Active smart devices in China exceeded 900 million in Q3 2014, growing 8.4% from the previous quarter. The launch of the iPhone 6 and 6 Plus caused iOS devices to increase 14 times within a month. 4G sessions grew 30 times since early 2014 and expanded beyond northern and eastern China. Less frequent users, launching apps less than 5 days a month, account for 55% of users and have significant potential. System tools, video, and games are most demanded. Frequent users launch nearly 10 apps daily with top demands being entertainment and social media.

2. Main Conclusions
 In the third quarter of 2014, the number of active smart devices in China exceeded 900
million, with a growth rate of 8.4%. Within one month after iPhone6 and iPhone6 plus
were launched, the total active market in China increased by 14 times.
 The number of 4G sessions has grown by 30 times since the beginning of 2014. 4G
users expanded from northern and eastern China (where cities were better developed)
to other regions.
 Less frequent users(launching app for less than 5 days per month) accounts for 55% of
all users, and they represent a huge market potential. System tools, video apps and
games are their largest demand. Frequent users(launching app for more than 15 days
per month) launch nearly 10 apps every day. Entertainment and SNS apps are their
largest demand.
 SNS, news and other apps supporting life and work have the highest retention rate.
Apps in areas with more auxiliary functions in life, like SNS, E-commerce, News &
finance, grew faster in vertical fields.
 The ratio of jailbroken iOS devices, after reaching an all time low, climbed up to 13.6%
in September. The most frequently used apps on those jailbroken devices are video and
games.

3. Active Devices in China reached 900 million
 In Q3 of 2014, active devices in China tracked by Umeng were over 900 million, an
increase by 8.4% compared to Q2. The increase mainly comes from Android devices,
including the updating of 4G Android devices. Yet with the launch of two new iPhones
and two iPads, the number of iOS devices is expected to rise in Q4.
 Samsung’s brand influence in domestic Android market remains unshakable. In terms of
the brand influence, Samsung still dominates the domestic Android market.
Data Source: Umeng Analytics Platform
www.umeng.com
Data Source: Umeng Analytics Platform
www.umeng.com
Unit :
Hundred
Million
3.8
5
5.9
7
7.9 8.3 9
0
3
6
9
2013
Q1
2013
Q2
2013
Q3
2013
Q4
2014
Q1
2014
Q2
2014
Q3
The upward trend of active
devices
23%
11%
8%
7%6%
5%
5%
3%
2%
1%
29%
Brand distribution of active
Android devices(2014 Q3)
Samsung
Mi
Huawei
Lenovo
Coolpad

4. 1x
1.31x
4月 9月
Monthly session by all users
Increase by
30%
Mobile internet users are more reliant on APPs
Data Source: Umeng Analytics Platform
www.umeng.com
 From Q2 to Q3 of 2014, Apps launched by mobile internet users grew continuously. In
September, total session of all users increased by 30% compared to April. Apps on
mobile devices have become an indispensable part of life.

5. Data Source: Umeng Analytics Platform
www.umeng.com
14% of Apps target at foreign customers, featured by mobile games
Foreign
14%
Domestic
86%
Distribution of major APP
markets(2014 Q3)
 In Q3 of 2014, 14% of Apps developed domestically are targeted at foreign market*.
 Of all Apps targeting at foreign customers, nearly half of them are mobile games.
System tools rank second. In these fields, domestic developers are expanding their
territory all over the world.
Data Source: Umeng Analytics Platform
www.umeng.com
*In Q3 of 2014，if more than 80% of an App’s launch is from abroad, the app is considered as for foreign market.
47%
13%
13%
4%
3%
20%
APP category targeting at
foreign customers
Games
System tools
Entertainment
Photography
Wallpaper
Other

6. 4G session has increased by 30 times since the beginning of 2014
Data Source: Umeng Analytics Platform
www.umeng.com
30.5 times of that
in January
 4G network has been spreading rapidly in China. In September 2014, number of 4G
sessions was 30.5 times of that in January. 4G network has become the standard
configuration for new mobile phones, pushing the updating of mobile devices.
0
5
10
15
20
25
30
35
2014.1 2014.2 2014.3 2014.4 2014.5 2014.6 2014.7 2014.8 2014.9
Upward trend of 4G sessions

7. “4G Lifestyle” expands from northern and eastern China to other regions
 In January 2014, 85% of all 4G traffic were concentrated in northern and eastern China. But
until September 2014, with 4G traffic increasing in other regions , “4G lifestyle” spread
nationwide. Eastern China surpassed Northern China to become the region with the highest
percentage of 4G traffic, accounting for 29.2% of the total. Northeastern China, which had
low level of 4G traffic in January, accounted for 4.4% of the total traffic in September.
Data Source: Umeng Analytics Platform www.umeng.com
0%
20%
40%
60%
80%
100%
1月 9月
Distribution of 4G traffic
(2014 Q1 to Q3)
Southwestern China
Northwestern china
Central China
South China
East China
North China
Northeastern China

8. Less frequent users: a huge potential market to develop
 According to Umeng statistics, users whose monthly active days are under 5 days account for
55% of the total. These less frequent users will be the hotspot customers contended by future
mobile device developers. In order to better understand the interests and actions of users,
Umeng divides all customers into three categories, namely frequent users(launching app for
more than 15 days per month in Q3), ordinary users(launching app for 6-15 days per month)
and less frequent users(launching app for less than 5 days per month). In each group, users
are picked randomly for the research.
 In terms of average numbers, less frequent and ordinary users use 1.3 and 4.8 apps per day
respectively. Frequency users use up to 9 apps per day. For less frequent users, the number
could still be increased dramatically.
Data Source: Umeng Analytics Platform www.umeng.com
1.3
4.8
9.1
0
2
4
6
8
10
Less Frequent Users Ordinary Users Frequent Users
Apps launched per day by different users

9. Data Source: Umeng Analytics Platform
www.umeng.com
Entertainment and social app: Top 1 demand for frequent users
 The top 5 categories of apps most frequently used by frequent users are entertainment,
social networking, video, news and business. These users use more apps than less
frequent users, and their demands are more diversified. Their life scenes can be revived
in apps.
 Among these apps, entertainment and social networking apps are the greatest demand,
which account for 28% of the total use. These two categories are also the key to
grasping “the most active group on mobile internet”.
14%
14%
13%
10%9%
Top 10 apps by frequent users(2014 Q3)
Entertainment
SNS
Video
News
Business
Education
Life
E-commerce
Finance
Game

10. System tools: Top 1 demand for less frequent users
Data Source: Umeng Analytics Platform
www.umeng.com
 In terms of app launch, the top 5 apps most frequently used by less frequent users are
system tools, mobile games, video, photography and wallpaper. It shows that these
users are not much reliant on using apps to facilitate life. Their demands are basic,
such as entertainment and device management. The developers could still do a lot of
work to strengthen their reliance on mobile internet,
 System tools account for 33% of all sessions of less frequent users. Since they concern
more about the device itself, system tools are their biggest demand.
33%
17%
10%
7%
6%
Top 10 apps by less frequent users(2014 Q3)
System tools
Games
Video
Photography
Wallpaper
News
Music
Entertainment
Life
books

11. Less frequent users are usually light users of games
 Light games like puzzle, card and leisure games are popular both in less
frequent and frequent users. But in terms of game sessions, less frequent
users have a higher rate in light games out of all game sessions, with a
total percentage of 85% in puzzle, card and leisure games. Frequent
users, on the other hand, are more varied in game categories. They also
prefer action games to puzzle, card and leisure games.
Data Source: Umeng Analytics Platform
www.umeng.com
32%
28%
25%
5%
4%
5%
16%
31%
21%
16%
3%
13%
Puzzel
Card
Leisure
Action
Sports
Other
Distribution of games by frequent users and less
frequent users(2014 Q3)
Less Frequent User Frequent User

12. Fastest growing categories in first three quarters in Q1-Q3 2014:
Social networking, E-commerce, News, Finance
Data Source: Umeng Analytics Platform www.umeng.com
 Umeng statistics shows that in 2014, vertical fields with stronger supporting function for
life, such as social networking, e-commerce, news and finance, grew faster than others.
 The finance apps have played an important role in reducing customer acquisition cost and
increasing liquidity. They gradually make up for the information symmetry problem in
traditional financial products. E-commerce apps are reinforcing their O2O model by using
features like geographical location and codes scanning to connect online and offline
customers. In this way, user experience is expanded, thus attracting a larger customer
group.
0%
50%
100%
150%
200%
250%
300%
Top 10 Growth rate of vertical users
(2014 Q1-Q3)

13. Highest rotation rate: social networking, news, business, e-
commerce and finance
Data Source: Umeng Analytics Platform
www.umeng.com
 In terms of app category, apps in social networking, system tool, news and
entertainment have higher rotation rate.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Average retation rate by major app category
(2014 Q3)
Next Day Retention Rate
7-Day Retention Rate

14. Data Source: Umeng Analytics Platform www.umeng.com
SARFT tightening restraints on operating system: Not a bad
news for TV boxes
 On July 2014, The State Administration of Radio Film and Television ordered cable TV
network companies not to install operating systems other than TVOS. There was
concern that it may influence the TV box industry. But according to statistics, since
December 2013, the number of active TV box devices has maintained a steady growth.
In September 2014, the number increased to 3 times of that in December last year. The
SARFT restriction had little influence on internet TV boxes. Some users even replaced
their cable TV boxes with internet boxes.
1.60
1.88
2.19
2.38
2.70
3.00
0
1
2
3
4
2014.4 2014.5 2014.6 2014.7 2014.8 2014.9
Growth of monthly active TV boxes
(2014 Q1-Q3) The number in
September 2014
is 3 times of that
in January 2013

15. Data Source: Umeng Analytics Platform www.umeng.com
Total number of iPhone 6 grew by 14.3 times in the month after
iPhone6 was launched
 Since iPhone 6 and iPhone 6 plus were launched in September, the number of the two
devices in China has been soaring. In October, the total active devices increased by 14
times compared to September. For now in China, iPhone 6 has a larger number than
iPhone 6 plus. But iPhone 6 plus has already tackled problems such as
the insufficient production, and is catching up with iPhone 6. The ratio of iPhone 6 plus
active devices to iPhone 6 active devices rose from 1：4 in September to 1：3 in
October. Cellphones with bigger screen are more attractive now.
Sep Oct
Changes in active devices since the launch of
iPhone6 and 6plus
iPhone 6 iPhone 6 Plus
iPhone 6 to
iPhone6plus
ratio: 4:1
increase by 14.3 times
compared to
September
3:1

16. Samsung and Xiaomi compete for Top 5 active devices in Q3
Data Source: Umeng Analytics Platform
www.umeng.com
Data Source: Umeng Analytics Platform
www.umeng.com
 Mi Xiaomi M3’s rank rose from No.7 in Q2 to the fourth place. In Q3 Xiaomi
competes with Samsung for Top 5 seats in active Android devices.
0.58%
0.58%
0.64%
0.65%
0.65%
0.75%
0.76%
0.77%
0.82%
0.85%
0.86%
0.90%
1.23%
2.15%
2.32%
2.39%
2.71%
2.74%
3.09%
3.14%
Samsung Galaxy Mega 5.8
Mi M1(MIUI)
Meizu MX2
Samsung Galaxy Ace
Huawei Hornor 3C
SoftwinerEvb
Mi 1s
Mi 2A
Mi M2
Hongmi note
Samsung Galaxy Win
Samsung Galaxy Note
Samsung Galaxy S II
Samsung Galaxy Note III
Hongmi
Samsung Galaxy S IV
Mi M3
Samsung Galaxy S III
Mi 2S
Samsung Galaxy Note II
Active Android devices
TOP20 2014Q3
0.47%
0.52%
0.54%
0.54%
0.56%
0.62%
0.69%
0.74%
0.82%
0.83%
0.83%
0.98%
1.31%
1.61%
1.74%
1.99%
2.10%
2.47%
2.73%
2.73%
Samsung GT-S7562
Vivo X3T
Samsung Galaxy Mega 5.8
Samsung GT-S7568
Meizu MX2
Mi M1(MIUI)
Mi 2A
Samsung Galaxy Ace
Samsung Galaxy Win
Mi M2
Mi 1s
Samsung Galaxy Note
Samsung Galaxy S II
Mi M3
Samsung Galaxy Note III
Hongmi
Samsung Galaxy S IV
Samsung Galaxy S III
Mi 2S
Samsung Galaxy Note II
Active Android devices
TOP20 2014Q2

17. Large screen phone users have significant demand for video app
 Large screen phones refer to mobile phones with screens larger than 5.5 inches. Many
mobile phones of different brands, including Apple, launched in recent years have large
screens. For now, large screen phones make up 36% of total mobile phones.
 For large screen phone users, video apps’ sessions account for 38% of total app sessions,
well above the average level of 9% in total users. This is a significant characteristic for this
group.
Data Source: Umeng Analytics Platform
www.umeng.com
Data Source: Umeng Analytics Platform
www.umeng.com
38%
Frequency of video app
(Large screen phones users)
Video Other
9%
Frequency of video app
(all users)
Video Other

18. Data Source: Umeng Analytics Platform www.umeng.com
Large screen users especially prefer sport games
 Umeng statistics show that, of all games, sport games are mostly favored by large
screen users. These users spend 47% of their total mobile phone time playing
sport games. That percentage in all users is only 5%.
48%
25%
14%
Game distribution by large screen users
Sports
RPG
Simulation
Card
Puzzle
Education
Strategy
Leisure
Adventure
Action

19. The percentage for domestic jailbroken iOS devices is 13.6%
 The percentage for domestic jailbroken iOS devices dropped to a record low
of 12.2% in Q2. It rose to 13.6% in September.
Data Source: Umeng Analytics Platform www.umeng.com
0%
10%
20%
30%
40%
2013.1
2013.2
2013.3
2013.4
2013.5
2013.6
2013.7
2013.8
2013.9
2013.10
2013.11
2013.12
2014.1
2014.2
2014.3
2014.4
2014.5
2014.6
2014.7
2014.8
2014.9
The percentage of China jailbroken iOS
devices

20. Data Source: Umeng Analytics Platform
www.umeng.com
Data Source: Umeng Analytics Platform
www.umeng.com
Video and game: The main demand for domestic jailbroken iOS
devices
 The top 3 app categories for domestic jailbroken iOS devices are video, games, and
books. However, top 3 for those normal devices are system tools, wallpaper and video.
Non-jailbroken devices rely much more on system tools than jailbroken ones. Jailbroken
devices have high demand on video apps for the fact that once the device is jailbroken,
third party video apps become available to play videos of various forms. Another
important reason for jailbroken devices is playing games.
19%
11%
9%
8%
8%
8%
7%
6%
6%
4%
APP categories for jailbroken
iOS users
Video
Games
Books
Music
Books
SNS
Finance
Entertainment
News
System tools
30%
13%
10%
10%
6%
5%
5% 5%
4%
3% 3%
APP catogeries for non-
jailbroken iOS users
System tools
Wallpaper
Video
Games
Books
Leisure
Music
Books
Finance
SNS
News

21.  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.
 Session: Session refers to the number of app launch covered by Umeng platform in the stipulated time
frame.
 Release Date:
November, 2014
 Data Source:
Analysis data in the report is based on over 420,000 Android and iOS apps from the Umeng platform. All
data was collected from January to October 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

22.  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.
http://www.umeng.com/analytics#
 Game Analytics
Umeng Game Analytics provide one-stop solution for mobile game developers. We provide comprehensive support
targeted at game operation need in different stages. From user acquisition, user quality, user activity to user payment, Umeng
provides standard operation target and model to conduct deep track and analysis.
http://www.umeng.com/analytics_games
 Share
By covering main stream social network platform at home and abroad and mainstream mobile operation system, Umeng
Share helps developer to quickly socialize their app, and use social network chain for word-of-mouth marketing. In this way, they
could obtain new clients and reinforce old clients. Umeng share also provides professional and detailed statistical analysis report in
socialization, and obtains real time information about platform, users, and backflow. Meanwhile, under the ever-changing open
platforms, The calculation engine of Umeng share regularly assess on apps. By analysing “Social Health Index”, Umeng share
instructs the developers to update their share function regularly.
http://www.umeng.com/component_social
 Push
Umeng Push estabilishs a channel to communicate directly with users. We push the updated content or activities in app to
end users so that they are able to get relevant information at the first time. This could level up user activeness and loyalty.
http://www.umeng.com/launch#push
Product

23.  Track
Umeng Track helps developers to monitor how apps in APP Store are promoted through different channels, so that
developers are able to make the most suitable channel strategy.
http://www.umeng.com/umtrack
 User feedback
Umeng User Feedback initiates a two-way feedback mechanism. It enables developers and users to interact in
the“ WeChat way”, in which users, after giving suggestions, would receive timely reply from developers.
http://www.umeng.com/component_feedback
 Update
Umeng Update easily achieves the synchronous update in difference channels, so that users could get the newest
product. http://www.umeng.com/component_update
 Crash Report
Umeng Crash Report is developed specially for mobile app developers as a tool to collect and analyze app runtime
error. It helps developers to monitor and analyze the operational stability of app on mobile devices.
http://www.umeng.com/component_update
 Index
By mining key data on mobile internet (currently including app category, app market performance, mobile device
category, operation system version, resolution, network, and user geographical distribution), Umeng Index helps mobile
developers and those in the industry to keep track of the trend of mobile internet. http://www.umindex.com
Product

24. Umeng is the largest mobile app analytics platform in China
established in April, 2010.
Umeng is devoted to creating more value for developers. We start by
statistical analysis products, and develop one-stop solution for mobile
developers from develop to operation, including developing, analyzing,
sharing, promotion and other services.
For now, more than 420,000 mobile apps use Umeng products.
www.umeng.com
weibo.com/umengcom
report@umeng.com