uk smartphone app market overview

UK Smartphone App Market OverviewSmartphone App Market Monitor

March 2011

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2© research2guidance UK Smartphone App Market Overview

Contents

Smartphone Market2010 UK smartphone app market monitorUK population, number of mobile susbcribers, mobile penetration (2007 Q4 – 2010 Q4 quarterly)UK smartphone penetration estimates (6 different sources, year 2008-2010)Number of smartphones in UK, smartphone penetration (2007 Q4 – 2010 Q4 quarterly)UK Smartphone OS shares by ownership and activity Top smartphone manufactuers in UK, Top 10 smart devices in UK (by activity)Smartphone app revenue and user base globally and in UKOverview of UK smartphone market

Smartphone User DemographicsUK smartphone users by genderUK smartphone users by age (abs. number of devices 2009-2010)UK smartphone and iPhone penetration by age and gender (Jan 2010, Nov 2010)

Smartphone User HabitsShare of UK mobile/featurephone/smartphone users who use downloaded applicationsAverage number of apps downloaded and used on smartphoneAmount paid for an app by an average userMost popular app categories in UK (Share of active smartphone users, that use an app from a category at least

once a day)Mobile Internet

Mobile internet users by age (2010)Share of UK mobile users accessing mobile internet


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Symbian has largest share of UK devices, but their users are among the least active

Sources: comScore Mobile Benchmark Data for the European Market 2007-2010 (Survey of mobile subscribers in UK (up to 15,588 respondents). Data based on three-month moving average); AdMob Mobile Metrics Report, May 2010 (count of ad requests on mobile web and in smartphone applications); inMobi A Global View of Mobile Advertising, July 2010 Report (count of web and in-app ad impressions); GlobalStats StatCounter web analytics service (Tracking code, installed on more than 3 million sites globally, tracks users activity based on website views). .

UK smartphone OS shares by ownership and activity

inMobi (by as impressions in July

2010)

AdMob (by ad requests in May 2010)

Global Stats (mobile web hits in January

2011)

comScore (MobiLens survey July 2010)

• Ownership: …

• Activity: …

Comments

Ownership

Activity/traffic

Smartphone market

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The addressable market for smartphone application developers in UK will reach a substantial size in 2010

UK Mobile subscribers 2010 (EoY) UK App market metrics 2010

Downloads EoY XX m

Paid downloads EoY XX m

App revenue* EoY XX m

Average app price £ XX

Average customer expenditure £ XX

Average customer total downloads XX

Average customer paid downloads XX

Mobile subscribers

Smartphone users

Additional app capable devices

xx m

xx m

xx m

XXm

Smartphone market

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Average UK smartphone user is around XX years old

[1] comScore

Sources: [1] comScore Mobile Benchmark Data for the European Market 2007-2010 (Survey of mobile subscribers in UK (up to 15,588 respondents). Data based on three-month moving average); [2] mobileSQUARED, Mobile Market Trends: UK 2010

[2] MobileSQUARED

Number UK Smartphone users by age (in millions)

Smartphone user profile

Preview



[1] [2]

There are around XX million smartphone users in UK who use downloaded apps

Sources: [1] comScore Mobile Benchmark Data for the European Market 2007-2010 (Survey of mobile subscribers in UK (up to 15,588 respondents). Data based on three-month moving average); [2] The Nielsen Company, The Connected Devices Playbook, August 2010 (n=5,000)

Share of UK mobile subscribers who used a downloaded application

Translates to

XX million smartphone users and

XX million feature phone users

who download apps


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Average UK smartphone user has downloaded XX applications but frequently uses only X of them

Source: GfK NOP June 2010 (Online survey of 1,108 UK smart phone users).

Apps downloaded

Apps deleted Apps used rarely Apps used daily

Average number of apps downloaded and used on smartphone

Respondents earning more than £XXk download XX apps daily.

XX year old smartphone owners use XX apps daily


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XX% of UK smartphone users have spent more than £XX for single app at least once in the past

Source: GfK NOP June 2010 (Online survey of 1,108 UK smart phone users).

Amount paid for an app by an average user


Preview



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