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Developers: App Stats as Chomp Remain Vital to Setting Marketing Direction

If you are developing an app for a smartphone/tablet, want to further sales on a present app, or are considering adding more apps to the iTunes Store, you need to keep abreast of app analytics. What is your competition? What should be your market plan? What are the biggest sellers? What have been and will be the trends for most popular apps? One of primary sources for this information is Chomp.

Most recently, for example, discussions are centered on “free” versus “paid” apps. This is a question that many app developers are facing. You want to put a dollar amount on your app to bring in revenue, but what is the downside? What is the difference between the number of people who will actually download a paid app versus one that is free? According to the latest Chomp report, the trend against paid apps is continuing. Developers who offer paid iOS apps experienced a download decrease of 1% during May versus April. Similarly, the lower-priced apps are growing over the more pricey ones. The $.99 price point grew 2.4% during this time period, while apps that cost over $14.99 decreased by .4%.

Where does that leave you, besides in more of a muddle of whether to have a paid or free app? You need to weigh several factors. Just because the number of downloads for paid apps is going down, plenty of people are still buying them. Developers who are making the most of the iPhone and iPad technology and creating new and useful apps for these devices are finding that users will pay the price. Naturally, games head the list of paid apps as well as those that allow users the opportunity to apply new functions on their smartphones and tablets. The trick is finding a niche where you are not competing against the free apps.

On the other hand, many app developers are making money from free apps, as well. In-app advertising, for example, is big business. Your free app can include ads and even videos for your own product or service or a third party. This gives you the opportunity of making money through your app yet still releasing it for free. In addition, you get the publicity of being on the Apple Store list for free apps. Of course, there is always a middle ground: You offer a free demo to give potential buyers a taste of your app. If you hook them on it, such as a new game, or provide an excellent hint of additional services, they will upgrade. The same strategy works for apps that have “in app purchases,” where the primary app is free and additional features are charged.

The latest Chomp stats also provide continued insights into the way that users are searching for apps. Previously, 148apps.biz reported that fewer and fewer queries are for specific app names: For every one hundred searches, only nine were for the name of an application. This statistic flopped in May. “Compared to April, the ratio of non-app name versus name queries shifted 9% in favor of name searches.” Ah, the fickleness of users. The moral of this story is continue to place an emphasis on key words and search engine optimization including brand promotion. In other words, cover all your bases.

Chomp CEO Ben Keighran says that in the future his company will be adding more statistics that will help app developers. With such high numbers of apps being developed every day, along with the ever-changing needs of the users and introduction of new technology and functionality, app developers need to keep real close to these statistics as part of their marketing plan.

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Sharon L. Cohen
Writing, editing and marketing communication has been my forte for many years in both print and online. I have published everything from three books about starting an online business to blogs and websites. The past couple of years, I've been immersed in app marketing--which changes by the minute! Just as with websites, marketing is key to getting an app recognized. See other info about me at www.online-business-guide.com.
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