The Evolution of the Almighty App

The Evolution of the 2008 to Almighty App 2013 From competing for downloads to driving engagement and revenue, the app has come a long way in the last five years. Birth of the Modern Smartphone 1997 with the launch of Ericsson GS 88 Growth in Average Number of July 2008 I Apple opens App Store with October Apps Per User Google launched Android market 500 apps and releases iPhone 3G 22 April Total Apple App Store app downloads exceed 1B 2009 April August September 27 2010 I Apple releases I Total Android market app I Samsung releases Galaxy – first tablet computer with the Android operating system first iPad downloads exceed 1B - March Apple releases iPad 2 October 32 2011 Apple releases iPhone 4S November 41 2012 - September Apple releases iPhone 5 Apple releases iPad Mini May • Apple reaches 50B app downloads • Google announces 900M Android activations • Google announces 48B downloads from its Google Play store July Apple App Store turns 5 2013 I 70 billion apps will be downloaded in 2013 The Race to 50 Million Users Then: It Was All About it took radio 38 years to reach 50M users the Downloads Years Twitter 13x faster iPod 3 13x faster Facebook 3.5 11x faster Internet 10x faster in Linkedin 6x faster 13 3x faster TV Draw Something 1066x faster 50 Days Temple Run 2 277x faster 13 Days surpassed Angry Birds become the fastest growing mobile game with over 50 million downloads Only 22% of downloaded apps are used more than one time ll Today and Tomorrow Beyond the download, apps offer huge potential for engagement, personalization and monetization App Engagement Opportunity HALF of the entire U.S. population uses smartphones 1/2 48% of marketers have, or plan to launch, at least one mobile app in 2013 We touch our phones 50 times a day 43% of emails are opened on mobile Loyal users generate 25% MORE in-app purchases App Personalization Opportunity TOP 5 types of push messages app 90% believe personalization is critical to success users want Special Offers Coupons Sales VIP Offers 'Member Only' Offers 54% will add mobile personalization in the next year 66% list improved business performance & customer experience as main drivers Worldwide mobile advertising is forecast to reach $24.5B by 2016 %24 O $16.4B will come from smartphone apps and $8.8B from tablet apps App 71% of App Store revenue was from in-app purchases in 2013 Monetization Opportunity Users who plan to make purchases from device: iPhone 69% Android 53% BlackBerry 35% Windows 32% Sources: ABI Research Digital Stats emarketer Forrester Research Gamespot Social Media Marketing Localytics Mary Meeker Internet Trends MSW Research Nielsen BBC Chief Marketer Gartner Onavo TechCrunch Litmus PaidContent Localytics www.localytics.com