Canada: State o f the App Nat ion

M a y 1 3 , 2 0 1 5

2 Yahoo Confidential & Proprietary

Analyze MonetizeAdvertise

Yahoo 2015  Confidential & Proprietary. 3

Mobile analytics and advertising platform that sees...

Activity from an average of 7 apps per device

That’s 1/3 of all app activity

700,000 apps / 200,000 developers

1.6 billion devices

Yahoo 2015  Confidential & Proprietary.

Flurry at a glance

4 Yahoo Confidential & Proprietary

2,700Companies

We’ve Got Canada Covered

38MActive Devices

12,800Apps

SOURCE: FLURRY ANALYTICS

Mobile is personal Your app signature is more distinctive than your DNA

410x

10931M

apps in the both

App Store and

Google Play

20apps per person

possible

combinations of

apps per

platform

(there are about 8M possible chromosome combinations)

x =

Time Spent on iOS and Android Connected Devices in Canada

14%Browser

86%Apps

Twitter 1%

Other 4%

Facebook 22%

Messagingand Social

(other) 14%

Other5%

Utilities & Productivity 8%

Music, Media & Entertainment 9%

Gaming14%

Health and Fitness 3%

Browser14%Apple Apps 4%

SOURCE: FLURRY ANALYTICS, COMSCORE, MARCH 2015Netflix 2% YouTube 5%

SOURCE: FLURRY ANALYTICS, ALL DEVICES

Seven Years In: Nothing but GrowthMonthly Sessions Measured by Flurry from 700K+ Apps and 200K Devs

8 Yahoo Confidential & Proprietary

Nothing But Growth in Canada Too

May

-08

Aug-08

Nov-0

8

Feb-0

9

May

-09

Aug-09

Nov-0

9

Feb-1

0

May

-10

Aug-10

Nov-1

0

Feb-1

1

May

-11

Aug-11

Nov-1

1

Feb-1

2

May

-12

Aug-12

Nov-1

2

Feb-1

3

May

-13

Aug-13

Nov-1

3

Feb-1

4

May

-14

Aug-14

Nov-1

4

Feb-1

5

-

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

TO

TAL

SESSIO

NS (

BIL

LIO

NS)

SOURCE: FLURRY ANALYTICS, ALL CANADA DEVICES

9 Yahoo Confidential & Proprietary

Health & Fitness, Sports, and Productivity Apps Lead Canadian Growth

Health

& F

itnes

s

Spor

ts

Utiliti

es &

Pro

duct

ivity

Fina

nce

Mes

sagi

ng a

nd S

ocial

Trav

el

Mus

ic, M

edia &

Ent

erta

inm

ent

Games

Life

style

& Sho

ppin

g-20%

20%

60%

100%

140%

140%

88% 88%

67%

32% 29%23%

0% -3%

YoY Canada Session Growth (March 2014-March 2015)

Average: 26%

SOURCE: FLURRY ANALYTICS, ALL CANADA DEVICES

10 Yahoo Confidential & Proprietary

Canadians Over-Index in Fitness and Sports Growth; Under-Index in Productivity, Travel and Shopping

Health

& Fitn

ess

Spor

ts

Utiliti

es &

Pro

duct

ivity

Fina

nce

Mes

sagi

ng a

nd S

ocia

l

Trav

el

Mus

ic, M

edia

& E

nter

tain

men

t

Gam

es

Life

styl

e & S

hopp

ing-20%

20%

60%

100%

140%

180%140%

88% 88%67%

32% 29% 23%0%

-3%

99%

27%

166%

86%

45%

81%

40%

10%

143%

YoY Session Growth (March 2014-March 2015)

Canada

Global

SOURCE: FLURRY ANALYTICS, ALL DEVICES

11 Yahoo Confidential & Proprietary

CHINA MOBILE

WHATSAPP FACEBOOK MESSENGER

WECHAT SNAPCHAT LINE AT&T NTT KAKAO ROGERS, BELL

CANADA, TELUS

0

100

200

300

400

500

600

700

800700 700

500460

200170

10566 50

26

Messaging Creating Platforms Rivaling Major TelcosSubscribers (Telcos) or Monthly Active Users (OTT Apps) in Millions

SOURCES: PUBLICLY DISCLOSED NUMBERS; SNAPCHAT: TECHCRUNCH (DEC2014)

12 Yahoo Confidential & Proprietary

Use of Messaging and Productivity Apps by Gender Looks Different in Canada vs. Globally

Canada Global0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

59%

80%

41%

20%

Messaging & Social Session Breakdown

MaleFemale

Canada Global0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

52%

22%

48%

78%

Utilities & Productivity Session Breakdown

MaleFemale

SOURCE: FLURRY ANALYTICS, 92K CANADA DEVICE SAMPLE MARCH 2015

13 Yahoo Confidential & Proprietary

Mobile Use Peaks During Prime Time in Canada

5AM 6AM 7AM 8 AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2 AM 3 AM 4AM0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%PRIME TIME

% O

F D

AIL

Y S

ESSIO

NS

SOURCE: FLURRY ANALYTICS, 92K CANADA DEVICE SAMPLE, MARCH 2015

HOUR OF DAY

14 Yahoo Confidential & Proprietary

Canadians Beginning to Adopt Phablets

Global

Canada

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2%

59%

64%

20%

14%

7%

8%

12%

14%

Form Factor Distribution – March 2015

Small PhonesMedium PhonesPhabletsSmall TabletsFull-Size Tablets

SOURCE: FLURRY ANALYTICS, 92K CANADA DEVICE SAMPLE

15 Yahoo Confidential & Proprietary

Female Adoption of Phablets Driving Lower Penetration

CANADA GLOBAL CANADA GLOBAL0%

5%

10%

15%

20%

25%

30%

35%

29% 28%

9%

19%

MALES FEMALES

SOURCE: FLURRY ANALYTICS, 92K CANADA DEVICE SAMPLE

16 Yahoo Confidential & Proprietary

The Mobile App Gaming Economy: Bigger Than Hollywood

2008 2009 2010 2011 2012 2013 20140

2

4

6

8

10

12

14

16

NA Box Office iOS Games

TO

TAL

REV

EN

UE (

$B

USD

)

SOURCE: FLURRY ANALYTICS, STATISTA, ASYMCO

17 Yahoo Confidential & Proprietary

TR

ILLI

ION

S (

USD

)

US China Japan Germany Mobile France UK Brazil Russia India Canada Australia

16.7

9.1

4.9

3.7 3.32.8 2.7

2.2 2.1 1.877 1.9 1.56

SOURCE: BCG, FLURRY

The Global Economic Impact2014 Mobile Revenues Compared to Top Countries by GDP

1.7x

18 Yahoo Confidential & Proprietary

…THE BEST IS YET TO COME