Warc, 8 February 2013
BERLIN: Over a third of smartphone owners in Germany have
paid for apps, indicating this channel is becoming an increasingly viable
source of revenue, new figures show.
BITKOM, the trade body, commissioned Forsa, the research
firm, to poll 1,004 people, and as a result reported that 38% of the smartphone
audience had purchased at least one app to date.
A further 45% only added free apps to these gadgets, while
17% had not downloaded any such tools beyond those already installed on their
handset.
The total user base for smartphone apps was estimated to
stand at 21m people in all, equating to 83% of current device owners.
"Apps are a major reason for the smartphone boom,"
Tobias Arns, of BITKOM, said. "Many of them make everyday life easier,
whether in the office or simply for leisure."
BITKOM's study also stated that exactly 33% of the
smartphone population bought apps "now and then", while another 5%
"regularly" did so.
The typical expenditure on such tools among members of these
two groups stood at €21, with €7.64 the greatest amount they proved willing to
spend for a single app, on average.
"Many paid apps add useful features like office
programmes, navigation systems or a baby monitor to a smartphone for just a few
euros," said Arns. "As a result they often replace expensive
additional equipment."
Elsewhere, the analysis revealed that smartphone users
generally invested €14 per year on gaming apps, although the highest charge
they would pay for one such offering was €2.31.
Data sourced from BITKOM; additional content by Warc staff
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