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1 © research2guidance 2013 Top 10 mHealth App Performance Benchmarking Brazil

Top 10 mHealth Apps Performance Benchmarking Brazil 24nd of May 2013

Health TOP 10

Down-loads


This report analysis the performance of the most successful mHealth apps in Brazil

Downloads: Average

monthly and total lifetime

downloads for free and paid

apps

Pricing: Displays the pricing

of top 10 paid mHealth

apps

Time span: Detailed view

for December 2012 to

February 2013 and

lifetime performance

mHealth app categories:

Apps in the Health & Fitness

and Medical category

mHealth apps: Apps that

have listed in the top 10

during the time span

Platform: mHealth apps for

iPhone, iPad and Android

phones


The performance check contains 18 analyses

Top 10 Health &Fitness

Top 10 Medical

Top 10 category comparison

1. Average monthly downloads of the top 10 free Health & Fitness apps

2. Average accumulated downloads of the top 10 free Health & Fitness apps at end of February 2013

3. Average accumulated downloads of the top 10 paid Health & Fitness apps at end of February 2013

4. Top 10 paid Health & Fitness apps price ($) at February 2013

5. Top free app categories of Health & Fitness category over the past 3 months

6. Top paid app categories of Health & Fitness category over the past 3 months

7. Dispersion of top 10 free and paid Health & Fitness apps among platforms

8. Dispersion of top 10 free and paid Health & Fitness apps by subcategory

9. Average monthly downloads of the top 10 free Medical apps

10. Average accumulated downloads of the top 10 free Medical apps at February 2013

11. Average accumulated downloads of the top 10 paid Medical apps at February 2013

12. Top 10 paid Medical apps price ($) at February 2013

13. Top free app categories of Medical category over the past 3 months

14. Top paid app categories of Medical category over the past 3 months

15. Dispersion of top 10 free and paid Medical apps among platforms

16. Dispersion of top 10 free and paid Medical apps by subcategory

17. Average accumulated downloads of the top 10 free app within Health & Fitness and Medical at February 2013

18. Average accumulated downloads of the top 10 paid app within Health & Fitness and Medical at February 2013


Content

1. Performance comparison of Health & Fitness and Medical apps

2. Performance of top 10 apps in Health & Fitness

3. Performance of top 10 apps in Medical


Key facts about the mHealth app market in Brazil

• Health&Fitness apps gain significantly more downloads compared to Medical apps: Successful apps that are being listed in the Health & Fitness category generate on average 4-5 (free) and 2-3 (paid) more downloads than apps that are listed in the Medical section of the Apple App and Google Play stores.

• More than 280.000 downloads are possible: Best performing Android free Health & Fitness apps generate more than 280.000 downloads in their lifetime.

• iPhone users are best target group for paid mHealth apps: iPhone users are by far the best target group for paid mHealth apps. Bestsellers accumulate more than 26.000 downloads (Health & Fitness) and 8.600 (Medical) on average.

• Android offers a higher reach than iOS: Most downloads are being generated on the Android platform.

• Paid Medical apps on Android do not work: Paid mHealth apps on Android generate insufficient download numbers for a sustainable business. Even top performing apps generate only a few thousand downloads during their lifetime.

• Successful paid apps are 2 years in the market on average: Successful Health&Fitness paid apps for iPhone are in the market for 25 months on average.

• Local apps have a strong position: Successful mHealth apps in Brazil are in the majority local apps. This is especially true for Medical apps.

• There are major price differences between Health&Fitness and Medical apps: Pricing of paid apps within the top 10 lists vary significantly between Health&Fitness (up to 5 USD) and Medical (up to 20 USD) apps.


The potential reach for successful free apps on Android is significantly higher compared to iOS

Average accumulated downloads of the top 10 free apps per category and platform (February 2013)

FREE

Sources: research2guidance 2013, appannie, and prioridata

App category and platform comparison

x4

x4

x5

92.000

14.000

238.000

25.500

3.000

64.000

0

50.000

100.000

150.000

200.000

250.000

iPhone iPad Android

Health & Fitness Medical


Nevertheless pay per download business models do not work on Android

Average accumulated downloads of the top 10 paid apps per category and platform (February 2013)

App category and platform comparison


PAID

x3

x2 x2

26.500

3.300 2.900

8.600

1.900 1.100

0

5.000

10.000

15.000

20.000

25.000

30.000

iPhone iPad Android

Health & Fitness Medical


Content





Monthly download numbers for free apps on Android are twice as high as on both iOS platforms


Average monthly downloads of the top 10 free Health & Fitness apps

Health & Fitness apps

FREE

7.600

1.600

14.200

9.200

1.300

21.000

11.700

1.400

25.500

0

5.000

10.000

15.000

20.000

25.000

30.000

iPhone iPad Android

December January February


Even though iPad apps are 26 months in the market, they can only accumulate 14.000 downloads on average

Average accumulated downloads of the top 10 free Health & Fitness apps (end of Feb. 2013)


18

16

26

Average lifetime* of apps (month)

FREE


* Average lifetime: Average number of months for top 10 free Health & Fitness apps since their launch date

92.000

14.000

238.000

0 50.000 100.000 150.000 200.000 250.000

iPhone

iPad

Android


Top paid Health & Fitness apps for iPhone accumulate 26.500 downloads since launch on average

Average accumulated downloads of the top 10 paid Health & Fitness apps (end of Feb. 2013)



25

20

13

PAID


* Average lifetime: Average number of months for top 10 paid Health & Fitness apps since their launch date

26.500

3.300

2.900

0 5.000 10.000 15.000 20.000 25.000 30.000

iPhone

iPad

Android


Exercise and diet apps are the most successful Health&Fitness app subcategories in Brazil

Dispersion of top 10 free Health & Fitness apps by subcategory

Dispersion of top 10 paid Health & Fitness apps by subcategory

FREE PAID

Sources: Apple App Store, Google Play, December 2012-February 2013

Comments: Total number of apps = 39 (free) and = 42 (paid). Apps that have made it into the top 10 during the period of the performance check.


33%

23%

20%

13%

3%

0% 0%

8%

Diet & calorie counter

Exercise

Tracking

Women apps

Symptom checker

Sleep tracker

Baby apps

Others

24%

19%

14%

12%

12%

12%

2% 5%

Exercise

Diet & calorie counter

Sleep tracker

Symptom checker

Tracking

Women apps

Baby apps

Others


Pricing of most successful paid Health&Fitness apps vary between 1 and 5 USD


Top 10 paid Health & Fitness apps price ($) at February 2013


0

1

2

3

4

5

6

1 2 3 4 5 6 7 8 9 10

Price($)

Top 10 paid Health & Fitness apps by Rank at February 2013

iPhone iPad Android


The majority of successful Health&Fitness apps is only listed in the top 10 of one platform


Platforms: iPhone, iPad, and Android

FREE PAID


Dispersion of top 10 free Health & Fitness apps among platforms*

Dispersion of top 10 paid Health & Fitness apps among platforms*

1

39 26

5

Total top apps In 1 platform In 2 platforms In 3 platforms

Nu

mb

ers

of

app

s

1

42 25

7


Nu

mb

ers

of

app

s


There are also local apps that made it into the top 10, but the majority are global successful apps

Top free app profile of Health & Fitness category over the past 3 months


FREE

Sources: Apple App Store, Google Play; Apps that used to be available in the top 10 ranking from Dec. 12 to Feb. 13 on at least one other platform are marked in bold

app iPhone iPad Android

1 Tecnonutri - Gestão da sua dieta, contador de calorias, registro de alimentação, cálculo do IMC, tabela nutricional de alimentos, emagreça com saúde

Dieta e Saúde Dieta e Saúde

2 Nike+ Running Calorie Counter by FatSecret for iPad Period Calendar / Tracker

3 Eu Atleta WomanLog Calender RunKeeper - GPS Track Run Walk

4 Dieta e Saúde Gestação Semana a Semana Cardiograph

5 RunKeeper - GPS Track Running Walking Cycling BOA FORMA Medida Certa

6 Medida Certa Daily Workouts FREE TecnoNutri

7 runtastic Abs Workout Nike+ Running

8 100+ Pushups - Getting in Shape in Six Weeks

Relax Melodies HD: A white noise ambience for sleep, meditation & yoga

Runtastic

9 BOA FORMA calculadora de calorias Pink Pad Period Tracker for iPad AcaDroid -Bodybuilding Guide

10 My Diet Diary Weight Tracker QuickLog.me Endomondo Sports Tracker

11 Runtastic Push-Ups PRO Receitas fáceis: Aprenda a preparar algo saudável Minhas trilhas

12 Fitness Point - Workout & Exercise Journal Gravidez Lite IMC Calculadora - Peso Ideal

13 Runtastic Sit-Ups Sons Relaxantes - Durma bem, alivie o stress, pratique yoga e medite tendo ruído branco como som ambiente

14 Runtastic Road Bike GPS Cycling Computer


Runtastic is the number one publisher in todays top 10 lists

Top paid app profile of Health & Fitness category over the past 3 months


PAID

Sources: Apple App Store, Google Play. Apps that used to be available in the top 10 ranking from Dec. 12 to Feb. 13 on at least one other platform are marked in bold


1 Sleep Cycle alarm clock iMuscle - (NOVA Series) - iPad edition Endomondo Sports Tracker PRO

2 NutraBem Pregnancy (Sprout) Runtastic PRO

3 FitX Treinos e Exercicios WomanLog PRO Calender Instant Heart Rate - Pro

4 runtastic Heart Rate PRO Smart Alarm Clock for iPad: sleep cycles and noise recording

SleepStats

5 runtastic PRO Diet Wathchers Diary Zombies, Run!

6 Cardiograph - Heart Rate Meter runtastic PushUps PRO WomanLog Pro Calender

7 Diet Watchers Diary Cardiograph - Heart Rate Meter Diet Watchers Diary

8 Period Tracker Deluxe Diet Planning Calculator JEFIT Pro - Workout & Fitness

9 iMuscle - iPhone edition Brain Wave - 30 Advanced Binaural Brainwave Entrainment Programs and Relaxing Ambience

Point by Point - Diet

10 Pregnancy (Sprout) Relax Melodies Premium HD: A white noise ambience for sleep, meditation & yoga

CardioTrainer Pro

11 Fitness Point Pro - Workout & Exercise Journal SleepLantern Ponto por Ponto - Dieta

12 Smart Alarm Clock: sleep cycles and noise recording

runtastic Squats PRO Bebê Conecta (diário do bebê)

13 Sleep Bug Pro: White Noise Soundscapes runtastic SitUps PRO Fitness Buddy : 1700 Exercises

14 Runtastic SitUps PRO BemStar

15 Cyclemeter GPS Cycling and Running


Content





Top 10 Medical apps generate up to 7.900 downloads per months on average

Average monthly downloads of the top 10 free Medical apps

Medical apps

FREE


1.500 1.100

7.900

1.200 1.000

5.800

1.300 1.000

6.300

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

8.000

9.000

iPhone iPad Android

December January February


Free Android Medical top performing apps generate as much as 64.000 downloads since launch

Medical apps

Average accumulated downloads of the top 10 free Medical apps (end of Feb. 2013)


26

18

12

FREE


* Average lifetime: Average number of months for top 10 free Medical apps since their launch date

25.500

3.000

64.000

0 10.000 20.000 30.000 40.000 50.000 60.000 70.000

iPhone

iPad

Android


Today’s top performing paid Medical apps generated 8.600 downloads on

Average accumulated downloads of the top 10 paid Medical apps (end of Feb. 2013)

Medical apps


19

16

13

PAID


* Average lifetime: Average number of months for top 10 paid Medical apps since their launch date

8.600

1.900

1.100

0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 9.000 10.000

iPhone

iPad

Android


Most successful app subcategory in Medical is Drugstore finder which also provide medical information

FREE PAID

Medical apps

Dispersion of top 10 free Medical apps by subcategory

Dispersion of top 10 paid Medical apps by subcategory


Comments: Total number of apps = 40 (free) and = 42 (paid). Apps that have made it into the top 10 during the period of the performance check.

32%

22%

15%

12%

5%

3% 3%

8%

Drugstores finder & Medical information

Diseases & pain relief

Drug information

Human anatomy

Women & baby

Body monitoring

Medical reminders & news

Others

69%

19%

5% 5%

2% 0% 0%

0% Drugstores finder & Medical information

Drug information

Medical reminders & news

Diseases & pain relief

Women & baby

Body monitoring

Human anatomy

Others


Top 10 Medical apps have a much wider price range than Health&Fitness apps

Top 10 paid Medical apps price ($) at February 2013

Medical apps


0

5

10

15

20

25

1 2 3 4 5 6 7 8 9 10

Price($)

Top 10 paid Medical apps by Rank at February 2013

iPhone iPad Android


Dispersion of top 10 free Medical apps among platforms*

Dispersion of top 10 paid Medical apps among platforms*


Platforms: iPhone, iPad, and Android

FREE PAID

Medical apps

The number of multi-platfom top performing apps for paid and free Medical apps is almost identical

3

40 21

5


Nu

mb

ers

of

app

s

3

42 19

7


Nu

mb

ers

of

app

s


Medical apps tends to be more localized than Health&Fitness apps


1 Hora da Pílula Atlas Corpo Humano 3D Anti Mosquito

2 CID-10 Pro CID-10 Pro Bulário Bulas de Remédios FREE

3 Genericos BR Genericos BR Cruzi - Health Guide

4 Medicamentos de A a Z Free Anti Mosquitoes Diseases Codes ICD-10

5 Doctoralia vMEye free Menstrual Calender

6 Dr.Drauzio - Primeiros Socorros Medicamentos de A a Z: Pediatria Free Dr Drauzio Primerios Socrros

7 Menstrual Calender Dr. Drauzio Varella - Primeiros Socorros Contraceptive pill

8 Lista Farma Mobile Aché - Ortopedia e trauma do esporte: joelho

Blood Pressure

9 Universo Médico Netter’s Anatomy Atlas Free Procedimentos SUS

10 Procedimentos SUS Vet Fácil Brasil GAPS - Antibiótico na Urgência

11 SafeDosePro SafeDosePro Anatomy Muscles

12 Pressão Arterial - Smart Pressão Arterial (SmartBP) Pressão Sanguínea Tracker

Atlas Cardiologia

13 Hemograma - Manual de interpretação Free Resuscitation!

14 Anti Mosquitoes Atlas Sistema Musculoesquelético

15 Atlas infantil animado de anatomía y fisiología humanas - Focus Medica

Top Free App profile of Medical category over the past 3 months

Medical apps

FREE



Local apps are the most successful Medical apps


Top Paid App profile of Medical category over the past 3 months

Medical apps


1 Guia dos Remédios Emergências Clínicas Guia de Bulas

2 Emergências Clínicas MedGravidez MEDGuide Emergência Brasil

3 Condutas em Emergência Condutas em Emergência MedQuiz - Residência Médica

4 Baby Connect (Activity Logger) Drogas - Emergência & CTI CONDUTAS EM EMERGÊNCIA 2.0

5 Med Time ECG Pratico Bulário Bulas Remédios PREMIUM

6 Guia dos Exames Guia dos Remédios Emergências Cirúrgicas

7 Medicamentos de A a Z Medicamentos de A a Z PR Vade-mécum Brazil

8 MedQuiz - Residência Médica Suporte Avançado de Vida ECG

9 MedCalc (medical calcilator) Tabela SUS Pro Drugs in Emergency & ICU

10 Drogas - Emergência & CTI Guia do ECG Vacinas Brasil

11 Bulas MedQuiz - Residência Médica iSemiologia

12 MedGravidez iAuscultar Ausculta Cardíaca

13 iAuscultar Calcumed P-MED Preço Médico de Proced.

14 ECG Clínico Anamnese

15 Guia dos Exames

PAID


More info: Mobile health app market report 2013 - 2017

App strategies and in-sights from 1.000+ mHealth app publishers ( 3 years survey)

Detailed explanation of 14 mHealth app categories Market forecasts until 2017 per revenue source Monitoring of 62 mHealth app stores Including 20 best practices examples and guidelines 110 pages full of facts on the mHealth market Graphic package including 60 graphics and tables for easy “copy &

past” into your presentation Also covering the mobile app market Published in March 2013

Key trends and drivers of the mHealth market

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