1. The Stats about Publishing Apps….
Simon Podd
Commercial Director, Flurry EMEA
simon.podd@flurry.com
oodles more free stats at
blog.flurry.com

2. APP ADVERTISING & MEASUREMENT PLATFORM
Flurry Analytics
Better apps on iOS, Android, BB, WP, HTML5
App Developers: 70,000
Live Applications: 190,000
Devices per month: 530M
Sessions per month: 36B
Events per month: 350B
AppCircle Ad Network
Acquisition & Monetization: iOS, Android
App Developers: 6,200
Devices per month: 200M
Daily Completed Views 3M

3. How Big is the Smart Device Market?
WW Smart Device Active Installed Base by Month (millions)
519 529
480 487
446
385
358
337
319 331
265
225
194
175
144 158
129
104
84 93
67 71 76
Jun 10 10
Jul Aug 10ep 10 ct 10 ov 10 ec 10an 11 eb 11 ar 11 11 ay 11un 11 11
S O N D J F M Apr M J Jul Aug 11 ep 11 ct 11 ov 11 ec 11an 12 eb 12 ar 12 pr 12
S O N D J F M A
Source: Flurry Analytics, iOS and Android, Flurry Estimates

4. Racing Past One Million Available Apps
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
Sources: Google, Apple, Flurry Estimates; Numbers in thousands

5. What Kinds of Apps Do Consumers Use Most?
Mobile App Consumption, Time Spent per Category
Other
News
8%
6%
Entertainment
7%
49%
Social Networking 30%
Source: Flurry Analytics, Dec 2011

6. Where Are These Consumers Based?
iOS & Android Users Running Apps, Last 30 Days (MM)
109
35
17 16
10 10 10 8 8 5 5 4 4 4 4 3 3 3 3 3
Sources: Flurry Analytics, Nov 20 – Dec 20, 2011; CIA World Factbook; IMF; Miller-McCune

7. Which Country is Growing Fastest
App Session Growth by Country, Jan – Oct 2011 (%)
870%
527%
427%
398% 388% 369% 363% 351% 340% 328%
China Argentina Israel India Saudi Arabia Brazil Belgium Thailand Russia Taiwan
Source: Flurry Analytics; countries with at least 10 million sessions in January 2011

8. Are Apps Cannibalizing the Web?
U.S. Mobile Apps vs. Web Consumption
94
81 MINUTES
70 66 74 MINUTES 72
64 MINUTES
MINUTES
MINUTES MINUTES
MINUTES
43
MINUTES
Sources: comScore, Alexa, Flurry Analytics

9. When Do Consumers Use Most?
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

10. 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 Analytics & Estimates

11. 5% of Applications Fit Into Books Category
There are over
600,000 Applications
on the App Store, but
only 25,000 in the
Books Category
Sources: App Store; Apple.com

12. Books Apps: Small But Growing Fast
Growth in Usage of Applications
Between May 2011 and May 2012
255% Sessions
Average Active Users
178%
163% 156%
141% 128%
105%
53%
49%
20%
Books Entertainment Games News Social
Sources: Flurry Analytics

13. Traditional Content or Stores/Libraries
Type % Free
Audio Books 12%
Comics 12%
iBooks Nook
Stores/Libraries 36%
Bible+
Traditional 40%
Sources: App Store; Apple.com

14. Paid Apps drive users toward more traditional book
experiences and Comics
Split of Book Apps by Type
May 2012
Paid For Apps Free Apps
Audio Books
Audio Books Traditional
4% Traditional
Comics 12%
24% Comics 40%
12%
64%
8%
Stores/
Libraries 36%
Stores/Libraries
Sources: App Store (Top 50 in each category); Apple.com

15. Thank you!
Simon.podd@flurry.com
For free, in-depth research, visit:
blog.flurry.com