in mobi state_of_app_downloads_q3_2014
TRANSCRIPT
INMOBI INSIGHTS
THE STATE OF MOBILE APP DOWNLOADS – Q3, 2014
NOVEMBER 2014
Table of Contents
01 REGIONAL BREAKDOWN 06 CATEGORY HEAVY WEIGHTS
02 TOP 10 NATIONS 07 CATEGORY COSTS
03 APP CRAZY NATIONS 08 GAMING LEADERBOARD
04 COST OF APP INSTALLS 09 CATEGORY LEADERS BY COUNTRIES
05 COST BY OS 10 POPULAR TIME FOR DOWNLOADS
ABOUT THE RESEARCH
Which nations download the most apps? Where is Gaming most popular? When do users prefer to download apps? The InMobi Insights series on The State of Mobile App Downloads answers these questions
and many more.
METHODOLOGY
This research is based on data from Q3, 2014 : 1st July - 30th Sep, 2014 on the InMobi network. Only data with all standard fields completed were included for
analysis across the world.
Cost per install (CPI)
What it costs an advertiser to get an app installed by a user on his or her device. All cost data in this presentation is indexed to the Global CPI on the InMobi Network.
If an imaginary country Krypton’s CPI = $0.53, and Global CPI = $2.1, then
Country CPI Global CPI
Country CPI Index = --------------------- X 100
$0.53 $2.1
Krypton CPI Index = ------------- X 100 = 25
DEVICE 32% INCREASE
In Mobile App Downloads from Q2 to Q3
13%
32%
49%
Q1 - Q2 Growth Q2 - Q3 Growth YTD Growth
4% 4% Q3 share of downloads
Q2 share of downloads
2% 2%
5% 7%
49% 48% 20% 18%
20% 22%
North America
Europe Asia Pacific
Middle East
Latin America Africa
LEGEND
Regional Breakdown
Top 10 nations By share of app downloads
Emerging nations are leading the Q-on-Q growth
Q3 share Q2 share % change over Q2
App crazy nations Per capita app downloads*
* Number of Apps Downloaded Per 100 Users on the InMobi Network
1.7
1.2
1.8 1.8 1.9 2.0 2.3
2.7 2.7 2.7
6.0
1.2 1.4 1.1
1.3 1.2
2.1
1.6
2.5 2.7
4.8
4.2
Global Turkey Russia USA India Taiwan France South Korea Philippines Malaysia Indonesia
Q3 Per Capita app downloads
Q2 Per Capita app downloads
Global Per Capita App Download increased by 40% primarily led by emerging markets
Cost of app installs
0
50
100
150
200
250
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
CPI I
ND
EX
SHARE OF GLOBAL APP DOWNLOADS
Q3 Cost of app installs
Q2 cost of app installs
China
USA
India
Indonesia
Philippines
Russia
Malaysia
Turkey
Dominant App Nations
Emerging App Nations
France
South Korea
0
50
100
150
200
250
300
Global USA China India Indonesia South Korea Russia France Philippines Malaysia Turkey
CPI I
ND
EX
Country CPI Index
Android CPI Index
iOS CPI Index
App downloads on iOS are more expensive than on Android
40%
1%
61%
26%
9%
67%
58%
Category heavy weights Share of downloads by app categories
1%
3%
4%
5%
7%
11%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Travel
Business
Technology
eCommerce
Arts & Entertainment
Communication
Game
Growth in gaming app downloads is primarily being led by emerging markets – China, Spain, Mexico, Indonesia, India
Q-o-Q Growth
SHARE OF GLOBAL APP DOWNLOADS
Category costs Cost of app downloads across app categories
As Gaming app developers focus on emerging markets, cost and share of downloads are rising proportionally
Gaming Leaderboard Cost of gaming sub-categories
Category Leaders Leading desti-nations by app category
18%
15%
10%
China USA Indonesia
18%
12%
8%
USA Indonesia India
89%
7% 2%
USA China India
Games Communication Arts & Entertainment
China was the hotbed for gaming app downloads
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
SHAR
E O
F G
LOBA
L AP
P D
OW
NLO
ADS
TIME OF THE DAY
Popular time for downloads
App Developers should aim to reach their users in the evening when app downloads and conversions are comparatively higher
USA
China
India Indonesia
South Korea Average
* All downloads are presented at local time zones
Global landscape: Share of app downloads
Global landscape: CPI indices
THANK YOU
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FOLLOW US ON :
twitter @InMobi
facebook.com/InMobi
linkedin.com/company/InMobi REACH US AT:
www.inmobi.com/insights