Ovum survey confirms promising growth for mobile applications in emerging markets

Melbourne, 23 May, 2013 – Despite the meteoric growth of the mobile applications market, over two-thirds of consumers do not download apps, finds Ovum. The independent global analyst firm suggests that, while this figure is substantial, the high and fast-growing penetration of smartphones means there is scope for further growth in application downloads.

A report* based on Ovum’s latest Consumer Insights Survey reveals that users in emerging markets show the greatest enthusiasm for application downloads. In China 91 percent of respondents said they download applications, followed by India (84 percent) and Brazil (67 percent). Consumers in emerging markets are also more willing to pay higher premiums for application downloads. In India 21 percent of respondents said they spend over US$15 each month on application downloads, while 13 percent said they spend between US$8 and US$15 each month.

Eden Zoller, principal analyst at Ovum, comments: “These findings from emerging markets reflect the positive impact that the large and growing middle class, coupled with strong demand from young, urban dwellers in both China and India, are having on the app economy. Even less-affluent users in emerging markets can justify the purchase of an application if it is a key source of information or entertainment.”

Ovum’s research also found that operator stores are more frequently used by consumers in emerging markets than those in mature markets. In particular, survey respondents in China and Russia preferred operator application stores, while in India and Brazil they are second only to Google Play.

“Operators in emerging markets have an opportunity to reinforce their position in device distribution,” concludes Zoller.