Core Insights - In 2025, the global mobile market reached a historic milestone as non-gaming app revenue surpassed mobile game revenue for the first time, driven primarily by generative AI [1][5][13] - The mobile market is transitioning from scale expansion to a focus on efficiency and monetization [1][5] Mobile Market Overview - The total app downloads in 2025 reached 149 billion, a year-on-year increase of 3.8%, with users spending an average of 3.6 hours daily on mobile devices [1][8] - In-app purchase (IAP) revenue grew by 10.6% year-on-year, reaching $167 billion, indicating improved monetization capabilities [1][8] Non-Gaming App Revenue - Consumer spending on non-gaming apps reached $85.6 billion in 2025, a 21% year-on-year increase, while mobile game revenue was $81.8 billion, growing only 1% [2][14] - Generative AI contributed significantly to this growth, adding $5 billion in revenue, with categories like social media, video streaming, and productivity apps also performing well [2][5] Generative AI Impact - The download volume for generative AI applications doubled to 3.8 billion in 2025, with in-app purchase revenue exceeding $5 billion, marking a nearly threefold increase [2][5] - AI assistants saw a 148% increase in downloads, while short video applications surged by 278%, becoming key drivers of non-gaming app growth [2][5] User Engagement Trends - Users averaged 34 different apps per month, with total usage time exceeding 53 trillion hours in 2025 [1][8] - Social media applications accounted for nearly 2.5 trillion hours of user engagement, reflecting their dominance in the mobile ecosystem [22][23] Market Dynamics - The mobile market is characterized by increasing competition for user attention, with gaming, social media, and AI applications vying for user time [6][19] - Local market insights remain crucial for success across various categories, influenced by regulatory environments and consumer preferences [6][19]