iPhone App Marketing Data

by Brook Lenox on June 11, 2010

The more data the better when you are making iPhone app marketing decisions.

Perhaps you’re asking:

Should I develop my iPhone app for the Blackberry or Android Platform or both?

If my app hits a top category ranking, how long will it stay there?

Where’s the best place to spend my mobile ad dollars?

 

 

Three reports help me find answers to these types of questions:

  • Admob Mobile Metrics Report
  • Distimo Report
  • Millennial Media’s S.M.A.R.T. Report

Admob Mobile Metrics Report

Admob has a monthly metrics report that it’s been publishing since September 2007. It is based on data they collect from the over 18 billion ad requests they receive monthly.

So if you’re trying to answer: “Should I develop my iPhone app for the Blackberry or Android Platform or both?”

You may want to peruse their reports. By combining a survey they did to developers in mid March with their monthly report, I’d say Android is currently a bigger and faster growth opportunity for apps. 

Not that you should just follow the crowd, but this March survey suggests that more than 70% of iPhone app developers plan to develop for the Android platform in the next 6 months. On the other hand, only 15% of developers plan to develop for the Blackberry platform.

That’s just one data point of many that can help you form an opinion.

A couple of other points from the March 2010 metrics report:

  • Admob is talking more and more about Android and less and less about Blackberry
  • Android traffic on the Admob network has grown from 72M requests to 2B requests per month in the last year
  • A year ago 2 devices represented 96% of the Android impressions, now 11 devices make up 96% of the Android impressions

I’m just barely scratching the surface here. Admob’s monthly reports are full of helpful information.

Distimo Report

Distimo, an app store analytics company, just recently put out an interesting report.

So if you’re trying to answer: “If my app hits a top category ranking, how long will it stay there?”

Free apps stay in categories on average this long:

  • Top overall => 19 days
  • Games => 21 days
  • Business => 39 days
  • Entertainment => 43 days

Paid apps stay in categories on average this long:

  • Top overall => 27 days
  • Games => 39 days
  • Business => 59 days
  • Entertainment => 38 days

This information, combined with some download estimate, can help you better forecast the revenue a new app may produce if it reaches a top category ranking.

Millennial Media’s S.M.A.R.T. Report

Millennial Media, a mobile ad network, has a report as well.

The latest, MillennialMedia-SMART-April-2010, might help you answer:

“Where’s the best place to spend my mobile ad dollars?”

  

Here is a screen shot from the report:

Some interesting facts from the screen shot above:

  • Broad targeting is less expensive (makes sense)
  • Cost roughly 8x in April to do a takeover ad versus a RON (run of network) ad
  • Targeting by channel appears to cost roughly 30-40% more than by RON

This data can help me model how my tests might perform.

In Summary

Hope by using these metrics, you’ll make better marketing decisions! Best of luck.

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