Posted by: Viki ZabalaJune 3, 2013
Following a steady couple of months, April saw competition – and costs - heating up for mobile app marketers. The Fiksu Cost per Loyal User Index reached $1.50, an increase of 10 percent, or 14 cents over March’s $1.36, while the App Store Competitive Index rose 11 percent, to 5.61 million daily downloads from 5.02 million in March.
After analyzing the data, it was clear to us that three distinct forces contributed to these dynamics in April:
- First, the relentless industry investment in mobile by brands large and small that kept competition high throughout the month.
- Second, the industry’s smooth transition from Apple’s UDID to its new Advertising Identifier (IDFA) actually kept traffic stable when it could have caused some disruption.
- And third, the increasing traction of Facebook mobile app install ads, which may have provided developers with a greater pool of efficient inventory and likely buffered the industry against even greater rises in costs.
Interestingly, the end of UDID and the transition to Apple's new IDFA prompted many high-visibility, valuable app publishers, such as Pandora, to enter the marketplace, bumping up available premium inventory for advertisers. These kinds of publishers previously didn’t offer attributable ad inventory due to concerns about earlier identifiers, but the advertising-friendly IDFA has changed their minds. We’ll continue to watch this trend and report back in our May Indexes.
Posted by: Viki ZabalaFebruary 4, 2013
- Facebook reports that mobile use exceeded PC use for the first time ever in Q4 2012.
- In just five short months since its release, Apple’s iOS 6 is now powering a whopping 300 million devices around the world.
- As the app store giants continue to jostle for first place, Apple's App Store hits record revenue numbers while Google Play boasts faster growth.
- During Q4 2012, Apple sold more smartphones than any other seller in the U.S. market, a first for the company.
During its Q4 earnings report last week, Facebook announced that, for the first time, it has more mobile users than desktop users and also hinted at plans for improving mobile ad targeting and relevance, critical to building its mobile ad revenues. In fact, Fiksu is a part of those plans, as we announced a new integration with Facebook this morning. (More details coming later today.) Mobile ads accounted for 23 percent of Facebook's revenue during the 2012 holiday season, and of its 680 million mobile monthly users, 157 million now interact with the service exclusively on mobile devices, reports Ad Age.
On Monday, Phil Schiller, Apple’s senior vice president of worldwide marketing, announced, “iOS 6 is the world’s most advanced mobile operating system, with nearly 300 million iPhone, iPad, and iPod touch devices on iOS 6 in just five months, it may be the most popular new version of an OS in history.” This is certainly motivation for mobile developers and marketers to take advantage of Apple’s latest innovations, reports Matthew Panzarino of The Next Web.
While Apple’s App Store grew by one-fifth from Q3 to Q4 in 2012, Google Play saw its revenue double, according to a recent report from App Annie. “Google Play owed this boost to Japan, the U.S. and South Korea, which respectively led the growth, and contributed nearly half of the store's app revenue in the fourth quarter of last year,” reported Anita Li in Mashable. The report also noted that the majority of app revenue from these countries came specifically from gaming apps.
For the first time ever, the iPhone was the most popular phone in the U.S. during the fourth quarter of 2012, reportsGigaOm’s Erica Ogg. The company sold 17.7 million smartphones during the quarter, just barely edging out Samsung, which sold 16.8 million phones, according to Strategy Analytics’ new Wireless Device Strategy report. In total, 52 million phones were sold in the U.S. between October and December 2012, and Apple and Samsung dominated the competition, selling two out of every three phones.
Image courtesy TechCrunch.
Posted by: Viki ZabalaJanuary 28, 2013
- Apple reported record revenue numbers this week, along with record iPhone and iPad sales.
- As if the App Store isn’t packed enough, 2013 will bring an estimated 435,000 new apps to iOS users – further aggravating discovery challenges for app marketers.
- Across iOS, Android, and RIM, Facebook is the No. 1 app in the U.S., with nearly 86 million unique visitors per month.
- Experts believe 2013 could be a year of explosive tablet growth, as global tablet shipments are expected to reach 145 million. What does this growth mean for mobile marketers?
This week, Apple reported its first quarter earnings, revealing the company sold a record 47.8 million iPhones, 22.9 million iPads, 4.1 million Macs and 12.7 million iPods. In total, some 75 million iOS devices were sold during the quarter. “We’re thrilled with record revenue of over $54 billion and sales of over 75 million iOS devices in a single quarter,” said Tim Cook, Apple’s CEO. “We’re very confident in our product pipeline as we continue to focus on innovation and making the best products in the world.” AllThingsD has more here.
A recent year-end adeven report forecasts that the Apple App Store will boost its inventory this year. More than 435,000 new apps are expected to launch in the already jam-packed App Store, creating more user acquisition headaches for app developers and marketers. “Growth in terms of App Store size will continue to increase steadily as it has during the past few years, but it also points to a steady climb in the number of apps that fall into its ‘zombie’ category, which accounted for 60 percent of apps in June, but climbed to 64 percent in its most recent tally,” reports Darrell Etherington in TechCrunch. Zombie apps are those that aren't ranked and so have very little chance of being discovered by users.
While the competition is fierce, Facebook sits atop the crowd as the most popular app brand in the U.S., according to comScore. In 2012, the Facebook app enjoyed 85.5 million monthly unique users across iOS, Android and RIM platforms. Of note, Facebook not only has the largest number of users, but also the highest level of engagement. And while Facebook sits at number one, Google apps (including maps, search, and YouTube) occupy slots 2 through 6. Seth Fiegerman of Mashable has more.
New research from ABI Research suggests that 2013 could see dramatic growth in tablet sales. A projected 145 million tablet shipments are set to hit the shelves across the globe this year, meeting the demands of tablet-crazed consumers, reports Mobile Entertainment’s Daniel Gumble. This boost also produces a huge opportunity for marketers. “The concept of mobile advertising started with smartphones but tablets are changing everything, rapidly establishing themselves as universal media players (TV programs, movies, radio, news, magazines) in a way never achieved through ‘personal’ computers,” said Magna EVP and Director of Global Forecasting Vincent Letang to MediaPost.
Posted by: Viki ZabalaJanuary 11, 2013
- The Apple App Store hits a new record – 40 billion downloads!
- Recent reports indicate that Apple’s iOS tops 50 percent of U.S. smartphone sales, up nearly 36 percent from last year, achieving the highest percentage of sales in the American market to date.
- Expect to see many more tablets in the workplace this year as the BYOD (bring your own device) trend adds more personal tabets to the business environment and companies seek to purchase these devices over computers.
- Mobile ad spending will increase 400 percent in the next four years, reaching a staggering $37 billion in 2016.
This week, Apple announced that consumers have downloaded more than 40 billion apps – with nearly 20 billion in 2012 alone. Today, the App Store has more than 500 million active accounts and had a record-breaking December with more than 2 billion downloads during the month. Apple’s developer community has created 775,000+ apps for iPhone, iPad, and iPod Touch users worldwide. Also, developers have made $7 billion in revenue since the App Store launched in 2008. Tom Cheredar of VentureBeat has the details.
Data released by Kantar Worldpanel ComTech signals a milestone for iOS, as Apple’s operating system powered 53.3 percent of all smartphones sold in the U.S. from November 2011 to November 2012. Among U.S. iPhone sales, 34 percent of consumers upgraded from an earlier iPhone, and 40 percent acquired their first smartphone. The growth of iOS translated into market share declines for Android, down nearly 11 percent from last year, writes Jason Ankeny of FierceMobileContent.
Analysts from Piper Jaffray and Forrester predict greater adoption of tablets – especially the iPad – for businesses in 2013, reports Lance Whitney of CNET. Piper Jaffray analyst Gene Munster reveals recent survey results of CIOs, where 57 percent of them indicate plans to deploy tablets this year, compared with 46 percent last year. Additionally, corporate users utilizing their own tablets in the workplace are increasingly relying on apps to help manage their busy lives and day-to-day tasks, such as finding a taxi or hotel, following current events, or making payments.
Estimates from eMarketer indicate mobile ad spending will experience 400 percent growth during the next four years. These estimates incorporate display and search advertising and exclude message-based formats (such as SMS, MMS, and P2P). The major beneficiaries would include Google and Facebook, with gains by Apple, Microsoft, and Yahoo!, writes Chuck Jones of Forbes. North America leads globally, with the average ad dollar spend per mobile user expected to reach $46 in 2016. eMarketer’s estimates include analysis of various elements, such as macro-level economic conditions, historical advertising trends, estimates from other research firms, and mobile usage trends.
Posted by: Viki ZabalaJanuary 4, 2013
- Christmas 2012 saw record iOS and Android device activations, while industry reports show App Store downloads soared by 87 percent.
- Both the Apple App Store and Google Play saw healthy revenue gains in 2012, with more monetization and potential for global growth ahead in 2013.
- 2012 was (finally!) the year of mobile – from the launch of the iPhone 5 to Android device supremacy. But some say we’ll look back on 2013 as the year of the tablet.
- Will Apple unveil a new iPhone in 2013? This is just one of many predictions industry experts are making for the new year.
TheNextWeb reports that Christmas Day 2012 saw a record 17.4 million iOS and Android device activations – or 2.5x more than Christmas Day 2011 – according to Flurry. And new stats from Distimo indicate that daily downloads in the Apple App Store increased by 87 percent on Christmas Day, while revenues increased by 70 percent. This data “supports the common idea that developers should make a point to take advantage of the holiday season by updating and tweaking their apps in the weeks leading up to the 25th of December,” writes TheNextWeb’s Emil Protalinski. The 2012 holidays also marked a turning point in the history of mobile marketing, with more campaigns and shopping conducted on smartphones and tablets than in years past. If you’re interested in learning which holiday mobile marketing strategies worked well this year (and which ones didn’t), we invite you to join our free Mobile Marketer webinar on Jan. 24 – register here.
TechCrunch reports on the latest findings from ABI Research which show that mobile apps hit 43.6 billion downloads worldwide between September 2011 and September 2012, with Apple’s App Store leading the pack. In fact, all the app stores felt the boom of the mobile economy during 2012. Daily revenue in the Apple App Store grew 21 percent in 2012, while Google Play’s app revenue increased 43 percent, reported Steve Smith of MediaPost. Android’s operating system also realized remarkable gains in the latter half of 2012 with its improved user experience and scale of penetration. Device-wise, international growth also surged – the iPhone in Japan, China, and Russia; and Android devices in Korea, Japan, and France.
While pundits have been proclaiming "the year of mobile" for a few years, now, 2012 actually lived up to those expectations in several ways. But what will be shaking the industry in 2013? Greg Sterling of Marketing Land predicts that a year from now, we’ll look back on 2013 as “the year of the tablet.” According to a recent Nielsen survey, the gadget children and adults desired most this holiday season was the iPad, and many unwrapped Apple’s tablet Christmas morning. In fact, of the 17.4 million devices activated Dec. 25, 51 percent were tablets.
And what will make headlines in 2013? Will it be a new iPhone from Apple? A new flavor version from Android? Will Motorola make its first official flagship device for Google? Dan Rowinski of ReadWrite makes some bold predictions on what’s to come for mobile in 2013, especially after a year of tremendous industry growth.
Posted by: Viki ZabalaAugust 1, 2012
School’s out, and just as we saw last year, iPhone app downloads started increasing during the beginning of the summer months, causing App Store competition to heat up. Fiksu’s June Indexes reflect this trend, plus a significant rise in the costs of loyal user acquisition.
Here’s a snapshot of the latest data:
· The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) increased to 4.63 million daily downloads in June, up 1.98 percent from May’s 4.54 million.
· The Fiksu Cost per Loyal User Index increased by 14.3 percent to $1.44, from $1.26 in May.
In June, there was a distinct shift in mobile app marketing spending behaviors. Unlike earlier months when marketers spent cautiously and assessed attribution options (as a result of Apple’s rumored transition away from the widely used UDID), June confidence and spending picked up again. In fact, we observed more brands resuming their use of UDID - as one of several attribution methods available - while following best practices regarding disclosure to ensure compliance with Apple’s privacy policies.
June’s Index data also reflected a quarter-end burst in mobile advertising campaign spending as brands sought to deplete remaining Q2 budgets.
Thanks to all who covered this month’s Index data, including Mike Minotti of VentureBeat, Alex Spencer of Mobile Marketing UK, Jason Ankeny of FierceMobileContent, and Michael Essany of Mobile Marketing Watch.
Posted by: Viki ZabalaJuly 26, 2012
After recently announcing the next version of Android, “Jelly Bean,” Google touted some impressive numbers surrounding the Google Play ecosystem. With 1.5 billion installs a month, 600,000 available apps and games and 20 billion app installs, Google is quickly closing the gap between Google Play and Apple’s App Store.
We’ve discussed the compelling opportunities the Android market offers and how it can benefit your app business in exceptional ways. To arm you with the information you need to improve Android app discovery, drive more installs and generate long-term, loyal usage, we've also developed a new eBook
In addition to discovering four “must-know” differences between Google Play and Apple’s App Store, our new eBook provides you with six valuable tips for Android marketing success, including:
1. Exploit the Marketing Attribution Capabilities of Google Play: Take full advantage of Google Play’s marketing attribution capabilities to conduct closed-loop analysis of your advertising, and base ongoing advertising decisions on known performance. As you acquire users, use this data to steer your marketing toward the sources that generate your most desired users, at the best cost.
2. Optimize Advertising in Real Time: With the insights gained from marketing attribution, optimize your advertising in real time toward traffic sources that are delivering the best results.
3. Optimize Your App for Search: In Google Play, search is the primary means of organic discovery. You can greatly influence search rank, and therefore app discovery, by identifying your most successful keyword and including it in the app title, and by using that keyword in the app description and promo text multiple times. Since updating your submission is quick and easy, consider experimenting with different keywords and combinations to see which yield better results.
4. Conduct Longer-Term Ad Campaigns with Multiple Networks: Google Play’s ranking algorithm rewards long-term user acquisition—apps that acquire and retain users are awarded with higher ranks. Therefore, ad campaigns should be sustained over several months, as opposed to short bursts of activity often seen in the iOS market.
5. Test Your App Presentation on Google Play: Take advantage of the fact that you can update your app immediately on Google Play. Test the way your app is presented. Try different app titles and meta tags. Test the app name in the logo. Explore new ways to describe your app, and look for new keywords.
6. Target Loyal Users—Not Just Installs: To build a thriving app business, you need installs by loyal users. It is loyal users who use your app repeatedly, make purchases, register, or take other actions that tie back to an ROI. An install, or even an app launch, does not mean that you have a loyal user. In fact, studies show that many users who install an app never even use it, or abandon it after a single use. It is loyal users on which you ultimately build your app business.
Posted by: Viki ZabalaJuly 11, 2012
The Apple App Store is celebrating its fourth birthday this week, and the company has quite a bit to celebrate.
Since its 2008 inception, the Apple App Store has grown from 500 third-party apps for iPhone and iPod Touch to more than 630,000 available apps and more than 30 billion app downloads. The App Store has experienced great success from the very start. In fact, in the first three days after the store went live, Apple recorded initial downloads upwards of 10 million—Steve Jobs deemed the opening a “grand slam.”
In March of this year, the App Store hit another major milestone: 25 billion app downloads. As a result, Chunli Fu Qingdao of China was awarded a $10,000 iTunes gift card for his free download of the app, “Where’s My Water.” A month later, the App Store extended its reach to include the iPad. Today, more than 250,000 apps are available for the tablet device.
App Store numbers continue to amaze us, and we look forward to whatever Apple has in store (literally) for the next four years!
Posted by: Viki ZabalaJune 27, 2012
Rumors are swirling around Apple’s potentially significant changes to its search algorithm in the App Store. And a new report reveals how much of a killing Apple has made from the iPhone over the past five years. In other news, Google is ramping up for its big I/O conference in San Francisco this week, where the company is expected to make some major announcements.
After breaking the news on Saturday that Apple is rumored to be making significant changes to its App Store search algorithm, TechCrunch is now reporting on additional information from a blog post by Ian Sefferman of MobileDevHQ, who crawled App Store search reports and offered the public a summary of his findings. This read, “The headline of the Chomp Update is that there is a big change happening that affects a widespread number of search results. Keywords in the apps title’s now matter less, overall downloads matter more, but there appeared to be no change in how app rating affects search ranking.” Our team will continue to monitor this developing story, which underscores the ongoing discovery challenges mobile app users face.
Speaking of Apple, in honor of the iPhone’s fifth anniversary (June 29), a new Strategy Analytics report reveals just how much the company has made from the device over the past five years. According to the study, Apple has shipped 250 million iPhones worldwide, and the iPhone has generated $150 billion in cumulative revenues, reports TechCrunch. But the firm predicts the next five years could be tougher. Analyst Neil Mawston said, “Some mobile operators are becoming concerned about the high level of subsidies they spend on the iPhone, while Samsung is expanding its popular Galaxy portfolio and providing Apple with more credible competition.
Developers are expecting big things from Google at this week’s I/O conference in San Francisco. Wall Street Journal reports that the company is expected to show off a new tablet running its newest mobile software, called Jelly Bean. Kicking off today, the three-day conference will showcase various new devices and Web services to help the company “win over mobile-app creators and device owners in a continuing battle with Apple,” writes reporter Amir Efrati. More than 5,000 developers will be in attendance for the conference, which sold out in a mere 20 minutes after tickets went on sale.
Posted by: Viki ZabalaMarch 15, 2012
As we anxiously wait for the new iPad’s in-store debut tomorrow, Mashable is reporting that Apple is offering consumers a credit for trading-in older generations of the iPad. And if you weren’t planning on waiting in line for the newest tablet, a review of the product by USA Today suggests that you should really reconsider. We will check out the product’s newest features so you can decide for yourself whether or not it’s worth the wait. And while it’s hard to imagine Apple struggling with anything at all, Businessweek is reporting on the latest Apple issue: trying to swat down startups trying to manipulate the App Store, which has helped drive sales of more than 315 million iPhones, iPads, and iPod touches.
And, mobile industry leaders flocked to Xconomy’s Mobile Madness program yesterday. CIO highlights the most common theme that arose among the app developers who spoke at the program: Don’t take your users for granted. Read on for more in today’s Fiksu Feed.
For those of us who already own an earlier version of the iPad, Apple is offering trade-ins to help you justify upgrading to the newest edition—without the guilt. However, according to Mashable , you may have a hard time finding a link on the company’s website for the upgrade or trade-in offer. Well, that’s because it’s not there. Instead, you’ll need to visit Apple’s “Reuse and Recycle” page. After answering a series of questions about the condition of your trade-in, Apple will issue you a gift card that can be applied to purchase the new iPad.
USA Today released a review of the new iPad, and though the differences between the second and third generation iPad appear to be relatively modest, USA Today claims Apple has distanced itself from the competition, again. The stunning screen, 4G speeds, decent dictation, improved camera optics, strong battery and abundance of new apps makes the new iPad a must-have. Also minus the dings your current one might have.
Believe it or not, Apple does face a fair share of controversy. According to Businessweek, the company has had to deal with a slew of startups offering to get any app onto the list of the App Store’s most popular apps. Apple has since fought back, announcing a new policy on February 6th banning developers who use these services to promote higher rankings. According to research firm App Annie, App Store downloads in the U.S. decreased by 24 percent from January to February compared to only 15 percent in the same period last year. A drop-off in downloads from rank manipulators could explain the performance difference. Check back soon to see what our Fiksu App Store Competitive Index will reveal later this month!
And finally, Fiksu’s Craig Palli was among the mobile app experts who spoke at this week’s Xconomy Mobile Madness, and according to CIO¸ the most common theme that emerged from the program was this: Don’t take your users for granted. Nearly all panelists agreed that it is important to build a strong, loyal user base that not only downloads your application, but uses it weekly or even daily.