Mobile Insights Quarter 3 - 2015

By: Deepti Chafekar & Hope Armstrong

For any inquiries, email [email protected]. © Quettra, Inc. 2015 Contents Intro 4 Highlights 4

Methodology 5

Trends 6 Shopping Apps Continue to Rise Around the World 6

Selfie Apps Are Clicking in India and South America 9

Dubsmash Slowing Down in the USA and South America, Continues Growth in Asia 11

Facebook Lite is Gaining Traction in Africa, Asia and South America 14

Uber Dominates USA, Continues to Race With Ola in India 15

Dropbox Sees a Drop in USA and Asia 16

Agar.io is Conquering Cells Across the Globe 17

“Saga” Apps from King See a Surge in Installs in Europe 18

Rovio is Making a Global Comeback With Angry Birds 2 19

The State of Games: Casual Games Popular Worldwide 20

App Landscape Insights 21 Top Apps by Installs 22

Top Apps by Daily Active Usage 23

Top Paid Apps by Installs 24

Top Paid Apps by Daily Active Usage 25

Top Apps by Install Growth 26

Bottom Apps by Install Growth 27

Top Apps by Daily Usage Growth 28

Bottom Apps by Daily Usage Growth 29 quettra.com © Quettra 2015 | Q3 Report 2 Co-Used Apps 30

Region Insights 34 Top Apps in North America 35

Top Apps in Europe 36

Top Apps in Asia 37

Top Apps in South America 38

Top Categories by Installs per Region 40

Top Categories by Daily Active Users per Region 41

Category Insights 43 Top Categories by Installs 44

Top Categories by Daily Active Usage 45

Category Growth 46

Personas & Interests 49 Personas 50

Top Apps by Persona: Photo & Video Enthusiasts 51

Top Apps by Persona: Sports Fans 52

Top Apps by Persona: News & Magazine Readers 53

Top Apps by Persona: Casual & Social Gamers 54

Top Apps by Persona: Bargain Shoppers 55

Top Interests by Installs 56

Top Interests by Daily Active Usage 57 Conclusion 58

quettra.com © Quettra 2015 | Q3 Report 3 Intro This report analyzes the user/app relationship and identifies global and regional trends observed this Highlights quarter. Android users spanning over 150 countries are included in this study. This comprehensive • Shopping apps continue to rise around and detailed analysis not only sheds light on the the world movers and shakers of the app ecosystem, but also focuses on emerging apps and trends that can • Selfie apps are clicking in India and South make an impact in the coming months. In this third America quarterly report, data is compared to the previous two quarters to get a deeper understanding of • Dubsmash slowing down in the USA and some of trends and to gain insights into the journey South America, continues growth in Asia of certain apps. Through our quarterly reports, monthly insights, and blog posts, our goal is to • Facebook Lite is getting heavy in Africa, provide mobile stakeholders information they need Asia, and South America to succeed in this increasingly hyper-competitive ecosystem. • Uber dominates USA and continues to race with Ola in India

• Dropbox sees a drop in USA and Asia

• State of games: Agar.io is conquering cells across the globe. “Saga” apps from King see a surge in installs in Europe. Rovio is making a global comeback with Angry Birds 2. Casual games are popular worldwide.

quettra.com © Quettra 2015 | Q3 Report 4 Methodology

Quettra software, which has seen 150M Android devices worldwide, collects install and usage statistics of every application present on the device. Our worldwide distribution can be seen in the map below:

In this report, the subset of users active during July 1, 2015 to September 30, 2015 is analyzed. For comparing this quarter’s data with previous ones, a wider subset of users who were active from January 1, 2015 to September 30, 2015 is considered. Google apps and other commonly pre-installed apps have been excluded from this Android-only study. Apps with over 10,000 installs worldwide are examined. Appropriate normalizations have been applied to account for any panel churn and other biases that might occur as a result of a broad and diverse user base. The graphs plotted in this report show install penetration which is defined as the ratio of the total number of installed users of a given app to the total number of users seen by Quettra.

A note on privacy, which is very important to us: All data that we have collected is anonymous. To our knowledge, this is the first time ubiquitous mobile application usage has been analyzed at such large scale. Quettra does not have a direct relationship with most of the apps or app developers mentioned in this report.

quettra.com © Quettra 2015 | Q3 Report 5 Trends

Shopping Apps Continue to Rise Around the World

Shopping apps continue to grow in different parts of the world this quarter. Amazon Shopping remains the fastest growing shopping app across the globe, especially in the USA, India, and parts of Europe. Additionally, Amazon recently opened an online shop for handmade goods across the world. Amazon is prepared to dominate the mobile and online shopping experience. In the USA, Amazon has surpassed Wish in popularity and is all set to take over eBay. In Europe, eBay remains in command. Amazon has overtaken Wish from the last quarter. AliExpress is on a fast rise as its popularity continues from the previous quarter in Russia and parts of northern Europe. Flipkart emerges as the dominant shopping app in India, while in South Korea Coupang! is topping the charts.

quettra.com © Quettra 2015 | Q3 Report 6 Install Penetration of Shopping Apps in the USA

Q3 2015 Report 30% Amazon Shopping 25% eBay Wish 20%

15%

Install Penetration 10%

5% Q1 Q2 Q3 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

Install Penetration of Shopping Apps in Europe

Q3 2015 Report 16% AliExpress 14% Wish 12% eBay 10% Amazon Shopping 8%

6% Install Penetration 4%

2% Q1 Q2 Q3 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 7 Install Penetration of Shopping Apps in India

Q3 2015 Report 40% Flipkart 35% Snapdeal 30% Myntra 25% Amazon India Shopping 20% Jabong 15% Install Penetration 10%

5% Q1 Q2 Q3 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

Install Penetration of Shopping Apps in South Korea

Q3 2015 Report 45% Hyundai hmall 40% Shocking Deals by 11 Street 35% CJmall 30% Coupang! 25%

20% Coupon Chart (Coocha)

Install Penetration 15%

10%

5% Q1 Q2 Q3 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 8 Selfie Apps Are Clicking in India and South America

Selfie apps have been trending for the past year across the world. These apps have shown remarkable growth in the emerging markets of India and South America. We have been following the selfie trend in these two regions since the start of the year to determine the top apps. BeautyPlus is hands down the winner in India with a install growth rate of 0.9%. Its easy-to-use photo editing options along with added effects and touches has made it irresistible not only in India but in different parts of Asia such as Japan, Korea, and Malaysia. PIP Camera, another emerging selfie app in India, has shown a sudden rise over the past few months. In South America, B612, and Candy Camera have been competing for the top spot, and the competition intensified in the last quarter. With over 50M downloads worldwide, B612 is the clear heartthrob in South America.

quettra.com © Quettra 2015 | Q3 Report 9 Install Penetration of Selfie Apps in India

Q3 2015 Report 14% YouCam Perfect 12% Candy Camera for Selﬁe 10% BeautyPlus

8% PIP Camera

Install Penetration 4%

2% Q1 Q2 Q3 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

Install Penetration of Selfie Apps in South America

Q3 2015 Report 11% 10% B612 9% Candy Camera for Selﬁe 8% 7% 6% 5% 4% Install Penetration 3% 2% Q1 Q2 Q3 1% 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 10 Dubsmash Slowing Down in the USA and South America, Continues Growth in Asia

Video selfies have been a big hit this year, with Dubsmash paving the way. Within a week of its launch late last year, Dubsmash was a smash hit. With over 50M downloads and celebrity endorsements, Dubsmash has shown an impressive growth especially in the USA and South America. This quarter, Dubsmash was not able to hold its long-running winning streak worldwide and showed signs of a slowdown in the US, Europe, and South America. However, it has shown an impressive growth rate in Asia.

This quarter, musicl.ly (a video recording app similar to Dubsmash) has gained significant attention in the USA. With a 1.3% growth rate in daily active users, this app is gaining momentum. Last quarter, we saw Dubsmash surpassing longtime local favorite VivaVideo in South America. However, this quarter VivaVideo continues to grow at a steady rate, whereas Dubsmash is headed on a downward slope.

Install Penetration of Dubsmash

Q3 2015 Report 14% USA 12% Europe 10% Asia

8% South America

Install Penetration 4%

2% Q1 Q2 Q3 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 11 Dubsmash and VivaVideo in Asia

Q3 2015 Report 11% 10% Dubsmash 9% VivaVideo 8% 7% 6% 5% 4% Install Penetration 3% 2% Q1 Q2 Q3 1% 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

Dubsmash and VivaVideo in South Korea

Q3 2015 Report 14% Dubsmash 12% VivaVideo 10%

Install Penetration 4%

2% Q1 Q2 Q3 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 12 Dubsmash vs. Musical.ly in the USA

Q3 2015 Report 11% 10% Dubsmash 9% musical.ly 8% 7% 6% 5% 4% Install Penetration 3% 2% Q1 Q2 Q3 1% 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 13 Facebook Lite is Gaining Traction in Africa, Asia and South America

Facebook Lite, released in June 2015 is designed to use less data and work in areas where there is limited network connectivity. This app has been an instant hit in growing nations of Africa, Asia and South America where 2G networks are still predominant and data intensive mobile plans are expensive.

Install Penetration of Facebook Lite

Q3 2015 Report 8% North America 7% Europe 6% Asia 5% South America 4% Africa 3% Install Penetration 2%

0% Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 14 Uber Dominates USA, Continues to Race With Ola in India

Uber continues to grow this quarter in the USA. It is ramping up its workforce and attracting new drivers to keep up with the demand. It is also spreading its global reach by attracting users in India. Ola cabs in India is growing in leaps and bounds and is a huge force to reckon with for Uber. The race between Ola and Uber is on in India and stay tuned with us as we watch the competition unfold.

Install Penetration of Uber in the USA

Q3 2015 Report 24% 22% Uber 20% 18% 16% 14% 12% 10%

Install Penetration 8% 6% 4% Q1 Q2 Q3 2% 0% Jan Feb Mar Apr May Jun Jul Aug

Months

Ola Cabs vs. Uber in India

Q3 2015 Report 12% 11% Ola Cabs 10% Uber 9% 8% 7% 6% 5%

Install Penetration 4% 3% 2% Q1 Q2 Q3 1% 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 15 Dropbox Sees a Drop in USA and Asia

Dropbox, a cloud storage app, is consistently seeing a drop in its install user base, and the trend continues this quarter as well. The downward trend is strong in the USA and Asia. It is holding up well in parts of Europe and South America. Recent news about Dropbox partnering with Adobe may result in an uplift. Follow us as we watch this development unfold.

Install Penetration of Dropbox

Q3 2015 Report 50% USA 45% 40% Asia 35% 30% 25% 20%

Install Penetration 15% 10% Q1 Q2 Q3 5% 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 16 Agar.io is Conquering Cells Across the Globe

Agar.io, a massively multi-player action game that gained worldwide popularity on the browser, is now spreading like wildfire on mobile. This action/strategy game with added features and controls from its browser version is addictive and has benefited from a huge word-of-mouth advertisement on social media. Stay tuned with us as we watch the growth of this game in the coming months.

Install Penetration of Agar.io

Q3 2015 Report 4% North America Europe 3% Asia South America 2% Install Penetration 1%

0% Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 17 “Saga” Apps from King See a Surge in Installs in Europe

The “saga” apps developed by King such as Candy Crush Saga, Farm Heroes Saga, etc. saw a spike in installs in Europe (primarily UK) this quarter from July to August. King reportedly ran a series of campaigns including TV ads in the UK and major cities across the world to drive user engagement. Candy Crush Saga is an all-time popular game. Will King be able to achieve that level of success with other games? Will the campaigns help with long-term user engagement and retention? These are the questions that investors and Quettra will ask and explore in the coming months.

Install Penetration of "Saga" Apps in Europe

Q3 2015 Report 13% 12% Candy Crush Soda Saga 11% Pet Rescue Saga 10% 9% Diamond Digger Saga 8% Farm Heroes Saga 7% 6% Bubble Witch 2 Saga 5%

Install Penetration 4% 3% 2% Q1 Q2 Q3 1% 0% Jan Feb Mar Apr May Jun Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 18 Rovio is Making a Global Comeback With Angry Birds 2

The Angry Birds franchise is back with Angry Birds 2, a sequel filled with a new adventure, stunning graphics, and challenging multi-stage levels. This app is experiencing rampant adoption across the world. Will it be able to live up to the original Angry Bird’s glory? We will certainly keep an eye on the flight of this game.

Install Penetration of Angry Birds 2

Q3 2015 Report

North America 3% Europe Asia

2% South America

Install Penetration 1%

0% Jul Aug Sept

Months

quettra.com © Quettra 2015 | Q3 Report 19 The State of Games: Casual Games Popular Worldwide

Casual games such as Angry Birds 2 and “saga” games are trending this quarter. The multiplayer action game Agar.io is trending across the globe. Popular games from last quarter such as Geometry Dash Lite and Trivia Crack have shown a decline.

North America Asia

Agar.io Angry Birds 2 Inside Out Juice Jam Thought Piano Tiles 2 Angel Stone Brain Dots Angry Birds 2 Bubbles

Europe South America

Agar.io Cookie Jam Diamond Criminal Case Digger Saga Candy Crush Farm Heroes Bubble Witch Despicable Soda Saga Saga 2 Saga Me quettra.com © Quettra 2015 | Q3 Report 20 Quettra | Q3 2015 Report

App Landscape Insights

quettra.com © Quettra 2015 21 Quettra | Q3 2015 Report

Top Apps by Installs

Rank App Rank App

1 Facebook 11 Camera360 Ultimate

2 Messenger 12 Subway Surfers

3 WhatsApp 13 Clash of Clans

4 Instagram 14 TripAdvisor

5 Flipboard 15 MX Player

6 LINE Facebook Continues to Dominate Facebook’s suite of apps continue to hold 7 Skype onto the top slots according to installs and usage worldwide.

8 Twitter Hot Gaming Installs Candy Crush Saga, Subway Surfers, and 9 Viber Clash of Clans continue capturing installs across the world.

10 Candy Crush Saga Dropbox Sees a Drop Dropbox was featured in the Top Apps by Installs list for the past two quarters. However, this quarter it didn’t make the cut.

quettra.com © Quettra 2015 22 Quettra | Q3 2015 Report

Top Apps by Daily Active Usage

Rank App Rank App

1 Facebook 11 Twitter

2 WhatsApp 12 Camera360 Ultimate

3 Messenger 13 Opera Mini

4 Instagram 14 Candy Crush Saga

5 LINE 15 Telegram

6 Clash of Clans

Telegram Climbing its way up 7 WeChat Telegram has climbed its way up to the top fifteen this quarter. It is engaging a 8 Viber huge audience in Iran and various parts of the Middle East.

9 KakaoTalk

10 MX Player

quettra.com © Quettra 2015 23 Quettra | Q3 2015 Report

Top Paid Apps by Installs

Rank App

1 Minecraft: Pocket Edition Minecraft Still Tops the Charts Minecraft: Pocket Edition has topped the Top Paid Apps by Installs and 2 MX Player Pro DAU for the past three quarters, and it shows no signs of slowing down in worldwide popularity. 3 Fruit Ninja Games Rising & Falling 4 Where’s My Water? Temple Run: Oz was at the top of this list for the past two quarters, but it dropped off the top charts 5 Geometry Dash this quarter. Fruit Ninja, Where’s My Water?, and Geometry Dash have continued to hold their ground for 6 Poweramp Full Version Unlocked the past three quarters. Grand Theft Auto: San Andreas was a newcomer to this list last quarter and is now joined 7 Grand Theft Auto: San Andreas by Grand Theft Auto: Vice City.

Multimedia Mainstays 8 Root Explorer The video player powerhouse MX Player and the music player 9 PPSSPP Gold - PSP emulator Poweramp are continuing their success, as they’ve been featured in this list for the past three quarters. 10 Grand Theft Auto: Vice City

quettra.com © Quettra 2015 24 Quettra | Q3 2015 Report

Top Paid Apps by Daily Active Usage

Rank App

1 Minecraft: Pocket Edition Rising Stars PPSSPP Gold (a PSP emulator for Android), Root Explorer (a file manager 2 MX Player Pro tool), and Photo Studio PRO (an image processing tool) are newcomers to the Top Paid Apps lists this quarter. 3 Geometry Dash

4 PPSSPP Gold - PSP emulator

5 Grand Theft Auto: San Andreas

6 Where’s My Water?

7 Fruit Ninja

8 Grand Theft Auto: Vice City

9 Root Explorer

10 Photo Studio PRO

quettra.com © Quettra 2015 25 Quettra | Q3 2015 Report

Top Apps by Install Growth

Rank App Growth

1 Piano Tiles 2  8.0% Games on the Rise Piano Tiles 2, a fast paced piano themed PowerPoint for game, is experiencing a tremendous 2  6.8% Tablet amount of growth this quarter.

Other games on the rise include: Angel 3 SOMA Messenger  6.5% Stone (a role playing adventure game), Agar.io (a biology themed MMO game), Brain Dots (a minimal puzzle game), 4 Angel Stone  6.0% Five Nights at Freddy’s 4 Demo (an action game), and Mission Impossible Zalando – Shopping & RogueNation (an action game). 5  5.9% Fashion PowerPoint for Tablet Growing Released by Microsoft in January of this 6 Agar.io  5.8% year, PowerPoint for Tablet is appearing in this top list for the first time. It 7 Brain Dots  5.6% appears to be gaining traction in terms of installs.

Five Nights at 8  5.4% Freddy’s 4 Demo

Insta Square Size - No 9  5.1% Crop

Mission Impossible 10  4.5% RogueNation

quettra.com © Quettra 2015 26 Quettra | Q3 2015 Report

Bottom Apps by Install Growth

Rank App Growth

Waterfall Photo 1  2.5% Frames Slipping Apps 딩동, which was #4 on the Bottom Wisepilot for Apps by DAU last quarter, is 2  1.8% XPERIA™ continuing to experience a decline in popularity. Wiper and Bitstrips are 3 Cartoon Camera  1.6% apps that were once wildly popular but are seeing a dip this quarter.

4 딩동 (DingDong)  1.6%

5 School of Dragons  1.6%

6 Pixlr-o-matic  1.5%

7 Pinoy AppShop  1.4%

English Grammar 8  1.1% Book

9 Wiper  1.0%

10 Bitstrips  0.9%

quettra.com © Quettra 2015 27 Quettra | Q3 2015 Report

Top Apps by Daily Usage Growth

Rank App Growth

1 Piano Tiles 2  6.4% Piano Tiles 2 is on Fire Mirroring its success from an Insta Square Size - install growth perspective, Piano 2  3.6% No Crop Tiles 2’s success goes beyond a user acquisition level. It is gaining engagement as well, as its DAU 3 SOMA Messenger  3.3% growth has risen 6.4% this quarter.

4 Agar.io  2.9%

PIP Camera - 5  2.5% Photo Effect

Square Quick - 6  2.1% No Crop Photo

7 Brain Dots  2.1%

64 Games - Super 8  2.0% Max Adventure

9 musical.ly  1.8%

No Crop Insta 10  1.7% Collage

quettra.com © Quettra 2015 28 Quettra | Q3 2015 Report

Bottom Apps by Daily Usage Growth

Rank App Growth

1 Running Circles  4.0% Apps on the Decline Time will tell if these apps will continue trending downward or 2 V3 Mobile Plus 2.0  3.0% if they’ll regain traction in user engagement.

3 MPost  2.6%

4 Dude Perfect 2  2.1%

Cow Evolution - 5  1.9% Clicker Game

6 Racing Rivals  1.8%

tv 7 올레 모바일  1.6% (Ole tv Mobile)

8 네이버 뮤직  1.5% (Naver Music)

Jurassic Park™ 9  1.5% Builder

10 AlphaBetty Saga  1.5%

quettra.com © Quettra 2015 29 Quettra | Q3 2015 Report

Co-Used Apps

For a handful of popular apps, the apps that their users use more often than the average user are listed. These insights are valuable for finding correlations between apps and determining ideal co-branded marketing opportunities.

Agar.io Pip Camera

Rank App Rank App

1 Nebulous 1 InstaMag

2 Bloons TD Battles 2 InstaBeauty

3 DeathRun Portable 3 FotoRus

4 Goat Simulator 4 100+ Photo Effects

5 Pixel Gun 3D 5 Funny Photo Effects

quettra.com © Quettra 2015 30 Quettra | Q3 2015 Report

Co-Used Apps

Madden NFL Mobile JobStreet

Rank App Rank App

1 Stickman Football 1 jobsDB

2 NFL Fantasy Football 2 Job Search

3 Real Racing 3 3 My BOLT! (Official)

4 MyNBA2K15 4 LinkedIn

5 Fanatical Football 5 Traveloka - Flight & Hotel

quettra.com © Quettra 2015 31 Quettra | Q3 2015 Report

Co-Used Apps

Badoo Pou

Rank App Rank App

1 Twoo - Meet new people 1 Moy 3 - Virtual Pet Game

2 Chat, Flirt & Dating - JAUMO 2 Moy 2 - Virtual Pet Game

Waplog Chat Dating Meet 3 3 Moy - Virtual Pet Game Friend

My Boo - Your Virtual Pet 4 Chat Meet New Friends: 4 W-Match Game

LOVOO - Chat and meet 5 5 Hair Salon - Kids Games people

quettra.com © Quettra 2015 32 Quettra | Q3 2015 Report

Region Insights

quettra.com © Quettra 2015 33 Quettra | Q3 2015 Report

Region Insights In this section, top apps by installs and daily active users per region are listed.

Highlights: Highlights: Top Apps by Installs Top Apps by Daily Active Users

Globally popular: Skype and Flipboard • • VK is a heavily used app in Europe. appear in all regions • BBM is especially popular in Asia and • Facebook is the top installed app in all South America. regions except for South America. • Facebook Lite is hot in South America. • Uniquely popular in North America: Pandora® Radio, Netflix, Amazon Kindle, Spotify, and Uber

• Uniquely popular in Asia: Line, KakaoTalk, WeChat, MX Player, and Camera360 Ultimate

quettra.com © Quettra 2015 34 Quettra | Q3 2015 Report

Top Apps in North America

By Installs By Daily Active Usage

1 2 3 1 2 3

Facebook Messenger Instagram Facebook WhatsApp Messenger

4 5 6 4 5 6

Pandora® Flipboard WhatsApp Instagram Snapchat Kik Radio

7 8 9 7 8 9

Pandora® Hola Twitter Amazon Netflix Twitter Radio Launcher

10 11 12 10 11 12

Amazon Clash of Snapchat Skype Yahoo Mail Spotify Kindle Clans

13 14 15 13 14 15

Candy Crush Candy Crush Spotify TripAdvisor Uber Netflix Saga Soda Saga

quettra.com © Quettra 2015 35 Quettra | Q3 2015 Report

Top Apps in Europe

By Installs By Daily Active Usage

1 2 3 1 2 3

Facebook WhatsApp Messenger WhatsApp Facebook VK

4 5 6 4 5 6

Skype Flipboard Viber Messenger Viber Classmates

7 8 9 7 8 9

Clash of Instagram Shazam VK Snapchat Skype Clans

10 11 12 10 11 12

Adobe Acrobat Yandex Twitter TripAdvisor Twitter Retrica Reader Browser

13 14 15 13 14 15

Candy Crush Chat for Candy Crush Evernote eBay Opera Mini Saga Friends Saga

quettra.com © Quettra 2015 36 Quettra | Q3 2015 Report

Top Apps in Asia

By Installs By Daily Active Usage

1 2 3 1 2 3

Facebook Messenger WhatsApp Facebook WhatsApp BBM

4 5 6 4 5 6

Camera360 LINE Instagram Messenger LINE Instagram Ultimate

7 8 9 7 8 9

Clash of Skype Twitter Flipboard WeChat KakaoTalk Clans

10 11 12 10 11 12

Candy Crush Camera360 WeChat MX Player MX Player Viber Saga Ultimate

13 14 15 13 14 15

Clash of - BBM Photo Grid Telegram 네이버 Twitter Clans NAVER

quettra.com © Quettra 2015 37 Quettra | Q3 2015 Report

Top Apps in South America

By Installs By Daily Active Usage

1 2 3 1 2 3

WhatsApp Facebook Messenger WhatsApp Facebook Messenger

4 5 6 4 5 6

Instagram Twitter Quickoffice Instagram BBM Twitter

7 8 9 7 8 9

Clash of Candy Crush Flipboard Retrica Evernote Snapchat Clans Saga

10 11 12 10 11 12

Candy Crush Subway Facebook Candy Crush Skype B612 Saga Surfers Lite Soda Saga

13 14 15 13 14 15

Mobile Security PUP Mobile Photo Grid Pou Trivia Crack Retrica & Antivirus Portal

quettra.com © Quettra 2015 38 Quettra | Q3 2015 Report

Highlights: Highlights: Top Categories by Total Installs Top Categories by Total Daily Active Users • Social, Communication, and Tools dominate the top of all of the regional • Music & Audio is much more popular in lists. North America than other regions.

Strategy games are more played in Asia • Music & Audio and Entertainment are • much more popular in North America than other regions. than other regions.

quettra.com © Quettra 2015 39 Quettra | Q3 2015 Report

Top Categories by Installs per Region

North America Europe Asia South America

Social Communication Communication Communication

Communication Social Social Social

Tools Tools Tools Tools

Music & Audio Productivity Photography Photography

Productivity Casual Productivity Productivity

Entertainment Music & Audio Casual Casual

Photography Photography Media & Video Music & Audio

Casual Weather Arcade Arcade

Sports Personalization Music & Audio Entertainment

Arcade Sports Shopping Personalization

quettra.com © Quettra 2015 40 Quettra | Q3 2015 Report

Top Categories by Daily Active Users per Region

North America Europe Asia South America

Social Social Communication Communication

Communication Communication Social Social

Tools Tools Tools Tools

Personalization Productivity Photography Personalization

Music & Audio Personalization Strategy Productivity

Productivity Casual Personalization Casual

Casual Photography Productivity Photography

Photography Music & Audio Casual Music & Audio

Entertainment Weather Media & Video Arcade

Arcade Sports Books & Reference Entertainment

Category Insights

Category Insights Here, a list of top apps is compiled based on total installs and daily active users. Then these apps are then bucketized into different categories based on the categories from the Google Play Store for Android apps.

Top Categories by Installs

Rank Category

Top Gaming Categories 1 Communication Rank Category

2 Games 1 Casual

3 Social 2 Arcade

4 Tools 3 Action

5 Photography 4 Racing

6 Productivity 5 Puzzle

7 Music & Audio

8 Media & Video

9 Shopping

10 Entertainment

Top Categories by Daily Active Usage

Rank Category

Top Gaming Categories 1 Communication Rank Category

2 Social 1 Casual

3 Tools 2 Arcade

4 Games 3 Puzzle

5 Photography 4 Action

6 Productivity 5 Racing

7 Media & Video

8 Music & Audio

9 Books & Reference

10 Lifestyle

Category Growth

We select a list of top apps per category based on world wide install penetration numbers and calculate the install growth rate of each app in a given category. We plot categories based on their install penetration and install growth rate.

It can be seen that categories such as Tools, Shopping, and Finance are fast growing categories. These categories are in the process of engaging more users. Categories such as Social and Communication are mature categories showing a slow growth rate, but a commanding user base. Photography is a mix of both; it is growing and has a high user base.

Install Penetration Growth for Top App Categories

Q3 2015 Report 4

Communication

Social 2 Tools Photography

Install Penetration Productivity

1 Media & Video Entertainment Music & Audio Books & Reference Travel & Local Shopping Sports Lifestyle Finance 0 -2% 0% 2% 4% 6%

Install Penetration Growth Rate

In the gaming world, categories such as Puzzle and Action are in the high speed lane in terms of growth. Casual and Arcade have a strong user base along with a steady growth rate.

Install Penetration Growth for Top Gaming Categories

Q3 2015 Report 4 Casual

Arcade

Racing Action Install Penetration Puzzle

0 -6% 0% 6% 12% 18%

Install Penetration Growth Rate

Personas & Interests

Personas & Interests We study the user/app relationship in detail to gain deeper insights about users. We break down the Google Play app categories into detailed sub-categories and establish a Quettra taxonomy. For example, within a shopping category, we identify apps that are about fashion, shopping deals, and so on. Based on this classification and user app install and usage data, we develop models to predict user personas and interests. A complete list of personas is shown in the next page. In this section, we select a subset of personas and interests and list the top apps associated with them.

Personas

Users are categorized into different personas that reflect their personalities and interests. The full list of our personas is shown below. In this section, the top apps for a few popular personas are featured.

Lifestyle Occupation Entertainment

Arts & Crafts Enthusiasts Artists Casino Enthusiasts Auto Enthusiasts Business Professionals Casual & Social Gamers Book Lovers Doctors & Healthcare Professionals Celebrity News Followers Charity and Non-profit Volunteers Educators Hardcore Gamers Cooking Enthusiasts Engineers & Scientists Movie Lovers Expecting & New Parents Finance Specialists Music Lovers Fashion Enthusiasts IT & Software Professionals News & Magazine Readers Food & Dining Enthusiasts Law Professionals TV Lovers Health & Fitness Enthusiasts Musicians Home & Garden Enthusiasts Pilots Shopping Home Hunters Real Estate Agents Bargain Shoppers Language Enthusiasts Small Business Owners Brand-Loyal Shoppers Outdoor Enthusiasts Parents Sports Personal Finance Enthusiasts Travelers American Football Fans Pet Lovers Business Travelers Baseball Fans Photo & Video Enthusiasts Daily Commuters Basketball Fans Singles Travelers Bicyclists Students Cricket Fans Tech & Gadgets Enthusiasts Ice Hockey Fans Runners Skiers & Snowboarders Soccer Fans

Sports Fans Surfers

Top Apps by Persona: Photo & Video Enthusiasts

Top Installed Top Used

Rank App Rank App

1 Photo Grid - Collage Maker 1 B612

2 B612 2 Photo Grid - Collage Maker

3 LINE Camera 3 KakaoStory

4 KakaoStory 4 LINE Camera

5 PhotoWonder 5 PhotoWonder

Top Apps by Persona: Sports Fans

Top Installed Top Used

Rank App Rank App

1 FIFA 15 Ultimate Team 1 FIFA 15 Ultimate Team

2 LiveScore 2 LiveScore

Live Sports Scores - 3 ESPN 3 365Scores

4 Real Basketball 4 Soccer Scores - FotMob

Live Sports Scores - 5 5 ESPN 365Scores

Top Apps by Persona: News & Magazine Readers

Top Installed Top Used

Rank App Rank App

1 Flipboard 1 Flipboard

Zinio: 5000+ Digital 2 2 detikcom Magazines

3 detikcom 3 SmartNews

4 BBC News 4 BBC News

Zinio: 5000+ Digital 5 SmartNews 5 Magazines

Top Apps by Persona: Casual & Social Gamers

Top Installed Top Used

Rank App Rank App

1 Subway Surfers 1 Candy Crush Soda Saga

2 Candy Crush Soda Saga 2 Subway Surfers

3 Temple Run 2 3 Temple Run 2

4 Bubble Witch 2 Saga 4 Bubble Witch 2 Saga

5 Hay Day 5 Cookie Jam

Top Apps by Persona: Bargain Shoppers

Top Installed Top Used

Rank App Rank App

1 eBay 1 Flipkart

2 Amazon Shopping 2 eBay

3 Flipkart 3 AliExpress Shopping App

4 Wish 4 Wish

5 AliExpress Shopping App 5 Amazon Shopping

Top Interests by Installs

Rank Interest

1 Instant Messengers

2 Social Networks

3 Socialize

4 SMS

5 Photo Sharing

6 Take Photos

7 Video Calls

8 VOIP

9 File Manager

10 Photo Editing

Top Interests by Daily Active Usage

Rank Category

1 Instant Messengers

2 Social Networks

3 SMS

4 Socialize

5 Photo Sharing

6 VOIP

7 Video Calls

8 Video Sharing

9 Blogging

10 Video Recording

Conclusion In this report, we present the worldwide app trends and take a deep dive into some of the regional trends. Shopping apps continue to rise steadily this quarter, with Amazon moving aggressively in different parts of the world. The selfie frenzy continues especially in India and South America with BeautyPlus and B612 emerging as respective winners. While Dubsmash’s high-speed ramp to success saw signs of slow down this quarter, Uber is still in top gear in the USA. In the gaming arena, casual games are in control this quarter along with action style MMO game Agar.io. Stay tuned as we continue to analyze petabytes of data and report new trends and insights next quarter.

About Quettra Mobile Personalization

We’re building software that resides on millions of devices while processing millions of user portraits daily. The software and systems that we are building help serve personalized content and meaningful experiences at lightning speeds to users of our partners’ applications.