Tuesday, 12 May 2020 08:54

Google's ad platform has massive lead in biggest Android market India

Google's ad platform has massive lead in biggest Android market India Image by William Iven from Pixabay

Nearly two-thirds of developers in India, the world's largest Android market, are using Google AdMob as their advertising platform, figures from the technology analyst firm Counterpoint Research show.

While AdMob was used by 61% of developers, the next most used platform, Appnext, was used by 13%, followed by InMobi at 12%. India is also the world's second-largest smartphone market after China.

Counterpoint senior analyst Pavel Naiya said the existing Android developer ecosystem gave Google a huge advantage.

"Additionally, easier integration and better monetisation are two main factors where AdMob is leading over the others," he said.

"Other important factors like security features, fraud detection, better reach, multiple ad format support, and affiliated revenue sharing make Google AdMob more attractive to mobile app developers.”

ad platforms

Naiya said InMobi was easy to monetise and also was simple to integrate - the top two major factors for developers choosing a platform.

"Developers who chose Appnext highlighted the ease of integration, wider reach, and attractive affiliated revenue as some of the key reasons for adoption," he added.

"Advertising analytics metrics are standard across all major ad platforms and therefore it has the least effect on developers’ decision-making process while choosing a mobile ads platform.”

Counterpoint said the COVID-19 outbreak had provided many businesses the change to go digital and also also accelerated adoption of digital platforms by both urban and rural consumers.

Research associate Arushi Chawla said even though India was the second-biggest smartphone market, it had a low degree of Internet penetration.

"Less than half of the addressable population which is capable of using a mobile phone owns a smartphone," she said. "Further, India’s diverse cultures, languages, and high price-sensitivity have led to a digital divide and complex challenge for any app business to scale rapidly.

"The success of a new app depends on its unique offerings and building trust through a continuous awareness program, which requires investment. As a result, most of the common app categories are overcrowded, but dominated by a few established players catering to the current smartphone user base."

Chawla said the pandemic had provided a shot-in-the-arm to drive digital transformation across the board among the mobile app developer ecosystem in India.

"To cater to this growing wave of digital adoption across consumers and businesses which were never connected presents a huge monetisation opportunity for the app developers," she said.

"The ad-supported freemium model would be the most attractive strategy for the app developers to monetise this expanding addressable market.”

The Counterpoint study, which looked at these trends, also found that most apps were free in India with developers relying on advertising as the major source of revenue.

Other findings:

  • More than 50% of mobile app developers had tried to monetise app data. Among those who had not done so, about half were interested in doing so in the future.
  • Working as an “outsourced app development partner” for other companies was another major source of revenue for Indian app developers.
  • Smartphone OEMs played an important role as a medium for app developers to capture or maintain customer base through pre-installation of apps.
  • Developers used OEM-level deeply integrated app customisation or optimisation to provide a better user experience. Almost half of the app developers had worked with smartphone OEMs in the last two years to create deeper integration in their apps.

Please join our community here and become a VIP.

Subscribe to ITWIRE UPDATE Newsletter here
JOIN our iTWireTV our YouTube Community here


It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site itwire.com and prominent Newsletter promotion https://itwire.com/itwire-update.html and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV https://www.youtube.com/c/iTWireTV/videos which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinatrs and campaigns and assassistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.



iTWire TV offers a unique value to the Tech Sector by providing a range of video interviews, news, views and reviews, and also provides the opportunity for vendors to promote your company and your marketing messages.

We work with you to develop the message and conduct the interview or product review in a safe and collaborative way. Unlike other Tech YouTube channels, we create a story around your message and post that on the homepage of ITWire, linking to your message.

In addition, your interview post message can be displayed in up to 7 different post displays on our the iTWire.com site to drive traffic and readers to your video content and downloads. This can be a significant Lead Generation opportunity for your business.

We also provide 3 videos in one recording/sitting if you require so that you have a series of videos to promote to your customers. Your sales team can add your emails to sales collateral and to the footer of their sales and marketing emails.

See the latest in Tech News, Views, Interviews, Reviews, Product Promos and Events. Plus funny videos from our readers and customers.


Sam Varghese

Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

Share News tips for the iTWire Journalists? Your tip will be anonymous