INMOBI INSIGHTS !

THE STATE OF MOBILE APP DOWNLOADS

SEPTEMBER 2014

Table of Contents

01 TOP 10 NATIONS 05 CATEGORY HEAVY WEIGHTS

02 COST OF APP INSTALLS 06 CATEGORY LEADERS BY COUNTRIES

03 COST BY OS 07 POPULAR TIME FOR DOWNLOADS

04 APP CRAZY NATIONS 08 GAMING LEADERBOARD

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 Q2, 2014 : 1st April - 30th June, 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

Top 10 nations

USA

China

Indonesia

India

South Korea

Malaysia

Philippines

France

Russia

Turkey

0% 5% 9% 14% 18%

3%

3%

3%

3%

5%

6%

7%

8%

10%

18%

% SHARE OF GLOBAL APP DOWNLOADS

Share of app downloads

0

3

1-2

2

312

9

-3

8

Q-o-Q Change in Rank

App crazy nations

U.K. India USA Turkey France Taiwan South KoreaPhilippines Indonesia Malaysia

4.8381

4.1480

2.74142.4516

2.1106

1.61771.36231.25281.16171.1150

Per capita app downloads*

Global Per Capita App Download = 1.23

* Number of Apps Downloaded Per 100 Users on the InMobi Network

Asian countries dominate Per Capita App Downloads

Dominant App Nations

Emerging App Nations

Cost of app installs

The 3 most populous Asian nations are in a sweet spot in terms of share of downloads and CPI Index.

CPI I

ND

EX

0

45

90

135

180

% SHARE OF DOWNLOADS

0% 5% 9% 14% 18%

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