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280,416. That is the number of apps available on the UK store ending Q3 2010, including both iPhone and iPad figures. The gap between the US and UK store appears to be widening as the US store hit the 300,000 iPhone app mark mid October, in addition to the 34,000+ iPad apps available. Regardless, the UK freight-train of growth continues unabated as the; number of iPhone apps rose 67% and number of unique publishers rose 64% from Q1 this year. iPad clocked in at 27,116 and iPhone apps 253,300. The average iPhone app price has settled into a stable range with a nominal increase of 4% up to £1.39 up from Q1. The average iPad app price checked in at £2.65. The memory situation has loosened-up with iPhone apps increasing 47% on average from Q1, now at 14.9 MB. iPad average memory size is significantly higher at 35 MB. This is a reasonable indicator of what is readily consumable from both a 3G and WIFI standpoint.


iPhone Movement: Categories & Prices


Business led the way in sheer app growth rising 100% from Q1 reaching 7,897 apps. Lifestyle followed closely with 95% growth. The gaming category at 32K, posted the lowest growth level at 33% from Q1, which is not unexpected considering its size. It is expected to be knocked out of the 2nd largest slot with Entertainment expected to surpass it in the next quarter. Photography had the biggest memory size jump at 135% growth reaching 11MB and the 2nd biggest increase in price with an uplift of 15% to £1.20. It’s worth noting that both still fall below overall store averages. Books continue to be the dominant category on the store with 38,728 apps. Books also recorded the most significant price increase from Q1 with a 20% uplift reaching a flat £2.00. In contrast, Reference took a beating with the largest decrease from Q1 at 15% dropping to £2.08.







 


The number of free app (versus paid) remains remarkably consistent with its US counterpart at 31%, which is an incremental increase from Q1 at 27%. The standouts include; News at the highest share of free apps at 62% and Books with the lowest at 12%. Clearly, News is much more oriented towards the freemium model versus Books which are mostly a one-off purchase. For paid applications, the highest share at the £0.59 price band is Entertainment at 73% Clearly, most Entertainment apps are priced at the cheap thrill price point. In contrast, Medical has the lowest share at 27%. Clearly, most Medical apps possess premium content and price accordingly. Indeed, Medical also has the highest share of apps at the £5.99 level or above.  Business apps also standout with an orientation towards a higher price point, exhibiting the 2nd highest share figures for both; 70% at the £1.19 level or above and 19% at the £5.99 level or above.


iPad Movement: Categories & Prices


Books and Education claim the lionshare of shelf space occupying more than a third of the store at 36%, including 6,573 and 3,197 apps respectively versus 27% for iPhone. Unsurprisingly, app developers view the iPad form factor as more appealing for reading and learning activities than iPhone. In contrast, on-the-go, snapshot activities such as those found in Entertainment and Lifestyle are less compelling for iPad and make up a smaller proportion than they do on the iPhone side. Medical and Navigation are the most aggressively positioned on price point at an average of; £9.87 and £4.43 respectively. In contrast, News has the lowest price point at £0.49. These same categories hold the same distinction on the iPhone app side.


The number of free app (versus paid) remains sits at 21%, markedly lower than iPhone apps at 31%. News has the highest share of free apps at 72%, which is higher than its iPhone app equivalent and dramatically higher than the 2nd highest free app share with Business at 41%. In contrast, Reference and Navigation sit at the lowest free app share at 14% and 15% respectively. The content here is perhaps viewed as significant and perhaps less amenable to a subscription or freemium models.

Entertainment once again takes the prize for highest proportion of paid apps at the £0.59 price point with 50% share. In contrast, Navigation and Business have the lowest proportion of paid apps of £0.59 at 12%. Medical and Business hold down top spots for % of paid apps at £5.99 level or above with 31% and 25% respectively. Interestingly, News and Weather are at 0% with paid apps at the £5.99 level or above and Social Networking is at 1%. Indeed, there is only one Weather app at the £5.99 price point!


 


To review a complete set of charts, feel free to check out the deck on SlideShare.


On Friday, November 12th, we will be launching the Apple App Store UK Metrics October 2010 Edition a monthly issued product. This is for digital marketers that need to understand the UK Apple App Store landscape.  This tool provides a comprehensive summary of app store metrics including a high-level dashboard and app segmentation by key attributes. This will deliver better strategic, market and technical app decisions based on sound data metrics. Unlike in-app analytics this tool offers a “bigger picture” view of the app landscape and your competitive positioning within. The product offering includes the following benefits & features;


Gain an understanding of the market landscape. Per category average pricing, memory and number of apps. Detailed price band breakout.
Inform your market strategy thru market analysis. Quickly sort and isolate desired data points from a comprehensive application listing. Attributes include; name, publisher, price, release date, rank, category, memory size and average rating.
Support your business case or presentation with charts. Overall store and per category charts.





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iPhone and Mobile App Strategy, Design, Development and Marketing