This document discusses mobile app analytics and user acquisition strategies. It provides statistics from Flurry Analytics on app usage patterns and time spent on mobile devices. Charts show the distribution of app categories and that prime time for mobile usage is almost all the time. The document advocates segmenting users to identify the most valuable based on attributes like demographics and behaviors. It also outlines options for paid mobile marketing and emphasizes measuring performance of user acquisition channels to optimize marketing budgets.

1. August 2013!
Quality Over Quantity: Mobile Users Matter!
Jarah Euston, Director of Analytics!
@jarahk!

2. 120,000!
350,000!
App Developers:!
Live Applications:!
Flurry Analytics!
iOS, Android, BB, WP, HTML5!
1.1B +!Devices per month:!
110B!Sessions per month:!
AppCircle Ad Network!
Engage mobile consumers: iOS, Android!
6,200!App Developers:!
350M!Devices per month: !
3M +!Daily Completed Views!
Flurry Is a Leading App Measurement & Advertising
Platform!

3. `
BROWSER (20%)
APP (80%)
Games, 32%
Facebook, 18%
Safari, 12%
Productivity, 2%
Social Networking, 6%
Utility, 8%
News, 2%
Entertainment, 8%
Android Native, 4% Opera Mini, 2%
Other, 6%
Source: Flurry Analytics, comScore, NetMarketShare !
It’s An App World. The Web Just Lives in It.!
Time Spent on iOS & Android Connected Devices

4. In the US: Primetime Is Almost all The Time!
0
0.2
0.4
0.6
0.8
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1.2
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1.6
1.8
5:00
AM
6:00
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Games Social &Photo Sharing News & Magazines Music, Media & Entertainment
Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
Average Time Spent on iOS Devices- US Only

5. iTUNES APP STOREGOOGLE PLAY
Competition for Consumers Continues to Increase!
~1 million available apps on iOS and Android
Sources:
Google,
Apple;
number
in
thousands
2 20
80
200
250
350
460
600
675
800
1000
28
160
250
400 425
500
600
650
700
800
900
Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13

6. It Takes Work to Make it to the Top of the Charts!
To achieve an App Store
ranking of at least:
Minimum new users
required
Average new users
required
Maximum new users
required
1! 190,000! 281,000! 372,000!
5! 145,000! 170,000! 194,000!
10! 75,000! 83,000! 90,000!
15! 59,000! 65,000! 70,000!
25! 44,000! 48,000! 51,000!
50! 39,000! 41,000! 43,000!
100! 25,000! 26,000! 27,000!
Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20,
2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users
required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second
and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).!
Source: Flurry Analytics.

7. Average 30-Day Churn Rate for Top apps
Churn for Top Performing Apps is ~50% After 30 Days!
100%
40
80
60
20
0
50
10
30
90
70
30
48%
29282726252423222120190 1 18171615141312111098765432
Days Since First Use of App
UsersRetained(%)
24%
After 30 days, ~50% of
users are no longer
active
Source: Flurry Analytics. Churn based on new users acquired from January–May 2013 for top 1,000 apps Flurry tracks

8. Loyalty Varies by Application Category!
Source: Flurry Analytics, May 2013

9. IDENTIFY
ACQUIRE
MEASURE
Analytics Virtual Cycle Can Drive Marketing ROI!

10. IDENTIFY
ACQUIRE
MEASURE

11. Cohorts: !
Segment based on acquisition date!
!
Usage Level: !
Define heavy, regular & infrequent users!
!
Events: !
Segment based on actions users complete!
!
Demographics & Geography: !
Age, gender, language and more!
!
Acquisition Source: !
Segment by channel & campaign!
Understand Who Your Users Are!
Segment Your Audience Your Way!

12. Example: Create Events for Purchase Funnel Steps!
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT1! 2! 3! 4!

13. Example: The Booking Purchase Funnel!
SEARCH
ROOMS
SELECT
HOTEL
COMPARE
RATES
CHECKOUT
Note: Conversion rates illustrative!

14. IDENTIFY
ACQUIRE &
MONETIZE
MEASURE

15. Understand Who Your Most Valuable Users Are!
Age
&
Gender
• Male
• Female
• 13
–
17
• 18
–
24
• 25
–
34
• 35
–
44
• 45
–
54
• 55+
Geo
&
Language
• Country
• State
• City
• Language
Device
&
OS
• Tablet
• Smartphone
• iOS
• Android
Flurry
Personas
• Parents
• Business
Traveler
• Value
Shopper
• Fashionista
• Custom
• 20+
AddiPonal
Segments

16. Once Characteristics of Valuable Users Known, Use Them!

17. IDENTIFY
ACQUIRE
MEASURE

18. Options for Paid Mobile Marketing!
ENGAGEMENT
Display – Banners & Interstitials!
Video!
Rich Media!
Branded App!
Promotion!
Brand Integration!
INVESTMENT
ENGAGEMENT

19. Quality, cost and value indices
Range of Options for User Acquisition!
Source: Flurry Analytics. All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user; Feb. 6 – May 29, 2013!
!
Quality index
Cost index
Value index
1.0
0.2
1.6
1.0
1.5
0.8
CPC CPI (Incentivized) Video
2.1X1.0X 0.1x

20. Whatever the Unit, Track Performance!
$$ Channel 1
Channel 2
Channel 3
??
1. Track User Source
2. Evaluate User
Quality
Shared on
FB
Made
Purchase✔
3. Optimize
Acquisition Budget
4. Analyze Long-
Term Performance

21. IDENTIFY
ACQUIRE
MEASURE
• Events!
• Segments!
• Funnels!
• Demographics!
• Personas!
• Geography!
• User acquisition!
• Focus on value!

22. August 2013!
Thank you!
jarah@flurry.com!
blog.flurry.com!
@flurrymobile!