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InMobi Insights : Indonesia Tops the App Download Charts Once Again in Q2 2015

Posted on August 26, 2015
By Pooja Kalloor, Sr. Insights AnalystSr. Insights Analyst

Every quarter we release the latest trends and insights on the app economies of the world. These are based on the analysis of millions of app downloads and impressions on the InMobi network. Today we release a set of six infographics along with detailed global and regional reports on The State of App Downloads and Monetization based on Q2 2015 data.

Here’s a sneak peek for you.

Leading App Destinations of the World

In Q2 2015, Indonesia continued to surpass USA and China as the leading app download capital of the world with an 18% share of the world’s app downloads. The younger generation is tech savvy and loves social media. With a growing middle class, millions of new consumers are added to the fray every year at a growth rate of 6-7% for each of the next five years. We are yet to see the best of it.

Fastest Growing Markets

Emerging countries such as the India, Philippines, Indonesia and Malaysia are witnessing growth in app installs as more users join the smartphone bandwagon every year. These markets with their low smartphone penetration boast of an eager audience willing to explore and download mobile apps. The market is flooded with a range of affordable smartphones to suit every whim and need. It has never been easier to own a smartphone, and coupled with a convenient data plans, is offering the world on a platter to new users. This combination is driving app install growth through the roof.

CPI and Smartphone Penetration

Emerging markets with low smartphone penetration and promising install growths are lowering the CPI due to the sheer volume of installs. It is cheaper to drive an app download in Indonesia or Philippines compared to USA or China.

Per Capita Downloads and CPI

Countries such as Indonesia and Philippines are riding the app install wave spurred by availability of low-cost smartphones, cheap mobile internet plans and an enthusiastic audience. High app download rates are driving CPIs low. Being mobile-first nations, a smartphone is the only medium of connectivity for a majority of the population. Almost half the population of Indonesia is below 30 years old and Gaming and communication are the preferred app categories. With an increasing per capita income and rising middle class eager to consume mobile content, these nations are poised to be a developer’s delight.

eCPMs and Smartphone Penetration

However, as expected, markets with a high smartphone penetration offer the highest rewards to app developers. These are typically mature markets where smartphones have been around for a while and users are now accustomed to mobile payments. As users willingly shop online--either through in-app purchases or otherwise, developers are rewarded through their apps. And as emerging markets like China, Malaysia and Russia move towards higher smartphone penetration, app developers will be rewarded with enthusiastic, mobile-first audiences looking to transact via mobile.

eCPM and CPI

As you might have concluded, eCPMs and CPIs are directly related. Highly rewarding markets are typically those with expensive downloads owing to the nature of a mature market. Smartphone users in these markets are more likely to spend via mobile than those in emerging countries. Nonetheless, gaming apps are motivating users in emerging markets to spend via mobile. With an eager and young crowd, more is yet to come.

What's Next?

In the next four years, app stores revenues are likely to double. As apps become a way of life, a lot more money will be up for grabs for app developers. Coupled with an ever increasing global smartphone population, a sound strategy for your apps is essential.

Start now by downloading our global and regional infographics and detailed reports on the state of world's app economies.

Interested in understanding more about this report and how it could impact your business? Reach out to our insights team at insights@inmobi.com.

You might also be interested in:

The State of Mobile App Downloads and Monetization, Q1 2015

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