The State of App Downloads and Monetization
InMobi Insights Page
North America | 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
USA continued to lead as the #1 app destination in North America
Canada was a relatively expensive market for driving app ...
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...
94%
3% 2% 1%
0%
50%
100%
USA Canada Mexico Puerto Rico
%shareofappinstalls
Top App Installs
Destinations
• USA continued t...
CPI in Key Markets
USA
Canada
Mexico
Puerto Rico
0
225
450
0% 30% 60%
CPIIndex
Smartphone Penetration*
* Source : eMarkete...
App Install by Category
53%
22%
11%
6%
3%
5%
Games
Entertainment
Social & Communication
Travel
mCommerce
Others
2015
18
• ...
User Traffic by Country
Leading Publisher Categories by eCPM
eCPM and Smartphone Penetration
eCPM and CPI
4 App Monetizati...
78%
13%
8%
1%
0%
40%
80%
USA Mexico Canada Puerto Rico
%shareofappinstalls
User Traffic by Country
• Users in North Americ...
eCPM and CPI
USA
Canada
Mexico
Puerto Rico
0
100
200
0 250 500
eCPMIndex
CPI Index
• CPIs and eCPMs track each other in mo...
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 : North America 2015

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

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The State of App Downloads and Monetization Report : North America 2015

  1. 1. The State of App Downloads and Monetization InMobi Insights Page North America | 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. USA continued to lead as the #1 app destination in North America Canada was a relatively expensive market for driving app installs. The OS wars were as close as can be in the North American countries App installs costs (CPI) and eCPMs are a function of smartphone penetration. Shopping & Lifestyle is a popular choice of app installs amongst North American markets Users in USA and Mexico were highly active on their mobile devices in 2015. 1. 2. 3. 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 8
  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. 9 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. 94% 3% 2% 1% 0% 50% 100% USA Canada Mexico Puerto Rico %shareofappinstalls Top App Installs Destinations • USA continued to lead as the #1 app destination in North America 13
  12. 12. CPI in Key Markets USA Canada Mexico Puerto Rico 0 225 450 0% 30% 60% CPIIndex Smartphone Penetration* * Source : eMarketer 14 App installs were more expensive in markets with higher smartphone penetration
  13. 13. App Install by Category 53% 22% 11% 6% 3% 5% Games Entertainment Social & Communication Travel mCommerce Others 2015 18 • Gaming continued to rank as the most popular category of app downloaded by users in 2015.
  14. 14. User Traffic by Country Leading Publisher Categories by eCPM eCPM and Smartphone Penetration eCPM and CPI 4 App Monetization - Deep Dive
  15. 15. 78% 13% 8% 1% 0% 40% 80% USA Mexico Canada Puerto Rico %shareofappinstalls User Traffic by Country • Users in North America were highly active on their mobile devices in 2015 21
  16. 16. eCPM and CPI USA Canada Mexico Puerto Rico 0 100 200 0 250 500 eCPMIndex CPI Index • CPIs and eCPMs track each other in most markets. 24
  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. 25
  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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