B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
93%
93% -- share of mobile activity from apps for mobile activity (2025)
By 2025, apps are projected to account for nearly 93% of mobile activity.
- forecast/estimate ('nearly 93%')
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
93%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
eMarketer
Primary
Tier C
https://www.ammunition.agency/blog/the-way-the-cookie-crumbles ↗
Source Article
The Future of Third-Party Cookies | Ammunition Ad Agency | Ammunition
TLDR: Depending on how you are targeting, Google’s ongoing decision to phase out third-party cookies could be a major shift for your brand. However, we don’t think cookies are completely disappearing in 2024.
Who does this impact? Yup, you guessed it. Advertisers and publishers who heavily rely on 3…
Original Research
eMarketer
· Original study ↗
Methodology
Cited from eMarketer; forecast for 2025
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
mobile activity: 93% share of mobile activity from apps. Source: eMarketer (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/apps-share-mobile-activity-2025
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<blockquote cite="https://lighthousedata.io/data/apps-share-mobile-activity-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>93%</strong> -- share of mobile activity from apps for mobile activity<br><small>Source: eMarketer (2025) · <a href="https://lighthousedata.io/data/apps-share-mobile-activity-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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