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20121018 appconference dot_org_mobile_industry_trends_nielsen
- 2. Android and iOS have both benefited from Blackberry’s
drop in share
Operating System Share
US Mobile Subscribers, Q3 '11 -Q3 '12
Android Blackberry iOS Windows Phone 7 Other
51% 52%
49%
46%
43%
34% 35%
32%
30%
28%
17%
15%
11%
12% 8% 7%
9% 8%
1.3% 1.3% 7% 6%
1.7% 1.4% 1.6%
Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012
2
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 3. Looking forward: iOS barely leads Android in next desired
OS, Android is underwater relative to market share
Next Desired Operating System – Likely Upgraders
US Mobile Subscribers, Q3 '11 -Q3 '12
Android iOS Blackberry Windows Phone 7 Not Sure
60%
50%
38% 40%
40% 36% 37%
35%
37%
30% 34% 33% 34%
32%
20% 18% 18% 17%
14%
12%
10%
7% 5% 6%
5% 6%
4% 4%
0%
Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012
3
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 4. Good news for developers and advertisers: US Mobile audience
on Android and iOS doubled between Q3 ‘11 and Q3 ‘12
United States; Q3 ’11 – Q3 ‘12
USERS
NUMBER OF
53M 92M
ANDROID & iOS
Q3 2011
Q3 2012
WITH ANDROID AND iOS PHONES
PERCENTAGE OF
APP DOWNLOADERS
June 2011 80% APP 92% APP
June 2012
4
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 5. Device interface, social networking, text messaging and gaming
account for ¾ of all device usage on Android; iOS is similar
Proportion of Non-Voice Usage by Category and Time of Day
June 2012, All Android Panelists
100%
90%
80%
Address Book
70%
IM
Proportion of Time
Camera
60%
Music
50% Maps/Location
Video
40%
Dialer
30% Browser
Games
20%
Text Messaging
Social Networking
10%
Home UI
0%
10AM
11AM
10PM
11PM
10AM
11AM
8PM
Noon
Midnight
3PM
4PM
9PM
5PM
3AM
1PM
6PM
2PM
7PM
Midnight
3PM
8PM
4PM
9PM
5AM
1AM
6AM
2AM
7AM
8AM
4AM
9AM
5AM
1AM
6AM
Sun Mon Tue Wed Thu Fri Sat
5
Note: Excludes voice calls
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 6. Most mobile usage on iOS and Android is still clustered
around the top apps
Distribution of Time Spent by App Tiers
US - Android & iOS, July 2012
100%
100%
92% 8%
90% 85% 7%
80% 14%
71%
70% 66%
5%
60% 57% 9%
50% 45% 12%
40%
In July 2011, 70% of all time was
30%
45%
spent with top 50 apps
20%
10%
0%
Top 10 Top 25 Top 50 Top 100 Top 500 Top 1000 Everyone
Else
Implications: • Continued pressure for developers to get a ‘breakout hit’
• App discovery evolving but more important than ever
6
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 7. Although the available number of Apps is growing, the Top
10 Apps remain relatively unchanged
Reach of Top 10 Apps on Android OS Reach - Top 10 Apps on iPhone
Android US Panel, June 1st – June 30th 2012 iPhone US Panel, June 1st – June 30th 2012
New to Top 10 from Jan 2012
96% 90%
84% 78%
79%
76% 75%
62%
59% 56% 56%
56%
28% 28%
25%
21% 20% 20% 20%
19%
17%
Weather…
With…
Words
Google
Google
Google
Android
Gmail
YouTube
AppStore
Quickoffi
Faceboo
Pandora
Search
Weather
Google
YouTube
Twitter
Shazam
Facebook
Instagram
Stocks
Pandora
Gallery
Amazon
Maps
Maps
Radio
Play
Radio
The
ce
k
7
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 8. If current trends continue, mobile social networking could eclipse
PC in the next 12 months
Total Minutes Spent on Social Networking
Online vs. Mobile (in Billions)
62B -8%
57B
48B
+46%
32B
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
2011 2011 2011 2011 2012 2012 2012 2012 2012 2012 2012 2012
Online Home & Work Minutes Mobile Android and iOS Minutes
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 9. Social networking and gaming dominate Smartphone activity but peak
times move inversely from each other
Distribution of App Starts by Time of Day - Gaming vs. Social Networking
June, 2012 Android
All Events Social Networking Games
8.0%
Gaming Social Networking Gaming
7.0%
6.0%
5.0%
4.0%
3.0%
2.0%
1.0%
0.0%
• Social networking feeds on a critical mass of users posting new content, peaking
during the most active times of the day
• Much of gaming is solitary and takes place during non-social time 9
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 10. A useful framework for thinking about apps
Social Utility Social Entertainment
• High frequency / low time • Deep engagement
spent per session Social • Require others to ‘play’
• Information gathering or ’ • Can be ‘faddish’
exchange focused • Frequent short sessions
WhatsApp Facebook
Yelp Words with Friends
LinkedIn Zynga Poker
Utility Entertainment
‘Getting things done’ Square Angry Birds ‘Killing time’
Google Maps Triple Town
Solitary Utility Seamless Pulse News Solitary Entertainment
• Most branded/ • Long sessions
shopping/rewards apps • Peaks during ‘off hours’
• Focused on efficiency or • Very little user ‘loyalty’
optimization of a task
• Highly situational Solitary
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 11. Thank You
For more information, go to:
http://blog.nielsen.com/nielsenwire/category/online_mobile/
11
Copyright © 2012 The Nielsen Company. Confidential and proprietary.