Consumer Banking Apps Market and Advertising Trends 2025

Consumer Banking apps have become the new face of financial services, topping 2 billion downloads in the year ending June 2025—a 5.1% year-over-year increase. Since early 2022, quarterly downloads have grown steadily, now surpassing half a billion quarterly, highlighting strong and sustained momentum in the mobile finance app space. 

Mobile apps are now the go-to platform for financial services, and banking apps are leading the shift. Their dominance reflects a clear user preference for mobile-first experiences. As app-based banking becomes the default for millions, these platforms are setting the pace for digital transformation across the broader financial services industry.

Note: The download data in this report are based on estimated downloads from the App Store and Google Play, excluding pre-installs, re-downloads, and downloads from third-party Android marketplaces. Google Play is not available in Mainland China.

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From Unbanked to App-Banked: 
Consumer Banking Apps Reshape Global Finance

Consumer banking apps are seeing rapid growth in emerging markets, where mobile access is increasingly bridging gaps in financial infrastructure. In H1 2025, top apps by downloads—like Nubank, Kotak Bank: 811, and BRImo—reflect a shift toward mobile-first banking in regions where many still lack traditional bank accounts or branch access.

This momentum is driven by the convenience and cost savings these apps offer—allowing users to open accounts, transfer money, and pay bills without visiting a branch. In markets like India, Colombia, and Mexico, where financial inclusion remains a challenge, these platforms play a vital role in expanding access to essential banking services.

Mobile Banking Demographics in Emerging Markets: 
Youth and Gender Skews Highlight Opportunities for Inclusive Financial Access

Gender and age demographics show notable variations across markets. India skews heavily male (82%), while Japan and the U.S. have a more balanced user base. Young adults (25–34) dominate app usage across all countries, but Southeast Asia also sees strong engagement from users aged 18–24, especially in Vietnam and Indonesia.

Understanding who uses banking apps—and how this differs by market—helps banks and fintechs optimize UX, messaging, and growth strategies. Mobile app data reveals not just user counts, but who is driving adoption. This is critical for designing inclusive digital services and for targeting segments still underserved by traditional financial institutions. 

Case Study: Advertising Tactics from Leading Banking Apps

BRImo, Bank Rakyat Indonesia’s flagship mobile banking app, has emerged as a leading digital finance platform in Indonesia. 
It offers a wide range of features—from transfers and payments to investment services—catering to a broad base of both urban and rural users. BRImo Audience overview reveals that the app’s user base skews young and male, with 62% male users and 70% under the age of 35. This demographic distribution suggests strong appeal among digitally savvy, mobile-first Indonesians—particularly those in the 25–34 age group, which makes up nearly half the user base.

BRImo’s advertising strategy is tightly aligned with the app’s strongest user personas. Home cooks—who overindex on the app—are directly targeted through grocery delivery ads, while frequent car renters are likely drawn to campaigns offering car giveaways. Meanwhile, crypto traders see relevance in BRImo’s gold-saving promotions.

Access the full report for more examples of advertising strategies by consumer banking brands around the world.

Looking Ahead: The Future of Consumer Banking

As mobile banking continues to evolve, the challenge for consumer banking apps will be to balance broad accessibility with deeper user engagement and service innovation. With a young, mobile-first population, rising digital adoption, and growing competition from fintechs, markets like India and Southeast Asia offer major opportunities for both traditional banks and digital challengers to scale and differentiate.

For a detailed look at consumer banking trends, user demographics, and advertising strategies, download the full report below.