flurry variety appconference_29nov12
DESCRIPTION
Media consumption trends and insights across smartphones, tablets and their impact on TV.TRANSCRIPT
November 2012
The new first screen?Jarah Euston, Director of Analytics
85,000
250,000
App Developers:
Live Applications:
Flurry Analytics Better apps on iOS, Android, BB, WP, HTML5
750MDevices per month:
60BSessions per month:
AppCircle Ad NetworkEngage mobile consumers: iOS, Android
6,200App Developers:
250MDevices per month:
3MDaily Completed Views
Flurry Is a Leading App Measurement & Advertising Platform
Jul 0
8Sep
08Nov
08Ja
n 09
Mar 09
May 09
Jul 0
9Sep
09Nov
09Ja
n 10
Mar 10
May 10
Jul 1
0Sep
10Nov
10Ja
n 11
Mar 11
May 11
Jul 1
1Sep
11Nov
11Ja
n 12
Mar 12
May 12
Jul 1
2 -
10
20
30
40
50
Flurry Sessions per Month
The Rise of Mobile Apps B
illion
s
Flurry Sessions in the Photo & Video category, per month
Photo & Video Apps Take Off
Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sept 12 Oct 12 -
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
~40% increase in October
U.S. video engagement, monthly minutes per active user
Apps Catching Up to Online
Mar 2011 June 2011 Sep 2011 Dec 2011 Mar 2012
63 93 110 152
231 276
324 378
472 425
Source: Flurry Analytics, comScore Video Metrix
Google Internet SitesiOS & Android Photo & Video Apps
03:1
4:59
PM
03:1
9:29
PM
03:2
3:59
PM
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8:29
PM
03:3
2:59
PM
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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
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2:30
PM
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6:59
PM
04:3
1:30
PM
04:3
5:59
PM
04:4
0:29
PM
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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
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6:30
PM
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0:59
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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
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
App Sessions Started per Second in U.S. During Super Bowl
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
Apps Closing in on Television
RETURN FROM COMMERCIAL BREAK
RETURN FROM COMMERCIAL BREAK
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
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
Daypart comparison, people 15+ using medium in U.S.
Mobile App Usage Is “Prime Time All Time”
TELEVISION INTERNET iOS & ANDROID APPS
1 1 1 1 1 1 0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
% o
f A
udie
nce
U
sing
Hour of Day
Source: Flurry Analytics, Sep 2012
Smartphones
Tablets
Tablet Usage Is More Concentrated during Primetime
Usage by Hour, Smartphones versus Tablets
Weekly Frequency of Use
12.9
5.7
9.58.6
Minutes per Session
Smartphones Tablets
Tablet Usage is Longer but Less Often
App Engagement, Smartphones versus Tablets
Smartphones Tablets
Games39%
Social Networking24%
Utilities17%
Health & Fitness
3%
Lifestyle3%
Enter-tainment
3%Other11%
Games67%
Social Network-
ing10%
Enter-tainment
9%
Utilities4%
News2%
Productivity2%
Other7%
Tablet Usage More Media & Entertainment Oriented
Time Spent per Category, Smartphones versus Tablets
Video Social Overall0
2
4
6
8
10
12
14
16
1816.81
6.73
8.679.44
2.98
5.72
Tablets the Dominant Device for Video Apps
Session length, Smartphones versus Tablets
SmartphonesTablets
Min
utes
Average monthly cost to reach a U.S. consumer
The Advertising Opportunity
Source: Flurry Analytics, Nielsen, Business Insider
$72
$2
Cable TV AppCircle Clips
TV Print Web Radio Mobile
43%
29%
16%
11%
1%
40%
6%
22%
9%
23%
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics
Time Spent per Media
Ad Spend per Media
2011 U.S. ad spend versus time spend per media
The Great Mobile Advertising Gap
