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Part 01
2015 Annual Report of Mobile Internet
Trends
User
insights
App
development
Equipment
brands
Cross-sector
integration
— — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
Source:TalkingData Mobile Data Research Center
The number of users
from the younger groups
is climbing, while the
post 80s still have the
biggest share
Still represents
largest relative
share the overall
market
The number of
users from less-
developed regions
is rapidly growing
Users from central
provinces are
particularly active
Female users on
mobile devices are
increasing, creating a
more balanced gender
structure
Male VS Female
55.4% 44.6%
Under 25 VS 26-35
36.5% 37.1%
3rd-tier cities
(and smaller)
Sichuan
& Hubei
1st-tier
cities
1.28 bln
3.2%
Quarterly
growth
Growth in the number of
active mobile devices is
gradually slowing as user
scale is beoming saturated.
Q-o-Q growth of user scale
in 2016 will drop below 3%
China’s mobile internet industry 2015
While overall mobile device growth slowed in 2015, the percentage of
female users and users from 3rd-tier (or smaller) cities increased
1.13 1.18 1.24 1.28
6.6% 4.8% 4.6% 3.2%
2015Q1 2015Q2 2015Q3 2015Q4
Total number of mobile devices in China from
2015Q1 to 2015Q4
Number of mobile devices (bln units)
1.28 bn mobile devices
By December, 2015,China has 1.28
billion units of active mobile devices,up
150 million from the first quarter.But the
overall growth rate is slowing down as
the mobile user scale is nearing its
ceiling.
Source: TalkingData Mobile Data Research Center. The number of smart mobile device users refers to the total number of active mobile device devices,
including smart phones, tablets, smart watches and smart TV boxes.
China’s mobile internet industry 2015
Quarterly growth (%)
In 2015, mobile device growth decelerated, market coverage is
approaching saturation
Gender structure of mobile
netizens
57.8%
42.2%
55.4%
44.6%Dec. 2014 Dec. 2015
Female users taking a larger
share of the market
By December 2015,44.6% of China's
smart mobile users was female, creating a
more balanced gender structure in mobile
users.
Source: TalkingData Mobile Data Research Center
China’s mobile internet industry 2015
Women power: the gender structure between male and female mobile
netizens is becoming increasingly balanced
35.7%
38.3%
13.2%
9.1% 3.7%
36.5% 37.1%
13.5%
9.0% 3.9%
Under 25 y/o 26-35 y/o 36-45 y/o 46/55 y/o Above 55 y/o
Post-1990
+
Post-2000
Post-
1980
Post-1970 Post-1960 Pre-1960
Age structure of Mobile Users
12/2014 12/2015
By December 2015,36.5% smart
mobile device users in China are under
25 y/o, up from 35.7% in 2014;The
post-1990s & post-2000s generations
are occupying an increasingly larger
proportion;percentage ofusers above
35 y/o went up slightly; while users of
post-1980 saw a moderate decrease.
Source:TalkingData Mobile Data Research Centre
China’s mobile internet industry 2015
Youth market: 73.6% of mobile users are under the age of 35, with
the post-90, post-00 generations showing gains in 2015
Map of mobile device user distribution
among all provinces
Source: TalkingData Mobile Data Research Centre
Note: Active times per month = Total number of active times on all active devices / Total number of active devices
Index:Active times
per month
Map of mobile device user activity
among all provinces
Index:user proportion
among all provinces in
Percentage
Guangdong & Beijing
contain the largest number of mobile
device users by province
Guangdong contains thelargest number
of mobile device users in China at 14.3%,
followed by Beijing and Jiangsu.
Sichuan & Hubei
have the highest level of mobile
device user activation
Sichuan and Hubei havethe highest
mobile device user activation rates by
province at 60.4 and 60.3 active times
per month respectively
China’s mobile internet industry 2015
Eastern coastal provinces contain a larger number of users, while the
number of active users in central provinces is higher
Usage share ratio in
different tiers of cities
First-tier Cities Second-tier
Cities
Third-tier cities and below
16.3%
36.1%
47.6%
18.1%
32.6%
49.3
%01/2015 12/2015
User ratio in first-tier cities increased
by 1.8%, from 16.3% at the beginning
of the year, to 18.1%.
User ratio in second-tier cities
dropped from36.1% at the
beginningof the year, to 32.6%.
User ratio in third-tier cities and
below was raised by 1.7%, to 49.3%.
1.8%
First-tier
Cities
3.5%
Second-tier
Cities
1.7%
Third-tier cities
and below
Source: TalkingData Mobile Data Research Centre
Note: First-tier cities are Beijing, Shanghai, Guangzhou and Shenzhen; Second-tier cities are provincial
capitals, municipalities, Xiamen, Zhuhai, and Shantou; Third-tier cities are all but first and second tier cities.
China’s mobile internet industry 2015
Usage share keeps increasing in cities of first-tier, third-tier and smaller
User
insights
App
development
Equipment
brands
Cross-sector
integration
— — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
Source: TalkingData Mobile Data Research Center
Cell phones taking
a larger share
Cell phone's
share
Tablet's
share
Improved device
quality
Large screen cell phones are
capable of more functions that
previously could only be carried
out by tablets, weakeningtablet’s
advantage.
Expensive phones andlarge screens are
gaining popularity. 4G network use is also
up. User experience with mobile devices is
improving.
Higher prices
The rise of smart
hardware
94%
5%
Larger
screens
Better network
Wearable device use is on the
rise, becoming increasingly
common in many aspects of
mobile netizens’ daily lives
China’s mobile internet industry 2015
In 2015 cell phones become even more central to daily life, leading to an
upgrade in hardware quality and a proliferation of device models
90.2%
9.1%
0.72%
94.2%
5.0%
0.79%
Market share of smart
mobile devices
Jan. 2015 Dec. 2015
Tablet
Source:TalkingData Mobile Data Research Center
Tablet's market share fell to 5.0%
Tablet's market share falls from 9.1% in
January 2015 to 5.0% as smart phones keeps
gobbling up the market. Smart phones saw its
market share rise from 90.2% (Dec 2014) to
94.2% (Dec 2015).Other smart mobile devices
like smart wearables and smartTV boxes saw
a slightincrease in market share from a small
base.
China’s mobile internet industry 2015
OthersSmart phone
Tablets are losing market share in face of competition from smart phones
and other smart devices
500-999 RMB
2000-3999 RMB
6.3% 3.6%
21.1% 21.8%
38.1%
30.8%
27.0%
24.7%
7.5% 19.1%
Jan. 2015 Dec. 2015
1-499 RMB
11.6% increase in the market
share of devices priced above RMB
4,000
Fewer people are choosing mid- or low-
price smart mobile devices and more
people are accepting high-end devices.
19.1% of users are using high-end
devices worth RMB 4,000+,up from 7.5%
at the beginning ofthe year.
Price distribution of smart
mobile devices
1000-1999 RMB
Above 4,000 RMB
Source:TalkingData Mobile Data Research Center
China’s mobile internet industry 2015
Customers are turning to high-end devices as consumption habits change
40.9%
25.6%
30.8%
37.8%
28.3% 36.6%
Jan. 2015 Dec. 2015
Large
screen
Medium
screen
Small
screen
Market share for
smart mobile devices,
by screen size
Source: TalkingData Mobile Data Research Center. Large screen devices refer to those 5-inch screen or larger ones,
while medium screen devices come between 4.6 to 5 inches, and small screen devices are of 4.5-inch screen or smaller
ones.
iPhone
5s
iPhone
6/6s
iPhone 6/6s
Plus
4-inch 4.7-inch 5.5-inch
MATE 8
6-inch
P8
5.2-inch
MATE S
5.5-inch
China’s mobile internet industry 2015
Medium and large-screen devices are replacing smaller ones, as major
brands have all started to promote large-screen products
Network environment of Chinese
mobile users
2G
3G
4G
WiFi56.9%
41.2%
5.2%
19.5%
20.3% 21.5%
17.6% 17.8%
Jan. 2015 Dec. 2015
19.5% of China’s mobile netizens
use a 4G network to access the internet
By the end of 2015,people using mobile
devices under a 4G network accounted for one
fifth of the total, nearly four times of the
proportion at the beginning ofthe year,
indicating significantimprovementin the mobile
internetenvironment.
Source: TalkingData Mobile Data Research Center. Any device that uses any of the above networks in the
survey period is calculated as a user of such network.
China’s mobile internet industry 2015
More people are using mobile devices under a 4G network
24.6%
44.6%
30.8%
16.9%
27.1%
56.0%
Distribution of 4G
users
4G
69.2% 4G users are from first- and
second-tier cities
Among those 4G network users, up to 69.2% are
from 1st- and 2nd-tier cities, while only 30.9%
comes from 3rd-tier cites or smaller. For the 3rd-tier
cites or smaller segment, 4G network has yet to
take off.
Distribution of WiFi
users
1st-tier city 2nd-tier city 3rd-tier city or smaller
56.0% WiFi users are from third-tier cities
or smaller
Users from 3rd-tier cites or smaller are more
dependenton WiFi, with 56% of mobile users
coming from these cities.
WIFI
Source: TalkingData Mobile Data Research Center's December 2015 data
China’s mobile internet industry 2015
People in first- and second-tier cities tend to use 4G networks while 3rd-
tier city users are more dependent on WiFi
User
insights
App
development
Equipment
brands
Cross-sector
integration
— — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
Device brands: iOS Devices take ~30% of the market share, Xiaomi is the
second brand which widely used in China
Top 4 brandstake up
In December 2015,the top 4 mobile device
brands took 61.9% of the market. iOS Devices
take thirty percent of the market share, Xiaomi is
the second large brand in China mobile market.
30.4%
12.8%
9.7%
9.0%
38.1%
Market share of smart mobile
device brands
Dec. 2015 Apple
Xiaomi
Samsung
Huawei
Others
61.9% of the market
China’s mobile internet industry 2015
Source:TalkingData Mobile Data Research Center
Note: Smart mobile device include smartphone, tablet, wearable device and others.
0.8%
0.9%
0.9%
0.9%
0.9%
0.9%
1.2%
1.5%
1.9%
2.3%
Samsung:GalaxyS4
Huawei:Mate 7
Xiaomi:Redmi 1S
Huawei:Honor 4X
Samsung:GalaxyNote 2
Xiaomi:MI 2S
Samsung:GalaxyNote 3
Xiaomi:MI 4
Xiaomi:MI 3
Xiaomi:Redmi note
Top 10 Android mobile devices
Half of the top 10 are from Xiaomi
Among the top 10 most popular Android models,5 of
them are Xiaomi models,while 3 are from Samsung and
2 from Huawei.
Source:TalkingData Mobile Data Research Center
China’s mobile internet industry 2015
Top 10 Android devices: Xiaomi still dominating the list while the rest goes
to Samsung and Huawei models
0.7%
0.7%
1.2%
1.3%
1.9%
2.6%
2.7%
4.8%
5.0%
6.9%
iPhone 5S
iPad air
iPhone 6s Plus
iPhone 4
iPhone 6s
iPhone 4s
iPhone 5
iPhone 6 Plus
iPhone 5s
iPhone 6
Top 10 iOS mobile devices
Two iPhone 6s models
entering TOP 10
The two new models, iPhone 6s and iPhone 6s Plus, hit
the market in September 2015,climbed into the top 10
iOS devices only three months after launch.Among
them, iPhone 6s ranked no.6 while iPhone 6s Plus
ranked no.8.
Source:TalkingData Mobile Data Research Center
China’s mobile internet industry 2015
Top 10 iOS devices: iPhone 6 is still the most popular iOS model, while two
iPhone 6s models rapidly gained market share shortly after launch
User
insights
App
development
Equipment
brands
Cross-sector
integration
— — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5
Part 01
In 2015, users are getting more and more reliant on life service apps
Average time a person spent on different
apps per day and its growth
People are spending more time on all types of
apps except games, among which healthcare,
education & reading, financial service and other
emerging sectors are seeing significant growth.
Apps closely connected to daily life are being
used more frequently.
Healthcare Education
& Reading
Financial
service
Unit: Minutes
Source:TalkingData Mobile Data Research Center
Growth
China’s mobile internet industry 2015
6.7
10.7
5.6 5.5
17.3
8.5 9.1 9.0
34.7
18.3
21.5
9.4
7.0
21.0
9.7 9.9 9.6
33.8
Healthcare Education
& Reading
Financials Navigation SNS & Chat News Online
shopping
Music &
Video
Games
Jan. 2015 Dec. 2015
174.6% 101.4% 67.0% 29.1% 21.0% 15.0% 8.9% 6.6% -2.6%
0%
1%
1%
2%
2%
3%
3%
Jul-14
Sep-14
Nov-14
Jan-15
Mar-15
May-15
Jul-15
Sep-15
Nov-15
Source:TalkingData Mobile Data Research Center
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Jul-14
Sep-14
Nov-14
Jan-15
Mar-15
May-15
Jul-15
Sep-15
Nov-15
User coverage growth of typical life service apps in 2014-2015
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
Jul-14
Sep-14
Nov-14
Jan-15
Mar-15
May-15
Jul-15
Sep-15
Nov-15
0%
1%
2%
3%
4%
5%
6%
7%
Jul-14
Sep-14
Nov-14
Jan-15
Mar-15
May-15
Jul-15
Sep-15
Nov-15
Didi
Chuxing
Meituan
Takeout
Sofang.com Ctrip
China’s mobile internet industry 2015
From the second half of 2014 to 2015, typical life service apps like Didi
Chuxing and Meituan Takeout witnessed rapid growth in user coverage
Dec. 2014 July 2015 Dec. 2015
34.3 40.8 39.7
20.1 25.0 24.6
The average number of apps
installed on one device
The average number of apps
opened on one device each day
The average number of apps installed and used
by mobile users
Source:TalkingData Mobile Data Research Center
App demand: “
Fewer But Better
In 2015, mobile netizens used a "fewer but better"
variety of apps, with each device opening on
average 25 apps each day, among which only 1
to 3 apps belong to the same category. While app
developers are competing for only one screen,
the fight for a leading position in each category is
fierce. In 2016, new/sub-scale apps will face
challenges differentiating themselves.
China’s mobile internet industry 2015
In 2015, the average number of apps installed and used per person was
stable. Market entry for new apps will become even more difficult in 2016
User
insigts
App
development
Equipment
brands
Cross-sector
integration
— — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
Traditional
marketing era
Internet marketing
era
Mobile marketingera
Media
TV, Radio,
Publication, Outdoor PC-end media Mobile-end media
Feature
Broad-range user focused
advertising distribution
based on simple population
attributes
Narrow-range user focused
advertising distribution based
on browsing habits
Objective More accessed users
More views + relatively
accurately accessed by
target users
Accurately accessed by
target users + contextual
marketing
Efficiency Low Medium High
Narrow-range precise distribution
based on user characteristics,
online activities and offline daily
behaviors
China’s mobile internet industry 2015
The era of precision mobile big data marketing has arrived, and will
increasingly shape how advertisers communicate with their customers
2015.1 2015.2 2015.3 2015.4 2015.5 2015.6 2015.7 2015.8 2015.9 2015.1 2015.11 2015.12
Total mobile ads activations and growth trends
01/2015 – 12/2015
Total mobile ads clicks without duplicates Total mobile ads activations
Total mobile ads clicks and activations increased drastically in 2015. More ads are distributed in
mobile marketing by advertisers, especially during summer holidays, National Day holidays, 11/11
sales, and Christmas holidays
Source: TalkingData Mobile Data Research Centre
China’s mobile internet industry 2015
User
insights
App
development
Equipment
brands
Cross-sector
integration
— — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5
Part 01
Traditional
industry
Government
institutions
Mobile
internet
leaders
Rapidly embracing mobile internet: promoting the
transformation/upgrading of business models, increasingly digital
marketing for customer acquisition with the help of mobile device
devices.
Guided by the "Internet+" strategy: government apps start to
emerge. Local governments are leading the wave in the
transformation to mobile governance, and users have stronger
demand over apps related to people's livelihood.
Mobile internet leaders are working to accelerate business
integration, by building their own ecosystems on mobile devices
to drive user traffic and retention
China’s mobile internet industry 2015
Traditional industry, government institutions and mobile internet leaders
are all accelerating cross-sector integration
Traditional retailer
Following changes in
consumption habits
Business Model/Channel
Real estate
Consolidating industry position
Extension of online business
Living
Here
Hengfang
-tong
Country
Garden Sale
System
Travel
Enhancing competitive edge in
self-operation& direct selling
Compete for online traffic
Air China China
Southern
Airlines
Huazhu Plateno
Club
Intime.com Rainbow Feiniu.com
China’s mobile internet industry 2015
Source: TalkingData research, public available information
Traditional industries: promoting the transformation/upgrading of business models,
increasingly digital marketing for customer acquisition with the help of mobile device
Government portals
Life Service
Shenzhen
Gov online
Beijing at
your
service
My Nanjing Zhejiang
Gov affairs
CCDI.gov
Shenzhen
Bus
Shenzhen
Weather
Easy Ride Beijing
Realtime Bus
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15
User coverage growth of typical government
apps related to people's livelihood in 2015
Beijing Realtime Bus Shenzhen Bus Easy RideSmart Social
Insurance
Shanghai
Housing
Accumulation
Funds
E-State
Grid
Mobile
110
China’s mobile internet industry 2015
Source: TalkingData research, publicly available information
An app for Acquiring
Beijing bus routes and
schedules.
Appling information
of traffic conditions
, bus, parking, etc.
in Shenzhen.
An app for Acquiring bus
routes and schedules in
Shenyang.
Government institutions: Local governments are leading the wave in the transformation to
mobile governance, and users have stronger demand over apps related to people's livelihood
Mobile internet leaders: working to accelerate business integration
Other
Leading
players
Hardware
Producers
BAT
Making cross-sector attempts into hardware market
Capturing app market growth
Acceleratingfor an all-sector "eco-system"
With the best traffic resources, BAT are perfectingtheir own mobile
products and are expandingin other emergingsectors, to acceleratethe
development of their own interlinked ecosystems.
Hardware producers like Xiaomi and Huawei are capturing different
elements of the mobile app market through its natural advantages in
the hardware market.
Leaders in different sectors like 360 andLeTV are making attempts in
the hardware market to expand mobile traffic entranceby entering the
device market
China’s mobile internet industry 2015
Source: TalkingData research, publicly available information
Part 02
2015 General Annual Report of Mobile Apps
BAT dominates top 20 apps as ranked by app coverage
80.0%
73.8%
45.6%
40.5%
34.0% 32.5% 31.9% 29.3% 29.3% 28.9% 27.8% 26.9% 25.6% 24.7% 24.5% 24.2% 24.1% 22.3% 21.7% 20.7%
Wechat
QQ
Taobao
Alipay
Baidu
BaiduMap
iQiyi
KugouMusic
Weibo
TencentVideo
SougouPinyin
WiFiMasterKey
Youku
MyApp(Tencent)
QQBrowser
UCBrowser
Meituan
QQMusic
360MobileAssistant
TencentIMSecure
Top 20 mobile apps by user coverage,December 2015
Tencent apps Alibaba apps Baidu apps Others
Of the top 20 mobile apps
with highestuser coverage,
16 of them are developed
by BAT. Among them,
Tencenttakes the largest
share, with 8 Tencentapps
entering the top 20, while 5
of the top 20 are Alibaba
apps and 3 are from Baidu.
Source: TalkingData Mobile Data Research Center's Android platform data
China’s mobile internet industry 2015
BAT is also strong when ranked by most active users
73.0%
61.6%
32.6%
27.5%
23.2%22.7%20.5%20.4%19.2%17.9%15.8%15.1%14.4%12.5%12.0%11.9%11.6%11.4%11.3%10.8%
Wechat
QQ
Taobao
Alipay
Baidu
SougouPinyin
Weibo
QQBrowser
iQiyi
MyApp(Tencent)
UCBrowser
TencentMobileManager
BaiduMap
Youku
WiFiMasterKey
TencentVideo
QQMusic
360MobileAssistant
BaiduMobileAssistant
360MobileSecurity
Top 20 mobile apps with most active users in Dec. 2015
Tencent apps Alibaba apps Baidu apps Others
17 of the top 20 mobile
apps with most active users
are also from BAT. Among
them, 8 apps are from
Tencent. and 360 also
contributes 2 apps.
Source: TalkingData Mobile Data Research Center's Android platform data.
China’s mobile internet industry 2015
24.7%
21.7%
16.1% 15.9%
14.6%
9.7%
6.0% 5.5% 5.2% 4.6%
Myapp(Tencent)
360Mobile
Assistant
MIUIappStore
BaiduMobile
Assistant
XiaomiGame
Centre
HuaweiAppStore
OppoAppStore
HiMarket
BBK-VivoAppStore
Peapods
(Wandoujia)
Top 10 app stores with best user coverage, December 2015
Third-party app store App store run by hardware producers
TencentMyapp is the most
popular app store, followed
by 360 Mobile Assistantand
MIUI app store. App stores
developed by hardware
producers like Xiaomi,
Huawei and OPPO have
also gained popularity and
entered the top 10 list.
Tencent Myapp is the most popular app store in 2015
Source: TalkingData Mobile Data Research Center's Android platform data.
China’s mobile internet industry 2015
Thanks!Fol l ow TalkingData official blog for latest information of mobile data
Blog: Blog.talkingdata.com
Contact: min.dai@tendcloud.com (Global Business)
woody.wu@tendcloud.com (Markerting & PR)

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China Mobile Internet 2015 Year in Review

  • 1.
  • 2. Part 01 2015 Annual Report of Mobile Internet Trends
  • 3. User insights App development Equipment brands Cross-sector integration — — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
  • 4. Source:TalkingData Mobile Data Research Center The number of users from the younger groups is climbing, while the post 80s still have the biggest share Still represents largest relative share the overall market The number of users from less- developed regions is rapidly growing Users from central provinces are particularly active Female users on mobile devices are increasing, creating a more balanced gender structure Male VS Female 55.4% 44.6% Under 25 VS 26-35 36.5% 37.1% 3rd-tier cities (and smaller) Sichuan & Hubei 1st-tier cities 1.28 bln 3.2% Quarterly growth Growth in the number of active mobile devices is gradually slowing as user scale is beoming saturated. Q-o-Q growth of user scale in 2016 will drop below 3% China’s mobile internet industry 2015 While overall mobile device growth slowed in 2015, the percentage of female users and users from 3rd-tier (or smaller) cities increased
  • 5. 1.13 1.18 1.24 1.28 6.6% 4.8% 4.6% 3.2% 2015Q1 2015Q2 2015Q3 2015Q4 Total number of mobile devices in China from 2015Q1 to 2015Q4 Number of mobile devices (bln units) 1.28 bn mobile devices By December, 2015,China has 1.28 billion units of active mobile devices,up 150 million from the first quarter.But the overall growth rate is slowing down as the mobile user scale is nearing its ceiling. Source: TalkingData Mobile Data Research Center. The number of smart mobile device users refers to the total number of active mobile device devices, including smart phones, tablets, smart watches and smart TV boxes. China’s mobile internet industry 2015 Quarterly growth (%) In 2015, mobile device growth decelerated, market coverage is approaching saturation
  • 6. Gender structure of mobile netizens 57.8% 42.2% 55.4% 44.6%Dec. 2014 Dec. 2015 Female users taking a larger share of the market By December 2015,44.6% of China's smart mobile users was female, creating a more balanced gender structure in mobile users. Source: TalkingData Mobile Data Research Center China’s mobile internet industry 2015 Women power: the gender structure between male and female mobile netizens is becoming increasingly balanced
  • 7. 35.7% 38.3% 13.2% 9.1% 3.7% 36.5% 37.1% 13.5% 9.0% 3.9% Under 25 y/o 26-35 y/o 36-45 y/o 46/55 y/o Above 55 y/o Post-1990 + Post-2000 Post- 1980 Post-1970 Post-1960 Pre-1960 Age structure of Mobile Users 12/2014 12/2015 By December 2015,36.5% smart mobile device users in China are under 25 y/o, up from 35.7% in 2014;The post-1990s & post-2000s generations are occupying an increasingly larger proportion;percentage ofusers above 35 y/o went up slightly; while users of post-1980 saw a moderate decrease. Source:TalkingData Mobile Data Research Centre China’s mobile internet industry 2015 Youth market: 73.6% of mobile users are under the age of 35, with the post-90, post-00 generations showing gains in 2015
  • 8. Map of mobile device user distribution among all provinces Source: TalkingData Mobile Data Research Centre Note: Active times per month = Total number of active times on all active devices / Total number of active devices Index:Active times per month Map of mobile device user activity among all provinces Index:user proportion among all provinces in Percentage Guangdong & Beijing contain the largest number of mobile device users by province Guangdong contains thelargest number of mobile device users in China at 14.3%, followed by Beijing and Jiangsu. Sichuan & Hubei have the highest level of mobile device user activation Sichuan and Hubei havethe highest mobile device user activation rates by province at 60.4 and 60.3 active times per month respectively China’s mobile internet industry 2015 Eastern coastal provinces contain a larger number of users, while the number of active users in central provinces is higher
  • 9. Usage share ratio in different tiers of cities First-tier Cities Second-tier Cities Third-tier cities and below 16.3% 36.1% 47.6% 18.1% 32.6% 49.3 %01/2015 12/2015 User ratio in first-tier cities increased by 1.8%, from 16.3% at the beginning of the year, to 18.1%. User ratio in second-tier cities dropped from36.1% at the beginningof the year, to 32.6%. User ratio in third-tier cities and below was raised by 1.7%, to 49.3%. 1.8% First-tier Cities 3.5% Second-tier Cities 1.7% Third-tier cities and below Source: TalkingData Mobile Data Research Centre Note: First-tier cities are Beijing, Shanghai, Guangzhou and Shenzhen; Second-tier cities are provincial capitals, municipalities, Xiamen, Zhuhai, and Shantou; Third-tier cities are all but first and second tier cities. China’s mobile internet industry 2015 Usage share keeps increasing in cities of first-tier, third-tier and smaller
  • 10. User insights App development Equipment brands Cross-sector integration — — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
  • 11. Source: TalkingData Mobile Data Research Center Cell phones taking a larger share Cell phone's share Tablet's share Improved device quality Large screen cell phones are capable of more functions that previously could only be carried out by tablets, weakeningtablet’s advantage. Expensive phones andlarge screens are gaining popularity. 4G network use is also up. User experience with mobile devices is improving. Higher prices The rise of smart hardware 94% 5% Larger screens Better network Wearable device use is on the rise, becoming increasingly common in many aspects of mobile netizens’ daily lives China’s mobile internet industry 2015 In 2015 cell phones become even more central to daily life, leading to an upgrade in hardware quality and a proliferation of device models
  • 12. 90.2% 9.1% 0.72% 94.2% 5.0% 0.79% Market share of smart mobile devices Jan. 2015 Dec. 2015 Tablet Source:TalkingData Mobile Data Research Center Tablet's market share fell to 5.0% Tablet's market share falls from 9.1% in January 2015 to 5.0% as smart phones keeps gobbling up the market. Smart phones saw its market share rise from 90.2% (Dec 2014) to 94.2% (Dec 2015).Other smart mobile devices like smart wearables and smartTV boxes saw a slightincrease in market share from a small base. China’s mobile internet industry 2015 OthersSmart phone Tablets are losing market share in face of competition from smart phones and other smart devices
  • 13. 500-999 RMB 2000-3999 RMB 6.3% 3.6% 21.1% 21.8% 38.1% 30.8% 27.0% 24.7% 7.5% 19.1% Jan. 2015 Dec. 2015 1-499 RMB 11.6% increase in the market share of devices priced above RMB 4,000 Fewer people are choosing mid- or low- price smart mobile devices and more people are accepting high-end devices. 19.1% of users are using high-end devices worth RMB 4,000+,up from 7.5% at the beginning ofthe year. Price distribution of smart mobile devices 1000-1999 RMB Above 4,000 RMB Source:TalkingData Mobile Data Research Center China’s mobile internet industry 2015 Customers are turning to high-end devices as consumption habits change
  • 14. 40.9% 25.6% 30.8% 37.8% 28.3% 36.6% Jan. 2015 Dec. 2015 Large screen Medium screen Small screen Market share for smart mobile devices, by screen size Source: TalkingData Mobile Data Research Center. Large screen devices refer to those 5-inch screen or larger ones, while medium screen devices come between 4.6 to 5 inches, and small screen devices are of 4.5-inch screen or smaller ones. iPhone 5s iPhone 6/6s iPhone 6/6s Plus 4-inch 4.7-inch 5.5-inch MATE 8 6-inch P8 5.2-inch MATE S 5.5-inch China’s mobile internet industry 2015 Medium and large-screen devices are replacing smaller ones, as major brands have all started to promote large-screen products
  • 15. Network environment of Chinese mobile users 2G 3G 4G WiFi56.9% 41.2% 5.2% 19.5% 20.3% 21.5% 17.6% 17.8% Jan. 2015 Dec. 2015 19.5% of China’s mobile netizens use a 4G network to access the internet By the end of 2015,people using mobile devices under a 4G network accounted for one fifth of the total, nearly four times of the proportion at the beginning ofthe year, indicating significantimprovementin the mobile internetenvironment. Source: TalkingData Mobile Data Research Center. Any device that uses any of the above networks in the survey period is calculated as a user of such network. China’s mobile internet industry 2015 More people are using mobile devices under a 4G network
  • 16. 24.6% 44.6% 30.8% 16.9% 27.1% 56.0% Distribution of 4G users 4G 69.2% 4G users are from first- and second-tier cities Among those 4G network users, up to 69.2% are from 1st- and 2nd-tier cities, while only 30.9% comes from 3rd-tier cites or smaller. For the 3rd-tier cites or smaller segment, 4G network has yet to take off. Distribution of WiFi users 1st-tier city 2nd-tier city 3rd-tier city or smaller 56.0% WiFi users are from third-tier cities or smaller Users from 3rd-tier cites or smaller are more dependenton WiFi, with 56% of mobile users coming from these cities. WIFI Source: TalkingData Mobile Data Research Center's December 2015 data China’s mobile internet industry 2015 People in first- and second-tier cities tend to use 4G networks while 3rd- tier city users are more dependent on WiFi
  • 17. User insights App development Equipment brands Cross-sector integration — — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
  • 18. Device brands: iOS Devices take ~30% of the market share, Xiaomi is the second brand which widely used in China Top 4 brandstake up In December 2015,the top 4 mobile device brands took 61.9% of the market. iOS Devices take thirty percent of the market share, Xiaomi is the second large brand in China mobile market. 30.4% 12.8% 9.7% 9.0% 38.1% Market share of smart mobile device brands Dec. 2015 Apple Xiaomi Samsung Huawei Others 61.9% of the market China’s mobile internet industry 2015 Source:TalkingData Mobile Data Research Center Note: Smart mobile device include smartphone, tablet, wearable device and others.
  • 19. 0.8% 0.9% 0.9% 0.9% 0.9% 0.9% 1.2% 1.5% 1.9% 2.3% Samsung:GalaxyS4 Huawei:Mate 7 Xiaomi:Redmi 1S Huawei:Honor 4X Samsung:GalaxyNote 2 Xiaomi:MI 2S Samsung:GalaxyNote 3 Xiaomi:MI 4 Xiaomi:MI 3 Xiaomi:Redmi note Top 10 Android mobile devices Half of the top 10 are from Xiaomi Among the top 10 most popular Android models,5 of them are Xiaomi models,while 3 are from Samsung and 2 from Huawei. Source:TalkingData Mobile Data Research Center China’s mobile internet industry 2015 Top 10 Android devices: Xiaomi still dominating the list while the rest goes to Samsung and Huawei models
  • 20. 0.7% 0.7% 1.2% 1.3% 1.9% 2.6% 2.7% 4.8% 5.0% 6.9% iPhone 5S iPad air iPhone 6s Plus iPhone 4 iPhone 6s iPhone 4s iPhone 5 iPhone 6 Plus iPhone 5s iPhone 6 Top 10 iOS mobile devices Two iPhone 6s models entering TOP 10 The two new models, iPhone 6s and iPhone 6s Plus, hit the market in September 2015,climbed into the top 10 iOS devices only three months after launch.Among them, iPhone 6s ranked no.6 while iPhone 6s Plus ranked no.8. Source:TalkingData Mobile Data Research Center China’s mobile internet industry 2015 Top 10 iOS devices: iPhone 6 is still the most popular iOS model, while two iPhone 6s models rapidly gained market share shortly after launch
  • 21. User insights App development Equipment brands Cross-sector integration — — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5 Part 01
  • 22. In 2015, users are getting more and more reliant on life service apps Average time a person spent on different apps per day and its growth People are spending more time on all types of apps except games, among which healthcare, education & reading, financial service and other emerging sectors are seeing significant growth. Apps closely connected to daily life are being used more frequently. Healthcare Education & Reading Financial service Unit: Minutes Source:TalkingData Mobile Data Research Center Growth China’s mobile internet industry 2015 6.7 10.7 5.6 5.5 17.3 8.5 9.1 9.0 34.7 18.3 21.5 9.4 7.0 21.0 9.7 9.9 9.6 33.8 Healthcare Education & Reading Financials Navigation SNS & Chat News Online shopping Music & Video Games Jan. 2015 Dec. 2015 174.6% 101.4% 67.0% 29.1% 21.0% 15.0% 8.9% 6.6% -2.6%
  • 23. 0% 1% 1% 2% 2% 3% 3% Jul-14 Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Source:TalkingData Mobile Data Research Center 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Jul-14 Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 User coverage growth of typical life service apps in 2014-2015 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% Jul-14 Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 0% 1% 2% 3% 4% 5% 6% 7% Jul-14 Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Didi Chuxing Meituan Takeout Sofang.com Ctrip China’s mobile internet industry 2015 From the second half of 2014 to 2015, typical life service apps like Didi Chuxing and Meituan Takeout witnessed rapid growth in user coverage
  • 24. Dec. 2014 July 2015 Dec. 2015 34.3 40.8 39.7 20.1 25.0 24.6 The average number of apps installed on one device The average number of apps opened on one device each day The average number of apps installed and used by mobile users Source:TalkingData Mobile Data Research Center App demand: “ Fewer But Better In 2015, mobile netizens used a "fewer but better" variety of apps, with each device opening on average 25 apps each day, among which only 1 to 3 apps belong to the same category. While app developers are competing for only one screen, the fight for a leading position in each category is fierce. In 2016, new/sub-scale apps will face challenges differentiating themselves. China’s mobile internet industry 2015 In 2015, the average number of apps installed and used per person was stable. Market entry for new apps will become even more difficult in 2016
  • 25. User insigts App development Equipment brands Cross-sector integration — — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5Part 01
  • 26. Traditional marketing era Internet marketing era Mobile marketingera Media TV, Radio, Publication, Outdoor PC-end media Mobile-end media Feature Broad-range user focused advertising distribution based on simple population attributes Narrow-range user focused advertising distribution based on browsing habits Objective More accessed users More views + relatively accurately accessed by target users Accurately accessed by target users + contextual marketing Efficiency Low Medium High Narrow-range precise distribution based on user characteristics, online activities and offline daily behaviors China’s mobile internet industry 2015 The era of precision mobile big data marketing has arrived, and will increasingly shape how advertisers communicate with their customers
  • 27. 2015.1 2015.2 2015.3 2015.4 2015.5 2015.6 2015.7 2015.8 2015.9 2015.1 2015.11 2015.12 Total mobile ads activations and growth trends 01/2015 – 12/2015 Total mobile ads clicks without duplicates Total mobile ads activations Total mobile ads clicks and activations increased drastically in 2015. More ads are distributed in mobile marketing by advertisers, especially during summer holidays, National Day holidays, 11/11 sales, and Christmas holidays Source: TalkingData Mobile Data Research Centre China’s mobile internet industry 2015
  • 28. User insights App development Equipment brands Cross-sector integration — — M a j o r i n t e r n e t t r e n d s i n 2 0 1 5 Part 01
  • 29. Traditional industry Government institutions Mobile internet leaders Rapidly embracing mobile internet: promoting the transformation/upgrading of business models, increasingly digital marketing for customer acquisition with the help of mobile device devices. Guided by the "Internet+" strategy: government apps start to emerge. Local governments are leading the wave in the transformation to mobile governance, and users have stronger demand over apps related to people's livelihood. Mobile internet leaders are working to accelerate business integration, by building their own ecosystems on mobile devices to drive user traffic and retention China’s mobile internet industry 2015 Traditional industry, government institutions and mobile internet leaders are all accelerating cross-sector integration
  • 30. Traditional retailer Following changes in consumption habits Business Model/Channel Real estate Consolidating industry position Extension of online business Living Here Hengfang -tong Country Garden Sale System Travel Enhancing competitive edge in self-operation& direct selling Compete for online traffic Air China China Southern Airlines Huazhu Plateno Club Intime.com Rainbow Feiniu.com China’s mobile internet industry 2015 Source: TalkingData research, public available information Traditional industries: promoting the transformation/upgrading of business models, increasingly digital marketing for customer acquisition with the help of mobile device
  • 31. Government portals Life Service Shenzhen Gov online Beijing at your service My Nanjing Zhejiang Gov affairs CCDI.gov Shenzhen Bus Shenzhen Weather Easy Ride Beijing Realtime Bus 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 User coverage growth of typical government apps related to people's livelihood in 2015 Beijing Realtime Bus Shenzhen Bus Easy RideSmart Social Insurance Shanghai Housing Accumulation Funds E-State Grid Mobile 110 China’s mobile internet industry 2015 Source: TalkingData research, publicly available information An app for Acquiring Beijing bus routes and schedules. Appling information of traffic conditions , bus, parking, etc. in Shenzhen. An app for Acquiring bus routes and schedules in Shenyang. Government institutions: Local governments are leading the wave in the transformation to mobile governance, and users have stronger demand over apps related to people's livelihood
  • 32. Mobile internet leaders: working to accelerate business integration Other Leading players Hardware Producers BAT Making cross-sector attempts into hardware market Capturing app market growth Acceleratingfor an all-sector "eco-system" With the best traffic resources, BAT are perfectingtheir own mobile products and are expandingin other emergingsectors, to acceleratethe development of their own interlinked ecosystems. Hardware producers like Xiaomi and Huawei are capturing different elements of the mobile app market through its natural advantages in the hardware market. Leaders in different sectors like 360 andLeTV are making attempts in the hardware market to expand mobile traffic entranceby entering the device market China’s mobile internet industry 2015 Source: TalkingData research, publicly available information
  • 33. Part 02 2015 General Annual Report of Mobile Apps
  • 34. BAT dominates top 20 apps as ranked by app coverage 80.0% 73.8% 45.6% 40.5% 34.0% 32.5% 31.9% 29.3% 29.3% 28.9% 27.8% 26.9% 25.6% 24.7% 24.5% 24.2% 24.1% 22.3% 21.7% 20.7% Wechat QQ Taobao Alipay Baidu BaiduMap iQiyi KugouMusic Weibo TencentVideo SougouPinyin WiFiMasterKey Youku MyApp(Tencent) QQBrowser UCBrowser Meituan QQMusic 360MobileAssistant TencentIMSecure Top 20 mobile apps by user coverage,December 2015 Tencent apps Alibaba apps Baidu apps Others Of the top 20 mobile apps with highestuser coverage, 16 of them are developed by BAT. Among them, Tencenttakes the largest share, with 8 Tencentapps entering the top 20, while 5 of the top 20 are Alibaba apps and 3 are from Baidu. Source: TalkingData Mobile Data Research Center's Android platform data China’s mobile internet industry 2015
  • 35. BAT is also strong when ranked by most active users 73.0% 61.6% 32.6% 27.5% 23.2%22.7%20.5%20.4%19.2%17.9%15.8%15.1%14.4%12.5%12.0%11.9%11.6%11.4%11.3%10.8% Wechat QQ Taobao Alipay Baidu SougouPinyin Weibo QQBrowser iQiyi MyApp(Tencent) UCBrowser TencentMobileManager BaiduMap Youku WiFiMasterKey TencentVideo QQMusic 360MobileAssistant BaiduMobileAssistant 360MobileSecurity Top 20 mobile apps with most active users in Dec. 2015 Tencent apps Alibaba apps Baidu apps Others 17 of the top 20 mobile apps with most active users are also from BAT. Among them, 8 apps are from Tencent. and 360 also contributes 2 apps. Source: TalkingData Mobile Data Research Center's Android platform data. China’s mobile internet industry 2015
  • 36. 24.7% 21.7% 16.1% 15.9% 14.6% 9.7% 6.0% 5.5% 5.2% 4.6% Myapp(Tencent) 360Mobile Assistant MIUIappStore BaiduMobile Assistant XiaomiGame Centre HuaweiAppStore OppoAppStore HiMarket BBK-VivoAppStore Peapods (Wandoujia) Top 10 app stores with best user coverage, December 2015 Third-party app store App store run by hardware producers TencentMyapp is the most popular app store, followed by 360 Mobile Assistantand MIUI app store. App stores developed by hardware producers like Xiaomi, Huawei and OPPO have also gained popularity and entered the top 10 list. Tencent Myapp is the most popular app store in 2015 Source: TalkingData Mobile Data Research Center's Android platform data. China’s mobile internet industry 2015
  • 37. Thanks!Fol l ow TalkingData official blog for latest information of mobile data Blog: Blog.talkingdata.com Contact: min.dai@tendcloud.com (Global Business) woody.wu@tendcloud.com (Markerting & PR)