Marketing measurement and data analytics company AppsFlyer has revealed its annual review of mobile app trends for 2024.
The findings showcase strong growth in user acquisition ad spend and revenue, driven by advanced monetisation strategies and increased AI adoption in marketing.
The non-gaming space experienced a significant boost globally in 2024. In-app purchases (IAPs) outside gaming grew by nearly 20%, powered by sophisticated monetisation strategies and inflation-related price increases. In contrast, gaming IAP revenue remained relatively stable or slightly declined across different genres.
While non-gaming ad spend increased by 8% globally, the UK market saw 48% year-on-year growth. This surge was attributed to advanced monetisation strategies and the growing adoption of deep linking. But gaming ad spend in the UK declined by roughly 9% year-on-year, aligning with global gaming trends but with a less severe decrease than other markets.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Finance apps saw an impressive 61% year-on-year increase, driven by developments in crypto and fintech. Travel ad spend rose by 20%, while shopping ad spend experienced an 8% decline, after a surge in 2023.
Hybrid monetisation strategies drove substantial growth in in-app advertising (IAA) revenue, with non-gaming sectors seeing a 26% year-on-year increase and gaming experiencing a 7% rise. Generative AI apps saw an impressive 200% year-on-year increase in installs.
“After a remarkable 48% year-on-year increase in 2024, we expect non-gaming ad spend to continue leading the way in the UK in 2025,” said Paul Wright, general manager, Western Europe and MENAT at AppsFlyer, “This growth is fuelled by advanced monetisation strategies and the adoption of owned media technologies which are enhancing personalisation and driving hybrid experiences.”
