HONG KONG MOBILE ADVERTISING

STATISTICS & TRENDS

2015 Quarter 4

Vpon Ad Inventory in Asia Pacific Vpon  reaches  more  than  12  billion  bid  inventory  per  day  in  Asia  Pacific.  In  China,  we  receive  7+  billion  daily  ad  requests,  reach  over  100,000+  Chinese  Apps  and  450  million  unique  devices  per  month.

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More is coming…..

•  Tourism  Goldmine  of  Chinese  Outbound  Travelers    

  Market  StaGsGcs  &  Case  Studies  

• Hong  Kong  Mobile  Market  • Users  Behavioral  PaNern  

Contents

82.2M Outbound Chinese Travelers When everyone is concerning the GDP growth in China, does it means that

Chinese Travelers’ spending is decreasing?

For Chinese travelers who can afford overseas travel, there is still an all-out shopping bonanza that travel brands can plan on growing exponentially over the next five years. By 2020, it’s predicted outbound Chinese business and leisure travelers will spend upwards of $422 billion per year, and that’s only counting their retail purchases.

Exclusive Brand Message to the Outbound Chinese Travelers on their Personal Screen

Due to the market characteristics and language barrier, most of our network publishers in Simplified Chinese language are only available in Chinese fragmented 3rd party app stores.. That’s to say our origin of the apps defines the Chinese audience. Plus the condition that if their traffic appear in outbound destination. The traffic is generated by the Chinese travelers in Asia Pacific.

Identifying the Chinese Travelers By Simplified Chinese App Portfolio

Chinese Inbound Travelers Dominate APAC Countries Hong Kong is the most traveled destination among the 9 locations

*Chinese  traveler  arrivals  in  2015  is  projected  data  from  January  to  June  2015.    Source:  Discover  Hong  Kong,  Japan  NaGonal  Tourism  OrganizaGon,  Korea  Tourism  OrganizaGon  ,  Thailand  Department  of  Tourism,  Singapore  Tourism  Board  and  Taiwan  Tourism  Bureau  

*  Chinese  tourists’  total  spending  in  2015  is  projected  data  from  January  to  June  2015.  Chinese  Tourists’  total  spending  in  Hong  Kong  is  the  total  spending  of  overnight  tourists  and  one-­‐day  tourists.  Source:  Hong  Kong  Tourism  Commission  

Chinese Travelers’ Total Spending* Hong Kong, Thailand and Japan are popular destinations for wealthier outbound Chinese travelers.

Remark:  The  Chinese  tourists’  spending  &  major  shopping  items  paNern  is  an  average  spending  paNern.  Each  country‘s  spending  paNern  may  be  slightly  different  from  the  presentaGon.

Chinese Travelers Major Shopping Items

The  Overview  of  Chinese  Travelers  •  Hong  Kong  •  Macau  •  Asia  Pacific  

Understanding the Chinese Travelers

Overview of Mainland Chinese Travelers in Hong Kong

*All devices detected in Hong Kong

Source: CTR, Vpon

Overview of Mainland Chinese Travelers in Macau

*All devices detected in Macau

Source: CTR, Vpon

Overview of Mainland Chinese Travelers in Asia Pacific

Source: CTR, Vpon

Key  Factors  affecGng  Campaign  Performance  •  FesGve  Season  •  Mobile  OperaGng  System  (OS)  •  CreaGve  Language  •  Travel  DesGnaGon  Preference  

Understanding the Chinese Travelers

The Effect of Festive Season Targeted Location: Hong Kong

Source: CTR, Vpon

The Effect of Mobile OS Targeted Location: Hong Kong

Source: CTR, Vpon

The Effect of Creative Language Targeted Location: Macau

Source: CTR, Vpon

The Effect of Travel Destination Preference Targeted Location: Asia Pacific

Source: CTR, Vpon

The Complete Chinese Travelers Targeting Strategies

BEFORE TRIP (Attention and Planning) ‧Deliver travel information to create interest 　 　and attention

ON THE ROAD (Retail Traffic) ‧Drive sales conversion to stores at travel 　destination

BACK HOME (Retargeting) ‧Retarget the audience to for continuous purchase and create brand loyalty

Hong Kong Mobile Market

Unique Users Reached: 7.3M+ Number of active unique mobile users reached by Vpon grows rapidly with more than 30% growth in 2015.

Source, UU Vpon

Source, UU Vpon

Android vs iOS: 70.2% Android Hong Kong market is dominated by Android phones with steady growth quarterly.

Source, UU Vpon

47.0% Phablet Phablet (screen size between 5.3” to 6.9”) dominates among Android users. More iOS users prefer phone screen size than phablet screen size.

Source, UU Vpon

Mobile Phone Brands: 44.2% Samsung Samsung and iPhone takes nearly 70% of the market share among all the mobile phone brands in Hong Kong, following by LG, Xiaomi & Sony.

Source, UU Vpon

Top 10 Devices: iPhone 6 iPhone 6 is the most popular phone model throughout the year. In 2015, top 10 remains the battle field between Apple and Samsung, with LG and Xiaomi as emerging competitors.

Top 10 Android Devices: Samsung Galaxy Note3

Samsung remains the market leader and 7 of its phones hits top 10, with the Note product line continues as the hero product.

Source, UU Vpon

Source, UU Vpon

iOS Devices: 61% iPhone 6/6+

iPhone 6 & 6 plus are the two most popular Apple products in 2015. A rapid increase was observed from Q1 to Q2. It is because online purchase was available since Jan 2015 and it is easier for customers to get the new model.

Mobile Browsers: Chrome 49.1% Chrome is the most popular mobile browser among Android users.

Source, UU Vpon

Source, UU Vpon

Hong Kong LBS Traffic in 18 Districts

56% New Territories New Territories shares 56% of the traffic, Kowloon shares 33% while Hong Kong Island shares 11%.

Network Operators: csl. 38.2% Hong Kong market is divided by the four strong players with csl. takes the lead throughout the year.

Source, UU Vpon

Users Behavioral Pattern

Mobile Internet Access

In general, users slightly prefer using WiFi than cellular, especially for Video and Education related apps. Cellular are used for Life apps.

Source, UU Vpon

Source, UU Vpon

Hourly Traffic by Carriers

PEAK HOURS at 1pm, 6pm, 10pm Android and iPhone traffic spikes at lunch time at 12 am - 2 pm and night time 8 - 10 pm

Source, UU Vpon

Android Apps Categories Traffic

On average, apps which are videos, finance, entertainment & News categories are popular among Android users. Finance apps are seen an significant growth due to the fluctuation of the stock market this year.

iPhone Apps Categories Traffic

On average, videos & finance apps take the largest share with news follows up. The popularity of videos due to better user experience brought by the newly launched larger screen-size iPhone 6 series in September 2014.

Source, UU Vpon

For publishers：bd.hk@vpon.com For advertisers：sales.hk@vpon.com Call  us  at  27487376  for  more  informaGon

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