Sensor Tower has revealed its newest “State of Cell” report, which offers an outline of key app utilization traits and shifts, which might assist to tell your strategic method.
The total, 94-page report consists of in-depth breakdowns of cell apps by class, and key notes on the place app entrepreneurs and people working in every sector ought to be trying. You may obtain the complete report right here (with e mail sign-up), however on this submit, we’ll check out the important thing social app traits of notice.
First off, the report highlights the continued energy of social apps, which stay the most well-liked app sort, primarily based on complete downloads.
As you may see, Netflix can also be widespread, together with newcomers like Temu and ChatGPT. However social apps proceed to dominate in total downloads, underlining the connective function that these platforms now play in trendy life.
Which is why they continue to be key issues for advertising, for all manufacturers, whereas the report additionally reveals that social apps additionally proceed dominate total time spent.
When it comes to social apps particularly, the report highlights a number of key utilization traits, together with the rise of in-app purchases (IAPs).
As you may see in these charts, total time spent in social apps continues to be rising, although at decrease charges than earlier years, whereas in-app spending is up considerably, on the again of platform add-on providers and purchasing.
That factors to extra alternatives for apps to combine extra purchasing components, which might see extra purchase now choices showing in additional feeds.
The report additionally appears to be like on the rise of short-form video, and the way Meta has benefited from making Reels a spotlight.
As per Sensor Tower:
“Sensor Tower knowledge reveals that U.S. Fb consumer time spent on Reels in December 2024 elevated 17 share factors from January 2024, equating to hundreds of thousands of engagement hours shifting to the function.”
The push to combine extra Reels into extra components of Fb and IG has delivered large advantages, and you’ll anticipate to see Meta leaning much more into this method, and AI-based suggestions, shifting ahead.
The report additionally appears to be like on the rising competitors for X, and the way rivals are consuming into the previous fowl app’s utilization.
As you may see on this chart, whereas Threads is step by step increasing in total time spent versus X, persons are additionally spending much less time in these apps, exhibiting a broader backlash towards the format.
“With X because the runaway chief by time spent within the area, world time spent for the highest 10 apps fell 10% between 2021 and 2024. Whereas some X customers are switching to options, others merely discovered different sources of leisure like short-form movies or streaming.”
That’s possible why X is now making an attempt to re-frame itself as a “video first” platform, so as to higher align with total utilization shifts, and get its progress again on monitor.
The report additionally appears to be like at complete downloads by area, together with total app rankings:
And progress in downloads during the last 12 months:
Observe the presence of Threads in each charts, which isn’t any shock provided that app was solely launched in mid-2023. However it’s superb to see how Elon Musk’s adjustments at X opened the door for a competitor to rise to 300 million energetic customers in such a brief interval.
There’s additionally an entire section within the report on the rise of AI apps, which additionally consists of some stark charts and knowledge:
Whether or not you prefer it or not, AI content material creation is on the rise, and as these apps proceed to enhance, you’re going to see an increasing number of of those depictions on-line.
The total report consists of in-depth, regional breakdowns, and lots of extra app classes, and it’s a great learn anyone working in apps or associated sectors. Which is just about everybody, and there are some priceless notes on the place issues are headed, and what’s occurring by way of total app utilization.
You may obtain Sensor Tower’s State of Cell 2025 report right here.
