Flurry Adds Age, Gender Demographics in Revamp of Analytics Product

Flurry did a big overhaul of its core analytics product today, adding ways for developers to break out their users by age and gender.

Developers can also look at their user base by location, app interests and usage. For example, a developer could look at the differences in behavior between low, medium and high-usage players. They can also do more advanced cohort analysis, where can they compare the behavior of users who joined the app at different times. (That helps developers to see whether a few tweaks improved the number of users who advance in an app, level up in a game or move onto purchases.)

The company, which has been through many incarnations from originally being an e-mail and news reader for smartphones four years ago to becoming a major player in incentivized installs, has grown a large footprint through its free analytics. Flurry now reaches 100,000 apps and 300 million monthly unique users and tracks 17 billion anonymous user sessions a month.

Peter Farago, the company’s vice president of marketing, says the company derives its demographic estimates from samples it collects from developers.

“We have numerous developers who pass demography into our system, which we have permission to use in a sample,” he said. “We continuously get updated information that helps us iterate on accuracy.” Developers who already have the older version of Flurry’s analytics SDKs won’t have to make any changes or re-submit their work to the app store.

Flurry’s competitors on analytics include startups like Apsalar, which partnered with the Flurry’s rival Tapjoy. Kontagent, which also handles analytics for social gaming companies, recently moved into the mobile space as well.

Flurry is backed by Menlo Ventures, Draper Fisher Jurvetson, InterWestPartners, Union Square Ventures and First Round Capital. It has three arms of its business: analytics, incentivized installs through a program called AppCircle and a new video ads program, where uses can watch short videos in exchange for virtual currency.