Newsletter in review: Data on Mobile Apps

This past year, here are the important data points we published on Mobile Commerce in our newsletter:

App Usage & Development Trends


1. Users spent most of their time on mobiles inside apps, but which ones? Here is a detailed study. The US Mobile App Report | Direct download (pdf)

Share of Mobile App Time spent, by age group


2. User Retention has become harder and harder for mobile apps. This is likely the first systematic study of D1/D7/D30 retention in mobile apps. Mobile retention benchmarks for 2014 vs 2013 show a 50% drop in D1 retention.

Benchmarks for D1 / D7 / D30 retention in mobile apps


3. 60% of users opt out of push notifications. Push Notifications are increasingly important to drive retention and engagement and here is perhaps the first set of data across different apps. Why 60% of your users opt-out of push notifications, and what to do about it

iOS Push Notification Opt In Rates by App Category


4. If you are an App developer, enterprise apps likely have a larger revenue opportunity ahead than any other category. Data from a survey of app developers, on development trends. Developer Economics Q3 2014: State of the Developer Nation.

Developers targeting apps at enterprises, consumers, professionals


5. More and more people are becoming “mobile addicts” — opening apps 60+ times a day! Flurry dives into segments of mobile app users. The Rise of the Mobile Addict

Mobile has become addictive



Trends In Specific App Categories


6. Sports Apps are the new Sports TV channels. Sports Fans are turning to apps to follow live sports, keep up with scores, trade their fantasy players, and watch game highlights. Apps to Cable: “Three Strikes and You’re Out!”

Growth of Time spent in all apps vs sports apps


7. The iPad was supposed to be the savior for magazine publishers, but things haven’t quite panned out. An interesting analysis of the digital magazine industry, and how they should move forward: Digital Magazines aren’t working.

Consumer digital magazine subscriptions (chart)


8. Health & Fitness apps have grown at 2x the rate of the overall app ecosystem. The predominant audience of these apps tend to be mothers, in the 25-54 age group, who lead healthy lifestyles. Some interesting stats from Flurry: Health and Fitness Apps Finally Take Off, Fueled by Fitness Fanatics.

App Usage growth, all apps vs health & fitness apps (chart)


9. For News apps, 75% of downloads are on Android but 80% of the revenue is on iOS. AppAnnie Index For General & Business News

composition of iOS App Store and Google Play revenue by platform for News Apps


10. 37% of people say they access just one news brand on their smartphones. This report from Reuters, covering 10 countries, is a great overview of the current trends in news consumption. Digital News Report 2014 • BBC’s coverage on this report

Number of news sources used, by device (mobile, tablet, pc) (chart)


Data on App Stores


11. Competition in the App Stores has increased, and very few apps are unassailable in terms of their ranks. In spite of everything you have heard about it being harder and harder to break into the app store rankings, data tells a different story. 4 Major Competitive Trends In Mobile App Stores.

Competition in Google Play Store ranks amongst apps


12. Gross App Store revenue across iOS and Android is at a $21B annual run rate. With the Play Store driving 50% as much revenue as the App Store: App store revenue

Trailing 12 month app store revenue (iOS vs Play)


13. Google Play downloads are 45% higher than iOS but iOS is still driving 85% more revenue. App Annie Index – Market Q1 2014

iOS App Store vs Google Play Store: Downloads and Revenue (chart)


14. App Downloads in the Google Play Store grew 1.5x over last year, and App Revenue grew 2.4x.  AppAnnie dives into the Play Store app ecosystem and breaks it down by geography and category. The State of Play: A look at the growth of Google Play (pdf)

Worldwide quarterly Google Play app downloads (chart)

Worldwide quarterly Google Play app revenue (chart)