"A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi
description
Transcript of "A blast of market data on the Chinese mobile games market by the stat experts" by SkyMobi
“By the Numbers – A blast of market data on the Chinese market by the stat experts”
• Market Overview• Market Breakdown by City Tier• Overview of ‘Diaosi’
William Heathershaw, Head of International Marketing, SkyMobi
China Mobile Internet Users as % of Internet Users
Source: KPCB
Percent of Global GDP
Conversion of Users to Paid and ARPPU
Source: Super Data
Comparison: Revenue per Download and CPI Q4 2013
Comparison: China and US CPI & ARPU
Source: Super Data
Comparison: China/US MAU & Annual Revenue
Source: Super Data
Know Who Your Customer Is
Population: 1.36 billion
Mobile internet users: 500 million
Mobile gamers: 266 million MAU
All these 266 million gamers are pretty much the same profile, right? NO
Classify Users by the Tiers of Cities in China
• Population• Provincial GDP• Cities with strong economic growth• Geography vicinity to other powerful cities• Advanced transportation infrastructure• Historical and cultural significance
Source: American Chamber of Commerce
Let’s Break it Down
1st Tier cities only have 10% of China’s population
1st Tier Cities: Beijing, Shanghai, Guangzhou, Shenzhen
Distribution of Active Devices in Chinese Cities
Annual Changes of Daily Sessions per User
Source: umeng
Distribution of Active iOS and Android Devices
Source: umeng
Top 5 Android Brands per City Tier (2014 Q1)
Source: umeng
I see the significance of focusing on lower tiered cities…but what do the users look like?
• Game Preferences• Game Preference Trends• User Behavior
Diaosi
Diaosi Game Preference
Source: Maopao appstore
Diaosi Game Preference Trend
Casual
Action
Card
Racing
RPG
Adventure
Time
Source: Maopao appstore
Wifi vs Cellular Network Usage for Downloads
Source: Maopao appstore
Success Rates of Downloads Relative to App Package Size
Source: Maopao appstore
238 251
271
316
377
282 298 303
323
354
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14
AVG.RAM AVG.ROM
Diaosi’s Handset Performance Increasing, but yet Relatively Low End
Source: Maopao appstore
Diaosi’s Most Responsive Time Periods to Promotions
Source: Maopao appstore
Games Are Most Important to 3rd Tier and Below
Source: umeng
“Hmm, does Diaosi have money to spend?”
• Most affordable form of entertainment
• Able to “show face” through games
Reaching Diaosi
• Maopao app store • Pre-installed on 40% of Android handsets
• 147 million users, 25 million MAU
• Partners• 100+ Chinese OEMs
• 30,000+ China Unicom & China Mobile stores
• 70+ distribution channels incl Tencent, Qihoo, Baidu
Thank You! Kiitos!