Mobile Market Country Profile: Sweden Sophisticated Swedes Set The Pace

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Sweden embraced the smartphone revolution like few other markets. Heavy investments in mobile and internet infrastructure led to one of the highest app user penetration rates in the world. As its mature app market approaches saturation, increasing ARPU will become the core focal point of future growth strategy. Due to its maturity, app stakeholders around the world can use the case of the Swedish app market to help prepare for challenges that will emerge as their respective app markets approach maturity. Key Findings:

• Sweden is one of the most mature mobile markets with        smartphone penetration 
• Total app revenue will grow from        million in 2014 to        million in 2020
• App revenue growth of        between 2014 and 2020 will be one of the slower growth rates globally due to the already mature state of the market
• Mobile app users penetration is        further illustrating late adoption stages of the Swedish app economy
• Despite high app user penetration only        of Swedish app users are app buyers, compared to the global average of       
• In 2014 the average annual revenue per app buyer was       
• The age distribution of mobile app buyers reflects the sophistication of Swedish users –        of app buyers are aged        and over
• Average spend per buyer will decrease        between 2014 and 2020, but average revenue per app user will increases       
• Telco partnerships with successful content providers will become crucial as mobile data becomes an increasingly important revenue contributor

Companies mentioned in this report: TeliaSonera,        Telenor,        Skype, Spotify