In 2015, 800 million people around the globe bought their first smartphones. Next year, 600 million more will join them, pushing smartphone penetration above 50% globally for the first time ever. By 2020, the club will have 6.5 billion members. This is the most significant event of our times, because the smartphone is the personal device — the most personal device ever. Because of that, it is the everything device: the communicating, the gaming, the learning, the buying, the reading, the watching, the tracking, the remote controlling device. Mobile now has a central place in our lives, and a central place in the evolving internet of things world, a smart and controllable world. In 2016, it will become that not just for traditionally rich, developed nations, but for a majority of humanity. TUNE is about measurement. We measure what marketers do so they know what they’ve done, and so they can do it better the next time. And the next time. Over the course of 2015, we’ve measured over 400,000 gigabytes of marketing data from every corner of the planet: hundreds of billions of marketing actions, and billions upon billions of mobile installs. Here’s a little of what we learned.

1. GLOBAL MOBILE 2016
Why 2016 is the Global Tipping Point for the Mobile Economy

3. Why 2016 is the global tipping point for
the mobile economy

4. Get the full report:
bit.ly/global_mobile

5. Agenda
1. Global Trends for Mobile Marketing
2. Mobile Marketing on a Personal Scale
3. What Mobile Marketing Says About Us

6. Measuring with TUNE
The more data, the more insight.
The more insight, the smarter your marketing gets.

7. Mobile Marketing Is...
Massive and Global

8. Smartphone Users: Up 800M

9. App Inventory: Up 400K

10. App Downloads: 180B

11. Big BRIC: Doubled in 2015
In 2015, installs doubled from 2014
in Brazil, Russia, India and China

12. Games Account for the Largest Amount of Installs
More than half of the mobile measurement TUNE runs for marketers is
brand-driven by traditional and non-gaming companies

13. Billion-Click Categories
16 categories saw at least 1 billion clicks in 2015

14. Mobile Marketing Is Also...
Small and Personal

15. ANTARCTICA
“My phone… is a constant reminder that there is life out there somewhere.”
- Austin H., Field Technician, Australian Antarctic Division

16. SYRIA
“If we can spend the last day of our lives in happiness, we will do so.”
- Hadeel Ball, Young Syrian Gamer

17. AMERICAN SAMOA
“Smartphones are a luxury for middle class working folks… but a must-have for
youth.” - Austin H., Field Technician, Australian Antarctic Division

18. NEPAL
“It’s not uncommon to see a porter carrying a 75-pound load while talking
on his phone.” - Tsedo Sherpa, Owner, Sherpa Adventure Gear

19. ISLE OF MAN
“I do a lot of Facetiming. For someone who lives so far away… I couldn’t live
without it.” - Sally Potts Heacock, Former Isle of Man Resident

20. Massive and Personal…
What Mobile Marketing Says About Us

21. We Are All the Same

22. Games as % of Installs
Games are popular in almost every country,
averaging +40% of app installs that TUNE measures globally

23. Social as % of Installs
App installs confirm that, across the globe,
humans like to stay connected with other humans

24. Music as % of Installs
Music accounts for 3-6% of TUNE-measured downloads in
almost every country… and even more in Mexico

25. Travel as % of Installs
Another remarkably consistent trend is the desire to travel,
both within one’s country and abroad

26. We Are All Unique

27. iOS vs. Android Market Share
In most countries there is a clear winner between iOS and Android,
but the U.S. shows a greater fight for market share

28. India Leads M-Commerce & Lifestyle App Installs
India’s Flipkart is massive, with m-commerce accounting for
70% of its digital commerce revenue
% M-COMMERCE APP INSTALLS

29. India Leads M-Commerce & Lifestyle App Installs
The land of Bollywood downloads a higher percentage of
entertainment apps than any other country
% ENTERTAINMENT APP INSTALLS

30. India Leads M-Commerce & Lifestyle App Installs
Korea is close behind, but India still leads
the pack with lifestyle app installs
% LIFESTYLE APP INSTALLS

31. Brazilians Love Utility Apps
About 7% of Brazil’s app installs are utility and tool apps,
versus the rest of the world at 1-2%

32. Organic Installs Highest in China
About 90% of all installs measured at TUNE are organic,
but China reaches a full 96%.

33. Spotlight on Global Trends

34. Where Marketers Are Focusing Mobile Campaigns
● Android is the dominant mobile operating
system globally
● iOS is typically stronger in developed nations,
but not always
● Key takeaway: Where marketers are focusing
their efforts is where they see profits

35. Percent of Organic Downloads
“Organic and ASO have a marginal cost of
$0.00 per install, but not a total cost of $0.00
for installs. Effective ASO scales better than
paid, but that doesn’t mean it’s free.”
- Ian Sefferman, General Manager, TUNE Marketing Console

36. Top Apps in 5 Categories
TOP RIDE-SHARING APPS
TOP MUSIC APPS
TOP DATING APPS
TOP MESSAGING APPS
TOP GAMING APPS

37. Get the full report:
bit.ly/global_mobile

38. Attend the mobile event of the summer:
tune.com/postback