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March 2015
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Indexed Revenue
2B 100
1.2x
1B 1.4x 50
0 0
2013 2014 2013 2014
*In-app advertising across all app stores; app store revenue across iOS App Store and Google Play
5
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Drive branding and marketing initiatives for your March 2015 (n = 2962)
company
Provide your company’s online services and
functionality via mobile (e.g., Netflix, Bank of America)
Generate mobile transactions that are processed
outside of an app store (e.g., eBay, Uber)
Drive shoppers to your company’s brick-and-mortar
stores (e.g., Walgreens)
In-App Advertising Contains ads (banner ads, video ads, etc.). N/A
Dynamic Business model shifts depending on certain
factors (app shifts to an ad-supported model if N/A
the user does not make in-app purchases, etc.).
*Based on App Annie Intelligence estimates
**If an app used multiple business models or switched business models during 2014, the app’s ranking for any particular business model was
solely based on the portion of its revenue that was generated by that business model
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Combination
Usage
Free Trial
11% to 20%
21% to 100%
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No
100%
Source: App Annie Survey
75% March 2015 (n = 1257)
50%
25%
0%
Less than $10K per month $10K or more per month
Ad Revenue (USD)
• Less than 15% of publishers surveyed make $10K per month or more
from in-app advertising
• A well-executed approach to app discovery, user acquisition and user 15
engagement can help drive a successful app monetization strategy
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Offer wall
17
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150
Source: App Annie & IDC
100 1.8x
50 1.6x 1.5x
1.5x 1.8x 1.7x 1.7x 1.8x 1.9x
0
United Japan United South Canada Germany France Russia Brazil India
States Kingdom Korea
*In-app advertising across all app stores; app store revenue across iOS App Store and Google Play
• United States and Japan had the largest absolute mobile app revenue among
the 10 key countries, but all experienced significant growth
• App downloads in Russia, Brazil and India have exhibited impressive growth,
18
but overall revenue volume lags behind developed markets
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0%
India United United Canada Brazil France South Germany Russia Japan
Kingdom States Korea
*In-app advertising across all app stores; app store revenue across iOS App Store and Google Play Source: App Annie & IDC
• One size does not fit all; the share of revenue generated through the app
stores versus in-app advertising can widely vary across countries 19
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20
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22
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• Mobile app stores (iOS and Google Play combined) and mobile in-
app ads each grew revenue by 1.7x from 2013 to 2014
• The above channels continue to outpace PC web and mobile web-
based ads, which grew revenue by about 1.0x and 1.5x,
respectively
• Freemium and in-app advertising drove an increasingly large share
of mobile app revenue
• Mobile in-app advertising revenue is projected to pass each type of
PC and mobile web-based ad by 2018 when looking at combined
revenue across key countries*
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* Brazil, Canada, France, Germany, India, Japan, Russia, South Korea, United Kingdom & United States
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Report methodology and updates are available here
© 2015 App Annie & IDC | Do Not Distribute
@IDC kweide@idc.com
@AppAnnie press@appannie.com