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2013 Umeng Insight Report
 

2013 Umeng Insight Report

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    2013 Umeng Insight Report 2013 Umeng Insight Report Presentation Transcript

    • Main Conclusions }  The number of active smart devices in China exceeded 700 Million by the end of 2013. }  The five fastest growing mobile apps categories (excluding games) are : news, health & fitness, social networking, business, and navigation. These areas will bring new opportunities for developers in 2014. }  Socializing your apps is the key to success for developers. Currently among the top 1,000 apps (apps and games) in the Chinese market, 55% of them provide links to Chinese social networking services (e.g. Sina Weibo, Wechat, QQ, Renren) The amount of app content sharing to social network platforms per mobile Internet user per day has tripled in the last 6 months. }  Social network sharing in game has become incredibly popular on all social networking platforms, 48% of in app sharing traffic to social networks are from games.
    • Main Conclusions }  High-end smart phones (pricing above 500US$) have a significant market share in China, contributing 27% of total devices. These users have dynamic needs on mobile apps . The users of below 150US$ phones prefer casual games for their entertainment requirements. }  The year of 2013 became known as the first year Chinese developers took officially licensed IP seriously with many developers licensing IP from rights holders. By the end of 2013, among the Top 100 games, 20% license 3rd party IP. }  Over the course of 2013 the percentage of iOS jailbroken devices in the Chinese Mainland fell to 13% of all devices. Domestic users are becoming more hesitant to jailbreak their devices.
    • 700 Million active smart devices in China }  By  the  end  of  2013,  the  number  of  ac6ve  smart  devices  in  China  had  exceeded  700,000,000,  including   smart  phones  and  tablets.     }  In  the  4th  quarter  59%  of  new  devices  were  bought  by  smartphone  users  upgrading  their  exis6ng   hardware.  The  remaining  new  devices  where  bought  by  users  buying  their  first  smartphone.  As   smartphone  use  becomes  more  commonplace  in  China  new  sales  are  increasingly  driven  by  exis6ng  users   upgrading,  rather  than  from  users  purchasing  their  first  smartphone.         56% 59% 2013Q3 2013Q4 The percentage of upgrading their exiting devices in the total number of active devices 380M 500M 590M 700M 2013Q1 2013Q2 2013Q3 2013Q4 The increasing trend of domestic active devices Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com
    • Faster growing categories in 2013: news, health care and social networking }  The  five  fastest  growing  areas  (in  terms  of  the  number  of  users  in  2013,  excluding  games)  were    news,   health  care,  social  networking,  business,  and  naviga6on.  These  areas  will  bring  new  opportuni6es  for   developers  in  2014.   }  Interes6ngly,  social  networking  apps  were  among  the  top  3  in  2013,  for  new  ways  of  social  (pictures,  Gif/ short  videos)  and  ver6cal  social  group  requirements  s  (e.g.  connec6on,  da6ng,  paren6ng)   275% 220% 212% 202% 193% 157% 150% 140% 140% 110% 109% 107% 92% 91% 73% News Health SNS Business Navigation Entertainment IM Photographyu Education Books Finance Travel Utilities Catalogs Music The growth rate of active users by app category 2012-2013 Data Source: Umeng Analytics Platform www.umeng.com
    • High-end smart phones have a significant market share in China }  The  market  for  budget  Android  phones  is  strong  in  China  with  57%  of  devices  under  330  USD  price  range.   However  over  a  quarter  of  users  are  using  high-­‐end  smart  phones  cos6ng  over  500USD,  80%  of  these  are   iphones.             Data Source: Umeng Analytics Platform www.umeng.com 35% 22% 16% 27% Distribution of price ranges of smart phones in China USD 1-149 USD 150-329 USD 330-499 USD 500+
    • }  In  December  2013,  the  app  launch  benefi6ng  from  4G  services  counted  for  1  ‰  of  the  total,  with  the  daily   launch  of  over  two  million.  From  June  to  December  2013,  app  usage  via  4G  has  grown  by  57%.  4G  just  took   off  in  China  at  the  end  of  the  year  2013.   }  Umeng  observes  that,  while  3G  services  were  launched  in  May  2009  uptake  was  rela6vely  slow  with  only   18%  of  app  usage  benefi6ng  from  3G  services  as  late  as  end  2011.    Umeng  es6mates  that  it  will  be  2015   before  we  see  an  explosion  in  4G  access  rates.     }  Most  of  the  4G  users  in  the  Chinese  Mainland  use  LTE-­‐mode  mobile  phones  newly  launched  by  Samsung,   HTC,  Sony  and  Coolpad.  Recently,  All  Chinese  operators  are  star6ng  promo6ng  4G  network  to  consumers.     4G just took off in China Grow by 24% Grow by 57% Total 4G The access of domestic Android devices Jun 2013 Dec 2013 Data Source: Umeng Analytics Platform www.umeng.com
    • }  In  2013,  mobile  app  users  became  more   interested  in  sharing  on  social  networking   pla_orms.  In  December  2013,  the  number  of   sharing  on  social  networking  pla_orms  per  mobile   Internet  user  per  day  was  triple  of  that  in  July   2013.   }  This  increase  was  largely  due  to  large  amounts  of   promo6on  on  social  networking  pla_orms,   developers  making  sharing  more  user  friendly,   and  also  by  rewarding  users  who  shared  app   informa6on  with  credits  or  other  benefits.     }  2013  saw  the  emergence  of  apps  that  became   popular  overnight  through  viral  promo6on  on   social  network  (Wechat,  Weibo..)  ,  such  as  a   causal  game  “Crazy  Guess  Figure”  and    a  photo   app  “MomentCam”.     }  Currently,  among  the  top  1,000  apps  (apps  and   games)  in  the  Chinese  market,  46%  provide  Social   ac6ons  including    social  sharing  and/or    social   network  login  func6ons.  The  por6on  jumps  to   55%  among  the  top  100.  Sharing  on  social   networking  pla_orms  has  gradually  become  a   standard  func6on  of  apps.     Mobile app users became more interested in sharing on social network 55% 55% 53% 46% 39% TOP100 TOP200 TOP500 TOP1000 TOP2000 Social functionalities Penetration (December 2013) APP ranking *Data Source: ranking data of 30 domestic mainstream App markets and App /store !
    • Sharing of app content to social networks has seen explosive growth }  Sharing  of  app  content  to  social  networks  has  seen  explosive  growth;  8600%  growth  for  WeChat,  2900%  for   QQZone  between  March  and  November  2013.     }  48%  of  shared  content  comes  from  games.    Since  word-­‐of-­‐mouth  communica6on  is  a  key  channel  for  game   promo6on,  in  2013,  lots  of  mobile  games  added  the  link  to  sharing  on  social  networking  pla_orms.     }  Besides  games,  photography  apps  are  also  popular,  especially  on  WeChat  and  Weibo  .  These  apps  allow  easy   sharing  of  photos  “on  the  go”  to  friends  via  social  networks  .  More  tradi6onal  social  network  sites  such  as   QQzone  and  RenRen  see  a  larger  mix  of  app  interac6on,  probably  reflec6ng  the  difference  between  mobile   and  desktop  internet  habits.         0% 50% 100% QQ zone Renren Sina weibo Tencent weibo WeChat Distribution of content shared on social network platforms Others Catalogs Health Video News Music Entertainment Photography Games Data Source: Umeng Analytics Platform www.umeng.com
    • }  By  December  2013,  among  the  Top  100  games,  20%    use  an  exis6ng  well  known,  officially  licensed  IP  to   make  their  mobile  games,    including  Dad  Where  Are  We  Going?,  and  Despicable  Me,  etc.  The  figure  was   only  13%  in  June  2013.     }  The  year  of  2013  was  known  as  the  first  year  of  mobile  game  IP  in  China.  With  the  loyalty  of  fans,  game   developer  realized  an  well  known,  officially  licensed  IP/brand  will  help  them  easily  to  amract  IP  fans  and   get  promoted    in  the  app  store  and  poten6ally  acquire  more  high  value  uses.     Chinese developers took officially licensed IP seriously *Data Source: ranking data of 30 domestic mainstream App markets and App /store ! 13% 20% Jun 2013 Dec 2013 The portion of Top 100 mobile games license 3rd party IP
    • }  In  2013,  the  amount  of  6me  users  spent  playing  casual  games  increased,  especially  the  6me  spent  playing   adventure,  leisure  and  card  games.  In  fact  the  term  “casual  games”  is  becoming  a  misnomer  as  users  are   spending  large  blocks  of  6me  playing  these  games  rather  than  dipping  in  and  out  as  was  once  the  case.     The  improvement  of  hardware  such  as  the  processor,  memory  and  graphics  card  of  mobile  phones  has   improved  the  overall  gaming  experience  and  led  to  a  more  engaging  gaming  experience.   The term “casual games” is becoming a misnomer -50% 0% 50% 100% 150% 200% -50% 0% 50% 100% 150% 200% Growthofdailytimespend Peruser Growth of daily session per user Behavior of casual game users 2012-2013 Action Puzzle Card Leisure Simulation Sports Education Adventure Data Source: Umeng Analytics Platform www.umeng.com
    • 2 1 0 1 2 USD 1-149 USD 150-329 USD 330-499 USD 500+ Distribution of daily length of time spent per user by device price Hardcore Games Light Games High-end device users favor hard-core games while low-end device users prefer casual games }  In  2013,  users  of  mobile  phones  priced  more  than  USD  500  spend  more  6me  playing  hard-­‐core  games,   with  the  per  user  game  6me  per  day  1.6  6mes  of  that  of  under  USD  150  phone  users.  But  the  situa6on   with  casual  games  is  just  the  opposite.  Low-­‐end  phone  users  spend  the  longest  6me  playing  casual  games   per  capita  per  day,  1.6  6mes  of  that  of  high-­‐end  phone  users.  High-­‐end  phones  have  hardware   configura6on  more  suitable  for  heavy  games.  As  a  result,  their  users  spend  more  6me  on  this  type  of   games.  Large  por6on  of  low-­‐end  phone  users  are  mobile  game  beginners.     Data Source: Umeng Analytics Platform www.umeng.com The length of time of low- end mobile phones is 1.6 times of that of high-end phones The length of time of high-end phones is 1.6 times of that of USD 150 phones
    • Users of low-end devices prefer entertainment while high-end device users have dynamic needs }  Users  of  phones  priced  blow  $150  tend  to  spend  more  6me  playing  games  and  their  most  favorite  app   categories  is  theme  &  wallpaper.  They  use  smartphone  to  meet  their  entertainment  demands.  They  are   open  sensi6ve  to  the  price,  have  low  requirements  for  the  performance  of  phones,  tend  to  be  affected  by   pre-­‐installed  apps,  and  are  less  likely  to  use  e-­‐commerce,  finance,  health  and  lifestyle  apps.     }  Users  of  high-­‐end  devices  have  more  diverse  needs  and  favour  apps  for  news,  naviga6on,  finance,  and  e-­‐ commerce.  They  might  have  certain  economic  power,  but  more  importantly,  they  rely  on  mobile  Internet   and  their  life  pamerns  will  be  shown  on  mobile  devices,  such  as  their  demands  for  geqng  informa6on,   learning,  shopping,  finance  management.       Data Source: Umeng Analytics Platform www.umeng.com 10.8% 11.1% 1.5% 1.9% 0.8% 0.6% 1.0% 9.2% 8.9% 2.6% 2.6% 1.1% 0.8% 1.6% 7.4% 8.1% 3.4% 3.4% 1.2% 1.1% 2.4% 5.5% 7.2% 3.8% 4.2% 1.5% 1.6% 3.2% Wallpaper Games Photography News Navigation Finance Catalogs App usage by category by device price USD 1-149 USD 150-329 USD 330-499 USD 500+
    • Fragmented Android device market }  In  the  4th  quarter  of  2013,  Samsung  and  XiaoMi  (a    local  brand)  prove  to  be  the  most  popular  Android   brands  as  between  them  they  manufacture  all  of  the  top  10  ac6ve  Android  devices.     }  However  the  Android  market  is  s6ll  highly  fragmented  with  hundreds  of  different  handsets  on  the  market.   Samsung  who  manufacture  many  devices  in  all  price  ranges  control  24%  of  the  device  market,  while  the   domes6c  manufactures  are  bamling  it  out  with  the  interna6onal  brands  to  extend  their  market  share.   0.9% 1.2% 1.2% 1.2% 1.3% 1.7% 1.8% 1.8% 2.7% 2.7% Xiaomi M1 Xiaomi M2 Samsung Galaxy Note Xiaomi 1S Samsung Galaxy Ace Samsung Galaxy SII Xiaomi 2S Samsung Galaxy S IV Samsung Galaxy Note II Samsung Galaxy SIII TOP 10 active Android devices 2013 Q4 24% 8% 8% 7% 5%5% 4% 4% 3% 2% 30% Brand distribution of active Android devices 2013 Q4 Samsung Lenovo Huawei Xiaomi HTC Coolpad OPPO ZTE BBK Sony Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com
    • In 2013, iOS jailbreak devices in China fell to 13% }  The  number  of  jailbroken  iOS  devices  con6nues  to  fall  (from  30%  at  the  beginning  of  the  year,  to  13%  at  the  end   of  the  year).     }  China  has  now  become  one  of  the  first  launch  areas  for  iOS  devices,  users  can  easily    and  quickly  get  the  new   devices  through  official  channels  instead  of  purchasing  jailbroken  devices  through  the  blackmarket.    Also  tools   like  Kuaiyong    Apple  Assistant,  which  offers  free  versions  of  paid  apps  in  Appstore,  makes  jailbreaking  less   amrac6ve.  Finally  users  are  becoming  aware  of  the  security  risks  of  using  a  jailbroken  phone.   0% 10% 20% 30% 40% Jan2013 Feb2013 Mar2013 Apr2013 May2013 Jun2013 Jul2013 Aug2013 Sep2013 Oct2013 Nov2013 Dec2013 Percentage of jailbreak device in 2013 0% 50% 100% iPad 2 The New iPad iPad 4 iPad mini iPhone 3GS iPhone 4 iPhone 4S iPhone 5 iPod touch 4 iPod touch 5 Jailbreak percentage by iOS devices December 2013 Jailbroken Other Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com
    • A large growth in WiFi connectivity }  In  2013,  changes  to  device  connec6vity    saw  a  large  growth  in  WiFi  connec6vity,  from  38%  at  the  beginning   of  the  year  to  52%  at  year  end.  Mobile  Internet  infrastructure  has  become  bemer  in  China.    However  Chinese   users  are  s6ll  price  sensi6ve  to  mobile  data  tariff.     0% 50% 100% Jan2013 Feb2013 Mar2013 Apr2013 May2013 Jun2013 Jul2013 Aug2013 Sep2013 Oct2013 Nov2013 Dec2013 Android device connectivity 3G 2G WIFI Data Source: Umeng Analytics Platform www.umeng.com
    • }  Glossary:   Ac,ve  Device:  ac6ve  device  refers  to  device  which  has  ac6vated  at  least  one  app  covered  by   Umeng  pla_orm  in  the  s6pulated  6me  frame.  All  the  “devices”  in  the  report  refers  to  “ac6ve   devices”,  not  the  actual  shipment.     }  Release  Date:              March  2014   }  Data  Source:              Analysis  data  in  the  report  is  based  on  over  210,000  Android  and  iOS  apps  from  the  Umeng   pla_orm.  All  data  was  collected  from  January  to  December  2013.   }  Statement:              All  data  belong  to  Umeng  pla_orm.  Any  people  and  organiza6on  are  permimed  to  quote  the   report,  please  cite  original  source  when  using  this  data.!          About  
    • }  Analytics Umeng Analytics is the leading mobile app analytical platform in China. We provide enterprise level analytics solutions to developers, allowing in depth analysis of user behavior and assist developers to efficiently distribute their apps and maximize monetization opportunities. Over 210,000 apps use Umeng across iOS, Android, Windows Phone and Windows 8 platforms. http://www.umeng.com/analytics# }  Share Umeng share helps developer integrate more than 10 main stream social network share modules like Weib and WeChat quickly, super easy and smooth. http://www.umeng.com/component_social }  User feedback Listening to feedback from your users is important to your app performance. Encouraging user feedback would bring improvements to your app and lead to higher user engagement. http://www.umeng.com/component_feedback }  Crash Report Crash Report is specially developed with app developers in mind, providing detailed reports on issues with apps and the exact causes. With the help of Crash Report, you can tackle problems more efficiently. http://www.umeng.com/component_update Umeng products
    • Umeng is the largest  mobile app analytics platform in China.  Umeng's state-of-the-art mobile analytics , developer tools and data-powered cross-promotion platform helps developers increase the size and value of app audiences and maximize monetization opportunity. More than 75,000 developers, 210,000 apps use Umeng across IOS, Android and other platforms.  The team is working around the clock to build better solutions for mobile app developers. www.umeng.com www.umeng.com/umengdata_reports report@umeng.com