The document discusses key metrics and insights about app installs and monetization in Asia Pacific and other regions based on data from InMobi's platform. Some of the main findings are that Chinese and Indonesian users drove high app installs in 2015, with the Philippines seeing expensive iOS installs. Shopping and lifestyle apps were popular across Asia, while education and entertainment apps earned developers higher eCPMs. App install costs and earnings varied by region and operating system.

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

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 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. 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. Insights1

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. 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. 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. 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. Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
55%
45%
34%
65%
21%
79% 93% 7% 64% 36% 70% 8%
ShareofAppInstalls
OS Share of App Installs by Region
The gap between Android and iOS further
reduced in Asia Pacific as iOS gains
popularity
8

11. CPI and eCPMs by OS
249 164 273 209
78 73 137 150
36 41 107 149
94 67 251 106
68 52 126 94
79 92 111 94
33 34 88 62
North America boasts of higher eCPMS
across iOS and Android.
CPI eCPM
North America
Global
Asia Pacific
Europe
Middle East
Africa
Latin America
eCPM CPI
Note : CPI and eCPMs are presented as indexed values
9

12. 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

13. 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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14. 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

15. Per Capita Installs by Markets
China
Indonesia
Philippines
India
Malaysia
South Korea
Taiwan
Vietnam
0
70
140
0 15 30
CPIIndex
Per Capita Installs*
* Per Capita Installs is represented by the ratio of installs per 100 unique users in a country
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Classic laws of economics applies to app installs
- Higher costs drove down per capita installs

16. Cost per Install by OS
100
66
101
27
9
52
34
109
136
42
81
35
63
21
6
50
33
105
132
26
149
103 101
90
59
68
178
368
150
85
Global APAC China Indonesia Philippines India Malaysia South Korea Taiwan Vietnam
Country CPI Index Android CPI Index iOS CPI Index
* Due to the absence of Google Play Store in China, the Android metrics are not representative of the mobile app market 14

17. 14% 35%
60%
84%
192%
228%
252%
329%
447%
829%
0%
420%
840%
Taiwan India China Global APAC Vietnam South Korea Indonesia Malaysia Philippines
iOSPremium
iOS Premium % = (iOS CPI - Android CPI) / Android CPI
CPI Premium % – iOS over Android
15
Philippines is an expensive iOS market, while iOS is
gaining popularity in Taiwan and India.
* Due to the absence of Google Play Store in China, the Android metrics are not representative of the mobile app market

18. 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

19. 57%
41%
25%
17%
0%
25%
50%
South Korea China Indonesia India
iOSPremium
Share of Shopping & Lifestyle installs in each country
Ranking m-Commerce installs across Countries
17
Shopping & Lifestyle is a popular choice of
app amongst Asian countries
* Due to the absence of Google Play Store in China, the Android metrics are not representative of the mobile app market
1
Ranking of Shopping & Lifestyle app installs in each country
1
2
3

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

21. 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

22. Leading Publisher Categories by eCPM
Education trumped Games to earn app developers the highest eCPMs
22
Shopping &
Lifestyle
Games
Entertainment
Education
Business
52
74
125
128
128

23. eCPM and Smartphone Penetration
China
Indonesia
Philippines
India
Malaysia
South Korea
Taiwan
Japan
KazakhstanVietnam
0
100
200
0% 40% 80%
eCPMIndex
Smartphone Penetration*
* Source : eMarketer
21

24. 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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25. 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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26. THANK YOU
REACH US AT:
insights@inmobi.com
www.inmobi.com/insights
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facebook.com/inmobi
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