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Mobile Market Country Profile: France A Maturing App Market On The Brink Of MNO Consolidation

Report by Karol Severin
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The 20,000 Foot View

France is one of the leading European app markets. Like other key markets in the region, the French app market is already maturing with annual revenue and app buyer growth set to slow to single digits by 2020. With this shift in market dynamics, average revenue per user (ARPU) will gain importance. Though Mobile Network Operators (MNOs) traditionally do not actively participate in shaping the app market, there are two potential ways for them to do so. These are connected to the potential consolidation of the French MNO market as well as the rising threat of network level ad-blocking in Europe.

Key Findings

  • France is                       largest app market in Europe                       million revenue in 2014
  •            of French smartphone users are app users 
  • French annual            revenue growth will slow from            2014 to            in 2020
  • French app            have a shorter tail of            spenders compared to the UK
  • Though French            buyers have a higher percentage            high spenders, their average spend            lower than in UK
  • App buying            remain a niche activity in            with only            of app users            on or in apps by           
  • Despite typically            the lowest disposable income,            years            are the largest age segment            French app buyers with             
  •            of French app buyers spend between            and            per month on apps
  • Nearly half            French app buyers are over            old
  • French MNOs            seeking market consolidation and the            implications will affect consumers’ app           

Companies mentioned in this report:            Bouygues Telecom, Digicel, Free Mobile, Orange, SFR, Shine

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