Discover who's leading the shopping mobile app market in the UK. This free benchmark report from AT Internet outlines the top 10 shopping apps in the UK market. For more benchmarks and studies from AT Internet, visit: http://www.atinternet.com/en/resources/surveys/

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TOP UK SHOPPING APPS
BENCHMARKS & ANALYSES - NOVEMBER 2016
In partnership with

2. 2
INTRODUCTION
Rankings 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 PLAY
Ranking by store rank (UK - 24 October 2016)
Top free apps
Min. number of ratings: 1000
Worldwide ratings

4. 4
TOP 10 UK SHOPPING APPS IN THE APP STORE
Ranking 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 RANK
Groupon 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 GROUPON
The 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 your
perfect getaway
Shop thousands of
products and save big
Discover your local
experiences nearby

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TOP 10 UK SHOPPING APPS IN GOOGLE PLAY
Ranking by change in number of ratings, in % (UK - 24 October 2016)
Top free apps
Min. number of ratings: 1000
Max. ranking: 50
Worldwide ratings

8. 8
TOP 10 UK SHOPPING APPS IN THE APP STORE
Ranking by change in number of ratings, in % (UK - 24 October 2016)
Min. number of ratings: 1000
Max. ranking: 50
UK ratings

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TOP 10 IN TERMS OF CHANGE IN NUMBER OF RATINGS
ASOS 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 ASOS
ASOS, 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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METHODOLOGY
Tracking methods and explanation of
main analysis indicators

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SOURCE OF BENCHMARK DATA
Decode Apps monitors the app market worldwide
1
2
stores
55
countries
810
Shopping apps
in the UK
Scope = “Shopping”
category in the stores

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KEY INDICATORS ON TREND REPORTS
Presentation of main data and analysis metrics
App Name
Rating
N°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…
Rank
da
score

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OUR APP ANALYTICS SERVICES
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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 QUALITY
Identify 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
BENCHMARKING
Adopt best practices from the market
– and from your competitors
Benchmarking per industry
3M+ applications continuously audited,
across more than 60 countries
MOBILE EXPERTS
Receive 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