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Distimo was founded to solve the challenges created by a widely fragmented app store marketplace filled with equally fragmented information and statistics. Distimo was launched shortly after the introduction of the first app store. App stores have clearly shown since that time that they are the way forward for content distribution. The app store model offers an enormous opportunity for developers to get their content out and dramatically improves content discovery by consumers. However, the mobile market has long been characterized by fragmentation, which is also displayed in the wide range of mobile application stores that were launched from 2009 on. Distimo is a privately held company based in Utrecht, The Netherlands. Learn more: www.distimo.com
* The analyses in this publication cover the mobile applications stores in August 2011 in the following countries, subject to availability per store: Argentina, Australia, Austria, Belgium, Brazil, Canada, China, Finland, France, Germany, Greece, Hong Kong, India, Italy, Japan, Mexico, Netherlands, Poland, Romania, Russia, Singapore, Slovakia, South Africa, Spain, South Korea, Switzerland, United Kingdom and United States.
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
5.2%
IPHONE
3.4%
IPAD
4.9% 29.4% 3.5% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
The graph above shows the proportion of the total number of available applications per store that is available in only one of the analyzed countries. We must first look at the number of apps per store that are published in one country only (locally published apps) in order to analyze the importance of locally focused content. Aside from the Nokia Ovi Store, a small but significant proportion of all available apps are tailored to one country only in all stores. The Apple App Store for iPad has the smallest proportion of applications that are published in only one country. The proportion of applications in the Nokia Ovi Store that are published in one country only is surprisingly large. The next graph shows which countries are primarily responsible for the share of locally published applications per store, which also explains the high proportion of locally published applications in Nokia Ovi Store.
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
10%
8%
6%
4%
2%
0%
IPAD
IPHONE
The chart above clearly reveals that the majority of the locally published applications in the Nokia Ovi Store are published in two countries only: Italy and China. The fact that the Nokia Ovi Store features so many locally published apps in Italy is due in large part to two publishers: 3 and Dada. Together, these two publishers publish over 8,000 applications in Italy, and while they are primarily ringtones and wallpapers, they account for nearly 9% of the complete Ovi catalog. The reason for the high number of locally published apps in China in Nokia Ovi Store is largely due to the publishing restrictions in China in this store. In China, games can only be published through the licensed aggregators KongZhong and Tom Online. Similarly, videos can only be published by the publisher CNR. Together, these three publishers publish 5,845 apps just in China. The distribution of locally published apps in the stores other than Nokia Ovi Store is strikingly similar. In these stores, the UK and US are among the four countries with the most locally published applications in each store, with the US having as many as 7,158 apps that are available exclusively in the US in the Apple App Store for iPhone. The four countries - US, UK, South Korea and Japan - with the most locally published apps are all equal when we look at the Apple App Store for iPhone, Apple App Store for iPad and Google Android Market only. This reveals that the focus of publishers on specific countries is very similar even across stores. Note that South Korea and Japan have been excluded in the analysis of Windows Phone 7 because they were not yet available in August 2011.
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
IPAD
IPHONE
Looking at the graph above, we see that even though in the Nokia Ovi Store the proportion of locally published apps is much higher, the number of locally popular apps is not very different from the other stores. What is particularly interesting about this graph is the fact that even though the United States has the most locally published apps in the Apple App Stores, when looking at the proportion of locally popular apps this is relatively low: only 22% and 19% of the 100 most popular free and paid apps are popular in the US only in the Apple App Store for iPad and the Apple App Store for iPhone respectively, compared to store averages of 21% and 27%. However, this is exactly the other way around in Russia. Only 0.05% of all iPhone apps are published in Russia only, however Russia ranks third when looking at the proportion of locally popular apps. Note that locally popular apps are very popular, not just in the Apple App Store for iPhone, but also in the other stores in Russia as well. In all stores, China and Japan have the most locally popular apps (no data available for these countries for WP7). Given that we found in our recent report that the download volumes in Asia in the Apple App Store for iPhone in these countries are among the highest, it makes sense to focus or adjust your apps for these countries.
* The following analyses exclude South Korea, South Africa and Brazil. These countries do not have any games in the Apple App Store, and would distort the findings of this study if included.
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Proportion of the top apps in the US that is also among the top apps in the other country
70%
60%
50%
40%
30%
20%
10%
0%
The overlap proportion of the top applications of the United States with other English speaking countries (Canada, Australia and the UK) is significantly higher than it is with non-English speaking countries. The US has the least overlap with Japan and China, which are the Apple App Stores two most localized countries. The block of English speaking countries is not the only block of countries that share a high similarity in the most popular applications. Other blocks of countries that have a high proportion of the top apps in common with each other are: Mexico and Argentina (overlap 60%), Belgium, The Netherlands and France (average overlap 51%) and Germany, Austria and Switzerland (average overlap 57%). China has a high proportion of overlap of top apps with Hong Kong and Singapore with an average overlap of 25%. This might seem low, however the average overlap of China with other countries is only 16%.
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
FOR DEVELOPERS
This publication has shown the importance of globally differentiated user preferences for apps. Distimo Monitor, our app store analytics tool for developers, now helps to keep track of the performance of your apps globally and helps to identify opportunities for geographic reach.
Compare your download volume per country with the volumes of all apps in the market. Find out in which countries opportunities lie and where you are outperforming the market.
Follow the growth in download volumes per country over time and benchmark your apps against the market. See in which countries the market is picking up and jump in.
Benchmark pricing points and business models of your apps against those of the most grossing apps in the market. Learn which model and pricing point works best.
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Utilities
free
Games
free
Games
free
free
Games
free
Games
free
Utilities
free
Entertainment
free
10
Lifestyle
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Games
$0.99
Plants vs. Zombies (WiFi Download Only) by PopCap Games, Inc. Angry Birds (Ad-Free) by Rovio Mobile Root Explorer by Speed Software Angry Birds Rio (Ad-Free) by Rovio Mobile EasyTether by Mobile Stream Sleepy Time by CWS Software LLC Quell by Fallen Tree Games Angry Birds Seasons (Ad-Free) by Rovio Mobile
Games
$2.99
Games
$0.99
Productivity
$0.99 - $3.99
Games
$0.99
Utilities
$9.99
Lifestyle
$1.49
Games
$0.99
10
Games
$0.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Games-Music, Music Games-Board, Games-Puzzle Games-Action, Games-Arcade Games-Action, Games-Arcade Games-Arcade, Games-Puzzle
free
free
free
free
free
Calculator for iPad Free by International Travel Weather Calculator iBooks by Apple Underground Basketball by AlphaWeb Plus LLP 123D Sculpt by Autodesk Inc.
Utilities
free
Books
free
Games-Simulation, Games-Sports
free
10
Entertainment
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Games-Action, Games-Simulation Games-Arcade, Games-Family Games-Action, Games-Arcade Games-Action, Games-Puzzle Games-Action, Games-Arcade Games-Arcade, Games-Puzzle
$0.99
$1.99 - $4.99
$1.99
$1.99
$2.99
$2.99
Social Networking
$0.99
Productivity
$9.99
10
Music
$4.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
free
Social Networking
free
free
free
free
"Free Music Download" - Downloader and Player by BSOSoft Too Addictive! by FDG Entertainment Siege Hero by Armor Games Inc Prize Claw by Game Circus LLC
Music
free
free
free
10
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
$0.99
$0.99
$0.99
$0.99
Photography
$0.99 - $1.99
$0.99
$0.99
$0.99
10
$0.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
free
free
free
free
Developer Tools
free
Developer Tools, Utilities Social Networking, Utilities Games, GamesCard, GamesStrategy Lifestyle, Utilities
free
free
free
10
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
$19.99
$0.99
$19.99
$19.99
$14.99
$4.99
$0.99
$14.99
10
$299.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
free
free
free
free
free
free
Who Is It - LED Light Alerts for Contacts by The Jared Company Free Chat for Facebook by SolverLabs Flashlight : Free - No. 1 Rated Flashlight on App World by The Jared Company
Utilities
free
free
10
Entertainment
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
HUGE Sale - PhotoClub - Funny Make Machine With Photos by MMMOOO Sea Storm Animated Theme 2.0 by Mobstar Media Ltd A+ Chat for Facebook by shendz Chat for Facebook Pro by Bare Apps One Touch Flashlight (Uses Camera Light) by The Jared Company Live ScreenSavers - 20 in 1 by Ajani InfoTech Private Limited Memory Booster - RAM Optimizer by S4BB Limited iLock 2.1 - Password App Photo Folder Network Connection by MMMOOO Love Is Love - Great Offer of Valentine's Day by MMMOOO Earth 2.0 by NuMentis Designs
Themes
$1.99
$0.99
$1.99
Utilities
$0.99
Utilities
$1.99 - $4.99
Utilities
$4.99
Utilities
$0.99
Themes
$4.99
10
Themes
$0.00 - $1.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Travel
free
Games-Puzzles
free
Games-Puzzles
free
Games-Strategy
free
Entertainment
free
free
Games-Puzzles
free
Games-Board Games
free
10
Utilities
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
HUGE Sale - PhotoClub - Funny Make Machine With Photos by MMMOOO Chat on Facebook by Smarter Apps Chat for Facebook Pro by SolverLabs Lexulous by RJ Softwares File Browser by Aftab Blaq for BlackBerry PlayBook by Kisai Labs TouchUp Pro - Photo Editor by esDot Development Studios aVNC - VNC Client by AiFlex Limited Bix HD by Padadaz Chess by SolverLabs
$2.99
$0.99
$1.99
Utilities
$0.99
$1.99
$2.99
Utilities
$2.99
Games-Action
$0.00 - $0.99
10
Games-Board Games
$0.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
free
free
free
free
free
free
free
Yahoo! Mobile
free
10
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
free
free
free
free
free
free
free
free
10
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
free
free
Social, Widgets
free
free
Communication
free
free
Tools
free
free
10
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Games-Brain & Puzzle Games-Arcade & Action Live Wallpaper, Personalization, Widgets Tools
$1.01 - $1.64
$2.99 - $3.00
$2.85 - $2.87
$6.41 - $6.46
$1.05 - $1.25
Productivity
$3.27 - $3.93
Tools
$5.86 - $6.00
Photography
$4.29 - $4.30
10
Productivity
$2.00 - $4.06
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Utilities
free
Social Networks
free
Games-Action
free
free
Entertainment
free
Utilities
free
Games-Arcade
free
Games-Arcade
free
10
Utilities
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
Games-Action
$0.99
Utilities
$9.99
Games-Arcade
$1.99
Games-Arcade
$0.99
Themes
$0.00 - $1.99
Games-Arcade
$1.99
Social Networks
$9.99
Entertainment
$4.99
10
Utilities
$2.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
free
Games - Family
free
free
Social
free
Games - Puzzle & Trivia Games - Xbox Companion Games - Puzzle & Trivia Travel & Navigation Games - Action & Adventure
free
free
free
free
10
free
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
$4.99
SONIC THE HEDGEHOG 4 Episode I by SEGA Fruit Ninja by Microsoft Game Studios Plants Vs Zombies by PopCap Games Need for Speed Undercover by Electronic Arts Beards & Beaks by Microsoft Game Studios Sallys Salon Luxury Edition by GameHouse Live Cro-Mag Rally by Microsoft Game Studios PAC-MAN Championship Edition DX by Namco Bandai Games
$6.99
$2.99
$4.99
$4.99
$2.99
$4.99
$2.99
10
$6.99
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.
CONTACT US
For sales enquiries, please contact Remco van den Elzen, VP Business Development at remco@distimo.com or call +31 30 82 00 567. For press enquiries please contact Mindy M. Hull at mindy@mercuryglobalpartners.com or call +31 62 504 7680 (EU) or +1 415 889 9977 (USA).
ABOUT DISTIMO
Distimo was founded to solve the challenges created by a widely fragmented app store marketplace filled with equally fragmented information and statistics. Distimo was launched shortly after the introduction of the first app store. App stores have clearly shown since that time that they are the way forward for content distribution. The app store model offers an enormous opportunity for developers to get their content out and dramatically improves content discovery by consumers. However, the mobile market has long been characterized by fragmentation, which is also displayed in the wide range of mobile application stores that were launched from 2009 on. Distimo is a privately held company based in Utrecht, The Netherlands. Learn more: www.distimo.com
Disclaimer This work is licensed under Creative Commons License Attribution Noncommercial-Share Alike 3.0 Netherlands. This license is available for download at http://creativecommons.org/licenses/by-nc-sa/3.0/nl/. This license ables you to use, copy, spread, and build upon this work non-commercially, as long as you credit Distimo and license your new creations under the identical terms.
Distimo 2011, some rights reserved. All trademarks are the property of their respective owners.