Apresentação de dados coletados pelo Flurry sobre os hábitos de uso de aplicativos pelos brasileiros

Christina Choy | Market Research Manager | B2B Strategic Insights

Mobile Insights

2

3

4

US Share of Time Spent by Media – YOY Trend

37%

12%

4%

19%22%

35%

12%

4%

18%

24%

34%

12%

4%

18%

26%

33%

12%

4%

18%

27%

2014 2015 2016 2017

37%

12%

4%

19%22%

35%

12%

4%

18%

24%

34%

12%

4%

18%

26%

33%

12%

4%

18%

27%

TV RADIO PRINT PC MOBILE

5

In Brasil, time spent with internet is growing rapidlyDAILY MEDIA USERS IN BRASIL

65%

26%21%

6% 1%

73%

37%30%

7% 2%

2013 2014

TV INTERNET RADIO NEWSPAPERS MAGAZINES

6

Mobile phones nearly as popular as PC computers for internet access in BrasilDEVICES MOST FREQUENTLY USED TO ACCESS THE INTERNET ACCORDING TO CONSUMERS IN BRASIL, NOV 2014

71% 66%7%

COMPUTER MOBILE TABLET

7

1.678

2.292

1.530

1.909

Mobile penetration is growing rapidly in Brasil, taking share of internet time from PC

DESKTOP INTERNET USAGE METRICS

MARCH2014

MARCH2015

MARCH2014

MARCH2015

41%

50%56%

63%66% 68% 69%

2013 2014 2015 2016 2017 2018 2019

MOBILE PHONE INTERNET USER PENETRATION

Average Minutes Average Pages

-9%

-17%

8

What does a Smartphone Dominant consumer look like? USERS WHO SPEND MOST OF THEIR TIMES ON THEIR SMARTPHONES, AND ARE USING THEM TO REPLACE THEIR PC

MOBILE FIRST67% state that their smartphone replaces their PC, & is the main way they access the internet

MOBILE LEAD75% of their digital time is a mobile device;

+50% vs. an average smartphone owner

MOBILE IMMERSED+50% more activities done on a mobile devices vs. an average smartphone owner

8

9

21%

87%78%

30%

11%19%

49%

2% 3%

DEVICES SESSIONS TIME SPENT

Smartphone Dominant Users dominate sessions and time spent on mobile devicesDEVICE USAGE¢ Light¢ Medium¢ Heavy: Smartphone Dominant User

10

Today 1 in 5 mobile users are Smartphone Dominant

18% TODAY

11

In 3 years, half of mobile users will be Smartphone Dominant

47% WITHIN 3 YEARS

12

88% of digital time spent is spent on apps as opposed to browser

12

13

It’s clear that apps have won, especially with Smartphone Dominant usersI AGREE WITH THE FOLLOWING STATEMENTS¢ Total smartphone users¢ Current smartphone dominant¢ Future smartphone dominant

45%

49%

57%

60%

48%

55%

I STRONGLY PREFER APPS OVER MOBILE WEBSITES

ALL MOBILE WEBSITES SHOULD DELIVER AN APP-LIKE EXPERIENCE

14

A DAY IN THE LIFE OF A

MOBILE APP USERFlurry Research & Insights

14

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Methodology | Flurry AnalyticsSTUDY OBJECTIVE: A DEEP DIVE INTO HOW CONSUMERS USE THEIR MOBILE DEVICES THROUGHOUT THE DAY.

How do target audiences naturally consume & interact with mobile via apps in their everyday lives?

116K APPS TRACKED

89MMDEVICES

2.6BNSESSIONS

AGGREGATED BRASIL FLURRY DATA FROM AUGUST 2015

16

Methodology | Flurry AnalyticsSTUDY OBJECTIVE: A DEEP DIVE INTO HOW CONSUMERS USE THEIR MOBILE DEVICES THROUGHOUT THE DAY.

How do target audiences naturally consume & interact with mobile via apps in their everyday lives?

AGENDA

MOBILE DAY IN THE LIFE

THE STATE OF MOBILE

MOBILE CONSUMPTION BY

DEMOGRAPHIC

17

THE STATE OF MOBILE

17

18

Brasilian app users spend

17 MILLION HOURSin apps each day

18

19

Utility & productivity apps have highest engagement, sports and messaging/social apps closely followTIME SPENT BY CATEGORY

¢ Utilities & Productivity

¢ Sports

¢ Messaging & Social

¢ Games

¢ Lifestyle & Shopping

¢ Music & Entertainment

¢ Health & Fitness

¢ News & Magazines

44%

19%

17%

12%

4%3% 1%

20

44%

19%

17%

12%

4%3% 1%

Brasil mobile users spend much more time on Sports apps than global app users TIME SPENT BY CATEGORY 40%

1%

23%

18%

5%

8%2% 3%

¢ Utilities & Productivity

¢ Sports

¢ Messaging & Social

¢ Games

¢ Lifestyle & Shopping

¢ Music & Entertainment

¢ Health & Fitness

¢ News & Magazines

21

Sports, lifestyle/shopping and health/fitness apps lead YoY growth in BrasilYoY BRASIL SESSION GROWTH

SPORTS LIFESTYLE & SHOPPING

HEALTH & FITNESS

MESSAGING & SOCIAL

NEWS & MAGAZINES

UTILITIES & PRODUCTIVITY

GAMES MUSIC, MEDIA & ENTERTAINMENT

TRAVEL

119%

72% 70%

22% 16% 2%

-9% -14% -33%

22

119%

72% 70%

22% 16% 2%

-9% -14% -33%

29% 3%

175%

1%

-1%

12%

-3% -1% -4%

Brazil Global

Brasilians over-index in sports and lifestyle/shopping growth, under-index in health/fitness growthYoY SESSION GROWTH

SPORTS LIFESTYLE & SHOPPING

HEALTH & FITNESS

MESSAGING & SOCIAL

NEWS & MAGAZINES

UTILITIES & PRODUCTIVITY

GAMES MUSIC, MEDIA & ENTERTAINMENT

TRAVEL

23

WHAT DOES MOBILE APP CONSUMPTION LOOK LIKE BY DEMOGRAPHIC?

23

24

Teens and young Millennials lead app engagementAVERAGE SESSIONS PER DEVICE (BY AGE)

430

330

214

258

54

AVERAGE: 268 SESSIONS PER DEVICE EACH MONTH

13-17 18-24 25-34 35-54 55+

25

Engagement with categories of apps differs by audienceTIME SPENT COMP INDEX BY AGE

13-17 18-24 25-34 35-54 55+

Games 85 64 82 107 382

Health & Fitness 26 46 113 130 52

Lifestyle & Shopping 27 169 380 43 81

Messaging & Social 179 178 118 60 40

Music, Media & Entertainment 173 125 116 70 237

News & Magazines 28 76 158 97 513

Sports 38 56 55 137 15

Travel 20 79 224 94 261

Utilities & Productivity 74 71 75 121 32

85

26

27

179

173

28

38

20

74

64

46

169

178

125

76

56

79

71

82

113

380

118

116

158

55

224

75

107

130

43

60

70

97

137

94

121

382

52

81

40

237

513

15

261

32

26


13-17 18-24 25-34 35-54 55+

Games 85 64 82 107 382

Health & Fitness 26 46 113 130 52




News & Magazines 28 76 158 97 513

Sports 38 56 55 137 15

Travel 20 79 224 94 261


85

26

27

179

173

28

38

20

74

64

46

169

178

125

76

56

79

71

82

113

380

118

116

158

55

224

75

107

130

43

60

70

97

137

94

121

382

52

81

40

237

513

15

261

32

27

Teens 13-17 are relatively more engaged on social/messaging and entertainment/music/media apps

SPORTS LIFESTYLE &SHOPPING

TRAVEL

NEWS &MAGAZINES

HEALTH &FITNESS

MESSAGING & SOCIAL

UTILITIES &PRODUCTIVITY

GAMES

MEDIA &ENTERTAINMENT

28


13-17 18-24 25-34 35-54 55+

Games 85 64 82 107 382

Health & Fitness 26 46 113 130 52




News & Magazines 28 76 158 97 513

Sports 38 56 55 137 15

Travel 20 79 224 94 261


85

26

27

179

173

28

38

20

74

64

46

169

178

125

76

56

79

71

82

113

380

118

116

158

55

224

75

107

130

43

60

70

97

137

94

121

382

52

81

40

237

513

15

261

32

29

Younger Millennials (18-24) are relatively more engaged on social/messaging, lifestyle/shopping, and entertainment apps

SPORTS

LIFESTYLE &SHOPPING

TRAVEL

NEWS &MAGAZINES

HEALTH &FITNESS

MESSAGING & SOCIAL


GAMES


30


13-17 18-24 25-34 35-54 55+

Games 85 64 82 107 382

Health & Fitness 26 46 113 130 52




News & Magazines 28 76 158 97 513

Sports 38 56 55 137 15

Travel 20 79 224 94 261


85

26

27

179

173

28

38

20

74

64

46

169

178

125

76

56

79

71

82

113

380

118

116

158

55

224

75

107

130

43

60

70

97

137

94

121

382

52

81

40

237

513

15

261

32

31

Older Millennials (25-34) are relatively more engaged on lifestyle/shopping, travel, and news/magazine apps

SPORTS

LIFESTYLE &SHOPPING

TRAVEL

NEWS &MAGAZINES

HEALTH &FITNESS

MESSAGING & SOCIAL


GAMES


32


13-17 18-24 25-34 35-54 55+

Games 85 64 82 107 382

Health & Fitness 26 46 113 130 52




News & Magazines 28 76 158 97 513

Sports 38 56 55 137 15

Travel 20 79 224 94 261


85

26

27

179

173

28

38

20

74

64

46

169

178

125

76

56

79

71

82

113

380

118

116

158

55

224

75

107

130

43

60

70

97

137

94

121

382

52

81

40

237

513

15

261

32

33

Gen X adults (age 35-54) are relatively more engaged on sports, health/fitness, and utility/productivity apps

SPORTS

LIFESTYLE &SHOPPING

TRAVELNEWS &MAGAZINES

HEALTH &FITNESS

MESSAGING & SOCIAL


GAMES


34


13-17 18-24 25-34 35-54 55+

Games 85 64 82 107 382

Health & Fitness 26 46 113 130 52




News & Magazines 28 76 158 97 513

Sports 38 56 55 137 15

Travel 20 79 224 94 261


85

26

27

179

173

28

38

20

74

64

46

169

178

125

76

56

79

71

82

113

380

118

116

158

55

224

75

107

130

43

60

70

97

137

94

121

382

52

81

40

237

513

15

261

32

35

Boomers (age 55+) are much more engaged on news/magazines and games apps; also relatively more engaged on entertainment/music/media and travel apps

SPORTS

LIFESTYLE &SHOPPING

TRAVEL

NEWS &MAGAZINES

HEALTH &FITNESS

MESSAGING & SOCIAL


GAMES


36

MOBILE DAY IN THE LIFE

36

37

In Brasil mobile usage is constant, users are engaged throughout the day

5AM 6AM 7AM 8 AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 12AM 1AM 2AM 3AM 4AM

Brazil Global

% O

F D

AIL

Y SE

SSIO

NS

HOUR OF DAY

38

Cross-device usage happens most in the evenings

18%

9%13%

60%

24%

8%

17%

50%

2% 11% 3%

84%

7AM - 10AM 11AM - 2PM 3PM - 6PM 7PM - 11PM

Full Sample Millennials Gen X'ers

39

64

53

32

40

32 32 29

N/A

TV + LAPTOP TV + MOBILE LAPTOP + MOBILE ALL 3

Millennials Gen X

Emotional response is highest when multi-tasking between TV + a digital device, particularly with MillennialsEMOTIONAL RESPONSE TO MULTITASKING – DURING PRIME EVENING HOURS

40

Although TV is the device used the most, Smartphones actually receive the highest amount of “primary attention”PERCENT OF TIME USING DEVICE AS THE PRIMARY DEVICE – DURING PRIME EVENING TIME

94% of time that a Smartphone is being touched in these prime evening hours, its has the user's primary attention

41

Digital is winning the battle for consumer attention when it comes to advertising

57%of the time that a TV ad was seen, attention was deployed to another device

15% deploy attention to another device when they see a laptop ad

25% deploy attention to another device when they see a Smartphone ad

42

TOP THINGS TO KNOW

Photo needs to be purchased & created for real if approved

42

43

MOBILE IS GROWING

9:52Monday, March 7

MOBILE USAGE = APP USAGE

presentation

44

45

PRODUCTIVITY & UTILITY CONSUMPTION RULES IN BRASIL

SPORTS & LIFESTYLE/SHOPPING APPS HAVE HIGHEST GROWTH

45

46

ENGAGEMENT ACROSS APP CATEGORIES IS UNIQUE BY DEMOGRAPHIC

47

APPS ARE THE EVENING ENTERTAINMENT VEHICLE OF

CHOICE

THANK YOU!Christina Choy | B2B Strategic Insights

49

APPENDIX

50

Mobile usage throughout the day is similar across audiencesTIME OF DAY APP USAGE

7AM - 10AM 11AM – 2PM 3PM – 6PM 7PM – 10PM 11PM – 6AM

% O

F TO

TAL

APP

SES

SIO

NS

13-17

18-24

25-34

35-55

55+

51

Teens 13-17 engage with social/messaging and entertainment/music/media apps most in the eveningsTIME OF DAY APP USAGE

7AM – 10:59AM 11AM – 2:59PM 3PM – 6:59PM 7PM – 10:59PM 11PM – 6:59AM

% O

F TO

TAL

APP

SES

SIO

NS

13-17

Messaging&Social

MusicMedia&Entertainment

52

Young Millennial 18-24 engage with lifestyle/shopping apps in the afternoon with a peak in the eveningsTIME OF DAY APP USAGE


% O

F TO

TAL

APP

SES

SIO

NS

18-24

Lifestyle&Shopping

Messaging&Social


53

Older Millennials 25-34 engage with news and travel apps in the morning and throughout the day; lifestyle/shopping apps most in the evenings, but also throughout the dayTIME OF DAY APP USAGE


% O

F TO

TAL

APP

SES

SIO

NS

25-34

Lifestyle&Shopping

News&Magazines

Travel

54

Health and fitness apps engage Gen X from morning to evening; sports engagement is high throughout the day with a peak in the eveningsTIME OF DAY APP USAGE


% O

F TO

TAL

APP

SES

SIO

NS

35-54

Health&Fitness

Sports

Utilities&Productivity

55

Boomers engagement with news apps peaks in the early afternoon, engagement with game apps peaks in the eveningsTIME OF DAY APP USAGE


% O

F T

OTA

L A

PP S

ESS

ION

S

55+

Games


News&Magazines

Travel

56

Time spent on torso & tail apps have grown significantlyGROWTH IN TIME SPENT BY APP TYPEUS Daily Average

69 min 70 min70 min

85 min

TOP 25 APPS TORSO & TAIL

Q1 2014 Q3 2014 Q1 2014 Q3 2014

+1%

+21%

57

Although TV is the device used the most, Smartphones actually receive the highest amount of “primary attention”PERCENT OF TIME USING DEVICE AS THE PRIMARY DEVICE – DURING PRIME EVENING HOURS

94% of the time that a Smartphone is being touched during these hours, it is being used as the primary device.

SMARTPHONE TV LAPTOP

94% 83% 80%

58

Gen X’ers are more proficient at ad avoidance, but Millennials are more responsive to ads especially on smartphones

SHARE OF TOTAL AD EXPOSURE EMOTIONAL RESPONSE TO ADS

67%

33% 46

55

40

49

TV Ads Smartphone Ads

AVERAGE EMOTIONAL RESPONSE FOR THE DAY

¢ Millennials¢ Gen X’ers

59

Differences in emotional engagement between content and ad by deviceGEN X’ERS ARE MORE RESPONSIVE TO ADVERTISING ON DIFFERENT DEVICES THAN THEY ARE TO THE CONTENT ITSELF. THIS MAY BE DUE TO LOWER AD LOADS ON DIGITAL DEVICES AND MORE PERSONALIZED EXPERIENCES

5551

39 4146

55

40

49

TV Mobile TV Mobile

MILLENNIALS GEN X’ERS

¢ Content ¢ Ads ¢ Content ¢ Ads

60

Multitasking in the evening makes individuals more receptive to advertisingEMOTIONAL RESPONSE TO ADVERTISING PRIME EVENING HOURS

42

32

48

34

MILLENNIALS GEN X'ERS

UNITASKING MULTITASKING UNITASKING MULTITASKING

+13%

+6%

Evening is the only time of day where multitasking increases emotional response to ads. Millennials really display their proficiency at multi-tasking here.

Gen X’ers are mainly unitasking with TV where they are mainly engaged in the content and not the advertising.

61

Yahoo Mobile Inventory Availability – BrasilMONTHLY AVAILABILITY

Adult 18-24 30M

Adult 25-34 73M

Adult 35-54 990K

Adult 55+ 57.6K

Total 140M

Apresentação de dados coletados pelo Flurry sobre os hábitos de uso de aplicativos pelos brasileiros

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