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The mass market is adopting iOS and Android Peter Farago Vice President Marketing [email protected] It’s primetime for the instant everything generation, iGen

Flurry Presents Apps by the Numbers

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On Wednesday, May 8, 2011 Peter Farago, Vice President of Marketing for Flurry, took Anthem & Schawk through their unique view of the Apps Ecosystem by the numbers. Flurry earns their perspective by powering the analytics aggregated on nearly 1/4 of the apps in AppsStore. Included are trending data on demographics, devices/platforms, types of apps and a look at key issues in going to market. It's early days in what's already shaping up to be a significant market that's threatening to disrupt every industry and medium.

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Page 1: Flurry Presents Apps by the Numbers

The mass market is adopting iOS and Android

Peter FaragoVice President Marketing

[email protected]

It’s primetime for the instant everything generation, iGen

Page 2: Flurry Presents Apps by the Numbers

Flurry Snapshot

40,000

75,000

App Developers:

Live Applications:

Flurry Analytics

259 MTotal Devices Covered:

155 MMonthly Active Devices:

52 MDaily Active Devices:

12 BMonthly Sessions:

Selected Customers

Flurry AppCircle

1,200

90 M

App Developers:

Monthly User Reach:

Page 3: Flurry Presents Apps by the Numbers

iTunes Downloads

App Store vs. iTunes Downloads

Source: Apple, Inc.

-

500

1,000

1,500

2,000

2,500

1 2 4 8 11 15 20 27 34 45

downloads (billions)

1 2 3 4 5 6 7 8 10 12 15 18 21 22 23 26 -

1

2

3

4

5

6

7

iTunes App Storemonths since launch

1B

2B

3B

4B

5B

6B

10 months

15 months

18 months

23 months

26 months

• iTunes reached 6B in ~ 6 years; App Store reached ~ 1/3 time

• App Store 6.5B in just over 2 Yrs; Tunes 370M over same time

• App Store downloads 18X versus iTunes over same period of time

iPhone App Store Dwarfing iTunes Success“I’ve never seen anything like this in my career” – Steve Jobs

Page 4: Flurry Presents Apps by the Numbers

iGen is the Instant Everything Generation

Instant News Instant Deals Instant Crowds

Just Add Content

Instant Art Instant Entertainment Instant Feedback

Page 5: Flurry Presents Apps by the Numbers

Jan 09

Feb 09

Mar 09

Apr 09

May 09

Jun 09

Jul 09

Aug 09

Sep 09

Oct 09

Nov 09

Dec 09

Jan 10

Feb 10

Mar 10

Apr 10

May 10

Jun 10

Jul 10

Aug 10

Sep 10

Oct 10

Nov 10

Dec 10

Jan 11

Feb 11

Mar 11

Apr 11

-

2,000,000,000

4,000,000,000

6,000,000,000

8,000,000,000

10,000,000,000

12,000,000,000

Source: Flurry Analytics

billions

Use

r S

ess

ion

s b

y M

on

th

iGen is on the MoveSessions tracked by Flurry

Page 6: Flurry Presents Apps by the Numbers

The iGen Audience is Growing DramaticallyAlready Larger than Top Primetime TV Shows

Sources: Nielsen TV Ratings 2009-10, Broadcast Primetime Shows Ranked By Live + Same Day Average Viewership; Flurry

Flurry's

Reach

FOX: Americ

an Idol, T

UE

FOX: Americ

an Idol, W

ED

CBS: NFL N

ATL POST G

UN

CBS: NCIS

ABC: Dancin

g with

the Stars

NBC: Sunday N

ight Football

CBS: Underco

ver B

oss

FOX: NFL S

unday - Post

Gun 1

CBS: NCIS: L

os Angeles

CBS: The M

entalist

0

5

10

15

20

25

Aud

ienc

e N

etw

ork

Siz

e, M

illio

ns

Social Gaming 27.2 mins

Top Daily App Usage

Page 7: Flurry Presents Apps by the Numbers

Bachelor61%

Graduate21%

Some College

12%

High School

6%

Below $35k

$35k to 50k

$50k to $60k

$60k to $80k

$80k to $100k

$100k to $150k

Above $150k

0% 10% 20% 30%

More Affluent

13 - 17 18 - 24 25 - 34 35 - 44 45+0%

5%

10%

15%

20%

25%

30%Male Female

More Educated Younger & More Female

Audience Distribution by Household Income

Audience Distribution by Highest Education Level Achieved

Audience Distribution by Age Category & Sex

iGen is an extremely Valuable AudienceMobile Apps Attract Desirable, Target-rich Audience

Source: Flurry Analytics, Top iOS Apps

Page 8: Flurry Presents Apps by the Numbers

Source: Flurry Analytics

Games

Entertainment

Utilities

Socia

l Netw

orking

Lifesty

leMusic

Games - Arca

de

Games - Acti

on

Games - Board

Games - Puzzl

eTrave

l

PhotographyNews

Productivit

y

ReferenceSp

orts

Healthca

re & Fit

nessBooks

Navigation

Business

Education

Games - Sp

orts

Finance

Games - Kids

Games - Sim

ulation

Games - Card

Games - Word

Games - Adve

nture

Games - Str

ategy

Weather

Games - Fa

mily

Games - Racin

g

Games - Role Playin

g

Games - Casin

o

Games - Triv

ia

Games - Educa

tional

Games - Music

Medical

0%

2%

4%

6%

8%

10%

12%

14%

% d

ow

nlo

ad

s p

er

cate

go

ry

iGen will try a lot of content…

Page 9: Flurry Presents Apps by the Numbers

…but are loyal to a few key categoriesGa

mes

Socia

l Net

workin

gEn

terta

inm

ent

Spor

tsGa

mes

- Ac

tion

Utiliti

esPr

oduc

tivity

News

Lifes

tyle

Mus

icGa

mes

- Bo

ard

Gam

es -

Arca

de

Trav

elRe

fere

nce

Gam

es -

Card

Phot

ogra

phy

Gam

es -

Puzz

leFin

ance

Navig

ation

Gam

es -

Kids

Healt

hcar

e &am

p; Fi

tnes

s

Book

sBu

sines

s

0%

5%

10%

15%

20%

25%

30%

35%

40%

Health

care

& Fi

tnes

s

Tota

l Ses

sion

s by

Cat

egor

y, P

erce

nt

Source: Flurry Analytics

Page 10: Flurry Presents Apps by the Numbers

Apple Rank/Fea-

tured

Android Market

PR/Web crossover

TapJoy Flurry AdMob/Google

AppBrain FAAD iAD other0%

10%

20%

30%

40%

50%

60%

70%

iGen has an app discovery problemOverwhelmed with choice & unable to reduce “search costs”

Source: Flurry, Dec 3rd to Dec 30th , 2010(Excludes carrier pre-installs)

So

urc

e o

f d

ow

nlo

ad

s, %

Page 11: Flurry Presents Apps by the Numbers

So what is in store for 2011… a non-scientific survey of our developers

• The content explosion, especially on Android

• Mobile OS and Apps invade televisions “sets”

• Recommendations become the new discovery

• Game Mechanics/In-app-purchases everywhere

• The emergence of Samdroid as the new duopoly that challenges Apple

• New and improved Ad Networks as Madison Avenue fights back

• Microsoft and/or Facebook will become a viable 3rd player

• Opportunities, opportunities and opportunities

Page 12: Flurry Presents Apps by the Numbers

Who is Building for Mobile

Page 13: Flurry Presents Apps by the Numbers

On-line22%

Na-tive iPhone

20%

Traditional Gaming19%

Re-tail & CPG17%

Tra-di-

tional

Me-dia

17%

Mobile5%

A Whole New World of “Developers”Home Platform for Developers with iPhone Apps

Source: Flurry Analytics

Page 14: Flurry Presents Apps by the Numbers

I will emotionally immerse, empower, surprise, delight, entertain, save time for, make more productive, inform, educate, socially connect, romantically intrigue and make life better for your customers…

The Importance of Developers…

CONTENT

Page 15: Flurry Presents Apps by the Numbers

…if I only have to build once, control my assets, get approved in 1 week, reach 100M+ devices, know consumers can and will buy, get consumers to notice and try my apps, keep most of the money, monitor my own business and can adjust on the fly.

FOR CASH

… to Platform Providers

Page 16: Flurry Presents Apps by the Numbers

Great Device & Operating System

Developers Want a Business Not a Platform

DeveloperInnovation

Broadband Connectivity

Large, Paying Customer Base

One-clickPurchase

Page 17: Flurry Presents Apps by the Numbers

Application Maker Choices

Page 18: Flurry Presents Apps by the Numbers

Decisions, Decisions…

Page 19: Flurry Presents Apps by the Numbers

100M Installed Base 200M Installed Base

350,000 new devices per day

300,000 new devices per day

Android Installed Base is Gaining on iOS, but…

Page 20: Flurry Presents Apps by the Numbers

Average Session Length*

Minutes

iPhone vs Android

*April 1 – April 15

Finance

Sports

Lifestyle

Entertainment

Business

HealthCare & Fitness

Education

News

Social Networking

Games

Books

Productivity

0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00

iPhoneAndroid

Page 21: Flurry Presents Apps by the Numbers

Finance

Business

Education

Productivity

HealthCare & Fitness

Lifestyle

Entertainment

News

Music

Games

Books

Sports

Social Networking

0 2 4 6 8 10 12 14

iPhoneAndroid

Sessions per User*

Sessions

iPhone vs Android

*April 1 – April 15

Page 22: Flurry Presents Apps by the Numbers

Retention*iPhone vs. Android

*April 1 – April 15% Retained

Books

Business

Education

Music

Finance

Productivity

HealthCare & Fitness

Lifestyle

Entertainment

News

Games

Social Networking

Sports

0% 10% 20% 30% 40% 50% 60% 70% 80%

iPhoneAndroid

Page 23: Flurry Presents Apps by the Numbers

Where Are Thousands of Developers Placing Their Bets?

Page 24: Flurry Presents Apps by the Numbers

iPhone51%

Android34%

iPad10%

Other6%

Distribution of Apps Created

Number of apps set up with Flurry Analytics, Feb – March, 2011, n = 8,372

Page 25: Flurry Presents Apps by the Numbers

Growth Rate of Apps Being BuiltAndroid Rate Accelerating, but from a smaller base

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-110%

50%

100%

150%

200%

250%

300%

350%

400%

450%

500%

Number of apps set up with Flurry Analytics by Platform

Page 26: Flurry Presents Apps by the Numbers

How are developers responding?More companies are going cross-platform

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-110%

100%

200%

300%

400%

500%

600%

700%

800%

+

Number of apps set up with Flurry Analytics by Platform

Page 27: Flurry Presents Apps by the Numbers

Thank [email protected]