France in three charts: Installs, sessions, and retention rates

France boasts a thriving and mature app ecosystem, driving Europe's ongoing mobile revolution. With over 76% of the French population actively using smartphones, the market's total revenue is projected to exceed $7.3 billion by 2027. French users are also highly engaged, spending an average of 3.9 hours per day on mobile apps in 2022, a significant increase from the 2.7 hours in 2019.

The year 2023 has brought forth distinctive trends shaping the French app market. Gaming, social, and utility apps have experienced a surge in installs. However, despite the growth in specific categories, overall app sessions in France have slightly declined, potentially reflecting the country's broader economic challenges. In this article, we zoom in on France's most popular app categories, analyzing those with the highest download rates and user engagement.

In the French Android market, gaming apps dominate the revenue charts, with six out of the top ten grossing apps belonging to this category. Leading the pack is Coin Master, a gaming app that holds the top spot, while TikTok (social) secures second place. Following closely behind is another gaming app, Monopoly Go. On iOS, the scenario shifts slightly. Deezer, a popular music and audio app, takes the first place, with TikTok coming in second and Tinder (social) rounding out the top three.

France's mobile gaming sector is experiencing impressive growth. It is projected to generate $0.83 billion in revenue by the end of 2023, with expectations of reaching $1.07 billion by 2027. This growth is evident because games account for 43% of all mobile app downloads in France. Additionally, a study shows that 71% of the French population engages in mobile gaming at least occasionally. This increasing interest is further supported by Adjust data, which reveals a significant 17% increase in gaming app installs from the second to the third quarter of 2023, accompanied by a 5% rise in user sessions.

In January 2023, an impressive 86.9% of France's total internet users, irrespective of age, were active on at least one social media platform​​. Among these, TikTok stands out as a top-grossing social app, with around 21 million users aged 18 and above in early 2023​​. According to Adjust data, while there was a 3% decrease in user sessions for social apps from Q2 to Q3 2023, installs have grown by 9%. This indicates a window of opportunity for mobile marketers to leverage tactics such as personalization of content and user experiences, gamification elements, and push notifications to attract and retain users in an increasingly competitive mobile app market.

The French app market is witnessing a notable shift towards utility apps. Despite a slight 1% decrease in user sessions from Q2 to Q3 2023, these apps did see a small 2% increase in installs. Also - In October 2023,there was a significant year-over-year (YoY) growth of 21% in installs and 8% in sessions for utility apps.

As of July 2023, mobile games in France boasted the highest Day 1 retention rate, at 24%. Social apps were just a little behind, securing a 17% retention rate. Entertainment and utility apps followed with 11% and 10% retention rates, respectively.

For further retention growth, gaming, social, and entertainment apps can integrate more personalized content, while utility apps could focus on adding more practical, everyday features and improving the overall user experience.

The mobile app market in France has consistently shown growth and user engagement across various categories despite economic shifts and market uncertainties. As we enter 2024 and beyond, France is expected to continue expanding its market. Localizing apps in French, for example, is crucial for app marketers aiming to make a lasting impact in this competitive landscape. This helps captivate the domestic market and allows access to the extensive Francophone global community. However, it is crucial to approach monetization cautiously, especially regarding in-app advertising (IAA). French consumers have a noticeably lower tolerance for mobile ads, with 40% preferring alternatives compared to the global average of 20%. This necessitates the adoption of more considerate and tailored monetization strategies.

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