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.

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.

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

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%
News
Health
SNS
Business
Navigation
Entertainment
IM
Photographyu
Education
Books
Finance
Travel
Utilities
Catalogs
Music
The growth rate of active users by app category
2012-2013
Data Source: Umeng Analytics Platform www.umeng.com

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.

35%
22%
16%
27%
Distribution of price ranges of smart
phones in China
USD 1-149
USD 150-329
USD 330-499
USD 500+

}  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

}  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%
TOP100
TOP200
TOP500
TOP1000
TOP2000
Social functionalities
Penetration (December 2013)
APP
ranking
*Data Source: ranking data of 30 domestic mainstream App markets and App /store !

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

}  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

}  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%
Growthofdailytimespend
Peruser
Growth of daily session per user
Behavior of casual game users 2012-2013
Action
Puzzle
Card
Leisure
Simulation
Sports
Education
Adventure

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.

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

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.

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+

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

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%
Jan2013
Feb2013
Mar2013
Apr2013
May2013
Jun2013
Jul2013
Aug2013
Sep2013
Oct2013
Nov2013
Dec2013
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

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%
Jan2013
Feb2013
Mar2013
Apr2013
May2013
Jun2013
Jul2013
Aug2013
Sep2013
Oct2013
Nov2013
Dec2013
Android device connectivity
3G
2G
WIFI

}  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

}  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

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
report@umeng.com

China Mobile Internet 2013 Overview (Umeng)

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