Flurry Analytics - NOAH12 London
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The document discusses the rapid growth of mobile marketing and app usage, highlighting that mobile apps have overtaken online web usage in 2011. It presents data on the massive reach of mobile platforms, projecting that the number of active devices will surpass 1 billion, while emphasizing the importance of app retention and ad spending. Additionally, it addresses the challenges of app marketing in a highly competitive environment with millions of available apps.
Flurry Analytics - NOAH12 London
- 1. November 2012! Marketing in the Mobile First Era! Richard Firminger, GM, EMEA!
- 2. Flurry Track Record! Number 1 Mobile Reach ! Monthly Unique Users! 720M! Number 1 Analytics! Application Developers! 85K! Applications! 240K! Monthly Unique 60B! Sessions! Number 2 Ad Network ! Monthly Clips! 120M!
- 3. The Rise of Mobile Apps! Flurry Sessions per Month! Facebook vs. Social Apps Billions 50 26 21 MINS MINS 40 Web Apps 30 Web Browsing vs. Apps 20 74 81 MINS MINS Web Apps 10 - 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 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
- 4. The Fastest Adopted Technology. Ever.! iOS & Android devices vs. top technologies, 5 years after introduction! ! 2X 3X ! 10XFASTER than the FASTER than the FASTER than current 1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry!
- 5. Addressable Market to Surpass 1 Billion Next Year! Active smartphone & tablet devices! Total Addressable Market! Aggressive: 5B WW Mobile Device Owners! Conservative: 2B WW Adults, Middle Class or higher! 1.1 B Upside: ! Smartphones – dropping prices, especially Android! Tablets – little replacement, mainly new; sub for PCs! Connected TVs – to be shipped! Reference:! 660 M 2.3 Billion Internet Subscribers today! 331 M 76 M 23 M Aug 2009 Aug 2010 Aug 2011 Aug 2012 Aug 2013E Source: Flurry Analytics!
- 6. Apps Are Disrupting the World! Top Countries by Active iOS & Android Devices (millions)! 165 128 31 28 22 19 17 16 13 13 US China UK S. Korea Japan Germany France Canada Spain Brazil Source: Flurry Analytics active devices July 2012!
- 7. Apps Are Disrupting Emerging Markets! Fastest Growing iOS & Android Markets by Active Devices! 401% 279% 220% 217% 196% 193% 193% 189% 185% 171% China Chile Brazil Argentina Iran Vietnam Mexico Russia Turkey India Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011!
- 8. Microsoft Blows by a Beleaguered Research in Motion! Flurry New Project Starts, RIM vs. Microsoft! ! 6% 6% WINDOWS PHONE BLACKBERRY 5% 4% 4% 3% 3% 3% 3% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 2% 1% 1% 1% 1% 1% 0% Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 Jun 2012 Source: Flurry Analy/cs
- 9. Microsoft Sets Its Sights on Android! Flurry New Project Starts Q2 2011 vs. Q2 2012! 1% 1% 3% 1% 27% 28% 71% 68% Q2 2011 Q2 2012 iOS Android Windows Phone BlackBerry Source: Flurry Analy/cs
- 10. Revenue Is Scaling! WW iOS & Android App Revenue by Source! ! Billions $9 ! ADVERTISING REVENUE $8 PREMIUM & IAP REVENUE 23% $7 $6 $5 18% $4 77% $3 82% $2 $1 $- 2010 2012E Source: Flurry Analytics, forecast based on Flurry analysis!
- 11. Mobile App Usage Overtook Online in 2011! U.S. mobile apps vs. web consumption, minutes per day! ! WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 72 64 MINUTES MINUTES MINUTES MINUTES MINUTES 43 MINUTES June 2010 Dec 2010 June 2011 Dec 2011 Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only!
- 12. Mobile Apps Dominate Time Spent on Smartphones! Share of time spent on smartphones! ! More than 18.5% Browser 80% of mobile minutes 81.5% are spent in apps Apps Source: comScore, March 2012!
- 13. The App Audience Behaviour & Growth!
- 14. Mobile App Usage Is “Prime Time All the Time”! Daypart comparison, people 15+ using medium in U.S.! ! % of Audience Share 70% TELEVISION INTERNET iOS & ANDROID APPS 60% 50% 40% 30% 20% 10% 0% 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am Hour of Day Sources: TV & Internet dayparts from analysis by Michael Zimbalist (2/10); Nielsen Na/onal People Meter; comScore Media Metrix Mobile applica/on daypart from analysis by Flurry (8/11); Flurry Analy/cs, n = 15.2M DAUs
- 15. Even Canabilising Prime Time TV Viewing! Time spent using smart devices while watching TV! 1.61.6 HRS HOURS 1.7 HOURS 84% of mobile device owners spend over 1.6 hours per day using mobile devices while watching TV TABLET SMARTPHONE OWNERS OWNERS Sources: OPA / Magid Portrait of Today’s Tablet User Wave II, July 2012; Portrait of Today’s Smartphone User, August 2012
- 16. Mobile Ad Spends Are Taking Off!
- 17. A Shift in Ad Spending Is Inevitable! 2011 U.S. ad spending vs. consumer time spent! ! 43% 40% AD SPEND PER MEDIA TIME SPENT PER MEDIA 29% 22% 23% 16% 11% 9% 6% 1% TV Print Web Radio Mobile Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics!
- 18. Marketers Are Already Committed! % of marketers in 2011 that planned to:! Increase 2012 Mobile Ad Budget! 72%! Increase Mobile Ad Budget! BY OVER 50%! 35%! Source: IAB / Ovum Marketer Perceptions Of Mobile Advertising July 2011!
- 19. Expect a Flood of Mobile Ad Spending! Projection of U.S. mobile ad spending! ! $10.9B $8.7B $6.5B $4.3B $2.6B 2011 2012 2013 2014 2015 Source: eMarketer Jan 2012
- 20. Mobile App Media Maturing TODAY OVER NEXT 12 MONTHS Loosely-‐targeted Target User Interest, Age, Campaigns Gender and Loca/on Unable to Measure Track Conversion Quality and Campaign Effec/veness Brand Metrics Impact Fragmented Media Is Purchase at Scale via Agency Hard to Buy Trading Desks and Premium Media Representa/ves
- 21. Building a Successful App Is Hard 91% % of Interbrand Top 100 brands with apps 4% % of Interbrand Top 100 brands in top 100 app ranking (App Store UK) Source: App Store “Free” Ranking May 6, 2012, Interbrand Top 100 Global Brands of 2011, Dis/mo
- 22. The App Download Is Only The First Battle! Consumers download an average of 85 apps But use only 5-‐10 apps in a given week Source: Flurry Analy/cs, Jan 2012 – March 2012
- 23. What Does App Retention Look Like? iOS & Android App User Retention, Months Since Acquisition (%) 100% 38% 29% 24% 20% 16% 14% 11% 9% 7% 6% 5% 4% 0 1 2 3 4 5 6 7 8 9 10 11 12 Source: Flurry Analy/cs & Es/mates
- 24. The App Marketing Virtuous Cycle!
- 25. The New App Marketing Virtuous Cycle! 1. The Current State of App Marke/ng 2. Can We Find Another Way? 3. The New App Marke/ng Virtuous Cycle
- 26. Today App Marketing = App Store Rank! • Buy enough thrust to get into orbit (downloads in 24 hours) • Don’t worry about the quality of users you’re using as thrust • Once you rank, your app gets an organic lio • And then, when you run the numbers, blended CPA is “cheap” • What’s wrong with this picture?
- 27. Fuel Prices Are Going Up!
- 28. Itʼs Already Expensive! Rank Required Subsequent 1 150,000 180,000 Top 5 125,000 150,000 Top 10 100,000 125,000 Top 15 75,000 100,000 Top 25 50,000 75,000 Top 50 30,000 45,000 Required = number of downloads required in 24 hours to reach posi9on Subsequent = number of downloads per day once posi9on is reached
- 29. Competition for Consumers Continues to Increase! Over 1 million available apps on iOS and Android! 600 GOOGLE PLAY iTUNES APP STORE 500 460 425 400 350 250 250 200 160 80 28 20 2 March 2009 December 2009 August 2010 May 2011 July 2011 October 2011 April 2012
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