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Mobile Market Country Profile: Sweden Sophisticated Swedes Set The Pace

Report by Karol Severin
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Sweden embraced the smartphone revolution like few other markets. Heavy investments in mobile and internet infrastructure led to one of the highest app user penetration rates in the world. As its mature app market approaches saturation, increasing ARPU will become the core focal point of future growth strategy. Due to its maturity, app stakeholders around the world can use the case of the Swedish app market to help prepare for challenges that will emerge as their respective app markets approach maturity.

Key Findings:

  • Sweden is one of the most mature mobile markets with XXX smartphone penetration 
  • Total app revenue will grow from XXX million in 2014 to XXX million in 2020
  • App revenue growth of XXX between 2014 and 2020 will be one of the slower growth rates globally due to the already mature state of the market
  • Mobile app users penetration is XXX further illustrating late adoption stages of the Swedish app economy
  • Despite high app user penetration only XXX of Swedish app users are app buyers, compared to the global average of XXX 2014 the average annual revenue per app buyer was XXX age distribution of mobile app buyers reflects the sophistication of Swedish users – XXX of app buyers are aged XXX and over
  • Average spend per buyer will decrease XXX between 2014 and 2020, but average revenue per app user will increases XXX partnerships with successful content providers will become crucial as mobile data becomes an increasingly important revenue contributor

Companies mentioned in this report: TeliaSonera, XXX Telenor, XXX Skype, Spotify

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