Reference: Umeng Insight Report: China Mobile Internet 2012 Review


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

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Reference: Umeng Insight Report: China Mobile Internet 2012 Review

  1. 1. 03/2013
  2. 2.  The exponential growth of the mobile Internet industry during 2012 resulted in a total of 245million active users, with monthly app sessions increasing by more than 16 times and monthlyapp session length growing by a factor of 12. In 2012, the average total time and frequency a user spent using apps increased in all appcategories. For instance, the average time spent daily on video apps had grown 259%. Userswatched more videos for longer on their mobile devices. Social networking became a key element in mobile apps. Apps that allowed for sharing on socialmedia had users that were more “sticky” and at least 3 times more active. Males preferred music, video, adventure and board games while women enjoyed photomanagement, e-commerce and casual games. Users loved to share information on social media late at night with a peak close to midnight.Content was shared at the same rate by both males and females. While the release of iOS 6.1 saw an increase in the number of jailbroken phones, in general therewas still a reduction in the proportion of jailbroken devices compared with the previous year. Chinese users were slow to upgrade their operating systems compared to their non-Chinesecounterparts, mainly due to the higher percentage of iOS jailbroken phones and the fact that thenewest Android version was not released across all platforms.*Devices refer to active devices covered by UMENG platform that has activated at least one app session within the stipulated time frame.Main Findings
  3. 3. Big Data Era Shaping Users Lifestyle1
  4. 4.  At the start of the 2012 the number of new Android and iOS activations was 9.2 million a month.This has grown rapidly, particularly in the last half of the year to a staggering 33 million newactivations a month by year end. Annotation: new activated iOS devices, new activated Androiddevices0500100015002000250030003500Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecNew device activations by month in2012iOS AndroidData Source: Umeng Analytics PlatformRapid growth of China’s mobile Internet market
  5. 5.  The number of mobile app sessions in December 2012 was 16 times that of January 2012, whileapp session length was 12 times that of January 2012. Smart phone use has become ingrained intoour daily lives.2 X7 X16 XJan Apr Jul DecMonthly app sessions increasedevery quarter in 2012Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform3 X6 X12 XJan Apr Jul DecMonthly app session lengthincreased every quarter in 2012Mobile app usage frequency rose 16 times, app session length grew 12 times
  6. 6.  More Chinese app developers were choosing to take on the international market. In 2012,the number of overseas users rose by 720%. Incredibly, it even surpassed the number ofMainland clients in November 2012.Data Source: Umeng Analytics Platform020004000600080001000012000140002012Q1 2012Q2 2012Q3 2012Q4Growth in new overseas devices everyquarter in 2012iOS AndroidRapid rise of Chinese app developers venturing into international market
  7. 7. Mobile App Users Behavior2
  8. 8.  In 2012, users were increasingly reliant on their apps, with escalation of total time spent and higher appfrequency rates for every app category. The most extraordinary growth was in video apps, with 24%increase in app usage frequency rates and average time spent daily grew by 259% from 9 minutes to anastonishing 31 minutes. Users were getting used to watching longer videos on their mobile devices. The user frequency rate of system tools apps had gone down by 21% as more of such apps got integratedinto the phone at the manufacturer stage as the featured app. This allowed more users to view contentrelated products. One interesting trend observed was the growth in user frequency rates of reading appsby 114%, and yet the session length dropped by 6%, implying that mobile users preferred to view shortercontent.-300%-200%-100%0%100%200%300%-150% -50% 50% 150%appsessionlengthperuserperdayapp usage frequency per user per dayMain category user behavior changevideosystem toolgamephoto managementreadingData Source: Umeng Analytics PlatformThe amount of time an individual user spent on a video app grew by 259%
  9. 9.  There was no gender split on iOS system, while there were more males using Android at 55.3%. Different sexes had distinctive preferences over different apps such as games, e-commerce, video,entertainment, music and photo management. 68% - 75% of users using e-commerce apps werefemales while photo management apps had around 60% of its users being females. On the otherhand, music and video apps were more attractive to male users.Data Source: Umeng Analytics PlatformData Source: Umeng Analytics PlatformAndroid e-commerceiOS e-commerceAndroid videoiOS videoAndroid photoiOS photoAndroid musiciOS musicAndroid gamesiOS gamesAndroid entertainmentiOS entertainmentMale-Female ratio by app categoryMale Female50%Male55.3%Female44.7%Android user distribution by genderMale50.1%Female49.9%iOS user distribution by genderWomen preferred photo management and e-commerce apps
  10. 10.  In games, no matter which game category, there were observed preferences between genders.More males play adventure, board and card games, reaching 70% in these apps. On the otherhand, 66% of the casual and trivia game players were females. In addition, up to 65% of the educational, family and kids game apps were made up of females.Hence we deduced that children normally used their moms’ mobile devices. Mothers played alarger role in entertaining their kids in the family.Data Source: Umeng Analytics PlatformCasual&TriviaEducational&FamilyPuzzleBoard&CardRacing&Sports&MusicSimulationRole PlayingStrategyAction&ArcadeAdventureUser preference for game apps (by gender)Male Female50%Males favored adventure and card games while the ladies preferred casual games
  11. 11.  The peak timings when users shared their app contents to social network were between lunchbreak 12-2pm and after 12 midnight. In addition, there were 2 groups of users who routinely shared app content. The professionaltypically shared during work hours (9am and 2pm) and 8pm after dinner, while the studentsshared after lunch at 1pm and after school between 6-8pm.Data Source: Umeng Analytics PlatformData Source: Umeng Analytics Platform0:002:004:006:008:0010:0012:0014:0016:0018:0020:0022:0024 hr distribution trend ofapp content sharing onsocial networksUses most social in bed! Midnight peak in app content sharing on socialnetworks0.0%1.0%2.0%3.0%4.0%5.0%6.0%7.0%0:002:004:006:008:0010:0012:0014:0016:0018:0020:0022:00Different user groups shareat different timingsProfessional Student
  12. 12.  Normally, users with social media sharing habits are very active app users; these users typicallyaccessed their apps 3.5 times more often and used those apps 3.8 times longer compared tousers who do not engage in social media sharing. Thus developers should provide moreengaging services that participate in social media sharing increase app usage.Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform3.5Xusers without socialmedia sharing habitsusers with social mediasharing habitsDaily average app usagefrequency per user3.8Xusers without socialmedia sharing habitsusers with social mediasharing habitsDaily average time spenton app per userUsers who shared content to other users within the apps were more engagedand active
  13. 13. Smart device trends in 20123
  14. 14.  Among the iOS devices, iPhone distribution hovered between 74% to 82%, reaching its highestat 82% when iPhone 5 launched in September 2012. iPad distribution peaked in December 2012, with market share of 23% amongst the iOS devices.This was probably due to the official launch of iPad 4 and iPad Mini in China during then,drawing more sales of the iPad.0%20%40%60%80%100%Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DeciOS device distribution in 2012iPad iPod iPhoneData Source: Umeng Analytics PlatformDistribution of iOS devices in 2012
  15. 15.  After iPad Mini and iPad 4 were officially launched in China, the market share of iPad Miniincreased by 4% in Q4 2012 to reach 83% share. The launch of the two new iPads had impacted upon the sales of the Android tablets, expandingthe market share of iPad.Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform82%1%17%Tablet distribution (2012 Q4)iPadiPad MiniAndroidTablet0%20%40%60%80%100%Oct 2012 Nov 2012 Dec 2012Tablet distribution by monthiPad Mini iPad Android TabletiPad is dominate tablet market in China
  16. 16.  Even though Samsung and HTC were leading the Android device brands, their market share hadfallen from 53% in 2011 to 32%. Despite having the highest global sales, Samsung still faced muchcompetition from local Chinese brands. The rise of Lenovo, Coolpad, Xiaomi, OPPO and many localbrands, coupled with many other smaller Android brands, had caused the Android market tobecome more dynamic. Consumers were literally spoilt for choices in 2012.Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform21%11%7%7%5%5%5%4%4%3%28%Android brand distribution 2012 Q4SamsungHTCLenovoHuaweiZTECoolpadXiaomiMotorolaSony XperiaOPPOOthers28%25%12%9%8%6%3%3%2% 1% 3%Android brand distribution 2011 Q3SamsungHTCMotorolaHuaweiZTESony XperiaLenovoLGMeizuCoolpadOthersAndroid brand choices in China had become more dynamic
  17. 17.  In 2012 Q4, there were 3 Lenovo and 4 Samsung tablets in the top 10 ranking. Lenovo andSamsung were the top brands in China’s Android tablet market. Samsung Galaxy Tab, Lenovo Pad A1, Ainol Novo 7 Advanced and Telcast P76 were already in thetop 20 Android tablet list in 2011 and all through the year of 2012. This showed the continuedpopularity of these 4 models. Even though there were many Android tablet models in themarket, only a few truly and continually attracted users. Umeng looks forward to newer Androidproducts that would provide delightful user experiences.Data Source: Umeng Analytics Platform3.7%4.1%4.2%4.2%5.3%5.7%5.8%5.9%6.7%8.6%Telcast P76Samsung GT-P6200EBEN T6Lenovo Pad2207Ainol novo7AdvancedSamsung Galaxy Note 10.1Samsung Galaxy TabSamsung GT-P3100Lenovo IdeaPad A1IdeaTab A2107A-HTop 10 Android models of 2012Top 10 Android tablets in 2012 Q4
  18. 18.  Released in September 2012, iOS 6.0 quickly expanded its market share to reach 52% by January2013. Android also released its newest version in 2012. The new Android 4.0 reached 34% by January2013 and Android 4.1 had increased to 6%.Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform0%20%40%60%80%Jul2012Aug2012Sep2012Oct2012Nov2012Dec2012Jan2013Distribution of iOS version6.0 5.1 5.0 others0%20%40%60%80%Jul2012Aug2012Sep2012Oct2012Nov2012Dec2012Jan2013Distribution of Android version4.1 4.0 2.3 2.2 othersNew iOS and Android versions expanded their market share
  19. 19.  Overseas iOS users upgraded their systems faster than Chinese users. In Dec 2012, when 43.4% of China’siOS users had upgraded, 68.3% of their overseas counterparts had already upgraded. A large influence onthis trend is the higher number of jailbroken phones in China. Chinese users are also slower than overseas consumers to upgrade Android OS. For instance 54.8% ofChinese users are still using Android 2.3 as compared to only 48.8% of the overseas users. This wasprobably due to the fragmented nature of the local market, the large number of smaller localmanufactures and the slower role out of new OS across their handset portfolio.54.8% 48.8%30.0% 33.3%7.9% 7.1%3.6% 7.3%2.3% 1.4%1.5% 2.1%CN OverseaAndroid version distribution(Dec 2012)2.3 4.0 2.2 4.1 2.1 others43.4%68.3%36.5%21.1%10.9%4.7%9.2% 6.0%CN OverseaiOS version distribution (Dec 2012)6.0 5.1 5.0 othersData Source: Umeng Analytics Platform Data Source: Umeng Analytics PlatformChina users were slower to upgrade their operating systems compared to theiroverseas counterparts
  20. 20.  5th February 2013, the iOS 6.1 jailbreak solution was announced. Before this, the percentage ofjailbroken handsets in China had already dropped to 27.3% but it increased by 5% again to reach 32.3%on 16th February 2013. This rate was still 10% lower than that in September 2012. According to trend observed in the past after jailbreak solutions were released, there would be a slowincrease in the percentage of jailbroken phones, but in general, there was still an improvement in theacceptance towards non-jailbroken devices, causing a drop in overall percentage of jailbroken handsets.27.3%32.3%24.0%27.0%30.0%33.0%iOS jailbreak trend(1st – 16th Feb 2013)5th Feb, iOS 6.1 jailbreaksolution launchedData Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform0%10%20%30%40%50%60%70%80%90%100%Dec Jan FebJailbroken rates for each iOSversionNon-jailbrokenOther jailbrokenversion6.x jailbroken5.x jailbrokenfall in the percentage of Jailbroken
  21. 21.  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:Mar 2013 Data Source:Analysis data based on over 100,000 Android and iOS apps from Umeng platform. Data istaken in the entire period of year 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 : report@umeng.comAbout this report
  22. 22.  Umeng AnalyticsUmeng App Analytics Platform is the leading and largest provider of mobile app analytics anddeveloper services in China. We help app developers to analyse user behaviour, enablingthem to stategize to efficiently distribute and promote their apps. Umeng covers more than100,000 apps across iOS, Android, Windows Phone and Windows 8 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.UMENG Product Overview
  23. 23. Umeng, a Beijing-based startup founded in April 2010, offers enterprise-classanalytics, App Network and Social network plugin to over 100,000 apps across iOS,Android, Windows Phone platforms. Umeng has since raised more than USD10million from Matrix Partners and Innovation Works.The team is working around the clock to build better solutions for mobile