MMA Forum London November 2013 Richard Firminger presentation
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1) Flurry is a mobile analytics and advertising company that tracks usage data from hundreds of millions of mobile devices worldwide. 2) The document shows trends in mobile usage from 2009-2013, including rapid growth in time spent on mobile apps and declines in mobile web usage. 3) Data on app usage is broken down by country, user demographic, and time of day to provide insights into how different groups use their mobile devices and allocate time across various app categories.
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MMA Forum London November 2013 Richard Firminger presentation
- 1. November 11, 2013 Do you know where your audience is? Richard Firminger, GM EMEA www.flurry.com
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. ….from Perception to Precision
- 13. www.flurry.com
- 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. 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. 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. 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. 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. 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
Editor's Notes
- We are known among the app industry as the leading analytics data provider, and the go to advertising partner if you want to build a better app audience or intelligently target consumers with brand advertising in apps. I’m going to share some insights with you today about how we see the targeting landscape improving in the mobile app industry. Before I share those insights, I just want to give you a little context on our data and Flurry’s role in the advertising industry.
- We have 3 main services: 1. Analytics, 2. A demand side platform – AppCircle and 3. A supply side platform – AppSpot. The analytics data is provided by our developers and their audience that uses their apps. That data drives our targeting capabilities for advertisers using AppCircle, which they use to build an app audience or run performance marketing campaigns for brands. That data also powers the AppSpot publishing platform that leading app developers and publishers use to optimize monetization through advertising.This just gives you a sense of the power of the data and how it is used across the two platforms. We have over a 120k companies using Analytics across 390k apps. Each month, we see over 1.2B devices and record 1.9T data points – a figure that has doubled since the beginning of the year. All that data, powers AppSpot which has exploded to reaching 250M devices since the beginning of the year when we took the service GAAnd, AppCircle which is reaching a number of monthly uniques that is on par with top comScore sites.
- So how does all this app consumption compare to mobile web? There’s no denying it; mobile means apps.Apps are the go to content experience for smart device owners. You can see here that the mobile web is not where the growth is coming from. In fact, over the last 2yrs, we have found that you’re average smart device users spends significantly more time in apps than the web period.
- Allthis activity, all this data is improving the precision of targeting advertising.At the launch of mobile, we were restricted to contextual-based advertising. We targeted properties where we perceived our consumers might be- without any insight into whether or not they were actually there. The power of Big Data has allowed the industry to move beyond context, to target based on demographics, location, time of day, and device. We’re now seeing a new era of precision, that breaks away from context entirely and focuses on real behavior, down to the impression level.Targeting behavioral personas in an RTB marketplace delivers the precision the industry has been waiting for
- Take for example the male-dominated personas of Sports Fans, Finance Geeks, and Business TravelersIf you targeted based on context- say, Sports apps- you’d only be capturing a tiny percentage of the target user’s timeIn fact, Sports Fans only spend 3% of their time on their mobile devices in Sports appsYou’d be better off targeting games and social networking, where they spend more time
- The same is true for the more female-dominated shopper There are significant differences in how catalog shoppers and value shoppers spend their timeCatalog shoppers are more social than value shoppersAnd neither spends a significant amount of time in shopping apps compared to other types of apps- less than 1%! So Targeting based on context is missing real opportunity
- Just like travelers and shoppers, not all moms are the sameThe combination of behavior and device reveals differences in this important personaMoms with older children are more likely to be found on their tablets (60% of the time), likely with a small child attached to itNew moms are balancing baby in one hand and the phone in the other. Only 10% of their time is spent on tabletsSo behavioral precision is key to reaching your target audience. But how can you best achieve this precision?Just looking at these few examples and considering the targeting options from context to persona. You can imagine there are millions of different signal combinations that exist in matching your ad with the right consumer in right the impression. Which is why RTB and data are such a great fit…
- Whether you’re a publisher, a DSP, a trading desk or an advertiser looking to more effectively target campaigns, let’s make sure we have a conversation about precision. Feel free to reach out to me…If you want to drill into some of these insights further, definitely check out our blog. Thanks for your time.