Media consumption trends and insights across smartphones, tablets and their impact on TV.

1. November 2012
The new first screen?
Jarah Euston, Director of Analytics

2. Flurry Is a Leading App Measurement & Advertising Platform
Flurry Analytics
Better apps on iOS, Android, BB, WP, HTML5
App Developers: 85,000
Live Applications: 250,000
Devices per month: 750M
Sessions per month: 60B
AppCircle Ad Network
Engage mobile consumers: iOS, Android
App Developers: 6,200
Devices per month: 250M
Daily Completed Views 3M

3. The Rise of Mobile Apps
Flurry Sessions per Month
Billions
50
40
30
20
10
-
Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul
08 08 08 09 09 09 09 09 09 10 10 10 10 10 10 11 11 11 11 11 11 12 12 12 12

4. Photo & Video Apps Take Off
Flurry Sessions in the Photo & Video category, per month
1,200
Millions
1,000 ~40% increase
in October
800
600
400
200
-
Oct 11 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sept 12 Oct 12

5. Apps Catching Up to Online
U.S. video engagement, monthly minutes per active user
472
425
378
324
276
231
152
93 110
63
Mar 2011 June 2011 Sep 2011 Dec 2011 Mar 2012
iOS & Android Photo & Video Apps Google Internet Sites
Source: Flurry Analytics, comScore Video Metrix

6. Apps Closing in on Television
App Sessions Started per Second in U.S. During Super Bowl
4.5
Application Session Starts per Second, Thousands
RETURN FROM
RETURN FROM COMMERCIAL BREAK
4.0
COMMERCIAL BREAK
3.5
3.0
2.5
GIANTS DRIVE
BATTLESHIP (FIELD GOAL)
2.0
MOVIE AD
COIN MADONNA
TOSS KICK HALFTIME SHOW EXCITING LAST FEW
TAX ACT
OFF MINUTES OF THE GAME
1.5 AD COCA-COLA
POLAR BEAR AD
1.0
6:45 PM
3:15 PM
3:30 PM
3:45 PM
4:00 PM
4:15 PM
4:30 PM
4:45 PM
5:00 PM
5:15 PM
5:30 PM
5:45 PM
6:00 PM
6:15 PM
6:30 PM
7:00 PM
7:15 PM
Source: Flurry Analytics

7. Mobile App Usage Is “Prime Time All Time”
Daypart comparison, people 15+ using medium in U.S.
70%
% of Audience Share
TELEVISION INTERNET iOS & ANDROID APPS
60%
50%
40%
30%
20%
10%
0%
5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am 1am 2am 3am 4am
Hour of Day
Sources: TV & Internet dayparts from analysis by Michael Zimbalist (2/10); Nielsen National People Meter; comScore Media Metrix
Mobile application daypart from analysis by Flurry (8/11); Flurry Analytics, n = 15.2M DAUs

8. Tablet Usage Is More Concentrated during Primetime
Usage by Hour, Smartphones versus Tablets
9%
% of Audience
Using
Smartphones
8%
Tablets
7%
6%
5%
4%
3%
2%
1%
0%
5am 6am 7am 8am 9am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 1am 2am 3am 4am
10am 11am 12pm 10pm 11pm 12am
Hour of Day
Source: Flurry Analytics, Sep 2012

9. Tablet Usage is Longer but Less Often
App Engagement, Smartphones versus Tablets
12.9
9.5
8.6
5.7
Weekly Frequency of Use Minutes per Session
Smartphones Tablets

10. Tablet Usage More Media & Entertainment Oriented
Time Spent per Category, Smartphones versus Tablets
Productivity
Entertainment News 1%
3% 2%
Other Other
Lifestyle Utilities
11% 7%
3% 4%
Health &
Fitness
Games Entertainment
3%
39% 9%
Social
Utilities Networking
17% 10%
Games
67%
Social
Networking
24%
Smartphones Tablets

11. Tablets the Dominant Device for Video Apps
Session length, Smartphones versus Tablets
18
16.81
Minutes
Tablets Smartphones
16
14
12
10 9.44
8.67
8
6.73
6
5.72
4 2.98
2
0
Video Social Overall

12. The Advertising Opportunity
Average monthly cost to reach a U.S. consumer
$72
$2
Cable TV AppCircle Clips
Source: Flurry Analytics, Nielsen, Business Insider

13. The Great Mobile Advertising Gap
2011 U.S. ad spend versus time spend per media
43%
40% Ad Spend per Media
Time Spent per Media
29%
22% 23%
16%
11%
9%
6%
1%
TV Print Web Radio Mobile
Sources: VSS, Mary Meeker (KPCB), comScore, Alexa, Flurry Analytics

14. Thank you!
jarah@flurry.com
For free, in-depth research, visit:
blog.flurry.com