- Products & Technology
- Case Studies
- Contact Us
- Get Started
Posted by: Jeremy SaccoNovember 3, 2013
Apple's new iPad Air went on sale on Friday 11/1, and according to our tracker, it's having a remarkable opening weekend. As of this writing, the Air is now making up 0.69% of active iOS tablets using apps in our network. While that's objectively a pretty small share, it stands out when compared to recent iPad launches. After the opening weekend a year ago, the iPad 4 had just 0.14% of activity, and the iPad mini had 0.21%. That means the Air is seeing five times the usage the iPad 4 did two days after launch - and more than 3 times that of the iPad mini.
Since those two launched the same day, they may have diluted the demand somewhat -- but even combined they only saw 0.35% of usage after the launch weekend. So the iPad Air is seeing twice as much usage as the iPad 4 and the iPad mini combined.
The real kicker is that the growth of the Air is just getting started. Take a look at the adoption rates of last year's iPads plotted out through the end of the year:
The data shows slow growth through November, with a small bump after Thanksgiving/Black Friday and then a huge spike Christmas Day. If the iPad Air follows the same general trajectory from this accelerated start, then Apple CEO Tim Cook's prediction that "it's going to be an iPad Christmas" isn't going to be in much doubt.
We'll keep tracking the activity of the Air -- and the iPad mini 2, once it launches later this month -- at least through the end of the year. Who knows, maybe I'll be checking it on a new iPad Air by Christmas.
Methodology: we sample batches of 10M recorded app events (launches, purchases, and registrations) every hour, from apps that use Fiksu's SDK. We then chart the percentage of active iOS tablets on each version, at a set date after launch -- starting Nov 1, 2013 for the iPad Air, and starting Nov 2, 2012 for the iPad 4 and iPad mini.
Posted by: Jeremy SaccoSeptember 10, 2013
As we've discussed, the upcoming introduction of two new iPhones is likely to create a significant opportunity for app marketers as users load up their new phones with apps. On the heels of today's formal introduction of the iPhone 5S, 5C, and announcement of iOS 7's release date of 9/18, here are a few thoughts for app marketers.
- This first-ever separation of the iPhone market into two current models provides a targeting opportunity for savvy app marketers. The lower-cost 5C, at the new $99 price point with a contract, will provide the opportunity to reach a larger set of value-conscious customers than previous phones, while the 5S will appeal to the premium consumers that have long been Apple's sweet spot.
- For apps with a real local focus, the new Popular Near Me tab may be a new way for the App Store to deliver extremely valuable users: those who are nearby and looking for apps to get something done right now. We've already seen that the Near Me tab is predominantly populated with local apps – not the country-wide apps that are popular everywhere. (If Apple didn't somehow weight the listings towards apps that had specific local interest, every Near Me tab would look basically the same, with Candy Crush, Instagram, Vine, etc.)
- While it may not be available to marketers out of the gate, we're intrigued by the app marketing potential in iTunes Radio based on the success we've had with Pandora.
- Finally it's not a direct marketing opportunity, but we're excited about auto-updating apps on behalf of our clients. Just knowing that most users are on the most current version of the app gives app developers more freedom to focus on new content and enhancements.
iOS 7 rolls out a week from tomorrow, September 18. Stay tuned: we're looking at adoption rates for iOS 5 and 6 so we can compare the results this year.
Posted by: Jeremy SaccoSeptember 6, 2013
The months and weeks of speculations are almost over as we count down the days to the much-anticipated Apple event on Tuesday at which the iPhone 5S, iOS7, and potentially a low-cost iPhone 5C will be publicly unveiled.
For app marketers, a new device launch – especially an iPhone launch – spells great opportunity to acquire new users in droves. As in years past, we can expect throngs of people to quite literally camp-out and line-up to buy the latest phone as soon as it hits the shelves. There will be the initial rush of people upgrading to the new iPhone from older iPhone models, in addition to others using the launch as an excuse to change over from their Android, Blackberry or Windows phone to the popular iPhone.
But before you rush out and blow through your entire marketing budget in September, there are some important things to consider. Here at Fiksu, we’ve been charting the volume of app downloads during the last two iPhone launches as well as the associated cost per installs.
We concluded that, as you can see from the two charts below, the “sweet spot’ for mobile app marketing is NOT during the iPhone launch month but actually the month after when download volumes are at a crescendo but costs per install are at their lowest.
Cast your mind back two years to the launch of the iPhone 4S in October 2011. We examined the app download volumes of our clients for the month before the 4S launch, in October, and through to November. We found that app download volumes increased by a huge 57 percent from September to October, and then by another 107 percent from October to November – remarkable growth!
Last year, Apple introduced the iPhone 5 in September 2012. When examining download volumes, we saw a different pattern. Volumes remained steady through September and October, but then shot up in November by 46 percent. That’s a 94 percent year-on-year increase in download volumes, when comparing November 2011 to November 2012.
Now let’s look at how cost per installs compared between the iPhone 4S and iPhone 5 launches. With the 4S launch, we saw costs steadily drop 11 cents from September to November. One year later when the iPhone 5 launched, cost per install actually rose the month following the launch, and then plummeted.
So what does this all mean when considering the imminent iPhone 5S launch?
- It pays to be patient: Rather than focusing all your app marketing budget on launch month, waiting six to eight weeks could net you greater download volumes for less spend.
- Implement a holiday strategy: If November is indeed the app marketer’s “sweet spot,” then there is only a brief reprieve before the holiday season kicks into high gear. The good news is that the iPhone launch “phenomenon” mirrors the holiday season when our data shows that the “sweet spot” for downloads and low costs per install is actually February, rather than December.
- The rules have changed and the stakes are ever higher: Now that Apple has started to reward positive ratings with rank – and vice versa – marketers cannot rely on download velocity alone to climb rank. Marketers must now work harder – and inevitably pay more – to earn positive ratings from users, climb ranks, drive downloads and cap off 2013 meeting their monetization goals.
So as the world waits in anticipation for Apple’s latest device, and rumors swirl around colorful new options, LED cameras and fingerprint sensors, sit tight and ride out these next few weeks. We promise it will be worth the wait!
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 15, 2012
With the iPhone 5’s reported release less than one month away, iPhone prices and sales have dropped, while reports about the device’s new features have continued swirling. According to new industry research, Apple’s iPad has continued its market dominance. And, as we say goodbye to the 2012 Summer Olympics, it’s clear that mobile earned “gold” as the channel delivering the greatest online audience engagement during the Games.
Retailers are marketing down current iPhone models to make way for the speculated new iPhone 5. According to AllThingsD, retailers, including Best Buy and Target, are selling iPhones for much less than they have in the past. Best Buy is retailing the eight-gigabyte iPhone 4 for $49, and Target is offering the Verizon and AT&T versions of the iPhone 4S for $179. Apple stores are even matching those prices, reported The Wall Street Journal.
Meanwhile as anticipation builds ahead of the iPhone launch, smartphone sales have stalled. According to analyst firm Gartner, global sales dipped 2.3 percent in Q2 to 419 million units worldwide, down from 428 million the same period last year. iPhone sales dropped nearly 13 percent from Q1, but increased 46 percent from 2011. “High-profile smartphone launches from key manufacturers such as the anticipated Apple iPhone 5, along with Chinese manufacturers pushing 3G and preparing for major device launches in the second half of 2012, will drive the smartphone market upward,” said Anshul Gupta, Gartner principal research analyst, to FierceMobileContent.
In other Apple news, the iPad continued its reign as king of tablets. According to research firm HIS iSuppli, Apple secured nearly 70 percent of the tablet market in Q2 with 17 million shipments worldwide. Samsung took second place with 9.2 percent for 2.3 million shipments, Amazon finished third with 4.2 percent and Asus logged fourth with 2.8 percent. The figures didn’t include Google’s Nexus 7. “Apple’s major media tablet rivals, Google and Microsoft, hope to challenge Apple in the second half of the year, but will be facing formidable headwinds with no sign that the market leader is backing off of its aggressive strategy in the market,” said Rhoda Alexander, director for tablet and monitor research for HIS, in a CNET piece.
With the Summer Olympics now closed, new statistics bestowed mobile the gold medal for online audience engagement. According to Alex Balfour, head of new media for the London 2012 Olympics, 60 percent of visits to the official London2012.com site and apps came from mobile devices. The ratio was so high because the London Organizing Committee of the Olympic Games had several apps and websites on the market, reported paidContent.
Posted by: Viki ZabalaAugust 3, 2012
Following months of rumors, a date has reportedly been set for the launch of the iPhone 5. In other welcome news, two industry reports chart the significant growth of mobile ad spending and app revenues. Meanwhile, Android developers received word of important policy changes for the Google Play app store.
Apple will announce its iPhone 5 Wednesday, Sept. 12, with the device hitting stores Friday, Sept. 21, according to new reports. According to a Mashable piece, the launch will be made via a special announcement and will also include a new iPod Nano and possibly the iPad Mini. As CNET reports, Apple expects to produce 20 million iPhone 5 units in the September quarter alone. And J.P. Morgan predicts Apple meeting – or exceeding – the current sales estimates of 39.5 million for Q4 2012 and 37.8 million for Q1 2013.
According to a new report from eMarketer, global mobile ad spending is projected to hit $6.4 billion in 2012. Driven by strong growth in the U.S., mobile ad spending will increase about 62 percent this year, putting the U.S. market ahead of Japan for the first time. The research estimates the U.S. mobile ad industry will balloon 96.6 percent to $2.3 billion in 2012. Mashable shares a chart that depicts mobile ad spending worldwide (by region and country) from 2011-2016.
Revenues generated by iOS and Android apps are forecast for healthy growth, says Mobile Marketer. New data from Flurry Analytics projects app revenues to grow 60 percent to $8.7 billion, with advertising as the fastest growing revenue category. According to Flurry’s data, iOS and Android apps tallied a total of $5.4 billion in 2011 from premium sales, in-app purchases and advertising sales. Interestingly, in 2010, the top 25 ranked titles on iOS and Android generated 28 percent of revenue from premium sales and in-app purchases, but this year, they are expected produce only 15 percent of revenue. “What’s most surprising is that that mid and long tails are getting fatter not skinnier,” said Peter Farago, vice president of marketing at Flurry Analytics. “More apps are making more money.”
This week, Google Play delivered a letter to its tens of thousands of Android developers, informing them that it is making numerous changes to tighten its policies. Changes included naming apps, app icons, payments, privacy, spam and advertising. “All in all, this is a pretty strong list of ways that Google can now use to better control what kind of apps appear in the store, and perhaps attempt to raise the quality in the process,” writes Ingrid Lunden in her TechCrunch piece. Developers of new apps will be required to meet the new policy changes immediately, while apps that violate the new rules will have 30 days to comply or risk app store ejection. You can read Google Play’s full letter here.
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 25, 2012
New industry research indicates that Apple's iOS devices generate the most traffic for ads, while another study this week reveals the burgeoning growth of the mobile search and discovery market. And while we don’t know when it will arrive or what it will look like, an industry commentator predicts that an iPad Mini has the potential to “crush” Google’s Nexus 7 tablet.
According to an Opera Software report released this week, Apple’s devices are the most user-friendly and, in turn, generate the most traffic for mobile advertisers (46.5 percent).They also own a 61.4 percent share of mobile advertising revenue. “In addition to a solid user base, Apple has users who tend to spend more time on engaging advertisements usually featured on iOS,” writes CNET’s Donna Tam.
In other industry research news, IntoMobile is reporting on the latest Juniper Research study, which indicates that the mobile search and discovery market will grow to $15 billion by 2017, a threefold growth over what it is expected this year. According to the report, the vast number of apps crowding the app stores today is driving adoption of discovery services. Additionally, Google’s “domination” of the mobile Web search space has prompted other players to seek new ways to differentiate their products in a largely commoditized market. Full report findings can be found here.
Though Google’s Nexus 7 tablet has proved popular during its first few weeks of availability, Forbes’ Brian Caulfield predicts that Apple will soon respond by launching an iPad Mini which will “almost certainly crush Google’s Nexus 7.” He argues that Apple has three strong advantages over Google – more content, more apps and a better distribution network.
And as the world gears up for the summer Olympic Games opening on July 27, ZDNET has compiled a list of free iPhone and iPad apps to help visitors make the most of their time in London. From the “Official Results” app that delivers up-to-the-minute details on Olympic medalists to a “Tube Map” app that helps tourists navigate the city’s public transportation, when it comes to the 2012 Olympics, there’s an app for that.