UK Mobile Device Apps market report
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Providing the most comprehensive and up-to-date information and analysis of the Mobile Device Apps market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
This report covers apps designed to run on mobile devices (smartphones, tablets and smartwatches). Mobile apps are typically compatible with iOS, Android or Windows 10 Mobile. Market size discussion focuses on revenue estimates for Apple’s App Store and Google Play, which sell apps for smartphone, tablets and smartwatches. Whilst consumer research includes data for Windows and other operating systems, low sample sizes mean some analyses focus on only Android and iOS systems.
Other common definitions used in this report:
- Augmented reality – Technology that superimposes a computer-generated image onto the image viewed through a device camera.
- Artificial intelligence – Computer systems able to perform complex perception, recognition and decision-making tasks.
- Digital assistant – Software that can perform tasks or services for the user, most commonly controlled by the voice.
- Microtransaction – A low-priced online purchase. Some data in this Report is supplied by app analytics firm App Annie. All App Annie data is identified as such when quoted.
What you need to know
The UK mobile app market continues to grow at impressive rates, with Apple’s iOS App Store and the Google Play Store dominating revenues. Revenues are driven by free-to-download apps based on advertising, subscription models and in-app microtransactions for additional content. Even among younger demographics, most people are not regularly paying up front to download apps. While the Google Play Store receives far more downloads overall, primarily due to the prevalence of Android devices, the iOS Store produces far higher revenues. This reflects more engaged iPhone and iPad users more likely to pay for apps and additional content.
Overall app store revenues across iOS and Android are dominated by mobile games. The majority of gaming revenues come from free downloaded apps, such as Pokémon GO and Fortnite. Revenues are based on season passes and microtransactions, with users making multiple small payments for additional content. This is partly why men are more likely to make additional payments for mobile gaming apps, with women more likely to favour puzzle games, which have fewer opportunities for in-game payments.
Expert analysis from a specialist in the field
Written by Adrian Reynolds, a leading analyst in the Consumer Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
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.
Consumer Technology Analyst
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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