Asia's applied economic picture
Based on anonymous and synthesized data from appsFlyer's platform from January 1, 2024 to March 31, 2025 in 14 Asian markets, including some key markets such as: India, Indonesia, Philippines, Japan, Korea, Thailand, Vietnam... has brought a panoramic picture of the strong development of the mobile economy in the region and the marketing strategies that are reshaping the future of the mobile industry.
Data analyzed from more than 30,000 apps, 15 billion installments, and billions of interactions across apps in these 14 markets shows how marketers are implementing different growth strategies.
Through analysis, experts have given some outstanding figures. Accordingly, 14.77 billion USD has been spent on user attraction activities in Asia.
Leading investment sectors include: Finance, food & beverages, and shopping, while marketers are increasing the implementation of performance optimization strategies in both emerging and mature markets.
The combined earning model in the gaming industry has tripled since 2023. While non-gaming apps are increasingly relying on in-app purchases to increase revenue, gaming apps are effectively balancing advertising and purchases.
$4.47 billion is also invested in resmarketing campaigns. Round-trip marketing is becoming a key factor, especially in rapidly growing markets such as India, Indonesia and the Philippines, showing a strategic shift to a full-flow interactive model.
More than 80% of fraudulent setups in 2024 are related to bot-related (an automated computer program that performs repetitive tasks on the network or the Internet).
Fraud from fake publishers is increasingly targeting reinteractive campaigns, especially on the iOS platform, while the behavior of appropriating installation is trending down throughout the region.
Strategic market segment
The report identifies two distinct growth models in the diverse picture of Asia: between emerging markets and mature markets, and between platform and vertical strategies.
Emerging markets, led by countries such as India, prioritize strategies to attract users quickly and effectively at costs to take advantage of the market's expansion. These markets emphasize scale and speed, aiming to expand coverage to grasp the growing number of users as smartphone usage continues to increase.
Meanwhile, vertical performance shows that sectors such as food & beverages and shopping are recovering strongly after previous fluctuations, while the gaming industry continues to maintain a stable growth rate thanks to increasingly sophisticated, balanced make-up models combining advertising revenue and in-app purchases.
Data from the report also shows that the context of applied marketing in Asia is increasingly diverse, with marketers implementing increasingly sophisticated strategies, suitable for each platform, industry and specific user segment.
