5. Global Adoption? 100% Growth is the Norm
Growth in Active Connected Devices
300%+
200-299%
100-199%
0-99%
<0%
www.flurry.com
5
6. Mobile Development has gone Global
Percentage of Active Apps by Developer Country
100
90
80
70
60
55%
55%
64%
50
Other
US
40
30
20
45%
45%
36%
10
0
2011
2012
1023
Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated
www.flurry.com
6
7. The US Losing its Lead?
Total Time Spent in Apps by User Country and App Country of Origin
100%
18%
90%
Percentage of total time in apps
80%
70%
60%
33%
44%
56%
5%
Other
50%
7%
40%
13%
30%
App country of origin
64%
8%
59%
20%
8%
35%
25%
10%
Brazil
China
United Kingdom
United States
16%
0%
United States
United
Kingdom
Brazil
China
User country
Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013
www.flurry.com
7
8. Growth in the European connected device installed base
2012-2013 Growth
140%
120%
100%
80%
60%
40%
20%
0%
Source: Flurry Analytics, August 2012 and 2013
www.flurry,.com
8
9. Size and penetration of European device markets
35,000,000
UK
30,000,000
Installed base
25,000,000
Germany
20,000,000
France
15,000,000
Spain
Italy
10,000,000
Netherlands
5,000,000
Switzerland
Sweden
0
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Devices per head of population (all ages)
Source: Flurry Analytics, August 2013
www.flurry.com
9
10. Mobile increasingly means Apps…
Time spent on mobile devices
100%
90%
80%
27%
19%
13%
70%
60%
50%
40%
30%
73%
81%
87%
2012
Mobile Web
Apps
2013
20%
10%
0%
2011
www.flurry.com
10
11. App time is all the time…
Average Times Spent on iOS Devices
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00
AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM AM AM AM AM AM
Games
Social &Photo Sharing
News & Magazines
Music, Media & Entertainment
Utilities & Productivity
Lifestyle & Shopping
Sports, Health & Fitness
Other
www.flurry.com
11
14. Men might not be where you think they are
Time spent on mobile devices
100%
90%
19%
17%
29%
80%
Sports Fans
only spend
3% of their
time in
sports apps
70%
60%
50%
19%
6%
21%
7%
13%
13%
40%
30%
20%
Business
travelers
only spend
2% of their
time in
travel apps
52%
55%
Sports Fans
Personal Finance
Geeks
41%
All Other
Finance
Sports
Travel
Newsstand
SocialNetworking
Games
10%
0%
Business Travelers
Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices
15. Shoppers might not be where you think they are
Time spent on mobile devices
100%
90%
80%
70%
60%
50%
28%
37%
11%
10%
28%
18%
32%
35%
Catalog Shoppers
Value Shoppers
40%
30%
20%
10%
Value
shoppers
spend less
time social
networking
0%
Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
All other
Newsstand
SocialNetworking
Games
16. How do different Personas allocate their app time?
iOS
100%
Other
90%
80%
5%
7%
70%
60%
50%
40%
4%
14%
5%
7%
14%
Sports
9%
12%
8%
8%
15%
71%
30%
20%
Health & Fitness
48%
34%
43%
10%
0%
Value
Shoppers
Business
Travelers
Mums
Sports
Enthusiasts
Photo/Video
Entertainment
64%
48%
Utilities
Hipsters
Avid
Runners
Music
Social
Networking
GamesAll
www.flurry.com
16
17. How do different Personas allocate their app time?
Android
100%
Other
90%
80%
10%
70%
7%
60%
7%
50%
7%
5%
9%
8%
7%
11%
13%
14%
14%
8%
8%
8%
8%
Shopping
9%
4%
5%
10%
44%
41%
Productivity
Tools
16%
30%
Health & Fitness
6%
15%
40%
20%
9%
Entertainment
50%
50%
55%
Social
Communication
35%
10%
Games
0%
Value
Business
Shoppers Travelers
Mums
Sports
Hipsters
Enthusiasts
Avid
Runners
www.flurry,.com
17
18. To find Mums, target iPads; to find New Mums, target iPhones
Time spent on mobile devices
Moms
41%
59%
iPhone
iPad
New Moms
91%
0%
20%
40%
9%
60%
80%
100%
Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
19. Where consumers go…dollars follow
Worldwide total ad spend as a % of digital spend
$173.12
$160.02
150
$146.38
$132.62
US $BN
$117.60
$104.04
100
All Digital
Mobile
$86.43
50
0
5%
9%
14%
20%
26%
31%
36%
2011
2012
2013
2014
2015
2016
2017
Source: eMarketer
www.flurry.com
19
We are known among the app industry as the leading analytics data provider, and the go to advertising partner if you want to build a better app audience or intelligently target consumers with brand advertising in apps. I’m going to share some insights with you today about how we see the targeting landscape improving in the mobile app industry. Before I share those insights, I just want to give you a little context on our data and Flurry’s role in the advertising industry.
We have 3 main services: 1. Analytics, 2. A demand side platform – AppCircle and 3. A supply side platform – AppSpot. The analytics data is provided by our developers and their audience that uses their apps. That data drives our targeting capabilities for advertisers using AppCircle, which they use to build an app audience or run performance marketing campaigns for brands. That data also powers the AppSpot publishing platform that leading app developers and publishers use to optimize monetization through advertising.This just gives you a sense of the power of the data and how it is used across the two platforms. We have over a 120k companies using Analytics across 390k apps. Each month, we see over 1.2B devices and record 1.9T data points – a figure that has doubled since the beginning of the year. All that data, powers AppSpot which has exploded to reaching 250M devices since the beginning of the year when we took the service GAAnd, AppCircle which is reaching a number of monthly uniques that is on par with top comScore sites.
So how does all this app consumption compare to mobile web? There’s no denying it; mobile means apps.Apps are the go to content experience for smart device owners. You can see here that the mobile web is not where the growth is coming from. In fact, over the last 2yrs, we have found that you’re average smart device users spends significantly more time in apps than the web period.
Allthis activity, all this data is improving the precision of targeting advertising.At the launch of mobile, we were restricted to contextual-based advertising. We targeted properties where we perceived our consumers might be- without any insight into whether or not they were actually there. The power of Big Data has allowed the industry to move beyond context, to target based on demographics, location, time of day, and device. We’re now seeing a new era of precision, that breaks away from context entirely and focuses on real behavior, down to the impression level.Targeting behavioral personas in an RTB marketplace delivers the precision the industry has been waiting for
Take for example the male-dominated personas of Sports Fans, Finance Geeks, and Business TravelersIf you targeted based on context- say, Sports apps- you’d only be capturing a tiny percentage of the target user’s timeIn fact, Sports Fans only spend 3% of their time on their mobile devices in Sports appsYou’d be better off targeting games and social networking, where they spend more time
The same is true for the more female-dominated shopper There are significant differences in how catalog shoppers and value shoppers spend their timeCatalog shoppers are more social than value shoppersAnd neither spends a significant amount of time in shopping apps compared to other types of apps- less than 1%! So Targeting based on context is missing real opportunity
Just like travelers and shoppers, not all moms are the sameThe combination of behavior and device reveals differences in this important personaMoms with older children are more likely to be found on their tablets (60% of the time), likely with a small child attached to itNew moms are balancing baby in one hand and the phone in the other. Only 10% of their time is spent on tabletsSo behavioral precision is key to reaching your target audience. But how can you best achieve this precision?Just looking at these few examples and considering the targeting options from context to persona. You can imagine there are millions of different signal combinations that exist in matching your ad with the right consumer in right the impression. Which is why RTB and data are such a great fit…
Whether you’re a publisher, a DSP, a trading desk or an advertiser looking to more effectively target campaigns, let’s make sure we have a conversation about precision. Feel free to reach out to me…If you want to drill into some of these insights further, definitely check out our blog. Thanks for your time.