must-have stats for global mobile marketing

A Practical Guide for Software Developers

MUST-HAVE STATS FOR

GLOBAL MOBILE MARKETING

BUT IS IT GLOBAL-READY?

READ ON, AND LEARN:

APP STORES ARE GLOBAL, SO

YOUR MOBILE APP IS ALREADY

GLOBALLY DISTRIBUTED.

HOW GLOBAL MOBILE SUBSCRIPTION TRENDS ARE CHANGING THROUGHOUT THE WORLD

TOP MARKETS AND COUNTRIES FOR MOBILE ADOPTION

WHICH COUNTRIES HAVE THE BIGGEST SHARE OF THE SMARTPHONE MARKET

THE LANGUAGES THAT MATTER MOST FOR TOP MOBILE MARKETS

GLOBAL MOBILE SUBSCRIPTION

TRENDS

45 MUST-HAVE STATS FOR GLOBAL MOBILE MARKETING • 4

1

There are nearly

7 BILLION mobile subscriptions worldwide.

That’s

75% of the world

population

The International Telecommunication Union (May 2014)

Source:

1

http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2014-e.pdf




1

Mobile subscribers

will reach 8.5 billion

by the end of 2016. 8.5BILLION

Source:Portio Research, Mobile Factbook 2013

20162015

2014

2017

2

http://www.portioresearch.com/en/free-mobile-factbook.aspx


3

The majority of

the world’s mobile

market growth

comes from outside

of the United States

and Europe.UNITED STATES

EUROPE


4

More than half of

the world’s mobile

subscribers are in

$VLD�3DFLĺF��:LWK��billion subscriptions,

$VLD�3DFLĺF�DFFRXQWV�for 52.1 percent of

the global total.

3.6BILLION 52.1%


5

By 2016,

Africa and

Middle East

will overtake

Europe as

the second

largest region

for mobile

subscribers.

MIDDLE EAST

AFRICA

EUROPE

2016


6

Source:International Telecommunication Union, May 2014

GLOBAL MOBILE SUBSCRIPTION TRENDS

DEVELOPING NATIONS

5400M636M

1265M

26%

366M

1515M

511M

1050M

11.5%

345M

DEVELOPED NATIONS

1147M

2315M

N/A

711M

6915M

GLOBAL

MOBILE CELLULAR SUBSCRIPTIONS (MILLIONS)

FIXED TELEPHONE LINES (MILLIONS)

ACTIVE MOBILE BROADBAND SUBSCRIPTIONS (MILLIONS)

02%,/(�%52$'%$1'�*52:7+��

FIXED BROADBAND SUBSCRIPTIONS (MILLIONS)


1

TOP COUNTRIES FOR MOBILE ADOPTION


7

There are

14 countries

that boast

over 100

million mobile

subscriptions. 100MILLION MOBILE SUBSCRIPTIONS

14COUNTRIES


8These include China with 1.2 billion

and Mexico with 102.7 million.

102.7MILLION

1.2BILLION

45 MUST-HAVE STATS FOR GLOBAL MOBILE MARKETING •��

9

Paul Lambert, Informa (Q2 2013)

Source:

Recent members of the

“100 million mobile club” are

Vietnam, Bangladesh, The

Philippines and Mexico.

Many countries, such as Iran

and Egypt, will also soon join

the club.

100MOBILE SUBSCRIPTIONS

OR MORE

MEXICO

BANGLADESH

VIETNAMTHE PHILIPPINES

http://blogs.informatandm.com/authors/paul-lambert


10 Just 14 countries account for more

than 61 percent of the world’s total

mobile subscriptions.

And they might not be the ones you

expect.

14 61%>Paul Lambert, Informa (Q2 2013)

Source:



11

29 percent of the world’s mobile

users live in India and China.

Subscriber numbers in each of

these countries dwarf the number

of subscribers in the

United States (third place).

29%Paul Lambert, Informa (Q2 2013)

Source:

INDIA

CHINA



12

Source:mobiThinking, November 2014

CHINA

VIETNAM

1

8

2

9

3

10

4

11

5

12

6

13

7

14

THE # OF MOBILE SUBSCRIPTIONS

IN MILLIONS

THE # OF MOBILE SUBSCRIPTIONS

IN MILLIONS

THE RANK

THE RANK

COUNTRY

COUNTRY

THE 100 MILLION CLUB: THE TOP 14 MOBILE MARKETS

BY NUMBER OF SUBSCRIPTIONS

INDIA

PAKISTAN

UNITED STATES

NIGERIA

INDONESIA

GERMANY

RUSSIA

PHILIPPINES

BRAZIL

BANGLADESH

JAPAN

MEXICO

��0

127.7M

772.6M

126.1M

��0

128.6M

285.0M

��0

272.6M

116.0M

��0

109.5M

��0

102.M


1

TOP COUNTRIES FOR

SMARTPHONE SALES


13

China is now the

top market for

smartphone sales.


14

Growth is forecasted

to be strongest in

India, Indonesia,

Russia and Brazil

(collectively known

with China as BRICI).CHINA

INDIA

BRAZIL

RUSSIA INDONESIA


15

China surpassed the

United States as the

largest smartphone

PDUNHW�LQ�4��according to Strategy

Analytics (November

2011) or Q1 2012,

according to Canalys

(May 2012).

CHINA

UNITES STATES

http://www.strategyanalytics.com/default.aspx?mod=reportabstractviewer&a0=6871

http://www.strategyanalytics.com/default.aspx?mod=reportabstractviewer&a0=6871

http://www.canalys.com/newsroom/china-overtakes-us-largest-smart-phone-market


16

IDC (February 2014) predicted that

420 MILLION smartphones would be sold in China in 2014

http://www.idc.com/getdoc.jsp?containerId=prCN24688114


17

Smartphone

growth is

stagnating in more

mature markets,

like the United

States and the

United Kingdom.

UNITES STATES

UNITED KINGDOM


18

Brazil, Russia,

India, China and

Indonesia are

expected by IDC

and Canalys to be

the fast-growth

smartphone

markets over the

next few years.

http://www.idc.com/getdoc.jsp?containerId=prUS23668012#.UNLQS6xtpBn

http://www.canalys.com/newsroom/developing-markets-will-drive-smart-phone-market-growth-2013


19

2016

IDC expects India

and Brazil to catch

up and overtake the

UK (currently the

world’s third largest

smartphone market)

by 2016.

INDIA

BRAZIL

UNITED KINGDOM

IDC (November 2013)

Source:

http://www.idc.com/getdoc.jsp?containerId=prUS24461213


20

The average selling

price of smartphones

is falling rapidly in

emerging markets,

helping to fuel growth in

smartphone sales.

IDC (November 2013)

Source:



21

IDC estimated

that the average

selling price of

a smartphone

worldwide was

86��LQ��forecasted to fall

to $265 in 2017.

$337$265

2013

2017


22

In Asia, prices are

even lower, with an

average selling price

RI��LQ��expected to drop to

$215 in 2017.

IDC (November 2013)

Source:

$262 $2152013 2017



23

North Americans are

predicted to pay more

than twice the global

average selling price for

a smartphone in 2017.

IDC (November 2013)

Source:

20172X



1THE LANGUAGES

THAT MATTER MOST FOR

TOP MOBILE MARKETS


24

If you’re localizing your app for

&KLQD��\RX�QHHG�WR�DGG�6LPSOLĺHG�&KLQHVH��6LPSOLĺHG�&KLQHVH�LV�XVHG�E\�DSSUR[LPDWHO\��billion people in mainland China,

Malaysia and Singapore.

Traditional Chinese is a separate written form,

and is used in Hong Kong, Macau, and Taiwan,

as well as overseas Chinese communities.

SIMPLIFIED CHINESE

TRADITIONAL CHINESE

MACAUTAIWANHONG KONG


25

If you’re localizing your app for

India, don’t think you can get away

with only using English. 90% of

Indians, more than 1 billion people,

do not speak English at all.

Surprised? You might have interacted with some of the

150 million Indians who do speak English, and make up

twice the population of the United Kingdom.

1 BILLION - NO ENGLISH

150 MILLION - FLUENT IN

ENGLISH


26

India is actually home to

several hundred languages,

11 of which are the mother

WRQJXH�RI�PRUH�WKDQ��million people, which

is approximately the

population of Canada.

HINDI

MALAYALAM

GUARATI NEPALI

MARATHI

BENGALI

TAMIL

TELUGUPUNJABI

KANNADA

URDU

30 MILLION


27

:KLFK�ODQJXDJHV�PDWWHU�PRVW�IRU�ORFDOL]DWLRQ�IRU�,QGLD"�The top 9 languages that are most popular for reaching

consumers on mobile apps are: Hindi, Telugu, Bengali,

Gujarati, Kannada, Malayalam, Punjabi, Marathi, and Urdu.

HINDI

MALAYALAM

GUARATI

MARATHI

TELUGUPUNJABI

KANNADA

URDU


28

If you want to reach mobile users

in Indonesia, the Indonesian

language is your best bet.

Indonesian has about 160 million

VSHDNHUV��DQG�URXJKO\��PLOOLRQ�native speakers – Indonesian

is widely used as a second

language by people who live in

more rural parts of Indonesia.

160MILLION

30MILLION


29

:DQW�WR�UHDFK�PRELOH�XVHUV�in Brazil? Don’t just ask for

“Portuguese.” The variety of

Portuguese spoken in Portugal

is quite different from the local

language in Brazil.

Brazilian Portuguese will help

you reach its approximately

200 million speakers.

200MILLION

BRAZILIAN PORTUGUESE


30

If you want to reach

mobile app users in

Russia, Russian is

your most important

language. Russian is an

RIĺFLDO�ODQJXDJH�LQ�RWKHU�countries too, and is

spoken by more than 2%

of the world’s population.

2%OF THE WORLD’S

POPULATION


31

To enter the

Japanese market,

\RX�GHĺQLWHO\�QHHG�Japanese. These

110 million native

speakers are unlikely

to download an app

that isn’t in their

language.

ENGLISH


32

You can reach 75 million

people who speak

Vietnamese natively by

localizing your app into

this language.

75MILLION


33

There are 522

languages spoken

E\�WKH��PLOOLRQ�people in Nigeria.

173MILLION

522LANGUAGES


34

The most popular languages

are Hausa, Igbo, Yoruba,

spoken by tens of millions

of people.

English is also used in urban

areas and segments of the

population with greater

access to higher education.

HAUSA, IGBO, YORUBA


35

German is another

important world language.

Many German speakers

also speak English, but

most prefer to use apps in

their own language even

if their levels of English

SURĺFLHQF\�DUH�KLJK�

GERMANENGLISH


36

To reach users

in Bangladesh,

localize your app

into Bengali, which

is used by 98% of

the population. 98%BENGALI


37

Many Filipinos

speak English,

but there are 175

languages spoken

as mother tongues

in the Philippines.

175LANGUAGES


38

7KHUH�DUH��ODQJXDJHV�indigenous to the Philippines

with at least one million native

speakers: Tagalog, Cebuano,

,ORNDQR��+LOLJD\QRQ��:DUD\�:DUD\��.DSDPSDQJDQ��%LNRO��Albay Bikol, Pangasinan,

Maranao, Maguindanao,

Kinaray-a, and Tausug.

TAGALOG, CEBUANO, ILOKANO, HILIGAYNON, WARAY-WARAY,

KAPAMPANGAN, BIKOL, ALBAY BIKOL, PANGASINAN, MARANAO, MAGUINDANAO, KINARAY-A, AND

TAUSUG


39

You can reach 90%

of the population of

the Philippines in their

mother tongue by using

WKHVH��ODQJXDJHV�

90%

13LANGUAGES


40

To reach Mexico’s

population of 122

million, you need to

localize your app into

Mexican Spanish. 122MILLION


41

The Spanish language also

JLYHV�\RX�DFFHVV�WR�DERXW��million people in 21 countries

DFURVV�IRXU�FRQWLQHQWV��:KLOH�Spanish speakers from all

countries can understand

each other, each country has a

different variety of Spanish with

terminology that varies widely

from one place to the next.

21COUNTRIES

350MILLION


42

A study, “The Impact of App

Translations” from Distomo showed

that localizing iPhone application text

UHVXOWHG�LQ�VLJQLĺFDQWO\�PRUH�GRZQORDGV�– 128% more per country, in fact. Not

only that, but companies saw a 26%

increase in revenue for each country

DGGHG��:KDWpV�PRUH��WKHVH�UHVXOWV�were achieved within just one week of

offering a localized version.

128%COUNTRY

26%

http://www.distimo.com/download/publication/Distimo_Publication_-_September_2012/EN/archive/

http://www.distimo.com/download/publication/Distimo_Publication_-_September_2012/EN/archive/


43

The Distomo study found that

translation is more critical for

some markets than others. In

countries like China, Japan,

and South Korea, customers

ZHUH�VLJQLĺFDQWO\�PRUH�OLNHO\�WR�pay for iPhone apps available

in their native languages.

CHINA

SOUTH KOREA

JAPAN


44

A separate report from

ABI Research showed that

localization was critical for

companies seeking to reach

China’s mobile app market, in

which more than 90% of apps

are available in Chinese. 90%CHINESE

http://www.abiresearch.com/press/localization-is-the-key-to-be-part-of-chinas-55-bi


45

50% of Smartling

customers translate into

at least six languages,

double the number of

languages from one

year earlier.

“Global Content Trends in 2014,” Smartling

Source:

50%6 LANGUAGES

http://www.smartling.com/resources/global-content-trends/

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must-have stats for global mobile marketing

Marketing

mobile club

mobile app

mobile factbook

mobile adoption45

mobile adoptionwhich

worlds mobile subscribers

worlds mobile users

worlds mobile market