UMENG insight report - macquarie.com · More than 100 Android app stores in China, very fragmented market with only 50% of activations coming from the Top 10 app stores. ! Only 5.6%

UMENG insight report

Linda Jiang VP Business Development & Marketing [email protected]

UMENG – Mobile app developer services platform

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Data Storage, CDN, SNS Integration

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Measure channel performance, acquire high quality users

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Tracking user’s in-app conversion rate

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590 million active smart devices in China

Data Source: Umeng Analytics Platform www.umeng.com

245m

380m

500m

590m

2012Q4 2013Q1 2013Q2 2013Q3

Active Device Growth Trend in Mainland China

Active devices doubled in 12 months

Continuous increase of developers and APPs


22000 40000

72000

100000

130000

180000

0

60000

120000

180000

Dec 2011 May 2012 Oct 2012 Mar 2013 Jun 2013 Oct 2013

Trend of App Increase in China

New apps registered in UMENG platform increased 150% in 12 months

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2011美�秀秀美�� 蘑菇街航班管家

2012唱吧滴滴搭暴影音 PPTV

2013大姨� Zank 表情工厂 �程格子

Trends of mobile apps


Domestic Android brands boom


21.3%

10.1%

6.4%

6.3% 5.5%

4.9% 5.1%

4.1% 3.1%

3.8%

29.3%

Android Device Brand Distribution (Dec 2012)

Samsung

HTC

Lenovo

Huawei

ZTE

Coolpad

Xioami

Motorola

OPPO

Sony/Sony Ericsson

Others

23.2%

8.2%

7.4%

6.0% 5.8% 5.2%

4.3%

4.0%

3.3%

1.7%

30.8%

Android Device Brand Distribution (Oct 2013)

Samsung

Lenovo

Huawei

Xiaomi

HTC

Coolpad

ZTE

OPPO

BBK

K-TOUCH

Others

Low and middle end Android devices have achieved substantial growth, hoping to win their position in mainland market. Up to Oct 2013, Lenovo gets to the second place instead of HTC

62%

28%

10%

Android Device Lifecycle

0-‐6 months

7-‐14 months

15 months and above

90% of active Android devices in China have been used less than 14 months


62% of the Android devices have been used for 0 to 6 months, 28% have been used for 7 to 14 months, only 10% have a lifecycle longer than 14 months. In other words, 90% of the users would buy a new Android device 14 months after their previous purchase. ··he lifecycle of China’s Android devices is around 14 months!


Fall in the percentage of Jailbroken iOS devices!


0%

5%

10%

15%

20%

25%

30%

35%

40%

Jan

2013

Feb

2013

Mar

201

3

Apr

201

3

May

201

3

Jun

2013

Jul 2

013

Aug

201

3

Sep

201

3

Oct

201

3

iOS Jailbroken Rate Change in China

18.0%

6.6%

Domestic Oversea

iOS Jailbroken Rate Distribution Domestic vs Overseas

(Oct 2013)

September iOS7 released!

iOS jailbroken rate is 18% in mainland China , dropped from 42% one year ago


2G still takes the majority of Android mobile networks

31.6%

12.3%

20.7%

36.8%

46.9%

50.8%

Domestic

Oversea

Android Networks Distribution (Overseas vs Domestic)

2G 3G wifi

For those Android users, 3G is much more frequently used in overseas than in China. In Jun 2013, 36.1% users in China connect the internet using 2G network

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

App Do

wnloa

ded an

d Ac

3vated

(%)

User Coverage

Percentage of China Android users trying out new apps

66%!

Only 30% of users per month prefer to try out new apps


Only 30% of users try out new apps every month. In addition, the top 10% users who are the most curious and adventurous ones downloaded 66% of all the new apps.

}  More than 100 Android app stores in China, very fragmented market with only 50% of activations coming from the Top 10 app stores.

}  Only 5.6% activated app downloaded from Google Play. Signified dropped from 21% in 2010. This is due to the fact that Google services are absent and deactivated from devices sold in China.

数据来源：友盟统计分析平台 www.umeng.com

78.2%

8.5%

4.2% 2.5% 0.6%

5.9%

Android Apps distributions by Channels

第三方应用商店

厂商应用商店

广告网络

官方下载（应用官网）

运营商应用商店

其他

Third party app stores

OEM app stores

Ads network

Ads network

Operator apps stores

Other

Android fragmentation- Distribution Channel

Data Source: Umeng Analytics Platform!

2013, the year of mobile game!

2012/08

2012/09

2012/10

2012/11

2012/12

2013/01

2013/02

2013/03

2013/04

2013/05

2013/06

2013/07

2013/08

MAU in Mobile Games

MAU increased 4.5X in 12 months

2012 2013

Average time spend increased 66%

2012 2013

Average daily session increased 50%

Users spend more times on mobile games!

iOS Users

iOS game users 31%

23%

iPad vs.iPhoneiPad iPhone

iOS Users

iOS game users 31%

23%


iOS Users

iOS game users 31%

23%


iPad opportunity for game developers!

Source： UMENG Analytics Platform www.umeng.com

iPad 2

iPad 3

iPad 4

iPad mini

iPhone 4

iPhone 4S

iPhone 5

Android

5.8

4.65

5.6

6.76.56.76.9Average game session length (Min）


iPad users are more engage in mobile games!

}  42.1% users first play Trivia/Casual games on their phone �

}  22.2% users first play Action/Arcade games. �

}  Only 0..4% users first play role playing games �

42.1%

22.2%

13.3%

7.7%

7.5%

3.5% 1.5% 1.2% 0.6%

0.4%

The Distribution of Users' First Activated Games (Apr-2013)

Trivia

Action/Arcade

Chess/Card

Adventure

Sports/Flying/Music

Puzzle

Strategy

Educational/Family/Kids

Simulation

Role Playing


Casual gaming still big in China!

}  At weekend users in first tier cities like photography apps most and the frequency has increased by 53% in 2013 first half, the following popular app categories are Games and Navigation with a 46% and 16% increase.

}  Users in second tier cities prefer to play games at home, seeing a 54% increase in the first half year. Those photography and Video apps are also their favorite. To enjoy videos and playing games at home are their perfect relaxing life at weekends.!


Users’ Weekend Life: first tier cities for photo shooting; second and third tier cities watching videos at home

Top 3 Daily Use Frequency Growth Rate (Per User at Weekend)

First Tier Districts Second and Third Tier Districts

16%

46%

53%

Navigation

Game

Photo Management

17%

46%

54%

Video

Photo Management

Game

}  Developers in China have shown great interest to the overseas app markets. 25% apps have been developed to compete in these markets.*

}  Although 78% apps are for domestic users, developers in China come to take their place in overseas market, 20% developers having at least one app for the overseas markets.


Over1/5 mainland developers are aiming at overseas markets


* Note: An app is recognized as for overseas users if 75% of its sessions are from overseas..

25%

75%

Market Distribution of Mainland Apps (Domestic vs Overseas)

App for domestic users

App for overseas users

22%

78%

Market Interest of Mainland Developers (Domestic vs Overseas)

Developer for domestic users

Developer for overseas users

54% developers will use cross-platform technology within 2 years

}  Larger amount of developers are considering to use cross-platform technology, and the ratio will be 54% within two years.

}  PhoneGap is the most popular among all cross-platform technologies with 60% of developers who are using or intend to use it.

Data Source: Umeng Analytics


46.1%

12.8%

16.5%

24.7%

No interest

Next year

This year

Used

Interest to Use Cross-Platform Technology

57.5%

29.0%

21.0%

7.6% 5.6%

14.6%

PhoneGap Appcan Appmobi Sencha Rexsee Others

Distribution of Html5 Cross-Platform Being Used

}  Cloud service is also in a great demand for developers. 27% of them have already deployed server on the cloud service and another 46% plan to use cloud service in two years.


73% developers will use cloud service for app management in two years

Deployed in the cloud service

provider 27%

Plan to use this year 26%

Plan to start next year 20%

No Plan 27%

Others 73%

Mobile App Server-Side Deployment

UMENG Insight report

Working with more than 60,000 developers

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}  More information: www.umeng.com } 微博: 友盟 } 微信:友盟 }  Blog: blog.umeng.com }  Email: [email protected]

30

Thank you

31 31

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Busi

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Hea

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Educ

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Vide

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Phot

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28%29%44%50%

69%80%85%

147%

Trends of mobile apps

}  In second season of 2013, the growth of active devices in China results in more than 500 million—340 million Android active devices and 150 million iOS active devices, doubled than half a year ago.

}  Low and middle end Android devices have achieved substantial growth, hoping to win their position in mainland market. Up to Jun 2013, Lenovo gets to the second place instead of HTC.

}  Only 30% of users try out new apps every month. In addition, the top 10% users who are the most curious and adventurous ones downloaded 66% of all the new apps.

}  90% of active Android devices in China have been used less than 14 months. }  Developer team size in mainland China becomes bigger, and those teams

greater than or equal to 51 members has increased by 40%. 25% apps are aiming at the overseas markets.

}  30.5% iOS has been jailbroken in mainland China, 10% lower than that of last year, but still 17% higher than international standards.

* Note: Device in this report is refer to active device—with at least one session of an app on Umeng platform in a given time period, not the device shipments.

Key Findings

Documents

UMENG insight report - macquarie.com · More than 100 Android app stores in China, very fragmented market with only 50% of activations coming from the Top 10 app stores. ! Only 5.6%