China Mobile Internet Development Report, Q3 2016
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Report highlights • As of Q3 2016, the total number of active devices in China reached 1.45 billion, an increase of 11.5% compared to Q2, and the total scale of active mobile devices has further expanded; • The number of active Android and iOS mobile devices has increased, the proportion of Android devices has increased, the proportion of iOS has decreased, and iOS's control over the market has declined. In the Android market , the share of Samsung brands continued to decline, while the share of domestic brands such as OPPO, vivo, and Huawei increased significantly; • The lower the number of App users, the higher the concentration of Apps with low next-week retention; • The number of active users of various types of apps has shown an upward trend over the past year, with news reading, sports and health apps showing significant growth; • The user concentration of tool apps is relatively balanced in different time periods, while other types of apps are mainly concentrated in the afternoon and evening hours; users of many types of apps are more active on weekends, and users of sports and health apps are relatively more active on weekdays; • E-commerce shopping guide apps have high user activity, with average weekly launch times on par with daily work apps; •There are more female active users of mobile Internet , 8 percentage points higher than male users; Guangdong, Beijing, Jiangsu, Zhejiang, Shandong and other places have the largest number of users, and people aged 19-30 are the main force of mobile Internet . 01. Mobile devices Mobile device activity As of Q3 2016, the total number of active devices in China reached 1.45 billion, a significant increase from Q2, and the total scale of active mobile devices further expanded. Mobile device activity In terms of active devices, the active scale of Android and iOS mobile devices has increased, while the number of active Windows devices has decreased. In terms of market share, the proportion of Android devices has increased, while the proportion of iOS and Windows has decreased, which shows that iOS's control over the market has declined. Android device brand share In terms of Android device brand distribution, from September 2016 to June: the proportion of TOP10 brands increased, the proportion of foreign brands decreased, and the proportion of domestic brands increased; the proportion of Samsung brands decreased by 1.1%, and the proportion of domestic brands OPPO, vivo, Huawei and Xiaomi increased significantly. 02. App Development Trends Number of registered applications in App Statistics Service App Retention and Activity Overview From the characteristic distribution of App weekly retention and weekly active users, we can see that the second-week retention of Apps with millions of weekly active users is most concentrated at more than 40%, while the retention of Apps with hundreds of thousands of users is mainly concentrated between 20% and 40%. App Retention and Activity Overview The next-week retention rate of apps with more than 10,000 weekly active users is most concentrated between 20% and 40%, and apps with less than 20% are also relatively dense. The next week retention of apps with less than 10,000 weekly active users is most concentrated between 0% and 40%. As can be seen from the figure, as the number of users gradually decreases, apps with low next week retention become more and more concentrated. Trends in the number of App users from October 2015 to September 2016 (Part 1) From the development trend of active users of various applications in the past year, we can see that news reading, video playback, social chat, and life tool applications have shown a continuous growth trend in the past year, with news reading applications growing significantly and video playback applications growing slowly. Trends in the number of App users from October 2015 to September 2016 (Part 2) Regarding the development trend of mobile applications, the number of active users of lifestyle services, sports and health, and beauty and maternal and child apps has shown a clear growth trend in the past year; while image beautification, education and training, and e-commerce shopping guide applications have shown a slight growth trend. Trends in the number of App users from October 2015 to September 2016 (Part 3) The number of active users of apps in the categories of financial management , travel and efficiency office also showed a significant increase; apps for beautifying mobile phones, telephone communications, traffic navigation, and music playback were relatively stable. Comparison of growth rates of active users of various apps in September 2016 and June 2016 Comparing the active users of various types of apps from September to June 2016, travel and financial management apps grew the most, education and training, news reading, beauty and mother and baby apps grew slightly, and beautifying phones and music playing apps declined slightly. Trends in average daily usage time of various apps from October 2015 to September 2016 (Part 1) Average daily usage time of various apps:
Trends in average daily usage time of various apps from October 2015 to September 2016 (Part 2)
Trends in average daily usage time of various apps from October 2015 to September 2016 (Part 3) The average daily usage time of life tool apps showed a significant increase in Q3; the average daily usage time of sports and health apps showed a significant increase in September; the average daily usage time of travel and transportation apps showed a significant growth trend from August to September. The average daily usage time of financial management apps increased significantly from May to June 2016, and then declined. Compared with June 2016, the average daily active time of users of various types of apps in September showed a significant increase of more than 10% in the categories of lifestyle tools, travel and transportation, system tools, and sports and health apps; the average daily active time of users of music playback, financial management, and e-commerce shopping apps decreased significantly. 03. Mobile Users User attributes In September 2016, there were more female active users of mobile Internet, accounting for 54%, 8 percentage points higher than male users; people aged 19-30 were the main users of mobile Internet, accounting for 60%. From the perspective of the overall provincial distribution of active devices, Guangdong, Beijing, Jiangsu, Zhejiang and Shandong have the highest proportion; from the perspective of the provincial distribution of Android and iOS active devices, Guangdong, Beijing and Jiangsu also have the highest proportion. In addition, Shandong and Henan have a high proportion of Android active devices and rank among the top five, while Zhejiang and Shanghai have a high proportion of iOS and rank among the top five. In terms of marital status and childbearing, unmarried users make up the majority of active mobile users, while married users account for 36%; among married users, users with children account for 25%. Behavioral characteristics of time period Judging from the usage of apps by users at different time periods: the user concentration of daily telephone communication apps is relatively high at all time periods; the user concentration of education and training, and beauty and maternal and child apps is higher in the evening; the users of financial management apps are more concentrated between 9:00 and 15:00 every day, and the usage characteristics are consistent with the opening and closing rules of the domestic stock market. Social chat and life service apps have a higher user concentration during the lunch and evening hours; video playback apps have peak user concentration between 7-8 a.m., 12-13 p.m., and 19-20 p.m. Sports and health apps have a higher user concentration during the afternoon and evening hours; music playback apps have a higher user concentration during the evening hours. The user concentration of apps such as news reading and efficient office is relatively balanced within a day. Zhoutian Behavioral Characteristics Judging from weekly usage behavior, the types of apps that mobile active users use most frequently are apps for beautifying phones, system tools, efficient office work, news reading, daily life tools, and e-commerce shopping guides. Financial management apps are affected by the opening of the domestic stock market, with usage concentrated from Monday to Friday and a significant drop on weekends; the user concentration of e-commerce shopping guide apps increases slightly on weekends. The user concentration of LiRen’s maternal and child care and education and training apps increased significantly on weekends. Social chat and video playback apps have a higher user concentration on weekends. The daily user concentration of life tools is balanced. Efficiency and office apps are concentrated on weekdays, and sports and health apps are also concentrated on weekdays. It can be seen that users are more inclined to use sports and health apps on weekdays; the daily user concentration of news reading and music playback apps is relatively balanced. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @友盟+ compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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