IPhone captures all of the eye and the lion share of this paid program market according to industry observers. However, it’s that the ipodtouch that is the work horse in delivering exactly the absolute numbers that drive the two billion + app downloads. For marketers seeking to expand their brand targeting a teen-male-fashion-gadgets-social viewer from the program market, iPod Touch users represent the key sweet-spot.
Let us take a step back for some time and AppValley have the set of this unit volume territory. In particular, iPod Touch has played particularly well in North America and the UK and proportionally continues to represent a larger install base than the global amounts and coincidentally can be found in at the exact same amount; approx. 46% (15.5M) and 46% (1.9M) of those individual markets.
Note: Apple will not discharge iPod Touch global or regional characters. Yet predicated on certain openly available resources it is possible to reasonably estimate.
The development in downloads has been scale with the most recent figures to arrive at 10.5 million programs each day. But this can be a real kicker. For every 1 program downloaded by an iPhone user; 1.8 programs are downloaded by an iPod Touch user, according to Admob. Almost twice. This equates into iPod Touch absorbing 54 percent (146M) of programs globally and 12M in the united kingdom at the month of September 2009. Considering that iPhone volume is accelerating and I pod Touch is forecast to grow in an stagnant overall iPod market, a crossover point is expected later this season. Nonetheless, the ipodtouch segment remains a key demographic versus the flash of its own twin brother.
As a target audience the way are iPod Touch users uniquely defined versus i-phone users? In accordance with comScore along with Flurry Analytics they’ve;
Lots of teen angst. 69 percent are between 13-24 years and so are mainly characterized as teenager centric
Less cash. Just 66% have 25K annual earnings
Zeal for fashion and gadgets. More likely to maintain the market to get mobile, clothes, TV’s and other consumer electronics
Voraciously share their lifestyles. Comprised of heavy MySpace, Facebook and also SMS users
Needless to say, 1 thing both the devices have in common is machismo, based on what industry report you read they are 65-70% male.
Here’s the slap at the face. Ipodtouch users have an insatiable desire to down load the latest shiny brand new item; yet the tendency is to use it once and toss it. According to Pinch Media, just 20-30% of users return after first usage. Laughably this plummets to approx. 1% of users that keep on with the merchandise after 70-90 days. Indeed, Flurry having a much larger sample indicates that at united states and the UK that the retention level is 12%. They define that as some one that has downloaded the program at any point in the past and it has used the program in the past seven (7) days. Neither Pinch or Flurry break down it by device type, nevertheless given that the trigger happy nature of iPod Touch users, I’d suggest that they keep the brunt of this responsibility for these kinds of stats popping up.
Thus, if you’re a marketer wanting to target this teen-male-fashion-gadgets-social audience, then what to do. I would suggest you create a brilliant engaging app or expressly designing a throw away app. Don’t work with the in-between. The program type should factor in to your decision making process based on Flurry, categories like music, health & fitness and news tend have higher retention degrees. Compared categories for example lifestyle and entertainment have lower levels.
Often the most effective marketing is only adopting user behaviour and not hoping to find all fancy pants on your own intended marketplace. Design for “utilize once & ditch”, deliver a wonderful one-off “pop” of utility that strengthens the brand. The bonus is very likely to be much faster and more economical roll-out predicated on a simpler concept realization procedure.
In contrast, the engaging app needs to deliver a well crafted experience in terms of content, design and goto market elements. Part of this experience could be the integration of societal capacities to allure to this voracious sharing need mentioned earlier. The end result will be, hopefully, durability and grip over the long term with your audience. Truly, one could argue that the main reason why users download and use formerly is that the high selection of lame home grown programs.