Flurry Presents at Digital Analytics Association Symposium - San Francisco, CA, 8/2012
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This presentation covers key insights across the mobile app economy including market size, addressable market, consumer trends, what non-mobile industries and categories are being disrupted by mobile apps, comparison of consumer behavior on media platforms vs. ad spending and an outlook for what's next as the industry matures.
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Flurry Presents at Digital Analytics Association Symposium - San Francisco, CA, 8/2012
- 1. State of Disruption Digital Analytics Association Symposium Jarah Euston Director of Analytics August 29, 2012
- 2. “SOFTWARE IS EATING THE WORLD” ANDREESSEN IN WSJ
- 3. SMARTPHONES EATING FEATURE PHONES WW SMART DEVICE ACTIVE USERS (MILLIONS) 519529 480487 446 385 358 337 319331 265 225 194 175 129 144158 104 84 93 67 71 76 Jun 10 10 10 10 10 10 10 11 11 11 11 11 11ul 11 11 11 11 11 11 12 12 12 12 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun J Aug Sep Oct Nov Dec Jan Feb Mar Apr Source: Flurry Analytics, iOS and Android, Flurry Estimates
- 4. iOS & ANDROID GROWTH ~10X PC, ~2X INTERNET USERS PER PLATFORM 5 YEARS AFTER LAUNCH (MILLIONS) 529 248 48 PC (1983) Internet (1995) iOS & Android (2007)
- 5. CHINA POISED TO EAT THE US COUNTRIES WITH GREATEST NUMBER OF 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
- 6. APPS EATING THE INTERNET U.S. MOBILE APPS VERSUS WEB CONSUMPTION 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; Smartphones & Tablets, U.S.
- 7. APPS ARE EATING MEDIA CONSUPMPTION DAYPART COMPARISON, PEOPLE 15+ USING MEDIUM, U.S. 70% % of Audience Share 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 National People Meter; comScore Media Metrix Mobile application daypart from analysis by Flurry (8/11); Flurry Analytics, n = 15.2M DAUs
- 8. APPS ARE EATING THE FIRST SCREEN APP SESSIONS STARTED PER SECOND IN U.S. DURING SUPER BOWL 4.5 Application Session Starts per Second, Thousands RETURN FROM RETURN FROM COMMERCIAL BREAK 4.0 COMMERCIAL BREAK 3.5 3.0 2.5 GIANTS DRIVE BATTLESHIP (FIELD GOAL) 2.0 MOVIE AD COIN MADONNA TOSS KICK HALFTIME SHOW EXCITING LAST FEW TAX ACT OFF MINUTES OF THE GAME 1.5 AD COCA-COLA POLAR BEAR AD 1.0 6:45 PM 3:15 PM 3:30 PM 3:45 PM 4:00 PM 4:15 PM 4:30 PM 4:45 PM 5:00 PM 5:15 PM 5:30 PM 5:45 PM 6:00 PM 6:15 PM 6:30 PM 7:00 PM 7:15 PM Source: Flurry Analytics
- 9. APPS EATING GAMES REVENUE U.S. PORTABLE GAME SOFTWARE BY REVENUE 19% 34% 36% 11% 57% 58% 70% 9% 6% 2009 2010 2011 iOS & Android Sony PSP Nintendo DS Source: Flurry Analytics, The NPD Group; Flurry analysis & estimates
- 10. THESE CATEGORIES ARE READY TO EAT SOMETHING FASTEST GROWING APP CATEGORIES, TIME PER ACTIVE USER 89% 72% 66% 54% 40% Photo & Video Music Productivity Social Networking Entertainment Source: Flurry Analytics, October 2011 – March 2012
- 11. WHICH BUDGET WILL MOBILE AD DEMAND EAT? 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
- 12. HOW WILL DEVELOPERS EAT? Cross-platform Revenue Comparison: iOS vs. Android Source: Flurry Analytics
- 13. Thank you! Jarah@flurry.com For free, in-depth research, visit: blog.flurry.com
Hinweis der Redaktion
- Andreessen wrote that every sector is being disrupted by software (e.g., telecomm by Skype, Cannon + Nikon + YouTube by Viddy and SocialCam); find your own examplesRead and reference the WSJ article, “Why Software is Eating the World” by Marc Andreessen, August 11, 2011Apps are a great form of software delivers and disrupting everything faster than anything we’ve ever seen. “And its all built on delivering valuable experiences to the consumer.”“Let me ask you all: Do you have a favorite app you can’t without?For me… give examples of some apps you now use that substitute for, or augment what you do (e.g., Uber (private car hiring disrupts cabs), Shazam (music discovery), Exec (high end exec admin help; like taskrabbit but super high quality), etc.)We meet so many new companies, and we love their ambition
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- Jan 2012 – 36hrs online according to comscore. Europe: Feb 2012 – 28.2hrs online according to comscore.
- Advertising dollars have not followed the consumer to mobile. While we estimate 23% of media consumption is mobile, mobile only receives 1% of advertiser budgets.