Mobile apps and games outlook: 2018

June 11, 2018  | Subscribers Only

Jack Kent Jack Kent Director, Media and Advertising
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Mobile app store spending will pass $100bn by 2020 with Asia-Pacific accounting for the majority of revenues. South and Central America and Africa and the Middle East still lag behind, but will contribute the fastest growth as European and North American markets mature.


  • Mobile app store forecast
  • Tencent dominates global market 
  • VR and AR forecast
  • Mobile device outlook

In this report:

  • Mobile apps spending to spending to pass $100bn by 2020
  • Games dominate revenues 
  • Asia-Pacific to grow share of app spending to over 60%
  • Device outlook: tablet market struggles and smartphone installed base matures
  • Apple vs. Google
  • Billing support is still a big driver of app store performance
  • Tencent dominates the China-led global mobile games market
  • Majority of tracked publishers report growth in 2017
  • VR outlook

List of tables and charts:

  • World: total mobile app store spend ($ billion)
  • World: smartphone installed base share by region (%)
  • Mobile app store spend - games vs. other apps ($bn)
  • World: All mobile games spend ($bn)
  • Mobile games spend: CAGR (%) 2017-2022
  • Mobile app store spend share by region (%)
  • Mobile app spend per capita - 2018 ($)
  • World: smartphone and tablet installed base (bn)
  • Smartphone installed base growth by region (%)
  • World: total mobile app store spend ($ billion)
  • World: Apple vs Google annual mobile app spend per device (exc China) $
  • Supported locations for Google Play Carrier Billing
  • Supported locations for Apple Carrier Billing
  • Selected mobile games related revenues - 2017 ($m)
  • Selected publishers: mobile games revenue growth, 2017 (%)
  • World: VR headset installed base (m)
  • World: Mobile VR, AR and AR-related app spend ($bn)     

Number of Pages: 13

Number of Tables and Charts: 17


Jack Kent

Director, Media and Advertising

Jack Kent leads IHS Markit’s Media and Advertising research, heading up a team of analysts covering Games, Cinema, TV Channels & Programming, Home Entertainment and Advertising research.

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