Mobile applications

The unprecedented rise in Internet penetration and resulting data usage, especially in developing countries such as India, China, and Brazil is the major factor driving market growth. Over the past decade, the Internet has emerged as the primary medium of communication via several devices, including smartphones, tablets, and laptops, among others. Over the past few years, there has been an upsurge in the number of mobile application buyers owing to growth in the e-commerce industry, product assortment, and various discounts and offers that are available only on e-platforms. The availability of low-cost data plans from telecom operators, which reduces the cost of mobile internet and attracts more number of users online is another factor accelerating mobile application downloads across all platforms.

The increased internet penetration and gaming technology have continued to improve, resulting in more accessibility to mobile games. Games such as Pokémon Go use sensors such as motion sensors, gyroscope, and accelerometers in tablets and smartphones to ensure the capability of Augmented Reality (AR) and Virtual Reality (VR) on the mobile phone through various apps. Moreover, primarily there are three revenue models, including paid game applications, in-game purchases, and in-app advertisements that mobile games and application developers follow.

With the growing popularity of mobile gaming, a survey study highlights that around 5 to 10% of gamers are willing to pay for game applications, which is a double-digit increase from 2018. Furthermore, it is a proven fact that once users approve the value of an application and have an urge to unlock extended functionalities, they tend to perform more in-app purchases.

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