UMENG Insight Report 2013H1 - China Mobile Internet: Fragmentation and Shorter Life Cycle
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UMENG Insight Report 2013H1 - China Mobile Internet: Fragmentation and Shorter Life Cycle

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UMENG Insight Report 2013H1 - China Mobile Internet: Fragmentation and Shorter Life Cycle UMENG Insight Report 2013H1 - China Mobile Internet: Fragmentation and Shorter Life Cycle Presentation Transcript

  • Sep 2013
  • Key Findings       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.
  • 1 China Mobile Internet Trend: Fragmentation and Shorter Life Cycle
  • More than 500 million active devices in China  In the second season of 2013, there are more than 500 million active devices in China—340 million Android active devices, 150 million iOS active devices and 7.4 million active devices of Windows Phone and Windows RT, doubled than half a year ago. Active Device Growth Trend in Mainland China Android iOS 340mln 250mln 160mln 130mln 150mln 85mln 2012 Q4 2013 Q1 2013 Q2 Data Source: Umeng Analytics Platform www.umeng.com
  • Continuous increase of developers and APPs  Up to Jun 2013, there are 130,000 apps and over 50,000 developers on Umeng platform with a continuous increasing monthly growth rate. 10,000 has come to Umeng platform in June. Trend of App Increase and Monthly Growth Rate Apps on Umeng platform 180000 Monthly Growth Rate 10000 9000 130000 6500 120000 60000 100000 4600 8000 6000 72000 2900 10000 4000 40000 22000 2000 0 0 Dec 2011 May 2012 Oct 2012 Mar 2013 Jun 2013 Data Source: Umeng Analytics Platform www.umeng.com
  • Apple dropped and domestic brands rises to a new height  Apple’s total share in China has dropped 5.4% since no new device was unveiled in this half year. On the contrary, various Android devices has shown up and achieved new share height. Domestic brands grow promptly including Lenovo, Huawei, Xiaomi, Coolpad, ZTE, OPPO, BBK and other main brands. Top 10 Market Share of Domestic Terminal Brands 50% Jan 2013 Jun 2013 40% 30% 20% 10% 0% Data Source: Umeng Analytics Platform www.umeng.com
  • Domestic Android brands boom  Up to Jun 2013, Lenovo gets to the second place instead of HTC (the second top last year), Xiaomi ranks into the top five and BBK enters the top 10. Android Device Brand Android Device Brand Distribution (Jun 2013) Distribution (Dec 2012) Samsung Samsung Lenovo 22.1% 31.1% 21.3% Huawei 29.3% HTC 7.0% 2.1% 2.7% 3.7% 5.2% 5.9% 4.7% 7.0% ZTE 10.1% Coolpad ZTE OPPO BBK Motorola Others Data Source: Umeng Analytics Platform www.umeng.com Lenovo Huawei Xiaomi 8.4% HTC Coolpad Xioami 3.8% 6.4% 3.1% 6.3% 4.1% 5.5% 5.1% 4.9% Motorola OPPO Sony/Sony Ericsson Others Data Source: Umeng Analytics Platform www.umeng.com
  • 90% of active Android devices in China have been used less than 14 months   Now in China, 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. Above all, the lifecycle of China’s Android devices is around 14 months. Google has clarified its 18 month Android upgrade program in 2011, indicating the lifecycle of Android devices is at least 18 months. Without doubt, China’s Android pace is faster than Google has anticipated. Android Device Lifecycle 10% 0-6 months 28% 7-14 months 62% 15 months and above Data Source: Umeng Analytics Platform www.umeng.com
  • Only 30% of users per month prefer to try out new apps According to Umeng Analytics for the month of April, only 30% of users try out new apps. In addition, the top 10% users who are the most curious and adventurous ones downloaded 66% of all the new apps. Percentage of China Android users trying out new apps App Downloaded and Activated (%)  100% 80% 60% 66% 40% 20% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% User Coverage Data Source: Umeng Analytics Platform www.umeng.com
  • Domestic Android distribution channels: diversified and fragmented    “Diversified” and “fragmented” are the most appropriate words to describe China’s app distribution channels. There are more than 100 distribution channels in China. Top 10 channels only cover half of the total downloads. 46% of apps distribute on more than 5 distribution channels. Google Play only takes up 5.6% of the total downloads, suffering a huge drop from 21% of end 2010. Meanwhile, diversified channels bring challenges to product managers. Evaluating different channels and optimizing channel combinations are the priority of every app developer. Android App Distribution Channels 2.5% 0.6% 5.9% 4.2% Third Party app market 5.6% Producers' app market Google Play 8.5% Online ads Application official website 72.6% Operators' app market others Data Source: Umeng Analytics Platform www.umeng.com
  • Users’ Weekend Life: first tier cities for shooting; second and third tier cities enjoying videos at home   At weekend users in first tier cities like Photo Management apps most and the frequency has increased by 53% in 2013 first half, the following popular app categories are Games and Traffic 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 Photo Management and Video apps are also their favorite. To enjoy videos and playing games at home are their perfect relaxing life at weekends. Top 3 Daily Use Frequency Growth Rate (Per User at Weekend) First Tier Districts Photo 53% Management Game Navigation Second and Third Tier Districts 46% 16% Game 54% Photo 46% Management Video 17% Data Source: Umeng Analytics Platform www.umeng.com
  • 2 Developers in China: Getting to know more about their users
  • The team size of China mobile developers grows fast Developer team size in China becomes bigger, and those teams greater than or equal to 51 members has increased by 40%. With team size grows, more excellent products are expected to be developed. Developer Team Size Distribution on Umeng Platform 2012 50% 2013 40% 30% 20% 10% More than 500 201-500 51-200 11-50 2-10 0% Individual  Data Source: Umeng Analytics
  • Over1/5 mainland developers are aiming at overseas markets   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. Market Distribution of Mainland Market Interest of Mainland Apps (Domestic vs Overseas) Developers (Domestic vs Overseas) 22% 25% App for domestic users domestic users App for 75% Developer for Developer for overseas users Data Source: Umeng Analytics Platform www.umeng.com 78% overseas users Data Source: Umeng Analytics Platform www.umeng.com * Note: An app is recognized as for overseas users if 75% of its sessions are from overseas..
  • 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. Interest to Use Cross-Platform Distribution of Html5 Cross- Technology Platform Being Used Used This year 57.5% 24.7% 16.5% 29.0% Next year No interest 21.0% 12.8% 14.6% 7.6% 5.6% 46.1% PhoneGap Appcan Appmobi Data Source: Umeng Analytics Sencha Rexsee Others Data Source: Umeng Analytics
  • 73% developers will use cloud service for app management in two years  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. Mobile App Server-Side Deployment Plan to use this year 26% Deployed in the cloud service provider Others 73% Plan to start next year 20% 27% No Plan 27% Data Source: Umeng Analytics
  • 3 Analysis on Device Distribution and User Activity
  • iOS jailbroken rate in mainland China is 30.7%   In 2013 first half, the jailbroken rate in mainland China reached its peak—34%--as new perfect jailbroken version was released, while it saw a reduction when iOS 6.1.3 came. Overall, the jailbroken rate has decreased by around 10% than last year. However, the overseas jailbroken rate is much lower, 13.7% in June which is 17% lower than that in china. iOS Jailbroken Rate Change in iOS Jailbroken Rate Distribution China Domestic vs Overseas 40% 30.5% (Jun 2013) 35% 30% 13.7% 25% 20% Jun 2013 May 2013 Apr 2013 Mar 2013 Feb 2013 Jan 2013 15% Data Source: Umeng Analytics Platform www.umeng.com Domestic Overseas Data Source: Umeng Analytics Platform www.umeng.com
  • 2G still takes the majority of Android mobile networks  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 through 2G and only 18.9% use 3G, much lower than 36.8% of overseas. Android Networks Distribution (Overseas vs Domestic) 2G Overseas Domestic 12.3% 36.1% 3G wifi 36.8% 50.8% 18.9% 44.9% Data Source: Umeng Analytics Platform www.umeng.com
  • Android active device ratio has increased 5% in 2013 first half In 2013 first half, Android and iOS devices still take the majority of all active devices. During this time period, Android active device ratio has increased by almost 5% and expected a continuous rising until Apple unveil its new products in 2013. OS Platform Distribution of Active Users in 2013 First Half 100% 80% 60% Windows Series 40% iOS Android 20% Jun 2013 May 2013 Apr 2013 Mar 2013 Feb 2013 0% Jan 2013  Data Source: Umeng Analytics Platform www.umeng.com
  • iOS 6.1 shares 60% of iOS market,Android 4.1 has saw a 24% increase  From the chart below we can find that the market share of iOS 6.1 and Android 4.1 continues to increase during 2013 first half. iOS Versions Distribution Trend Android OS Version Distribution Trend 80% 60% 60% 6.1 40% 40% 4.1 6.0 5.1 20% 5.0 4.0 20% 2.3 2.2 0% Jan Feb Mar Apr May Jun 2013 2013 2013 2013 2013 2013 Data Source: Umeng Analytics Platform www.umeng.com 0% Jan Feb Mar Apr May Jun 2013 2013 2013 2013 2013 2013 Data Source: Umeng Analytics Platform www.umeng.com
  • iPad Mini—1.6 times share growth than half a year ago  iPad Mini continues expanding its total share in China in 2013 first half. In June, it takes 16.8% of iOS market and monthly active devices has increased to 5.5 million, 1,6 times than half a year ago. Thanks to its friendly price and easy-to-carry body, iPad Mini has won its fever in China. iOS Market Share of iPad Mini 20% 15% 10% 5% 0% Jan Feb Mar Apr May June 2013 2013 2013 2013 2013 2013 Data Source: Umeng Analytics Platform www.umeng.com
  • About  Glossary: Active Device: active device refers to device which has activated at least one app covered by Umeng platform in the stipulated time frame. All the “devices” in the report refers to “active devices”, not the actual shipment.  Release Date: September 2013      Data Source: Analysis data in the report is based on over 130,000 Android and iOS apps from Umeng platform. All data was collected from January to June 2013. Statement: All data belong to Umeng platform. Any people and organization is permitted to quote the report, please cite original source when using this data.
  • UMENG Product Overview  Umeng Analytics Umeng App Analytics Platform is the leading and largest provider of mobile app analytics and developer services in China. We help app developers to analyse user behaviour, enabling them to stategize to efficiently distribute and promote their apps. Umeng covers more than 100,000 apps across iOS, Android, Windows Phone and Windows 8 platforms.  UMtrack The lack of an official iOS apps channel analytics tool that is easy to use and provide accurate data is a constant challenge for iOS app developers. Umeng’s Umtrack provides developers with accurate analysis of users, helping app developers track their users whom have come from different channels.  App network App network is a total solution for app developers that integrates in-house ads, crosspromotion and advertising. It delivers efficient distribution for apps and helps apps to maximize inventory value, growing the size and value of app users.
  • UMENG Product Overview  Social Component First in China to combine and integrate social networking functions and analytics together. Social Component helps apps to easily gain social networking elements such as login, like, comments etc., supported with timely, all rounded analytics.  Umeng Index Umeng provides key indexes for app category, app market performance, mobile device models, OS platforms, resolution, internet connection methods, user distribution. These statistics lend a helping hand to all who want to understand the trends in China mobile internet industry.
  • Umeng, a Beijing-based startup founded in April 2010, offers enterprise-class analytics, App Network and Social network plugin to over 130,000 apps across iOS, Android, Windows Phone platforms. Umeng has since raised more than USD10 million from Matrix Partners and Innovation Works. The team is working around the clock to build better solutions for mobile app developers. www.umeng.com weibo.com/umengcom report@umeng.com