Mobile Apps -- What's Hot? What's Not? Analysis of NVIDIA and Third-party source Chris Pedersen, Senior Content Development Manager, cpedersen@nvidia.com

Overview

Criteria

Caveats

Data, Trends & Observations

Summary

Mobile Apps – “Hot” Criteria & Data

Downloads

Use

Paid vs. Free

By Category

By Device

By Customer

By Region

Market Research – Caveats

Mobile App Downloads

Android Games

Android Non-Games

iPhone Games

iPhone Non-Games

iPad Games

iPad Non-Games

Android = 57%

Games = 47%

480 Million Downloads

95% Free Apps

Source: Xyologic, USA Downloads, Top 150 Paid & Free Apps on Android & iOS, January 2013

What do people do on their Smartphones?

0%

20%

40%

60%

80%

100%

Source: NVIDIA 2012 Survey, weighted US respondents who do activities at least once per week

How long do people do what they do? Time Spend per Category, Flurry Analytics, Sep 2012

Games 39%

Social Networking

24%

Utilities 17%

Health &

Fitness 3%

Lifestyle 3%

Entertainment 3%

Other 11%

Smartphones

Games 67%

Social Networking

10%

Entertainment 9%

Utilities 4%

News 2%

Productivity 1%

Other 7%

Tablets

http://blog.flurry.com/default.aspx?Tag=Usage%20Statistics

Device Mix (US)

Tablets

Android

0%

5%

10%

15%

20%

25%

July, 2011 August, 2012

US Tablet Ownership by Brand

Kindle/Other

Android

iPad

Sources: Pew Internet & American Life Project, and Project for Excellence in Journalism 2012

What’s Trending?

Based on sampling of top 200 apps for each category (800 total) on June 19, 2011 and June 19, 2012. “Engaged User” metric

based on total number of user ratings the top apps have received since Google doesn’t report precise downloads at Play Store

Free Apps

Not Paid Apps

-70%

-60%

-50%

-40%

-30%

-20%

-10%

0%

10%

Free Apps Paid Apps Free GamesPaid Games

Normalized 2012/2011 Growth in User Ratings

App Ratings as a Trend Indicator June 19, 2011

0

20

40

60

80

100%

Free Apps

Tools

Social

Communication

The Rest

Productivity

Travel & Local

PaidApps

Free Games

Brain & Puzzle

Arcade & Action

The Rest

Casual

Paid Games

Android Market App Category Sizes -- Based on User Ratings Counts for June 19, 2011

Based on sampling of top 200 paid and free games & apps (800 total) on June 19, 2011 and June 19, 2012. “Engaged User” metric based on total number of user ratings the top apps have received

App Ratings as a Trend Indicator June 19, 2012

Based on sampling of top 200 paid and free games & apps (800 total) on June 19, 2011 and June 19, 2012. “Engaged User” metric based on total number of user ratings the top apps have received

Paid

Apps

0

20

40

60

80

100%

Free Apps

Tools

Social

Communication

The Rest

Productivity

Travel & Local

Free Games

Brain & Puzzle

Arcade & Action

The Rest

Casual

Paid Games

Android Market App Category Sizes -- Based on User Ratings Counts for June 19, 2012

App Ratings as a Trend Indicator June 2012 vs. June 2011

0

20

40

60

80

100%

Free Apps

Tools

Social

Communication

The Rest

Productivity

Travel & Local

Free Games

Brain & Puzzle

Arcade & Action

The Rest

Casual

Paid Games

Android Market App Category Sizes -- Based on User Ratings Counts for June 19, 2012

Based on sampling of top 200 paid and free games & apps (800 total) on June 19, 2011 and June 19, 2012. “Engaged User” metric based on total number of user ratings the top apps have received

Paid

Apps

107% > Avg CAGR

33% > Avg CAGR

Smartphone use -- does it vary by region?

0%

20%

40%

60%

80%

100%

US

China

Source: NVIDIA 2012 Survey, weighted US & China respondents who do activities at least once per week

Some Mobile Market Research Resources

www.google.com/trends/

www.play.google.com

www.xyologic.com

www.appannie.com

www.visionmobile.com

http://Opensignal.com/reports/

fragmentation

http://pewinternet.org

Summary

What’s hot?

— Android

— Arcade & action games

— Tablets

— Social networking

— Region-specific

What’s not?

— Paid apps

— “If we build it, they will come”