A comprehensive analysis of the UK App Store for mobile & digital marketers.

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APPLE APP STORE UK
Q3 2010 ANALYSIS
Brandon Mensinga, Director AppManifesto
brandon@appmanifesto.com

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“Tale of the Tape” Big Picture: iPhone
Number of Apps
Number of Publishers
Average App Memory
Average App Price
152, 065 253,300
32, 568 53,290
10 . 11 14.89
£1 . 34 1.39
+66%
+64%
+47%
-4%

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“Tale of the Tape” Big Picture: iPad
Number of Apps
Number of Publishers
Average App Memory
Average App Price
27,116
8,630
35.39
£2.65

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iPhone Movement: Highlights Q3 2010
• Business led the way in sheer app growth rising 100%
from Q1 reaching 7,897 apps
• Photography had the biggest memory size jump at
135% growth reaching 11MB from Q1
• Books continue to be the dominant category on the
store with 38,728 apps. Books recorded the most
significant price increase from Q1 with a 20% uplift
reaching a flat £2.00

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iPhone Movement: Highlights Q3 2010
• Reference took a beating with the largest decrease
from Q1 at 15% dropping to £2.08
• Number of free app (versus paid) remains
remarkably consistent with its US counterpart at
31%, which is an incremental increase from Q1 at
27%.
• Paid applications, the highest share at the £0.59
price band is Entertainment at 73% Clearly, most
Entertainment apps are priced at the cheap thrill
price point.

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iPad Movement: Highlights Q3 2010
• Books and Education claim the lionshare of shelf
space occupying more than a third of the store at
36%, including 6,573 and 3,197 apps respectively
versus 27% for iPhone
• App developers view the iPad form factor as more
appealing for reading and learning activities than
iPhone. In contrast, on-the-go, snapshot activities
such as those found in Entertainment and Lifestyle
are less compelling for iPad and make up a smaller
proportion than they do on the iPhone side.

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iPad Movement: Highlights Q3 2010
• The number of free app (versus paid) remains sits at
21%, markedly lower than iPhone apps at 31%. News
has the highest share of free apps at 72%, which is
higher than its iPhone app equivalent and
dramatically higher than the 2nd highest free app
share with Business at 41%.
• Interestingly, News and Weather are at 0% with paid
apps at the £5.99 level or above and Social
Networking is at 1%.

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Apple App Store UK Metrics October 2010
Edition
• On Friday, November 12th, we will be launching a
new monthly issued product
• This is for digital marketers that need to understand
the UK Apple App Store landscape. This tool provides
a comprehensive summary of app store metrics
including a high-level dashboard and app
segmentation by key attributes.