iPhone App User Marketing Survey

by Brook Lenox on September 11, 2009

admob-finding-apps-surveyI’ll admit it – I love data. Especially when it helps me make business decisions.

Admob recently collected data from 380 iPhone, 347 iPod touch, and 390 Android users. The goal, other than getting Admob more business :) , was to help uncover how users find apps.  The data isn’t earth shaking, but it’s definitely worth a look.

How iPhone Users Find Apps

Here are the highlights from their survey:

  • 59% of iPhone users and 62% of iPod touch users say they discover apps they decide to download based on browsing top ranked apps.
  • 25% of  iPhone users and 30% of iPod touch users say they discover apps they decide to download based on seeing ads while using other apps.
  • Android and iPhone users download approximately 10 new apps a month, while iPod touch owners download an average of 18 per month.
  • More than 90% of Android and iPhone OS users browse and search for apps directly on their mobile device instead of their computer.
  • Upgrading from the lite version was the top reason given when users were asked what drives them to purchase a paid app.

Any of this data new or noteworthy?

Some things I found interesting:

  1. Bullet point #2 is important. When people are using apps they are much more likely to get more apps. That’s why my Adwords, FaceBook, and other online tests have cost me 5-10x more per download than my in app marketing.
  2. Bullet point #5 is just more confirmation that having a lite version to drive your paid version is a worthy strategy.
  3. The most important bullet point was the one they left out. On page #4 of the report it mentions that 56% of iPhone users and 51% of iPod touch users discover apps by searching for a specific type of app. So if you don’t have money to spend with Admob, Choose Your Keywords Wisely!

Other Data About iPhone and iPod Touch Users

I though 2 additional charts were important.










 Obviously, if you’re considering porting your app over to Android, the above data isn’t encouraging.  Surprisingly, iPod touch users only lag behind iPhone users in buying apps by 10%.  I would have thought the spread would have been wider.









 The thing that jumped out to me here is that if you’r focused on free apps, you may want to steer more towards iPod touch users.  If paid apps are a part of your strategy, both iPhone users and iPod touch users are in the same ball park when it comes to downloading paid apps.

So if you were looking for some data on app buying behavior, there you have it.

Check out the complete Admob July report and you’ll learn even more.

Hope that was helpful.

{ 6 comments… read them below or add one }

Stephanie Boyles November 29, 2010 at 2:52 pm

I’m trying to figure out how to advertise our 101 Dressage mobile app (on iPhone now and soon to be on Android) to iPhone and Android users who are interested in Dressage. FB enables me to target people interested in Dressage but I don’t know how to narrow it to those with an iPhone, iTouch or Android phone. Do you know of any way to do that?

Brook Lenox December 1, 2010 at 3:34 pm

@Stephanie – this is tough. I’ve had very poor results with driving FB traffic to iPhone app downloads. And you have such a niche app. You could either: 1) Add keywords like “iPhone” or “iPod touch” to your FB ad or 2) Try a mobile ad network like Admob.

Neville Boyson December 8, 2010 at 7:05 pm

Awesome website you have here btw

Stephanie December 9, 2010 at 4:06 pm

Hi Brook,

Thanks for the reply. I’ll try those key words. My question though is doesn’t FB take the union of the key words rather than the intersection? I’m going to try Admob. Thanks for the heads up on that.

Also, good news 101 Dressage is now out on Android too! It’s the 1st dressage app out there for Android. Best, Stephanie

Brook Lenox December 10, 2010 at 8:08 pm

@Neville – thanks much.

Brook Lenox December 10, 2010 at 8:21 pm

@ Stephanie – honestly not sure whether FB takes the union or intersection. Just haven’t had great success with FB ads (yet!).

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