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Priori data - App Growth Trends: What to pay attention to, and what to ignore

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It's time for a little retrospective of 2017. Spoiler alert: the mobile market keeps growing! $5.7b in revenue for non-gaming apps and $19.1b for gaming apps. This accounts for a growth of resp. +43% and +20% year-on-year. But what did really drive the growth in 2017? Well, we can tell you what didn't: chatbots, AR/VR, instant apps and new changes in app stores were supposed to disrupt the market. What difference did it make?

Published in: Mobile
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Priori data - App Growth Trends: What to pay attention to, and what to ignore

  1. 1. App Growth Trends What to pay attention to, and what to ignore Patrick Kane Founder & CEO patrick@prioridata.com
  2. 2. About us
  3. 3. 3 We use technology & data science to bring transparency to the mobile market
  4. 4. >250k apps >3.5bn unique users >50 countries Our mission is to help you build a successful app business 4 DISCOVERY How are apps found? Which keywords do apps rank for? MONETIZATION How do those loyal users generate revenue for my business? DOWNLOADS What is the scale, distribution, and growth of those downloads? USAGE & ENGAGEMENT How many of those downloads convert into loyal users over time?
  5. 5. 5 NEW! USAGE INTELLIGENCE • MAU, DAU, ARPDAU, and cohorted retention statistics AUDIENCE INTELLIGENCE • City-level location data • Cross-app ownership & affinity metrics • User device make & model • Audience activation integration via:
  6. 6. We Work With Mobile Leaders From Around the World 6 App Publishers Consultancies & Agencies Investors SDK Vendors
  7. 7. 7 Gaming: Travel & Navigation: Sports / Kids / Food: News / Reference / Education: Social / Music / Entertainment: Health & Fitness / Finance: E-commerce & Shopping: We Have Trusted Relationships With 1,500 Top Pub Partners
  8. 8. The mobile market keeps growing! 8
  9. 9. Google Play, Year-to-Date 2017Apple App Store, Year-to-Date 2017 Non-Gaming App Growth Continues Across the Board +15% +32% +16% +78% Data in billions. Excludes China. 9 Year-on-Year Growth, Year-to-Date through Sep 30, iOS & Google Play: Apps
  10. 10. Gaming App Growth is Flatter; Google Play Rev Has Caught Up +14% +7% +36% Data in billions. Excludes China. +20% 10 Google Play, Year-to-Date 2017Apple App Store, Year-to-Date 2017 Year-on-Year Growth, Year-to-Date through Sep 30, iOS & Google Play: Games
  11. 11. What app trends drove this growth?
  12. 12. Let’s start with what didn’t...
  13. 13. Trends you may have heard about…. 13
  14. 14. Trends you may have heard about…. 14
  15. 15. Trends you may have heard about... 15
  16. 16. So what is responsible for the market growth?
  17. 17. Maybe it was the major store changes?
  18. 18. Google brought strong innovation in 2017!
  19. 19. Apple made headlines with iOS 11
  20. 20. Big Pitch: Editorials Influence Discovery
  21. 21. Has it delivered?
  22. 22. # of Unique Apps in a Top 100 Overall Rank Position 22 Post iOS 11 30 day period. US App Store. Top Free Top Grossing Total 270 160 430 Pre iOS 11
  23. 23. # of Unique Apps in a Top 100 Overall Rank Position 23 Pre iOS 11 Post iOS 11 Overall Category. 30 day period. US App Store. Top Free Top Grossing Total 223 154 377 -47 (17%) -6 (4%) -53 (12%) 270 160 430
  24. 24. Have new companies gotten into those positions?
  25. 25. Stickiness of Top 100 Overall Ranks 25Overall Category. 30 day period. US App Store. % of apps in post-iOS 11 time period that were new to the Top 100 Overall vs. the pre-iOS 11 time period (95 apps) (27 apps)
  26. 26. Are these new apps from established companies or indies?
  27. 27. 35 New Entrant apps came into the Top 100 Free Overall and stayed for longer than 1 week Profile of New Entrants to Top 100 Free Overall 27Overall Category. 30 day period. US App Store. Including some familiar names….
  28. 28. Super Mario Run iOS 11 Boost 28 From a Top 150 Overall Position to Top 25! iOS 11!
  29. 29. A Few Other Notable Entrants 29
  30. 30. App Stores Promote Apps that Make Them Money. 30 (Services) (Device OS /Features)
  31. 31. Well, umm, the Apple Watch App Stores Promote Apps that Make Them Money. 31 iOS 11 (Person-to-Person Payments) (Device OS /Features) Apple Pay! FaceID! Promoted IAP! AR! AppleWatch! iPhone X Device iOS 11 (ARKit framework) Now $7.3 billion per quarter (Services) In-app revenue iOS 11 (“Discoverability”)
  32. 32. So which trends mattered?
  33. 33. 33 Non-Gaming Categories Grew Revenue Significantly iOS, excludes China.
  34. 34. 34 Non-Gaming Categories Grew Revenue Significantly iOS, excludes China. 8 Categories Growing >50% 3 Categories Growing, with >$500m in Revenue
  35. 35. Each of Top 10 Fastest Growers Uses Subscriptions 35 Top 10 Highest Growth Apps (sorted by absolute $ revenue growth) 1. Netflix +153% 2. Pandora +145% 3. Tinder +147% 4. Youtube +105% 5. Bumble +507% 6. Live. me +173% 7. HOOKED >1000% 8. iHeartRadio >1000% 9. HotspotShield +273% 10. NortonWifi >2000% Revenue YTD, iOS
  36. 36. 36 Gaming Categories Experienced Patchy Growth iOS, excludes China.
  37. 37. 37 Gaming Categories Experienced Patchy Growth iOS, excludes China. No Categories Growing >50%! 7 Categories with Declining Revenue! 6 Categories Growing with >$500m in Revenue
  38. 38. Top 10 Revenue Games - 2016 1 Mobile Strike 2 Game of War - Fire Age 3 Clash Royale 4 Clash of Clans 5 Pokemon Go 6 Candy Crush Saga 7 Candy Crush Soda Saga 8 Marvel Contest of Champions 9 Madden NFL Football 10 Big Fish Casino: Slots & Games Top 10 Revenue Games - 2017 YTD 1 Clash Royale 2 Candy Crush Saga 3 Game of War - Fire Age 4 Clash of Clans 5 Mobile Strike 6 Pokemon Go 7 Candy Crush Soda Saga 8 Marvel Contest of Champions 9 Slot o Mania 10 Toy Blast And Not Much Has Changed At The Top 38
  39. 39. Conclusion: Focus on consumer-driven trends Be weary of store-driven marketing
  40. 40. 40 Validate everything with app intelligence data!
  41. 41. 41 Come talk to us today! Patrick Kane Yakir Gal Benjamin Nolan Anders Lykke Cécile Guibé Anne Gille
  42. 42. Thank you! Patrick Kane Founder & CEO patrick@prioridata.com

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