Christmas Day seems to be a perfect time to download new apps and updates. According to new data released by mobile analytics company Flurry, app downloading activities during that day rose by 91% compared to the average daily app downloads during the first three weeks of December.
That is definitely a significant increase. But the data also showed that the overall scale of Christmas downloading activities for apps has been dwindling compared to past years. This clearly indicates that the app market is already starting to mature.
Mobile app downloads on Christmas
Mobile app downloads rose by 11% on December 25 compared to downloads on the same day in the past year. However, last year’s app downloads during average December days were 25% higher compared to this year. Thus, even if Christmas Day app downloads soared, the volume of total app downloads in the three weeks to that day were comparatively dismal.
The data clearly shows that rate of app download growth year-on-year has been slowing considerably. Download growth year-over-year of Christmas Day app downloads slowed this year compared to 97% in 2011. In 2012, that was at 90%.
Apps as everyday companions
In a blog post, Flurry said that most consumers in English-speaking nations and in Western Europe are now using smartphones or tablets. This is important because those are significantly huge mobile markets, where every Christmas Day is a major holiday. Flurry also observed that most consumers who have two, three, or four devices now have apps that really like and trust. But they still continue to download newly discovered apps. And many of them don’t find much time to spare for downloading on regular days.
Not surprisingly, leisure oriented apps had the biggest increase in downloads on Christmas Day. Flurry found that most consumers downloaded games and social apps on Christmas Day two times higher compared to such activities on other Christmases. The most popular Christmas Day apps are still video, photo, and music apps, while books, sports, entertainment, and magazine apps also enjoyed greater popularity this year.
This data came a few days after findings of a recent IBM research was released. That study found that iOS users tend to drive greater online sales last Christmas Day compared to their counterparts who use Android devices. That information further fuels the current battle between the two mobile operating systems.