All platforms are created equal - right?
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All platforms are created equal - right?

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A high-level comparison of mobile app platforms

A high-level comparison of mobile app platforms

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All platforms are created equal - right? All platforms are created equal - right? Presentation Transcript

  • Patrick Kane | Priori Data GmbH | @prioridata All platforms are created equal – right?
  • What this talk covers • “State of the Market” for mobile app platforms – Size / reach – Composition by Category – Growth – Monetization • Key considerations for developers • Q&A
  • Who this is for... • Those thinking about developing an app • Those currently building an app • Those optimizing an existing app • Those investing in app developers
  • Who are we? • We do app store analytics. We track the performance of >2mm apps and >250k developers across iOS, Android, and Windows prioridata.com
  • Key message • There are very few “lucky winner” apps in today’s app stores • Success is becoming expensive. To minimize the expense you need to perform research on your platform, category, and sub-category
  • Size
  • Overall Size Metric iOS Android # of apps 933k 942k 3.4% 4.5% 243k 251k % growth 2.7% 4.6% # of monthly downloads 2.0bn 3.6bn % growth 6.4% 1.0% % growth # of publishers Source: Priori Global Insights Report, July 2013.
  • Overall Size Metric iOS Android Windows # of apps 933k 942k 150k 3.4% 4.5% 2.8% 243k 251k 38k % growth 2.7% 4.6% 3.1% # of monthly downloads 2.0bn 3.6bn 272mm % growth 6.4% 1.0% 15.9% % growth # of publishers Source: Priori Global Insights Report, July 2013.
  • Composition by Category
  • Composition by Category • iOS and Android have virtually the same proportion of games (~15% of all apps) • But....games claim 56% of downloads on iOS, while on Android the figure is only 36% Source: Priori Global Insights Report, July 2013.
  • Composition by Category iOS - Top 5 Categories by Monthly Downloads (mm) Action Games Android - Top 5 Categories by Monthly Downloads (mm) Tools 157 436 Entertainment 135 Casual Games 390 Arcade Games 133 Arcade Games 386 Puzzle Games Communication Adventure Games 103 0 50 Source: Priori Global Insights Report, July 2013. 100 150 200 257 Entertainment 119 254 0 100 200 300 400 500
  • Growth
  • Overall Growth • # of Apps growing on both platforms at nearly ~1,000 per day • # of Publishers growing at 360 per day on Android vs. 215 on iOS
  • A moment on growth • Growth at a high-level is of minimal use • More helpful is studying how your particular category (or sub-category) is growing
  • Growth by Category iOS - Top 5 Categories by Monthly Download Growth (%) Navigation 36.2% Android - Top 5 Categories by Monthly Download Growth (%) Transportation 41.9% 41.9% Role Playing Games 27.3% Travel and Local Trivia Games 26.6% Productivity Puzzle Games 25.9% Racing Games Music Games 0.0% 19.8% 10.0% Source: Priori Global Insights Report, July 2013. 20.0% 30.0% Music and Audio 40.0% 0.0% 16.2% 11.0% 9.4% 10.0% 20.0% 30.0% 40.0% 50.0%
  • Growth by Category iOS - Top 5 Categories by Monthly Download Growth (%) Navigation 36.2% Android - Top 5 Categories by Monthly Download Growth (%) Transportation 41.9% 41.9% Role Playing Games 27.3% Travel and Local Trivia Games 26.6% Productivity Puzzle Games 25.9% Racing Games Music Games 0.0% 19.8% 10.0% Source: Priori Global Insights Report, July 2013. 20.0% 30.0% Music and Audio 40.0% 0.0% 16.2% 11.0% 9.4% 10.0% 20.0% 30.0% 40.0% 50.0%
  • Navigation Category Growth iOS - Top Navigation Sub-Category Growth (%) Car Dealer Info 151.8% Maps and Directions 121.8% Car Rental 70.4% Speed Meters 52.3% Car Refuelling 0.0% Source: Priori Sub-Category Tracker, July 2013. 29.8% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 140.0% 160.0%
  • Growth by Category iOS - Top 5 Categories by Monthly Download Growth (%) Navigation 36.2% Android - Top 5 Categories by Monthly Download Growth (%) Transportation 41.9% 41.9% Role Playing Games 27.3% Travel and Local Trivia Games 26.6% Productivity Puzzle Games 25.9% Racing Games Music Games 0.0% 19.8% 10.0% Source: Priori Global Insights Report, July 2013. 20.0% 30.0% Music and Audio 40.0% 0.0% 16.2% 11.0% 9.4% 10.0% 20.0% 30.0% 40.0% 50.0%
  • Top 10 Gaming Sub-Categories Source: Priori Sub-Category Tracker, July 2013.
  • Growth by Country / Sub-Category Source: Priori Sub-Category Tracker, July 2013.
  • Monetization
  • Overall Monetization Metric iOS Android Paid apps (% of total) 40% 20% Apps w/ IAP (% of total) 11% 5% Downloads of paid apps (% of total) 6% 0.3% -47% -10% 61% 28% % growth Downloads of apps w/ IAP (% of total) Source: Priori Global Insights Report, July 2013.
  • A moment on monetization • Like growth, monetization is a micro concept • Depending on the type of app and your monetization goals, the headline monetization stats may point you in the wrong direction
  • Monetization by Category Source: Priori Global Insights Report, July 2013.
  • Monetization by Category Source: Priori Global Insights Report, July 2013.
  • Conclusion
  • Sanity check • App store analytics are important, but it is by no means the only piece of the puzzle...
  • Some additional considerations • • • • User base (demographics) Device base (fragmentation) Developer environment (documentation) App discovery / user acquisition
  • Sanity check • App store analytics are important, but you have a long journey Source: Vision Mobile Developer Economics Report 2013
  • Your leverage • There are hundreds of tools providers vying for your relationship (so is Priori) • Use this to your advantage: they can lower your barriers to entry, minimize cost, and much more Source: Priori, Vision Mobile Developer Economics Report 2013
  • My final thoughts • Unless you have an established brand, start with one platform • There are no shortcuts with app development, and the game isn’t over once you are in the store • Know yourself: polished perfectionist? iOS. Iterator? Android Source: Priori Data, Vision Mobile Developer Economics Report 2013, Bubba VC.
  • prioridata.com Contact us at info@prioridata.com
  • patrick@prioridata.com Thank you!