Apple & Android Apps ConsumerProfiles 2011       Please view in Presentation Mode1                                        ...
SUMMARYKEY FACTS & CONCLUSIONS—OF THECURRENT & FUTURE APPS ECOSYSTEM                             Twitter:- @Zohe
The ―New‖ GIANTApple‘s stock development compared to indexes: S&P500, NASDAQ andDOW, January 2007–January 2010.           ...
0. Quarterly Volume MarketshareThe Android market overtakes Apple App Store                                          Windo...
1. Quarterly Revenue Marketshare - Apple AppStore remain in the lead                                           Palm       ...
2. Download Marketshare relative to RevenueMarketshare 4Q12The more curated a store, and the more paid apps in that store,...
3. A is for Apple, G is for Google & W is for ... ?             Apple demonstrated that enabling developers to capture con...
4. A is for Apple, G is for Google & W is for ... ?                                                     Revenue           ...
5. A is for Apple, G is for Google & W is for ... ?Apple demonstrated that enabling developers to capture consumer cash (f...
SO … WHAT?CAN WE LEARN—FROM APPLE &GOOGLE ABOUT THEIR APPSCONSUMERS                       Twitter:- @Zohe
7. To understand the iPhone Apps consumer, ithelps to view the Apple ecosystem• Consumers have depth of choice on devices,...
8. And how, within that Ecosystem, Apple havemastered the value chainEvery player in a rapidly changing, technology-driven...
9. Global:- Apple iPhone vs. Android AppsConsumer Profile – Demographic Dimension Dimension / OS            Apple         ...
9a. Global:- Apple iPhone vs. Android AppsConsumer Profile – Behavioural Dimension Dimension / OS              Apple      ...
SO … WHAT DOES A HEAVILYCURATED & VETTED PORTFOLIO VS.FREE FOR ALL—TELL US ABOUTTHEIR APPS CONSUMERS?                     ...
11. Global Apps Actual Search Terms Trends via the―Chomp‖ App on Android and iOS.     iOS         UK                Canada...
12. Global Top Downloaded Apps byCategories, Platform                          Top Apps Downloads - Which Categories are t...
13. iPhone vs Android Free Games CategoryConsumer Profile – Global• iPhone level of refresh for Action games. Arcade games...
14. iPhone vs Android Paid Games CategoryConsumer Profile – Global• Very similar to free games iPhone profile             ...
•                                                                                                                         ...
21                                                                    0%                                                  ...
SO ... THAT‘S THE GLOBAL VIEWLETS SHINE THE SPOTLIGHT—ONTHE UNITED KINGDOM BECAUSETHE PICTURE CHANGES LOCALLY             ...
17. iPhone Games Category Consumer Profile –UK• Decrease in Action & Adventure games. Increase in Puzzle & 61.8%          ...
18. iPhone Apps Category Consumer Profile – UK• Most categories saw a decrease in portfolio. Small increases in           ...
19. Android Games Category Consumer Profile –UK• Arcade, Action & Puzzle account for almost 60% in Free games.            ...
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
Apple vs. Android Mobile Apps Consumer Profile 2011
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Apple vs. Android Mobile Apps Consumer Profile 2011

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Analysis, research, data on Apple and Android mobile apps consumer profiles

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Transcript of "Apple vs. Android Mobile Apps Consumer Profile 2011"

  1. 1. Apple & Android Apps ConsumerProfiles 2011 Please view in Presentation Mode1 Twitter:- @Zohe
  2. 2. SUMMARYKEY FACTS & CONCLUSIONS—OF THECURRENT & FUTURE APPS ECOSYSTEM Twitter:- @Zohe
  3. 3. The ―New‖ GIANTApple‘s stock development compared to indexes: S&P500, NASDAQ andDOW, January 2007–January 2010. +500% What Apple‘s iPad Can Teach You About Content Strategy? There is literally an application for anything +400% you can think of on the Apple platform. Want to edit video, read a book, share files, make a podcast, watch video or even TV. Write documents, edit +300% spreadsheets, present a sales pitch, attend a webinar or make Skype calls. Yes games too. And games for the whole family. +200% This is a device that serves multiple functions, can as +100% easily be used by a toddler as it can by a retiree and still be useful to a high powered executive in a board meeting. The one thing that takes the iPad head and 0% shoulders above the competition is the thousands of quality applications that are its content. Think about the quality and quantity of content you are going to -100% deliver. It‘s the part that usually gets left untilJan ‗07 Jan ‗08 Jan ‗09 Jan ‗10 Jan ‗11 last, when it should be the first . AAPL S&P500 NASDAQ DOW Source: Yahoo! Finance 0920 January–March 2011 / Accenture Media | Entertainment “A is for Apple” Twitter:- @Zohe3
  4. 4. 0. Quarterly Volume MarketshareThe Android market overtakes Apple App Store Windows Palm Nook 0% Windows Phone -1% Phone Amazon Palm Nook 1% Amazon 1% 2% 0% 0% 0% GetJar 1% Nokia Nokia Blackberry 7% 9% 5% Blackberry GetJar Android 4% 6% 21% Bada Bada 1% 1% Android 45% Apple 36% Apple 60% Q4 2010 Q4 2012 Source: Strategy Analytics, July 2011 Twitter:- @Zohe4
  5. 5. 1. Quarterly Revenue Marketshare - Apple AppStore remain in the lead Palm GetJar Nook Windows 1% Windows 0% 0% Phone Phone Amazon Blackberry Amazon 0% Palm 2% 3% Nook 5% 0% GetJar 1% 1% 0% Bada Nokia Blackberry 0% Nokia 5% Android 6% 12% 6% Bada 0% Android 40% Apple 41% Apple 77% Q4 2010 Q4 2012 Source: Strategy Analytics, July 2011 Twitter:- @Zohe5
  6. 6. 2. Download Marketshare relative to RevenueMarketshare 4Q12The more curated a store, and the more paid apps in that store, means revenuenumbers are much higher in relation to complete apps portfolio 100% 82% 79% 76% 50% 30% 16% 15% 0% -10% -30% -50% -39% -100% -100% -150% Nook Amazon Windows Blackberry Apple Palm Android Nokia Bada GetJar Phone Source: Strategy Analytics, July 2011 Twitter:- @Zohe6
  7. 7. 3. A is for Apple, G is for Google & W is for ... ? Apple demonstrated that enabling developers to capture consumer cash (first source of revenue) fuelled the supply of high quality apps. Apps with a consumer price are usually higher quality than free only, ad-based apps. Also, giving the developer greater certainty their app will run across all Apple‘s 160M products has lead to a flood of high quality apps Revenue Windows Phone Apple Operating Model:- Consumer & advertising Operating Model: Consumer Led led? HIGH 57% WinMo 7 Top Free Download 12 Top Search 52% Male users are very Category: 46% Under 34 13% Under 17 apps a month Term Games 48% Female satisfied Games 17% 65% monthly Top Paid 65% iPod 91% would Top Free Top Paid downloaded Category: touch users recommend Category: Category: apps are paid Games under 17 iPhone Games 45% Games 49% Iphone users 79% monthly 50% downloadEngagement Download 8.8 have an avg. downloaded 1 paid app per apps a month 47 apps apps are free month LOW HIGH Nokia Google Operating Model:- Device led? Operating Model: Advertising Led Android users spend most of their time on Top Free Top Paid Download 5 Top email 37% Search 73% Male Category: Category: 54% Under 34 7% Under 17 apps a month Term Free 27% Female Utilities Games 45% Android Top Free Top Paid 8% switched is 1st Category: Google Category: from iPhone Smartphone Apps 21% Tools 20% LOW Download 8.7 87% monthly 21% download 1 downloaded paid app per apps a month apps are free month Twitter:- @Zohe 7
  8. 8. 4. A is for Apple, G is for Google & W is for ... ? Revenue Windows Phone Apple Operating Model: Consumer Led HIGH 62% iOS users In 2011 average iOS 60% iOS users discover apps by owner will download discover apps by searching for specific 83 apps browsing rankings apps Operating Model:- iOS users spend 14.7 iOS users Spend 7x 90% iPhone users Consumer & advertising led? hours per/m playing more than Android on browse, search apps games in app purchases on device 83M monthly activeEngagement iOS have double the 46M daily active standard banner CTR users of iPhone users of iPhone [0.37%] of avg Facebook App Facebook App LOW HIGH Nokia Google Operating Model: Advertising Led Android users spend Android users spend Android users spend most of their time on most of their time on most of their time on email 37% games 21% maps 8% Operating Model:- Android users spend 49M monthly active Device led? 9.3 hours per/m Android users have users of Android banner CTR [0.14%] playing games Facebook App LOW 31M daily active users of Android Facebook App Twitter:- @Zohe 8
  9. 9. 5. A is for Apple, G is for Google & W is for ... ?Apple demonstrated that enabling developers to capture consumer cash (first source of revenue) fuelled the supply ofhigh quality apps. Apps with a consumer price are usually higher quality than free only, ad-based apps. Also, giving thedeveloper greater certainty their app will run across all Apple‘s 160M products has lead to a flood of high quality apps Windows Phone Apple Operating Model :- Consumer & Advertising Led ? Operating Model :- Consumer Led 1. X-Box Live integration very strong gaming proposition with Apple ‗s mastery of the value chain is underpinned by high quality & brand name games plus a few indies. Games 1. User friendliness prioritised over the possibility of full access & Enterprise will be key content categories. Premium to every setting & detail games, categories dominate. Games & Apps more akin to a 2. Heavily curated, high quality content paid & free. Apps have ―high street‖ game & software store. strict design/layout guidelines, e.g. where the ―back‖-button should be placed, so that consistent user friendliness applied 2. Integration of Bing / Facebook networks seamlessly so to all applications. advertising layer is integrated 3. No specific trend of dominance of any type of app category 3. Big focus on easy and innovative consumer experience other than Games. The key is user experience of content is brilliant whatever the category. Games are the carrot in terms of quality & volume. Nokia Google Operating Model :- Device Led Operating Model :- Advertising Led 1. Content portfolio per device cannot compete with Apple / 1. Google‘s late entryinto paid apps is most likely a result of Google selection for whole ecosystem focusing too much on just one revenue source: advertising. 2. User experience is inconsistent especially with long tail apps Google‘s first philosophy, ―Focus on the user and all else will follow‖ implies that if it is free for the 3. Top 50 apps no one category is over indexing. consumer, advertisers will follow. Games, Apps, Personalisation & Audio | Video are there which suggests there is not enough quality & quantity in any 2. User experience is not consistent from app to app, nor is one category. quality 3. Of the top free apps many are Google Services. Of the top paid apps many are long tail tools and utilities apps Twitter:- @Zohe9
  10. 10. SO … WHAT?CAN WE LEARN—FROM APPLE &GOOGLE ABOUT THEIR APPSCONSUMERS Twitter:- @Zohe
  11. 11. 7. To understand the iPhone Apps consumer, ithelps to view the Apple ecosystem• Consumers have depth of choice on devices, operators, content & peripherals• Developers need to consider all areas from peripherals to operators when building their app.• Crucially, iOS offers seamless distribution to 100M devices [iPhone, iPad, iPod]. Clearly attractive to developers & also to consumers in the sense that single device owners can access content built for other devices. Developers Objective-C Xcode WebKit, WebCore, XML, Open GL CSS, HTML5, WebCore Cocoa Touch DashCode Software Platform Device Distribution Content Sources Safari Cocoa UI Webkit Sync Services Media/Content Core LLVM Animation iFOOD App Store ‗Brand-Aids‘ Devices Content/Services Distr MobileMe WebApps iBooks QTime iPhone iPod Touch User-Generated App Store iTunes Podcast Peripherals/ Accessories iPad MacBook / Pro Apple TV Hardware ―Pocket‖ Mac Twitter:- @Zohe11
  12. 12. 8. And how, within that Ecosystem, Apple havemastered the value chainEvery player in a rapidly changing, technology-driven industry should consider making ―super-user-friendly‖ software its competitive edge. User-friendly products can outperform technologyleadership, since they target broader groups of customers. And user-friendly products that boost abehaviour in other parts of the value chain could lead to an additional revenue share. Content Distribution Product/HandheldAdvertiser Apple 3 1 2 Consumer Games, News, Guides, etc SDK Internet Provider iPhone App Store 60 70 40 30 ―Apple‘s success with the iPhone/iPad is attributable to much more than its hardware and software. It depends on two other parts of the value chain: content distributors enabled by a SDK (Software Development Kit) and a consumer marketplace—the App Store. Together, with one high quality content after another these have enabled Apple not only to have a more successful phone but also to take a stronger grip on the entire value chain.‖ Source: Accenture Media | Entertainment ―A is for Apple‖ However, Apple does not allow pre-installation on their handheld since they are focusing on educating consumers about how to go into the store (rational drive volume). Twitter:- @Zohe 12
  13. 13. 9. Global:- Apple iPhone vs. Android AppsConsumer Profile – Demographic Dimension Dimension / OS Apple Android Demographic/ • Approx 52% are male | 48% female • Approx 73% are male | 27% female Traditional • Approx 46% are under 34 years old. • Approx 54% are under 34 years old. • 13% are under 17. • Only 7% are under 17 • 80% of iPhone users earn more than 35k • For iPod touch users, over 65% are under 17 Demographic/ • 91% who own an iPad & iPhone, 85% who own an • 8% of Android users switched from an iPhone Advocacy iPhone but no iPad, 51% who own an iPad but no • 45% of Android users claim Android is their iPhone and 25% who own neither iPad or iPhone first Smartphone said their next desired Smartphone would be an iPhone! • No surprises then that 91% would recommend iPhone to friends, family & colleagues. • 40% iPhone users are most enthusiastic about NFC mobile wallet. 61% trust Apple more than any other brand to be able to deliver a mobile wallet Sources: Nielsen, Mobclix, Admob Twitter:- @Zohe13
  14. 14. 9a. Global:- Apple iPhone vs. Android AppsConsumer Profile – Behavioural Dimension Dimension / OS Apple Android Behavioural • iPhone users have an average of 47 apps • Android users & download 8.7 apps a month downloaded & download 8.8 apps a month. • 87% of monthly downloads are free apps Downloading & • 79% of monthly downloads are free apps. • 21% download at least 1 paid app per month Discovery • 50% download at least 1 paid app per month. • In 2011 the average iOS owner will download 83 apps. • How do iphone users discover apps? 62% do so by searching for specific apps. 60% browsing through top app store rankings. 46% by word of mouth & 20% see ads whilst using other apps. Behavioural • iOS gamers spend 14.7 hours per month playing • Android users spend most of their time on games which is twice as much is the industry email (37%), games (21%), maps/nav (8%) Interaction with average of 7.8 hours. • Android gamers spend 9.3 hours per month Apps • iPhone users spend 7x more than Android users in playing games in-app game purchases. Upgrading from lite to full • Android users have banner CTR of [0.14%] version is the most common reason to buy a paid • 49M monthly active users of Facebook app. Android App & 31M daily active users. • 90% iphone users browse, search apps on device. Over 50% spend > 30 mins/day on apps • iOS user have double the standard banner CTR [0.37%] performance of Android OS • 83M monthly active users of Facebook iPhone App & 46M daily active users. Sources: Nielsen, Mobclix, Admob Twitter:- @Zohe14
  15. 15. SO … WHAT DOES A HEAVILYCURATED & VETTED PORTFOLIO VS.FREE FOR ALL—TELL US ABOUTTHEIR APPS CONSUMERS? Twitter:- @Zohe
  16. 16. 11. Global Apps Actual Search Terms Trends via the―Chomp‖ App on Android and iOS. iOS UK Canada Saudi Arabia Germany India Australia 1 Games Games Games iOS utilities Games Games 2 Entertainment Puzzle Games Adventure Games Games Art Puzzle Games 3 Utilities Adventure Games Kids Games Business Books Adventure Games 4 Adventure Games Entertainment Puzzle Games Entertainment Business Utilities 5 Books Role playing games Education Movies Productivity Business 6 Music Lifestyle Books Puzzle Games Utilities Magazines 7 Books Photography Audio Books Entertainment Action Games Android UK Canada Saudi Arabia Germany India Australia 1 Free Free Free Free Free Free 2 Games Games Games Games Entertainment Games 3 Entertainment Utilities Free 3DGames Utilities Games Utilities 4 Utilities Entertainment Adventure Games Entertainment Utilities Entertainment 5 Puzzle Games Shooting games Travel Guides Action Games Photography Books 6 Utilities Rpg Games Chat Productivity Books Productivity 7 Adventure Games Music Puzzle Games Navigation Productivity Adventure Games Twitter:- @Zohe16
  17. 17. 12. Global Top Downloaded Apps byCategories, Platform Top Apps Downloads - Which Categories are they from? Apple have 76.53% share of the Top Apps vs. Android 25.00 20.00 Apple Android 15.00 10.00 5.00 0.00 Reference Communication Travel Games Photography Multimedia Social Medical Health Finance Live Wallpaper Productivity Books Tools Entertainment Business News Education Sports Navigation Utilities Lifestyle Music Sources: Distimo Q1 2011 Report Twitter:- @Zohe17
  18. 18. 13. iPhone vs Android Free Games CategoryConsumer Profile – Global• iPhone level of refresh for Action games. Arcade games see a slight • Curiously Android have half the categories to Apple growth • 3 new categories entirely which are Live Wallpaper, Racing &• Adventure, Board & Sports games see decreases in portfolio Widgets• Family, Kids, Puzzle & Simulation games see same level • Android does not have Family, Kids or Education Games maintained or slight increase category, however does have a Education Apps category where• Action & Arcade games total 34% vs Android 31% many kid friendly games can be found • Android have 30% puzzle games vs iPhone 10%Global iPhone Free Games Category Breakdown Global Android Free Games Category Breakdown 20.00% 40.00% Q1 2011 Q42010 Q1 2011 Q4 2010 15.00% 30.00% 10.00% 20.00% 5.00% 10.00% 0.00% 0.00% Games-Live Wallpaper Games-Casual Games-Racing Games-Widgets Games-Arcade & Action Games-Family Games-Strategy Games-Cards & Casino Games-Sports Games Games-Action Games-Brain & Puzzle Games-Educational Games-Simulation Games-Casino Games-Racing Games-Trivia Games-Word Games-Arcade Games-Sports Games-Adventure Games-Board Games-Dice Games-Kids Games-Music Games-Card Games-Puzzle Games-Role Playing Sources: Distimo Q1 2011 Report Twitter:- @Zohe18
  19. 19. 14. iPhone vs Android Paid Games CategoryConsumer Profile – Global• Very similar to free games iPhone profile • Paid game widgets seem to be removed completely• Paid Simulation games small decrease possibly to make room for free • Android have 50% paid Arcade & Action games vs iPhones 40% sim games?• Paid board games like free board games small decrease in portfolio sizeGlobal iPhone Paid Games Category Breakdown Global Android Paid Games Category Breakdown 25.00% 60.00% 50.00% 20.00% Q1 2011 Q4 2010 Q1 2011 Q4 2010 40.00% 15.00% 30.00% 10.00% 20.00% 5.00% 10.00% 0.00% 0.00% Games-Family Games-Casino Games-Racing Games-Word Games-Arcade Games-Strategy Games-Board Games-Dice Games-Adventure Games-Action Games-Card Games-Kids Games-Educational Games-Simulation Games-Puzzle Games-Trivia Games-Sports Games-Music Games-Role Playing Games-Casual Games-Racing Games-Widgets Games-Arcade & Action Games-Cards & Casino Games-Brain & Puzzle Games-Sports Games Sources: Distimo Q1 2011 Report Twitter:- @Zohe19
  20. 20. • • • • •20 0% 10% 20% 30% 40% 50% All Games Books Business Education Entertainment Music also decreases Finance Total games increases Healthcare & Fitness Lifestyle Category Breakdown Medical Music Navigation Sources: Distimo Q1 2011 Report News Q1 2011 Entertainment decrease in portfolio share Photography Productivity Reference Global iPhone Free Apps & Games Social Networking Q4 2010 Free productivity & photography apps sees decrease Sports Apple have 16% Entertainment apps vs Android‘s 9% Travel Utilities Weather 10% 15% 20% 25% 0% 5% Applications-Books & Reference Applications-Comics Applications-Communication homescreens Applications-Entertainment messenger apps Applications-Finance Applications-Health Applications-Health & Fitness Applications-Libraries & Demo Applications-Lifestyle Applications-Live Wallpaper Applications-Media & Video Category Consumer Profile – Global Applications-Multimedia Applications-Music & Audio • Android books section is double Apples Applications-News & Magazines Applications-News & Weather Applications-Personalization Applications-Photography Applications-Productivity Q1 2011 Applications-Reference 15. iPhone vs Android Free Apps & Games Applications-Shopping Applications-Social • Android have a significant amount of productivity & tools apps Applications-Sports Applications-Tools Q4 2010 • 21% Android apps are widgets which allow updates to & usage from Applications-Transportation Global Android Free Apps Category Breakdown Applications-Travel Applications-Travel & Local Applications-Weather • Android using a Communication category for email, address book, sms instant Twitter:- @Zohe Applications-Widgets
  21. 21. 21 0% 10% 20% 30% 40% 50% All Games Books Business Education Entertainment Finance Healthcare & Fitness Lifestyle Category Breakdown Medical Music Sources: Distimo Q1 2011 Report Navigation Q1 2011 News Photography Productivity Reference Q4 2010 Global iPhone Paid Apps & Games Social Networking Sports Travel Utilities • Again Apple‘s entertainment section almost double Android Weather 0% 5% 10% 15% 20% 25% Applications-Books & Reference Applications-Business disappear Applications-Communication Applications-Education Applications-Entertainment Applications-Finance Applications-Health Applications-Health & Fitness Applications-Libraries & Demo Applications-Lifestyle Applications-Live Wallpaper Category Consumer Profile – Global Applications-Media & Video Applications-Medical Applications-Multimedia Q1 2011 Applications-Music & Audio Applications-News & Magazines Applications-News & Weather Applications-Personalization Applications-Photography Q4 2010 16. iPhone vs Android Paid Apps & Games Applications-Productivity Applications-Reference Applications-Social Applications-Software libraries Applications-Sports Applications-Themes Global Android Paid Apps Category Breakdown Applications-Tools Applications-Travel Applications-Travel & Local Applications-Weather Twitter:- @Zohe • Android significant increases to Personalisation, Productivity, Tools & Widgets Applications-Widgets • Android Media & Video decrease & Health, Medical, Travel & Multimedia seem to
  22. 22. SO ... THAT‘S THE GLOBAL VIEWLETS SHINE THE SPOTLIGHT—ONTHE UNITED KINGDOM BECAUSETHE PICTURE CHANGES LOCALLY Twitter:- @Zohe
  23. 23. 17. iPhone Games Category Consumer Profile –UK• Decrease in Action & Adventure games. Increase in Puzzle & 61.8% • Similarly for free games there is a rise in puzzle & simulation titles increase in Simulation games. 75% decrease in Music games. & again these are reflected in top downloads• 42% increase in paid Arcade Games • Kids & family games have respectable presence in top apps but• UK iPhone gamers clearly enjoy Action & Arcade games which is new titles stayed level with previous quarter which suggests Apple reflected in top app downloads & rise in number of titles in portfolio & are trying to maintain consistency are happy to pay for themFree Games - UK Paid Games - UK 20.00% 25.00% 18.00% 16.00% 20.00% 14.00% Q1 2011 Q2 2010 Q1 2011 Q4 2010 12.00% 15.00% 10.00% 8.00% 10.00% 6.00% 4.00% 5.00% 2.00% 0.00% 0.00% Games-Family Games-Family Games-Arcade Games-Arcade Games-Strategy Games-Strategy Games-Trivia Games-Word Games-Trivia Games-Word Games-Board Games-Card Games-Board Games-Card Games-Casino Games-Kids Games-Music Games-Racing Games-Simulation Games-Casino Games-Kids Games-Music Games-Racing Games-Simulation Games-Action Games-Action Games-Sports Games-Sports Games-Adventure Games-Adventure Games-Educational Games-Puzzle Games-Puzzle Games-Role Playing Games-Role Playing Sources: Distimo Q1 2011 Report Twitter:- @Zohe 23
  24. 24. 18. iPhone Apps Category Consumer Profile – UK• Most categories saw a decrease in portfolio. Small increases in • The only paid apps category to show a significant increase is News, Reference and Utilities free titles. Photography apps.• Productivity & Weather apps seem to have disappeared in the free • Paid reference apps seem to have disappeared section. • And they seem to be experimenting with a new paid Lifestyle category• Free Health & Fitness apps seems to be a new free category.iPhone Category Free Top Overall - UK iPhone Category Paid Top Overall - UK 60.00% 70.00% 50.00% 60.00% 50.00% 40.00% Q1 2011 Q4 2010 Q1 2011 Q4 2010 40.00% 30.00% 30.00% 20.00% 20.00% 10.00% 10.00% 0.00% 0.00% Utilities Photography Productivity Entertainment Lifestyle Education Reference Healthcare & Fitness Music Travel All Games Social Networking Weather Entertainment Books Navigation Reference Utilities Music Productivity Lifestyle Sports Travel All Games News Social Networking Healthcare & Fitness Sources: Distimo Q1 2011 Report Twitter:- @Zohe 24
  25. 25. 19. Android Games Category Consumer Profile –UK• Arcade, Action & Puzzle account for almost 60% in Free games. • Arcade, Action & Puzzle account for more than 70% in Paid games. Android Category Free Games - UK Android Category Paid Games - UK 40.00% 60.00% 35.00% 50.00% 30.00% Q1 2011 Q4 2010 40.00% 25.00% Q1 2011 Q4 2010 20.00% 30.00% 15.00% 20.00% 10.00% 10.00% 5.00% 0.00% 0.00% Games-Arcade & Action Games-Live Wallpaper Games-Casual Games-Racing Games-Widgets Games-Cards & Casino Games-Sports Games Games-Brain & Puzzle Games-Brain & Puzzle Games-Casual Games-Racing Games-Widgets Games-Arcade & Action Games-Cards & Casino Games-Sports Games Sources: Distimo Q1 2011 Report Twitter:- @Zohe 25

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