Reaching your audience on mobile one Person(a) at a time.

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

www.flurry.com! 2

= 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!

www.flurry.com! 3

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

www.flurry.com! 4

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

www.flurry.com! 6

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

www.flurry.com! 7

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.


Business Travelers

Where they spend their app time

www.flurry.com! 8

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.


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

www.flurry.com! 9

Targeting Insight: News apps are a good place to reach Business Travelers.


Smartphones

Smartphones

Tablets

Tablets

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

iOS Android

Sports Fans


www.flurry.com! 10

Creative insight: Limited use of Android tablets by Sports Fans, so content for Android in particular needs to work on multiple screen sizes.


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


Sports Fans


www.flurry.com! 11

Creative * Targeting Insight: Need to think about how to deal with multi-screening during primetime.


Sports Fans


www.flurry.com! 12

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.



Sports Games Music

Sports Games Tools

Sports Games Photo / Video

Sports Games

Sports Fans


www.flurry.com! 13

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.


Smartphones Smartphones

Tablets Tablets

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

iOS Android

Value Shoppers


www.flurry.com! 14

Targeting insight: Value shoppers skew

strongly toward phones and away

from tablets.


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


Value Shoppers


www.flurry.com! 15

Targeting Insight: The usage patterns of Value Shoppers are more volatile than many other Personas – especially on tablets.


Value Shoppers


www.flurry.com! 16

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.


iOS Phone Android Phone iOS Tablet Android Tablet Catalogs Navigation

Shopping Lifestyle

Catalogs Shopping

Value Shoppers


www.flurry.com! 17

Creative Insight: Further evidence that these are “on the go” shoppers; Implies the use of quick, actionable, messages.


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


www.flurry.com! 18

Targeting Insight:

Moms and New Moms look very

different in terms of

device usage – especially

on iOS.


Moms and New Moms


www.flurry.com! 19

Targeting Insight: Moms and New Moms have an app usage pattern that is more steady throughout the day than many other Personas.


Moms and New Moms


www.flurry.com! 20

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%.


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


www.flurry.com! 21

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).


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

www.flurry.com! 22

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!

[email protected] blog.flurry.com @meginz, @flurrymobile

Thank you

Reaching your audience on mobile one Person(a) at a time.

Technology

Transcript of Reaching your audience on mobile one Person(a) at a time.