Games

stuckwarmersMobile - sans fil

14 déc. 2013 (il y a 3 années et 3 mois)

182 vue(s)

1
1
The iPhone/iPod Touch
The iPhone/iPod Touch
Landscape
Landscape
and
and
truth
truth
January 26, 2010
1
2
Table of Contents
Table of Contents
1.
1.
Key Insights for truth
Key Insights for truth
2.
2.
What are teens using their mobile phones for, anyway?
What are teens using their mobile phones for, anyway?
1.
1.
Current
Current
All-Time
All-Time
Top Ten iPhone Apps
Top Ten iPhone Apps
2.
2.
Current Top Ten
Current Top Ten
Free
Free
iPhone Apps
iPhone Apps
3.
3.
Current Top Ten
Current Top Ten
Purchased
Purchased
iPhone Apps
iPhone Apps
3.
3.
iPhone App Category Popularity: By the Numbers
iPhone App Category Popularity: By the Numbers
1.
1.
What Types of Apps Keep Users Coming Back?
What Types of Apps Keep Users Coming Back?
2.
2.
Long and Strong App Engagement
Long and Strong App Engagement
4.
4.
What Percentage of Teens Could We Reach With an truth App?
What Percentage of Teens Could We Reach With an truth App?
1.
1.
iPod Touch vs. iPhone App Downloads
iPod Touch vs. iPhone App Downloads
5.
5.
Free vs. Paid Apps: By Numbers, and by Popularity
Free vs. Paid Apps: By Numbers, and by Popularity
1.
1.
Paid App Stats
Paid App Stats
2.
2.
Free Apps vs. Paid Apps
Free Apps vs. Paid Apps
3.
3.
User Engagement: Free vs. Paid
User Engagement: Free vs. Paid
4.
4.
Usage: Free vs. Paid
Usage: Free vs. Paid
6.
6.
Apple App Store/Release Strategy
Apple App Store/Release Strategy
1.
1.
Getting Your App Live and Heard: Apple iPhone App Store Submission Numbers
Getting Your App Live and Heard: Apple iPhone App Store Submission Numbers
7.
7.
Games: Lite vs. Full
Games: Lite vs. Full
1.
1.
Branded Games Versus Original Games
Branded Games Versus Original Games
8.
8.
User Engagement by App Category
User Engagement by App Category
9.
9.
Larger truth App Strategic Discussion
Larger truth App Strategic Discussion
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3
Key Insights
Key Insights
>
Only 10% of teens own iPhones… but
more than 50%
of teens own iPod touches.
>
More than 70% of users on both the iPhone and iPod touch are male.
>
Apple App users are at least
3x more likely than the average Internet user
to visit popular
gaming sites.
>
App downloaders
prefer Original Games to Heavily Branded Games
3:1
>
Apple App users are at least 3x more likely than average to visit popular
social/communication/entertainment sites.
>
The huge majority of apps in the App Store are Paid---but Free apps are vastly more
popular by sheer numbers

Paid App Engagement is higher than Free App engagement; Games engagement is highest of all
>
iPhone/iTouch users are willing to pay a small cost for engaging games and “look at that!”
novelty apps, ringtones, and customization content.

Lite versions of apps are catching on—”try before you buy”
3
4
Key Insights
Key Insights
>
There are about
135,000
135,000
apps currently available for download or purchase.

Any truth app needs to offer something novel to break through the clutter—or something that
is simple, addictive, and fun.

Initial App download rates and popularity makes or breaks an app
>
The most popular, frequently used Apps are Practical Apps, Boredom-Alleviating
Apps, and Novelty Apps
>
iPhone/iTouch users use the same Practical Apps (News, Weather) again and
again

BUT, individual Games and Entertainment App usage decreases heavily after 30 days (once
the novelty wears off)
>
iPhone/iPod Touch users are increasingly turning to their devices as their
iPhone/iPod Touch users are increasingly turning to their devices as their
default modes of media consumption
default modes of media consumption

More than 40% of users of both devices reported using the Internet on their mobile device
more often than using the Web on their computers or listening to the radio.
>
An engaging app provides a way to engage the same teens repeatedly for
significant periods of time (while also expanding to new teens).
4
Source:
http://blog.nielsen.com/nielsenwire/online_mobile/with-smartphone-adoption-on-the-rise-opportunity-for-marketers-is-calling/

5
What are teens using their mobile phones for, anyway?
What are teens using their mobile phones for, anyway?
Key Takeaways:
Key Takeaways:
Top Teen Activities on phones:



Communication with their friends/sharing


Personal expression/Customization of phone


Enjoyment of content/Entertainment

Note: These trends are for ALL teen phones, and NOT just the iPhone or iPod
Touch
5
6
Current
Current
All-Time Top Ten
All-Time Top Ten
iPhone Apps
iPhone Apps
(as of January 21, 2010)
(as of January 21, 2010)
Game
Costs $ or Free

Bejeweled 2
Costs $

Scrabble
Costs $

Sudoku
Free

Solitaire
Costs $

Touch Hockey: FS5
Free

Pac-Man Lite
Free

Checkers Free
Free

Flick Fishing
Costs $

Crash Bandicoot
_
Nitro Cart 3D
Costs $

Blackjack Free

Free
Key Takeaways:

All “All-Time Top Ten Apps” are
simple games
.
People are willing to spend money to purchase
fun and addictive games which can be played
anywhere, by anyone, and in interrupted short
periods of time between other activities.
Source:
http://www.148apps.com/top-148-iphone-os-apps-ever/
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7
Current
Current
Top Ten
Top Ten


Free
Free
iPhone Apps
iPhone Apps
(as of January 21, 2010)
(as of January 21, 2010)
Game
Type of App
iMario Lite – Super
Mario Sounds

Game
Game
Bungee Stickmen –
2010: Space Edition
Game
iDrag Paper
Game
A Mood Pad – Heat
Sensitive Surface
Entertainment
LEGO Photo
Entertainment
Boob Party
Entertainment
Jungle Crash Land
Game
Glow Hockey
Game
Tasty Pasties 18+
Amateurs
Entertainment
Facebook
Social Network
Source:
http://www.148apps.com/top-100-free-iphone-os-apps/
Key Takeaways:

5/10 of the Top Ten Free Apps are Games
The Entertainment Top Apps slant towards
Novelty (“look at that!”) and Adult content
Overall trend:
Apps which are
fun
,
funny
, or
“WTF?! cool”
are what people are using to kill
time.
7
8
Current
Current
Top Ten Purchased
Top Ten Purchased
iPhone Apps
iPhone Apps
(as of January 21, 2010)
(as of January 21, 2010)
Source:
http://www.148apps.com/top-paid-iphone-os-applications/
Game
Type of App
iVideoCamera –
Record video at any time
Photography
Doodle Jump
– BE
WARNED: Insanely
Addictive
Game
MW2 (Modern
Warfare 2 Strategy
Guide)
Entertainment
Skee-Ball
Game
Glow Doodle
Entertainment
The Moron Test
Entertainment
Colosseum
Game
SpinArt
Entertainment
Bejeweled 2
Game
Trenches
Game
Key Takeaways:
Consumer Behavior:
People use apps between
real-world activities, to fill/kill time. Games fulfill
this need by providing entertainment/a challenge.
Social Currency of Gaming:
Game Apps are of
value to a teen by killing boredom, but also boost
their rep with their friends:
Gain status by recommending an awesome
new game, or by bragging about a top
score to peers.

-Thought-starter: Create truth multiplayer game?
Or ability to upload top score to Facebook to brag?
Top Purchased Apps by User Benefit
: Top paid
apps allow video recording of friends, doodling,
funny tests, art creation, and gaming.

8
9
iPhone App Category Popularity: By the Numbers
iPhone App Category Popularity: By the Numbers
What apps are used
most
(in the UK)?



Practical apps
: Maps, and
Weather.
Give you quick answers
to solve immediate
problems.


Social Networking,
Web Search, News, and
Sports News

apps
.
Give you quick ways of
getting in touch, or
getting answers.
Source:
http://blog.comscore.com/2010/01/growing_number_of_smartphone_u.html

9
10
What Types of Apps Keep Users Coming Back?
What Types of Apps Keep Users Coming Back?
Key takeways:
>
Practical Apps
for News, Medical,
Reference, Navigation are
continually useful
>
Games have significant drop-off
after 30 days of usage
—most
likely due to the novelty of that
particular game wearing off or
users beating all the levels
Source:
http://blog.flurry.com/bid/26376/Mobile-Apps-Models-Money-and-Loyalty

10
11
What Types of Apps Keep Users Coming Back?
What Types of Apps Keep Users Coming Back?

Most used apps:

Often used 1+ times

per day
Average uses per
week: 11x
Source:
http://blog.flurry.com/bid/26376/Mobile-Apps-Models-Money-and-Loyalty

11
FUN
FUN
APPS
APPS
PRACTICAL
PRACTICAL
APPS
APPS
SOCIAL
SOCIAL
APPS
APPS


WORK”
WORK”
APPS
APPS
Quadrants
II or III

are
most likely
to work for
a truth app
12
Long and Strong App Engagement
Long and Strong App Engagement
App Usage Trends:
>
The average iPhone app has an engagement of
9.6 minutes per session
and is
accessed
19.9 times over its life cycle
for a grand total use time per user of
three hours
and 10 minutes

>
AN AFFINITY FOR GAMES:
Apple App users are at least
3x more likely than the
average Internet user
to visit several popular gaming sites, including

Ultimate-guitar.com
IGN Entertainment

GameStop
AddictingGames

Xbox.com
Blizzard Entertainment

SourceForge
EA.com
>
APP USERS ARE SOCIAL BEINGS:
Apple App users are at least 3x more likely than
average to visit several popular social/communication/entertainment sites, including:
AOL Instant Messenger
Hulu
Twitter.com
Digg.com
iMeem
MTV.com
Source:
http://www.marketingcharts.com/interactive/average-iphone-app-sees-199-uses-and-96-minutes-per-play-9086
Source:
http://www.comscore.com/Press_Events/Press_Releases/2009/4/Tapulous_Tap_Tap_Revenge_Most_Downloaded_Application_from_Apple_App_Store
12
13
What Percentage of Teens Could We Reach With a truth App?
What Percentage of Teens Could We Reach With a truth App?
13
Key takeaway:
HALF of all teens own iPod touches… while only about 10% own iPhones.
14
iPod Touch vs. iPhone App Downloads
iPod Touch vs. iPhone App Downloads
>
iPod Touch 3G downloads increased by more than 900% on Christmas Day
.
Hundreds of
thousands of teens received brand new iPod Touches this Christmas.
>
For the 1st time, iPod Touch app downloads have now surpassed iPhone downloads by 172%.
Source:
http://blog.flurry.com/bid/28786/Flurry-Smartphone-Industry-Pulse-November-2009
14
15
Free vs. Paid Apps: By Numbers, and by Popularity
Free vs. Paid Apps: By Numbers, and by Popularity

Key Takeaways:
>
Vast majority of apps in
the App Store are PAID
>
FREE apps are the most
popular apps in the
store, by far
Source:
http://www.appcraver.com/busted-loop-says-most-paid-apps-are-stuck-in-a-sales-dead-zone/
15
16
Paid App Stats
Paid App Stats
>
Apps-For-Purchase

Current
Average App
Price: $2.90


Current Average
Game
Price: $1.37
>
Pricing Strategy

Of the iTunes App Store top 100 Paid applications on May 21
st
2009,
- 46% were priced at $0.99
- 13% at $1.99
- 14% at 2.99
- 27% at more than $2.99

Very strong negative correlation between price and popularity, but
games
are often expensive.

Strong Brand Equity Apps Reaping a Fortune
>

The “Twilight” App (HUGE among teen girls) costs
$11.99
a download

If truth comes up with a quality app available in the Apple iPod store, teens should have
no qualms about charging $0.99 to their parents’ credit cards or their own Apple
account to purchase it.
>
Note: A free or “less branded” app will probably be more popular than a heavily-branded one.
Source:
http://blog.comscore.com/2010/01/growing_number_of_smartphone_u.html

16
Source:
http://blog.jwegener.com/2009/02/19/iphone-app-economics-free-vs-paid/
Source:
http://ibokan.com/2009/catch-22-the-price-vs-popularity-dilemma-of-pricing-iphone-applications/
17
Free Apps Vs. Paid Apps
Free Apps Vs. Paid Apps
>
# of unique users
of Free apps beats Paid apps
7.5
: 1
>
The
total # of times
Free apps are used beats Paid apps
6.6
: 1
>
Total time spent using apps
for Free apps beats Paid apps
3.9
: 1
>
On average, free applications are used heavily at first but usage levels off quickly — the
average app lifetime is 12 runs.
>
Paid apps usually retain their users longer than free apps, although drop-off is steep for
both
Source:
http://blog.comscore.com/2010/01/growing_number_of_smartphone_u.html

17
Source:
http://blog.jwegener.com/2009/02/19/iphone-app-economics-free-vs-paid/
18
User Engagement: Free vs. Paid
User Engagement: Free vs. Paid
Source:
http://blog.jwegener.com/2009/02/19/iphone-app-economics-free-vs-paid/
18
Key takeaways:



Paid Apps have higher engagement


Usage time for both declines by 30% in the first month, but then stabilizes at 5 minutes
19
Usage: Free vs. Paid
Usage: Free vs. Paid
Source:
http://blog.jwegener.com/2009/02/19/iphone-app-economics-free-vs-paid/
19
Key takeaway:



Paid Apps boast slightly higher initial usage, but both
types of apps’ usage declines sharply over time at
about the same rate
20
Apple App
Apple App
Store/Release Strategy
Store/Release Strategy
Source:
http://blog.jwegener.com/2009/02/19/iphone-app-economics-free-vs-paid
http://blog.jwegener.com/2009/02/19/iphone-app-economics-free-vs-paid
/
/
20
>
Being listed in a “Top 100” list increases daily new users by 2.3x
>
Large gains come from being listed in a “Top 10” or “Top 25” Apple App list
>
Apple Store popularity (and therefore Top 100, Top 10, etc. rankings) are based on daily
download numbers

Getting truth’s app talked about on iPhone blogs, game blogs, and tech blogs is one of the best
ways to boost its popularity
>
Apple’s App Store is structured for maximum app turnover
>
KEYS TO APP SUCCESS/LONGEVITY
KEYS TO APP SUCCESS/LONGEVITY

An app must be
immediately popular
for it to get a high-enough ranking to stay visible in the Apple
app store; if it slips down 3 pages deep, it’ll never be found

Having “a community” is key for any app—not how many people download the app the very first
time, but how many people go back and actually use it afterwards

Long-term
app audiences are usually only 1% of total downloads
21
Getting Your App Live and Heard: Apple iPhone
Getting Your App Live and Heard: Apple iPhone
App Store Submission Numbers
App Store Submission Numbers
>
Total US Apps in Store (currently available for download):
134,215
134,215
>
Number of App submissions to App store for consideration in month of January 2010:
(Games): 971 ( 69 / day)

(Non-Games): 7,010 ( 501 / day )

Total: 7,981 ( 570 / day )

Source:
http://blog.comscore.com/2010/01/growing_number_of_smartphone_u.html
Current Apps by Category
Education
7%
Utilities
6%
Lifestyle
6%
Travel
5%
Entertainment
14%
Books
16%
Games
16%
Simulation
0%
Weather
0%
Finance
1%
Medical
1%
News
2%
Productivity
2%
Business
2%
Music
4%
Navigation
3%
Sports
4%
Reference
4%
Photography
2%
Social Networking
2%
Healthcare & Fitness
2%
21
22
Games: Lite vs. Full
Games: Lite vs. Full
Source:
http://raven.me/2009/01/13/who-says-lite-apps-dont-work/
22


Apple Store rules require that every app must be able to stand on its own. Limited amount
of levels are okay in a Lite app, but you can’t have a time-expiration on the game which blocks
you from playing after 1 week.


Lite free version of a game can be viewed as a teaser to the full paid version—ie. “try before
you buy”


The App store has no other “trial” functionality


Apple now allows Lite apps to have a button to “Upgrade to Full Version” right within the
app.

Rationale behind Lite Game

Full Game upgrades:


Let users try out a few levels of the game first. If it’s fun enough, they’ll purchase the
full version to continue playing.
23
Branded Games Vs. Original Games
Branded Games Vs. Original Games
Key Takeaways
:


Original Games apps dominate Branded Games apps by a ratio of nearly 3:1.


Potentially desirable game functionality
:
A multiplayer game? Or a game with the ability to upload your top score to
Facebook to brag to your friends?
Source:
http://blog.flurry.com/bid/24814/Rise-of-the-New-Middle-Class-iPhone-Gets-Original-Part-II
23
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User Engagement by App Category
User Engagement by App Category
Source:
http://blog.jwegener.com/2009/02/19/iphone-app-economics-free-vs-paid/
24
Key Takeaway:
Games boast the highest user engagement of all app categories
GAMES
25
Larger truth App Strategic Discussion
Larger truth App Strategic Discussion
1)
What is the primary goal behind creating a truth app?


To get pure FUN content out to teens?


To promote the truth brand?


To spread our facts?


To raise money for truth by developing and selling a popular app?


To appeal to and reach as many teens as possible? Or to appeal to and reach a
targeted group?
2) Are we doing a Game, or something else—an Entertainment
app, etc.?
3) Should our app be
Free
or
Paid
? App Strategy

Release a pure Free app with no intent of ever charging

Start as a Paid app and always continue as a Paid app

Release a Free app for users, but arrange a deal with AdMob to make money from
app advertising

Release Free app with certain restrictions (i.e. an annoying watermark, a time limit,
disabled features) and when the product becomes mature, then release a Paid
version for true fans to purchase

Release Paid and Free versions concurrently (Paid having extra desirable features)
- Note that you
cannot
change a free app into a paid app once you categorize it as a
free app
- Analytics can be installed in truth’s app to track user session #s and engagement
time
Source:
http://blog.flurry.com/bid/24814/Rise-of-the-New-Middle-Class-iPhone-Gets-Original-Part-II
25
Source:
http://www.google.com/support/forum/p/Android+Market/thread?tid=674f21ae07cdbb9d&hl=en