Executive Summary

Smartphone users in the US are installing and using fewer apps than they did during the height of the pandemic, but in a greater variety of categories. Grocery, shopping, and navigation apps are all seeing increases in users, who are spending more in-app on subscriptions and virtual goods.

4 KEY QUESTIONS THIS REPORT WILL ANSWER

1. Which apps are people using?
2. How are apps monetizing?
3. What’s driving these monetization strategies?
4. What does this mean for advertisers and marketers?

WHAT’S IN THIS REPORT? A breakdown of our forecast on consumer app usage and spending on in-app purchases (IAPs), and what it means for marketers.

KEY STAT: IAP spending has nearly doubled since 2019.