Last year, on the eve of the fifth anniversary of the mobile revolution, Flurry issued its five-year report on the mobile industry. In that report we analyzed time-spent on mobile devices by the average US consumer. We have run the same analysis, using data collected between January and March of 2014, and found some interesting shifts that we are sharing in this report.
Time spent on a mobile device by the average US consumer has risen to 2 hrs and 42 minutes per day from 2 hrs and 38 minutes per day in March of 2013. Apps continued to cement their lead, and commanded 86% of the average US mobile consumer’s time, or 2 hrs and 19 minutes per day. Time spent on the mobile web continued to decline and averaged just 14% of the US mobile consumer’s time, or 22 minutes per day. The data tells a clear story that apps, which were considered a mere fad a few years ago, are completely dominating mobile, and the browser has become a single application swimming in a sea of apps.
The chart below takes a closer look at app categories. Comparing them to last year, gaming apps maintained their leadership position at 32% of time spent. Social and messaging applications, including Facebook, increased share from 24% to 28%. Entertainement (including YouTube) and Utility applications maintained their positions at 8% each, while productivity apps saw their share double from 2% to 4% of the overall time spent.
Coming back to the overall time-spent on mobile, the average US consumer spent an additional 4 minutes/day on a mobile device compared to last year. That is just a 2.5% year-over-year increase. Time spent in apps was 2 hours and 19 minutes this year compared to 2 hours and 7 minutes last year. That is an increase of 12 minutes per day or 9.5%. This is a modest increase in time spent, yet not as spectacular as the five previous years.
Google and Facebook: The First Franchises in Mobile…
While examining the chart above, it is hard to ignore the time-spent on Facebook. As in the previous year, we placed Facebook (including Instagram) in its own category, albeit in the social segment. In terms of time spent, Facebook still has the lion’s share of time spent in the US. While the social segment grew, driven mainly by messaging applications, Facebook was able to maintain its position with the help of Instagram. That position will be even more cemented, if not increased, by the reach and time-spent inside WhatsApp. This has given Facebook a great degree of confidence on mobile allowing it to start focusing on the next platform. The following statement from Mark Zuckerberg’s post on the Oculus acquisition was very revealing: “We have a lot more to do on mobile, but at this point we feel we're in a position where we can start focusing on what platforms will come next to enable even more useful, entertaining and personal experiences”.
In this year’s analysis, we have added YouTube as its own segment, albeit in the entertainment category. On its own, YouTube is a whopping 50% of the entertainment category. Google has many other widely adopted apps, such as maps, but we kept those in their respective categories.
Both Google and Facebook have very well established franchises on mobile, but the market is still very fragmented. In fact, Google and Facebook combined probably command less than 25% of the total time spent by the average US mobile consumer. In addition the top ten franchises, according to ComScore, account for less than 40% of the time-spent. So despite massive efforts by Google and Facebook, the market still hasn’t consolidated and over the past couple of years we have seen new franchises emerge in almost every sector of mobile. Apps like Pinterest, Snapchat, WhatsApp (acquired by Facebook), Waze (Acquired by Google), Spotify and many more received wide adoption and commanded a percent or two of the time spent. In short, six years into the mobile revolution, there are numerous opportunities for new franchises to emerge in almost every segment of the mobile economy.
…and in Mobile Advertising
There is an old saying in the world of advertising: “time-spent is the timeless currency”. It means that advertising revenue distribution follows time-spent distributions. As an example, if an app commands 17% of time spent, it should command 17% of the ad revenues for that channel. This is exactly the position Facebook is in right now and this is reflected in the chart below.
According to eMarketer, at the end of 2013, Facebook earned 17.5% of the overall mobile advertising revenues. That is in-line with their share of the time-spent. On the flip side, Google, according to eMarketer, earned 49.3% of the overall mobile advertising revenues, much more than its fair share of time-spent. (For the time-spent analysis, we accounted for YouTube and all the time spent in browsers where Google monetizes search and display.)
There are other display networks and other search monetization players out there, but if we combined mobile search and display ads on the mobile web, Google probably has a high market share in terms of ad revenues. The rest of the apps, including gaming apps, are simply not getting their fair share of advertising spent. The “other” apps command 65.3% of time spent but only receive 32% of ad revenues. This represents a massive opportunity for applications, including gaming apps, to monetize through advertising. eMarketer also projects that the mobile ad market will grow 75% this year, making the opportunity even bigger. In fact, analysts predict that in-app ad revenues will surpass web display ads in 2017.
It is still too early to predict the trajectory apps will take in 2014. But one thing is clear - apps have won and the mobile browser is taking a back seat. Now every company in the world including Google is adjusting to that reality.
Hear more Flurry insights at Source14, our one day mobile summit happening April 22 in San Francisco. Register today.
In August of 2013 Google suffered a rare two minute outage. During that infamous two minutes 40% of the web went dark. Forty percent! This event was a clear reminder of the ultimate control Google has over the web and web traffic.
Since the early days of the web, control of discovery and web traffic has been the focus of many. In the mid- to late-nineties, such control was in the hands of ISPs such as AOL and Earthlink. In the late nineties, the control shifted to portals with Yahoo and its MyYahoo service in the lead position. (I recall a conversation in 2000 with a former colleague of mine asking for an introduction to the MyYahoo team: “If you are not on MyYahoo, you simply don’t exist. It costs too much to promote your site.”) In the early to mid 2000s, Google dis-intermediated Yahoo and stole that position with Search and AdWords. Google has since reigned supreme over web discovery, organic and paid traffic acquisition. An entire industry has been built around SEO and SEM and both of these acronyms have become synonymous with the name Google.
Then came mobile and its apps. In just over five years since the launch of the Apple AppStore, apps have taken the mobile industry by storm. Today, 86% of time spent on mobile devices is spent inside applications, with just 14% left for the mobile web. App discovery has been a major challenge over the past five years. That led to the fast rise of the paid App Install market. In fact, Marketers are expected to spend over $2.4 billion USD in the US alone to get their apps noticed.
Climbing into a Walled Garden
Discovering relevant content and services within apps has also been a big challenge. Consumers want such a service. As an example, if a consumer is searching for a flight to Las Vegas, in an ideal scenario the phone or discovery service would launch whatever flight booking app is installed on the phone and send the consumer directly to the reservations page. But apps (alongside the content and services in them) can’t be crawled. They are not just about index and links, and hence are hard to “page rank.” As a result it is difficult for a search engine to discover apps and offer consumers an entry point.
Consumer behavior on mobile is very different than the desktop web. The de-facto behavior on the web is to launch the browser to google.com, type a sentence and be re-directed to content. The de-facto behavior in mobile is to launch an app (previously installed on the device) and enjoy the comprehensive experience offered within it. You are rarely, if ever, linked out to a mobile webpage from an app or sent to another app. Each experience is essentially an island unto itself, completely reliant on the consumer to come ashore.
The industry and some major mobile players are looking to solve this problem and the battle is raging for the “gateway” for mobile apps, content and services. In short, the Google position for mobile is up for grabs and billions of dollars are at stake.
At Flurry, we are in the middle of that battle and have built solutions to help apps get discovered and acquire traffic. We watch the space very carefully. We have seen a lot of companies, large and small, try to solve this problem: Apple with Siri, Google with Search and Google Now, Facebook with App Install and App Conversion Ads, and myriad others. But recently we have been most intrigued by Android Personalization apps, also called Launchers, especially after the creation of Facebook’s Home and Yahoo’s acquisition of Aviate. So we have taken a closer look at this category and the chart below shows the very fast adoption and usage of these personalization apps on Android.
The majority of these apps offer a personalized homepage for Android, and do some form of app discovery and app launch.
There are over 4,500 apps in this category on the Flurry platform and the data shown represents the aggregate usage of these apps. It shows the number of app sessions recorded by Flurry in apps in the Android Personalization category, by quarter, since the beginning of 2012. The growth in that category is astonishing. In fact, Q1 2014 (and the quarter is not over yet) usage is higher than all of 2013. While the cumulative reach of these apps is still relatively small (30 million monthly users in the US), the usage growth is eye catching.
This data set is telling us something. In fact, this data set is telling us something big. It is telling us that consumers are eagerly waiting for an innovative service that help them discover apps, content, and services around them in a personalized way. While the numbers are still small, the fast adoption of these apps can’t be ignored. The battle for the mobile homescreen has begun. The battle for the “Google position of mobile” has entered a new phase, and it is “must-win” battle for many.
Over the past four years, Apple’s iOS and Google’s Android have been locked into a two horse race for mobile OS ownership. In the past year, there has been a lot of focus on the rise of Android and its lead in device market share. More recently, many analysts started questioning the true value of Android’s market share especially in the high-end smart phone and tablet markets. At Flurry, we felt that it was important to take a step back and look beyond straight device or activation numbers to simply understand what market or markets are being contested.
In this report we do just that, arguing that there is more than one race for mobile market share occurring simultaneously. We analyzed four years worth of Flurry’s data to understand who is ahead in which contests, discuss the apparent strengths and weaknesses of the competitors, and consider the implications for the overall mobile ecosystem.
Android Leads In Device Market Share
It is clear from announcements from device manufacturers such as Apple and Samsung that Android is winning the race for device market share. Flurry’s own data supports this. The number of Android devices we are tracking worldwide doubled in the past year, reaching 564 million as of April of 2013. While the installed base of iOS devices that we track has also grown over that time, Android pulled ahead in active device share in late 2012 and has maintained that position ever since. This is shown in the chart below. This lead followed a period of just over a year in which the number one spot was changing hands. Prior to that Apple dominated the connected device market following the launch of first iPhone and then iPad. Approximate launch dates of some of the major iOS and Android devices are also shown on the chart as points of reference.
iOS Leads In App Market Share
In spite of Android’s rapid rise and current lead in device market share, iOS continues to lead in terms of time spent in apps. Total time in Android apps nearly equaled that in iOS apps in March of 2012, but it has declined somewhat since then, after the launch of the 3rd generation iPad.
Considering that there are more active Android devices than iOS devices but iOS users collectively spend more time in apps, it’s not surprising that more time per device is spent in iOS apps than in Android apps. The exact proportion of time spent in apps per Android device relative to iOS devices is shown below.
Why Doesn't App Share Follow Device Share?
An obvious question that arises when looking at the charts above is why app usage shares don’t follow device shares. We think there are at least three possible explanations.
One is that at least up until now the two dominant operating systems have tended to attract different types of users. Once Apple established the app ecosystem many of the consumers who purchased iOS devices were doing so to be able to run apps on those devices. They were buying a computer that fit in their pocket or purse. In contrast, many Android devices were provided free by carriers to contract customers upgrading feature phones. To the extent that those customers were just buying replacement phones, apps may be a nice add-on, but not a central feature of the device.
A second possible reason for why Android’s share of the app market lags its share in the device market is that the fragmented nature of the Android ecosystem creates greater obstacles to app development and therefore limits availability of app content. Hundreds of different device models produced by many manufacturers run the Android operating system. App developers not only need to ensure that their apps display and function well on all of those devices, but they also need to contend with the fact that most devices are running an old version of Android because the processes for pushing Android updates out to the installed base of Android devices are not nearly as efficient as those for pushing iOS updates to iOS device owners.
The final possible explanation for the differences in device and app usage shares relates to the first two. It is that the arguably larger and richer ecosystem of apps that exists for iOS feeds on itself. iOS device owners use apps so developers create apps for iOS users and that in turn generates positive experiences, word-of-mouth, and further increases in app use.
While app share and device share are two key races in the competition for mobile supremacy, they are not the only races. Another that has been in the news recently is the race for profits, in which Apple is the clear leader. Apple also currently appears to be winning the race for developer attention – probably both because of its share of app usage as described above and because both surveys and anecdotal evidence indicate that iOS device owners tend to generate greater advertising and in app purchase revenue.
A side race that Android appears to be winning is that for the emerging world, where its lower prices and open architecture give it an advantage. Apple has taken notice of that and is fighting back with incentives, monthly payment plans and cash backs in several emerging countries. In India, for example, a Times of India article suggests that these programs have given the iPhone a 400% boost in sales in the past few months.
As we’ve shown, there are multiple contests for mobile market share occurring simultaneously. That raises a question about whether that is a temporary state that will eventually give way to a clear overall winner or if there can be multiple long-term winners. For the moment it seems as though the consumer is winning in that they are able to choose devices from two dominant ecosystems as well as several smaller ecosystems.
This month, the world’s two largest mobile app platform providers, Apple and Google, enter what is arguably the most critical month of the year for each company, when each hosts their annual developer conference, the Apple Worldwide Developer Conference (WWDC) and Google I/O. While engaged in a multi-year platform war, their success largely depends on innovation provided for their platforms by the third party developer community. If the developer community embraces one platform over the other, developers will build the software that infinitely extends the value of the consumer experience, giving a platform a meaningful edge. The perceived availability of a large, steady stream of high quality apps is a key reason for consumers to initially choose an Android or iOS device, and then to remain loyal. Moreover, given that the mobile industry is among the leading sectors in the worldwide economy, the outcome of these two conferences can largely impact the fate of some of the most prolific, innovative forces in the world’s economy today. Combined, Apple and Google have a market cap of approximately three quarters of a trillion dollars.
This report compares developer support for iOS versus Android and explores the underlying factors that could explain varying levels of developer loyalty. We use the data set collected by Flurry Analytics, now powering consumer insights for more than 70,000 companies across more than 185,000 mobile apps. Each day, Flurry tracks more than 1.2 billion anonymous, aggregated end user sessions across more than 100 million unique devices. Each month, Flurry tracks over 36 billion end user sessions across more than a 500 million devices, a number that is more than 60% of Facebook’s monthly active user base.
Oh Captain, My Captain
At Flurry, we track developer support across the platforms that compete for their commitment. When companies create new projects in Flurry Analytics, they download platform-specific SDKs for their apps. Since resources are limited, choices developers make to support a specific platform signal confidence, as they invest their R&D budget where they expect the greatest return. Further, because developers set up analytics several weeks before shipping their final apps, Flurry has a glimpse into the bets developers are making ahead of the market.
The chart above shows that Apple continues to garner more support from developers. For every 10 apps that developers build, roughly 7 are for iOS. While Google made some gains in Q1 2012, edging up to over 30% for the first time in a year, we believe this is largely due to seasonality, as Apple traditionally experiences a spike in developer support leading up to the holiday season. Apple’s business has more observable seasonality.
The Apple 2-for-1 Proposition
Among the reasons iOS appears more attractive to developers is the dominance by Apple in the tablet category. Not only does Apple offer a large, homogenous smartphone base for which to build software, but also when developers build for smartphones, their apps run on Apple’s iPad tablets as well. That's like getting two platforms for the price of one. Apple offers the most compelling ‘build once, run anywhere’ value proposition in the market today, delivering maximum consumer reach to developers for minimal cost.
The pie chart above demonstrates just how much Apple dominates the tablet category. The Galaxy Tab and Amazon Kindle Fire hold very distant second and third places in terms of consumer usage. To build the chart, Flurry aggregated total worldwide user sessions across the first five months of the year, January through May.
Android Fragmentation Pain
Opposite to the efficiency Apple offers developers through their homogenous device base, Android fragmentation appears to be increasing, driving up complexity and cost for developers. Further, this fragmentation is concentrated primarily in just smartphones, as there is no serious Android tablet contender to the iPad. For Android, Flurry observes fragmentation along two significant vectors, devices and firmware. Let's look at device fragmentation first.
The chart above shows the number of consumer application sessions across the top 20 Android devices in May 2012. Four major OEMs – Samsung, Motorola, HTC and Amazon – have Android devices in the top 20. 17 of the top 20 hold a share of 6% or fewer, among the top 20, meaning that each additional device a developer supports will deliver only a small increase in distribution coverage. However, on Android, both devices and firmware contribute to fragmentation, so let’s look at firmware fragmentation next.
The above chart reveals that the majority of devices in the market run Gingerbread, which is only the third newest iteration of the Android OS. Honeycomb, more optimized for tablets, and Ice Cream Sandwich, which put a lot of effort into the user interface, have a combined 11% of penetration in the market. Froyo, which shipped before Honeycomb and Ice Cream Sandwich, alone has a higher share of firmware penetration than the two newer, more advance firmware versions combined. This means that the majority of consumers are running on an Android operating system that is three to four iterations old.
Running a comparison of revenue generated by top apps on both iOS and Android, Flurry calculates that the difference in revenue generated per active user is still 4 times greater on iOS than Android. For every $1.00 a developer earns on iOS, he can expect to earn about $0.24 on Android. These results mirror earlier findings from similar analysis Flurry conducted in Q4 of 2011 and Q1 of 2012.
At the end of the day, developers run businesses, and businesses seek out markets where revenue opportunities are highest and the cost of building and distributing is lowest. In short, Android delivers less gain and more pain than iOS, which we believe is the key reason 7 out of every 10 apps built in the new economy are for iOS instead of Android.
Over the next two weeks, the momentum of two of the world’s most innovative, influential and prolific technology companies will be impacted by the reaction of the development community to their conferences, Apple WWDC and Google I/O. And as developers watch Apple and Google, the world should watch developers.
With the frenzy created by the speed and price for which Facebook bought Instagram, app entrepreneurs and investors are excitedly looking for where consumers will next flock within mobile apps. In a recent report, Flurry quantified the dramatic increase in usage among social networking apps on smartphones. For the first time since the App Store launched in summer 2008, the Games category found itself rivaled by another category in terms of time spent in apps. The rise in popularity of apps like Instagram, Path and Skout signals a new era of content consumption on mobile phones where consumers are finding new, compelling ways to spend their time beyond just games.
This report reveals emerging trends in mobile app category usage. By studying how consumer time is shifting across app categories, we provide an early, clear demand signal. In other words, we see where consumers are spending an increasing amount of time in apps beyond Games and Social Networking to show what’s next in mobile app popularity. For this study, Flurry leverages a sample of 8 million active mobile app users across all app categories. Flurry Analytics tracks more than 180,000 applications for more than 67,000 companies across iOS, Android, HTML5, Windows Phone and BlackBerry. The chart below shows the fastest growing app categories based on where consumers are spending their time.
The above chart shows the top five app categories based on growth in minutes spent from October 2011 to March 2012. Starting on the left, the Photo & Video category has grown the most, by 89%, in minutes spent per active user. Music, Productivity, Social Networking and Entertainment round out the top five with growth of 72%, 66%, 54% and 40%, respectively. These categories represent the fastest growing categories in mobile apps over the last 6 months. When considering what’s hot beyond the gaming category on mobile, this gives us a strong indication. Beyond the topical Instagram success story, chances are that future hits are among these categories. Some apps with momentum today include Path, Skout, Viddy, SocialCam, Evernote, Spotify and more. Please note that for iOS and Android, Flurry looks at equivalent categories (e.g., Photos & Videos in the iTunes App Store vs. Media & Video on Google Play). For all charts we use iOS category names.
Trendspotting: The Instagram of Video
We next drill down into the Photo & Video app category to better understand growth in this category. Expanding the time range in this chart, we show the number of minutes spent by active user per month from July 2011 through March 2012.
The “overnight” sensation of video sharing apps like Viddy and SocialCam has actually been more like a 9-month tsunami gaining power. Looking at growth from July 2011 to March 2012, time spent in Photo & Video has grown by 166%. Video sharing apps offer a compelling benefit to consumers, allowing them to conveniently capture, edit and share videos on-the-fly using the powerful mobile computing devices in their pockets. Trained by the sharing behavior of Facebook, and enabled by a confluence of underlying technology like built-in HD video cameras, hardy on-device processors, increased network bandwidth, cloud storage and user-friendly applications like Viddy and SocialCam, social video apps are taking off. It’s a meaningful example of the unique innovation possibilities afforded by mobile apps.
Cool Kids with Pumped Up Kicks tell YouTube: “You Better Run Faster than My Bullet”
Back in 2006, Google acquired the buzzy YouTube for $1.65 billion after its own Google Video service could not keep pace. Now it appears new “cool kids” in the form of Viddy and SocialCam threaten to disintermediate the web juggernaut’s acquisition. In a recent Forbes article, Eric Jackson laid out a hypothesis that the new breed of social companies, typified by Instagram, view mobile as their primary, often exclusive platform. “They don’t even think of launching via a web site. They assume, over time, people will use their mobile applications almost entirely instead of websites.” He concludes that “we will never have Web 3.0, because the Web’s dead.” Just consider that it’s now possible to capture, edit, share and view engaging, meaningful videos among friends, all from your phone, without ever touching a computer. In this perspective, a threat to YouTube begins to feels real.
To generate a comparison between mobile app and Internet video consumption, Flurry combined its data set with publicly available comScore Video Metrix data. In the chart above, we show the number of minutes consumers spend per month using smartphone video apps versus Google Sites on the Internet (primarily YouTube). Over the course of 2011, minutes spent viewing video content online grew from 276 minutes to 472 minutes, or 71%. Over the same time period, video apps grew from 63 minutes to 152 minutes, or 141%. While mobile app video consumption grew more than online consumption, the gap in usage at the end of 2011 was still meaningful. During 2012, however, is where things get interesting. As online video consumption dropped by 10%, mobile app video consumption increased by another 52%. By then end of March, consumers were spending 54% of amount of time in mobile video apps compared to Google Sites online, 231 minutes in apps versus 425 minutes online.
While it cannot be concluded that mobile video apps are cannibalizing YouTube, the shift in time spent between these two platforms appears to be a signal of disruption. Think of it this way: With every mobile video you share of friends, family, vacations, parties and weddings, you are likely loading another bullet in the chamber for Web 3.0. For YouTube, it appears they need to run, outrun your gun.
The economic boom created by Apple and Google through their iOS and Android platforms has precipitated a renaissance among entrepreneurial developers. With some of the lowest barriers to entry in the history of software development and distribution, apps are getting built and downloaded at breakneck speeds. Earlier this month, Apple crossed a record 25 billion downloads from more than 550,000 available apps. Google announced in December 2011 that it had crossed 10 billion downloads from 400,000 available apps.
As markets mature, rational economic behavior emerges. Even the most passionate, idealistic software start-ups focus increasingly on markets where revenue generation is highest. In this report, Flurry compares the ability for app developers to generate revenue per user across the major app stores. We examine a basket of top-ranked apps that have similar presence across iOS, Amazon and Android. Their primary business models are in-app purchase, which is the revenue type we compare for this analysis. Additionally, earlier research by Flurry found that the in-app purchase revenue model generates the majority of revenue for apps. Combined, these apps average 11 million daily active users (DAUs). We measured their revenue per user over a 45-day period, from mid-January through the end of February 2012.
The chart above compares revenue generated per user across iOS, Amazon and Android app stores. We start by taking the revenue generated per user in the iTunes App Store and setting it to 100%. We then compare the relative revenue generated per active user from Amazon and Google to the amount of revenue per active user generated by the iTunes App Store. Doing so, we find that Amazon Appstore revenue per active user is 89% of iTunes App Store revenue, and Google Play revenue per active is 23% of iTunes App Store revenue. Another way to interpret the results is that, for the same number of users per platform, every $1.00 generated in the iTunes App Store, will also fetch $0.89 in the Amazon Appstore and $0.23 in Google Play. These results mirror those of a similar analysis conducted by Flurry last December, where we found for every $1.00 generated per user in the iTunes App Store, developers generated $0.24 per user in the Android Market.
Amazon's bet to fork Android in order to put consumers into their own shopping experience on Kindle Fire appears to be paying off. Showing its commerce strength, Amazon already delivers more than three times the revenue per user in its app store compared to what Google generates for developers.
For some possible insight, let's consider the DNA of each company. Apple runs the highest revenue-per-square foot generating retail store on the planet as well as the successful iTunes store. Amazon, who invented the one-click purchase, perfected online shopping with data, efficiency and customer service. Google’s strength is in scalable online search engine and advertising technology. Running a store, retail or digital, has not been Google's traditional core competency.
As developers make decisions to support different platforms, the ability to generate revenue per user will always be a key factor. Based on revenue potential, we expect to see an increasing number of developers support Amazon. We also believe that companies such as Samsung, the leading Android-supporting OEM, could also consider emulating Amazon’s move to fork Android. Google, who recently saw the departure of Eric Chu, the most public-facing proponent of Android Market improvement, will need to reduce commerce friction to maintain strong developer support. From an ecoystem perspective, the emergence of Amazon as an additional distribution channel appears to be a boon for developers.
[UPDATE: For clarity, I went back through this post and specified, where appropriate, including in the title of the chart, that the revenue comparison in this analysis was per user, not total revenue generated. Peter]
Flurry recently quantified China’s meteoric adoption of iOS and Android applications. While China ranked 10th in application sessions at the beginning of 2011, it finished the year in 2nd place, only behind the United States. With its large population and rapidly emerging middle class, adoption of apps vaulted China into the position of world’s 2nd largest app economy. In additional analysis, Flurry also determined that China has the most market upside, based on calculating those in China who can afford smartphones versus the current installed base.
This report reveals that, for the first time ever, China now leads in new smart device adoption (iOS and Android smartphones and tablets). We also update app usage velocity trends for China and the rest of the world, since first studying this late last year. For this report, Flurry used its entire data set, tracking more than 1 billion anonymous, aggregated application sessions per day. More than 60,000 companies use Flurry Analytics across more than 160,000 applications.
China's Growth Spurt
Let’s start with a look at the fastest growing countries, as measured by app session growth.
Comparing Q1 of 2011 versus Q1 2012, the chart above shows the ten fastest growing countries in terms of app sessions. A session is the launch and use of an application. For example, a consumer who opens a news application and then spends two minutes reading various articles counts as one session. Starting on the left, China leads the world in app session growth, with an enormous growth rate of more than 1100% between Q1 2011 and Q1 2012. China’s growth rate is particularly staggering given that it was already the world’s 7th largest country in terms of app sessions by the end of Q1 2011. This speaks to the country’s sheer population as well as increasing affluence among a meaningful part of its population. Please note that we project the last ten days of Q1 2012.
Building an App? Go East, Young Man!
We next study new device activations between China and the U.S., with amazing results.
The above chart shows new iOS and Android device activations per month in the U.S. and China for the last 15 months, from January 2011 through March 2012. In January 2011, the U.S. accounted for 28% of the world’s total iOS and Android device activations, while China accounted for 8%. In February, Flurry calculated that China surpassed the United States in monthly new iOS and Android device activations for the first time in history. China is now the world’s fastest growing smart device market. For March, we project that China will account for 24% of all iOS and Android device activations, while the U.S. will account for 21%. Again, please note that we project the several days of March to round out Q1 2012.
With China now activating more devices per month than the U.S., this means that the gap is closing between the two countries in terms of installed base. Not only is China already the second largest app economy, but also could eventually overtake the U.S. as the country with the largest installed base of smart device users. We estimate that the U.S., a more mature market, currently has more than twice as many active devices than China. However, China, a faster growing, emerging market, already has twice as large an installed base as the next largest market, the UK.
Apps Without Borders
In this last chart, Flurry looks at the shift in application usage across the world.
The chart above compares mobile app sessions tracked by Flurry Analytics in Q1 2011 versus Q1 2012. The green area shows the percent of app sessions occurring in the United States, the leading mobile app market. While the absolute number of sessions in the U.S. has more than doubled between Q1 2011 and Q1 2012, its share of total sessions has declined from 56% to 46%. In other words, while the U.S. app market is growing rapidly, the rest of the world is growing even faster. Looking at the balance of the top 10 countries (ranks 2 – 10: China, UK, South Korea, France, Australia, Canada, Japan, Germany and Spain), this group has increased in collective sessions by 3.4 times between Q1 2011 and Q1 2012, resulting in an increase in total session-share from 27% to 30%. Further, the rest of the world (another 217 countries across which Flurry tracks user sessions), has grown by more than 4 times, increasing in session-share from 17% to 24%.
No matter how we slice it, the application market continues to grow at unprecedented rates, and increasingly across more borders. With smart devices adoption rates more than four times greater than those witnessed during the 1980s PC revolution and twice as great as those seen during the 1990s Internet Boom, no other consumer technology has been more accessible than smart device application software. It’s literally taking over the world.
The era of mobile computing, catalyzed by Apple and Google, is driving among the largest shifts in consumer behavior over the last forty years. Impressively, its rate of adoption is outpacing both the PC revolution of the 1980s and the Internet Boom of the 1990s. Since 2007, more than 500 million iOS and Android smartphones and tablets have been activated. By the end of 2012, Flurry estimates that the cumulative number of iOS and Android devices activated will surge past 1 billion. According to IDC, over 800 million PCs were sold between 1981 and 2000, making the rate of iOS and Android smart device adoption more than four times faster than that of personal computers.
Powerfully, smartphones and tablets come with broadband connectivity out-of-the-box, instantly combining the best of “Silicon” and “The Cloud” for consumers. The Internet, which served to connect the installed base of PCs, grew to 495 million users by the end of 2001, according to the International Telecommunication Union. With the Internet beginning its commercial ramp in 1996, iOS and Android devices will see double the number of device activations during its first five years compared to the number of Internet users reached during its first five years (Internet 1996 – 2001 vs. Smart devices 2007 – 2012).
On top of this massively growing iOS and Android device installed base, roughly 40 billion applications have already been downloaded from the App Store and Android Market. More than ever, consumers are splitting their time accessing services on the Internet from PCs versus doing so on mobile devices from apps. Last summer, Flurry published a report detailing how the average smartphone user, for the first time ever, began spending more time in their mobile applications than they do browsing the web. Updating the analysis, Flurry finds the usage gap continues to widen. Let’s look at the updated numbers.
The chart compares how daily interactive consumption has changed over the last 18 months between the web (both desktop and mobile web) and mobile native apps. For the web, shown in green, we built a model using publicly available data from comScore and Alexa. For mobile application usage, shown in blue, we used Flurry Analytics data, which tracks anonymous sessions across more than 140,000 applications. We estimate this accounts for approximately one third of all mobile application activity, which we scaled-up accordingly for this analysis.
Since conducting our first analysis in June 2011, time spent in mobile applications has grown. Smartphone and tablet users now spend over an hour and half of their day using applications. Meanwhile, average time spent on the web has shrunk, from 74 minutes to 72 minutes. Users seem to be substituting websites for applications, which may be more convenient to access throughout the day.
Our analysis shows that people are now spending less time on the traditional web than they did during the summer 2011. This drop appears to be driven largely by a decrease in time spent on Facebook from the traditional web. In June 2011, the average Facebook user spent over 33 minutes on average per day on the website. Now, that number is below 24 minutes. Time spent on the web without Facebook has grown at a modest rate of 2% between June 2011 and December 2011.
The analysis also shows that people are spending ever more time in applications. In fact, time spent in apps and the web, combined, has grown as users lead a more connected life. This growth though has been driven entirely by applications. The growth in time spent in mobile applications is slowing – from above 23% between December 2010 and June 2011 this year to a little over 15% from June 2011 to December 2011. The growth is predominately being driven by an increase in the number of sessions, as opposed to longer session lengths. Consumers are using their apps more frequently.
Facebook Pushes into Mobile Apps
Based on our analysis, we believe that Facebook users, and users of other traditional style websites, are increasingly accessing services through mobile applications than from desktops. Nielsen recently reported that Facebook is the most used app on Android among 14 – 44 year olds, surpassing usage of Google’s own native, pre-installed apps. Additionally, Facebook Messenger became the top downloaded app, at least one time during 2011, across more than 100 different App Store countries. In the U.S., the largest App Store market, Facebook Messenger ranked as the top overall app across most of the holiday week, during which more downloads occur compared to any other week.
With Facebook’s recent push into HTML5 with Project Spartan, where apps built for Facebook’s platform can run on top of the Facebook app, instead of requiring the user to launch the iOS app equivalent, this poses a disintermediation challenge to Apple. As Apple and Google continue to battle for consumers through the operating system and devices, Facebook is demonstrating that it can leverage its hold over consumers at the software level, through the power of the social network, across multiple platforms.
Facebook and Google are already locked in a battle for the online consumer, with Facebook having steadily taken share from the search engine giant over the last several years. Recently, as Google countered with its socially-oriented Google Plus, Circles and Hangouts services, Facebook added features such as news feeds to further lock in consumers to its service by obviating the need to discover content through search.
Likewise, Apple’s recently launched iCloud service, which allows consumers to store their most personal content, including music, photos and contacts, as well as its deep integration with social-service, Twitter, appears to buttress against Facebook’s ability to control the consumer relationship. With games as the top app category across Facebook, iOS and Android, as well as having become increasingly social in nature, Facebook is countering to reclaim valuable game play sessions it earned from its own platform play launched in 2007, rather than simply surrendering them to iOS and Android, who have effectively wooed consumers off of the web platform to mobile apps.
Games & Social Networking Dominate Mobile App Usage
With mobile app usage soaring, Flurry additionally studied which categories most occupy consumers’ time. The results are shown in the pie chart below.
The chart clearly shows that Games and Social Networking categories capture the significant majority of consumers’ time. Consumers spend nearly half their time using Games, and a third in Social Networking apps. Further considering that Flurry does not track Facebook usage, the Social Networking category is actually larger. Combined, from just what Flurry can see, these two categories control a whopping 79% of consumers’ total app time. This breakdown in usage reveals Facebook’s inherent popularity as the leading social network, as well as how important controlling the game category is for all platform providers. As we drill down into the category data, consumers use these two categories more frequently, and for longer average session lengths, compared to other categories.
Any way we slice it, Games and Social Networking apps deliver the most engaging experience on the web and mobile today, and set the stage for the battleground for controlling the consumer relationship going forward for all platform providers on all platforms.
The last week of the year, from December 25 through December 31, sees more iOS and Android device activations compared to any other week of the year. Starting with Christmas Day, the largest single device activation day of the year, the week between Christmas and New Year’s Day is filled with significantly elevated device activations and app downloads. For application makers, this holiday “power week” is far more important than the run-up to Christmas itself. This report reveals that the last week of 2011 was the largest week for device activations and app downloads in iOS and Android history.
For this report, Flurry leverages its data-set from over 140,000 apps running on the significant majority of iOS and Android devices. With its application penetration, Flurry can detect over 90% of all new devices activated each day. Additionally, with its analytics service in more than 20% of all applications downloaded on a given day from the App Store and Android Market, Flurry can reliably estimate total iOS and Android downloads. To benchmark against the market, Flurry regularly triangulates its device and download figures with data released publicly by Google and Apple.
In its most recent report, Flurry estimated that a record-breaking 6.8 million iOS and Android devices were activated on Christmas Day, along with an equally record-breaking 242 million application downloads. Studying the data from December 25 – December 31, additional records were set, now for the highest number of device activations and app downloads of any week in history. Over the holiday “power week,” Flurry estimates that over 20 million iOS and Android devices were activated, and 1.2 billion applications were downloaded. Let’s drill down further into the downloads.
The columns in the chart compare the number of app downloads during Christmas through New Year’s Day (on the right) versus the average of the first two equivalent weeks of December (on the left). The seven days from December 25 – December 31 spanned from a Sunday to a Saturday. As such, we take the average of the first two full Sunday-to-Saturday weeks in December to establish a baseline. The average downloads over these weeks are surprisingly even. For background, the third full Sunday-to-Saturday week, not shown in the chart, December 18 – 24, is elevated slightly due primarily to December 24 downloads. Up until the final week of the year, this penultimate week set the download record with 857 million downloads. The final week of the year, between Christmas and New Year’s Day, grew by 60% over the early-December baseline, historically punching through the billion download barrier for the first time ever to deliver 1.2 billion downloads.
This second chart shows the top twenty countries across which the record 1.2 billion downloads were distributed. Starting from the left, the U.S. took the lion’s share with 509 million downloads, or 42.3%. Referencing an earlier report, wherein Flurry sized the current installed base and market upside for each country, it’s not surprising that the U.S. continues to lead the rest of the world by such a large margin. We estimate that just prior to the holidays, there were 109 million active iOS and Android devices in the U.S. market. Compared to the worldwide total active installed base of 246 million, this was 41%. China, the world’s second largest app market, which has roughly one-third of the U.S. installed base saw only one-fifth of the relative downloads. It’s important to note that the celebration of Christmas as a holiday impacted download performance. While the United States widely celebrates Christmas, China is largely non-religious, with over 60% of the population considering themselves agnostic or atheist. In China, Christians make up just 3 – 4% of the population.
Following the trend that Western countries more widely celebrate Christmas – note the higher positions of countries like the United Kingdom, Canada, Germany, France, Australia, Italy, Spain and Mexico in the chart – these countries over-indexed against largely non-Christian countries of China, South Korea and Japan. For example, South Korea and Japan have the 4th and 5th largest smart device installed bases of all countries, yet they ranked 7th and 10th, respectively, for downloads over the record week. Christmas is not recognized as a national holiday in Japan, and in South Korea, roughly half the population self-identifies as non-religious. As a point of interest, Canada appears to have over-indexed the most, using its 8th largest installed base to drive the 4th most downloads over the holiday period.
Looking forward to 2012, Flurry expects breaking the one-billion-download-barrier per week will become more common-place. While iOS and Android growth continues to amaze, the market is still by all measures relatively nascent. We look forward to continuing to chart the unprecedented adoption of mobile computing devices, usage of applications and the way in which this technology is changing consumer behavior worldwide. Happy New Year from everyone at Flurry.
In 2007, Apple and Google started a mobile computing revolution. Over the last four years, adoption of this new class of smartphone has been unprecedented. With powerful devices, connected to broadband networks and rich digital stores, an app economy was quickly built on top of it.
Beginning last year, Flurry observed that consumers using apps began expanding beyond early-adopting U.S. and Western European markets, starting to include more emerging economies. In a previous post, we shared details about this shift, highlighting the fastest growing international markets, with emphasis on China’s extraordinary growth.
As 2011 comes to a close, and we look forward to 2012, we size today’s installed base of iOS and Android smart devices (smartphones and tablets) as well as identify markets where the most future upside exists. We start by looking at how many active iOS and Android devices run applications by country.
Using data collected from Flurry’s data-set of more than 140,000 apps running on smart devices worldwide, we get a snapshot of how many iOS and Android devices ran apps over the last 30 days. Note that we gross up our figures to reflect differences in penetration per platform to provide market-level estimates. Among the top 20 countries, the U.S. still makes up the largest chunk of the world’s active installed base, with 109 million out of 264 million, or 41%.
Of note, China and South Korea now hold two of the top five positions, boasting addressable audiences greater than that of more developed countries such as Japan, France and Germany. Also worth noting is that our count of 264 million active units in the market is about half of what Apple and Google publicly state have been activated. The difference is primarily due to old device replacement. Flurry is counting recently used devices versus life-to-date device activations.
With smart device adoption skyrocketing worldwide, we next look at which markets hold the most future promise. With greatly varying disposable income per country, and recognizing that children do not purchase devices, Flurry used available data from several sources to adjust its data for an apples-to-apples comparison. First we used the “adult” population counts from the International Monetary Fund (IMF), which IMF defines as 15 to 64 years of age. Next, we adjusted our numbers based on the size of the middle class in each country, primarily using a study by Miller-McCune. We finally estimated the size of the upper class per country, who by extension can also afford a smart device. After making adjustments, we are left with adult consumers who have the financial means to afford a smartphone device per country. Doing so, populous countries like India, China and Brazil, which also suffer from income disparity, are not over-estimated in our addressable market calculations.
Starting from the left, China has 122 million consumers who do not yet use an iPhone or Android device, but could afford one. In short, this chart represents untapped potential. Emerging economies – China, India and Brazil – make up three of the top five market opportunities. Over the next several years, as these countries continue to modernize, they will significantly expand the worldwide addressable audience for smartphones.
Bringing the data together, we next look at market maturity, which is the measure of how penetrated smartphone devices are among a country’s addressable audience. To illustrate which markets are most mature, we chart the top 10 countries ranked by penetration.
The vertical axis measures our total addressable audience (TAM), which we define as adults, 15 – 64, who are at least middle-class. The TAM per country is represented by the larger, light blue circles. The U.S., with the largest light blue circle, has the largest TAM at 200 million. The horizontal axis shows percent penetration, which is the active user (iOS or Android device that used an app over the last 30 days) divided by the TAM. For example, Sweden is the most mature country with 3.2 million of 5 million (66%) addressable consumers already using iOS and Android devices. France, which ranks 10th in maturity, has 9.6 million of 34 million (28%) consumers using iOS and Android devices. So, from left to right, penetration increases. And from bottom to top, TAM increases. The U.S. leads the world in installed base because its large, addressable audience has been well penetrated, 91 million of 200 million (55%).
Completing our study, we look at the world’s largest addressable markets, regardless of penetration.
Because this chart measures future potential, TAMs are much larger relative to active user bases. The result, visually, is a lot more “light blue.” Many of the world’s largest countries have largely un-penetrated markets, primarily due to standards of living (emerging markets) or increased competition for consumers’ disposable income (developed markets). In either case, the TAM is there, but the adoption hasn’t yet occurred. So, many of these markets are future bets with the time of maturity somewhat variable and unknown. In this chart, the U.S. has both the largest current installed base and market upside. Again, this is because of its unique, well-penetrated and large, affluent population. Next China, given its very large population (1.3 billion), along with a growing middle class who has already begun adopting smart devices, has the world’s second largest market potential. In comparison, even though India has the world’s second largest population (1.2 billion), its TAM is much smaller than China’s because of India’s very low standard of living. The result is that, even though its total population is not far behind China’s, its total addressable market is. Further, the adoption of smartphones and tablets among its TAM has been small. Finally, Japan, the world’s fourth largest market, has a lot of upside given light penetration of iOS and Anroid devices against its large, addressable market.
iOS and Android sales boomed in 2011, with international smartphone and tablet adoption accelerating. As we look forward to 2012 and beyond, we expect the trend of international expansion to continue. With the world’s estimated middle class now totaling 1.8 billion, there remains a lot of unconquered territory for Apple and Google, who currently lead the charge in driving smart device adoption. This is equally good news for developers, who build apps for these platforms, and directly benefit from their installed base growth.