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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

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2013 Umeng Insight Report

  • 1.
  • 2. 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.
  • 3. 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.
  • 4. 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
  • 5. 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
  • 6. 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+
  • 7. }  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
  • 8. }  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 !
  • 9. 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
  • 10. }  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
  • 11. }  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
  • 12. 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
  • 13. 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+
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. }  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  
  • 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. 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