People are using music apps more than they did last year, according to data from mobile app analytics firm Flurry — and not only that, they appear more likely to pay for music apps than for other kinds of apps.
In London on Tuesday evening, members of the British music app cognescenti gathered to hear presentations designed to cut through the hype surrounding the app marketplace in favor of discussing hard stats and actionable insights, at the Music Apps: Beyond the Hype event, presented by Music Ally and The Appside. As reported by Music Ally itself, Flurry’s data indicates that about 9,000 of the 500,000 apps in the iTunes app store are music apps — under two percent of the total.
The most popular app “sessions” of usage according to Flurry — about 80 percent of sessions — involve games or social networking. But music app usage is on the rise, showing a year-on-year increase of 530 percent.
“Music is growing very, very fast.” said Flurry managing director of Europe Richard Firminger. “It’s an exciting place to be,” adding that 72 percent of the top-grossing music apps cost money to download, as opposed to 24 percent of gaming apps.
In part, music app users appear more likely to pay because the apps that let them create music tend to cost money, with an average price of $5.99 — an observation that flies in the face of the conventional wisdom that apps and the devices that run them are more about consumption than creation.
“If you do create content that allow people to create something, they are much more likely to pay for it,” said Firminger.
However, across the board, Flurry found app users to be incredibly “promiscuous.” According to the firm’s data, which it provides to app developers so they can see how people are using their apps, the average app loses 62 percent of its audience after just 30 days and a stunning 94 percent after 12 months. So even though music app usage is up, and music app users can be more easily convinced to pay, the biggest challenge for developers remains getting people to keep using their apps after they install them.