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Mobile UA Benchmarks
A short, source-first reference for planning acquisition tests. Every figure comes from a named public report with a link to the publisher. These are industry observations, not Adora performance or bid recommendations.
Last Updated: November 10, 2026
Install & Session Trends
| Metric | Value | Scope |
|---|---|---|
| Global app installs, YoY change | +11% | H1 2025, all apps |
| Global app sessions, YoY change | +10% | H1 2025, all apps |
| Apps in sample | 5,000+ leading apps | Global |
Source: Adjust · The Mobile App Growth Report: 2025 Edition (official release) · 2025.
Our Take — Adora Media Commentary
- — Demand is still growing, so flat install volume on a stable budget usually points to bidding, creative or source mix rather than a shrinking market.
- — Sessions grew in step with installs: watch engagement per user, not just volume, when judging new sources.
ROAS & Retention Reference Points
| Platform | D30 ROAS | Scope |
|---|---|---|
| iOS | 47% | Casual games, global |
| Android | 15% | Casual games, global |
Source: Liftoff & Singular · 2025 Casual Gaming Apps Report · 2025. Global figures; not a regional benchmark.
Our Take — Adora Media Commentary
- — Set ROAS goals per platform. A blended goal will underfund one OS and overspend on the other.
- — Use your own D7-to-D30 curve to set payback; a category average is a sanity check, not a target.
- — Check whether your revenue includes ad monetization before comparing with any published ROAS.
Regional Growth Signals
| Market / Metric | Growth Score |
|---|---|
| US · Messaging-app Growth Score | 21.6 |
| US · Publication-app Growth Score | 20.3 |
| LATAM · All-app Growth Score | 30.5 |
| Europe · All-app Growth Score | 32.4 |
| Japan · Gaming-app Growth Score | 34.1 |
| South Korea · Gaming-app Growth Score | 27.8 |
Source: Adjust · The Mobile App Growth Report: 2025 Edition (official release) · 2025. The Growth Score combines installs, inverse CPI, sessions and retention into one relative index — it is not a cost or return figure.
Our Take — Adora Media Commentary
- — Use a high-scoring market as a reason to test, then let your own cohort economics decide whether to scale.
- — A score above the global average says the market is healthy, not that it is cheap. Plan local creative and payment flows before you scale budget.
Platform Notes
The only platform-specific figures above are the global casual-gaming D30 ROAS values. The regional Growth Scores pool iOS and Android, so we do not assign them to a single platform.
Our Take — Adora Media Commentary
- — Measure iOS on SKAN and modeled data, and Android on deterministic MMP data. Compare each platform against its own history.
- — Plan creative and bids per OS from the start; treat a gap between platforms as normal, not as a problem to average away.
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