Competition from Microsoft, Amazon and Apple will lead to apps with better search and discovery functions.
The consumer apps market is expected to hit $75bn by 2017, a report by Juniper Research has stated.
The Future App Stores: Discovery, Monetisation & Ecosystem report said growth would come from more in-app purchase models and business models gaining traction across markets.
Juniper Research said competition from storefronts including Microsoft, Amazon and Apple will lead to apps with better search and discovery functions.
Siân Rowlands, author of the report, said: "It is not only developers who are seeking to capitalise on their user base; many app stores are also implementing carrier billing to ensure that unbanked consumers are able to pay for apps, which will contribute to the strong growth in app downloads."
The report also found that revenue gained from paying for apps at the point of download would fall to about $19bn, while tablet owners spend will increase to $26.6bn USD from $7.8bn.
Juniper Research provides research and analytical services to the communications sector.