Professional Documents
Culture Documents
Q4 2016
FREE
2016 GLOBAL
MOBILE
MARKET REPORT
TABLE OF CONTENTS
INTRODUCTION
15
21
28
32
6. FEATURE: POKMON GO
36
40
INTRODUCTION
This free report features high-level insights into the global app and device market, as well as
the global audience of smart mobile device users. The report marks the official launch of
Newzoo Mobile and is a precursor to our Premium Global Mobile Market Report subscription
service that includes an annual report, quarterly updates, and dashboard access with key
market data and projections. The data is derived from our full Mobile Intelligence Suite that
aims to serve all industries that put mobile at the center of their strategy, product development,
or marketing.
For years, Newzoo has been known as a global leader in games
and esports market intelligence. Its flagship report, the Global
Games Market Report, was launched in 2012 and Newzoos early
move into esports culminated in the release of its Global Esports
Market Report in 2014. Both services are used by the majority of
global
media,
hardware,
and
game
companies
and
are
KEY TAKEAWAYS
$44.8Bn
Global App
Revenues in 2016,
82% Generated
by Games
$11.9Bn
Chinese App
Revenues in 2016,
vs. $9.4Bn for
the US
TAKE
AWAYS
34.8%
Share of All Active
Mobile Devices in
July 2016 Were
Apple
2.3Bn
Active Smartphone
Users Globally in
2016, or 31% of the
Population
THE APP
MARKET
Non-Game Revenues
Game Revenues
+17.7%
$80.6Bn
$70.6Bn
$53.4Bn
$44.8Bn
$35.8Bn
$61.6Bn
28%
26%
$22.5
23%
18%
17%
83%
+30.2%
Bn
20%
82%
72%
74%
77%
80%
$58.1
+14.3%
Bn
2015
2016
2017
2018
2019
2020
Social Networking
Entertainment
18%
Music
Education
Productivity
46%
2016
$8.2Bn
13%
Global
Other
11%
5% 7%
categories
in
terms
of
non-game
app
as
books,
education,
productivity,
28%
2016
$10.1Bn
NAM
72%
Y-O-Y
GROWTH
MARKET
SHARE*
PHOTOGRAPHY
+152%
5.2%
ENTERTAINMENT
+144%
LIFESTYLE
+141%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
ENTERTAINMENT
+441%
11.2%
18.7%
FINANCE
+213%
8.8%
5.6%
LIFESTYLE
+62%
11.6%
CATEGORY
Featured App
HBO Now
Time Warner Inc.
HBO Now, developed by Time Warner
markets.
FEATURED
APP
14%
Non-Game Revenues
2016
$24.6Bn
APAC
86%
Y-O-Y
GROWTH
MARKET
SHARE*
MUSIC
+128%
6.1%
+79%
1.3%
ENTERTAINMENT
+70%
16.3%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
LIFESTYLE
+72%
2.2%
COMICS
+37%
12.0%
MEDICAL
+34%
2.9%
CATEGORY
Featured App
WeChat
Tencent
WeChat is the dominant chat and
FEATURED
APP
17%
Non-Game Revenues
2016
$6.2Bn
EU
83%
Y-O-Y
GROWTH
MARKET
SHARE*
ENTERTAINMENT
+106%
9.6%
MUSIC
+57%
LIFESTYLE
+55%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
LIFESTYLE
+74%
4.2%
10.5%
SPORTS
+49%
4.2%
5.1%
MEDICAL
+37%
5.1%
CATEGORY
Featured App
LOVOO
LOOVOO GmbH
LOVOO, a free app to chat, flirt and
date, is a top 10 grossing social lifestyle
app in Germany. This is a typical example
of a local champion with now more than
50 million users globally. Users can either
FEATURED
APP
36%
2016
$2.1Bn
LATAM
Y-O-Y
GROWTH
MARKET
SHARE*
+109%
9.0%
LIFESTYLE
+91%
+86%
CATEGORY
ENTERTAINMENT
64%
Y-O-Y
GROWTH
MARKET
SHARE*
LIFESTYLE
+85%
2.9%
4.4%
SPORTS
+57%
3.7%
4.0%
MEDICAL
+51%
10.8%
CATEGORY
Featured App
PlayKids
Movile Internet
PlayKids is a top 5 grossing app in Brazil
of a monthly subscription.
FEATURED
APP
10
10%
Non-Game Revenues
2016
$1.8Bn
MEA
90%
Y-O-Y
GROWTH
MARKET
SHARE*
ENTERTAINMENT
+148%
9.4%
MUSIC
+76%
UTILITIES
+75%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
PRODUCTIVITY
+261%
16.0%
5.9%
LIFESTYLE
+102%
1.7%
4.4%
ENTERTAINMENT
+72%
3.6%
CATEGORY
Featured App
iReader
HK iReader
Techologies Ltd.
iReader is an offline e-book reading app,
offering access to more than 300.000
books. In Egypt, at least two such apps
appear high in the top grossing ranks,
indicating that ebooks have become
FEATURED
APP
11
China and the US are by far the two biggest app markets in the world by revenues, with
only Japan coming close with its traditionally very high spend per person. China overtook the
US in 2015 in total app revenues and will continue to pull away, benefitting from its sheer size
and untapped potential. The share of games will remain higher in China than in the US, as
Chinas mobile games market is expected to continue to show relatively strong growth over the
next few years, with the number of players and average spend per player increasing. Growth in
mobile gaming revenues in the US will slow after a few years of very strong growth.
US APP REVENUES
Non-Game Revenues
2015-2020
CAGR
Game Revenues
$14.2Bn
2015-2020
CAGR
Game Revenues
+11.4%
$18.8Bn
21%
43%
$8.3Bn
$9.4Bn
25%
$6.1
Bn
28%
72%
2015
2016
$3.9
$11.6Bn
+24.4%
$8.2Bn
$8.1
Bn
+5.4%
86%
2015
2020
+27.9%
Bn
14%
14%
57%
75%
+18.0%
79%
86%
$14.9
+16.1%
Bn
2016
2020
Y-O-Y
GROWTH
MARKET
SHARE*
SOCIAL NETW.
+184%
24.9%
5.6%
ENTERTAINMENT
+169%
40.5%
+143%
19.1%
BOOKS
159%
8.8%
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE*
ENTERTAINMENT
+542%
12.3%
FINANCE
+218%
SHOPPING
+63%
Y-O-Y
GROWTH
MARKET
SHARE*
PHOTOGRAPHY
+161%
5.3%
LIFESTYLE
+146%
ENTERTAINMENT
CATEGORY
CATEGORY
Y-O-Y
GROWTH
MARKET
SHARE
MY APP (TENCENT)
+7.5%
17.1%
9.9%
-29.6%
12.3%
1.84%
-3.3%
11.4%
STORE**
12
Even though some non-game app categories such as music may gravitate predominantly
toward other business models, such as monthly paid subscriptions, or not be primarily aimed at
generating direct consumer spend at all, mobile games still offer other app categories
potentially valuable insights into monetization metrics based on vast amounts of actual data.
Average revenue per paying user (ARPPU), conversion, and retention rates are key metrics that
mobile game publishers closely watch. It is no coincidence that successful mobile game
publishers also lead the way in data analytics, as witnessed by Machine Zones decision to
rename itself to MZ and expand its ambitions to becoming a leading global real-time data
processing technology company.
iOS
ANDROID
$25.70
$22.67
CONVERSION
2.1%
1.8%
D1 RETENTION
44.4%
41.3%
D30 RETENTION
12.8%
10.3%
41
37
AV. SESSIONS/MONTH
4.5
4.2
ARPPU / MONTH
The ARPPU on
$23.40
vs. $22.67
Source: deltaDNA
76.6%
87.1%
developers
app
ecosystem.
Advertising
in
and
apps
that
monetize
FEATURED
MONETIZATION
MODEL
Copyright 2016 Newzoo
13
DEFINITIONS
APP REVENUES: All direct consumer revenues that pass
through app stores, including third-party Android stores.
Advertising and e-commerce revenues are excluded.
NON-GAME APP REVENUES: Revenues generated through
in-app purchases, subscriptions, or paid installs from apps
that are not categorized as games by app stores.
FEATURED
SERVICE
METHODOLOGY
Newzoos app store intelligence service is based on
analysis of a number of data sources, including actual
transaction
data,
financial
performance
of
relevant
APP STORE
INTELLIGENCE
www.newzoo.com/apps
BENCHMARK WITH
COMPETITORS
14
ACTIVE
SMART
MOBILE
DEVICES
Almost a decade after the first iPhone was launched, growth of mobile smart devices sold
in mature markets is slowing significantly, as the replacement cycle rather than an increase in
penetration drives the number of new units sold. In the high growth phase, the focus was on the
hardware manufacturing or supply angle, often expressed in units shipped. Now, in the mature
phase, it has become crucial to understand what people do with their devices, especially given
the ever more central role smart mobile devices play in consumers lives. This services angle is
all about active users and actively used devices. These are the metrics that matter for software
developers and advertisers and Newzoos device intelligence takes this user-centric approach.
crucial
services
insights
guide
better
for
the
mobile
investment
decisions,
save
mobile
centric
companies
such
as
app
iPHONES
21%
22%
88%
12%
of All
Devices
of All
Devices
78%
79%
78%
79%
16
With more than one billion active devices, Apple accounts for 34.8% of all active tablet or
smartphone devices worldwide. Samsung is a strong second with 23.3%, followed by the three
leading Chinese manufacturers: Huawei, Xiaomi, and Lenovo. The ranking could change
dramatically in the next few years as key battlegrounds in Asia and Africa are conquered, and
especially depending on what happens in India, which has by far the largest untapped potential
in absolute numbers.
On a Global Scale
3Bn
Smartphones
and Tablets Are
Actively Used
(July 2016)
China Represents
30.2%
of Smartphones
and Tablets
Used Globally
(July 2016)
DEVICE
BRAND
SHARE OF MONTHLY
ACTIVE MOBILE DEVICES
APPLE
34.8%
SAMSUNG
23.3%
HUAWEI
5.4%
XIAOMI
3.7%
LENOVO
2.7%
LG
2.5%
SONY
2.4%
OPPO
2.4%
VIVO
2.0%
10
HTC
1.2%
11
MOTOROLA
1.2%
12
ASUS
1.1%
13
MEIZU
1.1%
14
MICROMAX
0.7%
15
ZTE
0.7%
16
TCL
0.7%
17
FLY
0.7%
18
COOLPAD
0.7%
19
GIONEE
0.5%
20
LETV
0.4%
1.
2.
3.
4.
5.
6.
17
In terms of monthly active devices (MADs), Apple and Samsung are market leaders in every
region in the world, but with very different market shares per region and country. Apple is very
strong in North America, Asia-Pacific, and Middle East & Africa, while Samsung is relatively
strong in Latin America, Europe, and Middle East & Africa. In Asia-Pacific, Samsung battles with
the leading Chinese brands to be runner-up to Apple. Most growth countries see local
champions emerge, like Micromax in India. White label tablets sold by local retail brands also
capture a significant share of the tablet market.
SHARE OF
MADS
DEVICE BRAND
APPLE
59.4%
APPLE
42.6%
SAMSUNG
28.4%
SAMSUNG
37.9%
LG
13.6%
LG
13.6%
MOTOROLA
10.8%
HUAWEI
11.4%
ZTE
9.9%
SONY
11.3%
LATIN AMERICA
DEVICE BRAND
ASIA-PACIFIC
SHARE OF
MADS
SHARE OF
MADS
DEVICE BRAND
SAMSUNG
48.4%
APPLE
36.6%
APPLE
19.9%
SAMSUNG
11.3%
MOTOROLA
18.1%
HUAWEI
10.1%
LG
13.0%
XIAOMI
10.1%
SONY
12.2%
OPPO
7.1%
EUROPE
DEVICE BRAND
SHARE OF
MADS
SAMSUNG
37.6%
APPLE
28.4%
SONY
13.5%
LENOVO
12.8%
HUAWEI
12.6%
Featured App
Micromax
Micromax
Informatics Ltd.
In July, Micromax had a market share of
21% in India, making it the second most
popular mobile brand behind Samsung,
which has a 34% market share.
Micromax is by far the strongest local
brand, with the next two Indian brands,
Intex and Lava, at #9 and #10 respectively.
FEATURED
BRAND
Copyright 2016 Newzoo
18
Apples iPhone 6 (& Plus) and 6s (& Plus) together account for more than 48% of all actively
used smartphones in the US. In the tablet market, the iPad Mini is remarkably strong,
accounting for 26% of all actively used tablets. A sizeable part of the other tablet category is
accounted for by white label tablets, while the large share of other smartphone models is a
result of the huge amount of different smartphone models available.
20%
iPhone 5s
30%
iPhone 6s Plus
iPhone 6 Plus
70.4%
15%
Share of
Top 10
2%
2%
3%
4%
4%
Galaxy S5
Galaxy S6
iPhone 5c
Galaxy Note 5
8%
7%
FEATURED
DEVICE SPECS
TOP 3
7%
Galaxy S7
Other
SCREEN SIZE
1. 5-5.5.0 INCH
2. 5.5-6.0 INCH
3. 4.5-5.0 INCH
CHIPSET
iPad Mini
14%
32%
68.3%
2%
3%
4%
4%
Share of
Top 10
5% 6%
10%
8%
2. QUALCOMM
iPad Air
SNAPDRAGON (410)
iPad 4
3. SAMSUNG
EXYNOS 5 (OCTA)
iPad 2
BATTERY
1. 2500-3000 mAh
iPad 3
2. 2000-22000 mAh
Voyager
Galaxy Tab A 8.0
Other
EXYNOS 7 (OCTA)
iPad Mini 2
iPad Air 2
12%
1. SAMSUNG
3. 2200-2500 mAh
Newzoo has 20 variables
available per Android or iOS
device model in 130+ countries
19
DEVICE INTELLIGENCE
DEFINITIONS, METHODOLOGY, AND TYPICAL USE CASES
DEFINITIONS
ACTIVE DEVICE: A device used at least once during a
reporting month.
SMARTPHONE: A device with a screen size under 7 inches.
TABLET: A device with a screen size of 7 inches or larger.
DEVICE BRAND: Manufacturer or redistributor of the
FEATURED
SERVICE
METHODOLOGY
Newzoos device intelligence service is based on a unique
combination of data sources. First, we collect global
monthly device usage data from strategic partners using a
sample of approximately 600 million active devices,
giving us raw data about the number of actively used
brands, devices, and models around the world. We then
enrich this data set by adding more detailed information
DEVICE
INTELLIGENCE
www.newzoo.com/devices
SAVE PRODUCT
DEVELOPMENT TIME
20
THE MOBILE
CONSUMER
In 2016, close to a third of worlds population will use a smartphone: 2.3 billion people. China
has more than 600 million smartphone users, while India and the US both have around 200
million. India will overtake the US next year to become the worlds #2 market. In the US, 64% of
the population already uses a smartphone, compared to only 16% in India. Newzoos global
active smartphone and tablet user intelligence includes forecasts for 190 individual countries.
SMARTPHONE USERS
2016 | GLOBAL & PER REGION
Smartphone
Users
EU
9%
13%
31%
2016
NAM
19%
APAC
2016
2.3Bn
7.4Bn
Total Global
Smartphone
Users
Total Global
Population
MEA
10%
LATAM
49%
7.39Bn
Online Population
Smartphone Users
4.01Bn
3.39Bn
2.27Bn
1.63Bn
1.60Bn
0.76Bn
Global
1.11Bn
0.60Bn
0.43Bn
EU
0.36Bn
0.33Bn 0.23Bn
NAM
0.51Bn
APAC
0.30Bn
MEA
0.64Bn
0.37Bn 0.20Bn
LATAM
22
Having looked at global app revenues, the number of smart mobile devices and the number
of smartphone users, the next challenge is to look at the consumers behind the numbers.
Understanding local mobile consumers and their behavior is crucial for any company that has a
serious mobile component to its product or marketing strategy. Media consumption, spending
habits, and preferences for brands, channels, and services can differ enormously per country. As
an example, the three biggest app stores in the US do not differ much in overall age-gender
split, but differences surface when diving deeper, as illustrated below.
M21-35
9%
16%
14%
M36-50
M51-65
9%
16%
F10-20
10%
17%
Under the
Age of 20
19%
7% 9%
13%
15%
F36-50
11%
23%
Under the
Age of 20
12%
F21-35
F51-65
9%
15%
14%
10%
16%
11%
21%
Under the
Age of 20
16%
51%
51%
56%
53%
48%
Full-Time Employee
Female
Full-Time Employee
16%
10% 8%
47%
Female
14%
Female
Full-Time Employee
TAKE
AWAYS
23
In addition to consumer age, gender, media consumption, and preferences, the fuller profiles
of smart mobile device users also offer a treasure trove of data. The home situation, income and
education levels, and various other socioeconomic data points can all be relevant for product
development and marketing decisions. In this report, we focus mainly on apps, app stores, and
direct consumer spending, but obviously such data is also highly relevant for mobile
advertisers. Newzoos mobile consumer insights cover 200 variables across 27 individual
countries.
17%
24%
49%
16%
27%
10%
Lives
With Kids
40%
Lives
With Kids
45%
17%
40%
49%
18%
22%
Lives
With Kids
45%
18%
17%
14%
60%
54%
46%
Subscribed
15%
Subscribed
Subscribed
TAKE
AWAYS
24
Social apps are very illustrative of how users of apps within a certain category can differ per
app. The age distributions of Facebook and Snapchat users in the US are very different; more
than a quarter of Snapchat users are aged 16-20, while 50-65 year-olds are the biggest age
group of active Facebook users. The young generation prefers a content-first approach and
cares less for timelines and profile pages. In China, there are also notable differences between
two popular social/chat applications: WeChat and RenRen. The latter skews older: 20% of
RenRen users are in the older Millennial age bracket (31-35) vs. 14% of WeChat users.
16-20
21-25
26-30
31-35
36-40
41-45
46-50
50-65*
11%
19%
30%
10%
9%
10%
Under the
Age of 25
10%
10%
10% 10%
4%
5%
6%
8%
55%
14%
18%
52%
female
14%
6% 9%
Under the
Age of 25
20%
7%
13%
14%
23%
43%
female
female
8%
31%
26%
Under the
Age of 25
8%
52%
6%
11%
14%
5% 15%
45%
13%
Under the
Age of 25
16%
17%
45%
female
25
Owning and always carrying a smartphone is becoming ubiquitous and clearly proving to be
an irresistible draw for service providers and advertisers. As more and more services are
offered via smart mobile devices, it is inevitable that they will play a big role in financial
transactions in the future, far beyond merely using the mobile banking app of your local bank.
Newzoo research shows very positive attitudes toward mobile payments, especially among
first-generation millennials. In several mobile-first emerging markets, asking about mobile
payment preference is almost a rhetorical question. We expect mobile to become the dominant
payment method in the not-too-distant future, whether through the technology of an
established tech or payments processing titan or some as of yet little known FinTech startup.
32%
Non-Millennials
34%
26%
17%
11%
13%
Strongly Disagree
13% 12%
15%
Disagree
13% 14%
Neutral
Agree
11%
Strongly Agree
*Respondents were asked to what extent they agree with the following statement:
I prefer to pay with digital mobile payment methods
48%
TAKE
AWAYS
CHINA
68%
INDONESIA
59%
PHILIPPINES
56%
26
AUDIENCE INSIGHTS
DEFINITIONS, METHODOLOGY, AND TYPICAL USE CASES
DEFINITIONS
SMARTPHONE USER: An individual aged 14+ who
possesses his/her own smartphone and uses it at least
once a month.
FEATURED
SERVICE
METHODOLOGY
Newzoos Smartphone & Tablet Usage Model calculates
and projects the number of active smartphone and tablet
users per country, based on a combination of data
sources, including Newzoos proprietary global device
intelligence and census data from global institutions such
as the Worldbank and the UN. We use a combination of
socioeconomic and development indicators in combination
with a proprietary market maturity model to project the
share of the population that will use connected smart
devices in the future.
AUDIENCE
INSIGHTS
MATCH CONSUMERS TO
YOUR BRAND & PRODUCTS
We compared mobile
consumers in Western
markets with consumers in
China and APAC. This data
proved very important for our
global strategy and marketing
decisions.
27
COMBINING
METRICS FOR
SUCCESS
The amount of data that can be generated by running apps as a service rather than a product
is vast, and processing the data becomes a bigger challenge than collecting it. This is exactly
where the mobile big data technology of our partner TalkingData comes into play, as illustrated
by the graph below. It shows how app downloads are distributed over the days of the week.
For both iOS and Android devices, we can see a clear pattern of increased download activity on
Thursday, Friday and Saturday, albeit a bit more pronounced for Android.
iOS Platform
20.1%
18.4%
16.1%
12.7%
13.5%
13.3%
16.1%
16.4%
13.2%
14.8%
12.8%
10.9%
11.3%
Monday
Tuesday
10.5%
Wednesday Thursday
Friday
Saturday
Sunday
MONETIZATION VS.
ENGAGEMENT
Games have been the trail
4.49%
Switzerland has the highest
conversion rate on iOS
4.86%
Switzerland also has the highest
conversion rate on Android
0.82%
0.40%
29
Creating a successful international app involves making a lot of important and interrelated
decisions, from picking target countries, optimizing product positioning, targeting the audience,
to deciding what devices on which to focus. Luckily, there is plenty of data to support such
decisions and to benchmark results against external sources. As a decision in one area often has
consequences for another, developers would be well advised not to look at a decision in
isolation. Based on the data and experience now available on the app ecosystem, Newzoo and
its partners can now quantify the impact of various strategic decisions, for example in terms of
addressable market, as illustrated by the image below.
PRIORITIZE
COUNTRIES
2016 MOBILE GAME
REVENUES
$510M
2015-2019 CAGR
+4.2%
2019 MOBILE GAME
REVENUES
$580M
APP STORE
& GENRE FOCUS
iOS MARKET SHARE
67%
SHARE CASINO
GENRE ON iOS
24.5%
TOP GROSSING
CASINO GAME ON iOS
Heart of Vegas
TARGET GROUP
PROFILING
OPTIMIZATION
METRICS*
DEVELOP FOR
TOP DEVICES
SPENDERS ON iOS
TOP 5 DEVICES
1.3M
$0.12
1. iPHONE 6
SHARE OF iOS
SPENDERS PLAYING
CASINO
D7 RETENTION
RATE FOR iOS
2. iPHONE 5S
8.0%
23.7%
3. iPHONE 5
SHARE OF iOS
SPENDERS THAT
CONVERTED ON D0
4. iPHONE 6 Plus
55% Male
21.8%
5. iPAD Air
*All game monetization metrics are 75th percentile figures (for a full month), because we want to benchmark
against successful games. The straight average would be too heavily influenced by poorly performing games.
FEATURED
FACT
>10X
Depending on Country,
Genre, or Platform
30
MONETIZATION METRICS
DEFINITIONS, METHODOLOGY, AND TYPICAL USE CASES
DEFINITIONS
ARPDAU: Average Revenue Per Daily Active User.
ARPPU: Average Revenue Per Paying User.
CONVERSION RATE: Share of users that make at least
FEATURED
SERVICE
METHODOLOGY
Our monetization metrics service combines and aggregates actual data collected continuously from hundreds of
games with various (grossing) rank positions and representing different genres. Working with our strategic
partner deltaDNA, we are able to compare performance
of games in terms of retention rates, ARPPU, and other
key metrics across 40+ countries.. This also allows us to
benchmark performance per app store and genre.
MONETIZATION
METRICS
Conversion, Retention,
ARPPU, ARPDAU, Genres
www.newzoo.com/metrics
PRIORITIZE YOUR
INTERNATIONAL ROLL-OUT
DEVELOP REALISTIC
BUSINESS PLANS ON THE
LATEST METRICS
BENCHMARK YOUR
APP WITH YOUR
COMPETITORS
31
FEATURE:
CHINA
ANDROID
ECOSYSTEM
The share of Android devices in China is much higher than in the US as a result of the many
successful local device manufacturers, who have also been able to fend off competition from
other Asian manufacturers such as Samsung. Given their explicit international ambitions, we
expect to see a lot more Chinese brands in overseas markets over the next few years, giving
Western and other Asian manufacturers a run for their money. Nevertheless, the success of
Apple in China is absolutely stunning, effectively the only Western consumer brand that
succeeds in becoming the market leader in China with no other Western brands in sight.
27%
73%
73%
STORE DIVERSITY
A unique feature of Chinas mobile
STORE / COMPANY
INSTALL RATE
1.
MY APP
TENCENT
23.6%
2.
360 MOBILE
ASSISTANT
QIHOO 360
17.8%
3.
BAIDU MOBILE
ASSISTANT
BAIDU
16.7%
4.
MIUI APP
STORE
XIAOMI
15.0%
5.
HUAWEI
APP STORE
HUAWEI
11.6%
undoubt-
33
An epic battle for dominance of Chinas ride-hailing market played out over the past few
years, not in the least because of Ubers decision in 2013 to enter the Chinese market. As the
ride-hailing segment has apps at the heart of its business model, growing monthly active users
is critical to success, but also a very costly undertaking on such a scale. Didi, itself the product
of a 2015 merger with Kuaidi Dache, is backed by investors including Baidu, Tencent, Apple, and
Alibaba. Uber China was set up as a separate entity, and received funding from a roster of
China-based institutional investors. The graph below shows that Uber was clearly making
progress in China in the months before being acquired.
finally
FEATURED
PARTNER
Copyright 2016 Newzoo
34
DEFINITIONS
MAU: User who has opened the app at least once in the
given time period.
DEVICE USAGE: Devices which have been used at least
once in the given time period.
ANDROID APP STORE: First or third-party app used to
find and install new games.
FEATURED
SERVICE
METHODOLOGY
Working closely with our partner TalkingData, we provide
clients with in-depth market intelligence on the complete
Chinese mobile ecosystem. TalkingData is Chinas leading
mobile smart data company, tracking two thirds of all
active smart devices and its users. It reports on individual
app performance by aggregating data from its suite of
analytics tools used by the vast majority of Chinese
developers. The derived insights are nearly endless, from
app (store) performance, device use, and engagement
metrics, to location-based analysis and demographic
profiling through its machine-learning technology.
PROFILE OPPORTUNITIES
OF INDUSTRY PEERS IN
CHINA
To launch our payment app in
China, we knew exactly which
companies to partner with, and
which companies were our direct
competitors.
35
FEATURE:
POKMON GO
FEATURE: POKMON GO
Pokmon GO has been the breakout hit of 2016. Niantic Labs game has accrued more than
550 million installs and $470 million in gross revenues (including app store fees) in its first 82
days since launch. Examining data from our Game Franchise Consumer Insights, we answer
some common questions surrounding the game and its players.
TOTAL DOWNLOADS
~550M
~$470M
IN FIRST 80 DAYS
IN FIRST 80 DAYS
IS POKMON GO A HYPE?
It is and is not. If sudden mass appeal
reviews.
37
Pokmon GO has leveraged the power of the Pokmon brand to reach the players who grew
up with the franchise. More than one third (36%) are aged between 16-25, versus 21% for the
average franchise. This means that players at the higher end of the age range will have played
Pokmon Red, Blue, or Green between 1996 and 1999. Females make up 43% of Pokmon GO
gamers, a testament to the original franchise, which crossed the gender divide.
OF POKMON GO PLAYERS*
10%
20%
19%
24%
SCOPE OF
DATA
43%
of Players
Are Female
13%
OF POKMON GO PLAYERS
24%
Have Not
Played Another
Top 30 Mobile
Franchise
26%
76%
12%
M10-20
M21-35
M36-50
F10-20
F21-35
F36-50
1.
US
2.
UK
3.
Japan
4.
Spain
5.
Germany
6.
Italy
7.
France
8.
Australia
9.
Ireland
10.
Canada
38
The most interesting fact about the Pokmon GO player base is that it appears to be a
broadly traditional gaming audience, despite its newness. After players of the regular Pokmon
franchise, Dota 2 gamers are most likely to be playing Pokmon GO (80%), while Candy Crush
Saga gamers are the least likely (46%).
FEATURED
POKMON GO
CLONE
City Monsters Go
Lequsy
(49%
of
competitiveness
important
than
players
was
in
liked
ranked
Pokmon
this)
but
as
less
GO
(18%).
competitiveness
highly
(25%)
and
39
NEWZOO
MOBILE
INTELLIGENCE
Newzoos Mobile Intelligence suite of services aims to offer complete global coverage to
all industries that put mobile at the center of their strategy, product development, or
marketing. Subscriptions combine the most relevant market intelligence services for our
clients and are scoped by region, frequency of (custom) reporting, and service level.
DASHBOARD
DEVICE
STORE
APP
INTELLIGENCE
INTELLIGENCE
INTELLIGENCE
MONETIZATION
ENGAGEMENT
AUDIENCE
Conversion, Retention,
ARPPU, ARPDAU, Genres
METRICS
METRICS
INSIGHTS
www.newzoo.com/mobile
Copyright 2016 Newzoo
41
DeltaDNA is the games industrys leading realtime analytics and marketing platform. It is the
only platform to provide a complete view of
players in-app purchase and ad monetization
engagement. Its services allows developers to
maximize engagement and lifetime value through
player segmentation, predictive modelling, and
real-time targeted interventions.
www.deltadna.com
WORKING WITH US
The current pace of change in consumer behavior, media, and technology requires a new type
of intelligence firm that is agile, innovative, truly global and ahead of the curve. We aim to be
recognized as the #1 provider of games, esports and mobile intelligence in the world.
PARTNER
MODEL
PRODUCT
SUBSCRIPTIONS
CUSTOM
PROJECTS
www.newzoo.com/mobile
Copyright 2016 Newzoo
42