About 1st 2nd and 3rd tier in China
 China has a population of more than 1.3 billion people. However the lifestyles, livi...
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700 780
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2013Q1
2013Q2
2013Q3
2013Q4
2014Q1
The increasing trend of
domestic active devi...
iOS devices in 3rd tier cities and below outnumber those in 1st and 2nd tier cities
 The number of devices in cities of t...
27% growth in daily sessions in third-tier cities grow by 27%, catching up with
those in first and second tier cities
 Th...
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Jan 2014 Feb 2014 Mar 2014 Apr 2014
Number of 4G sessions by
month (Android)
4G battlefield
 The roll out of 4G n...
China Mobile has the largest share of internet data traffic while China Unicom
has seen the fastest growth in the past two...
 From the regional distribution of users, it can be seen that users in cities of the third tier
and below prefer wallpape...
More “night owl” users in third-tier cities, with the night peak arriving one hour
later than that in first- and second-ti...
Third Tier city users have different tastes in games
 Users in different cities prefer different types of mobile games. T...
Strong showing from domestic brands
 The market share of Chinese brands Coolpad and OPPO surpassed that of HTC in Q1 of 2...
Third tier cities shun big name in favor of competitively priced local brands
 Samsung grabs the biggest market share in ...
Summary
 The number of active smart devices in China exceeded 780 Million by Q1 2014. 58% of active devices
are distribut...
Recent Trends in China Market
iPad mini beats iPad 2 and becomes the most popular iPad device in China
 Since January 2014, the % of active iPad mini i...
The percentage of jailbroken of iOS devices is 14.2%
 The ratio of jailbroken iOS phones reached an all time low of 12.7%...
Dec 2013 Mar 2014
The amount of active TV
box in China
The number of active android based TV boxes in the country exceeds ...
 Glossary:
Active Device: active device refers to device which has activated at least one app covered by
Umeng platform i...
 Analytics
Umeng Analytics is the leading mobile app analytical platform in China. We provide enterprise level
analytics ...
Umeng is the largest mobile app analytics platform in
China. Umeng's state-of-the-art mobile analytics , developer
tools a...
[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest User Base
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[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest User Base

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[2014 Q1 Umeng Insight Report] The Third Tier - Revealing China's Largest User Base

  1. 1. About 1st 2nd and 3rd tier in China  China has a population of more than 1.3 billion people. However the lifestyles, living standards, education level and consumer needs of the population varies greatly from region to region and from city to city. The mega cities of Beijing, Shanghai, Guangzhou, Shenzhen are a world apart from the rural towns of western china. Despite these big differences the smartphone has become ubiquitous throughout the country, Umeng now tracks 780million active smart devices across China. Much is known about users in the tier 1 cities as well as the provincial capital 2nd tier cities, in this report Umeng brings into focus some of the characteristics of mobile users in the smaller tier 3 cities and towns.  First tier includes 4 biggest cities in China, maybe also “the most international” ones – Beijing, Shanghai, Guangzhou and Shenzhen.  Second tier includes 15 cities, namely, Tianjin, Chongqing, Nanjing, Hangzhou, Chengdu, Wuhan, Xi’an, Qingdao, Shenyang, Dalian, Xiamen, Wuxi, Jinan, Changsha and Fuzhou. They are all big cities with large populations and high GDP.  The rest are third tier cities and below. Don’t be fooled into thinking tier 3 means small, many tier 3 cities have populations over 1million. Tier 3 city users represent the majority of Chinese users and the future growth area for the mobile internet market. 1st tier cities 2nd tier cities
  2. 2. 380 500 590 700 780 0 200 400 600 800 1000 2013Q1 2013Q2 2013Q3 2013Q4 2014Q1 The increasing trend of domestic active devices Nearly 60% of active devices located in third tier cities or smaller  Umeng currently track over 780 million active smart devices in China, including phones and tablets.  58% of active devices are distributed in cities of the third tier and below, more than triple of that in Beijing, Shanghai, Guangzhou and Shenzhen together. By million 19% 23%58% Distribution of active devices in cities (2014-3) First-tier cities Second-tier cities Third-tier cities and below Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com
  3. 3. iOS devices in 3rd tier cities and below outnumber those in 1st and 2nd tier cities  The number of devices in cities of the third tier and below is continuingly increasing.  In the past the majority of iOS users where urbanites living in 1st and 2nd tier cities, this year this has changed with 54% of iOS users now based in 3rd tier cities or below  The Android market has also shown strong growth with 60% of all android devices now in the hands of users living in lower tier cities. Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com 20% 18% 29% 22% 51% 60% Mar 2013 Mar 2014 Distribution of active Android devices Third-tier cities and below Second-tier cities First-tier cities 23% 21% 30% 24% 47% 54% Mar 2013 Mar 2014 Distribution of active iOS devices Third-tier cities and below Second-tier cities First-tier cities
  4. 4. 27% growth in daily sessions in third-tier cities grow by 27%, catching up with those in first and second tier cities  The rapid growth smartphone usage means that Tier 3 city users now use their phones just as much and just as often as users in first and second tier cities. Data Source: Umeng Analytics Platform www.umeng.com First-tier cities Second-tier cities Third-tier cities and below Annual changes daily session per user 2013 2014 Annual growth 10% Annual growth 27%Annual growth 18%
  5. 5. 0 1 2 3 Jan 2014 Feb 2014 Mar 2014 Apr 2014 Number of 4G sessions by month (Android) 4G battlefield  The roll out of 4G network across major cities by all network operators started last year and many cities now benefit from 4G coverage. The number of 4G sessions has grown by nearly 3 times since the beginning of 2014.  Currently 4G is only available in 1st and 2nd tier cities however soon the battlefield will move to 3rd tier cities too. 2.8 times of that in January Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com 0% 20% 40% 60% 80% 100% Jan 2014 Feb 2014 Mar 2014 Apr 2014 Monthly 4G traffic distribution by province Others Jiangxi Fujian Zhejiang Jiangsu Hubei Shanxi Beijing
  6. 6. China Mobile has the largest share of internet data traffic while China Unicom has seen the fastest growth in the past two years  In Q1 of 2014, among the top three operators, China Mobile had the largest share of mobile phone data traffic, accounting for 56% of the total.  In 2011, data from Umeng shows that in the past two years, the share of China Unicom has grown from 19% to 31%. The share of China Telecom didn’t change much.  The share increase of China Unicom is down to the popularization of 3G network in the past two years. Compared with the dominant position of China Mobile in the 2G network, the 3G network traffic is almost equally divided by the three top operators. It can be seen that the 4G network will become the next hot battlefield of operators. Data Source: Umeng Analytics Platform www.umeng.comData Source: Umeng Analytics Platform www.umeng.com 28% 12% 34% 88% 37% 2G 3G Traffic distribution among the top 3 operators (2014 Q1) China Telecom China Unicom China Mobile 13% 15% 31% 19% 56% 66% 2014Q1 2011Q3 Traffic distribution among the top 3 operators through 2.5 years China Telecom China Unicom China Mobile
  7. 7.  From the regional distribution of users, it can be seen that users in cities of the third tier and below prefer wallpaper, system tool, video, music, game, entertainment and photography apps, to meet their leisure and entertainment needs and manage their own devices. These are perhaps more familiar types of apps for users upgrading from older feature phones.  The most popular apps used by users of cities of the first and second tiers are travel, navigation, business, finance and education apps. Representing their higher incomes and urban lifestyles. Tier 3 city users access their phones for Entertainment and gaming Data Source: Umeng Analytics Platform www.umeng.com 0% 25% 50% 75% 100% Travel Navigation Finance Education Business IM Music News Photography Health E-commerce SNS Life Books Entertainme… Games Video Systemtools Wallpaper Geographic distribution of vertical users Third tier and below Second tier First tier
  8. 8. More “night owl” users in third-tier cities, with the night peak arriving one hour later than that in first- and second-tier cities  Most of users in cities of the third tier and below use apps after 22:00 while the peak hours for users in cities of the first and second tiers start from 21:00. Users in cities of the third tier tend to use mobile phones before the bed time to relax and entertain themselves.  There are less users in cities of the third tier and blow who use mobile phones between 7:00 and 11:00 than those in cities of the first and second tiers, which is to some extent due to the fact that there is less users of navigation and business apps. Data Source: Umeng Analytics Platform www.umeng.com 0% 2% 4% 6% 8% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24-hour distribution of app usage in different cities First-tier cities Second-tier cities Third-tier cities and below
  9. 9. Third Tier city users have different tastes in games  Users in different cities prefer different types of mobile games. The most popular games among users in cities of the first and second tiers are simulation business games, education games and adventure games, while users in cities of the third tier and below prefer action games, card games, sports games. Data Source: Umeng Analytics Platform www.umeng.com 16% 18% 20% 22% Adventure Education & family Simulation First- and second-tier cities 39% 39% 40% 40% 41% Sports Board & Card Action Third-tier cities and below Top 3 game categories in different cities (by session)
  10. 10. Strong showing from domestic brands  The market share of Chinese brands Coolpad and OPPO surpassed that of HTC in Q1 of 2014. so far, four of the top five brands of active Android devices in China are Chinese brands. But the market dominance of Samsung still cannot be shaken. Data Source: Umeng Analytics Platform www.umeng.com 23.8% 8.0% 7.7% 7.6%5.2%4.8% 3.9% 3.9% 3.7% 1.9% 29.4% Distribution of active Android device brands 2014 Q1 Samsung Lenovo Huawei Mi Coolpad OPPO HTC BBK ZTE Sony Others
  11. 11. Third tier cities shun big name in favor of competitively priced local brands  Samsung grabs the biggest market share in all cities, with the highest of 33% in first-tier cities while its market share in cities of the third tier and below is only 20%. It is followed by Xiaomi in first-tier cities while by Lenovo in cities of the second and third tiers and below.  The combined market share of the top five brands shows that most of the big name brands are concentrated in first-tier cities and these users are more aware of big name brands when making a choice; while in cities of the third tier and below, less Android brands are used for users are more sensitive to the price. Top 5 Android brands in different cities(2014 Q1) Data Source: Umeng Analytics Platform www.umeng.com 5% 7% 8% 11% 33% OPPO Lenovo Huawei Xiaomi Samsung First-tier cities 5% 7% 8% 8% 26% OPPO Huawei Xiaomi Lenovo Samsung Second-tier cities 6% 6% 8% 8% 20% Coolpad Xiaomi Huawei Lenovo Samsung Third-tier cities and below
  12. 12. Summary  The number of active smart devices in China exceeded 780 Million by Q1 2014. 58% of active devices are distributed in cities of the third tier and below, more than triple of that in Beijing, Shanghai, Guangzhou and Shenzhen together.  The rapid growth smartphone usage means that Tier 3 city users now use their phones just as much and just as often as users in first and second tier cities. With living standards continuing to improve and 4G rolling out across the country we can expect to see mobile use in tier 3 cities only grow further.  Users in cities of the first and second tiers expect mobile Internet to meet their living, working and educational needs in life (travel, navigation, business, finance, education, etc.), while users in cities of the third tier tend to use mobile apps to meet leisure and entertainment needs (videos, games, entertainment and photography), and better manage devices (wallpaper and system tools).  Users in 3rd tier cities are more likely to purchase a domestic device rather than from a big name manufacturer  Users in cities of the first and second tiers prefer simulation games, education games and adventure games; meanwhile, action games, card games, sports games and music games are the favorite of users in cities of the third tier and below.  China Mobile has the largest share of internet data traffic while China Unicom has seen the fastest growth in the past two years.
  13. 13. Recent Trends in China Market
  14. 14. iPad mini beats iPad 2 and becomes the most popular iPad device in China  Since January 2014, the % of active iPad mini in China has surpassed that of iPad2 in China, making iPad mini the most popular device of the iPad series. Meanwhile, the share of iPad Air and iPad mini 2 released at the end of 2013 also keeps growing.  As far as iPhone is concerned, the % of active iPhone 5s has surpassed that of iPhone 5, with the “Luxury Gold” color proving popular with Chinese customers.  The number of active iPhone 5c remain low with little or no growth in share. Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com 0% 10% 20% 30% Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 iPad Series Distribution Trend iPad Air iPad mini 2 iPad mini iPad 20% 10% 20% 30% Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 iPhone Series Distribution Trend iPhone 5s iPhone 5c iPhone 5
  15. 15. The percentage of jailbroken of iOS devices is 14.2%  The ratio of jailbroken iOS phones reached an all time low of 12.7% in December 2013, but has now climbed up to 14.2% as of March 2014.  One of the popular reasons in China to jailbreak is to allow the use of 3rd party Chinese character keyboard apps. Apple has recently announce at WWDC that they will support party keyboards. It will be interesting to see if this translates into a further drop in the number of jailbroken phones in China. Data Source: Umeng Analytics Platform www.umeng.com 10% 12% 14% 16% 18% 20% Oct 2013 Nov 2013 Dec 2013 Jan 2014 Feb 2014 Mar 2014 Jailbroken rate of iOS devices in China
  16. 16. Dec 2013 Mar 2014 The amount of active TV box in China The number of active android based TV boxes in the country exceeds 7 million  The number of Android set top TV boxes installed with mobile apps has grown by 50% in the past quarter. There are 7 million TV boxes in China, accounting for 1.4% of active Android devices.  The top five TV box brands are Xiaomi, Kaiboer, 10Moons, Tmall and Inphic. 1.5 times of that in January Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com 5.7% 6.0% 6.4% 10.9% 25.4% Inphic Tmall 10Moons Kaiboer Xiaomi Top 5 TV box brand (2014.3)
  17. 17.  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. Different tiers of cities: cities are divided into different tiers according to several indicators such as population, GDP, and educational strength, rather than their mobile Internet development. Specifically, first-tier cities include Beijing, Shanghai, Guangzhou and Shenzhen; second-tier cities includes 15 cities, namely, Tianjin, Chongqing, Nanjing, Hangzhou, Chengdu, Wuhan, Xi’an, Qingdao, Shenyang, Dalian, Xiamen, Wuxi, Jinan, Changsha and Fuzhou; the rest are third-tier cities and below.  Release Date: June 2014  Data Source: Analysis data in the report is based on over 230,000 Android and iOS apps from the Umeng platform. All data was collected from January to April 2014.  Statement: All data belong to Umeng platform. Any people and organization are permitted to quote the report, please cite original source when using this data. About
  18. 18.  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
  19. 19. Umeng is the largest mobile app analytics platform in China. Umeng's state-of-the-art mobile analytics , developer tools and data-powered push notification platform helps developers increase the size and value of app audiences. More than 80,000 developers, 230,000 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 weibo.com/umengcom report@umeng.com

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