Promoting Your Apps with Google

Anna ZapesochiniAnalytical Lead, Google Israel

Google Confidential and Proprietary 2Google Confidential and Proprietary 2

In the next 20 minutes..

Exclusive Research: App Usage & Preferences

Why Promote Your App?

Promoting Your App with Google

Tips and Best Practices

Consumer App Usage & PreferencesGoogle & Park Associates

Google Confidential and Proprietary 4Google Confidential and Proprietary 4

Android Leads All Markets Among 18+ Users

89%

79%

55% 54%50%

9%

18%

44%

31%

40%

South Korea China Japan UK US

Android

iPhone

Source: Park Associates Research for Google , Sep. 2013

Q: What type of mobile phone do you personally use?

US, South Korea, Japan, China, UK: N = 1,000

% Owning smartphone type

Google Confidential and Proprietary 5Google Confidential and Proprietary 5

High Levels of Usage for Tablet Apps

13.4

8.5

7.5

6.35.6

6.3

7.6

4.4

5.66.0

South Korea China Japan US UK

Smartphone Apps

Tablet Apps

Source: Park Associates Research for Google , Sep. 2013

Q: “Which of the following best matches the description of where you were the last time you downloaded an app”

US, South Korea, Japan, UK, China: N = 1,000

Average hours spent using mobile apps, weekly

Google Confidential and Proprietary 6Google Confidential and Proprietary 6

Monetization: Freemium Monetization Is Most Popular Among Paying Users

Source: Park Associates Research for Google , Sep. 2013

Q: “Have you ever done the following? Please select all that apply.”

US, N = 1,000

53%

33%

24%

11%

7%

0%

10%

20%

30%

40%

50%

60%

Didn't spend money on apps

Upgraded from free to paid

Purchased a paid app*

Purchased a premium feature

Upgraded from free to subscription

Google Confidential and Proprietary 7Google Confidential and Proprietary 7

Conversion Rates: Cost and Ratings Are the Most Influential Factors

Source: Park Associates Research for Google , Sep. 2013

Q: When deciding between several apps of the same type, how important are the following factors in ultimately choosing one to download?“

US, N = 1,000

79%

57%54%

47%

30%26% 24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Cost Star ratings, User reviews

Description Screenshots Video previews

Brand Attractive icon

Google Confidential and Proprietary 8Google Confidential and Proprietary 8

Puzzle & Trivia Are Most Popular Games Among 18+ Users

68%

46%

39%

29%26% 25%

17% 16%

59%

38%

14%

24%

10%

32%

15%

31%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Puzzle & Trivia

Card & Board

Arcade Strategy & Simulation

Casino Action & Adventure

Sports Role Playing

US

Japan

Source: Park Associates Research for Google , Sep. 2013

Q: “What types of gaming apps do you use on your smartphone?"

US, Japan: N = 1,000

Google Confidential and Proprietary 9Google Confidential and Proprietary 9

Music and Games are the Top Apps in Terms of Retention, Engagement and Monetization

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6

Mo

nth

ly r

eten

tio

n

Average money spent ($USD)

Music

Games

Books & Magazines

Weather

News

Video

Stocks & Finance

Sport News Health &

Fitness

Travel

Education

Questions: “For which of the following functions do you have an app that you use at least once a month?”, “ On average, how much time do you

spend using the following apps, once you open the app?”, “How much would you estimate you have spent on the following smartphone apps,

including paying to download apps, in-app purchases, and subscriptions, during the last 30 days?"

Source: Park Associates Research for Google , Sep. 2013, US, N = 1,000

Why Promote Your App?

Google Confidential and Proprietary 11Google Confidential and Proprietary 11

Israel: 92% of Apps Have Less than 500K Downloads

11%

21%

29%

14%

18%

2%3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

1-1K 1K-10K 10K-50K 50K-100K 100K-500K 500K-1M 1M-5M Over 5M

Number of downloads

Source: Meidata Survey for Mobile Monday and Google, Feb 2013

Google Confidential and Proprietary 12Google Confidential and Proprietary 12

Israel: Most Developers Still Rely on Virality and PR

70%

47%

33%

24%

15%

8%

1%

3%

Social networks

PR

Advertisement

Blogs & Websites

Events/exhibitions

Cross Promotion (House Ads)

None

Other

Source: Meidata Survey for Mobile Monday and Google, Feb 2013

Google Confidential and Proprietary 13Google Confidential and Proprietary 13

Time

ActiveUsers

An App’s Number of Active Users Generally Follows this Curve

Google Confidential and Proprietary 14Google Confidential and Proprietary 14

Time

ActiveUsers

Jumpstart your Initial User Base and Ensure a Continuous Stream of New Users..

App Promotion with Google

Google Confidential and Proprietary 16Google Confidential and Proprietary 16

Google Mobile Advertising Solutions

Ads in Search Ads in Apps

Ads in VideoAds in Sites

Google Confidential and Proprietary 17Google Confidential and Proprietary 17

Search: Click to Download Ads

מונית

Google Confidential and Proprietary 18Google Confidential and Proprietary 18

Automatic Ad Formats and Confirmed Clicks

Angry Birds

Space

New App from Rovio

Play the latest version of the

Game. Download Now!

Download on Google Play

Google Confidential and Proprietary 19Google Confidential and Proprietary 19Google Internal Data, App downloads driven from ads, 2012-2013, US

Downloads Peak During Christmas: Perfect Promotion Time!

12/01 12/04 12/07 12/10 12/13 12/16 12/19 12/22 12/25 12/28 12/31 01/03 01/06 01/09 01/12

Google Confidential and Proprietary 20Google Confidential and Proprietary 20

Majority of Apps Downloaded During First Days of Device Ownership

Source: Park Associates Research for Google , Sep. 2013

Q: “Please provide the answer for each, based on your best knowledge: Number of apps you have downloaded to your smartphone during the last 30 days.”

US, N = 1,000

0%

5%

10%

15%

20%

25%

30%

0 1 2 3 4 5 6-10 10+

# of apps downloaded

Google Confidential and Proprietary 21Google Confidential and Proprietary 21

New User Targeting: Reach Those Most Likely to Download Apps

Target new users who

appeared in the mobile app

network in the last 7, 14, 30,

60 or 90 days

Tips

Google Confidential and Proprietary 23Google Confidential and Proprietary 23

Promoting Your Apps Like a Pro

Think about your target audience: country, age, gender and interests

Target new users

Use in-app analytics to optimize your campaigns

Choose peak periods for your promotions

Conduct market research

Thank You!