Before releasing Appy Text, beyond knowing that there are ~500 million Windows 10 potential users, I had no idea how it would do as it was my first UWP app. I did however expect it to do better than my previous app, Appy Weather, because 1) Windows has more users than Windows Phone and 2) Appy Text was going to be free with an in-app purchase, whereas Appy Weather had a three day trial before you needed to pay. For a $3.99 weather app on the number three mobile platform, Appy Weather performed admirably. In general though, it did okay. It's now been a few months since Appy Text was released on the Windows Store, enough time to re-calibrate my expectations moving forward for Appy Text as well as the Windows Store. Here are the numbers.
Firstly, to get an objective feeling for the quality of the app that the numbers are linked to, please consider its review rating of 4.7 based on 116 reviews so far.
Also worth considering is that although I'm not a famous developer on the platform, I've a bit more reach than someone who is releasing their first app.
Appy Text has been downloaded 7,861 times in three months.
For comparison, Appy Weather has been downloaded 24,328 times. That is, Appy Text has in three months reached one-third of the downloads Appy Weather managed in three years.
These are the daily download numbers:
Those spikes occurred whenever the app was mentioned on a reputable website. Michael Allison's MSPoweruser review helped the app hit a peak 833 downloads for a day on April 23, less than a week after the app was released. The least number of downloads it's managed in a day is 23; however, outside of the aforementioned spikes, the app was on average downloaded around 50 times a day in the first three months.1 Obviously this isn't anywhere near Windows 10's estimated user base, but it's nonetheless a solid number to work with. But, remember, the app is free with a Premium in-app purchase that was on sale at $0.99 for the first couple of weeks before changing to $3.99. There are 472 Premium users.
That's around 6% of downloads becoming paid users. That may seem little but it's actually normal. I'm okay with this free-to-paid user conversion ratio2 but I'm not with the percentage of users activating the free 30-day Premium trial. This warrants a separate post where I'll elaborate on
what who is responsible for this (me) and steps I'm taking to address this (first changes have already resulted in a meaningful bump). For comparison, Appy Weather has a respectable more-than-nine but less-than-ten percent conversion ratio with 2,312 paid users.
The app's been downloaded the most in the United States. This is the top 10:
- United States - 2,477
- Germany - 787
- Russia - 644
- India - 464
- United Kingdom - 422
- Poland - 319
- China - 308
- France - 237
- Canada - 174
- Italy - 152
Worth mentioning are a couple of countries in Appy Weather's top 10 downloads that are nowhere near Appy Text's top 10: Vietnam (third, yes third, behind the U.S. and U.K.), and Mexico (10th).
As for the spread of Premium users, it's mostly similar with China and Italy making way for Australia and the Netherlands:
- United States - 173
- Germany - 60
- United Kingdom - 44
- Russia - 21
- Poland - 19
- India - 12
- Australia - 11
- France - 10
- Netherlands - 9
- Canada - 9
Finally, and this is possibly the thing that took me most by surprise, although the app has been downloaded mostly on the PC, as was expected, phone downloads are not insignificant. Tablet downloads however are - they're less than a hundred. Special mention to the one user who downloaded the app from a Windows Server device.
These are my key takeaways:
The Windows Store is bigger than the Windows Phone Store.
But Windows Mobile 10 users shouldn't be ignored. Not yet anyway.
Being a free app makes a big difference in terms of downloads.
However, it's easier converting trial users to paid users when the app stops functioning at the trial's expiry.
And so I've ended up with (many?) free users who I'm not making any money from.3 Unless ads.
- But if I continue to reject monetising through ads then Appy Text is highly unlikely to ever make generate revenue per month to enable its development to become a full-time gig.4