Mobile games make up the majority of video games released each year, with thousands of new additions to the Apple App Store and Google Play Store every year. By the mid-2010s, mobile games had...

In 2020, the battle royal game Garena Free Fire reigned as the most downloaded eSports game in Vietnam, at over **** million downloads. This was followed by Arena of Valor and PUBG Mobile, at respectively ***** and **** million downloads. Garena – the Singaporean-based publisher of Garena Free, alongside VNG, one of Vietnam’s leading game publishers, dominated the country’s mobile eSports market with the highest numbers of game downloads that year.

Vietnam’s booming gaming industry

As of 2021, Vietnam is among the countries with the highest gaming penetration rate, with a gaming reach of over ** percent. In that year, the revenue of the Vietnamese video game market reached *** million U.S. dollars, with the largest share attributable to the mobile game segment. Vietnam’s dynamic video gaming industry is anticipated to thrive even more in the years to come, grossing approximately *** million U.S. dollars by 2026.

The future of esports On par with Vietnam’s casual gaming scene, the Vietnamese eSports industry has been witnessing substantial growth for the last few years, with rapidly increasing numbers of both eSports players and viewers. Vietnam is one of the countries with the highest number of active eSports players, recording *** competitive players as of 2020. With the COVID-19 pandemic spurring compulsory lockdowns and social distancing, more and more people are turning to video games in general and eSports in particular, thus driving increased investments in the global eSports industry.

In 2025 to date, Brawl Stars was Supercell's most popular app, with over 28.77 million combined downloads across the Apple App Store and Google Play Store worldwide. The multiplayer title was also Supercell's top-grossing game of the year. The success of freemium mobile games All of Supercell’s major mobile gaming releases successfully use the freemium business model. This is a strategy by which players can play the game free of charge, but money is required for additional features or in-game items. Some of these items enhance gameplay, while others are purely cosmetic. The freemium business model is a recipe for success – all the highest-grossing mobile gaming apps are free-to-play (F2P) with in-app purchases. Supercell – a Finnish gaming success story Founded in 2010 and headquartered in Helsinki, Finland, Supercell is a mobile game development company that debuted its first and only non-mobile gaming title, Gunshine.net, before switching to mobile gaming. In May 2012, Supercell published its first mobile game, Hay Day, a version of Zynga's successful Facebook game FarmVille. In August 2012, Supercell released Clash of Clans, and the rest is history – currently, Clash of Clans sits at over five billion U.S. dollars in lifetime gross and is still a popular title after a decade on the market.The success of these titles led to a rapid growth of Supercell and growing interest from Asian mobile leaders. A collaboration with Japanese video game company GungHo led to a later acquisition by GungHo and Softbank Corporation, a multinational investment company. GungHo and Softbank acquired 51 percent of Supercell’s shares for a total of 1.1 billion euros — the largest price for a Finnish private company ever. After various transactions, Supercell was bought out by Chinese conglomerate Tencent Holdings in 2016. In 2024, the annual revenue of Supercell amounted to approximately 1.44 billion U.S. dollars.

Released in September 2020, Genshin Impact was instantly a smash hit, accumulating well over 237 million lifetime downloads to date. In May 2025, the Genshin Impact app generated 2.41 million downloads worldwide, with monthly in-app purchase revenues of 27.7 million U.S. dollars. The action RPG takes places in a fantasy setting anime world and has been praised for its high production values. Genshin Impact also ranks among the fastest mobile games to generate 100 million U.S. dollars in player spending, a feat that the app managed in 13 days.

First released at the start of 2017, PUBG: Battlegrounds (previously known as PlayerUnknown's Battlegrounds) is one of the most popular games on Steam and had 944,484 peak concurrent players in the last recorded month, July 2025. The highest number of concurrent players was recorded in January 2018 at 3.24 million. One of the biggest games on Steam PUBG gained a devoted legion of fans in a short space of time after its release, and cumulative unit sales of the game hit 75 million in December 2021. The game has also been critically acclaimed — it won the Best Multiplayer Game at The Game Awards in 2017 and its free-to-play mobile version for Android and iOS, released in 2018, was nominated for Best Mobile Game at The 2018 Game Awards. This critical success has also translated into commercial success, as the game generated millions of U.S. dollars of revenue, most successfully in the United States. On January 12, 2022, the game has become free to play. Battle of the Battle Royale games PlayerUnknown’s Battlegrounds is an online battle royale game in which up to 100 hundred players battle it out until there is only one player or one team left standing. This format of game has become very popular in recent years. While PUBG has a strong following, especially on Steam, it has come under pressure from rival battle royale game Fortnite. First released just several months after PUBG, Fortnite has since become a cultural phenomenon, amassing 500 million registered users in just six years. As of 2025, both PUB and Fortnite are still going strong with their loyal audiences.

The Google Maps mobile app reported the highest number of downloads worldwide among the selected travel apps in 2024. That year, this app recorded nearly *** million aggregated downloads on iOS and Google Play. The Uber app was the second most downloaded app in the ranking, with almost *** million downloads. The online travel agency app market Focusing on the online travel agency (OTA) market, Airbnb topped the ranking of the OTA apps with the highest number of downloads worldwide in 2024, ahead of Booking.com. When looking at the number of downloads of leading OTA apps in the U.S. that year, Airbnb recorded again the highest figure, while Expedia ranked second in that case. How big is the travel app market? In 2023, the travel app market's global revenue reached nearly *** billion U.S. dollars and was forecast to increase steadily over the following years. When breaking down the global travel app market's revenue by country, the United States and China ranked by far as the biggest players that year, generating around *** million and *** million U.S. dollars, respectively.

Which county has the most Facebook users?

              There are more than 378 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 193.8 million, 119.05 million, and 112.55 million Facebook users respectively.

              Facebook – the most used social media

              Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3,5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising.

              Facebook usage by device
              As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

Globally, Sephora's beauty shopping mobile application was downloaded more than 810 thousand times from both the Google Play and Apple App Store in September 2025. Sephora's mobile application downloads usually peak around online sales season at the end of the year. Sephora was acquired by French luxury conglomerate LVMH (Moët Hennessy Louis Vuitton) in 1997. Popularity in the United States Sephora's app has achieved widespread success globally. In 2023, the number of monthly app downloads increased in numerous countries, indicating a positive app download rate. The United States dominated the download charts, followed by China. From January to November 2023, the Sephora app was downloaded a whopping *** million times in the US, and *** million times in China. Overall, this demonstrates the popularity of Sephora’s mobile app with consumers worldwide. Sephora, Ulta and QVC In the United States, consumers prefer to research products online, and the same is true for those who love makeup. For over half of these consumers, the preferred method for beginning their shopping journey was by visiting beauty retailer websites, such as Ulta and Sephora. In March 2024, ulta.com was the most visited beauty and cosmetics website in the U.S., with over ** million visits. Qvc.com ranked second with a total of ***** million visits, while sephora.com closely followed with ***** million website visits. These websites are highly sought-after by shoppers who are looking for beauty and cosmetics products, whether they want to browse or make purchases.

As of January 2024, Instagram was slightly more popular with men than women, with men accounting for 50.6 percent of the platform’s global users. Additionally, the social media app was most popular amongst younger audiences, with almost 32 percent of users aged between 18 and 24 years.

              Instagram’s Global Audience

              As of January 2024, Instagram was the fourth most popular social media platform globally, reaching two billion monthly active users (MAU). This number is projected to keep growing with no signs of slowing down, which is not a surprise as the global online social penetration rate across all regions is constantly increasing.
              As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, followed by the United States with 169.7 million users.

              Who is winning over the generations?

              Even though Instagram’s audience is almost twice the size of TikTok’s on a global scale, TikTok has shown itself to be a fierce competitor, particularly amongst younger audiences. TikTok was the most downloaded mobile app globally in 2022, generating 672 million downloads. As of 2022, Generation Z in the United States spent more time on TikTok than on Instagram monthly.

The Airbnb mobile app reported the highest number of downloads worldwide among the selected online travel agency and travel metasearch service apps in 2024. That year, the Airbnb app recorded almost ** million aggregated downloads on iOS and Google Play. The Booking.com app was the second most downloaded app in the ranking, with over ** million downloads. What are the most visited travel websites worldwide? While Booking.com ranked second in terms of app downloads, it was by far the most visited travel and tourism website worldwide in 2024, ranking ahead of tripadvisor.com and trip.com. When breaking down website visits to Booking.com by country, the United States, Germany, and the United Kingdom accounted for the most online traffic that year. What are the leading online travel agencies in the world? Booking.com is the flagship brand of Booking Holdings, a U.S.-based travel and tourism company that also owns Priceline, Agoda, Kayak, and OpenTable. In 2024, Booking Holdings was the leading online travel agency worldwide based on revenue. Competitor Expedia Group, whose travel brands include Expedia, Hotels.com, and Vrbo, reported the second-highest figure that year.

Most downloads of Shein's mobile app occur on iOS devices. In February 2025, the fashion app registered roughly *** million downloads from iPhones and iPads, while Android devices accounted for about ************** downloads that month. Shein's mobile store is among the most downloaded shopping apps in the United States. Global popularity in the industry Since its rebranding in 2015 from SheInside to Shein, the Shein brand has gained notoriety around the world. With an estimated revenue of **** billion U.S. dollars in 2022, the fast fashion brand ranks among the top fashion e-commerce online stores in several countries. In the United States, shein.com ranked third among the top online stores in the fashion segment. While in the neighboring North American market of Canada, and across the Atlantic in Spain, Shein was the number one leading fashion online store. The profitable controversy of fast fashion As fast fashion continues to profit as a result from cheap costs and a wide variety of options, it is not without controversy. Despite ***** in *** cross-border online shoppers believing e-retailers should be responsible for paying for sustainability, fast fashion brands like Shein tend to have low levels of transparency when it comes to their environmental impact. While fast fashion attracts millions of shoppers, second-hand e-commerce offers another online method for shoppers in need of more eco-friendly clothing consumption.