In-App Advertising - China

  • China
  • In 2024, in China is projected to witness ad spending in the In-App Advertising market amounting to US$132.60bn.
  • The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 8.00%, leading to a forecasted market volume of US$194.80bn by 2029.
  • The projected average ad spending per mobile internet user in the In-App Advertising market for 2024 is US$92.56.
  • It is noteworthy that, in global comparison, China is anticipated to generate the highest ad spending in 2024, accounting for US$132.60bn.
  • China's in-app advertising market is experiencing rapid growth, driven by the country's massive mobile user base and increasing digital consumption trends.

Key regions: China, Europe, United States, Asia, Germany

Region comparison

Analyst Opinion

The In-App Advertising market in China has been experiencing significant growth in recent years, driven by a combination of customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in China have shifted towards mobile devices, with a large portion of the population now owning smartphones. This has led to increased usage of mobile apps, creating a prime opportunity for in-app advertising. Furthermore, Chinese consumers are increasingly receptive to personalized and targeted advertising, which can be effectively delivered through in-app advertisements. Trends in the market have also contributed to the growth of in-app advertising in China. Advertisers are recognizing the potential of reaching a large and engaged audience through mobile apps, leading to increased investment in this form of advertising. Additionally, advancements in technology and data analytics have allowed for more precise targeting and measurement of in-app advertisements, further increasing their effectiveness. Local special circumstances in China have played a role in the development of the in-app advertising market. The Chinese government has implemented policies that support the growth of the digital economy, including the promotion of mobile internet usage. This has created an environment conducive to the expansion of in-app advertising, as companies are encouraged to invest in this sector. Underlying macroeconomic factors have also contributed to the growth of the in-app advertising market in China. The country's strong economic growth has led to an increase in disposable income, allowing consumers to spend more on mobile apps and in-app purchases. This has created a larger user base for in-app advertising, attracting more advertisers to the market. In conclusion, the In-App Advertising market in China is experiencing significant growth due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. With the increasing usage of mobile devices, a shift towards personalized advertising, and government support for the digital economy, the market is expected to continue its upward trajectory. Advertisers and app developers in China should take advantage of these opportunities to maximize the potential of in-app advertising.


Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.


We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Downloads
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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