2014 China Mobile Phone Assistant User Behavior Report (Brief Edition)

2014 China Mobile Phone Assistant User
Behavior Report (Brief Edition)

www.iresearchchina.com
Mobile Internet in China
Profile of Mobile Internet Users
Life on Your Fingers
2 2

Soaring Mobile Internet Users
China Internet users climbed to 620 million in 2013, including 5 million mobile Internet users with a penetration rate of 81%. In terms
of growth, mobile Internet users grew by 19.0% in 2013, almost 10% faster than the growth of overall Internet users which was
9.6%.
As a significant foundation for the substantial progress of mobile Internet, mobile Internet users are growing rapidly in number. Such
growth is expected to continue in the future and will act as a solid support for the downloading and application of apps.
Number of China Internet Users 2009-2017

1,200
19.0%
12.3%
9.9%
9.6%
8.3%
30.0%
17.5%
18.0%
19.0%
15.6%
1,000
9.3%
8.0%
7.6%
8.1%
8.2%
10.2%
850
790
800
618
689
513
637
578
564
600
500
457
400
745
731
669
420
384
356
303
233
200
2009
2010
Internet users (mn)
2011
2012
Mobile Internet users (mn)
2013
2014e
% Growth of Internet users
2015e
2016e
2017e
% Growth of mobile Internet users
Source: The data from 2009 to 2013 comes from CNNIC, and others are the estimates of iResearch.
3 3

Ubiquitous Mobile Internet
In 2013, there were 580 million sets of smartphone in use, rising by 60.3% YoY, and the figure is expected to hit 780 million with
growth rate of 34.3% in 2014. It is forecasted that there will be 1.13 billion sets of smartphone in use in 2017.
The portable and easy-to-use smartphones enable people to work and get relaxed and entertained at fragmented time. In addition,
the continuous drop in price, gradual penetration into lower tier cities and acceptance of former feature phone users are making
smartphones a necessity of peoples daily life.
Growth of Smartphones in Use in China 2010-2017
Number of Smartphones in Use in China 2010-2017

2010
2011
2012
2013
2014e
2015e
2016e
2017e
100
200
300
400
500
600
700
800
900 1,000 1,100 1,200
Number of smartphones in use (mn)
10%
30%
50%
70%
90%
110%
130%
150%
Growth of smartphones in use (%)
Note: The number of smartphones in use refers to the number of smartphones which are in use by the end of each year.
Source: The data is estimated in line with the financial results published by enterprises, interviews related to the industry as well as iResearch statistical forecast model. It is for reference
only, not financial advice.
4 4

Stable Growth of Tablet
In 2013, there were 30.5 million sets of tablet in use, rising by 82.6% YoY. This figure is expected to increase steadily for the next
few years and will exceed 100 million in 2017.
As it can be used for both entertainment and business and is also portable, tablet is now used by more and more people and is
gradually becoming another important device besides TV, PC and smartphone. Consequently, the demand for tablet apps will also
keep rising in the future.
Number of Tablets in Use in China 2010-2017

15000
364.3%
150
156.9%
82.6%
64.3%
42.4%
23.2%
19.5%
105
10000
87.9
100
71.35
50.1
5000
50
30.5
16.7
1.4
6.5
2010
2011
2012
2013
Number of tablets in use (mn)
2014e
2015e
2016e
2017e
% Growth of tablets in use
Note: The number of tablets in use refers to the number of tablets which are in use by the end of each year.
Source: The data is estimated in line with the financial results published by enterprises, interviews related to the industry as well as iResearch statistical forecast model. It is for
reference only, not financial advice.
5 5

Improved Technology and Network Environment
In 2011, China 3G network users topped 100 million for the first time and now there are more than 400 million users, accounting for
29.3% of all mobile phone users. Since the 4G license was formally issued in December 2013, 4G network users had skyrocketed to
13.943 million by June 2014, scattering in over 300 cities.
From 2G to 3G and then 4G, mobile communication technology keeps moving forward which brings better mobile Internet environment
and provides solid basis for the development of mobile Internet.
Proportion of 3G Network Users in China Mobile

Phone Users 2011-2013
Number of 4G Network Users in China in 2014

108.4%
2000
200
71.8%
2011
13.1%
69.0%
71.9%
1600
160
13.943
1200
120
2012
21.0%
8.109
800
80
4.798
400
40
2.793
1.340
2013
29.3%
00
Jan.-14
2014.1
Feb.-14
2014.2
Mar.-14
2014.3
4G network users (mn)

4G
Apr.-14
2014.4
May-14
2014.5
Jun.-14
2014.6
4G
% %
Growth of 4G network users
Note: The number of smartphones in use refers to the number of smartphones which are in use by the end of each year.
Source: The data is estimated in line with the financial results published by enterprises, interviews related to the industry as well as iResearch statistical forecast model. It is for reference
only, not financial advice.
6 6

Smartphone and Tablet Outperformed PC in Time Spent
According to the data obtained from iUserTracker and mUserTracker, the time spent on PC web pages, smartphone apps and
tablet apps were respectively 11 billion hours, 11.2 billion hours and 2.8 million hours in July 2014, jumping 21.7%, 123.2% and
212.4% YoY. The total time spent on apps arrived at 14 billion hours, surpassing that of PC web pages. When the time spent on
PC grew steadily, the monthly time spent on apps was also growing constantly and surpassed PC.
Monthly Time Spent on PC Web Pages and Mobile Apps

Jul. 2006 Jul. 2014
30
PC
CAGR (Aug. 2012 Jul. 2014)
0.53%
20
Smartphone
CAGR (Aug. 2012 Jul. 2014)
10
7.50%
Tablet
CAGR (Aug. 2012 Jul. 2014)
9.51%
Unit: bn hours
Jul.-06 2007.3
Nov.-11 2014.7
Jul.-14
Mar.-07 2007.11
2006.7
Nov.-07 2008.7
Mar.-11 2011.11
Nov.-11 2012.7
Mar.-13 2013.11
Jul.-08 2009.3
Mar.-09 2009.11
Nov.-09 2010.7
Jul.-10 2011.3
Jul.-12 2013.3
Source: 1. iUserTracker. Home Office Edition, Oct. 2014. The data is based on the long-term measurement of online behavior of 400 thousand household and office (excluding public
Internet cafes) panelists; 2. mUserTracker. Oct. 2014. The data is based on long-term measurement of user behavior of 150 thousand iOS and Android smart device panelists.
7 7

Internet Users Shifted From PC to Mobile
According to the data obtained from iUserTracker and mUserTracker, the time spent on PC web pages, smartphone apps and
tablet apps respectively made up 44.0%, 44.7% and 11.3% of the total time spent of Internet users in July 2014, and the total time
spent on apps accounted for 56.0% of Internet users total time spent on the Internet.
Shares of Monthly Time Spent on PC Web Pages and Mobile Apps

Aug. 2012 Jul. 2014
100%
Tablet
50%
Total Share of Apps
Smartphone
56.0%
PC
2012.8
Aug.-12
2012.11
Nov.-12
2013.2
Feb.-13
2013.5
May-13
2013.8
Aug.-13
2013.11
Nov.-13
2014.2
Feb.-14
2014.5
May-14
8 8

Different Areas of Strength of Different Devices
The data of iUserTracker and mUserTracker shows that the top5 PC Internet services by time spent were web browsing, online
video, IM, news & information and security software. The top5 smartphone apps were IM, online video, web browsing, social
networking and news & information, and the top5 tablet apps were online video, IM, web browsing, news & information and social
networking.
People have different behavior on different devices. PC is mainly used to browse web pages, communicate and work, while mobile
phone is mainly used for communication, supplemented by entertainment which is the main purpose of tablet.
Top5 Internet Services on Different Devices by Time Spent in Jun. 2014

01 Web browsing
02 Online video
03 IM
04 News&Information
05 Security software
57.8%
16.3%
10.9%
7.2%
3.2%
01 IM
02 Online video
03 Web browsing
04 Social networking
05 News&Information
34.5%
33.4%
15.3%
6.2%
4.9%
01 Online video
02 IM
03 Web browsing
04 News&Information
05 Social networking
PC
Smartphone
Tablet
Web browsing, IM, work
Mainly communication,
supplemented by entertainment
Entertainment
50.0%
25.8%
11.4%
4.5%
4.2%
9 9

High Penetration Rate in Game and Life Service Sectors
The data of iUserTracker and mUserTracker reveals that mobile Internet had penetration rate of 70.8% and 57.1% in life services
and online games, indicating that these two sectors depend greatly on mobile Internet. Besides, the penetration of mobile Internet in
finance services, online video, news & information also arrived at 49.3%, 47.8% and 43.4% respectively.
Monthly Time Spent and Penetration of Major Mobile Internet Services in Aug. 2014
Online Video
47.8%
Online Games
7.61 bn hours
News &
Information
43.4%
960 mn hours
57.1%
1.83 bn hours
Finance
Services
Social
Networking
49.3%
640 mn hours
16.1%
1.7 bn hours
Life Services
E-commerce
30.5%
1.18 bn hours
70.8%
580 mn hours
Note: The size of a graph stands for the total time spent on the Internet service, and the green annulus stands for the proportion of mobile time spent of the service in its total time spent.
10 10

Over 200 Million UV and More Than 50% Penetration of App Stores
mUserTracker data shows that the monthly UV of app stores stood at 200.142 million in June 2014, exceeding 200 million for the
first time. Its share in the total UV of all apps was always above 50%.
Over half of app users download apps from app stores represented by 360 Mobile Assistant which have become a main distribution
channel of apps as well as an important part of mobile Internet ecosystem.
Monthly UV and Penetration Rate of App Stores Jan. - Jun. 2014

300
56.3%
49.6%
56.3%
50.3%
57.1%
56.1%
55.1%
54.7%
186.3
191.7
Mar.-14
Apr.-14
55.0%
53.5%
52.1%
48.7%
197.1
200.1
250
200
169.7
176.8
150
100
50
0
Jan.-14
Feb.-14
Monthly UV (mn)
% Penetration rate
May-14
Jun.-14
% YoY growth
Source: mUserTracker. Oct. 2014. The data is based on long-term measurement of user behavior of 150 thousand iOS and Android smart device panelists.
11 11
12 12

More Male Users
mUserTracker data reveals that in August 2014, there were 120.331 million male app store users (59.0%) and 83.579 million female
users (41.0%), so males are the mainstream users of app stores.
Gender Structure of App Store Users in Aug. 2014
Male
59.0%
120.331 mn
Female
41.0%
83.579 mn
13 13

More Young Users
According to the data of mUserTracker, the app store users in the age ranges of 24-, 25-30, 31-35, 36-40 and 40+ respectively took
a share of 30.5%, 27.4%, 17.5%, 13.7% and 10.9% in August 2014.
Hence, young people under 30 years old are the dominant users of app stores, as they are open to new things and like finding and
downloading new apps through app stores.
Age Structure of App Store Users in Aug. 2014
25-30
27.4%
55.873 mn
2430.5%
62.147 mn
36-40
31-35
17.5%
35.639 mn
13.7%
28.004 mn
40+
10.9%
22.247 mn
14 14

More Well-paid Users
mUserTracker data shows that in August 2014, 9.0% of the app store users had no income, and the users with monthly income in
the ranges of 1000-2000 Yuan, 2000-3000 Yuan, 3000-5000 Yuan and above 5000 Yuan respectively accounted for 3.3%, 8.2%,
8.2% and 32.9%.
Monthly Income of App Store Users in Aug. 2014

3.3%
9.0%
8.2%
20.6%
1000
Below 1,000 Yuan
32.9%
1,000-2,000 Yuan
1000-2000
2000-3000
2,000-3,000 Yuan
3,000-5,000 Yuan
3000-5000
25.9%
5000
Above 5,000 Yuan
No income
15 15

More Users in Beijing and Guangzhou
360 Mobile Assistant data reveals that Beijing and Guangzhou had the most concentrated users of apps downloaded through it,
with the downloading proportion both exceeding 10%. Meanwhile, the users in Shandong, Hunan, Zhejiang and Jiangxi also
generated app downloading proportions of over 5%. Contrastively, users in Tibet, Qinghai, Ningxia, Hainan, Gansu, Xinjiang, and
so on seldom downloaded apps through 360 Mobile Assistant.
Regional Distribution of Users Downloading Apps Via 360

Mobile Assistant
>10%
5% - 10%
1% - 5%
<1%
Note: Taiwan is excluded in the statistics.
Source: 360 Mobile Assistant .
16 16
17 17

Much Fun at Night and Weekend
According to 360 Mobile Assistant data, 360 Mobile Assistant users used mobile phones mainly during the period from 18:00 to
22:00. They used mobile phones relatively not so often in the daytime except for a small peak at noon. The use frequency of mobile
phone was more stable on weekends, as it was used more in the daytime than on working days, but the peak time was still at noon
and night.
Mobile Phone Using Time of 360 Mobile Assistant Users
8.0%
4.0%
Working Day
Weekend
10
11
12
13
14
15
16
17
18
19
20
21
22
23
18 18

Typical Life of Mobile Internet Users
360 Mobile Assistant data indicates that in Q3 2014, QQ and Wechat were the top two apps downloaded via 360 Mobile Assistant,
so IM had become an indispensable part in mobile Internet users daily life. As another highlight, 360 Mobile Security was also
downloaded by lots of users. Entertainment was also very important for majority of people which pushed up the downloading of
media player apps such as Kugou and Cool Running Every Day.
Top20 Apps Downloaded Via 360 Mobile Assistant in Q3 2014
QQ
11 Baofeng 12
WeChat
Momo
360
Mobile
Security
13 WiFi
Master
Key
Kugou
14 Plant vs 15
Zombies
2 (HD)
Youku
Sword
of Soul
16
Cool
Running 7
Every Day
Boom
Beach
17
Fishing
Joy 3
Space
Hunter
18
360kan
Leidian
2014
19
Mobile 10
Taobao
Temple
Run 2 20
Fight the
Landlord
Despicable
Me: Minion
Rush
Source: 360 Mobile Assistant.
19 19

Women: Social Networking With Acquaintances & Viewing Video
at Night
For female users of 360 Mobile Assistant,
social networking apps were their
favorites in almost all periods of a day,
except at midnight when video apps were
centrally used.
Youku was used by the most female
users from 0:00 to 1:00. WeChat and
mobile QQ were their favorites from 7:00
to 0:00. Specifically, except for the
periods from 9:00 to 10:00 and from
14:00 to 15:00 when WeChat was the
most frequently used, other periods were
dominated by mobile QQ.
Therefore, women were highly depending
on social networking with acquaintances
and had relatively strong demand for
entertainment at midnight.
20 20

Men: Social Networking With Strangers
As for male users of 360 Mobile
Assistant, all periods of a day were
dominated by social networking apps.
In the periods from 7:00 to 8:00, from
14:00 to 15:00 and from 22:00 to 1:00,
Momo was the favorite app of male users.
From 9:00 to 10:00 and at 16:00, WeChat
was used by the most male users, and
other periods were dominated by mobile
QQ.
Different from women, men preferred
social networking with strangers, thats
why Momo was so popular among them.
21 21

Shopping Apps
360 Mobile Assistant data shows that from January to September of 2014, the share of shopping apps downloaded via 360 Mobile
Assistant kept climbing. Mobile shopping was expanding among mobile Internet users. After peaking in February, the share of price
comparison apps kept falling until a slight rebound from August to September. It seems that mobile shoppers were not so cautious
about mobile shopping any more.
Share of Shopping Apps and Price Comparison Apps Downloaded Via

360 Mobile Assistant Jan. Sep. 2014
20.0%
Shopping Apps
10.0%
Price Comparison Apps
Jan.-14
2014.1
2014.2
Feb.-14
2014.3
Mar.-14
Apr.-14
2014.4
2014.5
May-14
2014.6
Jun.-14
2014.7
Jul.-14
2014.8
Aug.-14
Sep.-14
2014.9
Note: Figures in the graph stands for the downloading share of the apps.
22 22

Restaurant-related Apps
From January to September of 2014, the share of food-related apps downloaded via 360 Mobile Assistant rose steadily and peaked
in August, while food comment apps saw relatively stable download share. The share of take-away food apps soared in September,
as the demand of stay-at-home type and office workers for take-away food kept rising.
Share of Restaurant-related Apps Downloaded Via 360 Mobile Assistant

Jan. Sep. 2014
30.0%
Food-related Apps
Food Comment Apps
15.0%
Take-away Food Apps
Jan.-14
2014.1
Feb.-14
2014.2
Mar.-14
2014.3
Apr.-14
2014.4
May-14
2014.5
Jun.-14
2014.6
Jul.-14
2014.7
Aug.-14
2014.8
Sep.-14
2014.9
23 23

House Renting Apps
From January to September of 2014, the share of house renting apps downloaded via 360 Mobile Assistant peaked in April and
then fell a little until another small peak in June. The two peaks were caused by the relatively more job-hopping of office workers in
March and April and graduation of college students in June.
Share of House Renting Apps Downloaded Via 360 Mobile Assistant

Jan. Sep. 2014
20.0%
House Renting Apps
10.0%
2014.1
Jan.-14
2014.2
Feb.-14
2014.3
Mar.-14
2014.4
Apr.-14
2014.5
May-14
Jun.-14
2014.6
Jul.-14
2014.7
Aug.-14
2014.8
Sep.-14
2014.9
24 24

Travel-related Apps
From January to September of 2014, the share of taxi hailing apps downloaded via 360 Mobile Assistant peaked in February and
March, benefiting from the subsidy measures of apps such as Kuaidi and Didi Taxi. Thanks to the Labor Day holiday, summer
vacation and National Day holiday, the downloads of travel-related apps were climbing steadily.
Share of Taxi Hailing Apps and Travel-related Apps Downloaded Via 360
Mobile Assistant Jan. Sep. 2014
30.0%
Taxi Hailing Apps
Travel-related Apps
15.0%
2014.1
Jan.-14
2014.2
Feb.-14
2014.3
Mar.-14
2014.4
Apr.-14
2014.5
May-14
2014.6
Jun.-14
2014.7
Jul.-14
2014.8
Aug.-14
2014.9
Sep.-14
25 25

Group-buying Apps
From January to September of 2014, the share of group-buying apps downloaded via 360 Mobile Assistant expanded to
some extent, while the downloads of novel apps was relatively smooth.
Share of Group-buying Apps and Novel Apps Downloaded Via 360

30.0%
Group-buying Apps
15.0%
Novel Apps
Jan.-14
2014.1
2014.2
Feb.-14
2014.3
Mar.-14
2014.4
Apr.-14
2014.5
May-14
2014.6
Jun.-14
Jul.-14
2014.7
2014.8
Aug.-14
2014.9
Sep.-14
26 26

Education & Healthcare Apps
From January to September of 2014, the shares of education apps and healthcare apps downloaded via 360 Mobile Assistant
both increased steadily, indicating that mobile phone users were paying more attention to education and health.
Share of Education Apps and Healthcare Apps Downloaded Via 360

30.0%
Healthcare Apps
Education Apps
15.0%
2014.1
Jan.-14
2014.2
Feb.-14
2014.3
Mar.-14
2014.4
Apr.-14
2014.5
May-14
2014.6
Jun.-14
2014.7
Jul.-14
2014.8
Aug.-14
2014.9
Sep.-14
27 27
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2014 China Mobile Phone Assistant User Behavior Report (Brief Edition)

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2014 China Mobile Phone Assistant User

Behavior Report (Brief Edition)

Mobile Internet in China

Profile of Mobile Internet Users

Life on Your Fingers

Mobile Internet in China

Number of China Internet Users 2009-2017

Internet users (mn)

Mobile Internet users (mn)

% Growth of Internet users

% Growth of mobile Internet users

Mobile Internet in China

Growth of Smartphones in Use in China 2010-2017

Number of Smartphones in Use in China 2010-2017

900 1,000 1,100 1,200

Number of smartphones in use (mn)

Growth of smartphones in use (%)

Mobile Internet in China

Number of Tablets in Use in China 2010-2017

Number of tablets in use (mn)

% Growth of tablets in use

Mobile Internet in China

Proportion of 3G Network Users in China Mobile

Number of 4G Network Users in China in 2014

4G network users (mn)

Mobile Internet in China

Monthly Time Spent on PC Web Pages and Mobile Apps

Mobile Internet in China

Shares of Monthly Time Spent on PC Web Pages and Mobile Apps

Total Share of Apps

Mobile Internet in China

Top5 Internet Services on Different Devices by Time Spent in Jun. 2014

Web browsing, IM, work

Mobile Internet in China

Mobile Internet in China

Monthly UV and Penetration Rate of App Stores Jan. - Jun. 2014

Mobile Internet in China

Profile of Mobile Internet Users

Life on Your Fingers

Profile of Mobile Internet Users

Gender Structure of App Store Users in Aug. 2014

Profile of Mobile Internet Users

Age Structure of App Store Users in Aug. 2014

Profile of Mobile Internet Users

Monthly Income of App Store Users in Aug. 2014

Profile of Mobile Internet Users

Regional Distribution of Users Downloading Apps Via 360

Mobile Internet in China

Profile of Mobile Internet Users

Life on Your Fingers

Life on Your Fingers

Mobile Phone Using Time of 360 Mobile Assistant Users

Source: 360 Mobile Assistant .

Life on Your Fingers

Top20 Apps Downloaded Via 360 Mobile Assistant in Q3 2014

Source: 360 Mobile Assistant.

Life on Your Fingers

Source: 360 Mobile Assistant .

Life on Your Fingers

Source: 360 Mobile Assistant.

Life on Your Fingers

Share of Shopping Apps and Price Comparison Apps Downloaded Via

Price Comparison Apps

Life on Your Fingers