Umeng 2013 first half insight report of china mobile market

 In second season of 2013, the growth of active devices in China results in
more than 500 million—340 million Android active devices and 150 million
iOS active devices, doubled than half a year ago.
 Low and middle end Android devices have achieved substantial growth,
hoping to win their position in mainland market. Up to Jun 2013, Lenovo gets
to the second place instead of HTC.
 Only 30% of users try out new apps every month. In addition, the top 10%
users who are the most curious and adventurous ones downloaded 66% of all
the new apps.
 90% of active Android devices in China have been used less than 14 months.
 Developer team size in mainland China becomes bigger, and those teams
greater than or equal to 51 members has increased by 40%. 25% apps are
aiming at the overseas markets.
 30.5% iOS has been jailbroken in mainland China, 10% lower than that of last
year, but still 17% higher than international standards.
* Note: Device in this report is refer to active device—with at least one session of an app on Umeng platform in
a given time period, not the device shipments.
Key Findings

China Mobile Internet Trend:
Fragmentation and Shorter Life Cycle1

 In the second season of 2013, there are more than 500 million active devices in
China—340 million Android active devices, 150 million iOS active devices and
7.4 million active devices of Windows Phone and Windows RT, doubled than half
a year ago.
More than 500 million active devices in China
160mln
250mln
340mln
85mln
130mln
150mln
2012 Q4 2013 Q1 2013 Q2
Active Device Growth Trend in Mainland China
Android iOS
Data Source: Umeng Analytics Platform www.umeng.com

 Up to Jun 2013, there are 130,000 apps and over 50,000 developers on Umeng
platform with a continuous increasing monthly growth rate. 10,000 has come to
Umeng platform in June.
Continuous increase of developers and APPs
22000
40000
72000
100000
130000
2900
4600
6500
9000
10000
0
2000
4000
6000
8000
10000
0
60000
120000
180000
Dec 2011 May 2012 Oct 2012 Mar 2013 Jun 2013
Trend of App Increase and Monthly
Growth Rate
Apps on Umeng platform Monthly Growth Rate

Apple dropped and domestic brands rises to a new height
 Apple’s total share in China has dropped 5.4% since no new device was unveiled
in this half year. On the contrary, various Android devices has shown up and
achieved new share height. Domestic brands grow promptly including Lenovo,
Huawei, Xiaomi, Coolpad, ZTE, OPPO, BBK and other main brands.
0%
10%
20%
30%
40%
50%
Top 10 Market Share of Domestic
Terminal Brands
Jan 2013 Jun 2013

 Up to Jun 2013, Lenovo gets to the second place instead of HTC (the second
top last year), Xiaomi ranks into the top five and BBK enters the top 10.
Domestic Android brands boom
22.1%
8.4%
7.0%
7.0%
5.9%
5.2%
4.7%
3.7%
2.7%
2.1%
31.1%
Android Device Brand
Distribution (Jun 2013)
Samsung
Lenovo
Huawei
HTC
Xiaomi
Coolpad
ZTE
OPPO
BBK
Motorola
Others
21.3%
10.1%
6.4%
6.3%
5.5%
4.9%
5.1%
4.1%
3.1%
3.8%
29.3%
Android Device Brand
Distribution (Dec 2012)
Samsung
HTC
Lenovo
Huawei
ZTE
Coolpad
Xioami
Motorola
OPPO
Sony/Sony Ericsson
Others

62%
28%
10%
Android Device Lifecycle
0-6 months
7-14 months
15 months and above
 Now in China, 62% of the Android devices have been used for 0 to 6 months, 28% have
been used for 7 to 14 months, only 10% have a lifecycle longer than 14 months. In
other words, 90% of the users would buy a new Android device 14 months after their
previous purchase. Above all, the lifecycle of China’s Android devices is around 14
months.
 Google has clarified its 18 month Android upgrade program in 2011, indicating the
lifecycle of Android devices is at least 18 months. Without doubt, China’s Android
pace is faster than Google has anticipated.
90% of active Android devices in China have been used less than 14 months

0%
20%
40%
60%
80%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AppDownloadedandActivated(%)
User Coverage
Percentage of China Android users trying out
new apps
 According to Umeng Analytics for the month of April, only 30% of users try out new apps. In
addition, the top 10% users who are the most curious and adventurous ones downloaded
66% of all the new apps.
Only 30% of users per month prefer to try out new apps

 “Diversified” and “fragmented” are the most appropriate words to describe China’s app distribution
channels. There are more than 100 distribution channels in China. Top 10 channels only cover half of the
total downloads. 46% of apps distribute on more than 5 distribution channels.
 Google Play only takes up 5.6% of the total downloads, suffering a huge drop from 21% of end 2010.
 Meanwhile, diversified channels bring challenges to product managers. Evaluating different channels
and optimizing channel combinations are the priority of every app developer.
Domestic Android distribution channels: diversified and fragmented
72.6%
8.5%
5.6%
4.2%
2.5%
0.6% 5.9%
Android App Distribution Channels
Third Party app market
Producers' app market
Google Play
Online ads
Application official website
Operators' app market
others

 At weekend users in first tier cities like Photo Management apps most and the
frequency has increased by 53% in 2013 first half, the following popular app
categories are Games and Traffic Navigation with a 46% and 16% increase.
 Users in second tier cities prefer to play games at home, seeing a 54% increase in
the first half year. Those Photo Management and Video apps are also their
favorite. To enjoy videos and playing games at home are their perfect relaxing
life at weekends.
Users’ Weekend Life: first tier cities for shooting; second and third tier
cities enjoying videos at home
Top 3 Daily Use Frequency Growth Rate
(Per User at Weekend)
First Tier Districts Second and Third Tier Districts
16%
46%
53%
Navigation
Game
Photo
Management
17%
46%
54%
Video
Photo
Management
Game

Developers in China:
Getting to know more about their users
2

 Developer team size in China becomes bigger, and those teams greater than or
equal to 51 members has increased by 40%. With team size grows, more
excellent products are expected to be developed.
The team size of China mobile developers grows fast
0%
10%
20%
30%
40%
50%
Individual
2-10
11-50
51-200
201-500
Morethan500
Developer Team Size Distribution on Umeng
Platform
2012 2013
Data Source: Umeng Analytics

 Developers in China have shown great interest to the overseas app markets.
25% apps have been developed to compete in these markets.*
 Although 78% apps are for domestic users, developers in China come to take
their place in overseas market, 20% developers having at least one app for the
overseas markets.
Over1/5 mainland developers are aiming at overseas markets
* Note: An app is recognized as for overseas users if 75% of its sessions are from overseas..
25%
75%
Market Distribution of Mainland
Apps (Domestic vs Overseas)
App for
domestic users
App for
overseas users
22%
78%
Market Interest of Mainland
Developers (Domestic vs Overseas)
Developer for
domestic users
Developer for
overseas users

54% developers will use cross-platform technology within 2 years
 Larger amount of developers are considering to use cross-platform technology,
and the ratio will be 54% within two years.
 PhoneGap is the most popular among all cross-platform technologies with 60%
of developers who are using or intend to use it.
Data Source: Umeng Analytics Data Source: Umeng Analytics
46.1%
12.8%
16.5%
24.7%
No
interest
Next
year
This year
Used
Interest to Use Cross-Platform
Technology
57.5%
29.0%
21.0%
7.6%
5.6%
14.6%
PhoneGap Appcan Appmobi Sencha Rexsee Others
Distribution of Html5 Cross-
Platform Being Used

 Cloud service is also in a great demand for developers. 27% of them have
already deployed server on the cloud service and another 46% plan to use cloud
service in two years.
Data Source: Umeng Analytics
73% developers will use cloud service for app management in two years
Deployed in
the cloud
service
provider
27%
Plan to use this
year
26%
Plan to start next
year
20%
No Plan
27%
Others
73%
Mobile App Server-Side Deployment

Analysis on
Device Distribution and User Activity3

 In 2013 first half, the jailbroken rate in mainland China reached its peak—34%--as
new perfect jailbroken version was released, while it saw a reduction when iOS 6.1.3
came. Overall, the jailbroken rate has decreased by around 10% than last year.
 However, the overseas jailbroken rate is much lower, 13.7% in June which is 17%
lower than that in china.
iOS jailbroken rate in mainland China is 30.7%
15%
20%
25%
30%
35%
40%
Jan2013
Feb2013
Mar2013
Apr2013
May2013
Jun2013
iOS Jailbroken Rate Change in
China
30.5%
13.7%
Domestic Overseas
iOS Jailbroken Rate Distribution
Domestic vs Overseas
(Jun 2013)

 For those Android users, 3G is much more frequently used in overseas than
in China. In Jun 2013, 36.1% users in China connect the internet through 2G
and only 18.9% use 3G, much lower than 36.8% of overseas.
2G still takes the majority of Android mobile networks
36.1%
12.3%
18.9%
36.8%
44.9%
50.8%
Domestic
Overseas
Android Networks Distribution
(Overseas vs Domestic)
2G 3G wifi

 In 2013 first half, Android and iOS devices still take the majority of all
active devices. During this time period, Android active device ratio has
increased by almost 5% and expected a continuous rising until Apple
unveil its new products in 2013.
Android active device ratio has increased 5% in 2013 first half
0%
20%
40%
60%
80%
100%
Jan2013
Feb2013
Mar2013
Apr2013
May2013
Jun2013
OS Platform Distribution of Active Users
in 2013 First Half
Windows Series
iOS
Android

 From the chart below we can find that the market share of iOS 6.1 and
Android 4.1 continues to increase during 2013 first half.
iOS 6.1 shares 60% of iOS market，Android 4.1 has saw a 24% increase
Data Source: Umeng Analytics Platform www.umeng.com Data Source: Umeng Analytics Platform www.umeng.com
0%
20%
40%
60%
80%
Jan
2013
Feb
2013
Mar
2013
Apr
2013
May
2013
Jun
2013
iOS Versions Distribution Trend
6.1
6.0
5.1
5.0
0%
20%
40%
60%
Jan
2013
Feb
2013
Mar
2013
Apr
2013
May
2013
Jun
2013
Android OS Version
Distribution Trend
4.1
4.0
2.3
2.2

 iPad Mini continues expanding its total share in China in 2013 first half. In
June, it takes 16.8% of iOS market and monthly active devices has
increased to 5.5 million, 1,6 times than half a year ago. Thanks to its
friendly price and easy-to-carry body, iPad Mini has won its fever in China.
iPad Mini—1.6 times share growth than half a year ago
0%
5%
10%
15%
20%
Jan
2013
Feb
2013
Mar
2013
Apr
2013
May
2013
June
2013
iOS Market Share of iPad Mini

 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.
 Release Date:
 September 2013
 Data Source:
 Analysis data in the report is based on over 130,000 Android and iOS apps from Umeng
platform. All data was collected from January to June 2013.
 Statement:
 All data belong to Umeng platform. Any people and organization is permitted to quote the
report, please cite original source when using this data.
About

 Umeng Analytics
Umeng App Analytics Platform is the leading and largest provider of mobile app analytics and
developer services in China. We help app developers to analyse user behaviour, enabling
them to stategize to efficiently distribute and promote their apps. Umeng covers more than
100,000 apps across iOS, Android, Windows Phone and Windows 8 platforms.
 UMtrack
The lack of an official iOS apps channel analytics tool that is easy to use and provide accurate
data is a constant challenge for iOS app developers. Umeng’s Umtrack provides developers
with accurate analysis of users, helping app developers track their users whom have come
from different channels.
 App network
App network is a total solution for app developers that integrates in-house ads, cross-
promotion and advertising. It delivers efficient distribution for apps and helps apps to
maximize inventory value, growing the size and value of app users.
UMENG Product Overview

 Social Component
First in China to combine and integrate social networking functions and analytics together.
Social Component helps apps to easily gain social networking elements such as login, like,
comments etc., supported with timely, all rounded analytics.
 Umeng Index
Umeng provides key indexes for app category, app market performance, mobile device
models, OS platforms, resolution, internet connection methods, user distribution. These
statistics lend a helping hand to all who want to understand the trends in China mobile
internet industry.
UMENG Product Overview

Umeng, a Beijing-based startup founded in April 2010, offers enterprise-class
analytics, App Network and Social network plugin to over 130,000 apps across iOS,
Android, Windows Phone platforms. Umeng has since raised more than USD10
million from Matrix Partners and Innovation Works.
The team is working around the clock to build better solutions for mobile app
developers.
www.umeng.com
weibo.com/umengcom
report@umeng.com

Umeng 2013 first half insight report of china mobile market

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