RESTON, Va., April 7, 2009 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today reported that Tapulous's Tap Tap Revenge has the largest installed base among applications downloaded from the Apple App Store, with 34 percent of Apple App users having installed the game by February 2009, according to the comScore Apple App Store Report. The new report, which observes the cumulative installed base of applications downloaded via iTunes, is the first tool enabling digital marketers to understand the audience size, demographic profile and online behaviors of Apple app users.
"It's impressive that a game like Tapulous's Tap Tap Revenge can attract a higher penetration among Apple app users than apps for larger and more established brands," said Brian Jurutka, vice president, comScore. "Tap Tap's success demonstrates that there is ample opportunity in the app space for any publisher to obtain significant distribution with a product that engages users. Since the number of app users is growing nearly ten percent each month, that opportunity will only continue to grow for both existing and emerging app developers."
Top 25 Apple Apps
A review of the top 25 most heavily penetrated apps illustrates the importance of gaming to devices like the iPod Touch and the iPhone. Twelve out of the 25 most popular mobile apps were games, including classics like Hangman and Pac-man, and more non-conventional titles like Cube Runner and Crazy Penguin Catapult. Among non-gaming applications, Stylem Media's "Backgrounds" applications had the highest installed base, followed closely by the top social networking applications: Facebook and MySpace Mobile.
Top 25 Apps by Penetration of Apple App Users February 2009 Total U.S. - Home/Work/University Locations Source: comScore Apple App Store Report Penetration Of Application Installs Category Developer Tap Tap Revenge 32% Games Tapulous, Inc. Backgrounds 27% Entertainment Stylem Media Touch Hockey: FS5 26% Games FlipSide5, Inc. Facebook 26% Social Networking Facebook, Inc. Pac-Man 24% Games Namco iBowl 24% Games SGN MySpace Mobile 23% Social Networking MySpace.com Google Earth 22% Travel Google Inc. Labyrinth 22% Games Codify AB Pandora 21% Music Pandora Media, Inc. AIM 19% Social Networking AOL Flashlight 19% Utilities John Haney Virtual Zippo Lighter 18% Lifestyle Moderati Inc. and Zippo Manufacturing Co. Movies 18% News Flixster Hangman 18% Games Jamsoft Bubblewrap 18% Entertainment Orsome Software Ltd. Lightsaber Unleashed 17% Entertainment Lucasfilm Ltd Shazam 17% Music Shazam Entertainment Ltd. Mazefinger 16% Games ngmoco Cube Runner 16% Games Andy Qua Sol Solitaire 15% Games Smallware LLC Crazy Penguin Catapult 15% Games Digital Chocolate Inc. Topple 15% Games ngmoco Sudoku 14% Games Mighty Mighty Good Games Remote 13% Entertainment Apple
"comScore's Apple App Store data confirms the popularity of Tap Tap Revenge," said Bart Decrem, CEO, Tapulous. "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."
Apple App Users Are Highly Engaged, Upper-Income Media Consumers
comScore also analyzed the demographic and online behavioral profile of Apple app users, to determine their overall attractiveness to advertisers as an audience. The results indicated that app users were a particularly desirable audience because they were higher-than-average income consumers heavily engaged with online media content.
The online site categories with which app users spent the greatest amount of time relative to the average Internet users (as measured by their engagement index*) revealed above average engagement with retail, conversational media (social networking and blogs), entertainment, sports and search sites. So, not only do they engage with a variety of social and multimedia content, but they are also reachable and engaged online consumers.
Top Site Categories Visited by Apple App Users February 2009 vs. January 2009 Total U.S. - Home/Work/University Locations Source: comScore Apple App Store Report iTunes App Users Site Category Engagement Index* Retail 149 Conversational Media 138 Entertainment 136 Sports 134 Search/Navigation 128 *Engagement Index = Average minutes among iTunes app users/average minutes among total Internet users x 100; Index of 100 represents average engagement
Other notable findings about Apple app users include:
-- They 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 percent) of app users are in households making at least $75,000 per year. -- They were at least three times more likely than the average Internet user to visit several popular gaming sites, including Ultimate-guitar.com, IGN Entertainment, GameStop, AddictingGames, Xbox.com, Blizzard Entertainment, SourceForge and EA.com. -- They were also at least three times more likely than average to visit several popular social/communication/entertainment sites, including: AOL Instant Messenger, Hulu, Twitter.com, Digg.com, iMeem and MTV.com.
About the comScore Apple App Store Report
A subscription to the monthly Apple App Store Report is available. The report can be used to answer the following questions:
-- Which Apple apps are the most popular and have the largest installed base? -- Which Apple app categories (e.g. games, entertainment, social networking, etc.) are the most popular? -- What is the demographic profile of Apple app users? -- What is the online behavioral profile of Apple app users? -- How do Apple app users engage with online media and/or brands?
For more information on subscribing to the report, please contact Brian Jurutka at (703) 438-2113 or firstname.lastname@example.org.
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
SOURCE comScore, Inc.
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