The report analyzes app downloads and monetization trends in North America for Q3 2015. Key findings indicate that China has surpassed the U.S. as the top app market, with significant growth in m-commerce and travel app installs. North America remains an expensive yet lucrative market for developers, particularly for iOS, with app install costs reflecting smartphone penetration levels.

1. The State of App Downloads and Monetization
InMobi Insights Page
North America | Q3 2015
November 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 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. China surpasses the US to become the #1 app destination of the world
Android continues to dominate iOS in share of ad impressions and app installs globally.
US commands the least premium for iOS installs
App installs costs (CPI) and eCPMs are a function of smartphone penetration.
Countries in Asia lead m-Commerce app installs this season
Indonesia is the most expensive iOS country relative to Android.
m-Commerce app installs grew by over 100% to rank #2
With the travel season upon us. Travel and Business app installs also witnessed growth of over 50 - 100%.
As competition across categories intensifies, CPIs across categories converge to a common
average
Education continued to trump Games to earn app developers the highest eCPMs.
1.
2.
3.
4.
5.
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. 54 71 63 69
20 11 306 143
15 9 150 74
5 4 49 37
5 3 117 70
1 1 93 85
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. OS Share of Ad Impressions by Region
Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
59% 26%
73%
33%
87% 12% 62%
ShareofAdImpressions
Android has a near monopoly in apps consumed across
most markets given its large install base. Nokia fares
considerably well in Africa.
9
38%
37%
42% 6%66%

10. Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
49%
51%
30%
70%
14%
86%
92% 7% 71% 28% 60% 6%
ShareofAppInstalls
OS Share of App Installs by Region
The gap between Android and iOS further
reduced in Asia Pacific as iOS gains popularity
10

11. CPI and eCPMs by OS
303 135 311 171
38 34 86 126
87 65 115 122
58 77 134 115
81 55 207 94
118 75 340 71
44 36 109 51
North America boasts of higher eCPMs
across iOS and Android.
CPI eCPM
North America
Asia Pacific
Global
Africa
Middle East
Europe
Latin America
eCPM CPI
Note : CPI and eCPMs are presented as indexed values
11

12. Top App Installs Destinations
CPI in Key Markets
Per Capita Installs by Markets
Cost per Install by OS
CPI Premium % – iOS over Android
App Install by Category
CPI and App Install Growth by Category
CPI Trends across App Category by OS
App Installs - Deep Dive3

13. 95%
3% 2% 1%
0%
25%
50%
75%
100%
USA Mexico Canada Puerto Rico
%shareofappinstalls
Top App Installs Destinations
• USA continues to be the leading app install
destination in North America
13

14. CPI in Key Markets
USA
Mexico
Canada
Puerto Rico
0
250
500
0% 30% 60%
CPIIndex
Smartphone Penetration*
* Source : eMarketer
14
App installs were more expensive in markets with
higher smartphone penetration

15. Per Capita Installs by Markets
USA
Mexico
Canada
Puerto Rico
0
250
500
0 1 2 3
CPIIndex
Per Capita Installs*
* Per Capita Installs is represented by the ratio of installs per 100 unique users in a country
15
Classic laws of economics applies to app installs -
Higher costs drove down per capita installs

16. Cost per Install by OS
100
206
255
155
32
59
204
259
154
32
78
210
251
174
0
Global North America USA Mexico Canada Puerto Rico
Country CPI Index
Android CPI Index
iOS CPI Index
16

17. -100% -24%
-3%
3%
13%
32%
-100%
-67%
-34%
-1%
32%
Puerto Rico Canada USA NA Mexico Global
iOSPremium
iOS Premium % = (iOS CPI - Android CPI) / Android CPI
17
Mexico has the highest iOS premium while
Puerto Rico has the lowest in North America
CPI Premium % – iOS over Android

18. App Install by Category
63%
22%
0% 10%
0%
5%
Games
Entertainment
Travel
Social & Communication
Shopping & Lifestyle
Others
67%
14%
8%
8%
2%1%
Q3 2014
Q3 2015
18
• App installs grew 529% between Q3‘14 and Q3’15. Games continue to lead the app install craze.
• Travel and Shopping & Lifestyle apps have witnessed significant growth in North America, in part due to the upcoming holiday season and
the convenience of shopping on mobile.

19. Games
Entertainment
Travel
Social & Communication
Shopping & Lifestyle
0
140
280
420
560
-60% 0% 60% 120%
CPIIndex
Install Growth
CPI and App Install Growth by Category
Note : Install Growth is calculated against the previous quarter
Travel and Shopping & Lifestyle apps have become very popular amongst smartphone users in
Q3 while Gaming and Social & Communication continue to witness a continued growth
19

20. 0
106
212
318
424
530
Q1 2015 Q2 2015 Q3 2015
CPIIndex
Games Shopping & Lifestyle
Travel Social & Communication
Entertainment
CPI Trends across App Category by OS
With the holiday season upon us, the Q3 CPIs for Travel category shot up across Android and iOS
20
0
145
290
435
580
Q1 2015 Q2 2015 Q3 2015CPIIndex
Games Shopping & Lifestyle
Travel Social & Communication
Entertainment

21. Ad Impressions by Device Type
Tablets Outperform Smartphones
In-App Ads eCPM = 1.7x of Mobile Web
Top 5 Publisher Categories by eCPM
eCPM and Smartphone Penetration
eCPM and CPI
4 App Monetization - Deep Dive

22. 2014 Q3 2014 Q4 2015 Q1 2015 Q2 2015 Q3
Smartphone Tablet
Ad Impressions by Device Type
+ 25%
+ 8% Ad impressions on tablets have witnessed growth over
the past quarter as compared to smartphone traffic
22
- 9%
- 20%
- 8% - 4%
- 7%
+ 46%

23. 95 142
106 88
CTR Index eCPM Index
Smartphone
Tablet
104 166
188 180
CTR Index eCPM Index
Smartphone
Tablet
Smartphones earned higher eCPMs overall as well as on Android. However
iPad earned app developers the highest eCPMs on iOS
Tablets Outperform Smartphones
23
97 148
120 104
CTR Index eCPM Index
Smartphone
Tablet
All OS

24. In-App eCPMS are 1.7x times those of mobile
web ads and account for the majority of
downloads
% Impressions
79 116 150 79 330
21 46 88 21 187
CTR * eCPM *
In-App
Mobile
Web
% Installs CPI *
In-App Ads eCPM = 1.7x of Mobile Web
24* CTR, eCPM and CPI are indexed to the global average CTR, eCPM and CPI respectively

25. Top 5 Publisher Categories by eCPM
Education and Tools apps earn app developers the highest eCPMs in North America
318
Weather
699
Education
332
Games
295
Sports
357
Tools
25

26. eCPM and Smartphone Penetration
USA
Mexico
Canada
Puerto Rico
0
42.5
85
127.5
170
0% 30% 60%
eCPMIndex
Smartphone Penetration*
* Source : eMarketer
• Markets with higher smartphone penetration yield higher eCPMs with the exception of Mexico
and Puerto Rico.
• Users are more willing to spend money via mobile in mature markets compared to others.
26

27. eCPM and CPI
USA
Mexico
Canada
Puerto Rico
0
42.5
85
127.5
170
0 117.5 235 352.5 470
eCPMIndex
CPI Index
CPIs and eCPMs track each other in most markets. USA has
relatively lower CPIs compared to the eCPMs it delivers for publishers
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28. 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.
28

29. THANK YOU
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insights@inmobi.com
www.inmobi.com/insights
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