2. Table of Contents
01 REGIONAL BREAKDOWN 06 CATEGORY HEAVY WEIGHTS
02 TOP 10 NATIONS 07 CATEGORY COSTS
03 APP CRAZY NATIONS 08 GAMING LEADERBOARD
04 COST OF APP INSTALLS 09 CATEGORY LEADERS BY COUNTRIES
05 COST BY OS 10 POPULAR TIME FOR DOWNLOADS
3. ABOUT THE RESEARCH
Which nations download the most apps? Where is Gaming most
popular? When do users prefer to download apps? The InMobi Insights
series on The State of Mobile App Downloads answers these questions
and many more.
METHODOLOGY
This research is based on data from Q3, 2014 : 1st July - 30th Sep, 2014 on the
InMobi network. Only data with all standard fields completed were included for
analysis across the world.
4. Cost per install (CPI)
What it costs 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.
If an imaginary country Krypton’s CPI = $0.53, and
Global CPI = $2.1, then
Country CPI
Global CPI
Country CPI Index = --------------------- X 100
$0.53
$2.1
Krypton CPI Index = ------------- X 100 = 25
6. 4%4%
Q3 share of
downloads
Q2 share of
downloads
2%2%
5%7%
49%48%20%18%
20%22%
North America
Europe Asia Pacific
Middle East
Latin America
Africa
LEGEND
Regional Breakdown
7. Top 10 nations
By share of app downloads
Emerging nations are leading
the Q-on-Q growth
Q3 share Q2 share% change over Q2
8. App crazy nations
Per capita app downloads*
* Number of Apps Downloaded Per 100 Users on the InMobi Network
1.7
1.2
1.8
1.8
1.9
2.0
2.3
2.7
2.7
2.7
6.0
1.2
1.4
1.1
1.3 1.2
2.1
1.6
2.5
2.7
4.8
4.2
Global Turkey Russia USA India Taiwan France South Korea Philippines Malaysia Indonesia
Q3 Per Capita app downloads
Q2 Per Capita app downloads
Global Per Capita App Download increased
by 40% primarily led by emerging markets
9. Cost of app installs
0
50
100
150
200
250
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
CPIINDEX
SHARE OF GLOBAL APP DOWNLOADS
Q3 Cost of app installs
Q2 cost of app installs
China
USA
India
Indonesia
Philippines
Russia
Malaysia
Turkey
Dominant App Nations
Emerging App Nations
France
South Korea
10. 0
50
100
150
200
250
300
Global USA China India Indonesia South Korea Russia France Philippines Malaysia Turkey
CPIINDEX
Country CPI Index
Android CPI Index
iOS CPI Index
App downloads on iOS are more
expensive than on Android
11. 40%
1%
61%
26%
9%
67%
58%
Category heavy weights
Share of downloads by app categories
1%
3%
4%
5%
7%
11%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Travel
Business
Technology
eCommerce
Arts & Entertainment
Communication
Game
Growth in gaming app downloads is
primarily being led by emerging
markets – China, Spain, Mexico,
Indonesia, India
Q-o-Q Growth
SHARE OF GLOBAL APP DOWNLOADS
12. Category costs
Cost of app downloads across app categories
As Gaming app developers focus on
emerging markets, cost and share of
downloads are rising proportionally
14. Category Leaders
Leading desti-nations by app category
18%
15%
10%
China USA Indonesia
18%
12%
8%
USA Indonesia India
89%
7%
2%
USA China India
Games Communication Arts & Entertainment
China was the hotbed for gaming
app downloads
15. 0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00
SHAREOFGLOBALAPPDOWNLOADS
TIME OF THE DAY
Popular time for downloads
App Developers should aim to reach their
users in the evening when app downloads
and conversions are comparatively higher
USA
China
India
Indonesia
South Korea
Average
* All downloads are presented at local time zones
18. THANK YOU
FOLLOW US ON :
twitter @InMobi
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REACH US AT:
insights@inmobi.com
www.inmobi.com/insights
FOLLOW US ON :
twitter @InMobi
facebook.com/InMobi
linkedin.com/company/InMobi
REACH US AT:
insights@inmobi.com
www.inmobi.com/insights
