THE STATE OF APP MONETIZATION - COUNTRY SPOTLIGHT

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

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