This document discusses the rapid growth of mobile apps and their impact on various industries. Some key points: 1) Worldwide mobile app usage has grown exponentially from 2009 to 2013 according to data from Flurry Analytics. 2) Time spent on mobile apps now surpasses time spent on the web and television in the U.S. based on data from comScore, Alexa and Flurry. 3) Mobile app revenue, driven by virtual goods and advertising, has grown faster than web revenue and reached $16 billion in 2012 according to eMarketer and Mary Meeker from KPCB. 4) Mobile apps are disrupting industries like social media, shopping, media and entertainment,

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March 2013
Disruption: There’s an App for That
Simon Khalaf, President & CEO

2. Unstoppable Market Growth
Worldwide in-application events measured by Flurry
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1,200,000,000,000
1,000,000,000,000
800,000,000,000
600,000,000,000
400,000,000,000
200,000,000,000
-
May Oct Mar Aug Jan Jun Nov Apr Sep Feb Jul Jan
2009 2009 2009 2009 2010 2010 2010 2011 2011 2012 2012 2013
Source: Flurry Analytics, May 2009– January 2013

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

4. It’s an App World, and Browsers Live in It
Time Spent on Smartphones and Tablets
Android Native, 4% Opera Mini, 2%
`
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BROWSERS
Safari, 12%
Games, 32%
App Other , 6%
Productivity, 2%
News, 2%
Social Networking, 6%
Utility, 8% Facebook, 18%
APPS
Entertainment, 8%
Source: Flurry Analytics, Comscore

5. App Revenue Is Scaling
20
Billions ($)
18 Title case / Helvetica 24. One line only.
16
14
12
10
8
6
4
2
0
2008 2009 2010 2011 2012
Virtual Goods Advertising
Source: eMarketer, Mary Meeker (KPCB)

6. Faster Revenue Ramp than The Web
U.S. display advertising and digital goods revenue
16
Billions ($)
WEB (BROWERS)
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MOBILE APPS
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

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

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

9. Media & Entertainment Apps Behave Like TV
Daypart comparison, people 15+ using medium, U.S.
70%
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% 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

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

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

12. Shopping App Usage: Gender and Daypart
10%
MALES FEMALES
9%
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8%
7%
6%
5%
4%
3%
2%
1%
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
Source: Flurry Analytics

13. Shopping App Usage: Time Before Purchase
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62%
24%
14%
up to 5 min 5 min to 20 min over 20 min
Source: Flurry Analytics

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