November 11, 2013

Do you know where your audience is?
Richard Firminger, GM EMEA

www.flurry.com
Mobile adoption
Worldwide Analytics Events Tracked by Flurry (Trillions)
2
1.8

Retail

1.6
1.4

Logistics &
Travel

1.2

...
Flurry is a leading mobile advertising and analytics provider

AppSpot

Applications: 10,000+
Devices/month: 300M
Conversi...
Mobile Content Explosion
App starts on the Flurry platform
40,000

35,000
30,000
25,000
20,000

15,000
10,000
5,000
Q1 201...
Global Adoption? 100% Growth is the Norm
Growth in Active Connected Devices

300%+

200-299%

100-199%

0-99%

<0%
www.flu...
Mobile Development has gone Global
Percentage of Active Apps by Developer Country
100
90

80
70
60

55%

55%

64%

50

Oth...
The US Losing its Lead?
Total Time Spent in Apps by User Country and App Country of Origin
100%

18%

90%
Percentage of to...
Growth in the European connected device installed base
2012-2013 Growth
140%
120%

100%
80%
60%

40%
20%
0%

Source: Flurr...
Size and penetration of European device markets
35,000,000
UK

30,000,000

Installed base

25,000,000

Germany

20,000,000...
Mobile increasingly means Apps…
Time spent on mobile devices
100%
90%

80%

27%

19%

13%

70%
60%
50%
40%
30%

73%

81%

...
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 ...
….from Perception to Precision
www.flurry.com
Men might not be where you think they are
Time spent on mobile devices
100%
90%

19%

17%
29%

80%
Sports Fans
only spend
...
Shoppers might not be where you think they are
Time spent on mobile devices
100%
90%
80%
70%

60%
50%

28%

37%

11%
10%
2...
How do different Personas allocate their app time?
iOS
100%

Other

90%
80%

5%
7%

70%
60%
50%
40%

4%
14%

5%
7%

14%

S...
How do different Personas allocate their app time?
Android
100%

Other

90%
80%

10%

70%

7%

60%

7%

50%

7%
5%
9%

8%
...
To find Mums, target iPads; to find New Mums, target iPhones
Time spent on mobile devices

Moms

41%

59%

iPhone
iPad
New...
Where consumers go…dollars follow
Worldwide total ad spend as a % of digital spend
$173.12
$160.02

150

$146.38
$132.62

...
November 2013

Thank you

www.flurry.com
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MMA Forum London November 2013 Richard Firminger presentation

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MMA Forum London November 2013 Richard Firminger presentation

  1. 1. November 11, 2013 Do you know where your audience is? Richard Firminger, GM EMEA www.flurry.com
  2. 2. Mobile adoption Worldwide Analytics Events Tracked by Flurry (Trillions) 2 1.8 Retail 1.6 1.4 Logistics & Travel 1.2 1 Social Networking 0.8 0.6 0.4 M&E Music Gaming 0.2 0 Source: Flurry Analytics, January 2009 – January 2013 www.flurry.com 2
  3. 3. Flurry is a leading mobile advertising and analytics provider AppSpot Applications: 10,000+ Devices/month: 300M Conversions/month: 120M Applications: 2,500+ Devices/month: 250M Impressions/month: 7.5B Analytics Applications: 400,000 Devices/month: 1.2B Data points/month: 1.9T Audience Publisher Advertiser AppCircle
  4. 4. Mobile Content Explosion App starts on the Flurry platform 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 www.flurry.com 4
  5. 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. 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. 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. 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. 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. 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. 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
  12. 12. ….from Perception to Precision
  13. 13. www.flurry.com
  14. 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. 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. 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. 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. 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. 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
  20. 20. November 2013 Thank you www.flurry.com

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