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Understanding The Kids App Market
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Understanding The Kids App Market

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A presentation from a little while ago about the kids app market, specifically in the iTunes App Store. It has some data, metrics and ideas. It's based off the ilearnii report from 2012.

A presentation from a little while ago about the kids app market, specifically in the iTunes App Store. It has some data, metrics and ideas. It's based off the ilearnii report from 2012.

Published in: Education, Technology

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  • Interesting stats, especially the stats which show lot of focus in on toddlers and preschool incidentally we are also building apps for the same segment. Great slides by the way.
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  • 1. • Sample: 200 apps in educational category • 100 are top-selling paid apps • Analysis based on – – Age – Price – Subject/skill-set – School usage – Branding
  • 2. • 39% of children 2-4 years old have touch screen device • 52% of children 5-8 years old have touch screen device • 25%+ of parents have downloaded an app for their child
  • 3. • The percentage of apps for children has risen in every category, accompanied by decrease in apps for adults • 80%+ of apps in the education category target children • In 2009, 47% of top selling apps targeted preschool or elementary aged children • In 2012, 72% target that age group • Apps for kids 11-14 years old saw 14% increase
  • 4. • 60% of the 25 top-selling apps target toddler/preschool children • Only 20% of the overall sample targets 6- 11 years old – But 50% of top sellers target this age group
  • 5. • There 500,000 apps in Apple’s App Store • 300,000 in Android market • “You can spend a lot of time creating an app, only to find out that the marketing is just as hard as the development.” – Lorraine Akkeman (Moms with Apps).
  • 6. • The 4 P’s – Product – Price – Promotion – Place • Cross promotion – Think of developers as colleagues, not competitors
  • 7. • Average price has risen by $1 2009 – $1.13 2011 – $2.14 • Kids apps are $1 less than Apps for adults
  • 8. • Most kids apps priced $0.99 or $1.99 • iLearn II Suggestion: Developers should not default to lowest price
  • 9. • Most popular: General early learning • Issue: Kids most in need of early learning help don’t have access to apps
  • 10. • STEM apps are popular – Science – Technology – Engineering – Math • Very few literacy apps – May be underserved market
  • 11. • 14% of apps mentioned school usage • Types – Marketed to consumer – Study aids, test prep – Aligned to standards • Interesting trend by age
  • 12. • Of entire sample, only 2 apps based on mainstream branded characters **Only looking at Education category, NOT Games
  • 13. • 46 apps in top charts on both devices – Exploiting true functionality of each device? • More iPad apps for toddler/preschool age group than iPhone – Opposite true for kids 6-11 years old
  • 14. • Price range – – iPad $0.99 to $4.99 – iPhone $0.99 to $19.99 • Average price – – iPad $2.07 – iPhone $2.76
  • 15. • Apps for 6-11 aged children – 20% overall sample targeted this group – 50% top-sellers targeted this group – Same trend for preschoolers in 2009 study • Although kids app prices up by $1, it’s still less than those for adults • Very few apps target beyond general early learning