Mobile app: in 2015 direct sales of 34.2 billion dollars

Users of the mobile devices are installed, globally, about 156 billion mobile app during 2015 that generated approximately $ 34.2 billion of direct revenue, that is not derived from advertising activities. A new forecast compiled by IDC estimates that these figures will grow to 210 million installations in 2020 for a direct turnover of 57 billion dollars.

While the market continues to grow in the forecast period, IDC expects to see anyway to a slowdown in growth in both the volume of installed applications, both in direct revenue stream. This trend, mainly due to the maturation of the market, will see the crescità of annual installations fall under the single digit during the second half of the period studied. The installation of the mobile app will be developed on an annual compound growth rate of 6.3%. At the same time the direct sales generated by the mobile app will see a slowdown in growth towards the end of the review period, although the rate of compound annual growth will remain in double digits placing on 10.6%.

The ecosystem Apple's App Store has captured 58% of direct sales in 2015, an increase of 36% year over year. E ', however, interesting to note that of all the installed apps only 15% have been downloaded from the App Store, down 8% year on year. The large volume of Android devices used by the public then goes to generate a greater number of installations made through Google Play, which has captured 60% of the total volume of installations and 36% of direct sales. Although Google Play has registered a solid growth year on year in terms of downloads, both in terms of direct sales, it is still slightly lower than in previous years. Apple, also for the future, should continue to exceed Google Play in terms of revenue generation. It 'still should be noted that both ecosystems are well established you can always attract new developers.

John Jackson, research vice president for IDC's Mobile and Connected Platforms, says: "While offering a reliable measure of the mobile app economy and who benefits, we see that the obsession with the volume of downloads and installations and its direct sales could lead to lose focus on the changes taking place in the mobile market. Facebook and Google continue to dominate mobile and spending by the scope and the complexity of their activities, such as Facebook's moves to incorporate news and other content into its user experience which will attract traffic and installation volumes from app. Similarly the emergence of bots that seek to automate in a contextual way interactions are another series of examples of the value created above the operating system layer and also above of 'app. "