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MOBILE APPS - CANADA - MAY 2018

Published By :

Mintel

Published Date : May 2018

Category :

Telecommunications

No. of Pages : N/A

As mobile devices become more and more important to consumers, it’s the apps that have been at the root of the user experience. These software applications allow users to do everything from chatting with friends and ordering cabs, to paying bills and playing video games. Today, there are literally millions of mobile apps available to consumers who own a smartphone or tablet.

The confluence of high demand, evolving innovation and a low willingness from consumers to actually pay for apps creates a unique, dynamic market. The primary focus of this Report will be to gain a better understanding of the mobile app market and how consumers use apps. Its findings are based on the results of Mintel’s exclusive research and will help navigate a mobile app market that is unlike any other consumer product today – with the goal of uncovering opportunities for growth in this fast-paced industry.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Most consumers aren’t willing to pay for mobile apps
Figure 1: Willingness to spend on mobile apps, February 2018
Device storage space can be a hurdle for app downloads
Security and data tracking are concerns for app users
Figure 2: Comfort with apps sharing data, February 2018
Figure 3: Comfort with apps tracking location, February 2018
The opportunities
Mobile apps connect people
Figure 4: Apps are a way to stay in touch with people, February 2018
App usage differs on smartphones and tablets
Figure 5: Past month app usage, February 2018
Preference for mobile apps vs. computer websites
Figure 6: Preference for mobile apps vs computers, February 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Smartphone ownership is high
Immigration trends mean more communication via mobile app
Long distance phone calls impacted by mobile apps
Building apps for an aging population
Mobile data usage is increasing
MARKET FACTORS
Smartphone ownership is high
Figure 7: Smartphone ownership, by age, January 2018
Immigration trends mean more communication via mobile app
Figure 8: Using apps to stay in touch (any agree), by place of birth, February 2018
Figure 9: Immigrants as a share of Canadian population, October 2017
Long distance phone calls impacted by mobile apps
Figure 10: Long distance phone call revenue, April 2018
Building apps for an aging population
Figure 11: Average age of Canadian population, October 2017
Mobile data usage is increasing
Figure 12: Monthly mobile data usage among subscribers with data plans, 2014-16
KEY PLAYERS – WHAT YOU NEED TO KNOW
New companies are thinking app-first
Consumers are looking for content in their apps
The mobile app store market is a duopoly
Subscription fees chipping away at consumer budgets
Mobile apps are influencing personal computers
App development is becoming a common skill
WHAT’S WORKING?
New companies are thinking app-first
Consumers are looking for content in their apps
Figure 13: Streaming mobile app usage, 18-34s, February 2018
CHALLENGES
The mobile app store market is a duopoly
Subscription apps chipping away at consumer budgets
WHAT’S NEXT?
Mobile apps are influencing personal computers
Figure 14: 10 Reasons to upgrade to Windows 10: Windows Store, July 2015
App development is becoming a common skill
THE CONSUMER – WHAT YOU NEED TO KNOW
Payment for mobile apps
Apps are a way of connecting people
App usage on smartphones vs tablets
Storage space is a concern
Security concerns for app users
Preference for mobile apps vs desktop sites
PAYMENT FOR MOBILE APPS
Getting consumers to pay for apps is a challenge
Figure 15: Willingness to spend on mobile apps, February 2018
Figure 16: Willingness to spend on mobile apps, by operating system, February 2018
Young men are the most likely to spend money on apps
Figure 17: “I am unwilling to spend money on mobile apps”, by age and gender, February 2018
Figure 18: Willingness to spend money on in-app purchases, men 18-24 vs 25-34, February 2018
Many consumers hunt for apps, they don’t browse
Figure 19: App store shopping behaviour, by age and gender, February 2018
Figure 20: App store shopping behaviour, by operating system, February 2018
Figure 21: Arnold’s fight – Mobile Strike, February 2016
APPS AS A WAY OF CONNECTING PEOPLE
Mobile device owners use apps to stay in touch
Figure 22: Apps are a way to stay in touch with people, February 2018
Figure 23: Apps are a way to stay in touch with people (any agree), by age, February 2018
Figure 24: Apps are a way to stay in touch with people, by ethnicity, kids and place of birth, February 2018
Many people socialize through apps more than in person
Figure 25: Socializing through apps vs in-person, by age and gender, February 2018
Figure 26: Socializing through apps vs in-person, by kids, place of birth and financial situation, February 2018
Communication is the leading use for mobile apps
Figure 27: Top types of mobile apps used, February 2018
Figure 28: Usage of communications apps, by age and gender, February 2018
APP USAGE ON SMARTPHONES VS TABLETS
App usage is generally higher on smartphones than tablets
Figure 29: Past month app usage, by device type, February 2018
Games, video and shopping apps are common on tablets
Figure 30: Past month app usage on tablets, February 2018
Figure 31: Top apps used on tablets, February 2018
Social media, navigation and communication apps skew to smartphones
Figure 32: Past month app usage (select), smartphone vs tablet, February 2018
STORAGE SPACE IS A CONCERN
App size is a major hurdle for downloads
Figure 33: Deleting apps to save space, by age and gender, February 2018
Figure 34: Downloaded apps in past week, by age and gender, February 2018
Smaller app sizes can drive downloads and usage
Figure 35: Downloaded apps in past week, by age, February 2018
Figure 36: Apps used in the past month, by age, February 2018
SECURITY CONCERNS FOR APP USERS
Consumers don’t like the idea of apps sharing data securely
Figure 37: Comfort with apps sharing data, February 2018
Figure 38: Comfort with apps sharing data, by age, February 2018
There is discomfort about the data that apps track
Figure 39: Comfort with apps tracking location, February 2018
Figure 40: Comfort with apps tracking location, by age, February 2018
Figure 41: Comfort with apps tracking usage, by age, February 2018
MOBILE APPS VERSUS DESKTOP SITES
People generally don’t prefer mobile apps over computers
Figure 42: Preference for mobile apps vs computers, February 2018
Age is a major factor in preferences towards mobile apps
Figure 43: Preference for mobile apps vs computers (any agree), by age, February 2018
Figure 44: Preference for mobile apps vs computers, by operating system, February 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

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