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

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A presentation by Flurry's Mary Ellen Gordon at ARF's

A presentation by Flurry's Mary Ellen Gordon at ARF's

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

  • December 10, 2013! Reaching your audience on mobile One person(a) at a time Mary Ellen Gordon, Director of Industry Insights and Analysis www.flurry.com!
  • Our apps are a unique expression of ourselves 1 million apps (in both the App Store and Google Play) = × At 20 apps per person 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) www.flurry.com! 2
  • 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! Time of Day Content consumed (apps + mobile Web) Your audience on mobile Device type and model Usage location and situation www.flurry.com! 3
  • App and device usage provide customer insight on a big data scale Content consumed (apps + mobile Web) Time of Day Your audience on mobile Creative development Device type and model Targeting Usage location and situation www.flurry.com! 4
  • Let’s take a look at some 
 specific Personas! www.flurry.com! 5
  • Business Travelers Their connected devices 100% 90% Tablets Tablets 80% Targeting insight: Business Travelers skew toward smartphones as opposed to tablets. 70% 60% 50% Smartphones Smartphones iOS 40% Android 30% 20% 10% 0% Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices. www.flurry.com! 6
  • Business Travelers When they use their devices 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. 56a m 67a m 78a m 89a 9- m 10 10 am -11 11 am no 12 a on m -1 pm 12p m 23p m 34p m 45p m 56p m 67p m 78p m 89p 9- m 10 10 pm 11 11 p mi mid m dn ni igh gh t- t 1a m 12a m 23a m 34a m 45a m 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% iOS Phone Android Phone iOS Tablet Android Tablet Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices. www.flurry.com! 7
  • Business Travelers Where they spend their app time 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. www.flurry.com! 8
  • Business Travelers Where they over-index iOS Phone Android Phone iOS Tablet Android Tablet Travel News Photo / Video Travel News Shopping Travel Lifestyle Travel News Weather Productivity 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. www.flurry.com! 9
  • Sports Fans Their connected devices 100% 90% Tablets Tablets 80% 70% 60% Creative insight: Limited use of Android tablets by Sports Fans, so content for Android in particular needs to work on multiple screen sizes. 50% 40% Smartphones Smartphones 30% 20% 10% 0% iOS Android Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices. www.flurry.com! 10
  • Sports Fans When they use their devices Creative * Targeting Insight: Need to think about how to deal with multi-screening during primetime. 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 56a m 67a m 78a m 89a 9- m 10 10 am -11 11 am no 12 a on m -1 pm 12p m 23p m 34p m 45p m 56p m 67p m 78p m 89p 9- m 10 10 pm 11 -11 p mi mid m dn ni igh gh t- t 1a m 12a m 23a m 34a m 45a m 0% iOS Phone Android Phone iOS Tablet Android Tablet Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices. www.flurry.com! 11
  • Sports Fans Where they spend their app time Targeting Insight: Even those who overindex 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. www.flurry.com! 12
  • Sports Fans Where they over-index iOS Phone Android Phone iOS Tablet Android Tablet Sports Games Music Sports Games Tools Sports Games Photo / Video Sports Games 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. www.flurry.com! 13
  • Value Shoppers Their connected devices 100% Tablets Tablets 90% 80% 70% 60% 50% Smartphones 40% 30% Targeting insight: Value shoppers skew strongly toward phones and away from tablets. Smartphones 20% 10% 0% iOS Android Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices. www.flurry.com! 14
  • Value Shoppers When they use their devices Targeting Insight: The usage patterns of Value Shoppers are more volatile than many other Personas – especially on tablets. iOS Phone a 9-1 m 0 10 am -11 11 am no 12 a on m -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 p 9-1 m 0 10 pm 11 11 p -m m mi dn idnig igh ht t1a m 1-2 am 2-3 am 3-4 am 4-5 am am 8-9 am 7-8 6-7 5-6 am 10% 9% 8% 7% 6% 5% 4% 3% 2% 1% 0% Android Phone iOS Tablet Android Tablet Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices. www.flurry.com! 15
  • Value Shoppers Where they spend their app time 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. www.flurry.com! 16
  • Value Shoppers Where they over-index iOS Phone Android Phone iOS Tablet Android Tablet Catalogs Navigation Shopping Lifestyle Catalogs Shopping 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. www.flurry.com! 17
  • Moms and New Moms Their connected devices 100% Tablets Tablets 90% 80% 70% Tablets 60% 50% 40% Targeting Insight: Moms and New Moms look very different in terms of device usage – especially on iOS. Tablets Smartphones Smartphones Smartphones 30% 20% Smartphones 10% 0% iOS Moms iOS New Moms Android Moms Android New Moms Source: Flurry Analytics; August 2013 sample of 97,963 randomly selected Android and iOS devices. www.flurry.com! 18
  • Moms and New Moms When they use their devices 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. www.flurry.com! 19
  • Moms and New Moms Where they spend their app time 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. www.flurry.com! 20
  • Moms and New Moms Where they over-index 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 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. www.flurry.com! 21
  • Reaching your audience on mobile one person(a) at a time Mobile is a different medium that requires a different mindset TV Mobile Audience concentration High Low Waste High Low Targetability Low High Average attention Low High Measurability Low High Big bulk buys, heavily weighted by judgment. Small (even single impression) buys, driven primarily by data, and often purchased programmatically. www.flurry.com! 22
  • October 8, 2013! Thank you maryellen@flurry.com blog.flurry.com @meginz, @flurrymobile www.flurry.com!