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Case studies

Google
European Economic Area (EEA) Developer Attitudes Towards App Stores

Challenge

Google was looking to understand how apps and games businesses of all types perceived app stores and their billing services: how did they think about the value they derive from app stores? And what were their perceptions of app store business models?

Approach

MTM worked with multiple stakeholders within Google to confirm the exact project scope, themes of interest and how to ensure we captured responses from a range of apps and games businesses representative of the wider ecosystem. To answer these questions we ran a quant survey, reaching 500 respondents from eight key European countries across a range of company sizes and monetisation models. 

Key Findings

  • There is strong app store competition, with many developers distributing through multiple app stores simultaneously, particularly within Android, and high rates of satisfaction across competing app stores. Almost half of Android developers distribute via multiple Android stores. 
  • Developers are satisfied with and derive material value from Google Play, throughout the entire app lifecycle. This is true for developers of all types, monetization methods, countries and of a range of company and user base sizes. 92% of developers are satisfied with Play, and 82% of developers agree that Play delivers value across the entire user lifecycle, from install to retention.
  • Developers expect app stores to provide integrated billing services – 88% of developers who monetise through app stores expect app stores to provide integrated billing services. 92% of developers are satisfied with the value provided by Google Play Billing. Developers see Google Play Billing as providing value in a number of ways, including support with tax and compliance obligations, fraud mitigation and handling end-to-end payment workflows. This is true for developers of all types, monetization methods, countries and of a range of company and user base sizes.
  • Developers support the ability for app stores to have viable business models and to be able to charge fees, reinvest in their platform and structure fees on a revenue sharing basis.

See the full report Here: MTM – Google EEA Developer Attitudes Towards App Stores

“MTM’s research has really helped us deepen our understanding of the European developer landscape, developers’ perceptions of the value they derive from app stores and billing services, and their attitudes toward app store business models. We are encouraged by the positive sentiment toward Google Play and the value it provides to so many businesses. We’ll continue to invest in new tools, features and programs to keep developer satisfaction with Play high.”