Conducted by MacPaw's Setapp Mobile product team, the "iOS
Market Insights for EU" explores the new opportunities for users
and developers in third-party app marketplaces
KYIV, Ukraine, Aug. 28, 2024 /PRNewswire/ -- MacPaw, a leading
macOS and iOS software maker, today released its new report,
"iOS Market Insights for EU." The study, conducted by
MacPaw's alternative app marketplace Setapp Mobile, surveyed over
1,200 iOS users across various European Union countries, including
France, Germany, and Spain.
The report reveals significant user dissatisfaction with current
app discovery and management on iOS devices, with 25% of users
struggling to even evaluate an app's value before downloading it.
However, the research highlights a significant opportunity: 80% of
surveyed users expressed interest in trying a third-party app
store. This sentiment is mirrored by developers, with 60%
indicating a willingness to list their apps on platforms outside
the official App Store.
"Understanding what users want surrounding app discovery and
distribution is crucial," said Mykola
Savin, Director of Product Management at MacPaw. "It's not
just about experience - it's about fostering a thriving app
developer ecosystem. By providing insights into user needs, our
research empowers developers across the EU to create app
experiences that truly resonate with today's market demands."
Key findings include:
Current users are looking to do more with their app
experiences
- With thousands of new apps introduced to the App Store daily,
users are overwhelmed and underserved by the current options
available.
- Nearly 40% of users are frustrated by restricted free features
in apps, essentially requiring in-app purchases for full
functionality. A nearly equal number (38%) report uncertainty
around app security and data privacy.
- Unclear information is hindering the user experience. About 20%
of users find current app descriptions lacking in clarity, making
it hard to understand an app's purpose and benefits. Additionally,
nearly 20% report that excessive search results make it difficult
to find specific apps.
Despite low awareness, users are open to alternatives
- There is a clear appetite for alternative app stores
among EU users, with 80% expressing interest in exploring new
options. However, only 43% of those surveyed were even aware of
Apple's policy of allowing third-party app stores.
- App quality tops the list for users considering
alternative marketplaces (54%), with positive user reviews (38%)
and lower cost for paid apps (37%) also standing out as priorities.
35% of users also ranked secure payments as a crucial feature for
apps outside the official App Store.
MacPaw's research coincides with a critical shift in the
European digital landscape: the enforcement of the Digital Markets
Act (DMA) in March 2024. This
legislation from the European Commission aims to create a fairer
and more competitive app market. Notably, the DMA requires Apple to
allow European iPhone users to download apps from sources beyond
the official App Store.
MacPaw unveiled Setapp Mobile in February
2024, initially through an invite-only beta in the EU.
Launching this fall as an open beta, Setapp Mobile promises a more
integrated user experience for iPhone users. This innovative
platform offers a single subscription for a curated selection of
high-quality apps. By streamlining software discovery and
management, Setapp Mobile aims to simplify users' app
experiences.
About the research
To better understand iOS market
insights, the Setapp team at MacPaw surveyed 1,227 iPhone users
from France, Germany, Italy, and Spain in 2024. Participants ranged from 16 to
65 years old and had purchased app subscriptions in the past six
months.
To supplement this research, the Setapp team also used data from
their 2023 Mac Developer Survey. This broader report included over
700 respondents across 40 countries.
To read the full "iOS Market Insights for EU" report,
please visit: https://app.setapp.com/ios-market-insights
About MacPaw
MacPaw develops and distributes
innovative software for macOS and iOS that simplifies the lives of
Mac users. Renowned for its meticulously crafted products, such as
CleanMyMac X, CleanMy®Phone, Setapp, and ClearVPN, and known for
its Moonlock cybersecurity division, MacPaw is dedicated to
enhancing and securing the Mac user experience. Founded in
Kyiv, Ukraine, with a subsidiary
office in Boston, MacPaw serves
over 30 million users worldwide. With one in every five Mac users
having at least one MacPaw app, the company is a trusted leader in
the Mac software ecosystem.
Press Contact
Jenn
Kochanski
MacPaw
pr_team@macpaw.com
203-300-4006
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