Online
E-Commerce) Commerce) E-Commerce) E-Commerce) Commerce) Commerce) | E-Commerce) Commerce) (Shopping | Retailer
Store)
Type something

3 Red－Shop the Capital One Shopping Michaels Stores Coppel (Shopping AliExpress (Shopping |
World (Social Media (Shopping | Coupons & Canada (Shopping | | Retailer Store) Temu (Shopping | E- SHEIN (Shopping | E- AliExpress (Shopping Falabella (Shopping
| Media Sharing Rewards) Retailer Store) E-Commerce) Commerce) Commerce) | E-Commerce) | E-Commerce)
Networks)

4 Circle K by Circle K Farmacias Cruz

AliExpress North America Sephora (Shopping | AliExpress Magazine Luiza Natura Latam Temu (Shopping | E- Verde Chile SHEIN (Shopping |
(Shopping | E- (Shopping | Retailer Store) (Shopping | E- (Shopping | E- (Shopping | E- Commerce) (Shopping | E-Commerce)
Commerce) Supermarket & Commerce) Commerce) Commerce) Pharmacy &
Convenience Store) Drugstore)

5 Tiktok Seller Jean Coutu et Moi Alibaba.com Assaí Clientes Alibaba.com Alibaba.com Real Plaza by Real
Walmart (Shopping | (Shopping | AliExpress (Shopping | Plaza (Shopping |

Source: data.ai Intelligence | Note: Top Apps by year-over-year downloads growth across iOS, Google Play. MAU Growth on iPhone and Android Phone. Shopping apps are classified using data.ai's App IQ taxonomy as of Jan 4, 2024.
55 / 103
 data.ai | S T A T E O F M O B I L E 2 0 2 4

Top Features Loved by Retail

Creative App IQ Ratings Download Usage &

Gallery & Reviews Channel Engagement

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data.ai | S T A T E O F M O B I L E 2 0 2 4

Video Streaming
TikTok encroaches on the video streaming space: User-Generated Content
captures mobile-first audiences alongside exclusive content releases.

'With its unparalleled capabilities, we have harnessed the power of data to drive Dor Isseroff
innovation, make informed decisions, and stay one step ahead in today's COO
competitive landscape. Through our partnership with data.ai, we have unlocked
valuable insights, optimized processes, and achieved remarkable growth.

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Yearly OTT Consumer Spend OTT Revenue Growth vs. Market VIDEO STREAMING

by Market Concentration
(Herfindahl-Hirschman Index)
The Streaming Battle: Strong

data.ai | STATE OF MOBILE 2024

Worldwide Bubble size = Consumer spend (Million USD) Revenue Growth Suggests
Disney+ Max: Stream HBO, TV, & Movies
Hulu Crunchyroll Paramount+ Other 2020 2021 2022 2023 Market is not Oversaturated
200
Competitive Moderately Highly Concentrated Consumer spend in OTT (over-the-top) streaming apps
Conentrated

$8B climbed 13% globally in 2023 to surpass $8 billion in 2023,

150 an slight acceleration from the 12% growth in 2022.

)%( htworG gnidnepS remusnoC YoY

This growth came even as the market became a little less
$6B competitive. The top five streamers combined for nearly
100 50% of the market in 2023, up from 45% in 2022. Disney+,
Type something
the top app each of the past four years, gained even
more market share as well.
$4B 50
Some countries have become more competitive in recent
years as apps like Disney+ and Max expand into new
markets. Brazil, for example, has seen consumer spend
0 grow more than 230% since 2020 as apps like Max,
$2B
Disney+, Crunchyroll, and Star+ joined the market leader
Globo Play.

-50
0 0 1,000 2,000 3,000 4,000 5,000 6,000
2020 2021 2022 2023 Herfindahl-Hirschman Index (HHI)
Disney+ has found success across the globe, earning at
least $1 million in consumer spend in more than 50
different markets. data.ai customers can see the full
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any percent taken by the
app stores. OTT apps are classified using data.ai's App IQ taxonomy. breakdown of Disney+'s performance here.
58 / 103
 VIDEO STREAMING
Share of OTT Consumer Share of OTT Consumer Spend
Spend by Price on iOS by Subscription vs. One-Time
Streaming Services Adjust

data.ai | STATE OF MOBILE 2024

Purchases on iOS
Australia Australia Subscription Offerings for
$0 - $9.99 $10 - $14.99 $15 - $24.99 Subscription One-Time Purchase Cost-Conscious Customers
$25 - $99.99 $100+ 100%
100%
Increasing competition from the abundance of streaming
90% options has prompted top apps to adjust their prices to
90%
changing consumer demands.
80%
80%
70% The share of US consumer spend from in-app purchases
70% priced less than $15 has climbed 7 percentage points since
60% the start of 2022. While top apps have gradually
60% Type something
increased prices over time, tighter budgets for many

50% 50% consumers in 2023 have forced apps to get creative with
their monetization.
40% 40%
Netflix added an ad-based option in late 2022, and
30% 30% Disney+ and Hulu are raising the monthly price of their
ad-free options while leaving the ad-supported tier price
20% 20% unchanged.

10% 10%

0% 0%
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options are impacting an app's revenue? data.ai's

IAP SKU pulls back the curtain on revenue from
Source: data.ai Intelligence | Note: Consumer Spend is iOS only. OTT apps are classified using data.ai's App IQ taxonomy.
individual IAPs.
59 / 103
 2023 Rankings by Market | Video Streaming

data.ai | STATE OF MOBILE 2024

AMER - Downloads AMER - Consumer Spend APAC - Downloads APAC - Consumer Spend EMEA - Downloads EMEA - Consumer Spend
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 YouTube Max: Stream HBO, Amazon Prime PrendeTV: TV en YouTube Netflix Netflix
(Entertainment | TV, & Movies Video Español (Entertainment | Star+ (Entertainment (Entertainment | Star+ (Entertainment (Entertainment |
Video Sharing) (Entertainment | (Entertainment | (Entertainment | Video Sharing) | OTT) OTT) | OTT) OTT)
OTT) OTT) OTT)

2 Netflix Netflix Disney+ Netflix Netflix Netflix PrendeTV: TV en Pluto.tv PrendeTV: TV en

(Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | Español (Entertainment | Español
OTT) OTT) OTT) OTT) OTT) OTT) (Entertainment | OTT) (Entertainment |
OTT) OTT)
Type something

3 JioCinema YouTube Netflix YouTube Pluto.tv Pluto.tv YouTube Max: Stream HBO, Disney+
(Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | TV, & Movies (Entertainment |
OTT) Video Sharing) OTT) Video Sharing) OTT) OTT) Video Sharing) (Entertainment | OTT)
OTT)

4 Amazon Prime Video Peacock TV YouTube Disney+ Globo Play Disney+ Disney+ Disney+
(Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | Star+ (Entertainment
OTT) OTT) Video Sharing) OTT) OTT) OTT) OTT) OTT) | OTT)

5 YouTube Kids Amazon Prime Video Pluto.tv Max: Stream HBO, Amazon Prime Video Amazon Prime Video Pluto.tv Netflix Pluto.tv
(Entertainment | (Entertainment | (Entertainment | TV, & Movies (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment |
Video Sharing) OTT) OTT) (Entertainment | OTT) OTT) OTT) OTT) OTT)
OTT)

Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play.
Video Streaming apps are classified from Entertainment - ‘OTT’,‘Live Streaming’,‘Video Sharing’ subgenres using data.ai's App IQ taxonomy as of Jan 4, 2024.

60 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

Social
Disrupting social media: "tipping" content creators carves out social media monetization
pathways outside of advertising.

In a market that is so saturated with multiple apps in every genre you need to David Lee
articulate your differentiation and value. First and foremost, focus on the user. Build Head of Apps, Global Business Solutions - North America
a platform that is focused primarily on your users and iterate on the features and
benefits of that platform based off of the ones that are most used, most liked, most
loved, so that the people you're bringing in then ultimately have higher retention
rates and stick around and add value to your business overall.

61 / 103
 Global Metrics for Social Apps SOCIAL

Time Spent in Social Apps

data.ai | STATE OF MOBILE 2024

Total Hours
Grows 9% in 2023
2T Time spent in social apps on Android phones shows no
signs of slowing, climbing 9% in 2023 to more than 2.3
1.5T trillion hours.

Consumer spend growth also remained strong at 13%

1T
year-over-year to nearly $9 billion in 2023. Top social
platforms are continuing to unlock monetization
0.5T strategies outside of advertising, with TikTok, the best
Type something
app monetizer in the history of the app stores, as a prime
0 example.
2020 2021 2022 2023
Global downloads, on the other hand, declined nearly 4%.
Year-over-Year Growth This was still impressive as the category maintained most
of the strong gains seen in 2022.
15%

10%

5%

0 Need tips on how to keep up with the shift towards in-app

2021 2022 2023 purchase revenue for social apps? Check out our latest
Monetization Guide.
Source: data.ai Intelligence | Note: Consumer spend and downloads across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any percent taken by
the app stores.Total sessions, total hours and total MB are Android only. Total MB measures the total megabytes of data used by Social apps during the year.
Social apps are classified using data.ai's App IQ taxonomy and include Short Videos and Live Streaming apps from the Entertainment genre and exclude Dating.
62 / 103
 SOCIAL
Average Annual Monthly Active Annual Monthly Active Users
Users for Social Apps by Subgenre Growth Indexed to 2020
A New Normal? Social Apps

data.ai | STATE OF MOBILE 2024

Worldwide Worldwide See Headwinds in the US
Despite Global Growth
Communication Short Videos 2020 2021 2022 2023
Media Sharing Networks Social Networks 2
MicroBlogging Discussion & Forum Active user growth remained strong across Social
10B subgenres in 2023. However, results for subgenres in
some notable markets like the US, China and the UK was
1.5 more mixed.
8B
In the United States, for example, average monthly active
users for Communication, Social Networks and
Type something 1
MicroBlogging apps was below the levels in 2020, and
6B Shorts Videos and Discussion & Forum apps also saw a
year-over-year decline.
0.5
4B Mature mobile markets are seeing Social usage stabilize
after the rapid increase caused by the start of the
pandemic in 2020.
0
2B
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0
2020 2021 2022 2023
With 164 unique subgenres across 20 genres, data.ai's
App IQ taxonomy gives you the granularity you need
to analyze the latest trends in the market.
Source: data.ai Intelligence | Note: Monthly active users across iOS, Android. Social apps are classified using data.ai's App IQ taxonomy.

63 / 103
SOCIAL MicroBlogging App Average MAU by Market

Are Visual-Focused Social

data.ai | STATE OF MOBILE 2024

Worldwide Worldwide
Apps Making MicroBlogging X Sina Weibo Threads Tumblr Koo
Less Relevant? Other

X's struggles to keep its user-base have been well

600M
publicized in 2023. While this has prompted a number of
150M
competitors like Threads and Bluesky to launch in 2023,
the ceiling for MicroBlogging's market is still in question
with many mobile users preferring video-based platforms
like TikTok.
400M
Globally, the decline in X usage has been more than offset
Type something 100M
by growth from competitors like Threads. In the US,
however, X competitors have yet to make up for the
decline in X's user base and overall MicroBlogging usage
declined slightly in 2023.
200M 50M

0 0
2020 2021 2022 2023 2020 2021 2022 2023
Keep track of our latest reports on Threads and other
breakout apps on our blog

Source: data.ai Intelligence | Note: Monthly active users across iOS, Android. MicroBlogging apps are classified using data.ai's App IQ taxonomy.

64 / 103
SOCIAL Top Apps by Cumulative Consumer Spend Over Time
2013 - 2023
Watch TikTok's Rapid Climb

data.ai | STATE OF MOBILE 2024

TikTok
to $10 Billion — the First App Tinder
to Ever Reach This Milestone YouTube
TikTok became the first app ever — including games — to Disney+
reach $10 billion in all-time consumer spend. This
milestone seemed impossible only a few years ago. It took
nearly 10 years for any non-game app to accumulate just
Tencent Video
0 $1B $2B $3B $4B $5B $6B $7B $8B
2023 Q4 $9B $10B $11B
$1 billion in all-time consumer spend. TikTok is now
surpassing $1 billion in consumer spend each quarter.

TikTok unlocked the secret to monetization on mobile. The Top Apps by Quarterly Consumer Spend Over Time
Type something

bulk of its in-app purchase revenue comes from coins 2013 - 2023
which can be used to tip creators during live streams.
TikTok

YouTube

Disney+

Tinder

Google One
0 $0.1B $0.2B $0.3B $0.4B $0.5B $0.6B $0.7B $0.8B $0.9B
2023 Q4 $1B $1.1B $1.2B
data.ai customer?
Check out the revenue trajectory for these top apps.
Which ones will reach $10 billion next and which ones are
losing steam? Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play;
China is iOS only. Spend is gross — inclusive of any percent taken by the app stores. Excludes mobile games
65 / 103
 Subscription vs. One-Time Purchase Consumer Spend SOCIAL

for Social Apps

Can Other Apps Capture

data.ai | STATE OF MOBILE 2024

Australia
Subscription One-Time Purchase
TikTok's IAP Success?
6M
It took a while for leading social platforms to expand from
4M advertising as their only source of revenue on mobile.
TikTok's success with tipping as well as the rise of the
2M subscription model outside of mobile games has revealed
the potential for in-app purchases to boost revenue.
0 Consumer spend in Social apps nearly doubled between
2020 and 2023.
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While TikTok's monetization mostly comes from one-time
purchases, it is an outlier in this respect. Nearly all other
Share of Consumer Spend top non-game monetizers rely heavily on subscriptions.
Australia Snapchat, for example, has found strong revenue growth
with its Snapchat+ subscription.
Subscription One-Time Purchase
100% Instagram, on the other hand, is attempting to replicate
80% some of TikTok's magic with its Instagram Badges (similar
60% to TikTok coins).
40%
20%
0%
Want to see how well Instagram Badges are
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performing? data.ai customers can track the latest

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trends with IAP SKU

Source: data.ai Intelligence | Note: Consumer Spend is iOS only. Social apps are classified using data.ai's App IQ taxonomy and include Short Videos
and Live Streaming apps from the Entertainment genre and excludes Dating.
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SOCIAL Social App Monetization

TikTok Monetization is Argentina

data.ai | STATE OF MOBILE 2024

Unparalleled 40,000,000
TikTok Instagram NGL
Better Monetization
X Skype Bubble size = Consumer spend

sresU evitcA ylhtnoM egarevA

TikTok now earns more than $1 per user in the United
30,000,000

e s a B re s U re g r a L
States, up from just 67 cents per user in 2022. Among the
top five apps by total consumer spend, Discord ranks a
20,000,000
distant second at 17 cents per user.

10,000,000
Some of the largest social media platforms in the US do
show some promise in terms of monetizing through in-app 0
purchases. Snapchat's consumed spend increased 5X on 0 0.01 0.02 0.03 0.04 0.05
the back of its Snapchat+ subscription, and Instagram Average Monthly Revenue Per User ($)
Type something
also saw rapid growth.

Yearly Average Monthly ARPU for Top Social Apps

It'll be interesting to see how long these social platforms
2022 2023
can maintain this strong monetization. In-app purchases $0.05
are becoming a critical way for social platforms to
mitigate the risks seen in the advertising market. $0.04
$0.03
$0.02

310.0$
800.0$

300.0$
$0.01

200.0$
000.0$

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230.0$
720.0$

810.0$

510.0$
data.ai customers can use Insights Generator to discover 0
the heavy hitters for user monetization in any genre TikTok Instagram NGL X Skype

Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. MAU across iOS, Android; China is iOS only.
Spend is gross — inclusive of any percent taken by the app stores. Social apps are classified using data.ai's App IQ taxonomy and include Short
Videos apps from the Entertainment genre and excludes Dating. 67 / 103
 2023 Rankings by Market | Social

data.ai | STATE OF MOBILE 2024

AMER - Downloads AMER - Consumer Spend APAC - Downloads APAC - Consumer Spend EMEA - Downloads EMEA - Consumer Spend
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 TikTok TikTok Threads (Social TikTok TikTok TikTok TikTok TikTok TikTok
(Entertainment | (Entertainment | Media | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment | (Entertainment |
Short Videos) Short Videos) MicroBlogging) Short Videos) Short Videos) Short Videos) Short Videos) Short Videos) Short Videos)

2 Instagram (Social Threads (Social TikTok WhatsApp Instagram (Social Instagram (Social Facebook (Social Instagram (Social Facebook (Social
Media | Media Media | (Entertainment | Messenger (Social Media | Media Media | Media Media | Social Media | Media Media | Social
Sharing Networks) MicroBlogging) Short Videos) Media | Sharing Networks) Sharing Networks) Networks) Sharing Networks) Networks)
Communication)
Type something

3 Facebook (Social WhatsApp WhatsApp Facebook (Social Threads (Social Facebook (Social Instagram (Social WhatsApp WhatsApp
Media | Social Messenger (Social Messenger (Social Media | Social Media | Media | Social Media | Media Messenger (Social Messenger (Social
Networks) Media | Media | Networks) MicroBlogging) Networks) Sharing Networks) Media | Media |
Communication) Communication) Communication) Communication)

4 WhatsApp Instagram (Social Instagram (Social Instagram (Social WhatsApp WhatsApp WhatsApp Facebook (Social Instagram (Social
Messenger (Social Media | Media Media | Media Media | Media Messenger (Social Messenger (Social Messenger (Social Media | Social Media | Media
Media | Sharing Networks) Sharing Networks) Sharing Networks) Media | Media | Media | Networks) Sharing Networks)
Communication) Communication) Communication) Communication)

5 Telegram (Social Facebook (Social Facebook (Social Threads (Social Facebook (Social Pinterest (Social Telegram (Social Telegram (Social Telegram (Social
Media | Media | Social Media | Social Media | Media | Social Media | Media Media | Media | Media |
Communication) Networks) Networks) MicroBlogging) Networks) Sharing Networks) Communication) Communication) Communication)

Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play.
Social apps are classified from Social Media (excluding Dating) and Entertainment - ‘Short Videos’ and 'Live Streaming' subgenres using data.ai's App IQ taxonomy as of Jan 4, 2024.

68 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

Food & Drink

No turning back: hungry consumers embrace mobile ordering and food delivery as
weekly habits.

DiDi as a global leader in ride-hailing services, continues to grow rapidly in Ajay Kaul
international markets in providing affordable ride-hailing, food delivery and fintech Global Performance Marketing Head
services in 2023. In this venture, data.ai has been a trustworthy and invaluable
analytics partner, providing us comprehensive market data and user behavior
analytics, which have enabled us to understand and adapt to diverse market dynamics
across different regions. Their in-depth analysis of app usage trends, competitive
landscapes, and consumer preferences have been pivotal in crafting localized
marketing strategies.
69 / 103
 FOOD & DRINK
Quarterly Metrics for Food & Drink Subgenres by Market

Food & Drink Apps Soared

data.ai | STATE OF MOBILE 2024

Downloads Sessions
During the Pandemic and
Worldwide Worldwide
Maintained the Gains Since
Food Delivery & Carryout QSR Food Delivery & Carryout QSR
Grocery Delivery Cooking & Recipes Grocery Delivery Cooking & Recipes Quick-service restaurant (QSR) apps downloads climbed
Ratings, Reviews & Reservations Other Ratings, Reviews & Reservations Other
50% between 2020 and 2023, with most of that growth
200M 50B
coming since Q3 2022. QSR saw particularly strong
adoption growth in China and the UK.

40B
150M Food Delivery & Carryout remained the top subgenre by
downloads and held an even larger gap by total sessions.
Type something
While sessions have dropped off a bit from their peak in
30B
2022, they remain well above pre-pandemic levels.
100M
In the US, the QSR and Food Delivery & Carryout
20B subgenres have diverged as in-person dining resumed,
both in terms of new downloads and sessions. Top QSRs
50M like McDonald's and Starbucks have made mobile apps an
10B integral part of their strategy, including loyalty and
rewards programs and in-app ordering options.

0 0
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Combine data.ai's Market Size with its unique

2

02
02

App IQ taxonomy to monitor the latest trends

for Food & Drink apps
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Sessions on Android Phones only.
Food & Drink apps are classified using data.ai's App IQ taxonomy.
70 / 103
FOOD
Top Quick-Service Restaurant Top Apps by Average MAU
(QSR) App MAU Growth vs. in 2023
Mobile Apps Provide a Session per User Growth

data.ai | STATE OF MOBILE 2024

Valuable Way to Boost Worldwide
App
Customer Loyalty McDonald's (Rest of World)
McDonald's (United States) Domino's Pizza (India) 1 McDonald's (Rest of World)
Starbucks (US and Canada) McDonald's (Japan)
Like many retailers, QSR apps have found that improving 20 Growing User Base 2 McDonald's (United States)
the customer experience and adding rewards programs
are great ways to keep customers coming back.
3 Domino's Pizza (India)

)%( htworG resU rep snoisseS ylhtnoM egarevA YoY

Discover which apps have been the best at adding users
4 Starbucks (US and Canada)
and increasing engagement. In the United States, for
10

t n e m e g a g n E g n i v o r p mI
instance, McDonald's and Domino's were able to grow 5 McDonald's (Japan)
Type something
their user base and increase the number of sessions per
user in 2023. 6 McDonald’s (LATAM)

7 KFC (China)
0
8 Chick-fil-A

9 Domino's Pizza (United States)

10 Taco Bell
-10
-10 0 10 20
Discover how McDonald's is boosting engagement YoY Average MAU Growth (%)
with features like a rewards program, mobile ordering
Bubble size = Average MAU
and delivery
Source: data.ai Intelligence | Note: MAU across iOS and Android. Sessions on Android Phones only.
QSR apps are classified using data.ai's App IQ taxonomy.
71 / 103
 2023 Rankings by Market | Food & Drink

data.ai | STATE OF MOBILE 2024

AMER - Downloads AMER - MAU APAC - Downloads APAC - MAU EMEA - Downloads EMEA - MAU
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 Zomato (Food & McDonald's (Food & McDonalds Canada Rappi (Food & Drink | iFood Delivery de PedidosYa (Food & Rappi (Food & Drink | PedidosYa (Food & PedidosYa (Food &
Drink | Food Food Delivery & Comida (Food & Drink Drink | Food Delivery Food Delivery & Drink | Food Drink | Food Delivery
Delivery & Carryout) Drink | QSR) (Food & Drink | QSR) Carryout) | Food Delivery & & Carryout) Carryout) Delivery & & Carryout)
Carryout) Carryout)

2 McDonald's App DoorDash (Food & Uber Eats (Food & DiDi Food (Food & Drink DiDi Food (Food & McDonald’s App Agora: Ahorra,
(Food & Drink | Drink | Food Drink | Food Delivery | Food Delivery & McDonald’s App McDonald’s App Drink | Food Delivery (Food & Drink | compra y paga (Food
QSR) Delivery & & Carryout) Carryout) (Food & Drink | QSR) (Food & Drink | QSR) & Carryout) QSR) & Drink | Grocery
Carryout) Delivery)
Type something

3 Uber Eats (Food & Uber Eats (Food & DoorDash (Food & Uber Eats (Food & Drink Zé Delivery de Spid35: Miles de
Drink | Food Drink | Food Drink | Food Delivery | Food Delivery & Bebidas (Food & Drink Mostaza (Food & McDonald’s App (Food productos (Food & Rappi (Food & Drink |
Food Delivery &
Delivery & Carryout) Delivery & & Carryout) Carryout) | Grocery Delivery) Drink | QSR) & Drink | QSR) Drink | Grocery Carryout)
Carryout) Delivery)

4 Grab (Food & Drink Tiendasya Domicilio Uber Eats (Food & DiDi Food (Food &
| Food Delivery & Starbucks
Drink |
(Food & Tim Hortons (Food & McDonald’s App (Food
QSR) Drink | QSR) & Drink | QSR)
Burger King Brasil Grido (Food & Drink | De Bebidas (Food &
(Food & Drink | QSR) Restaurants & Bars) Drink | Food Delivery
Drink | Food
Delivery & Drink | Food Delivery
Carryout) & Carryout) Carryout) & Carryout)

5 ele.me (Food & Domino's Pizza USA Burger King TULIO Recomienda Rappi (Food &
Drink | Food (Food & Drink | Starbucks (Food & Dominos MX (Food & Habibs (Food & Drink | Argentina (Food & (Food & Drink | Drink | Food Starbucks Perú (Food
D i k | QSR) D i k | QSR) QSR) D li & & D i k | QSR)

Source: data.ai Intelligence | Note: Top Apps by yearly Downloads across iOS, Google Play. MAU rankings by Yearly Average MAU across iPhone and Android Phone. Food & Drink apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024

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 data.ai | S T A T E O F M O B I L E 2 0 2 4

Top Features Loved by Food & Drink

Keywords Advanced Feature Download

Reviews Comparison Channel

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data.ai | S T A T E O F M O B I L E 2 0 2 4

Travel
The travel floodgates are open: pent-up demand reshapes consumer spending priorities.

As a leading global travel service provider, Trip.com ensures world-class Han Feng
customer service through its all-in-one app offerings. Committed to pursuing Senior Marketing Director
the perfect trip for a better world, we constantly seek creative ways to serve
and engage our users. Our partnership with data.ai has helped us access
precise market insights and embrace new opportunities in the ever-changing
mobile app landscape.

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 Travel App Trends in Key Markets TRAVEL

Record-Breaking Travel

data.ai | STATE OF MOBILE 2024

DOWNLOADS TIME SPENT (HOURS)
(2019 - 2023) (2020 - 2023)

Worldwide Worldwide
Continued in 2023 with
3.5B 16B
Downloads Up 34%
Compared to 2019
3B 14B
It didn't take long for travel to come roaring back. By
2022, downloads were well-above pre-pandemic levels
12B in most markets. Travel app downloads came roaring
2.5B back after the COVID-19 pandemic in 2022.

10B
Type something With outsized growth coming from pent up demand
2B
following years of low travel, it was uncertain whether
8B these gains would hold in 2023. The results are in and it is
1.5B clear that the huge demand for travel was not a one-off.
6B
Compared to the low in 2020, global downloads more
1B than doubled by 2023 and time spent was up more than
4B 85%.

0.5B 2B

0 0
2019 2020 2021 2022 2023 2020 2021 2022 2023 Check out our analysis of the record-setting
travel during the summer of 2023

Source: data.ai Intelligence | Note: Downloads across iOS, Google Play and third-party Android in China combined; Time spent is Android phones only;
Spend is gross — inclusive of any percent taken by the app stores
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 Quarterly Travel App Downloads by Subgenre TRAVEL

Travel is Back and Better

data.ai | STATE OF MOBILE 2024

Worldwide
Transportation Integrated Travel Service Rail & Coach Booking Hotel Booking Than Ever in 2023
Airline Apps
400M Top subgenres all saw positive year-over-year growth,
including 34% growth for Integrated Travel Service, 23%
300M
growth for Airline Apps and 16% growth for Hotel Booking.
200M
The travel rebound was strong across the globe. In nearly
100M all top markets, at least four of the top five subgenres had
0 more downloads in 2023 than in pre-pandemic 2019.
1Q 102
2 102
3 102
4 02
1Q 202
2 202
3 202
4 02
1Q 02
2Q 02
3Q 02
4Q 02
1Q 02
2Q 02
3Q 202
4 02
1Q 02
2Q 02
3Q 202
4
Q

Q
Q

Q
Q

Q
02

12

22

32
Type something
9

12

22

32
9

12

22

32
9

12

3
190
2

Download Growth Between 2019 and 2023

40%
30%
20%
10%
0 44% 44% 32% 29% 26%
Airline Apps Rail & Coach Hotel Booking Integrated Travel Transportation data.ai customer?
Booking Service
Find out whether specific travel apps are relying on paid
or organic channels to acquire new users
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Travel apps are classified using data.ai's App IQ taxonomy.

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TRAVEL
Top Transportation App Downloads and Session Trends
Average Monthly Downloads
Rideshare Outlook Improving

data.ai | STATE OF MOBILE 2024

Worldwide
But Struggling to Find Pre-
Jan 2020 Feb-Dec 2020 Jan-Dec 2021 Jan-Dec 2022 Jan-Dec 2023
Pandemic Success 10M
8M
Downloads and sessions for top rideshare apps like Uber
6M
have continued to improve from the low seen in 2020
during the pandemic. However, many apps have yet to
4M
reach the levels they had in January 2020 (before the
2M
start of the pandemic in most countries).
0
Uber Where is my Train inDrive Bolt Rapido
Uber's monthly downloads in 2023 were down 14%
Type something
compared to January 2020. Meanwhile, its sessions have
just reached pre-pandemic levels in 2023.

Average Monthly Sessions

Jan 2020 Feb-Dec 2020 Jan-Dec 2021 Jan-Dec 2022 Jan-Dec 2023
8B
6B
4B
2B
0
Where is my Train Uber inDrive Grab Driver Gojek
Has rideshare audience attention returned? Find out with
Insights Generator, part of data.ai Intelligence

Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Sessions on Android Phones only.
Transportation apps are classified using data.ai's App IQ taxonomy.
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 2023 Rankings by Market | Travel

data.ai | STATE OF MOBILE 2024

AMER - Downloads
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1
Uber (Travel | Uber (Travel | Uber (Travel | DiDi-Mobility (Travel Uber (Travel | Uber (Travel | inDrive (Travel | Uber (Travel | inDrive (Travel |
Transportation) Transportation) Transportation) | Transportation) Transportation) Transportation) Transportation) Transportation) Transportation)

2 Where is my Train Expedia (Travel |

(Travel | Lyft (Travel | Integrated Travel Uber (Travel | 99Taxis (Travel | Cabify (Travel | DiDi-Mobility (Travel inDrive (Travel | Yango (Travel |
Transportation) Transportation) Service) Transportation) Transportation) Transportation) | Transportation) Transportation) Transportation)

3 Booking.com (Travel Type something

Transit Directions by
| Integrated Travel Airbnb (Travel | Air Canada (Travel | inDrive (Travel | inDrive (Travel | Moovit (Travel | Other Uber (Travel | DiDi-Mobility (Travel DiDi-Mobility (Travel |
Service) Hotel Booking) Airline Apps) Transportation) Transportation) Travel) Transportation) | Transportation) Transportation)

4 Expedia (Travel |
inDrive (Travel | Integrated Travel Airbnb (Travel | Airbnb (Travel | Hotel Booking.com
| Integrated
(Travel DiDi-Mobility (Travel | Airbnb (Travel | Hotel Transit Directions by
Travel Moovit (Travel | Cabify (Travel |
Transportation) Service) Hotel Booking) Booking) Service) Transportation) Booking) Other Travel) Transportation)

5 Hopper (Travel | The Transit App Booking.com (Travel Transit Directions by Transit Directions by Viajes Falabella
Airbnb (Travel | Hotel Integrated Travel (Travel | | Integrated Travel Moovit (Travel | SUBE (Travel | Moovit (Travel | (Travel | Hotel Uber (Travel |
Booking) Service) Transportation) Service) Other Travel) Transportation) Other Travel) Booking) Transportation)

6 VRBO Vacation Booking com (Travel Transit Directions by Booking com (Travel |

Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and year-over-year download growth across iOS, Google Play. Travel apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024.

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data.ai | S T A T E O F M O B I L E 2 0 2 4

Health & Fitness

Personalized progress in our pocket: fitness & health trackers and on-demand workout
and wellness programs top downloads and spend charts.

"Noom is dedicated to empowering people everywhere to live a better, healthier Barry Wright
life," said Barry Wright, chief of staff at Noom. "We're constantly learning about Chief of Staff
how people are tackling their health and wellness goals, and using tools like data.ai
helps us uncover critical insights about what people need, and how our products
are keeping people engaged along their health journeys."

79 / 103
HEALTH & FITNESS Quarterly Consumer Spend by Health & Fitness Subgenre

Know Your Market — Health

data.ai | STATE OF MOBILE 2024

Worldwide
& Fitness Preferences Vary By Fitness Program Weight Loss & Calorie Tracker Fitness Tracker Mental Health
Market $250M
Health Monitor Other

All top Health & Fitness subgenres saw strong consumer

spend growth in 2023, with Fitness Programs and Weight
Loss & Calorie Trackers leading the way. The US is the top $200M
market for Health & Fitness accounting for nearly half of
all consumer spend in 2023.

$150M
Consumer spend trends for different subgenres vary
Type something
significantly by market. Discover which are growing the
fastest.
$100M

$50M

0
1Q 102
2 102
3 102
4 02
1Q 202
2 202
3 202
4 02
1Q 02
2 02
3 02
4 02
1Q 202
2 202
3 202
4 02
1Q 202
2 202
3 202
4
Q

Q
Q

Q
Q

Q
02

12

22

32
9

12

3
9

12

3
9

12

3
190

Discover the monetization leaders by metrics like

2

average revenue per paying user (ARPPU), payer

penetration, share of wallet and more with In-App
Purchase Behavior Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any percent taken by the
app stores. Health & Fitness apps are classified using data.ai's App IQ taxonomy.
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 Female Usage Index for Health & Fitness Subgenres HEALTH & FITNESS

2020 vs 2023
Health & Fitness Revenue Has

data.ai | STATE OF MOBILE 2024

Australia
2020 2023
Surged — What
250 Demographics are Providing
200 This Growth?
150
Consumer spend in Health & Fitness apps has surged
100 across all genres since 2020. In the United States,
50 average revenue per user more than doubled in four top
Weight Loss & Fitness Program Mental Health Fitness Tracker Health Monitor Women's Health subgenres including Weight Loss & Calories Tracker ($1.13
Calorie Tracker monthly ARPU in 2023) and Women's Health ($0.38).
Type something

Mental Health apps gained popularity during the

Monthly Average Revenue per User for Health & Fitness Subgenres pandemic and brought in more users, especially more
2020 vs 2023 female users. Women's Health and Mental Health apps
2020 2023 gained revenue by focusing on expanding their user base
$1.5 in general which skews more female. Other subgenres
relied on broadening their appeal to a wider audience and
$1 their gender split became more balanced as a result.

$0.5

0
Develop user profiles based on demographics and user
Weight Loss & Fitness Program Mental Health Fitness Tracker Health Monitor Women's Health
Calorie Tracker behaviors to guide future product improvements

Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. MAU across iOS and Android.
Demographic data is Android only. Gender represented as Male and Female only and is not representative of all gender identities.
Spend is gross — inclusive of any percent taken by the app stores. Health & Fitness apps are classified using data.ai's App IQ taxonomy. 81 / 103
 VIDEO STREAMING
Share of Health & Fitness Share of Health & Fitness
Consumer Spend by Price on iOS Consumer Spend by Subscription
Higher Prices and

data.ai | STATE OF MOBILE 2024

vs. One-Time Purchases on iOS

Australia Australia Subscriptions Improve Health

$0 - $9.99 $10 - $14.99 $15 - $24.99 Subscription One-Time Purchase & Fitness Monetization
$25 - $99.99 $100+ 100%
100% As prices increased across a variety of industries in 2022
and 2023, Health & Fitness apps were no exception. Some
of this increase came from raising prices, but others used
80% their product loyalty to push annual subscriptions which
80%
improve retention and give apps more certainty about
their revenue.

60%
60% Type something
Not surprisingly, subscriptions are still the preferred in-
app purchase option for most Health & Fitness apps. One-
time purchases still take a significant share of consumer
40% spend in some APAC markets like China, Japan, and South
40%
Korea.

20% 20%

0% 0%
Want to see which in-app purchases are driving revenue
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-
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b

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eF

eF

growth? Try data.ai's IAP SKU

Source: data.ai Intelligence | Note: IAP SKU data is iOS only.

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 2023 Rankings by Market | Health & Fitness

data.ai | STATE OF MOBILE 2024

AMER - Downloads AMER - Consumer Spend APAC - Downloads APAC - Consumer Spend EMEA - Downloads EMEA - Consumer Spend
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 江苏医保云 (Health Planet Fitness Conecte SUS (Health Prestadores PAMI FitPro (Health & Flo by Flo Health FitPro (Health &
& Fitness | National Workouts (Health & Maple (Health & Imss Digital (Health &
Medical Service) Fitness | Fitness Fitness | Telehealth) Fitness | Telehealth) &Medical
Fitness | National
Service)
(Health & Fitness |
Telehealth)
Fitness | Fitness
Tracker)
(Health & Fitness |
Women's Health)
Fitness | Fitness
Tracker)
Program)

2 FitPro (Health & Impulse (Health & Yuka (Health & FitPro (Health & FitPro (Health & Flo by Flo Health Sweatcoin (Health & Fitia - Nutrición Flo by Flo Health
Fitness | Fitness Fitness | Other Fitness | Other Fitness | Fitness Fitness | Fitness (Health & Fitness | Fitness | Fitness Inteligente (Health & (Health & Fitness |
Tracker) Health & Fitness) Health & Fitness) Tracker) Tracker) Women's Health) Tracker) Fitness | Weight Loss & Women's Health)
Calorie Tracker)
Type something

3 Flo by Flo Health Impulse (Health & Flo by Flo Health Flo by Flo Health FitPro (Health & Flo by Flo Health Inkafarma Móvil
(Health & Fitness | MyChart (Health & Fitness | Other (Health & Fitness | (Health & Fitness | Fitness | Fitness (Health & Fitness | Feelsy (Health & Fitness (Health & Fitness |
Women's Health) Fitness | Telehealth) Health & Fitness) Women's Health) Women's Health) Tracker) Women's Health) | Mental Health) Telehealth)

4 Home Workout - No Yuka (Health & Home Workout - No

AllTrails (Health & Equipments Lucky Running Home Workout - No
Sweatcoin (Health & Equipments
Equipments (Health Fitness | Other Fitness | Fitness (Health & (Health & Fitness | Fitness | Fitness (Health & FitPro (Health & Fitness App RIMAC (Health &
& Fitness | Fitness Health & Fitness) Tracker) Fitness | Fitness Fitness Tracker) Tracker) Fitness | Fitness | Fitness Tracker) Fitness | Telehealth)
Program) Program) Program)

5 Da Fit (Health & JustFit: Lazy JustFit: Lazy Da Fit (Health & Consulta Auxílios Home Workout - No
Fitness | Health Workout (Health & Workout (Health & Fitness | Health Completo (Health & Blood Pressure App
(Health & Fitness |
Blood Pressure App Impulse (Health & Equipments (Health &
(Health & Fitness | Fitness | Other Health & Fitness | Fitness
Monitor) Fitness | Fitness Fitness | Fitness Monitor) Fitness | National Health Monitor) Health Monitor) Fitness)
P ) P ) M di l S i ) P )

Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play. Health & Fitness apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024

83 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

Sports
Unmissable action: Sports TV apps tap into latent demand for live matches; Sports
Betting expands in the US — opening a large lucrative market for mobile apps.

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SPORTS
Sports App Consumer Spend and Downloads by Subgenre

Consumer Spend
A Win for Sports Apps as

data.ai | STATE OF MOBILE 2024

Worldwide
Huge Growth Continues in
2023 Live Sports Sports News Sports Betting Fantasy Sports Other Sports
$1.6B
Following a brief lull as live sports shut down at the start of
the pandemic in 2020, the demand for sports apps came $1.2B
roaring back. Consumer spend climbed 23% year-over-
$0.8B
year in 2023 to $1.8 billion, more than double the total
from back in 2019. $0.4B
0
Live Sports still provided the bulk of consumer spending
2019 2020 2021
Type something 2022 2023
among sports apps. In terms of downloads, Fantasy
Sports has taken off in recent years and Sports Betting
continues to gain traction after it was legalized in the Downloads
United States. Live Sports Sports News Sports Betting Fantasy Sports Other Sports
1.2B
1B
0.8B
0.6B
0.4B
0.2B
Sports app performance is highly dependent on seasons 0
and events. See which leagues and events are driving 2019 2020 2021 2022 2023
growth by studying weekly or monthly trends.
Source: data.ai Intelligence | Note: Consumer Spend and Downloads across iOS, Google Play; China is iOS only. Spend is gross — inclusive of any
percent taken by the app stores. Sports apps are classified using data.ai's App IQ taxonomy.
85 / 103
 Fantasy Sports vs Sports Betting Top Fantasy Sports and Sports SPORTS

Downloads by Country Betting Apps by Downloads

in 2023
You Can Bet On It! Sports

data.ai | STATE OF MOBILE 2024

Worldwide
Apps Let Users Feel Like They
App Subgenre
80M
Fantasy Sports Sports Betting
1 Dream11 Fantasy are a Part of the Action
Sports
2 My11Circle Fantasy The legalization of sports betting in the United States has
Sports prompted a surge in adoption over the past three years.

3 Howzat Fantasy Sports Betting has now surpassed Fantasy Sports in terms
60M Sports of new downloads, reaching more than 12 million
4 DraftKings Sportsbook Sports downloads in Q4 2023.
& Casino Betting
5 FanDuel Sportsbook Sports
Betting
Fantasy Sports apps peak in the US at the start of
Type something
National Football League season, while Sports Betting is
40M SportyBet - Sports Sports
6 Betting App Betting highest in Q1 with March Madness and the Super Bowl as
marquee events.
7 bet365 Sports Sports
Betting
Globally, the surge in Fantasy Sports apps is largely due to
8 MyTeam11 Fantasy
20M Sports their emergence in India, where fantasy cricket apps like
Dream11, My11Circle, and Howzat are the among the most
9 PrizePicks Fantasy
Sports popular Fantasy Sports apps in the world.

10 Cricket Exchange Fantasy

Fantasy Sports
0
2Q 102
4 202
2 202
4 02
2 02
4 02
2Q 202
4 02
2Q 202
4
Q

Q
Q

The most recent new competitor in the United States

0

12

22

32
9

12

3
190
2

sports betting market came from sports giant ESPN,

which launched ESPN BET in November 2023. Track its
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. performance with data.ai Intelligence.
Fantasy Sports and Sports Betting apps are classified using data.ai's App IQ taxonomy.
86 / 103
 2023 Rankings by Market | Sports

data.ai | STATE OF MOBILE 2024

AMER - Downloads AMER - Consumer Spend APAC - Downloads APAC - Consumer Spend EMEA - Downloads EMEA - Consumer Spend
Worldwide United States Canada Mexico Brazil Argentina Colombia Chile Peru

1 Caliente Sports TV Argentina fútbol

Dream11 (Sports | ESPN (Sports | Live Sports) bet365 Sports (Sports | (Sports | Sports 365Scores (Sports | en vivo (Sports | BetPlay (Sports | Incorrecto (Sports | BeSoccer (Sports |
Fantasy Sports) Sports Betting) Betting) Sports News) Sports News) Sports Betting) Sports News) Sports News)

2 Sportingbet Livescore tv argentina en vivo

My11Circle (Sports | FOX Sports (Sports | Live Sportsnet (Sports | Live F1 TV (Sports | Live Oficial (Sports | Sports futbol (Sports | Live Wplay.co (Sports | Estacion
(Sports
perfecta FlashScore (Sports
| Sports
Fantasy Sports) Sports) Sports) Sports) News) Sports) Sports Betting) News) | Sports News)

Type something
3 Cricbuzz Cricket bet365 Sports Cuartos de final Mundo Futbol
(Sports | Sports FanDuel Sportsbook TSN GO (Sports | Live (Sports | Sports Benacional (Sports | 365Scores (Sports | 365Scores (Sports (Sports | Sports (Sports | Sports
News) (Sports | Sports Betting) Sports) Betting) Sports News) Sports News) | Sports News) News) News)

4
ESPN (Sports | Live DraftKings Sportsbook &
Casino (Sports | Sports
FanDuel Sportsbook & Onefootball (Sports
Casino CA (Sports | FlashScore (Sports | tv futbol en vivo BeSoccer (Sports | Estadio Tnt Sports Incorrecto (Sports |
(Sports | Live
Sports) Betting) Sports Betting) | Sports News) Sports News) (Sports | Live Sports) Sports News) Sports) Sports News)

5 Futbolero plus Futbolero plus

FlashScore (Sports PrizePicks (Sports | TeamSnap (Sports | TUDN (Sports | Live Onefootball (Sports | Onefootball (Sports | (Sports | Sports Rayo (Sports | (Sports | Sports
| Sports News) Fantasy Sports) Other Sports) Sports) Sports News) Sports News) News) Sports News) News)

Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play. Sports apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024

87 / 103
data.ai | S T A T E O F M O B I L E 2 0 2 4

Other Industries Embracing Mobile

Hybrid work prevails, language learning apps boom, and the search for love commands share of wallet despite tightening purse strings.

Honda is striving to understand customers as the automotive industry undergoes a Tsutomu Ogawa
historic transformation. We are using various initiatives to determine customers ever Manager Chief Engineer
Foundation Development of Customer Understanding Department
changing value and need, and will utilize mobile data to provide sustainable value and
Data-driven Solution Development Division
best mobility solutions.

88 / 103
 User Monetization: Consumer Spend vs. Average MAU in 2023 DATING

Argentina
Dating Apps Adjust to Post-

data.ai | STATE OF MOBILE 2024

4M ARPU Leaders Heavy Hitters

Bubble size = Pandemic Behavior

Average MAU
)$( dnepS remusnoC

2M Perhaps counterintuitively, Dating app usage surged at

the start of the pandemic even as people were stuck at
home. Dating apps provided a useful way for people to
1M socialize, if not in person, on their mobile devices. A
number of apps aimed at finding friends also emerged,
including Wizz, Yubo and Wink.
0 Average Performers ARPU Strugglers
0 0.5M 1M 1.5M 2M Consumer spend growth has slowed in some key markets
Average MAU like the US and China as Dating behaviors continue to
Type something
adjust to a post-lockdown world. Developing markets
Usage Stickiness: Open Rate vs. Average Active Days in 2023 show more opportunity. Discover the state of the dating
market in 2023: which apps are the best performers in
120 Secondary Apps Highly Sticky
terms of monetizing users and encouraging them to keep
100 Bubble size = using the apps.
Average MAU
80
)%( etaR nepO

60
40
20
0 Average Performers Fan Favorites Take our course on how to get the most out of
0 2 4 6 8 10 12 14 16 Insights Generator
Avg. Active Days
Source: data.ai Intelligence | Note: Consumer Spend across iOS, Google Play; China is iOS only. MAU across iOS and Android. Average active days and open rate
are Android only. Spend is gross — inclusive of any percent taken by the app stores. Dating apps are classified using data.ai's App IQ taxonomy.
89 / 103
 2023 Rankings by Market | Dating & Friend-Finding

data.ai | STATE OF MOBILE 2024

AMER - Downloads AMER - Consumer Spend APAC - Downloads APAC - Consumer Spend EMEA - Downloads EMEA - Consumer Spend

Worldwide United
States Canada Mexico Brazil Argentina Colombia Chile Peru

1 Soul－跟 Glamour –
Tinder Tinder Bumble
App Tinder Tinder Tinder Tinder Tinder Badoo Tinder 随灵魂找 Tinder With Live calling Hinge Omi Bumble
App
到你 anytime

2
Bumble Bumble Tinder Bumble Badoo Badoo Badoo Grindr Tinder Bumble Momo WIPPY Pairs Bliss Live Tinder Tantan Tantan
App App App App
Type something

3 心遇-用 V
Badoo Hinge Hinge Badoo happn Kismia Bumble App Badoo Kismia Badoo 真心，遇 중년천국 Tinder QuackQuack Bumble
App Heat Up Tinder
见你

4 SweetMeet SweetMeet Similar-

by Wizz Wizz Kismia JAUMO Bumble Kismia Kismia Bumble by Tantan Datalk tapple BlissU Wizz Meet & Omi
Flintcast App App Flintcast Match
soulmates

5 Plenty Maum - Plenty PopUp -

Omi of Fish Badoo Grindr Bumble happn Evermatch Bumble SweetMeet
by Omi 他趣
Friendly GRAVITY
（グラビテ Tinder of Fish Chat, Hinge T
Dating App App Flintcast Voice ィ） Dating Friend,
Ch t F

Source: data.ai Intelligence | Note: Top Apps by yearly Downloads and Consumer Spend across iOS, Google Play. Dating apps are classified using data.ai's App IQ taxonomy.as of Jan 4, 2024.

90 / 103
TICKET SERVICE
Ticket Service Quarterly App Downloads

Worldwide
Ticketing Apps in Higher

data.ai | STATE OF MOBILE 2024

Demand Than Ever as 100M
Ticketmaster BookMyShow Damai.cn Eventbrite AXS Other

Consumers Flock to In-Person 80M

Events 60M
40M
In-person events, which came roaring back in 2022, were 20M
even more popular in 2023. Global downloads hit a new 0
high in Q3 2023 at 82.5 million, up 33% year-over-year

1Q 02
2Q 02
3Q 102
4 02
1Q 202
2 202
3 202
4 02
1Q 02
2Q 02
3Q 02
4Q 02
1Q 02
2Q 02
3Q 202
4 02
1Q 02
2Q 02
3Q 202
4
Q
Q
Q

Q
and 77% from pre-pandemic Q3 2019.

02

12

22

32
91

12

22

32
91

12

22

32
9

12

3
190
2
With the red-hot demand for ticketing apps came fiercer Type something

competition. The share of downloads from paid channels Download Channel Since 2021 Q2 Share by Download Channel
trended up throughout 2023. By the end of the year, more Organic Search Organic Featured
Organic Search Organic Featured
than 12% of global Ticket Service downloads and 34% of Paid Search Paid In-App Ads Paid Search Paid In-App Ads
US downloads came from paid search or in-app ads. 100M 100%
80M 80%
60M 60%
40M 40%
20M 20%
0 0%
Keep up with the latest advertising strategies in an
2Q 02
3Q 02
4 02
1Q 202
2 202
3 202
4 02
1Q 202
2 202
3

2Q 02
3Q 02
4Q 02
1Q 02

1Q 02
2Q 02
3Q 202
4 02

2Q 02
3Q
Q

Q
Q

Q
Q

Q
increasingly competitive space 22

32
12

3
2

3
12

22

32
210

12

22

32
22

32
12

2
210
2

2
Source: data.ai Intelligence | Note: Downloads across iOS, Google Play; China is iOS only. Download channel data available starting 2021 Q2.
Ticket Service apps are classified using data.ai's App IQ taxonomy.
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data.ai | S T A T E O F M O B I L E 2 0 2 4

Top Apps & Games

Community, connection and self-expression in a video-first world.

As privacy requirements continue to affect the efficiency of acquiring users, Luis de la Camara
mobile gaming companies are rethinking how to approach audience growth. VP of Marketing at Rovio
IP, Transmedia, and enhanced focus on Community will be key levers for
further growth, while the Digital Markets Act will open new opportunities
through increased competition across iOS and Android.

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 2023 Rankings by Market | Top Apps

data.ai | STATE OF MOBILE 2024

Worldwide

DOWNLOADS CONSUMER SPEND MONTHLY ACTIVE USERS

1 TikTok Entertainment | Short Videos 1 TikTok Entertainment | Short Videos 1 Facebook Social Media | Social Networks

2 Instagram Social Media | Media Sharing Networks 2 YouTube Entertainment | Video Sharing 2 WhatsApp Messenger Social Media | Communication

3 Facebook Social Media | Social Networks 3 Disney+ Entertainment | OTT 3 Instagram Social Media | Media Sharing Networks

4 WhatsApp Messenger Social Media | Communication 4 Tinder Social Media | Dating 4 Facebook Messenger Social Media | Communication

5 CapCut Photo & Video | Video Editing 5 Google One Utility & Productivity | File Management 5 TikTok Entertainment | Short Videos

6 Telegram Social Media | Communication 6 Max: Stream HBO, TV, & Movies Entertainment | OTT 6 Telegram Social Media | Communication

7 Snapchat Social Media | Media Sharing Networks 7 piccoma Books & Reference | Comics 7 Amazon Shopping | E-Commerce

8 WhatsApp Business Business | Business Communication 8 Bumble App Social Media | Dating 8 Spotify Entertainment | Music & Audio

9 Facebook Messenger Social Media | Communication 9 LinkedIn Business | Integrated Career Platform 9 X Social Media | MicroBlogging

10 Threads Social Media | MicroBlogging 10 Audible Books & Reference | Audio Books 10 Snapchat Social Media | Media Sharing Networks

Note: Downloads and consumer spend based on combined iOS App Store and Google Play. MAU based on Combined iPhone and Android Phone Monthly Active Users; Excluding pre-installed Apps. Market-level rankings. App Genres are classified using data.ai's App IQ
taxonomy.as of Jan 4, 2024.

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 2023 Rankings by Market | Top Games

data.ai | STATE OF MOBILE 2024

Worldwide

DOWNLOADS CONSUMER SPEND MONTHLY ACTIVE USERS

1 Subway Surfers Action | Runner 1 Candy Crush Saga Match | M3 1 ROBLOX Simulation | Creative Sandbox

2 Free Fire Shooting | Battle Royale 2 Honor of Kings Action | MOBA 2 Free Fire Shooting | Battle Royale

3 ROBLOX Simulation | Creative Sandbox 3 ROBLOX Simulation | Creative Sandbox 3 Candy Crush Saga Match | M3

4 Ludo King Tabletop | Ludo 4 Royal Match Match | M3-Meta 4 Subway Surfers Action | Runner

5 Candy Crush Saga Match | M3 5 Coin Master Party | Luck Battle 5 Minecraft Pocket Edition Simulation | Creative Sandbox

6 Royal Match Match | M3-Meta 6 Genshin Impact RPG | Open World RPG 6 Mobile Legends: Bang Bang Action | MOBA

7 Block Blast Adventure Master Puzzle | Tile-Matching 7 Gardenscapes by Playrix Match | M3-Meta 7 Ludo King Tabletop | Ludo

8 8 Ball Pool Sports | Simulation Sports 8 Monopoly GO: Family Board Game Party | Luck Battle 8 Stumble Guys Party | Party Royale

9 My Talking Tom 2 Simulation | Pet 9 Pokémon GO RPG | Location RPG 9 EA SPORTS FC™ MOBILE 24 SOCCER Sports | Simulation Sports

10 Race Master Hypercasual | Racing 10 Game For Peace Shooting | Battle Royale 10 PUBG MOBILE Shooting | Battle Royale

Note: Downloads and consumer spend based on combined iOS App Store and Google Play. MAU based on Combined iPhone and Android Phone Monthly Active Users; Excluding pre-installed Apps. Market-level rankings.
Game Genres are classified using data.ai's Game IQ taxonomy.as of Jan 4, 2024.

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 2023 Rankings by Market | Top Companies - Apps

data.ai | STATE OF MOBILE 2024

Worldwide

DOWNLOADS CONSUMER SPEND

Company HQ Top Apps by Downloads Company HQ Top Apps by Consumer Spend

1 Meta United States Instagram 1 Google United States YouTube

2 Google United States YouTube 2 ByteDance China TikTok

3 ByteDance China TikTok 3 Disney United States Disney+

4 Microsoft United States Microsoft Teams 4 Match Group United States Tinder

5 Alibaba Group China Alibaba.com 5 Warner Bros. Discovery United States Max: Stream HBO, TV, & Movies

6 Amazon United States Amazon 6 Amazon United States Audible

7 InShot Inc China InShot 7 Tencent China Tencent Video

8 Tencent China WeChat 8 Microsoft United States LinkedIn

9 ABISHKKING Hong Kong Home Workout - No Equipments 9 Kakao piccoma Corp Japan piccoma

10 Walmart United States PhonePe 10 Bumble United States Bumble App

Source: data.ai Note: Combined iOS and Google Play; China is iOS only; Market-level rankings

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 2023 Rankings by Market | Top Companies - Games

data.ai | STATE OF MOBILE 2024

Worldwide

DOWNLOADS CONSUMER SPEND

Company HQ Top Apps by Downloads Company HQ Top Apps by Consumer Spend

1 Azur Interactive Games Cyprus WormsZone.io 1 Tencent China Honor of Kings

2 Tencent China Subway Surfers 2 Activision Blizzard United States Candy Crush Saga

3 OneSoft Vietnam 1945 Air Forces 3 Playrix Ireland Gardenscapes by Playrix

4 Unity Technologies United States Bridge Race 4 miHoYo China Genshin Impact

5 SayGames Cyprus Race Master 5 NetEase China Eggy Party

6 Embracer Group Sweden Phone Case DIY 6 Take Two Interactive United States Empires & Puzzles

7 BabyBus China Ice Cream Bar Factory 7 Playtika Israel BINGO Blitz

8 Take Two Interactive United States Parking Jam 3D 8 Netmarble South Korea Marvel Contest of Champions

9 Voodoo France Mob Control 9 Moon Active Israel Coin Master

10 Jinke Culture - Outfit7 China My Talking Tom 2 10 Scopely United States Monopoly GO: Family Board Game

Source: data.ai Note: Combined iOS and Google Play; China is iOS only; Market-level rankings

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