Market insights. Android Surges 55% in LatAm Finance Apps, iOS Dominates Retention

AppsFlyer's latest finance marketing report for Latin America reveals a striking divergence in platform performance during 2025-2026. Android installations surged 55% between Q2 2025 and Q2 2026, more than twice the 26% growth recorded on iOS, signaling strong momentum in the region's emerging markets where Android dominance is pronounced. The data spans Argentina, Brazil, and Mexico, three critical markets for financial services innovation in the region. This growth trajectory reflects both the expanding smartphone penetration in LatAm and the increasing adoption of fintech solutions among Android-first populations.

Yet the narrative shifts dramatically when examining user retention metrics. iOS demonstrates superior stickiness, maintaining a higher share of active users at critical engagement windows: day 1, day 7, and day 30 post-install. This retention advantage suggests iOS users exhibit stronger initial commitment to finance apps, possibly due to demographic factors, purchasing power, or app quality perception. For studios developing finance applications targeting LatAm, the insight is clear: Android offers volume and growth potential, but iOS users represent higher-value, more engaged cohorts. The report also highlights that text-to-app conversions drive over a third of owned-media conversions in LatAm finance, indicating that SMS and messaging channels remain potent acquisition levers. Studios should calibrate their platform investment and retention strategies accordingly, balancing Android's growth opportunity with iOS's engagement premium.