Smartphones and apps have become familiar tools in daily life. We shop, communicate, work, and entertain ourselves through mobile devices. Companies are increasingly investing in mobile advertising to be closer to their audience. Its popularity continues to grow, as do the results it delivers to businesses.
In this article, we’ll review the year’s outcomes: the changes in mobile marketing, shifts in user behavior, and the trends we can expect in the near future.
Trends of 2025
The year 2025 has solidified mobile technologies as the leader among marketing platforms. The average smartphone has about 80 apps installed, of which approximately 30 are actively used. Users interact with 9 of them daily, spending up to 4 hours in apps, creating a unique opportunity for brands to effectively engage with their audience.
In-app advertising has become a key tool, accounting for 82% of all mobile marketing spending, highlighting the trust in this platform. Brands choose apps for their precise targeting, wide reach, and secure advertising environment.
How user behavior is changing
Consumers are actively shifting to mobile devices for everyday tasks. Half of all online purchases this year were made via smartphones, and by 2026, this figure will rise to 62%. Mobile commerce spending in 2025 exceeded $ 2.97 trillion — a 18% increase over the previous year.
Banking apps have become indispensable. In 2025, over 3.6 billion people were using them, underscoring their key role in daily life. By 2026, mobile payments are projected to constitute 80% of all digital transactions, with their volume reaching $ 607.9 billion by 2030.
Apps in the health and fitness category also show steady growth: they generated $ 4.45 billion, with subscriptions accounting for 75% of revenue, representing 18% of the total health and fitness technology market. Forecasts for 2026 indicate further growth in this segment, considering the increased user interest in a healthy lifestyle and digital tools to support it.
Why in-app advertising works
In-app advertising has earned business trust thanks to high user engagement. Apps allow advertisers to target users ready for interaction and reach them at the most convenient times.
Brands are increasingly choosing formats that attract attention and prompt action. Full-screen video ads, gaming elements, or gamification — such approaches increase interest and engagement. For example, fitness apps show how to track progress, and banking services demonstrate how easy it is to make payments.
Moreover, apps create a safe advertising environment. The App Store and Google Play have strict moderation rules that protect users and brands. This excludes the appearance of ads alongside undesirable content and ensures a high level of trust.
Let’s consider several leading in-app advertising networks that help companies effectively manage and optimize their campaigns:
Useful to read: “How to promote mobile apps“
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Prospects for 2026
The year has shown that mobile marketing is not just a tool but the foundation of a successful business strategy. In 2026, we expect further advancements, including:
1. Artificial Intelligence and Machine Learning: AI will become the basis for personalization and real-time targeting. Data analysis will allow adapting advertising campaigns to specific users, offering them relevant content and recommendations directly in mobile apps.
2. Transparency and Data Protection: Users increasingly value brand openness. Apps and mobile platforms will implement clear notifications about data collection and ensure their protection to earn audience trust.
3. Deep Personalization: Mobile technologies will continue to analyze user actions to offer the most relevant content. Personalized offers and adapting advertising to customer behavior will increase engagement and loyalty.
4. Sustainability and Environmental Responsibility: Consumers expect environmentally conscious approaches from brands. Mobile apps will start highlighting their efforts in reducing carbon footprints, optimizing logistics, and other sustainable practices.
5. Automation and Chatbots: Chatbots will become an integral part of mobile apps, providing instant answers, personalized recommendations, and assistance with orders. This will improve user experience and reduce company costs.
Mobile marketing without complications
You don’t have to master every aspect of mobile marketing or the rules of advertising networks — leave that to the professionals.
