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On Wednesday, May 8, 2011 Peter Farago, Vice President of Marketing for Flurry, took Anthem & Schawk through their unique view of the Apps Ecosystem by the numbers. Flurry earns their perspective by powering the analytics aggregated on nearly 1/4 of the apps in AppsStore. Included are trending data on demographics, devices/platforms, types of apps and a look at key issues in going to market. It's early days in what's already shaping up to be a significant market that's threatening to disrupt every industry and medium.
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The mass market is adopting iOS and Android
Peter FaragoVice President Marketing
It’s primetime for the instant everything generation, iGen
Flurry Snapshot
40,000
75,000
App Developers:
Live Applications:
Flurry Analytics
259 MTotal Devices Covered:
155 MMonthly Active Devices:
52 MDaily Active Devices:
12 BMonthly Sessions:
Selected Customers
Flurry AppCircle
1,200
90 M
App Developers:
Monthly User Reach:
iTunes Downloads
App Store vs. iTunes Downloads
Source: Apple, Inc.
-
500
1,000
1,500
2,000
2,500
1 2 4 8 11 15 20 27 34 45
downloads (billions)
1 2 3 4 5 6 7 8 10 12 15 18 21 22 23 26 -
1
2
3
4
5
6
7
iTunes App Storemonths since launch
1B
2B
3B
4B
5B
6B
10 months
15 months
18 months
23 months
26 months
• iTunes reached 6B in ~ 6 years; App Store reached ~ 1/3 time
• App Store 6.5B in just over 2 Yrs; Tunes 370M over same time
• App Store downloads 18X versus iTunes over same period of time
iPhone App Store Dwarfing iTunes Success“I’ve never seen anything like this in my career” – Steve Jobs
iGen is the Instant Everything Generation
Instant News Instant Deals Instant Crowds
Just Add Content
Instant Art Instant Entertainment Instant Feedback
Jan 09
Feb 09
Mar 09
Apr 09
May 09
Jun 09
Jul 09
Aug 09
Sep 09
Oct 09
Nov 09
Dec 09
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
-
2,000,000,000
4,000,000,000
6,000,000,000
8,000,000,000
10,000,000,000
12,000,000,000
Source: Flurry Analytics
billions
Use
r S
ess
ion
s b
y M
on
th
iGen is on the MoveSessions tracked by Flurry
The iGen Audience is Growing DramaticallyAlready Larger than Top Primetime TV Shows
Sources: Nielsen TV Ratings 2009-10, Broadcast Primetime Shows Ranked By Live + Same Day Average Viewership; Flurry
Flurry's
Reach
FOX: Americ
an Idol, T
UE
FOX: Americ
an Idol, W
ED
CBS: NFL N
ATL POST G
UN
CBS: NCIS
ABC: Dancin
g with
the Stars
NBC: Sunday N
ight Football
CBS: Underco
ver B
oss
FOX: NFL S
unday - Post
Gun 1
CBS: NCIS: L
os Angeles
CBS: The M
entalist
0
5
10
15
20
25
Aud
ienc
e N
etw
ork
Siz
e, M
illio
ns
Social Gaming 27.2 mins
Top Daily App Usage
Bachelor61%
Graduate21%
Some College
12%
High School
6%
Below $35k
$35k to 50k
$50k to $60k
$60k to $80k
$80k to $100k
$100k to $150k
Above $150k
0% 10% 20% 30%
More Affluent
13 - 17 18 - 24 25 - 34 35 - 44 45+0%
5%
10%
15%
20%
25%
30%Male Female
More Educated Younger & More Female
Audience Distribution by Household Income
Audience Distribution by Highest Education Level Achieved
Audience Distribution by Age Category & Sex
iGen is an extremely Valuable AudienceMobile Apps Attract Desirable, Target-rich Audience
Source: Flurry Analytics, Top iOS Apps
Source: Flurry Analytics
Games
Entertainment
Utilities
Socia
l Netw
orking
Lifesty
leMusic
Games - Arca
de
Games - Acti
on
Games - Board
Games - Puzzl
eTrave
l
PhotographyNews
Productivit
y
ReferenceSp
orts
Healthca
re & Fit
nessBooks
Navigation
Business
Education
Games - Sp
orts
Finance
Games - Kids
Games - Sim
ulation
Games - Card
Games - Word
Games - Adve
nture
Games - Str
ategy
Weather
Games - Fa
mily
Games - Racin
g
Games - Role Playin
g
Games - Casin
o
Games - Triv
ia
Games - Educa
tional
Games - Music
Medical
0%
2%
4%
6%
8%
10%
12%
14%
% d
ow
nlo
ad
s p
er
cate
go
ry
iGen will try a lot of content…
…but are loyal to a few key categoriesGa
mes
Socia
l Net
workin
gEn
terta
inm
ent
Spor
tsGa
mes
- Ac
tion
Utiliti
esPr
oduc
tivity
News
Lifes
tyle
Mus
icGa
mes
- Bo
ard
Gam
es -
Arca
de
Trav
elRe
fere
nce
Gam
es -
Card
Phot
ogra
phy
Gam
es -
Puzz
leFin
ance
Navig
ation
Gam
es -
Kids
Healt
hcar
e &am
p; Fi
tnes
s
Book
sBu
sines
s
0%
5%
10%
15%
20%
25%
30%
35%
40%
Health
care
& Fi
tnes
s
Tota
l Ses
sion
s by
Cat
egor
y, P
erce
nt
Source: Flurry Analytics
Apple Rank/Fea-
tured
Android Market
PR/Web crossover
TapJoy Flurry AdMob/Google
AppBrain FAAD iAD other0%
10%
20%
30%
40%
50%
60%
70%
iGen has an app discovery problemOverwhelmed with choice & unable to reduce “search costs”
Source: Flurry, Dec 3rd to Dec 30th , 2010(Excludes carrier pre-installs)
So
urc
e o
f d
ow
nlo
ad
s, %
So what is in store for 2011… a non-scientific survey of our developers
• The content explosion, especially on Android
• Mobile OS and Apps invade televisions “sets”
• Recommendations become the new discovery
• Game Mechanics/In-app-purchases everywhere
• The emergence of Samdroid as the new duopoly that challenges Apple
• New and improved Ad Networks as Madison Avenue fights back
• Microsoft and/or Facebook will become a viable 3rd player
• Opportunities, opportunities and opportunities
Who is Building for Mobile
On-line22%
Na-tive iPhone
20%
Traditional Gaming19%
Re-tail & CPG17%
Tra-di-
tional
Me-dia
17%
Mobile5%
A Whole New World of “Developers”Home Platform for Developers with iPhone Apps
Source: Flurry Analytics
I will emotionally immerse, empower, surprise, delight, entertain, save time for, make more productive, inform, educate, socially connect, romantically intrigue and make life better for your customers…
The Importance of Developers…
CONTENT
…if I only have to build once, control my assets, get approved in 1 week, reach 100M+ devices, know consumers can and will buy, get consumers to notice and try my apps, keep most of the money, monitor my own business and can adjust on the fly.
FOR CASH
… to Platform Providers
Great Device & Operating System
Developers Want a Business Not a Platform
DeveloperInnovation
Broadband Connectivity
Large, Paying Customer Base
One-clickPurchase
Application Maker Choices
Decisions, Decisions…
100M Installed Base 200M Installed Base
350,000 new devices per day
300,000 new devices per day
Android Installed Base is Gaining on iOS, but…
Average Session Length*
Minutes
iPhone vs Android
*April 1 – April 15
Finance
Sports
Lifestyle
Entertainment
Business
HealthCare & Fitness
Education
News
Social Networking
Games
Books
Productivity
0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00
iPhoneAndroid
Finance
Business
Education
Productivity
HealthCare & Fitness
Lifestyle
Entertainment
News
Music
Games
Books
Sports
Social Networking
0 2 4 6 8 10 12 14
iPhoneAndroid
Sessions per User*
Sessions
iPhone vs Android
*April 1 – April 15
Retention*iPhone vs. Android
*April 1 – April 15% Retained
Books
Business
Education
Music
Finance
Productivity
HealthCare & Fitness
Lifestyle
Entertainment
News
Games
Social Networking
Sports
0% 10% 20% 30% 40% 50% 60% 70% 80%
iPhoneAndroid
Where Are Thousands of Developers Placing Their Bets?
iPhone51%
Android34%
iPad10%
Other6%
Distribution of Apps Created
Number of apps set up with Flurry Analytics, Feb – March, 2011, n = 8,372
Growth Rate of Apps Being BuiltAndroid Rate Accelerating, but from a smaller base
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-110%
50%
100%
150%
200%
250%
300%
350%
400%
450%
500%
Number of apps set up with Flurry Analytics by Platform
How are developers responding?More companies are going cross-platform
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-110%
100%
200%
300%
400%
500%
600%
700%
800%
+
Number of apps set up with Flurry Analytics by Platform
Thank [email protected]