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The State of App Downloads and Monetization Report : Europe Q2 2015

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The State of App Downloads and Monetization Report : Europe Q2 2015

  1. 1. The State of App Downloads and Monetization InMobi Insights Page Europe | Q2 2015 July 2015
  2. 2. Table of Contents Insights Key Metrics by Region and OS App Installs - Deep Dive App Monetization - Deep Dive 1 2 3 4
  3. 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 100 Country 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. 4. 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
  5. 5. 53 63 64 80 20 16 235 180 18 12 148 92 4 5 39 39 5 4 89 71 1 1 80 64 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 is a region of growing markets with an eager audience high on apps. CPI and eCPMs by Region 8
  6. 6. 13% Y-on-Y Growth in Ad Impressions Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Asia Pacific North America Europe Latin America Middle East Africa GrowthinAdImpressions Latin America has the highest increase in mobile traffic since Q2 2014 driven by increase smartphone penetration 12% 21% 21% -1% 47% 25% -9% 25% 16% 41% -16% 42%2% 13% 19%21% -60% -35% 12 -17% -14% -18% -60% -19% -20% 0% -18% -9% 52% 29% -11%
  7. 7. 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
  8. 8. Fastest Growing Markets Russia France United Kingdom Spain Italy Romania Germany Poland Austria Ukraine(70%) 740% 1,550% 0% 45% 90% InstallGrowth Smartphone Penetration* Note : Install Growth is computed against 2014 install numbers. * Source : eMarketer 15 Countries with higher smartphone penetration have witnessed significant Y-on-Y growth in installs
  9. 9. App Install by Category 75% 0% 3% 5% 4% 13% Games Travel mCommerce Entertainment Technology Others 95% 2%1%1%0%1% Q2 2014 Q2 2015 20 • Games are the most popular apps in Europe accounting for the highest share
  10. 10. 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
  11. 11. 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2 Smartphone Tablet Ad Impressions by Device Type - 11% + 43% + 7% - 37% + 55% + 16% Tablet and Smartphone usage witnessed a marginal decline over the last quarter 23 - 13% - 9% - 18% - 8%
  12. 12. 78 78 115 94 CTR Index eCPM Index Smartphone Tablet 81 111 128 109 CTR Index eCPM Index Smartphone Tablet Tablets earned higher eCPMS on Android. iPhones trumped iPads in earnings for app developers Tablets Outperform Smartphones 24 79 90 120 100 CTR Index eCPM Index Smartphone Tablet All OS
  13. 13. Top 5 Publisher Categories by eCPM Games and Entertainment earn app developers the highest eCPMs 150 Games 124 Entertainment 26 100 Lifestyle 102 Books & Reference 66 Tools
  14. 14. Want More? 27 Download the complete report NOW! Download the infographics NOW!
  15. 15. THANK YOU REACH US AT: insights@inmobi.com www.inmobi.com/insights FOLLOW US ON: twitter @inmobi facebook.com/inmobi linkedin.com/company/inmobi

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