Distimo: 91% of Top Global Brands Have AppsElance_Keith | Oct 31, 2011
Just how important is it for your brand to have a mobile app? As it turns out, it's very important. We were a partner at last week's App Developer Conference, where many leading brands gathered to discuss the importance of having a mobile application presence for consumers.
Then in a report release late last week, app store analytics firm Distimo released The 2011 Top 100 Global Brands and Their App Store Status, a study of the leading corporate brands and the number of apps they had (or didn't have) in the major app stores—covering the Apple App Store for iPhone, Apple App Store for iPad, Google Android Market, Nokia Ovi Store, BlackBerry App World, Windows Phone 7 Marketplace and Amazon Appstore for September 2011.
According to Distimo, the major findings are:
- Ninety-one percent of the top brands (as defined by the Interbrand 2011 Best Global Brands report) have a presence in at least one of the major app stores. This is a significant increase compared to 18 months ago when only 51% of the brands published or licensed an application.
- Brands have realized that publishing applications in the various app stores offers a viable channel to promote their brand, reach consumers, and for a subset of brands–sell content. This is especially true of companies in the media, business services, and automotive industries who actively use app stores as a way to distribute their content.
- Looking at specific app stores, we see that the Apple App Store for iPhone is by far the most popular app store for the top 100 global brands. Opposed to this, these brands appear to believe that they do not need to have a presence on the Nokia (Symbian / Java) platform given the low number of brands (six) publishing on that platform.
- The Google Android Market and the Apple App Store for iPad are both increasingly seen as good app stores for brands to promote their visibility and reach consumers.
- Most brands in the top 100 are not looking to make money in the app stores, as nearly all of the applications associated with these brands are available for free. Only a limited number of brands (27% of the publishers with 32% of the applications) have a strategy to actually make money directly via the app store, including but not limited to Disney, Adobe and Thomson Reuters.
Distimo's report reveals that the 2011 best global brands have realized over the past 18 months that app stores offer a viable channel to promote their brand, reach consumers, and for a subset of brands—sell content. This is especially true for media companies who actively use app stores as a way to distribute their content.
To read the full report, please visit Distimo here.