August 2013
Quality Over Quantity: Mobile Users MatterJarah Euston, Director of Analytics
@jarahk
120,000
350,000
App Developers:
Live Applications:
Flurry AnalyticsiOS, Android, BB, WP, HTML5
1.1B +Devices per month:
110BSessions per month:
AppCircle Ad NetworkEngage mobile consumers: iOS, Android
6,200App Developers:
350MDevices per month:
3M +Daily Completed Views
Flurry Is a Leading App Measurement & Advertising Platform
`
BROWSER (20%)
APP (80%)
Games, 32%
Facebook, 18%
Safari, 12%
Productivity, 2%
Social Networking, 6%
Utility, 8%
News, 2%
Entertainment, 8%
Android Native, 4% Opera Mini, 2%
Other, 6%
Source: Flurry Analytics, comScore, NetMarketShare
It’s An App World. The Web Just Lives in It.
Time Spent on iOS & Android Connected Devices
In the US: Primetime Is Almost all The Time
5:00 AM
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
12:00 AM
1:00 AM
2:00 AM
3:00 AM
4:00 AM
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & ProductivityLifestyle & Shopping Sports, Health & Fitness Other
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
Average Time Spent on iOS Devices- US Only
iTUNES APP STOREGOOGLE PLAY
Competition for Consumers Continues to Increase
~1 million available apps on iOS and Android
Sources: Google, Apple; number in thousands
Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13
2 2080
200250
350
460
600675
800
1000
28
160250
400 425500
600650
700
800
900
It Takes Work to Make it to the Top of the Charts
To achieve an App Store ranking of at least:
Minimum new users required
Average new users required
Maximum new users required
1 190,000 281,000 372,000
5 145,000 170,000 194,000
10 75,000 83,000 90,000
15 59,000 65,000 70,000
25 44,000 48,000 51,000
50 39,000 41,000 43,000
100 25,000 26,000 27,000
Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).
Average 30-Day Churn Rate for Top apps
Churn for Top Performing Apps is ~50% After 30 Days
100%
40
80
60
20
0
50
10
30
90
70
30
48%
29282726252423222120190 1 18171615141312111098765432
Days Since First Use of App
User
s Re
tain
ed (%
)
Note: Churn based new users acquired from January–May 2013; Metric is calculated as the average of the top 1000 apps by Monthly Active Users tracked by Flurry
24%
After 30 days, ~50% of users are no longer
active
Loyalty Varies by Application Category
IDENTIFY
ACQUIRE
MEASURE
Analytics Virtual Cycle Can Drive Marketing ROI
IDENTIFY
ACQUIRE
MEASURE
Cohorts: Segment based on acquisition date
Usage Level: Define heavy, regular & infrequent users
Events: Segment based on actions users complete
Demographics & Geography: Age, gender, language and more
Acquisition Source: Segment by channel & campaign
Use Segments to Identify Your Audience
Segment Your Audience Your Way
Usage of The 25-34 Millennials- Males VS Females
Sports
, Hea
lth & Fitn
ess
Music,
Med
ia & Ente
rtainm
ent
Lifes
tyle &
Shopp
ing
Social
&Photo
Sharin
g
Utlities
& Produc
tivity
News &
Magaz
ines
Games
-100%
-50%
0%
50%
100%
150%
200%
250%
FEMALES
MALES
How Young Adults Index Against All Age Groups- Gender Cut
Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.
Example: Create Events for Purchase Funnel Steps
SEARCHROOMS
SELECTHOTEL
COMPARERATES
CHECKOUT1 2 3 4
Example: The Booking Purchase Funnel
SEARCHROOMS
SELECTHOTEL
COMPARERATES
CHECKOUT
IDENTIFY
ACQUIRE & MONETIZE
MEASURE
Understand Who Your Most Valuable Users Are
Age & Gender• Male• Female• 13 – 17• 18 – 24• 25 – 34• 35 – 44• 45 – 54• 55+
Geo & Language• Country• State• City• Language
Device & OS• Tablet• Smartphone• iOS• Android
Flurry Personas• Parents• Business Traveler• Value Shopper• Fashionista• Custom• 20+ Additional
Segments
Once Characteristics of Valuable Users Known, Use Them
IDENTIFY
ACQUIRE
MEASURE
Options for Paid Mobile Marketing
ENGAGEMENT
Display – Banners & Interstitials
Video
Rich Media
Branded AppPromotion
Brand Integration
INVESTMENT
ENGAGEMENT
Quality, cost and value indices
Range of Options for User Acquisition
Source: Flurry Analytics
Quality index
Cost index
Value index
Note: All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user
CPC CPI (Incentivized) Video
1.0
0.2
1.6
1.0
1.5
0.8
2.1X1.0X 0.1x
Whatever the Unit, Track Performance
$$ Channel 1
Channel 2
Channel 3
??
1. Track User Source
2. Evaluate User Quality
Shared on FB
Made Purchase✔
3. Optimize Acquisition Budget
4. Analyze Long-Term Performance
IDENTIFY
ACQUIRE
MEASURE• Events• Segments• Funnels
• Demographics• Personas• Geography
• User acquisition• Focus on value
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