---
title: Q2 2025 Quarterly User Acquisition Trends Report
description: The Q2 2025 Singular Quarterly Trends Report unpacks exactly where the market is moving, who’s winning, and what it means for your strategy. Ad spend is up 40.3% YoY, but it’s not the whole story.
image: https://lp.singular.net/hubfs/2025%20Q1%20Quarterly%20Trends%20Report%20hubspot-2.png
---

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# Quarterly Trends Report

Your essential guide to global mobile marketing shifts

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Mobile advertising just hit a new gear! 

The Q2 2025 Singular Quarterly Trends Report unpacks exactly where the market is moving, who’s winning, and what it means for your strategy. Ad spend is up 40.3% YoY, but it’s not the whole story.

- Entertainment apps are on fire: 209% YoY growth
- On-demand services surge: Up 56% YoY
- Shopping takes a hit: Especially in the U.S., where tariffs caused a 45% QoQ drop
- Mobile gaming ad spend? Declining for the first time in years

Get the full breakdown, channel performance, and actionable insights to optimize your Q3 strategy.

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#### What’s Inside:

- Global Ad Spend is Up 40.3% YoY — Biggest growth in over a year.
- Gaming Is Slowing — Installs down 5.6% QoQ.
- Entertainment Booms — Installs surged 18.6% QoQ.
- U.S. Shopping Ad Spend Plummets 45% — Tariffs and fatigue hit hard.
- iOS Still Dominates Revenue — Despite Android’s install lead.
- Finance Apps Resurge — Installs +8.4% QoQ globally.
- EMEA & APAC Gain Momentum — Growth across both spend and installs.

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#### BONUS: We have extra insight from partners who have helped us pull together this report:

- **Adikteev shows how smart retargeting in casino and puzzle apps fuels real revenue lift.**
- **InMobi shares the top creative formats, signals, and AI strategies driving Q1 wins across key verticals.**
- **Aarki reveals how stickier user engagement—not just installs—drives major revenue growth in today’s app economy.**
- **Appier proves the 7-day rule is outdated—predictive re-engagement can 1.5X your ROAS by acting sooner.**

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### Download Now

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## Billions of dollars of spend

 

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## Trillions of impressions

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## Billions of installs

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