1.
The State of App Downloads and Monetization
InMobi Insights Page
Q3 2015 | November 2015

2.
Table of Contents
Insights
Key Metrics by Region and OS
App Installs - Deep Dive
App Monetization - Deep Dive
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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 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
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4.
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
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5.
Insights1

6.
China surpasses the US to become the #1 app destination of the world
Android continues to dominate iOS in share of ad impressions and app installs globally.
US commands the least premium for iOS installs
App installs costs (CPI) and eCPMs are a function of smartphone penetration.
Countries in Asia lead m-Commerce app installs this season
Indonesia is the most expensive iOS country relative to Android.
m-Commerce app installs grew by over 100% to rank #2
With the travel season upon us. Travel and Business app installs also witnessed growth of over 50 - 100%.
As competition across categories intensifies, CPIs across categories converge to a common
average
Education continued to trump Games to earn app developers the highest eCPMs.
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Key Insights
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7.
CPI and eCPMs by Region
OS Share of Ad Impressions by Region
OS Share of Ad Installs by Region
CPI and eCPMs by OS
Key Metrics by Region and OS2

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54 71 63 69
20 11 306 143
15 9 150 74
5 4 49 37
5 3 117 70
1 1 93 85
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 tops as the growing market with
an eager audience high on apps and
consumption
CPI and eCPMs by Region
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9.
OS Share of Ad Impressions by Region
Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
59% 26%
73%
33%
87% 12% 62%
ShareofAdImpressions
Android has a near monopoly in app consumption across
most markets given its large install base. Nokia fares
considerably well in Africa.
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38%
37%
42% 6%66%

10.
Asia Pacific North America Europe Latin America Middle East Africa
iOS Android
49%
51%
30%
70%
14%
86%
92% 7% 71% 28% 60% 6%
ShareofAppInstalls
OS Share of App Installs by Region
The gap between Android and iOS further
reduced in Asia Pacific as iOS gains popularity
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11.
CPI and eCPMs by OS
303 135 311 171
38 34 86 126
87 65 115 122
58 77 134 115
81 55 207 94
118 75 340 71
44 36 109 51
North America boasts of higher eCPMS
across iOS and Android.
CPI eCPM
North America
Asia Pacific
Global
Africa
Middle East
Europe
Latin America
eCPM CPI
Note : CPI and eCPMs are presented as indexed values
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12.
Top App Installs Destinations
CPI in Key Markets
Per Capita Installs by Markets
Cost per Install by OS
iOS Premium Over Android
App Install by Category
Ranking m-Commerce installs by Countries
CPI and App Install Growth by Category
CPI Trends across App Category by OS
App Installs - Deep Dive3

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35%
14%
11%
7%
6%
4% 4%
3%
2% 2%
1% 1% 1% 1%
0%
0%
7%
14%
21%
28%
35%
China Indonesia USA India Philippines Malaysia Russia Brazil Saudi
Arabia
South Korea France United
Kingdom
Taiwan Vietnam Spain
%shareofappinstalls
Top App Installs Destinations
• China overtakes Indonesia and USA to become the
leading app installs destination.
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14.
CPI in Key Markets
China
Indonesia
USA
India
Philippines
Malaysia
Russia
Brazil
Saudi Arabia
South Korea
0
130
260
0% 25% 50% 75%
CPIIndex
Smartphone Penetration*
* Source : eMarketer
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App installs were more expensive in markets with
higher smartphone penetration

15.
Per Capita Installs by Markets
China
Indonesia
USA
India
Philippines
Malaysia
Russia
Brazil
Saudi Arabia
South Korea
0
130
260
0 15 30
CPIIndex
Per Capita Installs*
* Per Capita Installs is represented by the ratio of installs per 100 unique users in a country
15
Classic laws of economics applies to app installs -
Higher costs drove down per capita installs

16.
Cost per Install by OS
100
80
61
255
51
77
131
85
67
174
121
88
51 48
259
48
68
119
76
64
127
115115
80
141
251
81
92
170
192
80
222
248
Global China* Indonesia USA India Philippines Malaysia Russia Brazil Saudi Arabia South Korea
Country CPI Index Android CPI Index iOS CPI Index
* Due to the absence of Google Play Store in China, the Android metrics are not representative of the mobile app market 16

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-3%
25%
32% 34%
43%
57%
67%
74%
115%
152%
197%
0%
100%
200%
USA Brazil Global Philippines Malaysia China* India Saudi Arabia South Korea Russia Indonesia
iOSPremium
iOS Premium % = (iOS CPI - Android CPI) / Android CPI
CPI Premium % – iOS over Android
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USA has the lowest iOS premium while Indonesia has
the highest among the top 10 app install markets
* Due to the absence of Google Play Store in China, the Android metrics are not representative of the mobile app market

18.
App Install by Category
68%
11%
5%
6%
4%
6%
Games
Shopping & Lifestyle
Social & Communication
Travel
Entertainment
Others
54%
20%
12%
3%
3%
8%
Q3 2014
Q3 2015
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• App installs grew 36% between Q3‘14 and Q3’15. Games continue to lead the app install craze.
• Enamored by the mobile marketplace and the convenience of shopping on mobile, has caused emerging markets to drive growth in m-
Commerce app installs

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47%
43%
34% 33%
12%
0%
25%
50%
South Korea Saudi Arabia China Indonesia India
iOSPremium
Share of Shopping & Lifestyle installs in each country
Ranking m-Commerce installs across Countries
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Amongst the top 10 app install destinations, Shopping & Lifestyle
ranks amongst the top 5 categories of app installs
* Due to the absence of Google Play Store in China, the Android metrics are not representative of the mobile app market
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Ranking of Shopping & Lifestyle app installs in each country
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1 2
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20.
Games
Shopping & Lifestyle
Travel
Social & Communication
Business
0
60
120
-50% 40% 130%
CPIIndex
Install Growth
CPI and App Install Growth by Category
Note : Install Growth is calculated against the previous quarter
• With the holiday season upon us, m-Commerce, Travel and Business apps witnessed > 50% Q-on-Q growth in installs.
• CPIs continued to remain high for Games and Communication began to catch up.
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0
70
140
Q1 2015 Q2 2015 Q3 2015
CPIIndex
Games Shopping & Lifestyle
Travel Social & Communication
Entertainment
CPI Trends across App Category by OS
Note : Install Growth is calculated against the previous quarter
• As competition across app categories intensifies, the disparity between CPIs declines.
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0
70
140
Q1 2015 Q2 2015 Q3 2015CPIIndex
Games Shopping & Lifestyle
Travel Social & Communication
Entertainment

22.
Ad Impressions by Device Type
Tablets Outperform Smartphones
In-App Ads eCPM = 2x of Mobile Web
Top 5 Publisher Categories by eCPM
eCPM and Smartphone Penetration
eCPM and CPI
4 App Monetization - Deep Dive

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2014 Q3 2014 Q4 Q1 2015 Q2 2015 Q3 2015
Smartphone Tablet
Ad Impressions by Device Type
+ 100%
- 59%
+ 153%
PH
23
- 30%
- 25%
X% = % change over previous quarter
- 45%
+ 50%
+ 29%

24.
101 63
126 75
CTR Index eCPM Index
Smartphone
Tablet
85 117
161 153
CTR Index eCPM Index
Smartphone
Tablet
Tablets earned higher eCPMS though the gap between smartphones and
tablets was the least in the case of Android.
Tablets Outperform Smartphones
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95 81
138 102
CTR Index eCPM Index
Smartphone
Tablet
All OS

25.
In-App eCPMS are almost 2x times those of mobile
web ads and account for the majority of installs
% Impressions
84 112 91 93 99
16 41 43 7 117
CTR eCPM Index
In-App
Mobile
Web
% Installs CPI Index
In-App Ads eCPM = 2x of Mobile Web
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Top 5 Publisher Categories by eCPM
Education trumped Games to earn app developers the highest eCPMs
204 188 156 108 104
Education Games Entertainment Tools Sports
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X = eCPM Index

27.
eCPM and Smartphone Penetration
China
Indonesia
USA
India
Philippines
Malaysia
Russia
Brazil
Saudi Arabia
South Korea
0
75
150
0% 25% 50% 75%
eCPMIndex
Smartphone Penetration*
* Source : eMarketer
• China has witnessed substantial growth in smartphone adoption over the last quarter.
• M-Commerce is driving growth in eCPMs in China
• Users are more willing to spend money via mobile in mature markets compared to others.
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eCPM and CPI
China
Indonesia
USA
India
Philippines
Malaysia
Russia
Brazil
Saudi Arabia
South Korea
0
75
150
0 127.5 255
eCPMIndex
CPI Index
• CPIs and eCPMs track each other in most markets.
• South Korea has relatively higher CPIs compared to the eCPMs it delivers for publishers
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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.
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