Android Market Monitor

July 2011
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Android Market Insights

Julys Headlines Android device shipments currently reach close to 50% of the smartphone OS market share. Altogether, 51.7 million new Android devices were added to the stores user base. Another successful quarter and Androids reach will top that of Apple.

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Key Insights in July are:

Android holds 48% of smartphone shipments in Q2 2011. Android Markets potential user base comprises 28% of total smartphone app users (Apple holds 37% of total smartphone apps reach). Number of potential Android app users will catch up with Apples app user base by the end of 2011. Android is preloaded onto more than 320 different handheld devices that can be clustered into 4-6 groups based on their technical characteristics. As of the end of June the Android Market contained 256,445 apps Over the last few months average weekly new adds were 4,400: number of apps in store grows around 2% per week. In July the net new adds featured merely 24% paid apps, compared to 42% three months ago. Average selling price in Android store keeps slowly decreasing as well, and at the end of July 2011 research2guidance | equals $3.07.
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 For most developers one of the key criteria in selection of a platform is the potential reach of an application. Previously Apple was the unquestionable leader, with the largest app store user base. Over the past few quarters we have seen Android take over the smartphone market with record-breaking device shipments. In Q2 2011 it had already gained 48% of total smartphone shipments. However, Apple does not lag far behind, and it boasts an extraordinarily successful quarter, becoming the largest device manufacturer. Even though Android exceeded Apple in terms of smartphones shipped, Apple remains a leader due to significant success of other handheld devices, such as iPad and iPod Touch. To date Apple has shipped over 240 million smart devices (iPhones, iPod Touch and iPads) leaving Android behind with 170 million cumulative device shipments. Given the device replacement cycles and other relevant factors, actual potential user research2guidance | Apple still wins over bases are lower but Android.

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By the end of 2011 Android Market will have as large user base as Apple App Store

Android is closing the reach gap

Sources: research2guidance

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How fragmented is Androids user base?

Many would argue here that Androids user base is not comparable to Apples, due to significant fragmentation. While Apple has launched only seven different handheld devices so far (iPod Touch, two iPads and several generations of iPhone), Android today is preloaded on to at least 320 different smartphone models with possible customizations in OS. Do developers really have to customize their app for each of those 320 devices to reach significant majority of users? Based on official Androids statistics 80% of active Android devices run Android 2.2 or Android 2.3 operating system versions. Three quarters (75%) of all devices have normal screen size with high density, with another 17% having normal screen size with medium density. Based on dominant technical characteristics among active Android devices, developers need to optimize applications research2guidance for merely 4-6 different device |types to guarantee
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Dominant technical characteristics

urce: based on Android Open Source Project resources and used according to terms described in the Creative Commons 2.5 Attribution License.

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Android Market key metrics overview: developers embrace free apps

The Android Market remains ahead of Apples App Store in terms of new additions of content. As of the end of July it comprises 256,445 apps, 35% of which are paid. In July 2011 Android Market added 19,246 new apps, growing 2% per week.
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App number dynamics in July 2011

Android Market Monitor
Sources: research2guidance, AndroidPIT

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of new adds remained stable and averaged 4,400 new apps added to the store per week. However, recently developers have started to choose a free app model more often than previously. If in April the share of new paid apps added was around 40%, in July it dropped to as low as 24%.

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Android Market Monitor

Number of apps and share of paid/free

Android Market Monitor
Sources: research2guidance, AndroidPIT

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Number of apps and share of paid/free

Android Market Monitor
Sources: research2guidance, AndroidPIT

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Share of paid apps per category

Android Market Monitor
Sources: research2guidance, AndroidPIT

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Android Market Monitor

Disclaimer
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Research2guidance invites any reader and holder of this report to use, copy, cite, spread, and build upon this work non-commercially, as long as you credit research2guidance and AndroidPIT.

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