Flurry, a firm providing “accurate, real time data to developers about how consumers use their mobile applications”, tracked data from over 45,000 companies across their more than 85,000 applications to study App usage across Europe.
“Combined, the top five European markets – the UK, France, Germany, Italy and Spain – actively use apps on 46 million devices each month. With a combined population of just over 240 million, for ages 13 and over, the addressable market through smartphone apps averages approximately 20% of the largest, most affluent European countries. Additionally, with a month-over-month growth rate (Compounded Monthly Growth Rate, CMGR) of more than 10% over the last two years, we project the installed base of smartphones will more than double over the next 12 months alone.”
Clearly the UK is has considerably higher App usage than the next closest country, France, which is linked to the fact that we have the highest percentage penetration of smartphones, causing us to have the lowest Device Reach Growth Rate of any of the same countries. An indication that certainly in the UK the ability to find a user without an existing smartphone will become increasingly difficult, and networks tactics to encourage switching and contract renewal time will become even more intense.