App Ape Mobile Market White Paper 2018 - Understanding all there is to know about App Market Situation in US, Japan, and South Korea -

Fuller issued the report named “App Ape Mobile Market White Paper 2018*” (Reference Period: September, 2018) regarding the mobile app market trend and smartphone app usage in 3 countries - US, Japan and Korea. Today that consumers have started to have discerning eyes towards applications, what is required of an application provider company is to, while understanding the trend of competitors’ products, promptly realize the preference and thought of application users and support the modification and update of the contents of app with company’s utmost power by conforming to those factors. And that becomes the backbone of one of Fuller’s missions. A small portion of White Paper’s content is described as below:

*Android Data Only(based on App Ape’s data estimates).

Difference in Mobile OS Market Share is notable in US, Japan and South Korea

Focusing on OS Ratio of 3 countries, the results are as follow: US (Android: 47.6%, iOS: 52.4%), Japan (Android: 31.8%, iOS: 68.2%), South Korea (Android: 72.2%, iOS: 27.8%). The ratio is almost equally share in US, approximately 70% in Japan for iOS, and over 70% Android users in South Korea.

The Number of Frequently Used Applications; 1 in every 3 apps

Number of new apps installed, US:approx. 71, Japan: approx. 80, South Korea: 102. However, the actual app (activation) usage ratio** is - US: 36.3% (approx. 26 apps), Japan:31.8% (26 apps), South Korea: 38.0% (39 apps). It was understood that Apps used on daily bases are carefully selected.

**The actual app (activation) usage ratio: apps which user used at least once a month / all apps which users downloaded

MAU (Monthly Active Users) Ranking by App Category (Total Category MAU / Total of All Apps MAU) Are App Categories Reflecting the Natural Character of Each Country?

Compared to the other 2 countries, the category with the highest MAU ratio are - in UA: Productivity Apps (US: 9.9%, South Korea: 7.2%, Japan: 6.7%), in Japan; Tool Apps (Japan: 16.0%, US: 12.9%, South Korea: 11.1%), and in South Korea; Finance Apps (South Korea: 8.7%, US: 4.4%, Japan: 2.1%). It can be concluded that: 1)In the US, it is expected of apps to make work more efficient and productive, 2) In Japan, pre-installed tools apps are being used as they are, and 3) In South Korea, national preference towards cashless culture has been born.

Download and read the full White Paper for

  • Smartphone Usage Rate
  • Monthly Average App Activation Rate
  • Monthly Active User Ratio by App Category
  • Rankings by App Category
  • Gaming App:
    • App Monthly Average Activation Rate
    • MAU Rate by Sub-Category
    • MAU Top 20
  • and more …

To download the App Ape White Paper 2018 directly on the page, fill out the form from here.

Contact: Kazue Kudo ( / +81-4-7197-1699, Japan)