"Unlike other Apple app rankings, which list apps by popularity during a given time period, the comScore view shows the cumulative installed base of the applications, thereby revealing the true size of the audience that can be reached. For example, we are able to see that some of the top gaming apps reach even more people than the most popular social networking apps. With such a large base having already installed the free version of the product, converting even a small portion into paid versions using premium content like Coldplay and Tap Tap Dance represents significant revenue upside."
comScore also looked at the demographic and online behavioral profile of Apple app users, to find out how attractive they are to advertisers as an audience. App users are a desirable audience because they have higher-than-average income and are heavily engaged with online media.
The online site categories where app users spent the greatest amount of time included retail, social media, entertainment, sports and search sites.
Apple app users are 32 percent more likely than average to belong to households earning at least $100,000 per year. This income segment represented 35 percent of all app users. More than half (54%) of app users are in households making at least $75,000 per year.
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