Mobile Entertainment's Guide to Android


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Mobile Entertainment's guide to Android rounds up current data, research and predictions around Google's Android smartphone OS.

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Mobile Entertainment's Guide to Android

  1. Mobile Entertainment’s Guide to Android
  2. About This Presentation <ul><li>We put this together from publicly available stats, research and news stories on Google’s Android OS </li></ul><ul><li>It’s designed to offer a snapshot of current research and data around the platform. </li></ul><ul><li>Who are we? Mobile Entertainment reports the latest news, views and analysis from the mobile content industry, across print, web, email and mobile. </li></ul><ul><li>We also run events – our next one is Monetising Mobile in London on 26 th May. </li></ul>
  3. Android Growth <ul><li>In Feb-10, 60,000 Android handsets were shipping every day – a run-rate equivalent to 21.9m a year ( source ) </li></ul>
  4. Android Growth - Gartner <ul><li>6.8m Android handsets were sold in 2009 according to Gartner’s estimates ( source ) – </li></ul><ul><ul><li>3.9% share of global smartphone sales – up from 0.5% in 2008 </li></ul></ul>
  5. Android Growth: comScore <ul><li>Android took a 7.1% share of all US smartphones in circulation in Jan-10 – up from 2.8% in Oct-09 ( source ) </li></ul>
  6. Android Growth - Flurry <ul><li>Motorola’s Droid sold 1.05m units in its first 74 days, according to Flurry’s estimates ( source ) </li></ul><ul><ul><li>However, the Nexus One only sold 135k units in the same period </li></ul></ul>
  7. Android Growth - AdMob <ul><li>Global AdMob requests from Android devices increased 97% from Oct-09 to Dec-09 – over 1bn in the latter ( source ) </li></ul>
  8. Android Ad Share: AdMob
  9. Android OS fragmentation <ul><li>However, there are several versions of the Android OS in circulation, from Android 1.1 to 2.0.1 (Source: Google Jan-10) </li></ul>
  10. Android Market: Stats <ul><li>In Mar-10, more than 30k apps were available according to Google – up from 16k in Dec-09 ( source ) </li></ul><ul><li>In Mar-10, third-party site AndroLib listed 36,000, although this may include deleted apps ( source ) </li></ul>
  11. Android Market: Free v Paid <ul><li>Analyst FADE estimates that 98.9% of Android app downloads are free – with 289m total downloads by Mar-10 ( source ) </li></ul><ul><li>Dec-09 survey by Skyhook Wireless of 30 Android developers found nearly 60% weren’t happy with their revenues ( source ) </li></ul><ul><ul><li>82% said the reason was Android Market’s design </li></ul></ul><ul><ul><li>43% highlighted the use of Google Checkout for payment </li></ul></ul><ul><ul><li>46% were worried about Android OS fragmentation </li></ul></ul>
  12. Android Market: Free v Paid <ul><li>60.7% of the Android Market catalogue is free apps, compared to 39.3% which are paid. (Source: AndroLib ) </li></ul>
  13. Android Market: Prices <ul><li>Average Android app prices vary considerably between regions: $4.42 in the Euro Zone, but $2.28 in Japan. (Source: Distimo ) </li></ul>
  14. Developer Stats: Regions <ul><li>65% of Android devs are based in the US (Source: Distimo ) </li></ul>
  15. Developer Stats: Growth <ul><li>Flurry has found a consistent increase in new Android app projects since Nov-09 (Source: Flurry ) </li></ul>
  16. Android Games: Data <ul><li>According to AndroLib, there were 4,784 games available on Android Market in Mar-10 ( source ) </li></ul><ul><li>1,200 of those were added in January and February 2010 alone, according to FADE ( source ) </li></ul><ul><li>FADE also estimates that Android Market generated $900k from paid game sales in Jan+Feb-10 (up 50% from Nov+Dec-09) ( source ) </li></ul>
  17. Android Games - Revenues <ul><li>TOP 10 ANDROID MARKET GAMES (4-Jan to 28-Feb 2010) </li></ul><ul><li>1. Robo Defense by Lupis Labs - 24,000 downloads ($2.99) 2. SNesoid by yongzh - 11,000 downloads ($3.98) 3. Nesoid by yongzh - 10,000 downloads ($3.49) 4. Gameboid by yongzh - 9,000 downloads ($3.99) 5. Fishin' 2 Go (FULL) by CyxB - 16,000 downloads ($2.25) 6. Homerun Battle 3D by Com2uS - 6,000 downloads ($4.99) 7. UNO by Gameloft - 9,000 downloads ($2.99) 8. Armored Strike by Requiem Software - 6,000 downloads ($3.99) 9. Space Physics by Camel Games - 8,000 downloads ($2.99) 10. Armageddon Squadron by Polarbit AB - 4,000 downloads ($4.06 due to exchange rate) </li></ul><ul><li>Source: FADE </li></ul>
  18. Android Consumer Usage <ul><li>Android users download an average of 9 new apps a month – the same as iPhone users ( source ) </li></ul><ul><li>Only 21% of Android users buy at least one paid app a month, compared to 50% of iPhone users ( source ) </li></ul><ul><li>Android users spend an average of 80 minutes a day using apps (iPhone is 79 mins, iPod touch is 100 mins) ( source ) </li></ul><ul><li>73% of Android users are male, compared to 56% of iPhone OS users ( source ) </li></ul>
  19. Android Consumer Usage <ul><li>FADE estimated in Mar-10 that Android’s 8m users have downloaded an average of 35 apps each ( source ) </li></ul><ul><li>50% of people with T-Mobile’s myTouch handset launch Android Market once a day ( source ) </li></ul><ul><li>17% of Android visitors to Mplayit’s discovery service are looking for games, and 83% for apps – iPhone’s ratio is 64% games to 36% apps ( source ) </li></ul>
  20. Android Consumer Usage <ul><li>Data from comScore and Compete indicates that Android users aren’t so dissimilar to iPhone users in their habits (Source: eMarketer ) </li></ul><ul><li>See next page for similar conclusions from Flurry’s usage data. </li></ul>
  21. Android Consumer Usage
  22. Success Stories <ul><li>Polarbit passed the milestone of 1m Android games downloads in Mar-10 (includes paid and free) ( source ) </li></ul><ul><li>Indie developer Edward Kim said in Mar-10 that he’s making $13k a month from his Car Locator app ( source ) </li></ul><ul><li>MobiHealthNews thinks that more than 3m Android health apps have been downloaded ( source ) </li></ul>
  23. Android Predictions <ul><li>Gartner thinks Android will have 14.5% of the global smartphone market in 2012 – 76m devices ( source ) </li></ul><ul><li>MIC predicted last October that Google would ship 6.5m Android phones in 2009, rising to 31.8m in 2013 ( source ) </li></ul><ul><ul><li>But MIC predicts 126m Android devices in 2013 – incl netbooks, tablets etc </li></ul></ul><ul><li>Canalys thinks 12.3m Android handsets will be sold in 2010 in North America ( source ) - see next page for table. </li></ul><ul><li>IDC predicts 75k Android apps by the end of 2010, compared to 300k iPhone apps ( source ) </li></ul>
  24. Android Predictions - Canalys
  25. The Case For Android (by developer advocate Tim Bray) <ul><li>“ It’s not good to be on the Net at all times, but it’s very good to have the Net available at all times. </li></ul><ul><li>Google needs, and is committed to, Android; it’s not just a hobby. </li></ul><ul><li>The Android user experience is very good and, more important, getting better fast. </li></ul><ul><li>It’s developer-friendly; the barriers to entry are very low for the several million people on the planet who are comfy with the java programming language. </li></ul><ul><li>The APIs are pretty good in my experience , and even more important, complete. Near as I can tell, there’s nothing interesting the phones can do that’s not exposed through some API or other. </li></ul><ul><li>Anyone can build any hardware they want around the Android software; no approval required. </li></ul><ul><li>Anyone can sell any program they write via the Android Market; no approval required. </li></ul><ul><li>It’s open-source. </li></ul><ul><li>The smartphone arena where Android plays is extra interesting right now, with space for radical experimentation both on the technology and business fronts. </li></ul><ul><li>The mobile space has had a huge impact in the emerging economies of the less-developed world and I think that’s just getting started. I want to be part of that story and Android seems like the right software platform for it. </li></ul><ul><li>I’ll enjoy competing with Apple.” </li></ul><ul><li>Source: Tim Bray Blog </li></ul>
  26. Cheers! <ul><li>Mobile Entertainment: </li></ul><ul><li>Got feedback or a hot Android app you want us to write about? [email_address] </li></ul><ul><li>And don’t forget our Monetising Mobile event on 26 th May in London... </li></ul>