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?

1. App Growth Trends
What to pay attention to, and what to ignore
Patrick Kane
Founder & CEO
patrick@prioridata.com

2. About us

3. 3
We use technology & data science to bring
transparency to the mobile market

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
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. We Work With Mobile Leaders From Around the World
6
App Publishers
Consultancies
& Agencies
Investors
SDK Vendors

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. The mobile
market keeps
growing!
8

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. 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. What app trends drove this growth?

12. Let’s start with what didn’t...

13. Trends you may have heard about….
13

14. Trends you may have heard about….
14

15. Trends you may have heard about...
15

16. So what is responsible for the market
growth?

17. Maybe it was the major store changes?

18. Google brought strong innovation in 2017!

19. Apple made headlines with iOS 11

20. Big Pitch: Editorials Influence Discovery

21. Has it delivered?

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. # 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. Have new companies gotten into those
positions?

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. Are these new apps from established
companies or indies?

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. Super Mario Run iOS 11 Boost
28
From a Top
150 Overall
Position to
Top 25!
iOS 11!

29. A Few Other Notable Entrants
29

30. App Stores Promote Apps that Make Them Money.
30
(Services) (Device OS /Features)

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. So which trends mattered?

33. 33
Non-Gaming Categories Grew Revenue Significantly
iOS, excludes China.

34. 34
Non-Gaming Categories Grew Revenue Significantly
iOS, excludes China.
8
Categories
Growing
>50%
3 Categories
Growing, with
>$500m in
Revenue

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
Gaming Categories Experienced Patchy Growth
iOS, excludes China.

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. 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. Conclusion:
Focus on consumer-driven trends
Be weary of store-driven marketing

40. 40
Validate everything with app intelligence data!

41. 41
Come talk to us today!
Patrick Kane Yakir Gal Benjamin Nolan
Anders Lykke Cécile Guibé Anne Gille

42. Thank you!
Patrick Kane
Founder & CEO
patrick@prioridata.com