Apple App Store UK Analysis & Metrics Q1 2010
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The document provides analysis of trends in the UK App Store between March 2010 and April 2010. Some key points: - The number of apps and publishers increased by over 50% and 30% respectively, while average app size decreased by 5% and average price decreased slightly. - "Tsunami of crap apps" refers to large number of low-quality batch-produced apps in certain categories like quotes and jokes. - For utility apps, memory size is less important but casual apps generally aim for 10MB or less for quick downloads on phones. - Business categories offer less opportunity for startups due to high brand penetration and concentration of free apps. - Many news vendors treat mobile apps like
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Apple App Store UK Analysis & Metrics Q1 2010
- 1. Q1 App Store UK Analysis & Metrics Brandon Mensinga [email_address]
- 2. “ Tale of the Tape” Big Picture +54.7% Number of Apps Number of Publishers A verage App Memory Average App Price +37.8% +16.3% -5.3% 98, 290 152, 065 23, 640 32, 568 8 . 69 10 . 11 £1 . 59 £1 . 51
- 3. #1: Tsunami of Crap Apps Definition: Loading any content with a modicum of value into predefined frameworks and shipping Batch deployments vendors. Ex. 3.5% (5000+) of the App Store offering batch apps for; quotes, recipes, phrasebooks, expired books, jokes etc.
- 4. Cookie cutter web 2.0 sites . #5 (115) Most Released Apps March 2010 targeting local businesses
- 9. #2: Size Doesn't Matter For high value apps that provide serious utility memory size becomes a non-factor High-ranking apps include; Jamie’s 20 Minute Meals (404MB), Love Art: National Gallery, London (202MB), Tom Tom UK & Ireland (316MB) and Ronnie O’Sullivan’s Snooker Classic Breaks (191MB) For casual apps it is important to provide a quick and easy impulse download 10MB is a good rule of thumb and is supported by the evidence with the average app size
- 10. 90% of users search and/or browse for apps directly on their iPhone (and not their computer)
- 13. #3: More brands; Less opportunity Business category offers a less attractive environment for start-ups #1 brand penetration* (20%); more brand candy for consumers
- 14. #1 concentration of free apps (55.7%); using apps as distribution channel
- 15. #3 biggest downward spiral in price point (-10%); brands intent on acquiring an audience * we track only half the categories for brand penetration; there may be other categories that exceed business
- 19. #4: News vendors; Mistake 2.0 Established news vendors treating mobile like the web. Training consumers to expect free #1 concentration between 0-£2.99 price brand; (99.7%); even differentiated, niche content players are reticent to experiment with higher price points
- 20. £0.52 (versus £0.55) stable price point; shift to en masse in-app subscription model hasn't happened Free. This includes; ITN News, Daily News and Thomson Reuters
- 21. Free + Digitized Print Ad supported. Metro UK.
- 22. Free + Mobile Ad Supported. This includes; Sky News, NYTimes and The Independent
- 23. Free + Sponsored. The Telegraph and Time Mobile
- 24. Free + Ad Supported + Paywall (Metered Access). FT Mobile
- 27. #5: Medical; Niche to Commodity A few app “winners” for each category will rise #5 app growth category (67%); commoditization process underway
- 28. #1 concentration of £5.99+ apps (18%); niche content = higher price point
- 29. #1 biggest downward spiral in price point (-21%); niche content = subject to rapid App Store commoditization
- 32. Market Survey: iPhone UEX / Dev If you have produced 5+ distinct apps and would be open to a 30 minute telephone interview, please contact me at [email_address]
- 33. To show my appreciation I would be happy to provide you with the just released App Store Metrics UK April 2010 issue.
Editor's Notes
- #9: Creating Realistic Project Budgets and Timelines Effective Communications and Conflict Resolution