Time Out 2: a month later

Note: this is a re-post, as my web host lost the original post in a server migration.

Time Out version 2.0 went into general release on 2016-03-03, about a month ago.

This was a momentous release, several years in the making. I started planning and prototyping a significantly improved break reminder tool way back in 2007, and worked on bits of it over the years, more intensely over the last couple of years, in between contract work and other apps.

After 33 alpha builds and 7 beta releases, 2.0 went into general release.

Now, a month later, I'm happy to report that the reception has been very positive. Although a few people are put off by the changes, the vast majority have nothing but favorable things to say about the new version and its numerous improvements.

Of course, one of the many changes is the new "supporter" model, which I've discussed previously. Briefly, instead of an optional donation as in version 1, version 2 offers optional payments that enable permanent access to advanced features (that can be tried for an hour at a time, as often as you like, before becoming a supporter).

I thought I'd take this opportunity to share some numbers about how the supporter model has gone so far.

Firstly, the distribution of downloads is interesting. Time Out is available both directly from the Dejal site, and via the Mac App Store. For the latter, version 2 uses the same product as version 1, so people who downloaded version 1 will be automatically offered version 2. The Mac App Store certainly has its problems, but getting people to update isn't one of them: the percentage of updates via that mechanism dwarfed even the substantial downloads by new customers, and direct downloads:

The distribution of purchases is a bit more even, however. Almost an even split between purchases of the direct edition (mostly via the in-app options) vs via the Mac App Store:

Next I thought I'd see how the 3-, 6-, and 12-month supporter options compared via the different editions.

For the direct edition, most people chose to purchase the 12-month supporter option (46%), with the 3-month option the second most popular, at 39%. The middle 6-month option was relatively unpopular, at 15%; that isn't too surprising, as the extremes are expected to be more popular. (This is for the in-app purchases, but the web store ones were similar proportions.)

Things were a bit different for the Mac App Store: there, most people preferred the 3-month option, at 53%, with the 12-month in second place at 29%, and again 6-month the least preferred, at 19%:

Why the difference? I can't be sure, but I'd guess that people who download directly from this site are more likely to be power users, comfortable downloading third-party software, whereas people who prefer the Mac App Store might be more used to the budget prices of the iOS App Store, so might like to spend the minimum to get the features. Perhaps something to think about when comparing the two approaches.

Units sold is definitely an interesting metric, but revenue is important too. Here's how that turned out for the direct edition:

Compared to the Mac App Store edition:

Clearly, I made more money from the 12-month option, even on the Mac App Store where it was a smaller proportion of the unit sales. I didn't include the actual revenue totals, but suffice to say that I had approximately even number of sales from both the direct and Mac App Store editions (slightly more from the latter), but the revenue was higher from the direct edition.

Of course, this is just a snapshot from the first month of version 2. No doubt things will change over time. I hope that downloads and sales will continue well, but they will probably follow the typical "long tail" of most apps. The supporter model may help with that — although there is no obligation to renew the support when it expires, I hope that many people will do so. This might provide some degree of recurring revenue to help pay for ongoing improvements to the app. Who knows, people who choose the 3-month option may end up paying more than the 12-month supporters, since they effectively get two months free.

Although having an income from the app is important to enable continued improvements, it certainly isn't all about money. I am gratified that so many people are pleased with the new version, after all the hard work I put into it. It's great that it can help lots of people to live healthier lives. That is the most important thing for me, which is why I provide the basic functionality for free, forever.