31% of smartphone owners in the U.K., don't give a hoot about apps

31% of smartphone owners in the U.K., don't give a hoot about apps
According to a new report by accounting firm Deloitte, 31% of smartphone owners in the U.K., go through an entire month without installing any apps. That is a pretty huge increase from last year's numbers. In 2013, that figure was under 20%. That means that the number of U.K. based smartphone owners refraining from downloading apps on their handsets, has increased by 50% from 2013 to 2014.

Even more depressing for developers, those who do visit the app stores are downloading fewer games and apps. The average number of apps installed each month in the U.K., has declined from 2.32 to 1.82. Can things get any worse? You bet they can. A whopping 9 out of 10 U.K. smartphone owners do not spend money on apps, or on any other content. But some of the numbers are skewed because of the increasing number of smartphone owners in their 50's, who are less inclined to use their smartphone for much more than making and taking calls, and for sending and receiving text messages.


Deloitte's Paul Lee, head of research for technology, media and telecommunications for the accounting firm, made quite an insightful comment. "It's pretty easy to create an app but it's very hard to get it downloaded," said Lee. Independent developers are concerned that it is just a small number of firms that are making the majority of the profits in the business. Despite this out of balance financial structure, in Europe 670,000 jobs will be created by the "app economy" this year, up 26% from 2013.

The future of the app industry is still quite positive in the region, according to research commissioned by Google. The study shows that by 2025, app development will be a £30 billion ($49.9 billion USD) industry in the U.K. The question is whether the majority of the profits will still be controlled by just a few developers. Hopefully by then, the business will have broadened out, with profits trickling down to smaller developers.

source: TheTelegraph via Textually.org

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33 Comments

1. ManusImperceptus

Posts: 724; Member since: Jun 10, 2014

Considering the baked-in functionality of smartphones from the manufacturer, it's really no wonder; lots of people could buy a Lumia 1520, just download their bank app and they're set. Music, video, cloud access, navigation, email, facebook, podcasts, etc. They're all there from the moment you unpack the phone...!

18. sgodsell

Posts: 7368; Member since: Mar 16, 2013

Too bad Windows Phone doesn't support the majority of Banks out there. Or my thermostat, my front door, or my car. But I am sure a lot of people don't do the things that I do with a smart phone.

24. darkknight

Posts: 20; Member since: Apr 06, 2012

it is up to dev to produce such apps. The WP is the most capable to support alot of prog languages but some thing keeping the dev from producing apps to WP.

34. rantao333

Posts: 346; Member since: May 21, 2013

its no surprise that majority of the UK market are using android. sales number say it all,

2. 13Elves

Posts: 93; Member since: Feb 21, 2014

Well, Windows Phone is perfect for them, lol!

5. Liveitup

Posts: 1798; Member since: Jan 07, 2014

WP has tons of apps. Apps are basically a none issue on WP, over 300,000 and counting.

9. hurrycanger

Posts: 1761; Member since: Dec 01, 2013

I don't think it's a non issue. It's much better than before and it's still growing, but it can't compare to iOS or Android, yet. Since I've been an Android user, I've been used to having all those apps I've used and the features some of those apps offer on Android but not on WP. Though for many people, it is more than enough. For all those 31%, I guess WP can be perfect. Same for Android and iOS anyway, so it's just gonna be user preference on the operating systems. Saying Windows Phone has no apps is an exaggeration, but saying apps is a non issue on Windows Phone is an overestimation.

15. elitewolverine

Posts: 5192; Member since: Oct 28, 2013

For me its a half and half. I would love the game selection though I find myself playing less 3d games on a phone and more simple games that a 521 could handle. Same thing on my note 3. I wouldn't mind a bank app, but the android version is just a webwrapper anyhow so its not like the droid is zomg better. Plus the full desktop and mobile site work 100% and not a single thing my desktop can do that my phone cant for transactions, payments transfers etc. So while we don't have a lack of apps, there is no denying the apps we do have are 'different' and not what many may expect. Though visiting a Verizon store today I had faith left as one sales person was listening to me inquire about the m8 (w8) and took 30mins just to chit chat and we did a little icon vs note 3 with 4 other people today.

20. hurrycanger

Posts: 1761; Member since: Dec 01, 2013

"zomg", haha. You're right, the mobile site works, and I've used that on my Android phones, too. I don't do stuff with my bank account a lot anyway. And it's cool that the sales person there really took the time to listen about the M8 WP.

21. nokia12

Posts: 610; Member since: Nov 19, 2013

how many apps does windows phone have ????? Itsssss overrrrrrrrrrr 9000 !!! !!! :P

23. hurrycanger

Posts: 1761; Member since: Dec 01, 2013

Windows Phone app store can totally beat Freezaaaa!!!!

3. NateAdam8

Posts: 437; Member since: Feb 17, 2012

Application addicts love there Android and iPhone Smartphones application market place.

4. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

Hell, I can understand that. I have a few I use, and that's it.

6. bucky

Posts: 3784; Member since: Sep 30, 2009

Not me. I have a huge amount of apps installed. Admittedly, half are kept to just have in case I need it like levelling app, flixter, games etc. but stuff like scanner pro, iWork suite, google drive/Dropbox, jango etc are used daily.

12. darkkjedii

Posts: 31045; Member since: Feb 05, 2011

Ok, I underestimated. My few is 50 bucky.

16. elitewolverine

Posts: 5192; Member since: Oct 28, 2013

I have over 90 on my wp and about 40 on my note 3 (due to usage not app problem). I would mimic yours, using flixster, occasional game, my office lense for scanning documents, 1tb of onedrive, office daily.

8. rkoforever90

Posts: 444; Member since: Dec 03, 2011

im from u.k and ya i really dont care about apps other than the basic ones.

10. jmonteiro829

Posts: 261; Member since: Feb 13, 2012

100% do not care about the 31% that do not care. Perhaps these are people are coming from a feature phone and know nothing of the apps available that can enrich their experience.

14. XperiaFanZone

Posts: 2277; Member since: Sep 21, 2012

These 100% are not Android fans.

19. elitewolverine

Posts: 5192; Member since: Oct 28, 2013

Or it is most people that do not live 'in their phone' or have other tools that make using a phone useless for the task. Games make up a huge factor for a majority that I know. Of the rest, they care if they can call, text, and be productive. Game? Sure but then again, 360, xone, desktop and tablet all have that covered. Most don't have hours to spend on their phone playing talking tom or flappy bird for anything more than a few minutes. The rest are the younger group who has more time. This is not to say at 30-50 you don't have the time, but I have yet to meet others outside of the geek sphere that take gaming anything serious on their devices.

22. hurrycanger

Posts: 1761; Member since: Dec 01, 2013

"360, xone, desktop and tablet all have that covered" ... if they actually spent bunch of money to buy those stuff and the games, of course. On phones, games are usually simple, existing just for some short fun, and cheap. It's just two way different types of gaming. I just wanna say that. :P (oh and tablets wouldn't be very necessary if a phone can already get those games anyway)

11. jaxson983

Posts: 43; Member since: Aug 11, 2013

It's been at nearly two years since I last installed an app. Most people don't use most of the apps they have installed.

33. parthoman

Posts: 80; Member since: Aug 18, 2014

i just started using the note taking app called remember which came pre-installed on my Blackberry Q10. sometimes i sense we will use phones only for calling and texting purpose only and some urgent notes and reminders. Other big feats are generally done through PC only.

17. HugoBarraCyanogenmod

Posts: 1412; Member since: Jul 06, 2014

People nowadays prefer big screen with cheaper price rather than apps, that's why XiaoMi Huawei and Lenovo can be so success because of that. BlackBerry z3 should offer in Europe as it offers big screen @ EUR 200

25. theguy2345

Posts: 1216; Member since: Jun 24, 2014

Yet here in the US, people are obsessed with getting the most useless apps in their respective stores. "hey look at this app! It is really cool! It has no real world implication, but it is AMAZING"

26. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

I could care less about what others care about.. That's why I got my Lumia 1520, am very much happy with it, and regard it as the best smartphone experience possible... And, if some dumb a$$ doesn't like it the he can kiss my dumb a$$... IDGAF!!!!!

27. hurrycanger

Posts: 1761; Member since: Dec 01, 2013

His dumb a$$ can kiss your dumb a$$... Muwahahaha.

28. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

I think chavs think "appz" is some kind of sexually transmitted disease, so chavs with the smartphones don't go for the "appz". The more worrying statistic is that 31% of smartphone owners in the UK are chavs.

29. FrenchTea

Posts: 16; Member since: Aug 18, 2014

What are you talking about ? What are you saying/ trying to say ?

30. 0xFFFF

Posts: 3806; Member since: Apr 16, 2014

Maybe you take a trip through the chunnel and find out just what is going on these days in the UK? http://en.wikipedia.org/wiki/Chav

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