china mobile internet 2013 overview (umeng)

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The number of active smart devices in China exceeded 700 Million by the end of 2013.  The five fastest growing mobile apps categories (excluding games) are: news, health & fitness, social networking, business, and navigation. These areas will bring new opportunities for developers in 2014.  Socializing your apps is the key to success for developers. Currently among the top 1,000 apps (apps and games) in the Chinese market, 55% of them provide links to Chinese social networking services (e.g. Sina Weibo, Wechat, QQ, Renren). The amount of app content sharing to social network platforms per mobile Internet user per day has tripled in the last 6 months.  Social network sharing in game has become incredibly popular on all social networking platforms, 48% of in app sharing traffic to social networks are from games.

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Page 1: China Mobile Internet 2013 Overview (Umeng)
Page 2: China Mobile Internet 2013 Overview (Umeng)

Main Conclusions

}  The number of active smart devices in China exceeded 700 Million by the end of 2013.

}  The five fastest growing mobile apps categories (excluding games) are : news, health & fitness, social networking, business, and navigation. These areas will bring new opportunities for developers in 2014.

}  Socializing your apps is the key to success for developers. Currently among the top 1,000 apps (apps and games) in the Chinese market, 55% of them provide links to Chinese social networking services (e.g. Sina Weibo, Wechat, QQ, Renren) The amount of app content sharing to social network platforms per mobile Internet user per day has tripled in the last 6 months.

}  Social network sharing in game has become incredibly popular on all social networking platforms, 48% of in app sharing traffic to social networks are from games.

Page 3: China Mobile Internet 2013 Overview (Umeng)

Main Conclusions

}  High-end smart phones (pricing above 500US$) have a significant market share in China, contributing 27% of total devices. These users have dynamic needs on mobile apps . The users of below 150US$ phones prefer casual games for their entertainment requirements.

}  The year of 2013 became known as the first year Chinese developers took

officially licensed IP seriously with many developers licensing IP from rights holders. By the end of 2013, among the Top 100 games, 20% license 3rd party IP.

}  Over the course of 2013 the percentage of iOS jailbroken devices in the Chinese Mainland fell to 13% of all devices. Domestic users are becoming more hesitant to jailbreak their devices.

Page 4: China Mobile Internet 2013 Overview (Umeng)

700 Million active smart devices in China

}  By  the  end  of  2013,  the  number  of  ac6ve  smart  devices  in  China  had  exceeded  700,000,000,  including  smart  phones  and  tablets.    

}  In  the  4th  quarter  59%  of  new  devices  were  bought  by  smartphone  users  upgrading  their  exis6ng  hardware.  The  remaining  new  devices  where  bought  by  users  buying  their  first  smartphone.  As  smartphone  use  becomes  more  commonplace  in  China  new  sales  are  increasingly  driven  by  exis6ng  users  upgrading,  rather  than  from  users  purchasing  their  first  smartphone.        

56%

59%

2013Q3 2013Q4

The percentage of upgrading their exiting devices in the total

number of active devices

380M 500M

590M 700M

2013Q1 2013Q2 2013Q3 2013Q4

The increasing trend of domestic active devices

Data Source: Umeng Analytics Platform www.umeng.com

Data Source: Umeng Analytics Platform www.umeng.com

Page 5: China Mobile Internet 2013 Overview (Umeng)

Faster growing categories in 2013: news, health care and social networking

}  The  five  fastest  growing  areas  (in  terms  of  the  number  of  users  in  2013,  excluding  games)  were    news,  health  care,  social  networking,  business,  and  naviga6on.  These  areas  will  bring  new  opportuni6es  for  developers  in  2014.  

}  Interes6ngly,  social  networking  apps  were  among  the  top  3  in  2013,  for  new  ways  of  social  (pictures,  Gif/short  videos)  and  ver6cal  social  group  requirements  s  (e.g.  connec6on,  da6ng,  paren6ng)  

275%

220% 212% 202% 193% 157% 150% 140% 140%

110% 109% 107% 92% 91% 73%

New

s

Hea

lth

SN

S

Bus

ines

s

Nav

igat

ion

Ent

erta

inm

ent

IM

Pho

togr

aphy

u

Edu

catio

n

Boo

ks

Fina

nce

Trav

el

Util

ities

Cat

alog

s

Mus

ic

The growth rate of active users by app category 2012-2013

Data Source: Umeng Analytics Platform www.umeng.com

Page 6: China Mobile Internet 2013 Overview (Umeng)

High-end smart phones have a significant market share in China

}  The  market  for  budget  Android  phones  is  strong  in  China  with  57%  of  devices  under  330  USD  price  range.  However  over  a  quarter  of  users  are  using  high-­‐end  smart  phones  cos6ng  over  500USD,  80%  of  these  are  iphones.            

Data Source: Umeng Analytics Platform www.umeng.com

35%

22%

16%

27%

Distribution of price ranges of smart phones in China

USD 1-149

USD 150-329

USD 330-499

USD 500+

Page 7: China Mobile Internet 2013 Overview (Umeng)

}  In  December  2013,  the  app  launch  benefi6ng  from  4G  services  counted  for  1  ‰  of  the  total,  with  the  daily  launch  of  over  two  million.  From  June  to  December  2013,  app  usage  via  4G  has  grown  by  57%.  4G  just  took  off  in  China  at  the  end  of  the  year  2013.  

}  Umeng  observes  that,  while  3G  services  were  launched  in  May  2009  uptake  was  rela6vely  slow  with  only  18%  of  app  usage  benefi6ng  from  3G  services  as  late  as  end  2011.    Umeng  es6mates  that  it  will  be  2015  before  we  see  an  explosion  in  4G  access  rates.    

}  Most  of  the  4G  users  in  the  Chinese  Mainland  use  LTE-­‐mode  mobile  phones  newly  launched  by  Samsung,  HTC,  Sony  and  Coolpad.  Recently,  All  Chinese  operators  are  star6ng  promo6ng  4G  network  to  consumers.    

4G just took off in China

Grow by 24%

Grow by 57%

Total 4G

The access of domestic Android devices Jun 2013 Dec 2013

Data Source: Umeng Analytics Platform www.umeng.com

Page 8: China Mobile Internet 2013 Overview (Umeng)

}  In  2013,  mobile  app  users  became  more  interested  in  sharing  on  social  networking  pla_orms.  In  December  2013,  the  number  of  sharing  on  social  networking  pla_orms  per  mobile  Internet  user  per  day  was  triple  of  that  in  July  2013.  

}  This  increase  was  largely  due  to  large  amounts  of  promo6on  on  social  networking  pla_orms,  developers  making  sharing  more  user  friendly,  and  also  by  rewarding  users  who  shared  app  informa6on  with  credits  or  other  benefits.    

}  2013  saw  the  emergence  of  apps  that  became  popular  overnight  through  viral  promo6on  on  social  network  (Wechat,  Weibo..)  ,  such  as  a  causal  game  “Crazy  Guess  Figure”  and    a  photo  app  “MomentCam”.    

}  Currently,  among  the  top  1,000  apps  (apps  and  games)  in  the  Chinese  market,  46%  provide  Social  ac6ons  including    social  sharing  and/or    social  network  login  func6ons.  The  por6on  jumps  to  55%  among  the  top  100.  Sharing  on  social  networking  pla_orms  has  gradually  become  a  standard  func6on  of  apps.    

Mobile app users became more interested in sharing on social network

55% 55% 53%

46%

39%

TOP

100

TOP

200

TOP

500

TOP

1000

TOP

2000

Social functionalities Penetration (December 2013)

APP ranking

*Data Source: ranking data of 30 domestic mainstream App markets and App /store !

Page 9: China Mobile Internet 2013 Overview (Umeng)

Sharing of app content to social networks has seen explosive growth

}  Sharing  of  app  content  to  social  networks  has  seen  explosive  growth;  8600%  growth  for  WeChat,  2900%  for  QQZone  between  March  and  November  2013.    

}  48%  of  shared  content  comes  from  games.    Since  word-­‐of-­‐mouth  communica6on  is  a  key  channel  for  game  promo6on,  in  2013,  lots  of  mobile  games  added  the  link  to  sharing  on  social  networking  pla_orms.    

}  Besides  games,  photography  apps  are  also  popular,  especially  on  WeChat  and  Weibo  .  These  apps  allow  easy  sharing  of  photos  “on  the  go”  to  friends  via  social  networks  .  More  tradi6onal  social  network  sites  such  as  QQzone  and  RenRen  see  a  larger  mix  of  app  interac6on,  probably  reflec6ng  the  difference  between  mobile  and  desktop  internet  habits.        

0%

50%

100%

QQ zone Renren Sina weibo

Tencent weibo

WeChat

Distribution of content shared on social network platforms Others

Catalogs

Health

Video

News

Music

Entertainment

Photography

Games

Data Source: Umeng Analytics Platform www.umeng.com

Page 10: China Mobile Internet 2013 Overview (Umeng)

}  By  December  2013,  among  the  Top  100  games,  20%    use  an  exis6ng  well  known,  officially  licensed  IP  to  make  their  mobile  games,    including  Dad  Where  Are  We  Going?,  and  Despicable  Me,  etc.  The  figure  was  only  13%  in  June  2013.    

}  The  year  of  2013  was  known  as  the  first  year  of  mobile  game  IP  in  China.  With  the  loyalty  of  fans,  game  developer  realized  an  well  known,  officially  licensed  IP/brand  will  help  them  easily  to  amract  IP  fans  and  get  promoted    in  the  app  store  and  poten6ally  acquire  more  high  value  uses.    

Chinese developers took officially licensed IP seriously

*Data Source: ranking data of 30 domestic mainstream App markets and App /store !

13%

20%

Jun 2013 Dec 2013

The portion of Top 100 mobile games license 3rd party IP

Page 11: China Mobile Internet 2013 Overview (Umeng)

}  In  2013,  the  amount  of  6me  users  spent  playing  casual  games  increased,  especially  the  6me  spent  playing  adventure,  leisure  and  card  games.  In  fact  the  term  “casual  games”  is  becoming  a  misnomer  as  users  are  spending  large  blocks  of  6me  playing  these  games  rather  than  dipping  in  and  out  as  was  once  the  case.    The  improvement  of  hardware  such  as  the  processor,  memory  and  graphics  card  of  mobile  phones  has  improved  the  overall  gaming  experience  and  led  to  a  more  engaging  gaming  experience.  

The term “casual games” is becoming a misnomer

-50%

0%

50%

100%

150%

200%

-50% 0% 50% 100% 150% 200%

Gro

wth

of

daily

tim

e sp

end

Pe

r use

r

Growth of daily session per user

Behavior of casual game users 2012-2013 Action

Puzzle

Card

Leisure

Simulation

Sports

Education

Adventure

Data Source: Umeng Analytics Platform www.umeng.com

Page 12: China Mobile Internet 2013 Overview (Umeng)

2 1 0 1 2

USD 1-149

USD 150-329

USD 330-499

USD 500+

Distribution of daily length of time spent per user by device price

Hardcore Games

Light Games

High-end device users favor hard-core games while low-end device users prefer casual games

}  In  2013,  users  of  mobile  phones  priced  more  than  USD  500  spend  more  6me  playing  hard-­‐core  games,  with  the  per  user  game  6me  per  day  1.6  6mes  of  that  of  under  USD  150  phone  users.  But  the  situa6on  with  casual  games  is  just  the  opposite.  Low-­‐end  phone  users  spend  the  longest  6me  playing  casual  games  per  capita  per  day,  1.6  6mes  of  that  of  high-­‐end  phone  users.  High-­‐end  phones  have  hardware  configura6on  more  suitable  for  heavy  games.  As  a  result,  their  users  spend  more  6me  on  this  type  of  games.  Large  por6on  of  low-­‐end  phone  users  are  mobile  game  beginners.    

Data Source: Umeng Analytics Platform www.umeng.com

The length of time of low-end mobile phones is 1.6 times of that of high-end

phones

The length of time of high-end phones is 1.6

times of that of USD 150 phones

Page 13: China Mobile Internet 2013 Overview (Umeng)

Users of low-end devices prefer entertainment while high-end device users have dynamic needs

}  Users  of  phones  priced  blow  $150  tend  to  spend  more  6me  playing  games  and  their  most  favorite  app  categories  is  theme  &  wallpaper.  They  use  smartphone  to  meet  their  entertainment  demands.  They  are  open  sensi6ve  to  the  price,  have  low  requirements  for  the  performance  of  phones,  tend  to  be  affected  by  pre-­‐installed  apps,  and  are  less  likely  to  use  e-­‐commerce,  finance,  health  and  lifestyle  apps.    

}  Users  of  high-­‐end  devices  have  more  diverse  needs  and  favour  apps  for  news,  naviga6on,  finance,  and  e-­‐commerce.  They  might  have  certain  economic  power,  but  more  importantly,  they  rely  on  mobile  Internet  and  their  life  pamerns  will  be  shown  on  mobile  devices,  such  as  their  demands  for  geqng  informa6on,  learning,  shopping,  finance  management.    

 

Data Source: Umeng Analytics Platform www.umeng.com

10.8% 11.1%

1.5% 1.9% 0.8% 0.6% 1.0%

9.2% 8.9%

2.6% 2.6% 1.1% 0.8%

1.6%

7.4% 8.1%

3.4% 3.4% 1.2% 1.1%

2.4% 5.5%

7.2% 3.8% 4.2%

1.5% 1.6% 3.2%

Wallpaper Games Photography News Navigation Finance Catalogs

App usage by category by device price USD 1-149 USD 150-329 USD 330-499 USD 500+

Page 14: China Mobile Internet 2013 Overview (Umeng)

Fragmented Android device market

}  In  the  4th  quarter  of  2013,  Samsung  and  XiaoMi  (a    local  brand)  prove  to  be  the  most  popular  Android  brands  as  between  them  they  manufacture  all  of  the  top  10  ac6ve  Android  devices.    

}  However  the  Android  market  is  s6ll  highly  fragmented  with  hundreds  of  different  handsets  on  the  market.  Samsung  who  manufacture  many  devices  in  all  price  ranges  control  24%  of  the  device  market,  while  the  domes6c  manufactures  are  bamling  it  out  with  the  interna6onal  brands  to  extend  their  market  share.  

0.9%

1.2%

1.2%

1.2%

1.3%

1.7%

1.8%

1.8%

2.7%

2.7%

Xiaomi M1

Xiaomi M2

Samsung Galaxy Note

Xiaomi 1S

Samsung Galaxy Ace

Samsung Galaxy SII

Xiaomi 2S

Samsung Galaxy S IV

Samsung Galaxy Note II

Samsung Galaxy SIII

TOP 10 active Android devices 2013 Q4

24%

8%

8%

7% 5% 5%

4% 4%

3% 2%

30%

Brand distribution of active Android devices 2013 Q4

Samsung

Lenovo

Huawei

Xiaomi

HTC

Coolpad

OPPO

ZTE

BBK

Sony

Data Source: Umeng Analytics Platform www.umeng.com

Data Source: Umeng Analytics Platform www.umeng.com

Page 15: China Mobile Internet 2013 Overview (Umeng)

In 2013, iOS jailbreak devices in China fell to 13%

}  The  number  of  jailbroken  iOS  devices  con6nues  to  fall  (from  30%  at  the  beginning  of  the  year,  to  13%  at  the  end  of  the  year).    

}  China  has  now  become  one  of  the  first  launch  areas  for  iOS  devices,  users  can  easily    and  quickly  get  the  new  devices  through  official  channels  instead  of  purchasing  jailbroken  devices  through  the  blackmarket.    Also  tools  like  Kuaiyong    Apple  Assistant,  which  offers  free  versions  of  paid  apps  in  Appstore,  makes  jailbreaking  less  amrac6ve.  Finally  users  are  becoming  aware  of  the  security  risks  of  using  a  jailbroken  phone.  

0%

10%

20%

30%

40%

Jan

2013

Feb

2013

Mar

201

3

Apr

201

3

May

201

3

Jun

2013

Jul 2

013

Aug

201

3

Sep

201

3

Oct

201

3

Nov

201

3

Dec

201

3

Percentage of jailbreak device in 2013

0% 50% 100%

iPad 2 The New iPad

iPad 4 iPad mini

iPhone 3GS iPhone 4

iPhone 4S iPhone 5

iPod touch 4 iPod touch 5

Jailbreak percentage by iOS devices December 2013

Jailbroken Other

Data Source: Umeng Analytics Platform www.umeng.com

Data Source: Umeng Analytics Platform www.umeng.com

Page 16: China Mobile Internet 2013 Overview (Umeng)

A large growth in WiFi connectivity

}  In  2013,  changes  to  device  connec6vity    saw  a  large  growth  in  WiFi  connec6vity,  from  38%  at  the  beginning  of  the  year  to  52%  at  year  end.  Mobile  Internet  infrastructure  has  become  bemer  in  China.    However  Chinese  users  are  s6ll  price  sensi6ve  to  mobile  data  tariff.    

0%

50%

100%

Jan

2013

Feb

2013

Mar

201

3

Apr

201

3

May

201

3

Jun

2013

Jul 2

013

Aug

201

3

Sep

201

3

Oct

201

3

Nov

201

3

Dec

201

3

Android device connectivity

3G

2G

WIFI

Data Source: Umeng Analytics Platform www.umeng.com

Page 17: China Mobile Internet 2013 Overview (Umeng)

}  Glossary:  Ac,ve  Device:  ac6ve  device  refers  to  device  which  has  ac6vated  at  least  one  app  covered  by  Umeng  pla_orm  in  the  s6pulated  6me  frame.  All  the  “devices”  in  the  report  refers  to  “ac6ve  devices”,  not  the  actual  shipment.    

}  Release  Date:              March  2014  

}  Data  Source:              Analysis  data  in  the  report  is  based  on  over  210,000  Android  and  iOS  apps  from  the  Umeng  

pla_orm.  All  data  was  collected  from  January  to  December  2013.  

}  Statement:              All  data  belong  to  Umeng  pla_orm.  Any  people  and  organiza6on  are  permimed  to  quote  the  

report,  please  cite  original  source  when  using  this  data.!

         About  

Page 18: China Mobile Internet 2013 Overview (Umeng)

}  Analytics Umeng Analytics is the leading mobile app analytical platform in China. We provide enterprise level analytics solutions to developers, allowing in depth analysis of user behavior and assist developers to efficiently distribute their apps and maximize monetization opportunities. Over 210,000 apps use Umeng across iOS, Android, Windows Phone and Windows 8 platforms. http://www.umeng.com/analytics#

}  Share

Umeng share helps developer integrate more than 10 main stream social network share modules like Weib and WeChat quickly, super easy and smooth. http://www.umeng.com/component_social

}  User feedback

Listening to feedback from your users is important to your app performance. Encouraging user feedback would bring improvements to your app and lead to higher user engagement. http://www.umeng.com/component_feedback

}  Crash Report Crash Report is specially developed with app developers in mind, providing detailed reports on issues with apps and the exact causes. With the help of Crash Report, you can tackle problems more efficiently. http://www.umeng.com/component_update

Umeng products

Page 19: China Mobile Internet 2013 Overview (Umeng)

Umeng is the largest  mobile app analytics platform in China.  Umeng's state-of-the-art mobile analytics , developer tools and data-powered cross-promotion platform helps developers increase the size and value of app audiences and maximize monetization opportunity. More than 75,000 developers, 210,000 apps use Umeng across IOS, Android and other platforms.  The team is working around the clock to build better solutions for mobile app developers.

www.umeng.com www.umeng.com/umengdata_reports

[email protected]