A presentation on the State of the App Economy, covering general themes for 2017 and 2018 relevant to mobile app developers and marketers

1. State of the
App
Economy
Eric Benjamin Seufert
Applause
May 27th, 2017

2. Who I am
Heracles Mobile Dev Memo Freemium EconomicsAgamemnon

3. Who I am

4. Current State of the App Economy

5. • Tech giants own considerable mobile
audience and that audience is growing;
Current State of the App Economy

6. Source: comScore, May 2017
Current State of the App Economy

7. - 9 / 15 of the most used
apps (in terms of unique
audience) owned by
Facebook & Google;
Current State of the App Economy
Source: comScore, May 2017

8. - Many of these apps are ad
channels and / or
third-party content
distribution channels;
- “Legacy” apps like
Facebook, YouTube, Gmail
still growing at >10% YoY.
*
*
*
*
*
*
*
Source: Nielsen
Current State of the App Economy

9. • Tech giants own considerable mobile
audience and that audience is growing;
• Tech giants are turning their apps into
content consumption platforms;
Current State of the App Economy

10. Current State of the App Economy

11. Current State of the App Economy

12. Current State of the App Economy

13. • Tech giants own considerable mobile
audience and that audience is growing;
• Tech giants are turning their apps into
content consumption platforms;
• Increased consumer engagement / spending
on mobile continues to drive advertising
budgets.
Current State of the App Economy

14. Source: SensorTower
Current State of the App Economy

15. Source: SensorTower / Unity
*Applies specifically to mobile gaming
Current State of the App Economy

16. Source: eMarketer
Current State of the App Economy

17. Source: eMarketer
Source: Zenith
Current State of the App Economy

18. Source: eMarketer
Current State of the App Economy

19. Source: eMarketer
Current State of the App Economy

20. Facebook is at the center of much of this
growth, pushing new innovations in video
and other mobile placements;
Current State of the App Economy

21. Source: Facebook Q1 2017 10-Q
Current State of the App Economy

22. Facebook has proved that it can
asphyxiate advancing competitors
through rapid product cloning.
Current State of the App Economy

23. Source: Techcrunch
Current State of the App Economy
Source: Delmondo

24. Current State of the App Economy

25. Facebook and Google own a massive
proportion of digital ad revenue growth.
Current State of the App Economy

26. Current State of the App Economy
Source: IAB

27. http://hrcls.co
eric@hrcls.co
@eric_seufert
Thank You!