Flurry Road Trip - Germany state of mobile

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

2. Yahoo 2016 Confidential & Proprietary
3 🔑 Questions Flurry Analytics Answers
WHO
Discover who your core users are, including demographics and
interests
HOW
Understand 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

3. Yahoo 2016 Confidential & Proprietary
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?

4. Yahoo 2016 Confidential & Proprietary
Take 5 minutes today to integrate Flurry Analytics
into your app
Need more information?
Send an email to integration@flurry.com
Get started at
developer.yahoo.com

5. STATE OF MOBILE: GERMAN DEEPDIVE

6. Yahoo 2016 Confidential & Proprietary
MONTHLY FLURRY SESSIONS
DATA FROM OVER 830,000 APPLICATIONS
6
Sources: Flurry Analytics
300B
225B
150B
75B
2011 2012 2013 2014 20152009 20102008
MUSIC
GAMING
ENTERTAINMENT
SOCIAL
NETWORKING
TRAVEL
RETAIL
MESSAGING
TV
MEDIA

7. Yahoo 2016 Confidential & Proprietary
FLURRY BY THE NUMBERS
7
APPS
830,000
DEVICES
PER MONTH
2B
SESSIONS
PER DAY
10B
Source: Flurry Analytics

8. Yahoo 2016 Confidential & Proprietary
FLURRY IN GERMANY
8
APPS
15,334
2,879
Source: Flurry Analytics
COMPANIES
8%
APP ACTIVITY
ON GERMAN
MADE APPS

9. Yahoo 2016 Confidential & Proprietary
KEY MOBILE GROWTH IN EUROPE
TRAILING 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

10. Yahoo 2016 Confidential & Proprietary
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,
& Entertainment
Utilities &
Productivity
Lifestyle &
Shopping
Games

11. Yahoo 2016 Confidential & Proprietary11
12:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
GERMAN MOBILE USAGE PEAKS LATE AT NIGHT
GERMANY SESSIONS INDEXED BY HOUR

12. GROWTH DRIVERS

13. Yahoo 2016 Confidential & Proprietary
WORLDWIDE DAILY APP USAGE DISTRIBUTION (MILLIONS)
MOBILE ADDICTION CONTINUES TO RISE
13
Sources: Flurry Analytics
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

14. Yahoo 2016 Confidential & Proprietary
MOBILE ADDICTS
COMPARED TO WORLD POPULATION RANK
14
Sources: Flurry Analytics
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
8 MOBILE ADDICTS 176
1 CHINA 1,320
2 INDIA 1,273
3 UNITED STATES 322
4 MOBILE ADDICTS 280
5 INDONESIA 255
6 BRAZIL 205
7 PAKISTAN 190
8 NIGERIA 183
9 BANGLADESH 158
10 RUSSIA 146
2015
4 MOBILE ADDICTS 280

15. Yahoo 2016 Confidential & Proprietary
US: MORE THAN 4 HOURS A DAY
ON 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

16. Yahoo 2016 Confidential & Proprietary
US TIME SPENT ON MOBILE
16
Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015

17. Yahoo 2016 Confidential & Proprietary17
SMART PHONE PENETRATION IN EUROPE
DEVICES 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

18. Yahoo 2016 Confidential & Proprietary
SAMSUNG DEVICES GAINING GROUND IN GERMANY
18
DEVICE DISTRIBUTION BY MANUFACTURE IN GERMANY
Sources: Flurry Analytics, 2015-2016 Device Distribution in Germany
Apple
Samsung
Sony
HTC
Huawei
40%44%
43% 48%
6%
2%
3%
5%
5%
2%
2015 2016

19. Yahoo 2016 Confidential & Proprietary
PHABLETS DRIVING EARLY STAGE HARDWARE REFRESH
27% 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

20. Yahoo 2016 Confidential & Proprietary
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

21. Yahoo 2016 Confidential & Proprietary
Full-size Tablet Small Tablets Phablets Medium Phones Small Phones
8%
85%
334%
81%
26%
117%
WORLDWIDE TIME-SPENT SKYROCKETS ON PHABLETS
OVER INDEXES ON PHABLETS ALMOST 3 TO 1
21
Source: Time Spent on Mobile by Form Factor, Flurry Analytics, 2014 to 2015

22. Yahoo 2016 Confidential & Proprietary22
… BUT NOT ON TRADITIONAL TV
Change 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

23. Yahoo 2016 Confidential & Proprietary
… BECAUSE MOBILE IS ABSORBING IT
23
198
139
126
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

24. Yahoo 2016 Confidential & Proprietary
PHABLETS DOMINATE IN 2016
QUARTERLY 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%

25. Yahoo 2016 Confidential & Proprietary25
$31
$23
$33
$21
2014
IN-APP PURCHASES MOBILE ADS (EX. SEARCH)
Source: FlurryAnalytics, eMarketer,AppAnnie,Apple
THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM…
2015
Global Mobile Revenues (Billions)

26. 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

27. THANK YOU
LEARN MORE AT DEVELOPER.YAHOO.COM

28. Yahoo 2016 Confidential & Proprietary28
NATIVE AND VIDEO WORK BEST.
Native
Video

29. Yahoo 2016 Confidential & Proprietary29
EXPLOSIVE GROWTH IN NATIVE
Total Ad Requests by Region and Year-over-year growth
United States Rest of World
39.4B
236.1B
76.1B
2.02T
+498%
YoY Growth:
+2,548%
YoY Growth:
Source: Yahoo, July 2016

30. Yahoo 2016 Confidential & Proprietary30
NATIVE ADS DRIVE HIGHER ROI FOR PUBS
Native vs Display eCPM
CPM
+227%
Source: Yahoo, July 2016
BANNER NATIVE

31. Yahoo 2016 Confidential & Proprietary31
TOP PERFORMING CATEGORIES FOR NATIVE
SOCIAL
MESSAGING
NEWS & CONTENT
PHOTOGRAPHY
UTILITY & PRODUCTIVITY

32. Yahoo 2016 Confidential & Proprietary32
TOP PERFORMING CATEGORIES FOR VIDEO
GAMES
MESSAGING & SOCIAL
VIDEO & ENTERTAINMENT
MUSIC
PHOTOGRAPHY