The State of Play: A Look at the Growth of Google Play
May 2015
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The State of Play 1. Worldwide Google Play Opportunity Expands 2. Top Countries See Major Growth 3. Categories Continue to Expand
Worldwide Google Play Downloads Continued Strong Growth Worldwide Quarterly Google Play App Downloads
Indexed Downloads
150 1.3x year-over-year
100
50
0 Q1 2014
Q1 2015
• Quarterly app downloads on Google Play grew about 30% from Q1 2014 to Q1 2015 largely due to growth in emerging markets such as Brazil and India Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
5
Revenue Grew Even Faster Worldwide Quarterly Google Play App Revenue
Indexed Revenue
150 1.4x year-over-year 100
50
0 Q1 2014
Q1 2015
• Revenue grew even faster than downloads at 40%, largely due to growth in established markets (especially the US, South Korea and Japan) Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
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The State of Play 1. Worldwide Google Play Opportunity Expands 2. Top Countries See Major Growth 3. Categories Continue to Expand
Emerging Markets Led Download Growth Quarterly Google Play App Downloads by Country Top 5 Countries by Q1 2015 Downloads
Indexed Downloads
125 100
1.1x growth
75
1.9x growth
50
1.5x
1.3x
growth
growth
25
1.3x growth
0 United States
Brazil Q1 2014
India
Russia
Mexico
Q1 2015
• The 5 largest countries by downloads experienced strong growth • Brazil continued to grow at a phenomenal pace • Continued economic growth, investment in telecom infrastructure, and falling device prices all contributed to the growth seen in emerging markets Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
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Revenue Powerhouses Grew Across the Board Quarterly Google Play App Revenue by Country Top 5 Countries by Q1 2015 Revenue
Indexed Revenue
150 125
1.4x growth
100 1.5x
75
growth
1.3x
50
growth
25 1.5x
0 Japan
United States Q1 2014
South Korea
Germany
1.3x United Kingdom
Q1 2015
• The top 5 countries by revenue continued to see impressive growth • In the US, revenue growth strongly outpaced download growth Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
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Emerging Markets Climbed the Download Ranks Google Play App Downloads
Google Play App Revenue
Rank Q1 2015
Country
Rank Change vs. Q1 2014
Country
Rank Change vs. Q1 2014
1
United States
-
Japan
-
2
Brazil
-
United States
-
3
India
2
South Korea
-
4
Russia
1
Germany
-
5
Mexico
1
Taiwan
1
6
Turkey
1
United Kingdom
1
7
South Korea
3
Hong Kong
1
8
Indonesia
1
France
1
9
Thailand
2
Australia
-
10
Germany
2
Canada
1
• Developing countries such as India, Mexico and Indonesia continued to take over the download rankings • Japan, the US and South Korea held their places as the top 3 countries by revenue, generating about 70% of worldwide Google Play revenue Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
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The State of Play 1. Worldwide Google Play Opportunity Expands 2. Top Countries See Major Growth 3. Categories Continue to Expand
Games Dominate Revenue Growth Worldwide Quarterly Google Play App Downloads 150
Indexed Revenue
Indexed Downloads
150
Worldwide Quarterly Google Play App Revenue
100
100
50
50
0
0 Q1 2014
Applications
Q1 2015 Games
Q1 2014 Applications
Q1 2015 Games
• Both Games and Applications experienced significant download gains • Games revenue soared, increasing roughly 50% year-over-year Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
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Download Growth Spread Among Top Categories Quarterly Google Play Download Growth by Category Top 6 Categories Outside of Games by Q1 2015 Downloads
175 150 125 100 75 50 25 0
Tools
Communication Photography Q1 2014
• •
Social
Q1 2015
Tools and Personalization continued to see phenomenal download growth • Apps like Lazy Swipe and APUS Launcher designed to speed up phones and simplify the user experience are especially popular in emerging markets Photography also saw strong growth, led by enhanced camera apps like Retrica and Camera360
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Entertainment Personalization
User Engagement on Smartphones Varies Greatly by Country Time Spent in Apps by Category
% Composition
100%
Android Smartphones, Q1 2015*
75%
Other
50%
Games
25%
Social
0%
Communication United United Germany States Kingdom
•
Japan
South Korea
The proportion of total time spent in games is vastly higher for Japan and South Korea than the US, Germany and the UK • In all countries, however, most time is spent outside of games. Especially in Western countries, Social and Communication apps account for a large portion of users’ time Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
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Google and Facebook Apps Draw Huge Number of Active Users Top Apps Outside Games by Active Users Android Smartphones, Q1 2015
• Google and Facebook dominate the charts • The 10 most used apps in the US are all published by either Google or Facebook • 8 or more of the top 10 mostused apps in the UK, Germany and India are also published by either Google or Facebook • Certain regional apps see widespread usage • S. Korea: KakaoTalk • Japan: LINE * Q1 2015 data calculated as a straight average of January, February and March 2015 active user penetration.
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Global Games Win Big Throughout Active User Rankings for Games Top Games by Active Users Android Smartphones, Q1 2015
• Both Candy Crush and Clash of Clans appear in the top 10 of all 6 countries • Holding 7 out of the top 10 spots, games published for the KakaoTalk platform dominate usage in South Korea
* Q1 2015 data calculated as a straight average of January, February, and March 2015 active user penetration. Confidential l Property of App Annie l Do Not Disclose l © App Annie 2015
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