This "UK Smartphone App Market Overview" acts as a comprehensive source of information on the United Kingdom's smartphone app market. By using, comparing and evaluating different sources, the “UK Smartphone App Market Overview” provides you with a range of analyses and surveys which have been executed for a specific topic. This should enable any app publisher to get a detailed view on the UK market and enable informed business decisions. All facts are presented in graphs and tables to make a key tool for any app publisher, app developer, app store and platform owner. Contents: Smartphone Market * 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 * Mobile internet users by age (2010) * Share of UK mobile users accessing mobile internet For more details please visit: http://www.research2guidance.com/shop/index.php/uk-app-market-monitor This research report comes as a PDF. Please contact us if you would like the PPTs of these charts.

1. UK Smartphone App
Market Overview
Smartphone App Market Monitor
March 2011
For moredetailspleasevisit:
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2. 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)
SmartphoneUser 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
Mobile internet users by age (2010)
Share of UK mobile users accessing mobile internet
© research2guidance UK Smartphone App Market Overview 2

3. Notice
This is a preview of the actual package and contains
only previews of some selected slides.
Full package contains 20 detailed slides.
Please purchase for full content.
© research2guidance UK Smartphone App Market Overview 3

4. 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: …
comScore
Ownership (MobiLens survey
• Activity: …
July 2010)
Global Stats
(mobile web hits in
January 2011)
AdMob (by ad
Activity/ requests in May
traffic 2010)
inMobi (by as
impressions in July
2010)
Sources: comScoreMobile 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); AdMobMobile Metrics Report, May 2010 (count of ad requests on mobile web and in smartphone applications); inMobiA Global View of
Mobile Advertising, July 2010 Report (count of web and in-app ad impressions); GlobalStatsStatCounterweb analytics service (Tracking code, installed on more than
3 million sites globally, tracks users activity based on website views). .
© research2guidance UK Smartphone App Market Overview 4

5. 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
xx m
Downloads EoY XX m
Paid downloads EoY XX m
App revenue* EoY XX m
Average app price £ XX
XXm Average customer expenditure £ XX
xx m Average customertotal downloads XX
xx m Average customer paid downloads XX
Mobile subscribers
Smartphone users app capable devices
Additional
© research2guidance UK Smartphone App Market Overview 5

6. Average UK smartphone user is around XX years old
Smartphone user profile
Number UK Smartphone users by age (in millions)
[1] comScore [2] MobileSQUARED
Sources: [1] comScoreMobile 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
© research2guidance UK Smartphone App Market Overview 6

7. 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
[1] [2]
XX million smartphone users and
Translates
XX million feature phone users
to
who download apps
Sources: [1] comScoreMobile 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)
© research2guidance UK Smartphone App Market Overview 7

8. 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 £XXkdownload XX
apps daily.
XX year old smartphone
owners use XX apps daily
Apps downloaded Apps deleted Apps used rarely Apps used daily
Source: GfK NOP June 2010 (Online survey of 1,108 UK smart phone users).
© research2guidance UK Smartphone App Market Overview 8

9. 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
Source: GfK NOPJune 2010 (Online survey of 1,108 UK smart phone users).
© research2guidance UK Smartphone App Market Overview 9

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