Global in-app purchase (IAP) revenues on iOS and Google Play soared to an unprecedented $150 billion in 2024, marking a 13% year-on-year increase, the highest growth rate since 2021, according to Sensor Tower’s annual report. The figures underscore the resilience of the mobile ecosystem, even as digital fatigue and market maturation pose new challenges.
The report highlights key trends shaping the mobile sector, including the rising role of AI, the recovery of the gaming market, and the expansion of non-gaming apps. While the mobile market remains robust heading into 2025, industry players are facing a new phase requiring innovative strategies to sustain growth.
The surge in IAP revenues is driven largely by in-app purchases, subscription models, and paid app transactions. However, despite the financial gains, app downloads have plateaued, remaining stable at around 136 billion for the year. This stagnation suggests a maturing market, where user acquisition is becoming increasingly challenging.
Consumers spent a total of 4.2 trillion hours on iOS and Google Play apps in 2024, averaging 3.5 hours per day per user. However, the annual growth rate of 5.8% in total time spent on mobile is slightly below the 7.7% growth recorded in 2023, signaling potential digital fatigue. In mature markets like the United States, Japan, South Korea, and China, mobile usage has begun to plateau, compelling developers to focus on engagement and retention rather than pure growth.
The growing challenge of digital fatigue means app developers must rethink user experience strategies. AI-powered solutions, personalized content, and enhanced subscription models are expected to play a crucial role in sustaining engagement. The mobile gaming sector's resurgence is also contributing to market growth, offering fresh opportunities for revenue generation.
As the industry navigates this evolving landscape, companies are focusing on making digital experiences more meaningful and efficient. The balance between innovation and user well-being will be critical in defining the next phase of mobile market expansion.
Source: Daily Sabah
Bd-pratidin English/ Jisan
