App Store Trends and Data: What’s Happening on the App Stores?

Richard Pidgeon

Based in London, Richard Pidgeon brings a history of knowledge and experience in the mobile marketing and developer sectors to his current role as Director of Business Development EMEA at Distimo, a globally recognized leader in app store market data and analytics. Richard spoke at the at App Promotion Summit in Berlin on the subject of App Store Trends and Data:What’s Happening on the App Stores? Richard’s talk included the following topics:

  •  Top Ranking Apps And Games – Who Is Doing The Best?
  •  App Store Statistics – Where Is The Growth?
  •  Impact Of iOS7 And New Google Play Updates

We’re now able to share this presentation with you in a number of formats including video, audio/ podcast and the full transcript.

What’s Happening on the App Stores? Video

What’s Happening on the App Stores? Audio/Podcast

What’s Happening on the App Stores? Presentation

‘What’s happening on the App Stores?’ – Richard Pidgeon at App Promotion Summit Berlin from App Promotion Summit Conference

What’s Happening on the App Stores? Transcript

Good morning, everybody. Thank you James for the introduction. This is the second app promotion
summit that I have spoken at. I spoke at the first one and it’s good to see that a lot more people are here
in Berlin. So, I hope you all have a good day.

So, what I have been asked to do is really sort of give a few insights into what’s going on within the app
stores currently and to sort of set the scene, maybe hopefully trigger a bit of debate for later in the day.
So, my name’s Richard Pidgeon. I’m from a company called Distimo. We’re a leading… our fonts are
wrong, everyone. We’re a leading [analytics] and it’s a company based in Holland. We’ve got offices in
San Francisco, New York, London. We’re looking for an open office here in Berlin, Korea and China in
the months to come.

So, what we’ve got is we have a number of tools that are available for publishers and developers to help
them track their downloads and revenues in all the app stores that they’re publishing in. We also have
some free conversion tracking tools and then we also give sort of insights and we have a premium
product called AppIQ which gives numbers behind the leader boards and can help you track competitor
apps in any of the stores. Enough of the sales pitch now.

So, I wanted to give you a few sort of numbers behind the global pitch and what’s happening out there,
where the revenues are coming from to help you sort of visualize and see where you should be focusing
your efforts and what platforms, etc. So, this is what the world looked like in 2012. You can see that
North America was leading the show with 40% of the revenue distribution with North Europe, oh,
Europe in second spot with 29% of the revenues and Asia well back in third place with 23% of the
revenue share from both iOS and Google Play.

So, moving that on 12 months, you can see that Asia has shot into first place with 40% of the revenues
with North America in second place with 31% and Europe back in third place. So, there’s been a
massive shift in revenues from North America and Europe through to Asia and I think that’s sort of
been led by this Korea, Japan and China and you can see this is exactly what… you know, the growth
has been massive in Korea with over 1,000% growth in the last 12 months, Japan with 390% growth
and China 350% growth.

Germany has doubled in revenue share in the last 12 months, so it’s you know, despite having fantastic
growth it’s nowhere near the size of the growth that’s happened in sort of Korea, Japan and China. So,
just putting that into perspective though, so U.S. is still number one for revenue share by some margin
and then you’ve got Japan and Korea as catching up dramatically.

So, how is the revenue split between Google Play and iOS shaping up? So, obviously iOS has had a
massive head start from Google Play over the years. Google Play is catching up dramatically and so
this is over the last sort of six, seven months. So, you can see that the revenue shares are from iOS at
71%, moved down to 66%. So, Google Play is definitely catching up as far as the revenue share is
shaping up.

So, what we’re looking at here is how that revenue share varies from platform to platform across the
globe. So, you can see in China for example then all the revenue that we’re measuring is on iOS.
Obviously, there’s no Google Play in China. So, it’s 100% iOS. Japan is about 50/50% split between
iOS and Google Play where Korea is sort of firmly, sort of 88% Google Play. So, just bare that in mind
when you’re you know, looking at which platform you should be targeting within you know, which
So, this is looking at the sort of number of downloads, where the downloads are coming from and you
can see that 33% of all downloads are still, are coming from games. So that’s sort of one in three
downloads on iPhones are actually coming from games and surprisingly one in two downloads on
iPads are coming from games as well. So, having a look at how this compares with Google Play you
can see that 37% of downloads are still coming from games on Google Play. So, this is device in store,
so we haven’t [split it out] between tabular and iPhone, but it’s still in a massive, massive amount of
downloads that are coming from Google Play, from games.

Having a look at Amazon, so it’s 63% of all downloads in the Amazon store are coming from games.
So, there’s a great opportunity on Amazon to sort of be seen as a lot easier to get into less crowded app
store. So, if you’re thinking about publishing then you should seriously consider the Amazon app store.

So, this is looking at the revenue shares for how I got from games globally. So, you can see that
nearly… So, globally 80% of all revenues are coming from and iOS are coming from games and 90% of
all Google Play revenues are coming from games. There’s a you know, a disparity between countries to
countries so Taiwan is leading the show as far as revenue shares for games with Korea and Japan
bringing up the show. Germany is back in tenth place, so for some reason there’s a big share of
revenues for identification apps within Germany. I don’t know if that’s anything to do… there must be a
joke in there between Germans getting lost rather than playing games or something. I don’t know what
that might be.

So, just sort of summarizing the last few slides. I do apologize for the difference between Mac and PC,
I’m afraid. So, what we’re highlighting here is that… so, 20% of all apps that account, sorry there are
20% of all the apps in the iOS are games. They account for 36% of the downloads. That’s 72% of all
the revenues. Wherein Google Play, there are 14% of the apps in the store are games. They account for
37% of the downloads and a massive 88% of all revenues.

So, in our most recent monthly publication we’ve looked at sort of global brands. I don’t know if any of
you’ve seen it. So, we do monthly publications. We’re giving insights into what’s going on in the stores
and the most recent one is regarding global brands and I just wanted to share a couple of slides quickly
with you, what was happening there.

So, taking from Interbrands top 100 brands, 92 of the top 100 brands are publishing within iOS.
Seventy-five of the top 100 are publishing in Google Play, but only 28 of the top 100 are publishing in
the Amazon store. So again, a massive disparity between especially the Amazon store versus Google
Play and iOS. The brands that tend not to be publishing tend to be from the FMCG sectors and drinks
brand. So, I think there might be an opportunity for you guys that are targeting some of those clients in
that sector.

Then finally, I just wanted to share which sectors are best represented within each store. I think it’s no
real surprise that the technology sector are best represented within Google Play and iOS. Less so within
Amazon store. Retail seems to be the number one sector for Amazon store, but it’s the retail sector, oh,
sorry media sector is in second place for Google Play and iOS.

So, there’s more of those inside the publications on our website. We have blogs, regular blogs, monthly
reports. We also have some free analytics tools on our website that you can use and if you’d like to sort
of see some other insights then catch me later on in the day. So, I hope you all have a good day and
take a lot on board, and let’s have a drink later on as well. Thank you.

Thanks to Richard for doing such an interesting talk.  You can find out more about App Promotion Summit here