LIFTOFF: MOBILE APP MARKETERS SURVEY - 2024 RESULTS & 2025 FORECAST

Summary from the TLDR Marketing newsletter

The mobile app market grew in 2024, with non-gaming apps driving a 12% increase in downloads and accounting for most of the 4.2 trillion hours spent in apps. About 80% of marketers felt market conditions were stable or improved, and nearly half saw budget growth, especially those managing over $1 million monthly. AI was used by 34% for creative production and 20% for optimization, while only 31% ran iOS re-engagement campaigns. For 2025, 88% plan to maintain or increase spending, with 41% prioritizing advertising networks and 62% focusing on organic/viral traffic growth.