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State of App Downloads and Monetization 2014 MARCH 2015 www.inmobi.com/insights

InMobi Insights: The State of App Downloads and Monetization - 2014

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Page 1: InMobi Insights: The State of App Downloads and Monetization - 2014

State of App Downloads and Monetization 2014

MARCH 2015www.inmobi.com/insights

Page 2: InMobi Insights: The State of App Downloads and Monetization - 2014

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.

Page 3: InMobi Insights: The State of App Downloads and Monetization - 2014

Table of Contents

Insights

Key Metrics by Region and OS

App Installs - Deep Dive

App Monetization - Deep Dive

1

2

3

4

Page 4: InMobi Insights: The State of App Downloads and Monetization - 2014

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

Page 5: InMobi Insights: The State of App Downloads and Monetization - 2014

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

Page 6: InMobi Insights: The State of App Downloads and Monetization - 2014

Insights1

Page 7: InMobi Insights: The State of App Downloads and Monetization - 2014

Asia Pacific witnessed the highest growth in ad impressions and app installs Android dominates iOS in share of ad impressions and app installs globally.

Countries with higher smartphone penetration witnessed slower growth in app installs App installs costs (CPI) and eCPMs are a function of smartphone penetration.

Germany is the most expensive iOS market with the highest CPI Index for iOS South Korea is the most expensive iOS country relative to Android.

Entertainment app installs grew by 273% Games maintained a consistent growth of 123%.

Tablets earned developers higher eCPMs over Smartphones across iOS iPhones outperformed Android devices on eCPMs.

1.

2.

3.

4.

5.

Insights

Page 8: InMobi Insights: The State of App Downloads and Monetization - 2014

CPI and eCPMs by Region

OS Share of Ad Impressions by Region

OS Share of Ad Installs by Region

CPI and eCPMs by OS

Y-on-Y Growth in Ad Impressions

Y-on-Y Growth in App Installs

Key Metrics by Region and OS2

Page 9: InMobi Insights: The State of App Downloads and Monetization - 2014

OS Share of Ad Impressions by Region

Asia Pacific North America Europe Latin America Middle East Africa

Android iOS

66%

34%

39%

61%

35%

65%

87%

13%

68%

32%91% 9%

Shar

e of

Ad

Impr

essi

ons

Android dominates iOS in ad impressions. It is a near monopoly in Latin America and Africa.

Page 10: InMobi Insights: The State of App Downloads and Monetization - 2014

Asia Pacific North America Europe Latin America Middle East Africa

Android iOS

30%

69% 43%

56%

35%

58%85%

13%

73%

27%64% 5%

Shar

e of

App

Inst

alls

OS Share of Ad Installs by Region

Android dominates iOS globally in app installs given its install base. It is more dominant in APAC, Latin America and Middle East

Page 11: InMobi Insights: The State of App Downloads and Monetization - 2014

28% Y-on-Y Growth in App Installs

Q1 2014 Q2 2014 Q3 2014 Q4 2014

APAC NA Europe Latin America Middle East Africa

Gro

wth

in A

pp In

stal

ls

APAC and NA witnessed high growth in app installs driven by higher appetite for apps

51%

30%

19%

18%

42%

30%

-25% 16% -15%

-20% 22% 28%68% 90% -44%76%

45% -19%

Page 12: InMobi Insights: The State of App Downloads and Monetization - 2014

Fastest Growing Markets

CPI in Key Markets

Per Capita Installs by Markets

Cost per Install by OS

iOS Premium Over Android

App Install by Category

CPI and App Install Growth by Category

App Installs - Deep Dive3

Page 13: InMobi Insights: The State of App Downloads and Monetization - 2014

Fastest Growing Markets

0%

100%

200%

300%

400%

0% 23% 45% 68% 90%

Inst

all G

row

th

Smartphone Penetration*

USA

China

Indonesia South Korea

Russia

Philippines

Malaysia

Germany

UK

Note : Install Growth is computed against 2013 install numbers. * Source : eMarketer

France

Countries with higher Smartphone penetration witnessed slower growth in app installs

Page 14: InMobi Insights: The State of App Downloads and Monetization - 2014

Global USA China Indonesia India South Korea Russia Philippines Malaysia Germany UK

169

261

134

43

87

231

112102105

142132 136

166

413745

132

70

34

94

121

84

159

104

4538

57

135

77

39

105

131

100

Country CPI Index Android CPI Index iOS CPI Index

Cost per Install by OS

Page 15: InMobi Insights: The State of App Downloads and Monetization - 2014

0

30

60

90

120

0% 75% 150% 225% 300%

CPI and App Install Growth by Category

Note : Install Growth is calculated against the beginning of the year

Games

CommunicationEntertainment

mCommerce

Business

Install growth

CPI I

ndex

Entertainment grew 273% while Games maintained consistent growth. CPIs were highest for Games, as demand intensified

Page 16: InMobi Insights: The State of App Downloads and Monetization - 2014

Ad Impressions by Device Type

Tablets Outperform Smartphones

In-App Ads eCPM = 3x of Mobile Web

Top 5 Publisher Categories by eCPM

Top 3 Ad categories that work for Publishers

eCPM and Smartphone Penetration

eCPM and CPI

4 App Monetization - Deep Dive

Page 17: InMobi Insights: The State of App Downloads and Monetization - 2014

2014 Q1 2014 Q2 2014 Q3 2014 Q4

Smartphone Tablet

Ad Impressions by Device Type

+ 14%

+ 29%

+ 18%

- 14% + 46% + 9%Ad impressions on tablets grew marginally, matched

by corresponding decline in tablet sales globally

Page 18: InMobi Insights: The State of App Downloads and Monetization - 2014

Top 5 Publisher Categories by eCPM

Games earned developers the highest eCPMs driven by innovation in ad formats such as rewarded video. Entertainment as a category has grown in terms of both app installs and eCPMs.

186 136 122 118 115

Games Entertainment Education Lifestyle Productivity

Page 19: InMobi Insights: The State of App Downloads and Monetization - 2014

eCPM and Smartphone Penetration

0

35

70

105

140

0% 23% 45% 68% 90%

eCPM

Inde

x

Smartphone Penetration*

China

India

South KoreaRussiaPhilippines

Malaysia

* Source : eMarketer

Indonesia

GermanyUSA

UK

Markets with high smartphone penetration yield higher eCPMs. South Korea saw relatively lower eCPMs despite its high smartphone penetration.