MMA Forum London November 2013 Richard Firminger presentation
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www.flurry.com November 11, 2013 Do you know where your audience is? Richard Firminger, GM EMEA
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Transcript of MMA Forum London November 2013 Richard Firminger presentation
www.flurry.com
November 11, 2013
Do you know where your audience is?
Richard Firminger, GM EMEA
Mobile adoption
www.flurry.com 2Source: Flurry Analytics, January 2009 – January 2013
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MusicGaming
M&E
SocialNetworking
Logistics &Travel
Retail
Worldwide Analytics Events Tracked by Flurry (Trillions)
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 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
Global Adoption? 100% Growth is the Norm
Growth in Active Connected Devices
www.flurry.com 5
<0%0-99%100-199%200-299%300%+
Mobile Development has gone Global
Percentage of Active Apps by Developer Country
www.flurry.com 6
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
www.flurry.com
Total Time Spent in Apps by User Country and App Country of Origin
The US Losing its Lead?
7Source: 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 8
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 9
Source: Flurry Analytics, August 2013
UK
Italy
France
Germany
SwedenSwitzerland
Spain
www.flurry.com 10
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 11
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
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3:00 AM
4:00 AM
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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 16
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 17
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
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Where consumers go…dollars follow
Worldwide total ad spend as a % of digital spend
www.flurry.com
2011 2012 2013 2014 2015 2016 20170
50
100
150
All DigitalMobile
$86.43
$104.04
$117.60
$132.62$146.38
$160.02
$173.12
US $
BN
5% 9% 14% 20% 26% 31% 36%
Source: eMarketer
