OnSports Mobile App Bat...

Most popular mobile sports apps are trying to feed you scores and news, or show you fantasy numbers. OnSports , by HitPost, is in a smaller class of apps that’s focused on users running the discussion themselves. And now, ahead of the Super Bowl this Sunday, viral growth and featured spots on the Android Market and the iTunes App Store are helping it step up against larger competitors. The app, which lets users make their own reports and polls with professional photos, is now #2 on the Android Market free sports app section, and climbed to #13 in the iTunes version of the category since yesterday. This has translated to around 50,000 daily active users, chief executive Aaron Krane tells me, with 60% of new users returning within 24 hours. He says the app, which makes it easy to share activity to Facebook and Twitter , is generating 30,000 posts to Facebook each day, and 300 tweets per hour on Twitter. OnSports is also sending about 3000 SMS messages per day. Some of these metrics are of the vanity variety — and they’re certainly not of the scale of social mobile games — but they all indicate an engaged group of core users, in an immature category of mobile usage. Most significant sports apps, including ones from ESPN and major sports leagues, are focused on broadcasting scores and professional news to users; while they may have social features for commenting and sharing, the focus is not as heavily about user interaction. However, Bleacher Report and SB Nation — two web sites that rely on user-generated content — also have mobile apps. The influx of user web content into devices makes them more immediate competitors. OnSports is notably sticking to the thesis of being mobile first… that users will want to do to more and more of their social activity on the devices they carry around with them rather than their computers. The company has been trying to figure out exactly how to make this idea materialize over the last year or so. With the new visibility to users ahead of the biggest sporting event of the year, it could be on its way to winning in the big leagues of consumer mindshare.

The State of Social Med...

Compete recently released "The State of Social Media: First Edition", which discuses data illustrating how consumers use social media sites. Among the findings in the report is that half of Facebook's active user base signs in every day.

SoftKinetic And Intel P...

Startup SoftKinetic just announced a new kind of advertising, one that combines its gesture-control technology with Intel’s video analytics. The goal is for people to walk up to a digital display equipped with SoftKinetic’s 3D camera and move their arms (or the rest of their body) to interact with the display, similar to Microsoft Kinect. Then, as you’re moving, Intel’s AIM technology can identify your age and gender, which is crucial information for advertisers — and also useful for personalizing the content to each viewer. For example, as outlined over email by SoftKinetic’s vice president of marketing and communications Virgile Delporte, a young woman might walk up to SoftKinetic-equipped display at an airport, and she could browse information about nearby malls and fashion-related shops. If the viewer was an older man, they might see an ad for a nearby cigar shop. The description reminds me of one of the most famous scenes in Minority Report , when Tom Cruise’s character runs through the mall and all of the advertisements start delivering personalized messages. (The movie is also famous for featuring gesture-controlled computers, so clearly the SoftKinetic team was watching very closely) Of course, not everyone thinks the Minority Report future is positive, but for people worried about privacy, Delporte assures me that SoftKinetic’s data will be anonymized. “Only statistical information will be stored, and this anonymous data will be shared in the cloud to provide real-time data to the advertisers, who can easily test different advertising scenarios,” he says. “Think about the way web advertising is managed today. Combined with 3D imaging analysis, the data will get even more accurate.” SoftKinetic doesn’t have any customers to announce yet, but it’s demonstrating the technology at the Integrated Systems Europe conference in Europe starting January 31. I’ve included a video of SoftKinetic’s technology in action at Yahoo, as well as the Minority Report scene, below.

Distimo: Being Featured...

Earlier this morning, we looked at the findings from analytics provider  Distimo ‘s latest report, which examined what happens when mobile apps go on sale . (Spoiler: when priced correctly, revenue goes way up). The second part of the report looked at the ranking gains that occur when an app achieves “featured” status in a mobile app store like iTunes or the Android Market. Developers often don’t know their app is being featured until they see the large, unexplained jumps in download numbers in their preferred app analytics service. The effect can be remarkable. In the iPhone App Store, for example, a featured app sees an average jump in its ranking of some 15 spots or so, during the first three days. Some apps gain significantly more, while others see much less action. (Distimo looked at Q4 data for the top 100 most popular apps to determine these findings). In the iPad App Store and Android Market, featured apps see even higher gains than on iPhone. iPad apps’ average gain was +27 during the first three days, while featured Android apps (i.e., “Staff Picks”) were boosted up +42 spots. Below, the chart shows the proportion of apps that gained more than 50 ranks, more than 25 ranks and those that lost ranks after being featured (oddly, that can happen), again, during the first three days. But not all apps immediately feel the effects of their featured status. In fact, one-third of the featured iPhone apps Distimo examined did not gain in the first three days of being featured. Given that apps are, in general, only featured for seven days in all three major app stores, these first few days are critical. During the full seven days that apps are featured, the average gains are +65 spots for Android, +15 for iPhone and +28 for iPad apps. Distimo cautions that even though the differences between platforms seem spectacular, the app’s overall position  matters, too. For example, a jump from 10 to 5 would means a substantial uptake in downloads, but going from 50 to 45 wouldn’t matter as much. To depict this visually, the graph below shows the relative rank gains. (A rank change from 3 to 2 is an increase of 50%, while the change from 50 to 25 is 100%. All figures are 7-day averages). The chart shows that approximately half the apps that have been featured in the Android Market have an increase over 100% while one-third of featured iPad apps gained more than 200%. (Ranks were as follows: iPad up 252%, iPhone up 137%, and Android up 172%). Also interesting is what happens when the featured period ends. Using an average from the following five days after being featured, Distimo found that the boost was still having an overall positive effect. On average, iPad apps were up +145%, iPhone apps were up +75% and Android apps were up +828% during this “post-featured” time period. Note that this report only looked at the top 100 most popular apps in any category – the gains in less popular apps could be quite different.

Facebook’s Averag...

TBG Digital recently released its "Global Facebook Advertising Report: Q4 2011." Among the major findings is that average cost per click (CPC) rose by 10 percent in the U.S.