Decoding Emerging Markets Title

The next boom in mobile revenue will not come from the United States, it will come from emerging markets. The wave of smartphone adoption around the word has changed the way we all access the Internet, but none have been impacted more than those in emerging markets. By 2020, emerging markets will have over 2.5 billion smartphone users and the demand for Internet access will increase nearly 10X. The countries in which these users live will account for 50% of the world’s annual consumption by 2025. App developers who overlook emerging market countries like India, Indonesia, and Brazil now will miss out on the mountain of revenue growth that is to come.

In our white paper, “Decoding emerging markets: The app marketer's guide for unlocking global growth,” we present the usage and revenue potential in these markets in relation to App Annie’s App Market Maturity Model. We also present unique local user behaviors, specific tactics app developers should follow when adjusting their app marketing goals, and examples of how innovative tech companies have done just that, successfully.


The Differences Between Developed and Emerging Markets Statistics


Some key findings:

  • The future of app downloads lies in emerging markets. App Annie predicts that global app store downloads will grow from 111.2B in 2015 to 284.3B by 2020, with APAC leading the growth with 57% of the projected app downloads.

  • App size matters in emerging markets. According to a Jana survey, 28% of users in India say that apps take up too much space on their devices. Developers can increase app retention in these markets by shrinking their app size.

  • Uber faces major competition from local ridesharing and taxi players Ola, Didi Kuaidi, and GrabTaxi in India, China, and Indonesia. In fact, Uber loses a billion dollars a year just trying to keep up with Didi Kuaidi in China. But, their efforts to keep up globally are paying off handsomely—the company tripled the number of rides taken in Latin America in the first four months of 2016—the fastest growth they have seen in any region.

Interested in learning more? Download the report: