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Mainland China Mobile App Market 101: What you need to know

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Mainland China Mobile App Market 101: What you need to know

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This report by Metaps is designed for app developers as a concise overview of the app marketplace in Mainland China.

*The mobile internet environment
*Mobile device usage analysis
*Size of mobile gaming market
*Android app market
*iOS app market
*Case study

Metaps has offices throughout Greater China (Shanghai, Taiwan, Hong Kong) and worldwide (Japan, Singapore, Korea, San Francisco, London), staffed with regional expert consultants with the expertise to deliver app developer monetization.

This report by Metaps is designed for app developers as a concise overview of the app marketplace in Mainland China.

*The mobile internet environment
*Mobile device usage analysis
*Size of mobile gaming market
*Android app market
*iOS app market
*Case study

Metaps has offices throughout Greater China (Shanghai, Taiwan, Hong Kong) and worldwide (Japan, Singapore, Korea, San Francisco, London), staffed with regional expert consultants with the expertise to deliver app developer monetization.

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Mainland China Mobile App Market 101: What you need to know

  1. 1 Mainland China Mobile App Market 101: What you need to know
  2. © 2014 Metaps Inc. All Rights Reserved. This report is designed for app developers as a concise overview of the the app marketplace in Mainland China: • The mobile internet environment • Mobile device usage analysis • Size of mobile gaming market • Android app market • iOS app market • Case study 2
  3. © 2014 Metaps Inc. All Rights Reserved. Mobile internet trends in Mainland China
  4. © 2014 Metaps Inc. All Rights Reserved. Internet/mobile internet use 380 460 510 560 620 670 730 790 850 230 300 360 420 500 580 640 690 750 0 100 200 300 400 500 600 700 800 900 2009 2010 2011 2012 2013 2014 2015 2016 2017 2009-2017 China internet user trend (million users) Internet mobile internet Mobile internet projected to increase 23% to 750 million users by 2017 4 Data: CNNIC/iResearch
  5. © 2014 Metaps Inc. All Rights Reserved. Mobile internet usage men: women Data: iResearch Men Women Adoption amongst men increased from 2012-13 largely due to the introduction of cheaper smartphones and the increase in mobile gaming content 5 Mobile internet usage ratio men:women (2012-2013)
  6. © 2014 Metaps Inc. All Rights Reserved. Mobile internet usage by age group Data: iResearch Rate of mobile internet usage in 2013 was highest amongst 26-35 year olds, making up over half of all users 6 Mobile internet usage by age group (2013) Age group
  7. © 2014 Metaps Inc. All Rights Reserved. Mobile device usage in Mainland China
  8. © 2014 Metaps Inc. All Rights Reserved. Internet access by device Data: Adtime Atlas Over 80% of people in Mainland China access the internet via their mobile phone 80.2% 69.2% 44.3% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% Mobile Phone DeskTop PC Note PC 2014 Internet Access by Device Mainland China 8
  9. © 2014 Metaps Inc. All Rights Reserved. Internet access method for mobile gaming Nearly half of mobile game users in mainland China connect by wifi to play 2G is still over 30% but decreasing, 4G is small share but growing rapidly Wifi 45.8% 2G 31.6% 3G 18.8% 4G 3.8% Mobile Game Access Method (Aug 2014) Mainland China Wifi 2G 3G 4G Data: TalkingData 9
  10. © 2014 Metaps Inc. All Rights Reserved. 3G Network Distribution 3G Network share (Dec 2013) 1. China Mobile (46%) 2. China Unicom (29%) 3. China Telecom (25%) Data: iResearch 10 3G network share (2013) China Mobile China Unicom China Telecom
  11. © 2014 Metaps Inc. All Rights Reserved. 4G Network Growth 4G network growth is rapid, Expanded over 3000% since Jan. 2014 11 Data: Umeng (友盟) 4G network expansion (2014)
  12. © 2014 Metaps Inc. All Rights Reserved. Mainland China Mobile Advertising Map① Data: iiMediaResearch艾媒咨询 12 Demand-side/Advertisers Supply-side/AppDevelopers/Media Tracking App Stores Ad Exchange Platforms Mobile Ad Platforms Ad Network Mobile SSPMobile DSP Ad Agencies Agency Trading Desks
  13. © 2014 Metaps Inc. All Rights Reserved. Mainland China Mobile Advertising Map② Data: iResearch 13 Demand-side/Advertisers Supply-side/AppDevelopers/Media
  14. © 2014 Metaps Inc. All Rights Reserved. Developers Publishers Mobile carriers Users Payment App Markets Ad Networks Online/offline Media Service Platforms Branding/viral purchasesAd budget Promotion/payment purchases Revenue share Revenue share Game coding Revenue share Game coding Game DLGame/ads Revenue share Ad agency rights Game coding Revenue share Ad spend Ad revenue Sales Payment fee Ad spend Ad spend 14 China mobile game industry value chain
  15. © 2014 Metaps Inc. All Rights Reserved. Mobile gaming market in Mainland China
  16. © 2014 Metaps Inc. All Rights Reserved. Mobile gaming market size Data: iResearch Mobile gaming market in China is projected to triple in size by 2017 16 0.7 1.0 1.4 2.4 3.9 5.9 8.5 11.5 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 2010 2011 2012 2013 2014e 2015e 2016e 2017e Mobile gaming market size (Billion USD)
  17. © 2014 Metaps Inc. All Rights Reserved. Mobile gaming market heat map Data: TalkingData Heaviest mobile gaming usage areas of China 1. Guangzhou (12.8%) 2. Jiangsu (8.5%) 3. Zhejiang (7.8%) Mobile gaming activity by region (Aug 2014) 17
  18. © 2014 Metaps Inc. All Rights Reserved. Mobile games release rate in mainland China Data: TalkingData 3470 3755 3990 4335 4628 5097 4417 4426 0 1000 2000 3000 4000 5000 6000 Jan Feb Mar Apr May Jun Jul Aug Mobile games released Jan-Aug 2014 Mainland China Over 34,000 mobile games released in mainland China during Jan-Aug 2014 18
  19. © 2014 Metaps Inc. All Rights Reserved. Mobile app usage Data: Adtime Atlas Over 50% of mobile internet users access 6+ apps for over 2 hours/week. 47.2% 28.9% 10.4% 9.7% 3.8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% 1-5 apps 6-10 apps 11-15 apps Over 15 apps Not used # of apps used 2+ hours per week Mainland China 19
  20. © 2014 Metaps Inc. All Rights Reserved. User Retention 26% 39% 36% 28% 30% 27% 35% 33% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Casual Puzzle RPG Action SLG Simulation Poker Card battle 1 Day Retention Rate/Sept 2014 Mainland China Android IOS 1 Day retention rates highest on Puzzle and RPG games for both Android and iOS Large gap in retention in Android/iOS simulation games 20 Data: iResearch
  21. © 2014 Metaps Inc. All Rights Reserved. 5.8% 4.9% 11.2% 9.2% 7.9% 8.6% 9.5% 10.4% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% Casual Puzzle RPG Action SLG Simulation Poker Card battle Paying User Rate by Category (Sept 2014) Android IOS Data: iResearch RPG and card battle have highest rates of paying users on both Android and iOS Paying users 21
  22. © 2014 Metaps Inc. All Rights Reserved. Popular Game Genres 17.4% 15.3% 11.0% 9.6% 9.5% 9.2% 7.2% 5.9% 4.8% 4.5% 2.8% 1.8% 0.9% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Share of Downloads by Game Genre Mainland China Running apps like “Temple Run” are the most popular category in China, followed by Casual and Poker games. Currently the top grossing running app in China is 天天酷跑 by Tencent. 22 Data: iResearch
  23. © 2014 Metaps Inc. All Rights Reserved. Android app market in Mainland China
  24. © 2014 Metaps Inc. All Rights Reserved. Mobile OS share in China Android 70% IOS, 19.1% Symbian 3.2% Windows Phone, 2.9% bada 2.6% Others 2.0% 2014 MOBILE OS SHARE MAINLAND CHINA Android is the #1 mobile OS in mainland China, with 70% share. iOS is #2 with 19% 24 Data: Adtime Atlas
  25. © 2014 Metaps Inc. All Rights Reserved. Active Android device usage Samsung (三星) has 6 of the top 10 Android devices from 2014Q2. 25 Data: Umeng (友盟)
  26. © 2014 Metaps Inc. All Rights Reserved. Active Android device usage Samsung has a 24% share of active Android devices, followed by Xiaomi at 9.8%. Local Chinese maker Xiaomi ( 小米) has 3 models in the top 10, and is gaining on Samsung rapidly. 26 Data: Umeng (友盟)
  27. © 2014 Metaps Inc. All Rights Reserved. Android device shipments Samsung leads all devices in total shipments with a projected 58 million devices in 2014. Xiaomi led all makers in shipments in Q2, surpassing Samsung. 27 Data: Umeng (友盟) 15.7 15.4 12 11.3 10.5 9.2 6.9 5.7 4.1 4.1 16 15.2 12.6 10.4 8.5 8.4 7.4 7.4 6.2 3.9 3.6 15.3 11.7 9.6 13.7 9.8 7.5 8.3 5.2 5 3.7 2.9 14.9 15.1 13.4 11 8.4 7.1 6.8 4.2 3.9 2.9 1.9 11 0 10 20 30 40 50 60 70 Samsung Apple Xiaomi Coopad Lenovo Huawei Oppo Bubugao Jinli ZTE Others Mobile device shipment share in Mainland China 2014 (million devices) 2014/Q1 2014/Q2 est 2014/Q3 forecast 2014/Q4 Forecast
  28. © 2014 Metaps Inc. All Rights Reserved. Mobile Device Resolution 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% 1536*2048 1080*1920 768*1024 720*1280 640*1136 640*960 540*960 480*800 480*854 320*480 Device Resolution (Dec 2014) Mainland China 59.4 Chinese Android users prefer larger screens: 59% of devices have a resolution of at least 640x960 Data: TalkingData 28
  29. © 2014 Metaps Inc. All Rights Reserved. There is no Google Play store in Mainland China 29 Image: Android Authority
  30. © 2014 Metaps Inc. All Rights Reserved. Android app stores in Mainland China There are several hundred Android stores in China, of which these are some of the largest 30 Data: AppinChina.co
  31. © 2014 Metaps Inc. All Rights Reserved. iOS app market in Mainland China
  32. © 2014 Metaps Inc. All Rights Reserved. The App Store is available in Mainland China 32
  33. © 2014 Metaps Inc. All Rights Reserved. China App Store Top Grossing chart/November November 2014 App Title Developer Category 1 三国之刃 Tencent Games 2 刀塔传奇-剑圣的觉醒 (DotA) Longtu Games 3 乱斗西游(网易) NetEase Games 4 雷霆战机 Tencent Games 5 全民飞机大战 Tencent Games 6 天天酷跑 Tencent Games 7 神武 Hero Network Games 8 天天风之旅 Tencent Games 9 天龙八部3D Changyou Games 10 太极熊猫 (Taichi Panda) Suzhou Snail Games 11 海岛奇兵(Boom Beach) Supercell Games 13 部落冲突 (Clash of Clans) Supercell Games 36 魔灵召唤: 天空之役 (Summoners War: Sky Arena) Com2uS Games 47 锁链战记 (Chain Chronicle) Meiyu (SEGA) Games Rank Overseas Developers Tencent 5 of the top 10 Grossing App Store titles in November Supercell Leads all overseas developers with #11 and #13 apps 33 Data:
  34. © 2014 Metaps Inc. All Rights Reserved. China App Store Top Free chart/November November 2014 Alipay China’s leading online third party payment solution, launched by Alibaba in 2004 Apple Leads all overseas developers with #8 ranking “iTunes U” App Title Developer Category 1 支付宝钱包(Zhifubao Qianbao for iPhone/iPad) Alipay Finance 2 淘宝 - Taobao for iPhone Taobao Lifestyle 3 QQ Tencent Social Networking 4 微信 (WeChat) WeChat Social Networking 5 天天风之旅 Tencent Games 6 美团团购 (Meituan) sankuai Lifestyle 7 腾讯视频 Tencent Entertainment 8 iTunes U Apple Education 9 UC 浏览器 UCWeb Utilities 10 酷狗音乐 (KuGou) KuGou Music 30 暗黑复仇者2 (Dark Avenger II) GAMEVIL Games 36 Microsoft Word Microsoft Productivity 40 Microsoft Excel Microsoft Productivity Rank Overseas Developers 34 Data:
  35. © 2014 Metaps Inc. All Rights Reserved.35 China App Store Top Grossing/Top Free charts Games make up 92% of Top 100 Grossing App Store apps in China, 19% of Top 100 Top Free apps
  36. © 2014 Metaps Inc. All Rights Reserved. Case study
  37. © 2014 Metaps Inc. All Rights Reserved. Case study: 征途 in Mainland China 37 Data: ・Released Nov. 21st on Giant (巨人网络) platform ・No English title
  38. © 2014 Metaps Inc. All Rights Reserved. Case study: (征途) in Mainland China Data: GameRes游资网 12 Keys to success for 征途 in Mainland China ①Get people in industry to mention app on Weibo (Chinese version of Twitter) ②Use celebrities in game advertisements ③Large scale advertising on news & portal sites ④Not released free but as minimal 1RMB ($0.16USD) paid app ⑤Promote that game will be limited to 100,000 users ⑥Promote on non-gaming channels such as e-commerce and carrier sites ⑦Heavy rotation of commercials on video streaming sites ⑧Competition held for user-generated game posters ⑨Get coverage in general magazines, newspapers and local publications ⑩Hold promotional dance events in large public areas in biggest cities ⑪Reveal game event information with QR code use in publications ⑫Advertise awards and bonuses for game operation team staff 38
  39. © 2014 Metaps Inc. All Rights Reserved. JP CN KR TW SG HK IN UK US Company Metaps Inc. Founded Sept. 2007 Capital 947.5 million yen Location Nishi Shinjuku 6-8-1 30F, Shinjuku-ku, Tokyo, JAPAN Subsidiaries Metaps China(Shanghai/Beijing) Metaps Pte Ltd(Singapore) Offices Taiwan, Hong Kong, Seoul, San Francisco, London URL:http://www.metaps.com/ Metaps has consultants located across Greater China Offices Worldwide Metaps provides consulting services for app developers looking to expand into Greater China and throughout Asia 39
  40. © 2014 Metaps Inc. All Rights Reserved. IN • Former employment: VP of DeNA China, Engagement Manager at McKinsey & Company • Manages staff of consultants throughout Greater China (offices in Shanghai, Taiwan and Hong Kong) Metaps Fei Lou VP, Greater China Metaps inquiry@metaps.com 40
  41. © 2014 Metaps Inc. All Rights Reserved. Thank you for reading!!

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