The State of the App Economy in December 2012
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The document summarizes key findings from a presentation given by Simon Khalaf, President & CEO of Flurry Analytics, at the AppNation IV conference in December 2012. It shows that mobile app usage and revenue are growing rapidly, surpassing web browsing and approaching television in terms of time spent. However, investors remain skeptical that it is difficult to make money from apps due to high customer acquisition costs and a concentration of revenue among a small number of large companies. The presentation provides data to counter these views and demonstrate the significant opportunities in the mobile app economy.
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The State of the App Economy in December 2012
- 1. DECEMBER 2012 The State of the App Economy Simon Khalaf, President & CEO @FlurryMobile @SimonKhalaf @AppNationConf APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 2. ONE TRILLION EVENTS PER MONTH WW iOS & Android App Events Measured by Flurry, Billions 1,100 1,000 900 800 700 600 500 400 300 200 100 - May 08ul 08 ep 08 08 09 09 09ul 09 ep 09 09 10 10 10ul 10 ep 10 10 11 ar 11 11ul 11 ep 11 11 12 12 12ul 12 ep 12 12 J S Nov Jan Mar May J S Nov Jan Mar May J S Nov Jan M May J S Nov Jan Mar May J S Nov APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012 Source: Flurry Analytics, May 2008 – November 2012
- 3. APPS PASS WEB, CHALLENGE TV U.S. Web vs. Mobile App vs. TV Consumption, Minutes per Day 180 160 140 162 168 168 120 100 127 80 94 60 70 66 72 70 40 20 - Dec 2010 Dec 2011 Dec 2012 Web Browsing Mobile Applications Television APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012 Sources: comScore, Alexa, U.S. Bureau of Labor Statistics, Flurry Analytics
- 4. BEYOND GAMING WW iOS & Android Smart Device Time Spent per App Category Lifestyle 1% Health & Fitness 1% Productivity 2% Other News 2% 5% Utilities 10% Games 43% Entertainment 10% Social Networking 26% APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012 Source: Flurry Analytics, November 2012
- 5. MOBILE REVENUE GROWTH 20 Billions 18 16 14 12 10 8 6 4 2 0 2008 2009 2010 2011 2012 Virtual Goods Advertising APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012 Source: eMarketer, Mary Meeker (KPCB)
- 6. INVESTOR SKEPTICISM 1. It’s hard to make money in mobile and apps 2. It’s expensive to scale an app business 3. A minority is capturing the majority of revenue APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 7. INVESTOR SKEPTICISM 1. It’s hard to make money in mobile and apps 2. It’s expensive to scale an app business 3. A minority is capturing the majority of revenue APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 8. MOBILE REVENUE GROWTH US Display Advertising and Virtual Goods Revenue Billions 14 12 10 8 6 4 2 0 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Web (Browsing) Mobile Apps APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012 Source: eMarketer, Flurry, Comscore
- 9. INVESTOR SKEPTICISM 1. It’s hard to make money in mobile and apps 2. It’s expensive to scale an app business 3. A minority is capturing the majority of revenue APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 10. APP TRAFFIC ACQUISITION Cost per Visit, Apps versus The Web 63 22 Web Apps APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012 Source: eMarketer, Flurry
- 11. INVESTOR SKEPTICISM 1. It’s hard to make money in mobile and apps 2. It’s expensive to scale an app business 3. A minority is capturing the majority of revenue APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012
- 12. REVENUE DISTRIBUTION Number of Companies Controlling 66% of Revenue (Ads and Apps) 248 5 Web Apps APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012 Source: eMarketer, Flurry
- 13. Thank you! @FlurryMobile @SimonKhalaf @AppNationConf APPNATION IV SAN FRANCISCO, CA DECEMBER 11-12, 2012