Apple vs. Android Mobile Apps Consumer Profile 2011
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The document compares apps consumer profiles and behaviors on Apple and Android platforms. Some key findings include: 1. Apple's iOS ecosystem has led to a flood of high-quality apps due to its focus on enabling developers to monetize through consumers. 2. The Apple App Store allows seamless access to content across Apple devices, attracting both developers and consumers. 3. iPhone users download more apps, spend more time and money on apps compared to Android users, indicating higher engagement on the Apple platform. 4. Google's focus on advertising may have initially limited paid apps growth compared to Apple's consumer-led model. However, Google is making moves to capture more revenue from paid apps and subscriptions
![4. A is for Apple, G is for Google & W is for ... ?
Revenue
Windows Phone Apple
Operating Model: Consumer Led
HIGH 62% iOS users
In 2011 average iOS 60% iOS users
discover apps by
owner will download discover apps by
searching for specific
83 apps browsing rankings
apps
Operating Model:- iOS users spend 14.7 iOS users Spend 7x 90% iPhone users
Consumer & advertising led? hours per/m playing more than Android on browse, search apps
games in app purchases on device
83M monthly active
Engagement
iOS have double the 46M daily active
standard banner CTR users of iPhone users of iPhone
[0.37%] of avg Facebook App Facebook App
LOW HIGH
Nokia Google
Operating Model: Advertising Led
Android users spend Android users spend Android users spend
most of their time on most of their time on most of their time on
email 37% games 21% maps 8%
Operating Model:-
Android users spend 49M monthly active
Device led? 9.3 hours per/m
Android users have
users of Android
banner CTR [0.14%]
playing games Facebook App
LOW
31M daily active
users of Android
Facebook App
Twitter:- @Zohe
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![7. To understand the iPhone Apps consumer, it
helps to view the Apple ecosystem
• Consumers have depth of choice on devices, operators, content & peripherals
• Developers need to consider all areas from peripherals to operators when building their app.
• Crucially, iOS offers seamless distribution to 100M devices [iPhone, iPad, iPod]. Clearly attractive to developers & also to
consumers in the sense that single device owners can access content built for other devices.
Developers
Objective-C Xcode
WebKit, WebCore, XML, Open GL
CSS, HTML5, WebCore Cocoa Touch
DashCode
Software Platform Device Distribution Content Sources
Safari Cocoa UI
Webkit
Sync Services
Media/Content
Core
LLVM Animation
iFOOD
App Store ‗Brand-Aids‘
Devices Content/Services Distr
MobileMe
WebApps iBooks QTime
iPhone iPod Touch
User-Generated
App Store iTunes Podcast
Peripherals/
Accessories iPad MacBook / Pro Apple TV Hardware
―Pocket‖ Mac
Twitter:- @Zohe
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![9a. Global:- Apple iPhone vs. Android Apps
Consumer Profile – Behavioural Dimension
Dimension / OS Apple Android
Behavioural • iPhone users have an average of 47 apps • Android users & download 8.7 apps a month
downloaded & download 8.8 apps a month. • 87% of monthly downloads are free apps
Downloading & • 79% of monthly downloads are free apps. • 21% download at least 1 paid app per month
Discovery • 50% download at least 1 paid app per month.
• In 2011 the average iOS owner will download 83
apps.
• How do iphone users discover apps? 62% do so by
searching for specific apps. 60% browsing through
top app store rankings. 46% by word of mouth &
20% see ads whilst using other apps.
Behavioural • iOS gamers spend 14.7 hours per month playing • Android users spend most of their time on
games which is twice as much is the industry email (37%), games (21%), maps/nav (8%)
Interaction with average of 7.8 hours. • Android gamers spend 9.3 hours per month
Apps • iPhone users spend 7x more than Android users in playing games
in-app game purchases. Upgrading from lite to full • Android users have banner CTR of [0.14%]
version is the most common reason to buy a paid • 49M monthly active users of Facebook
app. Android App & 31M daily active users.
• 90% iphone users browse, search apps on device.
Over 50% spend > 30 mins/day on apps
• iOS user have double the standard banner CTR
[0.37%] performance of Android OS
• 83M monthly active users of Facebook iPhone App
& 46M daily active users.
Sources: Nielsen, Mobclix, Admob Twitter:- @Zohe
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![25. How will an Apple or Google user view the Windows 8
Ecosystem as an Ecosystem to switch over to? What
would they miss?
Google Apple
• Integration of ―Trojan‖ Google apps attracts both Google & • Entering your Google profile user id into an Android synchs
Apple users automatically with other Google services on Android e.g. Gmail,
• Extreme, high quality apps, huge choice on Apple Store Google Talk, Calendar etc . Almost every Google service is
available as an App.
• All the hygiene apps are on App store
• Sharing photos or other media is seamlessly integrated into
• One device can access many apps designed for other
several social networks [even if you have not downloaded
devices
dedicated app], into other Google products like Gmail, Goggles,
• Huge added value chain from peripherals to app reviews Picasa & other 3rd party apps can access the API to be included
magazines supplement the ecosystem in the list
• Apple only apps like Instagram, Hipstamatic • Developer / Geeky / Hacker Utilities & Tools apps
• Homescreen Widgets & Live Wallpaper
Opportunity for Windows 8 to port ALL Opportunity for Windows 8 to port ALL Apps
Google Apps & Tools that show in Apple charts
Twitter:- @Zohe
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![37. No. of Developers Android vs. Apple
Number of Developers in Android
• The number of unique developers
Market and Apple App Store
publishing applications in the Android
Market and Apple App Store is growing at
80k a comparable rate for each platform—
with Apple slightly in the lead.
Apple App Store • The Apple App Store attracted nearly 24k
60k developers between August 2010 and
Number of Developers
February 2011, whereas the Android
Market attracted just over 4k developers
in the same time period [see diagram
40k left].
• The number of unique developers in the
Apple App Store grew by approximately
20k 48% over the past 6 months, while the
number of unique developers in the
Android Market Android Market grew by just over 40%
[see diagram above].
0k
15 August 2010 14 February 2011 • Sheer volume of Apps attracts
consumers to the platforms. More
choice
Source: Lookout Mobile Security Twitter:- @Zohe
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![38. Apps Per Developer Android vs. Apple
Apps per Developer in Android Market
• The Android Market generally has more
and Apple App Store
apps per developer than the App Store
100 [see diagram above]. The average
number of apps submitted per developer
is 6.6 in the Android Market and 4.8 in the
8.4% 6.1% App Store [see diagram left].
Percentage of Developers
75 7.0%
8.2%
• Consumers are likely to download
multiple apps from publishers and
35.1% developers they know and like and have
38.8% had a good experience with
50
25
51.8%
44.7%
0
Android Market Apple App Store
>10 Apps 6-10 Apps 2-5 Apps 1 App
Source: Lookout Mobile Security Twitter:- @Zohe
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![40. Price of Apps - Android
Price of Apps in Android Market
• In the Android Market, prices have shifted
upwards whereas in the Apple App Store,
100 prices have remained relatively steady.
• More than 95% of paid apps in the
Android Market cost less than $10,
though the prevalence of apps priced
75
Percentage of Paid Apps
greater than $10 has significantly
increased during the past 6 months [see
left].
50 • While most Android Market apps are
priced at $2.99 or less (73%), the $0.99
or less price point has seen a major
decrease
25
• The largest areas of growth in the Android
Market are in apps priced between $1-
$9.99, with both the $1-$2.99 and $3-
0 $9.99 segments seeing significant growth
15 August 2010 14 February 2011
$10.00 or more $3-9.99 $1-2.99 $0.99 or less
Source: Lookout Mobile Security Twitter:- @Zohe
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Apple vs. Android Mobile Apps Consumer Profile 2011
- 1. Apple & Android Apps Consumer Profiles 2011 Please view in Presentation Mode 1 Twitter:- @Zohe
- 2. SUMMARY KEY FACTS & CONCLUSIONS—OF THE CURRENT & FUTURE APPS ECOSYSTEM Twitter:- @Zohe
- 3. The ―New‖ GIANT Apple‘s stock development compared to indexes: S&P500, NASDAQ and DOW, January 2007–January 2010. +500% What Apple‘s iPad Can Teach You About Content Strategy? There is literally an application for anything +400% you can think of on the Apple platform. Want to edit video, read a book, share files, make a podcast, watch video or even TV. Write documents, edit +300% spreadsheets, present a sales pitch, attend a webinar or make Skype calls. Yes games too. And games for the whole family. +200% This is a device that serves multiple functions, can as +100% easily be used by a toddler as it can by a retiree and still be useful to a high powered executive in a board meeting. The one thing that takes the iPad head and 0% shoulders above the competition is the thousands of quality applications that are its content. Think about the quality and quantity of content you are going to -100% deliver. It‘s the part that usually gets left until Jan ‗07 Jan ‗08 Jan ‗09 Jan ‗10 Jan ‗11 last, when it should be the first . AAPL S&P500 NASDAQ DOW Source: Yahoo! Finance 0920 January–March 2011 / Accenture Media | Entertainment “A is for Apple” Twitter:- @Zohe 3
- 4. 0. Quarterly Volume Marketshare The Android market overtakes Apple App Store Windows Palm Nook 0% Windows Phone -1% Phone Amazon Palm Nook 1% Amazon 1% 2% 0% 0% 0% GetJar 1% Nokia Nokia Blackberry 7% 9% 5% Blackberry GetJar Android 4% 6% 21% Bada Bada 1% 1% Android 45% Apple 36% Apple 60% Q4 2010 Q4 2012 Source: Strategy Analytics, July 2011 Twitter:- @Zohe 4
- 5. 1. Quarterly Revenue Marketshare - Apple App Store remain in the lead Palm GetJar Nook Windows 1% Windows 0% 0% Phone Phone Amazon Blackberry Amazon 0% Palm 2% 3% Nook 5% 0% GetJar 1% 1% 0% Bada Nokia Blackberry 0% Nokia 5% Android 6% 12% 6% Bada 0% Android 40% Apple 41% Apple 77% Q4 2010 Q4 2012 Source: Strategy Analytics, July 2011 Twitter:- @Zohe 5
- 6. 2. Download Marketshare relative to Revenue Marketshare 4Q12 The more curated a store, and the more paid apps in that store, means revenue numbers are much higher in relation to complete apps portfolio 100% 82% 79% 76% 50% 30% 16% 15% 0% -10% -30% -50% -39% -100% -100% -150% Nook Amazon Windows Blackberry Apple Palm Android Nokia Bada GetJar Phone Source: Strategy Analytics, July 2011 Twitter:- @Zohe 6
- 7. 3. A is for Apple, G is for Google & W is for ... ? Apple demonstrated that enabling developers to capture consumer cash (first source of revenue) fuelled the supply of high quality apps. Apps with a consumer price are usually higher quality than free only, ad-based apps. Also, giving the developer greater certainty their app will run across all Apple‘s 160M products has lead to a flood of high quality apps Revenue Windows Phone Apple Operating Model:- Consumer & advertising Operating Model: Consumer Led led? HIGH 57% WinMo 7 Top Free Download 12 Top Search 52% Male users are very Category: 46% Under 34 13% Under 17 apps a month Term Games 48% Female satisfied Games 17% 65% monthly Top Paid 65% iPod 91% would Top Free Top Paid downloaded Category: touch users recommend Category: Category: apps are paid Games under 17 iPhone Games 45% Games 49% Iphone users 79% monthly 50% download Engagement Download 8.8 have an avg. downloaded 1 paid app per apps a month 47 apps apps are free month LOW HIGH Nokia Google Operating Model:- Device led? Operating Model: Advertising Led Android users spend most of their time on Top Free Top Paid Download 5 Top email 37% Search 73% Male Category: Category: 54% Under 34 7% Under 17 apps a month Term Free 27% Female Utilities Games 45% Android Top Free Top Paid 8% switched is 1st Category: Google Category: from iPhone Smartphone Apps 21% Tools 20% LOW Download 8.7 87% monthly 21% download 1 downloaded paid app per apps a month apps are free month Twitter:- @Zohe 7
- 8. 4. A is for Apple, G is for Google & W is for ... ? Revenue Windows Phone Apple Operating Model: Consumer Led HIGH 62% iOS users In 2011 average iOS 60% iOS users discover apps by owner will download discover apps by searching for specific 83 apps browsing rankings apps Operating Model:- iOS users spend 14.7 iOS users Spend 7x 90% iPhone users Consumer & advertising led? hours per/m playing more than Android on browse, search apps games in app purchases on device 83M monthly active Engagement iOS have double the 46M daily active standard banner CTR users of iPhone users of iPhone [0.37%] of avg Facebook App Facebook App LOW HIGH Nokia Google Operating Model: Advertising Led Android users spend Android users spend Android users spend most of their time on most of their time on most of their time on email 37% games 21% maps 8% Operating Model:- Android users spend 49M monthly active Device led? 9.3 hours per/m Android users have users of Android banner CTR [0.14%] playing games Facebook App LOW 31M daily active users of Android Facebook App Twitter:- @Zohe 8
- 9. 5. A is for Apple, G is for Google & W is for ... ? Apple demonstrated that enabling developers to capture consumer cash (first source of revenue) fuelled the supply of high quality apps. Apps with a consumer price are usually higher quality than free only, ad-based apps. Also, giving the developer greater certainty their app will run across all Apple‘s 160M products has lead to a flood of high quality apps Windows Phone Apple Operating Model :- Consumer & Advertising Led ? Operating Model :- Consumer Led 1. X-Box Live integration very strong gaming proposition with Apple ‗s mastery of the value chain is underpinned by high quality & brand name games plus a few indies. Games 1. User friendliness prioritised over the possibility of full access & Enterprise will be key content categories. Premium to every setting & detail games, categories dominate. Games & Apps more akin to a 2. Heavily curated, high quality content paid & free. Apps have ―high street‖ game & software store. strict design/layout guidelines, e.g. where the ―back‖-button should be placed, so that consistent user friendliness applied 2. Integration of Bing / Facebook networks seamlessly so to all applications. advertising layer is integrated 3. No specific trend of dominance of any type of app category 3. Big focus on easy and innovative consumer experience other than Games. The key is user experience of content is brilliant whatever the category. Games are the carrot in terms of quality & volume. Nokia Google Operating Model :- Device Led Operating Model :- Advertising Led 1. Content portfolio per device cannot compete with Apple / 1. Google‘s late entryinto paid apps is most likely a result of Google selection for whole ecosystem focusing too much on just one revenue source: advertising. 2. User experience is inconsistent especially with long tail apps Google‘s first philosophy, ―Focus on the user and all else will follow‖ implies that if it is free for the 3. Top 50 apps no one category is over indexing. consumer, advertisers will follow. Games, Apps, Personalisation & Audio | Video are there which suggests there is not enough quality & quantity in any 2. User experience is not consistent from app to app, nor is one category. quality 3. Of the top free apps many are Google Services. Of the top paid apps many are long tail tools and utilities apps Twitter:- @Zohe 9
- 10. SO … WHAT? CAN WE LEARN—FROM APPLE & GOOGLE ABOUT THEIR APPS CONSUMERS Twitter:- @Zohe
- 11. 7. To understand the iPhone Apps consumer, it helps to view the Apple ecosystem • Consumers have depth of choice on devices, operators, content & peripherals • Developers need to consider all areas from peripherals to operators when building their app. • Crucially, iOS offers seamless distribution to 100M devices [iPhone, iPad, iPod]. Clearly attractive to developers & also to consumers in the sense that single device owners can access content built for other devices. Developers Objective-C Xcode WebKit, WebCore, XML, Open GL CSS, HTML5, WebCore Cocoa Touch DashCode Software Platform Device Distribution Content Sources Safari Cocoa UI Webkit Sync Services Media/Content Core LLVM Animation iFOOD App Store ‗Brand-Aids‘ Devices Content/Services Distr MobileMe WebApps iBooks QTime iPhone iPod Touch User-Generated App Store iTunes Podcast Peripherals/ Accessories iPad MacBook / Pro Apple TV Hardware ―Pocket‖ Mac Twitter:- @Zohe 11
- 12. 8. And how, within that Ecosystem, Apple have mastered the value chain Every player in a rapidly changing, technology-driven industry should consider making ―super-user- friendly‖ software its competitive edge. User-friendly products can outperform technology leadership, since they target broader groups of customers. And user-friendly products that boost a behaviour in other parts of the value chain could lead to an additional revenue share. Content Distribution Product/Handheld Advertiser Apple 3 1 2 Consumer Games, News, Guides, etc SDK Internet Provider iPhone App Store 60 70 40 30 ―Apple‘s success with the iPhone/iPad is attributable to much more than its hardware and software. It depends on two other parts of the value chain: content distributors enabled by a SDK (Software Development Kit) and a consumer marketplace—the App Store. Together, with one high quality content after another these have enabled Apple not only to have a more successful phone but also to take a stronger grip on the entire value chain.‖ Source: Accenture Media | Entertainment ―A is for Apple‖ However, Apple does not allow pre-installation on their handheld since they are focusing on educating consumers about how to go into the store (rational drive volume). Twitter:- @Zohe 12
- 13. 9. Global:- Apple iPhone vs. Android Apps Consumer Profile – Demographic Dimension Dimension / OS Apple Android Demographic/ • Approx 52% are male | 48% female • Approx 73% are male | 27% female Traditional • Approx 46% are under 34 years old. • Approx 54% are under 34 years old. • 13% are under 17. • Only 7% are under 17 • 80% of iPhone users earn more than 35k • For iPod touch users, over 65% are under 17 Demographic/ • 91% who own an iPad & iPhone, 85% who own an • 8% of Android users switched from an iPhone Advocacy iPhone but no iPad, 51% who own an iPad but no • 45% of Android users claim Android is their iPhone and 25% who own neither iPad or iPhone first Smartphone said their next desired Smartphone would be an iPhone! • No surprises then that 91% would recommend iPhone to friends, family & colleagues. • 40% iPhone users are most enthusiastic about NFC mobile wallet. 61% trust Apple more than any other brand to be able to deliver a mobile wallet Sources: Nielsen, Mobclix, Admob Twitter:- @Zohe 13
- 14. 9a. Global:- Apple iPhone vs. Android Apps Consumer Profile – Behavioural Dimension Dimension / OS Apple Android Behavioural • iPhone users have an average of 47 apps • Android users & download 8.7 apps a month downloaded & download 8.8 apps a month. • 87% of monthly downloads are free apps Downloading & • 79% of monthly downloads are free apps. • 21% download at least 1 paid app per month Discovery • 50% download at least 1 paid app per month. • In 2011 the average iOS owner will download 83 apps. • How do iphone users discover apps? 62% do so by searching for specific apps. 60% browsing through top app store rankings. 46% by word of mouth & 20% see ads whilst using other apps. Behavioural • iOS gamers spend 14.7 hours per month playing • Android users spend most of their time on games which is twice as much is the industry email (37%), games (21%), maps/nav (8%) Interaction with average of 7.8 hours. • Android gamers spend 9.3 hours per month Apps • iPhone users spend 7x more than Android users in playing games in-app game purchases. Upgrading from lite to full • Android users have banner CTR of [0.14%] version is the most common reason to buy a paid • 49M monthly active users of Facebook app. Android App & 31M daily active users. • 90% iphone users browse, search apps on device. Over 50% spend > 30 mins/day on apps • iOS user have double the standard banner CTR [0.37%] performance of Android OS • 83M monthly active users of Facebook iPhone App & 46M daily active users. Sources: Nielsen, Mobclix, Admob Twitter:- @Zohe 14
- 15. SO … WHAT DOES A HEAVILY CURATED & VETTED PORTFOLIO VS. FREE FOR ALL—TELL US ABOUT THEIR APPS CONSUMERS? Twitter:- @Zohe
- 16. 11. Global Apps Actual Search Terms Trends via the ―Chomp‖ App on Android and iOS. iOS UK Canada Saudi Arabia Germany India Australia 1 Games Games Games iOS utilities Games Games 2 Entertainment Puzzle Games Adventure Games Games Art Puzzle Games 3 Utilities Adventure Games Kids Games Business Books Adventure Games 4 Adventure Games Entertainment Puzzle Games Entertainment Business Utilities 5 Books Role playing games Education Movies Productivity Business 6 Music Lifestyle Books Puzzle Games Utilities Magazines 7 Books Photography Audio Books Entertainment Action Games Android UK Canada Saudi Arabia Germany India Australia 1 Free Free Free Free Free Free 2 Games Games Games Games Entertainment Games 3 Entertainment Utilities Free 3DGames Utilities Games Utilities 4 Utilities Entertainment Adventure Games Entertainment Utilities Entertainment 5 Puzzle Games Shooting games Travel Guides Action Games Photography Books 6 Utilities Rpg Games Chat Productivity Books Productivity 7 Adventure Games Music Puzzle Games Navigation Productivity Adventure Games Twitter:- @Zohe 16
- 17. 12. Global Top Downloaded Apps by Categories, Platform Top Apps Downloads - Which Categories are they from? Apple have 76.53% share of the Top Apps vs. Android 25.00 20.00 Apple Android 15.00 10.00 5.00 0.00 Reference Communication Travel Games Photography Multimedia Social Medical Health Finance Live Wallpaper Productivity Books Tools Entertainment Business News Education Sports Navigation Utilities Lifestyle Music Sources: Distimo Q1 2011 Report Twitter:- @Zohe 17
- 18. 13. iPhone vs Android Free Games Category Consumer Profile – Global • iPhone level of refresh for Action games. Arcade games see a slight • Curiously Android have half the categories to Apple growth • 3 new categories entirely which are Live Wallpaper, Racing & • Adventure, Board & Sports games see decreases in portfolio Widgets • Family, Kids, Puzzle & Simulation games see same level • Android does not have Family, Kids or Education Games maintained or slight increase category, however does have a Education Apps category where • Action & Arcade games total 34% vs Android 31% many kid friendly games can be found • Android have 30% puzzle games vs iPhone 10% Global iPhone Free Games Category Breakdown Global Android Free Games Category Breakdown 20.00% 40.00% Q1 2011 Q42010 Q1 2011 Q4 2010 15.00% 30.00% 10.00% 20.00% 5.00% 10.00% 0.00% 0.00% Games-Live Wallpaper Games-Casual Games-Racing Games-Widgets Games-Arcade & Action Games-Family Games-Strategy Games-Cards & Casino Games-Sports Games Games-Action Games-Brain & Puzzle Games-Educational Games-Simulation Games-Casino Games-Racing Games-Trivia Games-Word Games-Arcade Games-Sports Games-Adventure Games-Board Games-Dice Games-Kids Games-Music Games-Card Games-Puzzle Games-Role Playing Sources: Distimo Q1 2011 Report Twitter:- @Zohe 18
- 19. 14. iPhone vs Android Paid Games Category Consumer Profile – Global • Very similar to free games iPhone profile • Paid game widgets seem to be removed completely • Paid Simulation games small decrease possibly to make room for free • Android have 50% paid Arcade & Action games vs iPhones 40% sim games? • Paid board games like free board games small decrease in portfolio size Global iPhone Paid Games Category Breakdown Global Android Paid Games Category Breakdown 25.00% 60.00% 50.00% 20.00% Q1 2011 Q4 2010 Q1 2011 Q4 2010 40.00% 15.00% 30.00% 10.00% 20.00% 5.00% 10.00% 0.00% 0.00% Games-Family Games-Casino Games-Racing Games-Word Games-Arcade Games-Strategy Games-Board Games-Dice Games-Adventure Games-Action Games-Card Games-Kids Games-Educational Games-Simulation Games-Puzzle Games-Trivia Games-Sports Games-Music Games-Role Playing Games-Casual Games-Racing Games-Widgets Games-Arcade & Action Games-Cards & Casino Games-Brain & Puzzle Games-Sports Games Sources: Distimo Q1 2011 Report Twitter:- @Zohe 19
- 20. • • • • • 20 0% 10% 20% 30% 40% 50% All Games Books Business Education Entertainment Music also decreases Finance Total games increases Healthcare & Fitness Lifestyle Category Breakdown Medical Music Navigation Sources: Distimo Q1 2011 Report News Q1 2011 Entertainment decrease in portfolio share Photography Productivity Reference Global iPhone Free Apps & Games Social Networking Q4 2010 Free productivity & photography apps sees decrease Sports Apple have 16% Entertainment apps vs Android‘s 9% Travel Utilities Weather 10% 15% 20% 25% 0% 5% Applications-Books & Reference Applications-Comics Applications-Communication homescreens Applications-Entertainment messenger apps Applications-Finance Applications-Health Applications-Health & Fitness Applications-Libraries & Demo Applications-Lifestyle Applications-Live Wallpaper Applications-Media & Video Category Consumer Profile – Global Applications-Multimedia Applications-Music & Audio • Android books section is double Apples Applications-News & Magazines Applications-News & Weather Applications-Personalization Applications-Photography Applications-Productivity Q1 2011 Applications-Reference 15. iPhone vs Android Free Apps & Games Applications-Shopping Applications-Social • Android have a significant amount of productivity & tools apps Applications-Sports Applications-Tools Q4 2010 • 21% Android apps are widgets which allow updates to & usage from Applications-Transportation Global Android Free Apps Category Breakdown Applications-Travel Applications-Travel & Local Applications-Weather • Android using a Communication category for email, address book, sms instant Twitter:- @Zohe Applications-Widgets
- 21. 21 0% 10% 20% 30% 40% 50% All Games Books Business Education Entertainment Finance Healthcare & Fitness Lifestyle Category Breakdown Medical Music Sources: Distimo Q1 2011 Report Navigation Q1 2011 News Photography Productivity Reference Q4 2010 Global iPhone Paid Apps & Games Social Networking Sports Travel Utilities • Again Apple‘s entertainment section almost double Android Weather 0% 5% 10% 15% 20% 25% Applications-Books & Reference Applications-Business disappear Applications-Communication Applications-Education Applications-Entertainment Applications-Finance Applications-Health Applications-Health & Fitness Applications-Libraries & Demo Applications-Lifestyle Applications-Live Wallpaper Category Consumer Profile – Global Applications-Media & Video Applications-Medical Applications-Multimedia Q1 2011 Applications-Music & Audio Applications-News & Magazines Applications-News & Weather Applications-Personalization Applications-Photography Q4 2010 16. iPhone vs Android Paid Apps & Games Applications-Productivity Applications-Reference Applications-Social Applications-Software libraries Applications-Sports Applications-Themes Global Android Paid Apps Category Breakdown Applications-Tools Applications-Travel Applications-Travel & Local Applications-Weather Twitter:- @Zohe • Android significant increases to Personalisation, Productivity, Tools & Widgets Applications-Widgets • Android Media & Video decrease & Health, Medical, Travel & Multimedia seem to
- 22. SO ... THAT‘S THE GLOBAL VIEW LETS SHINE THE SPOTLIGHT—ON THE UNITED KINGDOM BECAUSE THE PICTURE CHANGES LOCALLY Twitter:- @Zohe
- 23. 17. iPhone Games Category Consumer Profile – UK • Decrease in Action & Adventure games. Increase in Puzzle & 61.8% • Similarly for free games there is a rise in puzzle & simulation titles increase in Simulation games. 75% decrease in Music games. & again these are reflected in top downloads • 42% increase in paid Arcade Games • Kids & family games have respectable presence in top apps but • UK iPhone gamers clearly enjoy Action & Arcade games which is new titles stayed level with previous quarter which suggests Apple reflected in top app downloads & rise in number of titles in portfolio & are trying to maintain consistency are happy to pay for them Free Games - UK Paid Games - UK 20.00% 25.00% 18.00% 16.00% 20.00% 14.00% Q1 2011 Q2 2010 Q1 2011 Q4 2010 12.00% 15.00% 10.00% 8.00% 10.00% 6.00% 4.00% 5.00% 2.00% 0.00% 0.00% Games-Family Games-Family Games-Arcade Games-Arcade Games-Strategy Games-Strategy Games-Trivia Games-Word Games-Trivia Games-Word Games-Board Games-Card Games-Board Games-Card Games-Casino Games-Kids Games-Music Games-Racing Games-Simulation Games-Casino Games-Kids Games-Music Games-Racing Games-Simulation Games-Action Games-Action Games-Sports Games-Sports Games-Adventure Games-Adventure Games-Educational Games-Puzzle Games-Puzzle Games-Role Playing Games-Role Playing Sources: Distimo Q1 2011 Report Twitter:- @Zohe 23
- 24. 18. iPhone Apps Category Consumer Profile – UK • Most categories saw a decrease in portfolio. Small increases in • The only paid apps category to show a significant increase is News, Reference and Utilities free titles. Photography apps. • Productivity & Weather apps seem to have disappeared in the free • Paid reference apps seem to have disappeared section. • And they seem to be experimenting with a new paid Lifestyle category • Free Health & Fitness apps seems to be a new free category. iPhone Category Free Top Overall - UK iPhone Category Paid Top Overall - UK 60.00% 70.00% 50.00% 60.00% 50.00% 40.00% Q1 2011 Q4 2010 Q1 2011 Q4 2010 40.00% 30.00% 30.00% 20.00% 20.00% 10.00% 10.00% 0.00% 0.00% Utilities Photography Productivity Entertainment Lifestyle Education Reference Healthcare & Fitness Music Travel All Games Social Networking Weather Entertainment Books Navigation Reference Utilities Music Productivity Lifestyle Sports Travel All Games News Social Networking Healthcare & Fitness Sources: Distimo Q1 2011 Report Twitter:- @Zohe 24
- 25. 19. Android Games Category Consumer Profile – UK • Arcade, Action & Puzzle account for almost 60% in Free games. • Arcade, Action & Puzzle account for more than 70% in Paid games. Android Category Free Games - UK Android Category Paid Games - UK 40.00% 60.00% 35.00% 50.00% 30.00% Q1 2011 Q4 2010 40.00% 25.00% Q1 2011 Q4 2010 20.00% 30.00% 15.00% 20.00% 10.00% 10.00% 5.00% 0.00% 0.00% Games-Arcade & Action Games-Live Wallpaper Games-Casual Games-Racing Games-Widgets Games-Cards & Casino Games-Sports Games Games-Brain & Puzzle Games-Brain & Puzzle Games-Casual Games-Racing Games-Widgets Games-Arcade & Action Games-Cards & Casino Games-Sports Games Sources: Distimo Q1 2011 Report Twitter:- @Zohe 25
- 26. 26 10.00% 15.00% 20.00% 25.00% 0.00% 5.00% Applications-Books & Reference Applications-Comics Applications-Communication Applications-Entertainment Applications-Finance & Entertainment Applications-Health Applications-Health & Fitness Applications-Libraries & Demo Applications-Lifestyle Applications-Live Wallpaper Applications-Media & Video Applications-Multimedia Applications-Music & Audio Sources: Distimo Q1 2011 Report Applications-News & Magazines Q1 2011 Applications-News & Weather Applications-Personalization Applications-Photography Applications-Productivity Android Category Free Apps - UK Applications-Reference Q4 2010 Applications-Shopping Applications-Social Applications-Sports Applications-Tools Applications-Transportation Applications-Travel Applications-Travel & Local Applications-Weather Applications-Widgets • Obvious spikes in Widgets, Tools, Productivity, Communications 10.00% 15.00% 20.00% 25.00% 0.00% 5.00% Applications-Books & Reference Applications-Business Applications-Communication Applications-Entertainment Applications-Finance Applications-Health Applications-Health & Fitness Applications-Libraries & Demo Applications-Lifestyle Applications-Live Wallpaper Applications-Media & Video Q1 2011 Applications-Medical Applications-Multimedia Applications-Music & Audio Applications-News & Magazines Applications-News & Weather Q4 2010 Applications-Personalization Applications-Photography Android Category Paid Apps - UK • Paid tools almost double in total to free tools. Applications-Productivity Applications-Reference Applications-Social Applications-Sports • Obvious spikes in Widgets, Tools, Productivity again Applications-Themes Applications-Tools Applications-Travel Applications-Travel & Local 20. Android Apps Category Consumer Profile – UK Applications-Weather Twitter:- @Zohe Applications-Widgets
- 27. 21. What are the 73% of Male Android users rating? High Productivity Games – Arcade 7% & Action 9% Tools 22% Books & Ref 7% Positive Ratings Games – Arcade & Communication Action 9% 7% Entertainment 7% Low High Media & Video 3.59% Social Games – 3.29% Casual 3.59% Low Amount of Ratings Twitter:- @Zohe 27
- 28. 22. What are the 73% of Male Android users downloading? Android Paid Apps Android Free Apps Rank Application Rank Application 1 1 PowerAMP Full Version Unlocker Gmail +3 +1 2 2 Titanium Backup PRO Key root Google Maps +10 -1 3 3 Beautiful Widgets Flash Player 10.2 -2 +2 4 4 ROM Manager (Premium) Facebook for Android +4 -1 5 5 Root Explorer (File Manager) YouTube +8 +5 6 6 Documents To Go Full Version Key Advanced Task Killer -1 -2 7 7 ADWLauncher EX Barcode Scanner +27 - 8 8 WeatherBug Elite Talking Tom Cat free -5 +1 9 9 SetCPU for Root Users Google Sky Map - -1 10 10 PicSay Pro – Photo Editor The Weather Channel -4 -4 Twitter:- @Zohe 28
- 29. 23. How do Windows Phone users Paid downloads compare? Big Name Publishers vs. Indie Publishers. Windows Paid Apps iPhone Paid Apps Rank Application Rank Application 1 1 Need for Speed™ Undercover WhatsApp Messenger - +1 2 2 Fruit Ninja Angry Birds +37 -1 3 3 Tiki Towers Fruit Ninja New +2 4 4 PAC-MAN™ Tiny Wings New New 5 5 Rise of Glory Cut the Rope +2979 -2 6 6 Zombies!!! © Angry Birds Seasons New -2 7 Assassin‘s Creed™ - Altair‘s 7 Doodle Jump – BE WARNED: -5 Chronicles HD - Insanely Addictive! 8 8 I Dig It Plants vs. Zombies New -2 9 9 Parachute Panic TuneIn radio Pro New +8 10 10 ilomilo STREET FIGHTER IV New +66 Twitter:- @Zohe 29
- 30. SO ... HOW ABOUT PUBLISHERS? ARE THE TOP 25 SIMILAR ON BOTH PLATFORMS?— NO! THEY ARE NOT. Twitter:- @Zohe
- 31. 24. Global Top 25 Publishers are completely different, bar 5 publishers Top 25 Publishers iPhone Android Number Of Free Number Of Paid Number Of Free Number Of Paid Position Publisher Name Publisher Name Applications Applications Applications Applications 1 Gameloft 79 102 Google Inc. 36 0 2 Electronic Arts Nederland B.V. 28 83 Rovio Mobile Ltd. 4 0 3 Clickgamer.com 26 107 Lupis Labs Software 2 1 4 WhatsApp Inc. 0 1 Max MP (MSR Limited) 0 1 5 Rovio Mobile Ltd. 3 2 yongzh 7 8 6 Outfit7 6 6 KittehFace Software 20 23 7 Halfbrick Studios 2 5 GameHouse 16 25 8 Chillingo Ltd 65 114 Camel Games 14 10 9 Donut Games 12 25 Adobe Systems 9 0 10 Miniclip.com 5 7 Halfbrick Studios 0 2 11 Google 11 0 ClockworkMod 4 7 12 Electronic Arts 30 74 Ken Magic 1 0 13 PopCap Games, Inc. 0 6 Magma Mobile 39 4 14 Andreas Illiger 0 1 CrossConstruct 1 1 15 Triniti Interactive Limited 42 61 Titanium Track 1 2 16 Lima Sky 3 36 Smartpix Games 6 6 17 iHandySoft Inc. 9 13 Psym Mobile 5 3 18 Apple® 6 3 Glu Mobile 14 17 19 Glu 33 25 GAMEVIL Inc. 10 11 20 Backflip Studios 12 8 LevelUp Studio 8 2 21 CAPCOM 9 12 Outfit7 4 6 22 TeamLava 13 1 Com2uS 4 6 23 Facebook, Inc. 1 0 MHGames 1 0 24 Firemint Pty Ltd 2 3 Dragonplay 2 0 25 Tapulous, Inc. 6 21 Facebook 1 0 Twitter:- @Zohe 31
- 32. AND ... WINDOWS 8? WHAT IS THE OPPORTUNITY? — FOR CONTENT STRATEGY. Twitter:- @Zohe
- 33. 25. How will an Apple or Google user view the Windows 8 Ecosystem as an Ecosystem to switch over to? What would they miss? Google Apple • Integration of ―Trojan‖ Google apps attracts both Google & • Entering your Google profile user id into an Android synchs Apple users automatically with other Google services on Android e.g. Gmail, • Extreme, high quality apps, huge choice on Apple Store Google Talk, Calendar etc . Almost every Google service is available as an App. • All the hygiene apps are on App store • Sharing photos or other media is seamlessly integrated into • One device can access many apps designed for other several social networks [even if you have not downloaded devices dedicated app], into other Google products like Gmail, Goggles, • Huge added value chain from peripherals to app reviews Picasa & other 3rd party apps can access the API to be included magazines supplement the ecosystem in the list • Apple only apps like Instagram, Hipstamatic • Developer / Geeky / Hacker Utilities & Tools apps • Homescreen Widgets & Live Wallpaper Opportunity for Windows 8 to port ALL Opportunity for Windows 8 to port ALL Apps Google Apps & Tools that show in Apple charts Twitter:- @Zohe 33
- 34. Apple & Android Consumer Profiles Non-Distimo Data Data from: Admob, Mobclix, Nielsen, Appsfire, Chillingo, Ericsson Consumer Labs for Global and Regional Twitter:- @Zohe
- 35. 27. Global iPhone Demographics Consumer Graphs – Source Nielsen & Admob The iPad skews younger and male Age 5% 2% 2% 4% 0% Gender 10% 7% 9% 6% 12% 12% 12% 16% 13% 13% 21% 14% 17% 35% 38% 15% 16% 48% 48% 48% 16% 50% Female 13% 19% 26% 13% 17% Male 27% 24% 20% 25% 27% 24% 21% 65% 62% 15% 50% 52% 52% 52% 18% 9% 22% 18% 12% 15% 6% 8% Acer Amazon Apple iPad Apple iPhone Apple iPad Touch Sony Playstation Aspire One Kindle Portable Acer Amazon Apple Apple Apple iPad Sony Aspire One Kindle iPad iPhone Touch Playstation <18 18-24 25-34 35-44 45-54 55-64 65 years and older Portable Age by Platform Gender by Platform 5% 8% 7% 14% 6% 6% 16% 17% 4% 18% 13% 27% 43% 46% 42% 21% 29% Female 21% Male 30% 21% 24% 65% 73% 57% 58% 54% 12% 17% 22% 13% 7% 2% iPhone iPod Touch Android webOS iPhone iPod Touch Android webOS 17 or younger 18-24 25-34 35-44 45-54 55 or older Sources: Nielsen, Admob Twitter:- @Zohe 35
- 36. 28. Global iPhone Behavioural Consumer Graphs – Source Nielsen & Admob • IPod users more than both iPhone / Android! • App consumption is higher on a more dedicated media device i.e. Non-phone • Could the fact that iOS gamers spend more time playing games be down to the fact that the games are better? Average App Downloads per Month iOS gamers spend almost twice as much time playing games as the average mobile gamer Hours per Month Spent on Mobile Games 15 Played Games in the last 30 Days Free Apps 12.1 Paid Apps 1.6 10 8.8 8.7 1.8 1.1 Industry Average – 7.8 5.7 10.5 0.6 14.7 5 7.0 7.6 9.3 5.1 4.7 4.5 4.5 0 iPhone iPod Android webOS Apple Android Windows Feature RIM Touch iPhone Phone 7 Phone Blackberr (iOS) y Sources: Nielsen, Admob Twitter:- @Zohe 36
- 37. 29. Global iPhone Behavioural Consumer Graphs – Source Nielsen & Admob • Clearly iPhone users are influenced by app store rankings. Opportunity for Windows 8 to implement rankings? For iPhone users who may consider switching to Windows 8 they will look for a similar experience to previous provider • The fact that they are searching for a specific app suggests that all other columns influence this behaviour. That is to be searching for a specific app they must have heard about this somewhere How do iPhone users discover Apps? 70% 62% 60% 60% 50% 46% 40% 30% 20% 19% 20% 13% 10% 10% 0% Searching for a Browsing through Word of mouth See ads while Press/news A brand I know Other specific type of top app store (recommendations using other apps articles or blogs introduces an app and app rankings from friends or reaches out to me colleagues) Source: Admob Twitter:- @Zohe 37
- 38. 30. Global General Apps Consumer Profile Most Popular Mobile App Categories Leading Paid App Categories (Downloads in past 30 days), Q2 2011 (% of App Downloaders who would pay in past 30 days), Q2 2011 64 60 56 51 93% 44 87% 39 84% 84% 34 32 77% 26 26 26 25 76% 21 20 18 18 13 11 6 Productivity Banking/Finance Weather Social Networking Household/Personal Care Entertainment Dining/Restaurant Travel Health News Sports Games Maps/Navigation/Search Education/Learning Shopping/Retail Communications (IM ... ) Music Videos/Movies Food/Drink Games Entertainment Productivity Maps ... Food News 100% 3% 2% 5% 11% No 5% 10% 90% 12% Maybe Are you likely to 20% 80% Yes recommend your device to a 70% friend or colleague 60% 50% 91% 88% 88% 40% 69% 30% 20% 10% 0% iPhone iPod Touch Android webOS Source: Admob, marketingcharts.com Twitter:- @Zohe 38
- 39. 31. Global 500,000 Apps in iOS App Store 65% are free or below $0.99 Distribution has been even keel since day one May 2011 Live App Prices Category Distribution over Time Free 4% 5% 6% 5% 5% 5% 6% 6% 6% 7% 7% $3.64 2% $0.99 4% $1.99 18% 17% 16% 15% 15% 14% 15% 3% $2.99 19% Is the average price $3.99 24% 23% 21% 11% 11% 11% for paid Apps 6% $4.99 8% 10% 13% 14% 14% 13% 12% 12% 36% $5.99 8% 8% 8% 7% 7% 8% 3% 7% 7% 6% 147,966 $6.99 7% 10% $7.99 5% 13% 14% 18% 18% 17% 17% 14% 9% 12% 13% $8.99 Total free Apps $9.99 $10.99 244,720 $11.99 $12.99 $13.99 Total paid Apps 29% $14.99 and more 51% 49% 44% 43% 44% 44% 41% 42% 43% 43% 44% 9/1 12/1 3/1 6/1 9/1 12/1 3/1 6/1 9/1 12/1 4/1 Number of Developers, Change in average App Price (for Paid Apps) over 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 Month over Month time Jul 2008 $7.00 Aug 2008 Sep 2008 $5.25 Oct 2008 Nov 2008 Most Popular iTunes Categories, ranked by download Dec 2008 $3.50 Jan 2009 Feb 2009 2% 2% 0% Mar 2009 $1.75 2% 2% Apr 2009 2% May 2009 $0 2% Games 15% Jun 2009 July 2008 June 2009 July 2009 January 2010 July 2010 January 2011 Jul 2009 3% Aug 2009 Games Sports Sep 2009 3% Oct 2009 Books News Nov 2009 Dec 2009 Jan 2010 Feb 2010 Mar 2010 Apr 2010 $891,982.24 Sports 3% Business 4% Books 14% Entertainment Education Lifestyle Productivity Healthcare Navigation May 2010 Jun 2010 Value of all Apps currently live Reference 4% Utilities Photography Jul 2010 Travel Finance Aug 2010 Music 4% Sep 2010 Music Social Networking Oct 2010 Nov 2010 Dec 2010 Jan 2011 Feb 2011 Mar 2011 4.6 Travel 6% Entertainment 11% Reference Business Medical Weather Apr 2011 Average number of Apps per Developer Utilities 6% Lifestyle 7% Education 8% 25K 50K 75K 100K Source: 148 Apps, Chillingo, May 2011 Twitter:- @Zohe 39
- 40. 32. USA iOS Consumer Graphs Apple advocacy and trust in the brand is very strong. Large numbers open to new technology which ties with early adopters image of Apple Next Desired Smartphone iPhone & iPad User Profiles Among likely smartphone upgraders and current owners Age Income 91% 100% 100% 85% 56+ Decline to answer 90% 90% 80% 37-55 80% 100k+ 70% 25-36 70% 75k – 100k 51% 60% 60% 18-24 50k – 75k 50% 50% 40% 40% 35k – 50k 25% 30% 30% Below 35k 20% 20% 10% 10% 0% 0% Own an iPad and Own an iPhone Own an iPad Do not own iPad iPhone All Subscriber an iPhone but no iPad but no iPhone iPad or iPhone s Are you waiting for NFC (mobile wallet) compatibility Which companies would you trust to provide a mobile on the next cell phone you buy? wallet? Android owners iPhone owners All phone owners iPhone owners Android owners 61% 61% 44% 46% 40% 45% 40% 35% 32% 36% 25% 24% 36% 36% 28% 27% 26% 33% 27% 22% 15% No, I‘m not interested in a I don‘t know what NFC or a Yes, I want to be able to pay Google Apple Master Card, Visa AT&T, Verizon, or None of the phone with a mobile wallet mobile wallet is in the store w/my cell phone or American your Cell Phone Above Express Carrier Source: 148 Apps, Chillingo, May 2011 Twitter:- @Zohe 40
- 41. 33. USA, 2011 Android ―Services‖ Consumer Profile • Android users are social networking most likely via apps during 4 main • GPS on Android devices is being used whenever users may be mobile with peaks, morning, lunch, late evening & bed most obvious spike for commuting • Opportunity for Windows 8 to use Day-parting targeting in mobile • Content opportunity for Windows 8 to source more apps like Waze campaigns that are focused on social networking apps • Music use sees a peak during commuting whilst Games peak in late • Also opportunity for Windows 8 marketing to focus on social apps evening and in bed. Games clearly used for relaxation. marketing showing users in situations at these times • Opportunity for Windows 8 to source more games that help pass time and help people wind down , possibly snack and puzzle games ―My top 3 situations for ―My top 3 situations for ―My top 3 situations for ―My top 3 situations for using my smartphone‖ using social using internet & GPS‖ using music and networking‖ games‖ Smartphone non- 65% 64% voice usage 57% 56% 28% 28% 51% 51% 51% 29% 50% 34% 26% 26% 23% 23% 24% 40% 26% 22% 20% 35% 19% 19% 18% 22% 20% 17% 17% 15% 25% 18% 18% 18% 25% 18% 14% 16% 14% 12% 12% 12% 12% 14% 11% 11% 11% 11% 11% 11% 10% 9% 8% 8% 8% 7% 7% 7% 6% 5% 5% 5% 4% 4% 2% 0% Internet GPS Music Games Source: Ericsson Computer Labs Twitter:- @Zohe 41
- 42. 34. USA OS Data Usage Consumer Graph Quarterly Data Usage in MB by Operating System 582 525 • Essential metric that 495 468 492 developers look for and take into consideration 415 when creating apps. 381 313 • Android users 354 317 significantly ahead of 312 Apple 233 227 205 169 174 149 127 81 102 95 103 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 2010 2010 2010 2010 2011 Android OS Apple iPhone (iOS) Windows Mobile Windows 7 Blackberry OS Source: Nielsen Twitter:- @Zohe 42
- 43. 35. Europe iOS Consumer App Store Usage & Installations 84 minutes: Median time spent • iOS apps users clearly • 350K apps per day using apps of all kinds become very used to • 160M users device based apps 108 iOS apps; 88 apps • 10B downloads downloaded from App Store; • Over 40% of time 20 default apps spent is on communication apps Usage (time) App Profile 10 min (12%) Web/ 27 min (32%) Apps 40 min (47%) Telephony All other apps • Phone • Maps • Skype • Angry Birds • Messages • Dropbox • Instagram • More ... 7 min (9%) Mail App 32% 68% Games Non-Games Source: Apps Fire, July to December 2010 Twitter:- @Zohe 43
- 44. 36. Global:- Some other useful info bites • 54% of activated games on • iOS has double the standard banner feature phones are pre loaded CTR to other platforms. Perhaps ad spend mobile banners should be biased towards iOS. Source: Nielsen Twitter:- @Zohe 44
- 45. App Genome Report Feb 2011 By Lookout Mobile Security Does Apple & Android‘s model of sourcing & pricing apps have an effect on Consumer Behaviour? Twitter:- @Zohe
- 46. 37. No. of Developers Android vs. Apple Number of Developers in Android • The number of unique developers Market and Apple App Store publishing applications in the Android Market and Apple App Store is growing at 80k a comparable rate for each platform— with Apple slightly in the lead. Apple App Store • The Apple App Store attracted nearly 24k 60k developers between August 2010 and Number of Developers February 2011, whereas the Android Market attracted just over 4k developers in the same time period [see diagram 40k left]. • The number of unique developers in the Apple App Store grew by approximately 20k 48% over the past 6 months, while the number of unique developers in the Android Market Android Market grew by just over 40% [see diagram above]. 0k 15 August 2010 14 February 2011 • Sheer volume of Apps attracts consumers to the platforms. More choice Source: Lookout Mobile Security Twitter:- @Zohe 46
- 47. 38. Apps Per Developer Android vs. Apple Apps per Developer in Android Market • The Android Market generally has more and Apple App Store apps per developer than the App Store 100 [see diagram above]. The average number of apps submitted per developer is 6.6 in the Android Market and 4.8 in the 8.4% 6.1% App Store [see diagram left]. Percentage of Developers 75 7.0% 8.2% • Consumers are likely to download multiple apps from publishers and 35.1% developers they know and like and have 38.8% had a good experience with 50 25 51.8% 44.7% 0 Android Market Apple App Store >10 Apps 6-10 Apps 2-5 Apps 1 App Source: Lookout Mobile Security Twitter:- @Zohe 47
- 48. 39. The App Economy, Who‘s Charging for Apps Free vs. Paid Apps in Android Market • Previously, apps in the Android Market and Apple App Store have been primarily free; however, over 100 the past 6 months, the Android Market has seen an influx of paid apps. In contrast, the Apple App Store has seen an increase in the proportion of free 75 29.4% apps, with prices of paid apps remaining 33.8% Percentage of Apps steady. 65.9% • The Android Market saw its prevalence of 77.6% 50 paid apps grow from 22% to 34% during the past 6 months • The prevalence of paid apps in the Apple 70.6% 66.2% App Store decreased from 70% to 66% in 25 the past 6 months 34.1% 22.4% 0 15 August 2010 14 February 2011 Android Free Android Paid iPhone Free iPhone Paid Source: Lookout Mobile Security Twitter:- @Zohe 48
- 49. 40. Price of Apps - Android Price of Apps in Android Market • In the Android Market, prices have shifted upwards whereas in the Apple App Store, 100 prices have remained relatively steady. • More than 95% of paid apps in the Android Market cost less than $10, though the prevalence of apps priced 75 Percentage of Paid Apps greater than $10 has significantly increased during the past 6 months [see left]. 50 • While most Android Market apps are priced at $2.99 or less (73%), the $0.99 or less price point has seen a major decrease 25 • The largest areas of growth in the Android Market are in apps priced between $1- $9.99, with both the $1-$2.99 and $3- 0 $9.99 segments seeing significant growth 15 August 2010 14 February 2011 $10.00 or more $3-9.99 $1-2.99 $0.99 or less Source: Lookout Mobile Security Twitter:- @Zohe 49
- 50. 41. Price of Apps - Apple Price of Apps in Apple App store • In the Apple App store, price points have 100 for the most part remained steady. ―Apple, made a mistake on pricing: It let the apps sell too cheap! There‘s an economic phenomenon called anchoring, 75 Percentage of Paid Apps in which the amount that shoppers are willing to pay is constrained, or anchored, by the first price presented to them. Once a price point is set, it‘s hard to dislodge 50 the anchor. Many apps take a lot of work to design, but on the App Store, the expectation now is that they can‘t cost 25 more than a certain price — and that most should cost $0.99 or £0.59 in the UK. Dan Ariely, Wired Uk July 2011‖ 0 • Will Apple consumers ever be willing to 15 August 2010 14 February 2011 pay more? Its also set the precedent for other App Stores on pricing. $10.00 or more $3-9.99 $1-2.99 $0.99 or less Source: Lookout Mobile Security Twitter:- @Zohe 50
- 51. 42. Ad Networks on Android & Apple Advertising SDK Integration Advertising Prevalence in Android • In free apps for both the Android Market Market and Apple App Store, Google AdMob is the most popular ad 50 platform. The marketshare of advertising SDKs in free apps has remained relatively consistent, with the Ad Mob 40 exception of iAd rapidly gaining Percentage of Free Ads traction in free Apple App Store apps. Its expected that iAd surpass AdMob 30 in prevalence amongst free Apple App Store apps during the first half of 2011. • AdMob is the dominant player on the 20 Android Market, being integrated into over 40% of free apps. Amongst free 10 Google Ads Android Market apps, the AdMob SDK Mobclix has increased in prevalence from 37% to 41% over the last 6 months Millenial Media 0 15 August 2010 14 February 2011 Source: Lookout Mobile Security Twitter:- @Zohe 51
- 52. 43. Ad Networks on Android & Apple Advertising Prevalence in Apple App • AdMob is the incumbent on iOS, being Store present in 17% of free apps on the Apple App Store 20 • iAd may emerge to become the dominant player on iOS, having grown from just Ad Mob 5.6% of free Apple App Store apps to 15 iAd 15% during the past 6 months Percentage of Free Apps • This graphs does not measure the reach, number of ad impressions, or any related measures of mobile ad market share for 10 the advertising networks used by these SDKs. 5 Mobclix Millenial Media Google Ads 0 15 August 2010 14 February 2011 Source: Lookout Mobile Security Twitter:- @Zohe 52