Mobile App Users and Monetization 2022

Which Apps Are Winning, and What Does It Mean for Marketers?

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.


  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.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. How Big Is the App Market?
    4. App Monetization
    1. Trends Driving App Usage and Monetization
    2. What Does This Forecast Mean for Brands and Retailers?
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Simon “Bobby” Dussart
    Interviewed April 21, 2022
    Lashanne Phang
    Senior Director, Mobile
    Interviewed April 20, 2022
    Lexi Sydow (formerly App Annie)
    Head of Insights
    Interviewed April 7, 2022

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    Yoram Wurmser


    Nina Goetzen
    Chris Keating
    Director, Research
    Jessica Lis
    Analyst, Technology
    Peter Newman
    Senior Forecasting Analyst
    Yaffa Wagschal
    Forecasting Analyst

    "Behind the Numbers" Podcast