This document discusses mobile app usage trends based on analytics from Flurry. Some key points: - Flurry tracks over 1.1 billion devices and 110 billion sessions per month across various mobile platforms. - 80% of users' time on iOS and Android devices is spent in apps rather than mobile browsers. Games are the most popular app category. - App usage is spread throughout the day in the US, not concentrated at traditional primetime hours. - The app stores now offer over 1 million apps each, up dramatically from just a few years ago. It takes significant new users to reach the top app charts. - On average, the retention rate for top apps is around 50% after 30 days as

1. August 2013
Quality Over Quantity: Mobile Users Matter
Jarah Euston, Director of Analytics
@jarahk

2. 120,000
350,000
App Developers:
Live Applications:
Flurry Analytics
iOS, Android, BB, WP, HTML5
1.1B +Devices per month:
110BSessions per month:
AppCircle Ad Network
Engage mobile consumers: iOS, Android
6,200App Developers:
350MDevices per month:
3M +Daily Completed Views
Flurry Is a Leading App Measurement & Advertising
Platform

3. `
BROWSER (20%)
APP (80%)
Games, 32%
Facebook, 18%
Safari, 12%
Productivity, 2%
Social Networking, 6%
Utility, 8%
News, 2%
Entertainment, 8%
Android Native, 4% Opera Mini, 2%
Other, 6%
Source: Flurry Analytics, comScore, NetMarketShare
It’s An App World. The Web Just Lives in It.
Time Spent on iOS & Android Connected Devices

4. In the US: Primetime Is Almost all The Time
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
5:00
AM
6:00
AM
7:00
AM
8:00
AM
9:00
AM
10:00
AM
11:00
AM
12:00
PM
1:00
PM
2:00
PM
3:00
PM
4:00
PM
5:00
PM
6:00
PM
7:00
PM
8:00
PM
9:00
PM
10:00
PM
11:00
PM
12:00
AM
1:00
AM
2:00
AM
3:00
AM
4:00
AM
Games Social &Photo Sharing News & Magazines Music, Media & Entertainment
Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
Average Time Spent on iOS Devices- US Only

5. iTUNES APP STOREGOOGLE PLAY
Competition for Consumers Continues to Increase
~1 million available apps on iOS and Android
Sources: Google, Apple; number in thousands
2 20
80
200
250
350
460
600
675
800
1000
28
160
250
400 425
500
600
650
700
800
900
Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13

6. It Takes Work to Make it to the Top of the Charts
To achieve an App Store
ranking of at least:
Minimum new users
required
Average new users
required
Maximum new users
required
1 190,000 281,000 372,000
5 145,000 170,000 194,000
10 75,000 83,000 90,000
15 59,000 65,000 70,000
25 44,000 48,000 51,000
50 39,000 41,000 43,000
100 25,000 26,000 27,000
Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20,
2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users
required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second
and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).

7. Average 30-Day Churn Rate for Top apps
Churn for Top Performing Apps is ~50% After 30 Days
100%
40
80
60
20
0
50
10
30
90
70
30
48%
29282726252423222120190 1 18171615141312111098765432
Days Since First Use of App
UsersRetained(%)
Note: Churn based new users acquired from January–May 2013; Metric is calculated as the average of the top 1000 apps by Monthly Active Users tracked by
Flurry
24%
After 30 days, ~50%
of users are no longer
active

8. Loyalty Varies by Application Category

9. IDENTIFY
ACQUIRE
MEASURE
Analytics Virtual Cycle Can Drive Marketing ROI

10. IDENTIFY
ACQUIRE
MEASURE

11. Cohorts:
Segment based on acquisition date
Usage Level:
Define heavy, regular & infrequent users
Events:
Segment based on actions users complete
Demographics & Geography:
Age, gender, language and more
Acquisition Source:
Segment by channel & campaign
Use Segments to Identify Your Audience
Segment Your Audience Your Way

12. Usage of The 25-34 Millennials- Males VS Females
-100%
-50%
0%
50%
100%
150%
200%
250%
Sports, Health &
Fitness
Music, Media &
Entertainment
Lifestyle & Shopping Social &Photo
Sharing
Utlities & Productivity News &Magazines Games
FEMALES
MALES
How Young Adults Index Against All Age Groups- Gender Cut
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.

13. Example: Create Events for Purchase Funnel Steps
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT1 2 3 4

14. Example: The Booking Purchase Funnel
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT

15. IDENTIFY
ACQUIRE &
MONETIZE
MEASURE

16. Understand Who Your Most Valuable Users Are
Age & Gender
• Male
• Female
• 13 – 17
• 18 – 24
• 25 – 34
• 35 – 44
• 45 – 54
• 55+
Geo & Language
• Country
• State
• City
• Language
Device & OS
• Tablet
• Smartphone
• iOS
• Android
Flurry Personas
• Parents
• Business Traveler
• Value Shopper
• Fashionista
• Custom
• 20+ Additional
Segments

17. Once Characteristics of Valuable Users Known, Use Them

18. IDENTIFY
ACQUIRE
MEASURE

19. Options for Paid Mobile Marketing
ENGAGEMENT
Display – Banners & Interstitials
Video
Rich Media
Branded App
Promotion
Brand Integration
INVESTMENT
ENGAGEMENT

20. Quality, cost and value indices
Range of Options for User Acquisition
Source: Flurry Analytics
Quality index
Cost index
Value index
Note: All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user
1.0
0.2
1.6
1.0
1.5
0.8
CPC CPI (Incentivized) Video
2.1X1.0X 0.1x

21. Whatever the Unit, Track Performance
$$ Channel 1
Channel 2
Channel 3
??
1. Track User Source
2. Evaluate User
Quality
Shared on
FB
Made
Purchase✔
3. Optimize
Acquisition Budget
4. Analyze Long-
Term Performance

22. IDENTIFY
ACQUIRE
MEASURE
• Events
• Segments
• Funnels
• Demographics
• Personas
• Geography
• User acquisition
• Focus on value

23. August 2013
Thank you
jarah@flurry.com
blog.flurry.com
@flurrymobile