2025 State of Mobile is Live!
The digital economy finished off 2024 on a high note, with in-app purchase (IAP) revenue from mobile apps reaching $39.4 billion (up 13.5% year-over-year) and digital advertising setting new records as brands ramped up spend during the holiday season. The trends that played out in Q4 2024 are shaping the landscape we see today, and the market is showing no signs of slowing down.
Our Q4 2024 Digital Market Index report shines a light on the most significant takeaways from the final stretch of the year, analyzing performance across a variety of key metrics and offering actionable insights for brands, marketers and agencies trying to get ahead.
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The report highlights market leaders in mobile and digital advertising, spanning 21 markets in a dynamic, interactive format covering:
Top Markets - IAP revenue in the US surpassed a record $13.5B while the mobile market in Japan showed signs of bouncing back with 13% YoY growth
Top Categories - Each of the top 10 categories achieved at least 10% YoY revenue growth, with Productivity, Photo & Video, and Entertainment leading the way with 35%+ YoY growth
Top Games - Pokémon TCG Pocket had a huge launch, reaching the top 10 mobile games by both downloads and IAP revenue following its release at the end of October
Digital Advertising - Social channels like Facebook, Instagram, TikTok, and our newest channel - Reddit - accounted for more than 77% of US digital ad spend in Q4
Retail Media - US Retail Media ad impressions also reached a new high in Q4 with particularly strong growth from Computers and Consumer Electronics advertising from retailers like Best Buy