Mobile Insights

Quarter 3 - 2015
By: Deepti Chafekar & Hope Armstrong

For any inquiries, email [email protected].

Quettra, Inc. 2015

Contents
Intro4
Highlights4
Methodology5

Trends6
Shopping Apps Continue to Rise Around the World

Selfie Apps Are Clicking in India and South America

Dubsmash Slowing Down in the USA and South America, Continues Growth in Asia11
Facebook Lite is Gaining Traction in Africa, Asia and South America14
Uber Dominates USA, Continues to Race With Ola in India15
Dropbox Sees a Drop in USA and Asia16
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 219

The State of Games: Casual Games Popular Worldwide

20

App Landscape Insights21

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

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Quettra 2015 | Q3 Report

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

Personas50
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

Conclusion58

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Quettra 2015 | Q3 Report

Intro
This report analyzes the user/app relationship and
identifies global and regional trends observed this
quarter. Android users spanning over 150 countries
are included in this study. This comprehensive
and detailed analysis not only sheds light on the
movers and shakers of the app ecosystem, but
also focuses on emerging apps and trends that can
make an impact in the coming months. In this third
quarterly report, data is compared to the previous
two quarters to get a deeper understanding of
some of trends and to gain insights into the journey
of certain apps. Through our quarterly reports,
monthly insights, and blog posts, our goal is to
provide mobile stakeholders information they need
to succeed in this increasingly hyper-competitive
ecosystem.

Highlights
Shopping apps continue to rise around
the world
Selfie apps are clicking in India and South
America
Dubsmash slowing down in the USA and
South America, continues growth in Asia
Facebook Lite is getting heavy in Africa,
Asia, and South America
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

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 quarters 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

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

Install Penetration of Shopping Apps in the USA

Q3 2015 Report

30%

Amazon Shopping

Install Penetration

25%

eBay
Wish

20%
15%
10%
5%

Q1
0%
Jan

Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

Install Penetration of Shopping Apps in Europe

Q3 2015 Report

16%

AliExpress

Install Penetration

14%

Wish

12%

eBay

10%

Amazon Shopping

8%
6%
4%
2%
0%
Jan

Q1
Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

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Quettra 2015 | Q3 Report

Install Penetration of Shopping Apps in India

Q3 2015 Report

40%

Flipkart

Install Penetration

35%

Snapdeal

30%

Myntra

25%

Amazon India Shopping

20%

Jabong

15%
10%
5%
0%
Jan

Q1
Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

Install Penetration of Shopping Apps in South Korea

Q3 2015 Report

45%

Hyundai hmall

Install Penetration

40%

Shocking Deals by 11 Street

35%

CJmall

30%

Coupang!

25%

Coupon Chart (Coocha)

20%
15%
10%
5%
0%
Jan

Q1
Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

quettra.com

Quettra 2015 | Q3 Report

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

Install Penetration of Selfie Apps in India

Q3 2015 Report

14%

YouCam Perfect

Install Penetration

12%

Candy Camera for Sele

10%

BeautyPlus

8%

PIP Camera

6%
4%
2%

Q1
0%
Jan

Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

Install Penetration of Selfie Apps in South America

Q3 2015 Report

11%

B612

10%

Candy Camera for Sele

Install Penetration

9%
8%
7%
6%
5%
4%
3%
2%

Q1

1%
0%
Jan

Feb

Q2
Mar

Apr

May

Q3
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

Install Penetration

12%

Europe

10%

Asia
South America

8%
6%
4%
2%
0%
Jan

Q1
Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

quettra.com

Quettra 2015 | Q3 Report

11

Dubsmash and VivaVideo in Asia

Q3 2015 Report

Install Penetration

11%
10%

Dubsmash

9%

VivaVideo

8%
7%
6%
5%
4%
3%
2%

Q1

1%
0%
Jan

Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

Dubsmash and VivaVideo in South Korea

Q3 2015 Report

14%

Dubsmash

Install Penetration

12%

VivaVideo

10%
8%
6%
4%
2%
0%
Jan

Q1
Feb

Q2
Mar

Apr

May

Q3
Jun

Jul

Aug

Sept

Months

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Quettra 2015 | Q3 Report

12

Dubsmash vs. Musical.ly in the USA

Q3 2015 Report

Install Penetration

11%
10%

Dubsmash

9%

musical.ly

8%
7%
6%
5%
4%
3%
2%

Q1

1%
0%
Jan

Feb

Q2
Mar

Apr

May

Q3
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

Install Penetration

7%

Europe

6%

Asia

5%

South America

4%

Africa

3%
2%
1%
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%

Uber

22%

Install Penetration

20%
18%
16%
14%
12%
10%
8%
6%
4%

Q1

2%
0%
Jan

Feb

Q2
Mar

Apr

Q3

May

Jun

Jul

Aug

Months

Ola Cabs vs. Uber in India

Q3 2015 Report

Install Penetration

12%
11%

Ola Cabs

10%

Uber

9%
8%
7%
6%
5%
4%
3%
2%

Q1

1%
0%
Jan

Feb

Q2
Mar

Apr

May

Q3
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

Install Penetration

45%

Asia

40%
35%
30%
25%
20%
15%
10%

Q1

5%
0%
Jan

Feb

Q2

Mar

Apr

May

Q3

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

Install Penetration

Europe
3%

Asia
South America

2%

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

Install Penetration

Q3 2015 Report

13%
12%
11%
10%
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
Jan

Candy Crush Soda Saga

Pet Rescue Saga
Diamond Digger Saga
Farm Heroes Saga
Bubble Witch 2 Saga

Q1
Feb

Q2
Mar

Apr

May

Q3
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 Birds glory? We will certainly keep an eye on the flight of this
game.

Install Penetration of Angry Birds 2

Q3 2015 Report

North America
Install Penetration

3%

Europe
Asia
South America

2%

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

Agar.io

Angry Birds 2

Asia

Inside Out
Thought
Bubbles

Juice Jam
Piano Tiles 2 Angel Stone

Brain Dots Angry Birds 2

Europe
South America

Agar.io
Candy Crush Farm Heroes Bubble Witch Despicable
Soda Saga
Saga
2 Saga
Me

quettra.com

Quettra 2015 | Q3 Report

Cookie Jam

Diamond Criminal Case

Digger Saga

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

Facebook

11

Camera360 Ultimate

Messenger

12

Subway Surfers

WhatsApp

13

Clash of Clans

Instagram

14

TripAdvisor

Flipboard

15

MX Player

LINE

Facebook Continues to Dominate

7

Skype

Twitter

Facebooks suite of apps continue to hold

onto the top slots according to installs
and usage worldwide.

Hot Gaming Installs

Viber

Candy Crush Saga, Subway Surfers, and

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 didnt make the
cut.

quettra.com

Quettra 2015

22

Quettra | Q3 2015 Report

Top Apps by Daily Active Usage

Rank

App

Rank

App

Facebook

11

Twitter

WhatsApp

12

Camera360 Ultimate

Messenger

13

Opera Mini

Instagram

14

Candy Crush Saga

LINE

15

Telegram

Clash of Clans

WeChat

Viber

KakaoTalk

10

MX Player

quettra.com

Telegram Climbing its way up

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

Quettra 2015

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Quettra | Q3 2015 Report

Top Paid Apps by Installs

Rank

App

Minecraft: Pocket Edition

MX Player Pro

Fruit Ninja

Minecraft Still Tops the Charts

Minecraft: Pocket Edition has topped
the Top Paid Apps by Installs and
DAU for the past three quarters, and
it shows no signs of slowing down in
worldwide popularity.

Games Rising & Falling

4

Wheres My Water?

Geometry Dash

Poweramp Full Version

Unlocked

Grand Theft Auto: San

Andreas

Root Explorer

Temple Run: Oz was at the top of

this list for the past two quarters,
but it dropped off the top charts
this quarter. Fruit Ninja, Wheres My
Water?, and Geometry Dash have
continued to hold their ground for
the past three quarters. Grand Theft
Auto: San Andreas was a newcomer to
this list last quarter and is now joined
by Grand Theft Auto: Vice City.

Multimedia Mainstays

PPSSPP Gold - PSP emulator

10

Grand Theft Auto: Vice City

quettra.com

Quettra 2015

The video player powerhouse

MX Player and the music player
Poweramp are continuing their
success, as theyve been featured in
this list for the past three quarters.

24

Quettra | Q3 2015 Report

Top Paid Apps by Daily Active Usage

Rank

App

Minecraft: Pocket Edition

PPSSPP Gold (a PSP emulator for

Android), Root Explorer (a file manager
tool), and Photo Studio PRO (an image
processing tool) are newcomers to the
Top Paid Apps lists this quarter.

MX Player Pro

Geometry Dash

PPSSPP Gold - PSP emulator

Grand Theft Auto: San

Andreas

Wheres My Water?

Fruit Ninja

Grand Theft Auto: Vice City

Root Explorer

10

Photo Studio PRO

quettra.com

Rising Stars

Quettra 2015

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Quettra | Q3 2015 Report

Top Apps by Install Growth

Rank

App

Growth
Piano Tiles 2

8.0%

PowerPoint for
Tablet

6.8%

SOMA Messenger

6.5%

Angel Stone

6.0%

Zalando Shopping &

5.9%
Fashion

Agar.io

5.8%

Brain Dots

5.6%

Five Nights at
Freddys 4 Demo

5.4%

Insta Square Size - No

5.1%
Crop

10

Mission Impossible
RogueNation

quettra.com

Games on the Rise

Piano Tiles 2, a fast paced piano themed
game, is experiencing a tremendous
amount of growth this quarter.
Other games on the rise include: Angel
Stone (a role playing adventure game),
Agar.io (a biology themed MMO game),
Brain Dots (a minimal puzzle game),
Five Nights at Freddys 4 Demo (an
action game), and Mission Impossible
RogueNation (an action game).

PowerPoint for Tablet Growing

Released by Microsoft in January of this
year, PowerPoint for Tablet is appearing
in this top list for the first time. It
appears to be gaining traction in terms
of installs.

4.5%

Quettra 2015

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Quettra | Q3 2015 Report

Bottom Apps by Install Growth

Rank

App

Growth
Waterfall Photo
Frames

2.5%

Wisepilot for
XPERIA

1.8%

Slipping Apps

, which was #4 on the Bottom

Apps by DAU last quarter, is
continuing to experience a decline in
popularity. Wiper and Bitstrips are

Cartoon Camera

1.6%

(DingDong)

1.6%

School of Dragons

1.6%

Pixlr-o-matic

1.5%

Pinoy AppShop

1.4%

English Grammar
Book

1.1%

Wiper

1.0%

10

Bitstrips

0.9%

quettra.com

Quettra 2015

apps that were once wildly popular

but are seeing a dip this quarter.

27

Quettra | Q3 2015 Report

Top Apps by Daily Usage Growth

Rank

App

Growth
Piano Tiles 2

6.4%

Piano Tiles 2 is on Fire

Mirroring its success from an

Insta Square Size No Crop

3.6%

install growth perspective, Piano

Tiles 2s success goes beyond a user
acquisition level. It is gaining

SOMA Messenger

3.3%

Agar.io

2.9%

PIP Camera Photo Effect

2.5%

Square Quick No Crop Photo

2.1%

Brain Dots

2.1%

64 Games - Super
Max Adventure

2.0%

musical.ly

1.8%

10

No Crop Insta
Collage

1.7%

quettra.com

Quettra 2015

engagement as well, as its DAU

growth has risen 6.4% this quarter.

28

Quettra | Q3 2015 Report

Bottom Apps by Daily Usage Growth

Rank

App

Growth
Running Circles

4.0%

Apps on the Decline

Time will tell if these apps will
continue trending downward or
if theyll regain traction in user
engagement.

V3 Mobile Plus 2.0

3.0%

MPost

2.6%

Dude Perfect 2

2.1%

Cow Evolution Clicker Game

1.9%

Racing Rivals

1.8%

tv
(Ole tv Mobile)

1.6%

(Naver Music)

1.5%

Jurassic Park
Builder

1.5%

10

AlphaBetty Saga

1.5%

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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
Rank

Pip Camera

App

Rank

App

Nebulous

InstaMag

Bloons TD Battles

InstaBeauty

DeathRun Portable

FotoRus

Goat Simulator

100+ Photo Effects

Pixel Gun 3D

Funny Photo Effects

quettra.com

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Quettra | Q3 2015 Report

Co-Used Apps
Madden NFL Mobile
Rank

App

JobStreet
Rank

App

Stickman Football

jobsDB

NFL Fantasy Football

Job Search

Real Racing 3

My BOLT! (Official)

MyNBA2K15

LinkedIn

Fanatical Football

Traveloka - Flight & Hotel

quettra.com

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31

Quettra | Q3 2015 Report

Co-Used Apps
Pou

Badoo
Rank

Rank

App

App

Twoo - Meet new people

Moy 3 - Virtual Pet Game

Chat, Flirt & Dating - JAUMO

Moy 2 - Virtual Pet Game

Waplog Chat Dating Meet

Friend

Moy - Virtual Pet Game

Chat Meet New Friends:

W-Match

My Boo - Your Virtual Pet

Game

LOVOO - Chat and meet

people

Hair Salon - Kids Games

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Quettra | Q3 2015 Report

Region Insights

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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

appear in all regions

VK is a heavily used app in Europe.

BBM is especially popular in Asia and

Facebook is the top installed app in all

regions except for South America.
Uniquely popular in North America:
Pandora Radio, Netflix, Amazon
Kindle, Spotify, and Uber

South America.
Facebook Lite is hot in South America.

Uniquely popular in Asia: Line,

KakaoTalk, WeChat, MX Player, and
Camera360 Ultimate

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Quettra | Q3 2015 Report

Top Apps in North America

By Installs

By Daily Active Usage

Facebook

Messenger

Instagram

Facebook

WhatsApp

Messenger

Flipboard

WhatsApp

Pandora
Radio

Instagram

Snapchat

Kik

Twitter

Amazon

Netflix

Pandora
Radio

Twitter

Hola
Launcher

10

11

12

10

11

12

Snapchat

Amazon
Kindle

Skype

Clash of
Clans

Yahoo Mail

Spotify

13

14

15

13

14

15

Spotify

TripAdvisor

Uber

Candy Crush
Saga

Candy Crush
Soda Saga

Netflix

quettra.com

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Quettra | Q3 2015 Report

Top Apps in Europe

By Installs

By Daily Active Usage

Facebook

WhatsApp

Messenger

WhatsApp

Facebook

VK

Skype

Flipboard

Viber

Messenger

Viber

Classmates

Instagram

Shazam

VK

Snapchat

Skype

Clash of
Clans

10

11

12

10

11

12

Twitter

TripAdvisor

Adobe Acrobat
Reader

Twitter

Yandex
Browser

Retrica

13

14

15

13

14

15

Evernote

eBay

Candy Crush
Saga

Chat for
Friends

Candy Crush
Saga

Opera Mini

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Top Apps in Asia

By Installs

By Daily Active Usage

Facebook

Messenger

WhatsApp

Facebook

WhatsApp

BBM

LINE

Instagram

Camera360
Ultimate

Messenger

LINE

Instagram

Skype

Twitter

Flipboard

Clash of
Clans

WeChat

KakaoTalk

10

11

12

10

11

12

WeChat

Candy Crush
Saga

MX Player

MX Player

Camera360
Ultimate

Viber

13

14

15

13

14

15

Clash of
Clans

BBM

Photo Grid

Telegram

NAVER

Twitter

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Top Apps in South America

By Installs

By Daily Active Usage

WhatsApp

Facebook

Messenger

WhatsApp

Facebook

Messenger

Instagram

Twitter

Quickoffice

Instagram

BBM

Twitter

Flipboard

Retrica

Evernote

Snapchat

Clash of
Clans

Candy Crush
Saga

10

11

12

10

11

12

Skype

Candy Crush
Saga

Subway
Surfers

Facebook
Lite

B612

Candy Crush
Soda Saga

13

14

15

13

14

15

Mobile Security
& Antivirus

PUP Mobile
Portal

Photo Grid

Pou

Trivia Crack

Retrica

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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
lists.
Music & Audio and Entertainment are
much more popular in North America
than other regions.

quettra.com

Music & Audio is much more popular in

North America than other regions.
Strategy games are more played in Asia
than other regions.

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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

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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

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Quettra | Q3 2015 Report

Category Insights

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Quettra | Q3 2015 Report

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.

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Quettra | Q3 2015 Report

Top Categories by Installs

Rank
1

Category
Communication

Top Gaming Categories

Rank

Games

Social

Tools

Photography

Productivity

Music & Audio

Media & Video

Shopping

10

Entertainment

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Category

Casual

Arcade

Action

Racing

Puzzle

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Quettra | Q3 2015 Report

Top Categories by Daily Active Usage

Rank
1

Category
Communication

Top Gaming Categories

Rank

Social

Tools

Games

Photography

Productivity

Media & Video

Music & Audio

Books & Reference

10

Lifestyle

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Category

Casual

Arcade

Puzzle

Action

Racing

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Quettra | Q3 2015 Report

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

Install Penetration

Social
2
Tools

Photography
Productivity
1

Media & Video

Entertainment

Books & Reference

Sports

Music & Audio

Travel & Local
Lifestyle

Shopping
Finance

0
-2%

0%

2%

4%

6%

Install Penetration Growth Rate

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Quettra | Q3 2015 Report

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

Install Penetration

Arcade

Racing

Action
Puzzle

0
-6%

0%

6%

12%

18%

Install Penetration Growth Rate

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Quettra | Q3 2015 Report

Personas & Interests

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Quettra | Q3 2015 Report

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.

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Quettra | Q3 2015 Report

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

Home Hunters

Real Estate Agents

Language Enthusiasts

Small Business Owners

Personal Finance Enthusiasts

Pet Lovers
Photo & Video Enthusiasts
Singles
Students
Tech & Gadgets Enthusiasts

Bargain Shoppers
Brand-Loyal Shoppers

Outdoor Enthusiasts
Parents

Shopping

Sports
American Football Fans
Baseball Fans
Basketball Fans

Travelers
Business Travelers
Daily Commuters
Travelers

Bicyclists
Cricket Fans
Ice Hockey Fans
Runners
Skiers & Snowboarders
Soccer Fans
Sports Fans
Surfers

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Top Apps by Persona: Photo & Video Enthusiasts

Top Installed
Rank

Top Used

App

Rank

App

Photo Grid - Collage Maker

B612

B612

Photo Grid - Collage Maker

LINE Camera

KakaoStory

KakaoStory

LINE Camera

PhotoWonder

PhotoWonder

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Top Apps by Persona: Sports Fans

Top Installed
Rank

Top Used
Rank

App

App

FIFA 15 Ultimate Team

FIFA 15 Ultimate Team

LiveScore

LiveScore

ESPN

Live Sports Scores 365Scores

Real Basketball

Soccer Scores - FotMob

Live Sports Scores 365Scores

ESPN

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Quettra | Q3 2015 Report

Top Apps by Persona: News & Magazine Readers

Top Installed
Rank

Top Used
Rank

App

App

Flipboard

Flipboard

Zinio: 5000+ Digital

Magazines

detikcom

detikcom

SmartNews

BBC News

BBC News

SmartNews

Zinio: 5000+ Digital

Magazines

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Top Apps by Persona: Casual & Social Gamers

Top Installed
Rank

Top Used
Rank

App

App

Subway Surfers

Candy Crush Soda Saga

Candy Crush Soda Saga

Subway Surfers

Temple Run 2

Temple Run 2

Bubble Witch 2 Saga

Bubble Witch 2 Saga

Hay Day

Cookie Jam

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Top Apps by Persona: Bargain Shoppers

Top Installed
Rank

Top Used

App

Rank

App

eBay

Flipkart

Amazon Shopping

eBay

Flipkart

AliExpress Shopping App

Wish

Wish

AliExpress Shopping App

Amazon Shopping

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Top Interests by Installs

Rank

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Interest

Instant Messengers

Social Networks

Socialize

SMS

Photo Sharing

Take Photos

Video Calls

VOIP

File Manager

10

Photo Editing

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Top Interests by Daily Active Usage

Rank

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Category

Instant Messengers

Social Networks

SMS

Socialize

Photo Sharing

VOIP

Video Calls

Video Sharing

Blogging

10

Video Recording

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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 Dubsmashs 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
Were 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.

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