A report on mobile app trends for 2025 was released by the measurement and analytics firm Adjust in San Francisco. The data indicated a significant recovery in the app economy, with global app installs rising by 11% year-over-year in 2024 and app sessions experiencing a 4% growth. The report also includes insights from AppLovin, highlighting the impact of key trends on the industry and the evolving landscape of measurement. Specifically, it focuses on the role of AI in shaping marketing strategies and campaign effectiveness.