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

1. The State of App Downloads and Monetization
InMobi Insights Page
North America | 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
USA
Canada
Mexico
Puerto Rico
0%
650%
1,300%
0% 30% 60%
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 except for
Mexico and Puerto Rico

9. App Install by Category
63%
20%
11%
0%
3% 3%
Games
Entertainment
Communication
Travel
Technology
Others
59%23%
9%
2%
2%
5%
Q2 2014
Q2 2015
20
• Games and Entertainment form the majority of app
downloads in North America

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
+ 2%
+ 44%
+ 25%
- 33%
+ 50% + 8% Ad impressions on smartphones and tablets have
been witnessing a marginal decline over the past
quarters
23
- 9%
- 20%
- 8% - 4%

12. 77 176
119 203
CTR Index eCPM Index
Smartphone
Tablet
84 186
116 180
CTR Index eCPM Index
Smartphone
Tablet
Tablets earned higher eCPMS overall. However Android tablets earn app
developers the highest eCPMS across Android and iOS
Tablets Outperform Smartphones
24
79 178
117 192
CTR Index eCPM Index
Smartphone
Tablet
All OS

13. Top 5 Publisher Categories by eCPM
Games and Tools apps earn app developers the highest eCPMs
93
Communication
299
Games
169
Entertainment
57
Business
239
Tools
26

14. Want More?
27
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