Do you know where your audience is? by Richard Firminger
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Transcript of Do you know where your audience is? by Richard Firminger
www.flurry.com
November 26, 2013
Do you know where your audience is?
Richard Firminger, GM EMEA
Flurry is a leading mobile advertising and analytics provider
Publ
isher
Adve
rtise
r
Audience
AppCircleApplications: 10,000+Devices/month: 300M
Conversions/month: 120M
AppSpotApplications: 2,500+
Devices/month: 250MImpressions/month: 7.5B
Analytics Applications: 400,000Devices/month: 1.2B
Data points/month: 1.9T
Mobile adoption
www.flurry.com 3Source: Flurry Analytics, January 2009 – January 2013
May-08
Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Mar-13
May-13
Jul-13
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
MusicGaming
M&E
SocialNetworking
Logistics &Travel
Retail
Worldwide Analytics Events Tracked by Flurry (Trillions)
Mobile Content Explosion
App starts on the Flurry platform
www.flurry.com 4
Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 -
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
iTUNES APP STOREGOOGLE PLAY
Competition for Consumers Continues to Increase
~1 million available apps on iOS and Android
Sources: Google, Apple; number in thousands
Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13
2 2080
200250
350
460
600675
800
1000
28
160250
400 425500
600650
700
800
900
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.
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
User
s Re
tain
ed (%
)
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
Loyalty Varies by Application Category
Source: Flurry Analytics, May 2013
Global Adoption? 100% Growth is the Norm
Growth in Active Connected Devices
www.flurry.com 9
<0%0-99%100-199%200-299%300%+
Mobile Development has gone Global
Percentage of Active Apps by Developer Country
www.flurry.com 10
2011 2012 10230
10
20
30
40
50
60
70
80
90
100
OtherUS
55%
45%
64%55%
36%45%
Source: Flurry Analytics, based on all apps in Flurry’s system at the start of June of the year indicated
2013
www.flurry.com
Total Time Spent in Apps by User Country and App Country of Origin
The US Losing its Lead?
11Source: Flurry Analytics, based on a sample of 100,000 active connected devices in June 2013
United States United Kingdom
Brazil China 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
59%
35%25%
16%
5%
7% 64%
33%
44%
56%
18%
13%
8%
8%
OtherBrazilChinaUnited KingdomUnited States
Perc
enta
ge o
f tot
al ti
me
in a
pps
User country
App country of origin
Italy
All Euro
peWorl
dFran
ceSpa
in
German
y
Netherl
ands
United K
ingdo
m
Switzerla
nd
Sweden
0%
20%
40%
60%
80%
100%
120%
140%
2012-2013 Growth
Growth in the European connected device installed base
Source: Flurry Analytics, August 2012 and 2013
www.flurry,.com 12
0.0 0.2 0.4 0.6 0.80
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
Devices per head of population (all ages)
Inst
alle
d ba
se
Netherlands
Size and penetration of European device markets
www.flurry.com 13
Source: Flurry Analytics, August 2013
UK
Italy
France
Germany
SwedenSwitzerland
Spain
www.flurry.com 14
Mobile increasingly means Apps…
Time spent on mobile devices
2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
73%81% 87%
27%19% 13%
Mobile WebApps
App time is all the time…
Average Times Spent on iOS Devices
www.flurry.com 15
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
12:00 AM
1:00 AM
2:00 AM
3:00 AM
4:00 AM
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & ProductivityLifestyle & Shopping Sports, Health & Fitness Other
….from Perception to Precision
Flurry Personas Use Real App Usage to Qualify Users
1. Identify business travelers based on what apps they use.
2. Qualify only recent, heavy users.
4. Update membership bi-weekly.
EXAMPLE: Business Travelers
• Flight Booking
• Business Management
• Taxi
• Dining Reservations
3. CreateBusiness Traveler Persona.
Men might not be where you think they are
Sports Fans only spend 3% of their
time in sports apps
Business travelers
only spend 2% of their
time in travel apps
Source: Source: Flurry Analytics for May 2013, based on a sample of 48,162 iOS devices
Time spent on mobile devices
Sports Fans Personal Finance Geeks
Business Travelers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52% 55%41%
6%7%
13%
19%21%
13%
19% 17%29%
All OtherFinanceSportsTravelNewsstandSocialNetworkingGames
Catalog Shoppers Value Shoppers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
32% 35%
28% 18%
11%
10%
28%37%
All otherNewsstandSocialNetworkingGames
Shoppers might not be where you think they are
Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
Time spent on mobile devicesValue
shoppers spend less time social networking
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
34%
48%
71%64%
48% 43%
15%
14%
7%
7%
12%
8%
14%
4%
5%
5%
9%
8%
Other
Health & Fitness
Sports
Utilities
Photo/Video
Entertainment
Music
Social Network-ing
GamesAll
How do different Personas allocate their app time?
www.flurry.com 20
iOS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
44% 41%35%
50% 50% 55%
7% 15%16%
8% 8%6%8%
9%13%
8% 8%10%
7%5% 11%
14% 14% 5%7%
7%10%
9% 9%
4%
Other
Shopping
Health & Fitness
Productivity
Tools
Entertainment
Social
Communication
Games
How do different Personas allocate their app time?
www.flurry,.com 21
Android
To find Mums, target iPads; to find New Mums, target iPhones
Time spent on mobile devices
Source: Flurry Analytics for May 2013, Based on a sample of 48,162 iOS devices
New Moms
Moms
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
91%
41%
9%
59%
iPhoneiPad
Options for Paid Mobile Marketing
ENGAGEMENT
Display – Banners & Interstitials
Video
Rich Media
Branded AppPromotion
Brand Integration
INVESTMENT
ENGAGEMENT
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