Calendar App Secrets Revealed! 2016 China Third-Party Calendar App User Insight Report

The current status of the development of third-party calendar apps in China

Relying on the development of smart phones, the global potential market for calendar apps is huge. The industry concentration of third-party calendar apps (calendar apps that are not built into the mobile phone system and can be downloaded from the application market ) is relatively high. In terms of the three indicators of monthly independent device numbers, monthly total usage times and monthly effective usage time, the users of the Chinese Perpetual Calendar and the Perpetual Calendar (a product of Suishen Cloud) account for more than 70%. Among them, the Chinese Perpetual Calendar has a clear leading advantage, with all indicators exceeding 50%.

02

User awareness of third-party calendar apps

More concentrated, with stronger brand accumulation

Among the many calendar app brands, 66.9% of users have brand awareness of Suishenyun's products (Chinese Perpetual Calendar and Perpetual Calendar), other independent products account for 20.2%, and mobile phone built-in products account for 12.9%. The users of Pocket Cloud products have a long history of use, among which more than 70% are old users who have used them for more than one year.

03

How long do users spend using third-party calendar apps?

Longer, higher viscosity

Overall, the average daily usage time of Chinese calendar app users is mostly less than 10 minutes, accounting for 63.9% of the total.

The proportion of long-term users who stay on the Pocket Cloud product for more than 10 minutes is higher than the industry average, reaching 38.5%. Among them, the number of portable cloud users who stayed for more than 20 minutes accounted for 22.7%. Whether from an overall or time-specific perspective, Suishenyun's products are higher than the market average.

04

Chinese third-party calendar app users

Just-needed functions

In terms of frequently used product functions, Chinese calendar app users have the following preferences for each module: "Calendar", "Weather", "Almanac" and "Holiday/Event Reminders", indicating that the basic functions of tool apps are more attractive to users, and checking the calendar, weather and recording event reminders are rigid needs of calendar app users.

05

Chinese third-party calendar app users

Three major expectations

The expectations of future users of calendar apps can be roughly summarized into three major expectations: a simpler interface, more practical functions, and more interesting content. Each optimization requirement is supported by 50%-70% of users. In general, users' expectations involve multiple aspects such as product interface, operation, service, content and form. They hope that calendar apps can better serve their lives.

06

User profile of third-party calendar apps in China

(Based on the analysis of pocket cloud products)

The users of third-party calendar apps in China are mainly young people aged 25-35, of which males account for 57.9%. Users with high usage rates are mainly concentrated in economically developed areas, with the top three cities being Beijing, Shanghai and Guangzhou. Users generally love mass entertainment, and some prefer petty bourgeoisie leisure. It is worth noting that Chinese third-party calendar app users have a strong desire to purchase, with the highest willingness for travel services, financial/ wealth management products, and automobiles , and most of them are online shoppers.

07

Chinese third-party calendar app users

Friendly attitude towards advertising

Compared with the overall attitude of Chinese Internet users towards advertising in 2015, users of Chinese third-party calendar apps (with Suishen Cloud as the research object) have a more friendly attitude towards Internet advertising - more people hold a positive attitude. Mobile cloud users are more receptive to practical ads, but considering traffic issues, users are generally less receptive to rich media ads and H5 ads.

08

Calendar App Innovation and Future Direction

According to the analysis of iResearch survey data and Suishen Cloud's own product data, the future development direction of China's third-party calendar App products will have two modes: horizontal and vertical. Horizontally develop more types of life services with wider coverage; vertically improve content value and content consumption utilization rate, while also establishing more commercial expansion methods for products, products and the company itself. Therefore, expanding life information services, introducing more segmented service type recommendations, and combining precise content with scenario marketing are its future development opportunities.

Conclusion

In general, the third-party calendar app market is highly concentrated, and Suishenyun's products account for more than 70% of multiple indicators such as the number of independent user devices, monthly usage time, and monthly usage times, which shows a significant advantage. There is a lot of room for the development of calendar apps in China in the future. As an indispensable tool product for smartphones, calendar apps have a huge potential market as domestic mobile Internet penetrates deeper into people's lifestyles and China's smartphone market industry expands overseas.

At present, users of calendar apps in China have many characteristics. They are mainly young people aged 25-35. Users with high usage rates are mainly concentrated in economically developed areas. Users have a strong desire to buy, and are most willing to purchase travel services, financial/wealth management products, and automobiles. At the same time, calendar app users not only pay attention to price but also quality in their consumption. In life, they value family and life interests.

As a tool product with time as the entry point, the development strategy of third-party calendar apps will gradually move towards a broader and deeper direction in the future. From a market perspective, the competition between third-party calendar apps and calendar apps that come with mobile phone systems will intensify, and the structure of the two may change; from the perspective of users and functions, more intelligent life assistant services and information services will become the main development direction; from a commercial perspective, precise recommendation marketing driven by big data also provides more diverse models for products.

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