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Flurry Mobile App Industry Trends Presentation, Business Insider Mobile Advertising Conference June 2012

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Flurry Mobile App Industry Trends Presentation, Business Insider Mobile Advertising Conference June 2012

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This presentation covers key insights across the mobile app economy including market size, addressable market, consumer trends, what non-mobile industries and categories are being disrupted by mobile apps, comparison of consumer behavior on media platforms vs. ad spending and an outlook for what's next as the industry matures.

This presentation covers key insights across the mobile app economy including market size, addressable market, consumer trends, what non-mobile industries and categories are being disrupted by mobile apps, comparison of consumer behavior on media platforms vs. ad spending and an outlook for what's next as the industry matures.

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Flurry Mobile App Industry Trends Presentation, Business Insider Mobile Advertising Conference June 2012

  1. 1. THE APP GENERATION Peter Farago VP Marketing @FlurryMobile blog.flurry.com
  2. 2. App Measurement and Advertising Platform Flurry Analytics Better apps on iOS, Android, BB, WP, HTML5 App Developers: 70,000 Live Applications: 190,000 Devices per month: 540M Sessions per month: 36B Events per month: 400B AppCircle Ad Network Acquisition & Monetization: iOS, Android App Developers: 6,200 Devices per month: 250M Daily Completed Views 3M
  3. 3. Penetration of WW Population, 5 Years After Launch 8X 3X 2X 8% 4% 3% 1% PCs (1988) Facebook (2009) Internet (2000) iOS & Android (2012) Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
  4. 4. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLION Sources: United States Census Bureau, based on Accenture analysis
  5. 5. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLION MOBILE PHONE SUBSCRIPTIONS 6 BILLION Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
  6. 6. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLION MOBILE PHONE SUBSCRIPTIONS 6 BILLION INTERNET USERS 2.3 BILLION Sources: US Census Bureau; International Telecommunication Union; based on Accenture analysis
  7. 7. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLION MOBILE PHONE SUBSCRIPTIONS 6 BILLION INTERNET USERS 2.3 BILLION iOS & ANDROID 540 MILLION Sources: US Census Bureau; International Telecommunication Union, Flurry; based on Accenture analysis
  8. 8. iOS & Android Addressable Market GLOBAL POPULATION 7 BILLION MOBILE PHONE SUBSCRIPTIONS 6 BILLION 9% VS MOBILE INTERNET USERS 2.3 BILLION 24% VS INTERNET iOS & ANDROID 550 MILLION Sources: US Census Bureau; CIA World Factbook; Flurry; based on Accenture analysis
  9. 9. “Software is Eating the World” – Andreessen in WSJ
  10. 10. Apps Disrupting the Web U.S. MOBILE APPS VERSUS WEB CONSUMPTION WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 72 64 MINUTES MINUTES MINUTES MINUTES MINUTES 43 MINUTES June 2010 Dec 2010 June 2011 Dec 2011 Sources: comScore, Alexa, Flurry Analytics; Smartphones & Tablets, U.S.
  11. 11. Closing in on Television Daypart Comparison, People 15+ Using Medium, U.S. 70% % of Audience Share TELEVISION INTERNET iOS & ANDROID APPS 60% 50% 40% 30% 20% 10% 0% 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am Hour of Day 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
  12. 12. ..and Changing Viewing Behavior App Sessions Started per Second in U.S. During Super Bowl 4.5 Application Session Starts per Second, Thousands 4.0 3.5 3.0 2.5 GIANTS DRIVE BATTLESHIP (FIELD GOAL) 2.0 MOVIE AD COIN MADONNA TOSS KICK HALFTIME SHOW EXCITING LAST FEW TAX ACT OFF MINUTES OF THE GAME 1.5 AD COCA-COLA POLAR BEAR AD 1.0 6:45 PM 3:15 PM 3:30 PM 3:45 PM 4:00 PM 4:15 PM 4:30 PM 4:45 PM 5:00 PM 5:15 PM 5:30 PM 5:45 PM 6:00 PM 6:15 PM 6:30 PM 7:00 PM 7:15 PM Source: Flurry Analytics
  13. 13. Apps Disrupting Search GOOGLE AVERAGE CPC, YEAR-OVER-YEAR % CHANGE 18% 7% 8% 4% 5% 5% 3% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4Q4 2011 Q1Q1 2012 2011 2012 -7% -12.70% -13% Source: Google, Inc.
  14. 14. Apps Disrupting Video U.S. VIDEO ENGAGEMENT, MONTHLY MINUTES PER ACTIVE USER 472 425 378 324 276 231 152 93 110 63 Mar 2011 June 2011 Sep 2011 Dec 2011 Mar 2012 iOS & Android Photo & Video Apps Google Internet Sites Source: Flurry Analytics, comScore Video Metrix
  15. 15. The Great Mobile Ad Spending Gap 2011 U.S. Ad Spending vs. Consumer Time Spent by Media 43% 40% AD SPEND PER MEDIA TIME SPENT PER MEDIA 29% 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
  16. 16. TV vs. App Gap: Consumer Entertainment Cost ANNUAL COST OF ENTERTAINMENT FOR EACH DAILY HOUR CONSUMED $300 $17 CABLE TV SMART DEVICE APPS Source: Flurry Analytics, Nielsen, Business Insider, Apple Inc
  17. 17. TV vs. App Gap: Advertiser Cost to Reach Consumer AVERAGE MONTHLY COST TO REACH A U.S. CONSUMER $72 $0.90 CABLE TV APPCIRCLE CLIPS Source: Flurry Analytics, Nielsen, Business Insider
  18. 18. 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 PRIMARILY U.S. STRONGLY INTERNATIONAL 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
  19. 19. Thank You! Peter Farago VP Marketing @FlurryMobile blog.flurry.com

Editor's Notes

  • VS. TAM, iOS & Android only ¼ PENETRATED. LOTS OF GROWTH LEFT.TOTAL ADDRESSABLE MARKET OF AFFLUENT ADULTS (TAM)ADULT = 15 – 64 YEAR OLDS (INTERNATIONAL MONETARY FUND)AFFLUENT = MIDDLE-CLASS AND ABOVE
  • VS. TAM, iOS & Android only ¼ PENETRATED. LOTS OF GROWTH LEFT.TOTAL ADDRESSABLE MARKET OF AFFLUENT ADULTS (TAM)ADULT = 15 – 64 YEAR OLDS (INTERNATIONAL MONETARY FUND)AFFLUENT = MIDDLE-CLASS AND ABOVE
  • Andreessen wrote that every sector is being disrupted by software (e.g., telecomm by Skype, Cannon + Nikon + YouTube by Viddy and SocialCam); find your own examplesRead and reference the WSJ article, “Why Software is Eating the World” by Marc Andreessen, August 11, 2011Apps are a great form of software delivers and disrupting everything faster than anything we’ve ever seen. “And its all built on delivering valuable experiences to the consumer.”“Let me ask you all: Do you have a favorite app you can’t without?For me… give examples of some apps you now use that substitute for, or augment what you do (e.g., Uber (private car hiring disrupts cabs), Shazam (music discovery), Exec (high end exec admin help; like taskrabbit but super high quality), etc.)We meet so many new companies, and we love their ambition
  • Jan 2012 – 36hrs online according to comscore. Europe: Feb 2012 – 28.2hrs online according to comscore.
  • Advertising dollars have not followed the consumer to mobile. While we estimate 23% of media consumption is mobile, mobile only receives 1% of advertiser budgets.

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