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The State of App Downloads and Monetization
InMobi Insights Page
APAC | February 2016

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Table of Contents
Insights
Key Metrics by Region and OS
App Installs - Deep Dive
App Monetization - Deep Dive
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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
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Effective Cost per Mile (eCPM) Index
The earnings of a developer on delivering a thousand impressions.
All earnings data in this presentation is indexed to the Global eCPM on the InMobi Network.
Country eCPM Index = --------------------- X 100Country eCPM
Global eCPM
If an imaginary country Krypton’s eCPM = $0.53, and Global eCPM = $2.1, then
Krypton eCPM Index = ------------- X 100 = 25$0.53
$2.1
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Insights1

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Chinese and Indonesian users were on a downloading spree in 2015
Philippines drove high per capita installs of 28 in 2015.
Being a primarily Android market, Philippines saw expensive iOS installs
App installs costs (CPI) and eCPMs are a function of smartphone penetration.
Shopping & Lifestyle is a popular choice of app amongst Asian countries
Indonesian and Chinese mobile users were the most active in 2015 contributing to high share of user traffic.
Shopping & Lifestyle apps along with Travel apps drove growth across Asian countries
Education and Entertainment apps earned app developers the highest eCPMs.
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Key Insights
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CPI and eCPMs by Region
OS Share of Ad Impressions by Region
OS Share of Ad Installs by Region
CPI and eCPMs by OS
Key Metrics by Region and OS2

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55 67 66 84
21 14 256 178
17 11 126 79
4 4 36 37
5 4 89 68
1 1 113 92
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 tops as the growing market
with an eager audience high on apps and
consumption
CPI and eCPMs by Region
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OS Share of Ad Impressions by Region
Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
59% 30%
67%
31%
90% 10% 63%
ShareofAdImpressions
Android has a near monopoly in app consumption
across most markets given its large install base.
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39%
37%
48% 7%69%

10.
Top App Installs Destinations
CPI in Key Markets
Per Capita Installs by Markets
Cost per Install by OS
iOS Premium Over Android
App Install by Category
Ranking m-Commerce installs by
Countries
App Installs - Deep Dive3

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42%
22%
13%
7%
6%
4%
1% 1%
0%
15%
30%
45%
China Indonesia Philippines India Malaysia South Korea Taiwan Vietnam
%shareofappinstalls
Top App Installs Destinations
• Chinese and Indonesian users were on a downloading spree in 2015
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CPI in Key Markets
China
Indonesia
Philippines
India
Malaysia
South Korea
Taiwan
Vietnam
0
70
140
0% 25% 50%
CPIIndex
Smartphone Penetration*
* Source : eMarketer
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App installs were more expensive in markets
with higher smartphone penetration

13.
App Install by Category
51%
26%
11%
5%
2%
5%
Games
Shopping & Lifestyle
Travel
Social & Communication
Food & Drink
Others
2015
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• Users continue to download Gaming apps in Asia.
• However, Shopping & Lifestyle along with Travel apps have witnessed a surge in popularity in 2015

14.
User Traffic by Country
Popular Categories by Consumption and
eCPM
eCPM and Smartphone Penetration
eCPM and CPI
4 App Monetization - Deep Dive

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29%
25%
11% 11%
5%
2% 2% 2% 2% 2%
0%
15%
30%
Indonesia China India South Korea Japan Malaysia Thailand Australia Taiwan Vietnam
%shareofappinstalls
User Traffic by Country
• Indonesian mobile users were the most active in
2015, contributing to the highest share of user
traffic.
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eCPM and CPI
China
Indonesia
Philippines
India
Malaysia
South Korea
Taiwan
Japan
Kazakhstan
Vietnam
0
70
140
0 190 380
eCPMIndex
CPI Index
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The State of Mobile App Installs and Monetization
METHODOLOGY
InMobi’s State of App Installs and Monetization Series provides network insights for app
developers, publishers and advertisers. Through analysis of millions of impressions and installs
served each month, this report showcases the latest trends within the mobile app ecosystem on
our network.
ABOUT THE RESEARCH
The information contained in this report is based on data collected through InMobi’s
monetization and installs platform. Only data with all standard fields completed was included
for analysis. Percent change is calculated using absolute numbers, quarter over quarter. Keep in
mind that CTR performance may not be indicative of ad effectiveness. Many brand advertisers
track other metrics, such as engagement rates, interaction rates, dwell time, etc.
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You can download the complete report here
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