InMobi’s State of App Monetization Series provides network insights for app developers, publishers and advertisers. Through analysis of billions of impressions served each month, these reports showcase the latest trends within the mobile app ecosystem on our network.

1. INMOBI INSIGHTS
THE STATE OF APP MONETIZATION
COUNTRY SPOTLIGHT
SEPTEMBER 2014

2. Table of Contents
1 About Our Research
2 Network Landscape
3 China
4 India
5 Japan
6 South Korea
7 United Kingdom
8 United States
9 Appendix: Global Index

3. METHODOLOGY
InMobi’s State of App Monetization Series provides network insights for app developers,
publishers and advertisers. Through analysis of billions of impressions served each month,
these reports showcase the latest trends within the mobile app ecosystem on our network.
ABOUT THE RESEARCH
The State of App Monetization
The information contained in this report is based on data collected through InMobi’s
monetization 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.

4. NETWORK
LANDSCAPE

5. REACHING
872 MM
uniques
159
BILLION
Monthly
Ad Impressions Millenial Media
+
JumpTap
approx.
200+
Countries 17
Offices

6. 73 126 124
27 31 35
% Impressions CTR eCPM
In-App
Mobile Web
In-App ads yield eCPMs more than
3.5x those of mobile web ads

7. DEVICE
8% INCREASE
In-App ad impressions increased globally
by 8% from Q1 to Q2

8. North America
17%
Middle East
5%
Europe
24%
Asia Pacific
50%
% Q2 In-App Ad Impressions
Latin America
3%
Africa
<1%

9. COUNTRY SPOTLIGHT

10. CHINA
% Impressions 22% 43%
CTR 81 103
eCPM 91 107
Global Regional
Index is calculated against the global and regional (Asia Pacific) averages

11. 38% 109 105
62% 94 97
- 201 58
- 75 27
Kindle Fire
iOS
Android
CTRImpressions
PLATFORM, CHINA Q2
Windows
eCPM
Typically, China is an
Android-heavy
population1, but a
majority of InMobi’s
impressions are served on
iOS.
Index is calculated against China’s average; Percentages may not add up to 100 due to rounding
1 Center of China Internet (DCCI), "2013-2014 Bluebook of China Mobile internet," July 10, 2014

12. Contrary to global norms, ads
served in smartphone apps
performed better than ads
served in tablet apps
DEVICE, CHINA Q2
83% 17%
101 97
105 17
Impressions
CTR
eCPM
Index is calculated against China’s averages

13. Samsung and
LG devices
both perform
better than
other OEMs
DEVICE MANUFACTURER, CHINA Q2
60% 90 95
23% 122 118
3% 123 145
2% 119 57
2% 75 84
LG
Samsung
Apple
CTRImpressions
Xiamoi
eCPM
HTC
Index is calculated against China’s averages

14. Full-screen ads outperformed banner ads. Tablet full-screen
ads yielded the highest performance. Smartphone banner
ads outperformed tablet banner ads
BIG LIKE CHINA
97 110
55 57
65 53
433 347
126 70
1164 854
80 57
805 532
CTR eCPM
320 * 50
320 * 48
728 * 90
320 *480
300 * 250
768 *1024
468 * 60
800 *1280
Index is calculated against China’s averages
Need Better Image

15. Top 8 Site Categories by Impressions, China Q2
OVERALL, GAME APPS ARE THE
MOST SUCCESSFUL APPS IN CHINA
40% 146 149
37% 114 110
18% 56 69
16% 35 32
16% 52 52
15% 44 41
9% 114 90
6% 91 148
CTRImpressions eCPM
Games
Entertainment
Tools
Eduction
Media & Video
Books
Lifestyle
Productivity
Index is calculated against China’s averages; Sites can be tagged as multiple categories

16. Today, China is largest mobile market subscriber base.
According to eMarketer, China alone is estimated to
comprise 30% of the global smartphone market1. And
China only has a 33% smartphone penetration - the
number of owners will only increase over the coming
years.
In China, app usage is spreading like wildfire. In the past,
the threat of piracy has disincentivized many developers
from producing mobile apps for the Chinese market.
However, the newfound ability to monetize mobile app
users by in-app mobile advertising and in-app purchases
now makes China a desirable market2.
Cashing in on China
1 eMarketer “Smartphone Users Worldwide, by Region and Country, 2011 - 2017 (Millions).” (2013)
2 1Read more about the Chinese game market in InMobi’s Mobile Gaming Cross-Market Analysis 2014 Paper

17. INDIA
% Impressions 8% 15%
CTR 85 108
eCPM 86 102
Global Regional
Index is calculated against the global and regional (Asia Pacific) averages

18. 85% 100 91
15% 104 156
- 184 85
1% 32 25
Kindle Fire
iOS
Android
CTRImpressions
PLATFORM, INDIA Q2
Windows
eCPM
Despite being an Android-heavy
population, iOS apps over-
indexed both in CTR and eCPM,
yielding 72% higher eCPMs than
their Android counterparts
Index is calculated against India’s average;
Percentages may not add up to 100 due to rounding

19. Ads served in tablet apps
performed better than ads
served in smartphone apps
DEVICE, INDIA Q2
92% 8%
94 173
96 151
Impressions
CTR
eCPM
Index is calculated against India’s s averages

20. LG was the star
performer, over-
indexing both CTR
and eCPM.
Advertisers pay top
dollar for iOS supply.
iOS under-indexed
CTR but over-
indexed eCPM.
DEVICE MANUFACTURER, INDIA Q2
60% 109 96
13% 73 135
6% 64 54
4% 89 84
3% 117 138
Micromax
Apple
Samsung
CTRImpressions
Sony
eCPM
LG
Index is calculated against India’s averages

21. Full-screen ad supply and tablet ad supply performed the best
FULL-SCREEN & TABLET
SLOT SIZES RULE
78 89
221 107
172 219
456 307
126 46
284 228
122 56
35 166
1358 607
2081 745
CTR eCPM
320 * 50
300 * 50
728 * 90
300 * 250
468 * 60
320 * 480
320 * 48
320 * 26
Index is calculated against India’s averages
768 * 1024
1024 * 768

22. Top 8 Site Categories by Impressions, India Q2
SPORTS APPS ACCRUE THE MOST
IMPRESSIONS BUT DRIVE DOWN THE INDEX;
GAMES ARE THE WAY TO GO
34% 35 44
13% 142 73
9% 181 130
8% 54 116
7% 50 124
6% 93 198
5% 135 136
4% 232 158
CTRImpressions eCPM
Sports
Tools
Entertainment
Finance
News & Magazines
Lifestyle
Media & Video
Games
Index is calculated against India’s averages; Sites can be tagged as multiple categories
Ad impressions in game apps
decreased by 45% during Q2, while
i m p r e s s i o n s i n s p o r t s a p p s
increased. by 89%. This difference
may be a result of World Cup interest
- we will continue to track these
metrics to see if sports apps are
indeed steady heavy hitters.

23. India is an app developer’s gold mine. eMarketer estimates
that this year at only 6% smartphone penetration, there will
be 116 million smartphone users in India. This number is
expected to triple by 20171.
Indian smartphone consumers are already highly engaged
on mobile, spending more than 2 hours daily on their
devices. Currently, Indian smartphone users access more
than 7 apps per month, and with its growing mobile
economy, app adoption is only going to increase. And
receptivity to mobile ads is high. Mobile advertising has
surpassed TV and online as the channel with highest
purchase decision impact, and mobile ads drive purchase
intent among Indian smartphone users2. India will be a
particularly exciting market to watch.
INDIA
1 eMarketer. “Smartphone Users and Penetration in India , 2011 - 2017 (Millions).” (2013)
2 Read more about Indian Mobile Consumer habits in InMobi’s Mobile Media Consumption Report, Wave 3 India

24. JAPAN
% Impressions 3% 5%
CTR 35 44
eCPM 73 86
Global Regional
Index is calculated against the global and regional (Asia Pacific) averages

25. 35% 117 99
65% 91 101
- 89 27
- 64 15
Kindle Fire
iOS
Android
CTRImpressions
PLATFORM, JAPAN Q2
Windows
eCPM
Ads in Android apps fared
CTRs nearly 30% higher than
iOS apps, but iOS apps still
squeaked by with higher
eCPMs
Index is calculated against Japan’s average;
Percentages may not add up to 100 due to rounding

26. Smartphones are still favored.
Tablets, despite experiencing
an overall 43% higher CTR
than smartphones, yielded
lower eCPMs
DEVICE, JAPAN Q2
95% 5%
98 140
101 81
Impressions
CTR
eCPM
Index is calculated against Japan’s averages;
% difference calculated using absolute numbers

27. Even though Japan is an
electronics manufacturing
powerhouse, 4 out of 5
impressions is on an Apple
or Samsung device.
Despite having lower CTRs
than non-local carriers and
devices, Japanese devices
yielded the highest eCPMs.
DEVICE MANUFACTURER, JAPAN Q2
67% 88 98
14% 161 81
5% 86 176
3% 90 123
2% 63 139
DoCoMo
Samsung
Apple
CTRImpressions
Sony
eCPM
kddi
Index is calculated against Japan’s averages

28. Larger ad slots outperform smaller ad slots.
Full-screen yield the highest CTRs.
BIGGER IS BETTER
98 99
34 72
240 161
346 231
242 211
33 19
394 110
1477 659
CTR eCPM
320 * 50
300 * 250
320 * 480
728 * 90
320 * 48
468 * 60
800 * 1280
768 * 1024
Index is calculated against Japan’s averages

29. Top 8 Site Categories by Impressions, Japan Q2
ENTERTAINMENT AND GAME APPS ARE
WINNERS IN THE JAPANESE APP MARKET
41% 27 31
35% 16 26
22% 132 75
19% 220 217
15% 123 173
13% 41 64
11% 267 147
6% 14 37
CTRImpressions eCPM
Tools
Social Networking
Media & Video
Entertainment
Games
Music & Audio
Lifestyle
Productivity
Index is calculated against Japan’s averages; Sites can be tagged as multiple categories
Entertainment, Game and Lifestyle
apps perform the highest, over-
indexing in both CTR and eCPM.
Other app categories may yield
better results using new innovative
ad formats - such as native,
interstitial, or incentivized ads.

30. Japan has always been an interesting market, charging the
way with new technology development. And Japanese
consumers have typically been early technology adapters. In
fact, eMarketer predicts that smartphone penetration in
Japan will pass 60% this year, reaching 76.5 million mobile
consumers1.
Back in 2012, Japanese smartphone users already spent 2.3
hours on their mobile devices per day2. This amount of time
has likely grown, as smartphone and tablet features improve
and as more apps become available.
And advertisers want to advertise in apps - Japanese mobile
consumers are highly receptive to mobile ads. 4 out of 5
consumers have downloaded an app because of a mobile
advertisement and more than half of consumers made a
purchase through their devices because of an ad.
JAPAN
1 eMarketer. “Smartphone Users and Penetration in Japan , 2011 - 2017 (Millions).” (2013)
2 Read more about Japanese Mobile Consumer habits in InMobi’s Mobile Media Consumption Report, Wave 2 Japan

31. S. KOREA
% Impressions 11% 21%
CTR 86 109
eCPM 74 87
Global Regional
Index is calculated against the global and regional (Asia Pacific) averages

32. 96% 97 96
4% 185 213
- 402 182
- 12 18
Kindle Fire
iOS
Android
CTRImpressions
PLATFORM, S. KOREA Q2
Windows
eCPM
In South Korea, iOS apps
experienced 90% higher ad
CTRs than Android apps and
and an incredible 122%
average higher eCPM
Index is calculated against South Korea’s average;
Percentages may not add up to 100 due to rounding

33. Smartphone in-app ad CTRs
are 24% higher than tablets;
smartphone eCPMs are 41%
higher than tablet eCPMs
DEVICE, S. KOREA Q2
95% 5%
101 81
101 72
Impressions
CTR
eCPM
Index is calculated against S. Korea’s averages;
% difference calculated using absolute numbers

34. More than 80% of
smartphone users in S. Korea
use Korean manufactured
devices.
Apple devices yielded both
higher CTRs and eCPMs than
the local Korean-made
smartphones
DEVICE MANUFACTURER, S. KOREA Q2
65% 107 101
11% 62 95
5% 44 83
3% 78 70
3% 188 229
Pantech
LG
Samsung
CTRImpressions
Sony
eCPM
Apple
Index is calculated against S. Korea’s averages

35. Full-screen ad slot sizes outperform banner ad slot sizes
BIGGER IS BETTER
97 94
317 493
97 97
57 39
70 91
77 63
424 404
645 795
CTR eCPM
320 * 50
320 * 480
728 * 90
468 * 60
320 * 48
300 * 250
800 * 1280
768 * 1024
Index is calculated against S. Korea’s averages

36. Top 8 Site Categories by Impressions, S. Korea Q2
SOUTH KOREANS CAN’T GET ENOUGH OF
ENTERTAINMENT AND VIDEO APPS
51% 122 105
43% 158 109
14% 30 51
14% 31 53
4% 146 179
2% 37 71
2% 51 140
1% 31 139
CTRImpressions eCPM
Entertainment
Media & Video
Books & Reference
Tools
Games
Lifestyle
Travel & Local
Sports
1 App Annie. “App Annie Top Charts.” August 2014 ; Index is calculated against S. Korea’s averages;
Sites can be tagged as multiple categories
Not surprisingly, games only
accounted for 4% of ad impressions.
Although South Korea is a huge
mobile gaming population, the most
popular games are hosted on Kakao’s
own platform1 and utilize in-app
purchases or ad serving from within
Kakao’s platform.

37. KEEPING UP WITH KOREANS
South Koreans are known for their advancements in mobile
technology. Samsung and LG, both technology powerhouses,
reign from South Korea and account for about 44% of global
in-app ad impressions on our network. It’s no surprise, then,
that South Koreans are early smartphone adopters.
According to eMarketer, smartphone penetration will nearly
double from 2011 to 2014, to reach 70% penetration1; by
some estimates, smartphone penetration has reached as
high as 80%.
With the penetration of mobile devices, the wide accessibility
of mobile connectivity, and the advancements in mobile
technology, developers can reach Korean mobile app
consumers at scale2. And from in-app purchases to in-app
advertising, the opportunities to monetize Korean app
consumers are endless.
1 eMarketer. “Smartphone Users and Penetration in Korea , 2011 - 2017 (Millions).” (2013)
2 Read more about the Korean game market in InMobi’s Mobile Gaming Cross-Market Analysis 2014 Paper

38. UK
% Impressions 2% 7%
CTR 51 28
eCPM 74 47
Global Regional
Index is calculated against the global and regional (Europe) averages

39. 69% 97 87
20% 135 187
- 0 0
12% 62 33
Kindle Fire
iOS
Android
CTRImpressions
PLATFORM, UK Q2
Windows
eCPM
iOS apps outperformed both
Android apps and Windows apps.
Ads served in iOS apps yielded
2.1x Android eCPMs and 5.6x
Windows eCPM
Index is calculated against UK’s average;
Percentages may not add up to 100 due to rounding

40. Tablets yield higher CTRs and
eCPMs than smartphones
DEVICE, UK Q2
77% 21%
100 106
96 122
Impressions
CTR
eCPM
Index is calculated against UK’s averages;
% difference calculated using absolute numbers

41. Although Android apps
under-indexed both CTRs
and eCPMs, ads in
Samsung apps over-
indexed for both metrics
DEVICE MANUFACTURER, UK Q2
45% 112 109
16% 118 145
12% 66 41
6% 100 100
4% 74 88
Nokia
Apple
Samsung
CTRImpressions
LG
eCPM
Motorola
Index is calculated against UKs averages

42. Tablet ad slot sizes generally yield higher CTRs and eCPMs
than smartphone ad slot sizes. Overall, full-screen ad slot
sizes perform better than standard banner ad slot sizes.
BIGGER IS BETTER
90 85
150 231
168 135
118 111
69 46
125 153
556 204
62 42
CTR eCPM
320 * 50
728 *90
320 * 480
320 * 48
300 * 250
768 * 1024
800 * 1280
300 * 50
Index is calculated against UK’s averages

43. Top 8 Site Categories by Impressions, UK Q2
BRITS LOVE THEIR GAMES
70% 111 106
30% 46 39
13% 110 217
7% 139 150
7% 106 111
6% 125 149
3% 69 54
6% 54 35
CTRImpressions eCPM
Games
Sports
Entertainment
Productivity
Tools
Lifestyle
Social Networking
Media & Video
Index is calculated against UK’s averages; Site can be tagged as multiple categories
Game developers in the UK have
found a way to effectively monetize
their apps through serving ad
e x p e r i e n c e s t o t h e i r u s e r s .
Entertainment, Productivity and
Lifestyle apps also fare well in the UK
market.

44. Bringing Ads to the Brits
The UK is considered to be an early mobile technology
adopter. UK smartphone users average a whopping 3.6
hours per day on their mobile devices and use more than
6 apps per month1! eMarketer predicts the UK
smartphone penetration to hit 56% this year, reaching 36
million consumers2.
And UK mobile consumers are highly receptive to mobile
ads. Not only does mobile have the highest impact on
purchase decisions, surpassing TV, online and print media,
but 70% of users are also willing to spend money directly
through their mobile devices1. This is huge incentive for
advertisers to purchase in-app mobile media to reach their
target consumers.
1 Read more UK mobile consumers in InMobi’s Mobile Media Consumption Report, UK Wave 3
2 eMarketer. “UK Smartphone Users and Penetration , 2013 - 20178(Millions).” (2014)

45. U.S.A.
% Impressions 17% 99%
CTR 66 101
eCPM 85 100
Global Regional
Index is calculated against the global and regional (North America) averages

46. 44% 69 73
56% 126 122
1% 27 25
- 47 40
Kindle Fire
iOS
Android
CTRImpressions
PLATFORM, U.S.A. Q2
Windows
eCPM
The birthplace of iOS,
iOS outranks Android in
impressions, revenue,
CTR and eCPM
Index is calculated against U.S.A.’s average;
Percentages may not add up to 100 due to rounding

47. Although tablets experienced
lower CTRs than smartphones,
they yielded 49% higher eCPMs.
DEVICE, U.S.A. Q2
87% 13%
101 92
94 140
Impressions
CTR
eCPM
Index is calculated against U.S.A.’s averages;
% difference calculated using absolute numbers

48. Unlike in many other
countries where Samsung
performs over-index, in the
US, Samsung’s
performance is dwarfed by
iOS
DEVICE MANUFACTURER, U.S.A. Q2
53% 129 119
33% 68 76
3% 63 83
2% 52 89
2% 43 87
LG
Samsung
Apple
CTRImpressions
HTC
eCPM
Motorola
Index is calculated against U.S.A.’s averages

49. Tablet ad slot sizes generally yield higher CTRs and eCPMs
than smartphone ad slot sizes. Overall, full-screen ad slot
sizes perform better than standard banner ad slot sizes.
FULL-SIZE IS MORE FULFILLING
100 87
49 89
271 255
36 108
17 133
28 14
434 434
170 151
CTR eCPM
320 * 50
728 *90
320 * 480
320 * 48
300 * 250
468 * 60
768 * 1024
480 * 320
Index is calculated against U.S.A.’s averages

50. Top 8 Site Categories by Impressions, U.S.A. Q2
SOCIAL NETWORKING APPS ARE KING
70% 111 106
30% 46 39
13% 110 217
7% 139 150
7% 106 111
6% 125 149
3% 69 54
6% 54 35
CTRImpressions eCPM
Social Networking
Entertainment
Games
Tools
Lifestyle
Music & Audio
Media & Video
Business
Index is calculated against U.S.A.’s averages; Sites can tagged as multiple categories
As app developers find more
innovative ways to integrate ad
experiences within their apps, in-app
ad impressions should increase
across site categories. Ads in games,
tools and music apps perform
particularly well.

51. Apportunities with Americans
From 2011, smartphone adoption in the US will increase 73%
by the end of this year, according to eMarketer1. At a 51.4%
market share, more than 160 million US consumers will own
at least one smartphone. And that’s huge news for app
developers.
Advertisers want to reach consumers where they are
spending the most time - and it’s becoming apparent that
Americans are glued to their mobile devices. Similar to their
British counterparts, American smartphone owners use their
mobile devices 3.6 hours per day2 – that’s more than
watching TV and reading the news combined! Advertisers are
now beginning to realize the importance of incorporating
mobile into their comprehensive advertising strategies, and
mobile developers can leverage their apps to cash in on this
advertising gold mine.
1 eMarketer. “UK Smartphone Users and Penetration , 2011 - 2018(Millions).” (2014)
2 Read more about the US Mobile Consumers in InMobi’s Mobile Media Consumption Report, US Wave 3

52. THANK YOU
FOLLOW US ON :
twitter @InMobi
facebook.com/InMobi
linkedin.com/company/InMobi
REACH US AT :
insights@inmobi.com
www.inmobi.com/insights

53. APPENDIX:
INDEXED CTR & eCPM,
Q2 BY COUNTRY

54. Indexed CTR & eCPM, by Country
Index is calculated against the global average
22 15
56 47
109 110
244 314
85 44
72 16
70 52
40 39
26 17
336 102
122 61
122 85
84 87
CTR! eCPM!
Albania
Argentina
Armenia
Australia
Austria
Bahrain
Bangladesh
Belarus
Belgium
Belize
Bolivia
Brazil
Bulgaria
564 119
41 69
245 143
69 4
81 91
96 46
396 161
359 267
29 20
718 575
368 174
146 100
92 106
CTR! eCPM!
Cambodia
Canada
Cayman Isl.
Chile
China
Colombia
Croatia
Cyprus
Czech Rep.
Denmark
Dominica
Egypt
Estonia
171 158
62 136
201 230
64 111
781 132
43 33
104 26
29 6
113 103
80 66
85 86
59 70
122 126
CTR! eCPM!
Finland
France
Georgia
Germany
Ghana
Greece
Guatemala
Guernsey
Hong Kong
Hungary
India
Indonesia
Ireland

55. Indexed CTR & eCPM, by Country
59 62
90 133
35 73
84 30
211 9572
148 80
205 55
483 207
138 121
60 30
53 42
192 249
62 83
CTR! eCPM!
Israel
Italy
Japan
Kazakhstan
Kenya
Kuwait
Kyrgyzstan
Latvia
Lebanon
Liberia
Lithuania
Jordan
Luxembourg
139 58
105 109
62 33
160 123
291 194
287 286
96 107
15 254
24 8
122 102
18 5
219 139
233 184
CTR! eCPM!
Macedonia
Malaysia
Mexico
Mongolia
Morocco
Nepal
Netherlands
New Zealand
Nigeria
Norway
Oman
Pakistan
Philippines
96 153
129 102
19 879
117 62
171 90
53 55
169 117
52 207
32 18
288 270
56 82
6 5
168 111
CTR! eCPM!
Poland
Portugal
Puerto Rico
Qatar
Moldova
Romania
Russian Fed.
Saudi Arabia
Serbia
Seychelles
Singapore
Slovakia
Slovenia
Index is calculated against the global average

56. Indexed CTR & eCPM, by Country
115 80
86 74
291 219
194 122
114 142
58 79
90 116
77 68
237 62
83 117
313 139
0 21
41 42
CTR! eCPM!
South Africa
South Korea
Spain
Sweden
Switzerland
Taiwan
Thailand
Tunisia
Turkey
UAE
Uganda
Sri Lanka
Ukraine
51 74
10 7
66 85
3 2
39 25
154 104
51 7
239 178
CTR! eCPM!
UK
Uruguay
USA
Venezuela
Vietnam
Virgin Islands
Yemen
Zimbabwe
Index is calculated against the global average