Mobile Apps in the Marketplace Mobile Technology Association of - PowerPoint PPT Presentation

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Mobile Apps in the Marketplace Mobile Technology Association of Michigan 1

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Putting the Mobile App Market in Perspective • As of March 2011, more than 600,000+ apps are available (Localytics) • 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) • To-date, more than 10 billion app downloads have been made JUST FROM THE iPHONE STORE (Localytics) • 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 Technology Association of Michigan 2

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI The App Marketplace as of June 2010 App store size – total number of applications Apple 400,000 Android 200,000 Average price for all paid apps GetJar 150,000 Ovi (Nokia) 6,118 Apple $3.62 BlackBerry 4,756 BlackBerry $8.26 Palm 1,452 Android $3.27 Windows 693 Ovi (Nokia) $3.47 Palm $2.53 Windows $6.99 Other App stores • Carrier-specific app stores • 3 rd party stores such as GetJar, Handango, Amazon, Windows, etc. Mobile Technology Association of Michigan 3 Source: Distimo – www.distimo.com; Localytics

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Projected App Store Growth thru July 2011 We’ve already exceeded this projection in the case of the iPhone MTAM - April 2011 4 Distimo App Study, April, 2011

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI What Types of Mobile Apps Are Being Used and in the Highest Demand? Mobile Technology Association of Michigan 5

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Top 20 Mobile Content Categories Among Active Users Mobile Technology Association of Michigan 6

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI How Phones Are Being Used Mobile Technology Association of Michigan 7 Comscore

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Mobile Use Breakdowns by Age Mobile Technology Association of Michigan 8 Adobe Mobile Experience Survey, October 2010

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Mobile Use Breakdowns by Gender Mobile Technology Association of Michigan 9 Adobe Mobile Experience Survey, October 2010

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI App Download Types by Operating System NOTE: This chart was prepared prior to the growth of Android phones and the Android App Store; but it will provide perspective on download trends Mobile Technology Association of Michigan 10

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Nielsen Reports on App Store Effectiveness Top 10 Paid Apps / iPad Top Paid Apps / iPhone (by Category) (by Brand) • • Games (62%) Nike+GPS run tracker (Health & Fitness) • Books (54%) • Martha Stewart’s “Martha’s Everyday • Music (50%) Food: Fresh & Easy Recipes” • Shopping (45%) (Lifestyles) • News / Headlines (45%) • Drudge Report (News) • • Celebrity & Entertainment News (44%) Washington Post (News) • ESPN Radio (Sports) • Location & Direction (42%) • ESPN Fantasy Football 2 (Sports) • Movie Schedules / Tix Purchase (41%) • Kayak Pro (Travel) • Magazines (41%) • Weather Channel (Weather) • Banking (39%) Mobile Technology Association of Michigan 11 Nielsen: U.S. Top 10s and Trends for 2010

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Nielsen Reports on App Store Effectiveness (cont’d) Top FREE Apps / iPhone (by Brand) • The Weather Channel • Facebook • Skype • Angry Birds According to Nielsen, • Words with Friends “Free, functional, • UPS • branded apps do better PayPal • in the App Store.” eBay • USA Today • Bing • Yelp Mobile Technology Association of Michigan 12 Nielsen: U.S. Top 10s and Trends for 2010

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI What Do Consumer’s Think About Mobile Apps Mobile Technology Association of Michigan 13

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Mobile Technology Association of Michigan 14

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI 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. Questions • 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 Technology Association of Michigan 15

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Mobile Technology Association of Michigan 16

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI More App Statistics • As seen on the previous chart, 1 in 4 downloaded apps is never used again • On average, U.S. feature phone users have 10 apps, U.S. smartphone users have 22 apps (iPhone users have the most with 37) • Most used apps across all U.S. smartphones are: • Facebook • Google Maps • The Weather Channel • The Facebook app has been download 100 million times from GetJar; it is the most downloaded app from any app store • It is projected that when app revenue reaches $38 billion by 2015, Apple will have only 20% of the market share Mobile Technology Association of Michigan 17 Nielsen, MobiThinking 2011

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI What Platform Should You be Building Apps For? Mobile Technology Association of Michigan 18

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI 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 Technology Association of Michigan 19

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI U.S. Phone & Operating System Comparison NOTE: Device Impression Share does not reflect actual device subscriptions Mobile Technology Association of Michigan 20

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI U.S. Mobile Audience Size by Phone Type Mobile Technology Association of Michigan 21

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Marketing Mobile Apps Mobile Technology Association of Michigan 22

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI 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 about the availability of your app • What percentage of the mobile marketplace you will reach on each mobile platform to aid you in determining which platform to build your App on Mobile Technology Association of Michigan 23