Date post: | 06-Dec-2014 |
Category: |
Technology |
Upload: | priori-data |
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Patrick Kane | Priori Data GmbH | @prioridata
All platforms are created
equal – right?
What this talk covers
• “State of the Market” for mobile app
platforms
– Size / reach
– Composition by Category
– Growth
– Monetization
• Key considerations for developers
• Q&A
Who this is for...
• Those thinking about developing an app
• Those currently building an app
• Those optimizing an existing app
• Those investing in app developers
Who are we?
• We do app store analytics. We track
the performance of >2mm apps and
>250k developers across iOS, Android,
and Windows
prioridata.com
Key message
• There are very few “lucky winner” apps
in today’s app stores
• Success is becoming expensive. To
minimize the expense you need to
perform research on your platform,
category, and sub-category
Size
Overall Size
Metric iOS Android
# of apps 933k 942k
% growth 3.4% 4.5%
# of publishers 243k 251k
% growth 2.7% 4.6%
# of monthly
downloads
2.0bn 3.6bn
% growth 6.4% 1.0%
Source: Priori Global Insights Report, July 2013.
Overall Size
Metric iOS Android Windows
# of apps 933k 942k 150k
% growth 3.4% 4.5% 2.8%
# of publishers 243k 251k 38k
% growth 2.7% 4.6% 3.1%
# of monthly
downloads
2.0bn 3.6bn 272mm
% growth 6.4% 1.0% 15.9%
Source: Priori Global Insights Report, July 2013.
Composition by Category
Composition by Category
Source: Priori Global Insights Report, July 2013.
• iOS and Android have virtually the same
proportion of games (~15% of all apps)
• But....games claim 56% of downloads
on iOS, while on Android the figure is
only 36%
Composition by Category
103
119
133
135
157
0 50 100 150 200
Adventure Games
Puzzle Games
Arcade Games
Entertainment
Action Games
iOS - Top 5 Categories by
Monthly Downloads (mm)
Source: Priori Global Insights Report, July 2013.
254
257
386
390
436
0 100 200 300 400 500
Entertainment
Communication
Arcade Games
Casual Games
Tools
Android - Top 5 Categories
by Monthly Downloads (mm)
Growth
Overall Growth
• # of Apps growing on both platforms at
nearly ~1,000 per day
• # of Publishers growing at 360 per day
on Android vs. 215 on iOS
A moment on growth
• Growth at a high-level is of minimal use
• More helpful is studying how your
particular category (or sub-category) is
growing
Growth by Category
19.8%
25.9%
26.6%
27.3%
36.2%
0.0% 10.0% 20.0% 30.0% 40.0%
Music Games
Puzzle Games
Trivia Games
Role Playing Games
Navigation
iOS - Top 5 Categories by
Monthly Download Growth
(%)
9.4%
11.0%
16.2%
41.9%
41.9%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Music and Audio
Racing Games
Productivity
Travel and Local
Transportation
Android - Top 5 Categories
by Monthly Download
Growth (%)
Source: Priori Global Insights Report, July 2013.
Growth by Category
19.8%
25.9%
26.6%
27.3%
36.2%
0.0% 10.0% 20.0% 30.0% 40.0%
Music Games
Puzzle Games
Trivia Games
Role Playing Games
Navigation
iOS - Top 5 Categories by
Monthly Download Growth
(%)
9.4%
11.0%
16.2%
41.9%
41.9%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Music and Audio
Racing Games
Productivity
Travel and Local
Transportation
Android - Top 5 Categories
by Monthly Download
Growth (%)
Source: Priori Global Insights Report, July 2013.
Navigation Category Growth
Source: Priori Sub-Category Tracker, July 2013.
29.8%
52.3%
70.4%
121.8%
151.8%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 140.0% 160.0%
Car Refuelling
Speed Meters
Car Rental
Maps and Directions
Car Dealer Info
iOS - Top Navigation Sub-Category Growth (%)
Growth by Category
19.8%
25.9%
26.6%
27.3%
36.2%
0.0% 10.0% 20.0% 30.0% 40.0%
Music Games
Puzzle Games
Trivia Games
Role Playing Games
Navigation
iOS - Top 5 Categories by
Monthly Download Growth
(%)
9.4%
11.0%
16.2%
41.9%
41.9%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Music and Audio
Racing Games
Productivity
Travel and Local
Transportation
Android - Top 5 Categories
by Monthly Download
Growth (%)
Source: Priori Global Insights Report, July 2013.
Top 10 Gaming Sub-Categories
Source: Priori Sub-Category Tracker, July 2013.
Growth by Country /
Sub-Category
Source: Priori Sub-Category Tracker, July 2013.
Monetization
Overall Monetization
Metric iOS Android
Paid apps (% of
total)
40% 20%
Apps w/ IAP (% of
total)
11% 5%
Downloads of paid
apps (% of total)
6% 0.3%
% growth -47% -10%
Downloads of apps
w/ IAP (% of total)
61% 28%
Source: Priori Global Insights Report, July 2013.
A moment on monetization
• Like growth, monetization is a micro
concept
• Depending on the type of app and your
monetization goals, the headline
monetization stats may point you in the
wrong direction
Monetization by Category
Source: Priori Global Insights Report, July 2013.
Monetization by Category
Source: Priori Global Insights Report, July 2013.
Conclusion
Sanity check
• App store analytics are important, but it
is by no means the only piece of the
puzzle...
Some additional considerations
• User base (demographics)
• Device base (fragmentation)
• Developer environment (documentation)
• App discovery / user acquisition
Sanity check
• App store analytics are important, but
you have a long journey
Source: Vision Mobile Developer Economics Report 2013
Your leverage
• There are hundreds of tools providers
vying for your relationship (so is Priori)
• Use this to your advantage: they can
lower your barriers to entry, minimize
cost, and much more
Source: Priori, Vision Mobile Developer Economics Report 2013
My final thoughts
• Unless you have an established brand,
start with one platform
• There are no shortcuts with app
development, and the game isn’t over
once you are in the store
• Know yourself: polished perfectionist?
iOS. Iterator? Android
Source: Priori Data, Vision Mobile Developer Economics Report 2013, Bubba VC.