Apps download on Christmas saw a new record, but overall growth is slipping when compared to previous years.
According to the data revealed by mobile analytics firm Flurry, Christmas day app downloads surged 91 percent when compared to an average day in the first three weeks of December. However, the analytics firm also found that the overall growth rate of apps download is decreasing.
"Flurry's data showed another record-breaking level of app downloads this Christmas, but it also provides further evidence that, in the early mobile markets at least, devices are evolving from being our new shiny toys to our everyday companions," per a Flurry blog post.
December 25, 2013, witnessed the biggest ever mobile app downloads, which increased by 11 percent when compared to the same day in 2012. There was also a 25 percent increase in app downloads on an average day in December when compared to 2012.
Flurry's data show that the rate of year-over-year app download growth fell 97 percent while year-over-year app download growth on Christmas dropped 90 percent in 2011 and 2012.
"Many consumers in Western Europe and English-speaking countries-large mobile markets where Christmas is a big holiday-already have a smartphone and/or a tablet," added Flurry. "Consumers who are on second, third, or fourth devices have apps that they like and trust, and while they still download new apps, there isn't much more impetus to do so on Christmas than any other day when they have a little downtime."
Flurry's report also highlights that leisure-oriented apps download saw a steep jump on Christmas. Games and social app downloads were around twice on Christmas than on any other day in December. Photo, music, video, sports, books, magazines and entertainment app downloads also increased on Christmas this year.
Flurry's report also indicates that in the near term, app developers will be successful if they are able to identify and lure target group of users, and create apps that work well for consumers.
