1) Mobile app usage has grown tremendously since 2009, with gaming, social networking, and music being the most used app categories. 2) Time spent on mobile apps now exceeds time spent on the web or watching TV. Games and social media like Facebook are the most popular types of apps. 3) App revenue has also grown significantly since 2008, mainly from virtual goods and advertising. This revenue growth has outpaced the early web. 4) Mobile apps are disrupting many industries like retail, where commerce apps drove 200-300% sales growth, and media/entertainment, where apps are increasingly replacing TV viewing.

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

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Worldwide in-application events measured by Flurry (Trillions)
Disruption: There is an App for That
Source: Flurry Analytics, January 2009 – January 2013
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Jan
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2010
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Trillions
Music
Gaming
M&E
Social
Networking
Logistics &
Travel
Retail

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-
20
40
60
80
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Dec 2010 Dec 2011 Dec 2012
Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics
70
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66 72
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127
Mobile ApplicationsWeb Browsing Television
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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It’s an App World, and Browsers Live in It
`
BROWSERS
APPS
Games, 32%
Facebook, 18%
Safari, 12%
Productivity, 2%
Social Networking, 6%
Utility, 8%
News, 2%
Entertainment, 8%
Android Native, 4% Opera Mini, 2%
Source: Flurry Analytics, Comscore
Time Spent on Smartphones and Tablets
App Other , 6%

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2008 2009 2010 2011 2012
App Revenue Is Scaling
Billions($)
Source: eMarketer, Mary Meeker (KPCB)
Virtual Goods Advertising

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U.S. display advertising and digital goods revenue
Faster Revenue Ramp than The Web
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1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Billions($)
Source: eMarketer, Flurry, Comscore
MOBILE APPSWEB (BROWERS)

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Retail: Revenue Growth Year-Over-Year
0%
50%
100%
150%
200%
250%
300%
Retailers with Apps Online Marketplaces
257%
147%
Source: Flurry Analytics- Sample Size 48 Apps, 22 million MAUs, sale of physical and digital goods (no IAP)
Growth in Sales in Commerce Apps (Year- Over Year 2011- 2012)
~ 4.2 Billion USD in 2012 ~ 22 Billion USD in 2012

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

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

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Sources: Michael Zimbalist; Nielsen National People Meter; comScore Media Metrix Flurry
0%
10%
20%
30%
40%
50%
60%
70%
5:00 AM6:00 AM7:00 AM8:00 AM9:00 AM10:00 AM11:00 AM12:00 PM1:00 PM2:00 PM3:00 PM4:00 PM5:00 PM6:00 PM7:00 PM8:00 PM9:00 PM10:00 PM11:00 PM12:00 AM1:00 AM2:00 AM3:00 AM4:00 AM
%ofAudienceShare
TELEVISIONMEDIAAPPS
Media & Entertainment Apps Behave Like TV
Daypart comparison, people 15+ using medium, U.S.

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

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

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Shopping App Usage: Gender and Daypart
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
5:00 AM6:00 AM7:00 AM8:00 AM9:00 AM10:00 AM11:00 AM12:00 PM1:00 PM2:00 PM3:00 PM4:00 PM5:00 PM6:00 PM7:00 PM8:00 PM9:00 PM10:00 PM11:00 PM12:00 AM1:00 AM2:00 AM3:00 AM4:00 AM
FEMALESMALES
Source: Flurry Analytics

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

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Thank you