Apple App Store UK Analysis & Metrics Q1 2010

Q1 App Store UK Analysis & Metrics Brandon Mensinga [email_address]

“ Tale of the Tape” Big Picture +54.7% Number of Apps Number of Publishers A verage App Memory Average App Price +37.8% +16.3% -5.3% 98, 290 152, 065 23, 640 32, 568 8 . 69 10 . 11 £1 . 59 £1 . 51

#1: Tsunami of Crap Apps
Definition: Loading any content with a modicum of value into predefined frameworks and shipping
Batch deployments vendors. Ex. 3.5% (5000+) of the App Store offering batch apps for; quotes, recipes, phrasebooks, expired books, jokes etc.
Cookie cutter web 2.0 sites . #5 (115) Most Released Apps March 2010 targeting local businesses

#2: Size Doesn't Matter
For high value apps that provide serious utility memory size becomes a non-factor
High-ranking apps include; Jamie’s 20 Minute Meals (404MB), Love Art: National Gallery, London (202MB), Tom Tom UK & Ireland (316MB) and Ronnie O’Sullivan’s Snooker Classic Breaks (191MB)
For casual apps it is important to provide a quick and easy impulse download
10MB is a good rule of thumb and is supported by the evidence with the average app size
90% of users search and/or browse for apps directly on their iPhone (and not their computer)

#3: More brands; Less opportunity
Business category offers a less attractive environment for start-ups
#1 brand penetration* (20%); more brand candy for consumers
#1 concentration of free apps (55.7%); using apps as distribution channel
#3 biggest downward spiral in price point (-10%); brands intent on acquiring an audience
* we track only half the categories for brand penetration; there may be other categories that exceed business

#4: News vendors; Mistake 2.0
Established news vendors treating mobile like the web. Training consumers to expect free
#1 concentration between 0-£2.99 price brand; (99.7%); even differentiated, niche content players are reticent to experiment with higher price points
£0.52 (versus £0.55) stable price point; shift to en masse in-app subscription model hasn't happened
Free. This includes; ITN News, Daily News and Thomson Reuters
  Free + Digitized Print Ad supported. Metro UK.
Free + Mobile Ad Supported. This includes; Sky News, NYTimes and The Independent
  Free + Sponsored. The Telegraph and Time Mobile
  Free + Ad Supported + Paywall (Metered Access). FT Mobile

#5: Medical; Niche to Commodity
A few app “winners” for each category will rise
#5 app growth category (67%); commoditization process underway
#1 concentration of £5.99+ apps (18%); niche content = higher price point
#1 biggest downward spiral in price point (-21%); niche content = subject to rapid App Store commoditization

Market Survey: iPhone UEX / Dev
If you have produced 5+ distinct apps and would be open to a 30 minute telephone interview, please contact me at [email_address]
To show my appreciation I would be happy to provide you with the just released App Store Metrics UK April 2010 issue.

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Apple App Store UK Analysis & Metrics Q1 2010

by AppManifesto Limited on Apr 09, 2010

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Apple App Store UK Analysis & Metrics Q1 2010 — Webinar Transcript