UMENG Insight Report - China Mobile Internet 2012 Review


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UMENG Insight Report - China Mobile Internet 2012 Review

  1. 1. 03/2013
  2. 2. Main Findings  The exponential growth of the mobile Internet industry during 2012 resulted in a total of 245 million active users, with monthly app sessions increasing by more than 16 times and monthly app session length growing by a factor of 12.  In 2012, the average total time and frequency a user spent using apps increased in all app categories. For instance, the average time spent daily on video apps had grown 259%. Users watched more videos for longer on their mobile devices.  Social networking became a key element in mobile apps. Apps that allowed for sharing on social media had users that were more “sticky” and at least 3 times more active.  Males preferred music, video, adventure and board games while women enjoyed photo management, 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 there was 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-Chinese counterparts, mainly due to the higher percentage of iOS jailbroken phones and the fact that the newest 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.
  3. 3. 1 Big Data Era Shaping Users Lifestyle
  4. 4. Rapid growth of China’s mobile Internet market  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 new activations a month by year end. Annotation: new activated iOS devices, new activated Android devices New device activations by month in 3500 3000 2012 iOS Android 2500 2000 1500 1000 500 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Data Source: Umeng Analytics Platform
  5. 5. Mobile app usage frequency rose 16 times, app session length grew 12 times  The number of mobile app sessions in December 2012 was 16 times that of January 2012, while app session length was 12 times that of January 2012. Smart phone use has become ingrained into our daily lives. Monthly app sessions increased Monthly app session length every quarter in 2012 increased every quarter in 2012 12 X 16 X 6X 7X 3X 2X Jan Apr Jul Dec Data Source: Umeng Analytics Platform Jan Apr Jul Dec Data Source: Umeng Analytics Platform
  6. 6. Rapid rise of Chinese app developers venturing into international market  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 of Mainland clients in November 2012. Growth in new overseas devices every quarter in 2012 14000 iOS 12000 Android 10000 8000 6000 4000 2000 0 2012Q1 2012Q2 2012Q3 2012Q4 Data Source: Umeng Analytics Platform
  7. 7. 2 Mobile App Users Behavior
  8. 8. The amount of time an individual user spent on a video app grew by 259%  In 2012, users were increasingly reliant on their apps, with escalation of total time spent and higher app frequency 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 an astonishing 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 integrated into the phone at the manufacturer stage as the featured app. This allowed more users to view content related products. One interesting trend observed was the growth in user frequency rates of reading apps by 114%, and yet the session length dropped by 6%, implying that mobile users preferred to view shorter content. Main category user behavior change app session length per user per day  300% 200% video 100% system tool 0% -150% -50% -100% 50% 150% game photo management reading -200% -300% app usage frequency per user per day Data Source: Umeng Analytics Platform
  9. 9. Women preferred photo management and e-commerce apps   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 were females while photo management apps had around 60% of its users being females. On the other hand, music and video apps were more attractive to male users. Android user distribution by gender Male-Female ratio by app category Male Female 44.7% Male 55.3% iOS user distribution by gender Female iOS entertainment Android entertainment iOS games Android games iOS music Android music iOS photo Android photo Female 49.9% Male 50.1% iOS video Android video iOS e-commerce Android e-commerce 50% Data Source: Umeng Analytics Platform Data Source: Umeng Analytics Platform
  10. 10. Males favored adventure and card games while the ladies preferred casual games   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 other hand, 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 a larger role in entertaining their kids in the family. User preference for game apps (by gender) Male Female Adventure Action&Arcade Strategy Role Playing Simulation Racing&Sports&Music Board&Card Puzzle Educational&Family Casual&Trivia 50% Data Source: Umeng Analytics Platform
  11. 11. Uses most social in bed! Midnight peak in app content sharing on social networks   The peak timings when users shared their app contents to social network were between lunch break 12-2pm and after 12 midnight. In addition, there were 2 groups of users who routinely shared app content. The professional typically shared during work hours (9am and 2pm) and 8pm after dinner, while the students shared after lunch at 1pm and after school between 6-8pm. 24 hr distribution trend of Different user groups share app content sharing on at different timings social networks Professional Student Data Source: Umeng Analytics Platform 22:00 20:00 18:00 16:00 14:00 12:00 10:00 8:00 6:00 4:00 2:00 0:00 22:00 20:00 18:00 16:00 14:00 12:00 10:00 8:00 6:00 4:00 2:00 0:00 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% Data Source: Umeng Analytics Platform
  12. 12. Users who shared content to other users within the apps were more engaged and active  Normally, users with social media sharing habits are very active app users; these users typically accessed their apps 3.5 times more often and used those apps 3.8 times longer compared to users who do not engage in social media sharing. Thus developers should provide more engaging services that participate in social media sharing increase app usage. Daily average app usage Daily average time spent frequency per user on app per user 3.8X 3.5X users without social users with social media media sharing habits sharing habits Data Source: Umeng Analytics Platform users without social users with social media media sharing habits sharing habits Data Source: Umeng Analytics Platform
  13. 13. 3 Smart device trends in 2012
  14. 14. Distribution of iOS devices in 2012   Among the iOS devices, iPhone distribution hovered between 74% to 82%, reaching its highest at 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. iOS device distribution in 2012 iPad iPod iPhone 100% 80% 60% 40% 20% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Data Source: Umeng Analytics Platform
  15. 15. iPad is dominate tablet market in China   After iPad Mini and iPad 4 were officially launched in China, the market share of iPad Mini increased 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, expanding the market share of iPad. Tablet distribution by month Tablet distribution (2012 Q4) iPad Mini iPad Android Tablet 100% 17% iPad 60% Android 82% 80% iPad Mini 1% 40% Tablet 20% 0% Oct 2012 Data Source: Umeng Analytics Platform Nov 2012 Dec 2012 Data Source: Umeng Analytics Platform
  16. 16. Android brand choices in China had become more dynamic  Even though Samsung and HTC were leading the Android device brands, their market share had fallen from 53% in 2011 to 32%. Despite having the highest global sales, Samsung still faced much competition from local Chinese brands. The rise of Lenovo, Coolpad, Xiaomi, OPPO and many local brands, coupled with many other smaller Android brands, had caused the Android market to become more dynamic. Consumers were literally spoilt for choices in 2012. Android brand distribution 2011 Q3 3% 3% 2% 1% Android brand distribution 2012 Q4 3% Samsung Samsung HTC 6% 28% HTC 21% Motorola Lenovo 28% Huawei ZTE 8% Huawei ZTE 11% Sony Xperia Lenovo 9% LG 12% 25% Meizu Coolpad Others Data Source: Umeng Analytics Platform Xiaomi 3% 4% Coolpad 7% 4% 5% 5% 5% 7% Motorola Sony Xperia OPPO Others Data Source: Umeng Analytics Platform
  17. 17. Top 10 Android tablets in 2012 Q4   In 2012 Q4, there were 3 Lenovo and 4 Samsung tablets in the top 10 ranking. Lenovo and Samsung 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 the top 20 Android tablet list in 2011 and all through the year of 2012. This showed the continued popularity of these 4 models. Even though there were many Android tablet models in the market, only a few truly and continually attracted users. Umeng looks forward to newer Android products that would provide delightful user experiences. Top 10 Android models of 2012 IdeaTab A2107A-H 8.6% Lenovo IdeaPad A1 6.7% Samsung GT-P3100 5.9% Samsung Galaxy Tab 5.8% Samsung Galaxy Note 10.1 5.7% Ainol novo7Advanced 5.3% Lenovo Pad2207 4.2% EBEN T6 4.2% Samsung GT-P6200 4.1% Telcast P76 3.7% Data Source: Umeng Analytics Platform
  18. 18. New iOS and Android versions expanded their market share   Released in September 2012, iOS 6.0 quickly expanded its market share to reach 52% by January 2013. Android also released its newest version in 2012. The new Android 4.0 reached 34% by January 2013 and Android 4.1 had increased to 6%. Distribution of iOS version 6.0 5.1 5.0 Distribution of Android version others 4.1 80% 4.0 2.3 2.2 others 80% 60% 60% 40% 40% 20% 20% 0% 0% Jul 2012 Aug 2012 Sep 2012 Oct 2012 Nov 2012 Dec 2012 Jan 2013 Data Source: Umeng Analytics Platform Jul Aug Sep Oct Nov Dec Jan 2012 2012 2012 2012 2012 2012 2013 Data Source: Umeng Analytics Platform
  19. 19. China users were slower to upgrade their operating systems compared to their overseas counterparts   Overseas iOS users upgraded their systems faster than Chinese users. In Dec 2012, when 43.4% of China’s iOS users had upgraded, 68.3% of their overseas counterparts had already upgraded. A large influence on this 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% of Chinese users are still using Android 2.3 as compared to only 48.8% of the overseas users. This was probably due to the fragmented nature of the local market, the large number of smaller local manufactures and the slower role out of new OS across their handset portfolio. iOS version distribution (Dec 2012) 6.0 9.2% 10.9% 5.1 5.0 others 6.0% 4.7% 21.1% 2.3 4.0 1.5% 3.6% 2.3% 7.9% 2.2 4.1 2.1 others 2.1% 7.3% 1.4% 7.1% 30.0% 36.5% 68.3% 43.4% CN Android version distribution (Dec 2012) Oversea Data Source: Umeng Analytics Platform 33.3% 54.8% 48.8% CN Oversea Data Source: Umeng Analytics Platform
  20. 20. fall in the percentage of Jailbroken   5th February 2013, the iOS 6.1 jailbreak solution was announced. Before this, the percentage of jailbroken 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 slow increase in the percentage of jailbroken phones, but in general, there was still an improvement in the acceptance towards non-jailbroken devices, causing a drop in overall percentage of jailbroken handsets. 33.0% iOS jailbreak trend (1st – 16th Feb 2013) 32.3% 30.0% 27.0% 27.3% Jailbroken rates for each iOS version 5th Feb, iOS 6.1 jailbreak solution launched 24.0% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Non-jailbroken Other jailbroken version 6.x jailbroken 5.x jailbroken Dec Data Source: Umeng Analytics Platform Jan Feb Data Source: Umeng Analytics Platform
  21. 21. About this report  Definition of terms: Devices: All devices in this report refer to active devices covered by Umeng platform that has activated 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 is taken in the entire period of year 2012.  Statement: Above data belong to Umeng platform. Any use of data can be used for free provided that Umeng is quoted as the original source.  Contact us :
  22. 22. 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 maximise inventory value, growing the size and value of app users.
  23. 23. Umeng, a Beijing-based startup founded in April 2010, offers enterprise-class analytics, App Network and Social network plugin to over 100,000 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.