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Mobile Apps in the
Marketplace
Mobile Apps in the Marketplace
Mobile Monday Michigan - January 2011 1

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 Apps in the
Marketplace
The App Marketplace as of June 2010
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.

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

Mobile Apps in the
Marketplace
Top 20 Mobile Content Categories Among Active Users

Mobile Apps in the
Marketplace
How Phones Are Being Used
Comscore

Mobile Apps in the
Marketplace
Mobile Use Breakdowns by Age
Adobe Mobile Experience Survey, October 2010

Mobile Apps in the
Marketplace
Mobile Use Breakdowns by Gender
Adobe Mobile Experience Survey, October 2010

Mobile Apps in the
Marketplace
App Download Types by Operating System
NOTE: This chart was
prepared prior to
the growth of
Android phones
and the Android
App Store

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

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
According to Nielsen,
“Free, functional
branded apps do better
in the App Store.”
Nielsen: U.S. Top 10s and Trends for 2010

Mobile Apps in the
Marketplace
What Do Consumer’s Think About Mobile Apps

Mobile Apps in the
Marketplace

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
Questions

Mobile Apps in the
Marketplace
What Platform Should You be Building Apps For?

Mobile Apps in the
Marketplace
Device Penetration vs. App Availability
“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

Mobile Apps in the
Marketplace
U.S. Phone & Operating System Comparison

Mobile Apps in the
Marketplace
Android Growth in 12 Months
NOTE: This study is from
March 2010, it is
estimated that studies
currently being
conducted will show
substantial Android
Growth

Mobile Apps in the
Marketplace
U.S. Mobile Audience Size by Phone Type

Mobile Apps in the
Marketplace
Mobile Media Consumption by Operating System

Mobile Apps in the
Marketplace
Marketing Mobile Apps

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

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