• Mobile services global value by store 2020

In 2020, the retail value of mobile services worldwide grew by approximately 24 percent year-over-year, reaching 121.71 billion U.S. dollars. The Apple App Store confirmed once again its presence in the mobile services market as the leading mobile content access provider by far, reaching the global value of 71 billion U.S. dollars. Mobile services that users could access via the Google Play Store had a value of 37 billion U.S. dollars. The market size of services included in a network operator subscription fee (operator bundles offers) was 3.7 billion U.S. dollars, while services accessed via phone call or SMS (as premium rate) were valued at 2.1 billion U.S. dollars.

Retail value of mobile services worldwide from 2019 to 2020, by store or activation point (in billion U.S. dollars)

Characteristic	2019	2020
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Release date

October 2021

More information

Region

Worldwide

Survey time period

2019 and 2020

Number of respondents

6,500 smarphone users

Special properties

services by mobile operators (MNO, mobile network providers or MVNO, mobile virtual network providers) or third party provider (OTT, over the top providers)

Supplementary notes

According to the source, the study includes data for "6,500 smartphone users, 650 in each of 10 countries."

The survey was conducted in 10 markets worldwide: Brazil, China, France, Germany, India, Japan, South Africa, Spain, United Kingdom, United States.

According to the source, mobile content does not include: "financial services, such as wallet, ticketing or payment services via mobile bill or pre-paid value {...} services that would require specific devices in addition to a smartphone. (e.g. health monitoring, in car multimedia center) {...} ordering, delivering of commerce of good of non digital goods and services (e.g. a one hour gym coaching session is not a digital service, taxi hailing or m-commerce is not included) [...] communication services (voice, messaging or data connection) [...] Multiplay bundles when payment is managed outside the mobile channel. (e.g. triple of quadruple play for fixed, mobile services). For instance when a users subscribe to a video on demand service via its TV might be granted access to a mobile version of the same – that would not be included here. If it had started or mainly used via mobile it would be counted."

Always according to the source, mobile content services include: "games, video, music (including podcast), lifestyle (Health, diet, horoscopes), education (language learning, university study, hobbies,) electronic publications (magazines, newspapers, books)."

Always according to the source: "Services can be accessed in multiple ways. Via Apple’s App Store and Google’s Play store. These offer content in multiple forms include one time purchase, subscriptions..Via other Stores, including other device vendor stores, OTT stores and Mobile Network Operators stores. Via Mobile Operators bundles – when access to a premium services is included in a network operator subscription fee Premium Rate services- where the services is accessed via phone call or SMS messaging)."