In 2024, consumer spending on in-app purchases and subscriptions globally reached $150 billion, marking a notable 13% year-over-year increase. This surge in spending came despite a slight decline in app downloads, which totaled 136 billion, down by 1% year-over-year. Mobile device engagement remained robust, with consumers dedicating a substantial 4.2 trillion hours to their smartphones, reflecting a 5.8% increase from the previous year. Notably, spending on non-gaming apps experienced a significant rise, with a $14 billion increase that represented a 25% year-over-year growth. This shift highlights how mobile users are diversifying their app usage to encompass broader needs and interests.
The Rise of AI Chatbots and Non-Gaming Apps
One of the most prominent trends driving consumer interest and spending has been the rise of AI chatbots. Consumer spending on AI chatbots soared nearly 200%, reaching an impressive $1.1 billion. Applications like ChatGPT, Google Gemini, and Doubao significantly contributed to this surge, collectively capturing almost 7.7 billion hours of user engagement. Downloads of AI-integrated apps also saw remarkable growth, totaling 17 billion. The increasing reliance on these AI tools indicates that users are seeking more dynamic and intelligent interactions within their mobile experiences.
The annual State of Mobile report for 2025 by Sensor Tower sheds light on non-gaming sectors’ dominance in mobile spending. Sectors like Film and Television Streaming and Social Media led the charge, with consumer spending reaching $11.9 billion and $11.7 billion, respectively. This trend underscores the growing comfort and willingness of consumers to make purchases on their mobile devices. Additionally, it has prompted app developers to innovate their monetization strategies by incorporating AI to enhance user experience and engagement.
Connecting Mobile Apps to Real-World Experiences
The report also highlights a trend toward connecting mobile apps with real-world experiences, as evidenced by the growing popularity of Food & Drink apps. These apps saw an 8.5% year-over-year increase in downloads and a 9.2% rise in session counts. This suggests that consumers are increasingly using mobile apps to enhance their day-to-day activities, from ordering food to finding dining recommendations. The tangible value that these apps provide has contributed to their sustained growth and user engagement.
However, the report also noted signs of “digital fatigue” in top app categories like streaming, where user engagement experienced a slight decline. This indicates challenges for newer platforms in fostering loyalty and growth amidst the low switching costs typical of digital services. It reveals an emerging need for innovative approaches to maintain user interest and engagement, despite the oversaturation of options in the digital marketplace.
The Diverse Landscape of Mobile Apps and Consumer Behavior
In 2024, global consumer spending on in-app purchases and subscriptions reached an impressive $150 billion, marking a notable 13% increase from the previous year. This surge occurred despite a slight decline in the number of app downloads, which totaled 136 billion, down by 1% year-over-year. Mobile engagement remained strong, with users dedicating a staggering 4.2 trillion hours to their smartphones, reflecting a 5.8% increase from last year. A particularly significant trend was the rise in spending on non-gaming apps, which saw a $14 billion increase, representing a remarkable 25% year-over-year growth. This indicates that mobile users are increasingly diversifying their app usage, seeking out apps that cater to a broader array of needs and interests. This evolution in consumer behavior signifies a shift towards more varied app engagement, highlighting the expanding role that mobile apps play in daily life beyond just gaming.
