GLOBAL MOBILE 2016Why 2016 is the Global Tipping Point for the Mobile Economy
Why 2016 is the global tipping point for the mobile economy
Get the full report:
bit.ly/global_mobile
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