priori data - mobile tech con berlin - summer 2013

Patrick Kane | Priori Data GmbH | @prioridata

All platforms are created

equal – right?

What this talk covers

• “State of the Market” for mobile app

platforms

– Size / reach

– Composition by Category

– Growth

– Monetization

• Key considerations for developers

• Q&A

Who this is for...

• Those thinking about developing an app

• Those currently building an app

• Those optimizing an existing app

• Those investing in app developers

Who are we?

• We do app store analytics. We track

the performance of >2mm apps and

>250k developers across iOS, Android,

and Windows

prioridata.com

Key message

• There are very few “lucky winner” apps

in today’s app stores

• Success is becoming expensive. To

minimize the expense you need to

perform research on your platform,

category, and sub-category

Overall Size

Metric iOS Android

# of apps 933k 942k

% growth 3.4% 4.5%

# of publishers 243k 251k

% growth 2.7% 4.6%

# of monthly

downloads

2.0bn 3.6bn

% growth 6.4% 1.0%

Source: Priori Global Insights Report, July 2013.

Overall Size

Metric iOS Android Windows

# of apps 933k 942k 150k

% growth 3.4% 4.5% 2.8%

# of publishers 243k 251k 38k

% growth 2.7% 4.6% 3.1%

# of monthly

downloads

2.0bn 3.6bn 272mm

% growth 6.4% 1.0% 15.9%


Composition by Category



• iOS and Android have virtually the same

proportion of games (~15% of all apps)

• But....games claim 56% of downloads

on iOS, while on Android the figure is

only 36%


103

119

133

135

157

0 50 100 150 200

Adventure Games

Puzzle Games

Arcade Games

Entertainment

Action Games

iOS - Top 5 Categories by Monthly Downloads (mm)


254

257

386

390

436

0 100 200 300 400 500

Entertainment

Communication

Arcade Games

Casual Games

Tools

Android - Top 5 Categories by Monthly Downloads (mm)

Growth

Overall Growth

• # of Apps growing on both platforms at

nearly ~1,000 per day

• # of Publishers growing at 360 per day

on Android vs. 215 on iOS

A moment on growth

• Growth at a high-level is of minimal use

• More helpful is studying how your

particular category (or sub-category) is

growing

Growth by Category

19.8%

25.9%

26.6%

27.3%

36.2%

0.0% 10.0% 20.0% 30.0% 40.0%

Music Games

Puzzle Games

Trivia Games

Role Playing Games

Navigation

iOS - Top 5 Categories by Monthly Download Growth

(%)

9.4%

11.0%

16.2%

41.9%

41.9%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0%

Music and Audio

Racing Games

Productivity

Travel and Local

Transportation

Android - Top 5 Categories by Monthly Download

Growth (%)


Navigation Category Growth

Source: Priori Sub-Category Tracker, July 2013.

29.8%

52.3%

70.4%

121.8%

151.8%

0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0% 140.0% 160.0%

Car Refuelling

Speed Meters

Car Rental

Maps and Directions

Car Dealer Info

iOS - Top Navigation Sub-Category Growth (%)

Growth by Category

19.8%

25.9%

26.6%

27.3%

36.2%

0.0% 10.0% 20.0% 30.0% 40.0%

Music Games

Puzzle Games

Trivia Games

Role Playing Games

Navigation

iOS - Top 5 Categories by Monthly Download Growth

(%)

9.4%

11.0%

16.2%

41.9%

41.9%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0%

Music and Audio

Racing Games

Productivity

Travel and Local

Transportation

Android - Top 5 Categories by Monthly Download

Growth (%)


Top 10 Gaming Sub-Categories


Growth by Country /

Sub-Category


Monetization

Overall MonetizationMetric iOS Android

Paid apps (% of

total)

40% 20%

Apps w/ IAP (% of

total)

11% 5%

Downloads of paid

apps (% of total)

6% 0.3%

% growth -47% -10%

Downloads of apps

w/ IAP (% of total)

61% 28%


A moment on monetization

• Like growth, monetization is a micro

concept

• Depending on the type of app and your

monetization goals, the headline

monetization stats may point you in the

wrong direction

Monetization by Category


Conclusion

Sanity check

• App store analytics are important, but it

is by no means the only piece of the

puzzle...

Some additional considerations

• User base (demographics)

• Device base (fragmentation)

• Developer environment (documentation)

• App discovery / user acquisition

Sanity check

• App store analytics are important, but

you have a long journey

Source: Vision Mobile Developer Economics Report 2013

Your leverage

• There are hundreds of tools providers

vying for your relationship (so is Priori)

• Use this to your advantage: they can

lower your barriers to entry, minimize

cost, and much more

Source: Priori, Vision Mobile Developer Economics Report 2013

My final thoughts• Unless you have an established brand,

start with one platform

• There are no shortcuts with app

development, and the game isn’t over

once you are in the store

• Know yourself: polished perfectionist?

iOS. Iterator? AndroidSource: Priori Data, Vision Mobile Developer Economics Report 2013, Bubba VC.

Contact us at [email protected]

prioridata.com

[email protected]

Thank you!

priori data - mobile tech con berlin - summer 2013

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