‘AppStore
Secrets’

(What
We’ve
Learned
From
30,000,000
Downloads)





                   Greg
Yardley

                C...
30,000,000
Downloads?!

        (Actually,
it’s
a
fair
bit
more
than
that
by
now.)


•  Since
AppStore
launch,
Pinch
Media...
ApplicaUon
Rankings

         (How
does
the
AppStore
work,
anyway?)


For
every
ranked
list
on
the
AppStore,
here’s
a
good...
What
do
you
get
by
appearing
on
a
list?


•  Appearing
on
a
top
100
list
increases
daily

   new
users
by
an
average
of
2....
Case
Study
A:
Well‐Timed
Price
Cut

Case
Study
B:
Not‐So‐Well
Timed

Case
Study
C:
CounterproducUve?

In
general…

•  Don’t
mess
with
a
posiUve
download
trend.

•  Decreasing
price
is
oaen
worthwhile.

•  Aaer
you’ve
been
br...
What
do
I
need
to
get
on
a
list?

       For
free
applicaUons:

                     Top 25 Top 100
six months ago       1...
Case
Study
D:
Happy
Holidays

Do
I
have
a
community?

           (aka
‘How
much
is
my
app
used?’)


•  So
you’ve
got
a
million
downloads
–
congrats!


 ...
Free
ApplicaHons
‐
Usage
Over
Time

                                25.00%

Users
Returning
(%
of
Day
0)


               ...
Paid
ApplicaHons
‐
Usage
Over
Time

                                35.0%

Users
Returning
(%
of
Day
0)



               ...
ApplicaHons
By
Category
‐
Usage
Over
Time

                                30.0%


                                       ...
In
other
words…

•  Users
stop
using
the
average
applicaUons

   prely
quickly.

Long‐term
audiences
are

   generally
1%
...
How
long
are
they
using
it?


•  For
certain
applicaUons,
the
length
of
Ume

   users
use
the
applicaUon
is
important.


•...
So
should
I
give
it
away
or
not?

•  Anyone
browsing
the
top
free
applicaUons

   knows
that
adverUsing
is
an
opUon.

•  T...
Total
ApplicaHon
Runs
Since
First
Use

                         12





                         10

Total
ApplicaHon
Runs...
Average
‘free
vs.
paid’
raUos:

•  for
total
unique
users:

                     7.5
to
1

•  for
total
number
of
Umes
use...
ExtrapolaUng…

•  Assume
free
applicaUons
are
run,
at
most,
a

   dozen
Umes
per
user.

•  We
see
free
applicaUons
run,
on...
Answer:
Hell
no.

Earning
$0.70
in
80
sessions
requires
revenue
of

   $8.75
per
thousand
runs.

If
you
can
show
one
ad
pe...
But
adverUsing
isn’t
always
a
bad
idea.


•  Some
applicaUons
benefit
from
network

   effects,
and
get
far
more
than
6.6x
t...
CumulaHve
ApplicaHon
Runs
Since
First
Use,
By
Decile

                   45



                   40



                  ...
CumulaHve
ApplicaHon
Runs
Since
First
Use,
By
Decile
                                                            CPM

    ...
To
sum
up…

•  Only
a
few
(<5%)
high‐performing
applicaUons

   are
suitable
for
adverUsing
right
now,
and
you

   don’t
k...
Again,
summing
up
‐

•  Usage
Ume
declines
by
almost
a
third
in
the

   first
month
aaer
use,
stabilizing
at
just
under

  ...
This
was
actually
a
sneak
preview

•  AppStore‐wide
reports
are
being
generated

   daily
and
will
be
incorporated
into
Pi...
QuesUons?

          You
can
always
reach
me
at:

            greg@pinchmedia.com

                646‐330‐8540


       I...
iPhone AppStore Secrets - Pinch Media
iPhone AppStore Secrets - Pinch Media
iPhone AppStore Secrets - Pinch Media
iPhone AppStore Secrets - Pinch Media
iPhone AppStore Secrets - Pinch Media
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iPhone AppStore Secrets - Pinch Media

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What we've learned from 30,000,000+ downloads - AppStore structure, average active user base, suitability of advertising vs. paid application sales, average session time, and more.

For more information, contact Pinch Media at www.pinchmedia.com or e-mail support@pinchmedia.com.

35 Comments
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Notes
  • Awesome doc with great applications. Thanks for very interesting post. http://www.mobileappsdevelopmentteam.com
       Reply 
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    Your message goes here
  • iOS6 is going to revolutionize the use of iPhone applications. A quick review of features expected from iOS6
    http://www.slideshare.net/SojoSolutions/features-ofios6
       Reply 
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    Your message goes here
  • You can get realtime stats by country, genre or segment here: http://iosappstats.com/
       Reply 
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    Your message goes here
  • you can try iBestTips app, i found this app in appstore. It contains many helpful tips and it is total Free
    http://itunes.apple.com/us/app/ibesttips/id452280871?ls=1&mt=8
       Reply 
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    Your message goes here
  • What's the source of your stats? I have been researching on this same topic for a while and no seems to know or clue about how Apple ranks the apps. I assume you are using your experience :-). Anyway, I still think you shared some good info. Thanks!

    Saidul Islam from
    http://tukulogics.com/
       Reply 
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iPhone AppStore Secrets - Pinch Media

  1. 1. ‘AppStore
Secrets’
 (What
We’ve
Learned
From
30,000,000
Downloads)

 Greg
Yardley
 Co‐Founder
&
CEO
 greg@pinchmedia.com
 646‐330‐8540

  2. 2. 30,000,000
Downloads?!
 (Actually,
it’s
a
fair
bit
more
than
that
by
now.)
 •  Since
AppStore
launch,
Pinch
Media
has
provided
 developers
with
an
analyUcs
library
to
monitor
app
usage
 –
unique
users,
sessions,
usage
Ume,
etc.

 •  Since
AppStore
launch
we’ve
also
been
collecUng
every
 bit
of
detail
possible
from
the
AppStore
–
rankings,
price
 changes,
you
name
it
–
and
tying
it
back
to
our
analyUcs.
 •  Our
stuff’s
in
a
few
hundred
applicaUons
right
now
–
it’s
 been
in
the
#1
free
and
paid
applicaUon
several
Umes
 each,
and
has
been
in
at
least
ten
of
the
top
100
free
 applicaUons
for
a
while
now.
 •  With
all
of
this
data,
you
learn
a
few
things.



  3. 3. ApplicaUon
Rankings
 (How
does
the
AppStore
work,
anyway?)
 For
every
ranked
list
on
the
AppStore,
here’s
a
good
 rule
of
thumb:
 24‐hour

 rolling
window

 of
units
downloaded
 (So
bunch
up
your
publicity.)

  4. 4. What
do
you
get
by
appearing
on
a
list?
 •  Appearing
on
a
top
100
list
increases
daily
 new
users
by
an
average
of
2.3x.
 •  Greater
gains
result
from
appearing
in
the
top
 25
and
top
10
lists
–
more
variable,
but
oaen
 an
order
of
magnitude.
 •  However,
it’s
not
permanent.

Apple’s
 AppStore
is
structured
for
maximum
turnover.

  5. 5. Case
Study
A:
Well‐Timed
Price
Cut

  6. 6. Case
Study
B:
Not‐So‐Well
Timed

  7. 7. Case
Study
C:
CounterproducUve?

  8. 8. In
general…
 •  Don’t
mess
with
a
posiUve
download
trend.
 •  Decreasing
price
is
oaen
worthwhile.
 •  Aaer
you’ve
been
broadly
exposed,
 experiments
have
less
effect.

 The
average
price
cut
increased
demand
by
130%.
 The
average
price
increase
drops
demand
to
25%.

  9. 9. What
do
I
need
to
get
on
a
list?
 For
free
applicaUons:
 Top 25 Top 100 six months ago 10,000 1,000 three months ago 11,000 1,500 today 20,000 5,000 (Apple
had
a
big
Christmas!)

  10. 10. Case
Study
D:
Happy
Holidays

  11. 11. Do
I
have
a
community?
 (aka
‘How
much
is
my
app
used?’)
 •  So
you’ve
got
a
million
downloads
–
congrats!

 But
what
percentage
use
your
applicaUon
the
 next
day?

The
day
aaer?
 •  The
biggest
applicaUons
in
our
system
have
 +3MM
downloads
–
but
what
kind
of
acUve
 user
base
does
a
download
translate
into?

  12. 12. Free
ApplicaHons
‐
Usage
Over
Time
 25.00%
 Users
Returning
(%
of
Day
0)
 20.00%
 15.00%
 10.00%
 5.00%
 0.00%
 1
 11
 21
 31
 41
 51
 61
 71
 81
 91
 Days
Since
First
Used

  13. 13. Paid
ApplicaHons
‐
Usage
Over
Time
 35.0%
 Users
Returning
(%
of
Day
0)
 30.0%
 25.0%
 20.0%
 15.0%
 10.0%
 5.0%
 0.0%
 1
 11
 21
 31
 41
 51
 61
 71
 81
 91
 Age
Since
First
Used

  14. 14. ApplicaHons
By
Category
‐
Usage
Over
Time
 30.0%
 Entertainment
 Users
Returning
(%
of
Day
0)
 Games
 25.0%
 Sports
 Lifestyle
 20.0%
 UUliUes
 15.0%
 10.0%
 5.0%
 0.0%
 1
 4
 7
 19
 25
 28
 31
 37
 49
 55
 58
 61
 67
 79
 85
 88
 91
 97
 100
 10
 13
 16
 22
 34
 40
 43
 46
 52
 64
 70
 73
 76
 82
 94
 Days
Since
First
Use

  15. 15. In
other
words…
 •  Users
stop
using
the
average
applicaUons
 prely
quickly.

Long‐term
audiences
are
 generally
1%
of
total
downloads.
 •  Paid
applicaUons
generally
retain
their
users
 longer
than
free
applicaUons,
although
the
 drop‐off
is
sUll
prely
steep.
 •  Sports
seems
beler
at
retaining
users
over
 the
short
term;
entertainment
at
retaining
 users
over
the
long
term.



  16. 16. How
long
are
they
using
it?

 •  For
certain
applicaUons,
the
length
of
Ume
 users
use
the
applicaUon
is
important.

 •  Branded
applicaUons
care
deeply
about
 engagement.
 •  ApplicaUons
showing
ads
periodically
also
care
 about
session
length,
for
obvious
reasons.
 •  In
general,
every
second
the
app’s
open
is
a
 second
it
can
be
seen
by
or
recommended
to
 others.



  17. 17. So
should
I
give
it
away
or
not?
 •  Anyone
browsing
the
top
free
applicaUons
 knows
that
adverUsing
is
an
opUon.
 •  The
biggest
player
is
AdMob,
but
Pinch
Media
 has
some
partnerships
with
ad
networks
that
 supply
some
of
these
ads.

 •  However…
I
used
to
be
much
more
 enthusiasUc
about
adverUsing
than
I
am
today.

 Here’s
why:

  18. 18. Total
ApplicaHon
Runs
Since
First
Use
 12
 10
 Total
ApplicaHon
Runs
 8
 6
 4
 2
 0
 1
 11
 21
 31
 41
 51
 61
 71
 81
 Days
Since
First
Use

  19. 19. Average
‘free
vs.
paid’
raUos:
 •  for
total
unique
users:
 7.5
to
1
 •  for
total
number
of
Umes
used:
 6.6
to
1
 •  for
total
Ume
spent
using
the
applicaUon:
 3.9
to
1



  20. 20. ExtrapolaUng…
 •  Assume
free
applicaUons
are
run,
at
most,
a
 dozen
Umes
per
user.
 •  We
see
free
applicaUons
run,
on
average,
6.6
 Umes
as
oaen
as
paid
applicaUons.
 •  A
paid
applicaUon
returns
at
least
$0.70
/
user.
 •  Doing
the
math
–
12
x
6.6
=
80
sessions.
 •  Can
the
average
applica/on
make
more
than
 $0.70
off
adver/sing
in
80
sessions?




  21. 21. Answer:
Hell
no.
 Earning
$0.70
in
80
sessions
requires
revenue
of
 $8.75
per
thousand
runs.
 If
you
can
show
one
ad
per
session,
that’s
an
 $8.75
CPM.
 Right
now,
with
the
ad
market
how
it
is,
 adverUsing
rates
of
$0.50‐$2.00
CPM
are
 much
more
typical.
 The
typical
applicaUon
would
have
to
bombard
 its
users
with
ads
to
beat
the
money
it’d
make
 from
paid
sales.





  22. 22. But
adverUsing
isn’t
always
a
bad
idea.

 •  Some
applicaUons
benefit
from
network
 effects,
and
get
far
more
than
6.6x
the
users
 they’d
get
if
they
charged.
 •  Some
applicaUons
are
excepUonally
‘sUcky’
–
 users
use
the
app
far
more
than
average.
 •  Some
applicaUons
–
generally,
ones
catering
 to
people
with
money
–
can
command
beler
 adverUsing
rates
than
usual.


  23. 23. CumulaHve
ApplicaHon
Runs
Since
First
Use,
By
Decile
 45
 40
 35
 30
 ApplicaHon
Runs
 25
 20
 15
 10
 5
 0
 1
 6
 11
 16
 21
 26
 31
 36
 41
 46
 51
 56
 61
 66
 71
 76
 81
 86
 91
 96
 Days
Since
First
Used

  24. 24. CumulaHve
ApplicaHon
Runs
Since
First
Use,
By
Decile
 CPM
 45
 <
$2.00
 40
 35
 30
 ApplicaHon
Runs
 25
 20
 15
 ~
$7.00
 10
 ~
$15.00
 5
 ~
$35.00
 0
 1
 6
 11
 16
 21
 26
 31
 36
 41
 46
 51
 56
 61
 66
 71
 76
 81
 86
 91
 96
 Days
Since
First
Used

  25. 25. To
sum
up…
 •  Only
a
few
(<5%)
high‐performing
applicaUons
 are
suitable
for
adverUsing
right
now,
and
you
 don’t
know
if
you’ve
got
one
unUl
aaer
launch.

 •  In
other
words
‐
unless
there’s
something
 inherent
about
the
app
that
screams
free,
sell
it.
 •  Install
analyUcs
in
your
applicaUon
and
watch
 your
sessions
per
user
over
Ume.

Within
a
few
 weeks,
you’ll
know
if
you’ve
got
a
sUcky
 applicaUon.
 •  Only
release
an
ad‐supported
version
when
you
 have
data
strongly
indicaUng
success.

  26. 26. Again,
summing
up
‐
 •  Usage
Ume
declines
by
almost
a
third
in
the
 first
month
aaer
use,
stabilizing
at
just
under
 five
minutes.

 •  Paid
applicaUons
see
slightly
more
use
soon
 aaer
installaUon,
and
are
used
for
slightly
 longer
periods.
 •  The
biggest
usage
differenUator
is
category
–
 games
are
used
for
longer
periods
than
any
 other
type
of
applicaUon.

  27. 27. This
was
actually
a
sneak
preview
 •  AppStore‐wide
reports
are
being
generated
 daily
and
will
be
incorporated
into
Pinch
 Media’s
reporUng
site
in
the
near
future.
 •  Any
applicaUon
using
our
analyUcs
library
and
 acUvely
sending
in
data
gets
access
to
all
 ecosystem‐wide
reporUng
for
free.

 •  Pinch
Media
wants
to
know
what
else
you
 want
baked
into
this
reporUng.

  28. 28. QuesUons?
 You
can
always
reach
me
at:
 greg@pinchmedia.com
 646‐330‐8540
 If
you’ve
got
a
technical
quesUon,

 support@pinchmedia.com
goes
to
the
 enUre
company.
 You
can
see
a
demo
at
demo.pinchmedia.com,
or
 just
get
started
at
developer.pinchmedia.com.


×