Social Media Dominates Mobile App Time in 2025, Outpacing GenAI

Despite the rapid rise of generative AI (GenAI) applications, social media platforms continued to command the largest share of mobile app usage in 2025, according to a recent report from Sensor Tower. Users spent a staggering 108.0 billion hours on social media apps globally, exceeding the time spent on GenAI/AI assistant apps by more than threefold.

The Reign of Social Media

The Sensor Tower report, released in January 2026, reveals that social media apps collectively added 108.0 billion hours to global mobile app time in 2025. This figure significantly surpasses the 30.3 billion hours attributed to GenAI/AI assistant apps, marking social media as the dominant force in mobile engagement. Nearly 2.5 trillion combined hours were spent on social platforms, far outpacing any other category Sensor Tower.

GenAI’s Impressive Growth, But Still Behind

While GenAI experienced the fastest growth of any app category in 2025, with a 148% year-over-year increase in downloads Sensor Tower, it still lagged considerably behind social media in terms of overall time spent. The surge in GenAI adoption was fueled by improving macroeconomic conditions and rising Bitcoin prices, contributing to a resurgence in cryptocurrency apps to levels not seen since 2021 Sensor Tower.

Broader Trends in Mobile App Usage

mobile users dedicated a combined 5.3 trillion hours to apps in 2025, demonstrating a continued reliance on mobile devices for various activities Sensor Tower. Consumer spending in apps reached $150 billion for the first time, with in-app purchases (IAP) totaling $167 billion globally, a 10% increase year-over-year Sensor Tower. Notably, IAP revenue from non-gaming apps surpassed games for the first time, driven by Entertainment, Lifestyle, and Productivity Services offering premium experiences.

The Impact of Video and Changing User Habits

The popularity of short-form video continues to be a significant driver of engagement, with Meta’s Reels experiencing substantial growth. U.S. Facebook user time spent on Reels increased by 17 percentage points from January to December 2024 Social Media Today. Many of the fastest-growing app categories connect users to in-person experiences, such as outdoor health & fitness, grocery stores, and restaurants, suggesting a response to digital fatigue Sensor Tower.

Looking Ahead

As we move into 2026, the mobile landscape will likely continue to evolve. While social media remains the dominant force, the rapid growth of GenAI suggests it will play an increasingly important role in shaping user behavior and app monetization strategies. Brands should benchmark their app presence against these trends and prioritize investment in both social media and GenAI to effectively reach and engage consumers.