Evernote’s Most Valuable Users Are On Apple Platforms

There has been some discussion in recent times about whether iOS users are more valuable to a company than Android users may be. Evernote CEO Phil Libin weighed into the debate yesterday and talked about how their revenue varied from platform to platform. Libin used three metrics in evaluating each platform; revenue, users gained and revenue per developer. In all three, iOS was the leading platform with nearly a third of all Evernote’s revenue coming from that platform. It’s where Evernote has gained a large chunk of its users and is perhaps one of the best success stories of the iOS app platform.
Evernote is also a big fan of its Mac users who generate more revenue growth than their Windows counterparts and also stick with the service for longer – although Windows still currently brings in 24% of revenue compared to the Mac’s 20%. Libin is unsure of why Apple users are more willing to pay for their service and additionally notes that the desktop should not be ignored, reflecting upon the fact it still brings in 44% of Evernote’s revenue.
In Libin’s speech at VentureBeat’s Mobile Summit he also noted that most users of his service don’t return after a short period of using the service, but those that do bring in a lot of revenue to Evernote. For example of the 31,334 users who registered in March 2008 only 11,000 remained three months later. In that month those users only brought in $700 to Evernote but by January of 2011 they ended up bringing in over $10,000. Libin attributes this to the fact that as users stick with the service they find it more valuable and end up subscribing for the premium features.

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