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

There are nearly

7 BILLION mobile subscriptions worldwide.

That’s

75% of the world

population

The International Telecommunication Union (May 2014)

Source:

Mobile subscribers

will reach 8.5 billion

by the end of 2016. 8.5BILLION

Source:Portio Research, Mobile Factbook 2013

20162015

The majority of

the world’s mobile

market growth

comes from outside

of the United States

and Europe.UNITED STATES

EUROPE

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%

By 2016,

Africa and

Middle East

will overtake

Europe as

the second

largest region

for mobile

subscribers.

MIDDLE EAST

AFRICA

EUROPE

Source:International Telecommunication Union, May 2014

GLOBAL MOBILE SUBSCRIPTION TRENDS

DEVELOPING NATIONS

5400M636M

DEVELOPED NATIONS

GLOBAL

MOBILE CELLULAR SUBSCRIPTIONS (MILLIONS)

FIXED TELEPHONE LINES (MILLIONS)

ACTIVE MOBILE BROADBAND SUBSCRIPTIONS (MILLIONS)

02%,/(�%52$'%$1'�*52:7+��

FIXED BROADBAND SUBSCRIPTIONS (MILLIONS)

TOP COUNTRIES FOR MOBILE ADOPTION

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 •��

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

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:

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:

Source:mobiThinking, November 2014

VIETNAM

THE # OF MOBILE SUBSCRIPTIONS

IN MILLIONS

THE # OF MOBILE SUBSCRIPTIONS

IN MILLIONS

THE RANK

COUNTRY

THE 100 MILLION CLUB: THE TOP 14 MOBILE MARKETS

BY NUMBER OF SUBSCRIPTIONS

PAKISTAN

UNITED STATES

NIGERIA

INDONESIA

GERMANY

RUSSIA

PHILIPPINES

BRAZIL

BANGLADESH

MEXICO

��0

127.7M

772.6M

126.1M

��0

128.6M

285.0M

��0

272.6M

116.0M

��0

109.5M

��0

TOP COUNTRIES FOR

SMARTPHONE SALES

China is now the

top market for

smartphone sales.

Growth is forecasted

to be strongest in

India, Indonesia,

Russia and Brazil

(collectively known

with China as BRICI).CHINA

BRAZIL

RUSSIA INDONESIA

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).

UNITES STATES

IDC (February 2014) predicted that

420 MILLION smartphones would be sold in China in 2014

Smartphone

growth is

stagnating in more

mature markets,

like the United

States and the

United Kingdom.

UNITES STATES

UNITED KINGDOM

Brazil, Russia,

India, China and

Indonesia are

expected by IDC

and Canalys to be

the fast-growth

smartphone

markets over the

next few years.

IDC expects India

and Brazil to catch

up and overtake the

UK (currently the

world’s third largest

smartphone market)

by 2016.

BRAZIL

UNITED KINGDOM

IDC (November 2013)

Source:

The average selling

price of smartphones

is falling rapidly in

emerging markets,

helping to fuel growth in

smartphone sales.

IDC (November 2013)

Source:

IDC estimated

that the average

selling price of

a smartphone

worldwide was

86��LQ��forecasted to fall

to $265 in 2017.

$337$265

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

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

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

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

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.

MALAYALAM

GUARATI NEPALI

MARATHI

BENGALI

TELUGUPUNJABI

KANNADA

30 MILLION

: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.

MALAYALAM

GUARATI

MARATHI

TELUGUPUNJABI

KANNADA

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

: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

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

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

You can reach 75 million

people who speak

Vietnamese natively by

localizing your app into

this language.

75MILLION

There are 522

languages spoken

E\�WKH��PLOOLRQ�people in Nigeria.

173MILLION

522LANGUAGES

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

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

To reach users

in Bangladesh,

localize your app

into Bengali, which

is used by 98% of

the population. 98%BENGALI

Many Filipinos

speak English,

but there are 175

languages spoken

as mother tongues

in the Philippines.

175LANGUAGES

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

You can reach 90%

of the population of

the Philippines in their

mother tongue by using

WKHVH��ODQJXDJHV�

13LANGUAGES

To reach Mexico’s

population of 122

million, you need to

localize your app into

Mexican Spanish. 122MILLION

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

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

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.

SOUTH KOREA

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

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

INTERESTED IN LOCALIZING YOUR MOBILE APP?

CONTACT US:

+1 866.70.SMART

WWW.SMARTLING.COM

HI@SMARTLING.COM

MUST-HAVE STATS FOR GLOBAL MOBILE MARKETING

Marketing

Enterprise Mobile Market Stats and Forecast

Mobile Stats

32 Mobile Healthcare Stats

36 Must See E-commerce Email Marketing Stats

10 Stats on Engaging Mobile Video Creative

8 Ultimate Mobile App Marketing Stats You Must Know

Mobile stats and charts

40 must know video stats for ecommerce

Digital, Social & Mobile Stats - India 2015

Mobile Search Stats

SMS Achariyasmsachariya.com/downloads/Achariya-Track-SMS-Plug-In.pdf · Browser Stats Device Statistics Device Stats Geog raph iCal Stats Os Stats mobile Click stats Browser Stats

Location and Mobile Marketing Stats Q1 2012

Mobile…Tablet…. Numbers and Stats

Internet & Mobile Global Stats

Mobile Internet Stats

Spiritual Mobile Apps - Stats

10 Ransomware Stats ALL Businesses MUST Know

Church Mobile Apps - Stats

Mobile presentation with stats

MOBILE COMMERCE STATS