paidContent Mobile 2011: Flurry On Trends In Apps

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					                     May 18, 2011 New York City



Mobile App Market: iOS vs. Android
                             Peter Farago
                 Vice President Marketing
                         peter@flurry.com
                           Who is Flurry?
Flurry Analytics                      Selected Customers

  App Developers:           43,000

  Live Applications:        80,000

 Total Devices Covered:      259 M

 Monthly Active Devices:     155 M

  Daily Active Devices:       52 M

  Monthly Sessions:           12 B


Flurry AppCircle

 App Developers:             1,200

 Monthly User Reach:         90 M
Mobile > PC + TV + Broadband + Pay TV




                         Sources: United Nations, ITU, Gartner, Accenture Analysis.
                                   Copyright © 2011 Accenture All Rights Reserved
Thinking About Mobile Apps? It’s Time.




                Sources: IDC, Accenture analysis. Copyright © 2011 Accenture All Rights Reserved
All the Cool Kids are Doing It
500M Apps in the Market Already

              Mobile
                5%
    Traditional            Online
      Media                 22%
       17%


  Retail &                    Native
   CPG                        iPhone
   17%                          20%

             Traditional
               Gaming
                19%
                                       Source: Flurry Analytics
                      And Attracting a Desirable, Target-rich Audience



         Audience Distribution by           Audience Distribution by                       Audience Distribution by
           Household Income             Highest Education Level Achieved                     Age Category & Sex


                                                                                                                Male      Female
  Above $150k                                          High                30%
                                                      School
                                             Some
$100k to $150k                                          6%
                                            College                        25%
                                              12%
 $80k to $100k
                                                                           20%
  $60k to $80k
                                        Graduate                           15%
  $50k to $60k                            21%
                                                                Bachelor   10%
   $35k to 50k                                                    61%

                                                                           5%
   Below $35k

                                                                           0%
                 0%   10%   20%   30%
                                                                                 13 - 17    18 - 24   25 - 34   35 - 44      45+



                                                                                       Source: Flurry Analytics, Top iOS Apps
In All the Right Places




                          Source: Flurry Analytics, iOS & Android Game Apps
  Two Dominant Platforms for Mobile Apps
   But with key monetization differences




   400,000* new                     ~375,000* new
  devices per day                  devices per day

100M Installed Base              200M Installed Base

   *per Google at I/O May 2011                *estimate



                                              Sources: Google, Apple, Flurry
Is there Still Room for a Third?




               Speculation only.
               Artist’s rendering.
Developers Want a Business Not a Platform


  Great Device &            Broadband
 Operating System           Connectivity


               Developer
               Innovation

   Large, Paying             One-click
  Customer Base              Purchase
       Decisions, Decisions…




Smartphones              Tablets
What Thousands of Devs Are Doing
Distribution of Apps Created on Flurry

               Other
          iPad 6%
          10%




                                           iPhone
                                             51%
     Android
      33%




                  Source: Number of apps set up with Flurry Analytics, Feb – March, 2011, n = 8,372
                        Growth Rate of Apps Being Built
                    Android Accelerating, but from Smaller Base
500%


450%


400%


350%


300%


250%


200%


150%


100%


50%


 0%
       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



                                                                            Source: Number of apps set up with Flurry Analytics by Platform
                        Growth Rate of Apps Being Built
                         More Companies Going Cross-Platform
800%

                                                                                                                                  +
700%


600%


500%


400%


300%


200%


100%


 0%
       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



                                                                            Source: Number of apps set up with Flurry Analytics by Platform
 Rapid Android OS Iteration:
Innovation & Fragmentation




           Sources: Google, Accenture analysis. Copyright © 2011 Accenture All Rights Reserved
                 Netflix: A High Profile Case in Point


                                       Netflix Android Device & OS Support:
                                       1. HTC Incredible with Android 2.2
                                       2. HTC Nexus One with Android 2.2, 2.3
                                       3. HTC Evo 4G with Android 2.2
                                       4. HTC G2 with Android 2.2
                                       5. Samsung Nexus S with Android 2.3


“Because the platform has evolved so rapidly, there are some significant challenges
associated with developing a streaming video application for this ecosystem,” wrote
Roma De, a member of Netflix’s product team, on its blog Thursday. “One of these
challenges is the lack of standard streaming playback features that the Netflix application
can use to gain broad penetration across all available Android phones. In the absence of
standardization, we have to test each individual handset and launch only on those that
can support playback.”
                                                           – from mocoNews, Tom Krazit
                                    iPhone vs. Android
                                Engagement: Session Length

        Productivity

              Books

             Games

  Social Networking

              News

          Education
                                                                                             iPhone
HealthCare & Fitness                                                                         Android

           Business

      Entertainment

            Lifestyle

              Sports

            Finance


                        0   1   2             3            4            5          6   7               8

                                    Average Session Length, Minutes, April 1 -15
                                                                                       Source: Flurry Analytics
                                iPhone vs. Android
                                Engagement: Use Frequency

  Social Networking

             Sports

              Books

             Games

              Music

              News

      Entertainment                                                                     iPhone
                                                                                        Android
            Lifestyle

HealthCare & Fitness

        Productivity

          Education

           Business

            Finance

                        0   2         4             6             8          10   12               14


                                  Number of Sessions per User, April 1 -15
                                                                                  Source: Flurry Analytics
                                   iPhone vs. Android
                                    Engagement: Retention

             Sports

  Social Networking

             Games

              News

      Entertainment

            Lifestyle

HealthCare & Fitness                                                                  iPhone
                                                                                      Android
        Productivity

            Finance

              Music

          Education

           Business

              Books

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

                                          % Retained, April 1 -15
                                                                                Source: Flurry Analytics
   Thank you
peter@flurry.com

				
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Description: App analytics company Flurry looks at some of the big trends in mobile apps today.
About Covering the business of mobile content. ContentNext Media is a media and information company owned by Guardian News and Media Limited. Based in New York City, the company covers the business of digital media, serving decision makers within the media, entertainment, publishing, advertising, marketing, and technology sectors. Founded by journalist Rafat Ali in 2002, the company's news sites chronicle the economic evolution of digital content that is shaping the future of the media, information and entertainment industries. Our belief is that in the near future, all media will be digital media, and we are helping define sustainable business models and innovation within this sector.