Mobile app usage in 2025. statistics and trends

Mobile applications today represent a key channel through which billions of people interact daily with the internet and brands. Below, we present the latest 2025 data on mobile app users across different segments, conversion rates and customer loyalty associated with apps, the impact of apps on business (revenue and engagement), and examples of companies that have significantly strengthened their success through mobile applications.

The Number of Mobile App Users by Market Segment

Mobile applications reach vast numbers of users across various industries.

Here are some key segments and their scope in 2025.

Global User Base

The number of smartphone users worldwide exceeds 6.3 billion, forming a foundation for mobile app users. More than 90% of mobile time is spent in apps.

Social Media

Approximately 5.42 billion people worldwide are active on social media, with most using mobile apps (Facebook, Instagram, TikTok, etc.), often interacting with six or more platforms monthly.

E-commerce (Shopping)

Around 30% of the global internet population (1.65 billion people) shop via mobile devices. Mobile commerce (m-commerce) accounts for 59% of total e-commerce revenue, expected to reach ~$4.0 trillion in 2025. This highlights that over half of online sales happen through mobile websites and, primarily, through shopping apps.

Banking and Finance

Mobile banking has seen massive adoption, reaching 3.6 billion banking app users globally by the end of 2024, up from 2.7 billion in 2020 as more people manage their finances via mobile apps.

Other Segments

Mobile applications dominate other industries as well. Messaging apps (e.g., WhatsApp) have over 2 billion monthly active users (MAU).

Mobile games account for the largest share of the gaming industry and taxi, food delivery, and logistics apps serve hundreds of millions of users globally.

In short, nearly every market sector today reaches a significant user base via mobile applications.

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Conversion Rates and Customer Loyalty in Mobile Apps

Mobile applications generally achieve higher conversion rates and foster stronger customer loyalty compared to other digital channels.

Key insights include:

Higher Conversions Compared to Websites

Mobile app users purchase more frequently than those on mobile websites. Studies show that mobile apps have an average conversion rate 157% higher than mobile web pages.

In some industries, the difference is even more striking—travel apps convert +220% and entertainment apps +233% more than their mobile web counterparts. Apps guide users deeper into the purchase funnel, with app users viewing 4× more products per session than mobile web visitors.

Frequent App Usage

Apps increase user engagement. Nearly half of users open an app more than 11× per day, while 21% of millennials launch apps 50× or more per day. Frequent engagement boosts conversion chances—the more users see a brand/app, the more likely they are to make a purchase.

Better Retention and Loyalty

Customers who shop via mobile apps have a 23% higher retention rate after three months compared to those shopping without an app. Apps enhance customer loyalty through push notifications, personalized content, and easy access to loyalty programs. Notably, 60% of mobile app users remain loyal to a brand due to discounts and rewards. Moreover, 42% of consumers download brand apps specifically to stay updated on offers and news.

Higher Customer Satisfaction

Well-designed apps improve the customer experience, leading to stronger loyalty. 58% of users appreciate brands whose mobile apps remember their preferences, and 63% are more likely to purchase from businesses that offer personalized recommendations via mobile. Apps help build closer relationships with users, reinforcing loyalty through personalization, ease of use, and exclusive content.

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The Impact of Mobile Applications on Business (Revenue and Engagement)

Due to the factors mentioned above (higher conversions, frequent usage, and loyalty), mobile applications significantly impact business outcomes. Some notable trends:

Growth of Mobile Revenue

The total value of transactions made via mobile apps is growing rapidly. It is estimated that mobile applications will generate over $613 billion in revenue in 2025, up from $935 billion in 2024. This growth is driven by app purchases, in-app transactions, mobile retail, gaming, advertising, and services. Companies investing in mobile applications can capture a share of this expanding market.

Higher Spending and More Valuable Customers

Customers using mobile apps not only convert more often but also spend more. Longer in-app sessions and one-click purchases contribute to higher average order values. For example, e-commerce app users spend about 202 minutes per month shopping, compared to just 11 minutes per month on mobile web, making them 18× more engaged. Additionally, loyal customers (retained via apps) spend 67% more than new customers over time.

Increased Customer Engagement and Interaction

Mobile apps allow companies to maintain constant contact with users. With phones always within reach, brands have daily visibility via app notifications, geolocation-based offers, and real-time feedback collection. Retail app users interact with brands multiple times per week, a level of engagement unheard of in traditional web browsing.

Reduced Cart Abandonment and Other Benefits

Since apps enable smoother purchasing processes (saved user data, faster checkout, personalization), cart abandonment rates drop. 40% of customers abandon a purchase if the site/app isn't mobile-friendly, meaning a high-quality app directly safeguards revenue.

The Need for a Mobile Strategy

Mobile applications now dominate digital interactions, accounting for over 60% of all online traffic. Many customers prefer mobile apps over other interaction channels. Businesses without an app risk losing a significant portion of their audience, particularly among younger generations. In contrast, companies with a strong mobile presence benefit from being "in their customers' pockets," leading to higher sales, repeat transactions, and a competitive edge.

(Note: The specific impact of mobile apps varies by industry.)

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Examples of Companies That Thrived with Mobile Apps

Many top companies have leveraged mobile applications to boost sales, enhance customer experience, and foster long-term loyalty.

Here are three notable examples:

Starbucks

The coffee chain built one of the most successful loyalty programs via its mobile app. Starbucks Rewards members visit 3× more often and spend 3× more than non-app users. As a result, loyalty-driven sales account for 55% of Starbucks’ total revenue in the U.S. The app not only rewards loyalty but also generates the majority of Starbucks' sales, keeping it ahead of competitors.

Domino’s Pizza

A digital-first strategy has made Domino’s the leader in the pizza industry. In the U.S., 85% of retail sales come through online and mobile channels. The Domino’s app allows one-click reorders and encourages frequent purchases, helping the brand grow faster than competitors. Domino’s has redefined itself as a technology company rather than just a pizza chain.

Sephora

The cosmetics retailer integrates its mobile app with the Beauty Insider loyalty program, offering personalized recommendations, loyalty point tracking, and virtual makeup try-ons. As a result, app users generate up to 80% of Sephora’s annual revenue. This success stems from repeat purchases by loyal customers who discover products and enjoy exclusive discounts through the app. Sephora’s omnichannel strategy (combining app, website, and physical stores) has driven double-digit growth in mobile sales (e.g., +150% YoY growth in some years).

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Conclusion

The 2025 data confirms that mobile applications are a critical growth driver for businesses. Across industries, app usage is rising, from social media and shopping to finance. Customers spend more and stay loyal thanks to better user experiences, personalization, and rewards. Companies that leverage mobile apps benefit from higher conversions, repeat sales, and closer customer relationships. The successes of brands like Starbucks, Domino’s, and Sephora illustrate that a well-designed mobile app can significantly boost customer engagement and revenue. Businesses that embrace this trend will enjoy a strong competitive advantage in the digital era.

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Sources

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