1、Investing in Consumer AppsThe Next Hotspots for Growth2 Consumer apps remain big business and a new cohort of Lifestyle and Content apps could represent the next growth frontier 3 emergent categories in particular could represent exciting opportunity for investment Health&Wellness Casual Learning Fi

2、tness&Outdoors Favourable dynamics including intersections with mega-trends are likely to support growth in each of these categories and in each we see examples of businesses increasingly hitting PE scale,or with markers that they will Insights from OC&Cs work with apps in more established categorie

3、s reveal learnings about building a user base,internationalisation and monetisation as well as pointing to some of the key questions investors should be asking themselves including how attractive is the headroom,what are the drivers of competitive moat and what is the threat of disruption from Big T

4、echHighlights1InvestinginConsumerApps_OCC_Abbridged3Technological advancements and evolving consumer habits are supporting a thriving,diverse eco-system of Lifestyle and Content appsAlmost everyone has a smartphoneConsumers are more comfortable paying for digital products and servicesCheck bank bala

5、nceOnline searchBrowse shopping websitesMake online purchases26%66%22%50%21%44%13%43%20182023Smartphone Preferred Method for Activity(UK)Source:DeloitteSmartphones are increasingly the go-to for daily activitiesFunctionality continues to improveProcessing PowerConnected DevicesAI2023Non-Gaming In-Ap

6、p PaymentsSource:Data.ai$64bn310m2024Smartphone Users USSource:Statista24EmergentEstablishedSocial Media&NetworksDatingFitness&OutdoorVideoMusic/PodcastsCasual LearningHealth&WellnessWeatherNavigationBooks/Publishing3 emergent categories of Lifestyle and Content app could represent exciting opportun