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Mobile Device Apps - UK - October 2018

“The mobile app market is continuing to expand, with the emphasis firmly on free downloads and subscription payments or microtransactions. Gaming dominates app revenues but there are strong opportunities for other sectors, with augmented reality developments in particular driving app innovations in social media and retail. While young people are regularly downloading new apps, they must provide unique functions over websites or risk being quickly deleted.”
– Adrian Reynolds, Consumer Technology Analyst

This Report looks at the following areas:

  • The future of app revenue generation
  • Smartphone innovations driving app potential

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Google Play Store and iOS continue to demonstrate strong growth
              • Figure 1: Gross mobile app revenue for iOS and Google Play Store, 2013-23
            • Growth in connected device ownership has driven the app market
              • Figure 2: Ownership of connected devices, January 2012-April 2018
            • iOS 12 officially launched in September 2018
              • Android Pie update launches initially on Pixel smartphones
                • Companies and brands
                  • Entertainment and leisure apps are the most heavily advertised
                    • Figure 3: Total above-the-line, online display and direct mail advertising expenditure on mobile apps, 2015-17
                  • The consumer
                    • Nearly six in 10 smartphone owners use Android
                      • Figure 4: Smartphone operating systems, July 2018
                    • Nearly half of tablet households have iPads
                      • Figure 5: Tablet operating systems, July 2018
                    • Men are downloading apps far more regularly than women
                      • Figure 6: App download frequency, July 2018
                    • Majority of people have not paid for app downloads in the last month
                      • Figure 7: Paid app downloads, July 2018
                    • Six in 10 people aged 16-24 check user reviews before downloading apps
                      • Figure 8: Influences on app downloads, July 2018
                    • Messaging and social media apps are the most frequently used
                      • Figure 9: Mobile app usage, July 2018
                    • Over three quarters of app users have not recently paid for premium access
                      • Figure 10: Premium app access, July 2018
                    • Augmented reality innovations are providing new opportunities for app developers
                      • Figure 11: Mobile app features used, July 2018
                    • Eight in 10 people delete apps they are not using regularly
                      • Figure 12: Attitudes towards app usage, July 2018
                    • Nearly six in 10 16-24-year-olds watch video on apps more than websites
                      • Figure 13: Attitudes towards media apps, July 2018
                    • Seven in 10 people only download free apps
                      • Figure 14: Attitudes towards app payments, July 2018
                    • What we think
                    • Issues and Insights

                      • The future of app revenue generation
                        • The facts
                          • The implications
                            • Smartphone innovations driving app potential
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Google Play Store and iOS continue to demonstrate strong growth
                                    • Apple producing far higher app revenues than Android despite lower usage
                                      • High app store fees could see some brands seek alternative routes
                                        • Gaming dominates the highest-grossing apps across iOS and Android
                                          • Growth in connected device ownership has driven the app market
                                            • Expanding digital advertising market set to benefit mobile app revenues
                                            • Market Size and Forecast

                                              • Google Play Store and iOS continue to demonstrate strong growth
                                                • Apple producing far higher app revenues than Android despite lower usage
                                                  • High app store fees could see some brands seek alternative routes
                                                    • Focus on digital health could reduce app usage times
                                                      • Figure 15: Gross mobile app revenue for iOS and Google Play Store, 2013-23
                                                      • Figure 16: Gross mobile app revenue for iOS and Google Play Store (source data), 2013-23
                                                    • Gaming dominates the highest-grossing apps across iOS and Android
                                                      • Figure 17: Top apps, by revenue, on the UK iOS App Store, August 2018
                                                      • Figure 18: Top apps, by revenue, on the UK Google Play Store, August 2018
                                                    • Forecast methodology
                                                    • Market Drivers

                                                      • Growth in connected device ownership has driven the app market
                                                        • Figure 19: Ownership of connected devices, January 2012-April 2018
                                                      • Expanding digital advertising market set to benefit mobile app revenues
                                                        • Figure 20: Forecast of digital advertising expenditure in the UK, 2012-22
                                                      • Popularity of mobile gaming driving app revenue growth
                                                        • Figure 21: Forecast of mobile gaming market revenues in the UK, 2013-23
                                                      • VR and AR providing new opportunities for app development
                                                        • iOS 12 officially launched in September 2018
                                                          • Figure 22: Apple iOS 12 Group FaceTime
                                                        • Android Pie update launches initially on Pixel smartphones
                                                          • Digital wellbeing is a key focus of software updates
                                                              • Figure 23: The Android Pie Digital Wellbeing dashboard
                                                              • Figure 24: Apple’s Screen Time feature
                                                          • Companies and Brands – What You Need to Know

                                                            • New smartphone technology boosting potential for AR apps
                                                              • Epic Games bypasses Google Play with Android Fortnite release
                                                                • Oculus updates app for remote VR downloads
                                                                  • HSBC launches Connected Money app
                                                                    • Entertainment and leisure apps are the most heavily advertised
                                                                      • Television dominates app advertising but digital is growing
                                                                      • Launch Activity and Innovation

                                                                        • New smartphone technology boosting potential for AR apps
                                                                          • Apple launches Measure app with full iOS 12 release
                                                                            • Epic Games bypasses Google Play with Android Fortnite release
                                                                              • Google Maps supports location-based games
                                                                                • Oculus updates app for remote VR downloads
                                                                                  • HSBC launches Connected Money app
                                                                                    • Credit card app Curve launches in UK
                                                                                      • YouTube adds HDR support to iOS app for new iPhones
                                                                                      • Advertising and Marketing Activity

                                                                                        • Entertainment and leisure apps are the most heavily advertised
                                                                                          • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on mobile apps, by category, 2015-17
                                                                                        • Television dominates app advertising but digital is growing
                                                                                          • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on apps, by media type, 2017
                                                                                          • Figure 27: Top 10 advertisers, by total above-the-line, online display and direct mail advertising expenditure on mobile apps, 2017
                                                                                        • Nielsen Ad Intel coverage
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Nearly six in 10 smartphone owners use Android
                                                                                            • 16-24-year-olds favouring iPhones more than any other age group
                                                                                              • Nearly half of tablet households have iPads
                                                                                                • Men are downloading apps far more regularly than women
                                                                                                  • Seven in 10 people have not paid for app downloads in the last month
                                                                                                    • Six in 10 people aged 16-24 check user reviews before downloading apps
                                                                                                      • Messaging and social media apps are the most frequently used
                                                                                                        • Six in 10 people aged 16-24 are using music streaming apps every day
                                                                                                          • Majority of app users have not recently paid for premium access
                                                                                                            • Augmented reality innovations are providing new opportunities for app developers
                                                                                                              • Eight in 10 people delete apps they are not using regularly
                                                                                                                • Seven in 10 people only download free apps
                                                                                                                • Operating Systems

                                                                                                                  • Nearly six in 10 smartphone owners use Android
                                                                                                                    • Figure 28: Smartphone operating systems, July 2018
                                                                                                                  • 16-24-year-olds favouring iPhones more than any other age group
                                                                                                                    • Figure 29: Smartphone operating systems, by age, July 2018
                                                                                                                  • Nearly half of tablet households have iPads…
                                                                                                                    • Figure 30: Tablet operating systems, July 2018
                                                                                                                  • …rising to a peak of six in 10 among 16-24-year-olds
                                                                                                                    • Figure 31: Tablet operating systems, by age, July 2018
                                                                                                                • App Downloads

                                                                                                                  • Men are downloading apps far more regularly than women…
                                                                                                                    • Figure 32: App download frequency, July 2018
                                                                                                                  • …but age is the biggest factor
                                                                                                                    • Figure 33: App download frequency, by age, July 2018
                                                                                                                  • iOS users are downloading apps more frequently than Android users
                                                                                                                    • Figure 34: App download frequency, by smartphone operating system, July 2018
                                                                                                                  • Seven in 10 people have not paid for app downloads in the last month
                                                                                                                    • Figure 35: Paid app downloads, July 2018
                                                                                                                  • Six in 10 people aged 16-24 check user reviews before downloading apps
                                                                                                                    • Figure 36: Influences on app downloads, July 2018
                                                                                                                • App Usage

                                                                                                                  • Messaging and social media apps are the most frequently used
                                                                                                                    • Figure 37: Mobile app usage, July 2018
                                                                                                                  • Six in 10 people aged 16-24 are using music streaming apps every day
                                                                                                                    • Figure 38: Mobile apps used daily, by age, July 2018
                                                                                                                  • Majority of app users have not recently paid for premium access
                                                                                                                    • Premium dating app access dominated by men
                                                                                                                      • Figure 39: Premium app access, July 2018
                                                                                                                    • Biometrics are increasing app security
                                                                                                                      • AR innovations are providing new opportunities for app developers
                                                                                                                        • 13% of 25-34-year-olds have used VR apps
                                                                                                                          • Figure 40: Mobile app features used, July 2018
                                                                                                                      • Attitudes towards Mobile Apps

                                                                                                                        • Eight in 10 people delete apps they are not using regularly
                                                                                                                          • Most people still prefer to shop via websites rather than apps
                                                                                                                            • Figure 41: Attitudes towards app usage, July 2018
                                                                                                                          • Nearly six in 10 16-24-year-olds watch video on apps more than websites
                                                                                                                            • Figure 42: Attitudes towards media apps, July 2018
                                                                                                                          • Eight in 10 16-24s listen to music on smartphones and tablets more than other devices
                                                                                                                            • Figure 43: Music app usage, by gender and age, July 2018
                                                                                                                          • Over four in 10 16-24s limit app use to avoid going over mobile data limits
                                                                                                                            • Figure 44: App use and data limits, by gender and age, July 2018
                                                                                                                          • Seven in 10 people only download free apps
                                                                                                                            • Figure 45: Attitudes towards app payments, July 2018
                                                                                                                          • Eight in 10 employed 16-24-year-olds would share personal data for free app access
                                                                                                                            • Figure 46: Target group for personal data in exchange of free access – CHAID – Tree output, July 2018
                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                            • Abbreviations
                                                                                                                              • Consumer research methodology
                                                                                                                                • Market size and forecast
                                                                                                                                  • Fan chart forecast
                                                                                                                                    • Total market value forecast
                                                                                                                                      • Figure 47: Forecast for the value of the UK iOS and Google Play Store revenue, 2018-23
                                                                                                                                    • CHAID analysis – Methodology
                                                                                                                                      • Figure 48: Target group for personal data in exchange of free access – CHAID – Table output, July 2018

                                                                                                                                  Mobile Device Apps - UK - October 2018

                                                                                                                                  £1,995.00 (Excl.Tax)