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Promoting your App with Google

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Latest trends about app usage and preferences around the world, as well as tips and best practices about promoting your apps with Google.

Latest trends about app usage and preferences around the world, as well as tips and best practices about promoting your apps with Google.

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Promoting your App with Google Promoting your App with Google Presentation Transcript

  • Promoting Your Apps with Google Anna Zapesochini Analytical Lead, Google Israel
  • In the next 20 minutes.. Exclusive Research: App Usage & Preferences Why Promote Your App? Promoting Your App with Google Tips and Best Practices Google Confidential and Proprietary 2
  • Consumer App Usage & Preferences Google & Park Associates
  • Android Leads All Markets Among 18+ Users % Owning smartphone type 89% Android 79% iPhone 55% 54% 50% 44% 40% 31% 18% 9% South Korea China Source: Park Associates Research for Google , Sep. 2013 Q: What type of mobile phone do you personally use? US, South Korea, Japan, China, UK: N = 1,000 Japan UK US Google Confidential and Proprietary 4
  • High Levels of Usage for Tablet Apps Average hours spent using mobile apps, weekly Smartphone Apps 13.4 Tablet Apps 8.5 7.6 7.5 6.3 6.3 5.6 6.0 5.6 4.4 South Korea China Japan Source: Park Associates Research for Google , Sep. 2013 Q: “Which of the following best matches the description of where you were the last time you downloaded an app” US, South Korea, Japan, UK, China: N = 1,000 US UK Google Confidential and Proprietary 5
  • Monetization: Freemium Monetization Is Most Popular Among Paying Users 60% 53% 50% 40% 33% 30% 24% 20% 11% 10% 7% 0% Didn't spend money Upgraded from free on apps to paid Source: Park Associates Research for Google , Sep. 2013 Q: “Have you ever done the following? Please select all that apply.” US, N = 1,000 Purchased a paid app* Purchased a premium feature Upgraded from free to subscription Google Confidential and Proprietary 6
  • Conversion Rates: Cost and Ratings Are the Most Influential Factors 90% 80% 79% 70% 57% 60% 54% 47% 50% 40% 30% 30% 26% 24% Brand Attractive icon 20% 10% 0% Cost Star ratings, User reviews Description Screenshots Video previews Source: Park Associates Research for Google , Sep. 2013 Q: When deciding between several apps of the same type, how important are the following factors in ultimately choosing one to download?“ US, N = 1,000 Google Confidential and Proprietary 7
  • Puzzle & Trivia Are Most Popular Games Among 18+ Users 80% 70% 60% US 68% Japan 59% 50% 46% 38% 40% 39% 32% 29% 30% 24% 20% 26% 31% 25% 17% 15% 14% 16% 10% 10% 0% Puzzle & Trivia Card & Board Arcade Source: Park Associates Research for Google , Sep. 2013 Q: “What types of gaming apps do you use on your smartphone?" US, Japan: N = 1,000 Strategy & Simulation Casino Action & Adventure Sports Role Playing Google Confidential and Proprietary 8
  • Music and Games are the Top Apps in Terms of Retention, Engagement and Monetization 90% Weather 80% Games Monthly retention 70% Music 60% News 50% Video 40% Sport News 30% Health & Fitness Travel 20% 10% Stocks & Finance 0% 1 1.5 2 2.5 Books & Magazines Education 3 3.5 4 Average money spent ($USD) 4.5 Questions: “For which of the following functions do you have an app that you use at least once a month?”, “ On average, how much time do you spend using the following apps, once you open the app?”, “How much would you estimate you have spent on the following smartphone apps, including paying to download apps, in-app purchases, and subscriptions, during the last 30 days?" Source: Park Associates Research for Google , Sep. 2013, US, N = 1,000 5 5.5 6 Google Confidential and Proprietary 9
  • Why Promote Your App?
  • Israel: 92% of Apps Have Less than 500K Downloads 35% 29% 30% 25% 21% 20% 18% 14% 15% 11% 10% 5% 2% 3% 3% 1M-5M Over 5M 0% 1-1K 1K-10K 10K-50K 50K-100K 100K-500K 500K-1M Number of downloads Source: Meidata Survey for Mobile Monday and Google, Feb 2013 Google Confidential and Proprietary 11
  • Israel: Most Developers Still Rely on Virality and PR Social networks 70% PR 47% Advertisement 33% Blogs & Websites 24% Events/exhibitions 15% Cross Promotion (House Ads) None Other 8% 1% 3% Source: Meidata Survey for Mobile Monday and Google, Feb 2013 Google Confidential and Proprietary 12
  • An App’s Number of Active Users Generally Follows this Curve Active Users Time Google Confidential and Proprietary 13
  • Jumpstart your Initial User Base and Ensure a Continuous Stream of New Users.. Active Users Time Google Confidential and Proprietary 14
  • App Promotion with Google
  • Google Mobile Advertising Solutions Ads in Search Ads in Apps Ads in Sites Ads in Video Google Confidential and Proprietary 16
  • Search: Click to Download Ads ‫מונית‬ Google Confidential and Proprietary 17
  • Automatic Ad Formats and Confirmed Clicks Angry Birds Space New App from Rovio Download on Google Play Play the latest version of the Game. Download Now! Google Confidential and Proprietary 18
  • Downloads Peak During Christmas: Perfect Promotion Time! 12/01 12/04 12/07 12/10 12/13 12/16 12/19 12/22 12/25 12/28 12/31 01/03 01/06 01/09 01/12 Google Internal Data, App downloads driven from ads, 2012-2013, US Google Confidential and Proprietary 19
  • Majority of Apps Downloaded During First Days of Device Ownership # of apps downloaded 30% 25% 20% 15% 10% 5% 0% 0 1 2 3 4 5 6-10 10+ Source: Park Associates Research for Google , Sep. 2013 Google Confidential and Proprietary Q: “Please provide the answer for each, based on your best knowledge: Number of apps you have downloaded to your smartphone during the last 30 days.” US, N = 1,000 20
  • New User Targeting: Reach Those Most Likely to Download Apps Target new users who appeared in the mobile app network in the last 7, 14, 30, 60 or 90 days Google Confidential and Proprietary 21
  • Tips
  • Promoting Your Apps Like a Pro Conduct market research Think about your target audience: country, age, gender and interests Target new users Choose peak periods for your promotions Use in-app analytics to optimize your campaigns Google Confidential and Proprietary 23
  • Thank You!