Global App Store Consumer Spend Reached $101B in 2018, up 75% From 2016 Top Countries by App Store Consumer Spend App Store consumer spend only includes spend that Two Year Growth flows through the app store (paid downloads, in-app purchases and in-app subscriptions). This figure $60B $120B doesn’t include transactions processed outside of the app stores (e.g. payments in apps such as Uber, $50B $100B Worldwide Spend (USD) Starbucks, Amazon, DoorDash) or revenue from — Worldwide 75% $40B $80B in-app advertising. — China 140% — United States 70% $30B $60B China accounted for nearly 40% of total consumer — Japan 30% spend in 2018. Globally, on a category level, games — South Korea 80% $20B $40B accounted for 74% of consumer spend in 2018. — United Kingdom 55% Non-gaming apps only accounted for 26% of Country-Level Spend (USD) $10B $20B consumer spend, but this was up from 18% in 2016 and largely due to the growth of in-app subscriptions. 0 0 2016 2017 2018 Note: Spend is gross, the cut taken by app stores has been removed; iOS, Google Play, Third-Party Android in China combined 10 COPYRIGHT 2019