Flurry launches Analytics 3.0 platform

Adds audience segmentation and demographic estimation to help developers understand their audiences.

Mobile analytics firm Flurry has launched the third iteration of its platform, Analytics 3.0, with new features including audience segmentation and demographic estimation. The features will help developers using the tools understand their users in a bit more detail.

"In two short years, mobile applications have crossed the chasm from fad to formidable mass media channel, now challenging the web in terms of reach, and television in terms of engagement," says president and CEO Simon Khalaf.

"Adding audience segmentation features to our audience measurement platform, we empower Flurry publishers to increase their audience size through better media and in-app-purchase sales."

Flurry is the most high-profile analytics firm, in part because of its habit of regularly publishing data on how people are using apps, based on the trends surfacing from its data.

The company says its analytics tools are now in apps reaching 300 million monthly unique users, tracking six billion transactions a day. It has 50,000 developer customers, and its tools are used across 100,000 iOS, Android, BlackBerry, Windows Phone and Java apps.