Summary
According to Sensor Tower, the top 10 most-downloaded iPhone apps in the US in May 2021 were 298% larger than five years ago, requiring 2.2 GB of storage. Gmail saw the greatest increase at 1,797%, while Facebook's Messenger remained the most lightweight. The top 10 iPhone games grew 197% to 7.6 GB.
Apple's larger storage options and expanded app size limits facilitated this growth. Developers adopt strategies of consolidation (e.g., Gmail integrating Meet and Chat) or condensing (e.g., Facebook trimming Messenger for older devices). iOS 14 and 15 introduced widgets and App Clips to reduce full app downloads, offering new ways to manage size and user experience.
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SensorTowerU.S. Consumers Used an Average of 46 Apps Each Month in the First Half of 2021
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AdjustJapan’s finance app growth in 2026 | Adjust
Japan's finance app category is outperforming, with H1 2026 installs up 8% YoY and sessions up 40%—nearly 5x the install growth and well ahead of global figures (5% and 29%). Stock trading is the standout subvertical: installs +90% YoY and average session length climbing to 11.7 minutes, driven by NISA reforms and a retail investor resurgence. Retention is improving across the full 30-day curve (D1 17% to 19%, D30 7% to 8%). For ad ops teams, the takeaway is clear: prioritize measurement depth, re-engagement, and channel-level quality over top-of-funnel volume alone.
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