1. NMDS, November 7th, 2013
APP STORES
- ANALYTICS AND TRENDS
@anders_lykke / @prioridata
WWW.PRIORIDATA.COM

2. AGENDA
ABOUT APP STORE ANALYTICS
 Who am I?
 Who is Priori Data?
 What is App Store Analytics?
 App Economy – Size, Growth and Characteristics
 The Challenge
 App Architecture – breaking the app store down to relevant markets
 Case-Study: Sudoku Games
 Invitation to participate in BETA
APPENDIX
 Fastest Growing Consumer Trends in the App Stores
 Globally
 For Sweden
 Size of the Scandinavian App Markets
2

3. WHO AM I?
Anders, Sales and a lot of other stuff…

4. 4

6. 6
APPS MAKE MY LIFE EASIER

7. 7

8. 8
 Consumers download apps to solve
problems and/or to enrich their lives
 We are monitoring consumer trends in the
app economy

9. WHAT IS PRIORI DATA?

10. 10
 Priori is a Berlin based app store analytics provider
 Formally launched in June 2013 by acquiring the rights
to a historical database and on-going data feed
 Access to ~80% of all global apps, as well as 2.5 years
of historical data
 We leverage this data in two ways:
 We publish a series of Market Intelligence Reports
(pdf – most are free)
 Do consulting work on Custom Data Projects
ABOUT PRIORI

11. SOME BIG PLAYERS IN THE INUSTRY

12. WHAT IS APP STORE ANALYTICS?

13. Collection
Structuring &
Processing
Enrichment
Delivery
We retrieve and store publicly available
information
We estimate download and revenue for
every app (regression model + data
exchange with developers)
We convert this data into information
and insights on consumer trends
13
OUR PROCESS

14. MONITORINGMEASURING
Maintaining app information for:
2,000,000+ apps
every app, every price change, every
version
250,000 publishers
from hobby developers to public
companies
100,000 new apps per month
6bn downloads per month
15mm user comments per month
30 countries
local content, local monetization, local
leaders
3 platforms
Google Play, iOS (iPhone, iPad),
Windows Phone
50 categories
550 app sub-categories
120 game sub-categories
14
OUR DATABASE

15. APP ECONOMY SIZE AND GROWTH

16. The App Store:
 258.081 publishers (about 7k new each month)
 3.8 apps per publisher on avg.
 7.171 downloads/month per publisher on avg.
Google Play:
 269.803 publishers (about 11k new each month)
 3.7apps per publisher on avg.
 13.574 downloads/month per publisher on avg.
16
PUBLISHER LEVEL INFORMATION (as of Oct. 8th)

17.  Ca. 1 million apps (on both GP and iOS)
 iOS: 600k free / 400k paid ($332.5m revenue/month)
 Android: 800k free / 200k paid ($32m revenue/month)
 In-app purchase is a growing trend on both platforms:
 On iOS 11% of apps have in-app purchase (IAP present in 60%
of downloaded apps in September)
 On GP: 5.2% of apps have in-app purchase (IAP present in
28% of downloaded apps in September)
 …4bn vs 2bn downloads per month
17
NUMBER OF APPS AND MONETIZATION

18. 0
10
20
30
40
50
60
70
80
2012 2013 2014 2015 2016 2017
$bn total rev.
$bn rev IAP
Source: Gartner, 2013
$80 BN APP STORE REVENUE BY 2017

19. 19
 It is young
 It is growing at unprecedented speed
 2 very dominant distribution platforms (Gartner says
90% of downloads this year)
 Difficult to obtain information on the market
 Everybody wants in
KEY OBSERVATIONS ON THE APP ECONOMY

20. THE CHALLENGE

21.  There is an app for everything but only around 40
native app store categories for developers to place their
app in and for consumers to browse
 Each native app store category is crowded with highly
differentiated apps
 We think there is a real opportunity to make smarter
decisions if you can identify the actual market of an
individual app.
21

22. APP ARCHITECTURE &
SUB-CATEGORIES

23.  AppArchitecture is Priori’s proprietary app taxonomy, or classification
system
 We mine app titles and descriptions to identify “clusters” of apps using
natural language processing algorithms
 This process is done dynamically each month across our database, and
supplemented by manual review
 The end result: a “sub-category” designation for ~90% of the apps in our
database
23
WHAT IT IS

24. 35-40 Categories
750 Sub-Categories
 Thus a Sudoku Game is no longer just an
app belonging to the the Puzzle Games
Category (iOS). It can now be analyzed
against all other apps in the ”Sudoku &
Crosswords” Sub-Category .
24

25. FALL 2013 –
article by Priori

26. ATool: Sub-CategoryTracker

27. Priori Sub-Category Tracker
Sudoku & Crossword Puzzle Sub-Category
Apple iTunes Store / August 2013
(Data Collection 09 Aug. – 09 Sep. 2013)
27

28. 28
 Sudoku & Crossword Puzzle apps are logic-based
puzzle games, largely belonging to the iTunes store
native category “Puzzle Games”.
 Sudoku & Crossword Puzzle is the 56th largest Priori
sub-category in terms of global August 2013
downloads, the 151th largest in terms of apps, 73rd in
terms of active users and 178th in terms of publishers.
It is comprised of:
1,676 apps
964 publishers
7.8M monthly downloads
39M active users

29. 29
 We want to know more about the performance,
opportunities, and competitive landscape in this
sub-category. For instance:
 Trend: How has this sub-category performed in the
near-term?
 Size: How big is it across geographies?
 Growth: How fast is it growing across geographies?
 Structure: What does the market structure look like
across geographies?
 Top 3: Who are the top players in each geography?

30. MONTH OVER MONTH GROWTH COMPARISON:
Sudoku & CrosswordsVS Puzzle GamesVS iOS

31. 31Global Performance
Trend Size Growth Structure Top 3
June July August
25%
50%
0%
-25%
-25.5%
0.1%
3.3%
25.9
%
12.1
%
6.0%
46.6
%
7.8%
-25.4%
GLOBAL MONTH-OVER-MONTH GROWTH COMPARISON

32. SHARE OF DOWNLOADS BY COUNTRY
Is the Market large enough to Enter?

33. Current Month Downloads in Country /
Global Current Month Downloads
33Size and Growth By Country
Trend Size Growth Structure Top 3
Share of Downloads by Country

34. Current Month Downloads in Country /
Global Current Month Downloads
34Size and Growth By Country
Trend Size Growth Structure Top 3
Share of Sub-Category by Country

35. MONTH OVER MONTH GROWTH BY COUNTRY
- Are the Market Dynamics in my Favor?

36. (Current Month Downloads – Prior Month Downloads) /
Prior Month Downloads
36Size and Growth By Country
Trend Size Growth Structure Top 3
Growth by Country

37. (Current Month Downloads – Prior Month Downloads) /
Prior Month Downloads
37Size and Growth By Country
Trend Size Growth Structure Top 3
Growth by Country

38. DOWNLOAD DISTRUBUTION –TIERS 1-3
How many Installs can I expect?

39. 39Market Structure By Country
Trend Size Growth Structure Top 3
Download Distribution

40. 40Market Structure By Country
Trend Size Growth Structure Top 3
Download Distribution

41. Tier Apps #1 - #3 Apps #4 - #10 Apps #11 - #25
Russia
% of Downloads 81% 8% 6%
Avg. Downloads
Per App 116,326 5,900 1,628
South Korea
% of Downloads 91% 6% 2%
Avg. Downloads
Per App 64,539 2,243 297
Spain
% of Downloads 79% 11% 7%
Avg. Downloads
Per App 83,237 5,616 1,580
Sweden
% of Downloads 56% 22% 17%
Avg. Downloads
Per App 13,030 2,544 783
Switzerland
% of Downloads 52% 25% 19%
Avg. Downloads
Per App 14,139 3,417 1,039
United Arab
Emirates
% of Downloads 60% 22% 15%
Avg. Downloads
Per App 4,580 824 221
41Market Structure By Country
Trend Size Growth Structure Top 3
Download Distribution

42. TOP 3 PLAYERS BY COUNTRY

43. Rank Title Publisher
Russia
1 101-in-1 Games Anthology Nordcurrent
2 ▻Sudoku Finger Arts
3 Big Bad Sudoku Book Bad Weasel, LLC
South Korea
1 101 미니게임즈 베스트 컬렉션 Nordcurrent
2 로직 스퀘어(Logic Square) Dev Square
3 ▻Sudoku Finger Arts
Spain
1 101-in-1 Games Anthology Nordcurrent
2 ▻Sudoku Finger Arts
3 Numberama 2 Okroshka Lab
Sweden
1 ▻Sudoku Finger Arts
2 101-in-1 Games Anthology Nordcurrent
3 Sudoku :) TicBits Ltd
Switzerland
1 ▻Sudoku Finger Arts
2 101-in-1 Games Anthology Nordcurrent
3 Sudoku :) TicBits Ltd
United Arab Emirates
1 ▻Sudoku Finger Arts
2 Cross Match Sticks S.H. InfoTech
3 Sudoku Free Optime Software LLC
43Top 3 By Country
Trend Size Growth Structure Top 3
TOP APPS

44. 44
 Managing the success of an app is no easy task and
this is no definitive source
 Defining your market based on the nature of your
product (your app) and understanding consumer trends
around it could be key
 Who do you benchmark against?
 Investors want to know about the market you are
targeting
 Are there any emerging consumer trends you should
tap into? (please see Appendix for suggestions)
FINAL THOUGHTS

45. 45
 Interested in participating in the BETA around the Sub-
Categories? (expected launch around 1st of December
2013).
 Please use this link to sign up:
https://docs.google.com/a/prioridata.com/forms/d/1x-
CBG8Hfz2ijax4hnwGlblxD-6Nc5XfZmO-
BIRAVros/viewform
.
BETA INTEREST LIST SIGN-UP
”This is an awesome tool for developers to decide on which market to target their promotions to
and also to maybe identify markets for which they should be localizing their apps.” – Gurinder,
Hashcube

46. PRIORI DATA GMBH
Markgrafenstrasse 36
10117 Berlin, Germany
PHONE: +1-650-614-1681
EMAIL: ANDERS@PRIORIDATA.COM / INFO@PRIORIDATA.COM
WWW.PRIORIDATA.COM
Thank you!

47. Appendix:
Fastest Growing (m/o/m) Consumer trends in the App
Stores (Sub-Categories). Global + Sweden

48. iOS Top 10 Fast Growing Global – all Sub-
Categories

49. iOS Top 10 Fast Growing Global – Gaming Sub-
Categories

50. iOS Top 10 Fast Growing Sweden – All
Note: For Sweden we discarded any Sub-Categories with less than 2k in-month
downloads

51. iOS Top 10 Fast Growing Sweden – Gaming Sub-
Categories
Note: For Sweden we discarded any Sub-Categories with less than 2k in-month
downloads

52. Android Top 10 Fast Growing Global – all Sub-
Categories

53. Android Top 10 Fast Growing Global – Gaming Sub-
Categories

54. Android Top 10 Fast Growing Sweden – All
Note: For Sweden we discarded any Sub-Categories with less than 2k in-month
downloads

55. Android Top 10 Fast Growing Sweden – Gaming
Sub-Categories
Note: For Sweden we discarded any Sub-Categories with less than 2k in-month
downloads

56. 56
In Month Downloads in Scandinavia (September)
Country Android Growth
(m/o/m)
iOS Growth
(m/o/m)
Sweden 21,262m
(0.6%)
-10.8% 18.28m
(1.0%)
15.6%
Denmark 11,13m
(0.3%)
-8.1% 13.63m
(0.7%)
13.3%
Norway 7,31m
(0.2%)
-9.2% 10.62m
(0.6%)
26.8%