UK Software & Technology Mobile App Dev - PPC Market Share Analysis December 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.

Google AI Overview visibility for Software & Technology Mobile App Dev UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	34.3978848127
	65.6021151873

34%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	33
	67

33%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	12%
Transactional	2%
Navigational	32%
Seasonal	0%
Local	0%
Problem Solving	17%

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

Share of Clicks - Last month
Domain	Share of clicks
play.google.com	26.56
apple.com	11.2
insta360.com	8.78
capcut.com	7.74
monkey.app	5.94
oneplus.com	3.31
ebay.co.uk	2.91
location-tool.com	1.96
uber.com	1.24
tracelo.com	1.24
others	29.12

play.google.com - 26.56%
apple.com - 11.2%
insta360.com - 8.78%
capcut.com - 7.74%
monkey.app - 5.94%
oneplus.com - 3.31%
ebay.co.uk - 2.91%
location-tool.com - 1.96%
uber.com - 1.24%
tracelo.com - 1.24%
others - 29.12%

In the PPC landscape, play.google.com leads with 26.56% click share, closely followed by apple.com at 11.2%. Others collectively hold 29.12%, showcasing diverse competition.

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

Share of Spend - Last Month
Date	apple.com	eharmony.co.uk	play.google.com	capcut.com	ebay.co.uk	eposnow.com	insta360.com	qualcomm.com	location-tool.com	paypal.com
2025/12/01	14.18%	0.06%	6.89%	0.6%	2.92%	1.79%	4.81%	2.8%	1.02%	1.97%
2025/12/02	15.22%	0.08%	7.02%	1.26%	3.26%	1.96%	4.02%	3.11%	0.4%	2.49%
2025/12/03	9.4%	1.01%	13.41%	1.85%	1.88%	2.56%	3.86%	2.99%	1.91%	2.38%
2025/12/04	10.62%	0.46%	10.49%	1.19%	2.38%	2%	2.82%	2.09%	2.13%	1.89%
2025/12/05	10.74%	0.79%	11.19%	1.74%	2.8%	3.03%	1.49%	2.96%	3.2%	2.26%
2025/12/06	6.89%	4.26%	11.22%	1.46%	2.5%	2%	3.72%	2.88%	4.18%	1.69%
2025/12/07	8.15%	1.32%	11.78%	2.35%	2%	2.46%	2.53%	2.41%	3.89%	2.82%
2025/12/08	6.31%	0.31%	12.87%	2.3%	2.37%	2.16%	2.95%	3.11%	3.41%	3.66%
2025/12/09	8.64%	0.88%	11.68%	3.22%	2.15%	1.52%	3.19%	2.83%	2.65%	2.93%
2025/12/10	11.3%	0.2%	12.61%	3.85%	2.01%	2.53%	3.36%	2.92%	2.31%	1.27%
2025/12/11	8.08%	0.86%	13.69%	3.39%	2.28%	3.13%	2.19%	2.08%	3.2%	2.35%
2025/12/12	10.06%	1.24%	11.93%	1.45%	2.75%	3.4%	1.59%	1.99%	3.95%	2.96%
2025/12/13	11.91%	0.93%	12.28%	2.23%	2.73%	2.24%	1.8%	1.46%	3.3%	2.75%
2025/12/14	9.79%	2.65%	13.29%	1.66%	2.49%	2.05%	1.39%	2.17%	4.8%	3.28%
2025/12/15	7.85%	4.06%	13.94%	1.58%	3.33%	2.01%	1.27%	2.09%	2.51%	3.21%
2025/12/16	8.83%	0.95%	10.31%	2.44%	2.3%	2.02%	1.62%	2.33%	3.15%	3.73%
2025/12/17	7.75%	1.17%	12.99%	2.77%	2.41%	2.21%	1.27%	2.23%	2.94%	3.46%
2025/12/18	11.21%	0.91%	10.2%	1.83%	2.84%	1.59%	1.36%	1.96%	1.09%	1.97%
2025/12/19	10.64%	1.18%	7.56%	2.33%	2.91%	1.96%	1.34%	3.79%	1.73%	3.18%
2025/12/20	5.1%	2.12%	14.27%	4.15%	2.54%	1.39%	2.33%	2.5%	1.89%	3.76%
2025/12/21	8.73%	5.48%	13.54%	3.77%	2.7%	0.92%	2.08%	1.72%	2.38%	3.23%
2025/12/22	8.78%	6.79%	9.68%	2.93%	3.21%	2.46%	1.5%	2.73%	1.93%	2.05%
2025/12/23	6.49%	2.89%	10.33%	2.96%	3.97%	2.51%	2.15%	3.07%	1.92%	2.87%
2025/12/24	9.06%	1.93%	18.2%	2.5%	2.8%	2.11%	2.15%	1.31%	1.45%	3.16%
2025/12/25	10.6%	2.76%	9.55%	3.95%	2.68%	2.49%	2.39%	1.27%	2.21%	3.46%
2025/12/26	9.66%	8.67%	13.99%	3.33%	2.29%	1.67%	1.76%	1.06%	1.64%	2.67%
2025/12/27	10.08%	4.32%	12.11%	3.59%	2.59%	1.54%	1.9%	1.93%	2.21%	3.43%
2025/12/28	9.26%	4.32%	11.22%	4.45%	3.02%	1.99%	2.34%	2.52%	1.59%	2.27%
2025/12/29	11.07%	2.21%	9.5%	3.78%	2.87%	1.76%	1.42%	2.06%	1.15%	2.71%
2025/12/30	9.68%	2.13%	10.35%	3.19%	3.4%	1.97%	2.55%	1.52%	1.31%	1.6%
2025/12/31	9.73%	6.23%	5.9%	4.26%	3.45%	2.67%	2.45%	2.45%	1.54%	1.33%

apple.com
eharmony.co.uk
play.google.com
capcut.com
ebay.co.uk
eposnow.com
insta360.com
qualcomm.com
location-tool.com
paypal.com

In December 2025, Apple.com saw fluctuating PPC spend, peaking early and stabilizing mid-month. Eharmony.co.uk’s spend surged mid-month, while Play.google.com maintained high levels throughout. Capcut.com and Ebay.co.uk showed consistent growth, with Eposnow.com and Insta360.com experiencing varied trends. Qualcomm.com and Location-tool.com had moderate fluctuations, and Paypal.com ended the month with a decline.

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

Competitor Count - Last month
Date	Competitor Count
2025/12/01	524
2025/12/02	532
2025/12/03	535
2025/12/04	547
2025/12/05	565
2025/12/06	556
2025/12/07	538
2025/12/08	527
2025/12/09	529
2025/12/10	534
2025/12/11	543
2025/12/12	554
2025/12/13	530
2025/12/14	505
2025/12/15	527
2025/12/16	549
2025/12/17	565
2025/12/18	531
2025/12/19	533
2025/12/20	521
2025/12/21	509
2025/12/22	517
2025/12/23	505
2025/12/24	514
2025/12/25	512
2025/12/26	506
2025/12/27	502
2025/12/28	488
2025/12/29	501
2025/12/30	509
2025/12/31	508

December began with 524 advertisers, peaking at 565 mid-month. A decline followed, ending at 508.

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

Market Loss & Market Gains - Last month
Name	Market Trend
capcut.com	3.38%
eharmony.co.uk	0.74%
betterme.world	0.69%
ebay.co.uk	0.67%
vodafone.co.uk	0.56%
insta360.com	-0.7%
oneplus.com	-1.27%
location-tool.com	-1.3%
play.google.com	-2%
spacetalk.co	-2.23%

Capcut.com surged with a 3.38% click share increase, while spacetalk.co dropped by 2.23%. Other notable gains include eharmony.co.uk at 0.74%.

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	play.google.com	apple.com	eharmony.co.uk	ebay.co.uk	capcut.com	insta360.com	location-tool.com	monkey.app	tracelo.com	vodafone.co.uk
2025/12/01	10.17%	15.82%	0.05%	4.94%	0.67%	9.15%	1.72%	3.1%	0.67%	1.58%
2025/12/02	8.36%	15.68%	0.06%	4.78%	1.54%	8.81%	0.72%	3.95%	0.23%	1.7%
2025/12/03	17.01%	11.75%	0.71%	2.22%	2.31%	7.78%	3.1%	3.28%	1.55%	1.39%
2025/12/04	11.69%	13.48%	0.35%	2.26%	1.46%	6.19%	4.09%	3.01%	1.77%	0.71%
2025/12/05	13.51%	13.26%	0.64%	3.85%	2.12%	3.22%	5.78%	2.52%	3.7%	0.29%
2025/12/06	11.44%	9.64%	5.74%	2.3%	1.61%	6.86%	6.89%	2.81%	5.14%	1.09%
2025/12/07	14.33%	10.27%	0.87%	1.66%	2.62%	4.86%	6.79%	3.41%	4.78%	0.93%
2025/12/08	15.65%	9.78%	0.36%	2.1%	2.95%	6.19%	5.91%	3.83%	5.03%	0.23%
2025/12/09	13.56%	11.52%	0.67%	2.08%	4.17%	6.49%	4.94%	3.88%	3.95%	0.37%
2025/12/10	13.84%	12.23%	0.21%	2.02%	4.78%	6.93%	3.6%	3.29%	2.89%	2.72%
2025/12/11	14%	9.4%	1.26%	2.06%	4.03%	4.26%	5.89%	3.05%	3.18%	1.33%
2025/12/12	13.6%	13.73%	0.88%	2.56%	1.69%	3.21%	6.51%	3.61%	1.69%	1.44%
2025/12/13	12.86%	14.05%	0.73%	2.36%	2.64%	3.61%	5.45%	2.96%	3.02%	2.63%
2025/12/14	13.69%	11.94%	3.35%	2.16%	1.96%	2.76%	8.4%	3.37%	1.47%	3.58%
2025/12/15	12.23%	10.73%	3.53%	3.35%	1.9%	2.42%	5.1%	3.29%	1.69%	4.13%
2025/12/16	12.45%	10.54%	1.38%	2.38%	2.82%	3.21%	5.86%	3.31%	1.69%	3.77%
2025/12/17	14.74%	10.9%	0.85%	2.05%	3.27%	2.55%	4.93%	3.23%	1.55%	2.94%
2025/12/18	11.45%	12.55%	0.66%	3.64%	2.12%	2.77%	1.7%	3.11%	1.06%	4.57%
2025/12/19	9.88%	13.91%	0.79%	3.02%	2.69%	2.77%	2.94%	3.51%	1.11%	3.68%
2025/12/20	13.72%	7.02%	2.24%	3.85%	4.87%	4.72%	3.54%	3.27%	3.63%	1.05%
2025/12/21	13.56%	9.83%	6.45%	3.07%	4.84%	4.13%	3.9%	3.26%	3.39%	2.34%
2025/12/22	10.06%	10.17%	5.19%	5.46%	3.27%	2.82%	3.41%	2.74%	2.01%	2.41%
2025/12/23	11.62%	8.21%	3.21%	5.61%	3.19%	4.18%	3.04%	3.15%	1.87%	2.85%
2025/12/24	14.2%	11.31%	1.85%	3.64%	2.99%	4.01%	2.42%	2.59%	1.17%	3.39%
2025/12/25	11.8%	12.2%	1.69%	3.21%	4.31%	4.36%	3.72%	2.91%	2.39%	3.43%
2025/12/26	13.24%	10.65%	6.54%	2.93%	3.87%	3.31%	2.63%	2.74%	1.72%	6.07%
2025/12/27	12.36%	10.85%	3.85%	3.43%	3.91%	3.41%	3.31%	2.78%	2.78%	6.84%
2025/12/28	12.43%	10.23%	3.38%	4.62%	5.57%	4.52%	2.93%	2.87%	2.62%	3.58%
2025/12/29	12.51%	13.54%	2.17%	3.33%	4.35%	2.6%	1.93%	3.02%	1.69%	3.98%
2025/12/30	11.25%	11.28%	2.08%	5.08%	3.65%	5.08%	2.35%	3%	1.91%	4.04%
2025/12/31	12.07%	10.19%	6.55%	5.88%	5.11%	4.52%	2.69%	2.68%	2.58%	0.71%

play.google.com
apple.com
eharmony.co.uk
ebay.co.uk
capcut.com
insta360.com
location-tool.com
monkey.app
tracelo.com
vodafone.co.uk

In December 2025, play.google.com saw fluctuating impressions, peaking at 17.01% on the 3rd. Apple.com started strong but dipped mid-month. Eharmony.co.uk had a notable spike on the 26th. Ebay.co.uk and capcut.com showed consistent growth, while vodafone.co.uk ended with a sharp decline.

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

1
iPad Air | Apple Official Site https://www.apple.com › uk
Built for Apple Intelligence. From £599. Buy now. Services: Specialist help, Apple Store Pickup, Free engraving, Financing available.
2
Livuapp.com - Free Random Video Chat - Best Omegle Alternative https://www.livuapp.com
Livuapp.com is the best way to meet someone new, make friends and date Join a vibrant community of millions in the best free video chat alternative to omegle
3
Microsoft® Surface https://www.microsoft.com
Explore all Surface Laptops — Surface Copilot+ PCs Combine Powerful AI, Incredible Speed, and Battery Life That Lasts. A Gift You'll be Excited to Give. Power Their Potential with a Surface Copilot+ PC. Trade In and Upgrade.
4
Google Play Store https://play.google.com
Pause & play across devices — Download online, enjoy offline. Google Play is available on all devices at anytime. Get the best...
5
Snapdragon® X Elite Laptops https://www.qualcomm.com › snapdragon › laptop
Fastest & Most Intelligent PCs — We've Partnered With Top PC Brands To Bring The Snapdragon® X Series To Life. Learn More.

In the competitive world of PPC, Apple’s iPad Air ad highlights premium features and services, while Livuapp.com entices with vibrant community engagement. Microsoft’s Surface ad emphasizes AI and speed, Google Play Store offers seamless device integration, and Qualcomm’s Snapdragon® X Elite showcases cutting-edge PC partnerships.

Frequently Asked Questions

Why is the UK Software & Technology Mobile App Dev December 2025 Report useful and how should I use it?

Why is the UK Software & Technology Mobile App Dev December 2025 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the UK Software & Technology Mobile App Dev December 2025 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the UK Software & Technology Mobile App Dev December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the UK Software & Technology Mobile App Dev December 2025 Report?

The UK Software & Technology Mobile App Dev December 2025 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

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Does this include mobile, desktop and Google Shopping data?

Yes. The UK Software & Technology Mobile App Dev December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Software & Technology Mobile App Dev December 2025 Report for?

The UK Software & Technology Mobile App Dev December 2025 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

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What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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AIO Frequency

Complex Query Frequency

Search Intent Distribution

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

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

Competitor Count for UK Software & Technology Mobile App Dev

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

UK Software & Technology Mobile App Dev Share of Impressions

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

Frequently Asked Questions

Why is the UK Software & Technology Mobile App Dev December 2025 Report useful and how should I use it?

Why is the UK Software & Technology Mobile App Dev December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Software & Technology Mobile App Dev December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Software & Technology Mobile App Dev December 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

Related reports

US Mobile App Dev

AUS Mobile App Dev