93 Essential In-App Advertising Statistics to Know in 2025

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With the surge in the development and usage of mobile apps, the popularity of mobile ads and ad networks is increasing proportionally.

In this post, we discuss some essential in-app advertising statistics to help publishers stay on top of their mobile marketing game.

What Is In-App Advertising?

In-app advertising is a mobile marketing strategy that involves serving ads to app users through a mobile ad network. It includes in app video ads in addition to static ads.

As of January 2025, almost 97% of apps on the Google Play Store are available at no cost. This makes in-app advertising a vital monetization method for app developers to generate revenue.

Here are 93 invaluable mobile marketing and in-app advertising statistics for 2025 that you'll want to know.

5 Important Mobile In-App Advertising Statistics

In-app ads contribute to significantly higher retention rates for specific categories, with News apps leading by 6.2% over the second-highest industry. Meanwhile, categories like Food and Drink and Health and Fitness share a retention rate of 3.7%, outperforming others such as Education and Photography, which remain at 2.1% and 1.5%, respectively.
Global ad spending in the in-app advertising market is projected to reach $390 billion by 2025, marking a substantial increase compared to previous years. In-app advertising is set to account for 82.3% of all mobile ad spending by 2025, showing a 126% growth over five years. This further highlights its dominance over mobile web advertising.
Mobile shopping apps enhance user engagement, with product viewing sessions increasing by 4.2 times compared to mobile websites. This shows their effectiveness in driving user activity.
In-app ads deliver over 150% higher conversion rates than mobile web ads, making them a more profitable option for advertisers seeking to boost revenue.
Mobile ad spending in the US is expected to exceed $200 billion in 2024, capturing 65.8% of all digital ad spending. Most of this spending will occur within apps, highlighting the growing shift toward in-app advertising.

Let's get into some of the more general mobile usage statistics.

9 Mobile Device and Internet Usage Statistics

As of October 2024, 5.52 billion people use the internet globally, making up 67.5% of the world’s population. Social media continues to thrive, with 5.22 billion active users worldwide, representing 63.8% of the global population.
Over 61.5% of global internet traffic originates from mobile devices, highlighting their growing dominance. Global 5G subscriptions are forecasted to reach 6.3 billion by 2030, equalling 67% of total mobile subscriptions.
Approximately 4.69 billion individuals own a smartphone today, with this number projected to rise to 5.83 billion by 2028. Smartphone usage among American adults is increasing, with daily screen time expected to reach 4 hours 2 minutes by 2025, compared to 3 hours 38 minutes in 2021.
The number of smartphone-linked mobile connections stands at 7.1 billion, accounting for 87% of all mobile phones currently in use.
By 2025, each smartphone will consume an average of 23.78GB of mobile data monthly, contributing to global mobile data consumption of 106.2 exabytes monthly.
Nearly half of U.S. mobile users (45%) opt for unlimited data plans, reflecting the increasing reliance on mobile connectivity.
Around 53% of users abandon a mobile website if it takes longer than 3 seconds to load, highlighting the need for speed in web performance.
Android dominates the global market with 71% of users, while iOS accounts for approximately 28%.
Mobile devices are expected to account for 78% of global e-commerce traffic, cementing their role in online shopping trends.

From these mobile statistics, we get a clear idea of how many people use a mobile device. Now let's have a look at mobile app usage statistics.

11 Mobile App Usage Statistics

The average daily time spent on smartphones globally is 3 hours and 45 minutes, ranging from 1 hour 48 minutes to 6 hours 16 minutes depending on the region.
Users globally spent 4.2 trillion hours on iOS and Google Play apps in 2024, averaging 3.5 hours per day per user.
In Q1 2024, 25.6 billion apps were downloaded from Google Play, down from 27 billion in Q1 2023, while the Apple App Store recorded 8.4 billion downloads.
By 2026, app downloads on Google Play are expected to reach 143 billion, a 29% increase from 2021. For the Apple App Store, downloads are projected to reach 38 billion, a 15% rise compared to 2021.
Global consumer spending on mobile apps reached $150 billion in 2024, showing a 13% increase from the previous year.
The mobile app market is valued at $522.67 billion in 2024, reflecting a 12% year-over-year growth, with double-digit growth expected to continue in future years.
21% of Millennials use apps more than 50 times a day.
An average smartphone user interacts with 10 apps daily and 30 apps monthly.
63.7% of the global population uses social media, with adoption rising to 86.1% among users aged 18 and older.
Facebook remains the most popular social network with 3.07 billion monthly active users, followed by YouTube (2.5 billion), WhatsApp (2 billion), Instagram (2 billion), and TikTok (1.58 billion).
Time spent on iOS and Google Play apps globally grew by 5.8% year-over-year in 2024, though usage levels stabilized in key markets like the US, Japan, South Korea, and China.

Evidently, consumers spend a large portion of their time and money not just on their mobile devices, but on mobile apps.

With consumers having instant access to their smartphones and apps, marketers have an incredible opportunity to reach their target audience with ridiculous precision.

11 Mobile Marketing Statistics

98% of Americans now own a cellphone, with 91% owning smartphones, a significant jump from 35% in 2011.
By 2024, 187.5 million people in the U.S. will have made a mobile purchase, up from 167.8 million in 2020.
The number of mobile connections worldwide is expected to reach 5.86 billion by 2025
With privacy regulations tightening, 84% of global marketers now rely on first-party, customer, and transactional data to gain insights, ensuring secure and ethical advertising practices.
Retail media's share of the global ad market will increase from 20.6% in 2024 to 23.2% in 2025, reflecting a significant shift in advertising focus.
Global social media ad spending is expected to reach $276.7 billion in 2025, with 83% of that revenue generated via mobile by 2029.
Mobile ads accounted for over 60% of digital ad revenue in 2024 and are projected to surpass $400 billion, with native ads leading the growth.
85% of all consumer internet traffic will come from video by 2025, emphasizing the importance of video marketing for online visibility.
YouTube ads now reach 1 in 3 people globally and over 90% of adults aged 18+ in 14 countries, making it a key platform for advertisers.
More than 81% of global users access social media platforms exclusively through mobile devices, highlighting the central role of mobile in digital engagement.
Millennials are 150% more likely to use videos for shopping decisions compared to Boomers, while Gen X and Baby Boomers still play an important role for marketers.

These mobile marketing statistics show that the world is becoming more and more mobile-centric—your digital marketing strategy should be too.

11 Mobile E-Commerce Statistics

By 2025, mobile commerce sales are projected to reach $2.51 trillion, marking a 21.25% increase from the previous year. By 2027, the sales figure is expected to grow further to $3.44 trillion.
In 2023, mobile commerce contributed to 60% of global eCommerce sales, and this share is predicted to grow in the coming years.
A significant 84% of shoppers expressed their willingness to install mobile apps if it meant better access to discounts or pricing, making apps an essential tool for retailers.
Consumers aged 25-34 years are the most active mobile shoppers. This age group leads in mobile purchases and is expected to drive growth in the future.
Over 56% of global consumers prefer using mobile devices for shopping, highlighting the convenience and accessibility they offer.
Around 65% of mobile users admitted to purchasing a product after being influenced by someone they follow online, showcasing the power of influencer marketing.
The average transaction value for mobile commerce in 2024 has risen significantly, with users now spending $120 per transaction, reflecting growing confidence in mobile platforms.
By 2029, the eCommerce market is expected to reach 3.6 billion users globally, with a penetration rate of 42.4% by 2025 and 49.1% by 2029.
Nearly 59% of online shoppers rely on Google for product reviews, followed by 57% on Amazon. Even in physical stores, 72% of shoppers use their mobile devices to check reviews online.
75% of female shoppers prefer using mobile devices for their purchases, compared to 63% of male shoppers, highlighting a gender preference in mobile commerce.
Mobile apps dominate shopping, accounting for 70% of mobile purchases. Apps convert shoppers three times better than mobile websites, with users browsing 4.2 times more products per session.

7 Social Media Statistics That Matter For Advertisers

The social media advertising market is on track to grow from $228 billion in 2024 to $256.5 billion in 2025, reflecting an impressive compound annual growth rate (CAGR) of 12.5%.
In 2025, advertisers will allocate $10 billion more to social video advertising than to traditional broadcast television, marking a $30 billion lead over connected TV (CTV) advertising.
By 2027, the number of social buyers in the US is expected to reach 118 million, a growth of over 10% from the 106.8 million reported in 2023.
Gartner predicts that by 2025, half of all consumers will reduce their social media activity due to concerns about platform quality.
Meta’s Instagram is projected to generate over $32 billion in ad revenue in the US by 2025, accounting for more than half of Meta's total stateside ad sales. This marks a 24% increase compared to 2024, with Reels and Threads driving much of this growth.
In 2025, 47% of marketers plan to focus on short videos (60 seconds or less), 17% on videos under 10 minutes, and 14% on photos and carousels.
Instagram remains a top focus for 44% of marketers, while LinkedIn garners 20% for professional outreach. TikTok captures 18% for its entertainment value, and YouTube attracts 11% for long-form video strategies.
91% of businesses leverage LinkedIn video as a primary tool in their arsenal, resulting in significantly increased ROI and engagement. (LinkedIn Video Downloader)

5 Mobile Entertainment Statistics

The global mobile entertainment market was valued at $199.36 billion in 2023 and is expected to soar to $709.67 billion by 2032, with a compound annual growth rate (CAGR) of 17.2% from 2024 to 2032.
By 2029, the mobile games market is projected to have 2.4 billion users worldwide, showcasing its growing popularity and widespread adoption.
Mobile games user penetration is predicted to reach 26.6% in 2025 and rise further to 29.8% by 2029. The United States is expected to dominate revenue generation, contributing approximately $36.64 billion in 2025.
Mobile devices currently account for around 25% of all global streaming video plays. This trend is part of a larger shift, with the global streaming market projected to hit $223.98 billion by 2028.
Social media is quickly becoming the top choice for searches among younger generations. With AI-powered search features on platforms like Facebook and WhatsApp, it’s expected to replace traditional search engines for many users by 2025.

13 Mobile Video Statistics

In 2025, mobile video advertising is expected to account for over 75% of total mobile advertising spend.
Video content will make up 82% of global internet traffic by 2025, driven by technological advancements, wider internet access, and the engaging nature of social media videos.
A staggering 93% of marketers reported achieving a good ROI from video marketing, marking the highest satisfaction rate recorded.
Shorter video ads (6-15 seconds) are highly effective for quick engagement in stories and in-stream formats, while longer ads (up to 60 seconds) perform better in feed placements with more detailed storytelling.
In 2024, global users spent an average of 29 hours per month on the YouTube mobile app, with U.S. users averaging 26.21 hours monthly.
62% of consumers prefer watching videos on smartphones, far outpacing laptops, which rank second at 18%.
93% of marketers plan to maintain or increase their spending on video marketing in 2025, reinforcing its value in modern campaigns.
User-generated content, often created with smartphones, is highly valued for its authenticity. About 83% of marketers emphasize authenticity, while 67% of consumers expect personalized brand experiences.
75% of people prefer watching videos horizontally on their mobile phones, making horizontal-friendly content a critical consideration for creators.
The rollout of 5G networks is predicted to increase mobile video consumption by 30% by 2025. Additionally, with 85% of mobile videos viewed without sound, captions play a vital role.
89% of businesses utilize video as a marketing tool, underscoring its importance despite a slight decline from recent years.
The global demand for mobile video optimization services is projected to reach a market value of $1.44 billion by 2034.
Around 77% of viewers who watched a video about an app on their smartphones went on to download it, highlighting the importance of mobile-optimized videos.

It's unsurprising that video content makes up a large portion of mobile data traffic as people love to watch videos!

This makes video content and ads the perfect way for businesses to engage with their audiences and boost their brand awareness.

5 Mobile Voice Search Statistics You Need To Know In 2024

The global voice and speech recognition market is on impressive growth, projected at $17.33 billion in 2025. It is expected to expand significantly, reaching $61.27 billion by 2033 with an annual growth rate of 17.1% between 2025 and 2033.
By 2025, 75% of households are expected to own at least one smart speaker. Voice commerce is also predicted to grow substantially, with annual sales anticipated to hit $80 billion.
Voice assistant adoption continues to grow steadily in the United States, with 142 million users recorded in 2022. This number is forecasted to rise to over 157 million by 2026.
By 2025, half of all online searches are expected to be conducted through voice, driven by the widespread use of smart speakers, smartphones, and other voice-enabled devices.
Voice technology is becoming an integral part of daily life, with 81% of Americans using voice assistants daily or weekly. Additionally, 68% of users reported an increase in their usage over the past year.

8 Global Mobile Advertising Demand Statistics

The mobile advertising market is projected to grow significantly, from $262.84 billion in 2025 to an impressive $1,005.96 billion by 2032, with an annual growth rate of 21.1%.
Over half (52%) of pay-per-click (PPC) ads come from mobile devices, showcasing their effectiveness in targeted marketing and precise tracking.
In the United States alone, the mobile advertising market reached $68.7 billion in 2024 and is forecasted to rise to $227 billion by 2033, reflecting a strong annual growth rate of 14.2%.
The global number of mobile users is expected to hit 7.49 billion by 2025, creating even greater opportunities for advertisers to connect with their target audience.
Global mobile advertising spending, which stood at $170 billion in 2022, is projected to increase to $235.7 billion by 2025, growing annually by approximately 12%.
North America leads the mobile advertising market, holding 38% of the global share due to its advanced digital infrastructure and widespread smartphone adoption.
By 2028, mobile advertising is expected to account for 70% of all ad spending, as mobile usage continues to dominate consumer behaviour.
In 2024, direct consumer monetization in social apps via in-app purchases is expected to continue growing, reaching an estimated $1.3 billion, a 150% year-over-year increase. (MarketingDive)

On a global scale, these statistics speak for themselves about the demand for mobile advertising and the opportunity it presents.

7 Mobile Website Optimization Statistics

There are approximately 1.1 billion websites worldwide, but only 17% of them are currently active, showcasing the vast digital competition businesses face.
The average pop-up conversion rate is 3.09%. The best-performing pop-ups reach impressive rates of up to 50.2%, with the top 9.28% significantly outshining average results.
Mobile pages take about 1.9 seconds to load, desktop pages load faster at 1.7 seconds, and tablet pages lag behind, taking an average of 2.3 seconds to fully load content.
Websites optimized for mobile see 40% higher conversion rates. Additionally, 75% of users are more likely to revisit mobile-friendly sites, with 72% preferring such sites for their browsing experience.
For every second of delay between 0 and 5 seconds, conversion rates drop by 4.42%, emphasizing the importance of speed in maintaining user engagement.
When users arrive at a website from a search engine, they typically explore 3 to 3.5 pages per session, highlighting the importance of having multiple engaging pages.
38% of visitors focus on the website's layout and navigation links when visiting for the first time, underlining the need for a clear and user-friendly design.

These statistics show just how important a mobile-first approach is, not only for advertising but also for a business’ overall digital marketing strategy.

Conclusion

If these mobile marketing statistics make one thing clear, it's that the popularity and opportunities of mobile and in-app advertising are endless.

With these smart insights and Publift's cutting-edge programmatic advertising technology, publisher’s can take their mobile marketing strategy to new heights and get the most out of their ads.

Publift has helped its clients realize an average 55% uplift in ad revenue since 2015, through the use of cutting-edge programmatic advertising technology paired with impartial and ethical guidance.

If you're making more than $2,000 in monthly ad revenue,contact us today to learn more about how Publift can help increase your ad revenue and best optimize the ad space available on your website or app.