Stay ahead of the curve and future-proof your business with Mintel’s Germany App Market Report 2024. Our full report is packed with consumer-led market intelligence, German app market trends, and consumer behaviours. Get a 360° view of the apps market Germany including the German app market size and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Our Report Delivers Key Insights On
- A five-year outlook on the apps market Germany.
- Types of mobile apps used, including the frequency of usage and app downloads.
- Reasons for using the mobile app of a retailer with a physical store, with collecting loyalty points being a key driver.
- Consumer behaviours regarding mobile device apps, including how AI can impact the search experience within apps and data security concerns of consumers.
- WhatsApp channel membership, with food and drink brands being most appealing.
An Overview of the Apps Market Germany
Inflation remains a concern for German consumers, impacting their ability to spend on tech, leisure, and entertainment, which also applies to spending on, and within, apps.
However, apps offering value and assistance for busy individuals in daily tasks are more likely to be seen as essential services.
The Apps Market Germany: What Consumers Want and Why
- German App Market Trends: While consumers find use in mobile device apps, the necessity to download them can seem like a significant commitment. 77% of app users say only needing a brand’s service occasionally would discourage them from downloading their app, while over half generally prefer to use a brand’s mobile website over downloading its app. Developing loyalty programs that extend beyond purchases is crucial to enhance the perceived value of an app and encourage user engagement.
- Mobile Device Apps Usage in Germany: Mintel’s Germany app market report shows that 50% of male app users in Germany aged 16 to 34 have paid or are making regular payments for access to additional content and services within an app. This underpins them as an important target group for brands seeking to leverage apps to generate revenue.
- German App Market Forecast: Going forward, AI will play a growing role in consumers’ lives and AI-powered apps will appeal to younger consumers in particular. Apps tapping into AI will cater to those who like to browse retail apps, impacting them early in their customer journey. Harnessing generative AI also holds the potential to evolve apps into personal assistants, providing additional avenues to utilise apps across various aspects of consumers’ lives.
More About This Report
This Report examines the apps market Germany. It analyses the usage of mobile device apps by different categories and examines other related consumer behaviours and attitudes regarding mobile apps.
Meet The Expert
This report, written by Lena Rittmann, Analyst, delivers in-depth commentary and analysis to highlight German app market trends and add expert context to the numbers.
Our German app market forecast shows that technological advances in mobile devices and generative AI are transforming apps into personal assistants, giving consumers significant reason to use mobile apps more regularly.
Lena Rittmann
Analyst
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EXECUTIVE SUMMARY
- The five-year outlook for mobile device apps
- Market context
- Digital habits will endure despite market challenges, but prudent spending highlights the importance of prioritising value
- Graph 1: planned spending on technology and communications and leisure/entertainment in 2024 compared to 2023, 2024
- Advancements in smartphone models and emerging technologies shape the user experience of mobile apps
- Mintel predicts
- Technological advancements will make mobile apps even more important in Germans' daily lives
- Apps elevate retail experiences and drive multichannel shopping habits
- Opportunities
- Leverage AI to create personal assistant apps
- Developing loyalty beyond transactions is vital for boosting app engagement
- Tap into AI to enable a smooth and personalised search experience within retail apps
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MARKET DRIVERS
- The German economy
- Digital habits will persist, despite market challenges
- Digital habits will persist, despite economic challenges
- Technology product ownership
- Smartphones accompany Germans in their daily lives
- Graph 2: technology product ownership, 2024
- App service quality rising through advances in technology…
- …and 5G rollout that drives future of connectivity
- Wearable sector thrives on technological advancements, broadening opportunities for the mobile app market
- Multichannel shopping habits
- 16-34s drive future of smartphone-based shopping, providing opportunities for mobile apps
- The blending of channels: consumers shop both on- and offline
- AI's role in mobile apps
- Online search is increasingly influenced by AI
- AI influences consumers' decisions at an early stage
- How brands use AI within their apps
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WHAT CONSUMERS WANT AND WHY
- Usage of mobile device apps
- Mobile apps usage is deeply rooted in Germany
- Graph 3: usage of mobile apps – NET, 2024
- 16-24s embrace diverse use cases of mobile apps
- Graph 4: repertoire of apps used, by age, 2024
- Expand app category repertoire for over-65s by promoting app benefits
- Apps for socialising and communication are used daily by half of Germans
- Graph 5: usage of mobile apps, 2024
- WhatsApp dominates the German market for mobile messaging…
- Graph 6: messaging apps used , 2024
- …yet even more data-secure alternatives find their place in the population
- AI apps enter the lives of young adults
- Tap into the popularity of AI features to expand app use in consumers' daily lives
- Use retail apps to engage consumers at an early stage of decision making
- Engaging in-game app ads have widespread reach among young men while boosting brand image
- Download of mobile apps
- Provide more reasons to explore new apps
- Graph 7: how often consumers download mobile apps, 2024
- Address the reservations of older generations to unlock growth
- Graph 8: consumers who download mobile apps at least once a week, by gender and age, 2024
- Reasons for using a retailer app
- Apps serve as an important tool for creating loyalty
- Building loyalty beyond transactions is crucial for increasing app engagement
- Adidas demonstrates how loyalty goes beyond just purchases
- Highlight financial incentives to boost app downloads
- Transform retail media into inspiring experiences for browsing consumers
- Leverage mobile apps to enhance the in-store experience
- Promote mobile app usage for informed in-store decision-making
- Behaviours related to mobile device apps
- Downloading apps remains a significant barrier to use
- Brands use persuasive communication to drive app downloads
- Snocks provides customers with compelling reasons to download
- Young men drive in-app purchases
- Graph 9: behaviours regarding mobile apps, 2024
- Seamlessly integrate interactive adverts in apps to maximise retail media potential
- Young men are most willing to invest in an ad-free app experience
- Germans seek control over their personal data – but increased personalisation makes it worth sharing for younger users
- Tap into young men's openness towards trying new apps by lowering the data privacy hurdle
- Leverage AI in apps for advanced search capabilities
- Unlock the potential of AI to transform apps into personal assistants
- WhatsApp channels
- WhatsApp channels enable easy direct communication with consumers…
- Graph 10: whether consumers are members of a public WhatsApp channel, 2024
- …but brands must create more buzz around channels to exploit their opportunities
- WhatsApp introduces channels as useful everyday assistants
- Utilise WhatsApp channels to create initial points of contact with over-45s
- Food & drink brands have biggest potential with WhatsApp channels
- Netto shows how WhatsApp channels can be used for one-to-many communication in various ways
- Ensure exclusive and personalised communication within channels
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LAUNCH ACTIVITY AND INNOVATION
- Retail innovation and marketing activity
- Meta incorporates an AI assistant into social media apps
- Check24 engages its community with an in-app score predictor game and a complementary jersey
- Walmart is leveraging AI to enhance customers' search and inspiration experience
- Google's Fitbit app update: personal AI insights enhance health & fitness journey
- Samsung's AI food app launch highlights the need for brands to engage consumers earlier in their grocery journey
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APPENDIX
- Appendix – products covered in this report, abbreviations, consumer research methodology and language usage
- Products covered in this report
- Abbreviations
- Consumer research methodology
- A note on language
- Appendix – TURF analysis methodology
- TURF analysis methodology
- TURF analysis of factors make consumers interested in using the mobile app of a retailer with a physical store
- Appendix – CHAID analysis methodology
- CHAID analysis methodology
- CHAID analysis
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