Which app categories grow on paid performance marketing?
Finance, Shopping, and Travel are the paid-marketing categories: every growth-tagged app in each uses paid performance marketing (31/31, 33/33, and 33/33 respectively) [1]. Across all 599 growth-tagged apps, paid marketing is the second-most-common engine overall at 298 (50%) [2]. If you are in a transaction-heavy category, paid acquisition is table stakes; if you are in News/Health/Social, other engines lead.
100% of growth-tagged Finance, Shopping, and Travel apps use paid performance marketing — July 2026.
Paid-marketing intensity by category
Share of each category's growth-tagged apps using paid performance marketing [1]:
| Category | Paid-marketing apps | Category n | Share |
|---|---|---|---|
| Finance | 31 | 31 | 100% |
| Shopping | 33 | 33 | 100% |
| Travel | 33 | 33 | 100% |
| News | 39 | 45 | 87% |
| Magazines & Newspapers | 22 | 25 | 88% |
| Social Networking | 17 | 30 | 57% |
| Navigation | 14 | 22 | 64% |
| Entertainment | 15 | 25 | 60% |
| Food & Drink | 13 | 23 | 57% |
How to apply it
In transaction-driven categories (Finance, Shopping, Travel, Food & Drink), paid performance marketing is universal or near-universal, so a paid-acquisition budget is not optional — it is the category norm [1]. Categories built on organic loops behave differently: Health & Fitness leans word of mouth and PLG, Social Networking leans network effects, and News leans content/SEO. Match your acquisition spend to your category's baseline rather than the global average.
Caveats
Per-category denominators are the growth-tagged apps in each category (≥20 required to appear) [1]. The 100% figures reflect the growth-tagged subset, not every app in the category ever. Multi-valued tags mean paid marketing coexists with other engines in these same apps.
The numbers
| Stat | Computed from |
|---|---|
| 31 of 31 (100%) | ge_by_category: Finance Paid performance marketing 31, n=31 |
| 33 of 33 (100%) | ge_by_category: Shopping Paid performance marketing 33, n=33 |
| 33 of 33 (100%) | ge_by_category: Travel Paid performance marketing 33, n=33 |
| 39 of 45 (87%) | ge_by_category: News Paid performance marketing 39, n=45 |
| 22 of 25 (88%) | ge_by_category: Magazines Paid performance marketing 22, n=25 |
| 14 of 22 (64%) | ge_by_category: Navigation Paid performance marketing 14, n=22 |
| 15 of 25 (60%) | ge_by_category: Entertainment Paid performance marketing 15, n=25 |
| 298 of 599 (50%) | ge_leaderboard: Paid performance marketing 298 / 599 |
Sources & citations
- [1] Lazyweb Research analysis of growth-tagged apps by category (~800-app tracked corpus), July 2026. growth-engine mix by category; categories with ≥20 growth-tagged apps, engines shown where ≥5 apps use them. ↩
- [2] Lazyweb Research analysis of 599 growth-engine-tagged apps (~800-app tracked corpus), July 2026. overall paid-marketing prevalence. ↩
Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.