A recent report by research2guidance reveals that in 2012, the European mobile application market size reached 1.68 bn. Euros. This growth has been primarily driven by paid application downloads, in-app purchasing and in-app advertising. The growth rate during the initial years is above 140 %.
According to the report, since 2008 (the initial full year of the new application eco system) the market has changed from a niche “gaming and entertainment”channel for players on-the-move to an “app” hype with more than 2 mio. applications published. The hype is similar to the “www.” hype in the early 2000s, but 5-7 times faster.
The European application market represents approximately 20% of the global market. UK, Germany, Italy, Spain and France account for 15% of the global app market. Among these Top 5 EU countries, there are significant differences in size and structure of the domestic markets. This directly impacts the platform and business model decisions every publisher must make before setting up an app project.