flurry road trip - germany state of mobile

Welcome to #FlurryRoadTrip Berlin Edition Wifi Network: Cathedral Wifi Password: Cathedral_16

Yahoo 2016 Confidential & Proprietary

3 🔑 Questions Flurry Analytics Answers

WHODiscover who your core users are, including demographics and interests

HOWUnderstand how your users are interacting with the app to drive data-driven product decisions to meet their needs

Determine which channels and campaigns are helping you acquire quality users

WHERE


Flurry Explorer

Compare and filter data by custom events, session info, technical data, demographic and geographic information, attribution, and time period.

Flurry’s powerful analysis tool allows you to understand user behavior through instant queries.

How do your users interact with your app?

Where do users drop off in an event sequence?

What actions make your app sticky?


Take 5 minutes today to integrate Flurry Analytics into your app

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STATE OF MOBILE: GERMAN DEEPDIVE


MONTHLY FLURRY SESSIONSDATA FROM OVER 830,000 APPLICATIONS

6

Sources: Flurry Analytics

300B

225B

150B

75B

2011 2012 2013 2014 20152009 20102008

MUSIC

GAMING

ENTERTAINMENT

SOCIALNETWORKING

TRAVEL

RETAIL

MESSAGING

TV

MEDIA


FLURRY BY THE NUMBERS

7

APPS

830,000

DEVICES PER MONTH

2BSESSIONS PER DAY

10B

Source: Flurry Analytics


FLURRY IN GERMANY

8

APPS15,334

2,879Source: Flurry Analytics

COMPANIES

8%APP ACTIVITY ON GERMAN MADE APPS


KEY MOBILE GROWTH IN EUROPETRAILING 12 MONTHS YOY SESSION GROWTH

9

Source: Flurry Analytics, Trailing 12 Months YOY Session Growth , Aug 15-Aug 16

2%5%

8%

16%

Germany United Kingdom Europe France


GERMAN YOY SESSION GROWTH & DECLINE IN KEY APP CATEGORIES

10

Source: Flurry Analytics, 2015-2016

-11%

2%4%14%16%

41%

94%

Business & Finance

Messaging & Social Sports Music, Media,

& EntertainmentUtilities &

ProductivityLifestyle & Shopping

Games

Yahoo 2016 Confidential & Proprietary11

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GERMAN MOBILE USAGE PEAKS LATE AT NIGHTGERMANY SESSIONS INDEXED BY HOUR

GROWTH DRIVERS


WORLDWIDE DAILY APP USAGE DISTRIBUTION (MILLIONS)

MOBILE ADDICTION CONTINUES TO RISE

13


280

590

985

176

440

784

REGULAR USERS SUPER USERS MOBILE ADDICTS

Under 16 Times 16 to 60 Times 60+ Times

+34%

+26%

+59%

Q2 2014 Q2 2015


MOBILE ADDICTSCOMPARED TO WORLD POPULATION RANK

14


1 CHINA 1,305

2 INDIA 1,216

3 UNITED STATES 319

4 INDONESIA 248

5 BRAZIL 202

6 PAKISTAN 182

7 NIGERIA 177

8 MOBILE ADDICTS 176

9 BANGLADESH 152

10 RUSSIA 141

2014


1 CHINA 1,320

2 INDIA 1,273

3 UNITED STATES 322


5 INDONESIA 255

6 BRAZIL 205

7 PAKISTAN 190

8 NIGERIA 183

9 BANGLADESH 158

10 RUSSIA 146

2015



US: MORE THAN 4 HOURS A DAYON MOBILE DEVICES IN THE US

15

251

220

162158

Sources: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015

MOBILE TIME SPENT (MINUTES)

20% BROWSER BROWSER

10%

TIME IN BROWSER

DECREASED BY HALF

-50%14% BROWSER BROWSER

9%

Q1 2013 Q2 2014 Q2 2015 Q4 2015


US TIME SPENT ON MOBILE

16

Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015


SMART PHONE PENETRATION IN EUROPEDEVICES PER POPULATION

1 SWEDEN 160%

2 NETHERLANDS 140%

3 UNITED KINGDOM 125%

4 FRANCE 86%

5 SPAIN 79%

6 GERMANY 77%

7 ITALY 70%

8 RUSSIAN 65%

9 POLAND 42%

10 UKRAINE 40%

Sources: Flurry Analytics, Sept 2016: UN Dept of Economic and Social Affairs; World Bank ’15 GNI Per Capita


SAMSUNG DEVICES GAINING GROUND IN GERMANY

18

DEVICE DISTRIBUTION BY MANUFACTURE IN GERMANY

Sources: Flurry Analytics, 2015-2016 Device Distribution in Germany

AppleSamsungSonyHTCHuawei

40%44%

43% 48%

6%2%

3%

5%5%

2%

2015 2016


PHABLETS DRIVING EARLY STAGE HARDWARE REFRESH27% OF ALL 2015 ACTIVATIONS WERE PHABLETS

19

Sources: Flurry Analytics, 2015

Full-size Tablets Small Tablets Phablets Medium Phones Small Phones

2015

2014

9% 9% 27% 54% 1%

11% 11% 13% 63% 2%

17% 12% 4% 64% 3%2013


PHABLETS: GREAT FORM FACTOR FOR MEDIA

20

GROWTH RATE OF MEDIA APPS OVER INDEXES ON PHABLETS

Sources: Flurry Analytics, 2014-2015 YoY Growth Rate

News & Magazines Sports Music, Media & Entertainment

21%53%135%

88%

274%

721%

5.16x

5.34x

4.19x

PHABLET ALL DEVICES


Full-size Tablet Small Tablets Phablets Medium Phones Small Phones

8%

85%

334%

81%

26%

117%

WORLDWIDE TIME-SPENT SKYROCKETS ON PHABLETSOVER INDEXES ON PHABLETS ALMOST 3 TO 1

21

Source: Time Spent on Mobile by Form Factor, Flurry Analytics, 2014 to 2015


… BUT NOT ON TRADITIONAL TVChange in Hours Spent Watching Traditional TV per Month by Age Group

(Live + VOD + DVR, Q2 2015 v Q2 2010)

3

18

-16 -15

-42

-46

-36

-18

50-6465+P2+ 35-49 25-34 18-24 12-17 2-11

Change in Time Spent Watching Traditional TV by Age Group(Live + VOD + DVR, Based on Q2s)

-10%

-15%

-20%

-25%

-30%

-35%

-5%

0%

5%

10%

2010 2011 2012 2013 2014 2015

65++9%

50-64+2%

35-49-9%

US POP.-10%

2-11-15%

25-34-28%

12-17-31%

18-24-37%

Source: MEDIAREDEF I NIELSEN I @LiamBoluk


… BECAUSE MOBILE IS ABSORBING IT

23

198

139126

168168168

Q2 2013 Q2 2014 Q2 2015

TV Apps

Source: Flurry Analytics, US Department of Labor Statistics, Pandora, Facebook, comScore, NetMarketShare

US Time Spent (Minutes)

TIME SPENT IN MOBILE APPS AND TV


PHABLETS DOMINATE IN 2016QUARTERLY FORM FACTOR DISTRIBUTION FORECAST

24

Sources: Flurry Analytics, 2016: Note: Form factor distribution projections based on linear and second degree polynomial regression models

Full-size Tablets Small Tablets Phablets Medium Phones Small Phones

2Q 2017 3% 9% 59%

35%

1%

29%

4% 9% 52%

39%6% 9% 46%

1Q 2017

4Q 2016

3Q 2016

2Q 2016

1Q 2016

4Q 2015

43%7% 9% 41%

47%8% 9% 36%

49%8% 9% 32%

1%51%9% 10% 29%


$31

$23

$33

$21

2014

IN-APP PURCHASES MOBILE ADS (EX. SEARCH)

Source: Flurry Analytics, eMarketer, AppAnnie, Apple

THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM…

2015

Global Mobile Revenues (Billions)

Yahoo 2016 Confidential & Proprietary26 Source: eMarketer.com

…AND MOBILE AD SPEND IS ONLY GROWING

$0B

$10B

$20B

$30B

$40B

2014 2015 2016 2017 2018 2019

$34$30

$26

$21

$15

$10

US Mobile Ad Spending 2014-2019

http://emarketer.com

THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM


NATIVE AND VIDEO WORK BEST.

Native

Video


EXPLOSIVE GROWTH IN NATIVETotal Ad Requests by Region and Year-over-year growth

United States Rest of World

39.4B236.1B

76.1B

2.02T

+498%YoY Growth:

+2,548%YoY Growth:

Source: Yahoo, July 2016


NATIVE ADS DRIVE HIGHER ROI FOR PUBSNative vs Display eCPM

CPM

+227%

Source: Yahoo, July 2016

BANNER NATIVE


TOP PERFORMING CATEGORIES FOR NATIVE

SOCIAL

MESSAGING

NEWS & CONTENT

PHOTOGRAPHY

UTILITY & PRODUCTIVITY


TOP PERFORMING CATEGORIES FOR VIDEO

GAMES

MESSAGING & SOCIAL

VIDEO & ENTERTAINMENT

MUSIC

PHOTOGRAPHY

flurry road trip - germany state of mobile

Data & Analytics