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每日观察:关注美国应用市场地位下降等消息(8.30)

发布时间:2013-08-30 11:32:20 Tags:,,

1)ABI Research预测,2013年Android应用收益将达68亿美元,几乎是去年的两倍,但仍然仅为iOS应用收益的60%左右。

2013年全球应用市场规模将达250亿美元,其中65%来自智能手机平台,其余来自平板电脑。苹果在智能手机和平板电脑应用收益中占比65%。

android-apps(from channelweb.co.uk)

android-apps(from channelweb.co.uk)

预计在未来12个月,Android智能手机应用收益将达到iOS智能手机应用收益的66%(对比Android设备出货量增长之快,其应用收益增长相当缓慢);不过谷歌在网络广告领域表现更为出众,目前掌握了70%的全球移动广告收益。

2)市场调研公司IDC最近修改其2013年平板电脑市场报告,预测今年全球平板电脑出货量为2.274亿台,低于此前预期的2.293亿台。

Tablets-on-the-market(from besttabletfor.me)

Tablets-on-the-market(from besttabletfor.me)

今年全球平板电脑出货量将比2012年高57.7%,预计到2017年将达4.07亿台。

IDC认为美国、西欧、日本等发达国家平板电脑市场已经趋于饱和,到2017年在全球平板电脑出货量中仅占比49%,低于2012年时的60.8%,届时亚洲地区(除日本之外)、拉美、中东平板电脑出货量将占半数比例。

3)应用营销公司Fiksu最近数据显示,美国iOS忠实用户获取成本在今年7月份达1.8美元,比6月份增长20%,达到自2011年12月以来的历史最高点。

index-loyal-web-20137(from Fiksu)

index-loyal-web-20137(from Fiksu)

index-competitive-web-20137(from Fiksu)

index-competitive-web-20137(from Fiksu)

Fiksu还指出7月份美国iPhone榜单前200名免费应用日常下载量为580万次,比6月份时的560万增长4%,比2012年7月增长33%。

4)移动分析公司Flurry最新数据指出,美国在全球应用市场中的地位正在下降:

active apps(from Flurry)

active apps(from Flurry)

*2011年,Flurry所观察的35万款应用中,有45%属于美国制造,但现在这一比例已经降至36%。

*所幸的是,人们在美国制造应用中的投入时间更长了,但美国活跃应用(包含用户数量和粘性等因素)比例则从原来的75%降至70%。

*中国用户仅在美国制造应用中的投入16%的时间,而投入中国制造应用的时间则高达64%。

weighted percentage of active apps(from Flurry)

weighted percentage of active apps(from Flurry)

app country of origin(from Flurry)

app country of origin(from Flurry)

app developer impac metric(from Flurry)

app developer impac metric(from Flurry)

5)据mobile-ent报道,Celtra最近发布富媒体报告指出,本地广告(例如Twitter的赞助贴)以及富媒体广告(游戏邦注:例如视频、图片等将用户导向社交媒体帐号的广告形式)正在主导移动展示性广告市场。

本地广告点击率比静态的移动条幅广告多四倍,比桌面条幅广告高12倍。

celtra infographics(from Celtra)

celtra infographics(from Celtra)

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

1)Android app revenues to double this year to $6.8B for smartphones alone

John Koetsier

Android app revenues will hit $6.8 billion this year for smartphones alone, ABI Research said today. That’s almost double the total from last year.

It’s still only about 60 percent of Android rival iOS.

“Apple’s iOS still leads all the other mobile operating systems’ revenues by a significant margin; however, the greater number of Android smartphones in use is clawing back Apple’s lead in this market,” senior analyst Josh Flood said in a statement. “This year, Android smartphones will ship by a factor of more than three-to-one to iPhones.”

The global app economy for 2013 will reach $25 billion this year, and about 65 percent of that is on smartphones, with the remainder on tablets. Apple has a combined 65 percent share of app revenue across both smartphones and tablets.

But one of Android’s advantages — besides its clear sales lead — is Google.

Google is the online advertising king, and it’s taking that lead to mobile. With the fast-growing Facebook, Google owns 70 percent of global mobile ad revenues. Since 90 percent of apps are now free and monetize mostly through advertising, that gives Google a major advantage.

“Android’s digital advertising, which is primarily based on Google’s powerful analytics search engine and vast experience, gives the company a big edge over Apple,” ABI said. “Google has been incredibly successful at mastering targeted online advertising.”(source:venturebeat

2)IDC lowers 2013 tablet forecasts, expects growth to slow quickly in ‘mature markets’

Devindra Hardawar

A small shift in research firm IDC’s 2013 tablet projections speaks volumes about the mobile market.

IDC has lowered its tablet shipment forecast to 227.4 million units for the year, down from its previous projection of 229.3 million, it announced this morning.

Like many, IDC apparently also didn’t predict Apple’s lower-than expected iPad sales for the last quarter, which came in around 2 million units short of analyst estimates (at 14.6 million). As much as it points to growing computer trends, IDC’s forecast adjustment seems centered on the iPad.

Overall, tablet shipments this year will still be 57.7 percent higher than 2012′s. IDC also still expects to see tablet shipments at 407 million units by 2017.

Perhaps more interesting than the forecast adjustment, IDC also notes that growth in developed areas like the U.S., Western Europe, and Japan, will slow more quickly than expected. In particular, the firm points to the growing influence of smartphones with screens larger than five inches, the eventual impact of wearable computing, and simple market saturation. Given that these are the markets that fueled the initial surge in tablet demand, it makes sense for things to slow down as they get saturated and new technology appears.

IDC now expects mature markets will account for only 49 percent of tablet shipments by 2017, down from 60.8 percent last year. Conversely, emerging markets like Asia (not including Japan),

Latin America, and the Middle East will make up half of tablet shipments by 2017.(source:venturebeat

3)The cost of acquiring mobile app users soars to highest level in 2 years

Dean Takahashi

In July, the cost of acquiring new loyal mobile app users in the U.S. rose to its highest level since 2011, according to data collected by mobile app marketer Fiksu.

That’s scary for indie app developers who don’t have the marketing budgets to promote their products like the big brands can. Since many apps these days are free-to-play, developers often have to make a calculated bet in spending money on promotion. If they spend more on marketing than they reap from the lifetime value a user generates, then they will lose money, and that’s a recipe for financial ruin.

Fiksu said that the cost of acquiring loyal users rose to $1.80 in July, up 20 percent, or 30 cents, from $1.50 in June. That made July the most expensive month for marketing apps since December 2011. Fiksu attributed the rise to two trends: the surge of brands using Facebook’s mobile app advertising platform, which is driving up costs and competition, and Apple’s change to App Store rankings. That helps the best-rated apps move up the charts, but it forces mid- and low-rated app makers to spend more money to improve their position.

The numbers mean that it is becoming harder to run an app business. Developers have to not only create a good app but also spend money on advertising to the right users who will adopt an app, help it spread, and spend money in it.

The Fiksu App Store Competitive Index measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps. The index saw an uptick of 4 percent to 5.8 million daily downloads in July, up from June’s 5.6 million. The July figure is up 33 percent from July 2012, as app store competition grows exponentially, particularly as app makers try to reach consumers on vacation.(source:venturebeat

4)Flurry to US app developers: Think global or die

Ricardo Bilton

The U.S. may be king of the apps now, but it’s slowly losing its crown.

Mobile analytics company Flurry’s latest dataset suggests that the US’s grip on the global app market is slipping. Flurry draws its insights from a few numbers:

In 2011, 45 percent of the roughly 350,000 apps Flurry scanned were made in the U.S. Today, that number has dropped to 36 percent.

Fortunately, people spend more time in U.S.-made apps, which is probably more significant than the absolute app number. Still, even the weighted percentage of active apps — which considers user numbers and engagement — shows the U.S.’s waning influence, which has dropped from 75 to 70 percent.

And then there’s China, where app users only spend 16 percent of their in-app time in U.S.-made apps. Predictably, the rest is dominated by China-made apps, which control 64 percent of in-app time.(source:venturebeat

5)Want your mobile ad to perform? It needs to be rich, native and social

by Zen Terrelonge

Formats outpace static banners on mobile devices and PCs.

Rich media specialist Celtra works with brands including Cadbury, Paramount Pictures, Peugeot and more. It has also worked its charm on Facebook to earn the rank of preferred marketing developer.

The company’s Q2 mobile rich media report finds that the mobile display advertising market is being dominated by native ads – such as Twitter’s sponsored tweets – and social rich media ads – engaging forms, such as video or photos, that redirect users to social media accounts.

Data shows that the click-through rate on native ads is four times higher than static mobile banners and a 12-times higher than desktop banners.

Meanwhile, the engagement rate spikes 39.1 per cent and 55.2 per cent for native ads and social rich media respectively.(source:mobile-ent


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