Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Money spent on mobile apps over the past 12 months, April 2011
- Spending on apps
- Apple leads on apps, Google tops smartphone market share
- Gaming apps top the chart
- Market factors
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- Figure 2: Smartphone ownership, by socio-economic status and household income, April 2011
- Affluence influences ownership
- Smartphone is the new basic
- Companies, brands and innovation
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- Figure 3: Cumulative mobile apps count for official storefronts, by leading mobile operating system providers, December 2008-May 2011
- Microsoft plays catch-up
- Emergence of separate ecosystems
- Gamification
- The consumer
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- Figure 4: Number of mobile apps used at least once a week, April 2011
- Regular mobile app usage
- Promoting ‘stickiness’
- Non-smartphone users
- What we think
Issues in the Market
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- Are Android users willing to pay for mobile apps?
- Will Microsoft gain market share in the smartphone market with its Windows Phone operating system?
- Which platform should developers create mobile apps for?
- What is the hottest trend in mobile apps?
- How can companies use mobile apps to establish and maintain relationships with consumers?
Future Opportunities
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- Trend: Never Say Die
- Trend: Guiding Choice
Internal Market Environment
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- Key points
- Smartphone trends
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- Figure 5: Smartphone ownership, April 2009-April 2011
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- Figure 6: Smartphone ownership trend, by gender, April 2009-April 2011
- Figure 7: Smartphone ownership, by age, socio-economic status and household income, April 2011
- Mobile internet usage
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- Figure 8: Trends in accessing the internet through a mobile phone, 2007-10
- Strain on 3G networks
- 4G coming soon
- Competition with other gadgets
Broader Market Environment
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- Key points
- GDP falls, as does consumer confidence
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- Figure 9: GDP quarterly percentage change, Q1 2004-Q1 2011
- Figure 10: GfK NOP Consumer Confidence Index, January 1988-May 2011
- A note on inflation
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- Figure 11: CPI for all items vs. CPI for telephone and telefax equipment and services, May 2005-May 2011
- Age structure of the population
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- Figure 12: Trends in the age structure of the UK population, 2005-15
Strengths and Weaknesses in the Market
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- Strengths
- Visibility
- Flexible revenue opportunities
- Defined user experience
- Low barriers to entry
- Push notifications
- Weaknesses
- Proliferation of platforms
- Device fragmentation
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- Figure 13: Different versions of Android devices that have accessed Android Market worldwide, May 2011
- Lack of portability
- Intense competition
- Discoverability
Who’s Innovating?
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- Key points
- Third-party app stores
- Cross-platform web apps
- App-ification of content
- Branded gamification via augmented reality
- QR, NFC and mobile apps
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- Figure 14: Example of a Quick Response (QR) code
Market Overview
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- How many apps are out there?
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- Figure 15: Cumulative mobile apps count for official storefronts, by leading mobile operating system providers, December 2008-May 2011
- Free vs. paid apps
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- Figure 16: Free vs. paid mobile apps available in official storefronts, by leading mobile operating system providers, May 2011
- How many and how much
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- Figure 17: Number of mobile apps downloaded per month, April 2011
Companies and Products
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- Apple (iOS)
- Google (Android)
- HP (WebOS)
- Microsoft (Windows Phone 7)
- Nokia (Symbian)
- Research in Motion (BlackBerry OS)
Channels to Market
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- Key points
- Operating system providers
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- Figure 18: List of leading mobile operating systems, providers and corresponding app stores, as at May 2011
- Mobile operators and resellers
- Hardware manufacturers
- Mobile retailers
- App recommendation
- In-app cross-selling
- Independent app stores
Smartphone Ownership
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- Key points
- Android takes the lead
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- Figure 19: Mobile phone ownership, by operating system, April 2011
- BlackBerry popular with the young
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- Figure 20: Smartphone ownership, by operating system, by age, April 2011
- Apple the aspirational fruit
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- Figure 21: Apple iPhone ownership, by socio-economic status and gross annual household income, April 2011
- Figure 22: Smartphone ownership, by operating system, by socio-economic status, April 2011
- Three stands out in the crowd
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- Figure 23: Smartphone ownership, by operating system, by personal mobile phone network provider, April 2011
Mobile App Download Habits
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- Key points
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- Figure 24: Number of mobile apps downloaded per month, April 2011
- Number of downloads
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- Figure 25: Number of mobile apps downloaded per month, by mobile phone ownership, April 2011
- Who doesn’t download mobile apps?
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- Figure 26: Smartphone owners who answered ‘none’ to ‘How many mobile apps, if any, do you download in a typical month?’, by gender, age, household income and internet usage, April 2011
Spending on Mobile Apps
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- Key points
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- Figure 27: Money spent on mobile apps over the past 12 months, April 2011
- Appetite for paid apps
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- Figure 28: Money spent on mobile apps over the past 12 months, by age, April 2011
- iPhone users are bigger spenders
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- Figure 29: Money spent on mobile apps over the past 12 months, by mobile phone ownership, April 2011
- Gender differences
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- Figure 30: Money spent on mobile apps over the past 12 months, by gender, April 2011
Mobile App Usage
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- Key points
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- Figure 31: Number of mobile apps used at least once a week, April 2011
- Creatures of habit
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- Figure 32: Number of mobile apps used at least once a week, by gender, April 2011
- More apps used more frequently on iOS
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- Figure 33: Number of mobile apps used at least once a week, by mobile operating system, April 2011
- Big spenders have more core apps
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- Figure 34: Number of mobile apps used at least once a week, by money spent on mobile apps over the past 12 months, April 2011
Popularity of Mobile Apps by Category
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- Key points
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- Figure 35: Types of mobile apps downloaded and used, April 2011
- Gaming tops the download chart
- Gaming on the BlackBerry
- Unused mobile apps
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- Figure 36: Proportion of smartphone owners who have downloaded different types of mobile apps but not used them, April 2011
- Apps for the over-45s
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- Figure 37: Types of mobile apps downloaded and used – over-45s vs. all smartphone users, April 2011
- Gender differences
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- Figure 38: Types of mobile apps downloaded and used, by gender, April 2011
Attitudes towards Mobile Apps
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- Key points
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- Figure 39: Attitudes towards mobile apps – smartphone owners, April 2011
- App discovery
- Too much choice can be paralysing
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- Figure 40: Agreement with the statement, ‘There are so many different apps available I find it hard to choose which ones I want’, by age, April 2011
- To app or not to app
- Are apps a fad?
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- Figure 41: Agreement with the statement, ‘I have lost interest in apps now that I have had a smartphone for a while’, by age, April 2011
- Advertising in mobile apps
- The importance of ecosystem
Attitudes of Non-Smartphone Owners
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- Key points
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- Figure 42: Attitudes towards mobile apps – non-smartphone owners, April 2011
- Moving beyond calls and texts
Appendix – Internal Market Environment
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- Figure 43: Smartphone ownership trends, by gender, age and socio-economic group, April 2009-April 2011
- Figure 44: Smartphone ownership, by demographics, April 2011
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- Figure 45: Trends in how access the internet, by frequency, 2007-10
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Appendix – Market Overview
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-
- Figure 46: Cumulative mobile apps count for official storefronts, by leading mobile operating system providers, December 2008-May 2011
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Appendix – Smartphone Ownership
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- Figure 47: Mobile phone ownership, April 2011
- Figure 48: Mobile phone ownership, by demographics, April 2011
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Appendix – Mobile App Download Habits
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- Figure 49: Number of mobile apps downloaded per month, April 2011
- Figure 50: Number of mobile apps downloaded per month, by demographics, April 2011
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- Figure 51: Number of mobile apps downloaded per month, by mobile phone ownership, April 2011
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Appendix – Spending on Mobile Apps
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- Figure 52: Money spent on mobile apps over the past 12 months, April 2011
- Figure 53: Money spent on mobile apps over the past 12 months, by demographics, April 2011
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- Figure 54: Money spent on paid mobile apps over the past 12 months, by mobile phone ownership, April 2011
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Appendix – Mobile App Usage
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- Figure 55: Number of mobile apps used at least once a week, April 2011
- Figure 56: Number of mobile apps used at least once a week, by demographics, April 2011
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- Figure 57: Number of mobile apps used at least once a week, by mobile phone ownership, April 2011
- Figure 58: Number of mobile apps used at least once a week, by money spent on mobile apps over the past 12 months, April 2011
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Appendix – Popularity of Mobile Apps by Category
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- Figure 59: Types of mobile apps downloaded and used, April 2011
- Figure 60: Most popular types of mobile apps downloaded and used, by demographics, April 2011
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- Figure 61: Next most popular types of mobile apps downloaded and used, by demographics, April 2011
- Figure 62: Other types of mobile apps downloaded and used, by demographics, April 2011
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- Figure 63: Least popular types of mobile apps downloaded and used, by demographics, April 2011
- Figure 64: Most popular types of mobile apps downloaded but not used, by demographics, April 2011
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- Figure 65: Next most popular types of mobile apps downloaded but not used, by demographics, April 2011
- Figure 66: Other types of mobile apps downloaded but not used, by demographics, April 2011
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- Figure 67: Least popular types of mobile apps downloaded but not used, by demographics, April 2011
- Figure 68: Repertoire of types of mobile apps downloaded and used, by demographics, April 2011
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- Figure 69: Types of mobile apps downloaded and used, by mobile phone ownership, April 2011
- Figure 70: Types of mobile apps downloaded but not used, by mobile phone ownership, April 2011
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- Figure 71: Types of mobile apps downloaded, by mobile phone ownership, April 2011
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Appendix – Attitudes towards Mobile Apps
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- Figure 72: Attitudes towards mobile apps – smartphone owners, April 2011
- Figure 73: Most popular attitudes towards mobile apps – smartphone owners, by demographics, April 2011
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- Figure 74: Next most popular attitudes towards mobile apps – smartphone owners, by demographics, April 2011
- Figure 75: Attitudes towards mobile apps – smartphone owners, by mobile phone ownership, April 2011
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- Figure 76: Attitudes towards mobile apps – smartphone owners, by number of mobile apps downloaded per month, April 2011
- Figure 77: Attitudes towards mobile apps – smartphone owners, by money spent on paid mobile apps over the past 12 months, April 2011
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Appendix – Attitudes of Non-Smartphone Owners
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- Figure 78: Attitudes towards mobile apps – non-smartphone owners, April 2011
- Figure 79: Attitudes towards mobile apps – non-smartphone owners, by demographics, April 2011
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- Figure 80: Attitudes towards mobile apps – non-smartphone owners, by attitudes towards mobile apps, April 2011
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