quality over quantity: mobile users matter (grow conference, aug 2013)

22
August 2013 Quality Over Quantity: Mobile Users Matter Jarah Euston, Director of Analytics @jarahk

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Jarah Euston's presentation from GROW Conference, August 14, 2013.

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Page 1: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

August 2013!

Quality Over Quantity: Mobile Users Matter!Jarah Euston, Director of Analytics!@jarahk!

Page 2: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

120,000!

350,000!

App Developers:!

Live Applications:!

Flurry Analytics!iOS, Android, BB, WP, HTML5!

1.1B +!Devices per month:!

110B!Sessions per month:!

AppCircle Ad Network!Engage mobile consumers: iOS, Android!

6,200!App Developers:!

350M!Devices per month: !

3M +!Daily Completed Views!

Flurry Is a Leading App Measurement & Advertising Platform!

Page 3: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

`

BROWSER (20%)

APP (80%)

Games, 32%

Facebook, 18%

Safari, 12%

Productivity, 2%

Social Networking, 6%

Utility, 8%

News, 2%

Entertainment, 8%

Android Native, 4% Opera Mini, 2%

Other, 6%

Source: Flurry Analytics, comScore, NetMarketShare !

It’s An App World. The Web Just Lives in It.!

Time Spent on iOS & Android Connected Devices

Page 4: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

In the US: Primetime Is Almost all The Time!

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

5:00 AM

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

11:00 PM

12:00 AM

1:00 AM

2:00 AM

3:00 AM

4:00 AM

Games Social &Photo Sharing News & Magazines Music, Media & Entertainment Utilities & Productivity Lifestyle & Shopping Sports, Health & Fitness Other

Source: Flurry Analytics; random sample of 15,271 American (13+) iOS device owners, May 2013 data.  

Average Time Spent on iOS Devices- US Only

Page 5: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

iTUNES APP STORE GOOGLE PLAY

Competition for Consumers Continues to Increase!

~1 million available apps on iOS and Android

Sources:  Google,  Apple;  number  in  thousands  

2 20 80

200 250

350 460

600 675

800

1000

28

160 250

400 425 500

600 650

700 800

900

Mar-09 Dec-09 Aug-10 May-11 Jul-11 Oct-11 Apr-12 Jun-12 Sep-12 Jan-13 Jun/Jul-13

Page 6: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

It Takes Work to Make it to the Top of the Charts!

To achieve an App Store ranking of at least:

Minimum new users required

Average new users required

Maximum new users required

1! 190,000! 281,000! 372,000!

5! 145,000! 170,000! 194,000!

10! 75,000! 83,000! 90,000!

15! 59,000! 65,000! 70,000!

25! 44,000! 48,000! 51,000!

50! 39,000! 41,000! 43,000!

100! 25,000! 26,000! 27,000!

Source: Flurry new user data and App Store ranking data based on sample size of 149 apps over 90 day period (Jan. 20, 2013 – April 19); The findings on this slide are based on an ANOVA analysis that gives in general the number of new users required to achieved a certain rank. The ANOVA analysis was statistically significant at p < 0.000, and F =394; The second and fourth columns of the table are lower and upper bounds for a 95% confidence interval around the mean (third column).!

Source: Flurry Analytics.  

Page 7: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Average 30-Day Churn Rate for Top apps

Churn for Top Performing Apps is ~50% After 30 Days!

100%

40

80

60

20

0

50

10

30

90

70

30

48%

29 28 27 26 25 24 23 22 21 20 19 0 1 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2

Days Since First Use of App

User

s Reta

ined (

%)

24%

After 30 days, ~50% of users are no longer

active

Source: Flurry Analytics. Churn based on new users acquired from January–May 2013 for top 1,000 apps Flurry tracks  

Page 8: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Loyalty Varies by Application Category!

Source: Flurry Analytics, May 2013  

Page 9: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

IDENTIFY

ACQUIRE

MEASURE

Analytics Virtual Cycle Can Drive Marketing ROI!

Page 10: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

IDENTIFY

ACQUIRE

MEASURE

Page 11: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Cohorts: !Segment based on acquisition date!!Usage Level: !Define heavy, regular & infrequent users!!Events: !Segment based on actions users complete!!Demographics & Geography: !Age, gender, language and more!!Acquisition Source: !Segment by channel & campaign!

Understand Who Your Users Are!

Segment Your Audience Your Way!

Page 12: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Example: Create Events for Purchase Funnel Steps!

SEARCH ROOMS

SELECT HOTEL

COMPARE

RATES

CHECKOUT 1! 2! 3! 4!

Page 13: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Example: The Booking Purchase Funnel!

SEARCH ROOMS

SELECT HOTEL

COMPARE

RATES

CHECKOUT

Note: Conversion rates illustrative!

Page 14: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

IDENTIFY

ACQUIRE & MONETIZE

MEASURE

Page 15: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Understand Who Your Most Valuable Users Are!

Age  &  Gender  •  Male  •  Female  •  13  –  17  •  18  –  24  •  25  –  34  •  35  –  44  •  45  –  54  •  55+  

Geo  &  Language  •  Country  •  State  •  City  •  Language  

Device  &  OS  •  Tablet  •  Smartphone  •  iOS  •  Android  

Flurry  Personas  •  Parents  •  Business  Traveler  •  Value  Shopper  •  Fashionista  •  Custom  •  20+  AddiPonal  

Segments  

Page 16: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Once Characteristics of Valuable Users Known, Use Them!

Page 17: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

IDENTIFY

ACQUIRE

MEASURE

Page 18: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Options for Paid Mobile Marketing!

ENGAGEMENT

Display – Banners & Interstitials!

Video!

Rich Media!

Branded App!Promotion!

Brand Integration!

INVESTMENT

ENGAGEMENT

Page 19: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Quality, cost and value indices

Range of Options for User Acquisition!

Source: Flurry Analytics. All values indexed to CPC; Quality index based on 7-day retention, Cost index based on Cost per 7-day retained user; Feb. 6 – May 29, 2013!!

Quality index

Cost index

Value index

1.0

0.2

1.6

1.0 1.5

0.8

CPC CPI (Incentivized) Video

2.1X 1.0X 0.1x

Page 20: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

Whatever the Unit, Track Performance!

$$ Channel 1

Channel 2

Channel 3

??

1. Track User Source

2. Evaluate User Quality

Shared on FB

Made Purchase ✔

3. Optimize Acquisition Budget

4. Analyze Long-Term Performance

Page 21: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

IDENTIFY

ACQUIRE

MEASURE • Events!• Segments!• Funnels!

• Demographics!• Personas!• Geography!

• User acquisition!• Focus on value!

Page 22: Quality over Quantity: Mobile Users Matter (GROW Conference, Aug 2013)

August 2013!

Thank [email protected]!blog.flurry.com!@flurrymobile!