The Russian market is a highly lucrative one with enormous potential for mobile marketing. Along with other emerging economies, it experienced a major boost over the last year. According to reports, last year saw an increase in mobile data traffic up to 77% due to emerging markets. Russia and South East Asia have been driving growth, due to the introduction of affordable 3G handsets. To be more specific, according to ComNews.ru, the Russian mobile market has grown by 70%.
While the Russian mobile market is still shifting to more progressive forms of advertising, it is evolving extremely fast, offering numerous opportunities for business development. We decided to uncover the patterns and learn the exact state of market demand over the Q2 in Russia.
The report is based on Clickky CPI Index. The Index is calculated for different countries, two OSes (iOS, Android), non-incent traffic and different categories. All the graphs below are based on Clickky’s advertising campaign data.
A month by month average CPI for different platforms
CPI for iOS generally beats CPI for Android in Russia, correlating with global dynamics. Russia is still a rather cheap market in terms of cost per install, as the highest average CPI for iOS reaches only $ 0.44 per install (more than 1 for USA and Japan in June).
A month-by-month comparison of iOS and Android
While CPI for Android was much lower than one for iOS in April, the cost per install difference between the platforms was significantly reducing during the next two months.
A monthly CPI overview by category and OS
Here is an overview of the Russian app install market by category. The most expensive categories over the three months for iOS were Games and Travel & Local. Nevertheless, in June CPI for iOS in both categories has dropped down significantly. June also saw a major cost per install boost in Travel & Local for Android. Social was the cheapest category for both platforms in April. While it has shown a significant growth for iOS, CPI for Android remained the cheapest out of all categories during the next two months.
The iOS CPI for Games category reached almost $1 per install in May. It was dropping down during the next two months, reaching $0.48 in June. The Android CPI has also dropped down during the three-month period, going from $0.61 to $0.46.
CPI for the Shopping category
In the Shopping category CPI for Android was higher than for iOS during the Q2. The cost per install for Android was the highest in May ($ 0.34), while CPI for iOS was constantly growing from month to month (from $ 0.24 in April to $ 0.3 in June).
CPI for the Social category
iOS CPI in Social category was constantly growing during the Q2 (from $ 0.19 in April to $ 0.49 in June). CPI for Android was the highest in May, reaching $ 0,32).
CPI for the Business category
CPI for Business category was constantly growing in the developed economies. It showed similar patterns for Android in Russia, growing from $ 0.21 in April to $ 0.61 in June. At the same time CPI for iOS in Business dropped down from $ 0.55 in April to $ 0.27 in June.
The bottom line
Mobile market in Russia continues growing, and it’s time to look into the numerous business opportunities it has to offer. The cost per install in the country has yet to grow to the expensiveness of top tier economies, but it is definitely aspiring to do so, reaching $1 in several categories. In Q2 Games and Travel & Local were the most expensive categories in Russia. As for CPI dynamics, the cost per install for Android was growing over the three month period, while the cost per install for iOS dropped down by June in the major categories of the market. OS and category continue to be the main factors, that affect CPI.
