2. Table of Contents
01TOP 10 NATIONS
05CATEGORY HEAVY WEIGHTS
02COSTOF APP INSTALLS
06CATEGORY LEADERS BYCOUNTRIES
03COST BY OS
07POPULAR TIME FOR DOWNLOADS
04APP CRAZY NATIONS
08GAMINGLEADERBOARD
3. ABOUT THE RESEARCH
Which nations download the most apps? Where is Gaming most popular? When do users prefer to download apps? The InMobi Insights series on The State of Mobile App Downloads answers these questions and many more.
METHODOLOGY
This research is based on data from Q2, 2014 : 1stApril-30thJune, 2014 on the InMobi network. Only data with all standard fields completed were included for analysis across the world.
4. Cost per install (CPI)
What it costs 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.
If an imaginary country Krypton’s CPI = $0.53, and Global CPI = $2.1, then
Country CPI
Global CPI
Country CPI Index = ---------------------X 100
$0.53
$2.1
Krypton CPI Index= -------------X 100 = 25
5. Top 10 nations
3%
3%
3%
3%
5%
6%
7%
8%
10%
18%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Turkey
Russia
France
Philippines
Malaysia
South Korea
India
Indonesia
China
USA
% SHARE OF GLOBAL APP DOWNLOADS
Share of app downloads
0
3
1
-2
2
3
12
9
-3
8
Q-o-Q Change in Rank
6. App crazy nations
1.11
1.16
1.25
1.36
1.62
2.11
2.45
2.74
4.15
4.84
U.K.
India
USA
Turkey
France
Taiwan
SouthKorea
Philippines
Indonesia
Malaysia
Per capita app downloads*
Global Per Capita App Download = 1.23
* Number of Apps Downloaded Per 100 Users on the InMobi Network
Asian countries dominate Per Capita App Downloads
7. Dominant App Nations
Emerging App Nations
Cost of app installs
The 3 most populous Asian nations are in a sweet spot in terms of share of downloads and CPI Index.
U.S.
China
Indonesia
India
South Korea
Malaysia
Philippines
France
Russia
Turkey
0
20
40
60
80
100
120
140
160
180
200
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
CPI INDEX
% SHARE OF DOWNLOADS
8. App downloads on iOS are more expensive than on Android
0
50
100
150
200
250
300
350
400
450
500
U.S.
France
Turkey
Russia
India
China
Malaysia
Indonesia
Philippines
South Korea
Global
CPI INDEX
Country CPI Index
Android CPI Index
iOS CPI Index
9. Category heavy weights
Share of downloads by app categories
4%
5%
6%
15%
64%
0%
10%
20%
30%
40%
50%
60%
70%
Technology & Computing
eCommerce
Arts & Entertainment
Communication
Game
0
0
2
0
-2
Q-o-Q Change in Rank
10. Gaming Leaderboard
Cost of gaming sub-categories
Strategy
Family
Casual
Puzzle
Action
0
10
20
30
40
50
60
70
80
90
0%
10%
20%
30%
40%
50%
60%
70%
CPI INDEX
% SHARE OF DOWNLOADS
11. Category Leaders
Leading desti-nations by app category
Games
Communication
Arts & Entertainment
17%
15%
7%
USA
China
Indonesia
24%
20%
15%
Malaysia
Indonesia
USA
74%
15%
4%
USA
UK
France
12. 18:00 –19:00 PST
20:00 –21:00 CST
11:00 –12:00 WIB
21:30 –22:30 IST
18:00 –19:00 KST
USA
China
Indonesia
India
South Korea
Popular time for downloads
13.7%
13.2%
13.9%
14.3%
14.6%
15.4%
14.9%
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
