1.
The State of App Downloads and Monetization
InMobi Insights Page
Latin America | Q3 2015
December 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.
Brazil is the #1 app destination in Latin America accounting for 81% share of app installs
Smartphones remain the preferred choice of device in Latin America accounting for 89% of all app installs.
Brazil commands the highest premium for iOS installs
Brazil boasts of the highest per capita installs in Latin America.
Countries in Latin America lead Gaming app installs this season
Chile is the most expensive Android country relative to iOS.
Entertainment app installs grew by over 500% to rank #3
Communication app installs grew by over a 100% since the beginning of the year.
As users discovers app across categories, CPIs will begin to rise and merge as the app
economy matures
Games continues to be the highest earning app category for app developers in Latin America.
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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
Per Capita Installs by Markets
Cost per Install by OS
App Install by Category
Ranking Gaming app 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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81%
9%
6%
3%
1%
0%
50%
100%
Brazil Costa Rica Chile Argentina Venezuela
%shareofappinstalls
Top App Installs Destinations
• Brazil continues to remain the top app download
destination in Latin America
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Per Capita Installs by Markets
Brazil
Chile
Argentina
Venezuela
0
30
60
0 2 4
CPIIndex
Per Capita Installs*
* Per Capita Installs is represented by the ratio of installs per 100 unique users in a country
14
Classic laws of economics applies to app installs -
Higher costs drove down per capita installs

15.
Cost per Install by OS
100
43
46
20
50
37
43
88
39
41
20
50
37
43
115
92 92
Global Latin America Brazil Costa Rica Chile Argentina Venezuela
Country CPI Index Android CPI Index iOS CPI Index
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16.
App Install by Category
67%
33%
0%
Games
Communication
Entertainment
71%
14%
14%
Q3 2014
Q3 2015
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• App installs grew 29% between Q3‘14 and Q3’15. Games continue to lead the app install craze.
• Entertainment apps caught up over the last year accounting for a substantial share of installs in Q3 2015

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64%
100%
96%
80%
100%
0%
50%
100%
Brazil Costa Rica Chile Argentina Venezuela
iOSPremium
Share of Gaming app installs in each country
Ranking Gaming app installs across Countries
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Amongst the top 5 app install destinations, Gaming apps ranks as the top app categories of choice amongst users
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Ranking of Shopping & Lifestyle app installs in each country
1 1 1 1

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Games
Communication
Entertainment
0
35
70
0% 260% 520%
CPIIndex
Install Growth
CPI and App Install Growth by Category
Note : Install Growth is calculated against the previous quarter
• Games, Communication and Entertainment are the top three categories in the mind of the Latin American user.
• Entertainment app installs witnessed the highest growth since the beginning of the year.
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0
70
140
Q1 2015 Q2 2015 Q3 2015
CPIIndex
Games Communication Entertainment Sports Technology
CPI Trends across App Category by OS
Note : Install Growth is calculated against the previous quarter
• As users discovers app across categories, CPIs will begin to rise and merge as the app economy matures.
19
0
70
140
Q1 2015 Q2 2015 Q3 2015CPIIndex
Games Communication Entertainment
Sports Technology

20.
Ad Impressions and app installs by Device Type
Tablets Outperform Smartphones
In-App Ads eCPM = 2x of Mobile Web
Top 5 Publisher Categories by eCPM
eCPM and CPI
4 App Monetization - Deep Dive

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Ad Impressions and Installs by Device Type
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91%
89%
9%
11%
0%
50%
100%
Ad Impressions App Installs
%share
Smartphone Tablet

22.
138 37
239 49
CTR Index eCPM Index
Smartphone
Tablet
175 47
206 96
CTR Index eCPM Index
Smartphone
Tablet
Tablets earned higher eCPMS, especially iPads.
Tablets Outperform Smartphones
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143 38
235 55
CTR Index eCPM Index
Smartphone
Tablet
All OS

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In-App eCPMS are almost 1.6x times those of
mobile web ads and account for the majority of
installs
% Impressions
95 156 40 95 45
5 59 24 5 28
CTR eCPM Index
In-App
Mobile
Web
% Installs CPI Index
In-App Ads eCPM = 1.6x of Mobile Web
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Top 5 Publisher Categories by eCPM
Games continues to be the highest earning app category for app developers in Latin America.
204 188 156 108 104
Games Communication Entertainment Tools Business
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X = eCPM Index

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eCPM and CPI
Brazil
Costa Rica
Chile
Argentina
Venezuela
0
40
80
0 30 60
eCPMIndex
CPI Index
• CPIs and eCPMs track each other in the Latin American markets.
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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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