It wasn?t too long ago that on Christmas Day, consumers spent their free time away from Church and family meals playing videogames and catching Hollywood movies at the theater. But the past few years has seen an explosion of Christmas Day activity on Apple?s App Store and Google?s Android Market. It?s the perfect storm of new tablets and smartphones being opened for the first time and existing customers searching for something to play or do while away with family.
Historically, more iOS and Android apps are downloaded on Christmas than on any other day of the year.?As fast as loved-ones can unwrap their shiny, new Galaxy IIs, iPhones, iPads, Kindle Fires, Nooks, et cetera, they start loading them up with new apps.?According to Flurry, by the end of 2011, Apple?s App Store is on pace to exceed 10 billion downloads, which will double the cumulative number of downloads earned across 2008, 2009 and 2010. The Android Market also set records, more than tripling its life-to-date downloads of 3 billion, reached in May 2011, to now over 10 billion cumulative downloads reached this December.
The researchers explored the month of December to show just how impactful Christmas Day smartphone and tablet gifts are on the industry. Flurry established a baseline using the average from the first 20 days of December.? Over this period, daily activations ranged from 1.3 to 1.8 million.? On Christmas Day, activations catapulted to more than 6.8 million, a 353% increase over the baseline.? Compared to Christmas Day 2010, the previous single-day record, with 2.8 million device activations, Christmas 2011 grew by more than 140%.
And the first thing new tablet and smartphone users did upon activation was to explore the App Store and Android Market. A quarter of a billion downloads occurred on Christmas Day 2011, which is more than double any other day in the history of iOS and Android devices, except December 24 (for those who just couldn?t wait another day to open their presents), which delivered roughly 150 million downloads.
Flurry expects the last week of December, when so many people take a vacation from work to celebrate Christmas and New Year?s Day, to continue a record pace. In fact, over 1 billion total app downloads are expected during this week.
Being extremely thorough, the team actually broke down by the hour on Christmas Day when people opened their smartphones and tablets under the tree and started downloading apps. They started with a baseline, which is the average for a December day (Dec 1 ? 20). During this period of time, there were slow spots like 5 AM, when 720,000 downloads were recorded. But the peak was much later, at 9 PM, when over 8 million download occurred.
Comparing Christmas Day to this baseline, Flurry discovered that there were over twice as many downloads per hour.? And already by 9 AM, hourly downloads on Christmas exceeded 10 million.?At its zenith, from 7 PM to 9 PM, hourly downloads exceeded 15 million.?Between 11 AM to 11 PM, more than 175 million apps were downloaded.? By itself, this half day delivered over 70% more downloads than the entire baseline day.
With more than 140,000 apps using Flurry Analytics, Flurry detects roughly 100% of all new iOS and Android devices activated each day.?Flurry expects to see continued growth in smartphone and tablet sales and app downloads for both Apple and Google in 2012 and beyond. New devices will debut in January at CES 2012 in Las Vegas.
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