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UK Insights

UK less ‘appy’ than the US

Guy Rolfe

Global Knowledge Leader

Mobile 18.08.2015 / 14:05


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UK smartphone users have fewer apps and spend less

Research from our smartphone users panel has found that when it comes to mobile apps, there's the "free world" and there's the world according to Apple. The article on Kantar US Insights found that between mid-July and mid-August, Android users average a considerably higher number of total apps on their smartphones than iOS users: 71 to 46. But when looking only at paid apps, iOS users average a higher number than Android users: four to one.

Key Numbers

  • 50.14 UK average number of apps (free and paid)
  • 64.54 US average number of apps (free and paid)

But what if we break-out the data from the UK panel of 850 adults and look just at that? The biggest differences in the data come when we look at the volume of apps and the amount of money spent. In the UK the average number of free apps per panellist is 50.14; with Android users having more apps (57.97) compared to iOS users (36.41). This compares to an average of 64.54 apps per panellist in the US (71.49 Android and 46.51 iOS). And because our panellists in the UK have fewer apps, they spend less; the average value of apps on devices in the UK is 84 cents less than the US.

We should note that in the US, we have more than 12,000 panellists. Read more about their behaviour in the full app happy article on Kantar US Insights.

Source : Kantar

Editor's Notes

The above results were derived from the Kantar Behavioural Panel of both iOS and Android device users in the US and UK (12,000+ US, 850 UK) whose behavior was tracked in July and August 2015. Panelists agree to install an app on their mobile/tablet device which captures all their daily digital activities, allowing the measurement of actual, not reported, behavior. The respondent is not required to do anything else. With their consent, Kantar can then view and analyse their digital behaviour. Mobile usage, ad exposure, and location awareness can all be measured and analysed.

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