Mobile User Acquisition In The US: The Most Valuable, Most Competitive Market.

The US is one of the few large markets where iOS holds roughly half or more of active smartphones according to public market trackers, with Android holding the rest. That makes iOS measurement — ATT consent and SKAdNetwork — central to any US plan, not an afterthought. Check a current tracker such as StatCounter for the latest split in your category.

• High CPIs and high LTV — budgets must be judged on cohort ROAS, not CPI.
• ATT opt-in is limited, so a large share of iOS installs is measured through SKAN with delayed, aggregated data.
• Strong CTV adoption — connected TV can support awareness and drive app search and installs.
• State-level privacy laws (such as California's CCPA/CPRA) shape data use and consent.
• Time zones: four main continental time zones affect dayparting and pacing.

US audiences respond to fast hooks, native-feeling UGC-style video, clear value propositions and real gameplay or product footage. Fatigue is quick, so plan a steady pipeline of new concepts and localize for Spanish-speaking audiences where relevant.

Card payments and digital wallets such as Apple Pay and Google Pay dominate in-app purchases and subscriptions. Free trials converting to paid subscriptions are a common model, so trial-start and trial-conversion events are valuable optimization targets.

Adora X buys US in-app, mobile web and CTV supply via RTB, optimizes iOS campaigns with a SKAN conversion-value schema designed with you, and reports on mature cohort ROAS by source, creative and state.