Latest trends about app usage and preferences around the world, as well as tips and best practices about promoting your apps with Google.

1. Promoting Your Apps with Google
Anna Zapesochini
Analytical Lead, Google Israel

2. In the next 20 minutes..
Exclusive Research: App Usage & Preferences
Why Promote Your App?
Promoting Your App with Google
Tips and Best Practices
Google Confidential and Proprietary
2

3. Consumer App Usage & Preferences
Google & Park Associates

4. Android Leads All Markets Among 18+ Users
% Owning smartphone type
89%
Android
79%
iPhone
55%
54%
50%
44%
40%
31%
18%
9%
South Korea
China
Source: Park Associates Research for Google , Sep. 2013
Q: What type of mobile phone do you personally use?
US, South Korea, Japan, China, UK: N = 1,000
Japan
UK
US
Google Confidential and Proprietary
4

5. High Levels of Usage for Tablet Apps
Average hours spent using mobile apps, weekly
Smartphone Apps
13.4
Tablet Apps
8.5
7.6
7.5
6.3
6.3
5.6
6.0
5.6
4.4
South Korea
China
Japan
Source: Park Associates Research for Google , Sep. 2013
Q: “Which of the following best matches the description of where you were the last time you downloaded an app”
US, South Korea, Japan, UK, China: N = 1,000
US
UK
Google Confidential and Proprietary
5

6. Monetization: Freemium Monetization Is Most
Popular Among Paying Users
60%
53%
50%
40%
33%
30%
24%
20%
11%
10%
7%
0%
Didn't spend money Upgraded from free
on apps
to paid
Source: Park Associates Research for Google , Sep. 2013
Q: “Have you ever done the following? Please select all that apply.”
US, N = 1,000
Purchased a paid
app*
Purchased a
premium feature
Upgraded from free
to subscription
Google Confidential and Proprietary
6

7. Conversion Rates: Cost and Ratings Are the
Most Influential Factors
90%
80%
79%
70%
57%
60%
54%
47%
50%
40%
30%
30%
26%
24%
Brand
Attractive icon
20%
10%
0%
Cost
Star ratings,
User reviews
Description
Screenshots
Video
previews
Source: Park Associates Research for Google , Sep. 2013
Q: When deciding between several apps of the same type, how important are the following factors in ultimately choosing one to download?“
US, N = 1,000
Google Confidential and Proprietary
7

8. Puzzle & Trivia Are Most Popular Games
Among 18+ Users
80%
70%
60%
US
68%
Japan
59%
50%
46%
38%
40%
39%
32%
29%
30%
24%
20%
26%
31%
25%
17% 15%
14%
16%
10%
10%
0%
Puzzle &
Trivia
Card &
Board
Arcade
Source: Park Associates Research for Google , Sep. 2013
Q: “What types of gaming apps do you use on your smartphone?"
US, Japan: N = 1,000
Strategy &
Simulation
Casino
Action &
Adventure
Sports
Role Playing
Google Confidential and Proprietary
8

9. Music and Games are the Top Apps in Terms of
Retention, Engagement and Monetization
90%
Weather
80%
Games
Monthly retention
70%
Music
60%
News
50%
Video
40%
Sport
News
30%
Health &
Fitness
Travel
20%
10%
Stocks &
Finance
0%
1
1.5
2
2.5
Books &
Magazines
Education
3
3.5
4
Average money spent ($USD)
4.5
Questions: “For which of the following functions do you have an app that you use at least once a month?”, “ On average, how much time do you
spend using the following apps, once you open the app?”, “How much would you estimate you have spent on the following smartphone apps,
including paying to download apps, in-app purchases, and subscriptions, during the last 30 days?"
Source: Park Associates Research for Google , Sep. 2013, US, N = 1,000
5
5.5
6
Google Confidential and Proprietary
9

10. Why Promote Your App?

11. Israel: 92% of Apps Have Less than 500K Downloads
35%
29%
30%
25%
21%
20%
18%
14%
15%
11%
10%
5%
2%
3%
3%
1M-5M
Over 5M
0%
1-1K
1K-10K
10K-50K
50K-100K
100K-500K
500K-1M
Number of downloads
Source: Meidata Survey for Mobile Monday and Google, Feb 2013
Google Confidential and Proprietary
11

12. Israel: Most Developers Still Rely on Virality and PR
Social networks
70%
PR
47%
Advertisement
33%
Blogs & Websites
24%
Events/exhibitions
15%
Cross Promotion
(House Ads)
None
Other
8%
1%
3%
Source: Meidata Survey for Mobile Monday and Google, Feb 2013
Google Confidential and Proprietary
12

13. An App’s Number of Active Users Generally
Follows this Curve
Active
Users
Time
Google Confidential and Proprietary
13

14. Jumpstart your Initial User Base and Ensure a
Continuous Stream of New Users..
Active
Users
Time
Google Confidential and Proprietary
14

15. App Promotion with Google

16. Google Mobile Advertising Solutions
Ads in Search
Ads in Apps
Ads in Sites
Ads in Video
Google Confidential and Proprietary
16

17. Search: Click to Download Ads
‫מונית‬
Google Confidential and Proprietary
17

18. Automatic Ad Formats and Confirmed Clicks
Angry Birds
Space
New App from Rovio
Download on Google Play
Play the latest version of the
Game. Download Now!
Google Confidential and Proprietary
18

19. Downloads Peak During Christmas:
Perfect Promotion Time!
12/01 12/04 12/07 12/10 12/13 12/16 12/19 12/22 12/25 12/28 12/31 01/03 01/06 01/09 01/12
Google Internal Data, App downloads driven from ads, 2012-2013, US
Google Confidential and Proprietary
19

20. Majority of Apps Downloaded During
First Days of Device Ownership
# of apps downloaded
30%
25%
20%
15%
10%
5%
0%
0
1
2
3
4
5
6-10
10+
Source: Park Associates Research for Google , Sep. 2013
Google Confidential and Proprietary
Q: “Please provide the answer for each, based on your best knowledge: Number of apps you have downloaded to your smartphone during the last 30 days.”
US, N = 1,000
20

21. New User Targeting: Reach Those Most Likely to
Download Apps
Target new users who
appeared in the mobile app
network in the last 7, 14, 30,
60 or 90 days
Google Confidential and Proprietary
21

22. Tips

23. Promoting Your Apps Like a Pro
Conduct market research
Think about your target audience: country, age, gender and interests
Target new users
Choose peak periods for your promotions
Use in-app analytics to optimize your campaigns
Google Confidential and Proprietary
23

24. Thank You!