Everything developers need to know about the iOS market in the EU [+ Infographics]
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Growing an iOS app in the EU market is much easier if you know what to prepare for. Setapp created an extended report on the demands, preferences, and behaviors of iPhone and iPad users in Europe. Discover which apps users are willing to pay for, how to promote your app to get the word out, and the audience's attitudes towards alternative stores in the EU. We've prepared engaging infographics to help you explore the report's content more deeply. Learn them, save for the future, and share with your fellow developers so that they can better cope with the EU market ecosystem.
App categories users would pay for
Of 81.6 million iPhone or iPad users in the EU, 15 million make in-app purchases. Among the non-gaming categories that EU users are willing to pay for, productivity, finance, health, and fitness apps lead the way.
Apps that users spend money on
Users have their favorites among the above-mentioned categories. They are eager to pay to listen to tracks on Spotify or YouTube Music, edit photos in PicCollage, or create videos in Splice. They're also spending money to watch shows on Netflix and Amazon Prime and taking care of their mental health with Waking Up and Headspace.
Who are the iOS/iPadOS users in the EU
Understanding the audience of iOS/iPadOS users in the EU can help you tailor your app to their needs and expand your user base. So, keep in mind that the average audience age is 34.
16 to 24-year-olds comprise the largest age group of iOS/iPadOS users (26%), followed closely by 25 to 34-year-olds (23%). Younger users dominate, with 49% of users being under 35.
Digital content iOS users in the EU purchased during the last 6 month
Subscription-based services for movies/TV (69%) and music (52%) are the most popular digital purchases. 56% of users purchased mobile apps, while 49% made in-app purchases.
This shows that high-quality, subscription-based apps, especially in the entertainment and productivity sectors, are a lucrative niche for developers. There are also opportunities for monetization in mobile gaming, educational content, digital goods, and other industries.
Most preferable content about apps
Reviews and app descriptions in the App Store proved to be the most popular resources for users to learn about apps. However, don't underestimate other channels. Why not use media or blog articles for promotion or even implement a video format? Tech influencer tips also work — find one in your niche and suggest a collaboration. The more resources you employ, the more your app's awareness grows.
Sources of information about new apps
App Store lists are the dominant source for discovering cool new iOS apps –– almost half of EU users confirm this. However, Google search is also effective. Tell how your app solves a user's problem –– and your story with the app’s link will appear in the search engine. Recommendations from friends, colleagues, bloggers, podcasts, and media also help the audience find your app.
Use this information to manage your app development and promotion budget wisely. Learn more valuable information by downloading Setapp iOS Market Insights for EU report.
