The State of App Downloads and Monetization
InMobi Insights Page
APAC | February 2016
Table of Contents
Insights
Key Metrics by Region and OS
App Installs - Deep Dive
App Monetization - Deep Dive
1
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.
Al...
Effective Cost per Mile (eCPM) Index
The earnings of a developer on delivering a thousand impressions.
All earnings data i...
Insights1
Chinese and Indonesian users were on a downloading spree in 2015
Philippines drove high per capita installs of 28 in 2015....
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 Met...
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
Midd...
OS Share of Ad Impressions by Region
Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
59% 30...
Top App Installs Destinations
CPI in Key Markets
Per Capita Installs by Markets
Cost per Install by OS
iOS Premium Over An...
42%
22%
13%
7%
6%
4%
1% 1%
0%
15%
30%
45%
China Indonesia Philippines India Malaysia South Korea Taiwan Vietnam
%shareofap...
CPI in Key Markets
China
Indonesia
Philippines
India
Malaysia
South Korea
Taiwan
Vietnam
0
70
140
0% 25% 50%
CPIIndex
Smar...
App Install by Category
51%
26%
11%
5%
2%
5%
Games
Shopping & Lifestyle
Travel
Social & Communication
Food & Drink
Others
...
User Traffic by Country
Popular Categories by Consumption and
eCPM
eCPM and Smartphone Penetration
eCPM and CPI
4 App Mone...
29%
25%
11% 11%
5%
2% 2% 2% 2% 2%
0%
15%
30%
Indonesia China India South Korea Japan Malaysia Thailand Australia Taiwan Vi...
eCPM and CPI
China
Indonesia
Philippines
India
Malaysia
South Korea
Taiwan
Japan
Kazakhstan
Vietnam
0
70
140
0 190 380
eCP...
The State of Mobile App Installs and Monetization
METHODOLOGY
InMobi’s State of App Installs and Monetization Series provi...
You can download the complete report here
25
THANK YOU
REACH US AT:
insights@inmobi.com
www.inmobi.com/insights
FOLLOW US ON:
twitter @inmobi
facebook.com/inmobi
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The State of App Downloads and Monetization Report : Asia Pacific 2015

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This report captures the trends and patterns in the mobile app world of Asia Pacific as witnessed on our network for the year of 2015.

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The State of App Downloads and Monetization Report : Asia Pacific 2015

  1. 1. The State of App Downloads and Monetization InMobi Insights Page APAC | February 2016
  2. 2. Table of Contents Insights Key Metrics by Region and OS App Installs - Deep Dive App Monetization - Deep Dive 1 2 3 4
  3. 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 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
  4. 4. 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 4
  5. 5. Insights1
  6. 6. 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. 1. 2. 3. 4. Key Insights 6
  7. 7. 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
  8. 8. 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 6
  9. 9. 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. 7 39% 37% 48% 7%69%
  10. 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
  11. 11. 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 11
  12. 12. CPI in Key Markets China Indonesia Philippines India Malaysia South Korea Taiwan Vietnam 0 70 140 0% 25% 50% CPIIndex Smartphone Penetration* * Source : eMarketer 12 App installs were more expensive in markets with higher smartphone penetration
  13. 13. App Install by Category 51% 26% 11% 5% 2% 5% Games Shopping & Lifestyle Travel Social & Communication Food & Drink Others 2015 16 • Users continue to download Gaming apps in Asia. • However, Shopping & Lifestyle along with Travel apps have witnessed a surge in popularity in 2015
  14. 14. User Traffic by Country Popular Categories by Consumption and eCPM eCPM and Smartphone Penetration eCPM and CPI 4 App Monetization - Deep Dive
  15. 15. 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. 19
  16. 16. eCPM and CPI China Indonesia Philippines India Malaysia South Korea Taiwan Japan Kazakhstan Vietnam 0 70 140 0 190 380 eCPMIndex CPI Index 22
  17. 17. 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. 23
  18. 18. You can download the complete report here 25
  19. 19. THANK YOU REACH US AT: insights@inmobi.com www.inmobi.com/insights FOLLOW US ON: twitter @inmobi facebook.com/inmobi linkedin.com/company/inmobi

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