Encouraging competition in the app store space

Washington DC, April 15, 2024—Ipsos research funded by Meta of consumers in the United States, United Kingdom, France, and Germany conducted in October 2023, shows high satisfaction with the current app store experience, and low awareness of alternatives, but interest in more ways to download apps. The study examined what consumers are looking for in their app download experience, particularly when it comes to security, convenience, and usability. Download for the full report and detailed data.

Key findings

• The current user landscape reflects a low awareness of alternative ways of downloading apps, however, there is interest in learning additional ways to download smartphone apps. The broad lack of awareness and experience with other options suggests that most consumers have not even considered the possibility of downloading from other than the default app store.
• Security, convenience, and usability are key ingredients to ensuring that consumers have the best experience. A third-party app installer needs to deliver on these, while not overburdening users, to ensure they are competitive.
• Regulators must balance security concerns against confusing potential users of third-party app installers, instead ensuring the security information educates consumers clearly and succinctly.
• Consumers expect the process for downloading and managing apps to be consistent and similar to the default app store experience. Additional steps in the process will likely discourage use among consumers.

About the study

This research was conducted by Ipsos and funded by Meta. The study employed a mixed methods design, including both a quantitative survey experiment, as well as qualitative in-depth semi-structured interviews in three markets: the U.K., the E.U. (France and Germany), and the U.S.. The survey experiment examined attitudes and sentiments towards third-party app stores and the app download experience of the adult population in these markets. Qualitative interviews allowed for a deeper exploration of user perspectives and opinions. 

Quantitative Methodology

The survey experiment was conducted in the United States, United Kingdom, France, and Germany in October 2023 using both probability and nonprobability sampling. In the U.S. (n=811), UK (n=878), and France (n=921), surveys were completed online with respondents on the Ipsos KnowledgePanel - a probability-based panel. The margin of sampling error for the KnowledgePanel surveys is plus or minus 3.4 percentage points at the 95% confidence level. The margin of sampling error is higher and varies for results based on sub-samples. In Germany (n=800), surveys were conducted on the Ipsos iSay panel - a nonprobability-based panel. The credibility interval for the Germany sample is plus or minus 3.96 percentage points. The credibility interval is higher and varies for results based on sub-samples.

Qualitative Methodology

Qualitative data were collected through in-depth, semi-structured interviews conducted in the United States, United Kingdom, France, and Germany in October 2023. A total of 48 interviews were completed, including 12 each in the U.S. and UK, and 24 in the EU (12 in France and 12 in Germany). External professional recruiting firms were hired in each market to recruit participants using a screener developed and approved by Ipsos and Meta. Screener questions were written to ensure we spoke with individuals from relevant user groups and had a representative mix on selected demographics. Eligibility was determined based on the following screener criteria:

• Amazon/Facebook users
• Have downloaded a smartphone app in the past 3 months
• Have downloaded an app from an ad before
• Representative mix of age (18+) and gender

Download the full report for a detailed methodology.

About Ipsos

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