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‘AppStore
Secrets’

(What
We’ve
Learned
From
30,000,000
Downloads)





                   Greg
Yardley

                C...
30,000,000
Downloads?!

        (Actually,
it’s
a
fair
bit
more
than
that
by
now.)


•  Since
AppStore
launch,
Pinch
Media...
ApplicaUon
Rankings

         (How
does
the
AppStore
work,
anyway?)


For
every
ranked
list
on
the
AppStore,
here’s
a
good...
What
do
you
get
by
appearing
on
a
list?


•  Appearing
on
a
top
100
list
increases
daily

   new
users
by
an
average
of
2....
Case
Study
A:
Well‐Timed
Price
Cut

Case
Study
B:
Not‐So‐Well
Timed

Case
Study
C:
CounterproducUve?

In
general…

•  Don’t
mess
with
a
posiUve
download
trend.

•  Decreasing
price
is
oaen
worthwhile.

•  Aaer
you’ve
been
br...
What
do
I
need
to
get
on
a
list?

       For
free
applicaUons:

                     Top 25 Top 100
six months ago       1...
Case
Study
D:
Happy
Holidays

Do
I
have
a
community?

           (aka
‘How
much
is
my
app
used?’)


•  So
you’ve
got
a
million
downloads
–
congrats!


 ...
Free
ApplicaHons
‐
Usage
Over
Time

                                25.00%

Users
Returning
(%
of
Day
0)


               ...
Paid
ApplicaHons
‐
Usage
Over
Time

                                35.0%

Users
Returning
(%
of
Day
0)



               ...
ApplicaHons
By
Category
‐
Usage
Over
Time

                                30.0%


                                       ...
In
other
words…

•  Users
stop
using
the
average
applicaUons

   prely
quickly.

Long‐term
audiences
are

   generally
1%
...
How
long
are
they
using
it?


•  For
certain
applicaUons,
the
length
of
Ume

   users
use
the
applicaUon
is
important.


•...
So
should
I
give
it
away
or
not?

•  Anyone
browsing
the
top
free
applicaUons

   knows
that
adverUsing
is
an
opUon.

•  T...
Total
ApplicaHon
Runs
Since
First
Use

                         12





                         10

Total
ApplicaHon
Runs...
Average
‘free
vs.
paid’
raUos:

•  for
total
unique
users:

                     7.5
to
1

•  for
total
number
of
Umes
use...
ExtrapolaUng…

•  Assume
free
applicaUons
are
run,
at
most,
a

   dozen
Umes
per
user.

•  We
see
free
applicaUons
run,
on...
Answer:
Hell
no.

Earning
$0.70
in
80
sessions
requires
revenue
of

   $8.75
per
thousand
runs.

If
you
can
show
one
ad
pe...
But
adverUsing
isn’t
always
a
bad
idea.


•  Some
applicaUons
benefit
from
network

   effects,
and
get
far
more
than
6.6x
t...
CumulaHve
ApplicaHon
Runs
Since
First
Use,
By
Decile

                   45



                   40



                  ...
CumulaHve
ApplicaHon
Runs
Since
First
Use,
By
Decile
                                                            CPM

    ...
To
sum
up…

•  Only
a
few
(<5%)
high‐performing
applicaUons

   are
suitable
for
adverUsing
right
now,
and
you

   don’t
k...
Again,
summing
up
‐

•  Usage
Ume
declines
by
almost
a
third
in
the

   first
month
aaer
use,
stabilizing
at
just
under

  ...
This
was
actually
a
sneak
preview

•  AppStore‐wide
reports
are
being
generated

   daily
and
will
be
incorporated
into
Pi...
QuesUons?

          You
can
always
reach
me
at:

            greg@pinchmedia.com

                646‐330‐8540


       I...
What
do
you
get
by
appearing
on
a
list?
 •  Appearing
on
a
top
100
list
increases
daily
 new
users
by
an
average
of
2.3x.
 • 
What
do
you
get
by
appearing
on
a
list?
 •  Appearing
on
a
top
100
list
increases
daily
 new
users
by
an
average
of
2.3x.
 • 
What
do
you
get
by
appearing
on
a
list?
 •  Appearing
on
a
top
100
list
increases
daily
 new
users
by
an
average
of
2.3x.
 • 
What
do
you
get
by
appearing
on
a
list?
 •  Appearing
on
a
top
100
list
increases
daily
 new
users
by
an
average
of
2.3x.
 • 
What
do
you
get
by
appearing
on
a
list?
 •  Appearing
on
a
top
100
list
increases
daily
 new
users
by
an
average
of
2.3x.
 • 
Upcoming SlideShare
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What
do
you
get
by
appearing
on
a
list?
 •  Appearing
on
a
top
100
list
increases
daily
 new
users
by
an
average
of
2.3x.
 •  iPhone AppStore Secrets - Pinch Media

295,379 views

Published on

What
do
you
get
by
appearing
on
a
list?


•  Appearing
on
a
top
100
list
increases
daily

new
users
by
an
average
of
2.3x.

•  Greater
gains
result
from
appearing
in
the
top

25
and
top
10
lists
–
more
variable,
but
oaen

an
order
of
magnitude.

•  However,
it’s
not
permanent.

Apple’s

AppStore
is
structured
for
maximum
turnover.


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