Singapore apps increase paid acquisition as engagement stays high

Singapore’s reattribution share rose to 0.61, well above the global benchmark.

Singapore’s mobile shopping apps are leaning harder into paid user acquisition in 2025, according to a report.

In its report titled Shopping App Insights Report: 2025 Edition, Adjust noted the country’s paid-to-organic install ratio jumped to 0.61 in the first half of the year—up from 0.50 in 2024 and above the global average of 0.54.

Meanwhile, Singapore’s reattribution share rose to 0.61, well above the global benchmark, 0.18, and APAC's 0.15.

Engagement metrics remained strong. The average session length increased to 8.79 minutes, showing that once users are active, they stay engaged. However, day 1 retention dipped slightly from 16.6% to 15.8%.

Despite rising user acquisition costs, Singapore continues to deliver strong returns. The country posted an average revenue per monthly active user (ARPMAU) of $10.74 in 2024—well above the global average of $7.80—placing it among the top-performing markets in the Asia-Pacific region.

The report also noted a more selective approach to partner management. The average number of user acquisition partners per app dropped from 9 to 8.2, as marketers prioritize efficiency and ROI over sheer volume.

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