The document discusses key metrics and trends related to global app installs and monetization based on data from InMobi's mobile advertising platform. Some of the main findings include: - China remained the leading market for app installs globally. Shopping and lifestyle apps saw strong growth worldwide. - The gap between Android and iOS installs narrowed in Asia Pacific as iOS gained popularity. Install costs were generally higher for iOS compared to Android. - Mature markets like the US and South Korea had higher eCPMs, indicating users were more willing to spend via mobile. Education apps earned developers the highest eCPMs on average. - Markets with higher smartphone penetration tended to have lower per capita installs but higher

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
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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
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
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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
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
8

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. 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
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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
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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. 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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14. 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
14
App installs were more expensive in markets
with higher smartphone penetration

15. Per Capita Installs by Markets
China
Indonesia
USA
India
Philippines
Malaysia
Russia
Brazil
Saudi Arabia
South Korea
0
130
260
0 15 30
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 97
27
256
9
50 47
34
40
105
91
78
63
21
253
6
50
36 33 35
105
64
137
101
90
266
59
68
213
178
88
368
139
Global China* Indonesia USA Philippines India Russia Malaysia Brazil South Korea Saudi Arabia
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 16

17. 5%
35%
60%
75%
117%
148%
252%
329%
447%
487%
829%
0%
200%
400%
600%
800%
USA India China Global Saudi Arabia Brazil South Korea Indonesia Malaysia Russia Philippines
iOSPremium
iOS Premium % = (iOS CPI - Android CPI) / Android CPI
CPI Premium % – iOS over Android
17
Being a primarily Android market, Philippines saw
expensive iOS installs
* 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
56%
20%
9%
6%
4%
5%
Games
Shopping & Lifestyle
Travel
Social & Communication
Entertainment
Others
2015
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• 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.

19. 57%
46%
41%
25%
17%
0%
30%
60%
South Korea Saudi Arabia China Indonesia India
iOSPremium
Share of Shopping & Lifestyle installs in each country
Ranking m-Commerce installs across Countries
19
Users were on a mobile commerce high, as
they browsed, discovered, researched and
transacted via their favorite shopping apps.
* 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
1
2
3
NOTE: M-Commerce is also referred to as Shopping & Lifestyle

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

21. 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
21

22. Leading Publisher Categories by eCPM
Education trumped Games to earn app developers the highest eCPMs
22
Shopping &
Lifestyle
Entertainment
Games
Education
Productivity
80
100
131
158
203

23. eCPM and Smartphone Penetration
China
Indonesia
USA
Philippines
India
Russia
Malaysia
Brazil
South Korea
Saudi Arabia
0
100
200
0% 25% 50% 75%
eCPMIndex
Smartphone Penetration*
* Source : eMarketer
• M-Commerce is driving growth in eCPMs in China
• Users are more willing to spend money via mobile in mature markets compared to
others.
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24. 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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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
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www.inmobi.com/insights
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