Mobile Application Market Size, Share Analysis & Global Report, 2030

Name: Mobile Application Market Size, Share Analysis & Global Report, 2030
Creator: Mordor Intelligence
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Mobile Application Market Size and Share

Market Overview

Study Period	2019 - 2030
Market Size (2025)	USD 333.93 Billion
Market Size (2030)	USD 745.36 Billion
Growth Rate (2025 - 2030)	17.42% CAGR
Fastest Growing Market	South America
Largest Market	Asia Pacific
Market Concentration	Medium
Major Players *Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0.

Mobile Application Market (2025 - 2030) — Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0.

Mobile Application Market Analysis by Mordor Intelligence

The mobile application market is valued at USD 333.93 billion in 2025 and is forecast to reach USD 745.36 billion by 2030, advancing at a 17.42% CAGR. Demand shifts toward AI-embedded functionality, platform diversification, and frictionless payment experiences are strengthening revenue opportunities even as mature markets approach download saturation. Commercial 5G rollouts are fostering high-fidelity streaming, low-latency gaming, and extended-reality use cases, while generative-AI software development kits (SDKs) enable real-time personalisation that raises lifetime value per user. Asia-Pacific remains the primary growth engine thanks to super-app ecosystems, whereas Latin America is gaining momentum through digital financial-inclusion initiatives. Monetisation strategies are also evolving: in-app purchases still lead, yet subscriptions and hybrid models are scaling quickly as developers seek predictable cash flows and lower user-acquisition costs

Key Report Takeaways

By store type, Apple App Store led with 63.40% of mobile application market share in 2024; third-party Android stores are projected to expand at a 12.40% CAGR during 2025-2030.
By application category, gaming retained 43.60% revenue share in 2024; health and fitness is forecast to soar at a 15.30% CAGR through 2030.
By operating system, iOS held 53.50% of the mobile application market size in 2024, while HarmonyOS is set to grow at 17.40% CAGR between 2025-2030.
By monetisation model, in-app purchases accounted for 49.40% of the mobile application market size in 2024; subscriptions show the fastest growth at a 16.50% CAGR to 2030.
By geography, Asia-Pacific captured 39.80% of mobile application market share in 2024; South America is the quickest-expanding region at 12.30% CAGR for 2025-2030.

Global Mobile Application Market Trends and Insights

Driver Impact Analyis

Driver	(~) % Impact on CAGR Forecast	Geographic Relevance	Impact Timeline
Mass-market 5G rollouts lift high-fidelity app usage	+3.2%	Global, with Asia-Pacific and North America leading adoption	Medium term (2-4 years)
Generative-AI SDK integrations accelerate app monetisation	+4.1%	Global, concentrated in developed markets initially	Short term (≤ 2 years)
Super-app and mini-program adoption in emerging Asia	+2.8%	Asia-Pacific core, spill-over to Latin America and Africa	Long term (≥ 4 years)
Cloud gaming subscriptions boost in-app spending	+1.9%	North America, Europe, and urban Asia-Pacific markets	Medium term (2-4 years)
Privacy-preserving ad-tech raises CPMs for quality apps	+2.3%	Global, with EU and North America regulatory focus	Short term (≤ 2 years)
Low-code/no-code platforms widen long-tail developer base	+1.5%	Global, with enterprise adoption in developed markets	Long term (≥ 4 years)
Source: Mordor Intelligence

Mass-market 5G Rollouts Lift High-Fidelity App Usage

Commercial 5G networks deliver sub-10 millisecond latency and gigabit throughput, allowing real-time augmented-reality navigation, remote industrial control, and high-definition cloud gaming that were previously impractical on mobile devices ^{[1]Verizon Business, “5G Edge and Network Slicing Use Cases,” verizon.com}. Mobile operators report a 25% uplift in session length when load times fall below two seconds, and device densification of up to 1 million connections per square kilometre widens the addressable base to IoT endpoints. Developers that optimise for 5G experience up to 50% faster rendering versus 4G, translating into superior user retention and monetisation.

Generative-AI SDK Integrations Accelerate App Monetisation

AI-enabled features drove in-app consumer spend to USD 150 billion in 2024, with real-time recommendation engines boosting conversion and average revenue per daily active user. Accessible SDKs mean mid-tier studios can embed language or image synthesis without maintaining costly models, facilitating premium tiers and personalised upsells. The global AI software economy is expected to exceed USD 826 billion by 2030, and mobile channels are on track to absorb a substantial slice of that value creation.

Super-App and Mini-Program Adoption in Emerging Asia

Platforms like WeChat illustrate the power of embedded services: over 1.3 billion monthly users can move from chat to payment to ride-hailing without downloading extra apps, lowering both data usage and discovery friction. Forty-eight percent of Asia-Pacific enterprises already develop for super-apps, compared with 33% in the West, showing a clear regional preference for integrated mobile journeys. Mini-programs further compress distribution costs by providing instant-use experiences inside the parent super-app.

Cloud Gaming Subscriptions Boost In-App Spending

Cloud gaming revenues are projected to jump from USD 2.4 billion in 2024 to USD 8.2 billion in 2025, raised by advancing 5G and edge compute footprints ^{[2]Ericsson Mobility Report, “Cloud Gaming Primed for Growth,” ericsson.com}. Remote rendering eliminates device-spec limitations, inviting mainstream users into premium content via subscription bundles such as Xbox Cloud Gaming. Subscriber counts may reach 87 million next year, with operators crafting experience-based data plans to monetise surging bandwidth demand.

Restraint Impact Analysis

Restraint	(~) % Impact on CAGR Forecast	Geographic Relevance	Impact Timeline
App-store commission backlash and alternative billing	-2.1%	Global, with regulatory focus in EU, US, and South Korea	Short term (≤ 2 years)
Saturation in mature markets curbs download growth	-1.8%	North America, Western Europe, developed Asia-Pacific markets	Medium term (2-4 years)
Regulatory scrutiny of kids' data and addictive design	-1.2%	Global, with stricter enforcement in EU and US	Long term (≥ 4 years)
Persistent network gaps in frontier economies	-0.9%	Sub-Saharan Africa, rural Latin America, remote Asia	Long term (≥ 4 years)
Source: Mordor Intelligence

App-Store Commission Backlash and Alternative Billing

Legislators are challenging 30% commission norms: South Korea mandates outside payment options, Google agreed to a USD 700 million US settlement, and the Epic-Apple ruling permits steering users to external gateways. Developers welcome larger revenue retention but face added compliance complexity. Platforms must therefore justify fees through enhanced discovery tools, security vetting, and workflow automation or risk revenue erosion.

Saturation in Mature Markets Curbs Download Growth

Install volumes are plateauing in North America and Western Europe where device penetration nears 90% and users exhibit “app fatigue.” Revenue now relies on retention and deeper engagement rather than raw download acquisition. This dynamic shifts marketing budgets to loyalty features, pushes publishers to explore untapped demographics, and elevates emerging regions as primary engines of user-base expansion.

Segment Analysis

By Store Type: Platform Diversification Accelerates

Apple App Store captured 63.40% of mobile application market share in 2024, making it the single largest distribution channel. The store’s strict review guidelines and strong spending power among iOS users translate into higher average revenue per user, sustaining its primacy in the mobile application market. Yet regulatory scrutiny and antitrust cases have weakened the historic gatekeeping advantage, encouraging developers to experiment with multi-channel strategies.

Third-party Android stores are scaling at a 12.40% CAGR for 2025-2030, notably in China, India, and parts of Southeast Asia where OEM-backed storefronts or regional champions offer preferential rates. Progressive Web Applications (PWAs) further dilute dependence on native stores by providing app-like experiences accessible directly via mobile browsers. Collectively, these channels lower commission outflows for publishers while widening geographical reach, thereby expanding the mobile application market size available to long-tail developers.

By Application Category: Health Apps Surge Past Gaming

Gaming retained a dominant 43.60% revenue slice of the mobile application market in 2024 as AAA publishers, casual studios, and hyper-casual innovators continued to monetise through layered in-app purchases. Cloud streaming extensions promise to extend lifecycle value by delivering console-grade visuals over 5G. In contrast, health and fitness applications are projected to grow at 15.30% CAGR through 2030, reflecting post-pandemic prioritisation of wellness and the integration of wearable biosensors that feed personalised coaching.

Subscription-based mindfulness programs, telehealth consultations, and AI-powered nutrition plans are helping wellness apps close the monetisation gap with gaming. As a result, the mobile application market size attributed to digital health is forecast to rise markedly, positioning the category as a new revenue pillar. The shift forces incumbents in lifestyle segments to differentiate through clinical partnerships, regulatory compliance, and data security credentials while gaming studios double down on community, competitive events, and cross-platform continuity.

By Operating System: HarmonyOS Disrupts Duopoly

iOS accounted for 53.50% of the mobile application market size in 2024, underpinned by higher per-capita spending and a robust device upgrade cycle. Android still dominates device unit share globally but faces fragmentation that complicates optimisation for the exploding range of chipsets and screen formats. Huawei’s HarmonyOS is altering competitive dynamics, registering 17% national share and expanding at 17.40% CAGR on policy support and seamless cross-device experiences.

HarmonyOS’s microkernel design runs efficiently on smartphones, tablets, and IoT appliances, reducing porting overhead for developers seeking multi-device presence. As it surpasses iOS inside China, international expansion plans could erode the traditional two-horse race and further fragment the mobile application market. Developers must therefore embrace adaptive frameworks and automated testing to ensure smooth performance across a multiplying list of operating systems.

By Monetisation Model: Subscriptions Gain Momentum

In-app purchases secured 49.40% of the mobile application market size in 2024, benefiting from proven pricing psychology and impulse-driven microtransactions. However, subscriptions are growing the fastest at 16.50% CAGR as studios and enterprises chase predictable monthly recurring revenue. Cross-vertical successes—from streaming media to flash-learning apps—validate the model’s resilience even when user growth slows.

Retention remains the core challenge: only 10% of subscribers typically stay beyond twelve months, nudging publishers toward personalised content, gamified loyalty perks, and granular billing tiers. Hybrid models combining subscriptions with à-la-carte in-app purchases or contextual ads are gaining favour, allowing price-sensitive cohorts to engage while high-value users upgrade to premium bundles. The evolution reinforces the broader trend of revenue diversification within the mobile application market.

Geography Analysis

Asia-Pacific generated 39.80% of mobile application market revenue in 2024, accelerated by super-app ecosystems that weave payments, mobility, and commerce into single interfaces. Rapid smartphone adoption, favourable demographics, and pragmatic regulatory postures underpin multi-layered monetisation. Super-app leaders such as Grab and Gojek illustrate how payments confer network effects, keeping users in-app longer and fuelling cross-sell opportunities ^{[3]GSMA Intelligence, “The Mobile Economy Asia Pacific 2024,” gsma.com}.

South America is the fastest-growing region at 12.30% CAGR between 2025 and 2030. Brazil alone contributed USD 520 billion to regional gross domestic product through its mobile economy in 2024 while mobile-internet availability reached 65% of citizens GSMA. Fintech apps, particularly instant-payment solutions like PIX, lower cash reliance and drive first-time digital engagement, enlarging the mobile application market. Argentina, Colombia, and Chile follow a similar trajectory, aided by proliferating affordable 4G handsets and accelerating 5G launches.

North America sustains revenue leadership due to high consumer spending and sophisticated ad-tech. Yet growth rates are moderating because of app-store saturation and privacy-first operating-system policies that raise acquisition costs. Europe grapples with Digital Markets Act enforcement, forcing platforms to open APIs and permit sideloading, yet remains an attractive premium-content market thanks to robust digital-payments penetration. The Middle East and Africa are earlier in the adoption curve: mobile technologies added USD 310 billion or 5.5% of GDP in 2024, but patchy rural coverage still suppresses the region’s full mobile application market potential. Infrastructure investment and localisation strategies will determine whether these frontier economies can unlock the next wave of user growth.

Competitive Landscape

Competition in the mobile application market is tightening as the lines blur between storefronts, cloud hosts, payment gateways, and content publishers. Apple and Google are under regulatory scrutiny regarding commissions, spurring them to double down on value-added developer services such as advanced analytics and privacy-preserving ad networks. Huawei is moving fast with HarmonyOS and its AppGallery, benefiting from domestic device dominance and favourable policy, yet needs international developer mindshare to sustain momentum.

Meanwhile, Meta generated USD 164.50 billion in 2024 largely via mobile advertising, underscoring the scalability of data-driven ad models even as tracking restrictions stiffen. The proliferation of low-code/no-code platforms—forecast to approach USD 65 billion revenue by 2027—lowers the barrier for non-technical creators, crowding app stores with niche utilities and specialised business tools. Strategic partnerships around AI inference engines, telco billing, and edge compute are emerging as contenders search for defensible niches.

White-space opportunities are materialising in in-vehicle infotainment, privacy-first social platforms, and rural-oriented fintech. Cross-platform tool chains have become critical as publishers target iOS, Android, HarmonyOS, and PWAs concurrently. Overall, sustained investment in AI, network optimisation, and creative monetisation differentiates leaders from the long tail in the competitive mobile application market.

Mobile Application Industry Leaders

Apple Inc.
Google LLC
Tencent Holdings Ltd.
ByteDance Ltd.
Meta Platforms, Inc.
*Disclaimer: Major Players sorted in no particular order

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Recent Industry Developments

June 2025: Apple announced App Store supported USD 1.3 trillion in billings and sales during 2024, with the majority generated outside commissionable digital goods.
June 2025: Korean game publishers filed a USD 7.4 billion class-action lawsuit against Google in the US over in-app payment fees, escalating global regulatory pressure.
May 2025: Phunware reported a 40% year-over-year increase in software-subscription revenue, launched an AI Concierge for hospitality, and secured a USD 0.5 million booking with a healthcare facility.
April 2025: The US Federal Trade Commission finalised COPPA amendments adding biometric identifiers to the definition of personal information, expanding compliance obligations for child-directed apps.

Table of Contents for Mobile Application Industry Report

1. INTRODUCTION

1.1 Market Definition and Study Assumptions
1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

4.1 Market Overview
4.2 Market Drivers
- 4.2.1 Mass-market 5G rollouts lift high-fidelity app usage
- 4.2.2 Generative-AI SDK integrations accelerate app monetisation
- 4.2.3 Super-app and mini-program adoption in emerging Asia
- 4.2.4 Cloud gaming subscriptions boost in-app spending
- 4.2.5 Privacy-preserving ad-tech raises CPMs for quality apps
- 4.2.6 Low-code/no-code platforms widen long-tail developer base
4.3 Market Restraints
- 4.3.1 App-store commission backlash and alternative billing
- 4.3.2 Saturation in mature markets curbs download growth
- 4.3.3 Regulatory scrutiny of kids data and addictive design
- 4.3.4 Persistent network gaps in frontier economies
4.4 Value / Supply-Chain Analysis
4.5 Evaluation of Critical Regulatory Framework
4.6 Technological Outlook
4.7 Porter's Five Forces Analysis
- 4.7.1 Bargaining Power of Suppliers
- 4.7.2 Bargaining Power of Consumers
- 4.7.3 Threat of New Entrants
- 4.7.4 Threat of Substitutes
- 4.7.5 Intensity of Competitive Rivalry
4.8 Impact of Macro-economic Factors
4.9 Impact Assessment of Key Stakeholders

5. MARKET SIZE AND GROWTH FORECASTS (VALUE)

5.1 By Store Type
- 5.1.1 Google Play Store
- 5.1.2 Apple App Store
- 5.1.3 Third-Party Android Stores
- 5.1.4 Progressive Web Apps (PWAs)
5.2 By Application Category
- 5.2.1 Gaming
- 5.2.2 Social Networking and Communication
- 5.2.3 Entertainment and Media
- 5.2.4 Health and Fitness
- 5.2.5 Retail and E-Commerce
- 5.2.6 Travel and Hospitality
- 5.2.7 Education and Learning
- 5.2.8 Financial Services and FinTech
- 5.2.9 Other Categories
5.3 By Operating System
- 5.3.1 Android
- 5.3.2 iOS
- 5.3.3 HarmonyOS
- 5.3.4 Others
5.4 By Monetization Model
- 5.4.1 Paid Apps
- 5.4.2 In-App Purchase (IAP)
- 5.4.3 Subscription-Based
- 5.4.4 Advertising-Supported
5.5 By Geography
- 5.5.1 North America
- 5.5.1.1 United States
- 5.5.1.2 Canada
- 5.5.1.3 Mexico
- 5.5.2 South America
- 5.5.2.1 Brazil
- 5.5.2.2 Argentina
- 5.5.2.3 Rest of South America
- 5.5.3 Europe
- 5.5.3.1 Germany
- 5.5.3.2 United Kingdom
- 5.5.3.3 France
- 5.5.3.4 Italy
- 5.5.3.5 Spain
- 5.5.3.6 Russia
- 5.5.3.7 Rest of Europe
- 5.5.4 Asia-Pacific
- 5.5.4.1 China
- 5.5.4.2 Japan
- 5.5.4.3 India
- 5.5.4.4 South Korea
- 5.5.4.5 Australia and New Zealand
- 5.5.4.6 Rest of Asia-Pacific
- 5.5.5 Middle East and Africa
- 5.5.5.1 Middle East
- 5.5.5.1.1 Saudi Arabia
- 5.5.5.1.2 UAE
- 5.5.5.1.3 Turkey
- 5.5.5.1.4 Rest of Middle East
- 5.5.5.2 Africa
- 5.5.5.2.1 South Africa
- 5.5.5.2.2 Nigeria
- 5.5.5.2.3 Kenya
- 5.5.5.2.4 Rest of Africa

6. COMPETITIVE LANDSCAPE

6.1 Market Concentration
6.2 Strategic Moves
6.3 Market Share Analysis
6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products and Services, and Recent Developments)
- 6.4.1 WebiMax, Inc.
- 6.4.2 Digital Firefly Marketing, LLC
- 6.4.3 Outspoken Media, Inc.
- 6.4.4 NetReputation, LLC
- 6.4.5 Heartiest Communication, Inc.
- 6.4.6 WebFX, Inc.
- 6.4.7 Netmark, LLC
- 6.4.8 Igniyte Limited
- 6.4.9 Gadook, LLC
- 6.4.10 SEO Valley Solutions Private Ltd.
- 6.4.11 Greybox Creative, LLC
- 6.4.12 Reputation Rhino, LLC
- 6.4.13 Reputation.com, Inc.
- 6.4.14 BrandYourself Inc.
- 6.4.15 Birdeye, Inc.
- 6.4.16 Podium Corporation, Inc.
- 6.4.17 Yext, Inc.
- 6.4.18 Trustpilot A/S
- 6.4.19 ReviewTrackers, Inc.
- 6.4.20 Sprout Social, Inc.
- 6.4.21 Meltwater N.V.
- 6.4.22 Synup, Inc.
- 6.4.23 Hootsuite Inc.
- 6.4.24 Sprinklr, Inc.
- 6.4.25 Revinate, Inc.
- 6.4.26 TrustYou GmbH
- 6.4.27 Mentionlytics Ltd.
- 6.4.28 SOCi, Inc.
- 6.4.29 Broadly Inc.
- 6.4.30 Swell CX, Inc.

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

7.1 White-space and Unmet-need Assessment

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Global Mobile Application Market Report Scope

A mobile app (or mobile application) is a software application developed specifically for use on small, wireless computing devices, such as smartphones and tablets, rather than desktop or laptop computers.

The mobile application market is segmented by type (google store, apple store, other types), by applications (gaming, music and entertainment, health and fitness, retail and ecommerce, learning and education, travel and hospitality, other applications), by geography (North America, Europe, Asia-Pacific, Latin America, Middle East and Africa). The market sizes and forecasts are provided in terms of value (usd) for all the above segments.

By Store Type	Google Play Store
	Apple App Store
	Third-Party Android Stores
	Progressive Web Apps (PWAs)
By Application Category	Gaming
	Social Networking and Communication
	Entertainment and Media
	Health and Fitness
	Retail and E-Commerce
	Travel and Hospitality
	Education and Learning
	Financial Services and FinTech
	Other Categories
By Operating System	Android
	iOS
	HarmonyOS
	Others
By Monetization Model	Paid Apps
	In-App Purchase (IAP)
	Subscription-Based
	Advertising-Supported

By Geography	North America	United States
		Canada
		Mexico

	South America	Brazil
		Argentina
		Rest of South America

	Europe	Germany
		United Kingdom
		France
		Italy
		Spain
		Russia
		Rest of Europe

	Asia-Pacific	China
		Japan
		India
		South Korea
		Australia and New Zealand
		Rest of Asia-Pacific

	Middle East and Africa	Middle East	Saudi Arabia
			UAE
			Turkey
			Rest of Middle East

		Africa	South Africa
			Nigeria
			Kenya
			Rest of Africa

By Store Type

Google Play Store

Apple App Store

Third-Party Android Stores

Progressive Web Apps (PWAs)

By Application Category

Gaming

Social Networking and Communication

Entertainment and Media

Health and Fitness

Retail and E-Commerce

Travel and Hospitality

Education and Learning

Financial Services and FinTech

Other Categories

By Operating System

Android

iOS

HarmonyOS

Others

By Monetization Model

Paid Apps

In-App Purchase (IAP)

Subscription-Based

Advertising-Supported

By Geography

North America	United States
	Canada
	Mexico
South America	Brazil
	Argentina
	Rest of South America
Europe	Germany
	United Kingdom
	France
	Italy
	Spain
	Russia
	Rest of Europe
Asia-Pacific	China
	Japan
	India
	South Korea
	Australia and New Zealand
	Rest of Asia-Pacific

Middle East and Africa	Middle East	Saudi Arabia
		UAE
		Turkey
		Rest of Middle East

	Africa	South Africa
		Nigeria
		Kenya
		Rest of Africa

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Key Questions Answered in the Report

How big is the mobile application market today and how fast is it growing?

The mobile application market is valued at USD 333.93 billion in 2025 and is projected to expand to USD 745.36 billion by 2030 at a 17.42% CAGR, reflecting one of the highest growth rates in consumer-facing digital segments.

How is generative AI changing the mobile application industry?

Generative-AI SDKs are enabling real-time personalisation, smarter content creation, and contextual upselling, which together lifted in-app consumer spend to USD 150 billion in 2024 and are expected to accelerate revenue diversification over the next two years.

What monetisation model is gaining the most momentum among publishers?

Subscription billing is the fastest-advancing monetisation model, rising at a 16.50% CAGR through 2030 as developers seek predictable recurring revenue and deploy AI-driven retention tactics to counter churn.

Why is HarmonyOS significant to mobile-application platform dynamics?

HarmonyOS has achieved 17% domestic share and is expanding at a 17.40% CAGR by offering cross-device compatibility and capitalising on policy support in China, thereby challenging the long-standing iOS-Android duopoly.

What are the main regulatory headwinds facing the mobile application market?

App-store commission caps, stricter privacy laws such as COPPA amendments, and antitrust cases compelling alternative billing are reshaping revenue splits and compliance costs, especially in the United States, European Union, and South Korea.

Page last updated on: June 16, 2025