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Distimo Publication June 2012

Distimo Publication June 2012

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Published by Arda Kutsal

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Published by: Arda Kutsal on Jun 29, 2012
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Distimo was founded to solve the challenges created by a widely fragmented app store marketplace filledwith equally fragmented information and statistics.Distimo was launched shortly after the introduction of the first app store. App stores have clearly shownsince that time that they are the way forward for content distribution. The app store model offers anenormous opportunity for developers to get their content out and dramatically improves content discoveryby consumers. However, the mobile market has long been characterized by fragmentation, which isalso 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
Emerging App Markets: Russia, Brazil, Mexico and Turkey
By Hendrik Koekkoek, Analyst at Distimo
Distimo ©2012, some rights reserved
Apple App Store for iPadApple App Store for iPhoneGoogle Play
Distimo Publication - June 2012
Distimo ©2012, some rights reserved.All trademarks are the property of their respective owners.
Exactly one year ago we wrote a publication about the rise of the application market in anumber of East Asian countries. Over the course of the past year the application marketin those same East Asian countries continued to grow at a high pace, while at the sametime other markets also started to adopt smartphones. We analyzed the applicationmarket in the top 30 countries over the course of the past year in terms of revenue, andfound four emerging countries to be especially interesting: Brazil, Mexico, Russia andTurkey. All developers that develop for multiple markets should keep an eye on thesecountries, as they showed strong growth during the past year, and are likely to continueor even accelerate their growth.This report covers four of the top growth markets for applications: Brazil, Mexico,Russia and Turkey. All revenue data in this report covers the revenues generated by thetop 200 highest grossing applications, unless otherwise noted. The analysis is limitedto the 30 countries that have generated the most revenue during May 2012.
The major findings are:
Excluding the East Asian countries, Russia, Brazil, Mexico and Turkey are the fastestgrowing markets in terms of revenues generated in the Apple App Store for iPhonewith yearly growth rates that range between 54% and 115%.
The growth in app revenue in Russia, Brazil, Mexico and Turkey since September2011 ranges between 76% and 91% in the Apple App Store for iPad. For Russia, thegrowth in revenue in Google Play is 250% - more than twice the growth rate of theUS.
Only 4% of all apps in the Apple App Store for iPhone are available in Russian,however, 70% of the revenue from the 200 top grossing apps is generated by appsthat are translated into Russian.
Since games became available in April 2012 in the Apple App Store for iPhone inBrazil, the revenues increased by more than 80% in one month alone, making Brazilthe single largest app market in Latin America.
The preferences for types of apps differ largely per country. In Russia, the Bookscategory is a top four category in terms of generated revenue. In Brazil and Turkey,the Books category ranks among the least successful type of applications.
Paid apps are not popular in Turkey: only 2 paid apps are downloaded for every 100downloaded free apps.
More than half of the revenue is generated by free apps with in-app purchases inTurkey and Russia. Alternatively, in Mexico and Brazil, paid apps without in-apppurchases is the most successful business model. purchases is the most successfulbusiness model.
Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Hong Kong, Italy, Japan,Korea, Kuwait, Malaysia, Mexico, Netherlands, New Zealand, Norway, Russia, Singapore, Spain, Sweden,Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United Kingdom, United States
Distimo Publication - June 2012
Distimo ©2012, some rights reserved.All trademarks are the property of their respective owners.
Since May 2011, the total overall revenue generated by the top 200 highest grossingapps in every country increased by 67% in the Apple App Store for iPhone. In the AppleApp Store for iPad, this growth was even higher at 76%.We analyzed the top 30 countries in terms of generated revenue in the Apple App Storefor iPhone in order to find the most compelling growth markets. We examined the top30 countries only, in order to filter out the less relevant countries in terms of revenue.The top ten countries in terms of yearly growth in revenue are presented in the tablebelow.The rise of the Asian countries we identified one year ago has not yet ceased or showedsigns of slowing. Five out of the ten fastest growing markets in the world are stillcountries in East Asia. Besides these East Asian countries, Russia, Brazil, Mexico andTurkey are among some of the more compelling emerging app store markets. All of these four countries showed a higher year-on-year growth in revenue than the US. TheU.S. itself ranks as the thirteenth fastest growing county at 44%. The countries featuredin this month’s report are the four fastest growing countries outside of East Asia.Two years ago, the total overall revenue generated in the Apple App Store waspredominantly generated by the United States. Looking at the revenues generated bythe top 200 highest grossing apps per country in June 2010, the US was responsible for45% of this revenue in the Apple App Store for iPhone.The current state of the Apple App Store for iPhone shows that the top 200 highestgrossing applications in the U.S. generate 31% of the top 200 highest grossingapplications of all countries combined. In other words, the share of revenue generatedoutside the US increased significantly over the past two years. This shows that the appindustry is truly becoming more and more of a global phenomenon.One year ago, we wrote about the rise of Asia in the app market. In that report, ourresearch revealed that China was the second largest app market in terms of downloads.The U.S. was no longer the only market to focus on when publishing applications in theApple App Store.This report will focus on the current state of the app markets. We will identify some of the growing markets in terms of revenue in the app stores. We will also analyze how themarkets differ from each other and what factors developers should keep in mind whendeveloping for these markets. As a comparison, we will also benchmark these emergingapp market countries against the U.S.

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