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Mobile Phone Apps - UK - June 2011

The term ‘mobile app’ in this report refers to native application packages that are downloaded and installed onto a mobile phone and excludes web apps which are accessed via a mobile web browser.

While mobile apps can refer to those deployed on tablets and other connected devices such as televisions, this report focuses mainly on mobile apps installed on mobile phones – and smartphones in particular.

In Mintel’s consumer research for this report, the definition of a smartphone includes mobile handsets that run Apple’s iOS, Android, BlackBerry, Symbian and Windows Phone operating systems. While this is not an all-inclusive list of smartphone platforms available on the market today, we have selected the leading platforms to represent the smartphone market, rather than asking consumers to define what a smartphone is.

As such, smartphone ownership numbers differ slightly in the Internal Market Environment section of this report to those suggested by Mintel’s consumer research. The smartphone ownership trend reported in Internal Market Environment does not define what a smartphone is, but rather asks consumers whether they own a smartphone.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Money spent on mobile apps over the past 12 months, April 2011
            • Spending on apps
              • Apple leads on apps, Google tops smartphone market share
                • Gaming apps top the chart
                  • Market factors
                    • Figure 2: Smartphone ownership, by socio-economic status and household income, April 2011
                  • Affluence influences ownership
                    • Smartphone is the new basic
                      • Companies, brands and innovation
                        • Figure 3: Cumulative mobile apps count for official storefronts, by leading mobile operating system providers, December 2008-May 2011
                      • Microsoft plays catch-up
                        • Emergence of separate ecosystems
                          • Gamification
                            • The consumer
                              • Figure 4: Number of mobile apps used at least once a week, April 2011
                            • Regular mobile app usage
                              • Promoting ‘stickiness’
                                • Non-smartphone users
                                  • What we think
                                  • Issues in the Market

                                      • Are Android users willing to pay for mobile apps?
                                        • Will Microsoft gain market share in the smartphone market with its Windows Phone operating system?
                                          • Which platform should developers create mobile apps for?
                                            • What is the hottest trend in mobile apps?
                                              • How can companies use mobile apps to establish and maintain relationships with consumers?
                                              • Future Opportunities

                                                  • Trend: Never Say Die
                                                    • Trend: Guiding Choice
                                                    • Internal Market Environment

                                                      • Key points
                                                        • Smartphone trends
                                                          • Figure 5: Smartphone ownership, April 2009-April 2011
                                                          • Figure 6: Smartphone ownership trend, by gender, April 2009-April 2011
                                                          • Figure 7: Smartphone ownership, by age, socio-economic status and household income, April 2011
                                                        • Mobile internet usage
                                                          • Figure 8: Trends in accessing the internet through a mobile phone, 2007-10
                                                        • Strain on 3G networks
                                                          • 4G coming soon
                                                            • Competition with other gadgets
                                                            • Broader Market Environment

                                                              • Key points
                                                                • GDP falls, as does consumer confidence
                                                                  • Figure 9: GDP quarterly percentage change, Q1 2004-Q1 2011
                                                                  • Figure 10: GfK NOP Consumer Confidence Index, January 1988-May 2011
                                                                • A note on inflation
                                                                  • Figure 11: CPI for all items vs. CPI for telephone and telefax equipment and services, May 2005-May 2011
                                                                • Age structure of the population
                                                                  • Figure 12: Trends in the age structure of the UK population, 2005-15
                                                              • Strengths and Weaknesses in the Market

                                                                  • Strengths
                                                                    • Visibility
                                                                      • Flexible revenue opportunities
                                                                        • Defined user experience
                                                                          • Low barriers to entry
                                                                            • Push notifications
                                                                              • Weaknesses
                                                                                • Proliferation of platforms
                                                                                  • Device fragmentation
                                                                                    • Figure 13: Different versions of Android devices that have accessed Android Market worldwide, May 2011
                                                                                  • Lack of portability
                                                                                    • Intense competition
                                                                                      • Discoverability
                                                                                      • Who’s Innovating?

                                                                                        • Key points
                                                                                          • Third-party app stores
                                                                                            • Cross-platform web apps
                                                                                              • App-ification of content
                                                                                                • Branded gamification via augmented reality
                                                                                                  • QR, NFC and mobile apps
                                                                                                    • Figure 14: Example of a Quick Response (QR) code
                                                                                                • Market Overview

                                                                                                  • How many apps are out there?
                                                                                                    • Figure 15: Cumulative mobile apps count for official storefronts, by leading mobile operating system providers, December 2008-May 2011
                                                                                                  • Free vs. paid apps
                                                                                                    • Figure 16: Free vs. paid mobile apps available in official storefronts, by leading mobile operating system providers, May 2011
                                                                                                  • How many and how much
                                                                                                    • Figure 17: Number of mobile apps downloaded per month, April 2011
                                                                                                • Companies and Products

                                                                                                    • Apple (iOS)
                                                                                                      • Google (Android)
                                                                                                        • HP (WebOS)
                                                                                                          • Microsoft (Windows Phone 7)
                                                                                                            • Nokia (Symbian)
                                                                                                              • Research in Motion (BlackBerry OS)
                                                                                                              • Channels to Market

                                                                                                                • Key points
                                                                                                                  • Operating system providers
                                                                                                                    • Figure 18: List of leading mobile operating systems, providers and corresponding app stores, as at May 2011
                                                                                                                  • Mobile operators and resellers
                                                                                                                    • Hardware manufacturers
                                                                                                                      • Mobile retailers
                                                                                                                        • App recommendation
                                                                                                                          • In-app cross-selling
                                                                                                                            • Independent app stores
                                                                                                                            • Smartphone Ownership

                                                                                                                              • Key points
                                                                                                                                • Android takes the lead
                                                                                                                                  • Figure 19: Mobile phone ownership, by operating system, April 2011
                                                                                                                                • BlackBerry popular with the young
                                                                                                                                  • Figure 20: Smartphone ownership, by operating system, by age, April 2011
                                                                                                                                • Apple the aspirational fruit
                                                                                                                                  • Figure 21: Apple iPhone ownership, by socio-economic status and gross annual household income, April 2011
                                                                                                                                  • Figure 22: Smartphone ownership, by operating system, by socio-economic status, April 2011
                                                                                                                                • Three stands out in the crowd
                                                                                                                                  • Figure 23: Smartphone ownership, by operating system, by personal mobile phone network provider, April 2011
                                                                                                                              • Mobile App Download Habits

                                                                                                                                • Key points
                                                                                                                                  • Figure 24: Number of mobile apps downloaded per month, April 2011
                                                                                                                                • Number of downloads
                                                                                                                                  • Figure 25: Number of mobile apps downloaded per month, by mobile phone ownership, April 2011
                                                                                                                                • Who doesn’t download mobile apps?
                                                                                                                                  • Figure 26: Smartphone owners who answered ‘none’ to ‘How many mobile apps, if any, do you download in a typical month?’, by gender, age, household income and internet usage, April 2011
                                                                                                                              • Spending on Mobile Apps

                                                                                                                                • Key points
                                                                                                                                  • Figure 27: Money spent on mobile apps over the past 12 months, April 2011
                                                                                                                                • Appetite for paid apps
                                                                                                                                  • Figure 28: Money spent on mobile apps over the past 12 months, by age, April 2011
                                                                                                                                • iPhone users are bigger spenders
                                                                                                                                  • Figure 29: Money spent on mobile apps over the past 12 months, by mobile phone ownership, April 2011
                                                                                                                                • Gender differences
                                                                                                                                  • Figure 30: Money spent on mobile apps over the past 12 months, by gender, April 2011
                                                                                                                              • Mobile App Usage

                                                                                                                                • Key points
                                                                                                                                  • Figure 31: Number of mobile apps used at least once a week, April 2011
                                                                                                                                • Creatures of habit
                                                                                                                                  • Figure 32: Number of mobile apps used at least once a week, by gender, April 2011
                                                                                                                                • More apps used more frequently on iOS
                                                                                                                                  • Figure 33: Number of mobile apps used at least once a week, by mobile operating system, April 2011
                                                                                                                                • Big spenders have more core apps
                                                                                                                                  • Figure 34: Number of mobile apps used at least once a week, by money spent on mobile apps over the past 12 months, April 2011
                                                                                                                              • Popularity of Mobile Apps by Category

                                                                                                                                • Key points
                                                                                                                                    • Figure 35: Types of mobile apps downloaded and used, April 2011
                                                                                                                                  • Gaming tops the download chart
                                                                                                                                    • Gaming on the BlackBerry
                                                                                                                                      • Unused mobile apps
                                                                                                                                        • Figure 36: Proportion of smartphone owners who have downloaded different types of mobile apps but not used them, April 2011
                                                                                                                                      • Apps for the over-45s
                                                                                                                                        • Figure 37: Types of mobile apps downloaded and used – over-45s vs. all smartphone users, April 2011
                                                                                                                                      • Gender differences
                                                                                                                                        • Figure 38: Types of mobile apps downloaded and used, by gender, April 2011
                                                                                                                                    • Attitudes towards Mobile Apps

                                                                                                                                      • Key points
                                                                                                                                          • Figure 39: Attitudes towards mobile apps – smartphone owners, April 2011
                                                                                                                                        • App discovery
                                                                                                                                          • Too much choice can be paralysing
                                                                                                                                            • Figure 40: Agreement with the statement, ‘There are so many different apps available I find it hard to choose which ones I want’, by age, April 2011
                                                                                                                                          • To app or not to app
                                                                                                                                            • Are apps a fad?
                                                                                                                                              • Figure 41: Agreement with the statement, ‘I have lost interest in apps now that I have had a smartphone for a while’, by age, April 2011
                                                                                                                                            • Advertising in mobile apps
                                                                                                                                              • The importance of ecosystem
                                                                                                                                              • Attitudes of Non-Smartphone Owners

                                                                                                                                                • Key points
                                                                                                                                                  • Figure 42: Attitudes towards mobile apps – non-smartphone owners, April 2011
                                                                                                                                                • Moving beyond calls and texts
                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                    • Figure 43: Smartphone ownership trends, by gender, age and socio-economic group, April 2009-April 2011
                                                                                                                                                    • Figure 44: Smartphone ownership, by demographics, April 2011
                                                                                                                                                    • Figure 45: Trends in how access the internet, by frequency, 2007-10
                                                                                                                                                • Appendix – Market Overview

                                                                                                                                                    • Figure 46: Cumulative mobile apps count for official storefronts, by leading mobile operating system providers, December 2008-May 2011
                                                                                                                                                • Appendix – Smartphone Ownership

                                                                                                                                                    • Figure 47: Mobile phone ownership, April 2011
                                                                                                                                                    • Figure 48: Mobile phone ownership, by demographics, April 2011
                                                                                                                                                • Appendix – Mobile App Download Habits

                                                                                                                                                    • Figure 49: Number of mobile apps downloaded per month, April 2011
                                                                                                                                                    • Figure 50: Number of mobile apps downloaded per month, by demographics, April 2011
                                                                                                                                                    • Figure 51: Number of mobile apps downloaded per month, by mobile phone ownership, April 2011
                                                                                                                                                • Appendix – Spending on Mobile Apps

                                                                                                                                                    • Figure 52: Money spent on mobile apps over the past 12 months, April 2011
                                                                                                                                                    • Figure 53: Money spent on mobile apps over the past 12 months, by demographics, April 2011
                                                                                                                                                    • Figure 54: Money spent on paid mobile apps over the past 12 months, by mobile phone ownership, April 2011
                                                                                                                                                • Appendix – Mobile App Usage

                                                                                                                                                    • Figure 55: Number of mobile apps used at least once a week, April 2011
                                                                                                                                                    • Figure 56: Number of mobile apps used at least once a week, by demographics, April 2011
                                                                                                                                                    • Figure 57: Number of mobile apps used at least once a week, by mobile phone ownership, April 2011
                                                                                                                                                    • Figure 58: Number of mobile apps used at least once a week, by money spent on mobile apps over the past 12 months, April 2011
                                                                                                                                                • Appendix – Popularity of Mobile Apps by Category

                                                                                                                                                    • Figure 59: Types of mobile apps downloaded and used, April 2011
                                                                                                                                                    • Figure 60: Most popular types of mobile apps downloaded and used, by demographics, April 2011
                                                                                                                                                    • Figure 61: Next most popular types of mobile apps downloaded and used, by demographics, April 2011
                                                                                                                                                    • Figure 62: Other types of mobile apps downloaded and used, by demographics, April 2011
                                                                                                                                                    • Figure 63: Least popular types of mobile apps downloaded and used, by demographics, April 2011
                                                                                                                                                    • Figure 64: Most popular types of mobile apps downloaded but not used, by demographics, April 2011
                                                                                                                                                    • Figure 65: Next most popular types of mobile apps downloaded but not used, by demographics, April 2011
                                                                                                                                                    • Figure 66: Other types of mobile apps downloaded but not used, by demographics, April 2011
                                                                                                                                                    • Figure 67: Least popular types of mobile apps downloaded but not used, by demographics, April 2011
                                                                                                                                                    • Figure 68: Repertoire of types of mobile apps downloaded and used, by demographics, April 2011
                                                                                                                                                    • Figure 69: Types of mobile apps downloaded and used, by mobile phone ownership, April 2011
                                                                                                                                                    • Figure 70: Types of mobile apps downloaded but not used, by mobile phone ownership, April 2011
                                                                                                                                                    • Figure 71: Types of mobile apps downloaded, by mobile phone ownership, April 2011
                                                                                                                                                • Appendix – Attitudes towards Mobile Apps

                                                                                                                                                    • Figure 72: Attitudes towards mobile apps – smartphone owners, April 2011
                                                                                                                                                    • Figure 73: Most popular attitudes towards mobile apps – smartphone owners, by demographics, April 2011
                                                                                                                                                    • Figure 74: Next most popular attitudes towards mobile apps – smartphone owners, by demographics, April 2011
                                                                                                                                                    • Figure 75: Attitudes towards mobile apps – smartphone owners, by mobile phone ownership, April 2011
                                                                                                                                                    • Figure 76: Attitudes towards mobile apps – smartphone owners, by number of mobile apps downloaded per month, April 2011
                                                                                                                                                    • Figure 77: Attitudes towards mobile apps – smartphone owners, by money spent on paid mobile apps over the past 12 months, April 2011
                                                                                                                                                • Appendix – Attitudes of Non-Smartphone Owners

                                                                                                                                                    • Figure 78: Attitudes towards mobile apps – non-smartphone owners, April 2011
                                                                                                                                                    • Figure 79: Attitudes towards mobile apps – non-smartphone owners, by demographics, April 2011
                                                                                                                                                    • Figure 80: Attitudes towards mobile apps – non-smartphone owners, by attitudes towards mobile apps, April 2011

                                                                                                                                                Companies Covered

                                                                                                                                                • Accenture
                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Amazon.co.uk
                                                                                                                                                • Apple Computer UK Ltd
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • Bank of England
                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Flickr
                                                                                                                                                • Foursquare
                                                                                                                                                • Freeview
                                                                                                                                                • Gfk NOP
                                                                                                                                                • Google UK
                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                • Hewlett-Packard Ltd (UK)
                                                                                                                                                • HTC
                                                                                                                                                • Intel Corporation
                                                                                                                                                • International Business Machines Corporation (IBM)
                                                                                                                                                • Ipsos MORI
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • John Lewis Partnership
                                                                                                                                                • Kantar Media
                                                                                                                                                • Lidl (UK)
                                                                                                                                                • LinkedIn
                                                                                                                                                • Marks & Spencer
                                                                                                                                                • Metro (The)
                                                                                                                                                • Microsoft Ltd (UK)
                                                                                                                                                • mmO2 plc
                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                • Nokia Corporation (UK)
                                                                                                                                                • Oracle Corporation
                                                                                                                                                • Orange plc (UK)
                                                                                                                                                • Palm Inc.
                                                                                                                                                • Red Bull UK
                                                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                                                • Samsung Electronics (UK) Ltd
                                                                                                                                                • Skype Technologies S.A.
                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                • Teletext Holidays
                                                                                                                                                • Tesco Plc
                                                                                                                                                • The Carphone Warehouse Ltd
                                                                                                                                                • Twitter, Inc.
                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                • Virgin Mobile
                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                • Waitrose
                                                                                                                                                • Warner Bros Distributors Ltd (SFD)
                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                • Yahoo! UK & Ireland
                                                                                                                                                • YouTube, Inc.

                                                                                                                                                Mobile Phone Apps - UK - June 2011

                                                                                                                                                £1,995.00 (Excl.Tax)