With little research conducted surrounding the mobile advertising landscape during the Chinese New Year, AppFlood explored mobile user behavior and mobile app install trends during chunyun - the 40-day Chinese New Year migration period.

1. Global Android Advertising
Industry Insights:
China’s app download rush
kicks off the Chinese New Year
2014

2. Chinese New Year At a Glance
• Chinese
New
Year
holiday
officially
started
on
January
31,
2014
and
ended
on
February
6,
2014.
• The
annual
Chinese
New
Year
migraCon
is
called
“chunyun”
(春运),
which
occurs
between
January
16,
2014
and
February
28,
2014.
• For
many
Chinese,
Spring
FesCval
is
the
only
Cme
of
the
year
they’ll
reunite
with
loved
ones,
and
they’ll
even
travel
for
days
by
train,
bus,
or
air
to
reunite
with
family.
• It’s
not
uncommon
for
Chinese
to
take
two
or
three
weeks
off
of
work
for
Spring
FesCval.

3. Mobile users are active during Lunar New Year
Average
clicks
during
the
period
January
16
are
51.5%
higher
than
before
the
16th,
suggesCng
an
increase
in
mobile
acCvity
during
the
Chinese
New
Year
holiday.

4. Mobile users rushed to download apps
before chunyun.
The
install
rate
during
the
holidays
decreased
1.37%
per
day
during
chunyun
for
a
total
decline
of
28.7%

5. What app categories
were popular during CNY?

6. Arcade games topped the list,
followed by entertainment apps

7. Productivity apps and arcade games
were the most downloaded categories

8. Should mobile advertisers
buy ads for Chinese New Years?

9. Developers on average saw 121.9% more
installs during Chinese New Year
January
10
marks
the
day
that
adverCsers
should
begin
adverCsing
ahead
of
CNY.

10. Chinese users are affordable at an average of
just $0.29 during chunyun

11. If China is on your mind,
don’t miss out on advertising
during Chinese New Year

12. Read AppFlood’s full report:
China’s
app
download
rush
kicks
off
the
Chinese
New
Year

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