2012 Year in Review

Distimo Publication December 2012

Dit eindejaarsrapport van Distimo focust zich op de winnaars van 2012: de Apple App Store en Google Play. Android is de grote winnaar als het aankomt op de install base, hoewel de moneytization minder goed loopt. Apple aan de andere kant, heeft het model vna de app winkel nieuwe betekenis gegeven en zowel Apple als ontwikkelaars verdienen goed geld. 

Ook kijkt het rapport op app-niveau. Welke publishers zijn er in geslaagd om snel enorm veel gebruikers te verwerven? Zo komt o.a. Draw Something aan bod.

De belangrijkste bevindingen zijn:

  • Google Play showed tremendous growth during the past four months, with an aggregated growth in daily revenue of 43% across 20 of the largest countries, while the Apple App Store for iPhone and iPad grew by 21% in daily revenue in the same period.
  • Even though the growth in revenues in Google Play in the last four months is close to that of the Apple App Store in 2012, the growth in daily revenues in the Apple App Store was higher than the total daily revenues in Google Play when comparing absolute daily revenue values.
  • Draw Something, one of the best known apps of 2012, reached 1M users in 9 days, however we’ve found it is possible to gain 1M users even faster. Naver, one of the most successful Asian publishers, launched five applications at the end of November 2012, and all five quickly became the most popular applications in many Asian countries. We estimated Line Pop, the most popular of the five, generated 1.75M downloads within 72 hours.
  • Looking at the worldwide download volumes, the app store opportunity is large. On a typical day in November 2012, the revenues in the Apple App Store exceeded $15M USD, while in Google Play the revenues are just below $3.5M USD in 20 of the largest countries in both app stores.
  • Seven applications were responsible for 10% of the revenues in November 2012 in the Apple App Store for iPhone, which is significantly lower number of applications than in January 2012. Moreover, in the Apple App Store for iPad, six applications were responsible for 10% of the revenues, while in Google Play this figure was four.
  • The country with the highest tablet download proclivity is Russia, where 46% of all iOS downloads are on the iPad. Other countries with a high proclivity of iPad downloads are The Netherlands and Finland with 38% and 35%, respectively. Japan is  the country with the least tablet download proclivity, as only 7% of all iOS downloads are iPad apps. The iPad revenues are already higher than the iPhone revenues in some countries when looking at revenues, e.g. Russia.
  • The proportion of revenue that derived from in-apps increased from 53% to 69% in 2012. However, in 2012 there were still some publishers who were very successful with a paid-only strategy. Moreover, 35% of the revenue from the top 10 publishers was derived from one-off fees in 2012.

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