Where Mobile Matters Most: 2025 Trends Brands Can’t Afford to Miss

The mobile app ecosystem isn’t just thriving: it’s transforming the way brands reach and resonate with consumers. Sensor Tower’s updated 2025 State of Mobile report is packed with data that smart marketers can use to sharpen their strategies and drive growth. Here are some of the key takeaways for brands:

Consumer Spending Is Surging

Global mobile app consumer spending hit $150 billion in 2024: a 13% year-over-year increase (even as downloads plateaued).
Why it matters: The focus is shifting from quantity to quality of engagement. Consumers are spending more time and money in the apps they trust, making premium mobile environments an ideal place for brand messaging.

Mobile Gaming: A High-Intent Advertising Channel

Mobile gaming IAP revenue bounced back to $81 billion (+4% YoY), with hybridcasual games seeing 37% revenue growth.
Why it matters: These formats combine gameplay, in-app purchases, and ad monetization: creating high dwell time and repeated exposure for brand ads. For brands, mobile gaming remains one of the most brand-safe, high-attention spaces available.

AI-Enhanced Experiences Are Reshaping User Expectations

AI-powered apps generated nearly $1.3 billion in revenue - a 180% year-over-year increase.
Why it matters: AI is reshaping app utility and user expectations. Brands can tap into this momentum by leveraging AI-enhanced ad formats (like dynamic creative optimization) or partnering with AI-driven platforms for personalized targeting.

Wellness Is More Than a Trend

Health & fitness app downloads reached 3.6 billion, with medical tracking apps alone growing 43% YoY.
Why it matters: Consumers are prioritizing well-being, and brands that align with health-conscious values (think: food, lifestyle, retail, beauty) can build deeper relevance by advertising in these high-trust app/game environments.

What This Means for Brand Marketers

• Premium matters: Consumers are leaning into fewer, more trusted mobile experiences. Meet them there.
• Gaming is gold: Don’t ignore games, especially - hybridcasual titles - as a key part of your ad mix.
• Lean into innovation: AI and personalized engagement are reshaping how audiences interact with mobile.

Ready to activate smarter mobile campaigns?
At Prado, we help brands tap into premium mobile moments across games and apps, reaching high-intent audiences with creative that performs.

Let’s talk mobile strategy for the remainder of  2025!

‍