A presentation from a little while ago about the kids app market, specifically in the iTunes App Store. It has some data, metrics and ideas. It's based off the ilearnii report from 2012.

2. • Sample: 200 apps in educational category
• 100 are top-selling paid apps
• Analysis based on –
– Age
– Price
– Subject/skill-set
– School usage
– Branding

3. • 39% of children 2-4 years old have touch
screen device
• 52% of children 5-8 years old have touch
screen device
• 25%+ of parents have downloaded an app
for their child

4. • The percentage of apps for children has risen
in every category, accompanied by decrease
in apps for adults
• 80%+ of apps in the education category
target children
• In 2009, 47% of top selling apps targeted
preschool or elementary aged children
• In 2012, 72% target that age group
• Apps for kids 11-14 years old saw 14%
increase

6. • 60% of the 25 top-selling apps target
toddler/preschool children
• Only 20% of the overall sample targets 6-
11 years old
– But 50% of top sellers target this age group

8. • There 500,000 apps in Apple’s App Store
• 300,000 in Android market
• “You can spend a lot of time creating an
app, only to find out that the marketing is
just as hard as the development.” –
Lorraine Akkeman (Moms with Apps).

9. • The 4 P’s
– Product
– Price
– Promotion
– Place
• Cross promotion
– Think of developers as colleagues, not
competitors

10. • Average price has risen by $1
2009 – $1.13
2011 – $2.14
• Kids apps are $1 less
than Apps for adults

11. • Most kids apps priced $0.99 or $1.99
• iLearn II
Suggestion:
Developers
should not default
to lowest price

12. • Most popular: General early learning
• Issue: Kids most in need of early learning
help don’t have access to apps

14. • STEM apps are popular
– Science
– Technology
– Engineering
– Math
• Very few literacy apps
– May be underserved market

15. • 14% of apps mentioned school usage
• Types
– Marketed to consumer
– Study aids, test prep
– Aligned to standards
• Interesting trend by age

17. • Of entire sample, only 2 apps based on
mainstream branded characters
**Only looking at Education category, NOT Games

18. • 46 apps in top charts on both devices
– Exploiting true functionality of each device?
• More iPad apps for toddler/preschool age
group than iPhone
– Opposite true for kids 6-11 years old

20. • Price range –
– iPad $0.99 to $4.99
– iPhone $0.99 to $19.99
• Average price –
– iPad $2.07
– iPhone $2.76

21. • Apps for 6-11 aged children
– 20% overall sample targeted this group
– 50% top-sellers targeted this group
– Same trend for preschoolers in 2009 study
• Although kids app prices up by $1, it’s still
less than those for adults
• Very few apps target beyond general early
learning