Mobile applications: towards a first downturn in the market?
The market for mobile applications has soared in recent years. In July 2013, the bar of 100 billion downloaded apps was crossed and that of 2 million available software was in October 2013 according to a report. study of the Deloitte firm. Despite these impressive numbers, the question of maturity may soon arise. According to the same study, conducted on the British market, several figures would point in this direction.
New adopters are less demanding
Already, while the use of applications is more and more frequent, the average number of applications downloaded each month by users has fallen from 2.4 in 2013 to 1.8 this year. And out of all mobile users, only a minority would make purchases. They would be a little over 10%. Incidentally, video games represent by far the most lucrative segment, crystallizing more than three-quarters of the income generated by app stores.
To explain this phenomenon, the firm points out that the smartphone user base has increased. First consequence: new owners of handsets are less fond of apps than ” early adopters “. Thus, the growth in the penetration rate was particularly strong among those over 55, who arrived, on average, later. However, 30% of this category of consumers have never downloaded a single application, whether free or paid, while they are only 4% among 24-34 year olds.
Less apps, more use
Another factor mentioned, most users would be satisfied. In other words, they already have everything they need to meet most of their daily needs and, therefore, they are less demanding of novelties. A phenomenon which would go hand in hand with a more distant obsolescence of the apps: “with the improvement of the quality of the applications, people use them longer and have less need to replace them” underlines the report.
Finally, 4G, by increasing the download speed, increases the viewing of videos but would also have the effect of encouraging consumers to use their mobile browser more than using a dedicated application. Despite everything, consumers are becoming more and more mobile addict since 30% of adults would consult their phone between 11 and 25 times a day and 21% between 26 and 50 times a day. They are 16% beyond. Fewer apps, but more use.