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Mobile users display healthy appetite for apps

Jack Loo | May 23, 2013
Ovum survey highlights promising growth for mobile applications in emerging markets.

Users in emerging markets show great enthusiasm for mobile application downloads, according to Ovum's Consumer Insight Snapshot: Mobile Applications report.

In China, 91 percent of respondents said they download applications, followed by India (84 percent) and Brazil (67 percent). The study finds that consumers in emerging markets are also more willing to pay higher premiums for application downloads.

In India, 21 percent of respondents said they spend over US$15 each month on application downloads, while 13 percent said they spend between US$8 and US$15 each month.

"These findings from emerging markets reflect the positive impact that the large and growing middle class, coupled with strong demand from young, urban dwellers in both China and India, are having on the app economy," said Eden Zoller, principal analyst at Ovum.

"Even less-affluent users in emerging markets can justify the purchase of an application if it is a key source of information or entertainment," said Zoller.

Ovum's research also found that operator stores are more frequently used by consumers in emerging markets than those in mature markets. In particular, survey respondents in China and Russia preferred operator application stores, while in India and Brazil they are second only to Google Play.

"Operators in emerging markets have an opportunity to reinforce their position in device distribution," concludes Zoller.


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