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EMARKETER

Mobile App Users 2023

Apps Return to Organic Growth After Pandemic-Fueled Rollercoaster Ride

Report by Yoram Wurmser  |  Sep 28, 2023
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Executive Summary
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Table of Contents
Executive Summary
Consumers are using slightly fewer apps to do more things.
How will app diversification give marketers more choices?
Media Gallery
About This Report
Although every app category will gain users in 2023, the average smartphone owner will install and open fewer individual apps as consumers settle on their favorites.
Topics
Mobile Apps
US
Table of Contents
Executive Summary
Consumers are using slightly fewer apps to do more things.
How will app diversification give marketers more choices?
Media Gallery

After years of spikes and troughs in usage, most app categories have returned to a more organic growth pattern. All categories will add US users in 2023, even as the average smartphone user uses fewer apps each month. Consumers are using fewer apps to do more things.

Key Question: Which app categories have the largest audience today, and which will grow fastest over the next four years?

KEY STAT: In 2023, 11 app categories will top 100 million US users each.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Consumers are using slightly fewer apps to do more things.
  1. How will app diversification give marketers more choices?
  2. Media Gallery

    authors

    Yoram Wurmser

    Contributors

    Eleni Digalaki
    Principal Analyst
    Chris Keating
    Director, Research
    Andrew Spink
    Forecasting Analyst
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