The UAE’s app economy is entering a new phase of profitable, retention-led growth, according to new data unveiled by AppsFlyer at the inaugural MAMA Dubai 2025.
The research highlights two key shifts shaping the market’s evolution: a sevenfold surge in finance app installs between 2021 and 2024, and a 50 per cent drop in ad fraud year-on-year on Android, underscoring growing user trust and maturing marketing practices across the ecosystem.
These findings were presented at MAMA Dubai 2025, AppsFlyer’s first regional edition of its global marketing and analytics forum, held on 6th November. The event gathered over 400 marketing, brand, and technology leaders to discuss the future
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