Explosive Growth in Education Apps

Explosive Growth in Education Apps | MindShift.


1. Apps are an important and growing medium for providing educational content to children, both in terms of their availability and popularity.

  • Over 80% of the top selling paid apps in the Education category of the iTunes Store target children.
  • In 2009, almost half (47%) of the top selling apps targeted preschool or elementary aged children.  That number has increased to almost three-­‐quarters (72%).
  • The percentage of apps for children has risen in every age category, accompanied by a decrease in apps for adults.

2. Early learning apps for toddler/preschool are particularly prominent. Developers should consider potential saturation of this market.

  • Apps for toddlers/preschoolers are the most popular age category (58%), and experienced the greatest growth (23%).
  • General early learning is the most popular subject (47%), and there are signiicantly more general early learning apps than the second most popular subject (math, 13%).

The App Explosion

– Mobile app revenue is expected to generate $38 billion by 2015

– There are over 500,000 apps available on iTunes and more than 300,000 on Android

– The App Store has paid out over $2.5 billion to developers.

– Two out of the four top holiday trends according to ToysRUs are related to children owning iPads.

3. Developers should not default to the lowest price point and should consider a fair price‐value proposition. The average price of children’s apps has risen by over $1, but they are still less expensive than those targeting adults.

4. Apps are a significantly different market than television, video games, or toys.

  • Of the entire sample, only two iPhone apps and zero iPad apps were based on well-known, branded characters.
  • One hundred and nine different publishers were represented within the sample; 89 of  these publishers were not represented in the sample two years ago.

5. Apps for elementary aged children may represent an important opportunity. While only 20% of the overall sample targets this age group, almost 50% of the top sellers (top 25) target elementary aged kids. A similar trend was noted amongst the  preschool set in our 2009 analysis — subsequently this age group experienced significant  growth.