GLOBAL MOBILE 2016Why 2016 is the Global Tipping Point for the Mobile Economy

Why 2016 is the global tipping point for the mobile economy

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Agenda

1. Global Trends for Mobile Marketing

2. Mobile Marketing on a Personal Scale

3. What Mobile Marketing Says About Us

Measuring with TUNE

The more data, the more insight. The more insight, the smarter your marketing gets.

Mobile Marketing Is...Massive and Global

Smartphone Users: Up 800M

App Inventory: Up 400K

App Downloads: 180B

Big BRIC: Doubled in 2015

In 2015, installs doubled from 2014in Brazil, Russia, India and China

Games Account for the Largest Amount of Installs

More than half of the mobile measurement TUNE runs for marketers is brand-driven by traditional and non-gaming companies

Billion-Click Categories

16 categories saw at least 1 billion clicks in 2015

Mobile Marketing Is Also...Small and Personal

ANTARCTICA“My phone… is a constant reminder that there is life out there somewhere.” - Austin H., Field Technician, Australian Antarctic Division

SYRIA“If we can spend the last day of our lives in happiness, we will do so.”- Hadeel Ball, Young Syrian Gamer

AMERICAN SAMOA“Smartphones are a luxury for middle class working folks… but a must-have for youth.” - Austin H., Field Technician, Australian Antarctic Division

NEPAL“It’s not uncommon to see a porter carrying a 75-pound load while talking on his phone.” - Tsedo Sherpa, Owner, Sherpa Adventure Gear

ISLE OF MAN“I do a lot of Facetiming. For someone who lives so far away… I couldn’t live without it.” - Sally Potts Heacock, Former Isle of Man Resident

Massive and Personal…What Mobile Marketing Says About Us

We Are All the Same

Games as % of Installs

Games are popular in almost every country, averaging +40% of app installs that TUNE measures globally

Social as % of Installs

App installs confirm that, across the globe, humans like to stay connected with other humans

Music as % of Installs

Music accounts for 3-6% of TUNE-measured downloads in almost every country… and even more in Mexico

Travel as % of Installs

Another remarkably consistent trend is the desire to travel, both within one’s country and abroad

We Are All Unique

iOS vs. Android Market Share

In most countries there is a clear winner between iOS and Android, but the U.S. shows a greater fight for market share

India Leads M-Commerce & Lifestyle App Installs

India’s Flipkart is massive, with m-commerce accounting for 70% of its digital commerce revenue

% M-COMMERCE APP INSTALLS

India Leads M-Commerce & Lifestyle App Installs

The land of Bollywood downloads a higher percentage of entertainment apps than any other country

% ENTERTAINMENT APP INSTALLS

India Leads M-Commerce & Lifestyle App Installs

Korea is close behind, but India still leads the pack with lifestyle app installs

% LIFESTYLE APP INSTALLS

Brazilians Love Utility Apps

About 7% of Brazil’s app installs are utility and tool apps, versus the rest of the world at 1-2%

Organic Installs Highest in China

About 90% of all installs measured at TUNE are organic, but China reaches a full 96%.

Spotlight on Global Trends

Where Marketers Are Focusing Mobile Campaigns

● Android is the dominant mobile operating system globally

● iOS is typically stronger in developed nations, but not always

● Key takeaway: Where marketers are focusing their efforts is where they see profits

Percent of Organic Downloads

“Organic and ASO have a marginal cost of $0.00 per install, but not a total cost of $0.00 for installs. Effective ASO scales better than paid, but that doesn’t mean it’s free.”- Ian Sefferman, General Manager, TUNE Marketing Console

Top Apps in 5 Categories

TOP RIDE-SHARING APPS

TOP MUSIC APPS

TOP DATING APPS

TOP MESSAGING APPS

TOP GAMING APPS

Get the full report: bit.ly/global_mobile

Attend the mobile event of the summer: tune.com/postback