App Discovery and Recommendation

As the supply of mobile apps continues rising to ever-higher levels, it is becoming increasingly apparent that the industry's greatest long-term challenge lies in content discovery. If the discovery loop does not work, then many well-developed products get buried underneath less-than-impressive ones. This means trouble for everyone in the value chain. Developers worry about their releases falling into obscurity right upon the launch, while the storefronts distributing them worry that consumers who download them will become less inclined to do so if they start feeling that they can’t find what they are looking for. This study is about app discovery and recommendation. It takes an in-depth look at the most important dynamics of how consumers discover mobile apps and how app developers can take advantage of this in their launch and marketing strategies. Moreover, the report also assesses the market opportunity related to challenges in discovery, looking into how players from various parts of the value chain can connect consumers to the right apps. One of the most prominent recommendation methods, app preloads, is also examined in the level of market forecasts. The forecasts of app preloads are broken down by preloading partner (carrier or OEM), device type (smartphone or tablet), and geographic region. Besides the forecasts, the report also includes data on the "survival rate" of top apps on iOS and Android (evaluating how long the highest ranked apps tend to survive in the top), and the importance of localization to apps’ success. Finally, there are survey data about consumers’ views on two related subjects: what influences their download decisions and how strong a bias they have toward free apps at the expense of paid ones.

Table of Contents

  • Top Apps Have a Higher Turnover on Android than on iOS
  • Survey Findings - App Download Influencers
  • Market Share
  • Recommendations to App Developers and Publishers
  • Recommendations for Mobile Operators
  • 1. INTRODUCTION, RECOMMENDATIONS, AND METHODOLOGY
    • 1.1. Introduction
    • 1.2. Recommendations for App Developers and Publishers
    • 1.3. Recommendations for Mobile Operators
    • 1.4. Methodology, Definitions, and Assumptions
  • 2. MARKET ISSUES (OR BUSINESS ISSUES)
    • 2.1. Search Engine Optimization and App Description
    • 2.2. Localization
    • 2.3. Icon Design
    • 2.4. Screenshots
    • 2.5. Ranking Algorithms
    • 2.6. Featured Apps
    • 2.7. User Ratings and Reviews
    • 2.8. Word of Mouth and Consumerization
    • 2.9. Pricing
    • 2.10. Choice of Category
    • 2.11. Download Links via Barcodes, NFC Tags, and Image and Audio Recognition
    • 2.12. In-App Promotion Networks
    • 2.13. Co-Promotion Opportunities
    • 2.14. Device OEMs as App Curators
    • 2.15. Amazon as an App Curator
    • 2.16. Mobile Operators as App Curators
    • 2.17. Mobile Chip Vendors as App Curators
    • 2.18. Dedicated Recommendation Services as App Curators
  • 3. MARKET FORECASTS
    • 3.1. Methodology, Definitions, and Assumptions
    • 3.2. Survival Rate of Top Apps
    • 3.3. Importance of App Localization
    • 3.4. App Download Influencers
    • 3.5. Preloaded Mobile Apps
  • 4. ACRONYMS

Tables

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  1. Survival Rate for Top 100 Android Apps by Category (Free Only), United States, October 2011 - February 2012
  2. Survival Rate for Top 100 Android Apps by Category (Paid Only), United States, October 2011 - February 2012
  3. Survival Rate for Top 10 Android Apps by Category (Free Only), United States, October 2011 - February 2012
  4. Survival Rate for Top 10 Android Apps by Category (Paid Only), United States, October 2011 - February 2012
  5. Survival Rate for Top 100 iOS Apps by Category (All Apps), United States, October 2011 - February 2012
  6. Survival Rate for Top 10 iOS Apps by Category (All Apps), United States, October 2011 - February 2012
  7. Share of Localized Apps by Country - iOS Top 240 (All Categories), World Market: October 2011 and February 2012
  8. Share of Localized Apps by Country - iOS Top 50 (All Categories), World Market: October 2011 and February 2012
  9. Share of Localized Apps by Country - iOS Top 10 (All Categories), World Market: October 2011 and February 2012
  10. Preloaded Smartphone Apps by Installer, Western Europe, Forecast: 2011 to 2016
  11. Preloaded Smartphone Apps by Installer, Eastern Europe, Forecast: 2011 to 2016
  12. Preloaded Smartphone Apps by Installer, Asia-Pacific, Forecast: 2011 to 2016
  13. Preloaded Smartphone Apps by Installer, North America, Forecast: 2011 to 2016
  14. Preloaded Smartphone Apps by Installer, Latin America, Forecast: 2011 to 2016
  15. Preloaded Smartphone Apps by Installer, Middle East, Forecast: 2011 to 2016
  16. Preloaded Smartphone Apps by Installer, Africa, Forecast: 2011 to 2016
  17. Preloaded Smartphone Apps by Installer, World Market, Forecast: 2011 to 2016
  18. Preloaded Smartphone Apps by Region, World Market, Forecast: 2011 to 2016
  19. Preloaded Tablet Apps by Installer, Western Europe, Forecast: 2011 to 2016
  20. Preloaded Tablet Apps by Installer, Eastern Europe, Forecast: 2011 to 2016
  21. Preloaded Tablet Apps by Installer, Asia-Pacific, Forecast: 2011 to 2016
  22. Preloaded Tablet Apps by Installer, North America, Forecast: 2011 to 2016
  23. Preloaded Tablet Apps by Installer, Latin America, Forecast: 2011 to 2016
  24. Preloaded Tablet Apps by Installer, Middle East, Forecast: 2011 to 2016
  25. Preloaded Tablet Apps by Installer, Africa, Forecast: 2011 to 2016
  26. Preloaded Tablet Apps by Installer, World Market, Forecast: 2011 to 2016
  27. Preloaded Tablet Apps by Region, World Market, Forecast: 2011 to 2016
  28. Preloaded Apps on Smartphones and Tablets by Installer, Western Europe, Forecast: 2011 to 2016
  29. Preloaded Apps on Smartphones and Tablets by Installer, Eastern Europe, Forecast: 2011 to 2016
  30. Preloaded Apps on Smartphones and Tablets by Installer, Asia-Pacific, Forecast: 2011 to 2016
  31. Preloaded Apps on Smartphones and Tablets by Installer, North America, Forecast: 2011 to 2016
  32. Preloaded Apps on Smartphones and Tablets by Installer, Latin America, Forecast: 2011 to 2016
  33. Preloaded Apps on Smartphones and Tablets by Installer, Middle East, Forecast: 2011 to 2016
  34. Preloaded Apps on Smartphones and Tablets by Installer, Africa, Forecast: 2011 to 2016
  35. Preloaded Apps on Smartphones and Tablets by Installer, World Market, Forecast: 2011 to 2016
  36. Preloaded Apps on Smartphones and Tablets by Region, World Market, Forecast: 2011 to 2016
  37. Survey Results - App Download Influencers, United States, Consumer Survey: December 2011
  38. Survey Results - Free vs. Paid Apps, United States, Consumer Survey: December 2011

Charts

  1. Average Survival Rate for Top Apps - iOS and Android
  2. Preloaded Apps by Installing Party
  3. Preloaded Smartphone Apps by Installer
  4. Preloaded Smartphone Apps by Region
  5. Preloaded Tablet Apps by Installer
  6. Preloaded Tablet Apps by Region
  7. Preloaded Apps on Smartphones and Tablets by Installer
  8. Preloaded Apps on Smartphones and Tablets by Region
  9. Survey Results - App Download Influencers
  10. Survey Results - Free vs. Paid Apps
  11. Share of Localized iOS Apps - Average of 11 Countries
  12. Average Survival Rate for Top Apps - Android and iOS