Category Archives: Mobile App Marketing News

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App Store vs Google Play: Revenue & Downloads

With the close of Q2, we’re looking back to the beginning of the year to see how revenue and downloads changed thus far for giants of the mobile industry. The numbers are in, and companies like Google and Apple reported positive net revenue, in addition to overall growth of the App Store and the Google Play Store.

Google announced back in May of 2017 that the company saw 82 billion downloads from the Google Play Store in 2016, causing surge of revenue for the tech company and app developers.

Apple echoed this number by stating at WWDC 2017, the App Store attracts over 500 million weekly visitors and has achieved 180 billion app downloads. On top of this information, it has been reported that across both stores, there as $15 billion in downloads at the end of Q1 2017. Across iOS and Android, downloads also grew 15 percent year-over-year.

As the number of downloads and revenue continues to grow, it begs the question what is in store for the app market?

Which Company Had More Growth?

Despite Google being labeled as the clear winner of global app downloads, Apple is closing the gap in revenue growth. The App store saw 45 percent increase in consumer spending compared to Google’s 40 percent year-over-year growth. Apple now leads in consumer spending by 100 percent, up from their 90 percent lead in Q1 2016.

Regardless of Apple being the leader in consumer spending, the company still has catching up to do on the global scale. Globally, most of the phones that shipped in Q4 2016 were Android. This is not surprising considering that Android software is used across multiple devices and the price of Android phones is relatively lower than that of an iPhone.

Along with the large number of Android phones shipped last year, third-party Android app stores are also on the rise, especially in China, one of the leaders in the app market. Some of the marketplaces include Tencent, Baidu, and more.

Other than China, Google Play is exceptionally recognized in India, as indicated by several of Google’s presentations at I/O 2017. Google has essentially cornered the market in India, making it a key factor in the tech company’s year-over-year growth of 40 percent.

Even though Apple has catching up to do in the global app market, the numbers both companies have reported for Q1 2017 are astounding. This immediate progression only meant that the demand of mobile apps will continue to increase.

What Does This Growth Mean for the App Market?

Just based off the numbers in revenue that the App Store and Google Play Store have already witnessed in Q1 2017 alone, more and more apps are likely to take advantage of a key revenue-generator: in-app purchases.

The apps that are more likely to capitalize on the influx of readily available in-app purchases are games. Gaming apps have already seen a trend of more users purchasing in-app content, especially in territories like Japan and China.

Games like Pokémon GO helped put AR apps on the map and proved that they could do well in the market. Pokémon GO managed to generate $800 million with the first three months of its release, and is a key reason why AR apps are on the rise.

Apple has realized just how big games are and will soon separate games from other apps once iOS 11 launches this fall. Despite the update not being released until Q3 or Q4 of 2017, it still shows that Apple is setting up games to continue being a huge revenue generator.

Looking at the Future

As Q3 2017 gets started, Apple and Google’s success will only continue growing. The two tech companies are setting themselves up for major success this year and have realized that the way users find apps and games is changing.

The two tech companies are both making a bigger shift toward editorialized content, which will shape the way that users find new apps and games. This drastic change completely breaks the mold of how users have been able to find apps and games previously, and will be a key component of how the app market develops this year.

Apple has taken their understanding of the app market one step further by making in-app purchases readily available on an app’s product page in iOS 11. This decision is a key component of how the app market will only continue to change and grow, because it is creating less steps for users to readily access content.

The changes set to occur in later half 2017 will greatly affect every part of the app market. It is essential to stay up-to-date on how the app market is changing to ensure your app can grow with this new landscape.

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The Future of Games on the App Store

Developers are currently scrambling to make sure their metadata will be completely ready for iOS 11’s launch this coming fall. Apple announced big changes to the App Store such as the revamped navigation bar, which now features three new tabs, Today, Games and Apps.

This redesign means that Apple has finally separated games from other apps, essentially creating two App Stores with their own separate top charts and featured content.

Making games its own tab concretely separates games from other apps, and allows for all games genres to be better categorized on the App Store. The games tab will have its own top charts, but will also have separate top categories section.

Screen Shot 2017-07-07 at 11.44.38 AM While many developers are eagerly awaiting the launch of iOS 11, some are frantically adjusting their app’s metadata in case there are major changes to how apps index. But why are game developers worrying about games having its own tab? Will the upcoming changes affect everyone’s carefully crafted metadata and current ASO strategy?

Why Are Games a Big Deal?

Games having its own store is a complete game changer for everyone. It separates games from other apps and means there is now a dedicated space in the App Store that will focus solely on games.

This separation also means that the top charts inside the Games tab will focus only on gaming, creating even more competition with each app category.

While many developers are focused on how to get their apps on the top charts, others are looking forward to Apple’s promises of editorialized content that will only focus on games. This content will aid in discoverability in highlight the day’s biggest game releases, rotating game promotions and gameplay videos, along with featuring a revolving list of new handpicked games.

On top of the curated lists, Apple will show users available content for in-app purchases. This extends to new levels, characters or gameplay updates. Having in-app purchases readily available from the app’s product page expedites the decision-making process for many users and encourages them to download faster.

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Giving games its own store will help users discover more games and definitely distinguish non-games within the App Store. All of this is great news, but does the separation of games and other apps affect current ASO best practices?

Games and ASO

Moving games to its own store simply means more competition in the App Store. All available games will be in one place, meaning that developers need to make sure their metadata is clear and relevant to help their game stand out over competitors.

Despite many developers already having a tried and true ASO strategy, Apple did announce changes to the metadata. These changes include:

  • Reducing app name character limit to 30 characters
  • New Subtitle field capped at 30 characters
  • New Promotional Text field capped at 170 characters
  • Displaying up to three Preview Videos

Thankfully, ASO best practices is fully equipped to help developers prepare for these changes. Keep in mind, the changes to metadata are crucial to building relevancy, but it is still unknown whether the Subtitle and Promotional Text will affect how apps index.

1. Subtitle

The Subtitle text field can be maximum of 30 characters and will be displayed underneath the app name on the product page. Despite having such little space, game developers should treat this field as a brief summary of their game that encourages users to download. This field, just like the description, can only be updated when submitting a new build of the game.

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While it’s suggested to treat the Subtitle as a brief summary of the game, the Promotional Text should be used to highlight any recent updates, features, promotions and more. This field, unlike the description or Subtitle, can be updated at any time without submitting a new build.

3. Preview Videos

While the addition of the Subtitle and Promotional Text are incredibly important for helping games become more visible, the addition of more Preview Videos means one thing: more opportunities to convert users.

Screen Shot 2017-07-07 at 11.52.53 AM Games can now show off multiple Preview Videos that feature gameplay, characters and more. Ultimately, game developers will be able to engage with users while highlighting core features of their game.

Key Takeaways

Apple’s decision to separate Games is a huge turning point in the future of the App Store. iOS 11 will clearly distinguish games and apps as two separate entities on the App Store.

Developers need to realize that the separation of games and apps does help more games become easily discoverable, but it also clearly displays the high levels of competition among game categories.

It is imperative that developers take the preemptive strike and focus their ASO strategy toward reducing their app name, creating unique and relevant Subtitle and Promotional Text, and making sure each Preview Video demonstrates the game’s core features before the App Store’s update.

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Android Excellence: Google’s Answer to Editorialized Content

Apple recently announced a complete redesign of its App Store, shifting their focus toward editorialized content such as interviews, tips and tricks and stories on apps and developers. While the App Store’s redesign won’t debut until the launch of iOS 11, Google has already announced its own plans to expand their editorial content with a new program called Android Excellence.

Similar to Apple’s new Today tab, Android Excellence will highlight the highest-quality apps and games on a rotating basis. The apps and games will be handpicked by Google Play’s editors based on their ability to “deliver incredible user experiences on Android,” apps and games that use Google’s best practices, “and have great design, technical performance, localization, and device optimization.” These apps and games can be looked at as examples of the great apps that Google encourages developers to continue creating through their platform.

Other than encouraging the future of the Google Play Store, Android Excellence will also feature content that is broken down into two groups: apps and games. These groups will each feature a revamped Editors’ Choice section full of app and game reviews curated specifically by the editorial team. Google has already announced their lists for this quarter, and the apps and games can be viewed here: Android Excellence.

While the timing of Google’s announcement to encourage more editorialized content might be suspect, the two tech companies vary in how they will deliver this content.

Apple vs Google

The biggest differences between Android Excellence and Apple’s Today tab is that Android Excellence will only be updated quarterly, which means that it will not feature new content daily like the Today tab.

Google’s decision to update quarterly might turn away users from viewing daily, but for the app developers that get featured, it could be significant to attracting users, in turn improving their conversion.

While Google is trying to introduce more editorialized content, they are not quite matching the level that Apple will achieve. Apple will feature daily stories, which will present anything from world premieres to inside looks of newly launched apps. Google’s editorialized content, however, is merely a brief bulleted list of why their editors chose the app or game. This doesn’t highlight the developers or give much context behind their creative choices.

Despite Google beating Apple to the punch and releasing a revamped Editor’s Choice, Apple’s Today tab will certainly help more apps with its rotating content and in-depth editorialized content.

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The Death of Chart Boosting

At WWDC Apple announced that the App Store will be completely redesigned in the Fall of 2017. It seems that from the changes that are being made, Apple’s goal is to help improve the overall discoverability of content by breaking Games out from apps as well as highlighting more unique editorial handpicked content.

This change is a very strong indicator that Apple feels that Games as a category is becoming more dominant and needs its own spotlight. Games account for 81 percent of the App Store’s revenue, meaning the separation of games from apps will help level the playing field.  This change will allow apps in other categories to have a chance to flourish in the top charts that have consistently been dominated by games for years.

Another interesting twist from the announcement issued along with iOS 11 is that top charts will be moved off the home page where it previously existed under its own tab. Top charts will now be moved to an area within the respective category tabs, Games and Apps. Moving top charts out of the homepage marks a paradigm shift on how Apple views discoverability. This shift will push users away from finding apps via charts, ushering in greater discoverability through search and editorial placement.

But what does moving the top charts further inside the App Store mean for developers? It means that the death of “chart boosting,” a technique used by some developers to manipulate their chart ranking and downloads, is going to accelerate. With charts having less exposure, the ROI from these kinds of activities will likely plummet.

When the App Store launched and Apple’s ecosystem was still growing, top charts were the main way in which users discovered apps. This caused developers to prioritize chart boosting over other marketing methods. As the ecosystem matured, the number of users that discover apps through charts has dropped to under 25 percent, while 65 percent of apps are now found through App Store searches. This shift has helped make chart boosting significantly less relevant, especially at a CPI of $1 to $5 per download. Chart boosting is expensive with a whopping 40,000 downloads needed a day to rank in the top 25.

With Apple moving top charts out of the home page, and announcing that search is the largest channel for app discovery and downloads, developers must start embracing organic and building a more sustainable marketing strategy.

Nearly all marketing efforts need to start at the organic level, making ASO essential for a cost-effective app rollout. App Store Optimization helps developers keep up with the latest trends, boost visibility through keyword ranking and optimize creatives to increase conversion. By employing ASO best practices for the launch of an app, developers can create a more impactful marketing push, helping apps appear more frequently when users are searching for related keywords. Using ASO best practices can drive more users to click “Get” when they see the feature they are looking for.

If an App Store user is specifically looking for a meditation app, will they scroll through Top Charts to find one? No. They will directly search keywords such as “meditation apps” and glance trough the listings for the app that best represents what they are looking for. Developers must let go of chart boosting and focus on the future by embracing ASO to heighten visibility and improve conversion in the new world of iOS 11.

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How Preview Videos in the New App Store Will Affect Conversion

On June 5th, Apple announced that the App Store will also feature editorialized content focusing on apps, games and developers handpicked by Apple.

This editorialized content will feature all pieces of metadata including multiple App Preview Videos. Preview Videos are a crucial piece of metadata that many developers have been experimenting with for years. With the release of iOS 11, developers will then be able to submit up to three Preview Videos.

Having more Preview Videos is a fantastic way to see the app or game in action, next to directly downloading it for yourself. Creatives are important for conversion because it helps showcase what is unique about the app or game that words in the app name or description cannot convey. Preview Videos give users an in-depth look at the UI and gameplay, two critical points in conversion.

Developers looking to add additional Preview Videos to their App Store product page need to ensure that the content showcases their app’s core features and functionality while being visually compelling.

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Preview Video Changes

While developers scramble to put together content for two additional Preview Videos, it worthwhile noting the other significant changes such as auto play capability and where additional Preview Videos will be displayed on the product page.

That’s right, Apple is allowing developers to set up their Preview Videos for auto play with muted audio. Developers that select auto play for their Preview Videos need to note that the poster frame will not be displayed. If developers set up their Preview Videos without auto play, the poster frame will be present and continue to be considerably useful for conversion. Any additional Preview Videos will also be moved below the description, in turn pushing screenshots significantly down the product page.

While these changes are incredibly important for conversion, developers need to keep in mind that only users running iOS 11 and later will be able to see any additional Preview Videos added to their product page.

Pros & Cons of More Preview Videos

With every update, there are pros and cons that will directly affect developers. While there will be multiple opportunities for developers to engage with users and encourage them to download, they need to be careful with the decisions that go into making their Preview Video.

Pros:

  • Developers can submit up to three Preview Videos
  • Multiple opportunities to engage with users and clearly show how an app works / gameplay
  • Preview Videos can more easily be localized so a customer in any country will see a customized version
  • Preview Videos can now be on auto-play with muted audio

Cons:

  • More Preview Videos could possibly confuse users and send unclear messages
  • Auto-play Preview Videos means no Poster Frame and a possible loss of conversion

Based on our research, we’ve seen that apps that have a great Preview Video can improve their conversion up to 30 percent. Inversely, if an app has a bad Preview Video, it can decrease their conversion up to 30 percent. Apps that suffer poor conversion typically have a Preview Video that is confusing and does not highlight the app’s core features.

Having three Preview Videos is incredibly important because it can open more chances for developers to improve their conversion. It is also crucial that before submitting multiple Preview Videos, developers properly test their video with focus groups for feedback on what images and keywords appeal most to users. Properly testing Preview Videos can help developers avoid falling into a slump and decreasing their conversion rates by 30 percent.

Ultimately, developers will have plenty of opportunities to engage with their users and show off more facets, gameplay and features, but will need to make sure their Preview Videos continue to adhere to Apple’s strict guidelines.

Preview Video Guidelines

Despite Apple tripling the number of Preview Videos displayed on an app’s product page, the guidelines for creating and submitting a Preview Video stay the same.

The basic guidelines go as follows :

  • Preview Videos can be up to 30 seconds
  • Preview Video must use straightforward transitions
  • Needs to display real-world usage and functionality of the app
  • Cannot have people interacting with a device that displays the app on it

Apple’s guidelines are not a way to try and shoehorn developers, but are set in place to ensure Preview Videos will represent an app’s the company will allow developers the possibility to choose the order of their Preview Videos, meaning it is crucial that the video clearly demonstrates the user experience, core features or gameplay.

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What Does All This Mean for Conversion?

Apple’s changes to the App Store along with adding multiple Preview Videos means huge changes for the developer community and how they approach their app’s creatives. Tripling the number of Preview Videos means developers seriously need to make sure their Preview Videos capture their core features or gameplay to successfully impact their conversion.

The impending App Store update proves that Apple realizes just how crucial creatives are to conversion. Developers should make sure their Preview Videos are prepared and clearly highlight their core features before iOS 11 is released this Fall.