The document summarizes mobile app usage trends from 2008-2012 based on data from Flurry Analytics. Key points include: - Worldwide in-app events have grown exponentially from 100 billion in 2008 to over 1 trillion in 2012. - The US, China, UK, Japan, and South Korea have the most active iOS and Android devices. Emerging markets like China, Vietnam and Colombia doubled their active users in the last 12 months. - Time spent on mobile apps surpassed web browsing in 2012 and is on par with time spent watching TV. - Gaming, social networking, and entertainment are the most popular app categories but usage is growing across media, shopping, productivity and other app types. -

2. Unstoppable Market Growth
Worldwide in-application events measured by Flurry (billions)
1,200
1,100
1,000
900
800
700
600
500
400
300
200
100
-
May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov
08 08 08 08 09 09 09 09 09 09 10 10 10 10 10 10 11 11 11 11 11 11 12 12 12 12 12 12
Source: Flurry Analytics, May 2008 – November 2012, Billions

3. A Global Phenomenon
Top Countries by Active iOS & Android Devices (millions)
181
167
35 28 27 22 19 19 14 14
US China UK Japan S. Korea Germany France Canada Brazil Spain
Source: Flurry Analytics active devices Oct 2012

4. 30+ Countries Doubled in Last 12 Months
Fastest Growing iOS & Android Markets by Active Devices
293%
269% 260%
235%
209% 202% 197%
181% 180% 180%
China Vietnam Colombia Chile Ukraine Venezuela Turkey Philippines Egypt Russia
Source: Flurry Analytics, Oct 2011 – Oct 2012, countries with at least 500k active devices as of Oct 2011

5. How Mobile Stacks Up Against TV and The Web
U.S. Web vs. Mobile App vs. TV Consumption, Minutes per Day
180
160
140 162 168 168
120
100
127
80
94
60
40
70 66 72 70
20
-
Dec 2010 Dec 2011 Dec 2012
Web Browsing Mobile Applications Television
Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics

6. App Revenue Is Scaling
20
Billions
18
16
14
12
10
8
6
4
2
0
2008 2009 2010 2011 2012
Virtual Goods Advertising
Source: eMarketer, Mary Meeker (KPCB)

7. Faster Revenue Ramp than The Web
Daypart comparison, people 15+ using medium, U.S.
16
Billions
14
12
10
8
6
4
2
0
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Source: eMarketer, Flurry, Comscore

8. Beyond Gaming
WW iOS & Android Smart Device Time Spent per App Category
Lifestyle 1%
Health & Fitness 1%
Productivity 2% Other
News 2% 5%
Utilities
10%
Games
43%
Entertainment
10%
Social Networking
26%
Source: Flurry Analytics, November 2012

9. Disruption Across Multiple Industries
WW Session in iOS and Android Apps (Dec 2011 – Dec 2012)
387%
268%
247% 237%
206% 198%
132%
107%
Social Media & Shopping Productivity Utilities Travel Gaming
Entertainment
Source: Flurry Analytics Dec 2011- Dec 2012

10. Gaming: Money, Midcore and Maturity
ARPDAU among top 1,000 grossing iOS free-to-play games
Over $0.75, 3%
Over $0.75,
$0.25 - $0.75 15%
15%
Under $0.25,
53%
$0.25 - $0.75
Under $0.25,
32%
82%
Sep 2011 Sep 2012
Source: Flurry Analytics, 480 free-to-play games

11. A Closer Look at the Social Category
Distribution of time spent in mobile social apps
Dating
5%
Photo & Video
Sharing
19%
Social Networks
47%
Messaging
29%
Source: comScore, Flurry Analytics Dec 2012

12. A Closer Look at Media & Entertainment Apps
Distribution of time spent in media apps
Others
10%
Networks
22%
Emerging Media
37%
Studios
20%
2nd
Screen
Apps
11%

13. Media & Entertainment Apps Behave Like TV
Daypart comparison, people 15+ using medium, U.S.
70%
% of Audience Share
MEDIA APPS TELEVISION
60%
50%
40%
30%
20%
10%
0%
5:00 AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM AM AM AM AM AM
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
Sources: Michael Zimbalist; Nielsen National People Meter; comScore Media Metrix Flurry

14. The Rise of the App & Mortar Economy
Distribution of time spent in commerce apps
Others
9%
Retailers
Daily Deals 27%
13%
Price
Comparison
14% Online
Marketplaces
Purchase 20%
Assistance
17%
Source: comScore, Flurry Analytics Dec 2012

15. Shopping Apps: Usage by Gender
MALES FEMALES 19%
16%
14%
13% 13%
10%
7%
5%
2%
1%
13-17 18-24 25-34 35-54 55+
Age Group

16. Shopping App Usage: Gender and Daypart
10%
MALES FEMALES
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
5:00 AM AM AM AM AM 11:00 12:00 PM PM PM PM PM PM PM PM PM PM 11:00 12:00 AM AM AM AM AM
6:00 7:00 8:00 9:00 10:00 AM AM 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 PM PM 1:00 2:00 3:00 4:00