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Mobile Device Apps - UK - October 2019

“The mobile apps market is continuing to go from strength to strength with consumers spending more on apps each year. Offering an unobtrusive ad experience for free apps is still crucial, however, as app developers risk losing users altogether if ads are not implemented correctly. The solution seems to be to offer more in-app bonuses or rewards for watching ads, which particularly appeals to younger consumers.”
– Zach Emmanuel, Consumer Technology Analyst

This report looks at the following areas:

  • Enabling users to choose preferred type of ad is likely to improve experience on free apps
  • Mobile app developers can work with Google and Xbox to produce higher-quality games

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Table of contents

  1. Overview

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

          • The market
            • Value of mobile apps market grows by a third
              • Figure 1: Gross mobile app revenue for App Store and Google Play Store, 2014-2024
            • Strong growth in consumer spend on apps and games in first half of 2019
              • Netflix and Coin Master generate most revenue on App Store and Google Play Store
                • App developers could see value in producing high quality games for Stadia and xCloud
                  • Video streaming apps set to benefit from 5G
                    • Companies and brands
                      • Google Play to refresh its ratings system
                        • Changes to WhatsApp and Instagram including new titles, ads and cross-messaging considerations
                          • Uber Technologies and Just Eat among the highest ad spenders
                            • The consumer
                              • Six in ten have Android
                                • Figure 2: Operating systems running on smartphones, July 2019
                              • Social media and messaging still by far the most frequently used apps
                                • Figure 3: Frequency of app usage, by category, July 2019
                              • Two in ten download apps weekly
                                • Figure 4: Frequency of downloading apps, July 2019
                              • People are most likely to be paying for games
                                • Figure 5: Paid app downloads, by app category, July 2019
                              • Intrusive ads are a deal-breaker for many app users
                                • Figure 6: Attitudes towards intrusive ads and ad-based rewards, July 2019
                              • Consumers prioritise privacy with location permission
                                • Figure 7: Attitudes towards location access, storage space and use of media casting, July 2019
                              • What we think
                              • Issues and Insights

                                • Enabling users to choose preferred type of ad is likely to improve experience on free apps
                                  • The facts
                                    • The implications
                                      • Mobile app developers can work with Google and Xbox to produce higher-quality games
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Strong growth in consumer spend on apps and games in first half of 2019
                                              • Value of mobile apps market grows by a third
                                                • Netflix and Coin Master generate most revenue on App Store and Google Play Store
                                                  • App developers could see value in producing high quality games for Stadia and xCloud
                                                    • Video streaming apps set to benefit from 5G
                                                    • Market Size and Forecast

                                                      • Strong growth in consumer spend on apps and games in first half of 2019
                                                        • Figure 8: Consumer Spend on App Store and Google Play Store apps and games, 2014 – 2018 and H1 2019
                                                        • Figure 9: Consumer spend on App Store and Google Play Store apps and games, July 2018 and July 2019
                                                      • Value of mobile apps market grows by a third
                                                        • Figure 10: Gross mobile app revenue for App Store and Google Play Store, 2014-2024
                                                        • Figure 11: Gross mobile app revenue for App Store and Google Play Store, 2014-2024
                                                      • Netflix generates the most revenue on the App Store
                                                        • Netflix’s dominance to be challenged by new launches
                                                          • Figure 12: Top apps by revenue for UK iOS App Store, January – June 2019
                                                        • Coin Master is top app on Google Pay Store
                                                          • Figure 13: Top apps by revenue for Google Play Store, January – June 2019
                                                        • Games continue to generate the most revenue
                                                          • Figure 14: Top categories for UK iOS App Store and Google Play Store, January – June 2019
                                                      • Market Drivers

                                                        • App developers could see value in producing high quality games for Stadia and xCloud
                                                          • Video streaming apps set to benefit from 5G
                                                          • Companies and Brands – What You Need to Know

                                                            • Google Play to refresh its ratings system
                                                              • Apple announces Apple Arcade gaming app
                                                                • Changes to WhatsApp and Instagram including new titles, ads and cross-messaging considerations
                                                                  • Cross messaging
                                                                    • WhatsApp and Instagram name changes
                                                                      • WhatsApp Status ads
                                                                        • Uber Technologies and Just Eat among highest ad spenders
                                                                        • Launch Activity and Innovation

                                                                          • Google Play Store to refresh its ratings system
                                                                            • Apple releases Apple Arcade gaming app
                                                                              • Changes to WhatsApp and Instagram, including new titles, ads and cross-messaging considerations
                                                                                • Cross-messaging
                                                                                  • WhatsApp and Instagram name changes
                                                                                    • WhatsApp biometric authentication for iOS
                                                                                      • Instagram adds in-app shopping feature
                                                                                        • WhatsApp Status ads
                                                                                        • Advertising and Marketing Activity

                                                                                          • Uber Technologies and Just Eat among highest ad spenders
                                                                                            • Banks also spending heavily to advertise finance apps
                                                                                              • Figure 15: Top advertisers, by total above-the-line, online display and direct mail advertising expenditure on mobile apps, 2018
                                                                                            • Nielsen Ad Intel coverage
                                                                                            • The Consumer – What You Need to Know

                                                                                              • Six in ten have Android smartphone
                                                                                                • Social media and messaging still by far the most frequently used apps
                                                                                                  • Generation Z and Younger Millennials driven by regular mobile media consumption
                                                                                                    • Two in ten download apps weekly
                                                                                                      • People are most likely to be paying for games
                                                                                                        • Consumers prefer banner ads for free apps
                                                                                                          • Intrusive ads are a deal-breaker for many app users
                                                                                                            • Consumers prioritise privacy with location permission
                                                                                                            • Operating Systems on Mobile Devices

                                                                                                              • Six in ten have Android smartphone
                                                                                                                • Figure 16: Operating systems running on smartphones, July 2019
                                                                                                              • Operating systems on tablets stays consistent
                                                                                                                • Figure 17: Operating systems running on tablets, July 2019
                                                                                                            • App Usage on Mobile Devices

                                                                                                              • Social media and messaging still by far the most frequently used apps
                                                                                                                • Figure 18: Frequency of app usage, by category, July 2019
                                                                                                              • Nearly one in four use payment apps daily
                                                                                                                • Figure 19: Daily use of apps, by category, July 2019
                                                                                                              • Generation Z and Younger Millennials driven by regular mobile media consumption
                                                                                                                  • Figure 20: Daily use of apps, by category, for Generation Z and Younger Millennials, July 2019
                                                                                                                • Consumers most likely to have used gaming apps in the past
                                                                                                                  • Figure 21: Use of apps in the past, by category, July 2019
                                                                                                              • App Downloading and Purchasing

                                                                                                                • Two in ten download apps weekly
                                                                                                                  • Figure 22: Frequency of downloading apps, July 2019
                                                                                                                • People are most likely to be paying for games
                                                                                                                  • Figure 23: Paid app downloads, by category, July 2019
                                                                                                                  • Figure 24: Payments for premium content, by app category, July 2019
                                                                                                              • Mobile App Advertising

                                                                                                                • Consumers prefer banner ads for free apps
                                                                                                                  • Figure 25: Preferred type of in-app adverts, July 2019
                                                                                                                • Intrusive ads are a deal-breaker for many app users
                                                                                                                  • Figure 26: Attitudes towards intrusive ads and ad-based rewards, July 2019
                                                                                                              • Attitudes towards Location Access, Storage Space and Media Casting

                                                                                                                • Consumers prioritise privacy with location permission
                                                                                                                  • Apps are usually discarded first to regain device storage space
                                                                                                                    • Millennials most likely to cast media content to TV
                                                                                                                      • Figure 27: Attitudes towards location access, storage space and use of media casting, July 2019
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Consumer research methodology
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                          • Forecast methodology
                                                                                                                            • Total market value forecast
                                                                                                                              • Figure 28: Gross mobile app revenue for App Store and Google Play Store (best/worst case), 2019-2024

                                                                                                                          Mobile Device Apps - UK - October 2019

                                                                                                                          £1,995.00 (Excl.Tax)