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Events
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Learn More →Topics
See All Topics →Latest Articles
Explore our Research →The big answers: EMARKETER Daily quiz
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Dec 12, 2025
Out-of-home sports ads are turning viewers into talkers
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Dec 12, 2025
Fintech lenders can hide problems with consumer credit quality
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Dec 12, 2025
Fiserv is sued again for alleged security lapses
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Dec 12, 2025
The Home Depot builds a stronger foundation for creator partnerships
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Dec 12, 2025
AI, video, and broad skill sets define sea change in marketing job market
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Dec 12, 2025
SEO spending will drop as brands prioritize real-time social performance
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Dec 12, 2025
Epic antitrust suit could crack open the health data market
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Dec 12, 2025
YouTube Shorts expands ad tools to capture holiday spend
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Dec 12, 2025
Lululemon seeks leadership change as challenges mount
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Dec 12, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Mobile App Users, by Device
Overall
Source: EMARKETER Forecast, August 2025 - June 2024
Note: smartphone users of any age who have used at least one mobile app on their smartphone at least once per month; tablet users of any age who have used at least one mobile app on their tablet at least once per month
Additional Note: A mobile app is a software app that is developed for use on mobile devices, such as smartphones and tablets; excludes browser-based web apps. Smartphones are any voice handset with an advanced operating system (e.g., Android, BlackBerry, iOS, Windows Phone, etc.) and features/capabilities that resemble a PC. Tablets are touchscreen devices with a color display ranging 5-14 inches, a Wi-Fi connection or mobile data plan and an advanced operating system such as Android, BlackBerry, iOS or Windows. Though some have detachable keyboards, touch is the primary interface. Excludes devices with a cellular voice connection. Examples include Amazon Kindle Fire, Apple iPad, Google Nexus 7 or 10, Microsoft Surface and Samsung Galaxy Tab.
Methodology: Estimates are based on the analysis of survey, app usage and app install data from research firms and regulatory agencies; historical trends; company-specific data; and demographic and socioeconomic factors.