Top Apps with In-App Purchases in iPhone China

XYOLOGIC.COM

In-App Purchase Economy
iPhone China

August 2011

Created by: Zoe Adamovicz, Matthaeus Krzykowski and Marcin Rudolf
Contact matthaus@xyologic.com if you have any questions.
www.xyologic.com

Version 1.1
Publishing date: 08.09.2011
Xyologic data is available under Creative Commons Attribution 3.0 Unported (CC-BY) License
Copyright 2011 Xyologic Mobile Analysis GmbH

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Content

# 01 In this Report

# 02 How to use this Report

# 03 FAQ

# 04 Downloads & Numbers of Apps with In-App Purchase, Prices of In-App Purchase Items

# 05 Downloads & Numbers of Top Apps with In-App Purchase

# 06 Number of Apps with In-App Purchase in Categories and Game Subcategories

# 07 Downloads of Apps with In-App Purchase in Categories and Game Subcategories

# 08 Top Publishers of Apps with In-App Purchase

# 09 Top 150 Games with In-App Purchase and Most Sold Items

# 10 Top 150 Non-Games with In-App Purchase and Most Sold Items

# 11 About The Xyologic Team

# 12 Disclaimer


XYOLOGIC.COM
# 01 In This Report

In this Report

The Xyologic In-App Purchase Economy report looks at the emergence
of in-app purchase as the key monetization model on Apple's iOS platform Xyologic reports contain exclusive insights on the In-App
and assesses its adoption in each app category and country. Additionally it Purchase Economy - data and information not available
lists the most successful publishers who implemented in-app purchase elsewhere.
mechanisms in their apps, the most popular apps monetizing on in-app
purchase, as well es the most sold in-app purchase items in the various This report is interactive! Get more data online:
countries on iOS. Click on an app name or a publisher name for
The report separates the data for games and other apps. This is done so the detailed information about each app and publisher featured
report can track the trends of “free-to-play” games that monetise via “in- in this report.
app purchase” as well as "gamification" (the use of game mechanics to
boost interest in non-game applications). This report is updated and Or go directly to Xyologic app search:
republished monthly for each country.
www.xyologic.com
This report belongs to the series and assesses these issues in
iPhone China.

This report is available for other countries on iOS. Find it here: www.xyologic.com/app-downloads-reports


Important Expressions in this Report

In this report, amongst others, you will find the following terms and expressions:

Last Month – The month covered by this report. Xyologic typically closes its analysis process on the 7th of each month. Therefore, for example, a
report for February presents data gathered between February 7th and March 7th, and is published on March 8th.

Current App Store – The app store covered by this report. This can be, for example, Apple App Store, Android Market or Windows Phone 7
Marketplace.

Current Country – The country or geographical region covered by this report, for example Germany or the USA. Most Xyologic reports present
data for a specific country, but reports covering regions are also offered on demand.

Games/Non-Games– In this context we define "Games" as apps that are published in the Games category of the Apple App Store. "Non-Games"
are app from all other app categories.

Growth Rate - The overall change of a value from the start to the end of last month as a percentage. For example: if in the last month there were 1
000 000 downloads in Games and at the very beginning of this month there were 10 000 000 downloads total, the growth rate is 10%.

Last Month, Current App Store and Current Country are always indicated on the cover page and in the footnote of this report.
This reports covers iPhone China August 2011


Tables and Data in this Report

You will find three types of tables in this report:
1) Downloads and Numbers of Top Apps with In-App Purchase
2) Number of Apps with In-App Purchase, Prices of In-App Purchase Items in Categories
3) Downloads of Free Apps with In-App Purchase in Categories
4) Top 100 Publishers of Apps with In-App Purchase
5) Top 150 Most Downloaded Apps with In-App Purchase


Downloads and Numbers of Top Apps with In-App Purchase

This set of tables shows the prevalence of apps with in-app purchase among various ranges of top applications. For each range (for example: apps
ranked from 150 to 300), downloads and number of apps are given, both for all apps in the segment and for apps with in app-purchase exclusively.
Such an overview is given for free games, paid games, free non-games and paid non-games.
Definitions:

Country Rank Range – A group of apps with a country % of New Apps with In-App Purchase in Range -
rank in a specified range. The prevalence of new apps with in-app purchase among
all new apps in range.
Country Rank – The app's rank in the current country. The
more downloads an app generates, the higher the position of Downloads in Range Last Month - The number of
the ranking. downloads made by apps in the current range in the last
month. Downloads of free apps are rounded to thousands,
Number of Apps in Range - The number of apps in the downloads of paid apps are rounded to hundreds.
specificied range
Downloads of Apps with In-App Purchase in Range
Number of Apps with In-App Purchase in Range - The - The number of downloads made by apps with in-app
number of apps in the specific app range with active in-app purchase in the current range during the last month .
purchase. Downloads of free apps are rounded to thousands,
downloads of paid apps are rounded to hundreds.
% of Apps with In-App Purchase in Range - The
prevalence of apps with in-app purchase among all apps in % of Downloads of Apps with In-App Purchase in
range. Range The profileration of downloads of apps with in-app
purchase in the current range.
Number of New Apps in Range - The number of new apps
in the current range that were published during last month.

Number of New Apps with In-App Purchase in Range -
The number of apps with in-app purchase in the current
range that were published during last month.


Number of Apps with In-App Purchase, Prices of In-App Purchase Items

This set of tables describes the prevalence of apps with in-app purchase in categories and subcategories. Such an overview is given for free games,
paid games, free apps and paid apps.

Definitions:

Category – The category to which an app is assigned, as set Change in the Number of Apps - The difference in
by the publisher and displayed by the app store. number of apps available at the beginning and at the end of
last month. Since most app stores grow significantly every
Number of Apps in Category - The number of apps in the month, this number will usually indicate growth. In rare
current category at the end of last month. cases the number may have a negative value, and therefore
indicate a decrease.
Number of Apps in Sub/Category as a % of All
Apps/Games - The number of apps available in the current Change in the Number of Apps with In-App
category as a percentage of all apps in the app store, or in the Purchase - The difference in number of apps with in-app
case of games as a percentage of all games . purchase enabled available at the beginning and at the end
of last month. Since most app stores grow significantly
Number of Apps with In-App Purchase in Category - every month, this number will usually indicate growth. In
The number of apps with in-app purchase available for rare cases the number may have a negative value, and
download in current category at the end of last month. therefore indicate a decrease.

Number of Apps with In-App Purchase in Growth Rate of Number of Apps with In-App
Sub/Category as a % All Apps/Games with In-App Purchase - Change in the number of apps with in-app
Purchase - The number of apps with in-app purchase purchase as a percentage of apps with in-app purchase
enabled in current category as a percentage of all apps with in- available at the beginning of last month.
app purchase in app store, or in the case of games as a
percentage of all games with in-app purchase in app the store. Average Price of Most Sold In-App Purchase Item -
average price of in-app items that are most often purchased
Growth Rate of Number of Apps - Change in the number by users, as indicated by iTunes in app description.
of apps as a percentage of apps available at the beginning of
last month.


Downloads of Apps with In-App Purchase in Categories

This set of tables shows downloads of apps with in-app purchase among all categories and subcategories. Such an overview is given for free games,
paid games, free apps and paid apps.

Definitions:

Category – The Category to which an app is assigned, as set Downloads of Apps with In-App Purchase in
by the publisher and displayed in the app store. Sub/Category as a % of Downloads in Sub/Category
- The prevalence of the downloads of apps with in-purchase
Downloads in Sub/Category - The number of downloads in relation to all the downloads within a specific category.
generated by apps in a particular category in the last month.
Download numbers for free apps are rounded to hundreds, Estimated Growth Rate of Downloads in
and for paid apps to thousands. Sub/Category - The downloads made by the apps in a
category as a percentage of the total downloads made by
Downloads in Sub/Category as a % of Games/All the apps in the category in the previous month.
Downloads - The percentage of downloads in a specific app
category in relation to all the app downloads in the current Estimated Growth Rate of Downloads of Apps with
country. In the case of games this indicator looks at the In-App Purchase in Category - The downloads made by
percentage of downloads of specific game subcategories in the apps with in-app purchase in a specific category as a
relation to the downloads of all games in the current country. percentage of total downloads made by all apps in category
in the prvious month.
Downloads of Apps with In-App Purchase in
Sub/Category - The number of downloads generated by
apps with in-app purchase in a particular category in the last
month. Download numbers for free apps are rounded to
hundreds, and for paid apps to thousands.


Top 100 Publishers of Apps with In-App Purchase
This set of tables looks at the most successful publishers of in-app purchase apps in the current month and app store. Such an overview is given for
the top 100 publishers of free games, paid games, free non-games and paid non-games with in-app purchase. The publishers are ranked by the
number of downloads their apps with in-app purchase generate per month. To assign a rank for a publisher Xyologic sums up the downloads of all
apps with in-app purchase distributed by the publisher in current country. The more downloads a publisher's portfolio of either free games, paid
games, free non-games or paid non-games generates, the higher the publisher's position in the top 100 list.

Definitions:

Country Rank – A publisher's rank position in a specific Free/Paid Downloads Last Month – The number of
country app store. The more downloads a publisher's apps downloads generated by all apps (games and non-games)
generate, the higher the position of the ranking. by a given publisher during the last month. Download
numbers for free apps are rounded to hundreds, and for
Global Rank – A publisher's rank position across all paid apps to thousands.
countries of an app store. The more downloads a publisher's
apps generate globally, the higher the position of the ranking. Downloads Free/Paid Games/Non-Games with In-
App Purchase Last Month – The number of
Publisher – A publisher's name. This can be the name of a downloads generated during the last month by all
company or of a single developer. games/non-games with in-app purchase of a given
publisher. Download numbers for free apps are rounded to
Apps Published – Total number of apps published by a hundreds, and for paid apps to thousands.
publisher in an app store and country.
Downloads of Free/Paid Games/Non Games with
Apps with In-App Purchase Published – Total number In-App Purchase as a % of Downloads Last Month
of apps with in-app purchase enabled published by a – The share of downloads made by paid/free apps with in-
publisher in an app store and country. app purchase in all downloads made by paid/free apps
(games and non-games) by a given publisher. Paid and free
downloads are compared separately in respective tables.


Top 150 Most Downloaded Apps with In-App Purchase

This set of tables look at the most popular apps with in-app purchase in current country. Apps are ranked by the number of downloads they generate
- the more downloads in a month, the higher the position in the rank. Separate tables are provided for free and paid games and non-games.

Definitions:

Country Rank – An apps' rank position in a specific country Number of In-App Items - Total number of in-app
app store. The more downloads a publisher's apps generate, items of the particular application. Since app store reports
the higher the position of the ranking. maximum of 10 such items, this maximum value means
"ten or more".
Previous Country Rank – An app's position in a specific
country app store in the previous month. It describes its Most Sold In-App Item – Indicates the name of the
month-over-month performance and is an indicator for an most sold in-app item of the particular application at the
app's gained or lost popularity. Apps which have just entered time Xyologic took the measurement.
the top 150 ranking and previously were either outside the 150
or not in the app store are marked as NEW. In-App Item Price in EUR – The price of the most sold
in-app item in EUR.
App Title – An app's name.
App Downloads Last Month – Number of downloads
Publisher – A publisher's name. This can be the name of a generated by an current app in a month, an app store and a
company or of a single developer. country. Download numbers for free apps are rounded to
hundreds, and for paid apps to thousands. Totals for paid
Category – The category or the subcategory of the app in the and free apps are rounded to thousands.
app store.

Price in EUR - Price of an app in EUR. Xyologic calculates
EUR prices using exchange rates published by EBC on the day
of analysis closing (7th of each month).
(https://www.ecb.europa.eu/stats/exchange/eurofxref/html/i
ndex.en.html)


Other Xyologic Reports www.xyologic.com/app-downloads-reports/

Xyologic offers other reports which are complementary to this one, or extend the information about the best apps and most successful publishers to
other areas. Please, take a look at following reports:

Top Apps and Publishers

The Top Apps and Publishers report looks at the most successful publishers and the most popular apps in particular app stores and countries, on
a monthly basis. Xyologic defines an app's success by the number of downloads it generates, and a publisher's success by the global and local success
of all of her apps. The report is used to identify key players in various markets and globally, and get an understanding of the most popular app
categories among users. It is the most popular of all Xyologic reports.

New Apps and New Publishers
The New Apps and New Publishers report focuses on newest apps, newest app store trends and emerging players in the publisher ecosystem.
This report is used to identify success among newly published apps, observe newest content and category trends in app stores, and identify new
developers who have the greatest chance for success.


XYOLOGIC.COM
# 02 How To Use This Report

How to Use this Report

Overview

The report "In-App Purchase Economy" attempts to provide answers to the following questions:

1) What is the adoption of apps with in-app purchase among publishers and consumers in my country ?
2) What are the most important app categories where in-app purchase applications have the most traction ?
3) Who are the most successful publishers of in-app purchase games and apps ?
4) What are the best apps?
5) Which in-app purchase items are most sold and what are their prices?

This report is interactive! Get more data online:
Click on an app name or a publisher name for detailed information about each app and publisher featured in this report, or go to:

www.xyologic.com


Use this Report to Answer Specific Questions

This report not only gives you an overview of the in-app purchase economy in a country, it also can be used to answer many specific questions. It
provides a lot of in-depth data not available elsewhere, such as: in-app purchase related download numbers (for paid and free apps, per
category and per publisher), the most popular in-app purchase items and further data to estimate app revenues. You can use this information to
answer questions such as:

How popular is the in-app purchase monetization model in my country? Are its adopters successful?

There are four set of tables that present overall state of in-app purchase economy in this country. “# 06 Downloads & Numbers of Apps with
In-App Purchase” gives you country level information on downloads, prices and their growth rate. The tables in chapter “# 07 Downloads &
Numbers of Top Apps with In-App Purchases” are designed to inform you how in-app purchase is adopted among the most downloaded
apps in a specific country. To look into that we divided 20 000 of the most downloaded apps into 6 ranges. For each range we present the number
of and downloads of apps with in-app purchases. Also, for each range we also display the number of all apps in this range and their downloads as a
reference. As you will see, the best ranked apps and games use in-app purchase the most. However, the size of this trend varies among different
countries. Another set of tables “# 08 Number of Apps with In-App Purchase in Categories and Game Subcategories” deals with the
growth in the number of apps with in-app purchase among categories. Here you can check how many such apps are available and how many of
them were added last month. For each category and subcategory the average price of the most sold in-app purchase item is also given. The last set
of aggregate tables, “# 09 Downloads of Apps with In-App Purchase in Categories and Game Subcategories”, deals exclusively with
downloads of apps with in-app purchase in categories and subcategories. Here, on top of the downloads numbers during last month, you can find
growth rates of such downloads and compare them with the growth rate of downloads of all apps in given category.


Which publishers were the best at employing in-app purchases? Which publishers rely on this type of monetization the most?

You can find answer to this question in the tables of the chapter “# 10 Top Publishers of Apps with In-App Purchase”. Here publishers are
ranked by the downloads of their apps with in-app purchase. The more of such downloads the higher a ranking is given to the publisher on the list.
In the same table you can find the proportion of downloads from apps with in-app purchase to all downloads by given publisher (in the column
“Downloads of Free Games/Non-Games with In-App Purchase as a % of Downloads Last Month"). This value will tell you the importance of in-app
purchase for this publisher. Values close to 100%, especially for free apps, indicate that almost all revenue was made by selling in-app purchase
items so such a publisher relies heavily on this monetization model.

If you are interested in a general overview of the Top Publishers in a specific country
and platform, try our Top Apps and Publishers report: www.xyologic.com/app-downloads-reports/

Which apps with in-app purchases are the most successful? Which items are the most popular and what are their prices?

This question is answered by tables in chapters “# 11 Top 150 Games with In-App Purchase and Most Sold Items” and “# 12 Top 150
Non-Games with In-App Purchase and Most Sold Items”. Here you can find gaming and non-gaming apps ranked by their download made
during last month. For each application name and price of the most sold in-app purchase item is provided.

If you are looking for figures which showcase the performance of new apps, including
new in-app purchase apps, consider our Top New Apps and Publishers report as the
right source of information for you: www.xyologic.com/app-downloads-reports/


What are the revenues from in-app purchase items in a given category or from a single app?

It is possible to calculate revenues from in-app purchase based on Xyologic's download numbers, but you should take into account that the results
obtained with the method as we describe in this paragraph are rough estimates. The answer you get here is “What order of magnitude are the
revenues in a given category?” rather than “What are the exact revenues in given category?”.
Please keep also in mind that values you get are revenues from downloads made during last month exclusively. Revenues from
downloads made in previous months are not included.
The revenue should be computed using following formula: last month downloads*conversion rate*most sold in-app item price. The
conversion rate tells how many downloads are converted into in-app purchases. This value is not provided by Xyologic in this report, it will vary
between categories and countries. It is a good idea to make this computation for several values of conversion rate. In example computation below,
we use conversion rate that we obtained from statements from our partners in gaming industry, trying three different values (+/-50%). The result
still stays within the same order of magnitude.
Example. In March 2011 there were 41 635 000 downloads of free apps in Games category (column “Downloads of Apps with In-App Purchase in
Category” from table “Downloads of Free Apps with In-App Purchase in Categories iPhone USA”). Using the conversion rate of 10%
(one in ten downloads converted to in-app purchase during last month) and average price of most sold in-app item 1.58 E you obtain: 41 635
000*0.1*1.58 = 6,6M revenue. With conversion rate of 5% you get 3,3M and with conversion rate of 1,5 you get 9,9M revenue. Please note: This is
a revenue estimate based on the free games’ downloads made in March 2011. The revenues made by downloads from other
months are not included.

You can discuss specific questions around the apps economy with us on Quora:

Zoe: www.quora.com/zoe-adamovicz/
Matthaus: www.quora.com/matthaus-krzykowski/
Marcin: www.quora.com/marcin-rudolf/

To find relevant apps or further information about an app's or a publisher's success, use our app search at www.xyologic.com


XYOLOGIC.COM
# 03 FAQ

Which data sets in this report are the most valuable and cannot be found elsewhere?

Download numbers are the main indicator of an app’s success. Specifically, they give an indicator how many times an app was installed on user’s
device which, in turn, is related to an app’s active install base. Downloads are even more important for apps offering in-app purchases. In that case
the revenue made this way is directly dependent on how many active users given app has. Thus download numbers, which Xyologic uniquely
provides, allow us to identify apps that make the most money and the publishers that are the most focused on employing this monetization model -
as well as the categories where this new in-app purchase economy grows the fastest.
This report looks at the in-app purchase economy from three different angles. First, the general level of adoption of in-app purchase is presented
across different app segments: overall, in specific categories and among the best apps. Second, publishers that most successfully employ in-app
purchase within their apps are identified, ranked and listed. Third, the same is done for apps: the best ones are identified and listed together with
their most successful in-app purchase items.
Another unique property of this report is the differentiation between gaming and non- gaming apps. As you will soon see, game publishers are the
strongest in-app purchase adopters at this point so they tend to dominate all top publisher lists. In this sense non-gaming apps would be only be
displayed very rarely. On the other hand the extensive adoption of in-app purchase monetization model by game publishers deserves a more
detailed treatment. Hence in this report we also look at game publishers and gaming apps from a subcategory level.

This report looks at the in-app purchase economy from three unique angles: 1) adoption of in-app purchase across different app segments -overall,
in specific categories and among the best app 2) the most successful in-app purchase publishers 3) the most successful in-app purchase apps and
their most successful in-app purchase items.


How do you identify apps with in-app Why do you not display any games-related
purchase? data for South Korea and Brasil?

For an app to be identified as app with in-app purchase it must Both Apple and Google are blocking the access to the game
meet the following criteria: category of their app storest in South Korea and Brasil. In
1) In-app purchase must be implemented in the app binary the case of Korea the reason is that the Korean government
2) App publisher must publish a set of in-app purchase items threatened to block the app stores to stop thr companies
assiociated with app. from violating local laws concerning the sale of games
3) At least one user must buy given in-app purchase item unvetted by government censors and raters.
Only if those conditions are met, given item will be listed in
iTunes and in-app purchase option will be identified by
Xyologic. Please note that this method produces fine grained
results on country level. For example if given app has in-app
items published in USA but not in France it will be identified as
in-app purchase enabled in USA exclusively.

At least one user must have bought the in-app purchase item in
Google is blocking the access to the game category of its
current country to identify given app as app with in-app
own Android Market in South Korea and Brasil.
purchase active.


What is the difference between app How does Xyologic rank publishers and
developers and app publishers? applications?

While a developer is the person or the organization that Xyologic uses a unified and transparent ranking algorithm
programs an application, the publisher is the entity that for every app store and country. Apps and publishers
distributes it in an app store and gives it a brand. Frequently a are ranked by the number of downloads generated
developer and a publisher are the same entity, but in some during a specific month. For publishers, the more
cases developers are hired by publishers to program their apps downloads all of the publisher's apps generate in the
under their brand. Xyologic provides lists of top month, the higher the publisher's position. For apps, the
publishers. Among those publishers you may find media more downloads an app generates in the specific month, the
companies that own many titles, or single developers who both higher the app's position. Xyologic typically closes its
develop and distribute their apps under their own brand. process of analysis on the 7th of each month. Therefore, for
example, a report for February presents data gathered
between February 7th and March 7th, and is published on
March 8th (the exact time covered by this report is
indicated on the cover page and in the footnote).

Xyologic uses a unified and transparent ranking algorithm
Xyologic analyzes and reports the app publisher ecosystem.
for every app store and country.


Why is Xyologic using monthly downloads as What are app categories and why are
the key indicator for its rankings? they important?

Downloads indicate an app's popularity among App categories are the simplest way for end users
consumers and therefore are the most applicable measure for to quickly understand what an application does
an app's success. Similarly, the total downloads generated by and what types of content are appreciated by the
all published apps of a publisher are an indicator of his market users. Each app store uses its own category structure and
success. Moreover, downloads: while many categories overlap by name, there are also
1) Signify the size of the app’s install base, important differences. Xyologic reports preserve this native
2) Are a direct indicator of revenues made for paid apps, categorization, i.e. the categorization used by an app store.
3) May be used to estimate advertising and in-app purchase In this report you will find tables that show the downloads
revenues for free apps. in the app store categories. In the case of paid apps, you will
also see which app categories are likely to make the most
revenues in the pay-per-download model. Xyologic further
advises its clients to compare this data set between different
platforms and countries so they gain insights on cross-
app store and cross-country differences in user
preferences.

Downloads are the most direct indicator for app and publisher App categories are the simplest way to communicate to the
success. end user what an application does.


Why are there in some countries and
What is an app store, actually? categories less than 20 apps listed in the
Top 20 Paid Apps with In-App Purchase ?

An app store is either the default (Android) or the exclusive Xyologic removes insignificant results from the
(Apple, Microsoft) distribution channel for apps. Used by lists, which sometimes shortens the top lists to
consumers on their device (for example a phone or a tablet), it less. In some countries (like Portugal or Czech Republic)
allows them to browse and download applications from the where the mobile app market is not fully developed yet,
particular app store that the they were published in. download numbers can be very small, especially among
certain paid apps categories (on iPhone paid downloads
constitute between 10% to 25% of all downloads). Xyologic
considers such apps insignificant and removes them from
the list.

An app store is a service provided for publishing, discovery and
Xyologic presents only significant results.
downloading of apps.


What numbers can you offer that justify the
What is the difference between the Country
hype around "gamification" among Silicon
Rank and the Global Rank?
Valley investors?

First, check the table Downloads, Apps and Prices. The Apps and publishers are ranked in two contexts:
columns "Percentage of Download of Games/Non-Games with local - related to a country, and global - worldwide.
In-App Purchase Last Month" will let you see the large % of 1) Local context - Country Rank or rank on the country
downloads applications with in-app purchase have. The level, means the position among local competitors only.
columns "Downloads of Games/Non-Games with In-App 2) Global context - Global Rank, or rank on the global level
Purchase Last Month" will give you good indicator how this means the position among all competitors world-wide.
trend plays out in the local app economy. Then look for a
further breakdown in categories to see how in-app purchase is
moving beyond games.

This Xyologic report offers a series of indicators to estimate the Xyologic separates local and global ranks to improve your
size of "mobile social" in your local app economy. research experience.


Why are download numbers sometimes
Do you rank paid and free apps
inaccurate? And why are they always
separately?
rounded to thousands or hundreds?

Neither the app stores nor the developers disclose exact There are great differences between paid apps and
download numbers of their apps. The downloads numbers free apps - in the app economy, the user behavior, the
provided by Xyologic are statistical estimations based content and in other significant ways. Therefore, when
on the set of models and data samples which may not be a creating ranks, paid and free downloads are always
representative sample of the global app population. To the separated. There end user behavior for these respective
extent that our samples and models differ from the set of all groups is very different and mixing those numbers would
mobile app users, our download estimates may over- or under- confuse researchers and undermine data quality. There are
estimate the actual downloads generated by a particular app. separate ranks for paid and free apps and two ranks for
Apps with relatively low download numbers will not be publishers: for free and for paid downloads.
accurately estimated. Generally, download numbers of 10.000
for free apps and below 1.000 for paid apps should be regarded
as not reliable. Conversely, the closer a site gets to the top most
popular app, the more reliable its download number estimation
becomes.

Additionally, download numbers are rounded in following way:
- All free download values are rounded to thousands.
- All paid download values are rounded to hundreds.
- Summed up values of paid and free downloads are rounded to
thousands.

Downlaod numbers provided by Xyologic are statistical Xyologic separates free and paid apps, to improve your
estimations. research experience.


XYOLOGIC.COM
# 04 Downloads & Numbers of Apps with In-
App Purchase, Prices of In-App Purchase Items
Downloads and Numbers of Apps with In-App
Purchase, Prices of In-App Purchase Items
iPhone China
08.08 - 08.09.2011

Downloads of Free Apps with In-App Purchase Downloads of Paid Apps with In-App Purchase

Downloads of Free Apps Last Month 66,325,000 Downloads of Paid Apps Last Month 11,965,300
Downloads of Free Apps with In-App Purchase Last Month 21,282,000 Downloads of Paid Apps with In-App Purchase Last Month 1,925,500
% of Downloads of Free Apps with In-App Purchase in % of Downloads of Paid Apps with In-App Purchase in
32.09% 16.09%
Downloads of Free Apps Downloads of Paid Apps

Estimated Growth Rate of Downloads of Free Apps 23.25% Estimated Growth Rate of Downloads of Paid Apps 16.63%
Estimated Growth Rate of Downloads of Free Apps with In-App Estimated Growth Rate of Downloads of Paid Apps with In-App
29.14% 17.62%
Purchase Purchase


Prices of In-App Purchase Items in Free Apps Prices of In-App Purchase Items in Paid Apps

Average Price of In-App Purchase Items 4.14 € Average Price of In-App Purchase Items 3.41 €
Average Price of Most Sold In-App Purchase Items 2.36 € Average Price of Most Sold In-App Purchase Items 2.88 €
Minimum Price of Most Sold In-App Purchase Items 0.71 € Minimum Price of Most Sold In-App Purchase Items 0.71 €
Maximum Price of of Most Sold In-App Purchase Items 142.48 € Maximum Price of of Most Sold In-App Purchase Items 320.60 €

Number of Apps with In-App Purchase

Total Number of Apps 380,441
Number of Apps with In-App Purchase 6,567
Apps with In-App Purchase as % of the Total Number of Apps 1.73%

Change in the Number of Apps 9,343
Growth Rate of Number of Apps 2.52%
Change in the Number of Apps with In-App Purchase 250
Growth Rate of Number of Apps with In-App Purchase 3.96%


XYOLOGIC.COM
# 05 Downloads & Numbers of Top Apps with In-App
Purchase

Downloads and Numbers of Top Free Games with
In-App Purchase
iPhone China
08.08 - 08.09.2011
% of
Number of
Number of % of Apps % of New Downloads
Number of Number of New Apps Downloads of
Apps with In- with In-App Apps with In- Downloads in of Apps with
Country Rank range Apps in New Apps in with In-App Apps with In-App
App Purchase Purchase in App Purchase Range Last Month In-App
Range Range Purchase in Purchase in Range
in Range Range in Range Purchase in
Range
Range
1 - 150 66 42 63.64% 5 3 60.00% 10,421,000 3,988,000 38.27%
151 - 300 59 36 61.02% 5 4 80.00% 2,247,000 902,000 40.14%
300 - 500 82 47 57.32% 12 9 75.00% 1,966,000 739,000 37.59%
501 - 1000 220 106 48.18% 23 17 73.91% 3,076,000 1,103,000 35.86%
1001 - 5000 1,466 527 35.95% 72 26 36.11% 6,708,000 1,923,000 28.67%
5001 - 20000 2,807 385 13.72% 1312 49 3.73% 2,297,000 346,000 15.06%


Downloads and Numbers of Top Paid Games with
In-App Purchase
iPhone China
08.08 - 08.09.2011
% of
Number of
Range
Range
1 - 150 85 28 32.94% 3 1 33.33% 2,080,000 613,500 29.50%
151 - 300 58 25 43.10% 8 4 50.00% 435,700 168,200 38.60%
300 - 500 83 33 39.76% 7 3 42.86% 427,700 136,900 32.01%
501 - 1000 263 79 30.04% 21 3 14.29% 868,100 224,100 25.81%
1001 - 5000 1,599 232 14.51% 313 12 3.83% 1,611,700 244,000 15.14%
5001 - 20000 2,580 39 1.51% 1580 6 0.38% 289,000 2,900 1.00%


Downloads and Numbers of Top Free Non-Games
with In-App Purchase
iPhone China
08.08 - 08.09.2011
% of
Number of
Country Rank Range Apps in New Apps in with In-App Apps with In-App
Range
Range
1 - 150 84 17 20.24% 6 1 16.67% 11,666,000 1,799,000 15.42%
151 - 300 91 11 12.09% 8 0 0.00% 3,489,000 353,000 10.12%
300 - 500 119 20 16.81% 12 1 8.33% 2,854,000 436,000 15.28%
501 - 1000 280 48 17.14% 28 5 17.86% 3,869,000 498,000 12.87%
1001 - 5000 2,534 472 18.63% 223 29 13.00% 11,269,000 1,315,000 11.67%
5001 - 20000 12,193 586 4.81% 8953 106 1.18% 6,540,000 426,000 6.51%


Downloads and Numbers of Top Paid Non-Games
with In-App Purchase
iPhone China
08.08 - 08.09.2011
% of
Number of
Range
Range
1 - 150 65 5 7.69% 11 2 18.18% 1,159,200 92,100 7.95%
151 - 300 92 3 3.26% 19 0 0.00% 679,400 28,500 4.19%
300 - 500 118 7 5.93% 26 0 0.00% 600,900 28,900 4.81%
501 - 1000 237 9 3.80% 34 0 0.00% 770,900 18,900 2.45%
1001 - 5000 2,401 101 4.21% 776 0 0.00% 1,955,300 85,200 4.36%
5001 - 20000 12,420 65 0.52% 6739 6 0.09% 1,143,300 6,000 0.52%


XYOLOGIC.COM
# 06 Number of Apps with In-App Purchase in
Categories and Game Subcategories

Number of Apps with In-App Purchase, Prices of In-App
Purchase Items in Categories
iPhone China
08.08 - 08.09.2011
Number of Average
Change in Growth Rate
Number of Number of Apps with In- Price of
Number of Change in the Growth Rate of the Number of Number
Apps in Apps with In- App Purchase in Most Sold In-
Category Apps in Number of Number of of Apps with of Apps with
Category as a App Purchase in Category as a App
Category Apps Apps In-App In-App
% of All Apps Category % All Apps with Purchase
Purchase Purchase
In-App Purchase Item
Books 42,830 11.26% 678 10.32% -3,623 -7.80% 18 2.73% 2.70 €
Business 14,707 3.87% 115 1.75% 747 5.35% 4 3.60% 7.38 €
Education 32,507 8.54% 560 8.53% 1,753 5.70% 35 6.67% 2.26 €
Entertainment 42,313 11.12% 611 9.30% 919 2.22% 16 2.69% 1.47 €
Finance 7,193 1.89% 57 0.87% 332 4.84% 4 7.55% 2.52 €
Games 59,509 15.64% 2,364 36.00% 2,394 4.19% 125 5.58% 2.23 €

Healthcare & Fitness 9,876 2.60% 113 1.72% 378 3.98% 0 0.00% 1.95 €
Lifestyle 29,555 7.77% 283 4.31% 1,419 5.04% 10 3.66% 2.21 €
Medical 6,780 1.78% 64 0.97% 245 3.75% 1 1.59% 6.98 €
Music 16,391 4.31% 243 3.70% 434 2.72% 12 5.19% 3.01 €
Navigation 7,792 2.05% 95 1.45% 377 5.08% 2 2.15% 6.42 €
News 9,920 2.61% 98 1.49% 304 3.16% -1 -1.01% 4.34 €


Photography 7,729 2.03% 280 4.26% 269 3.61% 8 2.94% 1.49 €
Productivity 9,685 2.55% 199 3.03% 403 4.34% 1 0.51% 2.55 €
Reference 14,568 3.83% 113 1.72% 356 2.50% 0 0.00% 2.55 €
Social Networking 7,343 1.93% 141 2.15% 306 4.35% 2 1.44% 2.73 €
Sports 12,658 3.33% 82 1.25% 406 3.31% 4 5.13% 2.73 €
Travel 23,115 6.08% 194 2.95% 906 4.08% 7 3.74% 2.39 €
Utilities 24,432 6.42% 254 3.87% 957 4.08% 2 0.79% 2.28 €
Weather 1,538 0.40% 23 0.35% 61 4.13% 0 0.00% 2.44 €


Number of Apps with In-App Purchase, Prices of In-App
Purchase Items in Games
iPhone China
08.08 - 08.09.2011
Number of Average
Number of Change in Growth Rate
Number of Games with In- Price of
Number of Games in Change in the Growth Rate of the Number of Number
Games with In- App Purchase in Most Sold In-
Game Subcategory Games in Subategory as Number of Number of of Games of Games
App Purchase in Subategory as App
Subcategory a % of All Games Games with In-App with In-App
Subategory a % of All Purchase
Games Purchase Purchase
Games with In- Item
Action(Games) 7,115 11.96% 261 11.04% 250 3.64% 18 7.41% 1.87 €
Adventure(Games) 2,855 4.80% 201 8.50% 240 9.18% 14 7.49% 3.83 €
Arcade(Games) 6,058 10.18% 272 11.51% 418 7.41% 15 5.84% 1.75 €
Board(Games) 2,801 4.71% 106 4.48% 131 4.91% 0 0.00% 1.27 €
Card(Games) 1,197 2.01% 31 1.31% 70 6.21% 2 6.90% 1.95 €
Casino(Games) 1,357 2.28% 80 3.38% 39 2.96% 3 3.90% 2.71 €
Dice(Games) 753 1.27% 15 0.63% 20 2.73% 0 0.00% 1.51 €

Educational(Games) 4,037 6.78% 85 3.60% 141 3.62% 4 4.94% 1.29 €
Family(Games) 4,869 8.18% 180 7.61% 185 3.95% 14 8.43% 1.63 €
Kids(Games) 3,426 5.76% 121 5.12% 236 7.40% 4 3.42% 1.49 €
Music(Games) 751 1.26% 30 1.27% 29 4.02% 1 3.45% 2.65 €
Puzzle(Games) 9,675 16.26% 281 11.89% 177 1.86% 15 5.64% 1.06 €
Racing(Games) 1,207 2.03% 84 3.55% 37 3.16% 2 2.44% 2.81 €
Role
Playing(Games) 1,177 1.98% 160 6.77% 70 6.32% 6 3.90% 5.34 €
Simulation(Games) 1,471 2.47% 123 5.20% 101 7.37% 9 7.89% 3.40 €
Sports(Games) 2,530 4.25% 94 3.98% 64 2.60% 4 4.44% 1.44 €


Strategy(Games) 3,779 6.35% 183 7.74% 130 3.56% 12 7.02% 2.32 €
Trivia(Games) 2,461 4.14% 33 1.40% 19 0.78% 2 6.45% 1.16 €
Word(Games) 1,990 3.34% 24 1.02% 37 1.89% 0 0.00% 1.63 €


XYOLOGIC.COM
# 07 Downloads of Apps with In-App
Purchase in Categories and Game
Subcategories
Downloads of Free Apps with In-App Purchase in
Categories
iPhone China
08.08 - 08.09.2011
Downloads of Apps
Estimated Growth Average
Downloads of Apps with In-App
Downloads in Estimated Growth Rate of Downloads Price of Most
Downloads in with In-App Purchase in
Category Category as a % of Rate of Downloads of Apps with In-App Sold In-App
Category Purchase in Category as a % of
All Downloads in Category Purchase in Purchase
Category Downloads in
Category Item
Category
Books 3,526,000 5.32% 506,000 14.35% 17.53% 21.14% 2.36 €
Business 670,000 1.01% 75,000 11.19% 19.57% 21.60% 4.36 €
Education 2,341,000 3.53% 426,000 18.20% 28.79% 33.47% 2.28 €
Entertainment 5,890,000 8.88% 1,682,000 28.56% 18.91% 22.68% 1.41 €
Finance 1,171,000 1.77% 17,000 1.45% 25.09% 23.07% 2.51 €
Games 26,696,000 40.25% 15,027,000 56.29% 24.70% 32.09% 2.34 €
Healthcare & Fitness 908,000 1.37% 64,000 7.05% 23.08% 21.21% 1.77 €
Lifestyle 3,438,000 5.18% 438,000 12.74% 22.57% 18.85% 1.89 €
Medical 186,000 0.28% 26,000 13.98% 15.75% 20.54% 7.65 €
Music 1,730,000 2.61% 387,000 22.37% 20.46% 31.30% 3.26 €
Navigation 555,000 0.84% 13,000 2.34% 22.25% 10.03% 7.06 €
News 1,155,000 1.74% 33,000 2.86% 18.00% 9.36% 3.59 €
Photography 1,589,000 2.40% 588,000 37.00% 23.86% 35.53% 1.33 €


Productivity 1,320,000 1.99% 230,000 17.42% 20.70% 21.96% 2.45 €
Reference 709,000 1.07% 90,000 12.69% 17.29% 16.67% 2.27 €
Social Networking 6,387,000 9.63% 914,000 14.31% 28.00% 24.69% 2.17 €
Sports 256,000 0.39% 28,000 10.94% 10.65% 12.65% 2.85 €
Travel 1,303,000 1.97% 176,000 13.51% 23.75% 23.53% 2.40 €
Utilities 6,225,000 9.39% 554,000 8.90% 27.37% 24.45% 2.23 €
Weather 270,000 0.41% 10,000 3.70% 18.37% 16.41% 2.98 €


Downloads of Paid Apps with In-App Purchase in
Categories
iPhone China
08.08 - 08.09.2011
Downloads of Apps
Downloads of Apps with In-App
Downloads in Estimated Growth Rate of Downloads Price of Most
Downloads in with In-App Purchase in
Category Category as a % of Rate of Downloads of Apps with In-App Sold In-App
Category Purchase in Category as a % of
All Downloads in Category Purchase in Purchase
Category Downloads in
Category Item
Category
Books 882,900 7.38% 15,900 1.80% 17.58% 61.23% 5.72 €
Business 138,000 1.15% 12,200 8.84% 13.16% 13.72% 15.95 €
Education 780,700 6.53% 700 0.09% 22.20% - 2.05 €
Entertainment 814,500 6.81% 77,200 9.48% 15.72% 28.59% 1.76 €
Finance 176,400 1.47% 10,700 6.07% 22.66% 42.19% 2.54 €
Games 5,688,300 47.54% 1,639,000 28.81% 16.05% 17.24% 1.94 €
Healthcare & Fitness 269,600 2.25% 2,400 0.89% 19.52% 4.84% 2.47 €
Lifestyle 429,600 3.59% 8,500 1.98% 19.31% 19.72% 3.90 €
Medical 69,300 0.58% 0 0.00% 16.73% - 2.31 €
Music 330,200 2.76% 42,600 12.90% 18.55% 29.26% 2.20 €
Navigation 222,500 1.86% 33,700 15.15% 15.33% 31.03% 5.80 €
News 27,900 0.23% 600 2.15% 7.90% - 7.67 €
Photography 329,600 2.76% 18,200 5.52% 17.72% 11.13% 1.98 €
Productivity 281,600 2.35% 17,400 6.18% 16.70% 13.37% 2.81 €
Reference 165,300 1.38% 2,200 1.33% 12.18% 18.10% 3.06 €
Social Networking 161,800 1.35% 8,900 5.50% 17.84% 16.47% 4.70 €
Sports 67,000 0.56% 700 1.04% 12.57% - 2.43 €
Travel 187,700 1.57% 7,000 3.73% 12.69% 47.75% 2.36 €


Utilities 898,400 7.51% 16,600 1.85% 16.92% 9.84% 2.57 €
Weather 44,000 0.37% 10,900 24.77% 18.16% 17.65% 1.21 €


Downloads of Free Apps with In-App Purchase in Games
iPhone China
08.08 - 08.09.2011

Downloads of
Downloads in Downloads of Games with In-App Estimated Growth
Rate of Downloads Price of Most
Games Downloads Subcategory as a Games with In-App Purchase in Rate of Games
Games Subcategory of Games with In- Sold In-App
in Subcategory % of All Games' Purchase in Subcategory as a Downloads in
App Purchase in Purchase
Downloads Subcategory % Games Subcategory
Subcategory Item
Downloads in
Action(Games) 2,989,000 11.20% 1,194,000 39.95% 23.50% 20.23% 2.00 €
Adventure(Games) 3,135,000 11.75% 1,972,000 62.90% 25.70% 26.27% 4.25 €
Arcade(Games) 2,860,000 10.71% 1,616,000 56.50% 22.29% 31.08% 1.72 €
Board(Games) 1,122,000 4.20% 194,000 17.29% 16.27% 19.60% 1.14 €
Card(Games) 466,000 1.75% 117,000 25.11% 26.14% 67.23% 2.16 €
Casino(Games) 485,000 1.82% 309,000 63.71% 22.79% 28.55% 2.90 €
Dice(Games) 72,000 0.27% 34,000 47.22% 14.31% 24.33% 0.77 €
Educational(Games) 416,000 1.56% 126,000 30.29% 22.47% 20.84% 1.28 €
Family(Games) 1,841,000 6.90% 1,080,000 58.66% 32.16% 46.19% 1.74 €
Kids(Games) 1,090,000 4.08% 539,000 49.45% 19.85% 16.75% 1.47 €
Music(Games) 234,000 0.88% 79,000 33.76% 18.00% 23.90% 1.32 €
Puzzle(Games) 2,430,000 9.10% 614,000 25.27% 20.18% 30.24% 1.09 €
Racing(Games) 784,000 2.94% 213,000 27.17% 15.12% 19.96% 3.09 €
Role Playing(Games) 1,627,000 6.10% 1,389,000 85.37% 28.42% 36.30% 5.63 €
Simulation(Games) 4,155,000 15.56% 3,670,000 88.33% 42.57% 47.84% 3.57 €
Sports(Games) 479,000 1.80% 198,000 41.34% 11.48% 13.53% 1.59 €
Strategy(Games) 2,159,000 8.09% 1,646,000 76.24% 35.28% 54.39% 2.90 €
Trivia(Games) 251,000 0.94% 22,000 8.76% 29.30% 18.48% 1.25 €


Word(Games) 100,000 0.38% 16,000 16.00% 12.94% 11.37% 1.71 €


Downloads of Paid Apps with In-App Purchase in Games
iPhone China
08.08 - 08.09.2011

Downloads of
Downloads in Downloads of Games with In-App Estimated Growth
Rate of Downloads Price of Most
Games Downloads Subcategory as a Games with In-App Purchase in Rate of Games
Games Subcategory of Games with In- Sold In-App
in Subcategory % of All Games' Purchase in Subcategory as a Downloads in
App Purchase in Purchase
Downloads Subcategory % Games Subcategory
Subcategory Item
Downloads in
Action(Games) 1,307,300 22.98% 400,500 30.64% 13.14% 13.91% 1.75 €
Adventure(Games) 519,900 9.14% 185,300 35.64% 30.30% 49.54% 1.85 €
Arcade(Games) 549,300 9.66% 218,300 39.74% 20.90% 26.96% 1.85 €
Board(Games) 226,200 3.98% 10,400 4.60% 45.27% 22.61% 2.68 €
Card(Games) 27,400 0.48% 5,500 20.07% 20.60% 65.03% 0.85 €
Casino(Games) 31,600 0.56% 5,700 18.04% 13.60% 14.49% 1.75 €
Dice(Games) 6,900 0.12% 2,000 28.99% 5.85% 18.58% 3.56 €
Educational(Games) 57,200 1.01% 1,700 2.97% 14.37% 43.57% 1.42 €
Family(Games) 416,700 7.33% 165,100 39.62% 18.08% 23.12% 1.25 €
Kids(Games) 173,400 3.05% 17,900 10.32% 20.33% 13.13% 1.60 €
Music(Games) 52,800 0.93% 11,100 21.02% 11.46% 5.07% 5.77 €
Puzzle(Games) 851,500 14.97% 131,300 15.42% 14.63% 12.65% 1.00 €
Racing(Games) 212,000 3.73% 117,500 55.42% 13.86% 26.20% 2.46 €
Role Playing(Games) 247,500 4.35% 130,200 52.61% 15.47% 14.38% 4.65 €
Simulation(Games) 114,800 2.02% 12,600 10.98% 19.92% 9.64% 2.51 €
Sports(Games) 153,300 2.69% 41,400 27.01% 11.50% 12.28% 1.16 €
Strategy(Games) 687,800 12.09% 177,900 25.87% 14.07% 12.81% 1.58 €
Trivia(Games) 36,700 0.65% 4,600 12.53% 13.77% 27.26% 0.88 €


Word(Games) 16,000 0.28% 0 0.00% 12.32% - 0.71 €


XYOLOGIC.COM
# 08 Top Publishers of Apps with In-
App Purchase

Top 100 Publishers of Free Games with In-App Purchase
iPhone China
08.08 - 08.09.2011

Downloads of Free
Free Games with In- Downloads of Free
Country Global Downloads Last Games with In-App
Publisher Free Games Published App Purchase Games with In-App
Rank Rank Month Purchase as a % of
Published Purchase Last Month
Downloads Last Month
2 28 NUBEE PTE. LTD. 8 8 2,552,000 2,552,000 100%
5 921 Ray Mobile 7 3 628,000 576,000 92%
7 779 BLINGSTORM ENTERTAINMENT LIMITED 1 1 550,000 550,000 100%
6 6 Capcom Interactive Inc. 17 4 550,000 549,000 100%
8 5 TeamLava 13 13 498,000 498,000 100%
10 1 Glu 54 23 434,000 416,000 96%
4 3 Gameloft 156 10 789,000 372,000 47%
14 7 Backflip Studios 24 13 334,000 327,000 98%
20 497 Snsgame Global Limited 1 1 265,000 265,000 100%
17 2 GAMEVIL Inc. 40 6 285,000 259,000 91%
22 27 Zero260 Inc 2 2 255,000 255,000 100%
27 1019 Sixjoy Hong Kong Limited 1 1 230,000 230,000 100%
33 13 Streetview Labs 8 8 197,000 197,000 100%
38 481 PunchBox 1 1 171,000 171,000 100%
51 238 Anansi Studios 3 2 147,000 147,000 100%
34 39 Dream Cortex 24 14 193,000 146,000 76%


Top Apps with In-App Purchases in iPhone China

Top Apps with In-App Purchases in iPhone China

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