If you haven’t figured it out yet, the holidays are going to be about the APP. Apps, short for applications, are literally changing how we buy products and services, how we consume information, and how we spend our time. Instead of talking about the APPs themselves, it might be more interesting to look at the development platform they are built on. This is where technology dollars are being spent over the immediate horizon.
In Q3 2010, Millennial Media collaborated with DIGIDAY and Stifel Nicolaus to survey advertisers/marketers, publishers, and developers on their current mobile app practices in 2010 and intended plans for 2011. The results from this survey are a bit surprising. The bottom line is that the Android is quickly becoming the number one development platform. Apple is still number one today, but that will shift in 2011. This basic shift has occurred in the past two years. Also, note the platform itself is evolving from just smart phones to the tablet. Yes, technology is still a rapidly changing industry and if you don’t have an APP strategy, it is time to start thinking about this part of your development architecture.
Some highlights from the study:
The number of mobile applications developed by advertisers/marketers in 2010 increased significantly year-over-year.
From 2009 to 2010, Android and iPad saw the most significant growth as the app platforms used by advertisers. iPhone still leads the pack, but RIM, Windows Mobile, and Symbian also saw increases, as
advertisers continued to diversify to balance their application platforms.
71% of advertisers worked with a network in 2010 (up 12% from 2009) to help further their apps strategies. The top 3 reasons cited for working with a network were reach, targeting, and cost per download.
Applications budgets in 2010 moved away from cannibalizing online budgets. Budgets designated specifically for app development grew year-over-year, now comprising nearly 25% of the overall mix.
Advertisers, publishers, and developers will continue to diversify their applications strategies in 2011. Android, iPad and Windows Phone 7 lead the pack among the platforms next on the docket to receive support in the coming year.
Publishers anticipate significant growth in their applications revenue in 2011. When asked to estimate their earnings over the coming year, a full 31% expect their applications revenue to increase 100% or more in 2011, with another 17% expecting an increase of 50% or more.
Below are a few charts from the study to visually see the changes in the APP development platforms.
