The State of Play - Amazon S3 › files.appannie.com › reports › The...Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Worldwide Google Play Downloads

Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015

The State of Play:

May 2015

A Look at the Growth of Google Play


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The State of Play 1.  Worldwide Google Play Opportunity Expands

2.  Top Countries See Major Growth

3.  Categories Continue to Expand


Worldwide Google Play Downloads Continued Strong Growth

5

1.3x year-over-year

0

50

100

150

Q1 2014 Q1 2015

Inde

xed

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Worldwide Quarterly Google Play App Downloads

•  Quarterly app downloads on Google Play grew about 30% from Q1 2014 to Q1 2015 largely due to growth in emerging markets such as Brazil and India


Revenue Grew Even Faster

6

1.4x year-over-year

0

50

100

150

Q1 2014 Q1 2015

Inde

xed

Rev

enue

Worldwide Quarterly Google Play App Revenue

•  Revenue grew even faster than downloads at 40%, largely due to growth in established markets (especially the US, South Korea and Japan)





Emerging Markets Led Download Growth

•  The 5 largest countries by downloads experienced strong growth •  Brazil continued to grow at a phenomenal pace •  Continued economic growth, investment in telecom infrastructure, and

falling device prices all contributed to the growth seen in emerging markets

8

1.1x growth

1.9x growth

1.5x growth

1.3x growth 1.3x

growth

0

25

50

75

100

125

United States Brazil India Russia Mexico

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xed

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Quarterly Google Play App Downloads by Country Top 5 Countries by Q1 2015 Downloads

Q1 2014 Q1 2015


Revenue Powerhouses Grew Across the Board

9

1.4x growth

1.5x growth

1.3x growth

1.5x 1.3x 0

25

50

75

100

125

150

Japan United States South Korea Germany United Kingdom

Inde

xed

Rev

enue

Quarterly Google Play App Revenue by Country Top 5 Countries by Q1 2015 Revenue

Q1 2014 Q1 2015

•  The top 5 countries by revenue continued to see impressive growth •  In the US, revenue growth strongly outpaced download growth


Emerging Markets Climbed the Download Ranks

•  Developing countries such as India, Mexico and Indonesia continued to take over the download rankings

•  Japan, the US and South Korea held their places as the top 3 countries by revenue, generating about 70% of worldwide Google Play revenue

10

Google Play App Downloads Google Play App Revenue

Rank Q1 2015 Country Rank Change vs. Q1 2014 Country Rank Change

vs. Q1 2014

1 United States - Japan -

2 Brazil - United States -

3 India 2 South Korea -

4 Russia 1 Germany -

5 Mexico 1 Taiwan 1

6 Turkey 1 United Kingdom 1

7 South Korea 3 Hong Kong 1

8 Indonesia 1 France 1

9 Thailand 2 Australia -

10 Germany 2 Canada 1





Games Dominate Revenue Growth

•  Both Games and Applications experienced significant download gains •  Games revenue soared, increasing roughly 50% year-over-year

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0

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150

Q1 2014 Q1 2015

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Worldwide Quarterly Google Play App Downloads

Applications Games

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50

100

150

Q1 2014 Q1 2015 In

dexe

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even

ue

Worldwide Quarterly Google Play App Revenue

Applications Games


0

25

50

75

100

125

150

175

Tools Communication Photography Entertainment Personalization Social

Q1 2014 Q1 2015

Download Growth Spread Among Top Categories

•  Tools and Personalization continued to see phenomenal download growth •  Apps like Lazy Swipe and APUS Launcher designed to speed up phones and simplify the

user experience are especially popular in emerging markets •  Photography also saw strong growth, led by enhanced camera apps like Retrica and Camera360

13

Quarterly Google Play Download Growth by Category Top 6 Categories Outside of Games by Q1 2015 Downloads


User Engagement on Smartphones Varies Greatly by Country

•  The proportion of total time spent in games is vastly higher for Japan and South Korea than the US, Germany and the UK

•  In all countries, however, most time is spent outside of games. Especially in Western countries, Social and Communication apps account for a large portion of users’ time

14

0%

25%

50%

75%

100%

United States

United Kingdom

Germany Japan South Korea

% C

ompo

sitio

n Time Spent in Apps by Category Android Smartphones, Q1 2015*

Other

Games

Social

Communication


Google and Facebook Apps Draw Huge Number of Active Users

15

•  Google and Facebook dominate the charts

•  The 10 most used apps in the US are all published by either Google or Facebook

•  8 or more of the top 10 most-used apps in the UK, Germany and India are also published by either Google or Facebook

•  Certain regional apps see widespread usage

•  S. Korea: KakaoTalk •  Japan: LINE

* Q1 2015 data calculated as a straight average of January, February and March 2015 active user penetration.

Top Apps Outside Games by Active Users Android Smartphones, Q1 2015


Global Games Win Big Throughout Active User Rankings for Games

16

•  Both Candy Crush and Clash of Clans appear in the top 10 of all 6 countries

•  Holding 7 out of the top 10 spots, games published for the KakaoTalk platform dominate usage in South Korea

* Q1 2015 data calculated as a straight average of January, February, and March 2015 active user penetration.

Top Games by Active Users Android Smartphones, Q1 2015

Thank you! www.appannie.com/intelligence www.appannie.com/store-stats www.appannie.com/advertising-analytics blog.appannie.com

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The State of Play - Amazon S3 › files.appannie.com › reports › The...Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015 Worldwide Google Play Downloads