Flurry Blog

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Since the App Store and Google Play launched over a decade ago, advertising has enabled app publishers to offer free, high quality applications. Even when users fail to explicitly pay an app publisher for the use of an app, the publisher can still earn revenue. With 76% of all apps generating revenue from advertising, according to a recent Ad Colony survey, the ad revenue model has been a cornerstone of app monetizationat least until this year.

Last week we explained why the release of iOS 14 will reduce publisher ad revenue and how Flurry can help reverse some of that impact. This week we focus on how iOS 14 will also impair mobile ad campaign attribution. 

Gen Z and Millennials have grown up with mobile technology at their fingertips. Most don’t use landlines, or even cameras aside from the ones on their phones. Representing nearly half the population, and the bulk of consumer spending, major smartphone manufacturers are in a battle for their loyalty. In this report, we compare consumer demographics of Samsung and Apple smartphone users.

When Apple announced iOS 14, it outlined a new policy which requires app publishers to seek end user permission to access a user’s IDFA. While estimates on forecasted opt-in rates vary, the result is clear: the IDFA will become scarce. Among the implications for app developers, the most pressing is an expected large drop in advertising revenue. In this post, we’ll discuss how disabling the IDFA leads to a sizable drop in ad revenue.


Measures taken to contain Coronavirus —restricting travel, closing non-essential businesses and enforcing social distancing— have plunged the U.S. economy into a severe recession. Financial districts in major U.S. cities house a disproportionate number of corporate headquarters, which generate a significant share of economic activity in America. In this report, we show how travel to U.S. financial districts has plummeted during the economic downturn.

As COVID-19 began to spread in the U.S., schools shifted to distance learning, non-essential businesses closed and many employees worked from home. This begs the question: without commutes, breakfast meetings, or morning spin classes, are Americans still waking up as early as they used to? 


With many restaurants and bars closed during COVID-19, sessions in the Food and Drink app category declined by an average of 18% during the lockdown. While aggregate mobile app usage in the category has declined, we suspect that within Recipe, Takeout and Restaurant sub-categories, the story is different. In this report, to gain insights in cooking and eating habits during the pandemic, we look at the change in usage per Food & Drink sub-categories for the first 6 months of 2020.

iOS14 Ad Targeting Permission Screen

At this year’s WWDC, Apple announced that iOS 14 will change how developers can collect and share end user data. We’re summarizing the most important changes here, and how we’re helping you prepare for iOS 14. 

Using Flurry Analytics

Please note that Flurry Analytics is unaffected by these changes, and you can continue to use the service without any issues before and after iOS 14 is released.

Managing Privacy with Your End Users


From February 19 to March 23, driven by a combination of economic impact due to COVID-19 and an oil price war between Russia and OPEC, the U.S. stock market plummeted by more than 30%. Since then, the market has been wildly volatile. Flurry has been studying app behavior extensively during the COVID-19 pandemic and recently released a report about the top U.S. app category winners and losers. Investment-related finance apps topped the charts by a wide margin. This got us thinking about the relationship between market volatility and the use of mobile investment apps —and that’s the topic of this report.


Since March, Flurry estimates that U.S. app usage has risen by approximately 10%. Considering how saturated the U.S. market is with smartphones, and already using apps at record levels, this additional and sudden lift is noteworthy. At the same time, while aggregate usage is up, usage across individual app categories varies wildly. At the extremes there are big winners and losers. In this report, Flurry reveals how usage has changed across the top app categories in the U.S. during the first 6 months of 2020.

Over the past several years, Chinese smartphone manufacturers have invested heavily in the Indian market. Armed with sizable marketing budgets and quality devices at competitive prices, Chinese OEMs dominated new device sales. However, with newly escalating political tensions between the two countries, Chinese smartphone manufacturers suddenly find themselves facing a boycott of Chinese-made goods.


Coronavirus has changed the way Americans live. As shelter-in-place orders rolled out across the country during March, schools closed and many adults began working from home. In a previous report, we showed how mobile gaming usage grew as a result of Coronavirus. In this second installment focused on the mobile game category, we look at how day-of-week usage has changed in a surprising and significant way.


In this report, we evaluate how COVID-19 and social distancing have impacted the game app category. Why games? Games is among the most universally used app categories by all age groups, and serves as a bellwether to start understanding shifts in mobile usage behavior. We’ll walk through analyses that show there is a marked step-up in the number of people using gaming apps, usage has grown by an even larger factor, and that the largest growth is concentrated among Gen Z.


The Coronavirus pandemic has impacted nearly every industry, but travel and tourism has been among the hardest hit. With states issuing stay-at-home directives, both business and leisure travel declined significantly. With soft demand, airlines greatly reduced the number of operating flights and remaining flights are running at reduced capacity. U.S. Secretary of the Treasury, Steve Mnuchin, described the impact of COVID-19 on airlines as “worse than 9/11.” In this report, Flurry analyzes the change in daily visits to U.S. airports from March through May. 


2020 has featured an unusually high concentration of major events that have dominated the news. The first quarter included mounting tensions with Iran, President Trump’s impeachment trial, and the untimely death of Kobe Bryant. The second quarter focused on the rise of Coronavirus, economic uncertainty and national protests about racial injustice. The result has been a significant, sustained increase in the consumption of news, including in mobile apps. In this report, Flurry takes a look at news consumption patterns in mobile news applications across the first six months of 2020.