App Search Analytics: May 2011

A P P S E A R C H A N A LY T I C S May 2011App Search Analytics | May 2011 1

A B O U T C H O M P ’ S A P P S E A R C H A N A LY T I C SWelcome to the eighth edition ofChomp’s App Search Analytics Report!Chompʼs technology powers the most advanced search engine for native and web apps across theworldwide iOS and Android markets. The metrics outlined in this report provide insight into app searchtrends across iOS and Android using Chompʼs on-device search functionality within the US during themonth of May.Chomp for Android launched on February 28, 2011. Android and iOS metrics included in this edition ofApp Search Analytics refers to data collected May 1 - 31 but references previous months for trendingand comparison purposes.To see more app search data from Chomp visit http://chomp.com/etc/chomp-chartsApp Search Analytics | May 2011 2

A N A LY T I C S H I G H L I G H T S U M M A R YMay SpotlightApp Search Usage TrendsThink app search and mobile web trends are the same? Think again. See how traffic patterns varyacross Chomp by time of day and day of week with an inside look at how our app search metricsstack up against Googleʼs mobile search graphs.Current Event Related QueriesThe query for ʻbibleʼ made a strong showing in the month of May, especially leading up to thepredicted rapture on May 21st. There are 1,700+ bible related apps across both app stores.See how traffic patterns vary across Chomp by time of day and day of week. Plus, see how ourmetrics stack up against Googleʼs mobile search graphs.International Search Trends (& top apps!)With the explosion of apps globally, Chomp offers a snapshot of unique queries by country andshares top app downloads across Android and iOS abroad. From the UK to Saudi Arabia, appseekers showcase an array of interests from dating to books and personal finance. App Search Analytics | May 2011 3

A N A LY T I C S H I G H L I G H T S U M M A R YApp Search AnalyticsTop QueriesAfter seven straight months of non-app name query domination, app names make headway with 11%growth across iOS and Android. 13 different game varieties including ʻadventure gamesʼ, ʻshootinggamesʼ and ʻboard gamesʼ appear in the top 25 lists.App MonetizationPaid app downloads on Android increase 2% but decrease by 1% on iOS. App sales prove a worthystrategy for developers with paid apps; Camera+ reduces from $1.99 to $0.99 and earns the #1 spot onthe iOS Chomp 55. Coincidence? We think not!Best in CategoryAndroid users want utilities at the same rate as entertainment while trends on iOS remain consistent.Top three categories across both platforms are entertainment, games and utilities...though notnecessarily in that order.The Chomp 55Find out which iPhone and Android apps won the hearts and minds of Chomp users during April.Five (or more) of the top 10 ten Chomp 55 apps are paid for the third month in a row (iOS).Androidʼs top 10 gets diverse, featuring apps from ﬁve different categoriesApp Search Analytics | May 2011 4

APP USAGE METRICSApp Search Analytics | May 2011 5

7 D AY S N A P S H O T: S E A R C H T R A F F I C ( C H O M P ) App Search Demand Persists Beyond Weekends The snapshot below compares Chomp app search traffic over a seven day week to a graph released by Google via their Inside Search event in June. While Googleʼs mobile web traffic peaks primarily on weekends, Chomp traffic skews high during both early and late days of the week. Chomp GoogleMon Tue Wed Thurs Fri Sat Sun App Search Analytics | March 2011 6

2 4 H O U R S N A P S H O T: S E A R C H T R A F F I C Chomp Searches Stay Consistent Throughout the Day. Below is a side-by-side comparison of Chomp hourly usage and mobile web browsing via Google. With gradual searches in the morning and peaks between 1pm and 11pm, the timing of usage across Chomp illustrates less variance in usage patterns than the Google mobile web graph. Chomp trafﬁc Google5am 7am 9am 11am 1pm 3pm 5pm 7pm 9pm 11pm 1am 3am App Search Analytics | March 2011 7

CURRENT EVENT APP SEARCHESApp queries correlate with real time events.May marked predictions of a rapture and subsequent trending app queries for ʻbibleʼ. The highesttrafﬁc day occurred on May 20th, one day prior to the predicted rapture. Similar queries such asʻbiblesʼ resulted in similar daily trafﬁc patterns throughout May. Predicted Rapture1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31App Search Analytics | May 2011 8

I N T E R N AT I O N A L S E A R C H T R E N D SʻFreeʼ was the #1 search term across all countries sampled on Android.The snapshot below represents the top queries and subsequent app downloads on selectcountries around the globe through the Chomp app on Android. Top queries in Saudi Arabia inferthe need for localized apps. Top App Queries by Country Top App Downloads by CountryUnited Kingdom Canada Saudi Arabia United Kingdom“free” “free” “free” • FX Camera“games” “games” “chat” • Angry Birds“top apps” “free apps” “top apps” Canada“adventure games” “top apps” “gps navigator” • Slice It!“utilities” “puzzle games” “islam” • FX Camera“puzzle games” “utilities” “theme”“free apps” “musical instruments” “dating” Saudi Arabia • Wisepilot - GPS Navigator • Movies GermanyGermany India Australia • Angry Birds“free” “free” “free” • Bonsai Blast“games” “entertainment” “games” India“calendar” “fun” “top apps” • Angry Birds“fun games” “camera” “free apps” • TubeMate You Tube Downloader“productivity” “top apps” “productivity”“utilities” “games” “adventure games” Australia“rpg games” “music” “utilities” • Star Traders RPG • Words With Friends FreeApp Search Analytics | May 2011 9

I N T E R N AT I O N A L S E A R C H T R E N D SApp search abroad shows more diversity on iOS.The snapshot below represents the top queries and subsequent app downloads on select countriesaround the globe through the Chomp app on iOS. While ﬁve of six listed countries queried for ʻgameʼ alarger diversity of search terms are noticed in iOS app searchers abroad vs Android. Top App Queries by Country Top App Downloads by CountryUnited Kingdom Canada Saudi Arabia United Kingdom“games” “games” “games” • Gunman“free” “board games” “adventure games” • Ramp Champ“adventure games” “free apps” “islam” Canada“doodle” “adventure games” “chat” • Adobe Photoshop Express“business” “puzzle games” “kids games” • Doodle Movie Challenge“entertainment” “utilities” “books”“movies” “simulation games” “travel” Saudi Arabia • Opera Mini Web browser • Labyrinth Lite Edition GermanyGermany India Australia • Lego Star Wars the Complete Saga cheats“music” “dial” “games” • Bordatlas“expenses” “productivity” “shooting games” India“music streaming” “contacts manager” “adventure games” • Google Earth“business” “puzzle games” “free” • Free Music Download Lite“rss” “contact” “client”“personal ﬁnance” “books” “voice” Australia“star wars” “free games” “productivity” • Adobe Photoshop Express • TapDefenseApp Search Analytics | May 2011 10

CHOMP SEARCH METRICSApp Search Analytics | May 2011 11

ANDROID QUERIESThe “Top Queries” list shows the top 25 entries typed into the Chomp search Top Queries • freebox on Android devices during May. *Note: no app names were entered • Gamesthough “facebook” was in the #44 position followed by “twitter” at #72. • top apps • free apps Non-App Name vs. App Name • Utilities • Entertainment • adventure games • puzzle games • free games 16% • rpg games • books • fun • music • Productivity • chat • texting • action games • calendar 84% • movies • Social Networking • Photography • utility tools • camera Non-App Name • business Android - May 2011 App Name • 3d games App Search Analytics | May 2011 12

iPHONE AND iPOD QUERIESThe “Top Queries” list shows the top 25 entries typed into the Chomp search Top Queriesbox on iOS devices in May. Compared to April the ratio of non-app name vs • Games • adventure gamesname queries shifted 9% in favor of name searches. • puzzle games • Entertainment Non-App Name vs. App Name • free apps • Utilities • Productivity • books • free • free games 20% • Business • music • Photography • Social Networking • chat • shooting games • Lifestyle • movies 80% • board games • fun games • fashion • kids games • camera Non-App Name • to do list iOS - May 2011 App Name • calendarApp Search Analytics | May 2011 13

A N D R O I D A P P D O W N L O A D S : F R E E V S PA I DOn Chomp, only 5% of all Android Downloads were paid, a 2% increase over April. The $0.01 - $5prices points grew by a combined 1.8% with the $1.00 range earning a 0.9% overall increase. The paidapp with the highest number of referrals was Beautiful Widgets for 1.99. 1.7% 0.01 - 1.00 1.5% 1.01 - 2.00 5% Paid 0.6% 2.01 - 3.00 0.3% 3.01 - 4.00 0.4% 4.01- 5.00 0.1% 5.01 - 6.00 0.1% 6.01 - 7.00 0.0% 7.01 - 8.00 95% Free 0.0% 8.01 - 9.00 0.1% 9.01 - 10.00 0.1% OtherApp Search Analytics | May 2011 14

i O S A P P D O W N L O A D S : F R E E V S PA I DDevelopers offering paid iOS apps saw downloads decrease by 1%, compared to April. The $.99price point has grown a combined 2.4% since April. While on the whole, apps priced above $14.99decreased by .4%, the $31.99 segment represents 35% of the ʻOtherʼ price points ($16.99 - $899.99). 9.2% 0.99 16% 2.9% 1.99 Paid 2.0% 2.99 0.3% 3.99 0.8% 4.99 0.2% 5.99 0.2% 6.99 0.1% 7.99 0.0% 8.99 84% Free 0.3% 9.99 0.1% 14.99 0.3% OtherApp Search Analytics | May 2011 15

M O S T P O P U L A R A N D R O I D C AT E G O R I E SGames hold strong but ʻutilitiesʼ evens the score with ʻentertainmentʼ. Other positive trendsoccurred in books (+1.3%), travel (+.4%), business (+.4%) and education (+.2%). The categorywith the highest loss was games (-2.0%). 27.1% games 16.3% utilities 2% 2% 16.3% entertainment 3% games 7.8% social networking 3% 27% 5.4% music 3% 5.3% productivity lifestyle 4.4% lifestyle 4% 3.2% photography productivity 3.1% books 5% 2.8% travel 2.3% healthcare & ﬁtness music 1.6% news 5% 1.0% business utilities 0.9% ﬁnance social networking 16% 0.8% sports 8% 0.7% weather entertainment 0.6% education 16% 0.3% medicalApp Search Analytics | May 2011 16

M O S T P O P U L A R i T U N E S C AT E G O R I E SCategory rankings on iOS stay consistent. While entertainment and games continue to capture41% of the category market share, medical, finance and weather remain on the bottom threepositions with only 1.7% of the combined total. Shifts occurred only between books and news. 21.8% entertainment 18.6% games 2% 2% 8.4% utilities 2% 2% entertainment 8.0% lifestyle 2% 22% 7.8% productivity 3% 6.6% social networking 4% 4.9% reference 3.8% photography 4% 3.7% music 2.9% education 5% 2.3% travel 2.1% business social networking games 1.8% healthcare & fitness 7% 19% 1.5% navigation 1.5% books productivity 1.4% news 8% sports utilities 0.9% lifestyle 8% 8% 0.7% medical 0.7% finance 0.3% weatherApp Search Analytics | May 2011 17

THE CHOMP 55- AndroidApp Search Analytics | May 2011 18

C H O M P ’ S T O P 5 5 O F M AY - A n d r o i dCongratulations to Chompʼs top 55, our list of the most popular Android apps in May!These apps have captured the hearts and minds of Chomp users over the past month. 1 Lookout Mobile Security Free Utilities #12 April, #27 March 2 Dictionary.com Free Books Chomp 55 debut 3 Google Maps Free Travel #7 April, #1 Mar 4 Google Reader Free News #32 in April 5 GO SMS Pro Free Social Networking #9 in April 6 Dolphin Browser HD Free Social Networking #23 April, #30 March 7 Zedge Ringtones & Wallpapers Free Utilities Chomp 55 debut 8 Pandora Internet Radio Free Music #14 in April 9 Google Translate Free Utilities #43 in April 10 Google Sky Map Free Books Chomp 55 debutApp Search Analytics | May 2011 19

C H O M P ’ S T O P 5 5 O F M AY - A n d r o i d ( 1 1 - 5 5 )11 Angry Birds Seasons #39 in April 34 Advanced Task Killer12 Movies #24 in April 35 Opera Mini Web Browser13 The Weather Channel 36 Twitter14 Angry Birds Rio #37 in April 37 Androidify15 LauncherPro #34 in April 38 Facebook for Android16 TweetDeck (Twitter, Facebook) #1 April, #40 March 39 Shazam17 IMDb Movies & TV 40 Adobe Photoshop Express18 Flash Player 10.3 41 ASTRO File Manager #8 in April19 Yelp 42 SoundHound ($4.99) #49 in April20 Barcode Scanner 43 Google Translate21 Evernote 44 AppBrain App Market22 Words With Friends Free 45 WhatsApp Messenger #30 in April23 TuneIn Radio #17 in April 46 Google Voice #50 April, #46 March24 Google Goggles 47 Bump25 JuiceDefender - battery saver #29 April, #28 March 48 Paper Toss26 Handcent SMS #16 in April 49 Jewels #25 in April27 SoundHound #42 in April 50 Gmail #55 April, #2 March28 Unblock Me FREE 51 Firefox29 Google Docs 52 ColorNote Notepad Notes #46 in April30 Backgrounds 10,000 Wallpapers 53 Speedtest.net Mobile #11 in April31 Adobe Reader #26 in April 54 GO Launcher EX #5 in April32 Google Chrome to Phone #36 in March 55 Fruit Slice #2 in April33 GasBuddy - Find Cheap Gas #10 in AprilApp Search Analytics | May 2011 20

THE CHOMP 55- iOSApp Search Analytics | May 2011 21

C H O M P ’ S T O P 5 5 O F M AY - i O SCongratulations to Chompʼs top 55, our list of the most popular iPhone apps in May!These apps have captured the hearts and minds of Chomp users over the past month.Trends in the far right column are tracked month-over-month, or in this case October – May. 1 Camera+ $1.99 Photography #8 Apr, #17 Feb, #2 Jan 2 The Moron Test $0.99 Entertainment #35 in Dec 3 Fruit Ninja Lite Free Games Chomp 55 debut 4 OpenTable Free Travel Chomp 55 debut 5 Read It Later Pro $2.99 News #3 in March 6 Find My iPhone Free Utilities #11 in Nov 7 Reeder $2.99 News #25 Jan, #25 Dec, #40 Nov 8 Lose It! Free Healthcare & #20 in April Fitness 9 Retina Wallpapers HD w Glow... Free Entertainment #35 Apr, #23 Feb, #38 Dec 10 RunKeeper Free Healthcare & #53 in Jan FitnessApp Search Analytics | May 2011 22

CHOMP’S TOP 55 OF APRIL - iOS (11 - 55)11 The Moron Test: Section 1 33t WordSearch Unlimited Free12 Sol Free Solitaire 35 FML Official13 Fandango Movies - Times & Tickets 36 Waze GPS & traffic (#48 Apr, #28 Mar, #31 Feb, #18 Oct)14 Apple Store (#53 Mar, #31 Dec) 37 Dictionary.com - Dictionary & Thesaurus (#17 Apr)15 Game Dev Story (#3 Apr, #55 Feb, #15 Oct) 38 Epicurious Recipes & Shopping List (#41 Mar, #43 Feb)16 SoundCloud 39 Wikipanion17 Emoji Free! 40 redbox (#13 Feb)18 HeyTell (#6 Dec) 41 Netflix (#46, Apr, #22 Mar, #18 Feb, #28 Jan, #33 Dec, #22 Nov, #24 Oct)19 Dropbox (#20 Feb, #31 Jan, #33 Dec, #22 Nov, #24 Oct) 42 AroundMe20 Engadget 43 WebMD Mobile (#54 Apr, #4 Mar)21 Instagram (#14 Apr, #47 Mar, #30 Dec, #14 Nov, #19 Oct) 44 Sky Burger (#55 Apr, #55 Mar, #53 Nov)22 Plants vs. Zombies (#28 Apr, #36 Feb, #49 Jan, #43 Dec) 45 Key Ring Reward Cards23 Tiny Wings (#9 Apr, #19 Mar, #4 Feb) 46 Facebook (#11, Apr, #37 Mar, #25 Feb, #23 Jan, #19 Dec, #3 Nov, #29 Oct)24 Tumblr (#21 Apr) 47 PayPal (#53 Feb)25 RedLaser (#50 Feb) 48 Mega Jump26 Cut the Rope (#38 Apr, #38 Feb, #18 Jan, #26 Dec, #12 Nov, #20 Oct) 49 Allrecipes.com Dinner Spinner (#6 Apr)27 TuneIn Radio Pro 50 Angry Birds (#15 Apr, #32 Mar, #39 Feb, #42 Nov, #37 Oct)28 Amazon Mobile (#40 Mar, #42 Feb, #32 Dec, #39 Nov, #19 Oct) 51 MyTown (#49 Apr)29 Cut the Rope Lite (#24 Apr, #30 Mar, #19 Jan, #52 Dec, #17 Oct) 52 Wikipedia Mobile (#51 Apr, #48 Mar #15 Feb)30 Pocket God 53 Trainyard Express (#36 Dec, #21 Nov, #47 Oct)31 WolframAlpha (#50 Oct) 54 StumbleUpon! (#6 Mar, #21 Feb)32 Hipstamatic (#38 Nov, #21 Oct) 55 Pulse News for iPhone33t Speedtest,net Mobile Speed TestApp Search Analytics | May 2011 23

THANK YOU! For questions, comments or additional information, please email robin@chomp.comApp Search Analytics | May 2011 24

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