Xyo App Search Report USA July 2013 - How users search for iPhone, iPad, Google Play (Android), Windows Phone apps and games

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Welcome to the 1st edition of Xyo’s App Search Report. In this unique report series we provide actionable know-how for app marketers to drive their data-driven app search marketing on the Apple App …

Welcome to the 1st edition of Xyo’s App Search Report. In this unique report series we provide actionable know-how for app marketers to drive their data-driven app search marketing on the Apple App Store, Google Play and Windows Phone Marketplace.


At the last Google I/O Ankit Jain, Head of Search and Discovery for Google Play, disclosed that “for the average app, search actually makes up the vast majority of installs.” He went on to describe two kinds of search queries - “categorical” and “navigational”.

It was the first time an official from the big app stores disclosed any relevant data on user app search behavior.

Yet, so while the importance of app search as part of app discovery bas been established, there’s hardly any publicly available data beyond Jain’s statement.

With this report series we aim to change that and particularly help the long-tail of indie developers to use app search marketing know-how to their advantage.

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  • 1. xyo.net App Search USA July 2013
  • 2. Welcome to the 1st edition of Xyo’s App Search Report USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers At the last Google I/O Ankit Jain, Head of Search and Discovery for Google Play, disclosed that “for the average app, search actually makes up the vast majority of installs.” He went on to describe two kinds of search queries - “categorical” and “navigational”. “Categorical” queries describe “app genres” such as “train schedules” or “multiplayer” games. “Navigational” queries refer to “app titles” such as “Angry Birds”, “Hotel Tonight” or “Beautylish.” It was the first time an official from the big app stores disclosed any relevant data on user app search behavior. Yet, so while the importance of app search as part of app discovery bas been established, there’s hardly any publicly available data beyond Jain’s statement. Appbrain shares a small amount of its search terms while in the past Chomp was sharing its data. So, there’s only little actionable know-how for app marketers to drive their data-driven app marketing. With this report series we aim to change that. Also, we at Xyo have the mission to empower an app search that goes beyond today’s status quo of top 25 charts and editorials. Currently app stores put “top free”, “top paid” and “top grossing” charts front and center in the design of the stores, creating a winner-takes-all effect for the top apps. In contrast, Xyo is built on best-in-class technology that enables the discovery of a long-tail of apps. With this report we also want to help the long-tail of indie developers by being transparent about our search queries and helping them to use this know-how to their advantage.
  • 3. Competition among most app genres is harder on iPhone than on Android Back in December 2011 we already reported that Android is for apps and iPhone is for games. If anything, this is even more true today. An apples to apples comparison of slides 32 and 36 shows significantly lower user audiences for the US top 10 app genres on iPhone compared to those on Android. Is gaming on iPhone vs iPad not as different as hoped? Many in the gaming industry hope for a demand for genre-specific titles for tablet devices, specifically the iPad. But is there an appetite for new game genres on iPad? We continue to see little evidence in our search traffic that it is. Users query for nearly the same game interests on iPad as they do on iPhone, with one caveat: On iPad there’s a lean towards games for a “kids” audience. Cooking Games, Quest and Mystery and Learning Games for Kids continue to be among the most searched game interests in the US on Xyo. See pages 14 & 16 for a comparison. App Search Report Story lines from looking at what apps people search for on Xyo VS VS USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Windows Phone App Store Search Optimization is not worth the effort, yet We at Xyo are excited about the long-term prospects of Windows Phone as documented by www.xyo.net/lumia. Yet, for now, we would advise WP developers not to spend too much time optimizing their apps for app search. As seen on pages 37 & 38, despite the relatively small amount of apps on WP the competition among app genres in the US is generally too high for developers to see much value added through ASO.
  • 4. Competition - Average user audience for apps of a specific app genre on App Usage Metrics - How can developers benefit from the two query types that dominate app search? 1. App Title queries. Developers can piggyback off the search traffic for certain leading apps. We show the top queried apps and related apps that benefit from these apps on Xyo. 2. App Interest queries. Currently there’s no transparency on which app genres are most searched for across platforms. We show the top queried app interests for each platform on Xyo as well as related app interests users are exploring from there. In which app genre can developers expect the highest competition? As a benchmark, what average audience size can they expect for apps of a specific app genre? On Xyo the traffic among the different app genres is more or less evenly split. In todays’ app stores it’s impossible to get significant exposure for many app genres. We highlight some of the app interests developers can benefit most and least from on iOS, Android & WP. App Search Report Overview Optimize the wording in your app for specific app titles or app interests. For app title traffic, benchmark your app on a category leader (specifically on Google Play). For app interest traffic, be creative - include words that are related to a genre. There are app genres out there where it pays to do ASO, and others where it doesn’t. ! Developer? View some related hands-on advice in ASO 101 for Developers 3 4 1 2 USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 5. App Search Report Resources for ASO USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers ! Developer? View some related hands-on advice in ASO 101 for Developers 3. Google on App Discovery in Google Play http://www.youtube.com/watch?v=5Od2SuL2igA 1) Get the “Designed for Tablets” Designation (29:28) 2) Ensure Helpful Web Anchors (30:40) Have bloggers put “link juice” in the article by putting something interesting in those articles linking to your app. 3) Avoid Common Mistakes (31:04) Choose app names carefully, use targeting expressions on the developer console and give the correct developer URL, if one exists. 4) Use a Smaller APK (32:49) 5) Create a Viral Loop (33:34) Have users review and rate apps.  Use Google Plus Recommendations API to allow users to +1 an app from within your app. Integrate with Google Play’s game services. 1. Cheat Sheets & To Do Lists @Apptamin has compiled a cheat sheet to download http://www.apptamin.com/ASO_Cheat_Sheet.pdf @Sensortower has put a to do list on iPhone and iPad marketing online https://sensortower.com/iphone-app-marketing @Searchmanseo has compiled top 10 developer tips http://www.slideshare.net/searchmanseo/top-10-developer-tips-mobile-seo-in- apples-app-store-i-phone-ipad-ios7-infographic-by-searchmancom 2. General SEO Guides By @Appcodes http://www.slideshare.net/kolinko/appcodes-app-store-marketing- toolbox-11535165 By @Mobiledevhq http://moz.com/blog/app-store-seo-the-inbound-marketers-guide-to-mobile By @Xyo http://www.slideshare.net/xyologic/xyo-appsearchoptimisationforcasualconnect @Gabrielmachuret’S ASO course https://www.udemy.com/app-store-optimization/ 5 6 7
  • 6. App Search Metrics
  • 7. On Xyo, 30% of users who look up a specific app like “Angry Birds” go on to install an app. The majority of them, though, already have that app already installed and really want more games that are “similar” and “as good” as Angry Birds. Hence they go on to install up to 3 “related apps”. Background Navigational = App Title Queries on Xyo Most users who type “Angry Birds” go on to download “related games” like “Fruit Ninja Free”, “5 Vikings”, and “Angry Birds Space” USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 8. When they submit their apps to app stores, developers are manually categorizing their apps into a few pre-defined native app categories. But they don’t work as they are too general and are not well integrated into the app store user experiences. In contrast, we classify apps with our probabilistic topic modeling algorithms that identify hundreds of “app interests” that really exist. The effect: On Xyo all app interest queries get exposure. It turns out users want to download many more types of apps - once you let them know that they exist. Background Categorical = App Interest Queries on Xyo Xyo gives hundreds of app interests exposure - not only those who are featured manually App Interests VS Native Categories 550 vs 22 520 vs 22 480 vs 45 Game Interests VS Native Categories 110 vs 5 120 vs 19 80 vs 19 USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 9. ! 27% 40% 33% App Interest Other* App Title 29% 32% 39% Topic Queries Other Queries Single App Queries 36% 28% 36% App Interest Other* App Title App Title Other* 30% 33% 37% User behavior on Xyo How Xyo users find apps App Interest Other* App Title App Interest App Interest Other* App Title 1 USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers * Other queries include: Auto-complete queries (eg a users types “A” into the search box, the search box fills up with suggestions starting with “A” and then the user clicks), Top list queries (a user views the top overall/free/paid apps or games), Text queries (a user types anything into a search box that is not an app title or a free query) Developer? View some related hands-on advice in ASO 101 for Developers
  • 10. iPhone searches on Xyo Top 10 App Title queries Related apps visitedMost searched on Xyo Other* ! 2 USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Developer? View some related hands-on advice in ASO 101 for Developers Instagram Advance Art Camera FX, Arts Camera FX Clash of Clans Empire Online, Arel Wars Candy Crush Saga Minecraft, Popstar! Injustice: Gods Among Us Supreme Heroes, Man of Steel Clear Vision (17+) G.U.N., High Noon Fruit Ninja Cut the Rope, Angry Birds Free Evernote Catch Notes, Microsoft OneNote Amazon Mobile The Home Depot, shopkick Subway Surfers Tap the Frog: Doodle, Sonic Dash ChronoGrafik-Alarm Clock + Shake to Snooze Alarm Clock Pro, Alarm Clock Free
  • 11. iPad searches on Xyo Top 10 App Title queries Related apps visitedMost searched on Xyo USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Candy Crush Saga Diner Dash: Grilling Green, Bakery Story Clash of Clans Kingdom Rush Frontiers HD, Final Fantasy Tactics The Room Haunted Manor, Shadow Wolf Mysteries Plants vs Zombies HD Bejeweled HD, Bejeweled Blitz Play123 Play Lab, Kid Puzzles Puzzingo Running with Friends HD Free Temple Run 2, Doodle Jump HD The Secret Society - Hidden Mystery The Tribez HD, Secret Passages: Hidden Objects Scholastic Storia Kindle, Kobo Books The Tribez HD Hobby Farm HD, Letters from Nowhere 2 Quiz Generator TeacherKit, iTunes U
  • 12. Related apps visitedMost searched on Xyo Android searches on Xyo Top 10 App Title queries USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Candy Crush Saga Unblock Me Free, Puzzles with Matches Age of Warring Modern War, Blood Brothers SwiftKey Keyboard A.I. type Keyboard Free, Swype Keyboard Subway Surfers Temple Run 2, BMX Boy Tower Defense Castle Defense, Fort Conquer Facebook Messenger Messenger Play!, ChatON Modern War Age of Warring Empire, BattleFriends at Sea WhatsApp Messenger Viber, Tango Amazon Mobile Age of Warring Empire, BattleFriends at Sea Drag Racing Walmart, the Coupons App
  • 13. Windows Phone searches on Xyo Top 10 App Title queries Related apps visitedMost searched on Xyo USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Temple Run AE City Jump, Ragdoll Run Facebook YouTube, Swapchat WhatsApp Messenger, Swapchat YouTube Facebook, Keek Pedometer Master Free Skye Music, Runtastic Pro Angry Birds Messenger Play!, ChatON #2InstaWithLove Photostatic Free, PhotoGrid Music Amazing Music, Stop the Music! Kik Messenger Messenger, Swapchat Amazon Mobile eBay, Newegg
  • 14. Role Playing Games War Games, RPG & Fantasy Shooting Games Classic Arcade, Gun and Shoot’em Up Jump and Run Classic Arcade, Farm and Animal Games Build and Manage Sims Cooking Games, Virtual Pets & Families Classic Arcade Jump and Run, Space and Aliens War Games Tower Defense, RPG & Fantasy Racing Games Stunts and Tricks, Sport Events Games Puzzles and Logic Games Learning Games for Kids, Various Block Games Virtual Pets and Families Build and Manage Sims, Farm and Animal Games Various Block Games Puzzle and Logic Games, Arcade Ball Games Related game interests users click onTop 10 game interests Other* ! 3 USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Developer? View some related hands-on advice in ASO 101 for Developers iPhone searches in Xyo Most popular game interests
  • 15. Children’s Education Children’s Stories, Snack Recipes Photos and Authoring Cameras, Image Filters for Pictures Social Networking IM and Messaging, Dating Note Taking Text Editors and Tools, Cloud Storage Cameras Photo Organizers, Image Filters for Pictures Latest News Weather Monitoring and Alerts, Internet Radio Testing Driver Resources, School and Study apps Children’s Stories Children’s Education, Fairy Tales To-Do Lists Reminders, Note Taking Fairy Tales Children’s Stories, Children’s Education Related app interests users click onTop 10 app interests USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers iPhone searches in Xyo Most popular app interests
  • 16. iPad searches in Xyo Most popular game interests Shooting Games Jump and Run, War Games Role Playing Games War Games, RPG & Fantasy Build and Manage Sims Fashion and Style Games, Cooking Games War Games RPG and Fantasy, Space and Aliens Classic Arcade Jump and Run, Space and Aliens Quest and Mystery Fairy Tales and Magic, Escape Games Learning Games for Kids Puzzles, Farm and Animal Games Jump and Run Classic Arcade, Farm and Animal Games Cooking Games Build and Manage Sims, Fashion & Style Games Racing Games Stunts and Tricks, Jump and Run Top 10 game interests USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Related game interests users click on
  • 17. Children’s Education Children’s Stories, Language Learning Note Taking Sketching and Drawing, To-Do Lists Magazines Fashion and Style, Latest News TV Various Video Content, Remote Control Apps eBooks and eReader Children’s Education, Document Management To-Do Lists Calendars, Note Taking Latest News Weather Monitoring and Alerts, Magazines Sketching and Drawing Children’s Education, Cameras Document Management Document Processing, Document Viewers and Converters Media Players* Document Management, Cloud Storage iPad searches in Xyo Most popular app interests Top 10 app interests USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Related app interests users click on
  • 18. Android searches in Xyo Most popular game interests War Games RPG and Fantasy Puzzles and Logic Games Adventure Games Racing Games Jump and Run Crime and Mafia Games Word Games Fashion and Style Games Guides and Cheats War Games War Games, Space and Aliens RPG and Fantasy Adventure Games, War Games Puzzles and Logic Games Adventure Games, Quiz and Trivia Adventure Games Puzzle and Logic Games, Construction Games Racing Games Traffic Control, Adventure Games Jump and Run Adventure Games, Classic Arcade Crime and Mafia Games Adventure Games, Money Making Games Word Games Puzzle and Logic Games, Guessing Games Fashion and Style Games Virtual Pets and Families, Kids’ Games Guides and Cheats Puzzle and Logic Games, Quiz and Trivia Related game interests users click onTop 10 game interests USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 19. Android searches in Xyo Most popular app interests USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Live Wallpapers Device Themes and Launchers, Astronomy Device Themes/Launchers App Search and Discovery, Desktop Companion Social Networking Facebook Related, IM and Messaging IM and Messaging Facebook Related, Text Messaging Hacking Backup and Restore Data, Device Themes and Launchers Desktop Companion Client-Side Software, Network Tools Language Learning Pharmacies, Voice Controlled Apps Voice Over IP Phone Dialers, Call Managers and Tools Watch Movies and Shows Video, Social Networking Webcams/Video Surveillance Network Tools, Photos and Authoring Related app interests users click onTop 10 app interests
  • 20. Windows Phone searches in Xyo Most popular game interests USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Shooting Games Space and Aliens, Tower Defense Jump and Run Space and Aliens, Shooting Games Brain Teasers and Trainers Math Games, Memory Games Racing Games Jump and Run, Parking and Traffic Games War Games Space and Aliens, RPG & Fantasy Space and Aliens Shooting Games, War Games Tower Defense Space and Aliens, Shooting Games Tile Puzzles Mahjong, Word Games Word Games Language Learning Games, Tile Puzzles Farm and Animal Games Language Learning Games for Kids, IQ and Memory Games Related game interests users click onTop 10 game interests
  • 21. Windows Phone searches in Xyo Most popular app interests USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers Photo and Video Sharing Cameras, Sketching and Drawing Note Taking Data Privacy, Text Messaging Social Networking IM and Messaging, Text Messaging IM and Messaging Text Messaging, Photo and Video Sharing Video Players Video, Music Players Music Players Remote Control Apps, Social Networking File Managers Photo and Video Sharing, Data Privacy Data Privacy Text Messaging, Photo and Video Sharing Cameras Photo and Video Sharing, Stopwatches and Timers Remote Control Apps Networking Tools, Music Players Related app interest users click onTop 10 app interests
  • 22. ASO 101 for Developers
  • 23. We define ASO as “a set of techniques to improve ranking for specific user queries in the app stores.” While every store is different, they have a lot in common: - title, descriptions - keywords - downloads - ratings & reviews ASO 101 for Developers ASO today: Optimize your app for app titles or genres 1 !Hands-on advice for developers Given that most of the users either search for app titles or app genres we suggest that developers particularly test and optimize app titles, descriptions (on Google Play) and keywords around either. Most people in the industry agree that “these are the super-early days of ASO.” The ranking algorithms in the App Store, Google Play, WP are all slightly different. Still, to generalize, developers can still think of app search as a simple keyword search where tweaking the title, descriptions and keyword makes most of the difference. - icon & screenshots - back links & social signals - browsing & search USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers As MobileDevHQ noted the majority of iOS developers now have keywords in their app titles. According to Appnique 100,000s of iOS apps get title and description updates each quarter.
  • 24. ASO 101 for Developers ASO today: Professional ASO tools 1 !Hands-on advice for developers Professional ASO tools offer keyword suggestions. For developers ASO is more art than science. Based on the keyword suggestions it’s up to the developers to try out new titles, descriptions and keywords and see if there’s any difference. http://www.appcodes.com/ https://appnique.com/ http://www.mobiledevhq.com/ https://searchman.com https://sensortower.com/ @appcodes http://www.slideshare.net/kolinko/ @mobiledevhq http://blog.sensortower.com @sensortower @searchmanseo @appnique https://searchman.com/tutorials/ USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers http://mobiledevhq.com/articles http://appnique.com/articles
  • 25. App Search Analytics For app title, traffic benchmark your app on the genre leader whose audience is similar to yours (specifically on Google Play) 2 Hands-on advice for developers Are you the developer of a photo app? If your audience is sizeable enough, you will benefit from app search traffic if you add “Instagram” to your app’s title, description or keywords. Be it “Instaffect FX - Awesome Fotos for Instagram” or “InstaCollage Pro - Pic Caption for Instagram FREE” - both currently benefit from “app title” search traffic related to “Instagram”. ! USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 26. App Search Analytics For app title, traffic benchmark your app on the genre leader whose audience is similar to yours (specifically on Google Play) 2 Hands-on advice for developers Please note that this tactic particularly works for Google Play and Windows Phone Marketplace. For iOS, unless your app is a direct complement to Instagram (like in our examples), it's very likely that Apple will not approve your title (by not approving the app or changing the title by removing the keyword in question) according to their guidelines that protects IP. Also, this tactic of piggybacking of a clear genre leader is not the panacea for most indie developers. “Instaffect FX” can use this tactic effectively because they already have a couple of million app downloads. On the App Store, Google Play and Windows Marketplace “downloads” remain the most important factor that determines an app’s ranking. If you are an indie developer with 100,000 or 200,000 downloads you should instead try to piggyback of a photo app that has 1m or 2M downloads itself. Of course, traffic from that app title will likely be lower than from the overall genre leader. ! Please note that on Xyo the effect from such tactics is much lower. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 27. App Search Analytics For app interest traffic, be creative - include words that are related to a genre 3 !Hands-on advice for developers The App Store has 27 native app and game categories, Google Play has 41 and the Windows Phone Marketplace has 64. But these native categories rarely explain to a user what a particular app really is about. In the App Store, for any game results you only see the generic “games” below the game’s title. So the chances are that when a user finds your game and clicks on the detail page of it they really don’t know what the game is about. This makes your game’s description particularly important from a user perspective. We suggest to developers that: - they add copy to their screenshots (which the users see first) - they use the first sentence of their app (please note that Google also crawls an app’s description while Apple does not) USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 28. App Search Analytics For app interest traffic, be creative - include words that are related to a genre 3 !Hands-on advice for developers Funzio’s Modern War, for example, does this very well. There’s a “Build your military empire” on the first screen shot and the first sentence says “The first-ever military game” and we can safely assume that „military game“ is also one of the keywords. Given the game’s already large audience the game ranks first for “military games” and benefits most from that genre-specific traffic. But what if you are an indie or even niche developer? Here again, the class system you’ve become familiar with in Advice #2 applies. In general indie developers should aim for two keywords - with lower search volumes. Genre-specific app search traffic they can compete on Top Developer e.g. “Racing Game“ Indie Developers e.g. “Nascar + Racing Game“ USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 29. App Search Analytics There are some app genres out there where it pays off to do ASO, and there are others where it doesn’t 4 !Hands-on advice for developers As we’ve mentioned before, ASO is not a magic pill that will create an audience for an app overnight. Given how much the factor “downloads” weighs in the algorithms of the leading app stores, for both app title and app genre traffic, we previously suggested that developers try to compete within “their classes”. But there’s an additional observation. Looking at the stores we see that there are app genres where indie and niche developers should not continue to compete anymore without a significant marketing budget. This is not news. Market research company Distimo reported that on iPhone only 2% and on Google Play only 3% of publishers are new. Analytics company Adeven recently talked about 579,001 out of 888,856 iOS apps being “zombies”. So, as we show on slides 31-38, some of the most popular game and app interests across the platforms suffer from cutthroat competition: - On iPhone, Block Games, News and Camera apps are so overcrowded that it’s close to impossible to stand out - On iPad, Racing Games, Puzzles and especially Magazines and eBooks/eReader - On Google Play, Adventure Games, Social Networking apps - On Windows Phone, Word Games, Sports Games, Social Networking, Messaging, Photo and Video Sharing and Music Player apps USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 30. App Genre Competition Index
  • 31. Competition among the top 10 game interests with the highest MAUs Block Games are particularly competitive on iPhone 1 62 3 4 5 7 8 9 10 % of app interest as of total MAU* % of apps in this interest vs all apps** Avg users per app 1 Build & Manage Sims 3.8 1.7 54.7k 2 Racing Games 3.5 4.0 20.6k 3 Jump and Run 3.2 4.3 17.6k 4 Classic Arcade 3.1 4.0 18.5k 5 Word Games 2.7 3.9 16.1k 6 Role Playing Games 2.4 2.1 27.1k 7 Sport Ball Games 1.9 1.9 23.5k 8 Gun and Shoot’em Up 17 0.9 26.8k 9 Virtual Pets and Families 1.6 0.7 54.8k 10 Various Block Games 1.5 3.8 9.6k 4 Developer? View some related hands-on advice in ASO 101 for Developers ! * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 120 game interests it sees in the App Store. This chart ranks the top 10 game interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 32. 1 62 3 4 5 7 8 9 10 Competition among the top 10 app interests with the highest MAUs Latest News and Camera apps are particularly competitive on iPhone % of app interest as of total MAU* % of apps in this interest vs all apps** Avg users per app 1 Social Networking 2.1 4.0 12.7k 2 Latest News 1.7 6.5 6.1K 3 Light Effects 1.3 2.0 16.2K 4 Cameras 1.2 7.4 3.9K 5 Bible Study 1.1 1.9 14.6K 6 Sketching and Drawing 1.0 3.6 7.0K 7 TV 1.0 3.1 7.9K 8 Weather 1.0 2.2 11.0K 9 Sounds and Soundboards 1.0 2.0 8.9K 10 Football and Baseball 1.0 4.4 5.1K * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 520 app interests it sees in the App Store. This chart ranks the top 10 app interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 33. 1 62 3 4 5 7 8 9 10 Competition among the top 10 game interests with the highest MAUs Racing Games and Puzzles are particularly competitive on iPad % of app interest as of total MAU* % of apps in this interest vs all apps Avg users per app 1 Quest and Mystery 6.5 3.0 15.8k 2 Build and Manage Sims 6.3 2.2 20.6k 3 Classic Arcade 4.3 4.3 7.4k 4 Word Games 3.1 4.5 5.2k K5 Jump and Run 2.9 4.4 4.8k 6 Racing Games 2.6 5.3 3.6k 7 Slot Machines 2.5 2.0 9.1k 8 Role Playing Games 2.3 2.5 6.6k 9 Puzzles 2.1 5.3 3.0k 10 War Games 2.0 2.9 5.1k * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 120 game interests it sees in the App Store. This chart ranks the top 10 game interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 34. Competition among the top 10 app interests with the highest MAUs Magazines and eBooks and eReader are particularly competitive on iPad % of app interest as of total MAU* % of apps in this interest vs all apps** Avg users per app 1 Weather 3.1 1.9 12.4k 2 Magazines 2.9 20.8 1.0k 3 TV 2.6 3.8 5.1k 4k4 Latest News 2.5 6.0 3.1k 5 Bible Study 1.8 2.2 6.1k 6 eBooks and eReader 1.4 2.0 1.5k 7 Children’s Education 1.4 26.7 0.3k 8 Slot Machines 1.3 1.4 6.8k 9 Social Networking 1.3 1.5 13.5k 10 Search Engines 1.2 5.8 6.0k 1 62 3 4 5 7 8 9 10 * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 520 app interests it sees in the App Store. This chart ranks the top 10 app interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 35. Competition among the top 10 game interests with the highest MAUs Adventure Games are particularly competitive on Android 1 62 3 4 5 7 8 9 10 % of app interest as of total MAU* % of apps in this interest vs all apps** Avg users per app 1 Racing Games 5.2 3.5 37.0k 2 Jump and Run 3.5 3.3 26.5k 3 Classic Arcade 3.4 2.0 42.2k 4k4 Arcade Ball Games 2.2 2.1 26.0k 5 Word Games 2.2 3.7 14.4k 6 Puzzle and Logic Games 2.0 3.3 14.6k 7 Adventure Games 1.9 5.0 9.2k 8 Social NRPG and Fantasy etworking 1.9 2.3 19.9k 9 Construction Games 1.7 0.9 48.7k 10 Casino Games 1.6 2.2 17.0k * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 110 game interests it sees on Google Play. This chart ranks the top 10 game interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 36. Competition among the top 10 app interests with the highest MAUs Social Networking apps are particularly competitive on Android 1 62 3 4 5 7 8 9 10 % of app interest as of total MAU* % of apps in this interest vs all apps** Avg users per app 1 Content Discovery 10.0 2.5 98.8k 2 IM and Messaging 6.6 2.8 59.0k 3 eMail Clients 5.1 0.4 291.3k 4 Social Networking 4.4 10.6 10.2k 5 MediaPlayers/ Organiz. 4.3 4.1 26.3k 6 GPS and Navigation 4.0 4.1 18.9k 7 Watch Movies and Shows 3.8 5.4 17.7k 8 Photos and Authoring etworking 3.7 5.3 14.7k 9 Search Engines 2.9 6.1 47.1k 10 Weather 2.9 1.5 19.0k * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 520 app interests it sees on Google Play. This chart ranks the top 10 app interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 37. Competition among the top 10 game interests with the highest MAUs Word Games and Sports Games are particularly competitive on WP 1 62 3 4 5 7 8 9 10 % of app interest as of total MAU* % of apps in this interest vs all apps** Avg users per app 1 Word Games 0.2 1.3 3.8k 2 Tile Puzzles 0.1 0.7 3.7k 3 Jump and run 0.1 0.6 3.5k 4 Various Bloc Games 0.1 0.4 4.2k 5 Bubble Shooters 0.1 0.3 5.8k 6 Collecting Games 0.1 0.2 8.8k 7 Color Puzzles 0.1 0.6 2.7k 8 Racing Games etworking 0.1 0.2 7.0k 9 Solitaire 0.1 0.3 5.4k 10 Various Sports Games 0.1 0.7 1.9k * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 80 game interests it sees in the Windows Phone Marketplace. This chart ranks the top 10 game interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 38. Competition among the top 10 app interests with the highest MAUs Social Networking, IM and Messaging, Photo and Video, Music Player apps are particularly competitive on WP % of app interest as of total MAU* % of apps in this interest vs all apps** Avg users per app 1 Flashlights 0.2 0.8 3.9k 2 Social Networking 0.1 0.9 2.6k 3 IM and Messaging 0.1 0.9 2.6k 4 Ringtones 0.1 0.3 7.8k 5 Weather 0.1 0.6 2.9k 6 Photo and Video Sharing 0.1 1.2 1.4k 7 Battery Monitors 0.1 0.2 2.7k 8 Watch Moves and Shows etworking 0.1 0.6 2.0k 9 Video 0.1 0.5 2.2k 10 Music Players 0.1 1.4 0.7k 1 62 3 4 5 7 8 9 10 * Xyo is working with a 3rd party analytics provider to estimate the MAUs (monthly active users) for the key 480 app interests it sees in the Windows Phone Marketplace. This chart ranks the top 10 app interests that are most popular with US users in a specific month. USA July 2013Summary App Search Metrics App Genre Competition Index ASO 101 for Developers
  • 39. matt@xyo.net @matthausk