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A P P S E A R C H A N A LY T I C S
                                       February 2011




App Search Analytics | February 2011                                        1
A B O U T C H O M P ’ S A P P S E A R C H A N A LY T I C S




Welcome to the fifth edition of
Chomp’s App Search Analytics Report!

Chompʼs technology powers the most advanced search engine for native and web apps across the
worldwide iOS and Android markets. The metrics outlined in this report provide insight into iOS app
search trends using Chompʼs on-device search tool during the month of February.


Chomp for Android launched on February 28, 2011. Android data will be included in the sixth edition of
App Search Analytics, available in late April.


To see more app search data from Chomp visit http://chomp.com/etc/chomp-charts




App Search Analytics | February 2011                                                                     2
A N A LY T I C S H I G H L I G H T S U M M A R Y



App Search Analytics
Top Queries
App function queries (87%) outstrip app name queries (13%) for the fifth consecutive
month. ʼProductivityʼ swipes the top spot from ʻgamesʼ while name queries are a no-show
on the top 25.


App Monetization
Free app downloads made an impressive comeback with a Chomp Charts high (87.7%)
after Januaryʼs paid app surge.


Best in Category
The ʻgamesʼ category holds #2 position by less than 1% as ʻproductivityʼ sees sizable gain
of 4.1% over January of the overall downloads while ʻbooksʼ and ʻreferenceʼ gained 5.1%
combined.




App Search Analytics | February 2011                                                         3
A N A LY T I C S H I G H L I G H T S U M M A R Y



February Spotlight
Trending Search Terms
The Super Bowl and Valentineʼs Day corresponding usage spikes confirm that app search is
impacted by current events and holidays.


Usage Trends by Time of Day
App search activity peaks between 8-9 PM PST with a steady increase in volume throughout an
average day in February.


Usage Trends by Day of Week
25.5% of all search traffic occurred on Thursday with other daily highs on Saturday and Monday.


The Chomp 55
5 out of the top 10 ten Chomp 55 are paid.
The #1 app is paid for the third consecutive month.



App Search Analytics | February 2011                                                             4
CHOMP SEARCH METRICS




App Search Analytics | February 2011   5
U S E R S D E M A N D F U N C T I O N B A S E D S E A R C H R E S U LT S


The “Top Queries” list shows the top 25 entries typed into the Chomp            Top Queries
search box during February. ʻApp nameʼ searches consistently trend low          • games
                                                                                • free games
with only 13% of total queries requesting a specific app name, i.e. “Twitter”.   • free apps
                                                                                • puzzle games
                                                                                • calendar
                          App Function vs. App Name                             • music free
                                                                                • productivity
                                                                                • fitness
                                                                                • free photography apps
                                                                                • chat
                                       13%                                      • fun
                                                                                • wallpapers
                                                                                • texting
                                                                                • utilities
                                                                                • to do list
                                                                                • free rpg
                                                                                • discounts
                                                                                • kids games
                                                                                • photography
                                               87%                              • shopping
                                                                                • musical instruments
                                                                                • entertainment
                                                                                • concerts
                                                                                • social networking
                                                                 App Function
                                                                                • news
                                        February 2011            App Name

App Search Analytics | February 2011                                                                  6
U S E R S D E M A N D F U N C T I O N B A S E D S E A R C H R E S U LT S



                                       App Function vs. App Name



        17%                                   14%                   17%




                     83%                             86%                      83%


           November 2010                       December 2010          January 2011




                                                 App Function
                                                 App Name



App Search Analytics | February 2011                                                 7
F R E E A P P D O W N L O A D S S O A R I N F E B R U A RY


Roughly 33% of all apps within iTunes are free apps with 50% priced $0.99 - $2.99.
Free app downloads reached 87.7%, an all time high compared to the four previous months of data.
Total market share gain from January 2011 is a lofty 20.2%.




                                                                                        6.6%       0.99
                   12%                                                                  2.3%       1.99
                  Paid                                                                  1.3%       2.99
                                                                                        0.3%       3.99
                                                                                        0.8%       4.99
                                                                                        0.1%       5.99
                                                                                        0.2%       6.99
                                                                                        0.1%       7.99
        88% Free                                                                          0%       8.99
                                                                                        0.3%       9.99
                                                                                          0%       14.99
                                                                                        0.3%       Other


App Search Analytics | February 2011                                                                       8
P R O D U C T I V I T Y C AT E G O R Y G A I N S T R A C T I O N


Most popular iTunes categories, ranked by download
The “Entertainment” and “Games” categories lost a combined 7.7% of market share whereas,
“Productivity” saw substantial growth with a 4.1% increase compared to Januaryʼs data.

                                                                            17.9%   entertainment
                                                                            11.4%   games
                                                                            10.7%   productivity
                                                                            10.4%   lifestyle
                                                                             9.3%   reference
                                                                             6.7%   utilities
                                                                             6.5%   social networking
                                                                             3.7%   music
                                                                             3.4%   travel
                                                                             3.0%   education
                                                                             2.9%   news
                                                                             2.3%   photography
                                                                             2.1%   business
                                                                             1.9%   navigation
                                                                             1.7%   healthcare
                                                                             1.5%   weather
                                                                             1.4%   books
                                                                             1.3%   sports
                                                                             1.2%   finance
                                                                             0.7%   medical


App Search Analytics | February 2011                                                                    9
APP USAGE METRICS




App Search Analytics | February 2011   10
H O L I D AY S I M PA C T S E A R C H T R E N D S


The query “Valentine” peaked on February 13.
Though retail outlets begin promoting Valentineʼs Day long before the actual holiday, February 14, Chomp
users didnʼt activate the query, “valentine” on a larger scale until roughly one week prior to the holiday.




1   2   3    4    5    6     7    8    9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

App Search Analytics | February 2011                                                                          11
H O L I D AY S I M PA C T S E A R C H T R E N D S


Peak traffic for “football game” was prior to Super Bowl Sunday.
The second highest traffic day for that query followed on Sunday, February 6th.
The chart further confirms that app search behavior is impacted by current events.




1   2   3    4    5    6     7    8    9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

App Search Analytics | February 2011                                                            12
S AT U R D AY E S C A P E S S E A R C H V O L U M E F L U X


Trending search volume over a seven day week
In February, the 25.5% of all searches were done on Thursday. In comparison, Januaryʼs data shows
highest volume over the weekend and Tuesday claims Decemberʼs peak volume day. Saturday shows
high search volume consistency over the three month snapshot.




                                                                                      February 2011




                                                                                      January 2011




                                                                                      December 2010

    MON              TUE               WED   THUR   FRI         SAT         SUN

App Search Analytics | February 2011                                                                  13
THE CHOMP 55




App Search Analytics | February 2011   14
C H O M P ’ S T O P 5 5 O F F E B R U A RY


Congratulations to Chompʼs top 55, our list of the most popular apps in February!
These apps have captured the hearts and minds of Chomp users over the past month.
Trends in the far right column are tracked month-over-month, or in this case October – February.
Values exceeding #55 are not included.




App Search Analytics | February 2011                                                               15
C H O M P ’ S T O P 5 5 O F F E B R U A RY ( 1 1 - 5 5 )




App Search Analytics | February 2011                       16
THANK YOU!                        For questions, comments or additional
                                  information, please email robin@chomp.com




App Search Analytics | February 2011                                          17

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App Search Analytics: February 2011

  • 1. A P P S E A R C H A N A LY T I C S February 2011 App Search Analytics | February 2011 1
  • 2. A B O U T C H O M P ’ S A P P S E A R C H A N A LY T I C S Welcome to the fifth edition of Chomp’s App Search Analytics Report! Chompʼs technology powers the most advanced search engine for native and web apps across the worldwide iOS and Android markets. The metrics outlined in this report provide insight into iOS app search trends using Chompʼs on-device search tool during the month of February. Chomp for Android launched on February 28, 2011. Android data will be included in the sixth edition of App Search Analytics, available in late April. To see more app search data from Chomp visit http://chomp.com/etc/chomp-charts App Search Analytics | February 2011 2
  • 3. A N A LY T I C S H I G H L I G H T S U M M A R Y App Search Analytics Top Queries App function queries (87%) outstrip app name queries (13%) for the fifth consecutive month. ʼProductivityʼ swipes the top spot from ʻgamesʼ while name queries are a no-show on the top 25. App Monetization Free app downloads made an impressive comeback with a Chomp Charts high (87.7%) after Januaryʼs paid app surge. Best in Category The ʻgamesʼ category holds #2 position by less than 1% as ʻproductivityʼ sees sizable gain of 4.1% over January of the overall downloads while ʻbooksʼ and ʻreferenceʼ gained 5.1% combined. App Search Analytics | February 2011 3
  • 4. A N A LY T I C S H I G H L I G H T S U M M A R Y February Spotlight Trending Search Terms The Super Bowl and Valentineʼs Day corresponding usage spikes confirm that app search is impacted by current events and holidays. Usage Trends by Time of Day App search activity peaks between 8-9 PM PST with a steady increase in volume throughout an average day in February. Usage Trends by Day of Week 25.5% of all search traffic occurred on Thursday with other daily highs on Saturday and Monday. The Chomp 55 5 out of the top 10 ten Chomp 55 are paid. The #1 app is paid for the third consecutive month. App Search Analytics | February 2011 4
  • 5. CHOMP SEARCH METRICS App Search Analytics | February 2011 5
  • 6. U S E R S D E M A N D F U N C T I O N B A S E D S E A R C H R E S U LT S The “Top Queries” list shows the top 25 entries typed into the Chomp Top Queries search box during February. ʻApp nameʼ searches consistently trend low • games • free games with only 13% of total queries requesting a specific app name, i.e. “Twitter”. • free apps • puzzle games • calendar App Function vs. App Name • music free • productivity • fitness • free photography apps • chat 13% • fun • wallpapers • texting • utilities • to do list • free rpg • discounts • kids games • photography 87% • shopping • musical instruments • entertainment • concerts • social networking App Function • news February 2011 App Name App Search Analytics | February 2011 6
  • 7. U S E R S D E M A N D F U N C T I O N B A S E D S E A R C H R E S U LT S App Function vs. App Name 17% 14% 17% 83% 86% 83% November 2010 December 2010 January 2011 App Function App Name App Search Analytics | February 2011 7
  • 8. F R E E A P P D O W N L O A D S S O A R I N F E B R U A RY Roughly 33% of all apps within iTunes are free apps with 50% priced $0.99 - $2.99. Free app downloads reached 87.7%, an all time high compared to the four previous months of data. Total market share gain from January 2011 is a lofty 20.2%. 6.6% 0.99 12% 2.3% 1.99 Paid 1.3% 2.99 0.3% 3.99 0.8% 4.99 0.1% 5.99 0.2% 6.99 0.1% 7.99 88% Free 0% 8.99 0.3% 9.99 0% 14.99 0.3% Other App Search Analytics | February 2011 8
  • 9. P R O D U C T I V I T Y C AT E G O R Y G A I N S T R A C T I O N Most popular iTunes categories, ranked by download The “Entertainment” and “Games” categories lost a combined 7.7% of market share whereas, “Productivity” saw substantial growth with a 4.1% increase compared to Januaryʼs data. 17.9% entertainment 11.4% games 10.7% productivity 10.4% lifestyle 9.3% reference 6.7% utilities 6.5% social networking 3.7% music 3.4% travel 3.0% education 2.9% news 2.3% photography 2.1% business 1.9% navigation 1.7% healthcare 1.5% weather 1.4% books 1.3% sports 1.2% finance 0.7% medical App Search Analytics | February 2011 9
  • 10. APP USAGE METRICS App Search Analytics | February 2011 10
  • 11. H O L I D AY S I M PA C T S E A R C H T R E N D S The query “Valentine” peaked on February 13. Though retail outlets begin promoting Valentineʼs Day long before the actual holiday, February 14, Chomp users didnʼt activate the query, “valentine” on a larger scale until roughly one week prior to the holiday. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 App Search Analytics | February 2011 11
  • 12. H O L I D AY S I M PA C T S E A R C H T R E N D S Peak traffic for “football game” was prior to Super Bowl Sunday. The second highest traffic day for that query followed on Sunday, February 6th. The chart further confirms that app search behavior is impacted by current events. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 App Search Analytics | February 2011 12
  • 13. S AT U R D AY E S C A P E S S E A R C H V O L U M E F L U X Trending search volume over a seven day week In February, the 25.5% of all searches were done on Thursday. In comparison, Januaryʼs data shows highest volume over the weekend and Tuesday claims Decemberʼs peak volume day. Saturday shows high search volume consistency over the three month snapshot. February 2011 January 2011 December 2010 MON TUE WED THUR FRI SAT SUN App Search Analytics | February 2011 13
  • 14. THE CHOMP 55 App Search Analytics | February 2011 14
  • 15. C H O M P ’ S T O P 5 5 O F F E B R U A RY Congratulations to Chompʼs top 55, our list of the most popular apps in February! These apps have captured the hearts and minds of Chomp users over the past month. Trends in the far right column are tracked month-over-month, or in this case October – February. Values exceeding #55 are not included. App Search Analytics | February 2011 15
  • 16. C H O M P ’ S T O P 5 5 O F F E B R U A RY ( 1 1 - 5 5 ) App Search Analytics | February 2011 16
  • 17. THANK YOU! For questions, comments or additional information, please email robin@chomp.com App Search Analytics | February 2011 17