Reference: Umeng China Mobile Internet Report Q3 2012 English


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Referenced in presentation, "The Seven Wonders of China's Mobile World"

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Reference: Umeng China Mobile Internet Report Q3 2012 English

  1. 1. China Mobile Internet MarketInsight Report Q3 2012November 2012
  2. 2.  Oct 2012, A total of 200 million Android and iOS devices in use in China. In Q3 2012, monthlysessions of apps increased by 223% compared to that in Q2. China’s mobile internet industryhas reached a new peak. iPad sales in China perform better than the global average. In particular, the New iPad hashelped Apple to increase its already dominant market share within China’s tablet market. China iOS devices exceeded 60 million units, yet iPhone overall market share droppedslightly. 42.4% of mainland iOS devices are jailbroken, down from last year. Samsung market share continues to grow, with HTC and Lenovo 2nd and 3rd. High sales of the latest Android devices means that Android 4.0 has become the second mostused Android version. Mobile gaming remains a growth sector with China’s game developers branching out withnot only titles for mainland China but also international markets. One thing to note is,Chinese players spend more time in their games compared to international users.*Devices refer to active devices covered by UMENG platform that has activated at least one app session within the stipulated timeframe.
  3. 3. Device Trends1
  4. 4.  In Q3 2012, the number of iOS and Android devices topped the 200 million mark. Thisrepresents an increase of 125% from 6 months ago. The 200 million devices breaks down to140 million Android and 60 million iOS devices. In Q3 2012, China’s month sessions of mobile apps increased by 223% compared to that inQ2. China’s mobile internet industry has reached a new peak.X3.2X2012 Q2 2012 Q3Upward trend in average monthlysessions of mobile apps223%Mar 2012 Oct 2012Growth in smart devices inmainland ChinaiOS Android87 million200 million125%Data Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform
  5. 5.  iPad currently holds 79% of China’s tablet market, which is higher than the global iPad shareof 68%. This shows that iPad still stands strong in the China market.* 2012 Q3, iPad accounts for 16% of iOS devices, dropping 3% from last quarter. This is due tothe lack of new iPad models in this quarter. In addition, users are thought to be waiting foriPad Mini and iPad 4. In addition, the newly released iPhone 5, coupled with a drop in priceof iPhone 4 has increased the number of iPhones in the market.*Global iPad statistics source: Apple official figures16%84%iPad VS iPhone ProportioniPadiPhone79%21%Distribution of tablets inmainland ChinaiPadOther TabletsData Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform
  6. 6.  With so many previous generations of devices in the market Apple faces a challenge toconvince users to upgrade. The New iPad seems to be achieving this as it already accountsfor over 28% of all iPad models. The new iPhone5 is yet to see an official release in China it will be interesting to see if thelack of a 4G network in China will reduce sales when it is released.9.4%47.3%15.2%28.1%iPad Model Distribution(Sep 2012)iPad 1iPad2 WiFiiPad2 3GThe New iPadData Source: Umeng Analytics Platform51.1%45.0%0.1%4.8%iPhone Model Distribution(Sep 2012)iPhone 4iPhone 4SiPhone 5OthersData Source: Umeng Analytics Platform
  7. 7.  2012 Q3, China’s iOS devices exceeded 60 million units. However with the growing popularityof the Android platform, iOS’s overall market share dropped 5% compared by Q2 2012. Apple’s loss of market share is mainly due to mainland brands such as Lenovo and Xiaomiproducing popular mass market smartphones.38%15%11%5%5%4%22%Smartphone brand distribution inChina (2012 Q2)AppleSamsungHTCMotorolaZTEHuaweiOthersData Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform33%18%9%5%5%4%26%Smartphone brand distribution inChina (2012 Q3)AppleSamsungHTCLenovoHuaweiZTEOthers
  8. 8.  The iPhone5 is yet to receive an official launch in mainland China, however some users havealready got their hands on one. As of end September, iPhone 5 stands at 0.1% market share withinChina. This is similar to the first month when iPhone 4S was released in China. As with other iOS devices the early adaptors come from the relatively wealthy and wellconnected provinces of Guangdong, Zhejiang, Beijing and Jiangsu.2.1%2.1%2.1%2.5%4.5%6.3%7.9%8.6%8.7%12.3%HubeiHenanYunnanLiaoningFujianShanghaiJiangsuBeijingZhejiangGuangdongTop 10 Cities using iPhone 5Data Source: Umeng Analytics Platform
  9. 9. 20.1%22.4%24.2%29.6%8.4%16.3%31.1%iPod touch 4th GeniPad 2 3GiPad 2 WiFiThe New iPadiPhone 3GSiPhone 4iPhone 4SComparison of iOS devices thatupgraded to iOS 6Data Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform 72 hours after the launch of iOS 6.0, using daily session counts to track, iOS6 version alreadyhad 11.3% market share. As of end September, this figure rose to 23%. Individually comparing against the iOS devices, iPhone 4S has 31.1% of its users upgrading toiOS 6.0, ranking first among the iOS devices. Second and third in place are the New iPad(29.6%) and iPad 2 WiFi (24.2%).0%5%10%15%20%25%2012/9/202012/9/212012/9/222012/9/232012/9/242012/9/252012/9/262012/9/272012/9/282012/9/292012/9/30Trend of upgrade to iOS 623.1%11.3%
  10. 10.  By September 2012, 42.4% of iOS devices in China are jailbroken devices. This number is highbut is a drop from the figure of 51.0% 2011 Q2. Comparing against all iOS devices, iPadjailbroken devices stand at 39.8%, while jailbroken iPhones stand at 43.8%. There are many possible reasons for the drop in Jailbroken phones, one reason is that Appleallowed Mainland credit cards to be used at the Appstore.37.0%31.9%32.4%48.3%36.1%48.6%69.2%The New iPadiPad 2 WiFiiPad 2 3GiPad 1iPhone 4SiPhone 4iPhone 3GSJailbreak Comparison amongst main iOSdevices (Sep 2012)42.4%42.4%57.6%iOS Jailbroken devices proportionin China (Sep 2012)Jailbroken DevicesNon-jailbrokendevicesData Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform
  11. 11.  Android 4.0 has reached a share of 23.4% in China, overtaking Android 2.2, becomingAndroid’s second most used version. App developers should put more attention intoAndroid 4.0 version.60.5%23.4%10.8%5.3%2012 Q3 Android OS VersionDistribution2.34.02.2Others0%10%20%30%40%50%60%70%80%Jan Feb Mar Apr May Jun Jul Aug SepAndroid Version Change Trend2.3 4.0 2.2 OthersData Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform
  12. 12.  iOS upgrade delivery system is slicker than Android. As a result the majority of Android users don’tupgrade. The majority of Android 4.X users have the new OS pre-installed on the phone. Among the Top 10 devices for Android 4.0 and above, 8 of them already come pre installed withAndroid 4.0 or above. In particular, Samsung Galaxy SIII and Xiaomi 1S have had spectacularperformances.1.82%1.88%1.97%2.05%2.41%2.63%2.88%3.16%6.17%7.19%HTC Desire VC(T328d)Lenovo lePhone P700HTC Sensation XE(G18)Sony LT26i(Xperia S)Xiaomi M1Xiaomi 1SHTC Desire VT(T328t)HTC Desire V(T328w)Samsung Galaxy SIIIHuawei C8812Top 10 Devices for Android 4.0 and above(Sep 2012)Data Source: Umeng Analytics PlatformAndroid 4.0 Pre-installedAndroid 2.3 Pre-installed
  13. 13.  As expected, Samsung is still the leading Android brand. In addition, Lenovo has shot up to thirdplace, holding 8% share, contributed by the various promotions of its devices such as A60, A65,LePhone P700. This quarter, the Top 10 Android Devices list welcomes new entrant Samsung Galaxy Note into itsranks. In addition, it is also note-worthy that Samsung Galaxy SIII was ranked fourth in the list inSeptember 2012.1.65%1.67%1.74%1.80%1.95%1.97%2.05%3.04%3.35%3.98%ZTE Blade U880Huawei C8650Samsung Galaxy SHTC Desire S(G12)HTC incredible S(G11)Motorola DefySamsung Galaxy NoteXiaomi M1Samsung Galaxy AceSamsung Galaxy SIITop 10 Android Devices (2012 Q3)Data Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform27%14%8%7%6%38%Android brand distribution(2012 Q3 )SamsungHTCLenovoHuaweiZTEOthers
  14. 14. App and App Developers2
  15. 15.  Since end of year 2011, the number of mobile applications using Umeng’s analytics serviceshas almost doubled. The Chinese mobile internet industry is developing at an extraordinarypace.22000400005200065000Dec 2011 May 2012 Jul 2012 Sep 2012Apps covered by Umeng steadily increasingData Source: Umeng Analytics Platform
  16. 16.  While Chinese app developers tend to focus only on their own market, they areincreasingly willing to explore the potential of the international market too. In 2012,there was an increase of 43.2% in the number of game developers on Umeng Analyticswho ventured into the international market, maintaining an upward trend of game appsgoing global.43.2%2012 Q3 New game developersNew gamedevelopers whoventure into theinternationalmarketData Source: Umeng Analytics Platform
  17. 17.  The top 5 game categories for new games added in the recent half year are action,casual, puzzle, board/card and strategy games.22.0%9.6%14.1%14.9%17.3%22.1%OthersStrategyBoard/CardPuzzleCasualActionTop 5 Newly developed games in 2012(by category)Data Source: Umeng Analytics Platform
  18. 18.  In half a year, the app developer team sizes have changed dramatically, with individual appdevelopers decreasing from 28% to 10%. However, team sizes of 2 to 50 people and thosewith more than 50 people have increased in general. Apps in development are becomingmore ambitious.28%70%2%App Developer Team SizeDistribution (Mar 2012)Individual2-50 ppl>50 ppl10%77%13%App Developer Team SizeDistribution (Sep 2012)Individual2-50 ppl>50 pplData Source: Umeng Analytics Service Feedback Survey Data Source: Umeng Analytics Service Feedback Survey
  19. 19.  Largest App developer communities are within Beijing, Guangdong and Shanghai, althoughthere are smaller vibrant communities in other cities such as Chengdu.1.8%2.2%2.2%3.0%3.8%4.7%5.2%13.3%16.2%33.8%Shaanxinon-ChinaHubeiSichuanZhejiangJiangsuFujianShanghaiGuangdongBeijingGeographical Distribution of App DevelopersData Source: Umeng Analytics Service Feedback Survey
  20. 20. User Behavior3
  21. 21.  Non-China gamers are more loyal than China gamers with higher retention rates Non-China vs China player second day retention rates are 27% and 24% respectively Non-China vs China player retention rates on the second week are 45% and 38% respectivelyData Source: Umeng Analytics Platform
  22. 22.  China gamers spend more time in their games compared to non-China gamers, clockinghigher daily app sessions and app usage lengths. China gamers spend 1.2 times more time in each app session compared to non-Chinagamers. China gamers activate 1.4 times more daily app sessions compared to non-China gamers.Data Source: Umeng Analytics Platform
  23. 23.  In a 24-hour period, the number of gamers will reach a small peak around 12 noon beforedropping. It will rise again from around 4pm and peak at 9pm before dropping slowly again. After 6pm, more and more users start to use music and video apps, peaking at around 10pm.Between 12 to 2am, night owls prefer to watch videos and listen to music more than playgames. In addition, there is also a peak in video app usage during 12pm, perhaps due tousers’ habit of watching videos for relaxation purposes during their lunch break.0%2%4%6%8%10%0 2 4 6 8 10 12 14 16 18 20 22Music, Video, Game app usageover a 24-hour periodMusic Video GameData Source: Umeng Analytics Platform
  24. 24.  83% of the times when entertainment apps are used, each app session lasts for less than 10minutes, out of which, 59.1% lasts for less than 3 minutes. This shows that entertainmentapps are used by users while they are on-the-go. After understanding this user behavior, app developers should take note to design productsthat can capture users’ attention in a short time in order to retain more users and improveapp value.17.0%23.9%59.1%> 10 mins3-10 mins< 3 minsSingle app session length distribution forentertainment and game appsData Source: Umeng Analytics Platform
  25. 25.  Looking at the spread of WiFi, Shanghai, cities such as Beijing, Shandong, Jiangsu, Zhejianghave higher WiFi penetration rate. In particular, Shanghai has the highest WiFi penetrationrate with 56.0% of the Shanghai users connecting via WiFi everyday. Even in the day, the use of WiFi is comparable to 2G/3G. After 6pm, users connecting viaWiFi steadily increases till 2am. At 7pm, the use of WiFi exceeds that of 2G/3G. This trendshows the prevalent use of WiFi in offices and homes.0 2 4 6 8 10 12 14 16 18 20 22Method of Internet Connection over a24-hour periodwifi 2G/3GApp sessionData Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform0%10%20%30%40%50%60%Top 10 Chinese cities that uses the mostWIFI
  26. 26.  Definition of terms:Devices: All devices in this report refer to active devices covered by Umeng platform that hasactivated at least one app session within the stipulated time frame. Release Date:November 2012 Data Source:Analysis data based on over 60,000 Mainland Android and iOS apps from Umeng platform.Data is taken between the period of July to September 2012. Statement:Above data belong to Umeng platform. Any use of data can be used for free provided thatUmeng is quoted as the original source. Contact us :
  27. 27.  Umeng Analytics PlatformUmeng App Analytics Platform is the leading and largest provider of mobile app analytics anddeveloper services in China. Umeng offers enterprise-class analytics to thousands of mobileapp developers in over 65,000 apps across iOS, Android and Windows Phone platforms. UMtrackThe lack of an official iOS apps channel analytics tool that is easy to use and provide accuratedata is a constant challenge for iOS app developers. Umeng’s Umtrack provides developerswith accurate analysis of users, helping app developers track their users whom have comefrom different channels. App networkApp network is a total solution for app developers that integrates in-house ads, cross-promotion and advertising. It delivers efficient distribution for apps and helps apps tomaximise inventory value, growing the size and value of app users.
  28. 28. Umeng, a Beijing-based startup founded in April 2010, is the leading andlargest provider of mobile app analytics and developer services platform inChina. Umeng offers enterprise-class analytics to over 65,000 apps acrossiOS, Android and Windows Phone platforms. Umeng has since raised morethan USD10 million from Matrix Partners and Innovation Works.The team is working around the clock to build better solutions for mobileapp