European mobile app spending jumped almost 20% in 2019

Now’s the time and nows the hour…

As more and more of the population are using their mobile devices, mainly their phones, to almost everything online there’s no better time than now to invest in a mobile app to capitalise on the growing mobile spend!

European mobile users spent an estimated $11.2 billion (£8.6 bn) on apps in 2019, an increase of 18.9 per cent when compared with 2018.

A report by mobile trends analysts Sensor Tower concluded that gamers increased spending in, and on, games by 14.6 per cent year-over-year (YoY), generating $7.4 billion (£5.6 bn) in Europe in 2019.

Combined gaming downloads across Europe also increased – 9.5 per cent Y0Y – to 10.4 billion in 2019, with the App Store and Google Play accumulating a combined 24.1 billion downloads in 2019, up 7.2 per cent on last year.

When not including local taxes, in-app advertising, or in-app user spending on mobile commerce (e.g. purchases via the Amazon app), Coin Master was the top-grossing game in Europe in 2019, reportedly generating $211 million (£162m). Tinder was the top-grossing non-game app in Europe last year, generating $303.1 million in user spending.

Other high-grossing games include Candy Crush Saga, Clash of Clans, and Pokémon Go.

The UK drove most of that increased revenue in 2019, generating more than $2.1 billion (£1.61bn) in user spending last year, up 20 per cent on last year. Germany was close behind with just under $2.1 billion – an increase of 17.9 per cent – while France generated close to $1.4 billion (£1.07m), up 15.7 per cent.

The UK also represented the largest share of App Store revenue in Europe with $1.4 billion, but Germany consumers generated the most – $1.2 billion, or 23.3 per cent of the total – on Google Play.

In other words, in a continually growing market where most publishers are competing against the publishers controlling 80 per cent of all new user acquisition, standing out among the competition is more crucial than ever.”

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