InMobi App Discovery & Download Behavior Report: US vs China

SAN FRANCISCO, May 8, 2013 /PRNewswire/ -- Today, InMobi, the world leader in mobile-first technology platforms, unveils its App Discovery & Download Behavior Report: US vs. China.  Historically, China has been largely ignored by US developers due to cultural barriers, piracy concerns and the fragmented app distribution ecosystem; however, today's report shows that China can offer real potential for the growing US developer community, if it works around the differences in each market.

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There are now more smartphones in use in China than the US, with smartphone penetration alone recently surpassing the total number of all mobile phones active in the US*. Chinese users are also more likely to download a higher volume of apps, with 36% of Smartphone users there expected to download over 20 apps in the next month, compared to just 16% Stateside.  US smartphone users are also much less proactive in their search for new apps, with 40% rarely or never searching for new apps, compared to only 28% in China.

It is interesting to note that there is strong consumer acceptance of mobile ads in both markets. Half (49%) of Chinese smartphone users are receptive to mobile ads equally or more so than TV or PC, and a significant two thirds in the US (65%) are open to mobile advertising.  Another similarity is the positive influence of App Store reviews, with half of all respondents across both geographies stating that reviews do influence their download decisions; this is particularly prevalent on Android.  An additional key finding is that word of mouth is a bigger influencer on driving downloads on iOS than on Android.

Commenting on the study Crid Yu, VP & MD of North America at InMobi, says: "Clearly, there are factors in each market that shape user behavior and developers looking to succeed in China need to be sensitive to these market differences.  In China, we see much higher levels of downloads and a more proactive approach to app discovery.  US Developers need to understand the drivers behind such behaviors and leverage the opportunity well to succeed in this market."

*Source: Fortune Magazine (http://tech.fortune.cnn.com/2013/01/14/smartphones-chinas-next-great-economic-indicator/)

About the research study:
InMobi fielded a survey via its global mobile ad network to examine app discovery and download behaviors in the US & China. The survey was conducted on-device with a sample size of over n=1000 Android and iOS users in March 2013.

About InMobi
InMobi has been recognized by MIT Technology Review as one of 50 Disruptive Companies of 2013. InMobi platforms enable the world's leading brands, developers, and publishers to engage global consumers. InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising. Agencies and advertisers leverage InMobi platforms to create HTML5 rich media ads and engage 691M consumers across 165 countries. Developers and premium publishers use InMobi platforms to acquire and monetise their mobile apps and their mobile websites across the globe. With offices in multiple continents, InMobi provides global reach with local service and support. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures.

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SOURCE InMobi