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Mobile App Users, by Device
Overall
Source: EMARKETER Forecast, August 2025 - January 2026
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.