mobile insightsdocshare01.docshare.tips/files/31196/311963566.pdfdubsmash slowing down in the usa...

Mobile InsightsQuarter 3 - 2015By: Deepti Chafekar & Hope Armstrong

For any inquiries, email [email protected]. © Quettra, Inc. 2015

mailto:contact%40quettra.com?subject=

quettra.com © Quettra 2015 | Q3 Report 2

ContentsIntro 4Highlights 4

Methodology 5

Trends 6Shopping Apps Continue to Rise Around the World 6

Selfie Apps Are Clicking in India and South America 9

Dubsmash Slowing Down in the USA and South America, Continues Growth in Asia 11

Facebook Lite is Gaining Traction in Africa, Asia and South America 14

Uber Dominates USA, Continues to Race With Ola in India 15

Dropbox Sees a Drop in USA and Asia 16

Agar.io is Conquering Cells Across the Globe 17

“Saga” Apps from King See a Surge in Installs in Europe 18

Rovio is Making a Global Comeback With Angry Birds 2 19

The State of Games: Casual Games Popular Worldwide 20

App Landscape Insights 21Top Apps by Installs 22

Top Apps by Daily Active Usage 23

Top Paid Apps by Installs 24

Top Paid Apps by Daily Active Usage 25

Top Apps by Install Growth 26

Bottom Apps by Install Growth 27

Top Apps by Daily Usage Growth 28

Bottom Apps by Daily Usage Growth 29

http://www.quettra.com


Co-Used Apps 30

Region Insights 34Top Apps in North America 35

Top Apps in Europe 36

Top Apps in Asia 37

Top Apps in South America 38

Top Categories by Installs per Region 40

Top Categories by Daily Active Users per Region 41

Category Insights 43Top Categories by Installs 44

Top Categories by Daily Active Usage 45

Category Growth 46

Personas & Interests 49Personas 50

Top Apps by Persona: Photo & Video Enthusiasts 51

Top Apps by Persona: Sports Fans 52

Top Apps by Persona: News & Magazine Readers 53

Top Apps by Persona: Casual & Social Gamers 54

Top Apps by Persona: Bargain Shoppers 55

Top Interests by Installs 56

Top Interests by Daily Active Usage 57

Conclusion 58



IntroThis report analyzes the user/app relationship and

identifies global and regional trends observed this

quarter. Android users spanning over 150 countries

are included in this study. This comprehensive

and detailed analysis not only sheds light on the

movers and shakers of the app ecosystem, but

also focuses on emerging apps and trends that can

make an impact in the coming months. In this third

quarterly report, data is compared to the previous

two quarters to get a deeper understanding of

some of trends and to gain insights into the journey

of certain apps. Through our quarterly reports,

monthly insights, and blog posts, our goal is to

provide mobile stakeholders information they need

to succeed in this increasingly hyper-competitive

ecosystem.

Highlights

• Shopping apps continue to rise around the world

• Selfie apps are clicking in India and South America

• Dubsmash slowing down in the USA and South America, continues growth in Asia

• Facebook Lite is getting heavy in Africa, Asia, and South America

• Uber dominates USA and continues to race with Ola in India

• Dropbox sees a drop in USA and Asia

• State of games: Agar.io is conquering cells across the globe. “Saga” apps from King see a surge in installs in Europe. Rovio is making a global comeback with Angry Birds 2. Casual games are popular worldwide.



Methodology

Quettra software, which has seen 150M Android devices worldwide, collects install and usage statistics

of every application present on the device. Our worldwide distribution can be seen in the map below:

In this report, the subset of users active during July 1, 2015 to September 30, 2015 is analyzed. For

comparing this quarter’s data with previous ones, a wider subset of users who were active from

January 1, 2015 to September 30, 2015 is considered. Google apps and other commonly pre-installed

apps have been excluded from this Android-only study. Apps with over 10,000 installs worldwide are

examined. Appropriate normalizations have been applied to account for any panel churn and other

biases that might occur as a result of a broad and diverse user base. The graphs plotted in this report

show install penetration which is defined as the ratio of the total number of installed users of a given

app to the total number of users seen by Quettra.

A note on privacy, which is very important to us: All data that we have collected is anonymous. To our

knowledge, this is the first time ubiquitous mobile application usage has been analyzed at such large

scale. Quettra does not have a direct relationship with most of the apps or app developers mentioned in

this report.



Trends

Shopping Apps Continue to Rise Around the World

Shopping apps continue to grow in different parts of the world this quarter. Amazon Shopping remains

the fastest growing shopping app across the globe, especially in the USA, India, and parts of Europe.

Additionally, Amazon recently opened an online shop for handmade goods across the world. Amazon is

prepared to dominate the mobile and online shopping experience. In the USA, Amazon has surpassed

Wish in popularity and is all set to take over eBay. In Europe, eBay remains in command. Amazon has

overtaken Wish from the last quarter. AliExpress is on a fast rise as its popularity continues from the

previous quarter in Russia and parts of northern Europe. Flipkart emerges as the dominant shopping app

in India, while in South Korea Coupang! is topping the charts.



Q1 Q2 Q3

Install Penetration of Shopping Apps in the USA

Q3 2015 Report

Amazon Shopping

eBay

Wish

Jan Feb Mar Apr May Jun Jul Aug Sept

Months

0%

5%

10%

15%

20%

25%

30%

Inst

all P

enet

rati

on

Q1 Q2 Q3

Install Penetration of Shopping Apps in Europe

Q3 2015 Report

AliExpress

Wish

eBay

Amazon Shopping


Months

0%

2%

4%

6%

8%

10%

12%

14%

16%

Inst

all P

enet

rati

on



Q1 Q2 Q3

Install Penetration of Shopping Apps in India

Q3 2015 Report

Flipkart

Snapdeal

Myntra

Amazon India Shopping

Jabong


Months

0%

5%

10%

15%

20%

25%

30%

35%

40%

Inst

all P

enet

rati

on

Q1 Q2 Q3

Install Penetration of Shopping Apps in South Korea

Q3 2015 Report

Hyundai hmall

Shocking Deals by 11 Street

CJmall

Coupang!

Coupon Chart (Coocha)


Months

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Inst

all P

enet

rati

on



Selfie Apps Are Clicking in India and South America

Selfie apps have been trending for the past year across the world. These apps have shown remarkable

growth in the emerging markets of India and South America. We have been following the selfie trend in

these two regions since the start of the year to determine the top apps. BeautyPlus is hands down the

winner in India with a install growth rate of 0.9%. Its easy-to-use photo editing options along with added

effects and touches has made it irresistible not only in India but in different parts of Asia such as Japan,

Korea, and Malaysia. PIP Camera, another emerging selfie app in India, has shown a sudden rise over the

past few months. In South America, B612, and Candy Camera have been competing for the top spot, and

the competition intensified in the last quarter. With over 50M downloads worldwide, B612 is the clear

heartthrob in South America.



Q1 Q2 Q3

Install Penetration of Selfie Apps in India

Q3 2015 Report

YouCam Perfect

Candy Camera for Selfie

BeautyPlus

PIP Camera


Months

0%

2%

4%

6%

8%

10%

12%

14%

Inst

all P

enet

rati

on

Q1 Q2 Q3

Install Penetration of Selfie Apps in South America

Q3 2015 Report

B612

Candy Camera for Selfie


Months

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

11%

Inst

all P

enet

rati

on



Dubsmash Slowing Down in the USA and South America, Continues Growth in Asia

Video selfies have been a big hit this year, with Dubsmash paving the way. Within a week of its launch late

last year, Dubsmash was a smash hit. With over 50M downloads and celebrity endorsements, Dubsmash

has shown an impressive growth especially in the USA and South America. This quarter, Dubsmash was

not able to hold its long-running winning streak worldwide and showed signs of a slowdown in the US,

Europe, and South America. However, it has shown an impressive growth rate in Asia.

This quarter, musicl.ly (a video recording app similar to Dubsmash) has gained significant attention in

the USA. With a 1.3% growth rate in daily active users, this app is gaining momentum. Last quarter, we

saw Dubsmash surpassing longtime local favorite VivaVideo in South America. However, this quarter

VivaVideo continues to grow at a steady rate, whereas Dubsmash is headed on a downward slope.

Q1 Q2 Q3

Install Penetration of Dubsmash

Q3 2015 Report

USA

Europe

Asia

South America


Months

0%

2%

4%

6%

8%

10%

12%

14%

Inst

all P

enet

rati

on



Q1 Q2 Q3

Dubsmash and VivaVideo in Asia

Q3 2015 Report

Dubsmash

VivaVideo


Months

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

11%

Inst

all P

enet

rati

on

Q1 Q2 Q3

Dubsmash and VivaVideo in South Korea

Q3 2015 Report

Dubsmash

VivaVideo


Months

0%

2%

4%

6%

8%

10%

12%

14%

Inst

all P

enet

rati

on



Q1 Q2 Q3

Dubsmash vs. Musical.ly in the USA

Q3 2015 Report

Dubsmash

musical.ly


Months

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

11%

Inst

all P

enet

rati

on



Facebook Lite is Gaining Traction in Africa, Asia and South America

Facebook Lite, released in June 2015 is designed to use less data and work in areas where there is limited

network connectivity. This app has been an instant hit in growing nations of Africa, Asia and South

America where 2G networks are still predominant and data intensive mobile plans are expensive.

Install Penetration of Facebook Lite

Q3 2015 Report

Europe

Asia

Africa

Jul Aug Sept

Months

0%

1%

2%

3%

4%

5%

6%

7%

8%

Inst

all P

enet

rati

on

North America

South America



Uber Dominates USA, Continues to Race With Ola in India

Uber continues to grow this quarter in the USA. It is ramping up its workforce and attracting new drivers

to keep up with the demand. It is also spreading its global reach by attracting users in India. Ola cabs in

India is growing in leaps and bounds and is a huge force to reckon with for Uber. The race between Ola and

Uber is on in India and stay tuned with us as we watch the competition unfold.

Q1 Q2 Q3

Install Penetration of Uber in the USA

Q3 2015 Report

Uber

Jan Feb Mar Apr May Jun Jul Aug

Months

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

22%

24%

Inst

all P

enet

rati

on

Q1 Q2 Q3

Ola Cabs vs. Uber in India

Q3 2015 Report

Ola Cabs

Uber


Months

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

11%

12%

Inst

all P

enet

rati

on



Dropbox Sees a Drop in USA and Asia

Dropbox, a cloud storage app, is consistently seeing a drop in its install user base, and the trend continues

this quarter as well. The downward trend is strong in the USA and Asia. It is holding up well in parts of

Europe and South America. Recent news about Dropbox partnering with Adobe may result in an uplift.

Follow us as we watch this development unfold.

Q1 Q2 Q3

Install Penetration of Dropbox

Q3 2015 Report

USA

Asia


Months

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Inst

all P

enet

rati

on



Agar.io is Conquering Cells Across the Globe

Agar.io, a massively multi-player action game that gained worldwide popularity on the browser, is now

spreading like wildfire on mobile. This action/strategy game with added features and controls from its

browser version is addictive and has benefited from a huge word-of-mouth advertisement on social

media. Stay tuned with us as we watch the growth of this game in the coming months.

Install Penetration of Agar.io

Q3 2015 Report

Europe

Asia

Jul Aug Sept

Months

0%

1%

2%

3%

4%

Inst

all P

enet

rati

on

North America

South America



“Saga” Apps from King See a Surge in Installs in Europe

The “saga” apps developed by King such as Candy Crush Saga, Farm Heroes Saga, etc. saw a spike

in installs in Europe (primarily UK) this quarter from July to August. King reportedly ran a series of

campaigns including TV ads in the UK and major cities across the world to drive user engagement.

Candy Crush Saga is an all-time popular game. Will King be able to achieve that level of success with

other games? Will the campaigns help with long-term user engagement and retention? These are the

questions that investors and Quettra will ask and explore in the coming months.

Q1 Q2 Q3

Install Penetration of "Saga" Apps in Europe

Q3 2015 Report

Pet Rescue Saga


Months

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

11%

12%

13%

Inst

all P

enet

rati

on

Candy Crush Soda Saga

Diamond Digger Saga

Farm Heroes Saga

Bubble Witch 2 Saga



Rovio is Making a Global Comeback With Angry Birds 2

The Angry Birds franchise is back with Angry Birds 2, a sequel filled with a new adventure, stunning

graphics, and challenging multi-stage levels. This app is experiencing rampant adoption across the world.

Will it be able to live up to the original Angry Bird’s glory? We will certainly keep an eye on the flight of this

game.

Install Penetration of Angry Birds 2

Q3 2015 Report

North America

Europe

Asia

South America

Jul Aug Sept

Months

0%

1%

2%

3%

Inst

all P

enet

rati

on



The State of Games: Casual Games Popular Worldwide

Casual games such as Angry Birds 2 and “saga” games are trending this quarter. The multiplayer action

game Agar.io is trending across the globe. Popular games from last quarter such as Geometry Dash Lite

and Trivia Crack have shown a decline.

Agar.io


Piano Tiles 2

Agar.io

North America

South America

Asia

Europe

Angry Birds 2

Farm Heroes Saga

Angel Stone

Cookie Jam

Inside Out Thought Bubbles

Bubble Witch 2 Saga

Brain Dots

Diamond Digger Saga

Juice Jam

Despicable Me

Angry Birds 2

Criminal Case


Quettra | Q3 2015 Report

21quettra.com © Quettra 2015

App LandscapeInsights




Top Apps by Installs

Facebook

Messenger

WhatsApp

Instagram

Flipboard

LINE

Skype

Twitter

Viber

Candy Crush Saga

1

2

3

4

5

6

7

8

9

10

Rank App

Camera360 Ultimate

Subway Surfers

Clash of Clans

TripAdvisor

MX Player

11

12

13

14

15

Rank App

Facebook Continues to DominateFacebook’s suite of apps continue to hold

onto the top slots according to installs

and usage worldwide.

Hot Gaming InstallsCandy Crush Saga, Subway Surfers, and

Clash of Clans continue capturing installs

across the world.

Dropbox Sees a DropDropbox was featured in the Top Apps

by Installs list for the past two quarters.

However, this quarter it didn’t make the

cut.




Facebook

WhatsApp

Messenger

Instagram

LINE

Clash of Clans

WeChat

Viber

KakaoTalk

MX Player

1

2

3

4

5

6

7

8

9

10

Rank App

Top Apps by Daily Active Usage

Twitter

Camera360 Ultimate

Opera Mini

Candy Crush Saga

Telegram

11

12

13

14

15

Rank App

Telegram Climbing its way upTelegram has climbed its way up to the

top fifteen this quarter. It is engaging a

huge audience in Iran and various parts of

the Middle East.




Minecraft: Pocket Edition

MX Player Pro

Fruit Ninja

Where’s My Water?

Geometry Dash

Poweramp Full Version Unlocked

Grand Theft Auto: San Andreas

Root Explorer

PPSSPP Gold - PSP emulator

Grand Theft Auto: Vice City

1

2

3

4

5

6

7

8

9

10

Rank App

Minecraft Still Tops the ChartsMinecraft: Pocket Edition has topped

the Top Paid Apps by Installs and

DAU for the past three quarters, and

it shows no signs of slowing down in

worldwide popularity.

Games Rising & FallingTemple Run: Oz was at the top of

this list for the past two quarters,

but it dropped off the top charts

this quarter. Fruit Ninja, Where’s My

Water?, and Geometry Dash have

continued to hold their ground for

the past three quarters. Grand Theft

Auto: San Andreas was a newcomer to

this list last quarter and is now joined

by Grand Theft Auto: Vice City.

Multimedia MainstaysThe video player powerhouse

MX Player and the music player

Poweramp are continuing their

success, as they’ve been featured in

this list for the past three quarters.

Top Paid Apps by Installs




Minecraft: Pocket Edition

MX Player Pro

Geometry Dash

PPSSPP Gold - PSP emulator

Grand Theft Auto: San Andreas

Where’s My Water?

Fruit Ninja

Grand Theft Auto: Vice City

Root Explorer

Photo Studio PRO

1

2

3

4

5

6

7

8

9

10

Rank App

Rising StarsPPSSPP Gold (a PSP emulator for

Android), Root Explorer (a file manager

tool), and Photo Studio PRO (an image

processing tool) are newcomers to the

Top Paid Apps lists this quarter.

Top Paid Apps by Daily Active Usage




Piano Tiles 2 8.0%

PowerPoint for Tablet 6.8%

SOMA Messenger 6.5%

Angel Stone 6.0%

Zalando – Shopping & Fashion 5.9%

Agar.io 5.8%

Brain Dots 5.6%

Five Nights at Freddy’s 4 Demo 5.4%

Insta Square Size - No Crop 5.1%

Mission Impossible RogueNation 4.5%

1

2

3

4

5

6

7

8

9

10

Rank App Growth

Top Apps by Install Growth

Games on the RisePiano Tiles 2, a fast paced piano themed

game, is experiencing a tremendous

amount of growth this quarter.

Other games on the rise include: Angel

Stone (a role playing adventure game),

Agar.io (a biology themed MMO game),

Brain Dots (a minimal puzzle game),

Five Nights at Freddy’s 4 Demo (an

action game), and Mission Impossible

RogueNation (an action game).

PowerPoint for Tablet GrowingReleased by Microsoft in January of this

year, PowerPoint for Tablet is appearing

in this top list for the first time. It

appears to be gaining traction in terms

of installs.




Slipping Apps딩동, which was #4 on the Bottom

Apps by DAU last quarter, is

continuing to experience a decline in

popularity. Wiper and Bitstrips are

apps that were once wildly popular

but are seeing a dip this quarter.

Bottom Apps by Install Growth

Waterfall Photo Frames 2.5%

Wisepilot for XPERIA™ 1.8%

Cartoon Camera 1.6%

딩동 (DingDong) 1.6%

School of Dragons 1.6%

Pixlr-o-matic 1.5%

Pinoy AppShop 1.4%

English Grammar Book 1.1%

Wiper 1.0%

Bitstrips 0.9%

1

2

3

4

5

6

7

8

9

10

Rank App Growth




Piano Tiles 2 6.4%

Insta Square Size - No Crop 3.6%

SOMA Messenger 3.3%

Agar.io 2.9%

PIP Camera -Photo Effect 2.5%

Square Quick -No Crop Photo 2.1%

Brain Dots 2.1%

64 Games - Super Max Adventure 2.0%

musical.ly 1.8%

No Crop Insta Collage 1.7%

1

2

3

4

5

6

7

8

9

10

Rank App

Piano Tiles 2 is on Fire Mirroring its success from an

install growth perspective, Piano

Tiles 2’s success goes beyond a user

acquisition level. It is gaining

engagement as well, as its DAU

growth has risen 6.4% this quarter.

Top Apps by Daily Usage Growth

Growth




Running Circles 4.0%

V3 Mobile Plus 2.0 3.0%

MPost 2.6%

Dude Perfect 2 2.1%

Cow Evolution - Clicker Game 1.9%

Racing Rivals 1.8%

올레 tv 모바일 (Ole tv Mobile) 1.6%

네이버 뮤직(Naver Music) 1.5%

Jurassic Park™ Builder 1.5%

AlphaBetty Saga 1.5%

1

2

3

4

5

6

7

8

9

10

Rank App Growth

Bottom Apps by Daily Usage Growth

Apps on the DeclineTime will tell if these apps will

continue trending downward or

if they’ll regain traction in user

engagement.




Nebulous

Bloons TD Battles

DeathRun Portable

Goat Simulator

Pixel Gun 3D

InstaMag

InstaBeauty

FotoRus

100+ Photo Effects

Funny Photo Effects

1 1

2 2

3 3

4 4

5 5

Rank RankApp App

Co-Used AppsFor a handful of popular apps, the apps that their users use more often than the average user are listed.

These insights are valuable for finding correlations between apps and determining ideal co-branded

marketing opportunities.

Pip CameraAgar.io




Stickman Football

NFL Fantasy Football

Real Racing 3

MyNBA2K15

Fanatical Football

jobsDB

Job Search

My BOLT! (Official)

LinkedIn

Traveloka - Flight & Hotel

1 1

2 2

3 3

4 4

5 5

Rank RankApp App

Co-Used Apps

Madden NFL Mobile JobStreet




Moy 3 - Virtual Pet Game

Moy 2 - Virtual Pet Game

Moy - Virtual Pet Game

My Boo - Your Virtual Pet

Game

Hair Salon - Kids Games

1

2

3

4

5

Rank App

Pou

Twoo - Meet new people

Chat, Flirt & Dating - JAUMO

Waplog Chat Dating Meet Friend

Chat Meet New Friends: W-Match

LOVOO - Chat and meet people

1

2

3

4

5

Rank App

Co-Used Apps

Badoo




Region Insights




Highlights:

Top Apps by Installs

• Globally popular: Skype and Flipboard

appear in all regions

• Facebook is the top installed app in all

regions except for South America.

• Uniquely popular in North America:

Pandora® Radio, Netflix, Amazon

Kindle, Spotify, and Uber

• Uniquely popular in Asia: Line,

KakaoTalk, WeChat, MX Player, and

Camera360 Ultimate

Highlights:

Top Apps by Daily Active Users

• VK is a heavily used app in Europe.

• BBM is especially popular in Asia and

South America.

• Facebook Lite is hot in South America.

Region InsightsIn this section, top apps by installs and daily active users per region are listed.




By Installs By Daily Active Usage

Facebook Facebook

Flipboard Instagram

TwitterPandora®

Radio

SnapchatClash of

Clans

SpotifyCandy Crush

Saga

Messenger WhatsApp

WhatsApp Snapchat

Amazon Twitter

Amazon Kindle

Yahoo Mail

TripAdvisorCandy Crush

Soda Saga

Instagram Messenger

Pandora® Radio

Kik

NetflixHola

Launcher

Skype Spotify

Uber Netflix

1 1

4 4

7 7

10 10

13 13

2 2

5 5

8 8

11 11

14 14

3 3

6 6

9 9

12 12

15 15

Top Apps in North America




Top Apps in Europe


Facebook WhatsApp

Skype Messenger

Instagram

Twitter RetricaTwitter

Evernote

WhatsApp Facebook

Flipboard Viber

Shazam SkypeSnapchat

TripAdvisor

eBay

Messenger VK

Viber Classmates

VKClash of

Clans

Adobe Acrobat Reader

Opera MiniCandy Crush

SagaCandy Crush

Saga

1 1

4 4

7 7

10 10

13 13

2 2

5 5

8 8

11 11

14 14

3 3

6 6

9 9

12 12

15 15

Chat for Friends

Yandex Browser




Top Apps in Asia


Facebook Facebook

LINE Messenger

SkypeClash of

Clans

WeChat MX Player

Clash of Clans

Telegram

Messenger WhatsApp

Instagram LINE

Twitter WeChat

Candy Crush Saga

Camera360 Ultimate

BBM 네이버 - NAVER

WhatsApp BBM

Camera360 Ultimate

Instagram

Flipboard KakaoTalk

MX Player Viber

Photo Grid Twitter

1 1

4 4

7 7

10 10

13 13

2 2

5 5

8 8

11 11

14 14

3 3

6 6

9 9

12 12

15 15




Top Apps in South America


WhatsApp WhatsApp

Instagram Instagram BBM

Flipboard Snapchat

SkypeFacebook

Lite

Mobile Security & Antivirus Pou

Facebook Facebook

Twitter Twitter

RetricaClash of

Clans

Candy Crush Saga

B612

PUP Mobile Portal

Trivia Crack

Messenger Messenger

Quickoffice

EvernoteCandy Crush

Saga

Subway Surfers


Photo Grid Retrica

1 1

4 4

7 7

10 10

13 13

2 2

5 5

8 8

11 11

14 14

3 3

6 6

9 9

12 12

15 15




Highlights:

Top Categories by Total Installs

• Social, Communication, and Tools

dominate the top of all of the regional

lists.

• Music & Audio and Entertainment are

much more popular in North America

than other regions.

Highlights:

Top Categories by Total Daily Active Users

• Music & Audio is much more popular in

North America than other regions.

• Strategy games are more played in Asia

than other regions.




Top Categories by Installs per Region

North America Europe Asia South America

Social Communication Communication Communication

Communication Social Social Social

Tools Tools Tools Tools

Music & Audio Productivity Photography Photography

Productivity Casual Productivity Productivity

Entertainment Music & Audio Casual Casual

Photography Photography Media & Video Music & Audio

Casual Weather Arcade Arcade

Sports Personalization Music & Audio Entertainment

Arcade Sports Shopping Personalization




North America Europe Asia South America

Top Categories by Daily Active Users per Region

Social Social Communication Communication

Communication Communication Social Social

Tools Tools Tools Tools

Personalization Productivity Photography Personalization

Music & Audio Personalization Strategy Productivity

Productivity Casual Personalization Casual

Casual Photography Productivity Photography

Photography Music & Audio Casual Music & Audio

Entertainment Weather Media & Video Arcade

Arcade Sports Books & Reference Entertainment




Category Insights




Category InsightsHere, a list of top apps is compiled based on total installs and daily active users. Then these apps are then

bucketized into different categories based on the categories from the Google Play Store for Android

apps.




Communication

Games

Social

Tools

Photography

Productivity

Music & Audio

Media & Video

Shopping

Entertainment

Casual

Arcade

Action

Racing

Puzzle

1

12

23

34

45

5

6

7

8

9

10

Rank

Rank

Category

Top Gaming Categories

Category

Top Categories by Installs




Top Categories by Daily Active Usage

Communication

Social

Tools

Games

Photography

Productivity

Media & Video

Music & Audio

Books & Reference

Lifestyle

Casual

Arcade

Puzzle

Action

Racing

1

12

23

3

4

45

5

6

7

8

9

10

Rank

Rank

Category

Top Gaming Categories

Category




Category GrowthWe select a list of top apps per category based on world wide install penetration numbers and calculate

the install growth rate of each app in a given category. We plot categories based on their install

penetration and install growth rate.

It can be seen that categories such as Tools, Shopping, and Finance are fast growing categories. These

categories are in the process of engaging more users. Categories such as Social and Communication

are mature categories showing a slow growth rate, but a commanding user base. Photography is a mix of

both; it is growing and has a high user base.

Communication

4

3

2

1

0

-2% 0% 2% 4% 6%

Social

Photography

Productivity

Tools

Shopping

Install Penetration Growth Rate

Install Penetration Growth for Top App Categories

Music & Audio

Travel & LocalLifestyle

Entertainment

Sports

Books & Reference

Media & Video

Finance

Q3 2015 Report

Inst

all P

enet

ratio

n




In the gaming world, categories such as Puzzle and Action are in the high speed lane in terms of growth.

Casual and Arcade have a strong user base along with a steady growth rate.

4

3

2

1

0

-6% 0% 6% 12% 18%

Casual

Arcade

Action

Puzzle

Racing

Install Penetration Growth Rate

Install Penetration Growth for Top Gaming Categories

Q3 2015 Report

Inst

all P

enet

ratio

n




Personas & Interests




Personas & InterestsWe study the user/app relationship in detail to gain deeper insights about users. We break down the

Google Play app categories into detailed sub-categories and establish a Quettra taxonomy. For example,

within a shopping category, we identify apps that are about fashion, shopping deals, and so on. Based on

this classification and user app install and usage data, we develop models to predict user personas and

interests. A complete list of personas is shown in the next page. In this section, we select a subset of

personas and interests and list the top apps associated with them.




PersonasUsers are categorized into different personas that reflect their personalities and interests. The full list of

our personas is shown below. In this section, the top apps for a few popular personas are featured.

Lifestyle

Arts & Crafts Enthusiasts

Auto Enthusiasts

Book Lovers

Charity and Non-profit Volunteers

Cooking Enthusiasts

Expecting & New Parents

Fashion Enthusiasts

Food & Dining Enthusiasts

Health & Fitness Enthusiasts

Home & Garden Enthusiasts

Home Hunters

Language Enthusiasts

Outdoor Enthusiasts

Parents

Personal Finance Enthusiasts

Pet Lovers

Photo & Video Enthusiasts

Singles

Students

Tech & Gadgets Enthusiasts

OccupationArtists

Business Professionals

Doctors & Healthcare Professionals

Educators

Engineers & Scientists

Finance Specialists

IT & Software Professionals

Law Professionals

Musicians

Pilots

Real Estate Agents

Small Business Owners

SportsAmerican Football Fans

Baseball Fans

Basketball Fans

Bicyclists

Cricket Fans

Ice Hockey Fans

Runners

Skiers & Snowboarders

Soccer Fans

Sports Fans

Surfers

EntertainmentCasino Enthusiasts

Casual & Social Gamers

Celebrity News Followers

Hardcore Gamers

Movie Lovers

Music Lovers

News & Magazine Readers

TV Lovers

ShoppingBargain Shoppers

Brand-Loyal Shoppers

TravelersBusiness Travelers

Daily Commuters

Travelers




Photo Grid - Collage Maker

B612

LINE Camera

KakaoStory

PhotoWonder

1

2

3

4

5

Rank App

Top Installed

Top Apps by Persona: Photo & Video Enthusiasts

B612

Photo Grid - Collage Maker

KakaoStory

LINE Camera

PhotoWonder

1

2

3

4

5

Rank App

Top Used




Top Installed Top Used

FIFA 15 Ultimate Team

LiveScore

ESPN

Real Basketball

Live Sports Scores -

365Scores

1

2

3

4

5

Rank App

Top Apps by Persona: Sports Fans

FIFA 15 Ultimate Team

LiveScore

Live Sports Scores -

365Scores

Soccer Scores - FotMob

ESPN

1

2

3

4

5

Rank App




Flipboard

Zinio: 5000+ Digital Magazines

detikcom

BBC News

SmartNews

1

2

3

4

5

Rank App

Flipboard

detikcom

SmartNews

BBC News

Zinio: 5000+ Digital Magazines

1

2

3

4

5

Rank App

Top Installed

Top Apps by Persona: News & Magazine Readers

Top Used




Subway Surfers


Temple Run 2

Bubble Witch 2 Saga

Hay Day

1

2

3

4

5

Rank App

Top Installed Top Used

Top Apps by Persona: Casual & Social Gamers


Subway Surfers

Temple Run 2

Bubble Witch 2 Saga

Cookie Jam

1

2

3

4

5

Rank App




Flipkart

eBay

AliExpress Shopping App

Wish

Amazon Shopping

eBay

Amazon Shopping

Flipkart

Wish

AliExpress Shopping App

1

2

3

4

5

Rank App

1

2

3

4

5

Rank App

Top Installed

Top Apps by Persona: Bargain Shoppers

Top Used




Top Interests by Installs

Instant Messengers

Social Networks

Socialize

SMS

Photo Sharing

Take Photos

Video Calls

VOIP

File Manager

Photo Editing

1

2

3

4

5

6

7

8

9

10

Rank Interest




Top Interests by Daily Active Usage

Instant Messengers

Social Networks

SMS

Socialize

Photo Sharing

VOIP

Video Calls

Video Sharing

Blogging

Video Recording

1

2

3

4

5

6

7

8

9

10

Rank Category




ConclusionIn this report, we present the worldwide app trends and take a deep dive into some of the regional trends.

Shopping apps continue to rise steadily this quarter, with Amazon moving aggressively in different parts

of the world. The selfie frenzy continues especially in India and South America with BeautyPlus and B612

emerging as respective winners. While Dubsmash’s high-speed ramp to success saw signs of slow down

this quarter, Uber is still in top gear in the USA. In the gaming arena, casual games are in control this

quarter along with action style MMO game Agar.io. Stay tuned as we continue to analyze petabytes of

data and report new trends and insights next quarter.

About QuettraMobile PersonalizationWe’re building software that resides on millions of devices while processing millions of user portraits

daily. The software and systems that we are building help serve personalized content and meaningful

experiences at lightning speeds to users of our partners’ applications.


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