Android to See Big Support from Advertisers and Publishers in 2011
According to Millennial Media’s “The State of the Apps Industry: Yesterday, Today & Tomorrow” report for October, 2010 was a huge year for mobile applications, and 2011 figures to be just as nice, especially for Android.
The report, the result of a survey of more than 500 advertisers, publishers and developers, found that significantly more mobile apps were developed by advertisers in 2010 compared to 2009. The most drastic boost was observed from advertisers who developed 20-50 apps, as four advertisers said they developed that many apps in 2009, and 83 said they developed the same number of apps in 2010.
“Growth for publishers in 2010, as with advertisers, came in the amount of experience in building applications,” the report notes. “While the bulk of publishers in 2010 focused on developing 1-5 mobile applications, there was a burst of publishers who mastered the art of developing mobile apps and turned out greater than 50.”
In 2010, advertisers/marketers in the Entertainment, Technology, Media, Retail and CPG verticals built the most branded apps, in that order. This compares to the 2009 list of CPG, Retail, Auto, Entertainment and Financial, in that order.
Millennial Media found that for both advertisers and publishers, reach, demographic, better branding, ease of use and higher sales potential are the top five considerations for choosing a platform. Many are taking a cross-platform approach and the iPhone is still the top platform of choice.
In 2010, 73 advertisers/marketers chose to build mobile apps for the iPhone versus 62 in 2009. For Android, 28 chose to build mobile apps for the platform versus 10 in 2009. RIM (17 from six), iPad (35 from zero), Symbian (six from zero) and Windows Mobile (eight from zero) also saw increases.
Among publishers, 46 built mobile apps for the iPhone in 2010, down from 47 in 2009. For Android, 36 built mobile apps this year, up from 21 in 2009. Meanwhile, RIM (32 from zero), iPad (eight from five), Symbian (five from zero) and Windows Mobile (nine from zero) also saw increases.
The report also notes that 71 percent of advertisers use a network (up 12 percent from 2009), and the top three reasons for using one are reach, targeting and cost per download.
In 2010, 23 percent of budgets for advertisers/marketers went to buckets designated to app development, up from 19 percent in 2009. “Additionally, given the always-on nature of mobile media, a substantial portion of promotional budgets now funds applications,” Millennial Media notes.
As the report looks to 2011, it finds that 55 advertisers plan to support Android as a new application platform, followed by 45 for the iPad, 24 for Windows Phone 7, 21 for iPhone, 17 for RIM, 14 for Symbian and seven for Palm.
For publishers, 14 plan to support Android as a new application platform, followed by 10 for Windows Phone 7, 10 for iPad, six for RIM, four for iPhone, three for Symbian and two for Palm.
The report also highlights that more advertisers plant to budget $1 million and up in 2011 compared to 2010. Also, 31 percent of publishers are expecting their app revenue to increase 100 percent or more in 2011.
http://www.millennialmedia.com/wp-content/images/PDF/SOTI-APPS-2010.pdf
