2024 ASO Trends & 2025 ASO Report

Based on the ASO experiences of 2024 and the MobileAction Benchmark report, keyword selection, app freshness, in-app engagement, AI-powered personalization, and custom product pages are among the 2025 ASO trends.
Although the MobileAction report is based on keyword trends, category insights, and top-ranking apps in the US store, it provides insights applicable across all app store categories.
In the content below, we highlight general insights for app categories in light of the MobileAction report.

Trending Keywords in App Store Categories in 2024

Metadata, still the most important ranking factor for app stores, is created by using keywords that best describe the app and have high popularity. Keywords are critical not only for positioning within an app’s metadata but also for revealing user behavior, preferences, and emerging trends.

The MobileAction benchmark analyzed the most frequently used organic keywords across various app categories in the US market.

- In the US market, the most frequently used organic keywords in the Gaming category metadata: game, play, world, free, player, features, new

In the US market, the most frequently used organic keywords in the Education category metadata: learning, AI, app, language, school

In the US market, the most frequently used organic keywords in the Finance category metadata: money, bank, account, investment, payment, credit

In the US market, the most frequently used organic keywords in the Entertainment category metadata: subscription, free, TV, video, AI

In the US market, the most frequently used organic keywords in the Food & Drink category metadata: online, order, delivery, ordering, recipes, meals, menu

In the US market, the most frequently used organic keywords in the Sports category metadata: live, score, football, golf, betting

In the US market, the most frequently used organic keywords in the Social Networking category metadata: chat, video, find, connect

In the US market, the most frequently used organic keywords in the Health & Fitness category metadata: progress, goal, workout, track, training

In the US market, the most frequently used organic keywords in the Productivity category metadata: tasks, notes, AI, subscription, calendar, pdf

In the US market, the most frequently used organic keywords in the Travel category metadata: trip, flight, journey, map, taxi, time, location

In the US market, the most frequently used organic keywords in the Shopping category metadata: online, shopping, deals, special, brands, delivery

In the US market, the most frequently used organic keywords in the Lifestyle category metadata: lifestyle, home, subscription, AI

While these keywords provide insight into user habits in the US market, the analysis also highlights the following insights across categories:

Gaming category keywords emphasize attracting attention and allowing users to try games without upfront costs.

Education category keywords capture users with specific goals such as mastering a new language, succeeding in exams, or expanding knowledge.

Finance category keywords emphasize trust.

Food & Drink keywords focus on quick access to meals and food preparation.

Sports app keywords highlight the experience.

Social Networking keywords emphasize creating safe and meaningful connections.

Health & Fitness keywords revolve around supportive terms.

Travel keywords aim to ensure local, safe, and easy travel.

Shopping keywords target fast and reliable delivery.

Lifestyle keywords revolve around data security and social interaction.

Top-Ranking Apps by Organic Visibility in 2024

According to data from MobileAction, the most visible apps across different app store categories were analyzed.

In Gaming: app freshness, in-app engagement & app events, seasonal design, competitive gameplay

In Education: unique storytelling, app freshness, in-app engagement & app events, ease of use, AI-powered in-app personalized support

In Food & Drink: special promotions, loyalty rewards, seamless payment integration, app freshness, personalized user experience

In Social Networking: app freshness, in-app events, seamless social account integration, data security

In Health & Fitness: personalized experience & personal tracking, free workout plans, nutrition guidance

In Finance: flawless money transfer, secure payment methods, simple user interface

In Shopping: special offers, fast delivery, weekly discounts & deals, loyalty rewards

In Travel: app freshness, brand trust, Google ecosystem integration, in-app engagement, push notifications, localized content

In Lifestyle: in-app engagement, simple UI, meaningful connection algorithms

In Sports: betting and live predictions for earnings, easy UI, special promotions, updated news sharing, brand awareness

These features contributed to apps being ranked as top performers within their respective app store categories.

- App freshness

- In-app engagement & app events

- Personalized experiences / user experience

- Loyalty rewards

- Special promotions

- Simple user interface

- Meaningful connection algorithms

- In-app events

were among the key factors driving app success.

The Role of App Freshness in ASO Success

Regular updates signal to app store algorithms that an app is actively maintained and relevant in search results. They also communicate improvements in user experience, introduction of new features, and adaptation to changing market needs.

According to the MobileAction report:

Gaming apps: 78,900 updates (game modes, special in-game events)

Shopping apps: 35,700 updates (consumer-behavior-driven updates)

Social Networking apps: 28,400 updates

The timing of app updates is just as critical as their quality.

Gaming apps peak in summer (July–August).

Shopping apps increase in Q4 (October–December).

Top-performing apps are not only frequently updated but strategically updated in line with user demand and industry cycles.

By update type:

Gaming, Shopping, and Social Networking apps focus on feature updates

Medical, Music, and Navigation apps focus on performance improvements

Social Networking, Music, and Shopping apps focus on UX & UI improvements

Thus, apps maintaining freshness through strategic updates achieve higher app visibility by optimizing conversion rates, boosting user engagement, and receiving better reviews and ratings.

The Role of In-App Events in ASO Success

In-app events boost visibility by increasing engagement metrics such as reviews, ratings, and time spent in-app. For example, promotional events drive conversions by triggering urgency and FOMO.

According to the MobileAction report:

Promotional Events: especially active in Shopping, Food & Drink, and Travel apps

Live Events & Competitions: common in Gaming, Sports, and Entertainment apps

Feature Highlight Events, New Features, UI/UX Improvements: preferred in Social Networking, Productivity, and Medical apps

The Role of Custom Product Pages in ASO Success

Custom Product Pages (CPP) aim to boost install performance by delivering a tailored user experience for specific target audiences, thus driving higher conversion rates—making CPPs a key component of App Store Optimization (ASO).

With higher conversion rates, personalized experiences, and audience-specific feature highlights, CPPs remain a strong ASO factor.

CPP usage across app categories in 2024:

Gaming apps led with 3,360 custom product pages (CPPs focus on competitive advantages).

Shopping apps ranked second with 1,155 custom product pages (CPPs highlight seasonal sales, category-specific deals, and limited-time offers).

Health & Fitness apps created 1,279 custom product pages (CPPs emphasize weight loss, strength training, mental health, and holistic wellness).

Finance and Social Networking apps use CPPs to highlight security features, new functions, and promotional campaigns.

Summary

In summary, for 2024 and 2025, ASO success is expected to focus on app freshness, enhanced engagement, personalized experiences, and audience-specific custom product pages.

Keywords in app categories reflect user needs and expectations, supporting metadata optimization while mirroring user behavior.

App updates, in-app engagement, personalized experiences, loyalty rewards, special promotions, and simple UIs improve app rankings.

Regular and strategic updates increase app visibility. Gaming, Shopping, and Social Networking apps succeed especially during summer and Q4 with timely updates.

Promotional events (Shopping, Food & Drink, Travel), live events (Gaming, Sports, Entertainment), and UI/UX improvements (Social Networking, Productivity) boost engagement and visibility.

Custom Product Pages (CPP) increase conversion rates by delivering audience-specific experiences. Gaming apps use CPPs most, followed by Shopping and Health & Fitness categories.

.