InMobi's report from February 2016 analyzes global app downloads and monetization trends, noting China as the leading app destination and highlighting the increased gap between Android and iOS in the Asia Pacific. It indicates that app install costs (CPI) and effective cost per mile (eCPM) vary significantly by region and OS, with high smartphone penetration correlating to higher costs. Key findings reveal that shopping, lifestyle, and travel apps are driving growth, while education apps yield the highest eCPMs for developers.

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

2. Table of Contents
Insights
Key Metrics by Region and OS
App Installs - Deep Dive
App Monetization - Deep Dive
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2
3
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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
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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
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5. Insights1

6. China continued to be the leading app destination
The gap between Android and iOS further reduced in Asia Pacific as iOS gains popularity.
Being a primarily Android market, Philippines saw expensive iOS installs
App installs costs (CPI) and eCPMs are a function of smartphone penetration.
Countries in Asia lead m-Commerce app installs this season
USA and India had the least gap in costs of app installs across OS.
Shopping & Lifestyle apps along with Travel apps drove growth across the globe
Education apps earned app developers the highest eCPMs.
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2.
3.
4.
Key Insights
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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
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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. 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. 28%
15%
13%
9%
5% 5%
4%
3% 3%
2%
0%
7%
14%
21%
28%
35%
China Indonesia USA Philippines India Russia Malaysia Brazil South Korea Saudi Arabia
%shareofappinstalls
Top App Installs
Destinations
• China continued to be the leading app install destination as users amped us their mobile
use
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12. CPI in Key Markets
China
Indonesia
USA
Philippines
India Russia
Malaysia
Brazil
South Korea
Saudi Arabia
0
130
260
0% 25% 50% 75%
CPIIndex
Smartphone Penetration*
* Source : eMarketer
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App installs were more expensive in markets
with higher smartphone penetration

13. App Install by Category
56%
20%
9%
6%
4%
5%
Games
Shopping & Lifestyle
Travel
Social & Communication
Entertainment
Others
2015
18
• While Gaming continued to rank as the most popular category of app downloaded by users in 2015, Shopping & Lifestyle (m-
Commerce) and Travel apps drove growth across the globe.

14. User Traffic by Country
Leading Publisher Categories by eCPM
eCPM and Smartphone Penetration
eCPM and CPI
4 App Monetization - Deep Dive

15. 14%
12%
11%
6%
5%
3% 3% 3% 3%
2%
0%
5%
10%
15%
Indonesia China USA India South Korea Turkey Brazil Japan United Kingdom Saudi Arabia
%shareofappinstalls
User Traffic by Country
• Indonesians and Chinese were highly active on
mobile in 2015
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16. eCPM and CPI
China
Indonesia
USA
Philippines
India
Russia
Malaysia
Brazil
South Korea
Saudi Arabia
0
100
200
0 130 260
eCPMIndex
CPI Index
• CPIs and eCPMs track each other in most markets.
• South Korea has relatively higher CPIs compared to the eCPMs it delivers for publishers
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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.
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18. You can download the complete report here
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19. THANK YOU
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www.inmobi.com/insights
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