This document discusses app store analytics and trends. It provides an overview of app store economics including the size and growth of the app economy. It then analyzes the Sudoku games subcategory using Priori Data's analytics tools, examining trends, size, growth, market structure, and top players in different countries for this subcategory. The document invites participants to join a beta program for Priori Data's subcategory tracking tools and includes appendices on fast growing consumer trends in app stores globally and for Sweden.

1. NMDS, November 7th, 2013
APP STORES
- ANALYTICS AND TRENDS
@anders_lykke / @prioridata
WWW.PRIORIDATA.COM

2. AGENDA
ABOUT APP STORE ANALYTICS
 Who am I?
 Who is Priori Data?
 What is App Store Analytics?
 App Economy – Size, Growth and Characteristics
 The Challenge
 App Architecture – breaking the app store down to relevant markets
 Case-Study: Sudoku Games
 Invitation to participate in BETA
APPENDIX
 Fastest Growing Consumer Trends in the App Stores
 Globally
 For Sweden
 Size of the Scandinavian App Markets
2

3. WHO AM I?
Anders, Sales
and a lot of other stuff…

4. 4

6. APPS MAKE MY LIFE EASIER
6

7. 7

8.  Consumers download apps to solve
problems and/or to enrich their lives
 We are monitoring consumer trends in
the app economy
8

9. WHAT IS PRIORI DATA?

10. ABOUT PRIORI
 Priori is a Berlin based app store analytics provider
 Formally launched in June 2013 by acquiring the rights
to a historical database and on-going data feed
 Access to ~80% of all global apps, as well as 2.5 years
of historical data
 We leverage this data in two ways:
 We publish a series of Market Intelligence Reports
(pdf – most are free)
 Do consulting work on Custom Data Projects
10

11. SOME BIG PLAYERS IN THE INUSTRY

12. WHAT IS APP STORE ANALYTICS?

13. OUR PROCESS
We retrieve and store publicly available
Collection
Structuring &
Processing
information
We estimate download and revenue for
every app (regression model + data
Enrichment
Delivery
exchange with developers)
We convert this data into information
and insights on consumer trends
13

14. OUR DATABASE
Maintaining app information for:
2,000,000+ apps
every app, every price change, every
version
30 countries
local content, local monetization, local
leaders
MEASURING
100,000 new apps per month
6bn downloads per month
15mm user comments per month
250,000 publishers
from hobby developers to public
companies
3 platforms
Google Play, iOS (iPhone, iPad),
Windows Phone
MONITORING
50 categories
550 app sub-categories
120 game sub-categories
14

15. APP ECONOMY SIZE AND GROWTH

16. PUBLISHER LEVEL INFORMATION (as of Oct. 8th)
The App Store:
 258.081 publishers (about 7k new each month)
 3.8 apps per publisher on avg.
 7.171 downloads/month per publisher on avg.
Google Play:
 269.803 publishers (about 11k new each month)
 3.7 apps per publisher on avg.
 13.574 downloads/month per publisher on avg.
16

17. NUMBER OF APPS AND MONETIZATION
 Ca.
1 million apps (on both GP and iOS)
 iOS: 600k free / 400k paid ($332.5m revenue/month)
 Android: 800k free / 200k paid ($32m revenue/month)
 In-app purchase is a growing trend on both platforms:
 On iOS 11% of apps have in-app purchase (IAP present in 60%
of downloaded apps in September)
 On GP: 5.2% of apps have in-app purchase (IAP present in 28%
of downloaded apps in September)
 …4bn
vs 2bn downloads per month
17

18. $80 BN APP STORE REVENUE BY 2017
80
70
60
50
40
$bn
total
rev.
30
$bn
rev
IAP
20
10
0
2012
2013
2014
2015
2016
2017
Source:
Gartner,
2013

19. KEY OBSERVATIONS ON THE APP ECONOMY
 It is young
 It is growing at unprecedented speed
 2 very dominant distribution platforms (Gartner says
90% of downloads this year)
 Difficult to obtain information on the market
 Everybody wants in
19

20. THE CHALLENGE

21.  There is an app for everything but only around 40 native
app store categories for developers to place their app
in and for consumers to browse
 Each native app store category is crowded with highly
differentiated apps
 We think there is a real opportunity to make smarter
decisions if you can identify the actual market of an
individual app.
21

22. APP ARCHITECTURE &
SUB-CATEGORIES

23. WHAT IT IS
 AppArchitecture is Priori’s proprietary app taxonomy, or classification system
 We mine app titles and descriptions to identify “clusters” of apps using
natural language processing algorithms
 This process is done dynamically each month across our database, and
supplemented by manual review
 The end result: a “sub-category” designation for ~90% of the apps in our
database
23

24. 35-40
750
Categories
Sub-Categories
 Thus a Sudoku Game is no longer just an
app belonging to the the Puzzle Games
Category (iOS). It can now be analyzed
against all other apps in the ”Sudoku &
Crosswords” Sub-Category .
Full
list
of
Sub-­‐Categories:
www.prioridata.com/technology/apparchitecture/
24

25. FALL 2013 –
Article by Priori

26. A Tool: Sub-Category Tracker

27. Priori Sub-Category Tracker
Sudoku
&
Crossword
Puzzle
Sub-­‐Category
Apple iTunes Store / August 2013
(Data Collection 09
Aug. – 09 Sep. 2013)
27

28.  Sudoku & Crossword Puzzle apps are logic-based
puzzle games, largely belonging to the iTunes store
native category “Puzzle Games”.
 Sudoku & Crossword Puzzle is the 56th largest Priori
sub-category in terms of global August 2013
downloads, the 151th largest in terms of apps, 73rd in
terms of active users and 178th in terms of publishers. It
is comprised of:
1,676
apps
964
publishers
7.8M
monthly
downloads
39M
acNve
users
28

29.  We want to know more about the performance,
opportunities, and competitive landscape in
this sub-category. For instance:
 Trend: How has this sub-category performed in the
near-term?
 Size: How big is it across geographies?
 Growth: How fast is it growing across geographies?
 Structure: What does the market structure look like
across geographies?
 Top 3: Who are the top players in each geography?
29

30. MONTH OVER MONTH GROWTH COMPARISON:
Sudoku & Crosswords VS Puzzle Games VS iOS

31. Trend
Size
Growth
Structure
Top 3
GLOBAL MONTH-OVER-MONTH GROWTH COMPARISON
50%
46.6%
25.9%
25%
12.1%
3.3%
0%
6.0%
7.8%
0.1%
-25.4%
-25%
-25.5%
June
July
Global Performance
August
31

32. SHARE OF DOWNLOADS BY COUNTRY
Is the Market large enough to Enter?

33. Trend
Size
Growth
Structure
Top 3
Share of Downloads by Country
Current Month Downloads in Country /
Global Current Month Downloads
Size and Growth By Country
33

34. Trend
Size
Growth
Structure
Top 3
Share of Sub-Category by Country
Current Month Downloads in Country /
Global Current Month Downloads
Size and Growth By Country
34

35. MONTH OVER MONTH GROWTH BY COUNTRY
- Are the Market Dynamics in my Favor?

36. Trend
Size
Growth
Structure
Top 3
Growth by Country
(Current Month Downloads – Prior Month Downloads) /
Prior Month Downloads
Size and Growth By Country
36

37. Trend
Size
Growth
Structure
Top 3
Growth by Country
(Current Month Downloads – Prior Month Downloads) /
Prior Month Downloads
Size and Growth By Country
37

38. DOWNLOAD DISTRUBUTION – TIERS 1-3
How many Installs can I expect?

39. Trend
Size
Growth
Structure
Top 3
Download Distribution
Market Structure By Country
39

40. Trend
Size
Growth
Structure
Top 3
Download Distribution
Market Structure By Country
40

41. Trend
Size
Growth
Structure
Top 3
Download Distribution
Tier
Apps #1 - #3
Apps #4 - #10
Apps #11 - #25
% of Downloads
Switzerland
United Arab
Emirates
Avg. Downloads
Per App
116,326
5,900
1,628
91%
6%
2%
Avg. Downloads
Per App
64,539
2,243
297
79%
11%
7%
Avg. Downloads
Per App
83,237
5,616
1,580
56%
22%
17%
Avg. Downloads
Per App
13,030
2,544
783
% of Downloads
Sweden
6%
% of Downloads
Spain
8%
% of Downloads
South Korea
81%
% of Downloads
Russia
52%
25%
19%
Avg. Downloads
Per App
14,139
3,417
1,039
% of Downloads
60%
22%
15%
824
221
Avg. Downloads Market Structure By Country
4,580
Per App
41

42. TOP 3 PLAYERS BY COUNTRY

43. Trend
Size
Growth
Structure
Top 3
TOP APPS
Rank
Finger Arts
Big Bad Sudoku Book
Bad Weasel, LLC
101 미니게임즈 베스트 컬렉션
Nordcurrent
2
로직 스퀘어(Logic Square)
Dev Square
▻Sudoku
Finger Arts
101-in-1 Games Anthology
Nordcurrent
2
▻Sudoku
Finger Arts
3
Numberama 2
Okroshka Lab
1
2
3
▻Sudoku
101-in-1 Games Anthology
Sudoku :)
Finger Arts
Nordcurrent
TicBits Ltd
1
▻Sudoku
Finger Arts
2
101-in-1 Games Anthology
Nordcurrent
3
Sudoku :)
TicBits Ltd
1
United Arab Emirates
▻Sudoku
1
Switzerland
2
3
Sweden
Nordcurrent
1
Spain
101-in-1 Games Anthology
3
South Korea
Publisher
1
Russia
Title
▻Sudoku
Finger Arts
2
Cross Match Sticks
S.H. InfoTech
3
Sudoku Free
Optime Software LLC
Top 3 By Country
43

44. FINAL THOUGHTS
 Managing the success of an app is no easy task and this
is no definitive source
 Defining your market based on the nature of your
product (your app) and understanding consumer trends
around it could be key
 Who do you benchmark against?
 Investors want to know about the market you are
targeting
 Are there any emerging consumer trends you should
tap into? (please see Appendix for suggestions)
44

45. BETA INTEREST LIST SIGN-UP
 Interested in participating in the BETA around the SubCategories? (expected launch around 1st of December
2013).
 Please use this link to sign up:
https://docs.google.com/a/prioridata.com/forms/d/1xCBG8Hfz2ijax4hnwGlblxD-6Nc5XfZmO-BIRAVros/
viewform
”This
is
an
awesome
tool
for
developers
to
decide
on
which
market
to
target
their
promo7ons
to
and
also
to
maybe
iden7fy
markets
for
which
they
should
be
localizing
their
apps.”
–
Gurinder,
Hashcube
.
45

46. Thank you!
PRIORI DATA GMBH
Markgrafenstrasse 36
10117 Berlin, Germany
PHONE: +1-650-614-1681
EMAIL: ANDERS@PRIORIDATA.COM / INFO@PRIORIDATA.COM
WWW.PRIORIDATA.COM

47. Appendix:
Fastest Growing (m/o/m) Consumer trends in the
App Stores (Sub-Categories). Global + Sweden

48. iOS Top 10 Fast Growing Global – all Sub-Categories

49. iOS Top 10 Fast Growing Global – Gaming SubCategories

50. iOS Top 10 Fast Growing Sweden – All
Note:
For
Sweden
we
discarded
any
Sub-­‐Categories
with
less
than
2k
in-­‐month
downloads

51. iOS Top 10 Fast Growing Sweden – Gaming SubCategories
Note:
For
Sweden
we
discarded
any
Sub-­‐Categories
with
less
than
2k
in-­‐month
downloads

52. Android Top 10 Fast Growing Global – all SubCategories

53. Android Top 10 Fast Growing Global – Gaming SubCategories

54. Android Top 10 Fast Growing Sweden – All
Note:
For
Sweden
we
discarded
any
Sub-­‐Categories
with
less
than
2k
in-­‐month
downloads

55. Android Top 10 Fast Growing Sweden – Gaming
Sub-Categories
Note:
For
Sweden
we
discarded
any
Sub-­‐Categories
with
less
than
2k
in-­‐month
downloads

56. In Month Downloads in Scandinavia (September)
Country
Android
Growth
(m/o/m)
iOS
Growth
(m/o/m)
Sweden
21,262m
(0.6%)
-­‐10.8%
18.28m
(1.0%)
15.6%
Denmark
11,13m
(0.3%)
-­‐8.1%
13.63m
(0.7%)
13.3%
Norway
7,31m
(0.2%)
-­‐9.2%
10.62m
(0.6%)
26.8%
56