This report captures the trends and patterns in the mobile app world of Europe as witnessed on our network for the period of Q2-2015.

1. The State of App Downloads and Monetization
InMobi Insights Page
Europe | Q2 2015 July
2015

2. Table of Contents
Insights
Key Metrics by Region and OS
App Installs - Deep Dive
App Monetization - Deep Dive
1
2
3
4

3. 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 100
Country 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

4. 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

5. 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 an
expensive yet rewarding market for app
developers
Asia Pacific is a region of growing markets
with an eager audience high on apps.
CPI and eCPMs by Region
8

6. 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
GrowthinAdImpressions
Latin America has the highest increase in mobile traffic
since 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%

7. 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

8. Fastest Growing Markets
Russia
France
United Kingdom
Spain
Italy
Romania
Germany
Poland
Austria
Ukraine(70%)
740%
1,550%
0% 45% 90%
InstallGrowth
Smartphone Penetration*
Note : Install Growth is computed against 2014 install numbers.
* Source : eMarketer
15
Countries with higher smartphone penetration
have witnessed significant Y-on-Y growth in installs

9. App Install by Category
75%
0%
3%
5%
4%
13%
Games
Travel
mCommerce
Entertainment
Technology
Others
95%
2%1%1%0%1%
Q2 2014
Q2 2015
20
• Games are the most popular apps in Europe
accounting for the highest share

10. 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

11. 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2
Smartphone Tablet
Ad Impressions by Device Type
- 11%
+ 43%
+ 7%
- 37% + 55% + 16%
Tablet and Smartphone usage witnessed a marginal
decline over the last quarter
23
- 13%
- 9%
- 18%
- 8%

12. 78 78
115 94
CTR Index eCPM Index
Smartphone
Tablet
81 111
128 109
CTR Index eCPM Index
Smartphone
Tablet
Tablets earned higher eCPMS on Android.
iPhones trumped iPads in earnings for app developers
Tablets Outperform Smartphones
24
79 90
120 100
CTR Index eCPM Index
Smartphone
Tablet
All OS

13. Top 5 Publisher Categories by eCPM
Games and Entertainment earn app developers the highest eCPMs
150
Games
124
Entertainment
26
100
Lifestyle
102
Books &
Reference
66
Tools

14. Want More?
27
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