Udecam 2015
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Mobile Revolution: Seven Years on par Richard Firminger
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Udecam 2015
- 1. Mobile Revolution: Seven Years On Richard Firminger VP, Flurry from Yahoo
- 2. I have ten minutes to tell you…
- 3. 300B 225B 150B 75B 2011 2012 2013 2014 20152009 20102008 Music Gaming Entertainment Social Networking Travel Retail Messaging TV Media Monthly Flurry Sessions Source: Flurry Analytics
- 4. • Mainstream industry segments joining the app revolution • Phablets • App content explosion Major Growth Factors
- 5. 158 162 220 On MobileDevices in the US Q1 2013 Q2 2014 Q2 2015 +35% Mobile Time Spent (Minutes) 20% browser 10% browser TIME IN BROWSER DECREASED BY HALF -50% 14% browser Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015 3 hours and 40 minutes a day
- 6. AVERAGE 76% Sessions Annual Growth in App Usage Source: Flurry Analytics
- 7. 784 440 176 985 590 280 REGULAR USERS SUPER USERS MOBILE ADDICTS Under 16 Times 16 to 60 Times 60+ Times +34% +26% +59% Q2 2014 Q2 2015 Source: Flurry Analytics Worldwide Daily App Usage Distribution (MM) Mobile Addiction Continues to Rise
- 8. 63% Apps 37% Browsers Distribution 2013 2014 Time spent in online retail 52% 66% Mobile Desktop Time Spent in Online Retail Shifts to Mobile & Apps Source: Comscore, Internet Retailer
- 9. 58% Browsers 42% Apps Distribution by revenues 2013 2014 66B 78% 118B 21% M-commerce sales be leading 500 M-commerce retailers ... and M-commerce sales are growing fast Year-over-year growth Source: Comscore, Internet Retailer
- 10. Source: Flurry Analytics Europe’s Shoppers Peak During Lunch and Shop Will Into Late Evening 0% 1% 2% 3% 4% 5% 6% 7% 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am %ofDailySessions
- 11. Gaming loses ground to Entertainment, Messaging and Social Apps 45 13 52 68 44 33 Messaging & Social inc. Facebook Entertainment inc. YouTube Gaming +50% +240% -36% Q2 2015Q2 2014 Time spent Minutes Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare.
- 12. 21 33 23 31 2014 2015 IN-APP PURCHASES MOBILE ADS (EX. SEARCH) Source: Flurry Analytics, eMarketer, AppAnnie, Apple Global Mobile Revenues ($USD BN) Consumers Pay for Content
- 13. Tablets only Productivity & Utility App Usage Across the Day Source: Flurry Analytics, 100K Device Sample, Feb 2014
- 14. SPORTS NEWS & MAGAZINES MUSIC, MEDIA & ENTERTAINMENT 30% 53% 29% 158% 144% 103% All device types Phablets % Growth in Category Usage and % Over Index (Jan ‘14-’15) Phablets: 3rd Stage Media Booster Rocket +427% +172% +255%
- 15. Thank you!
Notes de l'éditeur
- Richard Firminger, VP at Flurry from Yahoo Yahoo acquired us exactly a year a go Flurry is the worlds largest free in-app analytics provider and we’re busy inside Yahoo helping Yahoo achieve its rapid transition to a mobile-first organisation Wind the clock forward today and we’re now observing 720,000 apps, 220,000 devs, 2bn MAU, 10bn Daily Sessions which is an incredible 1.42 app sessions for everyone on this planet In Europe we also see huge volumes, providing analytics and monetisation services for over 138k apps on behalf of 24k developers Skype, shazam, x factor, angry birds, snapchat, pinger, tumblr, the guardian And in France Viadeo, Gameloft, Ubisoft, Tele7, Europe1, ParisMatch. L’Express, Cote Maison, Purepeople, Newsrepublic And we see an incredible amount of French in-app activity – in the month of July over 5.5bn app sessions – or put another way whilst we’re busy here today at the conference learning lots Flurry from Yahoo meantime will have also we will observed over 185m app sessions – not bad for a country with 60m inhabitants! Mission Measure, Advertise, Monetise and Enhance – enable the app ecosystem to build better more profitable apps for all of us Free analytics at any scale, watch on average 7 apps per device and 40% of all appa ctivity, translate that into unique, targetable insights Powers our new syndication platform which we call gemini Powerful combination of 1, Yahoo + Flurry unique insights across yahoo and your users – and across all platforms – desktop, mobile web and inapp 2. Engaging and graceful ad formats in native and video that are designed to fit neatly into your user experience 3. Reach across over 1bn Yahoo users plus ptentially yours too
- So all but the millennial’s will know this French TV ad from 1984 – This ad revolutionised the TV ad format as 8 second spots were not the norm and it really made an impact, even 30 years later And I have 10 mins to show you the app revolution we’re in the midst of will burst the world you know today I am delighted to have some “right out of the oven data” to share with you today, first seen last week at our second Yahoo Mobile Developer Conference in NYC only last week. And theres more to come for the European market and I’m more than happy to come back by train, preferably by road bike, to show you what we have. Get in touch with your contact at the Yahoo Paris office and they will forward the invite.
- Montlhy sessions we at Flurry see across all 720,000 apps referred to earlier industry going into uncharted territory And we at flurry expected a ‘platform shift’ but not the revolution we are seeing today – time spent on smart-devices and in-app has gone up, and up and up – there is no industry today that has not been disrupted by mobile – starting with music all the way to retail, tv and music We now see 10bn app sessions a day, every day. This beats the distribution of clean water, rice and bread – and a significant milestone for Flurry and Yahoo And that is just Flurry! If there is anything to say about the mobile and app industry it is this: Mobile is on fire and it is showing no signs of stopping.
- So whats driving the growth? –we believe there are 3 core major growth factors app content explosion 2. mainstream industry segments joining the app revolution 3. phablets “the killer device" So lets dive into the analysis
- We now estimate across all major apps including Facebook, You Tube, Twitter, Instagram, and all those we track We now are spending an amazing 3 hours 40 mins each day consuming content on our smart-devices and that’s more than any other device including TV And steadily the time spent via apps has increased and the correspondingly time spent via browser decreased Today 90% of time spent pay day is in-app or just under 200 mins whereas time spent via browser is now 10% 0r 22mins per day (and that’s decreased by 50% since the beginning of 2013)
- growth 2013 to 2014 entire industry grew at 76% and the major growth was not in the usual suspects i.e. gaming, entertainment, news nor sports - its was shopping, productivity and messaging - all grew triple digits - i.e. the mainstream industries coming to mobile
- From Q2 2014 to Q2 2015, the total population of smart devices measured by Flurry grew from 1.3B to 1.8B, a 38% year over year growth. Regular Users, consumers who use apps between once and 16 times daily, grew from 784 million to 985 million in the same period, a 26% increase. Super Users however, consumers who use apps between 16 and 60 times daily, grew even more in that same period from 440 million to 590 million, a 34% increase. When we looked at Mobile Addicts, consumers who launch applications 60 times or more per day, we saw this group is growing at the fastest rate, from 176 million in Q2 2014 to a whopping 280 million in Q2 2015, a 59% increase. Mostly driven my usage in messaging, social, utility and productivity And this trend is global If mobile addicts were a country in 2014 they would have been the 8th largest, in 2015 the 4th largest country in the world!
- Lets take a quick look at some of the categories growing at treble-digit rates shopping - always exciting to watch this category By time spent this year for the first year we saw the cross-over of that time spent from desktop to mobile in shopping sites and apps from in mobile from browser to apps with 63% of time spent shopping on mobile in apps (com score and internet retailer) $4.3tr in the US alone, out of which 30% or $1.7tr is impulse buys and 66% of online purchases is now mobile and its rumored that now 70% of online traffic to Walmart is now mobile
- and M-commerce grew 78% from $66bn to $118bn 2013 to 2014 And a third of our spending is out of home and IMPULSE purchases – accelerating the likelihood we research and spend on our phones however 58% of this revenue is still via the browser owing mainly to legacy desktop search optimisation and a lack of mobile-friendly apps however this is rapidly changing and this last point of friction is likely to be mostly gone this year and most of our money spent on mobile will be via the app with payments, Apple Pay and other payments services via messaging apps and the such like removing the last friction to mobile
- And this graph takes a look at when we open and spent time in shopping apps And we can see we start shopping as early as 6-7am, peaking during lunchtime and continuing to shop into the late evening (we suspect once the kids are in bed and the shopping need kicks in be that our weekly supermarket shop, winter wardrobes or in my case cycling paraphernalia!
- Entertainment Entertainment (including YouTube) grew from 13 minutes per day, 44 minutes per day this year or 20% of time spent per day This is 240% growth year-over-year, or an extra 31 minutes. That is more than the time it would take to watch an additional TV sitcom for every European consumer, every day! Messaging & Social Messaging and Social apps grew from 45 minutes per day to slightly more than 68 minutes per day this year or 31% of time spent This is a 50% year-over-year increase. However, the majority of time spent inside messaging and social apps is actually spent consuming media, such as videos on Tumblr and Facebook or stories on Snapchat. A study by Millward Brown Digital showed that 70% of social app users are actually consuming media. While we can’t correlate the 70% directly to time spent, we firmly believe that media consumption, either articles read in the web view in app, or video consumed in the feeds, constitute the majority of time spent in social apps. This is a big trend and one that will be watched very carefully by traditional media companies. These companies have to adjust to a new world where consumers act as individual distribution channels. The growth in entertainment on mobile proves once again that content is in fact king and is beating the gaming industry in its own game. Gaming The completely unexpected result of our analysis this year is the dramatic decline in time spent for mobile gaming. Gaming saw its share decline from 32% last year (52 minutes per day) to 15% of time spent (33 minutes per day) this year. This is a 37% decline year-over-year. We believe there are three factors contributing to the decline. A lack of new hits Users became the game Pay instead of play
- And consumers will pay for content as we see in this chart in the light blue, the total global value of in-app purchases grown from $21bn to $33bn And those that don’t, well we can make money through advertising – and the availability of ad blockers puts this ever more under the spotlight Total market for both in-app purchases is now a whopping $64bn
- productivity very interesting chart - this looks at tablet usage on productivity apps including mail and through the day - and we split out working adults & teenagers/students its clear that when we working adults get home thats when we start working again on our tablets (see the peak around primetime) yet in teens and students the usage is more consistent all day leading us to conclude the tablet has replaced the laptop as the productivity app of choice
- Finally lets look at the phablet revelolution – the 5-7inch device that’s taken the world by storm – the iphone 6+, S6 edge, nexus 6 we at flurry called the iPhone the first stage rocket-booster for media, we called the iPad the second-stage, and now Apple and Samsung have built the third-stage rocket boosters in the phablet for media if you look at the growth 148% in sessions compared to all other devices - and in sports, news, magazines entertainment this is the television, it is the iPad that is mobile, its your TV, your newspaper, your music player, your sports player and your radio And of course, its still your phone…..