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www.flurry.com
November 26, 2013
Do you know where your audience is?
Richard Firminger, GM EMEA
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Flurry is a leading mobile advertising and analytics provider
Publ
isher
Adve
rtise
r
Audience
AppCircleApplications: 10,000+Devices/month: 300M
Conversions/month: 120M
AppSpotApplications: 2,500+
Devices/month: 250MImpressions/month: 7.5B
Analytics Applications: 400,000Devices/month: 1.2B
Data points/month: 1.9T
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Mobile adoption
www.flurry.com 3Source: Flurry Analytics, January 2009 – January 2013
May-08
Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Mar-13
May-13
Jul-13
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
MusicGaming
M&E
SocialNetworking
Logistics &Travel
Retail
Worldwide Analytics Events Tracked by Flurry (Trillions)
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Mobile Content Explosion
App starts on the Flurry platform
www.flurry.com 4
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 -
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
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iTUNES APP STOREGOOGLE PLAY
Competition for Consumers Continues to Increase
~1 million available apps on iOS and Android
Sources: Google, Apple; number in thousands
Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13
2 2080
200250
350
460
600675
800
1000
28
160250
400 425500
600650
700
800
900
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It Takes Work to Make it to the Top of the Charts
To achieve an App Store ranking of at least:
Minimum new users required
Average new users required
Maximum new users required
1 190,000 281,000 372,000
5 145,000 170,000 194,000
10 75,000 83,000 90,000
15 59,000 65,000 70,000
25 44,000 48,000 51,000
50 39,000 41,000 43,000
100 25,000 26,000 27,000
Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).
Source: Flurry Analytics.
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Average 30-Day Churn Rate for Top apps
Churn for Top Performing Apps is ~50% After 30 Days
100%
40
80
60
20
0
50
10
30
90
70
30
48%
29282726252423222120190 1 18171615141312111098765432
Days Since First Use of App
User
s Re
tain
ed (%
)
24%
After 30 days, ~50% of users are no longer
active
Source: Flurry Analytics. Churn based on new users acquired from January–May 2013 for top 1,000 apps Flurry tracks
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Loyalty Varies by Application Category
Source: Flurry Analytics, May 2013
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Global Adoption? 100% Growth is the Norm
Growth in Active Connected Devices
www.flurry.com 9
<0%0-99%100-199%200-299%300%+
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Mobile Development has gone Global
Percentage of Active Apps by Developer Country
www.flurry.com 10
2011 2012 10230
10
20
30
40
50
60
70
80
90
100
OtherUS
55%
45%
64%55%
36%45%
Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated
2013
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www.flurry.com
Total Time Spent in Apps by User Country and App Country of Origin
The US Losing its Lead?
11Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013
United States United Kingdom
Brazil China 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
59%
35%25%
16%
5%
7% 64%
33%
44%
56%
18%
13%
8%
8%
OtherBrazilChinaUnited KingdomUnited States
Perc
enta
ge o
f tot
al ti
me
in a
pps
User country
App country of origin
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Italy
All Euro
peWorl
dFran
ceSpa
in
German
y
Netherl
ands
United K
ingdo
m
Switzerla
nd
Sweden
0%
20%
40%
60%
80%
100%
120%
140%
2012-2013 Growth
Growth in the European connected device installed base
Source: Flurry Analytics, August 2012 and 2013
www.flurry,.com 12
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0.0 0.2 0.4 0.6 0.80
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Devices per head of population (all ages)
Inst
alle
d ba
se
Netherlands
Size and penetration of European device markets
www.flurry.com 13
Source: Flurry Analytics, August 2013
UK
Italy
France
Germany
SwedenSwitzerland
Spain
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www.flurry.com 14
Mobile increasingly means Apps…
Time spent on mobile devices
2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
73%81% 87%
27%19% 13%
Mobile WebApps
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App time is all the time…
Average Times Spent on iOS Devices
www.flurry.com 15
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
12:00 AM
1:00 AM
2:00 AM
3:00 AM
4:00 AM
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & ProductivityLifestyle & Shopping Sports, Health & Fitness Other
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….from Perception to Precision
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Flurry Personas Use Real App Usage to Qualify Users
1. Identify business travelers based on what apps they use.
2. Qualify only recent, heavy users.
4. Update membership bi-weekly.
EXAMPLE: Business Travelers
• Flight Booking
• Business Management
• Taxi
• Dining Reservations
3. CreateBusiness Traveler Persona.
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Men might not be where you think they are
Sports Fans only spend 3% of their
time in sports apps
Business travelers
only spend 2% of their
time in travel apps
Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices
Time spent on mobile devices
Sports Fans Personal Finance Geeks
Business Travelers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52% 55%41%
6%7%
13%
19%21%
13%
19% 17%29%
All OtherFinanceSportsTravelNewsstandSocialNetworkingGames
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Catalog Shoppers Value Shoppers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
32% 35%
28% 18%
11%
10%
28%37%
All otherNewsstandSocialNetworkingGames
Shoppers might not be where you think they are
Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
Time spent on mobile devicesValue
shoppers spend less time social networking
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
34%
48%
71%64%
48% 43%
15%
14%
7%
7%
12%
8%
14%
4%
5%
5%
9%
8%
Other
Health & Fitness
Sports
Utilities
Photo/Video
Entertainment
Music
Social Network-ing
GamesAll
How do different Personas allocate their app time?
www.flurry.com 20
iOS
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
44% 41%35%
50% 50% 55%
7% 15%16%
8% 8%6%8%
9%13%
8% 8%10%
7%5% 11%
14% 14% 5%7%
7%10%
9% 9%
4%
Other
Shopping
Health & Fitness
Productivity
Tools
Entertainment
Social
Communication
Games
How do different Personas allocate their app time?
www.flurry,.com 21
Android
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To find Mums, target iPads; to find New Mums, target iPhones
Time spent on mobile devices
Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
New Moms
Moms
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
91%
41%
9%
59%
iPhoneiPad
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Options for Paid Mobile Marketing
ENGAGEMENT
Display – Banners & Interstitials
Video
Rich Media
Branded AppPromotion
Brand Integration
INVESTMENT
ENGAGEMENT
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Whatever the Unit, Track Performance
$$ Channel 1
Channel 2
Channel 3
??
1. Track User Source
2. Evaluate User Quality
Shared on FB
Made Purchase✔
3. Optimize Acquisition Budget
4. Analyze Long-Term Performance