Tuesday, April 15 (before midnight) was the official IRS filing deadline this year for the U.S. The IRS is partnered with several commercial e-filing services, and one of these is TurboTax.
Intuit’s mobile tax filing app TurboTax 2013 promotes its services as an efficient way to ‘do taxes on your iPad from the comfort of your couch’. While filing taxes has been on many people’s to do list from the beginning of the year, a ‘procrastination effect’ was also visible in our estimates from Distimo AppIQ.
While TurboTax 2013 was released on January 9, 2014, it showed an increase in downloads in the past few days before the filing deadline. The app is free, but generates revenue through in-app purchases, once taxes are filed (starting at $49.99 per return for federal tax returns, state additional). The top in-app purchase as reported in the Apple App Store is the ‘Deluxe Federal And State’ package for $89.99.
Rankings and Revenue
On the day of the IRS filing deadline, April 15, TurboTax 2013 reached grossing rank number two on iPad in the U.S.:
This ranking indicates that the revenue generated from the tax filing app exceeded the revenue from King’s top grossing app Candy Crush Saga on the iPad platform during this day.
Grossing rank No. 2 was the highest rank reached so far. In the Apple App Store the app was also recently featured under ‘Tax Time’ from April 4 to April 10.
With TurboTax 2013, Intuit showcased that it’s possible to surpass top established game apps, at least for a day.Christel Schoger