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  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Mobile Apps in the Marketplace

    Mobile Monday Michigan - January 2011 1

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Putting the Mobile App Market in Perspective

    • As of May 2010, more than 240,000 apps are available from 7 stores on 7 platforms (CTIA)

    • In 2010, it is estimated that consumers spent $6.2 billion in mobile app stores worldwide to download more than 8 billion apps – 8 out of 10 of which are free (CTIA)

    • 45% of developers plan to monetize their apps directly, in other words outside the app stores (Bango Analytics)

    • Gartner forecasts the total app revenue will increase to nearly $30 billion by 2013 with over 21 billion downloads. The number of free or ad-funded apps will increase to 87%.

    Mobile Monday Michigan - January 2011 2

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    The App Marketplace as of June 2010

    Mobile Monday Michigan - January 2011 3

    Average price for all paid apps

    Apple $3.62

    BlackBerry $8.26

    Android $3.27

    Ovi (Nokia) $3.47

    Palm $2.53

    Windows $6.99

    App store size – total number of applications

    Apple 150,998

    Android 19,897

    Ovi (Nokia) 6,118

    BlackBerry 4,756

    Palm 1,452

    Windows 693

    Source: Distimo – www.distimo.com

    Other App stores

    • Carrier-specific app stores

    • 3rd party stores such as GetJar, Handango, etc.

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    What Types of Mobile Apps Are Being Used and in the Highest

    Demand?

    Mobile Monday Michigan - January 2011 4

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Top 20 Mobile Content Categories Among Active Users

    Mobile Monday Michigan - January 2011 5

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Mobile Monday Michigan - January 2011 6

    How Phones Are Being Used

    Comscore

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Mobile Monday Michigan - January 2011 7

    Mobile Use Breakdowns by Age

    Adobe Mobile Experience Survey, October 2010

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Mobile Monday Michigan - January 2011 8

    Mobile Use Breakdowns by Gender

    Adobe Mobile Experience Survey, October 2010

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    App Download Types by Operating System

    Mobile Monday Michigan - January 2011 9

    NOTE: This chart was

    prepared prior to

    the growth of

    Android phones

    and the Android

    App Store

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Nielsen Reports on App Store Effectiveness

    Top 10 Paid Apps / iPad (by Category)

    • Games (62%)

    • Books (54%)

    • Music (50%)

    • Shopping (45%)

    • News / Headlines (45%)

    • Celebrity & Entertainment News (44%)

    • Location & Direction (42%)

    • Movie Schedules / Tix Purchase (41%)

    • Magazines (41%)

    • Banking (39%)

    Top Paid Apps / iPhone (by Brand)

    • Nike+GPS run tracker (Health & Fitness)

    • Martha Stewart’s “Martha’s Everyday Food: Fresh & Easy Recipes” (Lifestyles)

    • Drudge Report (News) • Washington Post (News) • ESPN Radio (Sports) • ESPN Fantasy Football 2 (Sports) • Kayak Pro (Travel) • Weather Channel (Weather)

    Mobile Monday Michigan - January 2011 10Nielsen: U.S. Top 10s and Trends for 2010

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Nielsen Reports on App Store Effectiveness (cont’d)

    Top FREE Apps / iPhone (by Brand)

    • The Weather Channel • Facebook • Skype • Angry Birds • Words with Friends • UPS • PayPal • eBay • USA Today • Bing • Yelp

    Mobile Monday Michigan - January 2011 11

    According to Nielsen,

    “Free, functional

    branded apps do better

    in the App Store.”

    Nielsen: U.S. Top 10s and Trends for 2010

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    What Do Consumer’s Think About Mobile Apps

    Mobile Monday Michigan - January 2011 12

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Mobile Monday Michigan - January 2011 13

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    More App vs. Mobile Web Statistics • In a recent Adobe study, 66% of respondents cited that they prefer the

    mobile Web for accessing content compared to 34% who cited a preference for downloadable apps.

    • Are mobile apps sustainable?

    • Studies indicate a short life for mobile apps; lots of use right after download, then within several weeks they are abandoned

    Mobile Monday Michigan - January 2011 14

    Questions

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    What Platform Should You be Building Apps For?

    Mobile Monday Michigan - January 2011 15

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Device Penetration vs. App Availability

    Mobile Monday Michigan - January 2011 16

    “One of the most telling clues about the speed of evolution of the new vs old platforms is

    the great disparity between the device installed base and the number of available

    apps for each platform. While Windows Phone, Symbian, Java and Flash have many

    times the market penetration of Android, iPhone and BlackBerry, the number of apps

    available tells a very different story.” – Mobile Developer Economic 2010

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Mobile Monday Michigan - January 2011 17

    U.S. Phone & Operating System Comparison

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Android Growth in 12 Months

    Mobile Monday Michigan - January 2011 18

    NOTE: This study is from

    March 2010, it is

    estimated that studies

    currently being

    conducted will show

    substantial Android

    Growth

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    U.S. Mobile Audience Size by Phone Type

    Mobile Monday Michigan - January 2011 19

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Mobile Media Consumption by Operating System

    Mobile Monday Michigan - January 2011 20

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    Marketing Mobile Apps

    Mobile Monday Michigan - January 2011 21

  • Phone: (248) 470-3257 Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth

    Mobile Apps in the

    Marketplace

    What Should You Know Before Developing an App

    • Who is the target audience for your App

    • How are you going to monetize your App (pay to download, in-App advertising, pay for enhanced version, etc.)

    • What is the best way to reach your target audience to educate them abo