The document compares apps consumer profiles and behaviors on Apple and Android platforms. Some key findings include: 1. Apple's iOS ecosystem has led to a flood of high-quality apps due to its focus on enabling developers to monetize through consumers. 2. The Apple App Store allows seamless access to content across Apple devices, attracting both developers and consumers. 3. iPhone users download more apps, spend more time and money on apps compared to Android users, indicating higher engagement on the Apple platform. 4. Google's focus on advertising may have initially limited paid apps growth compared to Apple's consumer-led model. However, Google is making moves to capture more revenue from paid apps and subscriptions

1. Apple & Android Apps Consumer
Profiles 2011
Please view in Presentation Mode
1 Twitter:- @Zohe

2. SUMMARY
KEY FACTS & CONCLUSIONS—OF THE
CURRENT & FUTURE APPS ECOSYSTEM
Twitter:- @Zohe

3. The ―New‖ GIANT
Apple‘s stock development compared to indexes: S&P500, NASDAQ and
DOW, January 2007–January 2010.
+500%
What Apple‘s iPad Can Teach You About Content
Strategy? There is literally an application for anything
+400% you can think of on the Apple platform. Want to edit
video, read a book, share files, make a podcast, watch
video or even TV. Write documents, edit
+300% spreadsheets, present a sales pitch, attend a webinar
or make Skype calls. Yes games too. And games for
the whole family.
+200%
This is a device that serves multiple functions, can as
+100%
easily be used by a toddler as it can by a retiree and
still be useful to a high powered executive in a board
meeting. The one thing that takes the iPad head and
0% shoulders above the competition is the thousands of
quality applications that are its content. Think about
the quality and quantity of content you are going to
-100% deliver. It‘s the part that usually gets left until
Jan ‗07 Jan ‗08 Jan ‗09 Jan ‗10 Jan ‗11 last, when it should be the first .
AAPL S&P500 NASDAQ DOW
Source: Yahoo! Finance 0920 January–March 2011 / Accenture Media | Entertainment “A is for Apple” Twitter:- @Zohe
3

4. 0. Quarterly Volume Marketshare
The Android market overtakes Apple App Store
Windows Palm
Nook 0% Windows
Phone
-1% Phone Amazon
Palm Nook 1% Amazon
1% 2%
0% 0% 0% GetJar
1%
Nokia Nokia
Blackberry
7% 9%
5%
Blackberry GetJar Android
4% 6% 21%
Bada
Bada 1%
1%
Android
45%
Apple
36%
Apple
60%
Q4 2010 Q4 2012
Source: Strategy Analytics, July 2011 Twitter:- @Zohe
4

5. 1. Quarterly Revenue Marketshare - Apple App
Store remain in the lead
Palm
GetJar Nook Windows
1% Windows
0% 0% Phone
Phone
Amazon
Blackberry Amazon 0% Palm 2% 3%
Nook
5% 0% GetJar 1%
1%
0%
Bada
Nokia Blackberry
0% Nokia
5% Android 6%
12% 6%
Bada
0%
Android
40%
Apple
41%
Apple
77%
Q4 2010 Q4 2012
Source: Strategy Analytics, July 2011 Twitter:- @Zohe
5

6. 2. Download Marketshare relative to Revenue
Marketshare 4Q12
The more curated a store, and the more paid apps in that store, means revenue
numbers are much higher in relation to complete apps portfolio
100%
82% 79% 76%
50%
30%
16% 15%
0%
-10%
-30%
-50% -39%
-100%
-100%
-150%
Nook Amazon Windows Blackberry Apple Palm Android Nokia Bada GetJar
Phone
Source: Strategy Analytics, July 2011 Twitter:- @Zohe
6

7. 3. A is for Apple, G is for Google & W is for ... ?
Apple demonstrated that enabling developers to capture consumer cash (first source of revenue) fuelled the supply of
high quality apps. Apps with a consumer price are usually higher quality than free only, ad-based apps. Also, giving the
developer greater certainty their app will run across all Apple‘s 160M products has lead to a flood of high quality apps
Revenue
Windows Phone Apple
Operating Model:- Consumer & advertising Operating Model: Consumer Led
led? HIGH
57% WinMo 7 Top Free
Download 12 Top Search 52% Male
users are very Category: 46% Under 34 13% Under 17
apps a month Term Games 48% Female
satisfied Games 17%
65% monthly Top Paid 65% iPod 91% would Top Free Top Paid
downloaded Category: touch users recommend Category: Category:
apps are paid Games under 17 iPhone Games 45% Games 49%
Iphone users 79% monthly 50% download
Engagement
Download 8.8
have an avg. downloaded 1 paid app per
apps a month
47 apps apps are free month
LOW HIGH
Nokia Google
Operating Model:- Device led? Operating Model: Advertising Led
Android users spend
most of their time on
Top Free Top Paid
Download 5 Top email 37%
Search 73% Male
Category: Category: 54% Under 34 7% Under 17
apps a month Term Free 27% Female
Utilities Games
45% Android Top Free Top Paid
8% switched
is 1st Category: Google Category:
from iPhone
Smartphone Apps 21% Tools 20%
LOW Download 8.7
87% monthly 21% download 1
downloaded paid app per
apps a month
apps are free month
Twitter:- @Zohe
7

8. 4. A is for Apple, G is for Google & W is for ... ?
Revenue
Windows Phone Apple
Operating Model: Consumer Led
HIGH 62% iOS users
In 2011 average iOS 60% iOS users
discover apps by
owner will download discover apps by
searching for specific
83 apps browsing rankings
apps
Operating Model:- iOS users spend 14.7 iOS users Spend 7x 90% iPhone users
Consumer & advertising led? hours per/m playing more than Android on browse, search apps
games in app purchases on device
83M monthly active
Engagement
iOS have double the 46M daily active
standard banner CTR users of iPhone users of iPhone
[0.37%] of avg Facebook App Facebook App
LOW HIGH
Nokia Google
Operating Model: Advertising Led
Android users spend Android users spend Android users spend
most of their time on most of their time on most of their time on
email 37% games 21% maps 8%
Operating Model:-
Android users spend 49M monthly active
Device led? 9.3 hours per/m
Android users have
users of Android
banner CTR [0.14%]
playing games Facebook App
LOW
31M daily active
users of Android
Facebook App
Twitter:- @Zohe
8

9. 5. A is for Apple, G is for Google & W is for ... ?
Apple demonstrated that enabling developers to capture consumer cash (first source of revenue) fuelled the supply of
high quality apps. Apps with a consumer price are usually higher quality than free only, ad-based apps. Also, giving the
developer greater certainty their app will run across all Apple‘s 160M products has lead to a flood of high quality apps
Windows Phone Apple
Operating Model :- Consumer & Advertising Led ? Operating Model :- Consumer Led
1. X-Box Live integration very strong gaming proposition with Apple ‗s mastery of the value chain is underpinned by
high quality & brand name games plus a few indies. Games 1. User friendliness prioritised over the possibility of full access
& Enterprise will be key content categories. Premium to every setting & detail
games, categories dominate. Games & Apps more akin to a 2. Heavily curated, high quality content paid & free. Apps have
―high street‖ game & software store. strict design/layout guidelines, e.g. where the ―back‖-button
should be placed, so that consistent user friendliness applied
2. Integration of Bing / Facebook networks seamlessly so
to all applications.
advertising layer is integrated
3. No specific trend of dominance of any type of app category
3. Big focus on easy and innovative consumer experience other than Games. The key is user experience of content is
brilliant whatever the category. Games are the carrot in
terms of quality & volume.
Nokia Google
Operating Model :- Device Led Operating Model :- Advertising Led
1. Content portfolio per device cannot compete with Apple / 1. Google‘s late entryinto paid apps is most likely a result of
Google selection for whole ecosystem focusing too much on just one revenue source: advertising.
2. User experience is inconsistent especially with long tail apps Google‘s first philosophy, ―Focus on the user and all else
will follow‖ implies that if it is free for the
3. Top 50 apps no one category is over indexing.
consumer, advertisers will follow.
Games, Apps, Personalisation & Audio | Video are there
which suggests there is not enough quality & quantity in any 2. User experience is not consistent from app to app, nor is
one category. quality
3. Of the top free apps many are Google Services. Of the top
paid apps many are long tail tools and utilities apps
Twitter:- @Zohe
9

10. SO … WHAT?
CAN WE LEARN—FROM APPLE &
GOOGLE ABOUT THEIR APPS
CONSUMERS
Twitter:- @Zohe

11. 7. To understand the iPhone Apps consumer, it
helps to view the Apple ecosystem
• Consumers have depth of choice on devices, operators, content & peripherals
• Developers need to consider all areas from peripherals to operators when building their app.
• Crucially, iOS offers seamless distribution to 100M devices [iPhone, iPad, iPod]. Clearly attractive to developers & also to
consumers in the sense that single device owners can access content built for other devices.
Developers
Objective-C Xcode
WebKit, WebCore, XML, Open GL
CSS, HTML5, WebCore Cocoa Touch
DashCode
Software Platform Device Distribution Content Sources
Safari Cocoa UI
Webkit
Sync Services
Media/Content
Core
LLVM Animation
iFOOD
App Store ‗Brand-Aids‘
Devices Content/Services Distr
MobileMe
WebApps iBooks QTime
iPhone iPod Touch
User-Generated
App Store iTunes Podcast
Peripherals/
Accessories iPad MacBook / Pro Apple TV Hardware
―Pocket‖ Mac
Twitter:- @Zohe
11

12. 8. And how, within that Ecosystem, Apple have
mastered the value chain
Every player in a rapidly changing, technology-driven industry should consider making ―super-user-
friendly‖ software its competitive edge. User-friendly products can outperform technology
leadership, since they target broader groups of customers. And user-friendly products that boost a
behaviour in other parts of the value chain could lead to an additional revenue share.
Content Distribution Product/Handheld
Advertiser Apple 3 1 2 Consumer
Games, News, Guides, etc SDK Internet Provider iPhone App Store
60 70 40 30
―Apple‘s success with the iPhone/iPad is attributable to much more than its hardware and software. It
depends on two other parts of the value chain: content distributors enabled by a SDK (Software
Development Kit) and a consumer marketplace—the App Store. Together, with one high quality content
after another these have enabled Apple not only to have a more successful phone but also to take a
stronger grip on the entire value chain.‖ Source: Accenture Media | Entertainment ―A is for Apple‖
However, Apple does not allow pre-installation on their handheld since they are focusing on
educating consumers about how to go into the store (rational drive volume).
Twitter:- @Zohe
12

13. 9. Global:- Apple iPhone vs. Android Apps
Consumer Profile – Demographic Dimension
Dimension / OS Apple Android
Demographic/ • Approx 52% are male | 48% female • Approx 73% are male | 27% female
Traditional • Approx 46% are under 34 years old. • Approx 54% are under 34 years old.
• 13% are under 17. • Only 7% are under 17
• 80% of iPhone users earn more than 35k
• For iPod touch users, over 65% are under 17
Demographic/ • 91% who own an iPad & iPhone, 85% who own an • 8% of Android users switched from an iPhone
Advocacy iPhone but no iPad, 51% who own an iPad but no • 45% of Android users claim Android is their
iPhone and 25% who own neither iPad or iPhone first Smartphone
said their next desired Smartphone would be an
iPhone!
• No surprises then that 91% would recommend
iPhone to friends, family & colleagues.
• 40% iPhone users are most enthusiastic about
NFC mobile wallet. 61% trust Apple more than any
other brand to be able to deliver a mobile wallet
Sources: Nielsen, Mobclix, Admob Twitter:- @Zohe
13

14. 9a. Global:- Apple iPhone vs. Android Apps
Consumer Profile – Behavioural Dimension
Dimension / OS Apple Android
Behavioural • iPhone users have an average of 47 apps • Android users & download 8.7 apps a month
downloaded & download 8.8 apps a month. • 87% of monthly downloads are free apps
Downloading & • 79% of monthly downloads are free apps. • 21% download at least 1 paid app per month
Discovery • 50% download at least 1 paid app per month.
• In 2011 the average iOS owner will download 83
apps.
• How do iphone users discover apps? 62% do so by
searching for specific apps. 60% browsing through
top app store rankings. 46% by word of mouth &
20% see ads whilst using other apps.
Behavioural • iOS gamers spend 14.7 hours per month playing • Android users spend most of their time on
games which is twice as much is the industry email (37%), games (21%), maps/nav (8%)
Interaction with average of 7.8 hours. • Android gamers spend 9.3 hours per month
Apps • iPhone users spend 7x more than Android users in playing games
in-app game purchases. Upgrading from lite to full • Android users have banner CTR of [0.14%]
version is the most common reason to buy a paid • 49M monthly active users of Facebook
app. Android App & 31M daily active users.
• 90% iphone users browse, search apps on device.
Over 50% spend > 30 mins/day on apps
• iOS user have double the standard banner CTR
[0.37%] performance of Android OS
• 83M monthly active users of Facebook iPhone App
& 46M daily active users.
Sources: Nielsen, Mobclix, Admob Twitter:- @Zohe
14

15. SO … WHAT DOES A HEAVILY
CURATED & VETTED PORTFOLIO VS.
FREE FOR ALL—TELL US ABOUT
THEIR APPS CONSUMERS?
Twitter:- @Zohe

16. 11. Global Apps Actual Search Terms Trends via the
―Chomp‖ App on Android and iOS.
iOS
UK Canada Saudi Arabia Germany India Australia
1 Games Games Games iOS utilities Games Games
2 Entertainment Puzzle Games Adventure Games Games Art Puzzle Games
3 Utilities Adventure Games Kids Games Business Books Adventure Games
4 Adventure Games Entertainment Puzzle Games Entertainment Business Utilities
5 Books Role playing games Education Movies Productivity Business
6 Music Lifestyle Books Puzzle Games Utilities Magazines
7 Books Photography Audio Books Entertainment Action Games
Android
UK Canada Saudi Arabia Germany India Australia
1 Free Free Free Free Free Free
2 Games Games Games Games Entertainment Games
3 Entertainment Utilities Free 3DGames Utilities Games Utilities
4 Utilities Entertainment Adventure Games Entertainment Utilities Entertainment
5 Puzzle Games Shooting games Travel Guides Action Games Photography Books
6 Utilities Rpg Games Chat Productivity Books Productivity
7 Adventure Games Music Puzzle Games Navigation Productivity Adventure Games
Twitter:- @Zohe
16

17. 12. Global Top Downloaded Apps by
Categories, Platform
Top Apps Downloads - Which Categories are they from?
Apple have 76.53% share of the Top Apps vs. Android
25.00
20.00
Apple Android
15.00
10.00
5.00
0.00
Reference
Communication
Travel
Games
Photography
Multimedia
Social
Medical
Health
Finance
Live Wallpaper
Productivity
Books
Tools
Entertainment
Business
News
Education
Sports
Navigation
Utilities
Lifestyle
Music
Sources: Distimo Q1 2011 Report Twitter:- @Zohe
17

18. 13. iPhone vs Android Free Games Category
Consumer Profile – Global
• iPhone level of refresh for Action games. Arcade games see a slight • Curiously Android have half the categories to Apple
growth • 3 new categories entirely which are Live Wallpaper, Racing &
• Adventure, Board & Sports games see decreases in portfolio Widgets
• Family, Kids, Puzzle & Simulation games see same level • Android does not have Family, Kids or Education Games
maintained or slight increase category, however does have a Education Apps category where
• Action & Arcade games total 34% vs Android 31% many kid friendly games can be found
• Android have 30% puzzle games vs iPhone 10%
Global iPhone Free Games Category Breakdown Global Android Free Games Category
Breakdown
20.00% 40.00%
Q1 2011 Q42010 Q1 2011 Q4 2010
15.00% 30.00%
10.00% 20.00%
5.00% 10.00%
0.00% 0.00%
Games-Live Wallpaper
Games-Casual
Games-Racing
Games-Widgets
Games-Arcade & Action
Games-Family
Games-Strategy
Games-Cards & Casino
Games-Sports Games
Games-Action
Games-Brain & Puzzle
Games-Educational
Games-Simulation
Games-Casino
Games-Racing
Games-Trivia
Games-Word
Games-Arcade
Games-Sports
Games-Adventure
Games-Board
Games-Dice
Games-Kids
Games-Music
Games-Card
Games-Puzzle
Games-Role Playing
Sources: Distimo Q1 2011 Report Twitter:- @Zohe
18

19. 14. iPhone vs Android Paid Games Category
Consumer Profile – Global
• Very similar to free games iPhone profile • Paid game widgets seem to be removed completely
• Paid Simulation games small decrease possibly to make room for free • Android have 50% paid Arcade & Action games vs iPhones 40%
sim games?
• Paid board games like free board games small decrease in portfolio
size
Global iPhone Paid Games Category Breakdown Global Android Paid Games Category
Breakdown
25.00% 60.00%
50.00%
20.00%
Q1 2011 Q4 2010
Q1 2011 Q4 2010
40.00%
15.00%
30.00%
10.00%
20.00%
5.00%
10.00%
0.00% 0.00%
Games-Family
Games-Casino
Games-Racing
Games-Word
Games-Arcade
Games-Strategy
Games-Board
Games-Dice
Games-Adventure
Games-Action
Games-Card
Games-Kids
Games-Educational
Games-Simulation
Games-Puzzle
Games-Trivia
Games-Sports
Games-Music
Games-Role Playing
Games-Casual
Games-Racing
Games-Widgets
Games-Arcade & Action
Games-Cards & Casino
Games-Brain & Puzzle
Games-Sports Games
Sources: Distimo Q1 2011 Report Twitter:- @Zohe
19

20. •
•
•
•
•
20
0%
10%
20%
30%
40%
50%
All Games
Books
Business
Education
Entertainment
Music also decreases
Finance
Total games increases
Healthcare & Fitness
Lifestyle
Category Breakdown
Medical
Music
Navigation
Sources: Distimo Q1 2011 Report
News
Q1 2011
Entertainment decrease in portfolio share
Photography
Productivity
Reference
Global iPhone Free Apps & Games
Social Networking
Q4 2010
Free productivity & photography apps sees decrease
Sports
Apple have 16% Entertainment apps vs Android‘s 9%
Travel
Utilities
Weather
10%
15%
20%
25%
0%
5%
Applications-Books & Reference
Applications-Comics
Applications-Communication
homescreens
Applications-Entertainment
messenger apps
Applications-Finance
Applications-Health
Applications-Health & Fitness
Applications-Libraries & Demo
Applications-Lifestyle
Applications-Live Wallpaper
Applications-Media & Video
Category Consumer Profile – Global
Applications-Multimedia
Applications-Music & Audio
• Android books section is double Apples
Applications-News & Magazines
Applications-News & Weather
Applications-Personalization
Applications-Photography
Applications-Productivity
Q1 2011
Applications-Reference
15. iPhone vs Android Free Apps & Games
Applications-Shopping
Applications-Social
• Android have a significant amount of productivity & tools apps
Applications-Sports
Applications-Tools
Q4 2010
• 21% Android apps are widgets which allow updates to & usage from
Applications-Transportation
Global Android Free Apps Category Breakdown
Applications-Travel
Applications-Travel & Local
Applications-Weather
• Android using a Communication category for email, address book, sms instant
Twitter:- @Zohe
Applications-Widgets

21. 21
0%
10%
20%
30%
40%
50%
All Games
Books
Business
Education
Entertainment
Finance
Healthcare & Fitness
Lifestyle
Category Breakdown
Medical
Music
Sources: Distimo Q1 2011 Report
Navigation
Q1 2011
News
Photography
Productivity
Reference
Q4 2010
Global iPhone Paid Apps & Games
Social Networking
Sports
Travel
Utilities
• Again Apple‘s entertainment section almost double Android
Weather
0%
5%
10%
15%
20%
25%
Applications-Books & Reference
Applications-Business
disappear
Applications-Communication
Applications-Education
Applications-Entertainment
Applications-Finance
Applications-Health
Applications-Health & Fitness
Applications-Libraries & Demo
Applications-Lifestyle
Applications-Live Wallpaper
Category Consumer Profile – Global
Applications-Media & Video
Applications-Medical
Applications-Multimedia
Q1 2011
Applications-Music & Audio
Applications-News & Magazines
Applications-News & Weather
Applications-Personalization
Applications-Photography
Q4 2010
16. iPhone vs Android Paid Apps & Games
Applications-Productivity
Applications-Reference
Applications-Social
Applications-Software libraries
Applications-Sports
Applications-Themes
Global Android Paid Apps Category Breakdown
Applications-Tools
Applications-Travel
Applications-Travel & Local
Applications-Weather
Twitter:- @Zohe
• Android significant increases to Personalisation, Productivity, Tools & Widgets
Applications-Widgets
• Android Media & Video decrease & Health, Medical, Travel & Multimedia seem to

22. SO ... THAT‘S THE GLOBAL VIEW
LETS SHINE THE SPOTLIGHT—ON
THE UNITED KINGDOM BECAUSE
THE PICTURE CHANGES LOCALLY
Twitter:- @Zohe

23. 17. iPhone Games Category Consumer Profile –
UK
• Decrease in Action & Adventure games. Increase in Puzzle & 61.8% • Similarly for free games there is a rise in puzzle & simulation titles
increase in Simulation games. 75% decrease in Music games. & again these are reflected in top downloads
• 42% increase in paid Arcade Games • Kids & family games have respectable presence in top apps but
• UK iPhone gamers clearly enjoy Action & Arcade games which is new titles stayed level with previous quarter which suggests Apple
reflected in top app downloads & rise in number of titles in portfolio & are trying to maintain consistency
are happy to pay for them
Free Games - UK Paid Games - UK
20.00% 25.00%
18.00%
16.00% 20.00%
14.00% Q1 2011 Q2 2010
Q1 2011 Q4 2010
12.00% 15.00%
10.00%
8.00% 10.00%
6.00%
4.00% 5.00%
2.00%
0.00% 0.00%
Games-Family
Games-Family
Games-Arcade
Games-Arcade
Games-Strategy
Games-Strategy
Games-Trivia
Games-Word
Games-Trivia
Games-Word
Games-Board
Games-Card
Games-Board
Games-Card
Games-Casino
Games-Kids
Games-Music
Games-Racing
Games-Simulation
Games-Casino
Games-Kids
Games-Music
Games-Racing
Games-Simulation
Games-Action
Games-Action
Games-Sports
Games-Sports
Games-Adventure
Games-Adventure
Games-Educational
Games-Puzzle
Games-Puzzle
Games-Role Playing
Games-Role Playing
Sources: Distimo Q1 2011 Report Twitter:- @Zohe
23

24. 18. iPhone Apps Category Consumer Profile – UK
• Most categories saw a decrease in portfolio. Small increases in • The only paid apps category to show a significant increase is
News, Reference and Utilities free titles. Photography apps.
• Productivity & Weather apps seem to have disappeared in the free • Paid reference apps seem to have disappeared
section. • And they seem to be experimenting with a new paid Lifestyle category
• Free Health & Fitness apps seems to be a new free category.
iPhone Category Free Top Overall - UK iPhone Category Paid Top Overall - UK
60.00% 70.00%
50.00% 60.00%
50.00%
40.00% Q1 2011 Q4 2010
Q1 2011 Q4 2010 40.00%
30.00%
30.00%
20.00%
20.00%
10.00% 10.00%
0.00% 0.00%
Utilities
Photography
Productivity
Entertainment
Lifestyle
Education
Reference
Healthcare & Fitness
Music
Travel
All Games
Social Networking
Weather
Entertainment
Books
Navigation
Reference
Utilities
Music
Productivity
Lifestyle
Sports
Travel
All Games
News
Social Networking
Healthcare & Fitness
Sources: Distimo Q1 2011 Report Twitter:- @Zohe
24

25. 19. Android Games Category Consumer Profile –
UK
• Arcade, Action & Puzzle account for almost 60% in Free games. • Arcade, Action & Puzzle account for more than 70% in Paid
games.
Android Category Free Games - UK Android Category Paid Games - UK
40.00% 60.00%
35.00%
50.00%
30.00%
Q1 2011 Q4 2010 40.00%
25.00%
Q1 2011 Q4 2010
20.00% 30.00%
15.00%
20.00%
10.00%
10.00%
5.00%
0.00% 0.00%
Games-Arcade & Action
Games-Live Wallpaper
Games-Casual
Games-Racing
Games-Widgets
Games-Cards & Casino
Games-Sports Games
Games-Brain & Puzzle
Games-Brain & Puzzle
Games-Casual
Games-Racing
Games-Widgets
Games-Arcade & Action
Games-Cards & Casino
Games-Sports Games
Sources: Distimo Q1 2011 Report Twitter:- @Zohe
25