Global mobile market report

© Copyright 2016 Newzoo
MOBILE
2016 GLOBAL
MARKET REPORT
MOBILE
Q4 2016
FREE
APP MARKET, DEVICE,
AND AUDIENCE
INTELLIGENCE

TABLE OF CONTENTS
INTRODUCTION
1. THE APP MARKET
2. ACTIVE SMART MOBILE DEVICES
3. THE MOBILE CONSUMER
4. COMBINING METRICS FOR SUCCESS
5. FEATURE: CHINA ANDROID ECOSYSTEM
6. FEATURE: POKÉMON GO
7. NEWZOO MOBILE INTELLIGENCE
3
5
15
21
28
32
36
40

2016 GLOBAL MOBILE
MARKET REPORT
3
INTRODUCTION
This free report features high-level insights into the global app and device market, as well as
the global audience of smart mobile device users. The report marks the official launch of
Newzoo Mobile and is a precursor to our Premium Global Mobile Market Report subscription
service that includes an annual report, quarterly updates, and dashboard access with key
market data and projections. The data is derived from our full Mobile Intelligence Suite that
aims to serve all industries that put mobile at the center of their strategy, product development,
or marketing.
For years, Newzoo has been known as a global leader in games
and esports market intelligence. Its flagship report, the Global
Games Market Report, was launched in 2012 and Newzoo’s early
move into esports culminated in the release of its Global Esports
Market Report in 2014. Both services are used by the majority of
global media, hardware, and game companies and are
considered the authoritative source for trends and revenue
projections in their respective markets. The trends driving games
and esports, including the uptake of new technologies, business
model innovation, and giving power to consumers, are now
touching and influencing an array of other industries. As such,
our client base has broadened enormously to include big
advertising brands, telecom operators, venue owners, sports
clubs, and even oil companies.
For Newzoo, moving into the broader mobile space was perhaps
obvious given how significant the share of mobile in the total
games market has become, and how early we had identified the
growth potential of mobile games. Our portfolio is the result of
almost two years of preparation, partnering, data sourcing, and
modeling. The resulting intelligence focuses on active devices,
users, and the app (store) economy. From a geographic perspec-
tive, our Chinese partner and strategic investor TalkingData plays
a key role in enabling us to paint a truly global picture, previously
unavailable in the market. Our Chinese partner and strategic
investor TalkingData is an enormous asset for our clients who
aim to enter, invest, or optimize their performance in world’s
biggest mobile market: China.
In brief, we believe that the current pace of change in consumer
behavior, media consumption, and technology requires a new
type of intelligence firm that is agile, innovative, truly global, and
ahead of the curve. Ultimately, we aim to be recognized as the #1
provider of games, esports, and mobile intelligence in the world.
This free report is a key first step toward achieving that ambition.
- Peter Warman, CEO Newzoo
GLOBAL MOBILE MARKET REPORT

2016 GLOBAL MOBILE
MARKET REPORT
4
KEY TAKEAWAYS
1 $44.8BN GLOBAL APP REVENUES
Global direct consumer spending on apps will
reach $44.8 billion in 2016 and grow to $80.6
billion by 2020. The share of app revenues from
games is expected to decrease from 82% to 72%
in the same period.
2 CHINA IS THE #1 APP MARKET
China overtook the US in 2015 in total direct
consumer spending on apps and will continue to
pull away, benefitting from its sheer size and un-
tapped potential. In 2016, consumer spending on
apps in China will reach $11.9 billion versus $9.4
billion in the US. The China market accounts for
30.2% of all actively used mobile devices
worldwide.
3 APPLE IS THE #1 MOBILE BRAND
Looking at all of the active mobile devices
worldwide in July (3 billion), Apple had the
highest market share of all mobile brands: 34.8%
of all smartphones or tablets. Samsung is a
strong second with 23.3%, followed by the three
leading Chinese manufacturers: Huawei, Xiaomi,
and Lenovo.
4 2.3BN SMARTPHONE USERS
In 2016, 31% of the global population will be an
active smartphone user, or 2.3 billion people.
Almost half of these users (49%) are in Asia-
Pacific. The Middle East & Africa region has the
lowest smartphone penetration with just 19% of
the population being an active smartphone user.
3 BILLION ACTIVE SMARTPHONES/TABLETS GENERATE
$44.8 BILLION IN REVENUES, APPLE IS BIGGEST BRAND
AND CHINA BIGGEST MARKET
TAKE
AWAYS
$44.8Bn
Global App
Revenues in 2016,
82% Generated
by Games
$11.9Bn
Chinese App
Revenues in 2016,
vs. $9.4Bn for
the US
34.8%
Share of All Active
Mobile Devices in
July 2016 Were
Apple
2.3Bn
Active Smartphone
Users Globally in
2016, or 31% of the
Population

THE APP
MARKET1

2016 GLOBAL MOBILE
MARKET REPORT
6
GLOBAL APP MARKET
REVENUE SHARE OF NON-GAME APPS INCREASES
GLOBAL APP STORE REVENUES
2015-2020 | GAME & NON-GAME REVENUE SPLIT | 2015-2020 CAGR
NON-GAME APPS POWER GROWTH
Direct consumer spending in the global app
market will grow from $35.8 billion in 2015 to
$80.6 billion in 2020, a CAGR of 17.7%. The
share from games is expected to decrease
from 83.2% to 72.1% in the same period, as
non-game app revenues grow faster than
mobile game revenues, a consequence of the
increasing popularity and willingness to pay
GLOBAL (NON-GAMING) APP REVENUES BY CATEGORY
2016 | SHARE OF NON-GAMING APP REVENUES
MUSIC, VIDEO, AND SOCIAL RULE
Social networking (often dating), entertain-
ment (video), and music are the three top
categories in terms of non-game app
revenues. They are followed by categories
such as books, education, productivity,
photography, medical, and health & fitness,
which typically cater to a core customer
base willing to pay for a premium service.
2016
$8.2Bn
Global
for categories such as entertainment, music,
and social. Increasing internet and smart-
phone penetration in developing markets is
the underlying driver of high overall revenue
growth. Interestingly, almost all markets have
“local champions” and only very few apps
rank among the top grossing across all
regions, both for games and non-game apps.
Social Networking
Entertainment
Music
Education
Productivity
Other
2015 2016 2017 2018 2019 2020
83%
82%
80% 77% 74%
72%
17%
18%
20%
23%
26%
28%
Game Revenues
Non-Game Revenues
$35.8Bn
$44.8Bn
$53.4Bn
$61.6Bn
$70.6Bn
$80.6Bn
2015-2020
CAGR
$22.5
Bn
$58.1
Bn
+30.2%
+17.7%
+14.3%
18%
13%
11%
7%5%
46%
Source: Newzoo Premium Global Mobile Market Report

2016 GLOBAL MOBILE
MARKET REPORT
7
NORTH AMERICAN APP MARKET
ENTERTAINMENT AND SOCIAL APP REVENUES SURGE
NORTH AMERICAN APP STORE REVENUES
2016 | GAME & NON-GAME REVENUE SPLIT & GROWTH PER CATEGORY
72%
28%
2016
$10.1Bn
NAM
Game Revenues
Non-Game Revenues
FEATURED
APP
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
PHOTOGRAPHY +152% 5.2%
ENTERTAINMENT +144% 18.7%
LIFESTYLE +141% 5.6%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
FINANCE +213% 8.8%
LEADING WESTERN MARKET
Direct consumer spending in the North
American app market will grow from $8.8
billion in 2015 to $15.2 billion in 2020, a
CAGR of 11.5%. This is below the global
average, as the North American app market
is already relatively advanced and spend per
person is high compared to other Western
markets.
The share of games is expected to decrease
from 75.1% to 56.9% in the same period, as
paying for mobile entertainment in other
forms than games becomes increasingly
widespread, including video (HBO Now,
Netflix and Hulu), music (Pandora, Spotify)
and social (Tinder, Match.com).
Featured App
HBO Now
Time Warner Inc.
HBO Now, developed by Time Warner
subsidiary HBO, launched in April 2015.
Benefitting from HBO’s high-quality and
popular original content and extensive
library, the service ended the year with
800,000 paying subscribers. It is priced at
$14.99 per month, a premium to Netflix. A
key selling point for such video apps is
that viewers can watch content on
multiple connected devices (smartphone,
tablet, computer, TV, Xbox/PS), which
appeals to the “cut the cord” generation.
* of non-game app revenues

86%
14%
2016
$24.6Bn
APAC
2016 GLOBAL MOBILE
MARKET REPORT
8
ASIAN-PACIFIC APP MARKET
GAMES AND NON-GAMES GROW ABOVE AVERAGE
ASIA-PACIFIC APP STORE REVENUES
FEATURED
APP
Game Revenues
Non-Game Revenues
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
LIFESTYLE +72% 2.2%
COMICS +37% 12.0%
MEDICAL +34% 2.9%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
MUSIC +128% 6.1%
HEALTH & FITNESS +79% 1.3%
LOCAL CHAMPIONS RULE
Direct consumer spending in the Asia-
Pacific app market will grow from $19.2
billion in 2015 to $42.9 billion in 2020, a
CAGR of 17.4%. This is almost identical to
the global average, but masks important
differences between individual countries
and sub-regions, with much slower growth
in mature markets like Japan and Korea and
faster growth in China and Southeast Asia.
from 87.1% to 78.9% in the same period.
Non-game apps continue to account for a
relatively high share of the market, as
mobile game revenues still offer plenty of
growth potential in the region.
Featured App
WeChat
Tencent
WeChat is the dominant chat and
messenger app in China, owned by
gaming and internet giant Tencent. The
app is increasingly used as a discovery
platform for other apps and content, and
integrated with Tencent’s other key
properties, such as self-published games
and the MyApp Store.
LINE holds a similar position in the
Japanese market, as does Kakao in Korea.

LOVOO, a “free app to chat, flirt and
date”, is a top 10 grossing social “lifestyle”
app in Germany. This is a typical example
of a local champion with now more than
50 million users globally. Users can either
buy credits, pay a monthly fee, or earn
credits by watching videos or
downloading apps. The French
equivalent, Happn, has more than 10
million users and strong momentum in
overseas markets such as Brazil.
Featured App
LOVOO
LOOVOO GmbH
83%
17%
2016
$6.2Bn
EU
2016 GLOBAL MOBILE
MARKET REPORT
9
EUROPEAN APP MARKET
GENERALLY FOLLOWS WHERE THE US MARKET LEADS
EUROPEAN APP STORE REVENUES
Game Revenues
Non-Game Revenues
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
MUSIC +57% 10.5%
LIFESTYLE +55% 5.1%
GENTLE BUT STEADY GROWTH
Direct consumer spending in the European
app market will grow from $5.3 billion in
2015 to $9.6 billion in 2020, a CAGR of
12.6%. This is below the global average, as
the European app market is relatively
mature and slow economic growth hampers
further growth in spend per person.
from 85.3% to 69.5% in the same period.
Non-game apps account for a smaller share
of the market, as paying for video, music,
and social is more limited. In most markets,
Spotify is the leader in music, with competi-
tion from local champions such as Deezer in
several European countries. Netflix leads
video, with some markets still nascent.
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
LIFESTYLE +74% 4.2%
SPORTS +49% 4.2%
MEDICAL +37% 5.1%
FEATURED
APP

64%
36%
2016
$2.1Bn
LATAM
2016 GLOBAL MOBILE
MARKET REPORT
10
LATAM APP MARKET
NON-GAME APPS FLOURISH IN VIBRANT MARKET
LATIN AMERICAN APP STORE REVENUES
FEATURED
APP
Game Revenues
Non-Game Revenues
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
LIFESTYLE +91% 4.4%
HEALTH & FITNESS +86% 4.0%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
LIFESTYLE +85% 2.9%
SPORTS +57% 3.7%
MEDICAL +51% 10.8%
BIG SHARE NON-GAMES APPS
Direct consumer spending in Latin America’s
app market will grow from $1.3 billion in
2015 to $6.4 billion in 2020, a CAGR of
36.7%. This is well above the global average,
helped by improving economic conditions
and coming from a relatively low base, as
average spend per person and smartphone
and internet penetration are still low.
slightly from an already very low 65.0% to
58.6% in the same period. Non-game apps
account for a high share of the market, as
paying for music is far more common (both
Deezer and Spotify do well in the region)
and productivity and social (dating) apps
are popular, especially in Brazil.
PlayKids is a top 5 grossing app in Brazil
that offers highly localized preschool
cartoons and games for kids on the basis
of a monthly subscription.
The app introduces players to a train with
a series of cars and characters riding in
each train. Each character represents a
different program with “age-appropriate”
content with an often educational twist.
Featured App
PlayKids
Movile Internet

iReader is an offline e-book reading app,
offering access to more than 300.000
books. In Egypt, at least two such apps
appear high in the top grossing ranks,
indicating that ebooks have become
widely adopted in the country. The
offline ability is a key feature, as it
allows people to download content when
connected to internet via Wi-Fi, but
access the content without the need for
a continuous internet connection.
Featured App
iReader
HK iReader
Techologies Ltd.
90%
10%
2016
$1.8Bn
MEA
2016 GLOBAL MOBILE
MARKET REPORT
11
MEA APP MARKET
HUGELY DIVERSE REGION SUITED FOR LOCAL CONTENT
MIDDLE-EAST & AFRICA APP STORE REVENUES
FEATURED
APP
LONG TERM POTENTIAL
Direct consumer spending in the Middle
East & Africa’s app market will grow from
$1.1 billion in 2015 to $6.6 billion in 2020, a
CAGR of 42.6%. This is far above the global
average, but from a relatively low base, as
average spend per person and smartphone
and internet penetration are still low.
from 91.1% to 79.5% in the same period. This
is still a relatively high share, since game
revenue growth is forecast to grow strongly
as the mobile games market is still far from
saturated. This is not only due to the sheer
growth of the online population, but also
increased spending per person and avail-
ability of localized content.
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
MUSIC +76% 5.9%
UTILITIES +75% 4.4%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
PRODUCTIVITY +261% 16.0%
Game Revenues
Non-Game Revenues

2016 GLOBAL MOBILE
MARKET REPORT
12
US VS. CHINA APP REVENUES
China and the US are by far the two biggest app markets in the world by revenues, with
only Japan coming close with its traditionally very high spend per person. China overtook the
US in 2015 in total app revenues and will continue to pull away, benefitting from its sheer size
and untapped potential. The share of games will remain higher in China than in the US, as
China’s mobile games market is expected to continue to show relatively strong growth over the
next few years, with the number of players and average spend per player increasing. Growth in
mobile gaming revenues in the US will slow after a few years of very strong growth.
CHINA APP STORE REVENUES GROW >1.5X US
US APP REVENUES
2015, 2016, 2020 | OVERVIEW
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
PHOTOGRAPHY +161% 5.3%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
FINANCE +218% 9.9%
SHOPPING +63% 1.84%
CHINA APP REVENUES
2015, 2016, 2020 | OVERVIEW
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
SOCIAL NETW. +184% 24.9%
BOOKS 159% 8.8%
Non-Game Revenues
Game Revenues
Non-Game Revenues
Game Revenues
86%
86%
79%14%
14%
21%
2015-2020
CAGR
$3.9
Bn
$14.9
Bn
+27.9%
+18.0%
+16.1%
2015 2016 2020
$18.8Bn
$11.6Bn
$8.2Bn
75% 72%
57%
25%
28%
43%
2015-2020
CAGR
$6.1
Bn
$8.1
Bn
+24.4%
+11.4%
+5.4%
2015 2016 2020
$14.2Bn
$9.4Bn
$8.3Bn
STORE**
Y-O-Y
GROWTH
MARKET
SHARE
MY APP (TENCENT) +7.5% 17.1%
360 MOB. ASSISTANT -29.6% 12.3%
BAIDU MOB. ASSIST. -3.3% 11.4%
**Top Chinese stores, based on monthly active users
Source: Newzoo China App Store Intelligence (July 2016)

2016 GLOBAL MOBILE
MARKET REPORT
13
GAMES LEAD DATA ANALYTICS
MONETIZATION DATA MAY BE RELEVANT FOR OTHER APPS
Apple Introduces New
Fee Structure for
Subscription Models
Even though some non-game app categories such as music may gravitate predominantly
toward other business models, such as monthly paid subscriptions, or not be primarily aimed at
generating direct consumer spend at all, mobile games still offer other app categories
potentially valuable insights into monetization metrics based on vast amounts of actual data.
Average revenue per paying user (ARPPU), conversion, and retention rates are key metrics that
mobile game publishers closely watch. It is no coincidence that successful mobile game
publishers also lead the way in data analytics, as witnessed by Machine Zone’s decision to
rename itself to MZ and expand its ambitions to becoming a leading global real-time data
processing technology company.
*All game metrics are 75th
percentile figures (for a full
month), because we want
to benchmark against
successful games. The
straight average would be
too heavily influenced by
poorly performing games.
** For iOS, based on an
aggregate of 43 countries.
For Android, based on an
aggregate of 31 countries.
GAMING METRICS iOS ANDROID
ARPPU / MONTH $25.70 $22.67
CONVERSION 2.1% 1.8%
D1 RETENTION 44.4% 41.3%
D30 RETENTION 12.8% 10.3%
AV. SESSION TIME (MINS) 41 37
AV. SESSIONS/MONTH 4.5 4.2
KEY GAMING METRICS*
JULY 2016 | iOS VS. ANDROID | GLOBAL**
CONSUMER REVENUES VERSUS
ADVERTISING
Direct spending by consumers is a very
important revenue stream and the focus of
this report, but obviously not the only one in
the app ecosystem. Advertising in and
around apps is the other key revenue stream.
This typically contributes less than 20% for
apps with strong monetization mechanics
and nearly all revenues for older apps or
apps that are not designed to, or successful
in, generating consumer revenues.
In order to avoid missing out on a
potentially large future revenue stream,
Apple will reduce the fees it charges to
developers of apps that monetize
through (auto-renewable) subscriptions
bought “in app”. Developers will receive
85% of the revenues after year one
instead of the traditional 70%. To make
it easier for users to reach the one-year
milestone, there will be a 60-day grace
period; if a user cancels a subscription
but re-subscribes within 60 days, the
subscription length will not reset to zero.
The new policy will come into effect at
the end of this year or early next year.
FEATURED
MONETIZATION
MODEL
The ARPPU on
is higher than the
Android average:
$23.40
vs. $22.67
76.6%
87.1%
of 2016 App Revenues
Generated By Games
of 2016 App Revenues
Generated By Games
Source: deltaDNA

© Copyright 2016 Newzoo 14
2016 GLOBAL MOBILE
MARKET REPORT
APP STORE INTELLIGENCE
DEFINITIONS, METHODOLOGY, AND TYPICAL USE CASES
TYPICAL USE CASES FOR NEWZOO’S GLOBAL APP STORE INTELLIGENCE
METHODOLOGY
Newzoo’s app store intelligence service is based on
analysis of a number of data sources, including actual
transaction data, financial performance of relevant
companies, and various economic and development
indicators for individual countries, including internet and
smartphone penetration rates. Historical app revenue and
download estimates are corroborated with data from our
strategic partner Priori Data and Newzoo’s proprietary
app store tracking technology.
APP REVENUES: All direct consumer revenues that pass
through app stores, including third-party Android stores.
Advertising and e-commerce revenues are excluded.
NON-GAME APP REVENUES: Revenues generated through
in-app purchases, subscriptions, or paid installs from apps
that are not categorized as games by app stores.
GAME REVENUES: Revenues generated through in-app
purchases, subscriptions, or paid installs from apps that
are categorized as games by app stores.
PRIORITIZE & SIZE YOUR
MARKET OPPORTUNITY
“By zooming in on our genre, best
performing apps, and our desire
to launch in English only across
most European countries, we
chose for a different and more
effective roll-out and marketing
strategy, targeting a market worth
$80M monthly.”
BENCHMARK WITH
COMPETITORS
“Per country, our performance
differs enormously and so do
our competitors. By studying the
best performing competitors by
country, we adjusted our
product as well as our marketing
effort and the effect was
immediate.”
IDENTIFY KEY GROWTH
APPS & COMPANIES
“Every big mobile company is on
the lookout for investment
opportunities and acquisition
targets. By being able to track
rising stars based on our custom
requirements, we now know that
we are not missing any investment
opportunities.”
SPOT BLUE OCEANS BY
TRENDING AND FORECASTING
“By trending our key genres and top
performers in that genre on a country-
by-country and store-by-store basis,
we are able to spot the fastest growing
(new) and emerging genres. By using
store size forecasting, we could even
estimate the future size of these so-
called blue oceans.”
FEATURED
SERVICE
www.newzoo.com/apps
APP STORE
INTELLIGENCE
Revenues, Downloads, China
Android, iOS, Google Play,
DEFINITIONS

ACTIVE
SMART
MOBILE
DEVICES
2

78%
22% 21%
79%
2016 GLOBAL MOBILE
MARKET REPORT
16
ACTIVE SMART MOBILE DEVICES
Almost a decade after the first iPhone was launched, growth of mobile smart devices sold
in mature markets is slowing significantly, as the replacement cycle rather than an increase in
penetration drives the number of new units sold. In the high growth phase, the focus was on the
hardware manufacturing or supply angle, often expressed in “units shipped”. Now, in the mature
phase, it has become crucial to understand what people do with their devices, especially given
the ever more central role smart mobile devices play in consumer’s lives. This “services angle” is
all about active users and actively used devices. These are the metrics that matter for software
developers and advertisers and Newzoo’s device intelligence takes this user-centric approach.
iPHONES RULE, TABLETS AGE WELL AND REMAIN POPULAR
HARDWARE VS. SERVICES
Active mobile device users in individual
markets, and the details of the number of
active devices per country or region, are
crucial insights for the mobile services
economy. Knowing the number and what
type of consumers use which device(s) can
guide better investment decisions, save
costs, and increase revenues, especially for
mobile centric companies such as app
developers and mobile first advertisers.
DEVICE LIFETIME VS. ACTIVITY
Low growth of units shipped in the tablet
market does not mean that the tablet is
dying. Our analysis of July US data show that
over 79% of actively used tablets were
devices that commercially launched before
2014 (while coincidentally the opposite was
true for iPhones). Evidently a longer lifetime
of iPads lowers demand for new units, but
this has no impact on active use of iPads,
including spending on app-based services.
iPHONES iPADS
12%
of All
Devices
88%
of All
Devices
LIFETIME ANALYSIS OF APPLE iPHONES VS. iPADS
ACTIVE DEVICES VS. LAUNCH DATE OF DEVICE | JULY 2016 | US
78% 79%
Launched In or After 2014 Launched Before 2014
Source: Newzoo Global Device Intelligence

With more than one billion active devices, Apple accounts for 34.8% of all active tablet or
smartphone devices worldwide. Samsung is a strong second with 23.3%, followed by the three
leading Chinese manufacturers: Huawei, Xiaomi, and Lenovo. The ranking could change
dramatically in the next few years as key battlegrounds in Asia and Africa are conquered, and
especially depending on what happens in India, which has by far the largest untapped potential
in absolute numbers.
17
2016 GLOBAL MOBILE
MARKET REPORT
MARKET SHARE BY BRAND
APPLE LEADS AND CHINESE BRANDS TAKE MARKET SHARE
RANK
DEVICE
BRAND
SHARE OF MONTHLY
ACTIVE MOBILE DEVICES
1 APPLE 34.8%
2 SAMSUNG 23.3%
3 HUAWEI 5.4%
4 XIAOMI 3.7%
5 LENOVO 2.7%
6 LG 2.5%
7 SONY 2.4%
8 OPPO 2.4%
9 VIVO 2.0%
10 HTC 1.2%
11 MOTOROLA 1.2%
12 ASUS 1.1%
13 MEIZU 1.1%
14 MICROMAX 0.7%
15 ZTE 0.7%
16 TCL 0.7%
17 FLY 0.7%
18 COOLPAD 0.7%
19 GIONEE 0.5%
20 LETV 0.4%
TOP SMARTPHONE/TABLET BRANDS
SHARE OF GLOBAL MONTHLY ACTIVE SMARTPHONES & TABLETS | JULY 2016
1.
2.
3.
4.
5.
CHINA TAKES ALMOST A THIRD
The number of Chinese companies in the top 10 is a
testament to the sheer size of China’s smartphone and
tablet market, which accounts for 30.2% of actively
used devices worldwide. Apple’s slowing new unit
sales growth is not surprising given the market share it
already has, together with the premium pricing and
relatively long lifetime of Apple devices.
6.
30.2%
of Smartphones
and Tablets
Used Globally
(July 2016)
China Represents
3Bn
Smartphones
and Tablets Are
Actively Used
(July 2016)
On a Global Scale
*based on Newzoo’s global device intelligence model that is fed by a sample of 550
million actively used smart devices in July 2016.

2016 GLOBAL MOBILE
MARKET REPORT
TOP MOBILE BRANDS BY REGION
APPLE DOMINANT IN NAM, SAMSUNG IN LATAM
In terms of monthly active devices (MADs), Apple and Samsung are market leaders in every
region in the world, but with very different market shares per region and country. Apple is very
strong in North America, Asia-Pacific, and Middle East & Africa, while Samsung is relatively
strong in Latin America, Europe, and Middle East & Africa. In Asia-Pacific, Samsung battles with
the leading Chinese brands to be runner-up to Apple. Most growth countries see local
champions emerge, like Micromax in India. White label tablets sold by local retail brands also
capture a significant share of the tablet market.
TOP SMARTPHONE/TABLET BRANDS BY REGION
SHARE OF ALL MONTHLY ACTIVE DEVICES | iOS + ANDROID | JULY 2016
NORTH AMERICA
DEVICE BRAND
SHARE OF
MADS
APPLE 59.4%
SAMSUNG 28.4%
LG 13.6%
MOTOROLA 10.8%
ZTE 9.9%
LATIN AMERICA
DEVICE BRAND
SHARE OF
MADS
SAMSUNG 48.4%
APPLE 19.9%
MOTOROLA 18.1%
LG 13.0%
SONY 12.2%
EUROPE
DEVICE BRAND
SHARE OF
MADS
SAMSUNG 37.6%
APPLE 28.4%
SONY 13.5%
LENOVO 12.8%
HUAWEI 12.6%
MIDDLE EAST & AFRICA
DEVICE BRAND
SHARE OF
MADS
APPLE 42.6%
SAMSUNG 37.9%
LG 13.6%
HUAWEI 11.4%
SONY 11.3%
ASIA-PACIFIC
DEVICE BRAND
SHARE OF
MADS
APPLE 36.6%
SAMSUNG 11.3%
HUAWEI 10.1%
XIAOMI 10.1%
OPPO 7.1%
In July, Micromax had a market share of
21% in India, making it the second most
popular mobile brand behind Samsung,
which has a 34% market share.
Micromax is by far the strongest local
brand, with the next two Indian brands,
Intex and Lava, at #9 and #10 respectively.
The brand is also expanding to Russian
and South Asian markets.
FEATURED
BRAND
Featured App
Micromax
Micromax
Informatics Ltd.

14%
12%
10%
8%
6%5%
4%
4%
3%
2%
32%
20%
15%
8%
7%7%
4%
4%
3%
2%
2%
30%
19
2016 GLOBAL MOBILE
MARKET REPORT
TOP DEVICES IN THE US
MORE THAN 65% OF ACTIVE TABLETS IN THE US ARE iPADS
TOP 10 SMARTPHONE MODELS IN THE US
JULY 2016 | iOS & ANDROID | US
70.4%
Share of
Top 10
iPhone 6
iPhone 6s
iPhone 5s
iPhone 6s Plus
iPhone 6 Plus
Galaxy S5
Galaxy S6
iPhone 5c
Galaxy Note 5
Galaxy S7
Other
TOP 10 TABLET MODELS IN THE US
JULY 2016 | iOS & ANDROID | US
iPad Mini
iPad Mini 2
iPad Air
iPad Air 2
iPad 4
iPad 2
Galaxy Tab 4 7.0
iPad 3
Voyager
Galaxy Tab A 8.0
Other
68.3%
Share of
Top 10
FEATURED
DEVICE SPECS
TOP 3
SCREEN SIZE
1. 5-5.5.0 INCH
2. 5.5-6.0 INCH
3. 4.5-5.0 INCH
CHIPSET
1. SAMSUNG
EXYNOS 7 (OCTA)
2. QUALCOMM
SNAPDRAGON (410)
3. SAMSUNG
EXYNOS 5 (OCTA)
BATTERY
1. 2500-3000 mAh
2. 2000-22000 mAh
3. 2200-2500 mAh
Newzoo has 20 variables
available per Android or iOS
device model in 130+ countries
Apple’s iPhone 6 (& Plus) and 6s (& Plus) together account for more than 48% of all actively
used smartphones in the US. In the tablet market, the iPad Mini is remarkably strong,
accounting for 26% of all actively used tablets. A sizeable part of the “other” tablet category is
accounted for by “white label” tablets, while the large share of “other” smartphone models is a
result of the huge amount of different smartphone models available.

2016 GLOBAL MOBILE
MARKET REPORT
DEVICE INTELLIGENCE
SIZE THE ADDRESSABLE
MARKET
“41% of 14 million smartphones
and 72% of 7 million tablets in Italy
can handle my app in terms of
operating system and device
model. The same data on 100
countries prioritized our
international rollout strategy.”
SAVE PRODUCT
DEVELOPMENT TIME
“Optimizing my app for the variety
of screen sizes costs a lot of effort
and, more importantly,
development time. It turned out
that, to optimize for 78% of
Android devices on China, I only
had to focus on four screen sizes.”
MONITOR DEVICE BRAND /
OS UPTAKE
“Chinese mobile device brand
Xiaomi maintained its 13% market
share in China while showing
double-digit month-on-month
growth in 4 out of 6 Southeast
Asian countries. Its global strategy
seems to be working.”
TRACK LAUNCH IMPACT
OF NEW MODELS
“The uptake of the new iPhone 7
was strongest in Germany,
gaining a 3% market share in its
first month after launch. On a
global scale, more than 18 million
iPhone 7s were in use that month,
11% of all iOS devices worldwide.”
FEATURED
SERVICE
DEVICE
INTELLIGENCE
Brands, Models, OS,
Screen Size, Type
(Tablet / Smartphone)
www.newzoo.com/devices
TYPICAL USE CASES FOR NEWZOO’S GLOBAL DEVICE INTELLIGENCE
DEFINITIONS
METHODOLOGY
Newzoo’s device intelligence service is based on a unique
combination of data sources. First, we collect global
monthly device usage data from strategic partners using a
sample of approximately 600 million active devices,
giving us raw data about the number of actively used
brands, devices, and models around the world. We then
enrich this data set by adding more detailed information
such as chipset, screen size, or memory size per model.
Our global device intelligence model uses top-down
analysis to adjust bias and extrapolate to a global,
regional, and country level.
ACTIVE DEVICE: A device used at least once during a
reporting month.
SMARTPHONE: A device with a screen size under 7 inches.
TABLET: A device with a screen size of 7 inches or larger.
DEVICE BRAND: Manufacturer or redistributor of the
device as described by the device’s software.

THE MOBILE
CONSUMER3

2016 GLOBAL MOBILE
MARKET REPORT
22
ACTIVE SMARTPHONE USERS
GLOBAL NUMBER OF CONSUMERS USING SMARTPHONES
APAC: 49% OF ALL ACTIVE USERS
Asia-Pacific will account for about half of the
world’s smartphone users in 2016. Together
with Middle East & Africa, it also has the
greatest growth potential. As the graph below
clearly illustrates, both regions benefit from
the double impact of increasing smartphone
and internet penetration, which usually go
hand in hand in most emerging markets.
31%
19%
10%
49%
13%
9%
SMARTPHONE USERS
2016 | GLOBAL & PER REGION
2016
7.4Bn
Total Global
Population
2016
2.3Bn
Total Global
Smartphone
Users
Smartphone
Users
EU
NAM
APAC
MEA
LATAM
TOTAL POPULATION, ONLINE POPULATION & SMARTPHONE USERS
2016 | GLOBAL & PER REGION
7.39Bn
0.76Bn
0.36Bn
4.01Bn
1.63Bn
0.64Bn
3.39Bn
0.60Bn
0.33Bn
1.60Bn
0.51Bn 0.37Bn
2.27Bn
0.43Bn 0.23Bn
1.11Bn
0.30Bn 0.20Bn
Global EU NAM APAC MEA LATAM
Total Population Online Population Smartphone Users
Source: Newzoo Smartphone & Tablet Usage Model
In 2016, close to a third of world’s population will use a smartphone: 2.3 billion people. China
has more than 600 million smartphone users, while India and the US both have around 200
million. India will overtake the US next year to become the world’s #2 market. In the US, 64% of
the population already uses a smartphone, compared to only 16% in India. Newzoo’s global
active smartphone and tablet user intelligence includes forecasts for 190 individual countries.

2016 GLOBAL MOBILE
MARKET REPORT
US APP STORE DEMOGRAPHICS
BROADLY SIMILAR IN TERMS OF AGE & GENDER
9%
17%
19%
9%7%
14%
16%
9%
16%
Under the
Age of 20
AGE/GENDER OF APP STORE USERS
2016 | US
TAKE
AWAYS
Apple has the largest share of users under the age of
20; Amazon has the highest share of users over 36
years old.
Amazon has a higher share of male users than the
other stores; Apple and Google Play both have
slightly more females than males.
Amazon users are the most likely to have a full-time
job with 56%, following closely by Apple with 53%.
47%
Female
56%
Full-Time Employee
M10-20 M21-35 M36-50 M51-65 F10-20 F21-35 F36-50 F51-65
11%
15%
14%
10%12%
15%
13%
10%
23%
Under the
Age of 20
11%
14%
16%
8%10%
16%
16%
9%
21%
Under the
Age of 20
51%
Female
53%
Full-Time Employee
51%
Female
48%
Full-Time Employee
Source: Newzoo Mobile Consumer Insights
Having looked at global app revenues, the number of smart mobile devices and the number
of smartphone users, the next challenge is to look at the consumers behind the numbers.
Understanding local mobile consumers and their behavior is crucial for any company that has a
serious mobile component to its product or marketing strategy. Media consumption, spending
habits, and preferences for brands, channels, and services can differ enormously per country. As
an example, the three biggest app stores in the US do not differ much in overall age-gender
split, but differences surface when diving deeper, as illustrated below.

2016 GLOBAL MOBILE
MARKET REPORT
US APP STORE DEMOGRAPHICS
AMAZON USERS ARE BIGGEST MEDIA SPENDERS
In addition to consumer age, gender, media consumption, and preferences, the demographic
profiles of smart mobile device users also offer a treasure trove of data. The home situation,
income and education levels, and various other socioeconomic data points can all be relevant
for product development and marketing decisions. In this report, we focus mainly on apps, app
stores, and direct consumer spending, but obviously such data is also highly relevant for mobile
advertisers. Newzoo’s mobile consumer insights cover 200 variables across 27 individual
countries.
HOME SITUATION OF APP STORE USERS
2016 | US
Lives Alone Lives With Parents Lives Together without KidsLives With Kids
Almost half of Amazon app store users live with
children vs. 40% for Apple and 45% for Google Play.
They are the most likely to have a current
subscription to media services like Spotify, Netflix,
YouTube Red, and HBO Now.
When it comes to mobile gaming, Amazon users are
the most likely to spend money. One third of them
are average or big spenders on mobile games versus
27% for Apple and 23% for Google Play.
TAKE
AWAYS
17%
10%
49%
24%
49%
Lives
With Kids
16%
17%
40%
27%
40%
Lives
With Kids
18%
15%
45%
22%
45%
Lives
With Kids
18%
Subscribed
60%
of Mobile Gamers Pay
17%
Subscribed
54%
14%
Subscribed
46%

2016 GLOBAL MOBILE
MARKET REPORT
SOCIAL APP USERS
SNAPCHAT HAS THE YOUNGEST DEMOGRAPHIC
15%
13%
16%
17%
14%
13%
7%
5%9%
8%
14%
23%
20%
14%
6%
6%
11%
9%
10%
10%
10%10%
10%
10%
19% 11%
26%
18%
14%
8%
8%
5%
4%
6%
30%
Under the
Age of 25
55%
Under the
Age of 25
52%
female
52%
female
31%
Under the
Age of 25
45%
Under the
Age of 25
43%
female
45%
female
Social apps are very illustrative of how users of apps within a certain category can differ per
app. The age distributions of Facebook and Snapchat users in the US are very different; more
than a quarter of Snapchat users are aged 16-20, while 50-65 year-olds are the biggest age
group of active Facebook users. The young generation prefers a “content-first” approach and
cares less for timelines and profile pages. In China, there are also notable differences between
two popular social/chat applications: WeChat and RenRen. The latter skews older: 20% of
RenRen users are in the older Millennial age bracket (31-35) vs. 14% of WeChat users.
AGE OF ACTIVE SOCIAL/CHAT APP USERS
2016 | FACEBOOK & SNAPCHAT IN US | RENREN & WECHAT IN CHINA
10-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 50-65*
*only ages 10-50 are covered in China

11%
13%
31% 32%
13%13% 12%
30%
34%
14%
17%
15%
32%
26%
11%
2016 GLOBAL MOBILE
MARKET REPORT
26
MOBILE PAYMENT ATTITUDES
SMART DEVICES ENABLE MOBILE PAYMENTS TO SURGE
PREFERENCE* FOR USING MOBILE PAYMENT METHODS
2016 | GLOBAL
2nd Generation Millennials (18-25) 1st Generation Millennials (26-35) Non-Millennials
Strongly Disagree Disagree Neutral Strongly AgreeAgree
*Respondents were asked to what extent they agree with the following statement:
I prefer to pay with digital mobile payment methods
TAKE
AWAYS
The majority of consumers have a
preference for digital mobile payment
methods. This is especially true for the
older millennial generation aged 26-35.
48%
of millennials aged 26-35
prefer to pay using digital
mobile payment methods
INDONESIA 59%
CHINA 68%
PHILIPPINES 56%
Agreement is highest in:
Owning and always carrying a smartphone is becoming ubiquitous and clearly proving to be
an irresistible draw for service providers and advertisers. As more and more services are
offered via smart mobile devices, it is inevitable that they will play a big role in financial
transactions in the future, far beyond merely using the mobile banking app of your local bank.
Newzoo research shows very positive attitudes toward mobile payments, especially among
first-generation millennials. In several mobile-first emerging markets, asking about mobile
payment preference is almost a rhetorical question. We expect mobile to become the dominant
payment method in the not-too-distant future, whether through the technology of an
established tech or payments processing titan or some as of yet little known FinTech startup.

2016 GLOBAL MOBILE
MARKET REPORT
AUDIENCE INSIGHTS
FEATURED
SERVICE
www.newzoo.com/
mobile-consumers
TYPICAL USE CASES FOR NEWZOO’S GLOBAL AUDIENCE INSIGHTS
SMARTPHONE USER: An individual aged 14+ who
possesses his/her own smartphone and uses it at least
once a month.
ONLINE POPULATION : A person with access to the
internet, either through a computer or a mobile device.
AUDIENCE
INSIGHTS
Big Spenders, Demographics,
Stores, Devices, Franchises
DEFINITIONS
METHODOLOGY
Newzoo’s Smartphone & Tablet Usage Model calculates
and projects the number of active smartphone and tablet
users per country, based on a combination of data
sources, including Newzoo’s proprietary global device
intelligence and census data from global institutions such
as the Worldbank and the UN. We use a combination of
socioeconomic and development indicators in combination
with a proprietary market maturity model to project the
share of the population that will use connected smart
devices in the future.
ANALYZE YOUR TARGET
MARKET
“We compared mobile
consumers in Western
markets with consumers in
China and APAC. This data
proved very important for our
global strategy and marketing
decisions.”
MATCH CONSUMERS TO
YOUR BRAND & PRODUCTS
“Based on the socioeconomic
data, we were able to identify
which countries provided the
biggest opportunity for our brand
and products.”
PROFILE YOUR TARGET
GROUP
“The data provided us with a
lot of new unique insights into
media consumption of our
target group. This enabled us
to optimize our value
proposition to our customers. ”
IDENTIFY THE BIG
SPENDERS PER COUNTRY
“The data helped us validate our
opportunity in the Western market
by profiling big spenders in detail.
This makes it more easy to sell our
products on a global scale.”

COMBINING
METRICS FOR
SUCCESS4

2016 GLOBAL MOBILE
MARKET REPORT
MOBILE IS ALL ABOUT METRICS
APPS ARE RUN AS A SERVICE AND OPTIMIZED CONTINUOUSLY
The amount of data that can be generated by running apps as a service rather than a product
is vast, and processing the data becomes a bigger challenge than collecting it. This is exactly
where the mobile big data technology of our partner TalkingData comes into play, as illustrated
by the graph below. It shows how app downloads are distributed over the days of the week.
For both iOS and Android devices, we can see a clear pattern of increased download activity on
Thursday, Friday and Saturday, albeit a bit more pronounced for Android.
MONETIZATION VS.
ENGAGEMENT
Games have been the trail
blazers for increasing the
sophistication of
monetization metrics. The
basic metric of conversion
can vary enormously
between countries and app
stores, as illustrated by the
image on the left.
For other apps, various
engagement metrics may be
far more important, but they
allow for similar detailed
comparisons.
10.9% 11.3%
12.8%
20.1%
18.4%
16.1%
10.5%
12.7%
13.5% 13.3%
16.4% 16.1%
14.8%
13.2%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Android Platform iOS Platform
SHARE OF (GAME) APP INSTALLS PER DAY OF THE WEEK IN CHINA
JUNE 2016 | ANDROID VERSUS IOS
Switzerland has the highest
conversion rate on iOS
4.49%
The Philippines has the lowest
conversion rate on iOS
0.82%
Switzerland also has the highest
conversion rate on Android
4.86%
Argentina has the lowest
conversion rate on Android
0.40%

2016 GLOBAL MOBILE
MARKET REPORT
30
METRICS PRIORITIZE STRATEGY
Creating a successful international app involves making a lot of important and interrelated
decisions, from picking target countries, optimizing product positioning, targeting the audience,
to deciding what devices on which to focus. Luckily, there is plenty of data to support such
decisions and to benchmark results against external sources. As a decision in one area often has
consequences for another, developers would be well advised not to look at a decision in
isolation. Based on the data and experience now available on the app ecosystem, Newzoo and
its partners can now quantify the impact of various strategic decisions, for example in terms of
addressable market, as illustrated by the image below.
ONLY A COMBINATION OF METRICS SHOWS TRUE OPPORTUNITY
VARIETY OF MARKET KPIS & METRICS INVOLVED IN SIZING OPPORTUNITIES
APRIL 2016 | METRICS RELEVANT TO PROFILING OPPORTUNITIES IN AUSTRALIA
PRIORITIZE
COUNTRIES
APP STORE
& GENRE FOCUS
TARGET GROUP
PROFILING
OPTIMIZATION
METRICS*
2016 MOBILE GAME
REVENUES
$510M
2015-2019 CAGR
+4.2%
2019 MOBILE GAME
REVENUES
$580M
iOS MARKET SHARE
67%
SHARE CASINO
GENRE ON iOS
24.5%
TOP GROSSING
CASINO GAME ON iOS
Heart of Vegas
SPENDERS ON iOS
1.3M
SHARE OF iOS
SPENDERS PLAYING
CASINO
8.0%
M/F RATIO OF CASINO
PLAYERS ON iOS
55% Male
ARPDAU iOS GAMES
$0.12
D7 RETENTION
RATE FOR iOS
23.7%
SHARE OF iOS
SPENDERS THAT
CONVERTED ON D0
21.8%
DEVELOP FOR
TOP DEVICES
TOP 5 DEVICES
1. iPHONE 6
2. iPHONE 5S
3. iPHONE 5
4. iPHONE 6 Plus
5. iPAD Air
For Each Individual
Monetization Metric, the
Lowest and Highest
Scores Differ
>10XDepending on Country,
Genre, or Platform
*All game monetization metrics are 75th percentile figures (for a full month), because we want to benchmark
against successful games. The straight average would be too heavily influenced by poorly performing games.
FEATURED
FACT

2016 GLOBAL MOBILE
MARKET REPORT
MONETIZATION METRICS
FEATURED
SERVICE
www.newzoo.com/metrics
TYPICAL USE CASES FOR NEWZOO’S MONETIZATION METRICS INSIGHTS
ARPDAU: Average Revenue Per Daily Active User.
ARPPU: Average Revenue Per Paying User.
CONVERSION RATE: Share of users that make at least
one purchase in a given time period.
RETENTION RATE: Share of users still using an app
after x amount of days.
MONETIZATION
METRICS
Conversion, Retention,
ARPPU, ARPDAU, Genres
DEFINITIONS
METHODOLOGY
Our monetization metrics service combines and aggre-
gates actual data collected continuously from hundreds of
games with various (grossing) rank positions and repre-
senting different genres. Working with our strategic
partner deltaDNA, we are able to compare performance
of games in terms of retention rates, ARPPU, and other
key metrics across 40+ countries.. This also allows us to
benchmark performance per app store and genre.
OPTIMIZE MARKETING
SPEND
“It turns out that for certain
markets, the ARRPU from iOS
consumers outperformed Android
to such a high extent that we
decided to focus purely on the iOS
system. For certain countries in
Southeast Asia, the reverse was
true.”
PRIORITIZE YOUR
INTERNATIONAL ROLL-OUT
“We found the five most valuable
markets for casino games in Latin
America, allowing us to prioritize
our advertisement placement and
brand awareness to those
markets.”
DEVELOP REALISTIC
BUSINESS PLANS ON THE
LATEST METRICS
“We were able to set realistic
targets for the five regions we are
looking to expand in. Meanwhile,
we are constantly monitoring other
markets and have set thresholds
for the point when it would be
interesting to enter.”
BENCHMARK YOUR
APP WITH YOUR
COMPETITORS
“We thought our conversion rate
in Saudi Arabia was insufficient.
The data provided us with more
insights into the market which in
turn provided new ideas on how
to increase our conversion.”

FEATURE:
CHINA
ANDROID
ECOSYSTEM
5

2016 GLOBAL MOBILE
MARKET REPORT
33
CHINA ANDROID ECOSYSTEM
The share of Android devices in China is much higher than in the US as a result of the many
successful local device manufacturers, who have also been able to fend off competition from
other Asian manufacturers such as Samsung. Given their explicit international ambitions, we
expect to see a lot more Chinese brands in overseas markets over the next few years, giving
Western and other Asian manufacturers a run for their money. Nevertheless, the success of
Apple in China is absolutely stunning, effectively the only Western consumer brand that
succeeds in becoming the market leader in China with no other Western brands in sight.
NAVIGATING CHINA’S MOBILE ECONOMY
Of All Smartphones &
Tablets Used in China,
Android Devices
Represent
73%
TOP 5 ANDROID APP STORES IN CHINA
JULY 2016 | BY INSTALL RATE | CHINA
STORE DIVERSITY
A unique feature of China’s mobile
ecosystem is the large amount of
third-party Android stores, filling
the void that the ban on Google
Play created. Tencent operates the
most popular store by install rate,
unsurprising given its huge scale.
360 Mobile Assistant ranks #2,
aided by Qihoo’s strong reputation
for security.
Baidu Mobile Assistant undoubt-
edly still benefits from Baidu’s
huge online search business, but is
closely followed by the app stores
of device manufacturers Xiaomi
and Huawei, the popularity of
which is of course more closely
tied the popularity of their devices.
An interesting one to watch is
Wandoujia, recently acquired by
ecommerce giant Alibaba.
1.
2.
3.
4.
5.
MY APP
TENCENT
360 MOBILE
ASSISTANT
QIHOO 360
BAIDU MOBILE
ASSISTANT
BAIDU
MIUI APP
STORE
XIAOMI
HUAWEI
APP STORE
HUAWEI
23.6%
17.8%
16.7%
15.0%
11.6%
DEVICE USAGE: ANDROID VS. iOS
JULY 2016 | CHINA
INSTALL RATESTORE / COMPANY
73%
27%

2016 GLOBAL MOBILE
MARKET REPORT
34
ANDROID APP PERFORMANCE
An epic battle for dominance of China’s ride-hailing market played out over the past few
years, not in the least because of Uber’s decision in 2013 to enter the Chinese market. As the
ride-hailing segment has apps at the heart of its business model, growing monthly active users
is critical to success, but also a very costly undertaking on such a scale. Didi, itself the product
of a 2015 merger with Kuaidi Dache, is backed by investors including Baidu, Tencent, Apple, and
Alibaba. Uber China was set up as a separate entity, and received funding from a roster of
China-based institutional investors. The graph below shows that Uber was clearly making
progress in China in the months before being acquired.
ANALYZING MONTHLY ACTIVE USERS ACROSS ALL STORES
ANALYSIS OF ANDROID TAXI HAILING APPS: UBER VS. DIDI
FEB – JULY 2016 | ANDROID ECOSYSTEM | CHINA
DIDI ACQUIRES UBER CHINA
In August 2016, Uber announced it would
sell its China business to Didi Chuxing.
Swapping its business for a minority stake
in Didi meant finally ending its costly
battle for the China market.
China’s Largest
Mobile Smart
Data Company
TalkingData is China’s largest,
independent Smart Data service platform
that focuses on the mobile app
marketplace. TalkingData provides best-
in-class Smart Data products and
services, such as mobile app analytics,
mobile ad tracking, mobile game
analytics, mobile market intelligence,
DMP (Data Management Platform), and
industry consulting.FEATURED
PARTNER

2016 GLOBAL MOBILE
MARKET REPORT
CHINA APP STORE INTEL
FEATURED
SERVICE
TYPICAL USE CASES FOR NEWZOO’S CHINA APP STORE INTELLIGENCE
MAU: User who has opened the app at least once in the
given time period.
DEVICE USAGE: Devices which have been used at least
once in the given time period.
ANDROID APP STORE: First or third-party app used to
find and install new games.
www.newzoo.com/apps-china
CHINA APP STORE
INTELLIGENCE
Revenues, Downloads, China
Android, iOS/Google Play,
DEFINITIONS
METHODOLOGY
Working closely with our partner TalkingData, we provide
clients with in-depth market intelligence on the complete
Chinese mobile ecosystem. TalkingData is China’s leading
mobile smart data company, tracking two thirds of all
active smart devices and its users. It reports on individual
app performance by aggregating data from its suite of
analytics tools used by the vast majority of Chinese
developers. The derived insights are nearly endless, from
app (store) performance, device use, and engagement
metrics, to location-based analysis and demographic
profiling through its machine-learning technology.
TRACK ALL APPS & APP
STORES IN CHINA
“Although the store we published
in did not have the highest
amount of monthly active users,
most of its top downloaded apps
were similar to our app, meaning
there was a lot of demand for our
specific genre in that store.”
PROFILE OPPORTUNITIES
OF INDUSTRY PEERS IN
CHINA
“To launch our payment app in
China, we knew exactly which
companies to partner with, and
which companies were our direct
competitors.”
IDENTIFY KEY GROWTH
APPS & COMPANIES IN
CHINA
“WeChat is now installed on over
800M Chinese devices, growing
significantly year over year. The
growth was mainly driven by its
latest update, which improved its
feature set significantly.”
TRACK MARKET SHARE OF
CHINA’S INDUSTRY
LEADERS
“Last month, Tencent’s growth was
significantly stalled. Meanwhile,
Alibaba’s unique new apps were
rapidly growing, providing a
positive prognosis for the coming
months.”

FEATURE:
POKÉMON GO6

2016 GLOBAL MOBILE
MARKET REPORT
37
FEATURE: POKÉMON GO
Pokémon GO has been the breakout hit of 2016. Niantic Labs’ game has accrued more than
550 million installs and $470 million in gross revenues (including app store fees) in its first 82
days since launch. Examining data from our Game Franchise Consumer Insights, we answer
some common questions surrounding the game and its players.
SHAKING UP THE MOBILE WORLD IN MULTIPLE WAYS
POKÉMON GO’S MASS SUCCESS: DAILY DOWNLOADS & REVENUES
2016 | GLOBAL | iOS & GOOGLE PLAY | FOR FIRST 82 DAYS SINCE LAUNCH
TOTAL DOWNLOADS TOTAL GROSS REVENUES*
~550M ~$470M
IN FIRST 80 DAYS IN FIRST 80 DAYS
IS POKÉMON GO A HYPE?
It is and is not. If sudden mass appeal
characterizes a hype, Pokémon GO fits the
definition more than anything else. When
almost one in four smartphone or tablet
users in the world downloads and plays a
game, it’s definitely a mass phenomenon, one
that’s disrupted public life at many locations
across the globe. If a hype means that the
popularity is short-lived, Pokémon GO is not
a hype. Revenue levels have dropped from a
peak of $16 million per day in the beginning
to a steady $2 million (excluding the 30% fee
for app stores) over the past weeks. There
are still approximately 700,000 new down-
loads every single day. Moreover, Pokémon
GO is yet to officially launch in South Korea
and China. Last week, a Pokémon-GO-type
game, City Monsters Go, was launched by
publisher Lequsy in China and received rave
reviews.
*Gross revenues include app store fees
Source: Newzoo App Store Intelligence

2016 GLOBAL MOBILE
MARKET REPORT
38
POKÉMON GO’S MASS APPEAL
Pokémon GO has leveraged the power of the Pokémon brand to reach the players who grew
up with the franchise. More than one third (36%) are aged between 16-25, versus 21% for the
average franchise. This means that players at the higher end of the age range will have played
Pokémon Red, Blue, or Green between 1996 and 1999. Females make up 43% of Pokémon GO
gamers, a testament to the original franchise, which crossed the gender divide.
MASS AUDIENCE RULES
AGE/GENDER & MOBILE GAMING EXPERIENCE OF POKÉMON GO PLAYERS
2016 | AMONG ONLINE POPULATION AGED 10-50 | US, UK, GERMANY & FRANCE
US
UK
Japan
Spain
Germany
Italy
France
Australia
Ireland
Canada
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
TOP COUNTRIES BY DOWNLOADS
POKÉMON GO (iOS & GOOGLE PLAY)
IS POKÉMON GO BRINGING IN NEW
(MOBILE) GAMERS?
The answer is yes; 24% of Pokémon GO
players hadn’t, in the past three months,
played any other top mobile franchise in our
research. This suggests that the title has
attracted more than 20 million new mobile
gamers across the US, UK, Germany, and
France alone. Some of these were already
gaming on other platforms, but 8%, or
around 6.6. million, had not played any of the
100 researched franchises in the past three
months. This appeal to a new gaming
audience has made Pokémon GO the most
popular franchise across the four countries.
*Has played Pokémon Go in the past three months
Source: Newzoo 2016 Game Franchise Consumer Insights
Played Any of the
Top 30 Mobile
Franchises Within
Past 3 Months
Have Not Played
Any of the Top 30
Mobile Franchises
Within Past 3 Months
M10-20 M21-35 M36-50
F10-20 F21-35 F36-50
19%
26%
12%
13%
20%
10%
AGE/GENDER
OF POKÉMON GO PLAYERS*
43%
of Players
Are Female
MOBILE GAMING EXPERIENCE
OF POKÉMON GO PLAYERS
24%
76%
24%
Have Not
Played Another
Top 30 Mobile
Franchise
SCOPE OF
DATA

2016 GLOBAL MOBILE
MARKET REPORT
39
POKÉMON GO’S UNIQUENESS
The most interesting fact about the Pokémon GO player base is that it appears to be a
broadly traditional gaming audience, despite its newness. After players of the regular Pokémon
franchise, Dota 2 gamers are most likely to be playing Pokémon GO (80%), while Candy Crush
Saga gamers are the least likely (46%).
SUCCESS ACCELERATED
MOST ENJOYED ASPECTS OF POKÉMON GO
2016 | VS. DOTA 2 & CANDY CRUSH SAGA | US, UK, GERMANY & FRANCE
FEATURED
POKÉMON GO
CLONE
WHAT DO POKÉMON GO PLAYERS
MOST ENJOY ABOUT THE GAME?
Pokémon GO’s popularity is based on a
fusion of interests between the general
mobile audience and the preferences of its
hard core fan base. While the most popular
aspect of Pokémon GO was how easy it was
to pick up and play (31% of players liked
this), the other most enjoyed features were
the ability to roam and explore (25%) and its
competitiveness (20%). This puts Pokémon
GO at odds with casual mobile games and
places it closer to traditional hard core
games. For example, Candy Crush’s most
popular feature was also how easy it was to
start (49% of players liked this) but
competitiveness was ranked as less
important than in Pokémon GO (18%).
Meanwhile, players of MOBAs like DOTA 2
rank competitiveness highly (25%) and
prefer openness and role-playing elements.
A Pokémon-GO-type game, City
Monsters Go, was launched in
September by publisher Lequsy in
China to rave reviews.
City Monsters Go
Lequsy
Source: Newzoo 2016 Game Franchise Consumer Insights

NEWZOO
MOBILE
INTELLIGENCE7

2016 GLOBAL MOBILE
MARKET REPORT
MOBILE INTELLIGENCE SUITE
GLOBAL TRENDS TO IN-DEPTH DATA ON 190 COUNTRIES
DEVICE
INTELLIGENCE
STORE
INTELLIGENCE
ENGAGEMENT
METRICS
AUDIENCE
INSIGHTS
APP
INTELLIGENCE
MONETIZATION
METRICS
Brands, Models, OS, Screen
Size, Tablet/Smartphone
Chinese Android Stores,
iOS/Google Play, Rankings
App & Game Downloads,
Revenues, Per Store
Conversion, Retention,
ARPPU, ARPDAU, Genres
Session Length, Time of
Day, Genres, Mau (China)
Big Spenders, Demographics,
Stores / Devices, Franchises
GLOBAL MOBILE MARKET REPORT | SUBSCRIPTION
INDIVIDUAL DATA PRODUCTS | SUBSCRIPTIONS & CUSTOM PROJECTS
www.newzoo.com/mobile
ANNUAL REPORT & QUARTERLY UPDATES DASHBOARDFIRST QUARTERLY UPDATE: Q1 2017
Newzoo’s Mobile Intelligence suite of services aims to offer complete global coverage to
all industries that put mobile at the center of their strategy, product development, or
marketing. Subscriptions combine the most relevant market intelligence services for our
clients and are scoped by region, frequency of (custom) reporting, and service level.

2016 GLOBAL MOBILE
MARKET REPORT
OUR PARTNERS & PITCH
SCOPE OUR SERVICES TO YOUR NEEDS
WORLD-LEADING STRATEGIC PARTNERS
TalkingData is China’s largest, independent Smart
Data service platform that focuses on the mobile
app marketplace. TalkingData provides best-in-
class Smart Data products and services, such as
mobile app analytics, mobile ad tracking, mobile
game analytics, mobile market intelligence, DMP
(Data Management Platform), and industry
consulting.
www.talkingdata.com
Priori Data is an App Store Intelligence company
providing comprehensive market data and
competitive benchmarking information on the
global app economy. Priori Data provides key
metrics such as app revenue, downloads, and
ranks on more than 3 million apps across more
than 55 international markets.
www.prioridata.com
DeltaDNA is the games industry’s leading real-
time analytics and marketing platform. It is the
only platform to provide a complete view of
players’ in-app purchase and ad monetization
engagement. Its services allows developers to
maximize engagement and lifetime value through
player segmentation, predictive modelling, and
real-time targeted interventions.
www.deltadna.com
Pushwoosh, with five years of expertise in push
notifications technology, sends over 10 billion
push notifications per month and reaches more
than 1.2 billion devices, making it a global leader in
the push notifications market. The firm has built
solid relationships with more than 50,000 clients
and more than 100,000 apps receive push
messages powered by Pushwoosh.
www.pushwoosh.com
PRODUCT
SUBSCRIPTIONS
CUSTOM
PROJECTS
PARTNER
MODEL
WORKING WITH US
The current pace of change in consumer behavior, media, and technology requires a new type
of intelligence firm that is agile, innovative, truly global and ahead of the curve. We aim to be
recognized as the #1 provider of games, esports and mobile intelligence in the world.
Newzoo’s Mobile Intelligence suite is powered by proprietary models, algorithms, and
predictive analytics that combine numerous sources of data, including our strategic
partners that each are global leaders in their respective field. These partners are also
involved in performing custom projects that are outside of the standard product scope.
www.newzoo.com/mobile

Global mobile market report

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