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