Apps, Games & Browsers spending in U.S.

App spending figures demonstrate considerable untapped potential for growth. When we examine the latest US data (derived from eMarketer estimates spanning March, April, and June 2025):
▪️ there’s a noticeable difference between the amount of money spent on mobile website ads and the time users spend browse them (it is improving, although with some room for growth yet)
▪️ by 2027, apps will command nearly 94% of mobile time in the US
▪️ share of time spent in mobile games is much higher than ratio of mobile gaming ad revenue vs mobile ad spend (there is significant untapped potential in ad monetisation here)
▪️ mobile is dominating in digital ad spending in US with significant growth coming from verticals like CPG or Retail where time spent with a specific medium really matters.