Smartphone App Market Monitor

1
Smartphone App Market Monitor Stay updated

• Day of update 22th of February 2011
• Version 1

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The concept behind the Smartphone App Market
Monitor

• This first version of the Smartphone App Market
  Monitor acts as a comprehensive source of
  information on the smartphone app market
• By using, comparing and evaluating different
  sources for e.g. the user behavior the
  Smartphone App Market Monitor provides you with
  a range analyses and surveys which have been
  executed for a specific topic. This should enable
  any app publisher to get a detailed view on the
  market and enable informed business decisions
• The smartphone app market show a dynamic which
  was not seen before in the mobile world.
  Therefore the market monitor will be updated and
  extended every quarter.
• The market monitor is designed to support your
  internal discussions and business decisions.
  Therefore all content is presented in graphs and
  tables not in long text passages. In addition all
  graphs and tables can be also downloaded as a
  PowerPoint for easy usage in your presentations.
• All facts are presented in graphs and tables to
  make a key tool for any app publisher, app
  developer, app store and platform owner

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Contents (1/3)

• Global smartphone market (penetration, market
  shares and regions)
• Smartphone share of global mobile device
  shipments (1Q07 to 4Q10)
• Smartphone penetration by country
• Smartphone operating systems market share by
  shipments in 2009-2010
• Number of smartphones shipped per platform
  2008-2010
• Smartphone platforms market share of in-app and
  mobile web add impressions in 2008-2010
• Global platform shares by ownership and activity
  (mobile web browsing and add impressions)
• Smartphone penetration and platform shares by
  region as of 2010 (based on activity defined as
  mobile web browsing and ad impressions)
• Smartphone user demographics and platform
  preferences
• Smartphone users by gender and age
• Smartphone users by gender and platform
• Smartphone users by age and platform
• New-buyers device preferences
• Smartphone owners satisfaction with their OS
• Smartphone application downloads and usage
• Share of mobile/smartphone subscribers who used
  downloaded applications
• Time spent on apps by gender and age
• Average number of application user has downloaded
  on smartphone 2008-2010
• Number of applications downloaded during life of
  phone

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Contents (2/3)

• App store comparison (key trends and figures)
• Application stores classification (EoY 2010)
• Store comparison OEM Application Stores (Key
  Facts)
• Store comparison OEM Application Stores (Key
  Figures) (EoY 2010)
• Store Comparison OS Application Stores (Key
  Facts)
• Store comparison OS Application Stores (Key
  Figures) (EoY 2010)
• Store comparison MNO Application Stores (Key
  Facts)
• Store comparison MNO Application Stores (Key
  Figures) (EoY 2010)
• Store comparison Full-Catalogue Independent
  Stores (Key Facts)
• Store comparison Full-catalogue Independent
  Stores (Key Figures) (EoY 2010)
• Publisher Revenue Share in Major Application
  Stores
• Platform business potential for app developers
• Business potential of mobile app platforms based
  on results of global application developer survey
• Mobile app platforms for which publishers are
  developing/plan to develop
• Number of applications per platform 7/08 to
  11/2010
• Change in number of apps during 2010
• New-adds of applications per platform 3Q/09 to
  4Q/10
• Average cumulated application downloads per
  application Store (EOY 2010)
• Share of total apps and top100 apps by category
  (Apple App Store) (EoY 2010)

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Contents (3/3)

• Smartphone application market current status and
  forecast
• Smartphone application store launches in
  2007-2010
• Number of smartphone application Stores (2007
  2010)
• Number of applications published on market places
  (2007-2010)
• Application store shares of total application
  downloads EOY 2010
• Change in average paid application price per
  platform during 2010
• Smartphone applications market size (2007-2010).
• Growth of application downloads number (paid and
  free) and installed base of application shoppers
  (2007-2010)
• Hereby we provide some previews of the slides you
  will find in the report. The information shown is
  limited.
• Please purchase for full content.

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Some countries have a smartphone penetration of
more than xx
Smartphone penetration by country

• Note eMarketer numbers are estimates based on
  various sources, whereas comScore, Nielsen, Exact
  Target, Initiative and mobileSQUARED are survey
  results, therefore we see significant differences
  in estimates.
• Sources 1 comScore (i), 3 The Nielsen
  Company (i, v, vii), 4 eMarketer, 6
  Initiative, 11 mobileSQUARED (ii), 12
  ExactTarget, 14 Telenor, 15Reuters (TAC),
• 16 TeliaSonera, 17 Adzookie

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Smartphone market Newcomers Apple and Android
won almost xx market share in only two years
Smartphone operating systems market share by
shipments in 2009-2010

• Source 2 Gartner

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Smartphone ownership and activity market share
vary significantly between platforms
Global platform shares by ownership and activity
(mobile web browsing and add impressions)
Activity
Ownership

• Sources 1 comScore (i), 18 AdMob, 19
  inMobi, 22 GlobalStats, 20 Canalys, 2
  Gartner, 21 IDC

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Smartphone platform market shares per region
Platform shares by region as of 2010 (based on
activity defined as mobile web browsing and ad
impressions)

• Sources AdMob

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A typical smartphone user is a xx year old man
Smartphone users by gender
Smartphone users by age

• Sources 1 comScore (ii), 3 The Nielsen
  Company (viii), 24 Yates.com, 12 Exact
  Target, 19 IHL Group

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Smartphone owners are xx times more active app
users compared to the average
Share of total mobile subscribers who used a
downloaded application
Share of smartphone owners who used a downloaded
application
Factor x5

• Sources 1 comScoreInc, 3 The Nielsen Company
  (I, v, vi)

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Average number of application user has downloaded
on smartphone 2008-2010
Average number of application user has downloaded
on smartphone 2008-2010

• Sources 3 The Nielsen Company (ii, vi). 5
  Compete (i), 6 Initiative, 7 MobClix
  (ii,iii), 9 GFI Group

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App comparison usage loyalty versus download
popularity
App loyalty vs. downloads (per category)

• Popularity is determined by share of users who
  claim to have downloaded an application from a
  category.
• Loyalty is defined as share of users who still
  used an application 90 days after downloading it.
• Sources 5 Compete, Smartphone Intelligence, Q3
  2008. 8 Flurry Smartphone Industry Pulse, Q3
  2009

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Store comparison OEM Application Stores (Key
Facts)
a Store operator Handmark
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Change in Number of Apps in 14 major app stores
during 2010
Change in Number of Apps during 2010

• As of December 2010.
• Source research2guidance

Average growth of apps per store
Growth rate of apps per store
Absolute growth of apps per store
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Apple App Store Competition level per app
category
Share of total apps and top100 apps by category
on Apple App Store (EoY 2010)
xx
xx
Fastest growing categories in 2010

• Comment Games comprise 66 of top 200 apps and
  are not included in this comparison.
• Source research2guidance, distimo

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Change in Average Paid Application Price per
Platform during 2010
Change in Average Paid Application Price per
Platform during 2010

• Average price calculation per platform is based
  on the following stores Apple App Store,
  BlackBerry App World, Android Market, Windows
  Marketplace, Nokia Ovi Store, Palm App Catalog,
  Handango, MobiHand, PocketGear, Handmark,
  Handango, and other.
• Source research2guidance

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The addressable market for apps reached xxx
million users in 2010
Growth of Application Downloads Number (Paid and
Free) and Installed Base of Application Shoppers
(2007-2010)
Installed User Base (in millions)
Total Downloads of Free and Paid Apps (in
millions)

• Source research2guidance.

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