Mobile App Trends in Latin America: Predictions and Insights from Adjust

Latin America has become a powerful hub in the global mobile app market. It shows rapid growth.

Brazil’s mobile app market is expected to reach $8.1 billion by 2029, while Mexico’s is projected at $4.1 billion. This makes the region highly promising for marketers looking to reach new audiences.

To capture user interest in the region, deep localization and cultural adaptation are essential. Understanding local specifics is not enough—analytics must be at the core.

To explore the region’s dynamics, we’ve reviewed Adjust’s mobile app trends report. It spans various sectors: gaming, finance, e-commerce, utilities, and social.

User Trust in ATT (App Tracking Transparency)

The region shows a high level of user consent for tracking through ATT.

While the global average is 33%, Latin America’s average is 41%, with Brazil leading at 48% of users opting in.

These figures reflect a strong level of user trust. It gives marketers an opportunity to enhance data-driven strategies and achieve better personalization.

High ATT opt-in also confirms that prompts are an effective way to collect valuable user data.

Growing Interest in Mobile Apps

App installs and sessions grew steadily throughout 2024.

• In January, installs rose by 4%, and sessions by 3%.
• In July, both metrics were up by 8%.

Argentina led session growth in H1 2024 with a 36% increase. Brazil saw a 26% rise in installs and 7% in sessions.

This highlights the dynamic development of the mobile market in the region.

However, average session length declined from 14.86 minutes in 2022 to 13.59 minutes in 2024. This means marketers need to improve engagement strategies and content personalization.

E-commerce App Popularity

E-commerce apps saw significant growth in 2024:

• Installs up 80%
• Sessions up 21%

Key highlights:

• Peru saw an astounding 350% increase in installs, despite an 11% drop in sessions.
• Colombia and Chile recorded impressive growth: 281% and 156% respectively.
• Mexico: installs up 105%, sessions up 19%.
• Argentina and Brazil: installs up 13% and 30%, sessions up 12% and 27%.
• In Brazil, deal discovery app sessions grew 7% YoY.
• In Chile, shopping app installs increased by 40%.

App installs and sessions surged during major sales events compared to monthly averages. For example, in Brazil, Black Friday installs grew by 50%.

Session Length Trends in E-commerce

Session length in e-commerce apps declined by 2%, now averaging 8.31 minutes.

This could signal:

• Improved user experience
• Faster checkouts
• Seamless payments

Largest drops:

• Argentina: –7% (to 8.26 min)
• Chile: –3% (to 7.62 min)

Gains:

• Mexico: +2%
• Colombia: +3%

Rising Demand for Finance Apps

In April 2024, finance app installs spiked by 66%, while sessions fell by 4%. By July, sessions increased by 3%, but installs dropped by 40%.

These fluctuations highlight the importance of data and analytics to uncover usage patterns and maintain acquisition consistency.

In Brazil, fintech installations grew by 111% and in Argentina by 80%. These markets are particularly promising for campaign launches.

Session length in finance apps grew 24%:

• Argentina: +14%
• Brazil and Peru: +26%

Keep in mind: session lengths vary by subcategory—payment apps typically have shorter sessions than banking apps.

Key Mobile App Trends — Takeaways

• The LATAM app market is rapidly expanding, especially in e-commerce and fintech.
• High ATT opt-in (41% average, 48% in Brazil) shows user trust, enabling marketers to collect high-quality data.
• E-commerce activity peaks in Q4, especially November and December — ideal for launching major campaigns.
• Sales events like Prime Day also drive traffic — plan budgets accordingly.
• While installs are growing, e-commerce app retention is low — invest in re-engagement tactics like push notifications, rewards, and personalized offers.
• Finance app sessions are up 24%, reflecting interest in digital finance.
• Fintech retention is stronger than e-commerce, but still below global benchmarks — Argentina leads in this metric.

Marketing Recommendations

1. Use AI-driven analytics for segmentation and in-app personalization — including push messages, cashback offers, and tailored financial advice.
2. Integrate live streaming and gamification to boost engagement, especially in e-commerce.
3. Adapt regional payment methods (e.g., local wallets) to increase checkout conversions.
4. Monitor install volatility — test creatives and channels regularly.
5. Prioritize user retention strategies — especially for e-commerce and finance apps.

Mobile app trends in Latin America and their analytics have shown that the market has tremendous growth potential.

For sustainable and scalable development in this region, it is important to make agile data-driven decisions, leverage AI and prioritise localisation.

Mobile Advertising in LATAM with BYYD

BYYD runs mobile ad campaigns across Latin America, delivering strong results across verticals including FMCG, pharma, automotive, and retail.

One of our recent cases: Blow Up! in Chile

• Strategy: Fullscreen banners + interest targeting + daily optimization
• Result: 578,027 unique users reached, overperforming on click goals

To succeed in LATAM, it’s crucial to understand mobile app trends and develop informed advertising strategies accordingly.

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