UK Software & Technology Mobile App Dev - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Mobile App Dev category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Software & Technology Mobile App Dev brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
apple.com	15.53
backmarket.co.uk	10.86
amazon.co.uk	9.82
play.google.com	9.81
insta360.com	4.39
currys.co.uk	3.44
oneplus.com	2.7
ee.co.uk	2.37
argos.co.uk	2
ebay.co.uk	1.8
others	37.28

In the competitive landscape of Google’s PPC, Apple leads with a 15.53% click share, followed by Backmarket at 10.86%. Amazon and Play Store closely trail, while ‘others’ dominate with 37.28%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology Mobile App Dev brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	apple.com	backmarket.co.uk	amazon.co.uk	currys.co.uk	ee.co.uk	play.google.com	squareup.com	wix.com	ebay.co.uk	slack.com
2025/01/01	13.31%	8.97%	8.11%	2.08%	1.93%	1.42%	1.78%	0.92%	1.47%	2.21%
2025/01/02	14.21%	11.89%	8.11%	2.58%	2.96%	1.75%	1.66%	1.27%	1.28%	1.12%
2025/01/03	11.32%	9.72%	7.85%	2.36%	2.97%	1.43%	1.32%	0.64%	1.15%	0.98%
2025/01/04	13.37%	11.48%	8.54%	2.52%	4.19%	1.68%	1.66%	0.54%	1.72%	0.54%
2025/01/05	12.68%	12.08%	7.53%	2.38%	4.53%	1.51%	1.33%	0.86%	1.1%	1.55%
2025/01/06	13.03%	11.03%	6.67%	2.14%	4.26%	1.74%	1.41%	0.65%	1.95%	2.06%
2025/01/07	13.28%	11.68%	5.14%	2.22%	4.72%	1.72%	1.18%	0.42%	1.27%	1.01%
2025/01/08	12.62%	10.91%	5.24%	1.95%	4.81%	1.62%	1.15%	1.13%	0.75%	1.41%
2025/01/09	14.23%	8.81%	4.81%	2.07%	3.56%	1.35%	1.42%	0.59%	1.15%	1.27%
2025/01/10	12.69%	9.88%	5.08%	1.9%	2.51%	1.25%	0.85%	0.91%	0.81%	0.84%
2025/01/11	11.5%	9.06%	5.86%	1.75%	0.47%	3.26%	1.22%	0.94%	0.88%	0.94%
2025/01/12	11.04%	9.18%	3.3%	1.14%	0.35%	2.42%	0.99%	0.94%	0.8%	1.05%
2025/01/13	10.1%	9.37%	4.33%	1.9%	0.13%	1.64%	1.37%	1.43%	0.83%	1.2%
2025/01/14	9.99%	11.51%	3.08%	1.23%	1.31%	1.36%	1.4%	0.75%	0.54%	1.79%
2025/01/15	11.32%	15.01%	4.5%	2.25%	1.28%	1.69%	1.14%	1.15%	1.27%	1.09%
2025/01/16	14.1%	8.76%	4.78%	2.06%	3.54%	1.33%	1.41%	0.59%	1.15%	1.26%
2025/01/21	7.37%	8.38%	4.11%	1.45%	1.41%	1.81%	1.49%	1.35%	1.18%	1.21%
2025/01/22	6.14%	7.84%	4.98%	1.88%	1.32%	2.07%	2.01%	1.73%	1.2%	2.12%
2025/01/23	7.91%	7.65%	5.06%	2.36%	0.53%	2.68%	1.65%	1.34%	0.84%	1.61%
2025/01/24	8.59%	5.96%	3.5%	1.51%	0.9%	2.13%	1.99%	1.67%	0.77%	1.69%
2025/01/25	14.44%	10.22%	3.6%	1.3%	3.94%	1.45%	1.47%	1.06%	0.94%	1.12%
2025/01/26	9.79%	8.29%	3.28%	1.49%	2%	2.61%	1.44%	1.05%	0.85%	1.82%
2025/01/27	11.1%	12.48%	3.33%	1.7%	4.31%	1.66%	1.07%	0.86%	1.18%	1.8%
2025/01/28	7.6%	12.83%	3.58%	2.09%	3.11%	0.85%	1.59%	0.79%	1.16%	1.21%
2025/01/29	9.46%	10.81%	4.4%	2.02%	2.29%	1.74%	1.44%	1.05%	0.92%	1.02%
2025/01/30	11.3%	9.3%	4.74%	2.83%	2.83%	1.82%	1.67%	0.68%	1.43%	0.93%
2025/01/31	11.41%	9.72%	4.41%	2.41%	1.94%	1.75%	1.46%	0.98%	0.94%	0.87%

Apple’s PPC spend share fluctuated in January, peaking at 14.44% on the 25th, but ended at 11.41%. Backmarket saw a high of 15.01% on the 15th, closing at 9.72%. Amazon’s share decreased, finishing at 4.41%. Currys and EE experienced varied trends, ending at 2.41% and 1.94%, respectively. Play Store, Squareup, and Wix showed minor fluctuations, while eBay and Slack had modest changes, concluding at 0.94% and 0.87%.

Market Exposure

Competitor Count for UK Software & Technology Mobile App Dev

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	1478
2025/01/02	1360
2025/01/03	1440
2025/01/04	1346
2025/01/05	1408
2025/01/06	1413
2025/01/07	1396
2025/01/08	1418
2025/01/09	1432
2025/01/10	1459
2025/01/11	1364
2025/01/12	1387
2025/01/13	1360
2025/01/14	1439
2025/01/15	1382
2025/01/16	1432
2025/01/21	1461
2025/01/22	1396
2025/01/23	1416
2025/01/24	1443
2025/01/25	1452
2025/01/26	1445
2025/01/27	1410
2025/01/28	1455
2025/01/29	1548
2025/01/30	1596
2025/01/31	1541

January saw fluctuating advertiser numbers, starting at 1,478, dipping mid-month, then peaking at 1,596, ending strong at 1,541.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology Mobile App Dev

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
oneplus.com	3.11%
argos.co.uk	1.28%
insta360.com	1.2%
lookup.mobi	0.81%
play.google.com	0.67%
ee.co.uk	-0.51%
backmarket.co.uk	-1.01%
tile.com	-1.15%
amazon.co.uk	-2%
apple.com	-3.09%

Apple.com and Amazon.co.uk saw significant declines, while Oneplus.com and Argos.co.uk experienced notable gains in click share.

Campaign Efficiency

UK Software & Technology Mobile App Dev Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	backmarket.co.uk	apple.com	amazon.co.uk	currys.co.uk	argos.co.uk	very.co.uk	ee.co.uk	play.google.com	ebay.co.uk	sky.com
2025/01/01	14.83%	10.76%	14.5%	3.6%	1.65%	2.87%	3.31%	2.12%	2.57%	1.45%
2025/01/02	17.25%	10.81%	13.41%	4.42%	2.31%	3.05%	4.99%	2.24%	2.61%	1.55%
2025/01/03	16.4%	8.62%	13.38%	4.01%	1.97%	1.82%	4.85%	2.11%	2.51%	1.86%
2025/01/04	17.36%	9.58%	13.64%	3.96%	2.19%	1.62%	5.81%	2.31%	3.28%	1.16%
2025/01/05	18.6%	9.32%	11.87%	3.85%	1.73%	1.67%	6.54%	2.03%	2.37%	1.33%
2025/01/06	17.82%	9.7%	10.93%	3.5%	2.21%	1.65%	5.9%	2.5%	3.96%	1.26%
2025/01/07	19.79%	9.81%	9.02%	3.66%	1.63%	1.6%	6.67%	2.45%	2.77%	2.04%
2025/01/08	18.09%	10.23%	9.27%	3.2%	1.28%	1.87%	7.44%	2.58%	1.78%	1.36%
2025/01/09	15.99%	11.13%	8.98%	3.69%	1.33%	1.4%	5.89%	1.97%	2.43%	1.84%
2025/01/10	17.36%	10.22%	9.11%	3.38%	1.4%	1.32%	3.84%	1.89%	1.89%	3.38%
2025/01/11	16.01%	9.8%	10.24%	2.98%	1.96%	1.1%	0.95%	3.46%	2.07%	2.64%
2025/01/12	16.98%	10.24%	6.55%	2.05%	1.4%	1.41%	0.75%	3.75%	1.93%	1.49%
2025/01/13	16.88%	9.18%	8.32%	2.95%	1.97%	0.64%	0.3%	2.55%	2.27%	1.34%
2025/01/14	22.01%	9.1%	6.09%	2.11%	1.24%	1.22%	2.18%	2.28%	1.42%	1.65%
2025/01/15	22.25%	8.58%	7.62%	3.34%	1.92%	0.87%	1.99%	2.46%	2.85%	1.35%
2025/01/16	16.09%	11.15%	9.03%	3.72%	1.34%	1.41%	5.93%	1.98%	2.44%	1.86%
2025/01/21	14.99%	5.37%	7.13%	2.46%	0.63%	1.63%	2.27%	3.15%	3%	0.62%
2025/01/22	14.19%	4.14%	9.88%	3.18%	1.79%	1.48%	2.12%	3.74%	3.23%	0.37%
2025/01/23	13.85%	5.59%	8.36%	3.85%	1.68%	1.78%	0.74%	4.24%	2.21%	0.19%
2025/01/24	11.47%	7.6%	7.33%	2.82%	2.1%	1.56%	1.6%	3.38%	1.99%	1.36%
2025/01/25	17.06%	9.41%	6.73%	2.07%	1.62%	1.57%	6.16%	2.13%	2%	1.59%
2025/01/26	15.55%	6.48%	5.99%	2.19%	2.38%	3.19%	3.49%	3.27%	1.85%	0.86%
2025/01/27	20.12%	7.66%	6.11%	2.91%	2.95%	3.98%	6.05%	2.43%	2.8%	1.8%
2025/01/28	22.05%	5.26%	6.58%	3.11%	3.01%	3.97%	4.57%	1.29%	2.84%	1.57%
2025/01/29	19.32%	6.55%	7.95%	3.23%	2.89%	1.96%	3.88%	2.61%	2.18%	1.38%
2025/01/30	15.85%	7.48%	7.76%	4.25%	3.12%	1.65%	4.12%	2.67%	3.02%	2.24%
2025/01/31	17.4%	7.77%	7.6%	3.77%	3.66%	3.35%	2.95%	2.46%	2.25%	1.6%

In January 2025, Backmarket.co.uk led with fluctuating impressions, peaking mid-month. Apple.com saw a decline, while Amazon.co.uk maintained a steady presence. Currys.co.uk and Argos.co.uk showed modest gains. The month concluded with Backmarket.co.uk dominating.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology Mobile App Dev

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Mac mini | Official Apple Site https://www.apple.com › uk
Hello, Apple Intelligence. M4. M4 Pro. Next‑level performance. Customise your Mac. Choose your memory, storage and graphics. Buy now. Services: Specialist help, Free delivery and pickup, Customise yours, Financing available.
2
iPhone 15 Pro Max 256GB - Natural Titanium - Unlocked | Back... https://www.backmarket.co.uk
FInd a refurbished iPhone 15 that's better for your wallet and the planet. 1-year warranty...
3
Google Play App store https://play.google.com
Apps for all devices — The largest app library in the world fits in your pocket. Start exploring top new apps now. Make your device a portable cinema, library or console with Google Play. Get started today.
4
Welcome to Plenty of Fish https://www.pof.com
Never pay to send a message — Find good matches who are worth your time. Date with zero pressure. Plenty of singles. Psst your...
5
Get a Zettle Card Machine https://www.takepayments.com
£0 Set Up Fees — Card machines made easy. Fast & secure payments, no set up fees, specialist joining team.

In the competitive landscape of Google’s SERP, Apple leads with its Mac mini ad, emphasizing customization and performance. Backmarket appeals to eco-conscious consumers with refurbished iPhones. Google Play highlights its vast app library, while Plenty of Fish offers free messaging for singles. Takepayments simplifies transactions with no setup fees.

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