The mobile boom shows no signs of slowing
Mobile internet now reaches 3.5 billion people globally—nearly half the world's population. In Poland alone, mobile accounts for over 56% of all website traffic.
Recent data from the Digital 2020 Poland report reveals just how rapid growth is: unique mobile users worldwide grew by 124 million in a single year—a 2.4% increase. The trend shows no sign of stopping.
Where users spend their time
Polish users average 2 hours and 51 minutes daily on their smartphones. That's more than 170 hours per month of engaged mobile time.
Marketers have noticed. Brands are now competing fiercely to improve their apps and mobile experiences. Zalando, for example, has seen mobile become more important than desktop—the app now generates over 50% of total sales.
Mobile advertising budgets are skyrocketing
According to eMarketer, mobile app advertising spend will grow by approximately 30% annually over the coming years.
But that conservative estimate pales next to projections from AppsFlyer: mobile advertising budgets are expected to double within the next two years.
Why the surge? Competition. With so many new apps launching constantly, organic app discovery has become nearly impossible. Brands can no longer rely on app store rankings alone to drive downloads.
Paid app installs are now the norm
Moreover, over 60% of all app downloads globally now come from paid advertising campaigns—up 15% year-over-year from 2019.
This represents a fundamental shift: app growth is no longer organic or passive. It's a paid, performance-based channel where every install is accountable and measured.
As competition for user attention intensifies, brands that move fast and invest strategically in mobile advertising will win. Those that wait risk being left behind in an increasingly crowded market.
What this means for advertisers
If you're planning your mobile strategy, the time to act is now. App install campaigns are increasingly sophisticated, data-driven, and results-oriented. The brands scaling fastest are those who view app marketing not as experimental, but as a core growth channel.
Contact us today to discuss how to maximize your mobile advertising ROI and capture your share of this explosive growth.
