the state of app downloads and monetization report : north america q2 2015
TRANSCRIPT
The State of App Downloads and Monetization
InMobi Insights Page
North America | Q2 2015 July 2015
Table of Contents
Insights
Key Metrics by Region and OS
App Installs - Deep Dive
App Monetization - Deep Dive
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2
3
4
Cost per Install (CPI) Index
The cost incurred by 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.
Country CPI Index = --------------------- X 100Country CPI Global CPI
If an imaginary country Krypton’s CPI = $0.53, and Global CPI = $2.1, then
Krypton CPI Index = ------------- X 100 = 25$0.53$2.1
3
CPI and eCPMs by Region
OS Share of Ad Impressions by Region
OS Share of Ad Installs by Region
CPI and eCPMs by OS
Y-on-Y Growth in Ad Impressions
Y-on-Y Growth in App Installs
Key Metrics by Region and OS2
53 63 64 80
20 16 235 180
18 12 148 92
4 5 39 39
5 4 89 71
1 1 80 64
Asia Pacific
North America
Europe
Latin America
Middle East
Africa
% Impressions eCPM Index% Installs CPI Index
North America continues to be anexpensive yet rewarding market for appdevelopers
Asia Pacific is a region of growing marketswith an eager audience high on apps.
CPI and eCPMs by Region
8
13% Y-on-Y Growth in Ad Impressions
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
Asia Pacific North America Europe Latin America Middle East Africa
Gro
wth
in A
d Im
pres
sion
s Latin America has the highest increase in mobile trafficsince Q2 2014 driven by increase smartphone penetration
12%
21%
21%
-1% 47%
25%
-9%25%
16%
41% -16% 42%2% 13% 19%21% -60% -35%
12
-17%
-14%
-18%
-60% -19% -20%
0%
-18%-9%
52% 29% -11%
Fastest Growing Markets
CPI in Key Markets
Per Capita Installs by Markets
Cost per Install by OS
iOS Premium Over Android
App Install by Category
CPI and App Install Growth by Category
App Installs - Deep Dive3
Fastest Growing MarketsUSA
Canada
Mexico
Puerto Rico0%
650%
1,300%
0% 30% 60%
Inst
all G
row
th
Smartphone Penetration*Note : Install Growth is computed against 2014 install numbers. * Source : eMarketer
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Countries with higher smartphone penetration have witnessed significant Y-on-Y growth in installs except for Mexico and Puerto Rico
App Install by Category
63%
20%
11%0%3% 3%
GamesEntertainmentCommunicationTravelTechnologyOthers59%23%
9%
2%2%
5%
Q2 2014
Q2 2015
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• Games and Entertainment form the majority of app downloads in North America
Ad Impressions by Device Type
Tablets Outperform Smartphones
In-App Ads eCPM = 3x of Mobile Web
Top 5 Publisher Categories by eCPM
Top 3 Ad categories that work for Publishers
eCPM and Smartphone Penetration
eCPM and CPI
4 App Monetization - Deep Dive
2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2
Smartphone Tablet
Ad Impressions by Device Type
+ 2%+ 44%
+ 25%
- 33% + 50% + 8% Ad impressions on smartphones and tablets havebeen witnessing a marginal decline over the pastquarters
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- 9%- 20%
- 8% - 4%
77 176
119 203
CTR Index eCPM Index
Smartphone
Tablet
84 186
116 180
CTR Index eCPM Index
Smartphone
Tablet
Tablets earned higher eCPMS overall. However Android tablets earn app developers the highest eCPMS across Android and iOS
Tablets Outperform Smartphones
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79 178
117 192
CTR Index eCPM Index
Smartphone
Tablet
All OS
Top 5 Publisher Categories by eCPM
Games and Tools apps earn app developers the highest eCPMs
93
Communication
299
Games
169
Entertainment
57
Business
239
Tools
26
Want More?
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