The document summarizes the mobile app market in India. It states that India has over 375 million active internet users, with over 303 million being mobile internet users. The app market in India is projected to grow substantially, with the estimated market size increasing from $150 million in 2014 to $626 million in 2016. Communication apps currently make up the largest category at 36% of the Indian app market. The document also outlines some limitations and future trends of the Indian app market, such as increasing internet speeds and the rise of wearable devices and next-gen platforms that will drive further app usage and growth.

1. MOBILE APP MARKET IN INDIA
CREATED BY: PRATIBHA SINGH

2. Current Market Scenario
Facts about App Usage in
India
App
Usage
• India tops in the list of adding highest no. of internet
users per year
• Over 60% of the internet Users are mobile Internet
Users
Projected Market Size
Revenue
• India is second biggest market in terms of active unique
smartphone users after U.S.
• Analysts estimates that net worth of app market will
increase from $150mn(2014) to $626mn(2016)
• Forecast data from APAC region also supports the fact
Active Internet
Users
Active Mobile
Internet Users
Active Social
Media Users
Active Mobile
Social Media
Users
375
303
136
116

3. Current Market Scenario(contd…)
Operating
System
Devices
Network Infrastructure
Google Play leads the
Indian market and is
projected to dominate in
coming years
Smartphones
Phablet
Tablet
App Usage Frequency
through Different
devices
Smartphones are used
mostly for Apps currently
but 78% more app
engagement than
smartphones are on
phablets
As evident mobile internet dominates the internet usage hence the
role of telecom providers becomes crucial here. Seems that they
have already sensed it and are working on increasing and retaining
consumer base- Reliance Jio and Airtel’s Open network are such few
attempts

4. App categorization and their %share*
Social networking
8%
Communication
36%
Tools
24%
Shopping
8%
Entertainment,
Media andVideo
12%
Others-News and
Mags, Games etc.
12%
Music
Apps
Food
Apps
Show
booking
Apps
App categorization:App types
Accounts for 60%
* %share- Measured by no. of installs and data usage
Ride
Booking
Apps
Payment
Apps
 Major source of revenue generation for Apps are advertisements and the data of users collected
from these apps , which is further utilized
 For Shopping and its related apps, App just serves as a medium for their business which is selling
their products and this medium is a crucial factor in their revenue generation
 Indian users spend over 3 hours and 18 minutes on an average each day on their smart phones and
one-third of that time is spent on applications
 Indian app users majorly looks for Free Apps instead of Paid ones

5. App categorization: User Types
 Most of the App users are from metro cities and of younger age group which could be the
easily available and profitable target
 However, small towns have the second largest share which infers that app shouldn’t only be
catering to urban needs
 As the age increases loyalty towards app increases - by decrease in nos. but amount of time
spent on app is almost the same as younger age groupsApps attracting to HigherAge
groups are lesser in numbers but have higher amount of engagement
 Gender distribution over here should be seen from the lens of app category as well because
some categories have high number of women users -like ShoppingApps
12%
24%
19%
45%
Villages
Small towns
5-9 top cities
Metro Cities
Usage by City distributionUsage by Age Distribution
61%
39%
Usage by Gender distribution
Men Women

6. Limitations- with a potential to turn into opportunities
 Internet Quality and Speed: 60% of Indian mobile internet users face problems with their
mobile connection and 62% of users in small to mid-sized cities experience inconsistent
internet speeds while outdoors.
 The bend towards cheaper smartphones: Indians typically rely on cheaper phones with
less processing power and storage thanWestern nations mobile users which implies that
there is a risk of low usage or uninstallation of Apps with requirement of High storage
capacity and speed.
 Apps installation average of India is lesser than Global average (32 instead of 42) which could
be considered as lag and as well as opportunity for App developers
 Other Barriers- High cost of marketing and aiming for right customers
Progress from 2G to 3G and now to 4G and open network from
Airtel are some attempts to overcome this
With support from Government by ‘Make in India’ campaign many companies have
opened their manufacturing and assembling units in India which will lead to
decrease in smartphones cost.

7. Peeping into the Future
* Based on y-o-y growth tracked from past years’ trend
Future trends
Market
development
• In next 2 years revenue generated from Apps in India will touch $1 bn figure*
• This will have a major contribution fromAdvertising companies- the trend also speaks
• the same
More devices more option to reach
Next-Gen
Devices
• Apart from currently available devices, wearable devices will be responsible for 50% of app
interaction in the coming year
• Mobile apps will also help reduce the cost of wearable devices to ensure higher adoptions
Data availability for better app developmentData Sea
• The data generated by current apps today will help mobile app developers and app
monetization companies to tightly bound their ads with users’ interests and needs
• Better data implies to better app development focused on specific target than mass
Contribution to India
Employment
Opportunities
• It is estimated that App economy will generate more than 6 lacs jobs in coming years
• Which is eight times of the current job level created by this industry
• The contributors to these jobs will be –Direct and Indirect employment
• Due to the nature of this industry it fits major chunk of freelancers which gives
• More Independence to employees and suits the entrepreneurial stint of India

8. References Used

9. ThankYou!!