The number of global mobile app downloads will grow at a compound annual growth rate of 56.6 per cent between 2010 and 2015 to reach 98bn by the end of 2015, according to the analyst, Berg Insight. The company also says that revenues from paid apps, in-app purchases and subscription services reached €1.6bn (£1.4bn) in 2010.
Berg Insight forecasts direct app store revenues to grow at a compound annual growth rate of 40.7 per cent to reach €8.8bn in 2015. Apple’s iOS is the current leader in direct monetisation of mobile apps, and will keep the number one position during the forecast period. The Android and Windows Phone operating systems are anticipated to be number two and three respectively in 2015.
“Even though the download numbers will increase during the forecast period, most apps are free to download and app monetisation will be a challenge for developers”, saysJohan Svanberg, senior analyst at Berg Insight. “Free to download monetisation strategies such as in-app advertising and in-app purchasing will be increasingly important. This is especially true in the APAC region, which will account for over 40 per cent of all mobile app downloads in 2015.”
Svanberg also believes that for the next few years, the native mobile app is here to stay. “New web technologies such as HTML5 are promising and will eventually be relevant alternatives to native apps,” he says. “It is also important to remember that web apps and native apps are not mutual exclusives, and publishers looking for maximizing reach should develop for the web as well as for the major mobile platforms.”