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 to these questions and many more.

1. INMOBI INSIGHTS
THE STATE OF MOBILE
APP DOWNLOADS
SEPTEMBER 2014

2. Table of Contents
01TOP 10 NATIONS 05 CATEGORY HEAVY WEIGHTS
02 COST OF APP INSTALLS 06 CATEGORY LEADERS BY COUNTRIES
03 COST BY OS 07 POPULAR TIME FOR DOWNLOADS
04 APP CRAZY NATIONS 08 GAMING LEADERBOARD

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 : 1st April - 30th June, 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 South
Korea
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%
CPIINDEX
% 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
CPIINDEX
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%
CPIINDEX
% 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

13. Global landscape:
Share of app downloads

14. Global landscape:
CPI indices

15. THANK YOU
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