Five years ago, the iPhone ushered in the era of mobile computing. Today, more than a billion consumers are “glued” to these devices and their applications, impacting nearly every aspect of their lives. For businesses, opportunities seem endless and disruption is everywhere. The list of disrupted industries is long, including communications, media and entertainment, logistics, education and healthcare, just to name a few.
The past five years at Flurry have been wildly exciting. We joined an industry just as gas was forming to ignite a Big Bang, and we’re still orienting ourselves within its rapidly expanding universe. Since early 2008, we’ve worked with tens of thousands of developers to integrate our analytics and ad platforms into their apps. Today our services have been added to more than 300,000 applications and we measure usage on more than 1 billion monthly active smart devices.
On the five-year anniversary of launching Flurry Analytics, we took some time to reflect on the industry and share some insights. First, we studied the time U.S. consumers spend between mobile apps and mobile browsers, as well as within mobile app categories. Let’s take a look.
Today, the U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tablets. 80% of that time (2 hours and 7 minutes) is spent inside apps and 20% (31 minutes) is spent on the mobile web. Studying the chart shows that apps (and Facebook) are commanding a meaningful amount of consumers' time. All mobile browsers combined, which we now consider apps, control 20% of consumers' time. Gaming apps remain the largest category of all apps with 32% of time spent. Facebook is second with 18%, and Safari is 3rd with 12% Worth noting is that a lot of people are consuming web content from inside the Facebook app. For example, when a Facebook user clicks on a friend’s link or article, that content is shown inside its web view without launching a native web browser (e.g., Safari, Android or Chrome), which keeps the user in the app. So if we return to the chart and consider the proportion of Facebook app usage that is within their web view (aka browser), then we can assert that Facebook has become the most adopted browser in terms of consumer time spent.
The App World
Five years into its existence, the app economy is thriving, with The Wall Street Journal recently estimating annual revenue of $25 billion. Once again, we have to appreciate that this economy did not exist until 2008. As we looked for possible signs of slowing, we could not find any, largely due to the fast adoption of tablets just after smartphones.
In fact, not only is the installed base of devices growing, but also the number of apps consumers use. Our next insight comes from studying how many apps the average consumer launches each day. For this snapshot, we compared three years of worldwide data, taking the 4th quarters of 2010, 2011 and 2012.
From left to right, we see that the average number of apps launched per day by consumers climbs from 7.2 in 2010 to 7.5 in 2011 and finally to 7.9 in 2012. This is not a material change, which is a good thing. To us, the steady growth rate indicates that the app economy is not yet experiencing saturation, as consumers steadily use more apps over time. And while there are more apps in the store, large numbers of them have short lifespans, such as books, shows and games. Assertions that people are using fewer apps in 2012 than they did in 2010 appear to be incorrect. While one could observe that consumers use only 8 apps per day among the million+ available between the AppStore and Google Play, one also needs to remember that the 8 apps each consumer uses varies widely. This creates a marketplace that can support diversified apps.
Finally, we studied a sample of more than 2.2 million devices that have been active for more than 2 years to understand the mix of new versus existing apps people use over time. To do so, we compared Q4 2012 to Q4 2010.
The chart above shows that, on average, only 17% of the apps used in Q4 2010 were in use earlier in the year on a device compared to 37% in Q4 2012. That means that 63% of the apps used in Q4 2012 were new, and most likely not even developed in 2011 (or possibly poorly adopted). We believe that with consumers continuing to try so many new apps, the app market is still in early stages and there remains room for innovation as well as breakthrough new applications.
The Web World
Looking again at the first chart in this study, while also considering the latest numbers from IDC, which projects that tablets will outsell desktops this year and notebooks next year, we draw the conclusion that the web, as we know it, is already facing a serious challenge. Does this mean the web is dead? We don’t believe so. On the contrary, we believe that the web will change and adapt to the reality of smartphones and tablets. Websites will look and behave more like apps. Websites will be optimized for user experience first and search engine optimization second. This supports the trend of mobile first and web second, which brings both mobile app and user experience design to the mobile web. Simply compare Target’s app on iPhone to its mobile web site (target.com) accessed from the iPhone. The mobile web site looks and behaves similarly to the Target app, albeit a little bit slower.
… and Facebook
Continuing to think about the first chart, it appears that mobile, once perceived as Facebook’s Achilles' heel, has become Facebook’s biggest opportunity. Consumers are spending an average of nearly 30 minutes per day on Facebook. Add to that Facebook's massive reach, as well as their roughly billion mobile users per month and you have a sizable mobile black hole sucking up peoples' time. The 30 minutes a day is a worldwide average which means a large group spends even more time on Facebook (possibly hours) watching and participating in what has become the ultimate reality show in which the actors are you and your friends.
The disruptive force of the mobile app economy has created opportunities, rising stars, instant millionaires, dinosaurs and plenty of confusion. However, one undeniable truth is that tablets and smartphones are eating up desktops, and notebooks and apps (including the Facebook app) are eating up the web and peoples’ time.
Flurry now detects about 1 billion smartphones and tablets in use around the world every month. In the last 30 days, we saw activity on more than 2,000 unique device models. As the device base grows, we’re seeing an increasing variety of screen sizes, from sub-smartphones to full-size tablets and beyond. This poses both challenges and opportunities for developers who must consider how audiences, usage behavior and app category affinities vary by form factor.
This report reveals which form factors and screen sizes consumers use most, and for what categories. For this study, we focused on the top 200 device models, as measured by active users in Flurry’s system, which represent more than 80% of all usage. Doing so, five groups emerged based on screen size:
1. Small phones (e.g., most Blackberries), 3.5” or under screens
2. Medium phones (e.g., iPhone), between 3.5” - 4.9” screens
3. Phablets (e.g., Galaxy Note), 5.0” - 6.9” screens
4. Small Tablets (e.g., Kindle Fire), 7.0” - 8.4” screens
5. Full-size tablets (e.g., the iPad), 8.5” or greater screens
Mid-Sized Smartphones Dominate. Phablets are a Fad.
The top bar in the chart below shows how the top 200 device models break down by form factor in the market. Starting from the left, 16% of devices have screen sizes that are 3.5 inches or fewer in diagonal length. 69% of devices are between 3.5 inches and 4.9 inches, which includes iPhone. The light gray are made up of “phablets” such as the Galaxy Note. The orange are small tablets such as the Kindle Fire and iPad Mini. Finally, the far right shows that 7% of the device models in use are full sized tablets such as the iPad. The two bars below show distributions by active devices (taking into account that some device models have more users than others) and the number of app sessions (taking into account that some device models get used for more app sessions per user than others), respectively.
Notice that while 16% of the device models in the market are small phones, they account for only 7% of active devices once users per device are taken into account and 4% of overall app sessions. The opposite is true for tablets, which account for 7% of the top 200 device models yet 15% of all active users and 13% of all app sessions. On the small end, we believe this is because smaller device models, including most BlackBerry devices, are older and therefore have fewer active users per model. They are also not as well-suited to apps because of their small screen sizes. Full-size tablets, however, are ideal for using applications and therefore see a disproportionately higher percent of sessions. They also tend to have more users per device model since this class of devices has been dominated by iPad.
The ‘Is it a phone or is it a tablet’ devices otherwise known as phablets have attracted interest, but currently command a relatively small share (2%) of the device installed base, and their share of active users and sessions is also relatively small.
Form Factor Varies by OS
Not surprisingly, the form factor share of device models and active device users varies by operating system. The chart below shows share of active users by form factor for the different OSs. Inspecting the chart, medium phones are the dominant form factor on all operating systems, except Blackberry, which still has more active users on small phones. Android owns the phablet market and also has the greatest proportion of devices using small tablets. iOS has the greatest share of active devices using large tablets. The only Windows device models that are in the top 200 device models in terms of active users are medium-sized phones.
Tablets Are Gaming Machines
The chart below shows how total time spent in select popular categories is distributed across form factors.
Starting at the top, notice that nearly a third of time spent playing games take places on larger devices, namely full-sized tablet, small tablets and phablets. And while they command consumer time spent, they represented only 15% of device models in use in February and 21% of individual connected devices. These differences are statistically significant.
Studying books and videos, it’s somewhat surprising that tablets, which possess larger screens, do not see a larger proportion of time spent. An explanation for the high concentration in time spent in smartphones could be that consumers watch videos from their smartphones on-the-go (e.g., commuting to work on public transit), whereas they opt for a bigger screen to watch video (e.g., computer or TV) when at work or home. We expect that tablets may represent a greater share of time spent in book and video apps in the future as tablet ownership expands and tablet owners branch out into more types of apps.
Consumers Signal Preference for Smartphones & Tablets
As OEMs experiment with an ever-expanding array of form factors, developers need to remain focused on devices most accepted and used by consumers. From our study, consumers most prefer and use apps on medium-sized smartphones such as the Samsung Galaxy smartphones and full-sized tablets like the iPad. In particular, smaller smartphones under-index in terms of app usage compared to the proportion of the installed base they represent, and would suggest they are not worth developers’ support. Phablets appear to make up an insignificant part of the device installed base, and do not show disproportionately high enough app usage to justify support. Tablets, on the other hand show the most over-indexing of usage, especially in games. The success some game developers are having with a tablet-first strategy, like dominant game maker Supercell, may also inspire developers of other types of apps to consider focusing on tablets.
Flurry recently revealed that China’s installed base of smartphones and tablets surpassed that of the United States. Further, two thirds of all app sessions now occur outside the United States. With the app market becoming increasingly international, developers need to better understand how app consumer behavior varies across different countries to remain competitive.
This report focuses on how the top 30 heaviest app using countries vary in terms of app usage. As developers build apps for the largest international markets, they need to consider deviating from what has worked in the United States, the former number one market. Can developers simply localize for different markets, or are there meaningful cultural differences in app usage to consider? How different is behavior in China and India, the world’s two most populous countries?
For this study, Flurry grouped countries according to their similarity in app category usage using cluster analysis. Cluster analysis is a statistical technique that creates groupings based on associations; in this case, among the proportions of app users who use different categories of apps. This technique controlled for differences in populations, device penetration rates and app store taxonomies. We ran this analysis for the top 20,000 apps in the 30 heaviest app using countries as of January 2013. For purposes of this report, we focus on app categories used by at least 5% of app users in at least one country cluster. We also excluded social networking, since use of those apps tends to be more country-specific.
Membership in the resulting country clusters are discussed next, followed by a description of some of the differences in app engagement across country clusters.
App Usage Around the Globe
The cluster analysis process produced six country groupings shown in the map below and the country list that follows.
As shown in the map above, the first group of countries in blue is made up of countries that tended to be early adopters of mobile technologies.
The second category, in purple, is comprised of the most hyper-connected parts of Asia: South Korea, Hong Kong and Taiwan.
China and Japan had app usage patterns that were unique to them, making each country its own cluster.
Most of the countries in green are neighbors in South East Asia; however, app usage patterns across the Pacific in Mexico also put it in that same category.
The final category, in yellow, includes many large countries, such as Brazil, Russia and India as well as smaller but influential countries such as Switzerland and Israel. Besides sharing similarities in app usage, these countries tend to have lagged behind the Mobile Pioneer and Connected Asia countries in adopting mobile technologies.
Countries shown in gray were not included in the analysis because they are not among the 30 heaviest app using countries.
Interest In Gaming Is Global. Genre Preferences Are Local
The chart below shows the proportion of app users who used apps within each of the gaming categories shown, as defined in Google Play, during January 2013.
Overall, games are the most-used types of apps in each country cluster, with the biggest Android game category being Arcade and Action games for all country clusters. While Android game categories follow a similar rank ordering across country clusters, there is clear variation between clusters. For example, compared to app users in Japan, almost twice the proportion of app users in the Equatorial Pacific country cluster use Android Arcade and Action games. And while countries in the Mobile Pioneers’ cluster are among the most enthusiastic users of Casual Games and Brain and Puzzle Games, they are less enthusiastic users of Arcade and Action games compared to those in most other country clusters.
The chart below shows similar data for iOS apps within each of the gaming categories as defined by the Apple App Store. Please note that these classifications have changed over time and that games are assigned to categories by developers; however those things are common to all countries and therefore should not, on their own, result in differences between countries.
Once again, note that the main Games category attracts a large proportion of people who use any iOS apps, and that the Equatorial Pacific has the greatest proportion of users and Japan has the least though the differences are not as great for iOS as they are for Android. It’s interesting to note that while Japan tends to lag the other country clusters in the proportion of device users engaging with most game app categories, the country that gave us karaoke leads in the proportion of app users who use iOS Music Games.
Interest In Productivity and Utility Apps Varies
While Japanese app users are disproportionately unlikely to play most types of games (with the exception of music, as noted above), they are disproportionately likely to use productivity and utility apps. Chinese app users are also disproportionately heavy users of these more functional types of apps.
Use of More Lifestyle-Oriented Apps Maps To Offline Behavior
Hobbies often associated with Japan came through in app usage for music games, and also in use of lifestyle-oriented apps in terms of Japanese enthusiasm for photography. Japanese device owners are more likely than device owners in other country clusters to engage with photography apps on both iOS and Android devices. Entertainment categories within both app stores are fairly broad so it’s not entirely clear why, but those from China and the Lumbering Giant country clusters are disproportionately heavy users of Entertainment apps on both of the major mobile operating systems.
Mapping the Future of Apps
While this analysis only scratches the surface of variation in usage of 20,000 apps across more than 800 million devices being used in 30 different countries, it shows systematic variation across country clusters even at a high level. This has important implications considering the great potential for growth of connected devices and app use in countries and country groupings such as China and the Lumbering Giants, given their large populations and relatively low current rate of device penetration. App usage patterns in those places don’t always mirror those in Mobile Pioneer countries, which up until now have been the source of a lot of app development. For example, productivity and utility apps are more popular in China and Japan than they are in the United States. Differences such as these suggest that app developers in Mobile Pioneer countries may need to give greater consideration to the usage patterns and preferences of those in other countries or else that we may see growing app developer communities in some of those other countries.
The Super Bowl is one of the world’s top media events. This year’s contest, Super Bowl XLVII, was hosted in New Orleans and drew an average of 108.4 million viewers, the third largest audience in U.S. television history. According to Nielsen, previous Super Bowls captured the top two U.S. TV audiences, with last year’s event drawing 111.3 million viewers and the previous year’s attracting 110.0 million.
While the contest on the field pitted the San Francisco 49ers against the Baltimore Ravens, an equally fierce battle for consumer engagement was waged across multiple screens. As the world’s top brands paid up to $4 million to air 30 second television spots, consumers were more distracted than ever, accessing mobile apps and social media in droves. Twitter reported 24.1 million Super Bowl-related tweets, the most popular of which focused on Beyoncé, Destiny’s Child, the Superdome power outage and key game moments. Facebook reported similar increases in conversations around these topics.
Mobile Apps Make TV the Second Screen
In this report, Flurry finds that mobile appears to have become the first screen. The implication is that, from this day forward, as marketers advertise on television, they must ensure that the content is sufficiently compelling to pull the consumer away from her smartphone or tablet. While TV may continue to be widely regarded as the first screen, Flurry believes that brands need to reverse that logic in order to reach and engage their consumers.
For this study, Flurry measured U.S. app session starts, per second, over the course of this year’s Super Bowl, last year’s Super Bowl, and the equivalent time period on the Sunday before this year’s Super Bowl (to establish a baseline for an average Sunday) from 3 PM PST to 8 PM PST. Flurry Analytics is used by 275,000 apps, including many of the most-used apps, with aggregate daily usage sessions of 2.4 billion.
For this analysis, we estimated U.S. app session starts occurring on Super Bowl Sunday by sampling from our own data and extrapolating based on the proportion of the market that Flurry "sees." To be able to compare across last year's to this year's Super Bowl, we created an index where “100” represents a baseline for app usage. Let’s start by looking at how this year’s Super Bowl app activity compared to that of last year’s.
The chart above shows this year’s Super Bowl in blue compared to last year’s Super Bowl in grey. The spark lines show application session starts in the U.S. sampled from Flurry’s system, per second. The way to interpret the chart is that if the line is moving up, consumers are picking up their phones (or tablets). And if the line is moving down, consumers are putting down their phones (or tablets). In other words, when something on the TV cannot sufficiently hold the consumer’s attention, she often reaches for her connected device. The advantage for using mobile app usage as a signal is that we can accurately measure when consumers are interacting with the mobile apps. In this way, we can distinguish between active (consumer is using the "app") and passive use (app is just "on"). Using mobile app usage as a signal, the events to which consumers paid the most attention were the National Anthems, Halftime shows and close finishes.
A few structural differences to the length, shape and height of the curves are worth noting. First, last year’s Super Bowl was faster up through the first half, as we see that Madonna’s half time show started earlier compared to Beyoncé’s. Additionally, this year’s Super Bowl was further extended due to the 34-minute power outage in the Superdome just after the beginning of the 3rd quarter. Relative to last year’s Super Bowl, consumers began picking up their phones and tablets en masse during this period. Next, this year’s Super Bowl curve (blue) sits higher than last year’s curve (grey), which indicates that there was more relative app usage in the U.S. this year versus last year. Specifically, we measure a 19% increase in app usage between last year’s Super Bowl versus this year’s.
The chart above plots app usage during this year’s Super Bowl against the same time period from the Sunday before. This gives us a sense for how much application usage varies on a normal Sunday compared to Super Bowl Sunday. Overall, total app usage dropped in aggregate by only 5% from the Sunday before to Super Bowl Sunday, which suggests that the Super Bowl largely failed to curb consumer app usage when compared to normal behavior. The height and the shapes of the curves are very similar. More notable differences did appear from just before the Super Bowl started up until about half way into the second quarter of the game, where consumers appeared to be paying more attention to the Super Bowl (i.e., the blue line was modestly below the grey line for that period). We also note a spike in app usage during the Jeep halftime report during the sports analyst commentary, followed by a plummet in activity during Beyoncé’s performance. Next, during the outage, consumers began using their apps. After gameplay resumed, app usage was very similar to a normal Sunday except for the last minutes of this year’s close Super Bowl finish, as the 49ers mounted an exciting, narrowly-missed comeback.
Next we studied how app usage varied during different times during the Super Bowl: while the game was on, when ads were broadcasted, during halftime and during the power outage. We used app activity during the game as a baseline.
The overall finding was that app usage did not vary greatly between commercials and game play, with only a slight increase in app session starts during ads in this Super Bowl, and an even smaller decline in session starts during the last Super Bowl. In contrast, session starts dropped by nearly ten percent during this year’s halftime. That suggests that while Beyoncé was compelling enough to cause viewers to put down their phones, much of the game and many of the ads were not. The large increase in app session starts during the power outage provides additional evidence that TV cannot hold attention without compelling content. Consumers turned to their smaller screens in great numbers as soon as there was a lull in the action on TV.
Of course, there is variation within these averages. Groups particularly prone to starting app sessions during ads include: Photo & Video Enthusiasts, Real Estate followers, Small Business Owners, TV Lovers and Movie Lovers. For your convenience, you can find Flurry (psychographic) Personas listed here. Consumers less inclined to start app sessions during ads include iPad Users, Food Enthusiasts, Catalog Shoppers, Fashionistas and Home & Garden Enthusiasts. Those most inclined to take a break from their apps and watch the halftime show included Home & Garden Pros, Health & Fitness Enthusiasts, Fashionistas, Catalog Shoppers and Food Enthusiasts. Groups whose app use climbed most during the power outage – suggesting that they were paying closest attention to the game at other times – were Males, Seniors and Sports Fans.
Mobile Is Killing The TV Star
Ratings from Nielsen confirm that people continue to sit in front of TVs on Super Bowl Sunday. However, the fact that overall app usage declined by less than just 5% compared to same time period on the prior Sunday suggests that a large amount of consumers’ attention is spent in apps, even as they sit in front of the TV. This should cause advertisers to question the value of paying a premium for Super Bowl ads when the attention premium they command is eroding. That’s particularly true for some groups. For example, overall app usage by Moms, during the time the Super Bowl was on, dropped by less than two percent compared to the previous week. While Tide’s “Miracle Stain” ad was certainly entertaining, it appears that the “Mom” target market was not paying attention.
The price of a Super Bowl ad pays for a lot on mobile whether that’s in app advertising, sponsored content, in-app product placement or branded apps, and Flurry believes many marketers may benefit from reconsidering their media mixes in light of evidence in this report showing that unless exceptionally interesting things are happening on TV, a significant and increasing amount of consumer attention is spent using smartphones and tablets.
New Consumer Behavior. New Strategy.
Brands who continue to believe in the potential of TV during major events such as the Super Bowl must also now understand the multi-screening behavior of their target market, and take that into account in developing their campaigns. For example, marketers targeting Fashionistas would be well-served by scheduling ads to run during or near the half-time show, while running in-app ads during the game itself. The reverse strategy would apply to groups such as Sports Enthusiasts. These results also have implications for those who wish to run integrated campaigns across screens: those will only be effective if the TV portion is compelling enough to pull attention away from the screens in the hands of the audience.
With the holy grail of TV events disrupted, advertisers need to take note. The winner of the Screen Bowl is the smartphone. Mobile is here. Mobile is the new first screen.
During the month of November, Flurry reached a major milestone, measuring more than a trillion unique events completed inside of mobile apps by consumers. The magnitude of this number, and what it means to an industry barely over four years old, that has already generated tens of billions of dollars, is unprecedented. An industry has shot up around Flurry in a way that no one, anywhere, could have imagined.
So it was against this backdrop that I began reading a series of differing investment theses written by Fred Wilson of Union Square Ventures (What Has Changed), Dave McClure of 500 Startups (What Hasn’t Changed) and Chris Dixon of Andreessen Horowitz (The Product Lens). The gist was about the cyclical nature of investing between consumer internet and enterprise companies, with another suggestion to focus on product over finances. The debate is entertaining, and not surprising. It validates a theory I’ve held since the mid-nineties about the fundamental difference between entrepreneurs and investors. Simply put, entrepreneurs focus on opportunity while investors focus on risk.
The venture industry wants familiarity, so it talks about consumer versus enterprise. The web comes with an understood set of metrics like page views, visits, unique users, returning visitors and bounce rates, to name a few. And there’s still a standard way of buying traffic (SEM) and getting traffic organically (SEO). There’s a clear index and path to the web, called Google, and most VCs understand Google economics. They understand the lifetime value vs. cost per acquisition equation. They can value businesses accordingly.
What the venture industry doesn’t yet understand is mobile and apps. Traffic acquisition is still an art more than a measurable science. No one has defined a set of metrics that the venture industry can use to universally compare the value of one app property to another, and business models on mobile are still new. On Sand Hill Road, the best line I hear is that “99 cents is the new free,” referring to the freemium model, but few truly understand what it means.
Mobile and apps are gobbling up the web and consumer Internet, and that’s where the opportunity is. And the opportunity has never been bigger. All around me, I see entrepreneurs living it, loving it and collecting it “99 cents” at a time. Meanwhile, the VCs are debating it.
Mobile App Growth: Measured by Flurry
In the month of November, we measured over a trillion events from over 250,000 applications created by more than 85,000 developers. Events are actions completed by consumers inside apps such as completing a game level, making a restaurant reservation or tagging a song. In November, we also measured over 60 billion sessions, which is the start and a stop of an application on a mobile smart device. The chart below shows the growth in events tracked since May of 2008, when we first made our analytics service available to developers. This growth reflects the growth of the app economy.
Mobile Apps: Dominating the Web and Challenging Television
The chart below updates Flurry’s analysis comparing time spent in mobile apps on smartphones and tablets to time spent on the web using a browser. For web usage on desktops, laptops and smart devices, we build a model using publicly available data from comScore and Alexa. For mobile applications, we use Flurry Analytics data, now gathering data from over 250,000 applications. This time around, we add time spent on television using data released by the United States Bureau of Labor Statistics for 2010 and 2011. Note that the bureau hasn’t yet released their 2012 numbers, but given the maturity of the TV market, we assume that time spent on TV is flat year-over-year.
Between December 2011 and December 2012, the average time spent inside mobile apps by a U.S. consumer grew 35%, from 94 minutes to 127 minutes. By comparison, the average time spent on the web declined 2.4%, from 72 minutes to 70 minutes. By our measurement, U.S. consumers are spending 1.8 times more time in apps than on the web.
The chart also shows that time spent in apps already totals 76% of time spent on television. With new content released via thousands of new apps each day, we expect this trend to continue. In fact, we ultimately expect apps on tablets and smartphones to challenge broadcast television as the dominant channel for media consumption. Compared to the 60-year-old television industry, apps are just over 4 years old. In particular, tablets will drive growth in app consumption in 2013 as TV-style content and major programming moves to the tablet. Most TV Networks have already adjusted to a dual screen world and are synchronizing their TV content with their tablet app content. We believe that, with the introduction of connected TVs, TV shows will behave like apps.
Media, Games and Entertainment: The 80/20 Rule
Finally, we measured the time spent using mobile apps per app category across iOS and Android smart devices. For this comparison, we use Flurry data over the month of November 2012 as a baseline, and then adjust based on Flurry’s penetration per category. The chart below shows that 80% of the total time spent is across gaming, social networking and entertainment categories.
The stats on gaming are particularly interesting. Returning to the Bureau of Labor Statistics survey data, the average U.S. consumer spent 1.2 hours (72 minutes) per day playing a game, on any platform. Our data shows that 43% of time spent in mobile apps, 55 minutes, is spent in games. This means that mobile gaming on tablets and smartphones has absorbed 76% (55 of the 72 minutes) of the total time consumers spend on gaming, anywhere. Now, that's disruptive.
In just 4 years, mobile apps have overtaken the web and are beginning to challenge television, the top media channel. As we enter 2013, the app industry shows no signs of slowing. On the contrary, we continue to see a strong flow of new devices and new apps activated in our network. While VCs debate what part of the investment cycle we’re in and how to manage risk, all entrepreneurs need to know - from one entrepreuneur to another - is that you're witnessing the opportunity of a lifetime.
Marshall McLuhan popularized the idea of the “global village” in the 1960s through his books The Gutenberg Galaxy: The Making of the Typographic Man and Understanding Media. McLuhan, who is credited with predicting the concept of the Internet decades before it actually existed, described the instantaneous movement of information from every quarter to every point at the same time, enabled by electric technology. The result is that the globe contracts into a village.
Post-Internet, the explosive adoption of iOS and Android smart devices best extends his theory. Enabled by this new computer-mediated platform is the distribution of apps, from every quarter to every point, at the same time. Consider that in the United States today, right now, teams from Finland, Japan, Israel and the UK share top grossing positions alongside U.S. teams in the iTunes App Store and Google Play. Today, in the top Chinese app stores, one can find American, French and Japanese companies alongside Chinese companies for a top share of revenue. And in the top UK app stores, companies from Serbia, Finland, Japan, China and the U.S. are counted among local UK companies as top revenue generators.
Welcome to the new global village built on a foundation, per Flurry’s count, of three quarters of a billion active iOS and Android smart devices, simultaneously running across more than 220 countries and territories that will generate revenue approaching $10 billion in 2012. This report focuses on the further shrinking of the global village, driven by the prolific spread of global smart devices over the last 12 months. We show which countries have the largest active smart device installed bases, are experiencing the fastest growth and how the distribution of app usage is shifting to become increasingly international. For its analysis, Flurry uses data from more than 250,000 applications that it tracks, running on more than 750 million devices worldwide. With its application coverage, Flurry estimates that it can reliably detect over 90% of all iOS and Android devices active in the world during a given month.
Let’s start by looking at which countries make up the world’s largest app markets.
The chart above shows the top markets by their active iOS and Android user bases during October 2012. The US and China tower over the next group of top markets by at least five times. And while the U.S. has added a whopping 55 million net active devices since October 2011, China has added a dizzying 125 million, a figure that totals the sum of the UK, Japan and South Korea’s combined, current active user base. Flurry predicts that China will surpass the U.S. in total installed base by the end of Q1 2013, delayed only by the upcoming massive holiday season that will spike the U.S. installed base.
The chart above shows the growth in active devices per country between October 2011 and October 2012. China leads the world with an impressive 293% year-over-year growth rate, spurred by the potent combination of its vast population and rapidly growing middle class. For this chart, Flurry selected countries that had a minimum of a half a million active devices as of October 2011. Compared to prior Flurry international growth studies, we note that a new set of fast-growers has now entered the top 10 including Colombia, Ukraine, Venezuela and the Philippines, further demonstrating the shrinking global village.
Lastly, we look at the volume of application usage across the globe tracked by Flurry, which we estimate comprise of approximately one fifth of all worldwide app sessions on iOS and Android, the world’s largest cross-platform sample. Year-over-year app sessions in the U.S. declined as a proportion of WW sessions between October 2011 and October 2012, from 48% to 29%. The balance of the top 10 (ranks 2 -9) grew from 27% in October 2011 to 39% in October 2012. The rest of the world also made gains from 25% in October 2011 to 32% in October 2012. In total, 71% of all app sessions now take place outside the U.S.
Over the last century, the distribution of the world’s information has migrated from print (e.g., books and newspapers) to mass media (e.g., radio and television) to computer-mediated media (i.e., the Internet). Over just the last five years, however, we’ve taken the most significant step forward in the evolution of media distribution with the unprecedented adoption of smartphones and tablets: portable, broadband-connected super computers connected to The Cloud. Applying McLuhan’s point of view that “the message is the media,” apps are the new message.
Regardless of a company’s earlier success, thriving in the new mobile app economy depends on engagement and retention. After acquiring users, the real battle to keep and ultimately monetize consumers begins. In the brave new world of “mobile first,” engagement is the new battleground.
This research is a redux to one of Flurry’s most popular reports, entitled Mobile Apps: Money, Models and Loyalty. Released three years ago, the initial report organized app category usage into a loyalty matrix. We do the same again now, while also acknowledging that a lot has changed in the app economy since then. To start, there is an order of magnitude more available apps in the App Store, now brimming with over 700,000 app choices for consumers. We are three generations beyond the then-new iPhone 3GS. We have since met the iPad, and perhaps tomorrow will meet the iPad Mini.
Combined, smart devices – iOS and Android smartphones and tablets – are the fastest adopted technology in history; adopted faster than electricity, televisions, microwaves, personal computers, cell phones, the Internet, dishwashers, stoves, and a whole lot more. Last month, Mark Zuckerberg, CEO of Facebook – the number two most visited website on the web – declared “we are now a mobile company” explaining that “you just could do so much better by doing native [application] work” versus using languages like HTML5 on top of browsers. Each month, approximately 600 million of Facebook’s 1 billion monthly active users already accesses Facebook via mobile.
Each app category has different user engagement and loyalty characteristics. Understanding a given app audience based on the category to which it belongs can inform a company’s app acquisition, retention and monetization strategies. For this analysis, we use a sample of apps used more than 1.7 billion times each week. In total, more than 80,000 companies use Flurry Analytics across more than 230,000 apps to understand consumer behavior and improve their apps.
The above matrix plots application categories by how often they’re used compared to how long consumers continue to use them over time. Specifically, we plot the 90-day retention rate of app categories on the x-axis against the frequency of use per week on the y-axis. We lay the “scatterplot” out in a Cartesian coordinate system with four quadrants. For our categories, we started by taking the application categories defined by Apple in the App Store. In cases where a cluster of applications within a parent category showed meaningful usage differences, we created a sub-category. For example, Flurry divides games into Social Games and Single Player Games given how differently consumers use these sub-categories.
Quadrant I includes apps that are used intensively and to which consumers are loyal over time. News and Communication apps are the two categories that appear in this category. On average, because these apps tend to have stable, growing audiences, they are best positioned to generate advertising revenue or charge a subscription. Consumers perceive these apps to deliver enduring value over time.
Quadrant II is comprised of apps that are used intensively, but for finite periods of time. They are perceived by consumers to deliver value in bursts. Streaming Music, Dating and Social Games best typify this quadrant. Consider for a moment why Dating is a category that appears in this quadrant. For most people, we can assume that finding a long-term “significant other” is the ultimate goal of dating. As a result, the app maker should expect customer churn. While usage may be high during the time when a consumer looks for a suitable partner, once that person is found, usage stops. An implication could be that to maintain a growing audience, apps in this category require heavy, constant acquisition to find consumers who are “in the market” for dating. Ironically, the better the app is at match making, the more churn it should expect.
Quadrant III contains apps that are used infrequently and have high churn. They contain the most “one-and-dones.” Personalization is an example that makes sense for this quadrant, since a consumer uses this app to change her screen saver or select a theme for her operating system. Once this set-up is complete, it’s unlikely that the user will need to re-use this application. Since the app’s value is diminished almost immediately, applications with this kind of usage pattern are best served with premium pricing models; that is, charging the consumer before providing access to the content.
Quadrant IV is made up of apps that are used infrequently but deliver very high value when used. Even though they’re used only occasionally, these apps can remain on a consumer's handset almost indefinitely. For example, consider how useful an airline, hotel or rental car-booking app is to a business traveler. While the app remains unused between business trips, its value spikes as soon as the next business trip needs to be scheduled.
Which Pill to Take
The quadrant an app falls into can help the content creator decide what business model is best. On average, Quadrants I and IV (the right-hand side) are better suited to subscription and advertising-supported models. The main reason is that these apps have perceived enduring value by consumers over a long period of time, and therefore more successfully retain their user bases. For ad-supported apps, high repeat usage translates into more ad impressions served. Categories on the left-hand side, Quadrants II and III, are better suited for one-time download fees. Additionally, quadrants II and IV (top left and bottom right) are likely best for in-app purchase models. For Quadrant II, the intense usage means that consumers find very high value during a short window. This creates the opportunity to offer new content or functionality during “binge” usage. Adroit social game makers are masters at driving in-app purchases during a consumer’s greatest moment of engagement. For Quadrant IV, because the user will return again and again, there also exists the possibility to find new ways of increasing value, which includes offering add-on functionality or content for a fee.
For more data, the table below provides 30, 60 and 90-day retention rates as well as weekly frequency of use numbers. Note that some of the categories included in the table below are not included in the matrix chart above.
Compared to Flurry’s 2009 analysis, 90-day retention rates have increased from 25% to 35%. Additionally, frequency of use has decreased from 6.7 in 2009 to an average of 3.7 now. We attribute increased retention rates to increased quality in the market, driven by more competition. With tens of thousands of more companies building apps and hundreds of thousands of more available apps, the quality of apps has risen dramatically. Simply put, app makers are getting better at holding a consumer's attention longer. Additionally, we believe usage rates are lower because consumers have more choice than ever and are splitting their time across more applications. While Flurry included 19 categories in its 2009 report, we now include 30 distinct categories as the industry has matured and more distinct verticals have appeared.
Brave New World
With more than a billion smartphones and tablets now in use, as well as the eventual move of apps into the living room through connected TV efforts by the likes of Apple and Google, digital distribution is changing the way the world does business. No matter what category your app belongs to, understanding and improving user engagement is the new currency of doing business in the new digital world.
The app revolution has changed the way software is distributed and used among consumers. With a perfect storm of digital distribution, free content and powerful touch screen devices, the success of mobile apps has disrupted industries from telecommunications and games to music and news. To date, no category of apps has been more successful than Games, directly disrupting the traditional gaming industry. Flurry recently wrote about the impact iOS and Android game popularity has had on Sony and Nintendo. And with low barriers to entry for armies of entrepreneurial developers, indie game developers continue to thrive on iOS and Android.
Something Disruptive This Way Comes
Consider for a moment Facebook’s speedy billion-dollar acquisition of Instagram, a service that succeeds by delivering Facebook’s core value proposition of photo sharing, but only on mobile. When one understands that consumers now spend more time in mobile apps than they do online, Instagram’s value begins to make sense. With over 500 million iOS and Android devices in the market, mobile apps are the new battleground for consumer engagement. If Facebook feels compelled to snap up Instagram in this way, perhaps this is an indication of how relevant social networking has become in mobile apps, or simply how relevant mobile has become overall. In this report, Flurry focuses on the rise of the Social Networking category in mobile apps. Let’s start by looking at where consumers spend their time by application category.
In the chart above, Flurry compares the time consumers spend across different application categories when using smartphones. Starting on the left, we look at the average number of minutes a consumer spent each day, over the course of Q1 2011, across different app categories. For this period, we calculated that consumers spent 25 minutes (37%) of their app-using time in Games. They additionally spent 15 minutes (22%) of their time in Social Networking apps. News and Entertainment were the next most popular categories, garnering an average of 11 (16%) and 10 (15%) minutes per day, respectively. All other categories combined made up the final 7 minutes (10%) of time. During Q1 2011, Flurry tracked approximately 30 billion application sessions worldwide.
On the right, we conduct the same analysis for Q1 2012. Compared to the same quarter in 2011, time spent per consumer each day increased from 68 to 77 minutes. Additionally, the distribution of time spent per category shifted. Games usage dropped by 4% down to 24 minutes per day, while Social Networking increased by 60% up to 24 minutes per day. Games and Social Networking categories each controlled 31% of consumers’ time. News, Entertainment and Other categories commanded 12 (15%), 10 (13%) and 7 (9%) minutes, respectively. Flurry tracked approximately 110 billion application sessions during Q1 2012.
The most significant trend is that, for the first time in the history of applications (Flurry began tracking application usage in 2008), another app category is rivaling Games. We take the rise in Social Networking apps as a signal of maturation for the platform. As game demand may be hitting its saturation point, consumers are also discovering other apps, namely Social Networking. The year-over-year growth in Social Networking has been staggering. Not only has time spent increased by 60%, but also within a growing amount of total time spent in smartphone apps among consumers, from 68 to 77 minutes, or a growth rate of 13%.
Money Pools Where Audiences Aggregate
Through its mobile app traffic acquisition network, Flurry AppCircle, the company can also see how apps with growing audiences earn revenue through advertising. When app developers amass larger audiences, among the chief ways to monetize their businesses is by showing ads to their consumers. In the chart below, we show revenue earned by publishers in the Flurry AppCircle ad network for each of the last three months. Flurry AppCircle reaches over 300 million unique devices per month, making it one of the industry’s largest ad networks by reach. The columns in the chart grow from month-to-month at the same proportion as AppCircle publisher revenue growth. From just February to April of this year, Flurry AppCircle publisher revenue has grown by 23%. Please note that we forecast the remaining few days of April for the chart below.
From inspection, ad revenue in apps is driven primarily by Games and Social Networking categories. In other words, audiences using these apps a combination of the largest and most receptive to ads. For February, March and April, Games apps earned 35%, 35% and 36% of total ad revenue in the AppCircle network. Over the same three months, Social Networking climbed from 24% in February to 25% in March, and then to 37% in April. This is the first time in Flurry’s history that any category has surpassed Games in ad revenue generated (Flurry launched AppCircle summer 2010).
SoLoMo Not So Loco?
Over the last couple of years, the term “SoLoMo” was coined to describe the convergence of social experiences on mobile devices that leverage some element of proximity (i.e., location) to the experience. While a Silicon Valley term in origin, it speaks to the new consumer experiences possible when dreaming up any combination of these three factors. Phones are powerful, connected and always with consumers. And they are considered personal devices that easily enable sharing of personal content and information through apps. Build a clever app that leverages these aspects in a compelling way, and you could have the next Pinterest or Instagram.
As business ventures, the ability for Social Networking apps to engage consumers in a meaningful way is driving a wave of investment and bullish valuations. Social networks like Pinterest, Path and Skout are raising major venture capital rounds. This month, Andreessen Horowitz invested $22 million into Skout, and Greylock and Redpoint helped plow $30 million into Path. Pinterest, which has a strong mobile component, has become the third most popular social network behind Facebook and Twitter, and ahead of LinkedIn, Tagged and Google+. With so much innovation, coupled with high engagement among consumers, this appears to be only the beginning.
Games Don’t “Like” Social Networking Apps
The rise of Social Networking apps also signals the end of the era of gaming dominance within mobile apps. While the free-to-play business model performs extremely well, enabled by in-app-purchases, it does so primarily for simulation games, a sub-genre of the total games category. As long as the total iOS and Android installed base grows, all categories will continue to grow naturally. However, as we reach saturation for mobile gaming on a per user basis (one consumer can play only so many free-to-play games), the Games category could start behaving more like a “zero sum game” from here on out, meaning that game companies would have to fight over a finite group of consumers in order to grow their businesses. For one app to grow, it would have to take from its competitors. Even with an influx of new consumers into the market, the expected would-be casual gamers will be increasingly wooed away from games by compelling Social Networking and other apps. Going forward, the Games category will have to look to innovate on mobile to maintain its dominance and growth.
A Note about Methodology
For the comparison of minutes spent in this blog post, it’s important to clarify that these figures exclude tablet usage, and focus on smartphones only. While Flurry calculates that consumers spend an average of 94 minutes per day using mobile apps, that figure is a reflection of total usage spread over both smartphones and tablets. When we isolate just smartphone usage, as we’ve done in this analysis, the number of minutes spent on apps is lower.
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 Super Bowl is an American phenomenon, now largely considered a de facto American holiday. As a premier media event, it regularly attracts record-breaking audiences. This year, Super Bowl XLVI became the most watched television program in history, drawing an audience of 111 million viewers according to The Nielsen Company. Prior to this, the record was held by last year’s Super Bowl, which itself had overtaken the number one spot held for twenty-eight years by the final episode of M*A*S*H.
The Second Screen
Also breaking new ground this year was the concept of the "second screen," which illustrates that while watching TV (the first screen), people often interact with second screens such as smartphones and tablets. To keep viewers focused on the first screen, marketers increasingly are exploring ways to complement the first screen experience with the addition of hash tags, QR codes, voting and more. Among the most ambitious is Shazam, a music and media discovery service, which worked with ad partners such as Toyota, Best Buy, Pepsi, Bud Light and Fed Ex to drive additional second screen interactions related to advertising via the Shazam mobile app. During the halftime show, for example, viewers could get the setlist, buy music and download mobile apps from the artists. Shazam reported millions of audio tags as a result.
Aside from a handful of innovators like Shazam, Flurry believes that the second screen is still largely more disruptive than complementary to first screen viewing. If a consumer is not paying attention to the television program in front of her, she is likely using an application to post social updates or play games. For example, if a Super Bowl ad isn’t holding a viewer’s interest, playing another round of Words with Friends is a likely activity. Monitoring app usage provides Flurry the ability to understand this tightly-coupled relationship between the first and second screen.
Massive Second Screen App Audience
For this report, Flurry tracked U.S. app usage, per second, over the course of Super Bowl XLVI, mapping application session starts to each television spot aired, game time segment, the halftime show, and more. We further studied behavioral differences between males versus females. With Flurry Analytics in over 160,000 applications, the company detects app usage on more than 90% of all iOS and Android devices per day. Let’s start by comparing how many people used apps during the Super Bowl to the number who watched the Super Bowl.
The left-hand column shows the number of users Flurry estimates launched applications in the United States between the hours of 3:15 and 7:15 PM PST on Sunday, February 5. During this four-hour window, in which the Super Bowl was played, Flurry estimates that nearly one-third of the U.S. population used an application. Compared to Nielsen’s estimate that 111 million people watched the Super Bowl this year, the two audiences are similar in size.
The chart above shows estimated app session starts in the U.S. per second. Studying overall trends reveals a highly correlated, inverse relationship between app usage and game, halftime and commercial events. Generally, app usage increased steadily over the first three quarters of the game, showing the challenge in holding peoples’ attention over several hours. However, because this year’s game was close throughout, including an exciting fourth quarter finish, app usage remained relatively checked. Noticeably, app usage declined significantly during the last part of the fourth quarter. The most clearly visible change in app usage occurred during Madonna’s half time show, where app usage remained consistently low for the longest, sustained period of time. From this, we conclude that Madonna strongly held viewers’ attention on the first screen and was a major draw for the Super Bowl this year.
Looking more closely at the details, we see that key moments like the coin toss and kick off were paired with decreases in app usage. Additionally, we found that advertisement popularity could be inferred from rises or declines in app usage. For example, if app usage increases during an ad, we conclude that it did not hold the consumer’s attention. While there is the possibility that certain advertisements encouraged the use of an app, this was not the norm. Studying male versus female usage differences, we found that 62% of overall app usage during the game was driven by females. Flurry also found that women, on average, paid more attention to advertisements, and drove spikes in app usage upon return to the game after commercial breaks.
In this chart, we isolate app usage during broadcast game time only. All breaks for advertising have been excluded. This chart displays a clear pattern of usage by quarter. To create the chart, we took an average for app usage across the entire game, and then for each quarter. Starting on the left-hand side, app usage was lowest during the first quarter. The second and third quarters show increases in app usage, as we assume peoples' attentions waned over the long course of the game. The fourth quarter, however, shows a decline in usage due to the game’s close finish, which drew attention back to the first screen.
In this chart, we isolate app usage to only those times when advertisements were aired. Again, consumer fatigue played a role in attention paid to the first versus second screen. Even with a close Super Bowl game, viewers paid far less attention to ads during the second half. This would suggest that when buying ad times, advertisers should focus on Q1 and Q2 ad slots. Not shown on the chart, pre-game ads, as early as 20 minutes before game time, also held consumer attention well. Half-time, outside of Madonna’s half time show fared worst for holding consumer attention. We speculate that people were either taking a bathroom break or looking for information and/or content on their phones related to Madonna or other artists that appeared in the show.
Flurry Super Bowl Ad Rankings
Finally, Flurry ranks ad Super Bowl ad performance. During the times app usage spikes, we assume ad fail to appeal to the viewer. Conversely, if app usage declines during a TV spot, we assume that the first screen is where the consumer is focused. For each ad, Flurry counted the number of app sessions starts. We then divided that number by the number of seconds in the ad, to get an average number of session starts per second. This gives an apples-to-apples comparison for comparing varying ad lengths. Below, we share rankings for Overall, Male and Female user groups. By our count there were over 100 ads from pre-game through post-game.
The relationship between advertisers and consumers continues to change, with apps playing a key role. In a year when the industry is anticipating major moves from companies like Apple and Google around interactive television, app makers and marketers will need to learn and adapt. In the meantime, we know that Madonna still has the power to make you put your phone down, at least for a while.