1 adjust reports Birth, life and death of an app A look at the Apple App Store in July 2014
2 Contents CONTENTS 0 EXECUTIVE SUMMARY 1 Methodology 1 1 LAUNCHING INTO THE APP STORE 1 The App Store will continue to grow 1 2 DISCOVERY ON THE TOP LISTS 2 Who plays the ranking game best? 2 Zombie apps 2 3 THE AFTERLIFE 3 Dead Apps 3 So who kills apps in the App Store and why? 4 ABOUT ADJUST 5
3 1 Executive summary As the App Store and the apps within it mature, more than ever it becomes essential for marketers to look at new techniques to re-engage existing users and get ROI. This report shows the development of the App Store and highlights the critical need for marketers to engage key audiences for ensuring the longevity of their app. Currently, there are 1,252,777 apps available in the App Store, and as many as 60 thousand apps are added per month and this rate is itself growing. In 2013, 453,902 new apps were released in the Apple App Store, exceeding adjust s prediction of over 435,100 new apps by 4 percent. Almost 15 percent of apps in the store were removed during the year, which adjust labels as Dead Apps, due to violating App Store terms and conditions or voluntarily pulled down by developers, leaving 396,341 available apps with a release date in Over the next year we predict 578 thousand new apps will enter the App Store (by 1 July 2015). Since the Apple App Store was born, over 1.6 million apps have been uploaded in total. Of those apps, 350 thousand were pulled from the store, which means that more than one in five apps (21.8%) are no longer available. By category, Books (27%), Entertainment (25%) and Utilities (24.9%) have the highest percentage of Dead Apps, whereas Games have the highest absolute number of Dead Apps (65,643 apps, a rate of 21.7%). adjust reports that there was no correlation between app crash reviews or app ranking with an app being removed from the App Store. In 2012, adjust (known as adeven at the time) coined the term Zombie App to describe an app that does not attract enough measurable attention to regularly receive rankings in the Apple App Store top lists. The line between living and Zombie Apps was set conservatively an app had to rank on any of the 39,171 App Store top lists on two out of three days over the month. App discovery is still a primary issue for developers as the proportion of Zombie Apps has steadily increased, and last month only one fifth of apps were sufficiently visible. There were 79.6% Zombies Apps in June 2014 (953,387 apps out of 1,197,087). The jump from 77% Zombie Apps in May 2014 is in line with the overall trend of a growing Zombie percentage; In June 2013, 70.4% of all apps were Zombie Apps, and by December that number had already risen to 75.2%, meaning that already then more than three in four apps received little attention. Methodology All data in this report is sourced from our apptrace database, which is used by our free online tool apptrace.com to provide the mobile industry with valuable insights into app performance in the Apple App Store and the Google Play Store. The data on Apple s App Store is aggregated from Apple s Enterprise Partner Feed (EPF). Our data covers all apps that were ever available in the App Store. Since 2012, adjust (then adeven) has been keeping track of Zombie Apps: apps that are available, but appear to have no life in them when it comes to the discovery positions on the App Store top lists as they fail to regularly appear on top-lists. Today, we add another metric: Dead Apps apps that cannot be downloaded from the App Store any longer because they were pulled by Apple or by the developer. The prediction of the App Store growth is based on the month-on-month increase of available apps between January 2010 and June 2014.
4 1 1 Launching into the App Store At the time it was introduced, the Apple App Store was the only platform of its kind; it was an exemplary piece of visionary market leadership. As the App Store celebrates its sixth birthday on 10 July 2014, we can confidently say that apps have grown to play an unmistakable role in everyday life. Over the past six years, the number of apps in the App Store has grown exponentially. As the store has matured, so have the apps within the store. At the same time, marketing in the app ecosystem has grown in sophistication and complexity with the focus shifting from just downloads to retention and engagement. This report details the current state of the ecosystem, which the Apple App Store provides for apps. The App Store will continue to grow Since its establishment in July 2008, 1,601,413 apps have been uploaded to the Apple App Store. The graph below shows the number of apps introduced per month into the App Store. May 2012 had a jump in iphone apps (52323 iphone apps and universal) as did March in 2014 (59826 iphone apps, universal). ipad only app releases have remained steady since mid Over the next year we predict 578 thousand new apps will enter the App Store (by 1 July 2015). We base our prediction on the monthly live apps count in the app store between January 2010 and June The data show app releases per day, aggregated by month, as well as the devices for which they are available: iphone and ipod, ipad, or both.
5 2 2 Discovery on the top lists The Apple App Store has 39,171 top lists globally combining countries and categories. The top lists are important as they help users discover the best apps and drive organic downloads. Top list ranking is managed by Apple and considered to give a good indication as to how successful an app is. Who plays the ranking game best? The games industry best optimizes the App Store. This category has the largest number of apps and additional games sub-categories. The table below lists the five apps that were on the highest number of individual top-200 lists in any of the 155 App Store locales on July 7, # top lists app name Category 2,015 Gangstar Vegas (Gameloft) game 1,944 Clumsy Ninja (NaturalMotion) game 1,616 Skyline Skaters (Tactile Entertainment) game 1,599 Monster Legends Mobile (Social Point) game 1,587 Family Guy: The Quest for Stuff (Tiny Co, Inc.) game Zombie apps In 2012, adjust (known as adeven at the time) coined the term Zombie App to describe an app that does not attract enough measurable attention to regularly receive rankings in the Apple App Store top lists. The line between living and Zombie Apps is set conservatively: to not be a Zombie, an app must appear in any position on one of the 39,171 App Store top lists on at least two out of three days over the evaluation period of one month. The proportion of Zombie Apps has steadily increased over the last two years, and has consequently reached its maximum to date last month. In June 2014 we identified 79.6% of the Apps on the App Store as Zombie Apps (953,387 apps out of 1,197,087) compared with 70.4% of 884,917 apps in June 2013 and 75.2% of 1,020,604 in December The almost 80% Zombie rate in June is therefore in line with the overall trend of a growing Zombie percentage: In June 2013, 70.4% of all apps were Zombie Apps, and by December 2013 more than three in four apps were Zombies (75.2%). The corollary of the Zombie rate is that four fifths of apps cannot count on the App Store s top lists to promote their discovery and bring them valuable organic users.
6 3 3 The afterlife Of the 1,601,413 total apps that have been uploaded to the App Store over the past six years, 350 thousand have been pulled from the store, which means that more than one in five apps (21.8%) are no longer available. We call these apps Dead Apps. Dead Apps By category, Books (27%), Entertainment (25%) and Utilities (24.9%) have the highest percentage of Dead Apps, whereas Games have the highest absolute number of Dead Apps (65,643 apps at 21.7%). The table shows the number of Dead Apps for the nine categories with the highest Dead Apps count. The counts are compared to the count of live apps in each category. The percentages are calculated as Dead Apps over total of apps ever available per category. Category # Dead Apps Live apps % Dead Apps Games 65, , Lifestyle 31, , Entertainment 31,283 93, Education 30, , Business 26, , Utilities 21,701 65, Books 21,645 58, Kids 13, , Travel 13,244 61, As the table shows, the Games category has the highest total number of apps pulled from the App Store. The deadliest category, surprisingly, is Books, followed by Entertainment and Utilities. Games are a big group, and their contribution to the head count is proportional to their numbers percent of all apps that were tagged as games when they were introduced into the App Store are no longer available. The most hopeful category is Kids, where just under 9 percent of the apps have been pulled. This is no surprise as this category is itself young. Kids was introduced in conjunction with the release of ios 7 in September Considering this newness of this category, It comes as a surprise that there have already been a sizable collection of apps pulled. This is possibly due to two factors: First, Apple will watch over this sensitive category very carefully, as any slip-up would damage the family-friendly brand image. Second, the apps in the Kids category are subject to the Children s Online Privacy Protection Act (COPPA). We anticipate the rate of removal of apps to remain the constant for this category.
7 4 The following graph illustrates the table from above: for each category, we see how many of the total available apps that were ever introduced to the category are now dead apps. So who kills apps in the App Store and why? Technically, both Apple and the publisher (often the developer) can pull apps from the App Store. Apple will execute pulls when an app is found to violate the App Store Publication Terms. For example, In February 2012, Apple cracked down on cloned apps and apps posing as successors to successful apps, such as Temple Jump, which masqueraded as a sequel to Temple Run. Developers pull their apps when they no longer serve their purpose, such as Google s Office Suite, which has become obsolete with the new version of Google Docs. Another option for them is to pull the app temporarily to ramp up interest for a re-launch (e.g. Skype 5.0). We found no significant correlation between crash reviews or negative reviews of an app and an app being pulled from the store.
8 5 About adjust adjust is a mobile attribution and analytics company that provides app marketers with a comprehensive business intelligence platform. adjust combines attribution for advertising sources with advanced analytics and store statistics such as rankings, ratings and reviews. Attribution enables mobile app marketers to identify where a user came from and when they installed the app. In the analytics department, adjust offers cohort analysis in addition to deliverable analytics that count sales, events, sessions, installs and clicks. Marketers can group users together by common criteria, such as the install time. KPIs can then be normalized over the lifetime of the user. Additional product features include: app store statistics like global rankings displayed in the dashboard, deep-linking fallback and reattribution for re-engagement campaigns. adjust is an official Facebook and Twitter mobile measurement partner, and is also integrated with over 200 other major networks worldwide. adjust is eprivacy certified, uses SSL encryption for data transfer, and is the only mobile analytics company to meet the most stringent privacy compliance standards internationally. Clients include some of the world s largest brands in Asia, the EU and the Americas, such as Baidu, Deutsche Telekom, Universal Music and Viacom. adjust delivers app analytics to the world s largest advertising and media agencies including Vivaki, Publicis and GroupM.
www.pwc.nl Gaming in the Netherlands Virtual goods in video games: A business model with prospects This whitepaper details with the current developments and future prospects in the video gaming industry
WHITEPAPER Big data in banking for marketers How to derive value from big data B NK 2020 PAGE 1 INNOVATION LAB INNOVATION LAB FOREWORD In Marketing & Sales the main strategic goals are to acquire new customers,
FLYING ABOVE INDUSTRY STANDARD? BENCHMARK REPORT H1 2013 CONTENTS WELCOME TO THE H1 2013 BENCHMARK REPORT! This benchmark report (Half 1 2013) covers email activity from January - June 2013 and a wealth
Five new failings of email marketing with best practice solutions Australian research into email marketing Foreword In today s increasingly competitive economic environment, the need to demonstrate ROI
IBM Global Technology Services Managed Security Services Research Report IBM Security Services 2014 Cyber Security Intelligence Index Analysis of cyber attack and incident data from IBM s worldwide security
Trends in Digital Retail: Engaging & Converting Through Personalization & Omnichannel Excellence A WBR Digital Whitepaper Presented in Conjunction with Sailthru, Criteo, & SOASTA Summer 2015 1 Trends in
T H E M O B I L E T I P P I N G P O I N T BEST PRACTICES FOR ACCELERATING MOBILE BRAND ADVERTISING GROWTH Copyright 2014 The Nielsen Company 1 C O N T E N T S Executive Summary... 3 Following Consumers
December 11, 2013 Dresner Advisory Services, LLC 2013 Edition Wisdom of Crowds Mobile Computing / Mobile Business Intelligence Market Study Licensed to MicroStrategy Disclaimer: This report should be used
03 Market Research What s inside: We begin with an introduction, and then it s into the key terms and concepts of market research, quantitative and qualitative research, how to go about gathering data,
THE 2012 SOCIAL RECRUITING ACTIVITY REPORT THE DEFINITIVE LOOK AT SOCIAL MEDIA USAGE IN RECRUITINGG TM WWW.BULLHORNREACH.COM @BULLHORNREACH FEBRUARY 2012 COPYRIGHT 2012 BULLHORN, INC. ALL RIGHTS RESERVED.
Notes: - All dollars in this publication denote U.S. dollars unless otherwise stipulated. - Travel manager and travel buyer are used interchangeably to refer to any manager from any department responsible
May 2014 Help in Defined Contribution Plans: 2006 through 2012 Table of Contents Introduction Executive Summary 3 About This Report 8 Data Sample Information 10 Defining Help 11 Results Participants Using
Tracking Product Journey from Carting to Purchasing 15 SECRETS TO PERFECTING YOUR ONLINE STORE Allaedin Ezzedin Tracking Product Journey From Carting to Purchasing 1 PLATINUM MEMBER Table of Contents i
National client email report 2015 Sponsored by Contents Introduction...2 Sponsor s perspective...3 Executive summary...4 1. Strategic importance of email marketing...5 1.1 Strategic importance of email
Social Media in Recruiting Using New Channels To Source Talent Benchmark Research White Paper Aligning Business and IT To Improve Performance Ventana Research 2603 Camino Ramon, Suite 200 San Ramon, CA
2015 Email Marketing Benchmark Report Page 2/27 Introduction The 25 sectors identified here have been self-selected by the senders. For details of the calculation methods and additional information, please
The future of email marketing: adapting to today s smartphone enabled consumer Foreword Consumers behaviours and preferences are shifting in favour of digital experiences and constant connectivity. GPS-enabled
Campaign Management & Analytics Best Practices Optimize Your Retail Campaign Testing Tips on Developing Best Practices to Avoid Pitfalls and Enhance Your Overall Strategy This document is designed to share
The Second UPC Report on Ireland s Digital Future Accelerating Economic Recovery Researched & produced by The Second UPC Report on Ireland s Digital Future Contents Welcome 2 Highlights 4 Methodology 8
The mobile apps industry: A case study Thomas L. Rakestraw Youngstown State University Rangamohan V. Eunni Youngstown State University Rammohan R. Kasuganti Youngstown State University ABSTRACT From its
THE STATE OF MARKETING DATA NetProspex Annual Marketing Data Benchmark Report 2014 Over Hundreds of Companies Thousands of Files 61 Million Records Analyzed 84% of marketing databases are barely functional.???????
2011 South African Data Centre Green Excellence Award in Technology Innovation Cybernest 2012 2012 Global Online Analytics Enabling Technology Award 2011 Frost & Sullivan 1 We Accelerate Growth Enabling
a report by harvard business review analytic services The New Conversation: Taking Social Media from Talk to Action Sponsored by Conventional marketing wisdom long held that a dissatisfied customer tells