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

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