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APP INSIGHT REPORT

Simplifying Mobile

APP INSIGHT REPORTQ3, 2013

APP INSIGHT REPORT

TABLE OF CONTENTS

01

02

03

InMobi App Insight Report, Q3 2013

Adding up the world : Global app promotion trends

Top Trends & insights to drive downloads effectively for your Apps

04 Glossary

Bang on Target: Sites you should target for maximum conversions

Creative Matters : Ad formats that work best for your app

Tips & Tricks to win on Tablets

Cut costs without cutting corners

Market Spotlight : Taming the Chinese Dragon

APP INSIGHT REPORT

As app developers, youve spent time designing, developing and delivering your app. Now you are on the brink of beginning the next important phase acquiring users. But guess what, the mobile app ecosystem is a highly competitive marketplace. App developers constantly jostle for their niche in an already crowded market. Carving out that space is not easy unless you have the right tools of knowledge in your pocket and know what you need to, to be successful in this effort. This is where the InMobi App Insight report comes in.

As part of the first edition of this report, we have analyzed thousands of app promotion campaigns that ran on our network. Following thorough number-crunching and in-depth research, we present data that is visually arresting, quantitatively significant and vital to your apps success. Weve selected global data from Q2 2013 to arm you with knowledge of the top trends in app promotion campaigns that can help you effectively drive app downloads globally. Aligning your app with these insights will make your product stand out in the vast ecosystem and give your app that competitive edge!

InMobi App Insight report Q3 2013

01

APP INSIGHT REPORT

InMobi continues to power millions of app installs for top developer studios and independent developers across the world. In Q2 2013, US continued to be the most favorite battleground for developers looking to drive downloads on our global ad network, with several of them also vying to tap into the high smartphone penetration and expansive mobile subscriber base that markets such as India, China and Japan represent. As more users get access to mobile media, large markets such as Indonesia are also becoming increasingly valuable for app developers, with the country holding the fifth spot on our top list of countries for app promotions.

Adding up the world :Global App Promotion TrendsOver 50 Million app installs were delivered on the InMobi network in 2013 YTD.

02

APP INSIGHT REPORT

Chart 1: % of App Downloads By Country, Q2 2013

Network highlight: The top 5 countries accounted for over 60% of the overall app downloads

33.8% USA

9.5% India

9.1% Japan

7.7% China

4.6% Indonesia

4.2% South Korea

3.5% Canada

3.0% United Kingdom

2.5% Australia

2.4% Spain

2.1% France

1.9% Mexico

1.6% Germany

1.5% Italy

1.2% Brazil

1.1% Sweden

1.0% Thailand

03

APP INSIGHT REPORT

According to Juniper Researchs report, Future App Store: Discovery, Monetization& Ecosystem Analysis 2013-2018, gaming will fuel a sharp hike in app downloads with experts predicting that, in 2017, over 160 billion apps will be downloaded globally onto consumer handsets and tablets. The trends observed on the InMobi network are in tandem with this prediction, with games as a category representing 64% of the total apps downloaded through our network.

Games represented the most downloaded app category on the InMobi network in Q2 2013

04

APP INSIGHT REPORT

Chart 2: % of App Downloads By Category, Q2 2013

Games

64.0%

Communication

11.3%

Social

1.1%

Travel

0.9%

Consumer Packaged

1.1%

Mobile Content & Others

1.8%Telecom

6.8%

Entertainment

4.0%

Business & Productivity

2.6%

eCommerce

2.7%

Retail

0.5%

Health & Fitness

0.4%

Sports

0.4%

Education

0.3%

05

APP INSIGHT REPORT

Top trends & insights to drive downloads effectively for your apps

06

APP INSIGHT REPORT

As a developer, you know that designing the right ad experience is crucial to grabbing the users attention and coaxing them to download your app. While simple banners continue to do this job quite well, mobile advertising today offers far more interesting options, ranging from rich media and interstitials to expandable ads and other unique ad formats. So which one do you pick for your app?

01 Creative Matters: Ad formats that work best for your app

07

APP INSIGHT REPORT

1a. Interstitials rule the roost Upto 25% Click through and 10% Conversions seen on interstitial ads on the InMobi network

Lifestyle2.1%

Games2.7%

Weather3.2%

Music & Audio5.2%

Productivity5.0%

Health & Fitness

5.6%Tools

3.3%

Sports3.0%

Education2.1%

Books & References

2.0%Entertainment1.9%

News & Magazines

1.7%Social

Networking

1.0%Media & Video1.6%

Comics8.0%

Chart 3: Average Conversion Rates On Interstitials Across App Categories Q2 2013

08

When it comes to promoting your app, we notice that theres something almost magical about interstitial ads. Maybe its the way they expand to overtake your whole screen with a rich HTML5 image. Maybe its the way they demand attention in an era of quick glances and endless scrolling.

While top game developers on the inmobi network have seen upto 25% click through and 10% conversion, this ad format is also seen to work very well for a wide range of content. On our network, we noticed average conversions as high as 8% for comics and 5.6% for health & fitness apps.

APP INSIGHT REPORT

Chart 4: Average Conversion Rates Across Ad Formats by OS, Q2 2013

Average Conversion Rates on iOSAverage Conversion Rates on Android

1.40%

1.65% 1.73%1.99%

1.12%

0.63%

3.06%

1.58%

Banner Ads Expandables Interstitials Text Ads

On Android, the average conversions on interstitial ads are almost double that of other ad formats

Quick Tip: For apps with short app sessions, static interstitials get the point across immediately and are found to be the most effective in driving engagement. On the other hand, for more engaging apps with longer app sessions, video interstitials deliver higher eCPMs. Static interstitials typically are observed to provide CTRs as high as 20% while video-interstitials are found to deliver superior ad engagement.

09

APP INSIGHT REPORT

Well, interstitials are the in thing - no denying that. But does that warrant doing away with good old banner ads?

On InMobis network, we notice banners continue to work well for a wide range of non-gaming content on both iOS and Android.

1b. Dont do away with banners, just yet!

Software Software

Weather Business

Travel & Local Education

Shopping Medical

Medical Finance

Tools Communication

Business Catalogs

Lifestyle Health & Fitness

Productivity Tools

Finance Weather

News & Magazines Travel & Local

2.8%

2.5%2.2%2.2%2.2%2.0%2.0%1.9%1.6%1.5%1.7%

1.7%

1.8%

1.8%

2.3%

2.4%

1.8%

2.3%

2.4%2.6%3.3% 3.5%

Quick Tip: For any app promotion campaign, we recommend using a good mix of HD banners and interstitials to ensure you reach audiences on a wide variety of handsets. Also, rotating ad formats can reduce ad fatigue and help drive higher ad engagement.

Chart 5: Conversion Rates On Banners Across Non Gaming AppsBy OS, Q2-2013

APP INSIGHT REPORT

The mobile consumer today shunts his presence on different mobile sites. So where do you find the right users for your app?

In this report, we specifically analysed conversions for games, social and entertainment apps on iOS to understand which sites you should target to drive maximum installs while promoting your app.

InMobi Insight: Almost all kinds of sites delivered good downloads on games - suggesting that the audience for this category is diverse and widespread. Sports and health & fitness sites delivered maximum downloads for social apps. On the other hand, communication sites delivered the most downloads for entertainment apps.

02 Bang on Target: Sites you should target for maximum conversions

11

APP INSIGHT REPORT

215

325

206

306

197

213

192

141

157

118

155

101

150

146

137

Weather

Health & Fitness

Sports

Sports

Tools

News & Magazines

Travel & Local

Media & Video

Lifestyle

Finance

Shopping

Tools

Business

Productivity

Media & Video

Gaming Apps Site Category

Social Apps

Chart 6: iOS CVR Index Across Site Category By Content, Q2 2013

CVR Index

Site CategoryCVR Index

409

205

145

127

116

110

100

Communication

Education

Sports

Media & Video

Catalogues