Embed Size (px)
DESCRIPTION
This presentation covers key insights across the mobile app economy including market size, addressable market, consumer trends, what non-mobile industries and categories are being disrupted by mobile apps, comparison of consumer behavior on media platforms vs. ad spending and an outlook for what's next as the industry matures.
Citation preview
State of DisruptionDigital Analytics Association Symposium
Jarah Euston Director of Analytics
August 29, 2012
“SOFTWARE IS EATING THE WORLD” ANDREESSEN IN WSJ
Source: Flurry Analytics, iOS and Android, Flurry Estimates
WW SMART DEVICE ACTIVE USERS (MILLIONS)
SMARTPHONES EATING FEATURE PHONES
Jun 10
Jul 10
Aug 10
Sep 10
Oct 10
Nov 10
Dec 10
Jan 11
Feb 11
Mar 11
Apr 11
May 11
Jun 11
Jul 11
Aug 11
Sep 11
Oct 11
Nov 11
Dec 11
Jan 12
Feb 12
Mar 12
Apr 12
67 71 76 84 93104129144
158175194
225265
319331337358
385
446480487
519529
iOS & ANDROID GROWTH ~10X PC, ~2X INTERNET
PC (1983) Internet (1995) iOS & Android (2007)
47.5
248
529
USERS PER PLATFORM 5 YEARS AFTER LAUNCH (MILLIONS)
Source: Flurry Analytics active devices July 2012
CHINA POISED TO EAT THE US
US China UK S. Korea Japan Germany France Canada Spain Brazil
165
128
31 28 22 19 17 16 13 13
COUNTRIES WITH GREATEST NUMBER OF ACTIVE iOS & ANDROID DEVICES (MILLIONS)
APPS EATING THE INTERNET
June 2010 Dec 2010 June 2011 Dec 2011
Sources: comScore, Alexa, Flurry Analytics; Smartphones & Tablets, U.S.
MINUTES
70MINUTES
66 MINUTES
74 MINUTES
81
MINUTES
64
MINUTES
43
WEB BROWSING MOBILE APPS
MINUTES
72MINUTES
94
U.S. MOBILE APPS VERSUS WEB CONSUMPTION
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
DAYPART COMPARISON, PEOPLE 15+ USING MEDIUM, U.S.
5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am 0%
10%
20%
30%
40%
50%
60%
70%
% o
f Aud
ienc
e Sh
are
Hour of Day
APPS ARE EATING MEDIA CONSUPMPTION
TELEVISION INTERNET iOS & ANDROID APPS
03:1
4:59
PM
03:1
9:29
PM
03:2
3:59
PM
03:2
8:29
PM
03:3
2:59
PM
03:3
7:29
PM
03:4
1:59
PM
03:4
6:30
PM
03:5
0:59
PM
03:5
5:29
PM
03:5
9:59
PM
04:0
4:29
PM
04:0
9:00
PM
04:1
3:29
PM
04:1
7:59
PM
04:2
2:30
PM
04:2
6:59
PM
04:3
1:30
PM
04:3
5:59
PM
04:4
0:29
PM
04:4
4:59
PM
04:4
9:29
PM
04:5
3:59
PM
04:5
8:29
PM
05:0
2:59
PM
05:0
7:29
PM
05:1
1:59
PM
05:1
6:29
PM
05:2
0:59
PM
05:2
5:29
PM
05:2
9:59
PM
05:3
4:29
PM
05:3
8:59
PM
05:4
3:29
PM
05:4
7:59
PM
05:5
2:29
PM
05:5
6:59
PM
06:0
1:29
PM
06:0
5:59
PM
06:1
0:29
PM
06:1
4:59
PM
06:1
9:29
PM
06:2
3:59
PM
06:2
8:29
PM
06:3
2:59
PM
06:3
7:29
PM
06:4
1:59
PM
06:4
6:30
PM
06:5
0:59
PM
06:5
5:29
PM
06:5
9:59
PM
07:0
4:29
PM
07:0
8:59
PM
07:1
3:29
PM
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
3,500.0
4,000.0
4,500.0
COIN TOSS
MADONNAHALFTIME SHOW EXCITING LAST FEW
MINUTES OF THE GAMEKICKOFF
BATTLESHIP MOVIE AD
TAX ACTAD COCA-COLA
POLAR BEAR AD
GIANTS DRIVE (FIELD GOAL)
Source: Flurry Analytics
APP SESSIONS STARTED PER SECOND IN U.S. DURING SUPER BOWL
APPS ARE EATING THE FIRST SCREEN03
:14:
59 P
M03
:19:
29 P
M03
:23:
59 P
M03
:28:
29 P
M03
:32:
59 P
M03
:37:
29 P
M03
:41:
59 P
M03
:46:
30 P
M03
:50:
59 P
M03
:55:
29 P
M03
:59:
59 P
M04
:04:
29 P
M04
:09:
00 P
M04
:13:
29 P
M04
:17:
59 P
M04
:22:
30 P
M04
:26:
59 P
M04
:31:
30 P
M04
:35:
59 P
M04
:40:
29 P
M04
:44:
59 P
M04
:49:
29 P
M04
:53:
59 P
M04
:58:
29 P
M05
:02:
59 P
M05
:07:
29 P
M05
:11:
59 P
M05
:16:
29 P
M05
:20:
59 P
M05
:25:
29 P
M05
:29:
59 P
M05
:34:
29 P
M05
:38:
59 P
M05
:43:
29 P
M05
:47:
59 P
M05
:52:
29 P
M05
:56:
59 P
M06
:01:
29 P
M06
:05:
59 P
M06
:10:
29 P
M06
:14:
59 P
M06
:19:
29 P
M06
:23:
59 P
M06
:28:
29 P
M06
:32:
59 P
M06
:37:
29 P
M06
:41:
59 P
M06
:46:
30 P
M06
:50:
59 P
M06
:55:
29 P
M06
:59:
59 P
M07
:04:
29 P
M07
:08:
59 P
M07
:13:
29 P
M
1,000.0
1,500.0
2,000.0
2,500.0
3,000.0
3,500.0
4,000.0
4,500.0
RETURN FROM COMMERCIAL BREAK
RETURN FROM COMMERCIAL BREAK
36%
6%58%
57%9%
34%
70%
11%
19%
APPS EATING GAMES REVENUE
Source: Flurry Analytics, The NPD Group; Flurry analysis & estimates
U.S. PORTABLE GAME SOFTWARE BY REVENUE
2009 2010 2011
iOS & Android Sony PSP Nintendo DS
THESE CATEGORIES ARE READY TO EAT SOMETHING
Source: Flurry Analytics, October 2011 – March 2012
FASTEST GROWING APP CATEGORIES, TIME PER ACTIVE USER
Photo & Video Music Productivity Social Networking Entertainment
89%
72%66%
54%
40%
TV Print Web Radio Mobile
43%
29%
16%
11%
1%
40%
6%
22%
9%
23%
2011 U.S. AD SPENDING VS. CONSUMER TIME SPENT
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
TIME SPENT PER MEDIAAD SPEND PER MEDIA
WHICH BUDGET WILL MOBILE AD DEMAND EAT?
Cross-platform Revenue Comparison: iOS vs. Android
HOW WILL DEVELOPERS EAT?
Source: Flurry Analytics
