Indonesia Clickky CPI Index
April-June ’16 overview

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A few months ago in April Clickky launched the CPI Index which provides the status of current market demand. We calculate CPI Index for both OS (iOS, Android) regarding the non-incentive prices and including different categories and different countries overview. We pay great attention to the emerging markets as at this point they provide huge possibilities for publishers to monetize mobile traffic. One of these markets is Southern-Eastern Asia (SEA).

 

“If you’re building a global mobile app and you haven’t thought about reaching users in Indonesia, you might be missing out big-time.”

Abhimanyu Ghoshal, TheNextWeb

 

Now SEA (Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, etc.) is considered to be one of the most promising mobile markets along with China and India. With population of all countries making up more than 620M people, the region estimates 30% of population being online and back in 2014 showed Compound Annual Growth Rate (СAGR) +10% ($).

Online connectivity in Southern-Eastern Asia has experienced growth by 13% in 2013-2017. According to IDC’s Asia/Pacific Quarterly Mobile Phone Tracker, the total smartphone shipments number in Southeast Asia (SEA) hit slightly over 100 million units in 2015, influencing a year-over-year (YoY) growth of 22%. Compared with +5% CAGR in units in China, the result is truly great. According to data shared by mobile experts from InMobi in Q2 2015, SEA countries together made up 36% in TOP 10 countries list with most mobile apps downloads.

Among all SEA countries Indonesia leads as most populous country in South-Eastern Asia, the fastest in the region with enormous ad impression growth (62,4%, Q2 2015) and the most numerous mobile player base (35.1M). Indonesia also led the world in mobile app downloads with 18% in 2015.

How much are advertisers ready to pay for installs in Indonesia? We are pleased to introduce the Indonesia CPI based on monthly Clickky’s CPI Index research which shows the current state of market demand. We calculate the Index for different countries, two OS (iOS and Android), non-incentive traffic only and different categories.

 

The average CPI number for both OS in Indonesia showed growth with slight lower numbers in June. Android CPI is expectedly lower than one for iOS.

 

In April, Lifestyle and Shopping were the only categories where Android CPI was higher than iOS. Moreover, CPI in Shopping category was also the highest for both platforms. The CPI for Games category has shown a significant difference between the two platforms.

In May the CPI for Games category has again shown a significant difference between the two platforms. Moreover, CPI for Games for iOS was twice as high as Android. Music & Audio was the only category where Android CPI was higher than iOS.

In Indonesia Shopping, Travel & Local were the only categories which showed a higher cost per install for Android than for iOS. In June Travel & Local CPI was the highest reaching $1,2 and beating other categories by more than $0,60.

Indonesian Android CPI in April-June

Entertainment, Music & Audio, Personalization, Social, Transportation, Travel & Local showed positive growth rate. Travel & Local was demonstrating extremely high growth rate up to 297%. Games was the only category where the June CPI was lower than April (0,23$ vs 0,27$).

Indonesian iOS CPI for April-June 2016

For iOS there is a another tendency compared to Android: CPI for all considered categories had dropped down during the period April-June 2016.

Android and iOS comparison for commensurate categories (Games, Shopping and Travel&Local)

The cost per install was generally higher for iOS with the exception of Shopping in April and May and Travel & Local in June.

According to Newzoo’s Casual Games Sector Report 2015, with 704.4 million dollar revenue Indonesia became the second gaming market in SEA where mobile revenue represented 56,8%. Indonesian global mobile revenue ranking is expected to perform well up to 2019: it’s already 6th instead of 13th place promised to the country in 2016. Moreover, 58,7% of Indonesian players are willing to play paid games and purchase in-apps. In the SEA region, Indonesia also owns the biggest number mobile players: 35.1 million. Like in the neighboring countries, the favorite genres of big spenders on mobile in Indonesia are racing, strategy, action or adventure games. Here is an overview of Indonesian Games CPI for April-June 2016.

The cost per install was generally higher for iOS. Games is the category where iOS CPI was slightly higher than Android.

Conclusions:

  1. Indonesia can be considered as one of the most promising mobile emerging markets.
  2. The average CPI for both OS in Indonesia showed growth with slightly lower numbers in June.
  3. The monthly comparison of Indonesian CPI by OS for commensurate categories showed a significant difference between the two platforms from month to month.
  4. The comparison of both OS for commensurate categories showed that cost per install was generally higher for iOS with the exception of some categories.
  5. Games is the category where iOS CPI was slightly higher than Android.
  6. App category and OS are key factors that affect CPI.

 

Сlickky is a leading platform for mobile monetization and advertising in emerging markets. We offer a wide variety of solutions, tailored to the needs of mobile publishers. Our platform ensures easy integration and high eCPM rates. Its user-­friendly interface enables publishers to reduce the number of actions required to launch ad campaigns. We work with clients from all over the world generating more than 30,000 mobile ad campaigns every day.