Consumer mobile apps, including finance, are in hyper growth with revenue surging 25% to $70.5 billion in 2024. But there's a critical disconnect: Users have shifted how they spend their time across the app ecosystem, while 88% of marketing budgets have stayed locked in walled gardens such as Google and Meta.
This interactive, data-driven report—featuring exclusive insights from Moloco, Sensor Tower, and Singular—uncovers a new opportunity for app growth. Users are spending more time in independent apps than ever before. They're converting from unexpected places. And marketers who've followed them are seeing significant incremental growth.
What you will discover:
- The 88% Budget Misallocation Opportunity: Why nearly all finance marketing spend stays trapped in walled gardens while users engage across a much broader app ecosystem
- 116% ROAS Improvement Strategy: How leading finance marketers are achieving ROAS increase and the channel strategy behind it
- Finance User Deep Dive: Demographics, time-spent patterns, monthly app usage behaviors, and how these translate into 32+ daily advertising opportunities per user
- Attention Migration Trends: Year-over-year shifts showing where finance users are moving their time away from social platforms
- 13-Country Behavioral Analysis: Geographic breakdowns of finance user patterns across major markets from the U.S. to India