INMOBI INSIGHTS

THE STATE OF MOBILE APP

DOWNLOADS Q3, 2014
NOVEMBER 2014

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

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
st
1

th
30

This research is based on data from Q3, 2014 :

July Sep, 2014 on the
InMobi network. Only data with all standard elds completed were included for
analysis across the world.

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.
Country CPI
Country CPI Index = --------------------- X 100
Global CPI
If an imaginary country Kryptons CPI = $0.53, and
Global CPI = $2.1, then
$0.53
Krypton CPI Index = ------------- X 100 = 25
$2.1

32% INCREASE
In Mobile App Downloads from Q2 to Q3

DEVICE

49%

32%

13%

Q1 - Q2 Growth

Q2 - Q3 Growth

YTD Growth

Regional Breakdown
Europe

18%

North America

22%

Asia Pacic

48%

20%
Middle East

20%

7%
Latin America
LEGEND
Q3 share of Q2 share of
downloads downloads

4%

4%

Africa

2%

2%

5%

49%

Top 10 nations
By share of app downloads

Q3 share % change over Q2 Q2 share

Emerging nations are leading

the Q-on-Q growth

App crazy nations

Per capita app downloads*

Q3 Per Capita app downloads

6.0

Q2 Per Capita app downloads

4.8

Global Per Capita App Download increased

by 40% primarily led by emerging markets

4.2

2.7
1.8

1.7
1.2

Global

1.2 1.4

Turkey

1.1

Russia

1.8
1.3

USA

1.9

2.0 2.1

2.3

2.5

2.7 2.7

2.7

1.6

1.2

India

Taiwan

France

* Number of Apps Downloaded Per 100 Users on the InMobi Network

South Korea Philippines

Malaysia

Indonesia

Cost of app installs

250

Q3 Cost of app installs

CPI INDEX

200

Q2 cost of app installs

France
South Korea

150

Dominant App Nations

Philippines

100

USA

China

Russia
50

Turkey

India
Malaysia

Emerging App Nations

0%

2%

4%

6%

Indonesia
8%
10%
12%
SHARE OF GLOBAL APP DOWNLOADS

14%

16%

18%

20%

300

250

App downloads on iOS are more

expensive than on Android

Country CPI Index

Android CPI Index

iOS CPI Index

CPI INDEX

200

150

100

50

Global

USA

China

India

Indonesia South Korea

Russia

France

Philippines

Malaysia

Turkey

Category heavy weights

Share of downloads by app categories

Q-o-Q Growth

40%
1%
61%

68%

Game
11%

Communication
7%

Arts & Entertainment

Growth in gaming app downloads is

primarily being led by emerging
markets China, Spain, Mexico,
Indonesia, India

5%

26%

eCommerce

9%

Technology

4%

67%

Business

3%

58%

Travel

1%
0%

10%

20%

30%

40%

50%

SHARE OF GLOBAL APP DOWNLOADS

60%

70%

80%

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

Gaming Leaderboard
Cost of gaming sub-categories

Category Leaders

Leading desti-nations by app category

Games

Communication

18%

18%

Arts & Entertainment

89%

15%

12%
10%
8%

7%
China

USA

Indonesia

USA

Indonesia

India

China was the hotbed for gaming

app downloads

USA

China

2%
India

Popular time for downloads

SHARE OF GLOBAL APP DOWNLOADS

App Developers should aim to reach their

users in the evening when app downloads
and conversions are comparatively higher

South Korea
USA

Average

India
Indonesia
China

0:00

2:00

4:00

6:00

8:00

10:00

12:00

14:00

TIME OF THE DAY

* All downloads are presented at local time zones

16:00

18:00

20:00

22:00

Global landscape:
Share of app downloads

Global landscape:
CPI indices

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