Flurry Mobile App Industry Trends Presentation, Business Insider Mobile Advertising Conference June...
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Transcript of Flurry Mobile App Industry Trends Presentation, Business Insider Mobile Advertising Conference June...
THE APP GENERATION
Peter FaragoVP Marketing @FlurryMobileblog.flurry.com
App Measurement and Advertising Platform
70,000
190,000
App Developers:
Live Applications:
Flurry Analytics Better apps on iOS, Android, BB, WP, HTML5
540MDevices per month:
36BSessions per month:
AppCircle Ad NetworkAcquisition & Monetization: iOS, Android
6,200App Developers:
250MDevices per month:
400BEvents per month:
3MDaily Completed Views
Penetration of WW Population, 5 Years After Launch
PCs (1988) Facebook (2009) Internet (2000) iOS & Android (2012)
1%
3%4%
8%
8X 3X 2X
Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
iOS & Android Addressable Market
GLOBAL POPULATION
7 BILLIONSources: United States Census Bureau, based on Accenture analysis
iOS & Android Addressable Market
MOBILE PHONE SUBSCRIPTIONS
6 BILLIONSources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
GLOBAL POPULATION 7 BILLION
iOS & Android Addressable Market
INTERNET USERS
2.3 BILLION
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
iOS & ANDROID
540 MILLION
INTERNET USERS 2.3 BILLION
Sources: US Census Bureau; International Telecommunication Union, Flurry; based on Accenture analysis
iOS & Android Addressable Market
GLOBAL POPULATION 7 BILLION
MOBILE PHONE SUBSCRIPTIONS 6 BILLION
INTERNET USERS 2.3 BILLION
Sources: US Census Bureau; CIA World Factbook; Flurry; based on Accenture analysis
iOS & ANDROID
550 MILLION
9% VS
MOBILE
24% VS
INTERNET
“Software is Eating the World” – Andreessen in WSJ
Apps Disrupting the Web
June 2010 Dec 2010 June 2011 Dec 2011
Sources: comScore, Alexa, Flurry Analytics; Smartphones & Tablets, U.S.
MINUTES
70MINUTES
66 MINUTES
74 MINUTES
81
MINUTES
64
MINUTES
43
WEB BROWSING MOBILE APPS
MINUTES
72MINUTES
94
U.S. MOBILE APPS VERSUS WEB CONSUMPTION
Sources: TV & Internet dayparts from analysis by Michael Zimbalist (2/10); Nielsen National People Meter; comScore Media Metrix Mobile application daypart from analysis by Flurry (8/11); Flurry Analytics, n = 15.2M DAUs
Daypart Comparison, People 15+ Using Medium, U.S.
5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 0%
10%
20%
30%
40%
50%
60%
70%
% o
f Aud
ienc
e Sh
are
Hour of Day
Closing in on Television
TELEVISION INTERNET iOS & ANDROID APPS
03:1
4:59
PM
03:1
9:29
PM
03:2
3:59
PM
03:2
8:29
PM
03:3
2:59
PM
03:3
7:29
PM
03:4
1:59
PM
03:4
6:30
PM
03:5
0:59
PM
03:5
5:29
PM
03:5
9:59
PM
04:0
4:29
PM
04:0
9:00
PM
04:1
3:29
PM
04:1
7:59
PM
04:2
2:30
PM
04:2
6:59
PM
04:3
1:30
PM
04:3
5:59
PM
04:4
0:29
PM
04:4
4:59
PM
04:4
9:29
PM
04:5
3:59
PM
04:5
8:29
PM
05:0
2:59
PM
05:0
7:29
PM
05:1
1:59
PM
05:1
6:29
PM
05:2
0:59
PM
05:2
5:29
PM
05:2
9:59
PM
05:3
4:29
PM
05:3
8:59
PM
05:4
3:29
PM
05:4
7:59
PM
05:5
2:29
PM
05:5
6:59
PM
06:0
1:29
PM
06:0
5:59
PM
06:1
0:29
PM
06:1
4:59
PM
06:1
9:29
PM
06:2
3:59
PM
06:2
8:29
PM
06:3
2:59
PM
06:3
7:29
PM
06:4
1:59
PM
06:4
6:30
PM
06:5
0:59
PM
06:5
5:29
PM
06:5
9:59
PM
07:0
4:29
PM
07:0
8:59
PM
07:1
3:29
PM
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
3,500.0
4,000.0
4,500.0
COIN TOSS
MADONNAHALFTIME SHOW EXCITING LAST FEW
MINUTES OF THE GAMEKICKOFF
BATTLESHIP MOVIE AD
TAX ACTAD COCA-COLA
POLAR BEAR AD
GIANTS DRIVE (FIELD GOAL)
Source: Flurry Analytics
App Sessions Started per Second in U.S. During Super Bowl
..and Changing Viewing Behavior
Apps Disrupting Search
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012
7%4% 3%
5%8%
18%
5%
-7%
-13%
GOOGLE AVERAGE CPC, YEAR-OVER-YEAR % CHANGE
-13%
Q1 2012
Q4 2011
Source: Google, Inc.
Apps Disrupting Video
U.S. VIDEO ENGAGEMENT, MONTHLY MINUTES PER ACTIVE USER
Mar 2011 June 2011 Sep 2011 Dec 2011 Mar 2012
63 93 110 152
231 276
324 378
472 425
Source: Flurry Analytics, comScore Video Metrix
Google Internet SitesiOS & Android Photo & Video Apps
TV Print Web Radio Mobile
43%
29%
16%
11%
1%
40%
6%
22%
9%
23%
2011 U.S. Ad Spending vs. Consumer Time Spent by Media
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
TIME SPENT PER MEDIAAD SPEND PER MEDIA
The Great Mobile Ad Spending Gap
TV vs. App Gap: Consumer Entertainment Cost
Source: Flurry Analytics, Nielsen, Business Insider, Apple Inc
$17
$300
ANNUAL COST OF ENTERTAINMENT FOR EACH DAILY HOUR CONSUMED
CABLE TV SMART DEVICE APPS
TV vs. App Gap: Advertiser Cost to Reach Consumer
Source: Flurry Analytics, Nielsen, Business Insider
AVERAGE MONTHLY COST TO REACH A U.S. CONSUMER
$72
$0.90
CABLE TV APPCIRCLE CLIPS
Changing Dynamics in Mobile App Economy
OUT IN
MOBILE EXPERIMENTAL MOBILE IMPORTANT
ROOM FOR ALL ROOM FOR MANY
INDIE PLAYGROUND HOPPERS & CONSOLIDATERS
DIY & NOVELTY DATA-DRIVEN COMPANIES
ONE AUDIENCE SEGMENTATION
NEW USER ACQUISITION ACTIVE USER ACQUISTION
BUY RANKED POSITION BUY TARGETED CAMPAIGNS
FREEMIUM & PREMIUM IAP & AD REVENUE
MANUAL MEDIATION SUPPLY-SIDE PLATFORMS
PRIMARILY U.S. STRONGLY INTERNATIONAL
Thank You!
Peter FaragoVP Marketing @FlurryMobileblog.flurry.com