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Where it's App: The State of Mobile in the U.K


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A look at the state of mobile in the U.K.

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Where it's App: The State of Mobile in the U.K

  1. 1. APPS HELP CUSTOMERS TOWARDS THE PATH TO PURCHASE MOBILE: IN-APP VS WEB MOBILE PERFORMANCE FOR RETAIL* MOBILE AD SPEND £3.54 Billion £4.78 Billion* 50%of app users look to apps to help them make purchase decisions Sociomantic Labs, a dunnhumby company, provides programmatic solutions for online, mobile web and in-app display advertising. The company’s proprietary Streaming CRM technology enables the world’s leading advertisers to harness the value of its first-party data assets of CRM and other first-party data assets to deliver individually personalised, dynamic ads for the full customer journey. This results in broader reach, more new customers and increased loyalty of existing customers. Sociomantic has been profitable since its founding in Berlin in 2009 and has grown organically to more than 250 employees serving over 70 countries across six continents today. SOURCES:,Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate),Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate) UK-Engage- with-Mobile- Apps/1013504 UK-Engage- with-Mobile- Apps/1013504 UK-Engage- with-Mobile- Apps/1013504,Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate),N:439-1153,Nr:NOT(Type%3aComparative+Estimate),Ro:-1,N:439,Nr:NOT(Type%3aComparative+Estimate) usage-frequency- by-app- categories/,Ro:0,N:439,Nr:NOT(Type%3aComparative+Estimate) Ecommerce-Sales- Reach-60- Billion-This- Year/1012963,Ro:5,N:439,Nr:NOT(Type%3aComparative+Estimate) emea/docs/article/App-nesia_in_the_UK_Google2015.pdf,Ro:5,N:439,Nr:NOT(Type%3aComparative+Estimate) emea/docs/article/App-nesia_in_the_UK_Google2015.pdf | Sociomantic Labs: of total web traffic happens on mobile devices 40% 2014 2015 2016 *(estimated) 33% of app users stop using apps because of lost interest REASONS WHY USERS RE-ENGAGE ON APPS Discount offered Apps are simpler to navigate than mobile websites Bonus content available *As of 2015 conversion rate revenue per visit of these apps are retail-related 19% of these consumers use apps to find product information 29% of these consumers use apps to make a purchase 45% 21% 17% 50% £2.35 Billion £20.09 Billion £25.19 Billion* *(estimated) £14.61 Billion 45% of apps installed are never used 25% of apps installed are used only once 25% 36 Average number of apps installed 26% of installed smartphone apps are used daily of smartphone shoppers use apps on a weekly basis 43% of consumers have made a purchase via an app VS. 49% prefer mobile app 35% prefer mobile website APP WWW RETAIL M-COMMERCE SALES *(estimated) 2014 2015 2016 Where it’s App: The State of Mobile in the UK Insights into consumer purchase trends as mobile web and in-app usage grows. Mobile Is Taking Over SMARTPHONE OPERATING SYSTEM ADOPTION MOBILE USAGE SMARTPHONE PENETRATION M-Commerce on the Rise Apps: the Good, the Bad and the Never Opened Mobile Advertising 68.2% 2014 *estimated 2h24 1h55 20162015 55.7%7.7% 31.8% 2.0% Android iOS Wi ndows Ph one Blackberry Situations when preferring mobile apps In-app £1.93 Mobile Web “I want information quickly” “I need to complete a task or transaction quickly” “There’s poor wi-fi or 3G connection” In-app Mobile Web £3.253.1% 2.5% 72.8% 77.4%* 28%of total ecommerce in the UK was transacted through a mobile device Retail m-commerce sales will climb up to £24.85 billion in 2016 Top three most used apps in Q4, by category In 2015, TravelEntertainmentRetail 47% 47% 34% spent daily on mobile devices, of that time is spent in-app. Out of the