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TOP UK SHOPPING APPSBENCHMARKS & ANALYSES - NOVEMBER 2016

In partnership with

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INTRODUCTIONRankings and trends in the UK ecommerce app market

According to eMarketer’s latest forecast*, “UK retail ecommerce sales are set to exceed £67 billion in 2016, fuelled by some impressive growth in smartphone-based buying. The UK is a world leader in terms of retail ecommerce’s share of total retail sales, and by 2020 digital retail sales will represent a 22.6% share.

In 2016, total mcommerce sales will account for £25.2 billion, an increase of more than 25% on the previous year. UK retail mcommerce sales will continue to exhibit double-digit growth throughout the forecast period, and by 2020 mcommerce sales are expected to exceed £42.5 billion.”

AT Internet, a global leader in digital analytics, has partnered with Decode Apps, a specialist in app benchmarking and monitoring, in order to create a series of reports providing unique insights and key stats about market trends per business vertical.

For this report, we’ve benchmarked 810 applications published by major ecommerce groups in the United Kingdom for the two predominant operating systems (iOS, Android) in October 2016.

* http://www.emarketer.com/Article/Smartphone-Shopping-Driving-UK-Retail-Ecommerce-Sales/1014137

The Mobile & Multi-device R&D project has been co-financed in part by the European Union with funds from the ERDF, and in part by the Region of Aquitaine

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TOP 10 UK SHOPPING APPS IN GOOGLE PLAYRanking by store rank (UK - 24 October 2016)

Top free apps Min. number of ratings: 1000

Worldwide ratings

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TOP 10 UK SHOPPING APPS IN THE APP STORERanking by store rank (UK - 24 October 2016)

Top free apps Min. number of ratings: 1000

UK ratings

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TOP 10 IN TERMS OF RANKGroupon stands out in Google Play’s “Shopping” category

“Amazon Shopping” is the #1 mobile application in Google Play’s “Shopping” category in the United Kingdom. In the App Store, eBay’s application took the #1 spot in October 2016, ahead of Amazon’s app.

Mobile apps for classifieds ads, and especially mobile apps for online deals and discounts, are heavily used in the United Kingdom. The British would seem to be particularly fond of great deals.

A summary of the top 10 Android apps ranked in the store’s “Shopping” category in October 2016:• Groupon scored the best “DA score” (Decode Apps score), with16.9/20• Groupon and Wish received the best ratings (4.5/5) among this top 10 list• AliExpress saw the greatest increase in number of ratings, with 17% growth• Groupon received the best AppNPS, with +60%

A summary of the top 10 iOS apps ranked in the store’s “Shopping” category:• ASOS scored the best “DA score” (Decode Apps score), with 16.9/20• ASOS received the best rating among this top 10 list with 5/5, the best rating possible• Shpock saw the greatest increase in number of ratings, with 6.5% growth• ASOS received the best AppNPS, with +83%

App insights focus >> Groupon, the mobile app for local deals and promotions, received the best DA score, rating and AppNPS on Android in October 2016.

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APP INSIGHTS: FOCUS ON GROUPONThe world leader in group buying

Groupon offers unbeatably good deals, with discounts of 50% to 70% on things to do, see, eat, or buy, in more than 500 cities worldwide.

The Groupon mobile app was a clear winner in the Internet Retailer 2016 Mobile 500 report, which ranks the world’s largest mobile commerce players. Out of 151,562 comments on Android and 220,473 ratings analysed on iOS, Groupon achieved a score of 83 out of 100 in sentiment analysis in August 2016.

OBSERVED INNOVATIONS

“Product page”: users can re-quest a new deal from a bu-siness. Tablet version makes it easier for retailers to track campaigns and their interactions with potential customers.

Features that facilitate the creation of customisable offerings that highlight the retailer.

Check Groupon first and find the best deals

Plan for yourperfect getaway

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Discover your local experiences nearby

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TOP 10 UK SHOPPING APPS IN GOOGLE PLAYRanking by change in number of ratings, in % (UK - 24 October 2016)

Top free apps Min. number of ratings: 1000

Max. ranking: 50 Worldwide ratings

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TOP 10 UK SHOPPING APPS IN THE APP STORERanking by change in number of ratings, in % (UK - 24 October 2016)

Min. number of ratings: 1000Max. ranking: 50

UK ratings

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TOP 10 IN TERMS OF CHANGE IN NUMBER OF RATINGSASOS has played its cards right in the App Store

On Android, the Marks & Spencer mobile app saw the highest rate of change in terms of number of ratings worldwide among the top 50 “Shopping” apps in the Google Play store in the UK.

A summary of the top 10 Android “Shopping” apps in October 2016:• The greatest change in number of ratings worldwide: Marks & Spencer and AliExpress, with 17% growth. • The Amazon Shopping app achieved the best “DA score” (Decode Apps score), with 16.3/20• The best AppNPS goes to Barcode Scanner Pro, with +67%• ASOS achieved the best average rating, with 4.6/5

On iOS, the mobile app with the greatest rate of change in number of ratings among the top 50 “Shopping” apps in the iOS App Store for the UK is the one from department store chain John Lewis.

A summary of the top 10 iOS “Shopping” apps in October 2016:• The greatest change in number of ratings: John Lewis mobile app, with +8%• The best “DA score” (Decode Apps score): ASOS, with 16.9/20• The best AppNPS: ASOS, with +83%• ASOS is the top-rated app, with 5/5

App insights focus >> ASOS, the best-rated app on both iOS and Android, which also boasts the best DA score and AppNPS in the App Store.

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APP INSIGHTS: FOCUS ON ASOSASOS, a highly innovative shopping app

Launched in 2000, ASOS is the UK’s largest independent online shop dedicated to fashion and beauty. ASOS offers more than 850 brands, as well as a range of ready-to-wear collections under its own brand for both men and women, with delivery to more than 242 countries.

The group’s shopping app is available for smartphone, tablet and Apple Watch. It offers a number of interesting innovations to incite users to buy…

OBSERVED INNOVATIONS

Items in users’ carts are saved and synchronised across all devices used

Card scanner

Sale alerts

Users may share favourite items with friends

ASOS Catwalk: a video of a catwalk model wearing the selected item

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METHODOLOGYTracking methods and explanation of main analysis indicators

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SOURCE OF BENCHMARK DATADecode Apps monitors the app market worldwide

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stores55

countries

810Shopping apps

in the UK

Scope = “Shopping” category in the stores

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KEY INDICATORS ON TREND REPORTSPresentation of main data and analysis metrics

App Name

RatingN°1

Country

Evol ratings (value)

Evol ratings (%)

Apps NPS

Nb of ratings

OS Group Type

App ranking, based on the

selected criteria

App name and publisher name data is retrieved from app stores

Cross-store unification with our meta-app-name procedure

Cross-OS aggregation of apps into “Groups“ of companies, and granular functional segmenta-tion by “Type“, done by our consultants

Evolution of ratings (value) = number of ratings obtained over 1 month

Evolution of ratings (%) = growth rate of number of ratings obtained over 1 month, 3 months, or 6 months

App NPS = Net Promoter Score applied to apps

Average rating and total number of ratings obtained by the app worldwide, or by country

#1 country of distribution

DA SCORE

A proprietary scoring algorithm combining nu-merous KPIs, including:

Number of ratings, average ratings, growth trends in terms of value and % around the world

Ranking of apps in stores

App NPS (App Net Promoter Score)

Plus update rate, user sentiment score…

Rankda score

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OUR APP ANALYTICS SERVICESDiscover our “all-in-one“ offering

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ALL-IN-ONE OFFERING

ALL IN ONE Manage performance of all your apps in a single dashboard

Store data In-app analytics Benchmarking App Store Optimisation (ASO) Top app trends by country and OS Track competitors’ apps worldwide

USER QUALITYIdentify risk points and areas for improvement Continuous monitoring of perceived quality

(ratings and reviews) & competitive positioning User sentiment analysis (available in beta) Mobile multi-KPIs

BENCHMARKINGAdopt best practices from the market – and from your competitors Benchmarking per industry 3M+ applications continuously audited,

across more than 60 countries

MOBILE EXPERTSReceive analysis and continuous assistance from mobile experts 15+ years of experience in mobile

(multi-industry)

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About AT Internet

One of the world’s major players in digital intelligence since 1996, AT Internet helps companies measure their audience and optimise their digital performance across all channels. AT Internet’s expertise extends from collecting raw data to processing it in real time and delivering it for analysis and the sharing of insights. AT Internet’s analytics solution is used on more than 20,000 sites and applica-tions around the world, across all industries. With more than 200 employees, the company is present in 32 countries via its customers, subsidiaries and partners.

About Decode Consulting

With data coverage on + 3 millions apps worldwide, Decode provides custom and essential market insights to empower your mobile strategy. Founded in 2010 by two start-up experts turned consultants, with more than 15 years of pure player experience, Decode is an innovative B2B software editor and consulting firm specialized in mobile channels. When working on custom benchmarks and studies for our clients, we realized that the fantastic success of the mobile applications market was making its permanent watch compulsory, but that it was extremely complex and time consuming to do that manually! Decode apps now makes it simple, being the first app intelligence platform to search cross-store/worldwide, benchmark and monitor the global apps market the exact way YOU want! www.decodeapps.com