apple app store uk q3 2010 analysis

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APPLE APP STORE UKQ3 2010 ANALYSIS

Brandon Mensinga, Director [email protected]



“Tale of the Tape” Big Picture: iPhone

Number of Apps

Number of Publishers

Average App Memory

Average App Price

152, 065

253,300

32, 568 53,290

10 . 11 14.89

£1 . 34 1.39

+66%

+64%

+47%

-4%



“Tale of the Tape” Big Picture: iPad

Number of Apps

Number of Publishers

Average App Memory

Average App Price

27,116

8,630

35.39

£2.65



iPhone Movement: Highlights Q3 2010

• Business led the way in sheer app growth rising 100% from Q1 reaching 7,897 apps

• Photography had the biggest memory size jump at 135% growth reaching 11MB from Q1

• Books continue to be the dominant category on the store with 38,728 apps. Books recorded the most significant price increase from Q1 with a 20% uplift reaching a flat £2.00



iPhone Movement: Highlights Q3 2010

• Reference took a beating with the largest decrease from Q1 at 15% dropping to £2.08

• Number of free app (versus paid) remains remarkably consistent with its US counterpart at 31%, which is an incremental increase from Q1 at 27%.

• Paid applications, the highest share at the £0.59 price band is Entertainment at 73% Clearly, most Entertainment apps are priced at the cheap thrill price point.



iPad Movement: Highlights Q3 2010

• Books and Education claim the lionshare of shelf space occupying more than a third of the store at 36%, including 6,573 and 3,197 apps respectively versus 27% for iPhone

• App developers view the iPad form factor as more appealing for reading and learning activities than iPhone. In contrast, on-the-go, snapshot activities such as those found in Entertainment and Lifestyle are less compelling for iPad and make up a smaller proportion than they do on the iPhone side.



iPad Movement: Highlights Q3 2010

• The number of free app (versus paid) remains sits at 21%, markedly lower than iPhone apps at 31%. News has the highest share of free apps at 72%, which is higher than its iPhone app equivalent and dramatically higher than the 2nd highest free app share with Business at 41%.

• Interestingly, News and Weather are at 0% with paid apps at the £5.99 level or above and Social Networking is at 1%.



Apple App Store UK Metrics October 2010 Edition• On Friday, November 12th, we will be launching a

new monthly issued product• This is for digital marketers that need to understand

the UK Apple App Store landscape. This tool provides a comprehensive summary of app store metrics including a high-level dashboard and app segmentation by key attributes.

apple app store uk q3 2010 analysis

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