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Mobile Phone Apps - UK - October 2013

“Apps starting out and struggling to reach the visibility and critical mass of users that would allow them to exist on a freemium model may wish to begin as premium, shifting to freemium at a later stage in their development, when they have achieved a large enough base of free users to generate a paying core substantial enough to make the model financially rewarding.”

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • Is it still worth releasing non-Freemium apps?
  • Where will the next sweeping market innovations come from?
  • How can the consumer’s advert experience best be optimised?
  • What should developers be aware of with the decline of BlackBerry?

With the increasing presence of smartphones seeping into all industries, usage of apps for a variety of different activities has increased throughout 2012.

Consumers are now also starting to pay for apps differently, with free downloads becoming the norm, further monetised by in-app purchases. In this report, Mintel will examine what categories of apps consumers download, how much they spend on apps and in-app purchases, how frequently they search for new apps to download, their attitudes towards adverts in apps and their attitudes towards shopping using apps.

Definitions

This report looks at mobile phone apps – or apps designed specifically for use with smartphone devices.
Analysis is restricted to the ‘big four’ platforms; Apple’s iOS, Google’s Android, Microsoft’s Windows Phone and BlackBerry’s BlackBerry.

Although apps designed for tablets may sometimes be included in the discussion of the market, market sizing, segmentation and all consumer discussion is restricted to smartphone apps.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • UK app market grows 59% year on year
                • Figure 1: Estimated value of UK app revenue through the iOS and Google Play App Store, 2012 and 2013
              • Google Play overtakes App Store in volume of apps
                • Figure 2: Total apps on smartphone app stores, December 2008-June 2013
              • Free apps increase year on year
                • Figure 3: Free and paid spilt of applications in smartphone application stores, 2012 and 2013
              • Market factors
                • Smartphone growth slow but steady
                  • No sign of decline in fortunes for iOS or Android
                    • Freemium mechanic continues to prove popular
                      • The consumer
                        • What apps do people download?
                          • Figure 4: Mobile apps installed by consumers, July 2013
                        • How often do people look for and use apps?
                          • Figure 5: Frequency with which consumers download applications, July 2013
                          • Figure 6: Frequency with which consumers use the apps they have downloaded, July 2013
                        • Consumer attitudes towards adverts in apps
                          • Figure 7: Consumer attitudes towards adverts in apps, July 2013
                        • Consumer attitudes towards shopping with applications
                          • Figure 8: Consumer attitudes towards shopping through applications, July 2013
                        • What we think
                        • Issues in the Market

                            • Is it still worth releasing non-Freemium apps?
                              • Where will the next sweeping market innovations come from?
                                • How can the consumer’s advert experience best be optimised?
                                  • What should developers be aware of with the decline of BlackBerry?
                                  • Trend Application

                                      • Trend: Cam Cam
                                        • Trend: Life Hacking
                                          • Mintel Futures: Access Anything, Anywhere
                                          • Market Drivers

                                            • Key points
                                              • Smartphone growth slow but steady
                                                • Figure 9: Mobile phone ownership, July 2012-April 2013
                                              • HTML5 debate remains unresolved
                                                • Android still the most popular smartphone
                                                  • Figure 10: Mobile phones consumers have, February 2013
                                                  • Figure 11: Smartphone platform ownership, February 2013
                                                • Freemium mechanic proves popular
                                                  • Figure 12: Proportion of smartphone owners who have downloaded a free or paid-for game, February 2011-February 2013
                                                  • Figure 13: Apple and Google revenue split between paid, paid with in-app purchases and free with in-app purchases (freemium) apps, August 2013
                                                • Wearable tech broadens app usability potential
                                                  • Google Play grows more, iOS earns more
                                                    • Figure 14: Total worldwide sales of Apple devices and activations of Android devices, September 2007-September 2013
                                                  • BlackBerry in difficulties
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Apple introduces children’s section
                                                        • The Nightjar plays through sound alone
                                                          • Apple offers ‘App Resurrection’ policy
                                                            • BoosterMedia launches doctorhtml5.com
                                                            • Market Overview

                                                              • Key points
                                                                • UK app market grows 59% year on year
                                                                  • Figure 15: Estimated value of UK app revenue through the iOS and Google Play App Store, 2012 and 2013
                                                                  • Figure 16: Split of Apple App Store and Google Play store total app revenue, by app monetisation strategy, August 2013
                                                                • 83% of UK revenue from iOS
                                                                  • Figure 17: Total revenue split by iOS and Google Play app stores, by region, August 2013
                                                                • Google Play overtakes App Store in volume of apps
                                                                  • Figure 18: Total apps available on smartphone app stores, December 2008-June 2013
                                                                  • Figure 19: Total percentage of applications available across smartphone app stores, June 2013
                                                                • Overall year-on-year App Store growth much lower in 2013
                                                                  • Figure 20: Year-on-year percentage growth in the number of apps available through app stores, 2011/12 and 2012/13
                                                                • Free apps increase year on year
                                                                  • Figure 21: Free and paid spilt of applications in smartphone application stores, 2012 and 2013
                                                              • Market Segmentation

                                                                • Key points
                                                                  • iOS users much more engaged with app use
                                                                    • Figure 22: Source of applications used by consumers, by smartphone operating platform, February 2013
                                                                    • Figure 23: Number of app downloads per month, by percentage of handset operating system users, February 2013
                                                                  • 18-34 and iOS users highest app downloaders
                                                                    • Figure 24: Number of apps downloaded in the last month, by age, February 2013
                                                                    • Figure 25: Number of apps downloaded in the last month, by smartphone OS, February 2013
                                                                  • BlackBerry loses business edge with youth app user spike
                                                                    • Figure 26: Age of consumers downloading from application stores, February 2013
                                                                • Companies and Products

                                                                    • Apple Inc. (iOS)
                                                                      • Background
                                                                        • Number of apps
                                                                          • Financial information
                                                                            • Figure 27: Apple Q3 results (April-June), fiscal year 2009-13
                                                                          • Recent developments
                                                                            • Future objectives and strategies
                                                                              • Revenue policy
                                                                                • Google Inc. (Android)
                                                                                  • Background
                                                                                    • Number of apps
                                                                                      • Financial information
                                                                                        • Recent developments
                                                                                          • Future objectives and strategies
                                                                                            • Revenue policy
                                                                                              • Microsoft Corporation (Windows Phone 8)
                                                                                                • Background
                                                                                                  • Number of apps
                                                                                                    • Financial information
                                                                                                      • Recent developments
                                                                                                        • Future objectives and strategies
                                                                                                          • Revenue policy
                                                                                                            • BlackBerry (BlackBerry)
                                                                                                              • Background
                                                                                                                • Number of apps
                                                                                                                  • Financial information
                                                                                                                    • Recent developments
                                                                                                                      • Future objectives and strategies
                                                                                                                        • Revenue policy
                                                                                                                        • What Apps Do People Download?

                                                                                                                          • Key points
                                                                                                                            • Social networks most commonly downloaded apps
                                                                                                                              • Figure 28: Mobile apps installed by consumers, July 2013
                                                                                                                              • Figure 29: Download and installation of apps, by gender, July 2013
                                                                                                                            • Functional apps unpopular with the youth
                                                                                                                              • Online shopping apps disproportionately popular with the wealthy
                                                                                                                                • Figure 30: Consumers who have downloaded an online retail or auction app, by gross annual household income, July 2013
                                                                                                                              • Photo and video sharing apps favoured by heavy users
                                                                                                                                • Older people don’t like apps
                                                                                                                                  • Figure 31: Consumers who have never downloaded or installed an application on their smartphone, by age, July 2013
                                                                                                                              • How Often Do People Look For and Use Apps?

                                                                                                                                  • Three in 10 app users search a few times a week or more frequently
                                                                                                                                    • Figure 32: Frequency with which consumers download applications, July 2013
                                                                                                                                    • Figure 33: Frequency with which consumers search for apps to download, by gender, July 2013
                                                                                                                                  • Children in the household prompt frequent searching
                                                                                                                                    • Figure 34: Frequency with which consumers search for apps to download, by presence of children in the household, July 2013
                                                                                                                                  • Media purists also heavy app searchers
                                                                                                                                    • Figure 35: Proportion of consumers who search for apps to download every day, by presence of technology in the household, July 2013
                                                                                                                                  • Everyday searchers not high downloaders
                                                                                                                                    • Figure 36: Heat map of app categories, by frequency of download, July 2013
                                                                                                                                  • Over a quarter use apps multiple times a day
                                                                                                                                    • Figure 37: Frequency with which consumers use the apps they have downloaded, July 2013
                                                                                                                                    • Figure 38: Frequency with which consumers use the apps they have downloaded, by age, July 2013
                                                                                                                                    • Figure 39: Frequency with which consumers use the apps they have downloaded, by presence of children in the household, July 2013
                                                                                                                                • Consumer Attitudes towards Adverts in Apps

                                                                                                                                    • Over a third want opt-in ads
                                                                                                                                      • Figure 40: Consumer attitudes towards adverts in apps, July 2013
                                                                                                                                      • Figure 41: Agreement that consumers should only see app adverts after explicitly opting in, by age and gender, July 2013
                                                                                                                                      • Figure 42: Consumers who have seen and clicked on at least one digital advert, by age, June 2013
                                                                                                                                    • Younger consumers much more likely to see ads as disruptive
                                                                                                                                      • Figure 43: Agreement that ads in apps disrupt the consumer experience, by age, July 2013
                                                                                                                                    • Ad removal will push photo, video and music app sharing
                                                                                                                                      • Figure 44: Consumers who would recommend an app to a friend if doing so would allow them to remove adverts, by apps downloaded to their phones, July 2013
                                                                                                                                    • Adverts may aid discoverability for heavy users
                                                                                                                                        • Figure 45: Consumers who would be happy to see adverts recommending apps they may enjoy, by frequency of app usage, July 2013
                                                                                                                                    • Consumer Attitudes towards Shopping with Applications

                                                                                                                                        • Consumers primarily motivated by low cost
                                                                                                                                          • Figure 46: Consumer attitudes towards shopping through applications, July 2013
                                                                                                                                          • Figure 47: Consumers who say that an app being highly usable is an important factor for them when using it to make a purchase, by age, July 2013
                                                                                                                                        • Younger consumers focus on functionality
                                                                                                                                          • Figure 48: Appeal of apps that have high-quality photo/video and apps that include product reviews, when convincing consumers to shop via mobile apps, by age, July 2013
                                                                                                                                          • Figure 49: Consumers who have downloaded an online auction or shopping app to their smartphone, by likelihood that a particular feature would convince consumers to purchase content through an app, July 2013
                                                                                                                                        • 25-34s value the multichannel experience
                                                                                                                                          • Little desire for app and store crossover
                                                                                                                                            • Differences in top five features for heavy/medium/light users
                                                                                                                                              • Figure 50: Top five features likely to prompt the purchase of content through an app, by frequency of app usage, July 2013
                                                                                                                                          • Appendix – What Apps do People Download?

                                                                                                                                              • Figure 51: Mobile phone app categories installed by consumers, July 2013
                                                                                                                                              • Figure 52: Mobile phone app categories installed by consumers, by frequency of app usage, July 2013
                                                                                                                                              • Figure 53: Most popular mobile phone app categories installed by consumers, by demographics, July 2013
                                                                                                                                              • Figure 54: Next most popular mobile phone app categories installed by consumers, by demographics, July 2013
                                                                                                                                          • Appendix – How Often do Consumers Look for and Use Apps?

                                                                                                                                              • Figure 55: Frequency with which consumers search for new apps for their phone to try and buy, July 2013
                                                                                                                                              • Figure 56: Mobile phone app categories installed by consumers, by frequency with which consumers search for new apps for their phone to try and buy, July 2013
                                                                                                                                              • Figure 57: Frequency with which consumers search for new apps for their phone to try and buy, by demographics, July 2013
                                                                                                                                              • Figure 58: Frequency with which consumers use apps previously downloaded and installed to their phones, July 2013
                                                                                                                                              • Figure 59: Frequency with which consumers use apps previously downloaded and installed to their phones, by demographics, July 2013
                                                                                                                                          • Appendix – Consumers’ Attitudes towards Adverts In Apps

                                                                                                                                              • Figure 60: Consumer attitudes towards adverts in apps, July 2013
                                                                                                                                              • Figure 61: Consumer attitudes towards adverts in apps, by most popular mobile phone app categories installed by consumers, July 2013
                                                                                                                                              • Figure 62: Consumer attitudes towards adverts in apps, by next most popular mobile phone app categories installed by consumers, July 2013
                                                                                                                                              • Figure 63: Consumer attitudes towards adverts in apps, by frequency of app usage, July 2013
                                                                                                                                              • Figure 64: Amount spent on applications, by most popular consumer attitudes towards advertisements in applications, July 2013
                                                                                                                                              • Figure 65: Amount spent on applications, by next most popular consumer attitudes towards advertisements in applications, July 2013
                                                                                                                                              • Figure 66: Most popular consumer attitudes towards advertisements in applications, by demographics, July 2013
                                                                                                                                              • Figure 67: Next most popular consumer attitudes towards advertisements in applications, by demographics, July 2013
                                                                                                                                          • Appendix – Consumers’ Attitudes towards Shopping with Applications

                                                                                                                                              • Figure 68: Consumer attitudes towards buying through retailer applications, July 2013
                                                                                                                                              • Figure 69: Consumer frequency of app purchases, by most popular consumer attitudes towards buying through retailer applications, July 2013
                                                                                                                                              • Figure 70: Consumer frequency of app purchases, by next most popular consumer attitudes towards buying through retailer applications, July 2013
                                                                                                                                              • Figure 71: Consumer attitudes towards buying through retailer applications, by frequency of app usage, July 2013
                                                                                                                                              • Figure 72: Consumer attitudes towards buying through retailer applications, by most popular consumer attitudes towards buying through retailer applications, July 2013
                                                                                                                                              • Figure 73: Consumer attitudes towards buying through retailer applications, by next most popular consumer attitudes towards buying through retailer applications, July 2013
                                                                                                                                              • Figure 74: Most popular consumer attitudes towards buying through retailer applications, by demographics, July 2013
                                                                                                                                              • Figure 75: Next most popular consumer attitudes towards buying through retailer applications, by demographics, July 2013

                                                                                                                                          Companies Covered

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                                                                                                                                          Mobile Phone Apps - UK - October 2013

                                                                                                                                          £1,995.00 (Excl.Tax)