Q1 App Store UK  Analysis & Metrics Brandon Mensinga [email_address]
“ Tale of the Tape” Big Picture +54.7% Number of Apps Number of Publishers A verage App Memory Average App Price +37.8% +1...
#1: Tsunami of Crap Apps <ul><li>Definition:  Loading any content with a modicum of value into predefined frameworks and s...
Cookie cutter   web 2.0 sites . #5 (115) Most Released Apps March 2010 targeting local businesses  </li></ul></ul>
 
 
 
 
#2: Size Doesn't Matter <ul><li>For high value apps that provide serious utility memory size becomes a non-factor </li><ul...
90% of users search and/or browse for apps directly on their iPhone (and not their computer) </li></ul></ul>
 
 
#3: More brands; Less opportunity <ul><li>Business category offers a less attractive environment  for  start-ups  </li><ul...
#1 concentration of free apps (55.7%); using apps as distribution channel
#3 biggest downward spiral  in price point (-10%); brands intent on acquiring an audience </li></ul></ul>* we track only h...
 
 
 
#4: News vendors; Mistake 2.0  <ul><li>Established news vendors treating mobile like the web. Training consumers to expect...
£0.52 (versus £0.55) stable price point; shift to en masse in-app subscription model hasn't happened </li></ul></ul><ul><u...

 Free + Digitized Print Ad supported. Metro UK.
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Apple App Store UK Analysis & Metrics Q1 2010

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A comprehensive analysis of the UK App Store for mobile & digital marketers.

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  • Creating Realistic Project Budgets and Timelines Effective Communications and Conflict Resolution
  • Apple App Store UK Analysis & Metrics Q1 2010

    1. Q1 App Store UK Analysis & Metrics Brandon Mensinga [email_address]
    2. “ Tale of the Tape” Big Picture +54.7% Number of Apps Number of Publishers A verage App Memory Average App Price +37.8% +16.3% -5.3% 98, 290 152, 065 23, 640 32, 568 8 . 69 10 . 11 £1 . 59 £1 . 51
    3. #1: Tsunami of Crap Apps <ul><li>Definition: Loading any content with a modicum of value into predefined frameworks and shipping </li></ul><ul><ul><li>Batch deployments vendors. Ex. 3.5% (5000+) of the App Store offering batch apps for; quotes, recipes, phrasebooks, expired books, jokes etc.
    4. Cookie cutter web 2.0 sites . #5 (115) Most Released Apps March 2010 targeting local businesses </li></ul></ul>
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    9. #2: Size Doesn't Matter <ul><li>For high value apps that provide serious utility memory size becomes a non-factor </li><ul><li>High-ranking apps include;  Jamie’s 20 Minute Meals (404MB), Love Art: National Gallery, London (202MB), Tom Tom UK & Ireland (316MB) and Ronnie O’Sullivan’s Snooker Classic Breaks (191MB) </li></ul><li>For casual apps it is important to provide a quick and easy impulse download </li><ul><li>10MB is a good rule of thumb and is supported by the evidence with the average app size
    10. 90% of users search and/or browse for apps directly on their iPhone (and not their computer) </li></ul></ul>
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    13. #3: More brands; Less opportunity <ul><li>Business category offers a less attractive environment for start-ups </li><ul><li>#1 brand penetration* (20%); more brand candy for consumers
    14. #1 concentration of free apps (55.7%); using apps as distribution channel
    15. #3 biggest downward spiral in price point (-10%); brands intent on acquiring an audience </li></ul></ul>* we track only half the categories for brand penetration; there may be other categories that exceed business
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    19. #4: News vendors; Mistake 2.0 <ul><li>Established news vendors treating mobile like the web. Training consumers to expect free </li></ul><ul><ul><li>#1 concentration between 0-£2.99 price brand; (99.7%); even differentiated, niche content players are reticent to experiment with higher price points
    20. £0.52 (versus £0.55) stable price point; shift to en masse in-app subscription model hasn't happened </li></ul></ul><ul><ul><ul><li>Free. This includes; ITN News, Daily News and Thomson Reuters
    21. 
 Free + Digitized Print Ad supported. Metro UK.
    22. Free + Mobile Ad Supported. This includes; Sky News, NYTimes and The Independent
    23. 
 Free + Sponsored. The Telegraph and Time Mobile
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 Free + Ad Supported + Paywall (Metered Access). FT Mobile </li></ul></ul></ul>
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    27. #5: Medical; Niche to Commodity <ul><li>A few app “winners” for each category will rise </li><ul><li>#5 app growth category (67%); commoditization process underway
    28. #1 concentration of £5.99+ apps (18%); niche content = higher price point
    29. #1 biggest downward spiral in price point (-21%); niche content = subject to rapid App Store commoditization </li></ul></ul>
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    32. Market Survey: iPhone UEX / Dev <ul><li>If you have produced 5+ distinct apps and would be open to a 30 minute telephone interview, please contact me at [email_address]
    33. To show my appreciation I would be happy to provide you with the just released App Store Metrics UK April 2010 issue. </li></ul>

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