Global Brands in the Mobile Landscape

October 2013

By Anne Hezemans, Analyst at Distimo

Publication - October 2013

Solving the App-Puzzle

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

Global Brands in the Mobile Landscape

Distimo is once again taking an in-depth look at the top global brands in the app stores for this months publication. Interbrand, a leading global brand consultancy, recently released the 2013 edition of its Best Global Brands report, naming Apple and Google the top two brands, which is an interesting development to Distimo. For this report, we will investigate how the global brands are performing in the Apple App Store, Google Play and Amazon Appstore.

Major ndings
92 of the top 100 best global brands ranked by Interbrand were present in the Apple App Store, while 75 of the brands were present on Google Play. Only 28 brands among the top 100 appeared in the Amazon Appstore.

Disney and Sony had the most apps in all three app stores - the Apple App Store, Google Play and Amazon Appstore.

The majority of downloads in the Apple App Store and Google Play came from brands in the Technology and Media sectors. The retail sector nailed down the No. 3 spot.

YouTube, Facebook and Google Maps were the most downloaded top brands apps worldwide in the Apple App Store for October.

In October, Facebook was the leading brand on Google Play in terms of downloads. Behind the social network were Adobe, Google, Disney and eBay.

Disney was the top brand in the Amazon Appstore for October, seeing six of its apps in the top 10 on the global top free downloads chart.

317 apps from 27 top global brands generated revenue in the Apple App Store in October, with Apples word processor Pages as the most lucrative app.

Apps from Disney, Samsung and Adobe dominated the top 10 on the global Google Play top revenue chart. Nemos Reef by Disney hooked the No. 1 spot.

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

Brands are here to stay

Brands are staking their claim on the mobile platform, so we wanted to take a look at the presence of brands in the app stores. We first reported on the top global brands in October 2011. In that report, we discovered that 91 percent of those brands had a presence in at least one app store. In our October 2012 report, we specifically focused on the Apple App Store, discovering that 88 of the top global brands had a presence in the store. Brands with the most downloads in the U.S. included Apple, Disney, Facebook, Google and eBay. In this third edition of our analysis of the top global brands, we take a look at the appearance of brands in the Apple App Store, Google Play and the Amazon Appstore. We sourced the brands in this publication from Interbrands Best Global Brands report for 2013. All downloads and revenue data for apps was extracted directly from Distimo AppIQ, which provides developers with the most accurate downloads and revenue estimations for all apps in the most important app stores on a daily basis. Additionally, all data in this publication covers October 2013 and all AppIQ countries1, unless otherwise specified.

Brands can have multiple reasons for publishing a mobile app, such as: using them to improve reach with their users, increase engagement, offer extra services and incentive, to name a few. When we published our first publication on the top global brands two years ago, the Apple App Store was the app store of choice. The same can be said today, with the Apple App Store leading the way as the top app store for apps from the top global brands. Although apps from top global brands are appearing more frequently in the rest of the app stores as well. The Apple App Store has the highest presence of apps from top global brands. Google Play has also a high presence of apps. In the Apple App Store, 92 of the top 100 best global brands ranked by Interbrand were present, while on Google Play there were 75 brands present. The Amazon Appstore had the least amount of brands, with only 28.

Brand awareness and brand afnity

Figure: Presence of Top 100 brands in the Apple App Store, Google Play and Amazon Appstore, Globally, October 2013

Presence in appstore No presence

1 G lobally is dened as all countries that are supported in AppIQ. For the Apple App Store, AppIQ provides data for 44 countries: Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, Denmark, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Korea, Malaysia, Mexico, Netherlands, New Zealand, Norway, Peru, Philippines, Russia, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United Kingdom, United States, Uruguay, Venezuela and Vietnam. For Google Play, AppIQ supports 34 countries: Argentina, Australia, Austria, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Korea, Mexico, Netherlands, New Zealand, Norway, Philippines, Russia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Kingdom, United States and Vietnam. For the Amazon Appstore, AppIQ provides support for two countries: United Kingdom and United States.

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

There were a few top global brands that didnt have apps. Most of these brands were in the Fast-Moving Consumer Goods (FMCG) and Alcohol sectors, including brands like Corona and Gillette. We also noticed that brands published a lot of apps in both the Apple App Store and Google Play. So what is the difference between the app stores? The most notable difference is the presence of luxury brands like Cartier, Herms, Porsche, Prada and Smirnoff in the Apple App Store, but not in Google Play. Meanwhile on the Amazon Appstore, most of the apps from top global brands came from the Technology, Business Services, Electronics and Media sectors. The least common sector on Amazon included Automotive, FMCG and Luxury. Below is a table of the top global brands with the most apps per store. As we mentioned earlier, theres overlap among the stores; Among the Apple App Store, Google Play and Amazon Appstore, Disney and Sony had the most apps.

Table: Top global brands with the most apps in each of the following app stores: the Apple App Store, Google Play and Amazon Appstore, Globally, October 2013
Apple App Store Sony Disney Volkswagen Samsung Nestl Number of apps 287 251 178 173 120 Interbrand rank 2013 46 14 34 8 56 Number of apps 259 216 81 77 54 Interbrand rank 2013 8 46 2 68 14 Amazon Appstore Amazon Disney Sony Adobe IBM Number of apps 109 23 21 11 5 Interbrand rank 2013 19 14 46 79 4

Google Play Samsung Sony Google Panasonic Disney

Most downloaded apps from the top global brands

Having a lot of apps in an app store is one thing, but reaching the largest audience with those apps is more important. We surfaced downloads and revenue estimation data for all apps from the top global brands for the purpose of providing insights into audience reach. Below are tables showing the most downloaded apps during October globally. The number of downloads are presented in proportion to the number of free downloads from the No. 1 app. In the Apple App Store, YouTube received the most downloads, with Facebook and Google Maps right behind the social network. The brands Google, Apple, Disney and Facebook received the most downloads. That makes the same top brands as in our top global brands publication last year. These same brands were also the top publishers. When looking at all the publishers on the Apple App Store, Google ranked No. 1, Apple No. 4, Disney No. 5 and Facebook No. 14.

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

Most downloaded apps in the Apple App Store: downloads in proportion to the number of downloads from YouTube, Globally, October 2013

YouTube

Facebook

Google Maps Google

Google Search Google

Find My Where's My GarageBand Gmail iPhone Water? 2 email from Google Apple Disney Apple Google

Chrome

iBooks

Google

Facebook

Google

Apple

On Google Play, the most downloaded app was Facebook followed by Facebook Messenger and Adobe Reader. With two apps in the top Facebook was the leading brand. Right behind Facebook was Google, Disney, Adobe and eBay. It is interesting to note the success of Disney as media brand and eBay as retailer brand among the primarily technology-oriented brands. When taking a look at the global top Google Play publishers in October, Facebook was also ranked No. 1 followed by Google at No. 2, Disney at No. 15, Adobe at No. 19 and eBay at No. 60.

Most downloaded apps on Google Play: downloads in proportion to the number of downloads from Facebook, Globally, October 2013

Facebook

Facebook Adobe Reader Messenger Facebook Adobe

Google Translate Google

Where's My Water? 2 Disney

eBay

Google Earth

YouTube

Chrome Browser Google Google

Adobe AIR

Facebook

eBay

Google

Google

Adobe

In the Amazon Appstore, apps from Disney accounted for six of the top 10 spots on the global top free downloads chart in October. Disney as a brand also had the most downloads on the Amazon Appstore. Other brands represented in the global top free downloads chart were Facebook, Adobe, eBay and Amazon. Discovery Channel, TLC and other Discovery apps were popular in the Amazon Appstore just after the top 10.

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

Most downloaded apps in the Amazon Appstore: downloads in proportion to the number of downloads from Wheres My Water? 2, Globally, October 2013

Where's My Water? 2

Facebook

Where's My Mickey? Free

Adobe Reader

Official eBay Where's My Android App Water? Free

Kindle for Android

WATCH Where's My WATCH Disney Perry? Free Disney Junior Channel (Kindle Tablet (Kindle Tablet Edition) Edition) Disney Disney Disney

Disney

Facebook

Disney

Adobe

eBay

Disney

Amazon

Sector breakdown
We have looked into which apps had a lot of exposure, but to get an even better understanding of what is going on, lets take a look on a sector level for the brands. The top two sectors that saw the most downloads in the Apple App Store and Google Play were Technology followed by Media. For the Amazon App Store, Media was the No. 1 sector followed by Technology at No. 2 and Retail at No. 3. The Automotive sector, one of the more standout sectors, accounted for example 1.4% of downloads among all the apps from the top global brands in the Apple App Store. Surprisingly, a lot of apps from brands in the Automotive sector published apps in various categories like Games, Navigation and Lifestyle. Examples of apps from the Automotive category include RoadMovies from Honda in the Photo & Video category, K-Racer from Kia in the Racing games category, and BMW Remote from BMW in the Travel category. Lastly, the apps with the most downloads from brands/sectors were brands/sectors that are service-oriented businesses.

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

Sector breakdown of the top 100 brands based on downloads in the Apple App Store, Google Play and Amazon Appstore Globally, October 2013

29%

57%

12%

1%

75%

11%

8%

3%

67%

17%

8%

2%

0%

10%

20%

30% Technology

40% Media Retail

50% Electronics

60%

70% Other

80%

90%

100%

Automotive

Highest revenue-generating apps from the top global brands

Which Top Global brands are able to make money in the app stores? Is it the brands that use apps for its core business and offer services or incentives? In October, 317 apps from 27 different top global brands generated some or a lot of revenue in the Apple App Store, with Apples word processor Pages being the most lucrative app. Pages is a paid app. Apps from brands Apple and Disney occupied a majority of the spots on the top 10 global Apple App Store revenue chart. Other top global brands that generated revenue in October included MTV, which accounted for 1% of the revenue, and Thomson Reuters, which accounted for less than 1%. When taking a look at the top global grossing publishers for Apple App Store in October, Apple was ranked No. 26 followed closely by Disney at No. 27.

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

Top revenue generating apps in the Apple App Store: revenue in proportion to the revenue from Pages,Globally, October 2013

Pages

iMovie

Keynote

Numbers

GarageBand

iPhoto

Disney Junior Seven Hidden Alice in Appisodes Dwarfs: The Objects: Wonderland: Queen's Gardens of A New Return Time Champion Disney Disney Disney Disney

Apple

Apple

Apple

Apple

Apple

Apple

Alternatively on Google Play, 109 apps of 10 different top global brands made some or a lot of revenue in October. Apps from Disney, Samsung and Adobe are credited for a majority of the spots in the top 10 of the global Google Play top revenue chart. Nemos Reef by Disney was the most lucrative app on Google Play. When taking a look at the top global grossing publishers for Google Play in October there is big gap between publishers and top global brand, Disney was ranked No. 96 followed by Samsung at No. 254 and Adobe at No. 508.

Top revenue generating apps on Google Play: revenue in proportion to the revenue from Nemos Reef, Globally, October 2013

Nemo's Reef Where's My ! Disney Alice Temple Run: My Muppets Photoshop in Oz Show Touch for Water? phone : Wonderland Disney Disney Samsung Disney Disney Disney Adobe

Best Kids Songs Samsung

Where's My Where's My Water? 2 Perry? Disney Disney

Distimo 2013, some rights reserved. All trademarks are the property of their respective owners.

October 2013 Recap

In summary, among the 100 brands listed in Interbrands Best Global Brands report for 2013, 92 had at least one app available in the Apple App Store. On Google Play, the number was slightly lower at 75, and remarkably lower on the Amazon Appstore at 28 brands. The most valuable brands dont necessarily generate the most downloads in the major app stores, but both Apple and Google, for example, have a high brand value and are also among the most downloaded brands in the Apple App Store. There are quite a lot of brands that have apps to promote their brand, but these apps arent downloaded much. The apps that offer services or games are the most downloaded apps.

Webinar
If you want to know more about the top global brands on the Apple App Store, Google Play and Amazon Appstore, please join our webinar on Tuesday 3th of December at 6:00 PM (CET)/ 09:00 AM (PST). Feel free to send us your questions regarding this topic in advance and we will try to cover those points in the webinar.

About Distimo
Distimo has a very clear objective: to make the app market transparent. Our goal is to provide the best and most actionable app metrics for anyone who wants to compete in the mobile marketplace. Today, Distimo provides the #1 free app analytics platform for developers, alongside the most accurate market data for any app globally, all integrated into one intuitive, highly customizable and easy to use platform. Distimo firmly believes in empowering every player in the mobile marketplace with the most accurate data. Our platform lets developers track downloads, revenue and conversions for various campaigns in their own app, across multiple app stores, at no cost. Distimo also provides daily competitive data for apps across multiple mobile marketplaces. Distimos AppIQ is the most accurate source of app data for any app globally. It helps developers and financial services companies make well informed, strategic decisions, so that they can be competitive in the global app market. Distimos passionate data team, world-class engineers, advanced algorithms and analytics platform make it possible for us to track over 270,000 apps worldwide and 3.2 billion downloads per quarter. www.distimo.com

About Interbrand
Founded in 1974, Interbrand is the worlds leading brand consultancy. With nearly 40 offices in 27 countries, Interbrands combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the worlds most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brands performance relative to sustainability. It is also known for having created brandchannel.com, a Webby-award winning resource about brand marketing and branding. For more information on Interbrand, visit interbrand.com.

Contact us

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