State of Mobile App Marketing in India 2025 report by Branch reveals key insights driving mobile growth, ET BrandEquity

The State of Mobile App Marketing in India 2025

“/>The State of Mobile App Marketing in India 2025The surge in mobile phone usage has revolutionised how consumers interact with brands. Be it buying groceries, apparels, seeking education or entertainment, people are using mobile phones as a primary medium for all of it. This has given a huge fillip to the app economy and created an opportunity for brands to engage with their consumers via mobile devices. They have increased the mobile marketing budgets and raised the bar of content to drive superior engagement with their customers.

To delve deeper into India’s mobile app marketing ecosystem, Branch and ETBrandEquity.com created a report titled ‘The State of Mobile App Marketing in India 2025’ that focuses on how mobile apps are playing a key role in customer acquisition and overall growth.

The report focuses on several key areas including – mobile app customer acquisition strategies, customer engagement, customer retention, app attribution, measurement, emerging role of privacy first personalised experiences along with what’s in store for the future.

The report was convened after an industry wide survey that spanned across different product categories including BFSI, entertainment, e-commerce, edutech, QSR, quick commerce, health, travel, hospitality and others.

The survey revealed several interesting insights such as –

71% of mobile marketers rated mobile app as important for customer acquisition and business growth
73% of respondents say they are allocating between 25-75% of their marketing budgets for mobile app growth
78% of marketers rated mobile as important medium for customer engagement and retention
30% marketers are spending between $250K-$500K annually on mobile marketing solutions
50% of brands use attribution tools to identify the source of their installs—whether from paid or organic marketing

As per data, there are over 700 million smartphone users in India who downloaded 26.4 billion new apps in 2023. The app economy is expected to touch $791.98 billion app economy by 2030.During the survey, the industry leaders also revealed the top mobile growth challenges as well as top acquisition channels for mobile apps.

Vidhur Bhagat, Regional Vice President of APAC at Branch, said, “India stands at the forefront of mobile-first marketing, where the rapid adoption of smartphones and the growing accessibility of digital services have created fertile ground for mobile app ecosystems to thrive. With over 700 million smartphone users, apps have become central touchpoints for consumer engagement across multiple sectors. However, despite the growing importance of mobile apps, brands face significant challenges. The app marketing landscape is constantly evolving, shaped by emerging technologies, shifting user behaviours, and complex privacy regulations.”

The result and statistics from the survey clearly indicated mobile marketing as a necessity for marketers and neglecting it can result in ignored opportunities and faded brand relevance. The insights provided in the report can prove to be extremely crucial for marketers aiming to succeed in this fast-paced, and ever-evolving mobile app ecosystem.

You can download the report to derive mobile app marketing insight for your organisation: https://www.branch.io/resources/white-paper/the-state-of-mobile-app-marketing-in-india-2025/?utm_source=ET&utm_medium=blog&utm_campaign=WP-2024-Q309-APAC-India_Industry_Report_Brand_Equity

Finding this balance between efficiency and empathy, automation and personalization, is crucial to developing successful marketing strategies in this GenAI era. Marketers can start by implementing data minimization to build consumer trust and adopting a privacy-first personalization approach. They can also integrate human support into digital channels, giving customers the option to switch to live assistance when needed.