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Size of health app market in Great Britain

Colby Benari : September 1, 2013 9:51 am : Article

Health apps are part of the explosion in app growth over the past three years. But how big a part of that market are they?

A very useful indicator of market share is Priori’s monthly AppMarket Report, which measures the top 150 apps by downloads for four devices: Android, iPad, iPhone and Zune Marketplace devices.

Priori’s rankings are based on number of downloads, which differs from app store ranking that may adjust their lists to drive sales or increase visibility. Each Priori report has an FAQ that explains the methodology in detail. “We believe that the primary indicator of an app or publisher’s success remains the number of downloads. Specifically, it is an indicator for the number of times an app was installed on user devices, and therefore of its popularity.”

With that in mind we took a look at download figures for Great Britain published on 9 August covering for the period 8 July – 9 August 2013.

Size of the app market in Great Britain

The total downloads for the period (see graphic below) was a whopping 143.8 million in Great Britain (both free and paid apps). Divide that by the size of the population (63.7 million) and you get about 2.23 apps per person. The split between free and paid apps is a hands down win for free apps with 141 million versus 2.9 million. Although 2.8 million downloads isn’t bad!

Size of the health app market

Health and fitness related apps make up a rather small proportion of the market: about 1.4 million  downloads. That is about 1% of all downloads for the period (free and paid).

Taking a closer look inside that market segment a few things stick out. The first is that within the juggernaut that is the free Android app market there are no health related app downloads (at least not based on Priori’s app classification).  In comparison, free health related apps are split as follows: iPhone 78%, iPad 18% and Windows 4%. See chart below for a visualisation of Priori’s data.

The numbers seem odd. What makes this even less clear is that for Android paid apps, health apps represent 12% of downloads. We asked Priori for clarification and will post an update as soon as we hear from them.

What the data shows very clearly is that Apple leads the health app market share, and iPhone rules the roost. It accounts for 78% of the free app downloads and 60% of paid apps. Put bluntly, the money is in iPhone paid health apps.

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How big is the UK smartphone market?

Colby Benari : August 26, 2013 9:46 pm : Article

Good question. And one every app developer should be asking him or her self.

UK mobile internet access

According to research from the Office for National Statistics (ONS) published in August 2013, 61% of the adult population in Great Britain uses a mobile device to access the internet. Of these, 53% use a mobile or smartphone, 32% a laptop or tablet computer and 11% an EBook reader or something similar. According to the ONS:

“Access to the Internet using a mobile phone more than doubled between 2010 and 2013, from 24% to 53% [of adults in Great Britain].”

Here’s the breakdown by age group:

Internet use on a mobile phone by age group 2010 and 2013 - ONS

[Source: Office for National Statistics]

Note that amongst 16-24 year-olds almost 9 in 10 used a mobile phone to access the internet. Similar figures were observed for the 25-34 and 35-44 year-olds.

UK smartphone market

Given the sizable slice of the internet access pie that mobile phone usage represents, it is interesting to see some projections of growth in the use of smartphones.

Estimates of the growth of the UK smartphone market were published by eMarketer in June 2013. They reckon that this year we will see about 30.9 million smartphone users in the UK, which amount to 48.4% of UK residents and 60.4% of UK mobile phone users.

The number of smartphone users in the UK is forecast to rise to 43.4 million by 2017, which will represent 65.8% of the population and an incredible 80.9% of mobile phone users.

The boring bit, which we kind of know, is that amongst mobile phone users between the ages of 12-54, about 80% use a smartphone today, and it is estimated that their smartphone usage will  reach saturation by 2017.

The interesting bits lie at either end of the bell curve. In the age group 0-11 smartphone usage  will almost double from 45.1% in 2013 to 72.4% in 2017.

But, and this truly is staggering, in the age group 55-64 usage will grow from 37% to 68% in 2017. A burgeoning market which in 2011 represented a mere 15% of the total population in that age group.

As for the 65+ group smartphone takeup is estimated to rise from 13% to 41% in 2017. Remember that these are the tail end of the baby boomers who are living longer and still have plenty of disposable income and, according to recent TUC research, is remaining in work past retirement age.

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