UK Smartphone App Market Overview

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UK Smartphone App Market Overview

• Smartphone App Market Monitor

March 2011
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Contents

• Smartphone Market
• 2010 UK smartphone app market monitor
• UK 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 UK
• Overview of UK smartphone market
• Smartphone User Demographics
• UK smartphone users by gender
• UK 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 Habits
• Share of UK mobile/featurephone/smartphone users
  who use downloaded applications
• Average number of apps downloaded and used on
  smartphone
• Amount paid for an app by an average user
• Most popular app categories in UK (Share of
  active smartphone users, that use an app from a
  category at least once a day)
• Mobile Internet

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Notice

• This is a preview of the actual package and
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  Full package contains 20 detailed slides.
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Symbian has largest share of UK devices, but
their users are among the least active
Smartphone market
UK smartphone OS shares by ownership and activity
Comments

• Ownership
• Activity

Ownership
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Activity/traffic

• 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). .

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The addressable market for smartphone application
developers in UK will reach a substantial size in
2010
Smartphone market
UK Mobile subscribers 2010 (EoY)
UK App market metrics 2010
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XXm
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Average UK smartphone user is around XX years old
Smartphone user profile
Number UK Smartphone users by age (in millions)
Preview Please purchase for full content

• 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

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There are around XX million smartphone users in
UK who use downloaded apps
Smartphone user profile
Share of UK mobile subscribers who used a
downloaded application
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Translates to
XX million smartphone users and XX million
feature phone users who download 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 (n5,000)

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Average UK smartphone user has downloaded XX
applications but frequently uses only X of them
Smartphone user profile
Average number of apps downloaded and used on
smartphone
Respondents earning more than XXk download XX
apps daily.
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XX year old smartphone owners use XX apps daily

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

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XX of UK smartphone users have spent more than
XX for single app at least once in the past
Smartphone user profile
Amount paid for an app by an average user
Preview Please purchase for full content

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

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