Post on 15-Jan-2015
description
www.flurry.com!
December 10, 2013!
Mary Ellen Gordon, Director of Industry Insights and Analysis
Reaching your audience on mobile One person(a) at a time
Our apps are a unique expression of ourselves
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= 4.10953673e+101 possible combinations of apps per platform
(that’s 410,953,673,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000)
That makes your app signature more distinctive than your DNA (there are about 8 million different possible chromosome combinations)
1 million apps (in both the App Store
and Google Play)
× At 20 apps per person
So the content we consume on our devices reveals a lot about us
But the context in which we consume that content is also important!
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Usage location and situation
Device type and
model Time
of Day
Content consumed (apps + mobile Web)
Your audience on mobile
App and device usage provide customer insight on a big data scale
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Creative development
Usage location and situation
Device type and
model Time
of Day
Content consumed (apps + mobile Web)
Targeting
Your audience on mobile
www.flurry.com!
Let’s take a look at some specific Personas!
5
Smartphones Smartphones
Tablets Tablets
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iOS Android
Business Travelers
Their connected devices
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Targeting insight: Business Travelers skew toward smartphones as
opposed to tablets.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
5-6 am
6-7 am
7-8 am
8-9 am
9-10 a
m
10-11
am
11-12
am
noon
- 1 pm
1-2 pm
2-3 pm
3-4 pm
4-5 pm
5-6 pm
6-7 pm
7-8 pm
8-9 pm
9-10 p
m
10-11
pm
11- m
idnigh
t
midnigh
t - 1a
m
1-2 am
2-3 am
3-4 am
4-5 am
iOS Phone Android Phone iOS Tablet Android Tablet
Business Travelers
When they use their devices
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Creative * Targeting Insight: It appears that Business Travelers who have Android tablets use them for work while those who own an iPad are more likely to use it for leisure.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Business Travelers
Where they spend their app time
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Targeting Insight: Even those who over-index in travel apps spend a lot of time in other types of apps.
Creative * Targeting Insight: Further evidence that iPad using Business Travelers use them mainly for leisure.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
iOS Phone Android Phone iOS Tablet Android Tablet Travel News Photo / Video
Travel News Shopping
Travel Lifestyle
Travel News Weather Productivity
Business Travelers
Where they over-index
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Targeting Insight: News apps are a good place to reach Business Travelers.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Smartphones
Smartphones
Tablets
Tablets
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iOS Android
Sports Fans
Their connected devices
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Creative insight: Limited use of Android tablets by Sports Fans, so content for Android in particular needs to work on multiple screen sizes.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
5-6 am
6-7 am
7-8 am
8-9 am
9-10 a
m
10-11
am
11-12
am
noon
- 1 pm
1-2 pm
2-3 pm
3-4 pm
4-5 pm
5-6 pm
6-7 pm
7-8 pm
8-9 pm
9-10 p
m
10-11
pm
11- m
idnigh
t
midnigh
t - 1a
m
1-2 am
2-3 am
3-4 am
4-5 am
iOS Phone Android Phone iOS Tablet Android Tablet
Sports Fans
When they use their devices
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Creative * Targeting Insight: Need to think about how to deal with multi-screening during primetime.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Sports Fans
Where they spend their app time
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Targeting Insight: Even those who over-index in sports apps spend a lot of time in other types of apps.
Creative Insight: Sports Fans love game apps.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
iOS Phone Android Phone iOS Tablet Android Tablet
Sports Games Music
Sports Games Tools
Sports Games Photo / Video
Sports Games
Sports Fans
Where they over-index
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Creative Insights: This audience is a prime target for gamification strategies; Multimedia (music / photo / video) may be more important in ads and apps targeting iOS using Sports Fans than Android using Sports Fans.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Smartphones Smartphones
Tablets Tablets
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iOS Android
Value Shoppers
Their connected devices
www.flurry.com! 14
Targeting insight: Value shoppers skew
strongly toward phones and away
from tablets.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
0% 1% 2% 3% 4% 5% 6% 7% 8% 9%
10%
5-6 am
6-7 am
7-8 am
8-9 am
9-10 a
m
10-11
am
11-12
am
noon
- 1 pm
1-2 pm
2-3 pm
3-4 pm
4-5 pm
5-6 pm
6-7 pm
7-8 pm
8-9 pm
9-10 p
m
10-11
pm
11- m
idnigh
t
midnigh
t - 1a
m
1-2 am
2-3 am
3-4 am
4-5 am
iOS Phone Android Phone iOS Tablet Android Tablet
Value Shoppers
When they use their devices
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Targeting Insight: The usage patterns of Value Shoppers are more volatile than many other Personas – especially on tablets.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Value Shoppers
Where they spend their app time
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Targeting Insight: Music apps are more popular among iOS value shoppers than among Android Value Shoppers; Value Shoppers’ app usage is more diverse on phones than on tablets.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
iOS Phone Android Phone iOS Tablet Android Tablet Catalogs Navigation
Shopping Lifestyle
Catalogs Shopping
Value Shoppers
Where they over-index
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Creative Insight: Further evidence that these are “on the go” shoppers; Implies the use of quick, actionable, messages.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Smartphones
Smartphones
Smartphones
Smartphones
Tablets
Tablets
Tablets
Tablets
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
iOS Moms iOS New Moms Android Moms Android New Moms
Moms and New Moms
Their connected devices
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Targeting Insight:
Moms and New Moms look very
different in terms of
device usage – especially
on iOS.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Moms and New Moms
When they use their devices
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Targeting Insight: Moms and New Moms have an app usage pattern that is more steady throughout the day than many other Personas.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
Moms and New Moms
Where they spend their app time
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Targeting Insight: pregnancy tracker apps are great for reaching New Moms.
Targeting Insight: If you are targeting Moms and exclude games, you reduce opportunities to reach your target audience in apps by at least 48%.
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
iOS Moms Android Moms iOS New Moms Android New Moms
Games Education Books Entertainment
Games Education Lifestyle Shopping
Health and Fitness Catalogs
Health and Fitness
Moms and New Moms
Where they over-index
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Creative Insight: Consider branded / sponsored apps that involve games Moms can play with kids or educational activities they can do with kids (especially on tablets).
Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices.
TV Mobile Audience concentration High Low Waste High Low Targetability Low High Average attention Low High Measurability Low High
Reaching your audience on mobile one person(a) at a time
Mobile is a different medium that requires a different mindset
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Big bulk buys, heavily weighted by judgment.
Small (even single impression) buys, driven primarily by data, and often
purchased programmatically.
www.flurry.com!
October 8, 2013!
maryellen@flurry.com blog.flurry.com @meginz, @flurrymobile
Thank you